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EXPLOITATION PICTURE
■YOUNG AT HEART' OFFERS 'DREAM TEAM'
DAY-SINATRA POWER CAMPAIGN
With two red hot boxoffice names Uke Doris Day and Frank Sinatra, and a hit song title, the Warner sho'wmen just did what comes naturally and built a smart sellin^^ campaign around this "dream team." While "Young at Heart" offers large, tuneful portions of vocal interludes by these two famous
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songsters, it also capitalizes on their dramatic talents. Combination is calculated to provide exhibitors with plenty of angles to draw most types of audiences.
Newspaper ads effectively^ illustrate the romance-music-drama facets of this Henry Blanke production and carry interest-provoking catchlines like : "Mad For Each Other And Singing Their Hearts Out For You" . . . "Together For The First Time! Terrific From The First Moment!" . . . "Nobody Knew What Barney Would Do Next And She Didn't Care, bust So He Did It With Her!" Copy also plays up Sinatra's award-winning fame.
MERCHANDISING TIE-INS
Pressbook offers a number of smart suggestions for ad and display tie-ups with local merchants and shops, which can be worked around stills of eyecatching scenes from the picture. Typical ideas : Use still of Day-Sinatra enNext And She Didn't Care, Just So He jewelry store and photographer's studio which entitles young couples purchas
^ Newspaper ads, such as these, play-up teaming ot b.o. stars Doris Day and Frank Sinatra, and capitalize their singing and dramatic talents.
'Young at Heart" Quiz Mat
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ing engagement gifts at cooperating jeweler during run of film to be photographed free of charge. Cute shot of Day and Ethel Barrymore with baby can be made up into an effective counter and window display-piece for co-ops with specialty shops, toy and department stores. For use in all tieins, WB boxofficers suggest the slogan: "For The One Who Is 'Young At Heart'."
STUNTS
Prior to film's opening, announce a talent search for three sisters (like the three Tuttles in "Y at H") who sing, dance or play musical instruments. Then have the girls entertain at the opening. Other ideas include : announcement that married couples from town named Frank and Doris will be admitted free on opening night ; invite local gals, resembling Doris Day, to submit photos to be posted in lobby. Then have patrons vote on the best look-alike and invite the winner to be first-night guest of honor; wealth of newspaper space should be garnered from a jitterbug contest for persons over sixty who are still "Young at Heart."
idea-loaded pressbook provides numberable angles for attention-getting campaigns which include a "Young At Heart" quiz and a fashion tie-up with local newspapers. Mats are available for a cute "test-yourself" herald adaptable to both throw-aways and newspaper features. Quiz asks provocative questions to determine just how young-at-heart the reader really is and suggests seeing the WB film at local theatre. Fashion mat discusses current trends in ladies' wear and shows off Doris Day's "Y at H" wardrobe. Excellent for newspaper tie-ins with your local millinery shops.
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