Independent Exhibitors Film Bulletin (1955)

Press Coverage of Second Poll Nominations Pushed Showmen throughout the country were alerted to press closely the announcement of the second group of Audience Awards nominations September 7 to assure adequate coverage in their local newspapers. National chairman Elmer Rhoden will announce the top five exhibitor choices of the April-MayJune period from Hollywood for publication in the Wednesday morning newspapers. COMPO special counsel Robert W. Coyne pointed out that while the three wire services will carry stories and wirephotos on the announcement, all AA exchange area and COMPO press relations committees will receive the story and photos well in advance of Sept. 7. They were urged to check with their newspapers the preceding day to see whether the wire service stories were received and wherever a paper was not covered, to plant the story and art. Meanwhile, close to a thousand theatres represented by 29 circuits hopped on the Audience Awards bandwagon during a nineday period in the last part of August. Listed among the group were such major holders as Fox Inter-Mountain, Balaban & Katz, Minnesota Amusement, Century, Lockwood and Gordon, Fabian Theatres, Walter Reade Theatres, Fanchon & Marco, Tri-States, Wilby-Kincey and several others. A host of independents joined the growing list in the same period. -A United Artists showmen aimed high for unusual promotion stunt for "Gentlemen Marry Brunettes," posing 14 finalists in its $75,000 "Miss Exquisite Form" contest atop Pepsi-Cola Waterfall sign on Times Square. Winner, Marvy Mayer, of Indiana, is second from left. Among the first to make capital of the nine sketches from which the final Awards trophy design will be chosen was Harry Shaw, Loew's N. E. division manager. Shaw displayed the sketches via a 40x60 with a specially made trailer urging the patrons to vote for the sketch of their choice in all Loew's Poli theatres in Conn, and Mass. U.S. Biggest Vote in AA Poll "We'll Need 3,500,000 Ballots" was the reply of one movie circuit when asked how many ballots that one chain would need for the Audience Awards election next November, an important COMPO ad in Editor & Publisher told the nation's press. The AA election is "one of the big news stories of the year" and a promotion in which newspapers themselves can play a key role, the ad states. "This movie poll stands an excellent chance of rolling up the biggest vote ever cast in the country's history . . . For news, for advertising, for circulation, the Audience Awards Campaign is one of the year's best newspaper bets." [More SHOWMAN on Page 26] Special Billboard Campaign Highlights 'Trial' Promotion Because "Trial" is an unusual picture, says Metro-Goldwyn-Mayer, it will be given an unusual promotion, highlighted by an extraordinary billboard campaign. For the first time in several years, Metro will depart from its standard billboard procedure with a special posting campaign for 24-sheets keyed a month in advance of openings in 18 territories. A total of 855 24-sheets will be used, among them 398 with special lighting effects. Areas were the 24-sheets will be seen include: Atlanta, Baltimore, Boston, Buffalo, Chicago, Dallas, Memphis, Nashville, New Haven, New Orleans, Omaha, Philadelphia, Portland (Ore.), Richmond, St. Louis, Salt Lake City, San Francisco and Seattle. Bogart P.A. at Left Hand' Bow It took "The Left Hand of God" to get Humphrey Bogart to make a personal appearance at a movie. The feat was accomplished by 20th Century-Fox as part of its elaborate plans for the charity world premiere of the CinemaScope film at the Roxy on September 21. Not only will the usually reluctant-to-appear Bogart be on hand, but it is expected that Mrs. B., Lauren Bacall, will accompany him. The debut is for the benefit of Boy's Town of Italy. Mrs. George P. Skouras is chairman of the Committee. Film BULLETIN Septsmber 5, 1955 Page 23