Independent Exhibitors Film Bulletin (1956)

'What t&e S&oowtm /4%e *Daiay t Exhibitors Sparking Showmanship Drive (Continued from Page 19) sters into the theatres to instill the moviegoing habit and urging exhibitors "to open their bag of tricks in an effort to make their theatres the focal point of amusement in their communities." 5. A reiteration of Goldenson's long advocated practice of constant introduction of new youthful personalities into top pictures to (a) eliminate the shortage of boxoffice names by intelligent promotion and use of these new faces and (b) build movie interest of the vast teenage group with young faces attractive to them. Get these new faces out on the road and build them up. 6. Revive newspaper interest in the movies on the local level. "The most insignificant event in TV is heralded by the columnists and other feature writers, whereas important events that take place in our industry are mentioned insignificantly." Much can be done to correct this with the contacts theatres have with their newspapers. 7. Continue the audience awards as an annual project and plan for continuously improving supervision as stated in a 9-point plan submitted by National Theatres' publicity head Thornton Sargent on the basis of experiences of those who participated in :he initial campaign. 8. All-industry support of National Theatres' president Elmer C. Rhoden's program ifor a Spring Movie Festival nationwide and Motion Picture Forum in Hollywood. I 9. Submission of all these plans to producers, distributors and exhibitors, urging full cooperation in bringing cut the "farreaching potentials of these ideas and the absolute necessity of carrying them out." ong-range planning is evident in these window displays at Tailored Woman of Fifth Avenue potlighting 20th Cent ury-Fox' "Island in the >un , soon to go into production. Displays are >ne of several in leading New York shops eaturing a line of Everfast resort and cruise node inspired by the new Alec Waugh novel, ^atchline: "For Your Island in the Sun." From the Lone Star State, traditionally in the vanguard of showmanly activities, Texas COMPO advanced plans for four theatrepublic participation programs, one to be used in each quarter of the year, implemented with actual promotion accessories available to theatres throughout the country. Kyle Rorex, executive director of the Texas Council, revealed the ambitious programs in answer, he said, to exhibitors requests for campaigns to sell the industry in general and to stimulate boxofnce attendance. Leading off the year will be the Oscar Race, a proven stimulant last year, in which the public is invited to select the Oscar winner in each of six categories from the Academy nominations — Picture, Actor & Actress, Supporting Actor & Actress, Song. Winners get free passes to the individual theatre. Results of last year's competition showed an increase from 6 to 21% during the voting period. Campaign material costs $24.50 for two tinted trailers, two 40x60's, a composite mat and 2000 ballots. Teacher of the Year is the project for the April-June period, calling for a selection of each town's Teacher of the Year by both school students and their parents. Ballots are distributed during a two week period at the theatres and deposited in theatre lobby boxes during the actual voting week. Each teacher in town receives two passes to the theatre, the winner gets a season pass with presentation made at the end of the school year in the school auditorium or on theatre stage — well covered by newspapers. A similar Texas COMPO exploitation package of trailers, etc. is available for $24.50. The summer months will feature Drive-In Week with cash prizes going to drive-in managers for best exploitation of individual pictures and for best augmented campaign. A three-trailer package with display and publicity material is available also on this for the same price. The Manager's Award campaign graces the final quarter of the year. In this, the individual theatreman selects pictures which he personally endorses as good entertainment with a money-back guarantee. Idea behind this is to stimulate confidence in the movie industry and forthcoming product. Two trailers, one to follow the regular trailer for the Award picture, the other to precede the actual showing of the selected film. The two trailers, mat, 40x60, TV and newspaper publicity materials are $19.50. Such stirring, both general and specific, are gratifying signs of a showmanship renaissance. Obviously, not all of the ideas that are being or will be advanced are new. Many, in fact, have been advocated before and practiced on a limited scale. But the rolling-up-of-sleeves attitude is new and fresh and hopeful. It gives a bright promise that finally both the new and old will be activated on a large scale, and, collectively, may start the hottest showmanship bonfire yet conceived in the movie business. [More SHOWMEN on Page 28] U-I's Charm Magazine merchandise promotion on "The Benny Goodman Story" brought Billie Sanders, manager of Sander, Inc. department store in Kalamazoo, Mich., to the Universal home office for more detailed discussions with U-l boxofficers on co-op exploitation. In the huddle with Miss Sanders are, from left, promotion head Jerome M. Evans, Eastern exploitation manager Herman Kass and Eastern adpublicity chief Charles Simonelli. Metro Reported Revamping TV Series To Perk Show's Draw What will and what won't sell movies on TV is the subject of M-G-M and American Broadcasting officials' discussions in Hollywood, according to a special story in the New York Times recently. The item held that a new format for "The M-G-M Parade", weekly ABC-TV half-hour feature, will be sought to heighten its audience appeal. Twenty-seven of the shows have already been filmed at a production cost topping a million dollars, but it was questionable how many of these would be released, the report said. Present setup has scenes from past Metro films and previews of new pictures. One of the contemplated changes involves a switch to stories of the stars themselves in the "This Is Your Life" style. The Times also reported that George Murphy, who serves as host-narrator, would be replaced and that Leonard Spigelgass, MGM studio writer, will take over the program's executive producer duties from Leslie T. Petersen. Featurette Showmanship Contest Columbia is giving big-scale exploitation treatment to its forthcoming two-reeler, "Wonders of Manhattan", including a nationwide exhibitor showmanship contest. A special pressbook on the CinemaScope featurette carries details of the competition, based on the best exhibitor campaigns. Two winners will be selected, one from either side of the Mississippi, by a four-man board: Columbia execs A. Montague, Rube Jackter, and Maurice Grad, and executive director of the N. Y. Convention and Visitors Bureau, Royal Ryan. Grand prize is an all-expensepaid trip to the Big City for the winners and one guest each for foui days. Film BULLETIN January 23, 1 956 Page 27