Independent Exhibitors Film Bulletin (1956)

omestic showmen can take a leaf from their trans-Pacific brethren's exploitation book with this Trojan Horse" buit 315-feet high over the entire front of leading confectionery in Tokyo. Neon gn spell out Japanese title of WB's "Helen of Troy" and global premiere date, January 26. eantown Ballymen Socks Over )etroit\ 'Houston' in Boston It's natural for a showman in a town imed in a picture's title to give the film a ang-up campaign. It's real showmanship hen an exploiteer like Paul Levi, publicity anager of Boston's Pilgrim Theatre, can jread on pictures naming "Detroit" and Houston" in its titles. Doubling Columbia's "Inside Detroit" and The Houston Story," Levi spurred a "City ames Movie Title" contest on a local radio ation, aided by all its disc jockeys, with ) longest lists receiving free passes. A key r discussion show interviewed local labor aders on labor racketeering, subject of Detroit". Among other stunts, Levi held Jecial advance screenings for labor and plice reporters, and officials, columnists, lc, gaining oral and printed mentions: perladed a car dealer to parade autos, banpred "This Came from Inside Detroit", with laydate: had "gun molls" handing out bvelty heralds on "Ten Don'ts for Ganger Movies". George Washington's Birthday \ LIE CONTEST v TKI HVI itJT t MTV ItJ will ftlCttVl TWO FAlStS TO TV! torfe WashiMtoi's Buttdjy MldnlteSpookShow T« I. HaW Tim., Ftb. 21, ot 11:45 P.M. till CHILLS AND TKI ILLS FOE Theatre 'ith big February Holiday datings around the srner, this stunt by Max Knauss at the Fox in ilinas, Cal. captures likeable attention for 'ashington's Birthday midnite spook show. Tauss handed out card to patrons in advance, oliciting best "biggest lie" in 50 words or less. NT Paper Delivers Exploitips For Big Leap Year February "Short on days, long on opportunities" is the apt description of the big Holiday month, February, by National Theatres "Showman", lining up a series of exploitables for the big money dates. In addition to the four big ones — Boy Scout Week, (Feb. 6-12), Lincoln's Birthday, St. Valentine's Day, and Washington's Birthday, there is the Leap Year extra day, and all of them are well covered in ballyhints to the showman. Scout Week: Theatre parties, either merchant or club-sponsored, take an important slot in activities. Look for shorts on scouting, outdoor play, other subjects that will tie in with appeal to scouts and their families. Used to good advantage in the past is a march to the theatre culminated by a stage tableau where proper tribute is paid to honored members of the troop. Lincoln's Birthday: Since this falls on Sunday, and is observed on Monday, theatre participation in ceremonies is a natural. Tieups with vets organizations, civic groups, merchants, etc., for an Americanism week in the period between the two presidents' birthdays can be kicked off Monday and continued through the period, with newspaper support enlisted. Valentine's Day: On the 14th, a Sweetheart Show is suggested, with special inducements to teenagers, like a lucky ticket which admits the girl's sweetheart. Or, the merchants can pick up the young people's tab. Free admissions to sweetheart teams — youngest, oldest, longest married couples, biggest families, etc. Washington's Birthday: Stunts and theatre parties (most schools have full or half day holidays) both afternoon and evening. Leap Year: Girls are hosts to boy friends, free tickets for best proposals from stage. 'Flannel Suit' Fashion Co-op To Go Feb. 15 for Easter Push On the astute line of reasoning that (1) people think most about clothes before Easter and (2) what is paramount in the public's mind makes a likely area for exploitation of a movie, 20th Century-Fox has set Feb. 15 as the date for moving into high gear the mammoth national fashion promotion preselling "The Man In The Gray Flannel Suit", its big Easter holiday release. The largest fashion promotion co-op ever set for a 20th-Fox movie, the campaign involves 12 leading manufacturers of men's wear and accessories and over 700 leading department stores in tie-in merchandising and was initiated two months ago when the Darryl F. Zanuck personal production was still shooting. Participating manufacturers, through national advertising, display material and special campaigns tailored to fit theatre engagements locally, will plug the film to customers in some 7000 stores throughout the country. Bert Bacharach, known as the top men's fashion authority, co-crdinating the promo Bert Bacharach, top male fashions authority, describes extensive co-op campaign with major dept. stores, manufacturers, for "The Man in the Gray Flannel Suit" at exploitation portion of 20th Century-Fox sales conference, with distribution chief Al Lichtman (right) presiding. tion for 20th, detailed the plans as a highlight of the company's recent sales meeting. Eagle Clothes' campaign, for example, kicks off with full page ads in Esquire's Apparel Arts and the Daily News Record, followed up by mail broadsides, letters and circulars. Additional space is set for national fan and lay mags, plugged with truck and newsstand posters. Newspaper coverage includes 1000line ads in all leading cities, life-size mounted cutouts of Gregory Peck, back-drop posters, die-cut hand tags and other items as display material. As an extra publicity bonus, Bachrach, who writes a men's fashion column for 100 newspapers, is plugging constantly for the picture, including an extra bally on his recent appearance on Edward R. Murrow's "Peson-to-Person" TVer. Film BULLETIN January 23, 1 956 Page 29