Independent Exhibitors Film Bulletin (1956)

MERCHANDISING & EXPLOITATION DEPARTMENT J J|^><><><" xr??<x><rx in Offbeat Pictures, Showmanship To Maintain Upswing— Rhoden Reporting a substantial improvement in theatre business since the beginning of the year, National Theatres president Elmer C. Rhoden sees a continuance of this upswing through 1956. A strong lineup and strong showmanship are the keys to this prediction, the circuit head told a 3-day Division President's meeting. "From all parts of the 21 states NT serves", he said, "theatre managers and operators see concrete evidence of a business upswing. It is particularly gratifying to observe that our neighborhood theatres, which had been the most seriously affected, are snowing a surprising improvement in all areas." An analysis of the pictures due for the balance of 1956, Rhoden noted, indicates "more high quality pictures than at any time in our history ... In addition to the many important pictures, the theatres have also been benefitted by the release of many offbeat pictures with a showmanship that has drawn the public back to the theatres. It is the firm intention of National Theatres to back these pictures with showmanship and selling that will insure the continuance of the upswing." ELMER C. RHODEN 13-Week TV Campaign to Lure Fans for Boxing Racket Film Columbia's showmen are going all out with two of the company's big ones, "The Harder They Fall" and "Picnic". Pinpointing the promotion on "The Harder They Fall" with a huge television campaign striking four-square at the most likely market, ad-publicity chief Howard LeSieur kicked off a nationwide 13-week TV spot campaign to run immediately before or after the Wednesday and Friday night network boxing programs. Thirty-six key metropolitan areas utilizing 39 stations will be reached with 10 and 20-second filmed spots hitting the juicy fight audiences. "We believe this is the most comprehensive television pre-selling advertising campaign ever staged nationally for a motion picture," LeSieur said in unveiling the extensive TV program. A perfect tie-in message will pique the viewer's interest: "There is more to boxing than you see in the ring — see the unvarnished truth about the big-time swindle called boxing," the spots will say. They will be latched on either to the Wednesday night ABC bouts or the Friday night fights carried by NBC. In New York, Washington and Indianapolis, both nights will be used. Eastern cities will get them at 10 p.m., the West correspondingly earlier. Beginning in February, the spot campaigns will carry through the latter part of April, coinciding with runs in most key situations. Another phase to "The Harder They Fall" campaign will be a 62-city promotion tour featuring Mike Lane, the actor who plays the six-foot-seven inept giant who is built into a title contender by an underworld mob. Lane will use the same lavishly decorated bus that is part of his build-up in the picture for the tour, and will be accompanied by tiny Horace McNab, who stands less than five ft. To climax the hard-hitting "Picnic" promotion, 36 theatres in 33 key metropolitan areas will hold lavish premieres. Columbia will put on 14 extra field exploiteers to aid theatremen in developing their campaigns for the debuts of this important release, it was revealed by A. Montague, Columbia sales chief, augmenting the normal eight-man staff. [More SHOWMEN on Page 30] Screenings for High School Eds Pre-Sell "B.G." To Youth Trade Screenings for editors is always a good idea to get the news about a picture before the public, but Universal added inspiration to the thought when the company held a special screening of "The Benny Goodman Story" for more than 70 high school newspaper editors in the New York metropolitan area. What's more, Steve Allen, who plays the title role, was on hand for a mass interview by the youthful scribes prior to the screening. The invitational showing, staged after school hours at the home office screening room, should cue exhibitors everywhere for a similar stunt. While the added lustre of a Steve Allen interview must necessarily be lacking, the idea is bright enough to be used generally with the picture alone, or perhaps, a local jazz music authority can be an added attraction. The big asset here is the saturation coverage of the town's teenage element, especially important with a picture of this type. Virtually every high school student devours the school paper from cover to cover. With the editorial screening assuring a glowing fea HOWARD LeSIEUR Film BULLETIN February 6. 1956 Page 29