Independent Exhibitors Film Bulletin (1957)

MERCHANDISING & EXPLOITATION DEPARTMENT X Jl*><><>< "Go Out To A Movie" Slogan Draws All-Out, Industry-Wide Cooperation Industry acceptance of those "ten little words" is snowballing. Since its adoption last month as the motion picture industry's new slogan, "Get More Out of Life ... Go Out To A Movie," has been eagerly welcomed by all segments of the industry, and exhibitors are joining with the film companies to put the slogan on everyone's tongue. Consensus of opinion seems to be that this is a campaign catch-phrase worthy of a concentrated, all-out long-range promotional push. Oscar A. Doob and Charles E. McCarthy, who are piloting the campaign for COMPO, report that pledges of cooperation are pouring in from every section of the country. There is general satisfaction with the slogan, especially with the avoidance of the usual superlatives relating to the quality of product. Exhibitors seem highly pleased by the phrase's simplicity, its positive approach, psychological appeal in offering a reminder of the plus value of moviegoing. "Get More Out of Life . . . Go Out To A Movie" was very favorably received at the recent Allied convention, and it is getting the full support of the country's largest circuits. Every advertising-publicity-exploitation department of the major film distributors has indicated a willingness to cooperate. Columbia Pictures vice president Paul N. Lazarus, Jr. reported that "the slogan is being incorporated in all Columbia advertising immediately". Metro ad manager Si H. Seadler said the slogan is already playing a role in all M-G-M picture campaigns that are in work. General advertising manager Harry Mandel of RKO Theatres has started inserting the catchphrase in all advertising in New York City dailies. Ernie Emerling, advertising director of Loew's Theatres has a big 4-weeks drive under way, in which forthcoming product will be tied in with the "Get More Out of Life" slogan. Hy Fine of New England Theatres has prepared special art treatments of the slogan in various sizes for inclusion in newspaper and TV ads. Down South Carolina way, president Albert Sottile of the Pastime Amusement Co. declared: "It's a good slogan and we will start making use of it at once — here and there and DOOB everywhere, and in any place we have access to." "Wherever merchants suffer from hardening of the arteries of trade due to TV, traffic strangulation and inertia, your slogan opens vistas of co-op promotion with theatres that may earn them their dues from COMPO," says Emil Bernstecker of Florida State Theatres. Albert Bernstein, district manager of Virginia's Neighborhood theatres, an aggressive showman who has been plugging his own slogans for quite a while, promptly switched to the new all-industry catchline for his business building campaigns. "Immediate publicity is being given to the slogan in our theatres in Cleveland, Toledo, Akron and Chicago", reports Frank Murphy of Loew's Theatres in Cleveland. It is reported by COMPO that negotiations are now under way for tie-in use of the phrase in cooperation with various retail merchants, including restaurants and hotels. For theatremen who want suggested editorials which they might show to their local newspapers, Doob and McCarthy have prepared two articles. They are available for the asking by writing to COMPO, 1501 Broadway, New York City, 36, N. Y. Rank Product Greeting Good Old U. S. Ballyhoo J. Arthur Rank, the British movie mogul who, more than once, must have despaired of ever seeing his product achieve real success in the U.S., is having occasion to rejoice these days. Some of his recent releases are receiving a welcome reception from American theatregoers, and no little credit must go to the top-notch promotional support being accorded them by RFDA boxofficers Geoffrey Martin, Steve Edwards and associates. As an illustration, Rank general sales manager Irving Sochin reports that the exciting naval drama, "Pursuit of the Graf Spee", is the "industry's top grossing motion picture of the past two months". Quite an accomplishment for an organization that has been in existence for less than one year, but it's indicative of what good old-fashion ballyhoo can do. Another Rank import, the Rod Steiger starrer, "Across the Bridge", was kicked off with a kleig-lighted premiere that drew a big, fashionable crowd — not to mention the $23,500 in receipts, which was donated to a cancer charity. Rank showmanship: giant-size billboard sign on Broadway for current releases. RFDA president Kenneth Hargreaves (right) presents $23,500 check to charity, proceeds of "Across the Bridge" debut. Crowds at Sutton Theatre premiere in New York. WATCH FOR THE SPECTACULAR STORY _ OF THE WORLDS StA RAIDER/ Page 24 Film BULLETIN November II, 1957