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MERCHANDISING & EXPLOITATION DEPARTMENT V
Stunts Blossom in the Spring^ Tra La
Lana Turner, plugging "Imitation of Life," helps Robert L. Rothafel mark 32nd birthday of New York's Roxy. Balloons hold tickets.
That traditional showman staple known as j :he Stunt, as invariably as baseball and flowers, bursts into full bloom in the spring. That is lot to say that promotion-minded industryites 7ut their audience-attracting tools into mothballs at the first sign of cold weather, but it is upon the vernal warmth that the Stunt thrives best, and it is then that energetic film planters — exhibitors and distributors alike — achieve the best results at the boxoffice.
As the examples on this page clearly indicate, there is nothing like a good stunt to catch the eye of the man on the street, and with the warm weather bringing him out in increasing number, he is at his ready-to-be-sold best.
For those with an eye toward showmanship, this should be merely a reminder; for those who subscribe to the "green thumb" theory, it is hoped that this will serve as a spur. You can't do it unless you try.
4 Pittsburghers out shopping were attracted to this stunt in Murphy's department store, where bamboo prison contest was set up by radio station KQV, store to promote opening of Columbia's "The Bandit of Zhobe" in 23 neighborhood and drive-in theatres. Shoppers and passerby are trying to free the imprisoned "Bandit". Station helped by broadcasting clues in the contest. First prize of $100 U. S. Savings Bond also helped bring Springtime walkers in off streets to try their luck.
-A Above: United Artists discovered a promotional gold-mine in the person of James Moore, a devout Marilyn Monroe fan from Chicago. He startled State Street shoppers as he made his way to United Artists Theatre bearing a life-size cutout of MM. Moore hoped to get the replica autographed by the star of "Some Like It Hot," making a personal appearance at premiere of the picture. Moore toured busy Loop streets, boarded crowded buses, subways, shopped at stores.
Film BULLETIN April 13, 195? Page 25