Independent Exhibitors Film Bulletin (1959)

what t&e S&acvmw rf%e *Daiaa i / f m m PLEASANT READING. Samuel Goldwyn reads article in "This Week" newspaper supplement about his forthcoming "Porgy and Bess". CLIPPINGS. Mort Nathanson, Lois Weber, Fred Goldberg scan foreign press publicity for UA's "Solomon and Sheba". 'ANNE' PREMIERE. Top: Spyros P. Skouras, George Stevens, Mrs. Skouras, Sol A. Schwartz at benefit premiere of "The Diary of Anne Frank" at New York's RKO Palace. Center: George Stevens, Jr., star Millie Perkins, Schwartz. Bottom: Freddie Robbins interviews Joanne Woodward, Skouras. 'AL CAPONE'. Top: crowds wait for opening of "Al Capone at New York's Victoria. Center: producers Burrows, Ackerman flank stars Steiger, Fay Spain. AA's Goldstein at right. Bottom: Miss Spain signs autographs. 1 key 'GREEN MANSIONS'. Here are two phases of extensive M-G-M promotion for "Green Mansions." Above: a window of Best & Co., New York, devoted to tie-up display. Below: director Mel Ferrer at high school press confab. April 'Green Mansions' Month for M-G-M Showmen April is "Green Mansions" month at M-G as the advertising and promotion for the fi reach their peak with the company backing key dates to climax one of its top campaigns of the year. More than 120,000,000 readers of 12 national and fan magazines will see the ads for the film, which include a full-page, two-color placement in the current issue of Reader's Digest and the 30-page "Green Mansions" promotion in Seventeen Magazine. Seventeen is helping the national drive with publicity and promotion in every news media to supplement its own editorial support. The major products of the magazine and film company's combined, year-long efforts are department store tie-ups in 25 key cities, with Best & Co., leading the way with three windows on New York's Fifth Ave. Best backed up the display with a series of newspaper ads. Book-wise, Bantam Books has placed its edition of "Green Mansions" on bookshelves in stores, counters and newsstands throughout the country. Tour, Trade Campaign Feature Col.'s Early Promotion Columbia is beating the drums well in advance of two of its major productions. A unit publicist is going on an extensive international tour to plug "Suddenly, Last Summer" even before production begins, and the promotion on "It Happened to Jane" will feature the biggest advance trade paper ad campaign in the company's history. "We believe," said Columbia's ad-publicity head Jonas Rosenfield, "that selling films to the industry first is a basic principle of merchandising." As for the tour, Columbia and Sam Spiegel's Award Productions, Inc., are combining to send Harold J. Salenson on a world-wide promotion trek to plant advance stories about the upcoming productions and pave the way for further coverage. UA Still Plugging 'Maja' I Through Post Office Battles United Artists obviously is extracting every ounce of promotional value it can draw from "The Naked Maja." No sooner did it drop its lawsuit against the U. S. Post Office over the mailability of a full-page ad featuring the famous Goya nude, than it began flooding newspaper offices throughout the U. S. and Canada with postal card reproductions of the same unclad figure. This time it got even "better" results. The Post Office Department seized thousands of the cards on the grounds that they were "obscene, lewd, lascivious or filthy, and therefore non-mailable." A hearing on the matter was scheduled to be held in Washington, D. C, but no matter what the outcome, UA already had scored another showmanship beat. Piqe 26 Rim BULLETIN April 13, 1959