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the
ampaign
Pinning their campaign for "The Horse Soldiers" two extremely sturdy film foundations — the arquee glitter of John Wayne and William olden and the sweeping spectacle of the Civil far — United Artists has developed a lavish prootional push that is designed to usher the $5,00,000 Mirisch Company presentation into the oxoffice spotlight.
The two imposing figures, riding into battle on >e opposite page; fighting and loving in the >ugh at the right, or as seen, ready to tear at ach other's throats, on pages two and three of lis supplement, represent the basic pieces of art om which the newspaper advertisements and osters will be developed.
j The personal appearances of Wayne and lolden have been previously noted. Other prolotional devices include merchandising tie-ups eared to the current popularity of Civil War hisory, particularly items for the youngsters.
You can count on "The Horse Soldiers" enjoying i campaign every bit as extensive as the sweep >f the story itself.
BOOK TIE-UP
One of the major tie-ups developed by the United Artists showmen is the book promotion co-sponsored by the Dell Publishing Company. Copies of "The Horse Soldiers," by Harold Sinclair, will appear in thousands of bookstores, on drugstore counters and newsstands throughout the country. The vividly-colored cover, featuring an action scene and credits for film and stars, will serve as a strong selling piece wherever displayed.
AN ARMY ON THE RAMPAGE — AND
WAYNE AND HOLD EN lead IT!
A GIRL IN LOVE-AND
WAYNE AND HOLDEN FIGHT OVER HER!
THE GREAT CIVIL WAR STORYAND
JOHN WW WILLIAM
Wayne
LIVE IT!
AND
WW WILLIAM
HOLDEN
THE MIRISCH COMPANY
The Horse Soldiers
..CONSTANCE TOWERS' S .„< althea gibson
JOHN LEE MAHIn'IJ'mARTIN RACKIN • JOHN FORD
A MAHIN RACKIN PRODUCTION -Color by DeLuxe • Released thru UNITEDBQ ARTISTS
Film BULLETIN April 27, U5» P*ge 17