Independent Exhibitors Film Bulletin (1960)

BIG '60 FOR BOTH Huw the Promotion Tools* Einivld Tells Exhibitors Continued from Page 12 told the convention, will turn out eight to ten major productions in I960 especially tailored for family audiences, and incorporating elements of children's appeal as well as adult themes. As "the leader in presenting this kind of entertainment," 20th, said Skouras, had been successful in the past with films like "Journey to the Center of the Earth" and "Dog of Flanders," and expects similar success with "Sink the Bismarck" and "The Story of Ruth." The president promised that his firm "would maintain this leadership and continue to present attractions that would appeal to the vast family audience." Another hope — held out to the assembled sales and promotion personnel by Adler — lifted the spirits of the conventioneers and the exhibition leaders who were informed of its import. "You'll never again get a wet print from 20th-Fox," Adler told the conclave, and to harried promotion staffs Harrison (I.) and Einfeld land Darryl Zanuck, whose "Crack in the Mirror" is one of lOlh's big ones. everywhere the words must have come as a beacon in the sometimes dark or murky pursuit of their hectic jobs. What this meant, of course, was what promotion men need so badly — ample time to saturate trade thinking with the idea of an upcoming picture before it is pushed into release. Instead, in all too numerous instances, pictures have been rushed out accompanied by only a hasty — but still costly — campaign, much in the manner of going to a fancy dress ball in an ill-fitting and unpressed tuxedo. No more of this for 20th Century, production boss Adler said; his company is washing its hands of such wasteful practice. And, as if to accentuate his contention, he invited exhibitors everywhere to demand of the home office personal appearances by stars and other personalities. "We at the studio will do our utmost for you," he said. Emphasizing that Fox is ready to promote to the fullest, Adler declared, "I will send any group of talent that is not shooting to promote your pictures." Heavy TV Expenditure In every facet of showmanship, in fact, 20th is loaded for I960. So much so that Einfeld's statement to the branch managers and regional advertising-publicity directors that the firm would have "enough tools to do the job" of promoting the production lineup was a masterful understatement. The promotion chief's words were stimulating enough to move several of the nation's leading exhibitors to ask for further detailing of Fox's showmanship plans. This will be accomplished by a complete nation-wide series of area showmanship and local-level sales meetings this month, it was subsequently announced. Einfeld stressed particularly the decision to allocate $500,000 for television campaigns on three films specifically tailored for family audiences: "Dog of Flanders," "Masters of the Congo Jungle" and "Sink the Bismarck " The allocations for the campaigns, aimed at the widest possible family audience, "are the largest in our history," declared the Fox vice president. Designed to break across the networks two weeks in advance of key city playdates, each "TV saturation plan" will be shaped after the highly-successful "Journey to the Center of the Earth" push. 20th's regional ad-publicity force will work with TV stations and personnel supplying them with special "message" TV trailers, in addition to the regular series, much the same as theatres use cross-plugs and standard theatre trailers. In addition, Einfeld pointed out, special color Sunday supplements in newspapers across the country will carry full pages, in story form, on those three pictures — and many others — well in advance of openings. Focusing attention on a new concept in public introduction, planned for "The Story of Ruth" and its star discovery Elana Eden, Einfeld noted that all regional ad-publicity managers will be equipped with a special reel of film depicting scenes from the multi-million-dollar production, for public and industry screenings. He also mentioned the continuing series of national tie-ins, citing the current five-page layout in Harper's Bazaar on "Page One" and the current merchandising tie-in with the world's largest department store, Macy's, for "Center of Earth." Other members of Einfeld's staff told the conclave of their promotional efforts on behalf of Fox releases. They included ad director Abe Goodman, creative ad manager Max Stein, radio-TV director Martin Michel, and then publicity manager Ira Tulipan. And, Einfeld promised in a scathing denunciation of those industryites whom he termed "states righters," all of Fox's showmanship will be aimed at "maintaining and raising the level of good taste in motion picture promotion." Some distributors, the art houses which show their pictures and other "states pi w 1 i« RKO Theatres president Sol A. Schwartz (I.) chats with Adler, vice president Joseph Moskowitz, executive v. p. W. C. Michel. righters" who "invade the industry are," according to the 20th vice president, "guilty of poor taste in their advertising, which brings criticism on our industry as a whole." He added: "The level of promotion of American pictures today is the highest it has ever been. But we must constantly raise it higher to keep our medium in the forefront as the greatest form of entertainment." Twentieth Century-Fox obviously is determined to make I960 one of the biggest and most prosperous years in all its storied history. And it aims to accomplish it by following a policy of good taste in both production and promotion. Page 18 Film BULLETIN January 18, I960