Independent Exhibitors Film Bulletin (1960)

PRE-SELL AT UNIVERSAL ( Continued from Page 23) around the land to help launch the picture. Observance of the 155th birthday of Hans Christian Andersen also aided in the advance promotion in numerous cities, with mayors and other government officials proclaiming the date a holiday and otherwise plugging the production based on the Danish author's famous tale. Personal appearance tours by stars Sandra Dee, Patty McCormack and Tommy Kirk in advance of openings; a "Snow Queen Winter Carnival" at Grossingers, covered by many network radio SNOW IS HOT 'SNOW JOB. Left, star Sandra Dee, r., Sherry Jackson pose with snow man prior to special kids' premiere of "The Snow Queen" at Beverly Hills' Fox Wilshire. Right, U studio publicity director Jack Diamond chats with Miss Dee before the special showing of the picture, which drew a packed audience. Some of the children can be seen lined up. and TV shows; merchandising tie-ins with stores throughout the country, and special invitational showings in more than 30 key cities since last November and December all powered the picture to its excellent opening. Promotion touched off long in advance of a film's release and continued constantly straight through to the opening dates now is the byword at Universal, where the big pre-sell is being calculated to guarantee important productions a ready audience before they reach the market. Extensive Tie-Ins Key to MGM Sell Not content merely to ride the "Ben-Hur" success chariot, M-G-M has grasped upon merchandising tie-ins as the best ride to a "wantto-see", and, operating on that premise, the Metro boxofficers are engineering cooperative deals with as many reputable companies as will buy the idea. Latest picture to enjoy this kind of build-up is "Please Don't Eat the Daisies," whose family theme is readily accessible to tie-ins ranging from breakfast food to children's games. Most significant of the deals is the ticket tie-in with Quaker Oats, whereby some 27,000,000 tickets (good for children with adult paid admissions) are being distributed in food stores nationally in Quaker and Mother Oats packages. To back this, Quaker Oats Co. is spending S5()(),()()() on magazine, newspaper and television advertising, and is distributing over 125,000 posters and other point-of-sale accessories for display by the retailers. A Coca-Cola tie-in also is selling the film, with a full color, 17 x 20-inch display card being distributed nationally by regional bottlers to retail outlets. In addition, 900 radio stations programming the weekly Coca-Cola "Hi-Fi" show for teenagers will play the Doris Day recording of the title song. Another tie-in is aimed at the children's market, with a photo showing four of the screen children of Miss Day and David Niven playing a children's game between takes of the film. Quality Games, Inc., is arranging full cooperation between local stores and theatres to coincide with playdates. Additional tie-ins include: Columbia Records' designation of April as Doris Day Month; an extensive campaign for the Crest paperback movie edition of "Please Don't Eat the Daisies;" a national tie-in with North American Van Lines, and a special promotion planned by the National Lamp Foundation. Other facets of showmanship have not, however, been overlooked by any means. Newspaper advertising has been most effective, and the radio and TV ads, including some catchyspots and special video trailers stressing the FREE MOVIE TICKET INSIDE PACKAGES r> OATS SELL 'DAISIES' 'EAT' THE OATS. This eyecatching store-window display is designed to sell Quaker Oats and "Please Don't Eat the Daisies," in merchandising tie-in engineered by M-G-M with food firm. The film company is backing the tie-in with a major advertising and pubcity campaign. THEBRiDESoF This Suspensetul Novel Is Based On The Universal-International Technicolor Film SWEET 'DRACULA.' This unusual, perfumj scented cover adorns pocket edition of "Tf| Brides of Dracula," published by Monarc Books, Inc., in connection with film. comedy aspects of the film, should pack plenof promotional wallop, too. Screenings are cot sidered a must by M-G-M promotioneers. E hibitors are urged to arrange viewings f( newspaper people, radio station personnel ar any other merchants who tie-in on the pictur Civic leaders, club presidents and opinic makers in the community should be shown tl film well in advance of playdate. In additio a special teenage preview can be worked 0 with all the disc jockeys in town. Metro has indeed tied its merchandising fu tunes to the increasingly popular tie-in, ar based on its latest all-out effort, chances hitting the boxoffice jackpot look might) goo FOR THE PAUSE /SX^^M THAT REFRESHES (£^(PM0 For Bright Entertainment SEE MGM'S PjLEASE jOON'T eat THE DAISIES Soon at your Favorite Theatre COKE TIE-IN. This 17 x 20-inch display cat in full color, is being distributed nationally Coca-Cola regional bottlers to retail outlc as part of tie-in with the picture. Paqe 24 Film BULLETIN April 25, mo