Independent Exhibitors Film Bulletin (1960)

SHDWMAN'S NEW STATUS # Vo#« I'ilvhnian in Executive (Continued from Pane 25) of 'total merchandising' must be employed in order to justify a picture's cost and for theatres to capitalize fully on every avenue of appeal to the widest possible audience." In his new post, Golden will work closely with Fox president Spyros P. Skouras, 20th International head Murray Silverstone, Einfeld and general sales manager C. Glenn Norris. The dynamic ad genius transmitted his imagination and enthusiasm to campaigns for numerous Warner films that eventually became classics in the highly specialized art of industry advertising. Ever on the alert for a chance to strengthen its promotion department, Fox is looking for more of the same from Golden. Fox has made three other changes — two from within the organization, one a switchover from another firm. Adrian Awan was named exploitation manager after having served Fox for the last six years in a number of capacities, including assignments as regional advertisingpublicity manager in the Cleveland, Detroit, Cincinnati and New York City areas. In his new post, he will coordinate the national and local-level exploitation drives on 20th's recentlyincreased release chart. In addition, he will be responsible for the creation and execution of the merchandising sales operations which represent a vital facet of the promotional campaigns. Dick Richman, previously with Universal, RKO and Columbia, replaces him as regional ad-pub manager for the Gotham area. Abroad, Giulio Ascarelli was appointed coordinator of production publicity for Fox in Great Britain. Rejoining the firm (he served as Fox's ad-pub director for continental Europe from 19^6 until last year, when he assumed the same post at United Artists), Ascarelli will work in liaison with John Ware, director of ad-publicity for 2()th's activities in all of Great Britain, to coordinate all phases of the pre-production and production publicity emanating from Great Britain. Heading the list of pictures falling under his responsibility will be the lavish Elizabeth Taylor spectacle, "Cleopatra." To plug the gap left by Golden's departure, Warners realigned its promotion department, with Richard Lederer as head. Charles Cohen is his executive assistant, while exploiteer Ernie Grossman, ad creator Max Stein and publicity man Joe Hyams are new additions to the home office force. Lederer currently is in the process of reevaluating and revamping, where he deems necessary, the firm's merchandising setup. Cohen had firmly established himself previously as the company's Eastern ad-publicity chief. Stein, who joins the firm early next month as advertising manager, earned the respect and admiration of fellow industryites while turning out exciting messages as creative ad manager for 20thFox. Grossman, the new exploitation and promotion manager, has been with Warners for 18 years, the past two as a member of the exploitation department at the studio. From the ranks of the independents, Warners also has acquired the services of veteran movie publicity and promotion man, Joseph Hyams, whose latest efforts were expended on Samuel Goldwyn's "Porgy and Bess" and Batjac's "The Alamo." He recently became WB's Eastern publicity manager. Accused by some in the business of lagging behind the other firms in the merchandising race, Warner Bros, obviously is out to step up its pace considerably. In fact, it's a fairly safe bet that a good deal of the excitement always generated by new and lively campaigns will be forthcoming from 666 Fifth Ave. in the near future. Just how specialized and significant a function promotion has become can be seen in Universale retainer of Dick Weaver to direct the New York publicity campaign for the hard-ticket engagement of "Spartacus." Resigning a similar post at M-G-M, where he supervised the publicity push for the Gotham run of "Ben-Hur," he will coordinate the publicity and advertising drive with Jeff Livingston, who is in charge of the national "Spartacus" campaign. Thus far, the Fox overtures to Embassy president Levine have not proceeded beyond the preliminary talking stage: he is too busy at present with In New Posts J m Warners' Stein 20th 's Awan Warners' Grossman his own distribution activities. But as outlined, the Boston showman would join 20th as more than a promotional executive — he would promote and sell as his own a number of Fox films, with Fox doing the releasing. The significance here, however, is that some of the film firms are overlooking no possibilities in their fervent search for promotion-minded personnel. Even heads of smaller companies are fair game. The movie showman of today is basking in the recognition he and his predecessors have labored so long and hard to achieve. He finally has traded in his carnival pitchman's suit for a more up-to-date, Ivy League model. He's still got that flair for attracting attention, but the fit is a lot better now. f.iqc 26 Film BULLETIN August 6, I960