Independent Exhibitors Film Bulletin (1960)

I TRAFFIC STOPPERS. Giant placards of (our of Warner Bros.' "Ocean's 11" stars were lined up on M ami Beach's B scayne Blvd. to plug film at Loew's 170th Street Theatre. 4%e 'Dom^! Ladies-No B.O. Hits Without 'EmTarget for 'Lace' Fashion Pitch I "There is no boxoffice success without women." With that little bouquet tossed at the fair sex, Universal's Eastern advertising-publicity director Philip Gerard revealed his firm's latest pitch to the fern trade — a huge fashion promotion on Ross Hunter's "Midnight Lace." Having enjoyed phenomenal success with a number of picture that were sold heavily to the distaff patronage — "Imitation of Life," "Operation Petticoat," "Pillow Talk" and "Portrait in Black" — L" is determined to develop for "Midnight Lace" its most comprehensive, specialized "campaign w ithin a campaign" to date. Hunter is skilled in making films for ferns, said Gerard, who added: "You can't have a boxoffice success today, without a very high support from women. Hunter found that out long ago." After pointing to a recent survey which showed that during the first half of 1960, seven of the ten top-grossing films were seen by more women than men, Gerard outlined the fashion fanfare pegged to the elaborate wardrobe worn mainly by star Doris Day in "Lace." One of the chief items in the campaign is a five-minute short that is a combination fashion show-trailer. | Produced by Robert Faber and featuring designer Irene describing the film's wardrobe as modeled by Miss Day, the short will be sent free of charge to theatres well in advance of playdate and supplied in 16mm for department store tie-ins, for school and other uses and for women's club distribution through Margaret Twyman's MPAA community relations department. The department store tie-ins will feature giveaway of Irene suits and "Lace" passes to lucky customers. In addition, the overall drive for ladies' attention includes a "special sell" in national magazines, a la previous L" fem-aimed film campaigns. A "Lace" hair color promotion will be worked in beauty shops throughout the country; a milliner\ promotion designed by Mr. John will help sell the picture; a fashion award for the best dressed women will stir plenty of excitement, and a national dress design contest, featuring a trip to California as top prize, is being readied for the film. Also, a pamphlet on "Lace" fashion and beauty tips prepared by Irene and Buddy Westmore will be widely distributed, and personal appearance tours by stars Miss Day, Myrna Loy and Roddy McDowell, producer Hunter and designer Irene will keep the "Midnight Lace" title in the minds and on the tongues of ladies all across the land. No better w ord-of-mouth could any picture wish. 'LACE' FOR LADIES. Universal's Eastern advertising publicity director Philip Gerard (2nd from right) and his aids (left to right) Paul Kamey, Eastern publicity manager; Herman Kass, executive in charge of national exploitation; Jerom.3 M. Evans, executive in charge of Eastern promotion, outline to the New York trade press the company's fern fashion promotion push on "Midnight Lace." Wardrobe worn by star Doris Day in film is basis for the drive, which includes special trailer, numerous contests. 'Seven' Saturation Backed By 'Rugged Action' Campaign Backing L'nited Artists' precedent-setting release pattern for "The Magnificent Seven" (first multi-million-dollar, top-star picture to be distributed on a saturation basis) will be an "unusual," full-scale promotion program in eath territory, vice president Roger H. Lewis announced. "In breaking away from precedent," said Lewis, "we are also developing an unusual exploitation program to match the distinctive selling approach on this film. The campaign LUCKY SEVEN. Lined up behind central ad piece outline UA's special saturation booking and merchandising piogram 'a: "The Magnificent Seven" are (left to right) vice presidents Jam2s R. Velde, Roge. H. Lewis, producer's rep David E. Weshner. will stress the rugged, big action theme of the picture and grill be aimed at the broadest possible market beginning with the Southwest saturation (Oct. 12).'' Key element of the campaign for the Yul Brynner-starrer is a saturation television and radio drive involv ing thousands of spot announcements to be aired on an around-the-cloi k schedule. Film BULLETIN September 5, 1940 Page 17