Independent Exhibitors Film Bulletin (1962)

7V6«t tie Stuuvme* /tie Vow?! U T°UC,leS A" BdSeS To Sell lover Come Back' 'NiGHT' PREMIERE. Top, Rudy Vallee and lovely model recall F. Scott Fitzgerald era prior to "Tender Is the Night" world premiere benefit performance at N. Y.'s Paramount. Center, 20th-Fox vice president Charles Einfeld and star Jennifer Jones chat in theatre lobby. Bottom, I. to r., Mrs. Norris and general sales manager Glenn Norris, Peter Levathes, executive vice president in charge of production, and his wife. 20th Art Director Harold Van Riel (left) was appointed advertising art director of 20th-Fox, succeeding to the position formerly held by Victor Sedlow. Van Riel, who has been an ad designer for Fox for the past 20 years, plans to streamline (he art division. Page 18 Film BULLETIN February 5, 1942 Universal is putting every facet of promotion to work to help sell "Lover Come Back." Jn addition to a national magazine advertising drive and heavy publicity and exploitation activity, the company has developed a combined television, radio and newspaper teaser campaign for key city openings, it was revealed by vice president David A. Upton. The teaser video spots feature Edie Adams, the VIP girl in the picture. The radio spots highlight Tony Randall, while the newspaper teaser ads play up Rock Hudson, Doris Day and that mysterious product VIP. U also is employing two color, full-page ads in both Life (Feb. 9) and Look (Feb. 27) to help kick off the film. Other aspects of "Lover" promotion include a national tie-up with Lever's Imperial Margarine designed to reach 23,000,000 homes. Key city openings starting Feb. 15 follow Florida and New York premieres a week earlier. Friedman UA Pub. Chief Samuel J. Friedman is United Artists' new national publicity director, it was announced by national promotion chief Fred Goldberg. Friedman recently completed a special assignment for UA on the screen version of "West Side Story." His previous promotional credits include: "The Ten Commandments" and "The Bridge on the River Kwai." NATHANSON JOINS EMBASSY Mort Nathanson has joined Embassy Pictures as director of publicity, president Joseph E. Levine announced. Prior to his appointment, he had served as director of national publictiy for United Artists, as well as other key posts. 'ONE, TWO, THREE.' Trio of Eskimos stage sitout 5 for Chicago (United Artists) opening of "One, 1 Three." Below, Coca Cola trucks herald bow of pid at San Franscisco's Esquire Theatre. Wheelright Bronston V.P. Ralph Wheelright was named vice presid. in charge of advertising and publicity for Sa . uel Bronston Prods. First three films he y, handle are "55 Days at Peking," "Fall of I Roman Empire" and "The French Revolutioi Said Wheelright: "As a picture is being pi duced, we will produce a complete exploitati 1 campaign that will be delivered to distribute along with the picture. It will not be supph free, but as part and parcel of the negative." •FREUD' PLANNING. Universal pr motion executives discuss pre-relea campaign for John Huston's "Freut with co-star Larry Parks at hon office. Left to right: Herman Kas executive in charge of national e ploitation; Paul Kamey, eastern pul licity manager; Parks; easter advertising-publicity director Phili Gerard; eastern promotion managi Jerome M. Evans. 'LIGHT' IN THE WINDOW. Part of a national tie-up arranged with the Italian State Tourist Offices for M-G-M's "Light in the Piazza" was this colorful window display at Rockefeller Center, N. Y.