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MERCHANDISING * EXPLOITATION DEPAR
T M E N T W
/
EINFELD
2lth-Fox Uses N.Y. Papers li Sell 'New State Fair'
The strikingly spectacular ad reproduced on this page occupied a full page of the March 29 edition of The New York Times. In cooperation with Macy*s, it was one of 20th-Fox's big opening guns in what shapes up to be the firm's most powerpacked promotional tmbardment of the Big Town in recent histy: a multiple-media advertising campaign for Idgers & Hammerstein's "State Fair."
For three weeks prior to the New York pmiere of the picture (April 10), 20th is utili ng every available outlet to sell the "New Site Fair" to the public. The full-scale newspper push, co-ordinated by vice president ( arles Einfeld, was opened with a full-page a in the March 26 Times playing up the popu1 prices-continuous performances policy for t: film (as a follow-up to prior talk of roadsjwing). "Event!" shouted the headline. ' odgers & Hammerstein's Newest Entertainr-nt! New State Fair. Continuous Performaces. 7 Complete Shows A Day ! Come When "Su Want To — A Show Time For Everybody!" I view of the hard-ticket policy for other 1 & H filmizations, the Fox admen saw fit to lild up the grind aspects of "State Fair."
Again ballyhooing the "newness" of the attiction (to offset any patron doubt about simiIfity to the original), Fox then tied-in with Ijacy's in what emerged as one of the smartest, nst effective co-op ads seen in some time. /Jove a giant scene from the film that literally I ted the characters out of the printed page, ipeared several smaller, but moving, scenes :d two columns of smartly-worded copy.
In the same editions the film company engilered another co-op ad, this one a flashy, half]ge tie-in with Sam Goody's Record Stores, I raiding the cover of the new Fox album,
lich features all songs from the film.
THE Nfc'W YORK TfMES. THT MARCH VI. 1*M
A *Jth Ctntury FoK Production in Cvuimo3utpt and Color by l»a Ln.rt.
q« 17 Film BULLETIN April 2, 1962
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