Independent Exhibitors Film Bulletin (1963)

7V6at t&e Stuwmm /lie 0Doi*ta! MERCHANDISING EXPLOITATION DEPARTMENT T M E N T f Caras, Kahn Appointed to New Columbia Promotion Posts In line with Columbia's expanding worldwide promotion activities, two new appointments to the company's showmanship department were announced by Robert S. Ferguson, executive in charge of global advertising, publicity & exploitation within the past fortnight. Roger Caras was named national exploitation manager, bringing to the post a broad experience in various phases of movie operations. He has served in the company's story and talent departments, prior to which he had been assistant to former vice president Paul N. Lazarus, Jr. Richard Kahn, who had occupied the national exploitation post for the past five years, will now serve as manager of advertising, publicity and exploitation for "Lawrence of Arabia". He has been with Columbia since 1955. Davis Upped by Paramount Martin Davis, Paramount advertising manager, was named a vice president of the distribution company, it was announced by George Weltner, executive vice president of Paramount Pictures. Peim SElkERS GEORGE G. SOoTf STeRUNGHAYoEJV KEEfNJAM WVlsJfM Smi^MII.'ChS DR. STRANGElQVE OH; h'OW I l?AT?\EI)ToSTnP W0W1NE "'LOVE THE BOMB FILMING mmuMMfH mm t*k< rjnuMtw curies ~— This unusual advertisement on Stanley Kubrick's "DR. STRANGELOVE, or How I Learned to Stop Worrying and Love the Bomb" is being placed in publications throughout the world to capitalize on the international interest in the film, Columbia Pictures, which will distribute the "nightmare comedy" , reports. Nothing Cheep about U's Campaign for 'The Birds' Cheep. Cheep. They is coming! What is? The birds is coming. Through the doors, through the windows and the cracks in the wall, they is. "The Birds is Coming", the tricky, catchy phrase concocted for the all-out campaign for "The Birds" and is beginning to be seen in magazines and newspapers, on billboards and television screens and heard by radio. Universal's Hitchcock thriller premieres in New York March 28 and by then the birds will have cawed, whistled and cheeped their message through the land. The massive promotion drive, said Universal vice president David A. Lipton, will be one of the "most all-encompassing advertising and promotional campaigns ever put behind a motion picture." And it's all cued to that cute 4-word phrase, "The Birds Is Coming". The campaign will include a large magazine campaign, coast-to-coast billboards and what is described as the longest continuous advance radio spot campaign ever given a motion picture. The latter phase will include 38 spot announcements localized for specific area use, which will be followed up by a new series of spots tying in with local playdates. Also being made available to disc jockeys is a series of taped interviews with Hitchcock and the principle performers, Rod Taylor, Jessica Tandy, Suzanne Pleshette and "Tippi" Hedren. A 10-minute short featuring Universal president Milton Rackmil and Hitchcock has been prepared for special exhibitor screenings at the company's exchanges throughout the world. Showman Joe Levine's Valentine Day offering to New Yorkers was an orchid, pinned on by Marie-France Pisier, star of "Love at Twenty", at the Murray Hill Theatre, where the film is having its premiere engagement . Producer Harry Saltzman (r) talks over the advertising campaign on his "Dr. No" with United Artists promotion executive Gabe Sumner and David Chasman. The lan Fleming thriller is due for May release. Brotman Gives TONE His 10 Points for Exhibition The tone was set for better and more profitable exhibitor operation by Chicago theatreman Oscar Brotman at the recent TONE (Theatre Owners of New England) showmanship workshop. The next ten years, Brotman says, will separate the showmen from the boys and he's developed a 10-point program: "1 — Don't alienate the public in any way. It's the only one you have. 2 — Make each performance perfect. 3 — Maintain immaculate theatres. 4 — Check your entire operation from hour to hour. 5 — Hire and keep the right personnel. The right manager can add 25% to theatre gross. 6 — Don't clip captive audiences in quality or prices of food and drink. Offer a money-back guarantee with every item sold. 7 — Find the audience to fit the movie. Adopt the attitude that there are no bad pictures, that an audience exists for every type of film. 8 — Do something different in advertising and promotion. 9 — Don't buy a new picture if you think it won't go. You're better off with an older one that's new to your patrons. 10 — Remember that your theatre and every picture you play are sold bv a series of impressions. Be sure you make the right ones through constant effort and supervision, checked by personal contacts with your patrons." Film BULLETIN March 4, 1963 Page 17