Independent Exhibitors Film Bulletin (1963)

/lie 'Doiayf MERCHANDISING 1 , Powerhouse TV and All-Media, Campaign Under Way for 'V.I.P.s' TERRELL tensive television Seldom has the industry seen a promotion campaign more concretely organized and loaded with dynamism than the one conceived by Metro-GoldwynMayer for its forthcoming '"The V. I. P.." A gigantic presell campaign, utilizing the most excoverage ever employed for a film, has been plotted on a day-by-day basis by M-G-M executive director of advertising, publicity and promotion Dan Terrell and his staff of boxofficers. Terrell described two aspects of the merchandising program for the production starring Elizabeth Taylor and Richard Burton as constituting "major firsts": (1) the concentrated network television campaign, and (2) the unusual campaign book which outlines in minute detail and chronological order the full 8 weeks — from August 5 to September 26 — program of intensive selling that will precede the film's 600 to 700 world-wide openings, including a minimum 300 U. S. dates. A prerelease engagement will be at Radio City Music Hall earlier in September. The vast television campaign will entail a steady stream of 1 -minute spots carried throughout the nation via 167 NBC stations at a reputed cost of approximately one-half million dollars. The comprehensive over-all campaign planned by Terrell in collaboration with his staff, comprised of Emery Austin, Bill O'Hare, Sid Glazer, Ab Weissburg and Archie Sullivan will include a variety of other promotional media. Field press representatives will cooperate with local theatremen in every major market area to solicit the cooperation of newspaper editors and radio and television outlets. A special 40-second teaser trailer, highlighting stars Taylor and Burton will be made available. In each area local radio personalities will be used in connection with 20-, 30 and 60-second spot ads. Extensive tie-ins will be made with major department and specialty stores in every market, with a V. I. P. fashion portfolio detailing the exciting Givenchy costumes displayed in the film. Another major facet of the promotion Original Score Album Fashion Portfolio DELI ? 50c A magnificent, explosive novel of love and money, power and crisis THE YIP BY MARVIN H. ALBERT Now a great WM molion picture S Paper Back Promotion effort will be concentrated on the score of "The V. I. P.s", by Miklos Rozsa, which will be available in an Original Album from MGM Records. David Rose also has recorded "The Love Theme from The V. I. P.s". Several other recordings will also be available. Dell Publishing will put on an intensive campaign for its paperback edition of the story through its 800 dealers and over 100,000 retail outlets. Trans World Airlines also will participate in the "V.I.P.s" promotion. TWA's role involves its use of scenes from the film in a series of full-color ads placed by the airline in national magazines featuring the company's Inflight Motion Picture program. This phase of the campaign will be supplemented with numerous newspaper ads to appear over the next two months. Counter card standees will be on display at all TWA ticket offices and the windows of its agencies throughout the world. For point-of-purchase display, M-G-M has prepared an impressive theatre front display, unusual in basic design and simple to set up by the theatreman. A giant standee for lobby use will be one more item available through National Screen Service branches in all areas. Preview Records Catching Preview Records, the new idea for filling theatre intermissions, appears to be gaining favor fast with theatremen. Cut with the music from current and forthcoming film releases, Preview Records are being recognized by showmen as an excellent means of plugging their coming attractions, while adding entertainment to show breaks. Available through National Screen Service branches the recordings are being rented at the cost of Sl.50 per week. The library already includes music from the most important summer and early fall releases. Film BULLETIN August 5, 1963 Page 13