Independent Exhibitors Film Bulletin (1963)

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LOCAL LEVEL BALLYHDD Film 3§&§t Should Proviclo Enthusiasm— Bresler (Continued from Page 11) lobby streamers, 7-foot standees, and various other lobby and front displays. The Pittsburgh and other local newspapers carried over 5,000 lines of display space, not to mention numerous publicity stories. Three hundred radio and TV spots peppered listeners and viewers in advance and during the film's engagement. And the whole campaign was brightly sparked by the tour of the complete area by young 'Gidget' starlet Cindy Carol and producer Jerry Bresler. More of the same kind of local level showmanship will be pursued by Columbia's Bob Ferguson. With an expanded force of 40 field men spread from coast to coast, 'Gidget Goes to Rome' and a minimum of eight other films scheduled for release by year's end are earmarked for Pittsburgh-style campaigns. Among those who sing highly the praises of the Columbia brand of grassroots exploitation is pipe-chewing 'Gidget' producer Bresler. Having taken a sabbatical from his production chores to help drumbeat the current release, the movie-maker was caught in the Columbia home offices, where he had come to confer on future projects with company executives. Revealing a keen appreciation of the practical phases of every branch of the business, Bresler paused to tell a Film BULLETIN reporter some of the observations gleaned in his ballyhoo peregrinations. Audiences, he believes, are waiting to return to theatres if movie men give them what they want to see. But "the STARLET CINDY CAROL PUTS FOOT IMPRINT OUTSIDE NEW THEATRE AS BRESLER WATCHES public wants to know what kind of picture it is, and phony advertising isn't going to make them accept something that isn't what it appears." He cited a recent film from a major studio, which, geared to a small-town family campaign, did well, but when it played in more sophisticated metropolitan areas, backed by a sex campaign, it died. Bresler feels that a more honest campaign, backed by Columbia's sort of showmanship, could have resulted in boxoffice success in the big cities, too. He found that theatremen, for the most part, are anxious to meet and talk with movie men. "Some of them need encouragement", he said "and the film people should do everything possible to engender enthusiasm in the exhibition field." Bresler was pleased to see that theatres throughout the East are being spruced up and remodeled, and that new houses are being built. Also, the ever-increasing number of drive-ins, he feels, will attract more and more middle and lower income families that can't afford babysitters, parking fees, and other expenses that often go with hard-top attendance. Field Men Important The gregarious producer found that visiting with local editors and columnists resulted in better understanding between the news press and movie men, and in increased cooperation from local news facilities. In one town, Bresler noticed that the local paper's type on the 'Gidget' ads was too light. He descended on the newspaper office to voice his views, and in succeeding editions 'Gidget' came through loud and clear. "Theatre men should catch this sort of thing, but often they're too busy. That's why having men in the field is so important. Bresler cited individual, local factors as playing an important role in a film's success in any given area. In Monroeville, just outside Pittsburgh, he found that "Gidget Goes to Rome" was the initial attraction at a new theatre, and he conceived the idea of having Cindy Carol put her footprints in cement in the lobby. "I think this was the first time this sort of thing has been done outside Hollywood," Bresler said, "and PRODUCER BRESLER it attracted nationwide publicity and resulted in fantastic business at the theatre." The tour wasn't all sunshine, however. Pointing to Miss Carol's personal appearance tour, he said that, although her appearances had been highly touted by Columbia, one exhibitor hadn't bothered even to place her name on the marquee or in front of the theatre. In another instance, Bresler was greeted at a cinema palace by an usher; the manager had taken the day off. "You go out of your way to see an exhibitor and the least you can expect is to find him at hand. These guys can't expect to have a hit without a little effort on their part. There should be cooperation on every level. It's a two-way street. Most of the theatre men realize this, but there are a few who don't and they're probably the ones who complain the most when grosses sag." The producer praised Ferguson's theory that getting the name of a star or a film in front of the public via national media is only the beginning of an ad campaign, that hand-tailored merchandising on the local level is what finally gets the public in to see the picture. Page 12 Film BULLETIN August 19, 1943