Harrison's Reports (1949)

Entered as second-class matter January 4, 1921, at the post office at New York, New York, under the act of March 3, 187.9. Harrison's Reports Yearly Subscription Rates: 1270 AVENUE OF THE AMERICAS Published Weekly by United States $16.00 (Formerly Sixth Avenue) Harrison s Reports, Inc., U. S. Insular Possessions. 16.60 M v _i_ on m v Publisher Canada 16.50 Wew Tortt M» n T p. S. HARRISON, Editor Mexico, Cuba, Spain 16.60 A Motion Picture Reviewing Service Great Britain 17.50 Devoted Chiefly to the Interests of the Exhibitors Established July 1, 1919 Australia, New Zealand, India, Europe, Asia .... 17.50 ItJ) aai*©rtal policy: No Problem Too Big for Its Editorial Circle 7-4622 35c a Copy Columns, if It is to Benefit the Exhibitor. A REVIEWING SERVICE FREE FROM THE INFLUENCE OF FILM ADVERTISING Vol. XXXI SATURDAY, OCTOBER 8, 1949 No. 41 A REPORT ON "LOVE HAPPY" In the editorial entitled "A Crafty Appropriation of the Exhibitors' Screens," which appeared in the September 17 issue of this paper, it was stated that a full report would be made on the Lester Cowan production of "Love Happy" as soon as it was made available for reviewing, because of indications that the picture contained advertising plugs for numerous commercial products. After seeing this picture, it is the opinion of this writer that it is nothing more than a billboard of immense size, despite its entertainment values. Not since 1931, when paid and concealed advertisements in pictures were running rampant, has there been any picture that equals "Love Happy" in this respect. The nationally known products that are given advertising plugs in the different scenes include Bulova watches, Kool cigarettes. Baby Ruth candy, General Electric lamps, Fisk tires, Wheaties, Mobiloil and Mobilgas. Each of these prod' ucts are plugged, not by word, but by huge displays that take up the entire screen area. Unlike some advertisements that are inserted in backgrounds under the pretense of obtaining realism, there is nothing subtle about the manner in which those that appear in "Love Happy" are handled; each is shown in a large close-up, and each has been inserted in a way that makes it so indivisible from the action that, even if an exhibitor wanted to snip out these plugs, he could not do so without ruining the continuity of the proceedings. And these advertising plugs are not mere flashes; each is shown over a sustained period of time to make sure that the audience does not miss it. In the aforementioned September 17 editorial, this paper, after referring to a damage suit filed against Lester Cowan by the Gruen Watch Company, which alleges that he pulled their advertising material out of the picture and replaced it with advertising plugs for Bulova watches, stated that Cowan has shown a blatant disregard for the exhibitors and their patrons by deliberately entering into a contract with a manufacturer to advertise his product in a picture that is being offered to the exhibitor and the public as pure entertainment. It pointed out also that Mr. Cowan, to fulfill such a contract, will appropriate the exhibitor's screen as a billboard. Several days after the appearance of that editorial, Mr. Cowan telephoned the writer and, in a lengthy conversation, defended his agreements with the different manufacturers for the advertising of their products in the picture. The gist of Mr. Cowan's remarks is that the plugs were inserted on the basis of reciprocal advertising whereby the different manufacturers, through radio, newspaper, magazine, billboard and other advertising of their products would include also a plug for "Love Happy," and in certain key cities the radio plugs would make mention of the theatres playing the picture. Mr. Cowan stated that he is just as set against advertising in pictures as any one else in the industry, for the practice means that you are prostituting the screen, but he felt that the case of "Love Happy" is different because the motive is reciprocal advertising for the picture to the ultimate benefit of the exhibitors. Mr. Cowan added that he realized fully that he was treading on dangerous ground but hoped that the exhibitors would see the value of the tieups gained. In reply to a direct question from the writer, Mr. Cowan stated flatly that he did not receive one penny from any of the advertisers, but admitted that all had furnished him with the sets in which their products are advertised. Mr. Cowan was offered the columns of this paper to state his case to the exhibitors, but he preferred that the writer make his own comments after seeing the picture and after being lurnished with a press-book that outlines the different promotion campaigns that have been set up. That the picture, in the opinion of this writer, is a billboard of immense size, has already been said. As to the pressbook, it discloses that, aside from the usual tieups in which mention will be given to the picture in the promotional material normally sponsored by the manufacturers of the products plugged in the picture, a special extra campaign will be conducted by Bulova, which will coordinate its radio and television spot time announcements with the picture's opening, running for six full days starting three days before the opening, and including the name of the local theatre exhibiting the film. According to the pressbook, however, this special campaign will be conducted in a number of selected first-run situations only. The manufacturers of Baby Ruth candy, Fisk tires, and Kool cigarettes are among those who will put on special campaigns through cither radio, newspaper, magazine and bill posting advertisements, but these, too, according to the press-book, are limited campaigns confined to certain key cities. Mobilgas and Mobiloil, which receive a considerable advertising plug in the picture, will distribute special display kits to over 21,000 dealers, and each will be "urged" to post the display pieces conspicuously around their gas stations. The press-book gives no indication of what the manufacturers of Wheaties and General Electric lamps will do in the way of reciprocal advertising at the time of the picture's release. There is no question that the exhibitors will derive a certain amount of benefit from the tieups arranged for "Love Happy." But the major benefit, as this writer sees it, will be to the theatres in the main key centers because the important reciprocal advertising will be concentrated in those sections. Thousands of exhibitors who are away from these key centers and who will play the picture (if they buy it) many months after the original ballyhoo dies down will get little benefit, yet they will be asked to lend their screens to the plugging of the different products. One cannot help but wonder if it was necessary for Mr. Cowan to insert into his picture the advertising plugs for the different products in order to get reciprocal advertising from the manufacturers. Harrison's Rkports believes that (Continued on bac\ page)