Independent Exhibitors Film Bulletin (1947)

EXPLOITATION PICTURE U-I Gives ''The Egg and r Terrific Campaign! HISTORY OF A SELLING JOB npHE campaign to promote "The Egg And I" started way back in July, 1946, a full nine months before the premiere engagement of this L niversaiInternational laugh-hit was to be set. The picture has been accorded one of the most thorough and extensive ballyhoos of recent seasons, certainly tops for any previous Universal release. Last July, the drive was kicked off with a luncheon tendered authoress Betty MacDonald by the Governor of the State of Washington to mark the sale of the one-millionth copy of the book. Since then, a veritable multitude of RADIO PLUGS publicity and exploitation stunts have been poured on the press and the public to make them conscious of "The Egg and I" in their every waking moment. Life Magazine has given the book and the movie two picture stories. The national press services, the columnists and countless local newspapers have devoted reams of copy to it. It has gotten both barrels on the ether networks. So, Mr. Showman, you have the benefit of a terrific pre-release selling job on "The Egg and I." For this you can thank John Joseph, Maurice Bergman, Hank Linet, Al Horwits and the other U-I box-officers, who worked tirelessly these past nine months to whet the public's appetite for this delightful and funny film. But, they have gone further and have placed at your disposal the advertisingpublicity exploitation ammunition with which you can keep on firing until you see the whites of your customers' eyes at your box-office. They have turned out a press book that's a gem, crammed from cover to cover with practical, attention getting, eye-tugging copy, material and stunts. Dig into that press book and carry on the campaign that will make this picture one of your happy box-office treats. TO PLAY MUSIC HALL Indicative of the picture's merit is its booking into New York's famous Radio City Music HaU. It will open late this month or early in May, following 20th Fox's "Late George Apley." In the meantime, key-city engagements have taken place in Detroit. Cincinnati, Louisville, Kansas City and Los Angeles. In Philadelphia, "The Egg and I" is set for a two-theatre firsfr-run in William Goldman's Goldman and Karlton Theatres, the only dual engagement of a picture (with the exception of "Best Years of Our Lives") in that city's recent history. CARTOON TRAILER One of the most unique and effective ideas of the entire campaign is the special animated cartoon teaser trailer — the first of its kind ever produced for a live-action film. Produced by Walter Lantz, it runs three minutes and is absolutely FREE to exhibitors. The cartoon features Romeo Rooster and Henrietta Hen, who become the happy parents of an egg... and a book. The teaser cartoon is to be run in advance of the regular trailer. Local Universal Exchanges handle orders for this. An amazing amount of radio time has been utilized to sell "The Egg and I." Plugs and promotions have gone out over a full array of coast-to-coast programs. Last January, Hedda Hopper's "This Is Hollywood" show broadcast a dramatization of the book, with Claudette Colbert and Fred MacMurray playing their screen roles. Songstress Dinah Shore has featured the title song on her program, as have Erskine Johnson and other bandleaders. Other radio pluggers have ranged from Walter Winchell to the "Quiz Kids." EXPLOITATION There are four pages packed with close to 100 "eggsploitation" stunts presented in the press sheet. The ideas are all attention getters. Select the one or two that strike your fancy and work them up. The stunt you see here calls for a tent to be pitched on a busy thoroughfare (a vacant lot or even store window will do), with a man sitting and watching a hen. Have volunteers take shifts and promote a prize or prizes to be awarded to the one who is on duty when the hen lays her egg. Among the wealth of ideas is the grocery store tieup for an eggs-in-basket window display. How Many Eggs Are In the Basket? Tickets to the winners, Or, you might prefer the Incubator stunt. bfveial ot the newspaper ads are reproduced above. They stress the comedy angles and the book's amusing characters. The latter point should be mentioned m all copy, because everyone who reads the novel will be interested "dererped'rthe'film."'" ^-^^-provoking supporting characters are APRIL 14, 1947 19