The Independent Film Journal (1952)

Pre-Selling: Columbia Begins Quadrangled Drive With “Dr. T” Kiddie Merchandise Key point of the merchandising campaign Columbia Pictures is accord¬ ing Stanley Kramer’s “The 5,000 Fingers of Dr. T,” is a series of four-way tie-ups by the studio with manufacturers, retail stores and theatres centering on the beanie cap worn in the film. The hat, an unusual affair for youngsters, has an outstretched, five-fingered hand on top. It is being manufactured by the Loring Hat Co. so that it will be in use across the country by the time “Dr. T” is released. Co-operating merchants will utilize the beanie as the theme of displays and advertis¬ ing concurrently with local playdates of the film. The campaign was set by Joyce Selznick, of the Kramer organization, working with Columbia’s ad-pub chief, Howard LeSieur. Sample product for giveaway purposes, theatre display and theatre sale is being made available by the manufactures. In addi¬ tion, kits will be delivered by Columbia to key situations booking the picture. Kits con¬ tain samples of each article tied in with “Dr. T.” Firms co-operating in the campaign in¬ clude Magnus Corp., Cullen Jewelry, B&R Electronics, Shapiro-Bernstein-Mood Music, Jet Shirts, Multiple Products, Allison Mfg. Co., Moen and Patton, D. H. Neuman Co., Waulbaum Cipes, V. Zimmerman Co. and Van Dam Rubber Co. Firms Named Cartoon Packages Given Timely Slants Walt Disney cartoon packages, consisting of six selected cartoons in each group, with a total running time of 45 minutes, can now be keyed by the exhibitor to thei current season of the year or holiday, according to an announcement by Sidney Kramer, RKO short subjects sales manager. Each package, of which there will be 15 this year, is combined as a feature presentation with a main title and is sup¬ ported with accessories, including a trailer, a one-sheet, four ad mats and pressbook. Accessories can be ordered from National Screen Service. Titles include: “Drive-In Capers,” ‘‘April Fool’s Frolics,” ‘‘Easter Parade,” “Summer Jubilee” and ‘‘Fourth of July Firecrackers. ’ T” ring, charm bracelets in the form of the weird instruments featured in the film, charms of the “Dr. T” hand and other novel Retail stores through which the “Dr. T” merchandise will reach the public include Macy’s, New York; Hecht’s, Washington; Lit Brothers and Gimbels, Philadelphia; May Co., Calif, and Indianapolis; Meyer Frank, Portland; F.A.O. Schwarz, New York, and J. L. Brandeis, Omaha. The Magnus Corp. is keying their line of musical instruments around the “Dr. T” motif of the hand-beanie, including packag¬ ing. Magnus distributors are being set to work with theatres on a local basis. B&K Electronics, phonograph manufac¬ turer, is slated to put out a line of “Dr. T” phonographs decorated with the picture’s theme. Publicity over network television shows has already been received in connec¬ tion with the company’s novel piano-phono¬ graph combination based on the film. Cullen Jewelry will market a line of boys and girls costume items. Included are a “Dr. Customed Comic’s Tour, Taxi Cards Boost‘‘Clown” Hartford. — Unusual ballyhoo treatment was given the double bill run of M-G-M’s “The Clown’’ plus a cartoon carnival from the same company by the Loew’s Palace via street ballyhoo and a tie-u]) with taxi com¬ panies. Street stunt had a local comic, garbed in circus clown’s attire, parade the downtown streets carrying a playdate sign which plug¬ ged the Palace attractions. Fred R. Greensway, Palace manager, and Albert R. Lessow, his assistant, arranged for taxis of vai-ious local concerns to cariw cards in each v('hicle to plug the playdate. pieces. Allison Mfg. Co. will produce T-shirts for boys and girls which carry picture’s title across the front. Similarly, M. Besen & Co. will manufacture dungarees with the “Dr. T” hand and title over the pockets. Stereoscopic viewers will be utilized for promotional purposes in connection with a shirt being produced by Jets Mfg. Co. for boys. Shirt carries the “Dr. T” theme. View¬ ers will display the merchandise and scenes from the picture. A roller skate manufacturer, Moen and Patton, will market a skate strap carrying picture’s motif and will package skates in Ijoxes highlighted by film credits. In addi¬ tion, company will endorse “Dr. T” advertis¬ ing. Music OufUf Included Multiple products will introduce a new type of string instmment along with a “Dr. T” promotion campaign, and also a novel style of musical score for children. A complete line of ties, belts and suspend¬ ers carrying the “Dr. T” theme will be mar¬ keted by D. H. Neuman Co. Shaprio-Bemstein Music Co. is putting out a score book for children with arrangements of music from the film. Book also contains the story of “Dr. T.” Inexpensive silk scarfs for girls carrying the motif of the picture will be produced by Wauldbaum Cipes, and V. Zimmerman Co. will manufacture a puppet clothed like the child star in the film, complete with the hand-beanie. Van Dam Rubber Co., which specializes in balloon promotions for stores, will put out “Dr. T” balloons for theatre display, exploitation stunts and giveaways. Abbott & Costello Pic Nets Contest, Frontage Trims Denver. — A “date party” contest at a local Air Force base and personal appear¬ ances of starlets from the film highlighted the promotional campaign accorded the pre¬ miere engagement of Universal Interna¬ tional’s “Abbott and Costello Go To Mars” at the Paramount Theatre. Contest, developed by Jack Wodell, Par ■ amount manager, and Velma Bulkley, of Wolf berg Denver Theatres, tied-in with a | local paper to invite airmen to send in let¬ ters in 25 words or less on why they would ' like a date with a U-I star on Mars. Winners were awarded dates with Mari Blanchard, featured in the film, and two of the “Miss Universe” girls. Airmen met the girls at the airport. In addition, a spectacular front with a rocket ship theme was provided the Par¬ amount. A large model of a space ship carrying the film’s title was suspended above the marquee above a gala arrangement of flags. Contest Initiated The lobby entrance was covered with ban¬ ners consisting of comic letter arrangements plugging the film and title, plus blown-up photos of Miss Blanchard and the “Miss Universe” girls. Appropriately bannered 1953 Hudson autos were utilized in a parade in connec¬ tion with the opening. A local department store displayed the costumes worn in the picture with models for several days in ad¬ vance of playdate. The girls, themselves, made personal appearances at the store. In another aspect of the campaign, Wodell initiated a contest among theatre employes for the best exploitation ideas, of¬ fering a U.S. Savings Bond. One winning idea had two models attired in Venusian costumes tour the town in a convertible, pro¬ moting film’s run. Pre-Selling: Auto-Lite Mag Insertions, Theme Of Women’s Hats Generate ^Gobi’ Publicity A new line of women’s hats, inspired hy headgear worn in 20th Century-Fox’s “Desti¬ nation Gobi,” is being prepared by the Caspar-Davis Millinery Co., Calif., which is conducting a national promotional campaign for the modes. Picture also will be fully credited in a series of national magazine advertisements resulting from a tie-up effected with the Auto-Lite Co. Displays Arranged Designed for late winter into spring wear, the hats are being featured by leading de¬ partment and specialty stores in key cities, where fashion shows are staged and Avindow |j and in-store displays arranged. f Promotional material, including a distinc¬ tive neAvspaper mat showing -Jeanne Crain i Avearing one of the creations, Avent out to )' Caspar-DaAus accounts along AA’ith outlines , for effective exhibitor tie-up campaigns. > 24 THE INDEPENDENT FILM JOURNAL— MAY 2, 1953