The Independent Film Journal (1953)

Turn -of -Century Motif Adds Depth To 4So Big’ Campaigns Exhibitors trying to devise novel ballyhoo campaigns for runs of War¬ ner Bros.’ “So Big” can take their cues from theatres across the country that have arranged tie-ups with teacher organizations, the Police Athletic League and loeal merchants to garner civic good Avill along with free publicity for their various engagements. Double pronged drive was set for the Indiana premiere of the film at the Circle Theatre, Indianapolis, encompassing both the general public and 15,000 teachers gath¬ ered for a convention. With star Jane Wyman playing a school¬ teacher in the picture, a special ad was placed in the “Indiana Teacher Magazine” and posters and heralds were distributed at the convention halls. For tho benefit of local citizens, the thea¬ tre got both the mayor and local police chief behind a “PAL Is So Big — But It Can Be Bigger” promotion. A recruiting booth was set up in the lobby to entice both youngsters and adults to join the organiza¬ tion. Winner Gets Plaque To bolster the competitive spirit, and to get more interest in the run of the film, a Warner Bros. “So Big” plaque was awarded to the top recruiting sergeant. The Indianapolis “News” gave editorial support to the drive with other endorsements com¬ ing from leading members of the com¬ munity. In addition, a “So Big Basket Party,” based on one of the big scenes of the film, was set with a local television station for two of its women’s shows. A hostess gave the women on each show who compiled the best “basket party” list a complete basket with the articles chosen as compliments of the theatre. This same basket party idea, only this time to benefit a charity organization, was used to garner advance publicity on an engagement of the film at the United Art¬ ists Theatre, Chicago. A local hospital was set to receive the funds when Chicago’s top social leaders brought saleable baskets to a private screening of the film. Event evoked a great deal of interest in the women’s and society pages of the local newspapers. Story also was covered in the regular news section of tin1 papers. Turn-of-the-century setting of the Edna Berber story, from which film was adapted, inspired a “Carriage Trade Premiere” at the Paramount Hollywood Theatre, for which film stars and other notables arrived at the theatre in carriages and horseless carriage automobiles. Event was used as the prologue to a two-week celebration of Hol¬ lywood’s 50th birthday. Stunt was devised to net a host of pub¬ licity as stars and other celebrities assem¬ bled for press photographers, correspond¬ ents and the television cameras at a special area designated as “Stage One.” Bleachers were erected so that the fans could get a better view of the event. Another group of hospitals reaped the harvest of books collected by the Para¬ mount Theatre, N. Y., in an exploitation gimmick worked at that house for the “So Big” run. Book Donors Admitted Theatre admitted free on week-day after¬ noons anyone donating a hard covered copy of one of Miss Berber's books to the city hospital’s libraries. The fact that “So Big” is this author’s ninth novel to be filmed was stressed in huge posters placed on the theatre front. Co-operative ads with many local mer¬ chants based on the theme that “Our Values Are So Big” keyed the engagement drive put on by the Paramount Theatre, Toledo. Furniture, jewelry and automobile retailers used poses of Miss Wyman from the film in these ads, which augmented the regular newspaper campaign announcing the en¬ gagement. In addition, the city’s only TV station plugged the opening on its women’s shows, while a “Man On The Street” radio pro¬ gram was done in front of the theatre. Also, 250 window announcements were used as well as handbills designed to interest a local teachers’ convention. Float designed to exploit whaling theme oi M-G-M's "All the Brothers Were Valiant" toured streets of New Bedford, Mass., where film had its world premiere at the Zeits brothers' State Theatre. Copy on vehicle proclaimed to townspeople that the picture told "New England's Own Story." Search For City ‘Jane’ Aids Run GIRLS' LADIES DO YOU LOOK tm « PLAYED 8Y 6 mt.AiionieeA mss » "sSs** Poster in front of Paramount Theatre, N.Y.C., an¬ nounced details of contest plugging run of War¬ ner Bros.' "Calamity Jane." Theatre asked for photos of girls in riding outfits; awarded prizes to those most resembling Doris Day, star. Both Gotham’s city slickers and westerners from the Black Hills of South Dokata have been hit by sharpshooting campaigns designed for runs of Warner Bros.’ “Calamity Jane.” For a Paramount Theatre, N. Y., engage¬ ment a contest was run to find a city-bred version of the film’s heroine, played by Doris Day. A sign posted in front of the house ad¬ vised any girl resembling Miss Day to send a photo of herself on horseback to the con¬ test judges, one of whom was model discov¬ erer Walter Thornton. Latter agreed to give the winning girl a contract to model. Second and third prize winners were to receive a two week vacation at “The Chalet” in Canada and a set of western style lug¬ gage, respectively. All contestants, whether or not they won, were guests of the theatre. Special Day Set Governments of the Black Hills of Dakota, film’s locale, proclaimed a “Calamity Jane Week” and planned parades and celebrations for showings at the Elks Theatre, Rapid City, and the Homestake, Lead. Third city in the area, Deadwood, joined in the event by sending the original Deadwood stagecoach to Lead for the premiere. All activities were covered by local radio stations and newspapers, with the mayors and chambers of commerce of tbe towns giv¬ ing their full support. Invitations to attend the festivities were sent to all nationally known South Dakotans, including the state’s Senators, Governor and Congressmen. Distribute k*Robe” Manual A 40-page exhibitor manual for 20th Cen¬ tury-Fox’s “The Robe” is being distributed to theatres across the country to help power runs of the first CinemaScope feature. Book includes six pages of publicity stories, celeb¬ rity profiles and other topical features. Illus¬ trating the news material is an assortment of star and scene cuts, running in size from half column to five column specials. 26 THE INDEPENDENT FILM JOURNAL— November 28, 1953