The Independent Film Journal (1954)

SEVEN BRIDES IN HOUSTON Here’s How M-G-M Launched A Great Attractioi To A 26-Year New All-Time Record! Men have been abducting reluctant maidens since time began. Probably the most famous — and most wholesale — abduction happened when the ancient roamin’ Romans kidnapped armloads of the Sabine women and carried ’em off, “sobbin’ and throbbin’.” Great paint¬ ings still tell the story. Plutarch says the Sabine girls were soon happily knitting little togas and refused to be rescued. That’s the theme of MGM’s gay shot-gun wedding musical, SEVEN BRIDES FOR SEVEN BROTHERS' But our girls are from Oregon and the boys are seven red-headed bachelor brothers. It’s original and too funny for words (and it’s in CinemaScope and Color). You'll be carried away , tool starring JANE POWELL . HOWARD KEEL . with Jeff Richards Russ Tamblyn • Tommy Rail • Screen Play by Albert Hackett & Frances Goodrich and Dorothy Kingsley • Based On the Story “ The Sobbin’ Women” by Stephen Vincent Be net • Lyrics by Johnny Mercer Music by Gene de Paul • Choreography by Michael Kidd • Color by Ansco • Directed by Stanley Donen • Produced by Jack Cummings Above: Sample of the off-beat ads. Other big display ads in large campaign. “BRIDES” CONTEST The Houston Post ran a contest to select two local “Brides”. Togethei with the five starlet “Brides” who actually appear in the picture, Houston had the full complement of “Seven Brides”. Terrific attention -getters in press, on radio and TV. “BABY STAR” CONTEST Baby photos of M-G-M stars, including those in the pictui were used in a “Baby Star” contest that was one of the mo widely publicized and successful contests in local annals. RADIO AND TV An attractive model dressed as a bride visited all radio ar. TV disc jockeys with the record-album of songs from the pi ture. Later the “Seven Brides” repeated the visits. Additional] they modeled costumes from the picture in Style Shows an were interviewed by 100 local teen-age girls in their modelir school. They got reams of space. WEALTH OF STUNTS Romance in a Haystack: With a local jeweler’s cooperatioi engagement and wedding rings were planted in a haystac located in a downtown parking lot, with local girls taking pai in the search. Snowballs in July: The “Brides” were greeted, upon arrival a the airport, by local critics and celebrities and a giant pile c real snow. A simulated snow-ball fight took place in 100-degre weather. “Just Married” Parade : Open cars carried the “Brides” ant local officials from the airport. Flying wedding ribbons ann “Just Married” signs, with banners advertised the picture Opening Night Square-Dance: Probably the most colorful open ing night idea in the city’s show business history was the square* dance with hillbilly band in front of the theatre in conjunc tion with the Gala World Premiere. PROMOTION EVERYWHERE Thirty stores carried posters, counter cards and other material in ticket-selling tie-ups. Complete coverage was obtained especially in stores where records were sold, thereby stimulat ing attention for the records-album. A giant standee in lobbj three weeks ahead, and an appealing trailer far in advance gave the show long-range attention. PERSONALITIES The arrival of Howard Keel, co-star of the picture, and Jacl Cummings, producer, climaxed the big promotion campaign An opening day extra was the personal appearance for three shows on the stage of the State Theatre of Keel, togethei with the 5 starlet “Brides” and a popular hillbilly band WORD-OF-MOUTH Critics and disc jockeys saw the picture three weeks in ad¬ vance. Then came a screening for record-album promotion, store personnel, TV and radio people and others. A sneak studio preview took place five days before the opening. IT MAKES HISTORY Local Texas showmen assert that the campaign for “SEVEN BRIDES” set a new high in modern motion picture show¬ manship. Most of the activities, apart from personal appear¬ ances, are easily adaptable to any situation. DAVID’S "RAPE OF THE SABINE WOMEN" Louvre Museum, Paris OF A SERIES TO BRING YOU UP TO DATE ON Jlamous a Abductions