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“Living It Up’’
Martin & Lewis
World Premiere
On The Boardwalk At
Atlantic City
Back in 1946, Martin and Lewis met on a park bench in Atlantic City. Last week, they returned to celebrate their eighth anniversary as a team with a world premiere of Paramount's "Living It Up" at the Warner Theatre on the boardwalk. Planes like the one above flying over resort crowds welcomed them with trailing banners.
The comedians met a newspaper contingent of 100 columnists, newspaper, magazine, radio and TV writers and rode through town right up on the crowded boardwalk in a police-escorted motorcade of 50 flashy convert¬ ibles. Guest press representatives "lived it up" in high style at the resort and film captured maximum coverage.
Important television and newspaper breaks were obtained by Paramount's capable exploiteers. Martin and Lewis (above) appeared with Jack Lescoule on the Dave Garroway's NBC-TV network program "Today," with beauty contest winners on the boardwalk.
A "Living It Up" fashion show inspired by the clothes worn by Janet Leigh was narrated by the actress at the Traymore Hotel with the two zanies cutting capers for the guests. Press reps later participated in roller chair parade to premiere following dinner at the hotel.
Before tremendous crowds and in an atmosphere of considerable excite¬ ment, special ceremonies were held in front of the Warner house. Anni; versary cake was cut with a policeman's club by Jerry Lewis. Team con¬ tinued antics inside packed theatre. Jerry Pickman, ad-pub. veepee, was in charge of the celebration for Para.
Following premiere, anniversary party was held at Nick D'Amato's 500 Club, where team is doing personal appearances. Janet Leigh (center) flanked by Martin and Lewis, is shown at the club party, ’wo-day pre¬ miere ended with "hangover" breakfast, swimming activities, golf-driving
contest and press interviews.
THE INDEPENDENT FILM JOURNAL— July 24. 1954
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