The Independent Film Journal (1954)

Seat Jcr Apache ’ To fit TetttJ Fitting a headband imprinted with picture title on this youngster is a full-blodded Apache at the Mayiair Theatre, N.Y.C. Big parades, full-blooded Indians and hefty TV promotion are keying' the kingsized promotions drumbeating United Art¬ ists’ “Apache” in regional premiere engage¬ ments throughout the country. The Indian-style promotions pioneered in Chicago and New York will form the basic pattern for big-scale “Apache” campaigns in every exchange area. The budget backing this wide-ranging ballyhoo program ranks with the largest support ever given a major United Artists release, according to the company. The Chicago world premiere at the Roose¬ velt Theatre set the pace for subsequent area openings with a comprehensive cam¬ paign that treated the Windy City to a giant helping of the sights and sounds of 'the Old West. A barrage of air breaks booming the Burt Lancaster Technicolor epic kicked off the promotion with a schedule of 30 video jand radio breaks featuring full-blooded de¬ scendants of the famed Indian tribe. Im¬ portant support was provided by a series of TV and radio soot announcements that sat Wigwam in Lobby Indians on Parade Key Bally Stunts urated the Chicago area with detailed news. Opening-day activities centered on a col¬ orful cavalcade of Indians who padded through the Loop district to whoop up the news about the engagement. More than a 100 braves and squaws, decked out in their finest tribal finery, headed the parade of buekboards, covered wagons and cowpokes that stalled traffic and lined up crowds along the march. An estimated 1,000 youngsters, dressed in Indian costumes, joined the “Apache” march and advanced to the theatre to com¬ pete in a contest awarding prizes and passes to the owners of the most colorful costumes. Additional children were brought into the Chicago campaign with 35,000 “Apache” headdress giveaways and a similar number of heralds distributed at neighborhood the¬ atres, boys clubs and day camps. A strong promotion of “Broncho Apache,” the best-seller on which the UA release is based, featured combined displays of the book, playdate posters and scene stills at hundreds of book stores, drug stores, news¬ stands and department stores. A city-wide campaign, capped by an open¬ ing-day parade through the Times Square district, was put into effect to publicize the Gotham premiere of the feature at the Mayfair Theatre. Drive combined street bally, giveaways, TV promotion, a letter-writing contest and big-space ad insertions of “Ap¬ ache” displays employing a drawing of star Burt Lancaster in his Indian role. The sights and sounds of the Old West invaded midtown Manhattan for the parade of covered wagons, buekboards, stage coaches and Western ponies, which rolled through the Times Square area to the the¬ atre. All horses and wagons were manned by full-blooded Indian youngsters. Theatre-front activities were whooped up by a band of authentic Apaches performing the tribal dances. A wigwam was erected in the lobby as the setting for a demonstra¬ tion of Indian arts and crafts, while young¬ The Indian draws a gun on the policeman as the model looks on in a stunt for the film's run at the United Artists Theatre, San Francisco. sters on hand for the occasion received feathered headbands and autographs of the ballyhoo braves. A barrage of TV plugs spotted a trio of the full-blooded Apaches on 13 video shows including the Dave Garroway Show, Herb Sheldon Show, Strike It Rich, Steve Allen Show, Merry Mailman, and others. The Adler shoe stores throughout the met¬ ropolitan area came aboard the “Apache” bandwagon by sponsoring a letter-writing contest that will continue until the end of the film’s run at the theatre. The competi¬ tion is part of a national co-operative cam¬ paign backed by the Plymouth Shoe Co. on behalf of their Apache moccasins. Contestants are required to write 25 words or less telling why they would like to own a pair of “Apaehe-Mocs.” Writers of the best 50 entries will each be awarded a free pair of the Indian-styled shoes. The “Apache” campaign drew additional support via heavy displays of the Pocket Book edition of “Broncho Apache.” The book promotions combine scene stills and cards carrying playdate announcements. For run at the Loew's Penn, Pittsburgh, "Apache" Indians joined in the city's celebration of Golden Triangle Day by parading through the streets with playdate credits prominently displayed. Gotham's premiere of United Artists' "Apache" netted additional publicity when the television cameras of WNBT, local NBC station, focussed their attention on this Indian carriage, giving playdate credit. THE INDEPENDENT FILM JOURNAL— July 24, 1954 21