The Independent Film Journal (1954)

Mobile Tours Herald Egyptian Appropriately clad hostess on one of the two exhibit trucks ballyhooing 20th-Fox's spectacle. Two huge mobile exhibits are now visiting 267 cities across the nation during the next two months with appropriate displays of Egyptian relics and historical lore. A broad national promotional campaign, budgeted on a niulti-million-dollar scale, is being conducted by 20th Century-Fox to herald openings of Daryl F. Zanuck’s first personal production since “The Snows of Kilimanjaro” three years ago — -“The Egyp¬ tian.” The promotional program is under the direction of vice president Charles Einfeld. The spectacle will be publicized to the hilt in this multi-faceted campaign. Aspects of the drive were launched many months ago and will continue through the world premiere of the film. Highlights of the bally¬ hoo include the use of two travelling exhibits and the arranging for a month-long tour by Bert Lytell in behalf of the production. 20th-Fox dispatched two huge mobile ex¬ hibits to visit more than 267 cities across , » the nation in the next two months. One truck is touring the northern section of the country while the other is hitting the south. Bert Lytell Lecture Trip, Trucks' 267-City Junket Sparkplug Gigantic Drive As of the third week in July, more than three quarters of a million persons had seen or inspected the two trucks, with at least double that number expected by the tour’s completion. Another important publicity-gainer for “The Egyptian” has been arranged via the utilization of the services of Lytell, noted stage and screen actor, who will make a month-long tour of the central and eastern states in behalf of the production. Lytell, who is president emiritus of Actor’s Equity, will cover 13 states in addition to Canada and the District of Columbia during his tour beginning Aug. 9. He will be the guest of leading profession¬ al, business clubs and organizations, at which he will discuss the tremendous research, prep¬ aration and technical skill which went into the making of “The Egyptian.” Acting as an ambassador at large for the film, Lytell will carry with him stills, slides and film strips to aid him in bringing the picture’s message to countless numbers of opinion makers in key cities of the nation. Another key portion of the vast merchan¬ dizing-promotional campaign is the schedul¬ ing of a national 24-sheet billboard drive larger in scope than any in Fox history. More than 3,500 posters placed in and around 51 key cities of the nation will be seen by millions of moviegoers, making im¬ pact not only on large urban centers but also on surrounding communities. The billboard buy which consists of 100 per cent showings in major cities will in¬ clude regular as well as illuminated boards, with a poster running for an entire month starting in mid-August and continuing into September. Other major ingredients being developed for gala openings of “The Egyptian” include expanded television and radio, trade, maga¬ zine and Sunday supplement advertising, all Typical costume worn in "The Egyptian" com¬ prises a display piece in one of the mobile trucks. Traveling studio exhibits and over-all, multi-faceted promotional program is being carried out under the direction of vice-president Charles Einfeld and his staff of exploiteers. of which when combined will add up to one of the most comprehensive program ever conducted in behalf of a screen attraction. “The Egyptian” will have its gala benefit world premiere at the Roxy Theatre Aug. 24 for the National Foundation For Infantile Paralysis. The premiere will be given a lavish, Holly¬ wood style debut sparked by the arrival in person of a contingent of prominent film capital personalities headed by the picture’s producer, Zanuck. Extensive television, radio, newsreel and press coverage is being blue¬ printed for the event, all proceeds from which will be turned over to the Emergency March of Dimes Drive. The Roxy will be completely refurbished to launch “The Egyptian,” the first picture of its type produced by the studio using the new CinemaScope camera lenses which immensely expand the wide screen process’ visual impact. Inside the touring truck, a sarcophagus, in which a mummy is encased, adds authenticity to the trappings which are publicizing "The Egyptian." The touring truck, viewed from the outside, carries colorful displays and credit notices for the first Darryl F. Zanuck production in three years. f§SMM rums®* ' 18 THE INDEPENDENT FILM JOURNAL— August 7, 1954