The Independent Film Journal (1954)

‘ Contessa ’ Debuts On Crest Of Bally A multi-faceted promotional campaign, spanning three continents in its scope, has been set in motion by United Artists prep¬ aratory to the New York world premiere this week of the company’s release' of Jo¬ seph L. Mankiewicz’s “The Barefoot Con¬ tessa.” The Capitol Theatre opening itself was the scene of a gala festivity which drew hundreds of film and stage stars, civic dignitaries and notables from the indus¬ trial and business worlds. It climaxed a campaign for which $500,000 was expended on initial phases of national advertising, publicity and exploitation. Aspects of the pre-premiere “Contessa” drive included a fashion show, a tour of South America by Ava Gardner, co-star of the film, a series of tie-ups and contests in the New York area and a national letter¬ writing competition. A statue of Miss Gardner was flown from Italy directly for the premiere to provide another strong peg for the campaign. The full-size likeness garnered scores of men¬ tions for “Contessa” in a series of tele¬ vision appearances and will be sent on a tour of the U.S. to supjDort local openings. Also booked heavily for radio and TV appearances were Mankiewicz, who di¬ rected and wrote the film, and Humphrey Bogart, co-star. As a special pre-opening move, threesheets and six-sheets were placed by the thousands in prime locations of New York’s five boroughs and important sub¬ urban centers. Full-page ads were spotted in the major daily newspapers while na¬ tional magazines were decked out with mammoth publicity breaks. “Life” carried a five-page spread; “Col¬ lier’s” ran a two-page color layout; fan magazines supplied a steady flow of news about the picture. Sunday supplements and daily papers as well ran news, feature and photo spots on “Contessa.” Miss Gardner journeyed to Gotham after a twoweek flying tour of South America for strong publicity breaks. She remained in New York for 13 days, garnering nu¬ merous video and radio appearances. Her wardrobe cued a series of fashion tie-ups that scored in window displays at Bonwit Teller’s, Tailored Woman, Lewis and Conger, etc. Miss Gamer’s clothes in the film are valued at $20,000. Items of her apparel became the high point of a “Fabulous Contessa” fashion show at the Waldorf-Astoria, where the star appeared in person. Among the nationally-promoted co-op fashions boomed at the show were the Boepple “Contessa” sweater and the “Con¬ tessa” shoe made by five leading manufac¬ turers. These and other women’s wear tiins ar being backed throughout the country by national magazine ads and newspaper co-op insertions timed to break with local engagements. The Whelan drug store chain gave a citywide salute to the production by unveiling its “Contessa” sundae. Window displays backing the confection combined playdate announcements and stills. Other window exhibits -were planted at the offices of Pan American Airways and LAI, the international airline. These dis¬ plays stressed the Italian scenic spots used as location filming sites for “Contessa.” A national letter-writing contest, which will award two free round trips to Italv. was locally kicked off with the Capitol pre¬ miere and will run throughout the engage¬ ment. Sponsored by the Italian Line, the competition will hypo key dates all over the country with heavy backing from tour¬ ist and travel agencies. A beauty contest for Ava look-alikes, which earned hefty photo coverage, also focused attention on the “Contessa” opening. A titles-from-titles contest, with a $25 government bond as first prize, has been launched. Contestants are asked to submit longest lists of film titles in which a per¬ sonage of nobility is referred to. For ex¬ ample, “The PRINCE and the Pauper,” “The Amboy DUKES,” and “The Bare¬ foot CONTESSA.” Five days before the bow, a TV spot announcement saturation campaign beamed news of the CARE-sponsored benefit pre¬ miere with 250 plugs carried by ABC-TV. The TV film, featuring the sizzling ad art ( Continued on page 22) The UA publicity staff examines a statue of Miss Ava Gardner that was flown over from Italy to help bally the film. Miss Gardner appeared at a fashion show at the Waldorf-Astoria to boost co-op apparel inspired by her wardrobe. Robert W. Dowling, chairman of the CARE premiere committee, meets committee members (1 to r.): Lena Home, Nina Foch, Maggie McNellis, Rita Gam and Eleanor Holm. To help publicize the film in South America, Miss Gardner, who plays the title role, made a two-week tour of the southern continent, where she garnered newspaper coverage. THE INDEPENDENT FILM JOURNAL— October 2, 1954 19