The Independent Film Journal (1954)

Fox Ballys Set Promotional Barrage Encompasses Very Popular/ Bamboo/ Queen' A heavy-duty barrage of promotional ballyhoo will be levelled throughout the na¬ tion this summer by 20th Century-Fox for its warm-weather attractions which include “How To Be Very, Very Popular,” “The Virgin Queen” and “House of Bamboo.” Highlighting the schedule of activities will be a press junket to Portland, Maine, July 22 for the world premiere of “Queen,” which stars Bette Davis. The junket will be rounded out by a lobster clambake,, a cham¬ pagne party and opening-night festivities. Press representatives from all major east¬ ern cities will be the guests of Miss Davis and her husband, Gary Merrill, at their Portland home. Proceeds of the premiere will go to the Children’s Theatre, a local juvenile thespian group of which the actress is a director. The premiere will be heralded by local co-op advertising on the part of merchants, newspapers, etc. The film company has meanwhile com¬ pleted a national tie-up with Raleigh Clothes, men’s wear manufacturer, on “Queen.” The Raleigh firm will theme magazine and news¬ paper ads around the picture, and send let¬ ters and salesmen to department and spe¬ cialty stores to describe the promotion. Window display materials have been readied for the tie-up, along with prize contests. For “Popular,” the exploitation emphasis is being placed on Sheree North, film’s star. Recordings of the title song are also being plugged for added stress on playdates. Miss North made a series of appearances on video shows and was interviewed on radio programs this week, subsequent to her ar¬ rival in New York for the opening of the picture. All told, the events and breaks num¬ bered 37 for the new star. Another facet of the “Popular” campaign saw Charles Coburn, featured in the picture, awarded a scroll by the National Theatre Arts Council on the occasion of his 78th birthday. “Bamboo” publicity focusses on Shirley Yamaguchi, Japanese actress and the film’s Inspiration for the new dress fashions displayed by Suzy Perette via four models at 20th CenturyFox's recent national sales convention was "Love is a Many Splendored Thing," August film re¬ lease by the company. The dress house is one of a number of style leaders planning major mer¬ chandising and promotional campaigns linked to the picture. leading lady. She was the recipient of vari¬ ous beauty prizes; modeled Far East fash¬ ions at a local museum, and sold tickets on opening day of the picture at the Mayfair Theatre. An opening week stunt by the Mayfair in¬ volved a contest for GIs or ex-GIs familiar with Tokyo, locale of the film’s story. Free tickets were awarded those submitting best letters describing their most exciting or un¬ usual experiences in the Japanese capitol. Various tie-ins with JapaneseAmerican groups and organizations were negotiated for playdates of the film by 20th-Fox. Win¬ dow displays, etc., were thus promoted. Special TV and radio spot announcements plugged the picture in advance of openings and continuing over the holiday weekend. Y outh Discounts Click In Texas Dallas. — Great numbers of parents have filled out Movie Discount Card applications for their children since the new plan went into effect on May 12, according to James 0. Cherry, city manager of Interstate. The state-wide plan involving 100 Texas Inter¬ state Theatres was begun on an experimental basis, but will now be adopted on a con¬ tinuing basis, Cherry said. The card, which costs one dollar, is good for one year of unlimited reduced admis¬ sions at all Interstate theatres. Youngsters from 12-17 receive savings up to 50 percent, depending on prevailing adult prices. Cherry reports that parents who work downtown drop in during their lunch periods and after work to apply for cards. Neighborhood thea¬ tre managers report that mothers out shop¬ ping are also signing application blanks in great numbers. IVC Crew Revamped By New Chief Hoover Re-organization of the crew of interna¬ tional representatives of the International Variety Clubs has been made known by George C. Hoover, IVC chief barker. The new appointees, together with their respec¬ tive territories, are: Murray Weiss, Boston, Buffalo, Toronto, Albany, Detroit, Grand Rapids; Ralph Preis, New York, Philadelphia, Baltimore, Wash¬ ington, Pittsburgh, Cleveland, John Jones, Chicago, Indianapolis, Milwaukee, Cincin¬ nati, Dayton. Also, Bob Hoff, Omaha, Des Moines, St. Louis, Minneapolis, Denver; G. A. “Pappy” Dolson, Dallas, Houston, Memphis, Okla¬ homa City, New Orleans; E. A. Whitaker, Charlotte, Jacksonville, Atlanta, Miami; A1 Grubstick, San Francisco, Los Angeles, Salt Lake City, Las Vegas, Seattle; Rotus Har¬ vey, representative-at-large. Named to head studio and TV relations was Ben Goff stein, Las Vegas, formerly in¬ ternational press guy. Latter post was filled by Robert Adleman. Varied Street, Lobby Stunts Keyed To Pass Giveaways Youngsters won free tickets (left) to the Trans-Lux Normandie Theatre, New York, for the run of Metro's "Wizard of Oz" by submitting letters on why they would like to see the picture. A special theatre showing was held for winners on a Saturday morning. Stunt, which was plugged for a week on TV, was arranged by Tom Rodgers, theatre executive, and George Kirk, house manager in conjunction with Joe Bolton, video personality, here signing autographs. Free passes to the Plymouth Thea¬ tre, Worcester, Mass., were awarded for the run of Columbia's "5 Against the House" to anyone ringing up a winning combination on a toy slot machine toted around the city by the youth in center photo. Lobby display holding a sloping panel with a hole in dead center, in which patrons tossed coins for bulls eyes, awarded passes to winners for the Circle Theatre, Indianapolis, run of Universal-International's "This Island Earth." Monies went to charity, thus resulting in additional run publicity. wtzm fO« i 20 THE INDEPENDENT FILM JOURNAL— July 9. 1955