Motion Picture Daily (Oct-Dec 1946)

Thursday, November 14, 1946 Motion Picture Daily 3 Set Record Campaign For 'Razor' WHEN Darryl F. Zanuck's production of W. Somerset Maugham's "The Razor's Edge" goes into f •neral release Christmas Week, exhibitors ^Foughout the nation may expect to benefit from a record national advertising, exploitation and publicity campaign in fu! blast for months. Never before has a 20th Century-Fox picture been more thoroughly pre-sold to the public than "The Razor's Edge," in the company's opinion. Starting as a serial story in Redbook Magazine in 1943 and with subsequent appearance in book form, the title of Maugham's story, perhaps, has been the most widely publicized of any book in recent years. The campaign devised under the direction of Charles Schlaifer, director of advertising and publicity, and Harry Brand, studio publicity director, covers virtually every possible promotional angle and embraces national and local advertising, radio, commercial tie-ups, newspaper and magazine publicity and billboard advertising. In each of these categories the Zanuck production already has garnered large-scale attention. National Advertising The national advertising campaign was started three months in advance of national release. It will supplement the regular and cooperative ads used locally by exhibitors, and is planned to carry the momentum of the film's previous publicity up to the day the exhibitor opens his doors for the initial showing of the picture. The newspaper advertising campaign has been prepared so that showmen can use it for their phase of the engagement, advance, current, and the extended run. In the national magazines the advertising has run, or will, in advance and concurrently with the release of the picture, fullpage copy appearing in the following publications: This Week (Oct. 20); Redbook (October); Liberty (Oct. 26); Saturday Evening Post (Nov. 6) ; Colliers (Nov. 15) ; Woman's Home Companion (Nov. 19); American Magazine (Dec. 6); Life (Dec. 20) ; Look (Jan. 7) ; Ladies Home Journal (January); Redbook (January); Time (Jan. 10); Liberty (Dec. 20); Cosmopolitan (January); and Cite (Dec. 24). The combined circulation of these magazines is well over 50,000,000 readers. Magazine Campaign This campaign is being supplemented by a special national advertising barrage in the fan magazines as follows; Screen Romances, Modern Screen, Silver Screen, Screenland, Movie Show, PholoplayMovie Mirror, Motion Picture, Movie Story, Movieland, Movie Life, Movies, Movie Stars Parade, Screen Guide and Screen Stars. This part of the extensive advance campaign will reach a net-paid circulation of over 10,000,000 readers and appears in this month's issues of each of the publications. A series of outstanding commercial tieups has been made, all backed with ads. Campaigns Honor Them DARRYL F. ZANUCK SPYROS P. SKOURAS displays and general merchant cooperation both nationally and for local engagements. Following their national promotion, in advance of release, each tie-up will be available for local tie-ins and promotions in each situation. Already breaking throughout the country are a number of 800-line ads in important newspapers featuring Gene Tierney in connection with Raleigh cigarettes. Tyrone Power has already been featured in a similar campaign by the tobacco company, with special displays for use in windows and on counters of drug and cigar stores, highlighting both stars and their roles in "The Razor's Edge." Distributorwill have the promotional pieces ready for extra exploitation in each city current with the picture's showing. Numerous Tieups Keyed to the hox-office, and the important feminine interest, is the tie-up made with Foreman Fabrics, who, with the aid of Kalman-Levens, manufacturers, have created four different gowns based on the costumes worn by Miss Tierney. These have already received a big send-off in New York with publicity and art layouts breaking in the metropolitan newspapers. The department store, Arnold Constable and Co., is devoting six of its largest windows to display both the gowns and tie-in material from the picture. This national fashion promotion has been timed to break in 15 to 20 key cities with release of the film. Stores already lined up are in San Francisco, Miami, Cleveland and Boston, with others to be announced ranging from Portland, Ore., to Washington, D. C. The complete list of stores will be available to exhibitors in sufficient time for maximum local promotion. Extra boxoffice impetus is forecast via the large number of book tie-ups arranged. Doubleday-Doran, original publishers of the Maugham novel, are running special full-page ads in the book sections of New York papers, which have general distribution to subscribers and libraries throughout the country. In addition, Doubleday is running tie-in ads in leading newspapers in key situations, as well as making special display material available. The Literary Guild, Triangle Books, Sun Dial, the Dollar Book Club, and Blakiston are also using full-page copy for their special editions of the novel. Pocket Books, which have entree to newsstands, drug stores and many unusual outlets, will publicize their edition of the novel with displays and ads for wide promotional coverage. One of the most important tie-ups of the campaign is with Simmons Beauty-Rest Mattresses, which are taking national consumer ads in the November issues of leading magazines. All will carry prominent mention of the picture and may be used for mounted displays with furniture and department stores when the film opens. A. Sulka, Fifth Avenue haberdashers, who figure in the film's story, also will take special newspaper ads and give windowspace to material and displays promoting the picture. Jewelry stores in key cities will have a special counter-display easel promoting Orange Blossom Wedding Rings in connection with the wedding sequence in the picture. Nearly 3,000 national outlets will be represented in this tie-up, which will also be nationally advertised. Exhibitors will find jewelry stores available for extra cooperation in virtually every situation. Another important tie-up is with Stratford Pens, which are taking space in leading newspapers and magazines featuring Miss Tierney as she appears in "The Razor's Edge." Radio Coverage Everyone within listening distance of the radio has been hearing an unusual airwave build-up for "The Razor's Edge," with scores of plugs accenting the story, its stars and the production. One of the highlights of the national radio campaign was the "We, the People," show last Sunday, which devoted its full 30 minutes to the picture. The program was based on the nine-page layout which appeared in Life Magazine in September, which described the many facets entering into the production of the film. Another major network hook-up will be the Prudential Hour on Nov. 17, when the 20th Drive In Honor Of Skouras THE "Spyros P. Skouras Sales Drive" currently in progress has developed into the most successful campaign in the history of 20th CenturyFox' domestic department of distribution, according to Tom J. Connors, vice-president in charge of distribution. The 1,483 employees in the company's 31 exchanges in the United States and six in Canada have been active in the drive which, in the past 11 weeks, has seen practically every company record for sales and revenue relegated into oblivion, he adds. The drive was designed by the employees of the domestic department of distribution as a testimonial to the company president and the field organization has dedicated its efforts to the attainment of certain goals which would make this the outstanding quarter in the annals of the company. To date an average of 15,000 theatres in the two countries have backed up this effort with playing time for 20th Century-Fox releases that enhance the par of any prior three-month period. Expect New Records Currently the sales force is concentrating on the observance of the first annual "20th Century-Fox Film Anniversary Week." That this week will see every existing record for a single week drop is aleady a foregone conclusion, according to Connors. Indications are that the old record for a week's business will be exceeded during the forthcoming week by at least 30 per cent. In recognition of the field's team work and the application of an unprecedented individual effort to the "Spyros Skouras Drive," which will not conclude until Dec. 28, the company itself is offering a record number of cash and other prizes. Eligible for these rewards are all employees of the field sales organization, from general sales manager right down the line to the porter at each of the 37 exchanges. score of the picture, written by Alfred Newman, will be heard for the first time by the public. In connection with the world premiere at the Roxy Nov. 19, there will be wide radio coverage of the event with direct broadcasts from the lobby describing the gala affair. Other radio shows are set to follow the Roxy opening with guest shots by the stars and shows in general, building to the Christmas Day climax. Special radio material will be available for tie-ins with local stations during key-city runs. Stories, features and art on "The Razor's Edge" have been covering the nation during the past few months, with such important publications as Life, Saturday Evening Post, Good Housekeeping, McCall's and Redbook carrying material on the stars, the production, and its makers. Following the New York opening, there will be even greater intensification of the over-all national campaign, designed to get maximum attention from the film's national release.