Motion Picture Daily (Jul-Sep 1959)

6 Motion Picture Daily Tuesday, September 29, 1959 MOTION PICTURE HERALD MERCHANDISING CONFERENCES. Suspense Elements Stressed In UA 'Tomorrow' Campaign By CHARLES Citing examples of big promotional achieve their objectives, Roger Lew^is, and publicity for United Artists, told Herald Merchandising Conferences Friday afternoon that "the old formulas don't seem to work any more. We need to learn," he said. Lewis was United Artists' chief spokesman at the conference session at the United Artists screening room in New York, following a screening of the new Harbel Productions film, "Odds Against Tomorrow," starring Harry Belafonte, Robert Ryan and Shelley ^Vinters. The number attending was so large that half the group saw the film in a projection room nearby, rejoining tire others at U.A. for the subsequent discussion. Wants Wide Distribution Lewis made the point that the film must be projected to as many of the public as possible, and said the opening of "Odds Against Tomorrow," since it involves a racial conflict, will be in Chicago. In that city U.A.'s "The Defiant Ones" opened quite successfully, and that film also was concerned with a racial issue. However, the campaign for "Odds" will differ from "The Defiant Ones" in order not to repeat the pattern of promotion. Thus, the Chicago campaign will not stress the racial conflict. Selling will concentrate on the suspense elements. Lewis declared that Belafonte, who is "very hot" as an entertainment personality today, is now ready to emerge as a film star, where heretofore he has been noted as a singer. The executive also cited that fact that Robert Wise, the producer-director of the film for Belafonte's new producing company, has been and will continue on tour, and has obtained remarkably good newspaper and magazine space. Lewis said also that Belafonte will be available for a swing around the country on behalf of the film, and that the John Lewis jazz group, seen and heard in the picture, has a new album which S. AARONSON efl^orts in the past which have failed to vice-president in charge of advertising tlie final session of the Motion Picture promises promotional attention in the important record field. Fred Goldberg, national director of advertising and publicity for U.A., explained the general promotional plans for the film, and specifically mentioned that on the Ed Sullivan television show Oct. 11 Belafonte will appear and a seven or eight-minute clip from the film will be shown, which he described as an excellent teaser. Goldberg also called attention to the full schedule of magazine and newspaper interviews arranged for the film's star, and mentioned the importance of the fact that Belafonte will be host to screen critics at showings of the picture in 10 cities. Other screenings are planned, he said, for opinion-making groups across the nation, and these he described as extremely valuable, since they serve to develop the all-important word-ofmouth publicity. Gould Tells KickofI Plans Joseph Gould, advertising manager, described the simple type ads which are to be used in the early stages of the campaign, of the teaser type, and mentioned plans for ads off the entertainment pages. Typical ads were shown, and special recordings for radio spots were heard by the group. Comment from the floor indicated that Belafonte's acceptance was at a high point now, and a general discussion centered about the presentation of the personality of Belafonte and the emphasis in certain of the ads shown. Additionally discussion concerned the selling of the film from the standpoint of the racial conflict, especially in the sensitive areas. Gabe Sumner, publicist handling Belafonte, said that due to the promotional campaign, the climate for Belafonte acceptance is at a new high. Growth of Inter-Trade Cooperation Is Cited Roger Lewis describes the campaign for United Artists' "Odds Against Tomorrow" at the Herald Merchandising Conference. ( Continued is insisting upon young stars, it answers that demand, too." Lipton, who came here from his studio headquarters at Universal City expressly to attend the Herald Merchandising Conference, told the exhibitors who taxed the capacity of the Universal home office projection room that he had been struck by the growing spirit of cooperation among exhibitors and distributors and among distributors themselves. He cited examples of one company's people speaking well of another company's outstanding picture, in discussing the latter. 'It's Good for the Industry' "More of this is to be encountered all the time," he said. "And it's good for the industry. When good pictures are in circulation the entire industry should talk them up, regardless of whose they are. Good pictures help everyone. They keep the public interested in movies and coming to the theatre." Exhibitors present gave many examples of cross-plugging pictures on their ovra circuits and in competing houses, too. Harry Goldberg, of Stanley Warner Theatres, cited a "new atmosphere" in the business, stimulated by cooperative efforts. He called attention to the national field network of COMPO representatives, providing still another example of an industry force working jointly for the good of all. Simonelli Stresses Mutuality Charles Simonelli, Universal Eastern advertising-publicity director, called attention to other instances of mutual aid on both Coasts and Seymour Morris of Schine Theatres added others. Edward E. Muhl, Universal vicepresident in charge of production, was an interested listener at the session. Lipton commended Martin Quigley, Jr., editor of Motion Picture Herald, for originating and sponsoring the conferences, saying they have been needed for a long time and that they are evidence "of the kind of interest vital to our industry at this crucial time." "The conferences are indeed a fine thing," he said, "and it is encouraging to see the fine response with which they are meeting." Praised by Lipton Lipton noted that the conferences are designed solely to help both exhibitors and distributors to merchandise product better. "Our ability to compete for the public's leisure time today," he remarked, "depends on the success of our pre-selling efforts. The amount of public talk about movies today is less than formerly because there are so many more things for people to discuss. And when we succeed in having from page 1 ) them talk about movies, then there must be repetition to be really effec tive. "Too many pictures fail to reach' even a fair proportion of their possible audience because of inadequtae pre-' selling. For best effect, it should reach the public days, rather than months, in advance of picture openings. The impact our publicity makes is directly related to our advertising. The pub licity is likely to have minimum effect unless the advertising has created an image in the public mind." Lipton said Universal believes that when it asks top terms for a picttire from exhibitors it should prove at th same time that it is confident the picture is worth them. "We are doing that with 'PilloW| Talk'," he said, "by spending very substantial amounts on its pre-selling." Hears Little Criticism The gist of the exhibitor comment on the "PiUow Talk" campaign which was spelled out for them by Lipton's executive staff was that there was little, if anything, about the campaign that could be improved upon, that proper attention was being given to a fine picture and that, as a result, thexhibitors had little either to suggest oi; criticize. 1 Sack to Put Todd-AO In 3rd Boston Theatre I Special to THE DAILY BOSTON, Sept. 28.-Early in Oc-' tober, Ben Sack, president of Sack Theatres, is closing the Capri Theatre for ten weeks in order to install 70mm » projection equipment. At Christma: time the theatre will reopen with a roadshow engagement of UA's "Solo-" i mon and Sheba." This marks a milestone in Bostoil theatrical history as Sack will then a have three Todd-AO-equipped firs^ k run houses, all playing roadshow at tractions. The Gary goes into a hard ticket policy with "The Big Fisher man" on Oct. 6, to be followed b\| "Scent-O-Vision" around Christma^ time, while at the Saxon, M-G-M'? "Ben-Hur" starts a long engagement on a reserved seat basis at Thanks^ giving time. Sargent on '^ISights' HOLLYWOOD, Sept. 28.-Thorn ton Sargent, veteran advertising-pub licity executive, has been engaged ti j, supervise publicity and exhibitor re lations in connection with the Christ mas release of UPA Pictures' "100! Arabian Nights," it has been dis closed by Stephen Bosustow, presi dent of UPA Pictures. Sargent wil also serve as liaison with ColumbiJ Pictures, which will distribute the full-length animated feature.