The Exhibitor (1955)

22 MOTION PICTURE EXHIBITOR The theatre cashier gave the patrons special cards bearing her personal recom¬ mendations for the film. The cards, an¬ other inspirational and cooperative busi¬ ness venture, were financed by a local commercial photographer, who had a business ad on the reverse side. Taking the campaign into his own hands again, Rosen covered a 40-mile area, in all directions fi’om Bismarck, and distributed window posters advei’tising the film. TV was not neglected and nine spot announcements were made. During its run, many persons came to see the picture wearing specially made tags on their lapels worded to the effect that the persons wearing them to the the¬ atre would be admitted to the theatre for a 10 per cent price discount. A department store ran a coop ad and passed out free tickets to the first 30 persons entering the store one morning. A brass band of high school students toured the city in a special bannered truck as street bally for the film. Three major sports tournaments were in progress and tended to distract from Rosen’s campaign; but this did not deter him, rather, he used them to his advan¬ tage, getting plugs for the picture during sportscasts; taking an ad in one of the tournament’s books, etc. For the first time in the city’s history, the Catholic Church Sunday Bulletin given to all persons attending church, fully recommended the film “as the best in family entertainment.” A comprehensive summary of the cam¬ paign was given the next to the last day of the engagement over KFYR by news announcer Jack Syenson. RUNNER-UP NUMBER 3 YE GOOD OLD AMATEURS STILL SCORE Submitted by John W. Godfrey Paramount, Ashland, Ky. 1460 seats * 60 cents top adult admission General patronage. “Like so many other cities, Ashland, Ky., has been faced with the juvenile and ’teen-age problem. “One day the Mayor, the Chief of Police and myself were discussing this problem and it was ascertained that one of the main complaints with the ’teen-agers dur¬ ing the vacation period was lack of some¬ thing to do. “I suggested that they get together with me and we would put on a variety show at the theatre. In this way, these boys and girls would be occupied. The editor of the newspaper was impressed with this idea; and, as a result, the newspaper got behind the promotion 100 per cent. “Thus out of this grew ‘The Paramount Varieties.’ These ’teen-agers worked long and hard on the show and when finally given it was a big success. The theatre was filled to capacity. “The theatre in this way helped these kids solve their ‘nothing to do’ problem this summer by giving them an interest in ‘something to do.’ “Costumes were provided by local mer¬ chants and everyone in Ashland thought this a great idea. “As a result every summer we will have another ‘Paramount Varieties,’ a dyed in the wool amateur show, to be sure, but one with modern implications that it finds work for idle juvenile hands to do; keeps them out of mischief; and creates civic interest in a problem that is becoming universal.” RUNNER-UP NUMBER 4 "IHE BAR SINISTER^ rWILDFIRE^O Submitted by Arthur Groom Loew's State, Memphis, Term. 2578 seats • 75 cents top adult admission General patronage. This entry might well be called “Going To The Dogs.” It is centered around “Wildfire,” the dog star of the film, and featured a flock of doggy stunts." Goldsmith’s Department Store ran a special ad on a puppy give-away and gave over the use of one of their windows to house the pup in advance. A classified ad was used on the pup give-away read¬ ing: “Wanted, boys and girls to register for free puppy, etc.” Swift and Company provided dog food and gave a month’s supply to the winner. Junior Kennel Club membership cards were distributed to 1,000 children who registered for the dog giveaway. A complete canvas of Kennel Clubs was made and invitations Young Miss America To Bally "Tomorrow" New York — U-I announced that ar¬ rangements have been completed for a tieup on “There’s Always Tomorrow” with the nation-wide Young Miss America contest being sponsored by Mildred of California, one of the largest manufac¬ turers of teen-age dresses. Gigi Perreau and Judy Nugent, both of whom play important roles in the picture, are featured in all promotion for the con¬ test which will include full page news¬ paper ads in more than 100 cities; a sixpage section in American Girl, official publication of the Girl Scouts; and large displays in department stores throughout the country. In addition, the finals of the contest, for which Pat Crowley, also in the picture, will act as one of the judges, will be given TV coverage. Other important tieups also set for the promotion of the film include a LustreNet campaign featuring Joan Bennett which will appear in American Weekly, 'Ihis Week, Parade, newspapers, and as a commercial on two TV network shows; and an Ideal Toy tieup on the robot in the film for which a nine-foot facsimile has been built to be featured in Macy’s Thanksgiving Day parade. Dance, Ballerina, Dance! Hartford — Playing a revival of “Red Shoes,” Fred R. Greenway, Loew’s Poll Palace, Hartford, tiedup with six local dance studios in search for Hartford’s best ballerina, leading participants appearing in a demonstration backstage at the thetre before a judges’ committee. The winner was given a pair of ballet slippers, promoted from a leading shoe store, and was given the place of honor in the city’s annual Pulaski Day Parade. She rode in an appropriately-bannered, large red convertible, also promoted for the occasion. extended to members and their dogs to attend a special pre-opening screening of the film. This stunt lent itself to some good gags in connection with our con¬ cessions department, which sold dog bones and kennel food to keep the canine pa¬ trons happy. It also resulted in coverage by newspapers, which furnished an ex¬ cellent art and story break on the stunt. Aside from the “doggy” highlights, the campaign also centered around the per¬ sonal appearance of Jarma Lewis, star of the MGM film. In addition to her many other activities. Miss Lewis drew the lucky name for the deg give-away, and held an autograph session in the theatre lobby. Radio and TV appearances, as well as appearances at cooperating stores and Goldsmith’s department store, and at¬ tendance at a Variety Club party rounded out the star’s busy schedule. Regular trailer was used two weeks in advance on this “test” engagement of the film and a crossplug trailer was used at Loew’s Palace during the engagement. Lobby display was likewise used in simi¬ lar fashion. Many window displays were obtained including six book windows and a display in the book department at Goldsmith’s. November 9, 1955