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MOTION PICTURE EXHIBITOR
18
Everybody Loves A Parade-So Do Showmen
A RESURGENCE of street ballyhoo and other circus-type promotion has been paying off at the boxoffices of the nation’s theatres in recent months. That’s the story told by this series of pictures.
Alert exploiteers from coast to coast have been quick to join or stage parades and create floats to sell in sensational, even spectacular manner, the varied array cf current screen hits.
Potent sales pitches vividly illustrated by models have captured the attention of millions as the publicity men hit the road with grab-bags full of modernized tricks.
This type of selling can be expected to continue. If the public must be hit be¬ tween the eyes with sales appeal timed to awaken movie going habits, then it is ideas and stunts such as those shown here that will make the pitch for business.
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on street floats to promote "Swamp Women." Left, the models attract attention in Philadelphia; right, in Trenton, N. J., they bally the first run combination of "Swamp Women" and "Blonde Bait," in the RKO Trent.
ABOVE, LEFT, a parade for Warners' "Good-Bye, My Lady," one of the features of the world premiere in Albany, Ga. ABOVE, RIGHT, Si Seadler, MGM advertising director, admires the "I'll Cry Tomorrow" float, one of a caravan that launched the "Springtime Shower Of Hits" in Loew's metropolitan New York houses. BELOW, in the New York Greek Independence Day parade, United Artists exploitation forces called attention to the premiere of "Alexander The Great" in the Capitol.
Defying inclement weather in Boston, Loew's Theatres' publicist Karl Fasick found two men to climb into a truck-borne ring in fighting togs as part of the outdoor bally for Columbia's "The Harder They Fall."
June 6, 1956