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STUDIO SURVEY
A15
U-I’s ’57 Variety
TOP sales executives from U-I met recently at the company’s west coast studios to discuss production and promotion plans for 1957. Optimism re¬ garding the industry’s future was the key¬ note, and top level faith was translated into action as upcoming features were described and discussed.
The Universal lineup as revealed at the meetings sparkles with variety, both in theme and manner of presentation. CinemaScope and color are used where subject matter calls for such processes, and the company will also present its first black-and-white CinemaScope feature.
As always, U-I placed equal emphasis on the promotion of the various films. Pre-selling will be focused so as to have the greatest effect at the point of sale, with the importance of local campaigns stressed. In addition to newspaper and magazine advertising, radio, and TV will be used extensively. Record tieups and other music campaigning will also be utilized, as has been done so successfully in the past.
Seen are scenes from some of U-I's upcoming features which promise to brighten the 1957 picture for theatremen. Upper left, Julie Adams, Gia Scala, Marianne Cook, and Elsa Martinelli as they appear in "Four Girls In Town," in CinemaScope and Technicolor; upper right, Grant Williams in "The Incredible Shrinking Man"; lower left, Fred MacMurray carries the body of Dean Stockwell in the CinemaScopecolor production, "Gun For A Coward"; lower right, Jeanne Crain, Jeff Chandler, and George Tobias
in "The Tattered Dress," in CinemaScope.
Erroll Flynn romances Cornell Borchers in "Istan¬ bul," drama in CinemaScope and Technicolor.
The going gets rough for Tony Curtis and Martha Hyer in a tense scene from "Mister Cory."
Ed Wynn, in his first dramatic screen role, chats with Jose Ferrer in "The Great Man."
Robert Stack, background, cynically watches a warm moment between Rock Hudson and Lauren Bacall in "Written On The Wind."
Anna Kashfi and Rock Hudson bathe a Korean orphan in "Battle Hymn," life story of the flying parson, Colonel Dean Hess, fighter ace of two wars.
December 19, 1956
MOTION PICTURE EXHIBITOR