The Exhibitor (1959)

EX100 MOTION PICTURE EXHIBITOR February 11, 1959 COMPANY ASSISTS COLUMBIA has effected a tieup with Rose Marie Reid which will result in a national promotion for “Gidget” and the swimsuit company’s junior line. Keynoting the cam¬ paign will be a double-truck full color ad in the April issue of Seventeen with Sandra Dee, star of the film, shown in Rose Marie Reid junior swimsuits, in each case photo¬ graphed with James Darron, one of her costars in the picture. Reprints of the ads will form the basis of window and counter dis¬ plays for thousands of retail outlets across the country. In addition, the ad will be converted into a mailing piece to be used by department stores, with Rose Marie Reid figuring on it reaching several million homes. The swimsuit company and Columbia will also cooperate on local level promotions keyed to the introduction of the line in stores and first' run playdates of “Gidget.” NATIONAL SCREEN SERVICE has come up with another business building promotion as part of its expanded 1959 program. This is an all-color bargain package, consisting of a live -action trailer that features a wild flock of rabbits and chicks, and two huge display posters which is being offered to exhibitors for 75% of what it would cost to buy the Address. (No. C.O.D.'s. In Canada add 25<f — Foreign 504) LAYOUTS • STYLES • CROPPING PHOTOS • ORDERING CUTS • REVERSE PLATES • BALANCE . HEADLINES • SALES LINES • TYPE FACES • WRITING COPY • COLOR • COMPOSITION • SIGNS • LETTERPRESS • OFFSET • SILK SCREEN • MATS • THE AMUSEMENT PAGE • HERALDS • WINDOW CARDS • SAMPLING and 100's of other fundamentals MOTION PICTURE EXHIBITOR BOOK SHOP 246-48 N. Clarion Street Philadelphia 7, Pa. Enclosed $ . for . copy(s) SHOWMANSHIP in ADVERTISING Ship postpaid to: Name 236 BIG PAGES • of Theatrical Advertising Vhau/.Uaui 100's illustra¬ tions! 1959 EXPLOITATION INDEX T. H. Lyons, manager. Grand, Hazleton, Pa., recently had this attention getting lobby dis¬ play on United Artists' "I Want To Live." The "gas chamber" reproduction had people coming in just to see the display. CIVIC-CLUBS 19. Art1 Films Helped By University Benefit . EX89 20. Natural Childbirth Sells "Dr. Laurent" . EX89 21. Local Marching Band Lends Hand . EX93 22. Charity Benefits Are Like Money In The Bank . . . EX93 B KID’S MATINEES 23. A 13 to 16 Movie Club . EX90 24. "Miss Pigtails" Contest . EX97 three items separately. The moral? Watch the bunny bring the money at Easter-time. MGM in an international TV promotion on “The Journey” is distributing 300 prints of a five -minute trailer that has unusual global appeal because of the international cast of the film and the Austrian locale of the sub¬ ject. Partly narrated by Yul Brynner nd dubbed in French, German and Italian, it will have superimposed titles in 18 languages. C MASS MEDIA 6. How To Crash A TV Program . EX90 7. Record Number Of Radio Plugs For Record Star EX93 D MERCHANTS 46. Appropriate Tours Tie-Up . ^*91 47. Concession Item Prize Boosts Sales . EX97 UNITED ARTISTS has set with Pocket Books, Inc., a major promotion on “Pork Chop Hill”, based on General S. L. A. Mar¬ shall’s best-selling novel of the same title. Full credits for the UA release are given on the books’ covers. As part of the crosspromotional effort, Pocket Books is distribut¬ ing large-sized rack cards to its dealers in advance of key regional bookings. OLD FASHIONED (Continued from page EX99 ) counter, table and booth of all the import¬ ant eating establishments throughout Sioux Falls. This included the Elks Club and otherprivate clubs. Window displays were placed in travel agencies, book shops, hobby shops, toy stores, and a fur store. All cabs and busses carried special bumper strips. Sidewalk stencils were used. Posting included 24-sheets and a spe¬ cial double sized banner was hung from the top of the theatre to the top of the canopy. A special die cut card was made to fit the spokes of a bicycle wheel and these were placed on bicycles of all Argus Leader News¬ boys and children in attendance at recreation centers. The kids were given free passes for displaying the cards on their bikes. To exploit United Artists' "The Last Mile" at the Palace, Milwaukee, this large float was made up to depict a prison. F ARMED SERVICE 10. The R.C.A.F. Cooperates On "High Flight" ...EX91 G STUNTS-BALLY 42. French Gifts Promote "Gigi" . 43. A Valentines Day Idea . 44. Midget Helps Sell "tom thumb" . . . 45. Latches On To Other Fellow's Slogan 46. The Circus Angle Helps . EX91 EX94 EX94 EX95 EX97 1 INSTITUTIONAL 25. Swap Night For Drive-Ins . 26. Model Airplane Contest At Drive-In . 27. Free Kleenex For Three Handkerchief Pics 28. "Miss Big Beat" Contest . 29. Old Fashioned Showmanship . EX92 . EX95 . EX97 . EX98 EX98 The city’s Scandinavian population was contacted and the Erickson Norwegian Band playing folk songs were included in our opening night ceremonies. A group of women from the Norse Hall, dressed in Scandinavian costumes, presented a song and dance fest during the noon activities. KELO Radio in¬ terviewed these people in the lobby and por¬ tions of the ceremony were broadcast. The evening ceremonies featured a Norse Glee Club who appeared in front of the theatre. A typical Viking King and Queen (theatre aides) were presented with the Queen pre¬ sented with an orchid corsage. Working with television station KELO -TV we spotted a Norse ship model contest at no cost to the theatre. Four radio stations also lent their fullest cooperation, represent¬ ing hundreds of dollars of free time and publicity. A special double truck was placed in the Sioux Shopping News with our usual ad¬ vertising dollar incorporated in the co-op ad. Through this medium we received 15,500 house to house distribution the day before the grand opening for a very nominal fee. General newspaper publicity was extensive. As a result of the efforts we put forth and the great improvements that these efforts brought about the Argus Leader honored us with the distinction of being appointed “Citi¬ zen of the Week.”