The Exhibitor (1959)

July 15, 1959 MOTION PICTURE EXHIBITOR EX 143 Navy Cooperation Boosts Campaign Selling ' 'John Paul Jones " Biopic Continue Push To Back Top PHILADELPHIA — The editors of EX¬ PLOITATION present herewith highlights suggested for Minnesota Amusement Com¬ pany’s “Achievement Awards” drive for the last four months of 1959. This, of course, is in line with “getting them out to see” the blockbuster lineup of product previously announced for the fourth quarter of the year by the various film com¬ panies. The first in this series, that of ideas of New England Theatres, Inc., appeared in the last issue; and it is hoped that many of the ideas will be adapted beneficially by other exhibitors. Military Discount Cards Issue a theatre identification card entitling the man in uniform to a special discount ticket. Many theatres are not getting as much business as possible from military installa¬ tions in a number of situations. It is, of course, possible to admit all uniformed men and women at discount without using a card; but the cards are better since it is a constant reminder for the holder to go to a theatre. High School Band Dates Most high school bands will go for this stunt and will cooperate. For a series of weeks, on a given night, bring in a high school band from towns in your surrounding area. Let them compete with judges from local musicians. This will bring in enough people loyal to their band and their localities to give you an SRO house. Local dignitaries, such as the newspaper editor, the Mayor, etc. can be invited as guests. Use school colors in pennants, crepe paper, etc. to decorate theatre front, lobby and stage. This promotion should not only get excellent boxoffice results, but should establish good feeling between thea¬ tre and community. — Shoppers' Night It has been pointed out that “shopping night” hurts theatre business. While it brings many people downtown to the stores there is a lack of patronage from these crowds. The ladies are out shopping and looking for bargains — so why not join the other mer¬ chants with bargains. Offer a Ladies Shopping Night Special — with all ladies admitted at the bargain price of 59 cents. Or suggest to mothers that they can save on the cost of a baby sitter and treat their children to a movie while they shop. Another idea calls for the co-operating with downtown stores for the distribution of two-for-one theatre cou¬ pons to customers on shopping nights with the coupons only honored at the theatre after 8.30 p.m. on shopping night. This can be turned into a Shop ’n Show campaign. . Family Business One of the ‘lost’ groups attending motion picture theatres is the family. One of the reasons for this is the cost of entertainment. Pick one day of the week and admit children free when BOTH mother and father purchase tickets. You may get at concessions what you miss at the boxoffice. Give it a tryout between four and six p.m. on Sunday right after fall television hits boxoffice during that period of the day. Write Your Own Ticket This gimmick will help you build up a mailing list. It calls for the printing of heralds with copy something like this: “Write Your Own Ticket. In proclaiming the wonderful ( Continued on page EX144) NEW YORK — A thorough promotional campagn has been set by Warners on behalf of Samuel Bronston’s “John Paul Jones,” now in its world premiere engagement at the Rivoli, New York. This initial newsworthy event garnered columns of syndicated and local newspaper space since it was sponsored by the New York Council of the Navy League of the U.S. as a benefit of the Council’s “Scholarship Fund." It will spearhead similar premiere openings throughout the country. In addition to the wholehearted cooperation of the United States Navy and its public relations officers stationed throughout the country, “John Paul Jones” also is assured the nation-wide assistance of such opinion¬ building groups as the Daughters of the American Revolution (DAR) ; the Catholic Youth Organization (CYO); the Navy League of the United States; thus assuring major box-office returns through national and local tie-ups for every planned engagement. Further kicking off the national promo¬ tional campaign will be a series of Governors’ premieres under the sponsorship of various Navy organizations, to be held in the capital city of each of the 50 states, with each Governor as honorary chairman. Proceeds of thesfe newsworthy events will go toward the “Enshrinement of the USS Arizona at Pearl Harbor Fund,” which is sponsored by the Pacific War Memorial Commission (author¬ ized by an Act of Congress) ; the Arizona War Memorial in Phoenix and the Fleet Reserve Commission. An Atlantic high-seas preview of “John Paul Jones” was held for top-ranking news¬ paper columnists, television and radio per¬ sonalities, as well as Navy personnel, aboard the Navy aircraft carrier, USS Wasp. The invited guests were flown 100 miles over sea to the aircraft carrier. On the following day after the preview, Erin O’Brien, at cere¬ monies and dinner on board the USS Wasp, was nominated “Miss USS Wasp” by the crew and officers, with attendant publicity breaks. This major event, which received wide coverage in the East, was followed by a Pacific high-seas Navy preview aboard the USS Bennington, which carried West Coast writers and commentators on a two-day trip. Guests were taken aboard the Santa Fe Railroad’s “John Paul Jones Special” from Los Angeles to San Diego. En route they attended a reception and “Admiral’s Dinner” with Captain R. E. C. Jones, Commander of Fleet Air, and Commander Jack T. Tripp, Execu¬ tive Officer of the USS Bennington, as hosts. One hundred percent coverage in every major motor boating magazine carried special sections, as well as feature articles by Alan Villiers, who was technical adviser on the film. In addition, the Navy League magazine, “The Log,” carried a special section which later was utilized by the organization as a mailing piece to its thousands of members throughout the United States and abroad. Among the national advertising tie-ups, which will encompass full spreads in leading magazines and newspapers, as well as radio and television, are with Lustre-Creme, fea¬ turing Erin O’Brien; Robert Stack, who plays John Paul Jones, and his wife in a national magazine campaign on behalf of TransWorld-Airlines (TWA); Hollywood Bread advertisements, featuring Robert Stack and his wife, and keyed to run in newspapers during the July and August key city release dates of this epic film. Dell Publishing Com¬ pany has set for distribution approximately 1,000,000 comic books based on the “John Paul Jones” story in addition to a novelized paperback edition of the film. In addition, Warner Records is giving national distribu¬ tion to the sound track album of “John Paul Jones,” which gives full credit to the film and features a full-color reproduction of noted marine artist Jack Gray’s painting of one of the exciting battle scenes in the film. Navy cooperation assures further interest in the film through the nation-wide display of specially designed recruiting posters giving “John Paul Jones” and local playdates full credit. These posters will go on display in front of post offices and other Federal build¬ ings all over the United States during August. In addition, a traveling exhibit of Jack Gray’s colorful paintings will go on tour for display in leading art galleries throughout the nation under Navy League sponsorship. A most comprehensive national magazine campaign is in full swing. A nation-wide tour by star Erin O’Brien will cover more than 20 major cities, at which time she will appear before civic groups; on radio and tele¬ vision and will be available for newspaper and magazine interviews in these local areas. The high scholastic interest in the film has not been overlooked. A comprehensive study guide has gone to high school and history teachers all over the United States. In addi¬ tion, special screenings of the film are being ( Continued On page EX144 ) Erin O'Brien, co-star, Warners' "John Paul Jones," is seen with Art Ford, Station WNTA in New York during a recent guest appearance as part of her nation-wide tour on behalf of the pic¬ ture. In the background at the extreme left is Edgar Goth, Stanley Warner Theatres, and. extreme right. Bob Abrams, standing, of Radio Station WNTA.