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September 23, 1959
MOTION PICTURE EXHIBITOR
EX159
' Anatomy '
For Otto Preminger’s Columbia release, “Anatomy Of A Murder,” the company’s ad¬ vertising, promotion and exploitation depart¬ ment prepared with speed and dispatch a campaign employing virtually all media and a variety of merchandising tie-ins, all of which have proven their worth in various openings around the country. Most of the stunts will be found to be adaptable right down the line as the picture plays off.
In the photos to the right, two of the pro¬ motions are illustrated. At the top, for the opening at Gary, Boston, three models pa¬ raded through downtown streets visiting de¬ partment stores, restaurants, hotels, bus stations, etc., carrying signs featuring the famous “Anatomy” logo and one wore an enlarged copy of the best-selling book. The bottom photo is of a window display in a Peck and Peck store in downtown Boston featuring Leslie-Fay dresses, stills from the film, the “Mademoiselle” magazine spread on the dresses as worn by Kathryn Grant in “Anatomy”, and theatre credits.
National tie-ups have also been set with Emmon’s jewelers, Schenley Affiliates, and Aquascutum raincoats, also used in the film.
For radio promotion, an open-end package of transcriptions featuring five personalities connected with “Anatomy” are available for planting. These are with stars James Stewart and Lee Remick; producer-director Prem¬ inger; composer and band-leader Duke Ellington; and attorney Joseph N. Welch, who makes his motion picture debut in the film. In addition, a special ad mat has been prepared for use on the radio pages, plugging the open-end package and the picture.
St. Martin’s Press, publishers of the original best-seller, is distributing nationally a new hard-back retailing at $4.95, “The Anatomy Of A Motion Picture” by Richard Griffith, curator of the film library of the New York Museum of Modern Art. This book, illustrated with photographs by Djon Mili and A1 St. Hiliare, was begun by Griffith during filming and set a record for publication speed.
Of A Promotion. Campaign
The Dell paperback edition of "Anatomy Of A Murder" received special attention throughout the State of Michigan, home of the book's author, and site of the location filming of the production. The Detroit book store window display, left, highlights how this was effected; in the center photo, Denver attorney Albert Cohen, second from right, was the winner of a limerick contest co-spon¬ sored by the Denver Theatre and the Underwood Corporation to
promote the film. From left to right are seen Jules Needleman, Columbia district manager; Earl Lammers, assistant manager of the Denver branch office of Underwood; Cohen; and Harold Rice, manager, Denver Theatre and district manager for Fox-Inter¬ mountain Theatres; while on the right is a display with stills from the picture in a Detroit music store featuring the original sound¬ track recording of the Columbia Records album.