The Exhibitor (1960)

#20 of a regular every-week EDITORIAL FEATURE found only in this trade paper "How I Would Sell . . . ACADEMY AWARDS NIGHT ACADEMY AWARD time is upon us, and with the in¬ creasing support and importance being lent to the occasion by exhibitors, I was flattered by a request from the promo¬ tion committee to submit my thoughts as an exhibitor to¬ wards its “selling” at the theatre level, while at the same time awed by the responsibilities involved. Many exhibitors last year took an unprecedented part in the promotional campaign, as evidenced in the reports sub¬ mitted for the judging in the Pepsi-Cola contest. Perhaps this was because for the first time the event was sponsored by the Motion Picture Industry itself— sans automobile sponsors. Whatever the reason, Exhibitors jumped into the forefront of the campaign to sell the ACADEMY AWARDS Program at the local theatre level, and we can only hope that this will continue and build with time! mmmii iS!Or»tSt} witVj *>*% aarfe or pbo ?.)$ * t'yt'’ a i f Film Industry's Annual Salute To Year's Best An Exclusive SHOWMANALYSIS Prepared by CURTIS H. MEES, Rockland County Division Manager, Skouras Theatres Corp., New York ABOUT THE AUTHOR • Curtis Mees became a division manager for Skouras Theatres Cor¬ poration after an extensive career in motion picture theatres beginning as an usher with the old Publix organization in his home town of Charlotte, N. C., while still in high school. Subsequently, this became the Wiiby-Kincey Theatre Circuit, for which he worked as a manager in Virginia, North and South Caro¬ lina, and finally Atlanta, Georgia, from which point he resigned to undertake his present position with Spyros S. Skouras, Jr. After four years in the Air Corps in World War II, Major Mees became an active member I, serving now in a New York technical unit as an Information and Intelligence Officer. Working with RKO Studios, he produced a 20 minute documentary with Pentagon cooperation dealing with the Air Force Reserve, which was shown in commercial theatres. Mees is also well known in the theatre industry for his writings in the trade press dealing with theatre operations and manage C. H. MEES of the Reserve tea PROMOTION KITS AVAILABLE To begin with, it' we wish to explore the potentials involved in selling the ACADEMY AWARDS Program in our theatres just as we might approach the selling of a feature picture or special roadshow attraction, we start first with the material available to formulate our campaign. In this instance it is a Press Sheet and Promotion Kit available through National Screen Service. The cost of the kit this year is only $3— the Academy pays the other half of this “half price deal,” and it includes nine posters in color, a one-sheet, two posterettes, and six miniature posters, plus a 90’ Personality Trailer and composite ad and scene mats. Get your order in to your nearest branch office of NSS todav! April 4 is just around the corner, and you don’t want to be caught short. LAYING OUT CAMPAIGN In selling the ACADEMY AWARDS Program in my theatres, 1 lay out a schedule of jTlans just as I would for a regular attraction. Meaning that every phase of promotion, advertis¬ ing, and exploitation activities normally used (and some used only on rare occasions) are given consideration. A VARIETY of promotional ideas for drawing public attention to the ACADEMY AWARDS program is illustrated by Mr. Mees at left. March 2. I960 MOTION PICTURE EXHIBITOR 13