The Exhibitor (1960)

telling of your newspaper contests, special events, outside promotions, etc. An attractive lobby display should be importantly centered to attract maximum attention, utilizing the National Screen lithos or locally prepared art work and stills, etc., of the nominated pictures, stars, and supporting players. From the public viewpoint, it is our impression this should be re¬ stricted to the top pictures, top stars, and top supporting players, with special mention of the musical offerings (which offer outside tie-ins). Technical prizes for costuming, set dec¬ orations, etc., fail to excite the public interest, as we are all well aware. Theatre programs and heralds should carry slugs (from the press book composite mat) promoting the Academy Awards and the forthcoming program, as well as any local angles such as your “guessing contest.” Telephone announcements should carry the tag line— “Don’f forget the Academy Awards Program, April 4, on Chatinel — .” live telephone answering service can carry somewhat the same sign-off after responding to the tpieries of the caller. The local Merchants’ Association, the Chamber of Com¬ merce, and the many Civic Clubs should be made aware of the upcoming ACADEMY AWARDS presentations, and the possibilities for them to benefit by tieing in with local theatre groups! Advance window displays might well be promoted from them, as well as co-op newspaper ads or radio/TV tie-ins, and they should be monitored constantly to see that they are fresh and updated. On the day of the program from Holly¬ wood, they should all be covered in a well-planned cam¬ paign to change the dates to “TONIGHT at (such an hour) over station . . .” PROCLAMATION Either the Mayor or the Covernor should be approached about issuing a proclamation naming April 4 as ACADEMY AWARDS DAY, or for an entire week leading up to that day to commemorate these activities. Needless to say, proper publicity should be coordinated to make this a worthwliile event, worthy of His Honor’s participation. (This is an elec¬ tion year, don’t forget!) The local network carrying the Awards Program should, if COMIKG ... in the issue of March 9 C. H. SALMONS, Advertising Director Interstate Theatres, Thomasville, Ga. tells how he would sell . . . MGM's "HOME FROM THE HILL" possible, film this as a Newsreel shot, and the newspapers carrying your contest should also give this a break. RADIO/TY COOPERATION Since this is a TV “natural,” the local net carrying the program should be approached to work out advance pro¬ grams serving to draw attention to the event by discussion programs ( local managers and amusement editors could participate along with station personnel. Radio should not be forgotten, as the two stations. Radio and TV, normally func¬ tion together, though at different levels. Tie in your plugs at the end of paid-for theatre spot announcements when possible, and also shoot for some free publicity. This might be the one time of the year also you could splurge on TV time and buy spots before and after this vitally important industry program to draw attention to your own theatre or the local group, while public interest is at its highest! This will be “prime time,” so you’ll have to move fast if you are to get in on this very hot bandwagon. No one can cover all bases in a campaign of such magnitude as the promotion and selling of the Academy Awards Program at our theatres, and the foregoing is by no means complete. We offer it as the “nucleus” or base upon which you might build your own program. After the show is over, put together all the tear sheets, heralds, photos, and samples you’ve been saving as this goes along and mail your completed campaign, as instructed in the Press Sheet, to Advertising and Publicity Director’s Com¬ mittee, Motion Picture Association of America, 28 West 44th Street, New York 36, N. Y. Your campaign so submitted will be entered in the second Pepsi-Cola Academy Awards Contest, elegible for many valuable prizes and national recognition! Top prize is $1,000 or a trip to Hollywood! LEFT, a store window features a clothing display based on "AUNTIE MAME," one of last year's "Oscar" nominees, illustrating another tieup possibility possible for ACADEMY AWARDS night. RIGHT, a proclama¬ tion by the Mayor creating ACADEMY AWARDS day or week affords an ex¬ cellent opportunity for added pub¬ licity. The ACADEMY AWARDS TV show had the highest viewing audi¬ ence in TV history, proving that the public wants movie news.