The Exhibitor (1960)

#21 of a regular every-week EDITORIAL FEATURE found only in this trade paper i "How / Would Sell . . . HOME FROM THE HILL i I In the tradition of the MGM of a few years ago, comes now the rich and earthy novel of William Humphrey, “HOME ^ FROM THE HILL.” To exhibitors in most situations comes i also the problem of selling the lusty yet sensitive story of a i strong man in a small town living his reckless past. The problem of exciting interest in a story of lust, no matter j how carefully shaded and tastefully handled, is a small comI munity headache. Press material currently available seems ' to do an excellent job of just this. The spectacle and superla¬ tive approach seems adequately covered by the series of dis¬ play mats #351, 352, and 451. A bit towards the stark and i sensational side are all others in the press book. Each gives ‘ appropriate credit to the novel and its author, and the atteni tion compelling captions are first rate. It is at this point, however, that we will temporarily depart I from our somewhat brief analysis of the pressbook material. For Interstate’s Florida and Georgia Theatres, we have chosen to sell “HOME FROM THE HILL” on a TESTI: MONIAL and NEW STAR basis. Accepting MGM’s offer of prints for screening, we will schedule these private show¬ ings at breakfast, lunch, and dinner, attempting to achieve i a nearly perfect cross section of potential patrons. We also will adopt the very excellent sample of a screening ques' tionnaire from the press book. In each situation, we will develop this screening as a social event by adding a book review or open discussion of the novel. A brunch or snack i period after the screening will increase the fervor of the comments. The ladies will vie with one another to say the brightest things about the picture if they are given this i snack period to gossip and time to fill in the screening ques! tionnaires. For the more timid and those who must leave I at the end of the screening, a name list will permit a followj up at the home for comments. I Having acquired this cross section of viewer comments, I they will be screened to develop variety. Selections will be ! based on WHO is commenting rather than WHAT is said, j Awkward comments coupled with farm and factory folk are desirable, while teachers, professionals, clergy and business I folks fill in with smooth superlatives. Each selected comment i will be followed up with a call to the home or business. I Photographs of the individual and a tape recording of their j comment will be made. Background sounds appropriate to the individual, (barn-animal sounds, teacher-classroom, fac¬ tory-machine noise) will add greatly to the sincerity of the j recorded comment on the film. Armed with this selling material, a dozen single comment teaser ads will be made up. In towns with weekly news¬ papers, they will be sprinkled throughout the edition one week in advance. For daily papers, one a day two weeks in 1 advance. In all situations, a newspaper layout for a pre THIS STANDEE calling attention to the three new stars of "HOME FROM THE HILL" will focus public interest on the youngsters by having audi¬ ences vote for their favorite new performer. MGM's Tense Drama Combining Names And New Personalities An Exclusive SHOWMANALYSIS | Prepared by CARLTON SALMONS, Advertising Manager, Interstate Theatres, Thomasville, Ga. ABOUT THE AUTHOR • Carlton (Carl) Salmons is a native of Beloit, Wisconsin. His motion picture roots date back to U. S. Army Special Services and Army Motion Picture service during World War II. As a civilian, he operated Carlton Theatres Com¬ pany, a venture as an independent exhibitor in western Wash¬ ington. He joined Standard Theatres, Milwaukee, in 1949, and then moved south and became advertising manager for Inter¬ state Theatres in 1959. He makes his present home in Thomas¬ ville, Ga., district office for Interstate's division of theatres in northern Florida and southern Georgia. He authors a newspaper column in Thomasville, as well as guiding four weekly radio programs dealing with local affairs and movies. His wife, Eileen, and their three children are slowly becoming naturalized southerners. "Wl'IkliiteVsaaigCotimys’' ’IfeSobteTOmts’ NOW METBO-SDlDWfK-kHnii WESWi! ROBERT MITCHUM ELEANOR PARKER ; HOME FROM THE HILL GEORGt PEPPARD ■ GEORGE HAMIll'ON EVERETT SLOANE • LUANA PATTEN S#' SHANK, iR :tm IRVING R,W[TCH ' .iitiKNedl • . ...r. SiliAiNGiSi WITH YOUR TICKET STl»5„. FOR ONEOFTHtS TUBE eWQIT NEW S»3! FROM MGM'S 'Home FromTheHill"