The Exhibitor (1960)

EX-208 United Artists and the Cocoa Marsh division of the Taylor Reed Company have set a national merchandising promotion involving more than 10,000 supermarkets and food stores, 357 TV stations and key theatres around the country on behalf of "The Boy and The Pirates." Above, young Charles Herbert, who has the title role in the film, helps himself to some Cocoa Marsh. COMPANY ASSISTS COLUMBIA has arranged a nation-wide tieup with the Empire State Building centered aroxmd “Who Was That Lady?” The tie-up, featuring posters and a national mailing, asks travelers to visit New York and the fabulous Empire State Building, one of the “stars” of the hilarious comedy. The world-famous 102 story building, tallest in the world, is the scene of the climax of the picture. A color poster with full credits for the film is being sent to more than 4500 travel agencies arovmd the cormtry. Cover letters will describe the tie-up and explain the building’s role in the film. UNITED ARTISTS has set many national merchandising promotions on “The Boy and The Pirates.” Participating in advance exploi¬ tation drives are Dell Comic Books, World Wide Watch Company, Victoria Products “T” Shirts, Town and Campus Clothes, Agency Tile Company, Aurora Plastics Pirate Ship, Fleers Bubble Gum and the Cocoa Marsh Division of the Taylor Reed Corporation. Each promotion is designed to penetrate and develop a vast children’s and teenage market for the film. In all cases extensive use will be made of co-operative advertising, radio and television spot announcements aimed at the family market, store and theatre displays, contests, giveaways and special local level promotions via retail outlets. 20TH CENTURY-FOX and Bantam Books have entered into a nationwide paperback tie-up on behalf of Mervyn Le Roy’s “Wake Me When It’s Over” which will see 250,000 copies of the novel being distributed to out¬ lets in every state in the union. Specialty shops, department stores, airline and bus terminals, and wherever paperbacks are sold, will be equipped not only with the book, but with streamers, counter-cards and various display items distributed by Bantam. In ad¬ dition, Bantam fieldmen in key cities will work with 20th-Fox’s regional advertisingpublicity managers in local -level exploitation with exhibitors as well as the previously mentioned outlets. Complete back seasons of these pink exploi¬ tation sections are available to subscribing theatres at 52^ per set. MOTION PICTURE EXHIBITOR Can have your lunch and : stof3 at the RiVOll and ' pick up your reserved : seats foi COLE PORTER’S I i CAN-CAN during your | luncheon period. Extra I ticket sellers on duty to !: serve you in a matter of minutes! BON APPETIT! The Rivoli, New York, inserted the above ad off the movie pages in the metropolitan news¬ papers. It called attention to the fact that lunch-hour shoppers could pick up their re¬ served tickets for 20th-Fox's "Can-Can" at the boxoffice without loss of time as extra treas¬ urers and their staffs were ready and waiting. ENCOURAGES (Cont. from page EX 206) We promoted a safe from a local dealer, and had a sign made stating that, in effect, we would give a season’s pass good for two people, to anyone who cPuld open the safe. The sign also gave the information about the starting date of the film, etc. This was placed next to the boxoffice, moomted on the safe, one week prior to playdate, and was kept there during the run of the picture. Not only did the gimmick land us an art break in the local newspaper, but it also proved an eye-catcher, and even though few tried to open the safe, they did stop to read the copy to find out what it was all about. After all, that’s what we wanted. This stunt should prove inexpensive and a cinch to duplicate even in the smallest situa¬ tion. It is a ‘natural’ since the film tells about a raid on the Monte Carlo money vaults. DO SAVE . . . EXPLOITATION Published at every -second -week in¬ tervals, these classified and indexed promotional stunts are cximulatively numbered and indexed, and are punched for permanent filing. Estab¬ lish your own encyclopedia on ex¬ ploitation! March 16, I960 1960 EXPLOITATION INDEX (For Index to 1959 Exploitation please refer to page EX-184, Dec. 16, 1959) A CIVIC-CLUBS A32. Charity Begins On The Home Grounds .... EX193 A33. Some Fan Club Pointers . EX201 A34. How To Sell A Gangster Pic . EX205 B KIDS' MATINEES B53. Kid's Shows Ideas . EX185 B54. Sells "Kookie" To Teenagers . EX185 B55. How To Double Children's Matinee Business EX197 B56. Outings For Kid Matinee Members . EX201 B57. "Toby Tyler" Gets In School . EX205 B58. Scotch Stunts For Children . EX205 c MASS MEDIA Cl 9. Football Contest latch On . EX185 C20. A Really Big Newspaper Tie-Up . EX189 C21. TV "Sadie Hawkins" Day Dance . EX193 D MERCHANTS D63. "Goliath" Lends Itself To A Big Coop .... EX189 D64. General Electric Contest . EX197 D65. Pennies Promote "Five Pennies" . EX201 D66. Photographer Tie-Up . EX206 D67. Supermarket Tieup . EX206 I SCHOOL TIE-UPS E20. Good School Tie-Ups . EX186 P ARMED SERVICE FI 4. Legion Tie-Up On "John Paul Jones" .... EX186 6 STUNTS-BALLY G79. Sidewalk Gag For "The Tingler" . EX186 G80. Ye Olde Circus Bally . EX189 G81. Some "North By Northwest" Stunts . EX189 G82. "Walking Book" Street Bally . EX194 G83. Some Far Eastern Stunts . EX194 G84. Selling "The Tingler" . EX198 G85. Free Body Give-Away . EX198 G86. A Hay-Ride, A Bed, A Gazebo . EX198 G87. "Li'l Abner" Comes To Texas . EX201 G88. Muscle Boys Promote "Goliath" . EX202 G89. "Happy Anniversary" To You . EX202 G90. Dogpatch Contest For "Li'l Abner" . EX206 H LOBBY DISPLAYS H25. Foyers Used For Exhibitions . EX190 H26. Lobby Display Innovations . EX202 H27. Encourages Safe Crackers . EX206 I INSTITUTIONAL 1—66. Some Public Relations Stunts . EX188 1—67. Do It Yourself Ads . EX190 1—68. 11th Anneversary of Kids' Matinees . EX194 1—69. Some Institutional Ad Hints . . EX196 1—70. 30th Anniversary Ideas . EX196 1—71. Taking The TV Bull By The Horns . EX199 1—72. Birthday Anniversary Hints . EX202 1—73. Some Institutional Gimmicks . EX203 S' y i