The Exhibitor (1960)

#23 of a regular every-week EDITORIAL FEATURE found only in this trade paper "How I Would Sell . . . PLEASE DONT EAT THE DAISI ES “PLEASE DON’T EAT THE DAISIES” is the answer to a showman’s dream. It is the kind of delightful entertainment that is a natural to sell and a pleasure to exhibit. The world likes to laugh and laughter is the most saleable of all movie entertainment. This big package of movie fun might be favorably compared to last year’s successful laugh-maker, “PILLOW TALK,” and if properly exploited with similar x’igor, the box office should have the same happy ring in ticket sales to crowds of laugh-seeking moviegoers. Actually, this new laughter should prove more profitable than “PIL¬ LOW TALK,” since “PLEASE DON'T EAT THE DAISIES” is more of a family picture. The merchandising of “PLEASE DON’T EAT THE DAISIES” should be a pleasure because the selling angles are virtually endless. It is a natural for every situation, and the exploitation can be effectively accomplished with com¬ parative ease. Just pour on the effort and let the showman¬ ship roll. Since this delightful new comedy can be rec¬ ommended to the entire family, smart merchandising should bring excellent results from all media used in the selling campaign. Please ■DON'T EAT the DAISIES MADE UP the same size as a "For Sale" sign, accompanied by a single daisy, these signs are sure to garner attention displayed on lawns of new and attractive homes (with owner's permission, of course). Early press material indicates that Metro Goldwvn Mayer is ready witli a block buster national advertising campaign, and the press book along with all selling aids are of excep¬ tional merit; therefore, it remains only for the theatre man¬ ager to pick up the national promotions and put on a good hard hitting localized campaign to finalize the overall effort. MGM's Laugh Riot Based On Top Book For Family Trade SHOWMANALYSIS Prepared by E. M. Marks E. M. MARKS, general manager, Wilmington, N. C., division of Tarheel Theatres, Inc., owned and operated by Stewart & Everett Theatres, Charlotte, N. C. ABOUT THE AUTHOR • Eddie Marks, age 34, began his movie theatre career at the age of 13 as a theatre sign writer for three Wilby-Kincey houses in Burlington, N. C. After a brief period of ushering, doorman, popping pop corn (and still sign writing), at the age of 15, he was promoted to assistant manager with the Tom-Littie-A.B, Craver houses in Charlotte, N. C. During World War li, he served three years with the U. S. Air Force (B-29 gunner and repairman) and saw duty with the Army of Occupation in Europe. Dur¬ ing his Air Force service, he managed two Army theatres in Texas while he was on temporary duty awaiting other assignments. After his discharge in 1947, he returned to theatre business beginning as assistant manager with Wilby-Kincey and served in several houses in Charlotte, N. C., where he was promoted to manager in 1948 at the age of 22. In 1949, he accepted the management of the Center theatre in Charlotte for H. B. Meiselman theatres. In 1953, he became affiliated with Ernest G. Stellings and managed two houses, the Center and the Manor in Charlotte. In 1955, he was assigned to supervise five theatres in the Wilmington, N. C., area. In his present capacity, he continues to busy himself with the operation of one indoor and four outdoor theatres. He lives with his wife and two year old daughter (Patty and Patricia) in Wilmington. In his spare time, he goes to a movie, goes fishing in the Atlantic, or relaxes at home with his two girls and listens to stereo recordings. He owns no television. NEWSPAPER All of the ad mats are very good, and I would suggest that in preparing all ads, care be taken to include the dog and the children. Some thought might be given to eliminating the curvacious pose of Janis Paige from all ads. This rear view exposure of a “sex-pot” seems to add nothing to the selling effect of the ads, and it could be misconstrued so as to actually discourage some family patrons. All large ads should carry the titles of the three songs sung by Doris Day, and special emphasis should be put on the repeat performance of “Que Sera” by Doris Day, since this proved to be such a big hit with children a few years ago when Miss Day sang it in another film. I will use mat 308 as part of the advance teaser campaign and use mat 306 for opening day (or mat 407 if the budget permits). The Parent’s Magazine Special Merit Award will be mentioned prominently in all ads, and this recommendation sells tickets. It might be wise to change “Little 'Monsters” to “Little Rascals,” since many people object to the w'ord “monster,” particularly in reference to children. 24 MOTION PICTURE EXHIBITOR March 23, I960