The Exhibitor (1960)

#32 of a regular every-week EDITORIAL FEATURE found only in this trade paper "How I Would Sell . . . THE GIANT OF MARATHON MGM’s “THE GIANT OF MARATHON” is a natural sub¬ ject for exploitation. It will have appeal for film fans of all ages, and the drawing power of muscular Steve Reeves is a proven plus. Fresh from his triumphs as Hercules, Reeves has become a powerful boxoffice figure abroad and is rapidly gaining the same stature in this country. In all your selling and promotional efforts, including news¬ paper, radio, TV, and other ballyhoo, sell the word “GIANT.” Here is a subject that is “GIANT” in scope, with a “GIANT” cast, “GIANT” thrills, “GIANT” action, “GIANT’ excitement, and “GIANT” scenes. Once you’ve got them through the turnstiles, they won’t be disappointed. “GIANT OF MARA¬ THON” provides all the action and sweep that it promises. MGM's Action-Packed Colorful Spectacle With Steve Reeves * An Exclusive SHOWMANALYSIS Prepared by DICK CONLEY, City Manager Fox-Babcock Theatres, Billings, Mont. ABOUT THE AUTHOR • Dick Conley took his first job with the motion picture industry by joining the Atlas Theatre Corporation in January of 1938. Conley worked for the Atlas Corporation for six years in three sepa¬ rate areas. He first worked in Lamar, then in Salida, and finally in Golden, Colorado. In 1944, Conley left Atlas to join with Fox J L Inter-Mountain Theatre Corp., traveling for MB ■ JHbkj them in four separate states. He first worked mm&m *n l-aJun*a and Canon City, Colorado. Then to *** Las Cruces, New Mexico, Nampa, Idaho, and CONLEY Butte, Montana. From Butte, Conley trans¬ ferred to Billings, Montana, where he is presently the city manager for Fox-Billings Theatres. A westerner all of his life, Conley was born in 1920 in Kansas. When he was old enough to travel, his parents moved to southeastern Colorado, there homesteading on a ranch. In the early 1930's Conley's parents moved to Lamar, Colorado. a m ■w In judging the pressbook ads, and most are quite good and loaded with appealing art and copy, I would recommend staying away from all arty-type mats. There are, however, some very good action mats. This film is going to appeal to the action fan, and that provides the most potent selling point. Let the younger set and the action seekers know what is coming. All four and six column mats in the pressbook are fine and can be used in smaller sizes as well. Like most pressbooks, this one does not pay enough attention to the smaller ads, but that has always been a situation where exhibitor ingenuity and showmanship sense could come to the fore. I would particularly recommend mats 307 and 206. “GIANT OF MARATHON” will have its greatest appeal with the individuals who are most frequent attendees at movie theatres. Surveys prove that this young audience is the in¬ dustry’s bread and butter, so let them know “GIANT” is their kind of film. If you have a regular kiddie show with stage games and presentations, arrange a color contest on the stage in advance of your opening on “GIANT OF MARATHON. ’ Do this by using a large portable blackboard in front of your screen. If LEFT, an impressive theatre front can be created via blowup of the dramatic poster paper available. Mounted above the marquee, it is a traffic-stopper, and prior to playdate can be wheeled around town. June I, I960 MOTION PICTURE EXHIBITOR 15