The Exhibitor (1960)

MYRNA LOY RODDY McDO WALL Herbert Marshall NATASHA PARRY • JOHN WILLIAMS ...HERMIONE 8AD0ELEY S*an*» by IVAN GOFF and BLN -ROBERTS • Droted by DAVID MILLER * fos rt on Ow Play "MATILDA SHOUTED FIRE* in Eastman COLOR PRESS BOOK ADS take full advantage of the name-loaded cast and suspense elements of the feature, establishing mood and want to see on the part of the public. MIDNIGHT MERCHANDISING Here is the promotion that will make “MIDNIGHT LACE”! Start work NOW on selling a Charity Premiere to be held at MIDNIGHT the day before your regular opening. The local Hospital or Nursing Association is a good bet to support this idea. This is how it works: If you have a thousand seats at $1.00, offer your sponsor the show for $600. Let them print tickets at $2.00 or $3.00, and they keep everything over your $600 guarantee. If a hospital has two hundred employees, that means each employee has to sell only five tickets. You play your part by handling the publicity arrangements. This is a natural vehicle for press, radio and television to climb aboard. Local dignitaries will want to be associated with charity and will add color to live radio and T.V. coverage. Remember, too, that “MIDNIGHT LACE” is a tremendous motion picture for this treatment! Programs can be printed with cast, credits, and the sponsor’s message— these to be handed out by beautiful models gowned in (what else!) Mid¬ night Lace. This promotion in itself is enough to launch “MIDNIGHT LACE” on a bonanza run. Look at the fabulous coverage you’ll garner— all hitting on your opening day. NOW is the time to start work on this— two weeks before playdate is too late! Mark my words, the “Showmanager” who misses this one misses a potential record-breaking engagement. One final word on your Charity Midnight Premiere— not only have you $600 (or thereabouts) before you even start, but the wordof-mouth will be tremendous! RADIO MERCHANDISING The majority of radio stations are very contest-conscious of late— so here’s a dandy that they’ll love. Call it the WXBQ “MIDNIGHT LACE” Word Game. Listeners are invited to send in a list of as many words as they can compose, using the letters of the two words MIDNIGHT LACE. Yes— you can use the letters of both words, but the letter may be used only as many times as it appeared in MIDNIGHT LACE. You’ll be surprised to learn there are well over 100 words (I think! ) The standard dictionary used in schools may be used as the authority. To make judging simple, have contestants circle the number of words they have composed, on the OUT¬ SIDE of the envelope. The entry with the most correct words wins a major prize (promoted, natch!), plus 25 consolation prizes of guest tickets to see Doris Day, etc., etc. To prove how powerful this contest is— Radio Station C.H.U.M. in Toronto received over 10,000 entries in just such a contest in conjunction with “PERFECT FURLOUGH.” Your station publicity man can really build this into the biggest stunt of the year (with your help!) Here is a rough outline of the station promotion to help you make your presentation. “ How would you like to win a wonderfid week-end for two in Kalamazoo— all expenses paid? Enter the WZBQ “ Midnight Lace ” Word Game. It’s easy and it’s fun. All you do is make a list of as many English-speaking words as you can , using the letters of the two words “ Midnight Lace.” Here’s an example: Take the ‘E’ from Lace and the 'N’ and ‘D’ from Midnight— that’s END; then there’s TIN, AGE and many many more. But, we want you to have the fun —so start today— start right now! Just send your entry to “ Midnight Lace” Word Game WZBQ (Etc., Etc.), with your name and address and please mark the number of words you have, on the OUTSIDE of the envelope. The entry with the most words, proven correct by Webster’s Dictionary, will win a wonderful week-end for two in Kalamazoo— all expenses paid, courtesy of the Apex Travel House, and the next best 25 entries will win guest tickets to see Doris Day and Rex Harrison in the suspense sensation of the year, “ MIDNIGHT LACE”— in color, starting next Thursday at the Odeon. Make sure your entry is at WZBQ by midnight, etc., etc., (three days before playdate)— Hey! Here’s another word, HINT— this is fun— think I’ll enter too!” TEASER MERCHANDISING Underline your regular ads FIVE weeks in advance with the following lines which should be alternated daily: SOONALLURING MIDNIGHT LACE; SOON-PROVOCATIVE MIDNIGHT LACE; SOON-EXCITING MIDNIGHT LACE, SOON-BEWITCHING MIDNIGHT LACE; SOON-MYS¬ TERIOUS MIDNIGHT LACE; SOON-COMPELLING MIDNIGHT LACE; SOON-SHOCKING MIDNIGHT LACE; SOON-CAPTIVATING MIDNIGHT LACE; SOON -ADORABLE MIDNIGHT LACE; SOON-AMOROUS MIDNIGHT LACE; SOON-BREATH-TAKING MID¬ NIGHT LACE; SOON-REVEALING MIDNIGHT LACE; SOON-ENTHRALLING MIDNIGHT LACE. HERE ARE SOME of the accessories and news¬ paper slugs that can increase interest in "MIDNIGHT LACE" prior to playdate. “ MIDNIGHT LACE" IS ANOTHER SHOCKING SUSPENSE DRAMA --you must see from the beginning! TV TELOP OR SLIDE BANNER ACCESSORIES \ PLEASE see "Midnight LacTfronUli^EGINNIN^7 in order to fully enjoy this suspense-drama! M NO ONE WILL BE ADMITTED DURING ^ THE LAST 10 MINUTES! PLEASE see “Midnight Lace" from the BEGINNING in order to fully enjoy this suspense drama! IMPORTANT!] The Management urges you to see MIDNIGHT LACE from the beginning to fully enjoy this suspense ■ drama ! THE MANAGEMENT URGES YOU TO SEE "MIDNIGHT LACE" FROM THE BEGINNING to fully enjoy this suspense-filled dram n! Please don't reveal the shocking surprise ending! 16 MOTION PICTURE EXHIBITOR October 26, I960