The Exhibitor (1960)

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Obtain, from the Navy, pennants and signal Hags for use in decorating the theatre front. Street Ballyhoo— Beg, borrow or steal a broken down sail boat. Paint the side in large letters “ECHO.” On the sail, paint suitable copy in reference to yonr theatre, picture, and playdate. A blowup of Still CFC8533-40 or 88Art3 can be placed in or next to the boat. Place the entire set up on a flat truck and tour the city. Be sure to instruct the driver to make all schools at dismissal times as the kids will love this one. 4. NEWSPAPERS-Teaser ads 205, 204, 206, and 207 used in advance of opening and ad 209 used on the day before and opening day. Take full advantage in ads mentioning Jack Lemmon’s past comedy hits such as “SOME LIKE IT HOT” and “THE APARTMENT,” and his Academy Award performance as Ensign Pulver in “MR. ROBERTS.” Include in teaser ads copy, “First 100 ex-sailors with tattoos admitted free opening day.” (Arrange for a tattooed ex-sailor to arrive at a certain time. Persuade the newspapers to take an unusual picture of same. This should be space.) 5. RADIO— Open end spot announcements used for a six day period, including four days in advance of opening. Schedule spots to reach a cross section of your audience. The Ricky Nelson type audience should be amply covered and produce good results. Arrange with a radio station to work out a co-op using the following announcement or something similiar. good for free TWO PRESSBOOK ads for "Wackiest Ship" call¬ ing attention to the comedy elements of the show and some of the other comedy hits Lemmon has been associated with. Concentrate on the laughs and the action in your campaign and aim at the family audience with the bally. OCEAN ROARS AND go WlU XOU ! The key man in "The Your dreamboat hits the Apartment" is the top-: ■ high C's while singin' up kick on a tub! a storm! 3 3 3 3 3 3 3 3 3 3 3 3 3 ^ COMING ... in the issue of Dec. 21 JOHN G. OSBORNE, Managing Executive [West Virginia Theatrical Enterprises, Inc., Wheeling, W.Va. tells how he would sell . . . I Universal's I "THE GRASS IS GREENER" “ATTENTION SAILORS! Navy Men, Merchant Men, Coast Guard, Marines— and 'GI Sea Dogs! DO YOU THINK YOUR SHIP WAS CRAZY? Wait til you see THE WACKIEST SHIP IN THE ARMY. Send in your letter relating your Wackiest experience to Radio Station and a special WACKIEST SHIP IN THE ARMY Preview Invitation will be sent out to the writers of 200 of the wackiest letters received.” The above should be worked out on a no-cost basis. 6. LOBBY PREVIEW CARD— Set up advance Sneak Preview and ask for patrons’ comments using same for display purposes. For art work on set piece, use blowup of girl from ad Still A, Lemmon and Nelson heads, blowup of art work Still 8533Art2. COLl A FRED JACK LEMMON RiCKr nelson The WAGKiEST SHIP ill the ARMY December 14, I960 MOTION PICTURE EXHIBITOR 15