The Exhibitor (1960)

#56 of a regular every-week EDITORIAL FEATURE found only in this trade paper "How I Would Sell . . . THE SAVAGE INNOCENTS ‘THE SAVAGE INNOCENTS” is a motion picture that on first contact, the average showman might say “nix” to. You will hear that it is a picture for the art houses, and actually, that is what some of the so-called movie critics have already said. But believe me, the art houses have been running up some tremendous grosses on pictures WE could have played FIRST. Taking a good second look (which all good showmen should), I am convinced that “THE SAVAGE INNOCENTS” has as many or more exploitable possibilities than most of the top pictures of today, or any other day. The locale of the picture is an area of the world that is becoming increasingly important to all of us. It is an area that has had countless articles written about it by geologists, mining engineers, politicians, and military men about the tremendous undeveloped resources and strategic militarv im¬ portance of this vast, mostly unexplored northern region. It is an area where all units of the armed services of our nation are serving NOW. NEWSPAPER ADVERTISING-I think teaser ads are a MUST on this picture. As for newspaper ads, the ones that appeal to me are 302 and 401. Of course, these can be reduced in size to fit the particular situation. I would use some addi¬ tional catchlines, such as— “SEE IT IN ALL ITS AWE¬ INSPIRING BEAUTY-FILMED IN LIVING COLOR:’ “LAND OF THE MIDNIGHT SUN -PHOTOGRAPH ED IN LIVING COLOR.” RADIO AND T V— This is something that must be decided upon by the local manager. As for my own situation, radio and T V does me very little good, unless saturation coverage can be effected. Just a spot announcement or so doesn’t do much good. By saturation coverage, I mean 20 to 30 spots per day. If your situation can afford it, I say “Go ahead.” It’s worth it, but isolated spots are not. PUBLICITY— Historical— Gontact teachers, professors, high school and college students for essays or interview on the history of the frozen north. Who discovered it, and when. Geographical— Contact the same group as to its geographical location and importance to the modern world, and its applica¬ tion to the history of today. Geological— Contact the same group as to an estimate of its known and unknown natural resources, particularly, uranium and iron ore resources. Zoological— Contact the same group as to the importance and value of fur-bearing animals and fauna. Political— The import and impression of this almost unknowm area of the world as world politicians try to interpret it today could be a stimulating panel discussion on radio and TV. HERE IS one of the pressbook ads concentrating on those exploitable points of the film that Mr. Nickens feels are best suited to arouse the interest of the theatre-going public. Para.'s Powerful Drama Of Eskimo Life, Love, Lore An Exclusive SHOWMANALYSIS Prepared by— ^ FRANK NICKENS, City Manager Armstrong Theatres, Inc., Bowling Green, O. ABOUT THE AUTHOR • Frank Nickens was reared and educated in Chattanooga, Tenn., and entered the theatre business early via several years of experience as usher, door¬ man, and assistant manager working after school and weekends. He managed his first theatre in Knoxville, Tenn., for the Frank Dowler Company in 1934, with films, stage attractions and even dramatic stock for awhile. He was with this firm until 19S8, except for two years with Paramount's WilbyKincey Circuit in 1936 and 1937 in Birming¬ ham and Montgomery, Ala., and two and onehalf years service in World War II. Since 1958, Nickens has been city manager in the home office town for Armstrong Theatres, Inc., Bowling Green, O. His hobbies include reading, mostly non-fiction, and making friends. He is active in ^ all civic affairs and retail merchants' and Chamber of Commerce m promotions. n LIFE SO PRIMITIVE, SO RAW, IT WILL MAKE YOU GASP! to the wonders and terrors of the land of eternal ice! to the snarling rage of starving huskies turned man-killersl to the strange courtship rites that violate western morality SAVAGE. SENSATIONAL ^ DRAiVIA! flggV A STRIKINGLY different mm LOVE STORY! Even though you lend out your wife, if you love her her love for you will ^ always stay like new!' to the storm of violence as hunter spears mighty walrus! Sa^aoe Innocents TECHNIRAMA TECHNICOLOR ■ YOKO TANI/ MALEN0liA\“EN0TTi; NICHOLAS ray/,. WCHOIAS RAY ..MANS RUESCH 'HE WORLD , » PARAMOUNT REUASE