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January II, 1961
MOTION PICTURE EXHIBITOR
EX-287
"The Grass Is Greener " In Philly
■pv ESPiTE a record snow storm, a hustling ^ Universal-International exploiteer man¬ aged to find plenty of exploitation angles on “The Grass is Greener,” Fox, Philadelphia, recently.
Although Spring seemed far, far away, W. Atlee Burpee Company was contacted and 10,000 packages of 25 cent flower seed were promoted. These were imprinted with film and theatre credits by the seed company and were given out by usherettes at the thea¬ tre. The seed company also used 125 window cards in dealer windows throughout the greater Philadelphia area. The cards, imprint¬ ing and distribution were supplied free.
In a tieup with Lincoln Continental 10 new 1961 Continentals were used for a twohour parade through central city from noon to two p.m. with credits for “The Grass Is Greener” and the theatre. Also, 30x40 signs were spotted in the same 10 dealer windows all over town. A still showing Deborah Kerr and Jean Simmons with a Lincoln Conti¬
nental that was used in the picture was put on all of these 30x40’s.
A display was set in a car rental agency window. This measured seven feet by seven and a half feet with the copy used reading; “Go Where The Grass is Greener In A Yale Auto Rental Car” and “See ‘The Grass Is Greener’ Now Fox Theatre.” These lines of copy were stripped top and bottom of a sixsheet with the strips made by a sign shop.
A stunt arranged with the 69th Street Bolero (bowling alley) had the head pin painted green and was the target of . the bowlers. A 50 foot long banner told them if they got a strike with the green pin in head pin position they would receive a pass to the theatre to see “The Grass Is Greener.”
Disc jockeys were contacted to play music from the Noel Coward albums that are used in the picture.
Jack Goldman, U-I exploiteer, was respon¬ sible for the campaign which included many other stxmts.
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