The Exhibitor (1961)

S/IT(/fiD4^g m^SHT You HA VE yoM Fum /tr L AND SUNDaZ MOMINQ You FACEMfJPTQ (Tt THIS AD is an original idea created by the author to demonstrate the various ways a thinking exhibitor can assist. embrace and the right half the Sunday morning art work with each part of the title over the corresponding art. Then on top of the clock, the same copy as above. The combination of art, copy, and clock idea should create plenty of interest in the film in advance and could be used in a series of teaser ads. The first day show the entire clock with only the left half appearing; the second day add the other art and the Sunday morning part of the title; and on the third day add the selling copy and theatre sig. Another idea for an off-beat ad would be to use a calendar effect. For the background use the month, and superimposed over it at the top use the copy, “Uh huhhhhr to apply to Saturday night. Underneath that to merge in to the Sunday morning, use the copy “Unh unh.” Here again use the same art as mentioned above in the New York Times ad with the title of the film in the middle of both stills. Once more, a teaser campaign could be utilized by adding another line on succeeding days with corresponding art being added to the “Uh Huhhhhr and “Unh Unh.” The title itself nicely suggests various tie-ups and promo¬ tions and all the gimmicks to go with them. There are prob¬ ably a million and one tie-ups a manager can think of and adapt for his own situation. Here are a few that might be worked out to mutual advantage of the participating mer¬ chant and the theatre manager. Arrange a gigantic “Saturday Night and Sunday Morning” sale with dealers in autos, furniture, appliances, rugs, etc. The sale could start about 8 or 10 p.m. Saturday evening and last until the wee hours of Sunday morning (where the law would allow stores to be open during these hours). A co-op ad could be arranged with the merchants. A Saturday night and Sunday morning screening could be arranged for the film critics in advance of the film. The boys and girls with the flowing adjectives and hovering deadlines might object to this idea at first, not wanting to give up their early bide-abys, but a little persuasion might do the trick. If successful, it should make good copy and reading. A big Week-End Showcase incorporating a host of mer¬ chants and services. A couple would be married Saturday night and sent to a resort for a honeymoon weekend. This would bring in bridal gowns and tuxedos, caterers, rental car services, bakery, air line flights, etc. All participating tie-ins would plug this contest for several weeks in advance to lead up to a big Saturday night and Sunday morning celebration. The bridal couple could be selected from the list of marriage licenses or from a write-in contest with the help of a newspaper, if possible. “SATURDAY NIGHT AND SUNDAY MORNING” has been widely covered by magazines and newspapers with outstanding press notices on the stars of the film in addition to rave reviews of the picture. Highlights from the tear sheets could be picked out, pasted up, and blown up to 40x60 size for an advance lobby display which could be used later on the front pavement. How about a special Saturday night midnite show for fac¬ tory workers who work the swing shift? The central character in the film is a factory worker, and from this can be worked in the idea of a midnite show to be arranged either before or after the tour of duty. This should stir up some interest for the leather jacket guys. Up to now, we’ve been appealing to the more or less arty patron. To bring the man on the street into the picture would make another “ROOM AT THE TOP” entry as this film drew the average guy and his gal as well as the class. Another contest could be worked out with contestants naming song titles (or novels) using Saturday or Sunday in the titles. Some examples are “Saturday Night Is The Lone¬ liest Night in The Week,” “Gloomy Sunday,” etc. This could be arranged with a disc jockey or newspaper. A contest utilizing an alarm clock could be set in motion. A window display in a jeweler’s shop could be centered around an alarm clock which will ring any time between Saturday night and Sunday morning. Person guessing the correct time or the one coming closest to the minute the alarm rings would be the winner. This does not have to be confined to a jewelry store tie up. Almost any retail store could be used. Rurglar alarm services will also find this title treatment a natural. The copy for this type of tie-in would read some¬ thing like, “Saturday night, Sunday morning and any other time of the day or week we are constantly on the alert guard¬ ing you and your property.” Perhaps you can induce some local radio station or disc jockey to run an off hour record show which would be pre¬ sented during the p.m. and a.m. hours in question. A peach of a stunt would be to get some charitable or¬ ganization like March of Dimes, etc., to sponsor a televised ANOTHER original ad featuring the same art but keyed to a different idea shows that the theatreman is an ad man, too. 1961 SUNDAY APRIL MON • I TUE • WED THU • FRI 1961 SATURDAY uh hui , 1 1 • • • • 3 un 4 ITu] 5 8 SATURDAY SUNDAY MORNIN 26 f 16 MOTION PICTURE EXHIBITOR April 26, 1961