The Exhibitor (1961)

LOVELY Rachel Roberts provides some cheese¬ cake and any variety of tieups for merchants during the playdate. There’s a delicious piece of cheese cake art showing off the beautiful shape and gams of Rachel Roberts, who is featured in the film. The natural tie-up would be with bakeries speci¬ alizing in cheese cake, or a local restaurant featuring this type of pastry. This pulchritudinous damsel has the curves to open the sleepy eyes of early morning diners as they ogle her form while sipping coffee and reading this copy: THIS DELICIOUS CHEESE CAKE IS FEATURED IN THE NEW BRITISH FILM HIT, “SATURDAY NIGHT AND SUNDAY MORNINGC FOR ANOTHER TREAT TRY OUR FAMOUS SATURDAY NIGHT SPECIAL DESSERTLUSCIOUS CHERRY CHEESE CAKE! Another still shows Miss Roberts applying some kind of make up or lotion to her face. This lends itself nicely for a drug or notion store window card. Copy could read: FOR HEALTHY ENTERTAINMENT SEE “SATURDAY NIGHT AND SUNDAY MORNING” AT THE STUDIO. FOR A HEALTHY SKIN USE ACE SKIN LOTION ON YOUR FACE SATURDAY NIGHT AND EVERY NIGHT OF THE WEEK. No doubt any of you showmen out there could come up with a hundred other gimmicks and tie-ups, and each one will add up a little more at the boxoffice. The ingredients are there, an excellent picture, excellent title, sock ads. Put them all together and they spell M-O-N-E-Y. marathon show oyer a local ty station starting at 11 p.m. Saturday and lasting until the early hours of Sunday morning. Local personalities, ciyic, and political figures could entertain or make personal appearances. If the theatre is equipped, it could originate there, which would giye an added induce¬ ment for the boxoffice, or it could be run off at a special premiere performance. A large exploitation minded organiza¬ tion with go getters at the helm should welcome this idea to bring in a lot of shekels. If the theatre is not equipped physically, it could be presented in the lobby or at the TV studios. A well know personality of stage and screen could be recruited to handle the M.C. chores. This could be labelled the “Saturdaij Night-Sundaij Morning Drive for $40,000 to help fight disease.” Baby sitting businesses and dance halls would be good subjects for promotional tie-ins. The frequent habits of a waning cult to patronize a turkish bath house Saturday nights and sleep oyer to Sunday morning still exists in many sections of the country, particular¬ ly in the eastern states. Here again is a natural tie-in using a colorful window or counter card displayed smack in the middle of the entrance of the bath house, with appropriate copy and art, the copy to read: “ENJOY YOURSELF! THIS SATURDAY NIGHT AND SUNDAY MORNING AND EVERY WEEKEND FOR THE COMING MONTHS! ENJOY YOURSELF AGAIN! SEE THE NEW AWARD WINNING FILM HIT, “SATUR¬ DAY NIGHT AND SUNDAY MORNING” AT THE STU¬ DIO.” With the proper cheese cake art displayed, this should keep boys discussing the film while taking breaks during their pinochle sessions. Arrange a week-end social to consist of a yisit to the theatre, a yisit to a night club for dinner and show, to be followed by an early Sunday morning breakfast. This could be a three way tie-in with the theatre, a night club, and a restaurant partici¬ pating. This “SATURDAY NIGHT AND SUNDAY MORNING GALA” could be promoted through the newspapers and radio with all three splitting the bills and profits. Tickets for this affair could be purchased in adyance at any of the three places and plugging could commence about two or three weeks before the eyent takes place. Contact clubs and other groups who are always looking for something different in the way of entertainment. What could be more unusual than a package show consisting of a yisit to a moyie, a night club, and then an early morning snack. You might eyen be able to induce a trayel or tourist agency to handle the entire affair. HERE IS new star Albert Finney who comes to international attention with his magnificent performance in this film. COMING ... In the issue of May 3 SONNY SHEPHERD, Vice-President Wometco Theatres, Miami, Fla. tells how he would sell . . . MGM's "ATUNTIS, P..L0ST CONTINENT" April 26, 1961 MOTION PICTURE EXHIBITOR 17