The Exhibitor (1961)

The story of a man... and the girl he raised as a daughter —and loved as a woman... FROM THE RAF VALLONE JEAN SOREL MAUREEN STAPLETON MORRIS CARNOVSKY AND RAYMOND PELLEGRIN AND INTRODUCING CAROL LAWRENCE AS CATHERINE Directed by SIDNEY LUMET B*j#d upon the play by ARTHUR MILLER Screanplay by NORMAN ROSTEN Produced by PAUL BRAETZ A CONTINENTAL DISTRIBUTING. INC. RELEASE AN AFFILIATE OF THE WALTER READS' GROUP VALLONE JEAN SOREL MAUREEN STAPLETON MORRIS CARNOVSKY RAYMOND PELLEGRIN AND INTRODUCING CAROL LAWRENCE Directed by SIDNEY LUMET 8»»<J upon the pl<y by ARTHUR MILLER Sciatnplly by N0»M*N ROSTEN Produced by P*Ul GRAE T Z A CONTINENTAL DISTRIBUTING INC RELEASE AN AFFILIATE OP Tm£ WALTER RE ADE 0«OUP LEFT, the ad that drew huge crowds to the New York opening engagement of the film. Its ap¬ peal is primarily to sophisticated, discriminat¬ ing theatregoers. RIGHT, the action sequences in which the film abounds can be stressed in an ad for general situations. until we received the National Screen version. A custom-made display, consisting of “bridge” art work as a background and star stills in the foreground, was set up in the lobby, later to be moved to the outside showcase. Since our theatre is not located on a street with heavy foot traffic, we do not rely on “drop ins.” We save the money that would normally go for a front display and use it in the newspapers. Naturally, a good front is an important part of the campaign for a main stem house. (I can just see the Brooklyn Bridge stretching along the length of the theatre front over the doors.) THE BOOK— Tie-in was made with the publishers of the Bantam Book version of the play. Through the Bantam peo¬ ple, all stores in the Chicago area selling the book were sup¬ plied with window cards reading: “Coming Feb. 22— ES¬ QUIRE THEATRE-Arthur Millers ‘ A VIEW FROM THE RRIDGE’—See the Movie . . . Read the Rantam Rook.” Large posters with the same message were posted on the book distributors’ trucks. NEWSPAPER PUBLICITY-The single most important publicity element we had to work with here in Chicago was the fact that Carol Lawrence, co-star of the picture, is a local girl. Stills and advance stories were supplied to the papers in plenty of time to start breaking about two weeks before playdate. Color transparencies of Miss Lawrence, furnished by Bill O’Hare of Continental Films, were submitted to the newspapers to be used in Sunday supplements and in con¬ nection with “home town” feature stories to appear in roto sections. Other facets of the picture, its players, its author, and its locale, are covered in further story and photo sub¬ missions to the papers. Local columnists will be supplied with paragraphs, gossip items, and feature spots throughout. INTERVIEWS— Since Carol Lawrence, our home town star, is currently busy in New York appearing on the stage in “Subways are for Sleeping,” it looks like our plans to bring her here for a few days of interviews and radio-tv appear¬ ances will have to be shelved. The next best thing, telephone interviews, are being set up with all of the key newspaper writers. A special “in person” interview has been set up between Sam Lesner, Chicago Daily News film critic, and Miss Lawrence backstage at the St. James theatre in New York. Mr. Lesner is flying to New York for the week-end on Feb. 16— a few days before the picture’s opening. Mr. O’Hare of Continental set up this meeting on the New York end. NEIGHBORHOOD AND SUBURBAN PAPERS-Since the cost of advertising in all of these publications would be prohibitive, we’re doing the next best thing. Publicity stories and scene mats are being submitted to these publications, with free passes for opening week enclosed for the editors. ITALIAN ANGLE— Our story is about an Italian immi¬ grant, his family, and his friends. We must not overlook this angle from a standpoint of publicity. The audience reached 14 MOTION PICTURE EXHIBITOR February 28, 1962