The Exhibitor (1962)

I 1 I I ! 'I I ! I I ;{ i 1 1 i I I 4 i 1 ! 1 \ I i i 1 1 t ^ I ' ! I i 1 ' ! ■ 1 ‘ I 1 I I I I 1 I I I soyps Get In A $0up By Telling All :"“lFA tofANSWESS’» ^ ' ONION SOUP Salt & fVpper 2 large onions 2 small slices toast 'i cup butter cheese 3 cups stoefc Peel and slice onions s'Cry thinly, cook slowly in butter until clrar, add stock, britjg to boiling point and season. Sprinkle toast with cheese, place in oven until cheese is ni%ited, then transfer to soup plafes J Smart Titmem Catt H-e-ep Him Mixed-up With ;J Little FtmtA Drenmnp mTos “IF A MA^ ' AMSWipir^ SHRIMP SALAD 1 cup shritups, fresh cooked or canned 1 hxsrd cooked egg M) cup diced celery 1 or 2 minced sweet pickles Salt & Pepper 2 tablespoons French dressing Lettuce Horseradish mayonnaise Pick over shrimps and reniove black intestinal vein which runs down center of hack. Crush egg, add shrimp with celery, pickles, and season¬ ings. Moisten w'ith French dressing, chill then serve on lettuce, garnish with Horseradish mayonnaise. ' A Girt Bes to Mem Her Merriage Frttbiemt Head On : " s' ; „ A MA!V ANSWERS” m¥t8 BAKED ROUND STEAK CREOLE fi lb. round steak, eat thick 2 medium-slssed onions, sliced 1 green pepper shredded yi bay leaf 2 caps canned tomatoes Salt & Pepper Brown meat in frying pan on all sides in very little hot fat. Transfer to bakino dish, add onion, oeoper, bavleaf, and tomatoes. Cover and If your date already is set, you should now be running Universal’s gratis teaser trailer. It has an effective sell as does the full trailer. And you’ll find the accessories including the i 24-sheet easily convertible to all of your lobby display needs. Now to our advertising dollar. How best to spread it? We still hold higl'i to the value of our movie page. Universal’s ads have a lot of zing. We’d go heavy on space, starting out with an ad that’s not in the pressbook— an ad to break right after , our “sneak” preview, hailing the rafter-ringing audience re¬ action and with a direct personal salute to ROSS HUNTER, i.e,: 2,747 PREVIEWERS CAN’T BE WRONG-Congratulations, Ross Hunter! The text of the ad could be addressed to Hunter, inform¬ ing him of the overwhelming enthusiasm of the audience . attending the “sneak” preview showing of the picture. Then , cite this as his 10th anniversary release, climaxing the most incredible run of successes from one producer in the whole history of Hollywood, Should your sneak preview be held well in advance, the I above ad of course would run days ahead of your regular campaign, Pressbook ads offer a wide choice. We favor the half -French, half-Boston copy to the “it’s so nice to have a man-ah out-town around the house” copy. Thus we’d start with #203, #205, and #208, Then, for the day before opening, and opening day, we’d use #301 and #305. dONTHANG UP! Hang around /6, the FUM! ROSS HUNTER PRODUCTION mum AHSV/BtS' SHE’S HALF-FRENCH ...HALF-BOSTON ...no wonder he’s all mixed-up! . . .A CESAR, RoMtHO STEFANIE P0WLF18 A Universal-International Picture in Eastman COLOR LEFT, cooking recipes for two moke useful, attractive giveaways and contain plenty of excellent plugs for the film. ABOVE, another of the wonderfully varied ads available on the film and a still showing the two young stars in a scene with popular Stefanie Powers. As for radio and television, our budget may not permit full coverage on both mediums. It would be a mistake not to be on the radio stations that reach the transistor crowd. They will be first to buy Sandra Dee and Bobby Darin. It would also be helpful to expose the new beauty of the mature Sandra Dee to television viewers. But here our depleted budget might limit us to I-D spots. Budgets do have limitations. Our evaluation of the respec¬ tive mediums varies with each attraction. For this picturein Chicago, we’d go strong on the movie page first, choosing our radio spots carefully, and then consider a tv share of our advertising dollar only as third choice. But in your situation, by its local nature, you may well have reason to spread your budget quite differently. The important thing is to get the message over as emphati¬ cally as we sensed the word from Ross Hunter. He believes IF A SHOWMAN ANSWERS his call for SHOWMANSHIP, the payoff will be as big as PILLOW TALK. We believe it, too. October 10, 1962 MOTION PICTURE EXHIBITOR 17