The Exhibitor (1963)

April 17, 1963 APRIL 17, 1963 ^ N™RfJ Trip Around The World Top Prize In Col. Contest NEW YORK — Columbia Pictures and the Diners’ Club of America have launched a farreaching nationwide sweepstakes contest pro¬ motion in behalf of the new Danny Kaye comedy, “The Man From The Diners’ Club.” The grand prize will be a trip for two around the world on a Diners’ Club Card as the guest of Columbia, The Diners’ Club and Danny Kaye. Winner and guest will enjoy an exciting around-the-world inineary which includes stopovers in New York, London, Paris, Rome, Beirut, New Delhi, Hong Kong, Honolulu and San Francisco with all trans¬ portation, hotels, meals, and sightseeing cov¬ ered by the winner’s special credit card. Special contest promotional materials have been made available to theatres playing the film, including a special contest trailer, dis¬ play posters, and the entry blank forms for theatre patrons. In addition to the regular national sweepstakes contest, two exhibitors — one east of the Mississippi; and one west of the Missis¬ sippi, who turn in the best contest promotion¬ al campaigns will also be awarded special prizes. These two awards will be based on the most complete, original and imaginative contest campaign developed by a showman in behalf of the sweepstakes. Campaigns may be submitted in any form; but must be documented by photographs of lobby displays, store windows, store windows and other promotional exhibits, tear sheets or clips of press publicity, evidence of any radio or television promotions and samples of any and all other means of promoting the contest. "Longest Day" On Record NEW YORK — An unusual original album presenting a condensed soundtrack version of Darryl F. Zanuck’s “The Longest Day” is being released by 20th Century-Fox Records. The album features the voices of John Wayne, Peter Lawford and Richard Burton as well as many other of the 42 international stage and screen personalities starred in the film. News commentator Lowell Thomas pro¬ vides an added commentary. It is believed that this is the first time that an album has been released which utilizes the voice track of a film to tell a complete story. EXPLOITATION — an encyclopedia of useable exploitation stunts — is published every other week as a section of MOTION PICTURE EXHIBITOR. MOTION PICTURE EXHIBITOR EX-493 1 EXPLOITATION I ACTUAL PROMOTIONS from the fertile minds of exhibition and dis¬ tribution that can be applied with profit to the theatre situations. This special section is published •very-second -week as a separately bound, saveable service to all theatre executive subscribers to MOTION PICTURE EXHIBITOR Each saveable section represents current sub¬ missions by theatremen and promotion plans from distributors that have originality and ticket selling force Exhibitors are invited to submit campaigns on specific pictures or institutonal ideas. Add EXPLOITATION to your permament theatre library. Address all communications and submissions to the Editors of MOTION PICTURE EXHIBITOR, 317 N. Broad St., Philadelphia 7, Pa. Teen-Age Girls Like Hudson, Day; Prefer Seeing Movies In Theatres On the set at the Universal studio, Universal City, Cal., Rock Hudson chats with Seventeen Magazine's Ralph Martin as they look over the magazine's new survey on "The MovieGoing Habits Of Teen-Age Girls" in which the actor ranked first with the teens as their favorite male star. Cowboy Suits Via MGM NEW YORK — Gross Tailors, Inc., Denver, top manufacturer of western apparel, has been commissioned by MGM to design some of the Texas outfits worn by James Garner, Phil Harris, Chill Wills, and Charles Watts in “The Wheeler Dealers.” A national tie-up will be consummated to display the costumes with dealers and dis¬ tributors of Gross Tailors, Inc. Charles Whitaker, far right, manager. Palms, Detroit, Mich., recently staged a pigeon relay race that eventually brought them to Cincin¬ nati in connection with Alfred Hitchcock's "The Birds." The race was sponsored by Uni¬ versal, United Detroit Theatres and the Michi¬ gan Pigeon Association of Detroit. NEW YORK — To teen-age girls, the Num¬ ber One box-office attractions are Rock Hud¬ son and Doris Day. But, to exhibitors from coast to coast the Number One box-office at¬ tractions are teen-age girls. They watch movies on television, but pre¬ fer seeing them in a theatre; recommend pic¬ tures to their friends, who “frequently” fol¬ low those recommendations; and patronize downtown theatres, neighborhood houses, and drive-ins. This is the picture of the American girl as reported in Seventeen Magazine’s new sur¬ vey on “The Movie-Going Habits Of TeenAge Girls.” Based on 1,490 replies to the ques¬ tionnaire sent by the teen publication to its Consumer Panel, the new study indicates that in any given week almost half (45.5%) of all teen girls go to the movies. Almost all (98.9%) watch movies on television, but more than three-quarters (78.1%) prefer to go out to a movie theatre. Almost one-fourth (23%) go to the movies twice a month; 16.5% three times a month; 11.6% once a week. Four out of five of the teen girls attend movies with girl friends, three out of four with boy friends; but they rarely go with their parents. And, when they see a film, it’s most often at a downtown theatre (31.3%), a neighborhood house (26.6%) or a drive-in (9.5%), but, almost never (58.3%) at an art house. Teens tell others about movies they like. 80.2% often recommend films to friends; 37.8% often recommend them to dates; 45 8% to their parents. Frequently friends (52.4%) follow these recommendations; almost as frequent¬ ly, dates (46.5%) do; parents “sometimes” (48.4%) take the lead from their youngsters. The 13-to-19 year-olds named as their favorite male stars Rock Hudson, Cary Grant and Troy Donahue. Female favorites are Doris Day, Natalie Wood and Sandra Dee. Favorite types of films among teens are musicals (20.8%), comedies (20.1%), and ro¬ mances (18.2%). Least popular among teen girls are westerns (.3%), science fiction (.3%) and documentaries (.5%). As to what factors make teens want to see a movie, 42.8% base their decisions on the type of picture; 41.5% depend on word of mouth recommendations; 39.1% according to the film’s stars; 27.9% on the basis of magazine movie reviews; 23% on its popularity as a book. Almost half (45.9%) said magazine adver( Continued on page EX496)