The Exhibitor (1963)

EX-516 UNIVERSAL ( Continued from page EX-513) guests, city officials, SAC dignitaries, and board members of the museum. After lunch, the stars were interviewed and then posed for photographers with the winner of “A Gathering Of Eagles” cake* bake-off, sponsored by WGN radio personality Sig Sakowicz and the 2,255 members of his Mothers’ Fan Club. Each cake was decorated with “A Gathering Of Eagles” theme. After the contest, the cakes were donated to Chicago old peoples’ homes, orphanages and hospitals. Public activities concluded with an evening stage appearance of the stars, director and producer at the Roosevelt, emceed by Mai Bellairs, WBBM star radio personality. After the stage appearance, a premiere supper salute was held for all U. S. A. F. guests. Two special contests were underway for several weeks. A Chicago area “Miss Eagles” premiere queen contest was under the spon¬ sorship of 32 Chicago community, suburban and area newspapers. Each paper selected a “Miss Eagles” to represent them in world premiere day activities. The 32 beauties par¬ ticipated in the press conference, motorcade, platform ceremonies in front of the theatre, a special luncheon and dinner in their honor and, finally, were among the invitational guests for the stars’ evening stage appearance and the film showing at the theatre. The other contest was open to boys between 12 and 16 and was state-wide, but did not include Chicago. Called the “Junior Eagles” contest, winners were determined by the best 25-word letter on “Why I’d Like To Attend The Chicigo World Premiere of “A Gathering Of Eagles” as Rock Hudson’s Guest.” Thirteen cities and towns were represented and the 13 win¬ ners, accompanied by their fathers, enjoyed a two-day trip to Chicago as guests of Uni¬ versal. Exploitation activities included a tie-in with 450 Grocerland stores in the Chicago area un¬ der the sponsorship of Radio Station WJJD. The stores had point of sales displays featur¬ ing the movie and featured Rock Hudson autographed pictures as give-aways to their customers in their newspaper ads. WJJD al¬ so plugged the promotion on their station daily. Book marks were distributed by the Chica¬ go Public Library, which were given to library card holders. The book marks contained in¬ teresting points of information about the Strategic Air Command along with a plug for “A Gathering Of Eagles.” The State Street Council had an official “Salute to SAC and the world premiere of the film” on premiere day and Mayor Richard J. Daley issued a proclamation declaring “SAC Day” in Chicago, along with honoring Chicagoborn Rock Hudson and Sy Bartlett as out¬ standing “citizens” of the city/ Another tie-in was arranged with all Sears Stores in the Chicago area in conjunction with their Revell model plane kits. A special screening of the film was held several weeks ago at the Esquire Theatre for college and high school newspaper editors and women’s club representatives. The advance ad campaign included radio and TV spots, newspaper ads, one-sheet post¬ ing in subway, elevated and Illinois Central stations, and cross plugging in all Balaban and Kitz theatres, and Katz theatres. The extensive and unusual use of color in newspaper ads as well as national magazine advertising highlights U’s campaign on the MOTION PICTURE EXHIBITOR Jerry Baker, manager, RKO Keith's, Washing¬ ton, D. C., recently whipped up this street ballyhoo, which had these models waiting for the arrival of "James Bond" in UA's "Dr. No." Magazine Salutes "Thrill" Universal Pictures and Harper’s Bazaar have developed a joint promotion on “The Thrill of It All,” Universal’s rollicking new romantic comedy in Eastman Color starring Doris Day and James Garner and co-starring Arlene Francis, which is scheduled to have its world premiere at Radio City Music Hall in New York in late July. Eight national manufacturers of women’s apparel — Exmoor, sweaters; Bardley, suits; Wohl, shoes; Empire, dresses; Minx Mode, dresses; John Romain, handbags; Rain-Shedaer, raincoats and Donnybrook Ltd., coats are taking full-page ads in the August issue of Harper’s Bazaar to salute “The Thrill of It All.” Each of these manufacturers in turn will develop special promotional campaigns through their local distributors to feature their particular product in tieups with thea¬ tres playing “The Thrill of It All.” The spe¬ cial promotional material created for as many as 200 of their top outlets and featuring a still of Doris Day, will also include hang tags for their products. film. Color is being used in only one spot to illustrate the “red alert” phone which in¬ stantly links all Strategic Air Command bases throughout the world. In each instance the entire ad is black and white except for the telephone, which is in brilliant red so that it dominates the whole ad as completely as the real phones dominate the lives of all SAC commanders. Another interesting facet of this campaign .is that while it is aimed at all segments of the market, the emphasis is on an appeal to women. The relationship between Rock Hud¬ son and Mary Peach in the picture has a dra¬ matic impact that will appeal to women audi¬ ences and this fact is stressed in the ads. Stressing the feminine readership in most cases, U has selected 11 national magazines having a combined circulation in excess of 35-million and a readership of 140,000,000 for its “Eagles” national magazine campaign. July 10, 1963 "Professor" Bally Varied Five hundred and fifty-five valuable prizes, including two luxury cruises for two in the Caribbean, are being offered in a giant na¬ tional contest for Jerry Lewis’ “The Nutty Professor” set with MacFadden-Bartell Maga¬ zines. The letter-writing contest is being launched with a four-page spread in Photoplay, one page in TV -Radio Mirror and prominent space in True Story, True Love, True Experi¬ ence and True Romance. Entry blanks, 40 x 60 lobby posters and other accessories are avail¬ able free to exhibitors for local tie-ins. In addition to the two luxury cruises aboard the “Ariadne” liner, prizes in “The Nutty Professor” contest include a seven-day vaca¬ tion at the Sorrento Hotel in Miami Beach, Mohawk Midgetape Recorder, Channel Master Transistor Radios, Emmons Jewelry, Hazel Bishop Cosmetics, Riccar Sewing Machines, Planters Peanuts, Jungle Gardenia Spray Mist, Nebel Hose, Purofied Pillows, Royal Crown Cola, Mar-Hyde Vinyl Spray, Emenee Bongo Drums, Lambert-Atlas Lawn Sweepers and Mona Lisa Bedspreads. Contest closes August 31st. “We’ve Got a World That Swings,” featured song hit in “The Nutty Professor,” has been recorded by the Four Freshmen for Capitol Records. The 45-rpm single is being backed by a major promotional campaign, and has been serviced to every top radio station in the U.S. and Canada. Retail store displays are also being set keyed to local engagements of the film. THE EXHIBITORS ( Continued from page EX-515) appeared in the newspaper of the Saurday prior to playdate and again a record number of entries were received. We built our own three winged display from cut-outs from posters, stills, campaign book covers, etc. This made a most colorful display which was on show two weeks prior to playdate and during playdate was displayed in the window of a local shop. We obtained two good press still photographs in our local newspaper and then obtained an excellent preview feature in the Northern Despatch Saturday prior to play¬ date. This was really a first class editorial feature arranged by the theatre on the Tony Hancock film. Miss Vampire of #63 Tours For T-L Horror Duo A1 Sherman, special exploitation repre¬ sentative assigned by Trans-Lux Distribut¬ ing, to concentrate on the promotion of “Horror Hotel” and “The Head” planted a novel ad in the very proper New York Times. The want ad read: “VAMPIRE — Between 25 and 35; about five feet, 10 inches; long black hair a ‘must’; for public appearances as representative of ‘Horror Hotel.’ Apply Y8270— Times.” The girl selected was to appear in cos¬ tume in theatre lobbies, in newspaper offices, etc., to coincide with the mass play¬ off of the films. She was christened “Miss Vampire of 1963” and toured theatres play¬ ing the horror films in a 1922 Dodge. She was interviewed by Jim Gordon, host of Radio Station WINS’ nightly “Program PJVI.” Behind the wheel of the ancient coach was Dan List, automotive editor of the ‘Village Voice’ and collector of vintage automotive vehicles.