The Exhibitor (1963)

Shavelson Lauds AB-PT Campaign Boosting Para. "New Kind Of Love" ATLANTA — Exhibitors throughout the na¬ tion were urged by writer-producer-director Melville Shavelson to follow the example of the southern affiliates of American Broadcast¬ ing-Paramount Theatres in working more closely with producers and distributors in the merchandising of specially qualified attrac¬ tions. Addressing leading exhibitors from 13 southern states at an all-dav promotional forum on his new Paramount release, “A New Kind of Love,” Shavelson expressed the hope that he was speaking not only for him¬ self but for all those in Hollywood who call themselves “working producers.” He said, "Our pictures are our babies. Before, during and after production, we are prepared to dis¬ cuss fully with exhibitors any ideas that have ticket-selling potential and that will insure the success of our pictures.” Shavelson added that “I can’t remember when I’ve spent a more productive day than I have spent here in Atlanta today. I know that you are not going to walk away from here tonight and forget all of the exciting plans we discussed. You are going to go back to your theatres and make use of every one of them. This is a relationship between pro¬ duction, distribution and exhibition that should be the envy of every one in this in¬ dustry. I only wish that every picture made could count on such cooperation and enthusi¬ asm.” Joining Shavelson, Paramount general sales manager Charles Boasberg pledged Para¬ mount’s support of the AB-PT effort and similar business-building projects. “I am a firm believer in campaigns of this type,” Boasberg said. “It would be to the better¬ ment of our industry if the example of AB-PT’s southern affiliates, which has been in successful operation for a number of years, were to be adopted on a larger scale by exhibitor groups across the country. They can count on Paramount’s fullest cooperation, as well as that of the other distributors, I am sure.” Prior to today’s meeting, the AB-PT affili¬ ates had been serviced with complete cam¬ paign materials on “A New Kind of Love” to create their own local drives. Key ele¬ ments of the local campaigns were com¬ bined today in an overall blueprint for the entire territory, which encompasses 13 states from Texas eastward. Joseph Friedman, executive assistant to Paramount vice-president Martin Davis, said that “A New Kind of Love” boasted one of the most extensive tie-up campaigns of any picture of recent years. He cited promotions with top national advertisers including Lanvin Perfume, Richelieu Pearls, Park Lane Hand Bags, Royalweve Carpets, Kislav Gloves, Maximilian Furs, Playtex, Mr. John Hats, SAS Airlines, American Photo Corporation, Mumm’s Champagne, Shipley Clothing, Helene Curtis Industries, Channel Master Corporation, Royal Crown Cola, Reprise Records and Dell Books. Paramount exploitation manager Ber¬ nard Serlin promised strong home office and field support in implementing these tie-ups locally. Other speakers at the meeting included Tom Bridge, Paramount’s assistant general sales manager; Edmund DeBerry, southern sales manager, and Lennen & Newell account ex Meeting with Edward L. Hyman, vice-president, AB-Paramount Theatres, and outlining their company's program for the orderly release of their upcoming product were MGM executives Morris Lefko, left, vice-president and general sales manager, and Clark Ramsay, right, assistant to the president in charge of market¬ ing. Other home office executives attended. Fox-TV, Karzmar Deal Set HOLLYWOOD— 20th Century-Fox Televi¬ sion and Karzmar Productions have entered into a co-production agreement whereby Karzmar, utilizing its own production staff, will develop and produce a minimum of six tv series for 20th-Fox, it is announced by Wil¬ liam Self, vice-president in charge of produc¬ tion for 20th-Fox-TV. All projects are being aimed for the 1964-65 season. ecutive Philip Solomon, who outlined the ad¬ vertising campaign for “A New Kind of Love.” Participating in the discussions were rep¬ resentatives of Wilby-Kincey Theatres (Atlanta-Charlotte), Interstate Circuit, Texas Consolidated Theatres, Florida State Theatres, and Paramount Gulf Theatres. “A New Kind of Love” will have its world premiere in late September at these theatres. Goldstein Leads Session On "Rampage" Project Plan ATLANTA — Morey (Razz) Goldstein War¬ ner Bros, vice-president and general sales manager, led a company delegation in dis¬ cussions with members of American Broad¬ casting-Paramount Theatres’ southern affil¬ iates here on the AB-PT Project Plan presen¬ tation of “Rampage,” the big new adventure motion picture starring Robert Mitchum, Elsa Martinelli, and Jack Hawkins. Joining Goldstein was Ernie Grossman, Warner Bros, exploitation-promotion manager; Edward Feldman, vice-president in charge of advertising and publicity for Seven Arts, pro¬ ducers of “Rampage”; Stuart Roeder, BlaineThompson advertising agency account execu¬ tive; W. O. (Ollie) Williamson, Warner Bros, southern division sales manager; and Warner Bros, field representatives J. D. Woodard and Kevin Genther. “Rampage,” a Technicolor drama set in the Malay jungles, will open in the south two weeks ahead of its mid-October national re¬ lease. The AB-PT affiliates will back the film with a strong promotional campaign, embody¬ ing all forms of advertising, publicity and ex¬ ploitation. Hyman Orderly Release Effort Carried To Fox NEW YORK — Praise for the rejuvenation of 20th-Fox and its relevancy to the future health of the film business was voiced by Edward L. Hyman, vice-president of American Broadcasting-Paramount Theatres, at a lunch¬ eon meeting with 20th-Fox advertising and distribution officials. The meeting, conducted in the AB-PT home office, was one of a series involving officials of major distribution companies in connection with the latest release schedule for industry-wide dissemination. Due out soon, it covers the important October-December period, and beyond. Commenting on 20th-Fox’s remarkable re¬ covery, Hyman said it was cheering news to the entire industry. He complimented the company for the quality and quantity of product that has marked Fox’s revitalization, and made particular note of Darryl F. Zanuck’s “The Longest Day” and Joseph L. Mankiewicz’s “Cleopatra.” He said he was impressed by the schedule of upcoming 20th-Fox re¬ leases, and the prospects for pictures now in production. Of forthcoming attractions, the executive emphasized a pair of romantic comedies, “Take Her, She’s Mine” and “Move Over, Darling,” Fox’s November and December releases, respectively. The former stars James Stewart, Sandra Dee, and Audrey Meadows, and the latter boasts Doris Day, James Garner, and Polly Bergen. Other Fox attractions over the next few months will include “The Condemned of Altona,” with Sophia Loren, Maximilian Schell, Fredric March, and Robert Wagner, and “Of Love and Desire,” starring Merle Oberon, Steve Cochran, and Curt Jurgens (both Sep¬ tember releases), and “The Leopard,” drama which won top prize at the Cannes Film Festival, starring Burt Lancaster, Alain Delon, and Claudia Cardinale (October general re¬ lease). Hyman, acknowledged as the industry’s leading exponent of “orderly release,” also spoke on this subject at the meeting, stressing the need for all distribution companies to bolster what he called the “orphan” AprilMay period. The current calendar year, he said, will “end up substantially better” than 1962, des¬ pite the fact that last winter’s harsh weather through much of the country hampered thea¬ tre receipts. Exhibs Win 16mm Battle COLUMBUS, OHIO — The Independent Theatre Owners of Ohio reported that it had been able to secure the cooperation of the film producers in stopping alleged unfair 16mm competition at Miami University, Ox¬ ford, Ohio. A scheduled Sunday night showing of U’s “Flower Drum Song” was recently cancelled. The Association is arranging an exhibit at the Ohio State Fair with over 30 trailers on forthcoming releases to be shown along with some featurettes from noon until eight p.m. daily. A 35mm projector will be operated courtesy of the Columbus Local of I.A.T.S.E., and uniformed usherettes will be on duty through the courtesy of Ed McGlone, city manager, RKO Theatres. There will also be display material covering many forthcoming attractions. 8 MOTION PICTURE EXHIBITOR August 28, 1963