The Exhibitor (1963)

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December 4, 1963 MOTION PICTURE EXHIBITOR EX-551 r 1 I s 1 i Some of the entries in the “Me and My Dog Show” held recently by F. Morray, Odeon, Wimbledon, England, in connection with a “Dog Film Festival for the theatre’s Boys and Girls Club. TEXAS PREMIERE (Continued from page EX-549) something different. There were several hun¬ dred fans at the airport and several thousand at the nearby Public School Stadium where both stars made brief talks. The City of Abilene, officials and citizens, with the full cooperation of the officers from nearby Dyess Air Force Base, part of the Strategic Air Command, went all-out to fill the 30-hour premiere schedule with lunch¬ eons, dinners and other entertainment. These included a cocktail dinner dance hosted by the Westwood Club. Premiere head¬ quarters was at the new downtown Hiway House Hotel. Stewart perhaps summed up his own reac¬ tion and that of Miss Dee and visitors such as Jonas Rosenfield, Dallas-born vice-president of publicity-advertising for 20th Century-Fox, when he said from the Paramount Theatre stage that “this is the greatest day in my life; nothing like this has ever happened to me before.” The audiences at both the Paramount and Queen Theatres, perhaps, summed up the re¬ action of Abilene to the premiere by giving the picture a standing ovation at its close. Stewart and Miss Dee were on stage with Pryor in the same program in the Palace Theatre in Dallas and the Worth Theatre in Fort Worth Wednesday night, in San Antonio at the Majestic Theatre Thursday night and in Houston at the Metropolitan Theatre Friday night. While in Houston, the stars had lunch with the astronauts at the NASA base. Amusements editors, columnists, television news cameramen and radio personalities from Dallas, Houston, San Antonio, Fort Worth, Austin, El Paso, Amarillo, Wichita Falls, Waco, Tyler, Brownwood, Eastland, Tulsa and Okla¬ homa City converged on Dallas where they met Stewart and Miss Dee at a press cocktail party and buffet. A chartered plane took the party of more than 40 to Abilene for the twoday premiere festival. Premiere coverage in the Abilene ReporterNews and on KPAR-TV, KRBC-TV, KWKC, KRBC and KNIT was tremendous. The Re¬ porter-News publicity breaks included nine front pages and nine front pages of the second section with stories and photos. There were more than 40 publicity breaks in the news¬ paper. Free time, including news coverage and interviews, blanketed the Abilene area via television and radio. EXPLOITATION— an encyclopedia of useable exploitation stunts — is published every other week as a section of Motion Picture Exhibitor, IWHIMfWIMIIHItHttttltWNttlMfttmWIIIIIIIIIIWWIMIIIIItlllllllWWtWItllWIWHNmttWimWmWfWWttttmttlttttHttHimHtNtttlWMfHti WMHHnnmiiitritttrrtf*tf****“ . **"M«***‘***^ British Activities By Jock MacGregor A. G. Cattell of the ABC, Torquay, South Devon, purred with content when he found that the film correspondent of the Herald Express introduced his review of Heavens Above” with the banner headline— “The Best Pictures, As Always, Pull in the Crowds He submitted the full spread which began: “The picture going public— there are still some of us left!— are, unlike some tv fans, difficult to please. Even the recent wintry weather has not forced them into the cinemas irrespective of what has been showing. But good family entertainment still ‘pulls them in’ and most South Devon Cinemas have been pretty busy. It is years since I have heard so much praise for the film industry. But with offerings of the calibre and variety of ‘The Great Escape,’ Heavens Above, ^ ‘Mutiny on the Bounty’ and, for those who like that kind of thing, ‘Doctor in Distress now showing, it is no wonder that the public are satisfied. There will always be a minoi lty to patronize third rate horror and sordid films but the really consistent money makeis are the good shows. As it happens they are all new releases, but I expect they will continue to draw the crowds when they turn up within the next few weeks at the smaller independent cinemas. And proof that a fine film, however many times it has been shown in the area, will always be more successful than a shoddy pre-release was provided earlier this month when the Tudor (a nice cosy little place) had a seven day run of ‘The Wrong Arm of the Law’— and did excellent business. Peter Sellers, is, of course, the star attraction this week in ‘Heavens Above’ at the ABC and I confidently pi edict that this film too, will be screened many more times in South Devon before it stops making money.” Scrolls of Chivalry, signed by “Lancelot and' Guinevere,” were provided by Lee C. Prescott, of the Odeon, Bury Lancs, as part of “Bury’s Own Chivalry Week which he devised to mark the screening of the Universal-International release. Through the local press he invited adults to report acts of exceptional courtesy or chivalry by teenagers towards members of the community. Thirty-one nominations were received. In addi¬ tion to the specially printed Scroll of Chivalry on which names were inscribed indi¬ vidually, winners received passes to see the film. The press and word of mouth were exceptional for a stunt. F. C. Murray of the Odeon, Wimbledon, staged something new in the way of film festivals to put over his boys and girls club — a dog film festival. This was spread over several weeks. On the first Saturday, a short, “A Star is Made”— the true story of the training of Junea, a Great Dane, to become a film artist— was shown followed by the personal appearance of Junea. On the second, “Leading Lady” was shown. This deals with the training of guide dogs for the blind and was followed by a demonstration of guide dogs on the stage. Cartoon films about dogs and a police dog trainer putting 20 champions through their paces made up the third program. On the last Saturday a Me and My Dog” show was held for members’ pets at the theatre. The BBC filmed the festival for tv. In conjunction with the regular showing of “The Son of Captain Blood,” H. T. Bolton of the ABC, Woolwich, invited ABC Members attending the Saturday morning show to wear pirate costume. Prizes were promoted and the contest was covered editorially and pictorially over two weeks in the Kentish Independent. ftteS'i \H&‘ This display in Brussels department store window was one of series of tieups promoting 20th-Fox’s “Cleopatra” in the Belgian city. This window and others was a collaboration with Maldenform bras.