The Exhibitor (1964)

. . . mm . . . I, . mi . . . . . . mil . . . mull . mini, . . mu . . . immmimmi . . . mmmillilll . mmil . . Ill . mi; The NEW YORK Scene By Mel Konecoff s' BLIMEY, WE ALMOST got a chance to talk to London the other day. We were sitting in the MGM offices listening to Dan Terrell tell all about the campaign on the forthcoming “The Unsinkable Molly Brown” when the phone rang at our elbow. It was London want¬ ing to talk to Terrell and spurning our efforts to make conversation. Getting back to “Molly,” Terrell reported that the total campaign he and the others developed is certainly one of the most extensive in scope and widely researched efforts for an MGM picture. Much of this is due to the updated policy of the company which is to get films into the hands of the promotion and advertising departments well ahead of release so that there is time to work up a proper campaign. For this, Terrell paid tribute to president Robert O’Brien, who recognizes the importance of early delivery of product. Another example of early delivery is “The Americanization of Emily,” scheduled for re¬ lease next Christmas, on which Terrell’s department is already working. Terrell expected that by mid-June there will be few if any people in the U. S. having access to communications media who have not heard of “Molly Brown.” Emery Austin, assistant advertising and publicity director, reported that O’Brien and Bob Weitman, vice-president and studio head, will attend the June 11 Denver world premiere of the film, as will stars Debbie Reynolds and Harve Presnell. Terrell estimated that the cost of the campaign is roughly about $750,000, and it is expected that there will be about 600 dates on the film during the summer. He also announced a special public appearance tour for Miss Reynolds following the Denver event. Miss Reynolds has been set to visit New York, June 17, in advance of the Radio City Music Hall opening; Chicago for a benefit premiere June 23, for the Loyola University: Medical School; and Los Angeles, June 25, where “Molly Brown” will premiere at the Egyptian for the benefit of the St. Joseph’s Hospital. Mrs. Bob Hope is chairman of the Los Angeles event. Austin, in detailing the plans for the gala June 11 Denver world premiere, disclosed that for the past three weeks Dave McGrath of the home office exploitation staff and field press representative Ed Edmiston have been working from special “Molly Brown” pre¬ miere headquarters at Denver’s Brown Palace Hotel, and that arrangements have been completed with the Governor’s office for two days of official celebration preceding the pre¬ miere. Stated Austin, “This will be the most elaborate premiere in the history of Denver.” Colorado was particularly anxious to host the world premiere, Austin pointed out, be-t cause the real Molly Tobin Brown began her rise to fame in nearby Leadville. Andrew Sullivan, exploitation director, outlined the total exploitation campaign that has been developed for “Molly” including extensive local level tie-ins and promotional efforts. William O’Hare, MGM advertising manager, previewed a unique seven minute pro¬ motion record outlining the total “Molly Brown” campaign, that will reach 85 per cent of all exhibitors in the country. In addition, O’Hare also reported that the national mag¬ azine campaign alone would reach in excess of 75,000,000 people. Full page color ads have been placed in Life, June 8; Look, June 16; Good Housekeeping, June 18; Harper’s Bazaar, July 1; and Town and Country, July 5. Andrew Kuehn, advertising department, in previewing the 60-second color tv spot that has been developed for “Molly,” said, “We felt that color would provide the extra dimension of excitement that is ordinarily lacking in black and white spots.” It was also pointed out that rather than using the score directly frcm the sound track, special arrange¬ ments of the music were created especially for the tv spots. Dick Winters, New York publicity manager, outlined the publicity aspects of the “Molly Brown” campaign1 and announced that Debbie Reynolds will be covered by Life, Newsweek, Seventeen, Saturday Evening Post, Glamour, McCall’s, Parents’, Family Weekly, Cosmopolitan, Harper’s Bazaar, and Good Housekeeping during June and July. Winters also reported that the publicity campaign will receive additional important support from fan magazines, major newspapers, and radio and' television presentations including a spe¬ cial “Molly Brown” feature on the Ed Sullivan Show, June 21. Lillian Tookman, exploitation staff, discussed progress being made on “Molly Brown” merchandise and other promotional tie-ins. She previewed “Molly Brown,” the new fashion color MGM will promote for fall and winter wear, and some of the creations already completed by Cuddlecoat, Mr. Gee, John Frederics, and Coro. In addition, Miss Tookman spoke on the campaign planned for the promotion of the original sound track album and tie-ins with the Fawcett Paperback book edition of “Molly Brown.” Miss Tookman also previewed “How To Make A Dress,” which will be seen on tv stations throughout the country. She also announced a Harper’s Bazaar promotion tie-in and previewed merchandising kits that will be presented to out-of-town buyers at a special screening of the film dur¬ ing Market Week in New York. Also shown were the two elaborate food and fashion kits prepared for out-of-town newspaper editors. COMFORT DEPARTMENT: The Barkerettes of the New York Variety Club, who staff and support a children’s play room at the Flower Fifth Avenue Hospital, Manhattan, think it’s all worth every bit of effort and time as they continue to receive expressions of grati¬ tude from people who have been helped. Bringing forth a tear and a tightness at the throat was one of the missives addressed “To all the playladies (volunteers) in the children’s playroom: May we at this time take this opportunity to thank you for the joy you all brought to our daughter, Carole Ruth. ( Continued on page 22) IT00 Offers Full Support To Fox Research Effort COLUMBUS, O. — Ken Prickett, executive secretary, Independent Theatre Owners of Ohio, offered the full facilities of the state association to Seymour Pee, executive vicepresident of 20th-Fox, in the film company’s new plan of using market research. The company recently hired a full-time market research analyst. Prickett recalled that ITOO at its 1959 con¬ vention inaugurated a program of research in motivation and group dynamics. This program was started following an address to the con¬ vention by Dr. Robert Miner, director of the department of marketing of Ohio State Uni¬ versity. Dr .Miner gave the delegates many ideas about this fruitful field, said Prickett. He made a number of suggestions on ways that the film industry could utilize methods of other merchandisers. National Allied has carried on market re¬ search, and Dr. Herbert True, Wayne Uni¬ versity, Detroit, has issued ‘“some interest¬ ing information” on the subject, Prickett added. “ITOO wishes to cooperate in every way possible in this endeavor to improve theatre attendance,” said Prickett, “and to improve the image of the industry. We have contacts with theatres thoroughout the state, both members and non-members, mailing lists, and various other aids that we would be most happy to offer to Mr. Poe in his new venture. “Perhaps, at long last, working together, we may mutually benefit from our efforts.” Exhib Heads C of C MONTCLAIR, N. J. — Paul Petersen, man¬ aging director, Claridge Cinerama, Montclair, has been elected president of that community’s Chamber of Commerce. Petersen, along with partner Robert Sher¬ man, also operates the Lyceum, Bayonne, N. J., and New Brook, Bound Brook, N. J. Embassy Ups Friedman NEW YORK — Embassy Pictures has pro¬ moted Arnold Friedman to the post of tele¬ vision advertising and promotion manager of its television division, it was announced by E. Jonny Graff, vice-president in charge of television. Los Angeles Councilman James A. Potter presents Vincent Price with a special proclamation passed by City Council commending American International Pictures on its 10th anniversary. 16 MOTION PICTURE EXHIBITOR June 10, 1964