The Exhibitor (1964)

EX604 MOTION PICTURE EXHIBITOR July 22, 1964 THE EXHIBITOR’S EXPLOITATION EFFORTS FRED MC HAM, manager, Trans-Texas’ Strand, Wichita Falls, Texas, recently gar¬ nered plenty of newspaper space by present¬ ing the amusement editor with a stuffed pink panther on United Artists’ “The Pink Panth¬ er.” He also had a “Pink Panther” girl on the streets giving away “Pink Panther” candy kisses and this created a lot of talk, as did his “Pink Panther” juice (pink lemonade) at the concession stand. Another capitalizing of the “Pink” idea was a radio contest with albums with a “Pink Panther” doll as a prize. E. D. HARRIS, publicist, Herbert Rosener Theatres of Southern California, with the co¬ operation of Tom Aspel, Joe Emmerson Film Distributors; Sydney Linden, general man¬ ager, Rosener Theatres; and Jean McCrae, Southern California Striders, duplicated the official opening ceremonies always staged at world Olympic games, including the torch runners across the city of Los Angeles, a 10-mile course through the busiest streets, for Times’ “The Grand Olympics.” This event was staged for the first time in Los Angeles and Beverly Hills in 32 years. The Olympic Torch (a replica of the one used at the Squaw Valley Winter Olympics) was carried by athletes from downtown Los Angeles City Hall west on Wilshire Boulevard to Beverly Hills. A special ceremony was held on the steps of the City Hall, officiated by Mayor Samuel Yorty, councilmen, civic leaders, known sports and entertainment figures. Af¬ ter declaring “Olympic Day” the Mayor hand¬ ed the Olympic Torch to the first runner starting the jaunt across town. The torch moved across town in relays, followed by an emergency car, escorted by police. The run¬ ner stopped temporarily about four p.m. at the dividing island at the intersection of Wilshire and San Vicente on the outskirts of Beverly Hills. At eight p.m., the last runner carried the torch on its final stretch to the theatre. Accepting the torch at the theatre was Beverly Hills Mayor Les Horwin, who saluted the Southern California Striders, composed of former college and Olympic champions, for assisting worthy athletes with the benefit proceeds. Several Olympic per¬ sonalities were present at these ceremonies. The Los Angeles traffic manager estimated that over 50,000 people saw the runners carry¬ ing the torch over the 10-mile course through the center of the city, as well as viewing the guarded torch at the busy intersection for four hours. Signs plugging the premiere were placed at the intersection and on the emerg¬ ency car that followed the runners. News¬ paper coverage was complete; and a TV mo¬ bile unit taped some of the events and ran film on their early evening newsreel shows. The real news was the fact that a similar stunt wasn’t done here for 32 years — not since the 1932 World Olympic Games. Ads were run in the sports section as well as on the drama pages. Prior to opening screen¬ ings were held for press, college and high school track coaches, recreation directors from the city, and civic and sports figures, with a pitch made for group sales. EXPLOITATION— an encyclopedia of useable exploitation stunts — is published every other week as a section of Motion Picture Exhibitor. Linda McDaniel, ballyhooing United Artists' ‘^The Pink Panther” for Fred McHam, manager, TransTexas’ Strand, Wichita Falls, Texas, left a re¬ minder of the picture with Pericles Alexander, amusements editor, Wichita Falls Times and Record News, on a visit to the newspaper office, and suggested the miniature panther serve as a mascot of the amusements desk. "Yogi" Captures Salt Lake “Hey There, It’s Yogi Bear,” the HannaBarbera full-length animated color feature for Columbia Pictures release, has its world premiere at the Utah Theatre and the MotorVue Drive-In, Salt Lake City, amid parades, motorcades, radio and TV support and local merchant tie-ins that made downown Salt Lake City look like Christmastime in sum¬ mer. Highlight of the event was personal ap¬ pearances by stars Yogi Bear and Boo Boo Bear at the two theatres presenting the world premiere. The two costumed bears made a total of six public appearances at the theatres and commanded sidewalk at¬ tention everywhere as screaming motorcycles escorted the pair throughout the city. Downtown Salt Lake City was bedecked in flags and balloons for the gala event and merchants selling Yogi Bear merchandise — and who isn’t? — decorated their windows and store fronts to coincide with the opening of the film. Local radio stations played songs from the Jo© Alexander, mid-west division manager, PKO Theatres, recently went all out to announce the forthcoming line-up of product for RKO’s three Cincinnati theatres — the RKO International 70, the Grand and the Albee. He had a projector in¬ stalled in a hotel 120 feet across the street and announced the product on the large display board seen above in conjunction with Cincinnati's “Amusement Fair on Fountain Square.” OPENING ( Continued from Page EX601) the ground-breaking cermonies. Progress stories were carried during the construction period. Activity increased when seven radio stations ran their own special promotion from June 10 through opening day. Prizes for the various contests ranged from a 9^ -foot surfboard and an automobile, two transistor radios and complimentary guest tickets. Five special congratulatory ads by sub-contractors were carried in the Miami Herald, Miami News, and Homestead Leader. Nearly 20,000 homes in the immediate area were called by telephone to inform residents of the various contests running and giving facts about the theatre. Calls were made from fact sheets by cashiers of all local Florida State Theatres. Many inquiries were received from prospective patrons during this period. Suniland Shopping Center merchants con¬ ducted their own welcoming campaign and used radio stations extensively to conduct a “Treasure Chest” promotion, also publicized in three newspapers. Keys were given to purchasers who then took them to the lobby of the New Suniland to see if they could open the locked chest of prizes. Special heralds were distributed both by Suniland merchants and house-to-house. Table tents were used by every restaurant in the south Dade area from Coral Gables to Homestead. Radio Sta¬ tion WINZ, the Mutual affiliate, broadcast live from the theatre lobby opening day. Three local television stations covered the opening night’s activities as did four radio stations. Complimentary salutes congratulating FST on the opening were broadcast all day from 11 local radio stations. A concert by the Cavalier Drum and Bugle Corps, Harvey W. Seeds American Legion Post # 29 commenced the 7 : 30 P.M. activities, while searchlights swept the sky and attracted thousands of onlookers. Ribbon-cutting cere¬ monies were held at 8 P.M. with Metro Dade County Mayor Chuck Hall and County Com¬ missioner Lew Whitworth representing the county; LaMar Sarra, vice-president and general counsel and Harry Botwick, super¬ visor, representing Florida State, and Mrs. Johnny Cotton representing the South Miami Hospital Auxiliary. Florida State Theatres presented Mrs. Cotton a check in the amount of $500 as their “Good Neighbor” contribution to the hospital. Jack Lemmon, although unable to attend the opening in person due to picture committments in Hollywood, spoke to the opening night audience via a special amplified long-distance telephone hook-up. Ralph Puckhaber was in charge of coordi¬ nating the promotion, assisted by Jack Winters, Suniland manager. film dining the entire day and TV cameras recorded the activity at the boxoffices as the city’s children began their summer vacation in time for the event. Meanwhile, at City Hall, Mayor J. Bracken Lee declared its “Hey There, It’s Yogi Bear Day” and issued a proclamation stating that “Yogi Bear is representative of the highest virtue of the motion picture art bringing wholesome, laugh provoking entertainment and enjoyment, excitement and adventure . . . and in general delights the eyes and ears of the beholder regardless of age.” The opening of “Hey There, It’s Yogi Bear” marked the beginning of a round of openings throughout the country timed with the start of school vacations in each area.