The Exhibitor (1966)

EX-782 MOTION PICTURE EXHIBITOR August 17, 1966 Biggest Book Promotion Set For "Hawaii" Film By Bantam The biggest advance book-motion picture promotion in publishing history will be launched this fall by Bantam Books in con¬ nection with the release of the film version of James A. Michener’s international best-seller, “Hawaii,” by United Artists. The campaign will be kicked off with the publication of a special souvenir edition of the novel which will contain an unprecedented 16-page fourcolor insert of spectacular photographs from the Mirisch Corporation presentation. This is the first time such a color insert has ever been used in a mass-market paperback. Bantam has completely reset the new, com¬ plete unabridged edition of “Hawaii” in large type for easy reading. In size it is one of the five biggest mass market books ever published and it is one of the largest re-issues in the history of Bantam Books, running into the mil¬ lions of copies. The front cover of the new edition is in color and features pictures of Julie Andrews and Max Von Sydow and a scene from the movie. The back cover carries full picture credits, along with the line, “James A. Michener’s magnificent novel — now a tower¬ ing motion picture adventure.” As a key factor of this largest advance pro¬ motion ever utilized in the mass book market, Bantam is re-issuing special editions of seven other Michener novels each carrying on its back cover an announcement about the new “Hawaii” with the special color photographic insert. The copy reads: “Now Available — Special Bantam Souvenir movie edition JAMES A. MICHENER’S GREATEST NOVEL ‘HAWAII’ — New large type size plus 16 pages of breathtaking color photographs — Wherever paperback books are sold.” Among the books carrying this special an¬ nouncement are: “Caravans,” “The Fires of Spring,” “Return to Paradise,” “Rascals in Paradise” and “Sayonara.” Bantam is mailing the 16-page color insert to book editors, distributors, dealers and out¬ lets across the country. Its September Promo¬ tion Brochure, mailed to 50,000 key book buyers and dealers throughout the world, will feature “Hawaii.” Bantam also will cooperate on local promo¬ tions by booksellers and outlets wherever the motion picture is released. It also will keep its field force alert to playdates and news of the motion picture. Torn Curtain' Golden Party More than 1,000 years of married life was represented at an Alfred Hitchcock Golden Anniversary party recently at the Swiss Chalet, Buffalo, N.Y. The 22 couples present represented winners of a contest inspired by Hitchcock’s new Uni¬ versal film “Tom Curtain,” currently at the Amherst and Cinema theaters. It is the direc¬ tor’s 50th feature motion picture. Among the winners were two couple who have been mar¬ ried 61 years. After dinner, which included a huge an¬ niversary cake, the group were guests of the Cinema theater to see the film. Jerry Glenn of Station WEBR, James J. Hayes, managing director, Cinema theater, and Jerry Westergren, managing director, Amherst theater, were hosts. This jungle setting was set up recently in a window of F. A. O. Schwartz Company's Fifth Avenue, New York, store to plug Columbia's "Born Free." The store also had in-store displays; sold tickets for the film's showings at Loew's State and the Coronet; and sent a special mailer to charge account cus¬ tomers. ‘Flinfstone’ Sweepstakes Columbia Pictures has set a unique national sweepstakes contest, open to theatre managers as well as the general public, to promote the release of Hanna-Barbera’s “The Man Called Flintstone.” Aimed at gamering maximum publicity for the film, the contest will be promoted through local tie-ins with merchants, newspapers, and radio and television stations. Winner of the contest will be selected by a national drawing, and will receive a complete expenses-paid trip to Holland to visit Bedrock City, the famous fun park in Scheveningen. The prize will also include a sightseeing trip through Amsterdam. A duplicate prize will be granted to the enterprising theatre manager who best pro¬ motes the contest at his theatre and submits the greatest number of filled-out entry blanks. Seen presiding at the recent cake cutting at the party held by Cinema and Amherst theatres, Buffalo, N. Y., inspired by Universal's "Torn Curtain", Alfred Hitchcock's 50th film, were (left to right) Jerry Edelstein, WEBR radio station; James J. Hayes, managing director. Cinema; Jerry Glenn, WEBR deejay; Edward F. Meade, Meade Ad Agency; and Jerry Westergren, managing director, Amherst. Advertising Protection The National Association of Theatre Owners. Inc., says in a recent issue of Theatre Management Digest that “The best way to protect yourself and your theatre in advertis¬ ing, publicity and every other phase of selling operation— is to work ahead. Don’t wait for the last minute “inspiration”, or even for dis¬ tributor mind changing (which is happening more and more in some companies). Your newspaper display ads, for example, should be prepared and set up two weeks be¬ fore their publication date. This gives you time for necessary corrections or changes, and it also gives you time to insure that all responsible members of your staff see the proof-sheets and make suggestions, via written memo if possible. All persons who have a say in advertising — and they certainly should be more than just the top theatre echelon and the ad-man! — should look for misspellings, correct prices and theatre times, correct address and phone num¬ ber. They should check to see if the proper sales appeal is there, and if there is complete legibility. And, one reason for making proofs available well in advance is so that this checking and double-checking can be finished well in ad¬ vance. If changes must be made, you have given yourself time to check and double-check these as well. If no changes are involved, you have given yourself time (so far as advertising goes) to start work on the next ad campaign.” Soupy Sales Mobbed In N.C. Soupy Sales was almost wishing he could really fly in Rockymount, N.C., where he was beset by over 1,000 enthusiastic fans at the Tarrytown Shopping Center, the first leg of his tour in behalf of Columbia Pictures’ “Birds Do It,” in which the star appears in some of the most realistic flying sequences ever filmed. The popular TV comedian was so mobbed by autograph seeking fans that it required a large contingent of local police to protect the star from actually being knocked to the ground. Recovering from the first shock wave of screaming movie-goers, however, Soupy en¬ gaged the assistance of local publicity repre¬ sentatives to pass out autographed photographs as he spent more than half-an-hour just sign¬ ing his name. Beverly Adams, Soupy’s co-star who is mak¬ ing the Charlotte area tour with him, said, “I’ve toured throughout the country a great deal, but this is the first time I’ve seen any¬ thing as wildly enthusiastic as this. This is one of the most exciting visits I’ve ever made!” Soupy and Miss Adams are touring through¬ out North and South Carolina to promote the local openings of “Birds Do It.” With them is Judy the Chimp, who also appears in the film. “The Great Race" In Canada In a recent exploitation stunt to promote Warners’ “The Great Race” in the O’Brien Circuit in the Ottawa Valley, Ontario, Canada, general manager George R. McGrogan held a race of old cars from Renfrew to Pembroke, Ontario, a distance of 32 miles. All antique car clubs in the area were notified and a rep¬ resentation of 14 cars resulted. Newspapers, radio stations, tv stations all gave free coverage, most stating where the picture was playing. One radio station feature of 10 minutes dura¬ tion was at no charge to the circuit. An antique car was parked in front of the OBrien, Ren¬ frew, for a week in advance of playdate.