The Exhibitor (1966)

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October 19, 1966 MOTION PICTURE EXHIBITOR EX-793 October 19, 1966 SECTION THREE Vo|. 76, No. 10 EXPLOITATION \ ACTUAL PROMOTIONS from the fertile minds of exhibition and dis¬ tribution that can be applied with profit to the theatre situations. This special section is published every-second-week as a separately bound, saveable service to all theatre executive subscribers to MOTION PICTURE EXHIBITOR. Each saveable section represents current submissions by theatremen and promotion plans from distributors that have originality and ticket selling force. Exhibitors are invited to submit campaigns on specific pictures or institutional ideas. Add EXPLOITATION to your permanent theatre library. Address all communications and submissions to the Editors of MOTION PICTURE EXHIBITOR, 317 N. Broad St., Philadelphia, Penna. —19107. Annual Back To School Giveaway Sponsored By Newark Savings Bank ‘Merry-Go-Round’ Contest Columbia Pictures’ James Cobum starrer, “Dead Heat on a Merry-Go-Round,” is the first motion picture to be promoted via a con¬ test on WOR-FM under the new disc jockey format which went into effect recently. All of the four disc jockeys recently signed by the station have been plugging the contest. Popular DJ Murray (the ‘K’) Kaufman, Scott Muni, Johnny Michaels and Bill (Rosko) Mercer have been announcing the contest which is giving a heavy promotional thrust fo the World Premiere of “Dead Heat on a Merry-Go-Round” at the Victoria and Fes¬ tival Theatres in New York. Listeners are invited to guess how many revolutions the carousel in Central Park makes in one hour. The person coming closest to the actual figure will win the Central Park carou¬ sel — for a whole hour, that is. Together with 25 of his friends, the winner will get to use the carousel for an hour. Columbia has also arranged for a breakfast for the winner and his 25 guests prior to the carousel ride. Following the Central Park ac¬ tivities, the group will be transported to the Victoria Theatre as Columbia’s guests at the premiere showing of the film. Among the highlights of the premiere day activities was a lobby promotion at the Vic¬ toria featuring two real live exotic dancers, who gave belly dance instructions to any adult female wishing to learn their tummy twisting techniques. The two belly dancers, Morocco and Shani, featured nightly at the famed Round Table Restaurant, appeared in the lobby of the Victoria from 10 AM to 5 PM to give the demonstrations and instructions. The world bow also got an unusual promo¬ tional boost via a unique endurance race that took place in Central Park. Scene of the unique event was the merry-go-round in the park, where apprentice jockey Victor Lubinskas, Jr. competed against Miss Pauline McCormick, exercise girl at Belmont and Aqueduct. At about 10 AM, Lubinskas, in full stable silks, and Miss McCormick, exercise girl for ownertrainer Frank Wright, mounted their spinning, galloping steeds in a race to see which of them stayed aboard the merry-go-round the longest. The merry-go-round promotion has also been carried over to a bally truck that oper¬ ated in Manhattan in advance of the opening and continued throughout the rest of the week. Bannered with signs announcing the playdate information, the truck visited the Victoria and Festival Theatres giving free rides to adults. An attractive model accompanied the merrygo-round truck distributing heralds and invit¬ ing pedestrians to take a ride. In addition to the theatres, the bally truck also toured the xnidtown area. American International recently unveiled this eightfoot standee of China Lee as she appears in "What's Up Tiger Lily?". Miss Lee showed exhibitors how the mechanized tail worked and informed them the standee was available for the film's playdates around the country. Shown are Henry G. Saperstein, executive producer of the picture; Bruce Corwin, vice president, Metropolitan Theatres; and Roger Bower, of the same circuit. “Alfie” Records Popular Three different versions of the title song from Paramount’s “Alfie” are currently listed on the nation’s music popularity charts. The best-selling Imperial Records single by Cher has climbed to the 32nd spot on the Hot 100 as listed by Billboard. On Billboard’s Top 40 Easy Listening chart two single vocals of “Alfie” are highly placed; one by Joannie Sommers on the Columbia label and Carmen MacRae’s Mainstream version. ‘17’ ‘Up The Down Staircase’ “Up the Down Staircase,” the Warner Bros, motion picture version of Bel Kaufman’s best¬ seller, gets interesting attention from the Octo¬ ber issue of Seventeen magazine, which fea¬ tures an article about a high-school youngster, Lew Wallach, who makes his acting debut in the Technicolor film. Carl Jablonski, Stanley Warner Stanley, Newark, N.J., tied in his recent showing of Columbia’s “Bom Free” with the theatre’s annual “Back To School Pencil Box Giveaway” which is held every fall. He decided to ask the local Howards Savings Bank branch to sponsor and they were glad to do it. Accordingly the theme of the show was “Attend The Stanley’s Annual Back To School Show and Obtain A Free Pencil Box Courtesy Of Your School Savings Bank, The Howard Savings Institution At Sanford and South Orange Avenues, Newark.” At the bank’s expense a large window display was put up in the bank’s display window, 3,000 heralds were printed and distributed to area schools at dismissal time, a 40 x 60 was made up and posted in the lobby and on the street, weather permitting. The weekly pro¬ gram carried word of the show. A trailer was made up and shown on the screen for a month in advance. Special announcements were made over the public address system and in the lobby. Free reader copy was obtained in The Star Ledger and reader copy was also obtained in the local area paper, The Vailsburg Herald. The campaign was conducted one month in advance of playdate and the show was a huge success. Close to 1,000 children attended and receipts and concession sales were the largest for a “Back To School” show in many years. The original number of pencil boxes ordered were not enough, and more had to be brought from another theatre. The boxes were given to boys and girls under 12 years of age only. The contents of the pencil cases were a six inch ruler, two pencils, six color pencils, an eraser, a protractor, and the colorful case. ‘What’s Happening’ In ‘17’ The September issue of Seventeen Magazine, focuses on Columbia Pictures’ “It’s What’s Happening!” with two separate stories on per¬ sonalities from the film. Spotlighted in a four page interview and photo layout is Michael Parks, who co-stars in the Sam Spiegel production with Anthony Quinn, George Maharis, Robert Walker, Martha Hyer and Faye Dunaway. In the exclusive interview, the young actor rejects comparisons some have drawn between him and James Dean, talks about his troubled teen years, and recalls the endless jobs he took so he could keep acting. Also gamering a major break in the same issue is Miss Dunaway, who talks about the pleasures of acting in a special interview re¬ ported in “The Hollywood Scene” column.