The Exhibitor (1966)

Col. Unveils Showcase Package ; Urges Local Level Promotion Push NEW YORK — Columbia Pictures unveiled the biggest showcase package in its history at a merchandising seminar and preview of upcoming product held for the New York area showcase theatre and circuit representatives in the company’s home office. The showcase package, comprising four of Columbia’s most powerful releases for the year, will also mark the first time that the company has had such a continuous 10-week line-up of product in showcase release. Beginning with the Nov. 2 multiple opening of the Carter DeHaven-Bernard Girard pro¬ duction of “Dead Heat On A Merry-GoRound,” Columbia will have an unbroken string of product playing in showcase situa¬ tions through January, 1967. The Nov. 2 open¬ ing will be followed by the Nov. 16 opening of Sol C. Siegel’s “Alvarez Kelly,” and the showcase openings of Richard Brooks’ “The Professionals” on Nov. 23 and Irving Allen’s “Murderers’ Row,” which goes into release for the Christmas holiday. Addressing the representatives of the show¬ case theatres and circuits scheduled to play these films, Robert S. Ferguson, Columbia’s vice-president in charge of advertising and publicity, noted that the company is inviting the theatremen to share its “Total Look In Entertainment” slogan which has been in use by Columbia for the past 15 months. To aid the exhibitor in advertising the “Total Look” in showcase presentations, Columbia has de¬ veloped special display and promotional ma¬ terial to call attention to the gigantic holiday package of film product. Ferguson also pointed out that most films are made with a specific audience in mind. “Everybody doesn’t like every picture,” he said. “Don’t lose your prime audience by look¬ ing for the total audience. We deceive our¬ selves when we try to attract teenagers, elderly persons, young married adults, and eightyear-olds for every film. “A showcase exhibitor must concern him¬ self with about 26 pictures a year. Obviously, he can’t cover all areas that must be covered to reach everyone. With keen creative think¬ ing, however, the exhibitor can reach the key audience for each film. Things that can be ex¬ ploited, must be exploited. Find out where your most interested audience is and go after them first. We cannot promote our films in¬ discriminately and merely hope that we’ve landed on target.” The Columbia executive also noted that the screen itself is one of the industry’s most powerful tools. “We go through considerable effort and expense in preparing trailers and making them available well in advance of the opening. Since many of you will be showing our showcase releases back-to-back you have an excellent opportunity to give the trailers maximum play. Take full advantage of both the teaser trailers and regular trailers. Pro¬ gram them for greatest mileage in cross-plug¬ ging, as well as in announcing your own next feature.” The merchandising meeting was presided over by Charles M. Powell, national exploita¬ tion manager, who introduced the theatremen to the in-depth promotional campaigns for each of the four showcase releases. His pre¬ sentation and that of the other Columbia staff attending the meeting concerned the total entertainment values, including star-power, compelling story interest, impressive produc¬ tion values and the other special appeals of each of the films, and a detailed outline of Columbia’s plans for exploiting each of these values. Advertising campaigns, local exploitation stunts, merchandising tie-ins, and the special materials prepared by Columbia were pre¬ sented in full. The seminar also covered the excellent reviews, word-of-mouth, and major newspaper and national magazine breaks that have been generated by the showcase package. The meeting was preceded by a breakfast and special screening of the product reel as well as trailers on the upcoming production. John Harris, veteran theatre and show business figure of Ice Capades fame, recently received the humanitarian award placque from Variety Club of Southern California, Tent 25, at a luncheon tendered him at the Beverly Hilton Hotel. A check for $15,000 was also presented to Tent 25 as first prize winner in the Sir Billy Butlin Incentive Plan cash awards competition. Harris was founder of the first Variety Club in Pittsburgh. From left to right are Monte Hall, canvasman, Tent 25; Fred Stein, past chief barker; actor Jack Oakie; Harris; Herbert Copelan, property master; Ezra Stern, canvasman; actor Joe E. Brown; and James H. Nicholson, chief barker. Tent 25. Detroit Newspaper Joins Exhibs In Fight On D.S.T. DETROIT — The Detroit Free Press editor¬ ial page has blasted Daylight Savings Time. The morning daily said it could divide Michi¬ gan’s upper and lower peninsulas, impair farm harvests, and make it difficult to put children to bed. Attorney General Frank J. Kelley of Michi¬ gan reported this impending havoc to Gov. Romney and Senate and House leaders. The arguments for and against the change are catalogued by Kelley. On the favorable side, it would mean an extra hour on the golf links and a uniformity with the east coast. The opposing arguments are more convinc¬ ing, said the Free Press. How are mothers going to convince their children to go to bed at nine o’clock when sunlight is streaming through their windows and the heat of the day is still hanging heavily in their bedrooms? The change would be bothersome to farmers. How do you tell a milk cow it’s on daylight savings time? The editorial went on to say: “Drive-in movies couldn’t begin until nearly 10 p.m.” During late September and October, school children would be waiting for the buses in pre¬ dawn darkness. The attorney general also says that compli¬ cated Interstate Commerce Commission regu¬ lations might result in the lower peninsula remaining in the eastern time zone while the entire upper peninsula would have central time. The editorial suggests legislative action this year after the November election. Glen Alden Net Dips NEW YORK — Glen Alden Corporation re¬ ported net income for the nine months, ended Sept. 30 of $4,481,000, after a loss of $373,000 from the sale of theatre properties, or 93 cents per share on 4,800,932 shares outstanding. Sales and revenues during this period amounted to $40,662,000. Net income during the same period in 1965 was $5,245,000, or $1.09 per share, after a gain of $545,000 from sales of properties. Operating income for the nine months ended Sept. 30 was $3,642,000, compared with $3,294,000 in the same period in 1965. The 1965 figure includes the operating income of the anthracite coal division which was sold January 1, 1966. Operating income for the period in 1965 excluding the anthracite coal division was $2,182,000. Glen Alden’s present operations consist of RKO Theatres, Swift Manufacturing Com¬ pany, Opp and Micolas Cotton Mills. Continental Drive Rolls NEW YORK — Continental’s 1966 Golden Quarter Sales Drive, now completing its first month, is already three quarters of the way to its final goals, Norman Weitman, general sales manager, announced. The 1966 drive is sure to be the most suc¬ cessful in the company’s history, Weitman said. Leading the way in the drive is “The Gospel According to St. Matthew,” which is on its way to becoming Continental’s highest gross¬ ing film of all time, according to Weitman. “Gypsy Girl,” starring Hayley Mills, has also helped set the record pace, Weitman said. Continental’s most recent releases, “The Shameless Old Lady” and “Crazy Quilt,” have given the drive added impetus. 12 MOTION PICTURE EXHIBITOR November 2, 1966