The Exhibitor (1966)

* HUMAN anatomy a mwr ^fijj&fAQ/O 7/0 >'■ v * > YOU CM MH 7=ZZ< nw 7* it-msiTof mmomm mmm/c, \SK0UY-WHB ^fa«fs4%¥0y»J EX-802 MOTION PICTURE EXHIBITOR November 16, 1966 Far Out Encyclopaedia Give Away Sells "Fantastic Voyage" In K.C {< Bible A campaign that was far out in many re¬ spects launched the showing of 20th CenturyFox’s “Fantastic Voyage” at the Roxy Theatre, Kansas City, Missouri. The campaign was far out in geographical coverage and in broadcast attention, as well as unique in a contest with many winners. There was a four-way tie-up between WHB Radio, Skelly Service stations, Encyclopaedia Britannica and Durwood Theatres. The heart of the campaign was a contest with a $400 set of the encyclopaedia as grand prize, and 500 sets of passes for two. Entry in the contest was based on a blank, or “pass¬ port,” obtained at one of the 100 or more Skelly stations, or by writing in to WFIB. It asked the contestant to match a medical term printed on his passport with those posted in Skelly stations. If the contestant matched his passport with a service station term, his entry was validated by the station credit card im¬ printer. This then became his passport for two to see the picture at the Roxy free. A passport could be entered in the contest by defining a medical term on the passport with information from the Britannica. This entry was then sent direct to WHB. A drawing from these passports chose the winner of the 24-volume encyclopaedia. The far out air coverage began on WHB with promo spots about the contest with 10-12 announcements daily. The actual contest an¬ nouncements ran at the rate of 10-12 daily for a 10 day period, thus focusing over 130 spots on the engagement with a 15 -day period. There were also many casual mentions of the picture and the contest on the air in addition Skelly stations joined the hoopla with doublefaced 40 x 60’s on H-frames at each station carrying copy about the contest, and with win¬ dow cards in each station about the picture itself. The campaign was complete in many other aspects, an elaborate mobile display in a down¬ town Thirteenth and Main streets comer win¬ dow focusing on “Fantastic Voyage.” It had colored stills mounted on free form da-glo backs, spotlighted by black light and given motion by suspension from the ceiling in cir¬ culating air. This comer is a 90 per cent traffic location. A special screening for press, radio/tv, po¬ tential group sponsors, medical leaders and representatives of the scholastic press was held Tuesday night before the opening. The opening night also was a benefit affair for members of the Operating Room Nurses Association, with about 400 of them taking advance tickets. _ A lobby display of the Encyclopaedia Britan¬ nica was placed in the Roxy, and a color book¬ let on human anatomy was given with cards filled out in the lobby. All local Durwood The¬ atres (11) displayed special art 40 x 60 cross plug, posters. The “Fantastic Voyage*’ trailer ran in the Parkway and Embassy sets of twin theatres throughout the engagement. A special mailing in advance sent “Fan¬ tastic Voyage” color programs to critics of area weekly and daily newspapers with a memo sug¬ gesting a review of the picture as soon as pos¬ sible. The campaign was one of the most intensive of the fall movie month, said M. Robert Goodfriend, Durwood general manager, and George Kieffer, assistant, who fired up the campaign. The picture opened to the best first week the Roxy had in a year, and showed strength throughout the ran. This lobby poster in the Roxy, Kansas City, Mo., was a tiein with Encyclopedia Britannica and a special give-away booklet as a phase of the theatre's ex¬ tensive campaign on 20th Century-Fox's "Fantastic Voyage." 'Paris’ In Chain Stores An extensive promotion tied-in to Para¬ mount’s “Is Paris Burning?” and to be called “Salute to Paris” is being sponsored nationally by the chain of Allied Stores. Starting with the chains flagship, Stem Brothers Department Store in New York, the Allied outlets will hold store-through, all¬ department promotions in conjunction with the local reserved-seat openings of the Para¬ mount-Seven Arts-Ray Stark presentation. Allied’s main stores that will participate in the nationwide “Is Paris Burning?” promotion are The Bon Marche, Seattle; Dey Brothers & Company, Syracuse; Donaldson’s Golden Rule, Minneapolis; Jordan Marsh, Boston; Joske’s of Houston, Houston; Mabley & Carew, Cincinnati; The Sterling Lindner Company, Cleveland and Titche-Goettinger, Dallas. Dept. Stores Sell Following the lead of Macy’s in New York, department stores throughout the country have been purchasing full page ads to inform their communities of the coming of Dino E)e Lau r rentiis’ 20th-Fox production of “The Bible.” Typical of the ads is one that ran recently in three Oklahoma City dailies and one weekly under the sponsorship of the John A. Brown ! Company. Three-fourths of the page consists of six dramatic scene stills from “The Bible.” The headline reads: “What is important for Oklahoma City is important to John A. Brown Company. We think ‘The Bible’ is a unique motion picture and an important event.” The body copy reads: “The Bible” is a mo¬ tion picture that cannot help but influence deeply thousands of people in the Greater Oklahoma City area. Because we have for so long been a part of the City’s life, because any¬ thing which is important to Oklahoma City is bound to concern us in some manner, we feel that we should call an event of this significance to your attention.” The copy continues with a ? complete description of “The Bible,” a listing of its credits, and further recommendations that it be seen. Included is a coupon and a schedule of prices for mail orders. Other major department stores which have heralded the coming of “The Bible” with fullpage newspaper ads are: Wasson’s, Indian¬ apolis; John Wanamaker, Pittsburgh; Lans burgh’s, Washington, D.C.; Davison’s Atlanta; Higbee’s, Cleveland; Montgomery Ward, Chi-; cago; Famous Barr, St. Louis; Sears, Dallas; May Company, Los Angeles; Hutzler’s, Balti¬ more; Grinnell’s, Detroit and May D&F, Den¬ ver. As with the Macy’s and John A. Brown ads, coupons and price schedules are included in the announcements. Also, participating depart¬ ment stores have set up booths on their prem¬ ises, to sell reserved-seat tickets to “The Bible.” Most of the stores have never before endorsed a cultural-entertainment event, and most of them have run their ad, or variations of it, more than once in a variety of local publica¬ tions. Look At 'Bond’ Charles K. Feldman’s James Bond extrava-.^ ganza “Casino Royale” is the subject of one of ■ the year’s biggest national publicity breakswith a six-page color layout in the November 15 issue of Look Magazine. Entitled “Who Is the Real James Bond Any¬ how?”, the Look article contains 10 color photographs from the Columbia Picture. Pictured left to right are director Edward Dmytryk; actress Victoria Shaw; exhibitor Gordon Ogden; and actor Richard Widmark at the luncheon held in connection with the world premiere of Columbia's "Alvarez Kelly" at the Broadmoor Theatre, Baton Rouge, La.