Motion Picture Herald (Nov-Dec 1946)

The Selling Approach ON NEW PRODUCT [The material beloiv reflects pressbooks now in preparation and represents the point of view of the distributors' exploiteers on selling points and special merit of these pictures.] THE RETURN OF MONTE CRISTO (Columt* . Sell the adventure and romance of fhe picture with an eye-catching theatre front, using colorful posters. Use an animated setpiece in the lobby to stress the action and excitement. If your operating policy includes a special children's matinee stage a costume party for the youngsters. Promote prizes for the best costumes. Plant a picture of the party in the local newspaper. Give a bank account to the first boy baby born in your town on opening day of your picture. The stunt could be worked with newspaper and radio cooperation. The picture lends itself to promotion of a treasure hunt, for "Monte Cristo" and "treasure" have been synonymous for years. With the cooperation of your newspaper business office, line up sufficient merchants to put across the hunt. One way of working the contest is to have five cooperating merchants place a card on the wall of their stores. Each card contains the same copy and a different still from the picture. The only other difference is that a different letter on each card is underlined. The five letters spell the word DUMAS. When contestants have compiled a list of all five clues and named the "treasure word", they mail both to the Contest Editor of the newspaper. Participants submitting the first five correct answers are awarded promoted merchandise while those sending in the next 20 correct answers could be given guest tickets. Use a "Monte Cristo" variation of the "Raffles" promotion. Through newspaper and radio cooperation, announce that "Monte Cristo" will appear at a definite place and time, and anyone identifying him will receive cash award and guest tickets. The promotion could be worked with the help of a department store. Louis Hayward, star of the picture, was a captain in the Marine Corps and participated in the invasion of Tarawa. If Ties Up with Wool worth For "Mr. Ace" Date Manager J. G. Samartano arranged a tieup with the Woolworth department store to promote his playdate on "Mr. Ace" at the State theatre, Providence, R. I. With each purchase at the store a customer received a lettered card in the form of an ace. Guest tickets were awarded to persons bringing four cards to the theatre, spelling the word LOEW. The store used a giant window display and counter cards. 15,000 heralds were distributed by Woolworth clerks. A your town has any Marine veterans of Tarawa, invite them to attend the theatre opening night. Arrange to have them interviewed by the press and radio. SWELL GUY (Universal-International): This is the story of a renegade war correspondent mistakenly accepted as a hero in a small California town. Mark Hellinger, producer of "Swell Guy", is recognized as one of Broadway's master story tellers. Sell your editor on the idea .of running a short story contest, after the manner of Hellinger. Limit contestants to 200 words or less. Offer cash, merchandise or guest tickets for the best entries and have them published. For a more direct tie-in use "Swell Guy" as the title around which the contestants should write. A newspaper promotion that builds up as it goes along and usually productive of laughs is the tongue twister. Promote the idea with the editor. A typical tongue twister for "Swell Guy" could read: "Slick smoothie who's scandalous schemes shock spinsters and snare swoony Shebas." Award guest tickets for the best twisters. The title offers a natural springboard on which to launch a city-wide search for the swellest "Swell Guy" of your town. Contact your Kiwanis, Lions Glub, Rotary Police club and other civic, fraternal and business organizations. Have them vote individually for their respective choices. Have the winners as guests of the theatre opening night. What makes a swell guy? Your local editor might be interested in a photo feature on this topic, using a high school or college boy and girl as subjects. Take advantage of the opportunity to capitalize on the title for a cooperative merchandising page. Department stores, men's furnishings shops, gift stores plus all stores and services catering to men are obvious possibilities for a tie-in. Since an important salable angle is Sonny Tufts as a lady-killer, a "diary" throwaway is suggested. cooperative newspaper ad was arranged with Scott Furriers. The ad featured the Sylvia Sidney fur coat still from the picture Starts "Lucky 13 Club" George Haag, manager of the Century Franklin theatre in Brooklyn, N. Y., has revived the Lucky Thirteen Club and reports excellent results. Juvenile patrons are given a free membership which is punched every Saturday they attend the theatre. If the kids attend 13 consecutive weeks, they are admitted the following week as a guest. Fred Schanmberger, owner-manager of the Keith theatre, Baltimore, tied in with the national campaign set by Universal International and received excellent publicity via the radio. ABC network show, "Ladies, Be Seated", is tied in tvith the promotion. Radio audience guests who identify "Magnificent Doll" win three days trip to New York. French Newspaper Bannered For "Scandal in Paris" Local newsboys carried phony French newspapers with a banner headline, reading "A Scandal in Paris," through the streets to exploit the picture at the Elgin theatre, Ottawa, Ontario, Can. Ottawa has a 50 per cent French population. The papers also were carried on street cars and busses. A radio interview transcription made by George Sanders was broadcast in French over station CKCH. In addition, radio spot announcements were used daily. The campaign was set by manager Ernie Warren. Beckerman Gets School Aid To Promote Foreign Film Helen Beckerman, manager of the College theatre, displayed a neat bit of showmanship by booking a French language film, "Hearts of Paris." She then tied up with teachers and school principals getting announcements in the school rooms, special bulletin displays and posters and placed announcements in all campus restaurants. A teaser trailer, special lobby displays and heralds also were used. TRAM* ■ ■ Filmack special trailers are tops in quality and effectiveness. Lei us make them for you ! You can soon call on FILMACK for your prevue trailer needs. Contact us for full information now. FILMACK I 1327 S. Wabash Ave.. Chicago 5. Ill 62 MANAGER?' ROUND TABLE, DECEMBER 21, 1946