Motion Picture Herald (Mar-Apr 1947)

The Selling Approach ON NEW PRODUCT [The material below reflects pressbooks now in preparation and represents the point oj view of the distributors' exploiteers on selling points and special merit of these pictures.} SONG OF SCHEHERAZADE (UniversalInternational): This picture is based on the music of Rimsky-Korsakoff. The story dramatizes an episode in the carefree early life of the great Russian composer. The musical angles of the picture offer unusual opportunities to tieup with radio, music and record shops. The Charles Ku IIman record album issued by Columbia is being sparked by dealer promotion ads, tying-in directly with the picture. The same is true for Al Goodman's recording for Victor. Try for full windows featuring the albums and music folios. Contact your local radio station and offer to provide them with records of Rimsky-Korsakoff's music. In addition to the special record album issued in conjunction with the picture, there are other records available featuring the composer's music. Utilize these also to complete your music shop window displays. If your city boasts of a symphony orchestra be sure to take advantage of the subscribers mailing list. From one of the music shops you tie-in with, obtain the use of a photograph with automatic record changer. Use this well in advance in the lobby, plugging the 10 musical hits from the picture. You can give the music shop a credit card telling your patrons that the music is available for purchase at the store. Build a special lobby board for use next to the phonograph listing the songs from the picture. Obtain the support of educational heads and music supervisors. Get a list of the music teachers in all local schools and write them special letters on the picture's theme, so that they may advise their students on your showing. Get permission to post cards on all school bulletin boards announcing the playdate and tying-in the life and music of Rimsky-Korsakoff. If feasible, try to arrange a special showing for school children through the music supervisors. An unusual sequence in the picture is the bull whip fight staged by Jean Pierre Aumont and Philip Reed. See if you can round up a number of real bull whips for a lobby display. You might run an ad in the classified section for bull whips. Or, try to hire a bull whip expert for demonstrations in the lobby or on the stage. BOOMERANG! (20th Century-Fox): Here is a picturization of an actual, unsolved murder case which occurred some 22 years ago in the town of Bridgeport, Conn. All scenes, both interior and exterior, have been photographed near the original locale. The story received nation-wide attention when it was published in The Reader's Digest in December of 1945. Keyed to the story of "Boomerang," you can focus your campaign on big local crime stories. Angle your approach towards "What Was Justice in This Case?" Local newspaper files can be used for the necessary data for a series on controversial trials, which will tie-in with the picture's theme. Get local authorities to discuss cases they have participated in, and invite them to a special screening. Use their comments for "Boomerang" followups. Arrange a tieup with an inquiring reporter to ask the question "What Was Justice in This Case?" (referring to local trials) or "Is Truth Stranger Than Fiction?" In either case the questions could be tiedin with the theme of the picture. Try for a montage of sensational local news headlines for posters and lobby displays. Capitalize on the appeal of Dana Andrews, star of the picture, whose drawing power has steadily been increasing. Promote a newspaper contest, in which clues are given to the roles Andrews has played in various pictures. The contest could be used for a one-shot, or could be planted for five consecutive days. Distribute imprinted cardboard boomerangs to children. Stickles Sets Newspaper Contest for "Razor" A letter-writing contest was arranged by manager Mollie Stickles to exploit her engagement of "The Razor's Edge" at the PoliPalace theatre, Meriden, Conn. The competition was sponsored by the Meriden Record. 2,000 post cards, illustrated with the Norman Rockwell drawing of Tyrone Power, were sent to a select mailing list. A cooperative newspaper ad was promoted from the Charm Beauty Salon. The Public Library and two branches displayed stills from the picture on bulletin boards. Window tieups also were arranged. Haag Promotes Page Co-Op Ad A full page cooperative newspaper ad, in which eight local merchants participated, was promoted by manager George Haag to exploit "The Jolson Story" at Century's Franklin Square theatre, Franklin Square, N. Y. The ad ran in the Bulletin. Display Ad Sells "Pilgrim" Manager Fred Perry promoted a full page cooperative display ad in the Cumberland Evening Times for "The Shocking Miss Pilgrim" at the Strand theatre, Cumberland, Md. The ad was paid for by 10 local merchants. Sets Night Club Deal to Exploit "Jolson Story" An effective tieup with a local night club was promoted by manager Morris Rosenthal to exploit the playdate of "The Jolson Story" at the Poli theatre, New Haven, Conn. The Club Flamingo ran a Jolson imitation contest, plugging the competition two weeks in advance with a co-op newspaper ad, window displays, etc. The mayor proclaimed the period "Jolson Week." The proclamation was carried in newspapers and publicized by news flashes over all local radio stations. Two cooperative ads were arranged with Zemel Bros.' Radio Centre. Rosenthal planted a picture and story of Jolson and a local prominent man, attending a Yale game years ago, in the Evening Register. Jolson contests, albums of his recordings and spot announcements were used for 10 days on all stations, resulting in one of the biggest radio campaigns ever conducted for a picture in New Haven. All orchestras playing local night spots and hotels were contacted and given orchestrations and piano copies for use of their featured singers. All downtown hotels carrieds cards in their lobbies, also restaurants and bus terminals. Cafeterias and soda fountains featured Jolson specials, drinks and sandwiches. Full windows were arranged with 10 downtown stores. Ties In with India Dance A rhumba contest tieup with the biggest charity dance of the year was arranged bymanager Homi Hyderabadwala to exploit "Holiday in Mexico" at the Metro theatre, Bombay, India. Through the tieup, three cooperative newspaper ads were garnered. In addition, Hyderabadwala used sandwich men for street ballyhoo, promoted window displays and had a phonograph in the lobby to play Xavier Cugat tunes from the picture. Gets Press, Radio Publicity Newspaper and radio attention was accorded a special screening of "Moonlight Sonata" for Polish refugees, orphanage children and the Catholic clergy at the Fox Riviera theatre. Milwaukee, Wis. In addition to the screening, manager L. Szulczewski arranged window tieups to promote the picture. HENRY R. ARIAS PURCHASING AGENT Foreign and Domestic Rim Distribution 729 Seventh Ave.. N. Y. 19. N. Y tafVlMtlttlrtWtry Sine* 1*13. NtfftlftleM l» Aey Luf mm* CABLE: HENARIA8, H. V. LO.3-1510 MANAGERS' ROUND TABLE, MARCH 15, 1947 69