Motion Picture Herald (Jan-Mar 1954)

Lust \eur9s Guott Luck A Flushing, L. I., man received a $25 Christmas present from the Astoria theatre that was totally unexpected by all parties concerned. The story goes back to August, 1953, when Ted Rodis, manager of the theatre, booked the 3-D film, “It Came from Outer Space,” and sent up space balloons, with free passes to the theatre for finders, and one grand prize of a $25 cash award to the most lucky one. Months passed without any word of this, and the subject had been entirely forgotten — until this happened : It seems that Mr. Henry Bloomquist wanted to see the manager. He had been hunting rabbits on the outskirts of Smithtown on a cold day, and when his dog came ^o the spot where the rabbit lay in the snow, there was an old red balloon with a brown envelope attached. So, the rabbit, or the hunting dog, pointed up a surprise Christmas present, which truly “came from outer space” — and was long delayed, until it came in at just the right moment to be awarded at the Christmas season. Rabbit stew is good, too. Mel Jolley Takes Over The Local Newspaper For one issue, Mel Jolley, manager of the Century theatre, Hamilton, Ontario, just about took over the whole of an edition of the daily Hamilton Review, as a promotion for "Peter Pan.” Mel started with a cooperative page for a coloring contest sponsored by local merchants, and lead into other devices to dominate the local press with his prowness as a showman. Several free spots were obtained on local radio stations. J. T. Bridges, manager of the Victory theatre, Timmins, Ontario, has a good campaign on “It Came From Outer Space” entered for the Awards, which shows proof of his showmanship. He had a special preview for an audience of one lone lady, and a candid camera to catch her reactions. T MGM is celebrating thirty years in film business. We were around at Metro when they celebrated the 20th and a lot of you will remember the tieups they made effective, in fifteen thousand theatres across the country. ^ Len Sampson, Bob Spodeck and Norman Blake gave “A” treatment for the reopening of the newly-remodeled Norwalk theatre, Norwalk, Conn., which had the Connecticut premiere of MGM-s “Easy to Love” as a top-bracket attraction. ▼ Andy McDonald, manager of the Ridgeway theatre, Stamford, Conn., giving plenty of ’Scope to his all-out campaign for the opening of “The Robe” and “How to Marry a Millionaire.” Selling Approach CEASE FIRE — Paramount. Hal Wallis' thrilling experience in 3-D, produced and photographed entirely on the battlefields of Korea. The real record, written between the lines of the letters our fighting men sent to their families back home! This is their story — there was never a motion picture like it — -you ' 1 1 live it with them! 24sheet and other posters made large and clear as art materials for lobby and marquee display. Thrilling realism in new dimensions. Special herald and window card deserve your attention. Newspaper ad mats are unusually good, and offer direct appeal to both women and service men. We like such a big one as No. 306, or No. 303, with these contrasting viewpoints. A group of teaser ads, all 2 columns wide, will get attention in any newspaper. Other ads, large and small, have distinctive sales approach. The complete campaign mat, selling for 35c at National Screen, is mostly slugs, without a suitable sample of display style, as though the editor decided you could pick your own, separately. It isn't sufficient to supply merely slugs in small situations, for the idea in the economy mat is to encourage a variety of uses beyond the usual standing order, not simply to sort out the slugs and assemble them in a composite mat. A single column ad mat, No. 106, is another example of the better things offered, and there are plenty to choose from. Army cooperation is desirable— Paramount had General Mark Clark in person for the New York premiere, but you can draw on nearby Army installations for their enthusiastic support. A large publicity mat will get free space. BENEATH THE 12-MILE REEF— 20th Century-Fox. In CinemaScope and Technicolor. A massive 32-page pressbook, obviously designed for larger situations, since it shows little thought for small theatres, has been issued by the company in advance of the picture. But all managers should study the new 'Scope in showmanship, as an addition to their skills. There is a 28-sheet, instead of the usual 24-sheet, and it is a grand display for any and all purposes around the theatre. You can do a lof with it, to transform your theatre front into an undersea wonderland. The circus-type herald sells in the proper dimensions. Newspaper ad mats are for the most part, very large, but there are some in smaller sizes, and maybe there will be a small-town supplement coming along, when there are more CinemaScope installations in the country towns where the loyal movie-going public really live. Picture has really beautiful scenes in the broadest dimensions, taken in Florida and Bermuda, above and below water. Your audience will be truly thrilled with CinemaScope in this third offering. The short subjects provided — including a full-orchestra overture, and the fine travel film, "Vesuvius Express” — make this new attraction really big-time. THE EDDIE CANTOR STORY— Warner Brothers. The Technicolor story which spans the fabulous show career of America's one-in-a-millicn guy! If Al Jolson could do it, then Eddie can do it, and we mean, at the box office. It will make your heart go WHOOPEE! Now's the time to fall in love — with Cantor. He comes bouncing along, with a gal and a song. Big and bright as those banjo eyes! 24-sheet is designed to be used for poster cut-outs as lobby and marquee display. The 6-sheet is equally good and will make street ballyhoo. No herald scheduled in pressbook, but you can print your own with oversize ad mats. There is a good assortment in teaser ads and small sizes. The big economy ad mat, which sells for 35c at National Screen, gives you six well-selected ads and two publicity mats, all for the price of the one on your usual standing order. An excellent novelty is a mat to print a "Banjo Eyes" mask, which you can use as a herald. It's No. 784-506 and sells for 60c as a 5-column mat, but you'd better see it, for it's very unusual and very good, as a cooperative giveaway with a local sponsor. Costs nothing but the printing. Also worthy of special mention is a "show business" cooperative ad page, as a "Salute to Eddie Cantor" and underwritten by local music trades, and dealers. The Capitol record album and the many song fitles will create their own tieups. Balloons, too, with Banjo-Eyes and Color-Glo stills, with plenty of guys and gals. HERE COME THE GIRLS — Paramount. In Opulent Color by Technicolor. And the Most Beautiful Girls in the World. All this, and Bob Hope, too. And Rosemary Clooney. And Arlene Dahl. And Tony Martin. And the cooperative Corbett Twins, who have been on tour in a national pre-selling campaign. Who could ask for more? 24-sheet and all posters literally made to order to create your own cut-outs for lobby and marquee display. The 24sheet breaks up to make a fine display. Newspaper ad mats are loaded with girls, and Hope, including the good set of advance teasers. Special herald keys the campaign in small situations, but the complete campaign mat is mostly slugs, although still a bargain at 35c. It's hard to sell this display of femininity without a big ad, so we suggest such eye-filling examples as you'll find in the pressbook. MANAGERS' ROUND TABLE SECTION, JANUARY 9, 1954 41