Motion Picture Herald (Jan-Mar 1954)

. 1 Good Idea For All Gootl Newspapers The New York Journal American is again offering $1,000 in cash prizes to readers who can choose the outstanding pictures and players of 1953, as selected by Rose Pelswick, the newspaper’s film critic. Sumner Collins, promotion manager for the Journal-American, announces that the awards will be presented at a gala c 3cktail party in Hollywood, with leading stars and motion picture executives on hand, but doesn’t make clear whether or not the local prize-winners will also be invited. However, the success of the first contest launched last year is still fresh in memory as one of the best ways in which the annual weighing of “best movies” can be tied more closely to local theatre patronage. Promotion for Movies "Julius Caesar” Acquires A New Sales Approach The Journal-American movie contest, which started on January 10th, and is currently running, is undertaken in a spirit of cooperation with the movie industry. The contest itself, and the extensive promotion behind it, are aimed directly at increasing interest and attendance in motion pictures. A ballot type coupon appears daily and Sunday in the Journal-American in which contestants register their choice tor the best three movies released in 1953, the best actor and actress in starring roles, the best actor and actress in supporting roles and the best actor and actress discovery of 1953. The coupon and accompanying story promoting interest in the contest (and the late 1953 pictures still being shown in local theatres) are spaced well forward in a prominent place in the paper. An added feature to increase interest is a daily award of fifteen pairs of tickets to a current movie hit. The movies selected are described in detail and are accompanied by photos. The movie contest is being heavily promoted through truck posters, newsstand display cards, stories in country newspapers, plus radio and TV spot announcements on most of the local and network stations. Friendly Cooperation The contest is another in a series of activities and promotions undertaken by the Journal-American in support of the movie industry. One campaign that ran for a full year promoted the theme that “movies are better than ever.” Large display ads were published several days every week in the Journal-American under changing headlines (“Movies Bring You Romance, Adventure, Comedy, Drama, Intrigue, Mystery,” etc.) and featured scenes from current pictures identifying the title and studio. Another series that also ran for a full year promoted the theme “Let’s Go to the Movies.” Other movie promotions included such plugs as “It’s Movietime, U.S.A., for relaxation, recreation, etc., go to a movie tonight.” "Hollywood finally has realized one of its greatest dreams— a Shakespearean drama that is a movie box office smash. . . . 'Julius Caesar1 is the picture, now at the Ohio theatre. . . . Shakespeare finally has become motion picture boxoffice." The quote is from the extraordinary halfpage spread above, by Omar Ranney, movie editor of the Cleveland Press. It will be of interest to Round Table members because it reflects a new development in movie promotion. MGM, with a number of test engagements behind it, is presenting its distinguished production of “Julius Caesar” as an exciting, down-to-earth, intrigue-anddagger movie drama, instead of merely a dignified “arty” film for limited audiences. That this approach in advertising and promoting “Julius Caesar" is the right and profitable one seems proven by some 10 test dates in America and a score or more of engagements all over the world. It has been traditional with such pictures as “Hamlet,” “Henry V” and other Shakespearean pictures to confine advertising to the most dignified announcement copy, aimed at the so-called limited class audience. Such words as “violence,” “murder,” “intrigue,” “passion,” “action” and “assassination” are prominent in the MGM ads. Many critics have mentioned the mass appeal of the political drama and some have called it a great “gangster story.” MGM is using such quotes liberally in its promotion. Even in two-performances-a-day, reserved seat engagements, "action” ads are included in the schedules, with the physique of Marlon Brando pointing up the general boxoffice appeal. With all this, MGM is not overlooking intensive cultivation of the schools, colleges, women’s, clubs and other groups which are natural audiences for a Shakespearean production. Apparently it is the plus attendance of the general moviegoer that is pushing “Julius Caesar” grosses into the record bracket for that type of picture. As Omar Ranney says : “Hail, Caesar ! Conqueror of Shakespeare Jinx.” So, if and when you play “Julius Caesar,” do not be content with the ready-made attendance of the Shakespeare addicts — go after the mass audience and sell this Shakespeare story for what it really is — a rip-roaring, tale of gangster plot and murder. Taxi Tieup Is Good For "Best Years" The second motion picture tieup ever made with the National Taxi Cab Safety Council has been set by Sarnual Goldwyn Productions for the forthcoming reissue of “Best Years of Our Lives.” The Council will distribute 100,000 cards for display in taxicabs throughout the country, inviting riders to “Sit back and relax — and enjoy “The Best Years of Our Lives.” It carries a still from the picture, says that the driver is careful of your safety, and suggests that the cab will take you directly to the theatre where the picture is playing. For the Connecticut premiere of “The Joe Louis Story” at the Star theatre, Hartford, Bernie Menschell and Jon Calvocoressci held an advance screening and luncheon for sports writers and press. MANAGERS' ROUND TABLE SECTION, FEBRUARY 6, 1954 41