Motion Picture Herald (1954)

Setting Appraaeh ’’PRINCE VALIANT" [Continwd from opposite page) aiul more in the stories of "When Knighthood Was in Flower.” In addition to the advance promotion which King Features Syndicate has given "Prince Valiant” with 1200 newspapers, there has l)een a strong interest developed with tlie 51st Annual Toy Fair, held in New York in March, which attracted 12,000 buyers who will stock "Prince Valiant” merchandise for the Fall season. 20th CenturyFox are going deeply into radio and TV advertising on a spot basis, in line with their policy for direct approach in line with playdates, and this will follow especially with stations that are jointly owned by local newspapers. The magazines, with something new to picture for their readers, have gone all out to illustrate the Knights of the Round Table in action, and it makes action — the kind of moving pictures that draw the kids. Parents’ Magasiine gives the picture its coveted Gold Medal Award, while Redhook, Seventeen, Family Weekly and other magazines reaching the youngsters and young adults, have named the film as their picture of the month. The picture opens Easter Sunday in more than 250 theatres, in 36 states. A recorded radio interview with Robert Wagner and Debra Paget will be heard over more than 240 stations, across the country, on April 18th, introducing “Prince Valiant” to the listening public. — JV. B. ACT OF LOVE — United Artists. Not since 'The Big Parade” and "A Farewell To Arms” has the screen been so bold! An adult picture, tor adults who know what the war years did to love — and romance. Every generation has its own 'Greatest Love Story' — this is ours. Filmed amid all the magic and mystery of Paris, by Anatole Litvak. The posters, including the 24 sheet, have made-to-order cut-out art materials for lobby and marquee display. The herald, strongly suggestive of the plot, keys the campaign. Newspaper ads, starting with some teasers that aim to be shocking, vary through all the sizes from very large to small sizes and slugs. You can get the big economy mat for 35c at National Screen which has seven display ad mats and two publicity mats, for the price of one. It's not a picture for the tiny tots, but many in your audience have been service men in Paris in wartimes. So, use your good sense in presenting a good picfure for a good audience that doesn't like a juvenile program every time. Try the Veteran's organizations for their approval. IT SHOULD HAPPEN TO YOU— Columbia Pictures. That crazy-mlxed-up cutie from "Born Yesterday.” This happened overnight — and what a night! It's smart, tart and terrific. ”1 should worry, I should care, 1 should marry a millionaire!” That's Judy's theme song, and she sings it. She makes up her mind from the bottom of her heart! One of the most enjoyable comedies of the season, for young adults. 24sheet and other posters have the makings of good lobby and marquee display. Fourpage herald keys the campaign in a lot of situations. Newspaper ad mats in very large sizes for theatres where the distributor shares the advertising cost, but you'll find sufficient in smaller sizes where you pay for your own. The composite, economy mat, at National Screen, gives you seven ad mats and slugs and two publicity mats, all for 35c, which is the best bargain you'll ever find on Film Row. Teaser campaign should include many "quotes” from "the beautiful bird-brain^ who went from board bills to billboards because she was bored with being a nobody.” Her comical career and carryings-on will delight mature audiences and you can get a lot of the laughs into your advertising and via the disc jockeys and TV spots. Study the pressbook, and watch the picture for lines that will amuse patrons who are looking for something unusual in entertainment. The set of four 2-column teasers in the pressbook supplement are just right to attract attention to the clever dialogue and situations in this film. JIVARO — 20th Century-Fox. In color by Technicolor. Headhunters of the Amazon, photographed on a mighty 1000-mile trek into the world's most dangerous jungle. Four men, lusting for gold and fighting for the flame-haired woman, deep in the deadly Jivaro country. Fernando Lamas, Rhonda Fleming in eye-filling excitement. Teaser ads sell this idea with plenty of Rhonda showing. 24-sheet and all posters carry out tiie same effect for lobby and marquee display. Newspaper advertising is varied and adequate for all showmanship purposes. The special campaign mat, priced at 35c at National Screen, has eleven ad mats and slugs, plus two publicity mats, for small situations. You should have this economy mat on standing order. Special folder herald keys the campaign for small theatres, and contains all the best selling approach, with a back-page blank that can be sold to a cooperative advertiser to pay the cost. • LUCKY ME — Warner Brothers, CinemaScope and WarnerColor. The ultra-new look in movie musicals. Walter Winchell says ' 'Lucky Me' is lucky to have Doris Day” — and you can say that again. The new proportions of the stage opening give a new aspect to the oldest of movie plots, the back-stage story of the search for success behind the footlights. 24-sheet is really a darb, for making your own lobby and marquee display with perfect cut-out art materials. Other posters are equally as flattering of Doris Day In action. A set of Color-Glo stills sells color with color and accents the new dimensions. Newspaper ad mats are varied, and good, from teaser ads up through the larger sizes, which sell CinemaScope. The big economy mat, selling for 35c at National Screen Service, contains six ad mats, including one 3-column, two 2-column and two I -column width, plus two publicity mats, all for the price of one ordinary mat. It's a bargain, and there are other good buys among the special accessories. A deal to buy 250 numbered "Lucky Me” celluloid buttons, with pins, lets you post the number that will win on a lobby frame while the kids walk all over town wearing the title on display. Good music tieups for Columbia records of hit tunes, with disc jockeys and for music store displays. A special 5-column top head for a cooperative page accents "Lucky Me” for big store bargains, and will pay for itself with the sponsorship of local shops. Ed Bonner, popular disc /ockey at radio station KXOK, St. Louis, looks very pleased to receive his check for $60 from MGM pictures for getting the most responses during the recent showing of "Kiss Me Kate" at Loew's State theatre. Looking on are Bernie Evens, MGM field man, and Frank Hanson, who succeeds Russ Bovim, as city manager in St. Louis. At right, Gypsy, the black stallion in "Gypsy Colt," visits Loew's State theatre in Los Angeles, and takes a bow from sidewalk admirers. MANAGERS' ROUND TABLE SECTION, APRIL 17, 1954 37