Motion Picture Herald (Jan-Mar 1956)

Tite Miauy & HVhy ai Sellituy Todd" AO Sets Up a Department Several years ago the renowned publicist Steve Hannagan was asked for his expert advice regarding the type of name to be given to the new wide deep screen system that Dr. Brian O’Brien of the American Optical Company was called upon to invent and develop. Mr. Hannagan’s advice was as follows : Give it an odd name and I will make it a household word. Don’t give it a name containing any suffixes of “scope” or “rama” or any of the other obvious contracted names. When the name is odd, people first inquire, tliey buy later. Starting With a Name When this amazing system finally became a reality, the board of directors in control of this revolutionary screen invention met for the purpose of baptizing it. Michael Todd, then a member of the board, had originally suggested the idea for the development of such a system to Dr. Brian O’Brien. Because of this contribution, Todd, with characteristic modesty rose and suggested the name — The Todd System. However, due to the fact that the American Optical Company had invested much money in scientific research on the system and since Dr. Brian O’Brien was vice-president of the .American Optical and since his profound discoveries in the science of optics has made him the undisputed authority in the field, and finally since it was Dr. Brian O’Brien’s leadership and direction of one hundred or more other scientists in this research project, the American Optical felt that it should be somewhat represented in the baptismal ceremony— hence the name, TODD-.AO. represents in its entirety paid advertising in terms of newspapers, magazines, posting, radio and television. If one were to analyze the dollar value received in terms of free publicity in pre-selling “Oklahoma!” the amount would reach an astronomical figure. It is estimated that the free printed space that “Oklahoma !” has received exceeds the figure of $25,000,000. Curiously enough, the success of this campaign was based upon three points that in the beginning loomed vividly as three distinct disadvantages. 1. “Oklahoma!” was not made in Oklahoma, but in Arizona. Therefore, the less said about it, the better. 2. The corn that was especially grown to be as high as an elephant’s eye, if publicized would become pretty “corny” in the language of Broadway. 3. Shirley Jones, one of the stars of the picture, since she was a total unknown and had never appeared except in the chorus of “Me and Juliet,” should not be publicized until after the picture opened. Yet these three points that were more or less taboo in the beginning, were the very points utilized in affecting the campaign. What appeared to be disadvantages were turned to most fruitful advantages. The preconceived fear that public relations-wise these three points might cause harm, resulted in the complete opposite. NICHOLAS JOHN MATSOUKAS Summarized, the “Oklahoma !” and TODD-AO campaign represents an example of hard work by five people devoted to the idea that what is good for their picture is good for the industry as a whole. The team of McWilliams, Peiser, Borghese and Winters, headed by Matsoukas, have proved to their associates and fellow workers that a major campaign of publicity and exploitation does not necessarily have to cost millions of dollars. Above all, it proved that a publicity and advertising campaign is not just fanciful stunts, but constitutes a well throught out plan based upon an examination of the elements present and channeling them into media departments most receptive to their needs. The advertising, publicity and exploitation of “Oklahoma !” has been since, October 15, 1954, under the direction of Nicholas John Matsoukas. His staff consists of three additional people in the national headquarters in New York, namely, Harry K. McWilliams, as his executive assistant; John M. Borghese and Barbara Winters, in charge of radio and television and sales promotion. On the west coast, in Los Angeles, Seymour Peiser represents Mr. Matsoukas’ office. This group of five individuals have put over a publicity and exploitation campaign that is not only one of the biggest, but has been the most economically handled. .According to official statistics, $6,800,000 went into the making of the motion picture. .Some $4,000,000 went into research for the revolutionary TODD-AO system, and a budget of $1,250,000 has been allocated for advertising, thus making this important motion picture the most expensive production ever produced in the history of the industry. However, the $l,250,fXX) for advertising Harry S. Truman, representing an important Fan Club with headquarters at Independence, Missouri, greets the Messrs Rodgers and Hammerstein, in the lobby of a theatre, since their original musical, "Oklahoma!" has been so successful as a stage attraction that they have named a state after it! 40 MOTION PICTURE HERALD, JANUARY 7. 1956