Motion Picture Herald (Oct-Dec 1956)

Medina MCf ^/rrpproac l THE AMBASSADOR’S DAUGHTER — United Artists. CinemaScope, in color by Technicolor. The freshest comedy in years. She’s even more fun than the farmer’s daughter. Olivia de Havilland, John Forsythe, Myrna Loy, Adolphe Menjou, in a version of the “most scandalous foreign affair” in laugh history, written, produced and directed by Norman Krasna. The magic that makes comedy great — this one has great magic. Strangely enough, no poster larger than the 6sheet, which must imply that the producers aim this picture at the art theatres. But the posters that are here, will sell comedy, and make good display material in whatever forms you prefer. The flash 2-color herald keys the campaign, and there’s a smash standee, from National Screen. Newspaper ad mats are especially light and frolicsome, as they should be, beginning with a set of teasers and extending through a good assortment, including the excellent special campaign mat which sells for 35 at National Screen and supplies seven ad mats and slugs and 2 publicity mats. An ad mat supplement contains some additional styles developed in the early runs. You can find anything and everything you need in the pressbook to advertise or promote this picture. Among national promotions are two flying round trips to Paris, in a contest which closes January 1, 1957, and in which your patrons are eligible. Special one-sheet available from United Artists Special Events Dept., 729 Seventh Avenue, New York. The French National Tourist Bureau ties-in with 2500 travel agencies for cooperative advertising in newspapers and radio. Good commercial tieups indicates the pressbook makers have worked this angle to obtain results. BACK FROM ETERNITY— RKO Rad Pictures. Ooh, that Ekberg! Robert Rya Anita Ekberg, Rod Steiger in what loo: like exciting stuff in the showmansh piessbook. They say the picture has s« appeal, sex appeal and adventure appe; It all happened when a plane crashed a South American jungle— the cruel hea< hunter country along the Amazon. 2 sheet and all advertising features Ani Ekberg, with her hair down and her d tenses up! The pressbook says, “the f S klck up a hurricane in yoi • H' But there’s nothing offensive < misleading or that can cause criticis from opinion makers. We are in tl i usiness of selling adventure— and th looks real. Newspaper ad mats follow tl ™ Sloafnt and there is a very generoi fl an 1 S1fS and shapes sufficient vour ^™Uatl0nS They say> and this your bargain page-to offer the 35tf con bination mat at National Screen, whic as eight small ads and three publicii mats, for the price of one. Buy the who mat and take it intact to your newspap< man or printer, to get the benefit of sorn thmg new and different in your shov manship methods. BEYOND A REASONABLE DOUBT — RKO Radio Pictures. What kind of a man would frame himself for murder? A jigsaw puzzle of suspense — put the pieces together, and they spell — MURDER. Challenge your customers to guess the ending — and plead with them not to reveal it! Exceptional pressbook from RKO — the Showmanship Company — who excel in such preparation. 24-sheet and other posters have all the pictorial art for better marquee and lobby displays. The 6sheet and 1-sheet have the jig-saw puzzle effect, which can be an advertising and display theme. Put them all together and they spell box office! Newspaper ad mats are fine, and in the proper theme. You can find a choice of styles as well as every size and shape. The 35tf mat is a real bargain, with six one and two-column ad mats, plus two publicity mats, to prove that you should always have this special mat on your standing order at National Screen. Good retail clothing store and other commercial tieups are suggested and other ideas for your own promotion. REBECCA — Selznick — 20th Century-Fox. Directed by Alfred Hitchcock, from the famous novel by Daphne du Maurier. The master of suspense, and the story of the most glamorous woman of all time. A re-issue that well deserves return-dates, and a whole new generation of movie goers have never seen it! All new posters — the largest the 6-sheet, but fine pictorial art — all new accessories right down the line. Newspaper ad mats follow the new and different theme, to remind old patrons and make new ones. Picture stars Laurence Olivier and Joan Fontaine, and those who saw it before will want to see it again, for their great performances. Special small-town and drive-in ad mat at 5<t, supplies everything needed in one and two-column ad mats and slugs. • THE 3rd MAN — Selznick — 20th CenturyFox. There never was a man like the 3rd man — the most extraordinary man in one of the greatest pictures ever made. The 3rd Man theme song will live forever. It’s a haunting strain, on a zither! To drive you into a dither! Graham Greene’s great story, starring Joseph Cotten, Valli, Orson Welles, Trevor Howard, in a Viennese setting. All new posters, new accessories, new advertising slants for this important re-issue, which will be recognized by the old movie fans, and will make new ones for you, since millions have never seen this great film. Newspaper ads repeat that “man within a man within a man” idea which is intriguing, and the special composite mat for small theatres and drive-ins, gives you eight ad mats and slugs and a publicity mat. WtA TRES PLAYING Fully automatic arc tpotlight with adjustable self-regulating transformer in base. TROUPERETTE Incandescent spotlight. Send today for free literature and prices. THE STRONG ELECTRIC CORP. 1 CITY PARK AVENUE » TOLEDO 1, OHIO EDITORIAL NOTE: We purposely put this advertisement at the top of the column, which is against policy, because we want to stress a point. That theatre managers should make use of their stages and stage lighting equipment. Most of you have stages or opportunities to use stagecraft in displays, and having the equipment to do it is equivalent to obtaining the result, in a majority of cases. Did you ever stop to think that any commercial window display is a stage, and that only stage lighting lifts it out of the rut of mediocrity? Have you considered that many of your lobby displays are made — or messed up — either by proper use or the lack of stage lighting? Of course, as this advertisement says, we urge you to use your stage facilities — and to invite your community to use them — for all kinds of events and attractions that require stage lighting and handling, all the year around. Today’s theatre manager depends on his PA system, the stage microphone, the lobby microphone, the longrun record player, the spotlight that accents the attraction. — W. B. MANAGERS' ROUND TABLE SECTION, OCTOBER 6, 1956 41