Motion Picture Herald (Oct-Dec 1956)

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o Loew’s Theatres had ballyhoo floating around town for the opening of "The Opposite Sex" at the Capitol theatre, on Broadway. Above, you see the center of interest, with Jeff Richards, leading man in the picture, ready to hand the towel to a beautiful model, who is bathing in bubbles of publicity. And below, a full-length view of the spectacular display that toured Times Square. Playing Opposite In Des Moines, the Iowa Light & Power Company pointed up promotion for "The Opposite Sex" at the Des Moines theatre, with this excellent exploitation in a cooperative window display, to put across the idea of making life easier. In Buffalo, the Lafayette theatre had this display in the lobby to prove how friendly local sponsors were in providing prizes for early patrons and a lucky youngster, for the premiere in town of Allied's "Friendly Persuasion." This Jeff Richards gets around — here he is in Charlotte, N. C., with A. B. Craver, manager of the Plaza theatre, where "The Opposite Sex" opened — and the girl in the car is Karen Stevens, Tom Baldridge's secretary. Howard Rutherford, manager of Loew's, Indianapolis, is proud of this gimmick, which he used for Columbia’s "You Can't Run Away From It" — and which was plenty provocative for publicity purposes — with the right girl to ride herd. Pushing "Man From Del Rio" with one of San Francisco's famous turn-table cars as background. The "Sheriff" and the "Lady Poke" turn one of the cars around at the end of the line — as a news picture for the United Artists theatre. 46 MOTION PICTURE HERALD, DECEMBER I, 1956