Motion Picture Herald (Oct-Dec 1956)

Medina incj ^Tjjproac It GIANT — Warner Brothers. In WarnerColor. Elizabeth Taylor, Rock Hudson, James Dean, in George Stevens’ massive production of Edna Ferber’s novel. A picture that is truly “giant” in every dimension. A picture of proud people; a love story, a cavalcade, a conflict of creeds — a personal story of strong longings, a big story of big things and big feelings — this is “Giant” — the time is here for such a film! 24-sheet and all posters and accessories feature the strong portrait heads of the three stars, in all sizes, shapes and styles. You can devise your own uses along the lines of the national advertising and identify yourself with one of the truly big pictures of the year. Much ingenuity has been displayed in making unusual styling, and you can profit by following good examples. Newspaper ad mats, in particular, have unique arrangements to accent the stars in off-beat style, with a use of white space that makes it worth more than solid pages of black type. A number of special ads are designed to monopolize pages of space with less than full measure, and thus to obtain “next to reading matter” position — which you’ll find in the pressbook, as was shown in the Round Table some weeks ago. Eight-column, full-page mat No. 802 is one extreme — and the special combination mat selling for 35c at National Screen, is another. All good, all superior, all different from routine. Several sets of teaser ads display the stars, one by one, for accumulated interest. A big picture of this calibre deserves a “smash” ad as a climax to a campaign that grows and grows through a preliminary period. Two-color tabloid heralds from Cato Show Print key the campaign. An even better buy, for the money — are three full lifesize cutout standees of the stars, from your Warner’s exchange, — all three for $14.75. These are solid values. They stand alone, they stand together — you can use them all, over again. Music promotion includes soundtrack albums, recordings and sheet music. JULIE — MGM. A masterpiece of suspense, with Doris Day playing a dramatic role; Louis Jourdan, Barry Sullivan and Frank Lovejoy. What made “Julie” run for her life? What happened to “Julie” on her honeymoon? The story of a flight from terror, on her bridal night, is nerve-tingling entertainment. Run, “Julie” — run for your life! What feer pursued her? What would happen when she could run no more? 24-sheet is especially designed to give you fine pictorial art at low cost for your lobby and marquee display. No better art — at any price — and this costs little. Two-color herald from Cato Show Print keys the campaign. Big action standee, in two sizes, offered in the pressbook. Win dow card follows another style and will make a good contrast with theatre front display in poster designs. Newspaper ad mats in the window card style, for the most part, but with “Julie” on the run, as if the devil were after her. Complete ad mat at 35c gives you nine small ads and slugs, and two publicity mats, all for the price of one. Publication of the book as written by director Andrew Stone will hit 80,000 stores. Tieups with the local police department can be popular, for reasons that will be apparent in a press preview. Chrysler and other automotive concerns will cooperate, and there’s a big national tieup with “Thrifticheck” — America’s most popular checking account service, through local banks. “Julie’s” song — “The Twelfth of Never” — is a record and sheet music hit. Columbia Records are standing by for cooperative promotions. • LOVE ME TENDER— 20th Century-Fox. CinemaScope. Roll out the carpet for Mr. Rock ’n’ Roll. Elvis Presley in person — and what a person! Richard Egan and Debra Paget co-star in the film that introduces the nation’s newest drawing card — and is he a card! They say that Elvis Presley will roll up more syndicated merchandising gadgets through franchised dealers than even Davy Crockett! And he may last as long. He’s a singin’ man! A fightin’ man! A lovin’ man! And, in the story, he was born to play — the guitar. This picture rolls ’em in the aisles, rocks ’em in the streets, crowds your theatre at 3 a.m. with rock ‘n’ roll enthusiasts — who want to view Elvis and his pelvis — in action. Be warned that if there isn’t a school holiday, business will be off — accordingly. Made to order for the teenage set. 24-sheet and all accessories display the rock ‘n’ roll techniques that your youthful audience will recognize at a distance, in a dim light. Record tieups are phenomenal, because at least three of his songs will hit 1,000,000 before you play the picture. “Something new in heralds” from Cato Show Print. Threecolor door panels, and a 6-foot black-andwhite standee, from National Screen. Newspaper ad mats include some showing Elvis in his bow-leg pose, to clearly identify him with his fans. It’s his trademark, as an artist, in action. A set of large teaser ads show Elvis suffering the excruciating pain that goes with his art — and you may feel it, too, if not in the same place. Four exciting Presley albums, innumerable record and disc-jockey tieups. Presley and his guitar on two free TV trailers. Drive-in theatres should love Presley. The combination ad mat, selling for 35c at National Screen, is designed to meet all requirements of the drive-in and small theatre, with ten ad mats and slugs. THE MOUNTAIN— Paramount. VistaVision, in color by Technicolor. Spencer Tracy, Robert Wagner, Claire Trevor, in an offbeat picture, filmed entirely high in the French Alps. High drama, in world-famous scenery, with a great star in a new kind of role. An all-time suspense thriller, a tense, absorbing chiller, in stark terrifying realism. A peak achievement in motion pictures. 24-sheet and all posters have that wonderful pictorial art in fine color that makes marquee and lobby display. Twocolor herald from Cato Show Print, keys your campaign, and can be underwritten by a cooperative advertiser. Color stills will sell this great scenery with color you can’t get in television. Newspaper ad mats are particularly good, really inspired with the “feeling” of the picture, in a wide variety of styles, sizes and shapes. Choose the kind you like, and don’t be hampered by a budget or a style that you picked out twenty years ago. Those days are gone forever. The complete campaign mat at National Screen provides a dozen ad mats and slugs, and two publicity mats, for drive-ins and small theatres. Build a “see board” in your lobby, using the assortment of stills shown in the pressbook, to sell this picture. Planter's Peanuts Plug For " Bundle of Joy" RKO has consummated a nation-wide promotion with Planter’s Peanuts, tieingin with the company’s stores in key cities throughout the country in behalf of “Bundle of Joy,” which had its world premiere at the Capitol Theatre, New York City, with a benefit opening for First Aid for Hungary, Inc., in conjunction with CARE, on Wednesday evening, December 19. The promotion in each store, keyed to opening of the Technicolor production in each situation, will feature elaborate window displays with accompanying cards crediting the attraction, theatre and playdate. Each store has been thoroughly briefed, by letter and promotion kit from Planter’s home office to use window displays and newspaper ads with full credits in local newspapers. In addition, Planter’s Peanuts man, their walking advertisement, will carry ads on the picture, with full credits, two weeks before opening date in each situation. TEASERETTES are catching on fast f EHJBMEnM These short, snappy talking 1 Jtyl 1 1 j trailerettes are just what you've been waiting for. No contracts, no returns. Write for information! FILMACK 1327 S. WABASH CHICAGO. ILL. PLUGS • ADVANCE MANAGERS’ ROUND TABLE SECTION, DECEMBER 8, 1956 45