Motion Picture Herald (Oct-Dec 1956)

Seflina -Ai uiq ^Tpproac k ANASTASIA— 20th Century-Fox. Cinemascope, in color by DeLuxe. Whenever great pictures are talked about, they will speak of “Anastasia” — the story of the most amazing conspiracy the world has ever known, and love as it never happened to man and woman before. Ingrid Bergman, Yul Brynner, Helen Hayes and cast of great professional talent, in a visualization of what might have happened to the daughter of the Czar, if she escaped the Bolsheviks when the rest of the royal family were executed. 24sheet and all posters have great pictorial art for lobby and marquee display. Impressive production of world-famous story has received terrific pre-selling through national magazines and feature services. The return of Ingrid Bergman and Helen Hayes to the screen is world news. A special feature article for newspapers is quoted in the pressbook at “$30 or less for syndicate rights, depending on circulation” as the cost to the newspaper— something we’ve never seen before in this business. A star-studded standee is offered through National Screen, and exciting two-color heralds are available from Cato Show Print. Newspaper ad mats are in keeping with a big picture, of great audience value. All feature the three co-stars, and in all sizes and shapes, to fit every situation. A special recommendation by the manager, and a speech, to tell the public of the importance of this attraction, is urged. It’s a management affair, the pressbook says, and wear your tux, for a gala premiere. The special drive-in and small town composite mat, selling for 35c at National Screen, really supplies everything, with a choice at the press, of ten ad mats and slugs, and two publicity mats, for the price of one. “Anastasia” inspires solid TV and radio tieups, for its music cues, and there’s a special interview recording for disc jockeys. Signet Books have prepared a special 35c pocketbook edition of the film. • EVERYTHING BUT THE TRUTH — Universal-International. In Eastman Color. The tale of a town that got caught with its scandals showing, because one little boy couldn’t tell a lie. The rolicking romance of a pretty red-headed school teacher, a love-happy columnist, and the kid who had to tell the shocking truth. Maureen O’Hara, John Forsythe and little Tim Hovey, whom you’ve adored in his other pictures. Special herald keys your sales approach with all the proper angles, and a set of color stills will sell color with color in a special lobby display frame. No poster larger than the 6-sheet, but all have good pictorial art of the stars, for your lobby and marquee display. HOLLYWOOD OR BUST — Paramount. VistaVision, in color by Technicolor. Dean Martin and Jerry Lewis, with Anita Ekberg, to fill out in places. The most — and a must — and they’re heading for Hollywood or bust. It’s a mile-a-minute, laugh-a-second, cross-country riot. And when they hit Hollywood, you’ll find the laughs colossal, the songs stupenduous, and Anita, only tremendous! 24-sheet and all posters have portrait heads of the stars, with Anita filling-in where they haven’t got. Five new hit songs make music at the box office, with tieups from Paramount Music with the trades. News paper ad mats have plenty of Martin and Jerry, and even more of Anita, on display, in all sizes with lots of shape. Special herald from Cato Show Print keys the campaign with all the best sales slants. The complete campaign mat is a dandy, with ten ad mats and slugs and two publicity mats, for small situations, a bargain at 35c for the lot. • THE GREAT AMERICAN PASTIME — MGM. Tom Elwell, that “Seven Year Itch” guy, is back again, with Anne Francis and Ann Miller. Tom is a riot; the girls are adorable, the comedy is uproarious — here’s fun for everyone. What is the great American pastime? Tip — it ain’t pinochle! Tom has that “itch” again, and this time he’s caught off-base between a blonde and a brunette. No poster larger than the sixsheet, but all have pictorial art for your lobby and marquee display. No herald listed, but you can print your own, using newspaper ad mats in proper sizes. The ad mats are sufficient, and the complete ad mat for small houses has ten ad mats and slugs, plus two publicity mats, and star borders. A new dog in movies is Anne Francis’ pet poodle “Smidgins”— and he may be a new star for 1957. Got into the picture through pull, and steals scenes right and left, with his comedy talents and funny face. A special page head for cooperative advertising says that shopping for the best values in town is really “The Great American Pastime.” " Elmer Parties" Are Popular in Canada Famous Players-Canadian theatres across Canada have been alerted to the popularity of “Elmer” parties — conducted by managers in cooperation with local police and fire departments, newspaper writers, school boards, service clubs, and other groups, to sell safety as a theme for children’s shows. They say “Elmer” puts all important men on a first-name basis, and accomplishes the best publicrelations job ever attempted in the circuit’s history. Rhoden Says "Keep Up the Up-beat” Elmer Rhoden is quoted in the new Christmas issue of TOA “Business Builders” with a philosophy which he has remitted in the past, for the benefit of theatre operation, in which he is interesed to the largest extent of any circuit operator in America today. He says, “Keep the beat up! Are we making available the proper type of publicity to the newspapers, financial columnists and others — conveying an upbeat tone for our business rather than a downbeat? Are we guilty of the downbeat articles that have appeared from time to time (and which drive people away from movie theatres.) If we are, we must reverse our approach. “If our business is going to regain its popularity with the public, we must first regain our faith in it. We must talk UPBEAT, and practice it. Pictures are better — -and that is no idle statement! Can you remember a year when there have been so many big, important pictures, as now? Sure, there is a scarcity of the kind and quality of films that are common on television but we know the demand for good motion pictures has never been greater. Instead of publicity about theares closing, let’s have publicity about theatres being remodeled, refurnished and reopened. Let’s have our selling approach carry the UP-BEAT.” Ackery Invites Giants To See the Picture Ivan Ackery, manager of the Orpheum Theatre in Vancouver, B. C., created a great deal of attention with his advertised invitation to all persons over 6'8" to be the theatre’s guests one night during the second week’s run of George Stevens’ production “Giant,” from the novel by Edna Ferber for Warner Bros, presentation. The Vancouver Herald covered the stunt with a front page picture of one of the giant guests chatting with a diminutive usherette in the theatre lobby. TEASERETTES '7>r»f'V\JES'\ FAMOUS FOR m J MANY USES! ®V5, These 3 frame trailers feature art b a c kgrounds, photos and compelling off-stage voicel NO CONTRACTS, NO RETURNS! fslzsi . each; MANAGERS' ROUND TABLE SECTION, DECEMBER 22, 1956 33