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This brand new E-Type Jaguar, a cap-wearing, cigarette-smoking skele¬ ton as a 'passenger,' traversed all of the main Johannesburg streets in behalf of Jerry Lewis' "Disorderly Orderly." creating a great deal of interest, amusement and amazement.
REASON
• • •
WHY PARAMOUNT PRODUCT GLOWS IN SOUTH AFRICA
The reason in this instance is, of course, showmanship; and it is in turn so powerful be¬ cause Andre Pieterse,
Managing Director of Ster Films, distributor of Paramount Pictures in South Africa, is so powerful a believer in the dividendpaying propensities of practical showmanship. Illustrated on this page are just a few examples of such worth-while ’pay-offs,’
The broad spectrum of profitable showmanship illustrated on this page was devised and created by Miss Melody Harley, the talented, able — and charming — pub¬ licity director of Ster Films, distributor of Paramount pictures in South Africa,
One of the many effective promot¬ ions for "The Carpetbaggers" which created genuine excitement was an ambulatory Persian carpet, seeriingly self-propelled. It proved to be a real eye-stopper.
A fantas w tie-up was achieved with two airlines, resulting in countless window displ¬ ays, for "Boeing Boeing." Film opened at the Capri and Iniemational and every night at both cin¬ emas 10 airline bags were given away, plus a pearl necklace and a watch. Street promotion consisted of the above seven girls parading Johannesburg .their air¬ line bags filled with "Boeing Boeing" heralds and ashtrays which were given to interested passersby. Several traf¬ fic jams resulted.
For the Jerry Lewis comedy, "Fam¬ ily Jewels," a treasure hunt was mn in a national newspaper and prizes consisted of 50 caskets of "jewels" of the family type. Entries were phenomenal. The newspaper also backed this treasure hunt with radio cover¬ age, Above, a secretary in the Ster publicity department sits amongst some of the entries and displays the jewels: donated by a "friendly jeweller,"
When "Harlow" was looming up for release, so strong were Miss Harley's persuasive powers that Coppertone (which Carroll Baker had so overwhelmingly en¬ dorsed) launched their campaign earlier than had been anticip¬ ated in 3,000 window displays throughout the country.
For "The Amorous Adventures of Moll Flanders," a special 'Moll' hairstyle was created by Jean Coiffure and was displayed in their windows throughout the country. This resulted in nati¬ onal newspaper coverage. Style was exhibited at the annual Hairdressers' Ball, a glittering affair presided over by the Mayor and Mayoress of Johannes¬ burg. Promotion, according to reports, succeeded beyond all expectations.