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If ever there was a vehicle for showmanship and ballyhoo, STAGECOACH is that film.
One example is a promotion developed by a group of exhibitors who were inspired at one of producer Martin Rackin's "Stagecoach Revival Meetings." Starting from the fact that the week of June 5-11 is "Sun Fun Week” in the resort around Myrtle Beach, South Carolina, a group of exhibitors in North and South Carolina decided to have a stagecoach tour beginning in Asheville, North Carolina, on June 7 and ending at Myrtle Beach on June 10, the day of a parade and the opening day of the premiere engagement of STAGECOACH. The Governor of North Carolina will officially start the trip and the Mayors of each of the ten cities along the route will meet the stagecoach in front of the theatre or the City Hall. Finally the governor of South Carolina will meet the stagecoach when it arrives in Myrtle Beach. Extensive coverage is planned in newspapers, on radio and on television in each of the towns visited. And as part of the promotion, tie-ins are planned with such cooperating companies as Winchester rifles, fashions and others as listed on the following pages.
This is illustrative of the possibilities inherent in the picture and can very well suggest variations that you might accomplish in your area,
“STAGECOACH SEARCH"
However you decide to make this film an event, one thing is certain, you can get plenty of mileage from a search for a stagecoach.
The Concord stage was built in the east and used across the country. Many are still around in private possession and in commercial
use. But don't do the searching yourself -publicity is your objective and your local newspaper, radio or television station should be interested in sponsoring the search. It's a valid, historical angle that will make
great copy or programming matter and that's the way it can be sold. Tie-in your local merchants, many of whom are dealers for our merchandising partners -Winchester, Levi-Strauss, Hat Corp. of America, Cole of California, Wagon Master, etc. These people are your prize and copromotion sources; they await the opportunity to "climb aboard our STAGECOACH" -so start the search now!
Make your engagement a "STAGECOACH" Premiere -by recruiting Support of your local merchandisers and civic groups. You can either create a local celebration or take advantage of an existing annual event and harness it to your playdate. Summer time is "Celebration Time™ -parades...queen contests...band competitions...street dances...old timer's day...rodeos...pioneer's day. These local events are always looking for added excitement and the premiere of STAGECOACH can do just that,
Your YMCA's and Boy Scout organizations sponsor Indian troops who have full costumes, perform Indian dances and are well versed in Indian folkways. Locate these troops in your area and invite them to participate in all promotions. Used alone, they will provide the perfect "color" for your events. When used in conjunction with your stagecoach, you'll have the perfect ballyhoo for your playdate.