The Ten Commandments (Paramount Pictures) (1960)
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FOLLOW THROUGH WITH THIS SHOWMAN’S CHECK LIST OF PROMOTION SUGGESTIONS
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i? CONTACT CLERGY: The extraordinarily warm reception accorded “The
Ten Commandments” by leading clergymen of all denominations indicates the importance of your making contact with this highly respected and influential group in your town. Suggest to clergymen that they announce to their congregations that this great family film can now be seen INTACT, UNCUT at REGULAR PRICES, EXACTLY AS IT RAN IN SPECIAL ENGAGEMENTS.
TELEPHONE SELL: Use the telephone for personal sell! Check all of the club lists you can get hold of and make a special list for yourself of all of the officers you can reach by telephone. Add to it civic officials, radio and television executives, newspaper and school leaders—in short, all of the opinion-moulders. Ask if they have seen “The Ten Commandments” yet; tell them that it will be at your theatre, UNCUT, INTACT, at REGULAR PRICES; urge them to use their considerable influence to get everyone within their range to see this great production again... or for the first time.
LOCAL GROUPS: Various groups in every town—social, civic, religious— plan theatre parties from time to time. “The Ten Commandments” is the perfect picture for the whole family—the perfect entertainment for theatre party purposes. Send out a personal letter to that effect, including the information in it that the picture can be seen FOR THE LAST TIME IN YEARS, UNCUT, INTACT, at REGULAR PRICES.
MERCHANT CO-OPS: “The Ten Commandments” lends itself ideally to a dignified and effective merchant co-up ad that should appeal to advertisers who would like a peg for institutional selling. Try to get the Advertising Manager of your cooperating newspaper to work with you in lining up a full page ad along the lines: BLANKTOWN’S SALUTE TO QUALITY . . . FOR QUALITY IN MOTION PICTURE ENTERTAINMENT SEE CECIL B. DeMILLE’S “THE TEN COMMANDMENTS” .. . . FOR QUALITY MERCHANDISE SHOP AT THESE STORES! LAST CHANCE TO SEE... FOR THE FIRST TIME AT REGULAR PRICES... UNCUT... INTACT... EXACTLY AS IT RAN IN SPECIAL ENGAGEMENTS!
5 , CLUB PUBLICATIONS: Place an ad in local club periodicals and religious
announcement pamphlets, emphasizing the fact that you will show the film UNCUT, INTACT, at REGULAR PRICES, LAST CHANCE TO SEE!
LIVE RADIO SPOTS
60-words:
See the greatest Biblical story ever filmed . . . Cecil B. DeMille’s masterpiece, ‘‘The Ten Commandments,” uncut... intact... just as it ran in special engagements, but now at popular prices. It's your last chance to see Paramount's great Technicolor spectacle, “The Ten Commandments” starring Charlton Heston, Yul Brynner, Anne Baxter, Edward G. Robinson, Yvonne DeCarlo, Debra Paget, John Derek and many others! Re-release starts (day)
Theatre.
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HOTEL COUNTERS: As a service to patrons, hotels might permit placing announcements in mail boxes and on counters.
SNIPE THE TOWN: If there are any fences in town, or buildings that have unbroken back or sides facing the streets, try to get permission to whitewash on them: LAST CHANCE TO SEE “THE TEN COMMANDMENTS” . . « UNCUT! INTACT! AT REGULAR PRICES! (Theatre)
DIRECTIONAL SIGNS: Plant around town directional signs reading: THE RIGHT DIRECTION . . . “THE TEN COMMANDMENTS” (Theatre)
WINDOW TIME-STUNT: Use this tie-in line for jewelry or department store windows displaying watches or clocks, plus stills from the picture: THE TIME IS NOW FOR YOUR LAST CHANCE TO SEE “THE TEN COMMANDMENTS” . .. UNCUT... INTACT . . . AT REGULAR PRICES! (Theatre)
STREET BALLY: Street bally of girl or man in Egyptian costume, carrying large, parchment-like scroll reading: LAST CHANCE TO SEE THE GREATEST PICTURE EVER MADE! “THE TEN COMMANDMENTS” . . . UNCUT ... INTACT . . . AT REGULAR PRICES! (Theatre)
SPECIAL MATINEES: Arrange with Sunday schools or regular schools for
week-end and morning matinees for groups of children.
RECORD STORES: Use the Dot Record Company’s L.P. album of the great Elmer Bernstein musical score in the lobby, and try for record store windows.
EDITORIALS: Try for newspaper editorials urging readers to take advantage of this LAST CHANCE TO SEE engagement; and special stories on the religious page.
IMPORTANT QUOTES: Reprint original rave reviews or whatever quotes from important people you may have obtained if you played the picture before. Use these for throwaways, with the added message that this is the LAST CHANCE TO SEE engagement, UNCUT, INTACT, etc.
40-words:
Still the greatest picture ever made... Cecil B. DeMille’s ‘The Ten Commandments” ... your last chance to see it... uncut,
intact, at popular prices! See it with your whole family ... you'll all remember it forever! Paramount's spectacular Technicolor production, "The Ten Commandments,” starts (day)
Theatre.
25-words:
It's your last chance to see the greatest Biblical film ever made
... Cecil B. DeMille’s “The Ten Commandments,” uncut... at
popular prices ... the Paramount Technicolor production starts Theatre.