The Ten Commandments (Paramount Pictures) (1966)

DELUXE ALBUM AND SINGLE FOR MAGNIFICENT MUSICAL SCORE The original sound track album of the monumental musical score of “The Ten Commandments,” composed and conducted by Elmer Bernstein with a 70-piece orchestra and regarded as one of the most important ever composed for a motion picture, is available in a special deluxe LP album issued by Dot Records in stereo or monaural. The album, composed of two 33 rpm discs, contains the best and most representative excerpts from this score of great musical scope and drama. Dot is also issuing a 45 rpm single highlighting overture and musical theme of the film. Being extensively promoted by Dot Records, the music is now available for radio and TV air play for the first time (it had never been cleared previously for such plays). It opens the way for a meaningful merchandising campaign which will add important exposure and impact in your promotion of the film. NOTE: Dot Records representatives are actively contacting and urging local distributors and dealers to cooperate with theatres in any promotions that are arranged. Work closely with the Dot fieldman in your local territory for help in negotiating tie-in campaigns. Here are suggestions of just some of the many things you can do to take advantage of this great promotion opportunity. FOLLOW THROUGH — HERE’S HOW e Contact local radio stations and disc jockeys making sure they are serviced with the album. Arrange to have them play excerpts from the score tagged with appropriate credits for your theatre and playdate. e Arrange with local department stores, retail outlets and record shops participating in this promotion to use stills and other materials in window and counter displays. Offer them space in your lobby for a sign announcing the availability of the sound track album. Supply them with as much material as possible making sure suitable space is given to noting your theatre and playdate. e Give the first ticket buyers of the engagement free copies of the record album. Have this event photographed for coverage in local newspapers and publications. e This dramatic and stirring music creates an atmosphere of magnificence and importance. Play it in your lobby and outside the theatre before and during the run of the film. IMPORTANT EXPLOITATION TIPS Additional Ways To Command Attention For “Commandments” Because “The Ten Commandments” is an extra special motion picture, extra steps should be taken to promote it so that every part of your town is made aware of the fact that you are playing this great film. Small and seemingly unimportant activities will, if conscientiously pursued, contribute to an impressive over-all campaign for extra ticket sales. Among these the following are suggested: 1. An ad in local club periodicals and religious announcement pamphlets would be an inexpensive way to get returns. 2.) Pon thorough posting job around town, including window display cards in as many stores as you can get into. Don't overlook bus terminals, railway stations, nearby airports (if any), bus and street cars and any local trucks you can banner. 3. — Asaservice to their patrons, hotels might permit the placing of announcements at desks or in mail boxes. 4. If there are any buildings in your town that have unbroken back or sides facing the street, try to get permission to whitewash the title of the picture on them, together with your theatre name, in letters large enough to attract attention. You might also be able to train some sort of light on these building signs for night illumination to spotlight the display. 5. Directional signs reading: THE RIGHT DIRECTION “THE TEN COMMANDMENTS” GEM THEATRE can be planted at strategic spots around town. 6. Display of clocks and watches in jewelry or department store windows with tie-in line: TIME FOR “THE TEN COMMANDMENTS” GEM THEATRE. Same stores might go for newspaper ads, using the same co-operative line and preceding it with: “Time for a new Green Watch” and... etc. 7. — Run-of-paper type teaser ads reading: IT'S HERE AT LAST! “THE TEN COMMANDMENTS” GEM THEATRE. 8. Street bally: girl or man dressed in Egyptian costume and carrying large, parchment-like scroll reading: SEE THE GREATEST PIC Ms MADE! SEE “THE TEN COMMANDMENTS” AT THE GEM EATRE. 9. Library and museum displays of Egyptian mementos of interest and stills from the picture together with copies of Henry S. Noerdlinger’s book “Moses and Egypt,” which is the compilation of his vast research for “The Ten Commandments.” The popular priced, paper-backed book is published by the University of Southern California Press and carries an introduction by Cecil B. DeMille. 10. — Every one of the pictorial layouts shown in the Publicity Section is ideal for lobby display purposes. 11. — One-shot newspaper contest: HOW MANY OF CECIL B. DEMILLE'S GREAT PRODUCTIONS CAN YOU NAME? First fifteen who submit complete and correct list win guest tickets to see “The Ten Commandments.” 12. Arrange with Sunday schools or regular schools for weekend morning matinees for groups of children. LOBBY SPOTS The lobby spot is a powerful and effective gimmick that should be used to dynamically supplement your advance and current promotion of “The Ten Commandments” playdate at your theatre. These gratis spots create an atmosphere of excitement and importance with specific emphasis on the fact that the film will be seen “intact” and “uncut.” Consisting of a two-sided 45 rpm record, it announces the arrival of the film and plugs it during its current run. e In your lobby—use on any standard record player. e Over audio system—play in your theatre during intermissions and at other appropriate times. e On loudspeaker system—set up speakers in front of the boxoffice and play lobby spots outside of your theatre. (Order from Paramount Field Advertising & Publicity Dept.—See Coupon on Back Page) TEASER CROSS-PLUG TRAILER Here's an important item in your promotion campaign to generate added advance excitement and enthusiasm for your playdate. Filled with monumental and fensely dramatic scenes, this hard-hitting teaser is also designed for use as a cross-plug trailer. To use to the best advantage, run trailer long in advance of regular theatre trailer and use as an effective away from theatre selling aid. 5