Happy Anniversary (United Artists) (1959)

A Terrific Title For MERCHANDISING! “Happy Anniversary” is an open sesame to every merchant’s establishment in town. Stores always celebrate their anniversaries and the picture’s title gives them a new, fresh angle with which to promote their wares. Basic approach is with the burgee shown below; if preferred, local signs with the same copy can be prepared. a THEATRE STREET CELEBRATES ee i EVERY STORE iTS OWN HAPPY ANNIVERSARY I CAN DO THIS Your theatre undoubtedly is on a main shopping street. Contact all stores or work eT, i Stores, shopping centers or through their association to set up a special] ANNIVERSARY even chambers of commerce HAPPY ANNIVERSARY WEEK as a sacelebrate a “happy anniverlute to your playdate. Individually, each sary” as a salute to your playstore features a Happy Anniversary Sale, duveeUaitarnaepinellective,dn with display material from the picture in their windows. Collectively, they take a ne ee i hese eur Hangs in newspaper ad announcing the street-wide ‘hal every window. sale and follow up with direct mail anWii nouncement describing the anniversary celeThey are 12” x 18”, equipped with hanger and tassels. bration. Theatre cooperates with screen and Only $1.50 each; minimum order 12. Order direct from: lobby credits for all participating mer National Flag Co., 43 West 21st St., New York, N. Y. chants. A Sensational Title For EXPLOITATION! The comedy, the blushing sauciness, the happy title . . . each is an open door to local excitement. The ideas suggested here are all easy to do and sure to please. CROSS ATTHE GREEN I Y-" J a GO FOR A LAUGH-ANOT "a POSTERS DAY... THESE WAYS! This poster with red and green ae circles was placed throughout the Times Square area with eye-stopping effectiveness. Try it locally. Newspaper contest based on question: “Did you ever feel like kicking your television set in the tubes?” It’s a hilarious opening for comment on TV watching. Use still of Niven kicking set, pone Deperiueds ve bees es (HA-L-2D) available at National Screen. cil will cooperate in posting them at major traffic intersections. ‘ é : City Editor assigns someone to find local couple married exactly thirteen years ago as of date of your opening. Get interview on married life, family togetherness, bringing up kids, etc. Offer RADIO/TV ANGLES couple a night on the town as your guests. at * In conjunction with the special TV and radio spots Man in carpenter’s clothes carries cardboard (page 9) and the music bally (page 6) suggest one of replica of partly smashed bedroom door. On door the following follow-up stunts to stations or deejays: is legend: “It happens in ‘Happy Anniversary’ Contest wherein records or other prizes are awarded for at the Bijou!” funniest “Happy Anniversary” 4-line jingles written. On TV, display winning jingles as greeting card. Furniture store displays double and single bed % 3 * sets in split window. Outside are two ballot boxes —for voting on which is more conducive to happy jay looks for th le in t married for the ; ; Bee ee Pe tecouple incoyp : anniversaries. Add display of picture credits. longest time and fetes them with theatre tickets, dinner at the finest restaurant, plus promoted gifts. ‘ 2 2 . “Blushometer” display . . . in lobby or store Deejay invites friends of anniversary celebrants to write window. Show Panel with strips of red ranging in so that they may be saluted over the air. A limited from very pale pink to bright red. On pale pink , S16 ’ : . : number of those whose anniversaries are mentioned copy reads: “You've discovered a run in your receive guest tickets to see the movie. stocking.” Others read: “You’ve just been kissed.” ... “Your shoulder strap broke” . . . and finally : “You've just seen “Happy Anniversary’!” PAGE 8 Spon HSH Ress Baeee GIMBELS, NEW YORK, placed this doubletruck ad in leading tabloids, plus a single full page in standard newspapers, to celebrate New York’s two big events—their own anniversary and the opening of the picture! LOOK FOR A DOUBLE CELEBRATION LOCALLY If there is a department store or major manufacturer in town with an anniversary on deck, plan a similar double send-off. Naturally, ads were complemented with window and floor displays based on the same theme. ALTERNATE: If no single store is available, plan a newspaper mast head for single or double page reading: “SEE HAPPY ANNIVERSARY AND LAUGH LAUGH ...°. GAUCH ?; {-AUGH.:. SHOP THESE ANNIVERSARY STORES AND SAVE... “SAVE Yi SAVE..2 2°” Newspaper ad manager rounds up a number of local advertisers to take ads on this spread — all featuring anniversary sales. LOBBY DISPLAYS FROM POSTERS The 24-sheet is virtually a complete cut-out, perfect for your marquee or as a wall display in lobby . . . the other posters all have art elements which can easily be cut out and used to prepare displays for lobby and foyers. For unusual lobby display place mattresses or box springs in lobby and cut-out figures from 24-sheet, 6-sheet or 3-sheet and place on mattress as art indicates in order to get a 3-dimensional effect. FREE! TEASER TRAILER! David Niven and Carl Reiner in a witty prelude to the laughter in “Happy Anniversary.” Use it on your screen at least two weeks ahead of playdate—but use the regular trailer week before opening. The teaser trailer is free. Ask for it at your National Screen Exchange. MOTOROLA TIE-UP The TV sets seen in the hilarious sequences concerning same are all Motorolas. Check your local dealer for window and counter displays, including scene inserts from the picture on the blank T'V screens in his window.