The Thief (United Artists) (1952)

Fveam Uta) Sat Eve Post Ad Sets Off This Sensational Lobby Stunt With MEILINK SAFE Meilink Safes are among the most popular for use in home or busi ness. One such safe is seen in one of the most suspenseful scenes in the picture. This fact initiates one of the largest co-op campaigns in the history of Meilink Steel Safe Co. merchandising. The company is launching the campaign with a full page ad in the Saturday Evening Post starring Ray Milland with full credits for ““The Thief.”’ In addition they have prepared a complete theatre-tie-up kit for all their dealers including reprints of the national magazine ad, window card, ad mats, publicity and radio copy, photos of Ray Milland and details of the lobby stunt described fully at right. For name of local Meilink dealer, write to: Special Events Dept., United Artists Corp., 729 Seventh Ave., N. Y. C. EXTRA! YOU CAN WIN A SAFE! Meilink is offering 10 home-size safes to the exhibitors who prepare the 10 best, most effective tie-up campaigns with local Meilink dealers. Final entries, complete with full details, tear sheets, photographs, etc., must be submitted before March 30th, 1953. Decision of the judges, comprising men prominent in the motion picture industry, will be final. Send entries to: Special Events Dept., United Artists Corp., 729 Seventh Ave., N. Y., N. Y. fF YOU GUESS THE CORRECT LAST NUMBER OF THE ES ey Here’s How To Set Up Lobby Stunt! 1. Arrange with Meilink dealer to provide a safe for lobby. 2. Prepare a 40 x 60 or wall display as suggested here (Still TT-113). . Promote a Jackpot of Prizes from local merchants, giving each contributor lobby credit. Display the prizes, but place inside the safe an envelope representing each prize. 4. Meilink dealer will advise you of the full combination that will open the safe. Patrons must guess only the final number. Those who do guess it open the safe and select one envelope for their prize. Combination should be changed after each winner. 5. Circulate details of this treasure hunt throughout town by imprinting contest details on back of herald. 495 W. T. GRANT cats: STORES STAR RITA GAM wo pating in a special Nylon merchandise promotion campaign based on fashions modeled by Rita Gam and advertised nationally in Screenland Magazine as shown at left. «+ W.T. Grant has alerted all their 495 stores to cooperate locally with theatres showing “The Thief,” providing ad mats and display material to give substance to the tie-up. This material includes enlargements of the Screenland ad. « Follow thru with the W. T. Grant stores in your town for window displays and newspaper ads. Add stills and posters and lobby cards to Grant windows for extra color. LUSTRE-CREME AD CAMPAIGN This full page ad will be seen in a full schedule of national magazine ads set by LustreCreme to coincide with the picture’s release. This fine product is sold in drug and department stores everywhere. Check locally with distributors for maximum coverage of windows and counters, based on reprints of this Rita Gam ad. Nord Lustre-Creme Shampoo ADMIRAL RADIO Admiral, one of the largest manufacturers of radio and television sets in the country, is basing intensive local campaign on the scene from “The Thief” showing Ray Milland with an Admiral table radio. All deal ers are being advised to cooperate fully. Order still from National Screen Exchange. Still ““TT-X2” EKOTAPE RECORDER Ekotape, made by Webster Electric Co., is supplying dealers with window streamers and point-of-sale displays featuring still of Milland shown here. Follow thru for full window and ads. Order still from National Still ““TT-X3” Screen Exchange. MINOX CAMERA PROMOTION Minox, Inc., is one of the world’s most enterprising manufacturers of miniature cameras. A Minox is seen in “The Thief” in many of the key scenes. These scenes are being adapted to a seruses tHE wonoerru. 18 of promotional aids which MinMINOX CAMERA -OX:«sis_ making available to their » thousands of outlets. Shown here is an ll x 14 window card; streamers and dealer ad mats are also available. Contact dealers for window displays and newspaper ads, promoting Minox Cameras for any of the contest prizes suggested throughout this pressbook. Write for dealer information to: “its Bis geese: waning tes Bac is The Last Wh | “THE THIEF’ selomees Hie Rates: BGK See and Owna _ “eo et C fe 2 oo ee t se @ sd 4 Cs a iw fe es ty cg * bd Py J @ Cd a = Cy 5 ry 3 ee 5 Cy ce Dep’t., United Artists Corp., 729 Seventh Ave., N. Y. Special Events Page Eleven