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IMPORTANCE OF ‘MY FAIR KINDS OF ITI PROMOTIO
From stores to charity organizations, from video outlets to art museums, MY FAIR LADY’ exhibitors had no trouble tieing-up during the reserved seat run of the picture and moving lots of extra tickets. On these two pages are given down-to-earth details of how showmen across the country sold ...sold ... sold ‘LADY’ through local promotional tie-ups.
ROCHESTER, Rivera Theatre Foreman’s, the city’s biggest | DALLAS, Tower Theatre
department store, bought out opening night and sold the tickets at advanced prices for the benefit of the Rochester Civic Music Association. Store plugged the event through inserts in business mail, spots in own ads and ticket booths on premises. Association members solicited sales, staged series of private parties prior to the opening for publicity purposes to stimulate sales.
Tiche-Goettinger, leading department store in town, bought entire special morning performance, sold tickets to store customers, put on a show of 'LADY' fashions on stage of theatre prior to screening of the picture. Store supported tie-up with spots in ads, mailing pieces and in-store displays.
LOS ANGELES, Egyptian Theatre
Womans’ Symphony Committee of Burbank, Cal., took opening night, sold tickets at advanced prices. Proceeds went into scholarships for talented youngsters to work with Burbank Symphony Orchestra. Committee members solicited purchases of seats. Event publicized by series of dress teas at which women wore costumes based on the fashion
designs of 'FAIR LADY.’
SEATTLE, Music Box Theatre
Thriftway Stores (28-outlet food chain) purchased whole matinee and evening performances, gave tickets to major charities in Seattle for resale at advanced prices. Ticket booths in_ stores helped sale of seats. Chain supported the promotion in
own ads.
CHICAGO, Palace Theatre
Jewel Tea Company (270outlet food chain) bought one performance for giveaway to customers by sweepstakes; and also bought 13 special performances to which tickets were sold via
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order blanks distributed in the stores. Chain sponsored half-hour live television coverage of opening night activities at theatre to build up interest, and plugged the across-the-board promotion via mailing pieces, in-store displays and ads in all communications media.
SYRACUSE, Eckel Theatre
Opening night bought by Merchants National Bank and Trust which distributed the tickets to employees as Christmas presents. Bank also provided seats for top business and political personalities in the community.