Showmen's Trade Review (Oct-Dec 1949)

SHOWMEN'S TRADE REVIEW, December 10, 1949 21 'HEIRESS' BALLYHOO MAKES A BIG SPLASH. This mammoth 24-sheet motorized ballyhoo was used by Jim Eshelman in Buffalo, N. Y., as one of the features of his campaign on Paramount's "The Heiress." The float was pulled by a jeep all over western New York. It made a big splash for the opening of the film at the Center Theatre. ^Heiress for a Day^ Promotion Tops Campaign on ^Heiress^ in Buffalo THE NEW PRESS BOOKS There's something alluring and adventuresome in the title, "Bagdad," but Universal-International has taken no chances to make sure that its Technicolor film of that title is thoroughly sold to the public You can see that upon your first glance at the press book. The girl in Oriental costume (more girl than costume, by the way); the turbaned lover gazing at his full-bosomed loved one; the sketches of desert raiders, dancing, girls, etc., put plenty of eye-appeal in that front-cover ad layout. But wait until you look inside. The press book opens out into a "24-sheet spread" which reveals an almost infinite assortment of ads, all of them certain to grab maximum attention on any amusement page. The catchlines are in keeping with the illustrations: "City of 1001 Pleasures . , . Land of 1001 Adventures." — "Reckless Adventure in the Land of Pagan Pleasures." — "All the Magic of the Arabian Nights Could Not Create An Adventure More Thrilling." And for those showmen who like to design their own ads, U-I provides a utility mat containing all the essential elements for the job. Exploitation suggestions cover one page, and the posters will draw attention wherever they're displayed. That 24-sheet would make a swell cutout for the lobby and/or the marquee. Furthermore, a couple of these on a sound truck for street ballyhoo would have all eyes. t ^■ From comedy to drama. The press book on RKO Radio's "The Threat" gets off to an impressive start with a smashing livecolumn ad on the cover. Lots of ad budgets won't be able to embrace this large display, but those that will should be well repaid when box-office receipts are counted up. A word description of the layout would not do it full justice, but you will see it for yourself. The other layouts, of various sizes, are just as effective, as are their catchlines: "Murderer Blasts a Trail of Vengeance."^ — "Suspense That Makes Your Nerves Scream Out" (ain't that a beaut?) — "Caught by a Killer Who Murders Without Mercy."— "The Most Amazing Kidnap in Cri'ine History." You've got plenty to work with here. The posters and lobby displays are also of the seat-selling kind and should be used liberally. Looking over the newspaper ads in the MGM press book on "Adam's Rib," one finds that clever catchlines are combined with illustrations of the two stars. Spencer Tracy and Katharine Hepburn. It's a combination that should sell tickets. Here are some of the catchlines: "MGM's Rib-roarious Battle of the Sexes," — "It's the Hilarious Answer to Who Wears the Pants." — "Funniest Picture in 10 Years." Incidentally, the ads vary widely in size and are therefore adaptable to all situations. There are two pages of promotions, stunts and tieups to keep the manager or his exploitation and advertising man happily busy. 'Living Trailer' Manager Gene Pleshette and Publicity Manager Henry Spiegel of the Brooklyn Paramount Theatre, borrowed Rique Fernandez and JoAnn Giles from the local Fred Astaire Dance Studio to herald the showing of the reissue, "Holiday Inn." For two weeks in advance of playdate the couple demonstrated ballroom dancing technique in the Paramount lobby as large groups of people looked on. The stunt was a "living trailer" for the picture. "The Heiress" was introduced to Bui¥alo at the Center theatre, with an exceptionally fine advance exploitation campaign, directed by James H. Eshehnan, Paramount Theatres district manager in the Queen City of the Lakes. The top stunt, from an exploitation viewpoint, was the "Heiress For a Day" promotion tied in with WEBR, through which feminine radio listeners were asked to write in and tell why they "should be an Heiress For a Day." Many prizes were promoted for the winner, who turned out to be Mrs. Donald Essex of Sloan, N. Y. The stunt was widely promoted on WEBR ten days in advance. Movie Review Contest Another outstanding stunt was the tie-in with the local Kaiser-Frazer car dealers in the national "Heiress" movie review contest. Special heralds were printed and distributed in all dealer stores. Special posters were made up and used in dealer windows. All dealer cars carried these same posters pasted on bodies or in windows. Patrons were asked to write reviews of "The Heiress" and send them in. The best review was submitted to the national contest judges. On opening day the Kaiser-Frazer dealers put on a parade, headed by a big A-Board truck. It went to all parts of the city with the "Heiress" review message as well as the story on the opening of the picture. A special cutout display, mammoth in size, was built on the top of each side of the Center marquee, which could be seen for miles up and down Main Street. An attractive valance was made up for use under the sides of the marquee. A big ballyhoo truck with a 24-sheet on each side and dates at the rear and along the bottom (sec cut), was drawn through the city a week in advance. At night it was used in the various shopping communities and attracted much attention. A beautiful lobby display was used a month in advance. Trailers were used in all the Paramount community theatres in BufTalo as well as in the Center and the Paramount, the company's other big downtown first-run. The advance advertising campaign was an unusually large one. Fifty-line teasers were used starting two weeks in advance of the showing and there was a three-day-in-advance build up with large space. Many weeks in advance special stories and art were planted in the local newspapers as well as in some 30 out-of-town publications. A saturation advance radio camIjaign was used, so that every time onj turned on the radio, out came something on "The Heiress." There was a full-page roto section pictorial preview in the Sunday Courier-Express three weeks in advance and a half-page splash in pictures and cutlines in Everybody's Daily, the local Polish newspaper. A 200-line "Thank You, Buffalo" display was used a day after the opening of the picture, thanking the town for its splendid reception. The picture went over with a bang the first week and a big holdover newspaper ad campaign was used. Those assisting in the campaign were Edward Miller, manager of the Center; C. B. Tayloi, ad-publicity chief; Edward J. Wall, Paramount field representative and Al Fowler, special publicity representative for Paramount. — BUF. Dandy School Tieup Here's a workable idea for communities in need of more school facilities. Manager Thor Hauschild of the Piqua Theatre, Piqua, O., found it a valuable publicity getter and goodwill builder. The city of Piqua was soon to vote on a school tax, a popular issue certain of passing, but to help the good work along, Hauschild booked the March of Time issue, "Fight for Better Schools." Informed of this the superintendent of schools said he would give the booking a big play in the local newspapers, announce it on all school bulletin boards, have announcements made in all class rooms and prepare a special note for all school children to take home to their parents informing them it was their duty to see the short subject. Theatre and playdate were carried in all of the superintendent's publicity for the film.