U. S. Radio (Jan-Dec 1960)

tiollywood The release date lor Our Man From Havana, Mr. Rosenlekl continues, was changed Ironi March to the last week in January, giving the company only three weeks to penetrate the New York market lor the first showing of the film. "\Xe had to saturate our market quickiv, and we decided that radio could best do the jol). Previously, radio had always been used in conjimction with newspapers and other media. However, we started our New York campaign with a saturation radio buy o\er the weekend starting Friday, January 8th. This was the first time we used radio as our only medium. We supported the campaign the following week with newspaper ads, and came back again the following week with the radio saturation. "Our Man From Havana," he says, "opened to excellent business. On the basis of this, we decided to repeat the saine type of radio effort in all other key openings of the film." Columbia Pictures, it is pointed out, considers radio a basic part of its advertising program. Any picture which will be cooperatively sup ported by the company and the exhibitors, Mr. Rosenfeld states, will include radio. "Although the amoimt of money we spend on radio varies with each picture, the average is usually from 10 to 25 percent of the budget." Effective Publicity Outlet Radio as an effective outlet lor publicity and promotion is also considered of great value to film companies. Roger Caras, head of Colinnbia's radio and television department, emphasizes that every effort is made to supply the stations with legitimate publicity material that earns its right to air lime Inbeing timely and interesting to the listeners. Mr. Rosenfeld sees the continued heavy use of radio. He also mentions that technical radio advances are being watched. "We expect to make use of stereo conmiercials for the first time when wc release our pictine Song Witliout End, which is Ijased on tlie life of Fran/ Liszt. We feel sure the musical score from this film will lend itself beautifidly to stereo l^roadcasting." lllllllllllll miiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiii Hollywood's Radio Profile • Radio to be employed on almost all the 225-250 films to be released in 1960. • Industry will spend estimated $7 to 10 million on radio — primarily for local co-op campaigns. • Very heavy saturation campaigns about one week prior to opening of film becoming popular. • Trend to using portions of actual sound track to establish mood of film on spot announcements will continue. • Flexibility of radio medium, and ability to pinpoint specific audience groups, finding increasing favor with film companies. un ;iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiimii!ii Another strong advocate of radio is Universal-International. David A. Lipton, vice president of the company, points out that the mcdiimi is employed extensively. He also states that last year the company had five major boxoffice successes — Perfect Furlough, Imitation of Life, This Earth Is Mine, Pillow Talk and Operation Petticoat — and that radio was heavily used in all of these releases. A company spokesman says that Universal-International started using radio consistently for its preselling campaigns in 1959, and that the results warrant continued use during 1960. As an example of its belief in radio's ability to prc-scll an audience, the company bought a huge spot saturation program for its forthconu'ng film Sf)artacus. Alihougli the picimc will not be released until later this year, the advance campaign was started on New Year's Eve. "During the period of a few hours," it is explained, "no less than .8,870 separate spots were aired over 690 stations across the country through the facilities of three networks. The spot barrage consisted of 10-second announcements stating 'I960 is the year of Spartacus and Spartacus is the motion picture of the year.' " The com])any reports that its most effective annoimcements are those that include actual sounds and dialogue from the picture. A typical one-minute spot for Operation Petticoat demonstrates this technique: Typical Announcement ANNCR: (Live) Have you ever heard of a U. S. submarine turning a blushing pink? Well, it actually happens in OPERATION PETTICOAT, and it all starts when five stranded nurses are taken aboard as passengers. Of course, Gary Grant as the Commander does try to keep order, as you can hear from this scene ... (Start dialogue track) SHERMAN: Mr. Holden— just a minute. Mr. Watson! WATSON: Yes, sir! SHERMAN: Please assemble the crew ! You will instruct them they are to completely 34 U. S. RADIO March 1960