Boxoffice-December.02.1950

MGM Tieups Geared to Aid Subsequents as Well as Key Runs
NEW YORK—Many so-called national promotions
are geared to score their most telling
results at the boxof-
^^^
fices of first run dates
^|H|^k and completely lose
^ ^^^\ ^^^ full penetration
r I originally planned to
W aid the second, third
and neighboring sit-
to create solid campaigns for all situations."
Illustrating his remarks, Terrell outlined
his company's campaign on "King Solomon's
Mines," which this week played in 100 or
more key runs. Three major tieups, arranged
for the film, are with Dodge Motors. A. H.
Pond Co. on a Keepsake diamond ring and
with Ralph Edwards' Truth or Consequences
radio program.
The Dodge tiein is based on the fact that
its trucks carried personnel, equipment and
supplies into Central Africa during the shooting
of the picture. All Dodge regional managers
and field organization members have
received a special program detailing the full
campaign. In addition to the regular MGM
accessories, there is available from Dodge, for
all local dealer tieups, a four-color 32x44 poster,
which will be used as an ad in the December
16 issue of Collier's. Also on hand is
a special 16mm film, "Jungle Safari"; four
books of facts about "King Solomon's Mines":
handbills; co-op ads; suggestions on jungleatmosphere
window displays, and special publicity
releases. In each case, all dealers have
uations, according to
Dan S. Terrell, exploitation
manager for
M e t r o-G o 1 d w y n -
Mayer.
"It has been our been advised of all playdates. with the point
Dan Terrell policy at MGM, in
stressed that "second and third run showings
may have more valuable tiein possibili-
creating tieups for
our pictures." asserts Terrell, "to judge
ties than original runs, because they lend
these campaigns on their effectiveness
themselves to localized activities of individual
dealers when the film is appearing at
not only in first run key-city dates
but also to have the tieup follow through
neighboring theatres."
with its ticket-selling possibilities for subsequent
engagements. In this manner, all exhibitors
can get aboard the bandwagon with mond ring offers $9,000 in rings for the best
The A. H. Pond tieup on the Keepsake dia-
answer to:
enough interest still generated in the tieup
"I would like a Keepsake ring because
. ." . In this connection, the Pond
Co. has available, for all merchants, free
entry blanks, two different-size newspaper ad
mats with art and full credit to the picture,
postcards and two types of three-color window
streamers as well as radio spot announcements.
In addition to the national
prizes, merchants have arranged local contests,
A six-week running sequence on Truth or
Consequences gives the picture full credit on
each radio stanza. It started with a man
being delegated to shoot a lion in Africa.
The man Harvey, through the cooperation of
the program, Safariland. Ltd., and various air
lines, arrived at Banagi Hill where the hunt
took place. A tape recording, which was
made, will be heard on a subsequent program.
Harvey's itinerary schedules him next to visit
"King Solomon's Mines" for a diamond and,
later. Alaska for gold to complete the diamond
ring. Subsequent radio penalties call
for him finding a girl and perhaps getting
married. What will that Ralph Edwards
think of next?
'Bird of Paradise' Tieups
Discussed at a Luncheon
NEW YORK—Manufacturers who are to
have a part in the promotion campaign for
"Bird of Paradise" (20th-Fox) were guests
of Stirling Silliphant, promotion manager
for 20th Century-Fox. at a luncheon held.
Tuesday (28) at Toots Shor's.
Tieups already made for spring and sum-;
mer items include: Dresses. Sheila Lynn;
sportswear, Joselly; handbags, Jenny; hosiery,*
Holeproof; negligees, Tula; jewelry. Coro;'
gloves. Dawnelle; blouses. Dorothy Korby;
scarves. Glentex; foundations. Lily of France;
handkerchiefs. Bloch Freres; bathing suits,
Sea Nymph; shoes, Mademoiselle: millinery,
Betmar; artificial flowers. Aster: separates,
Toni Owen; juniors, Judy and Jill, and bridal
gowns, Murray Hamburger.
PARAMOUNT TRADE SHOWS
DECEMBER 15, 1950
WENDELL COREY
• MACDONALD CAREY • WARD BOND