Boxoffice-October.27.1951

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MAJOR FILM MERCHANDISING
CAMPAIGNS MAPPED BY MGM
'Quo Vadis' Selling Plans
To Be Formally Revealed
By Company Nov. 15
CHICAGO — Selling plans for "Quo
Vadis" will be announced to the trade on
or about November 15—marking the first
time in the history of Metro-Goldwyn-
Mayer that details of the basis on which
the company will sell a picture will be
published in advertisement form.
This approach to the sales campaign was
announced by William F. Rodgers, vice-president
and general sales manager, at the three
day conferences of sales executives held here
this week. Approximately 75 home office
executives, sales managers and district and
branch managers attended the session.
TO MAKE PLANS CLEAR
"Quo Vadis" and the way it will be sold
to the public and to exhibitors was the big
topic at the conference. The company considers
it its greatest production of all time.
The decision to officially let exhibitors know
what the score is on the selling arrangements
for the film came because the company felt
"the industry should be informed officially
and without any question of doubt as to what
the company's intentions are in the exhibition
of the film."
Howard Dietz, vice-president in charge of
advertising, publicity and exploitation; and
Dore Schary, vice-president in charge of
production, also spoke on other campaigns
to be undertaken.
Schary told the sales chiefs that MGM
faces the brightest sales prospects in its
history with its current and forthcoming
product.
DELIVER 82 FEATURES
The company is delivering the top product
it promised some 32 months ago. Of 117
films announced in that period, Schary
pointed out, 82 have been dehvered—which
in itself is a company record—13 are finished,
5 are in production and 8 are to start
soon.
As potential boxoffice hits to follow "An
American in Paris," Schary named "The
Wild North," "Westward the Women," "Callaway
Went Thataway," "Belle of New York,"
"When in Rome," "Singing in the Rain,"
"The Merry Widow," "Scaramouche," "Lovely
to Look At," and "Skirts Ahoy." He said these
films are either completed or shooting.
The MGM production chief revealed that
one of the most important film projects on
the future schedule will be "The Making of
rairvil' .'IJL
^ \
MGM sales executives some advance information on new product,
Besides giving:
Dore Schary, production chief, also had some good stories to tell. The one he told as
the cameraman clicked the shutter apparently topped them all—if the expressions on
the faces are an indication. L to R on the dais are: Si Seadler, advertising manager;
Rudy Berger, sales chief in Washington, D. C; Burtus Bishop jr., sales chief in the
Chicago division; Schary; William F. Rodgers, vice-president and general sales manager;
Charles Reagan, assistant to Rodgers; Howard Dietz, vice-president in charge of
advertising and publicity; John J. Maloney, sales chief in the Pittsburgh division, and
George Hickey, Los Angeles division sales manager.
a Marine," based on the recent Life magazine
story of U.S. marine training. He will personally
produce the film with WilUam A.
Wellman, directing.
Among the films now in preparation for an
early start, Schary named as outstanding
sales bets "The Student Prince," starring
Jane Powell and Ricardo Montalban; "Pat
and Mike" starring Spencer Tracy and
Katharine Hepburn; "Mr. Congressman";
"Carbine Williams," starring James Stewart;
"Plymouth Adventure," starring Spencer
Tracy and Van Johnson, which Schary will
also produce; "Eagle on His Cap"; "Mexican
Village," starring Ava Gardner, Fernando
Lamas, Ricardo Montalban and Cyd Charisse;
"Young Bess," starring Stewart Granger and
Jean Simmons; "Mogambo," starring Clark
Gable; "Tliree Love Stories," starring Fernando
Lamas, Pier Angeli and Leslie Caron;
"Years Ago," starring Spencer Tracy and
Debbie Reynolds; "Brigadoon," starring Gene
Kelly and Kathryn Grayson.
Promotion plans for "Quo Vadis" were outlined
in detail by Dietz. John Joseph, publicity
head; Dan S. Terrell, promotion manager,
and Silas F. Seadler, advertising manager.
Dietz spoke on pre-selling pictures by advance
publicity and national magazine ad-
This is the setting in the Ambassador
East hotel in Chicago where
the Metro - Goldwyn - Mayer sales
chiefs held their conference on 1951-
1953 product this week. Approximately
75 home office executives,
division sales managers and district
and branch managers participated
in the three-day discussions.
vertising and publicity.
He pointed out that
of the nation's 20 leading film grossers in 1950,
MGM tallied eight, and in the year before
garnered nine of the 20 leaders. In each
instance, he said, the 20 pictures were advertised
in national magazines.
"We have the superiority over other companies
because we at MGM have made many
top money grossers. Also, we at MGM have
never made a bad picture. The picture may
not have done as expected at the boxoffice,
but it was not a bad film. Sometimes it is
the public that is the "flop" and he enumerated
certain instances where outstanding pictures
did not get the public response they
should have.
Joseph spoke chiefly on MGM's excellent
showing in net linage publicity-wise in national
and fan magazines. He cited as an
example that in the 12-month period ending
October 1, MGM's showing in Redbook magazine
totaled 20',3 pages, leading all other
companies.
Terrell outlined the enormous number of
tieups on "Quo Vadis" and the understanding
with each of the manufacturers of "Q.
V." items to utilize a minimum of a fuU page
in magazines or newspapers, which has resulted
so far in 40 pages of advertising.
Seadler cited a recent interview by Russell
Downing of the Radio City Music Hall where
the New York managing director of the
Rockefeller Center Theatre declared business
so far this year was seven per cent better
than last year, and one of the reasons was
such pictures as "An American in Paris." The
MGM advertising head took the opportunity
to point out that so far this year, MGM had
40 weeks of the theatre's playing time and
that this figure would be increased in the
proportion of the holdover of "An American
in Paris."
BOXOFFICE :
: October 27, 1951