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Larry Levy Hits Hard<br />
To Promote Ivanhoe'<br />
And 'Adventure'<br />
Liiiry Levy. iimiuiKti ul Ihc Colonlul Thratre.<br />
Reading. Pii., reports on his rocciii<br />
activUle.s covering full-scale cumpulgiLs on<br />
"Ivttiihoe" and "Plymouth Adventure."<br />
For "Ivanhoe." 150 window cards were distributed<br />
and a traveling billboard used to<br />
reach local and rural moviegoers. A banner<br />
was placed acro.ss the main street of town,<br />
and transparent lobby and marquee display^<br />
were on view in advance.<br />
The Reading Bulletin sponsored a crassword<br />
puzzle contest on the picture, and a department<br />
store sponsored a large co-op ad. The<br />
Carvel Ice Cream Co. paid for the printing<br />
:md distribution of several thousand coloring<br />
lontest heralds.<br />
Eleven-by-fourteen cards were displayed on<br />
newsstands through a tieup with the distilbution<br />
of Quiz Illustrated. Three thousand<br />
bookmarks and a like number of blotters were<br />
illstributed through bookstores, lending libraries<br />
and in schools and office buildings.<br />
For "Plymouth Adventure." the visit of the<br />
Mayflower float in Reading prompted Levy<br />
to tie in the exhibit w ith the Community<br />
Chest and received several good newspaper<br />
breaks as a result. Invitations were extended<br />
to teachers of American history for a special<br />
preview of the film, resulting in direct plugs<br />
to students In classrooms.<br />
To stimulate interest in the sponsoring of<br />
special holiday free shows for children. Levy<br />
mailed letters to more than 250 busine.ss firms<br />
outlining a plan whereby they can sponsor<br />
this type of show prior to the Christmas holidays<br />
or at other times such as Easter, the<br />
Fourth of July. etc.<br />
Papers Put Scepter on King<br />
As Texas<br />
p<br />
Weather Prophet<br />
National Contest Is Set<br />
For 'April in Paris'<br />
With the cooperatioii of Air France and<br />
the French government tourist bureau. Warner<br />
Bros, is .sponsoring an "April in Paris"<br />
national contest to promote the forthcoming<br />
release of that title. Winners will fly to<br />
Paris and spend a full week there as guests<br />
of the tourist office.<br />
Exhibitors who play the picture before<br />
February 14 are eligible to set up local judges<br />
committees and submit five entries to a national<br />
committee. Patrons are required to .'•ee<br />
the picture, then submit a letter on "Why I<br />
Would Like to Spend 'April in Paris.' "<br />
Builds Lobby Displays<br />
Jesse Gore, manager of the State in Winnsboro.<br />
Tex., forwards two attractive lobby displays<br />
In competition for the December BOX-<br />
OFFICE Honor Roll. Three-sheet cutouts<br />
made to exploit "The Half Breed" and<br />
"Dreamboat ' a colorful touch to the<br />
lobby and drew much attention from patrons.<br />
,pow«J<br />
'f<br />
Qets Two Co-Op Heralds<br />
Fred Barthel. manager of the Margie Grand<br />
Theatre, Harlan. Ky.. promoted two co-op<br />
heralds on recent attractions. Merchant ads<br />
on the back of the circulars paid for the ad<br />
literature on "What Price Glory" and "The<br />
Crimson Pirate."
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