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Is pui w<br />
fmiertln<br />
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entoini.<br />
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fi<br />
Techri<br />
in<br />
jecono i"<br />
joiisp<br />
high -tchool;* uihI the main IiIm.iis. Ii );uI<br />
cxcrllrnt i()i)|HTatinn (roin the (iall-(!hr''<br />
brochure eontaining coh>r reprints of some<br />
of the paint injjs shown in the series were<br />
handed out.<br />
Response by Students<br />
Students respon(h-d In lln- 1 ,impai;;ti. lipping<br />
the IJoyd's };ross ((in.si(liTal)lv (hiring!<br />
the two weeivs in whieh tile sliorl run. It<br />
was hilled, incidentally, as the "world<br />
prennere." which [jrohably gave it some<br />
impetus, although the contest and the en-<br />
Isuing civic and merchant cooperation acituallv<br />
huilt the Itoxoffice.<br />
When the subject of nc';as played llbi-<br />
Icago's I'alace, the theatre hit hard at bookstores<br />
and art shops, and good window and<br />
in-slore displays of books on the painter<br />
himself and reproductions of some of his<br />
works.<br />
Another highly exploitable series was<br />
kicked off on December 17 in San Bernardino,<br />
Calif., where Joseph C. Rodriguez and<br />
his bride were married. As the winner of a<br />
jCongrcssional Medal of Hoiu>r in Korea,<br />
jSergeant Kodriguez is one of four Ameri-<br />
(cans whose story is told in Vi . K. Frank's<br />
liMedal of Honor series of four half-hour<br />
Ifeaturcttcs on this same theme, chosen tmni<br />
rmong 800 winners of the Medal.<br />
Producer Frank took to the road personally<br />
to exploit the series, and because<br />
(of its nature was able to achieve not oidy<br />
Jocal but national publicity breaks. For<br />
le San Bernardino (Rodriguez's home<br />
iwn)<br />
premiere, newspapers, press associaions,<br />
radio, newsreel, TV, magazines, railoads<br />
air<br />
lines and the U.S. army were all<br />
n hand, which media should shuttle a<br />
ivealth of |iiil)licitv material nationally.<br />
This material in turn can be utilizctl at<br />
he local level.<br />
Released Through UA<br />
The series is being released through UA.<br />
Among Warner's releases are a number<br />
if subjects on which extra handling can<br />
iring returns. "'Thar She Blows," a whalig<br />
story, has already had national breaks<br />
such magazines as Life, Time and Argosy,<br />
a dozen others to break shortly. These<br />
an be put together for theatre display ma-<br />
,erial that packs punch. "Cruise of the<br />
has marquee name power in Errol<br />
lynn, and "Sporting Courage'' will get<br />
ocal backing from veterans organizations<br />
)ecause of its subject matter, W Orld War<br />
I amputees who were former ski ihamps<br />
nd who are continuing to ski, on one leg.<br />
lis subject has inherent human interest<br />
ppeal.<br />
Exhibitors who have played, and paid<br />
me selling attention to the Disney True<br />
lie Adventure series (".Nature's Half<br />
ere," "Water Birds." etc. already know<br />
I<br />
rips to Famed .\rt Museums "J^<br />
Top Pri/.t's for Ussays Ba.M>d J.#]<br />
On Film Stor\ of Botticelli ^-<br />
c'TwoF AUEnroiun p<br />
, IM U* {^<br />
r
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