Boxoffice-January.17.1953

January 17, 1953 The Moiion Picture Merchandising Guide
con tents
SECTION
RKO forces continue to indicate their belief in
merchandising promotions. Confit.nation of this is contained
in the current issue of Promotion, which delineates the
tieups on both "Hans Christian
Andersen"' and "Peter Pan."
We can't remember many promotions which have presented
exhibitors with so extensive a list
of local latchon opportunities
as these two pictures. True, most of these ties were
constructed bv the separate Goldwyn and Disney staffs,
but their execution will be up to the RKO promotion forces.
What these forces have been doing with this
material on "Hans Chrisian Andersen" is a matter of record
in those key cities in which the picture is playing. What
they are assembling in the way of making use of the tieups on
the Disney feature will be of inestimable aid to every
exhibitor who looks for every possible hook upon which he
may hang his promotion hat.
RKO is a practiced hand at the manipulation of commercial
tieups and licensed merchandise to sell pictures.
The successful promotion of these pictures are of vital
importance to the industry as a whole, from any aspect.
Exhibitors who use the tie-in material along the lines outlined
will do a favor to their own boxoffice.
FEATURES:
More Evidence: Movie and TV
Alliance Gets the Kids for Both 3
"Peter Pan" Heads for New High
In Promotional Campaign Aids 4
The Gold in Goldwyn Ties 7
CAMPAIGNS:
"Peter Pan" (Disney-RKO) I
"Hans Christian Andersen"
(Goldwyn-RKOl 7
"Mississippi Gambler" (U-I) 6
DEPARTMENTS:
Merchandise Tie-Ins 6
Magazines
NATIONAL PRE-SELLING GUIDE:
A service section listing new films
for which pre-selling campaigns
have been developed, with tips to
exhibitors on bou to tie-in at the
''
local level
'
TV,. PROMnTION Section of BOXOFFICE is included in the third issue of each
lohn G Tiiislev Central Representative: Ewing Hutchison and E. L 'eck J3
Eas" Wacker Drive Chicago 1, 111- Hollyv^ood Representative: I^?" SP";'
f''°'
Hollywood Blvd., Hollywood 28. Calif.; Western RSP't^*"'? ''"^^J,,^"^ s^fJs 672 South Lafayette Park Place. Los Angeles 5, Cal.f Manager of bales and
Service: Herbert Roush, 825 Van Brunt Blvd., Kansas City 24. Mo.
NATHAN COHEN LOU H. GERARD
fxecutive Editor
Editor
JOHN G. TINSLEY
Manager
Advertising