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January 17, 1953 The

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

Further Evidence: Movies and TV Alliance Gets the Kids for Both w0 ^^^^ Sidney Lust Circuit Successfully Uses TV to Sell a Weekly Serial nmmyi^^^ by LOU GERARD In addition to the TV tie-ups, the Lust circuit also had local merchondise promotions to boost the serial. Here is a bicycle contributed as a prize by a neighborhood merchants for one ot the contests. Free candy also was a draw. The following is a case history. It offers additional evidence that movies and TV can live together, not only as uneasy cousins but as partners who can promote each other's cause. What happened in five theatres of the Sidney Lust circuit of Washington, D. C, illustrates in particular how the impact of a TV subject can be transferred to the screen, to the theatre and to the boxoffice. What is more important, it reached out to children and brought them into these theatres, many for the first time. In a sense, therefore, this delineation of how Columbia's serial, "Captain Video," was thoroughly promoted and sold is a continuation of the editorial coverage which Promotion has been according this melding of motion pictures and television. (See Promotion, lead article, for May 1952, showing Loew's New York theatres' approach.) On An Experiment Basis The effort was strictly an experiment, according to circuit operator Sidney B. Lust. He wanted to determine whether a show like "Captain Video," popularized and presold on TV to thousands of children in the suburban Maryland areas adjacent to Washington, could be sold as a theatre feature. Says Lust, "Our organization decided to shoot the works with an extensive and spectacular promotion campaign. For the test, we chose those theatres with a diversified patronage, so that we could determine whether this highly rated video show would appeal to all or any of the kids in the various neighborhoods. They were: the Allen Theatre, Takoma Park; Bethesda in Bethesda; Cheverly in Cheverly; Kaywood in Mount Rainier, and the Viers Mill in Viers Mill Village. All, as you may note, are in Maryland, right outside of Washington, an area with heavy TV coverage which could rightly be called saturation. That brought in an added factor, which could possibly hurt us: Saturday is a big TV day for the youngsters and the serial was going to run on Saturdays. "Incidentally, we decided at our meeting that we were going to keep the exploitation pressure on for every chapter of the show, as long as the TV people and merchants would go along with us." After the serial was booked, Lust personally contacted Washington TV station WTTG, which carried "Captain Video." He made a reciprocity deal with the station's promotion man: the theatres would run trailers announcing the daily Captain Video show on WTTG, with a credit line to General Foods, the show's sponsor. In return, at the end of each show, the station would use spot announcements giving theatres and playdates for the movie. Lust says that this was "the most effective bit of exploitation we did on the serial, as it brought our opening dates direct to the youngsters who had become avid Captain Video fans." He continues: "However, no stone was left unturned to take advantage of every other possible avenue of exploitation." Following are some of these avenues: NEWSPAPER PUBLICITY: Each of the four Washington dailies was contacted and informed of what was to the area a novel tieup between movies and television. Each one of the amusement editors ran one or more stories on this tieup. PRINTED MATERIAL: Twenty thousand handbills were turned over to General Foods for distribution to food stores in the neighborhoods served by the five theatres; the stores in turn placed these in bags at check-out counters. (Ed. Note: That General Foods, sponsors of the TV show, would cooperate, was pointed out in the short CO-OP POSTERS USED Heralds window cords and streamers of this variety are available for the "Captain Video" promotion. General Foods posted 1,000 cards like the one at the right in food stores throughout the community. Over 46,000 pieces of printed material were distributed in the tie-up promotion. subjects issue of Promotion, December 22, 19.51, some time before the serial was released. ) Fifteen thousand exchange heralds, imprinted with theatre and playdate, were distributed house-to-house. Ten tliousand special handbills were distributed to school children. Two hundred fifty jumbo window cards were posted in store windows and on telephone poles. One thousand window streamers, 10x15 inches, with credits to playdates. General Foods cereal products and the TV station, were posted by General Foods in food stores. Special 6-Sheets Used The theatres posted special 6-sheets in lobbies and out front well in advance of playdate, and used these intermittently throughout the run of the serial. SCREEN PROMOTION: Trailers were run two weeks in advance at each theatre, with credit to the same cooperating triumvirate. GIVEAWAYS: General Foods came through with 6,500 boxes of Sugar Crispies for free theatre distribution. Each theatre manager then canvassed local merchants for other items, and got such items as candy and cookies for giveaways on opening day; door prizes of various kinds, including bikes, also were promoted by managers, who at the same time arranged for addi- Continiied on page 10 TRY THE FAVORITE fOSJ CERIALS OF CAPTAIN VIDEOl tC*""' ,,,011' SfiMf Imt't MOW OH THB mOViB SCUKBMI fColvtnbia Plourn' All Time Scrlvf 5roopf KAYWOOD THEATRE I ]2n V«Ba Ski*f ON I BOXOFFICE :: January 17, 1953