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Boxoffice-January.17.1953

Peter Pan' Heads for New

Peter Pan' Heads for New High for the picture are being used twice weekly on the "Captain Video" TV show in 25 markets. In Promotional Campaign Aids Six Big National Merchandise Ties Announced The Disney pattern of promotional saturation is being adhered to closely enough for "Peter Pan" so that exhibitors may mark the film down as a 1953 top entry in the realm of selling aids. There are two main avenues: Licensed merchandise and national tieups. Off these run at least a hundred different selling streets, all backed by a national magazine campaign in four colors and a great variety of national iiublicity breaks and local ])ublicity opportunities. So extensive is the campaign that it is impossible to cover in detail any of the angles but the main ones, concerned with lie-in merchandising. On this tieup level, for instance, there are six of wide scope, each set u|) for facilitated exhibitor handling at the local level. Peanut Butter Promotion DERBY FOODS: This is a made-to-order tie-in with the company's nationally distributed Peter Pan peanut butter. It is using 16 of the characters on lith()gra])hed jar tops in a 40.000,000 distribution. Locally, merchandise and display material will appear in about 100.000 retail outlets, and will feature s])ecial sui>ermarket promotions with an attendant in Peter Pan costume. Magazine, newspaper and Sunday comics advertising will be used along with the company's "Sky King" radio and TV shows. COLGATE- PALMOLIVE-PEET: The company is going to introduce a Peter Pan soap, a trademark it has held for years but never promoted. It will be a chlorophyll soap. The campaign will follow the film's release |)attern, with distribution starting sent to 50,000 outlets. in ten or 12 major areas and spreading out w ith the picture. The Disney "Never Land map will be given away to children as a premium, and display material kits will be Local newspaper advertising will get the heavy play, and will be supplemented by national magazine ads. Shoe Stores Join in Campaign WEATHEKBIRD SHOES: The tie-in will come through 5.000 dealers nationally. They will use Disney window displays and sales promotion material inside the stores. Giveaway item for children will be 1.000,0(X) paper hats, featuring the film characters. A newspaper co-op ad campaign will be promoted strongly; the company has set up a special fund for this advertising and has sent a complete mat service to each dealer. There will be radio spot announcements for local use. The whole promotion will be backed by half-page ads in the March, April and May These ore some of the novelty items which will be sold across the country during the run ot "Peter Pan," and will be available tor sole ot theatre counters. The Peter Pan and Tinker Bell dolls, the jigsow puzzle and the comic bolloons will be heavily merchandised in 5 & lOcent stores, novelty shops and toy departments of many larger stores. issues of such magazines as Parents'. Roman's Day, Seventeen and the Ladie-s' Home Journal. POST CEREALS: Its new "Corn Fetti" cereal is being used as the tieup medium. Peter Pan credits will appear on 10.000,000 boxes; a small Peter Pan comic book will be enclosed with most of these boxes. Plugs ADMIRAL CORP.: This electrical appliance company will spend about $2,000,000 on its Peter Pan tieup, using all media. Half of this amount will go for display material and lithographv for dealer showrooms. This includes 1.000,000 Peter Pan TV theatres to give to children whose parents come in for a demonstration, and a similar number of free comic books for children giveaways. Characters from the picture and screen credits will play a part in Admiral's national ad campaign, which includes color ads in virtually every major publication. Film credits will be plugged on .Vdmiral's radio and T\ shows. At Admiral Sales Convention The tieup was kicked off w ith appropriate fanfare at Admiral's national sales convention in Chicago on January 2, and is being followed by local sales conventions in 80 distributor areas. Banners, signs and six-foot cutouts will be featured in 30,000 dealer showrooms. Newspaper ad mats have been supplied to all dealers on a co-op basis. RCA VICTOR: The combined efforts of 51 wholesale distributors will be devoted the company's Peter Pan album and the to top tunes trom the film. 1 lie activity is already under way. with salesmen covering every situation, both in distribution of the records and in publicity and promotion via newspapers, disk jockeys and stores. National advertising includes 600-line ads in key city newspapers, to break with playdates, with special co-op ad mats for all dealers like those used with success on "Alice in Wonderland." Promotional and store display material includes 3.000 standees, featuring a fulllength figure of Peter Pan, for music, record and department stores, which are excellent for use by dealers in conjunction with theatre tie-ins; counter and mailing pieces; streamers for the album; streamers for the single records, and hangers. On radio, records have been serviced to 2.500 disk jockeys; the Little Nipper Story Time show to 260 stations will get the Peter Pan story in the spring, and Disney will do a guest shot on the Stars Review the Hits show on 225 more stations. Big Bicycle Giveaway Ready For 'Hiawatha' Promotion Allied .Xrtists has completed a national tie-uj) with Gamble-Skogmo, Inc.. of Minneapolis under which winners of essay contests to be held in connection with the showing of "Hiawatha" in all key cities will be awarded "Hiawatha" bicycles provided by the Minneapolis firm. The company also is making available to exhibitors lobby displays and is providing free thousands of "Hiawatha'' headdresses. Exhibitors can arrange for these promotions through the Allied Artists exchange offices. PROMOTION SECTION

Tom Ed^fards knows movie customers Edwards ir Plumlee Theatres partner says screen magazines bring 'em in! This longtime exhibitor from Farmington, Missouri, says: "From my earhest days in this business, when I was a film salesman traveling in Missouri and Kansas, I have noticed how far-reaching is the circulation of screen magazines, which I have seen displayed in stores and on newsstands everywhere, reaching even into the smallest of nnal towns. "As an exliibitor for the past 20 years, now operating a group of small-town houses in Eastern Missouri, I have come to know directly the value of the screen magazine in cultivating interest and de- \-eloping patrons for the movies. This is especially true among the \ounger people, who I know are the most avid readers of these nublications. I know this through observation, and also due to the fact that I have a teen-age daughter, who keeps up on movies and stars through them." Screen magazines most certainly do cultivate new young customers for the exhibitor. Modern Screen, for example, is read month after month by an audience of 3,000,000, and better than 9 out of 10 are under 35 years old. These young women read Modern Screen from cover to cover because the stories on stars and many phases of movies are specially edited to interest them. And they get not only quality, but quantity, too. In 1952, Modem Screen ran more editorial matter than any other screen magazine! Readers really get their money's worth. Proof of the reader demand for Modern Screen is the fact that it leads all other screen magazines on the newsstands, as it has ever since 1947. And proof that advertisers know that Modern Screen really brings in customers, is the fact that it led all other screen magazines in advertising linage in 1952. modern screen t ( ; America's Great Screen Magazine DELL PUBLISHING CO., INC. 261 FIFTH AVENUE. NEW YORK 16, N.Y. V BOXOFFICE :: January 17. 1953