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i MERCHANDISE l>EII Ltl HIK MAGAZINES U-l Lines Up Tri-Part Tie-In Promotions for Mississippi Gambler' Film's Stars Head Fashion Projects for Large, Small Situations. Along with its star tours and day-anddale saturation booiiings for "Mississippi Gambler," I -I has constructed a wellrounded tieup campaign in the national category which reaches into definite local outlets. The tie-ins take three different tacks. The first is aimed at department stores, and consists of a five-part fashion promotion. Involved are Lortogs, manufacturing a special blouse and skirt, it uses Piper I^iurie as the model in a full-page ad in Compact magazine which carries credits for the film and |)inp()ints 25 stores across the country; ad mats and photos of the star are included in a store promotion package. Miss Laurie is featured in a negligee and lingerie tic with Terris Bros., which is using a full page in Glamour and reproducing the ad in ad mats to store accounts. Full-Page in Seventeen A full page in Seventeen ties the same star to Penobscot "Trampeze" shoes in a number of styles, with ad mats and counter cards going to store accounts, and a full page in Brides features her in a tieup with Pandora wedding gowns, which is also providing ad mats. Slightly more limited is a tieup using Julia Adams and the new line of Schapiarelli hosiery, which is being sold currently through franchise operated departments in 150 key city department stores. Newspaper ads will accompany picture openings wherever possible, and stores will have counter cards. A Cotton Week Tie-Up The second category is a "'Cotton Week in Your Town" promotion, for which five west coast manufacturers have combined in a series of women's clothes stylings. from bathing suits to evening gowns. Each manufacturer will aid any exhibitor who can promote the idea with any store locallv; the manufacturers are all nationally distributed and well-known, and have already briefed all of their store accounts. A special set of stills is available, featuring Piper Laurie and Julia Adams in the garments. Since cottons come into prominence along about March, later playdates will have the advantage in setting up such a tieup. In the third category are the regular commercial ties, with U-l scoring a first via Tyrone Powers endorsement of Camel cigarets and a return picture credit, which lOkTOM . J., t..,.' ^ • '» This full-page national ad reaches to local-level selling via ad mats for retail outlets nationally, and publicity photos of the star and the garments in a store promotion package by the manufocturcr. the company has not done before. The full comjilement of 39 national magazines will be used in the full-page color format employed by Camels. Color reprints will be available through L'-I's home office exploitation department. National magazines and point of sale display material will feature a Power tie-in with Auto-Lite, and Hollywood Bread will run newspaper ads on Piper Laurie as part of its continuing tie with U-I. (For names and addresses of contacts on these promotions, check the f*re-Selling Guide. Bwana Devil' Aimed at Promotion Camera Fans One of the most intensive cooperative tieups ever arranged with a motion picture is currently being undertaken by the David White Co. of Milwaukee, manufacturers of the Stereo-Realist cameras, in conjunction with the initial bookings of Arch Oboler's "Bwana Devil," first Natural Vision thirddimensional feature. The company is plugging the Robert Stack-Barbara Britton-Nigel Bruce picture with large ads in the December issues of Business Week, Sales Management, Business Screen, National Photographer and Professional I'hotographer magazines, atid features a lead article in the current issue of the Realist News, distributed to over 50.000 Realist camera owners all over the nation. Every photographic editor of each daily and large weekly newspajier in the country has received several mailings on the unique picture, while 2,500 camera dealers around the country have been contacted and ])rovided with placards announcing the film. Special Stereo-Realist stills, made during the shooting of the color film, will be provided theatres showing the third-dimension pioneer production for lobby displays. Seventeen 's acclaim for "Hans Christian Andersen" has been translated into action for exhibitors. The magazine is offering free selling aid via its "Picture of the Month" seal for lobby display, an enlarged reproduction of tlie review and a 10x13 color cover of the magazine. This service is offered only occasionally, on pictures which the publication considers of extra merit. The magazine's jjicture of the month for February is Martin and Lewis' "The Stooge." "Limelight" gets Holiday magazine's top accolade for the year, with reviewer Al Hine terming it the "movie event of the year . . . great and stirring ... in a class by itself." Two other UA releases, "High Noon" and "The Thief," are among the magazine's selections for the vear's 12 best. Redbook joins the parade of magazines and other media heaping honors on "Come Back, Little Sheba." Along with its picture of the month bestowal, the magazine follows others with especial notice of the portrayals, with particular attention to Shirley Booth and Burt I^ncaster. National media continue to pay special attention to the I PA-Columbia released cartoons. The latest is Redbook, which devotes two color pages to a rave review of "Madeline." the classic Ludwing Bemelmans children's story. Seven stills are used to illustrate the article. A look-see into what teenagers prefer in the way of screen fare is afforded by Seventeen's January issue, which annually turns over its entertaiimient section to its readers. A 17-year-old girl from Virginia claims that teeners are capable of intelligent movie choices, even with Tony Curtis in them. Her favorite films: "Battleground," "The Happv Time," "The Greatest Show on Earth," "What Price Glory" and "High Noon." Another 17-year-old provides an enlightening article on movie background music like the score for "Quo Vadis.' .\merican magazine's selections for February feature a variety of Uiemes to encompass the tastes of all of its family readershi]). Recommended for adventure is "The Pathfinder" from Columbia; tense drama. MGM's "Story of Three Loves"; murder-mystery, in 20th-Fox's "Niagara" and RKO's "Angel Face"; musical fare in Warner's "She's Back on Broadway"; powerful drama in Paramount's "Come Back. Little Sheba." and foreign fare in the French "Forbidden Games." .Noted as an Academy award contender is UA's ".Moulin Rouge." PROMOTION SECTION

THE GOLD IN GOLDWYN TIES Most Extensive Tie- In Campaign Is Created For Merchandising Hans Christian Andersen' The merchandise tie-in campaign constructed around "Hans Christian Andersen'" is the most extensive lined up for any Goldwyn picture. Most of the products are in the mass-sale class, and the others have been coordinated into an over-all package for key city and other department stores. Practicality of the merchandise in promoting the playdate is indicated by New York's Criterion, which has been selling about ten of the items in its lobby, as it has consistently done with Disney merchandise, and has been meeting with the same kind of "highly satisfactory" results. New York Stores Tie-in Another indication of the display tie-in possibilities—some involving merchandise and others not—is the ])rominence of New York department stores which devoted windows and in-store displays to the film. These include: Macy's, which featured nine of the products on sale (affiliated stores are expected to join in the same promotion to tie in with theatre playdates) ; Bon wit- Teller, also following tlirough in Boston and Cleveland, and Abraham & Strauss. Nationally, the AMC stores, which include the top ones in 23 key cities, have also indicated that they will tie in. Individually, certain manufacturers are promoting their items heavily, and in novel form. They indicate they will respond quickly to theatre campaigns, and will aid in theatre-store promotions whenever possible. One of the best is being handled by Jo-Do, which has created a line of plastic aprons for children and adults and is selling them via confinement to one store per town, with each apron being personalized with first names by an artist hired by the store. Package Deals for Stores The manufacturer provides mats and artists' materials, with which the artist sets himself up in a traffic spot. On display at the spot are the aprons. Stores have been provided with ad mats, window and counter displays and a special pre-selling newspaper co-op campaign. This is the kind of stunt which can be followed through with jiractically no change right in theatre lobbies, and attract attention as well as extra concession dollars. Also in the double role of store promotion and theatre concession items are the following products: Thumbelina and King's Doll, to retail at SI, and de luxe versions at $1.50 and $2. These are packaged in a replica of an HCA book, and will be carried in department stores and drug and grocery chains. Ad mats on a co-op basis will be available to the stores, as well as a variety of display pieces—counter cards, window streamers, mechanical window displays. "Fairytale" handbags for children are based on the stories in the film and have been placed in novelty, chain and department stores with counter cards and ad mats for all outlets. Hand-painted costume jewelry for children includes necklaces, bracelets, pins, barrettes and earrings, each specially packaged in an HCA box. The promotion jirogram includes mailing pieces, consumer magazine ads and co-op ad mats. Decca records has prepared albums at all three speeds, featuring Danny Kaye and Jane Wyman, as well as single records. Decca's promotion includes newspaper ads to break day and date with openings, counter cards and window streamers. The 25-cent Little Golden records are out now, too, as well as a line of 2.5-cent Wonder Books and $1 Treasure editions. Book covers feature Danny Kaye. Ad mats have been forwarded to local dealers. Publish Four-Color Comic Book A 100-page, four-color comic book from Ziff-Davis has an initial print order of 1,000,000; two different dolls in the $2 range have just been added to the line-up, and four different full-color reproductions of the Jeanmaire dances complete the list of the double-duty ties. At least 16 more manufacturers are in the tie-in list, via clothing and accessories for department and specialty store sale, and national ad tie-ins are sjiearheaded by the Camel cigaret complement of 39 magazines. Exhibitors may note that every tieup item gives complete credits to the picture, whether in the form of packaging, ads or displays. (For complete listing of tie-ups and contarts for local help, check the National f'resclling Guide in this issue. I Autry Promotion Going On Bread Wrappers Fortune Merchandising Corp., newly licensed to handle Gene Autry promotional printed matter, has already sublicensed Quality Bakers of America to use Autry on bread wrappers. Additional deals with Arden Dairies in Los Angeles and Bell Brook Dairies in San Francisco will use the Autry likeness on milk cartons. Estimates on the baker tieup mean that Autry credits go on four million bread wrappers a week, with similar distribution from the Arden Dairy tieup. The Fortune Corp.'s license extends to billboards, 24-sheets, point of purchase advertising, window and market signs and beverage caps. 10 PAIRS OF [Ril TICKETS TO THE 10 PEOPLE WHO COME CLOSEST TO GUESSING THE AGE OF THE REBUILT SHOES SHOWN BELOWM COME IN FOR YOUR FREE ENTRY BLANK! llaiisiiliiKllaiiAiidcrswrs |P^ 1 AIRY mil H THREE LOCAL-LEVEL TIE-INS The O'Sullivan heels contest (top) will go into 40,000 shoe repair shops, a natural local tie-up for exhibitors. Promotional moteriol will go direct to the shops from the manufacturer. Center is the cover of a new edition of Hans Christian Andersen's fairytales, out in the 25-cent Golden Book edition, while below is a songbook to be offered as o premium in a special gift package of the nationally advertised Chips'N Twigs clothes for boys. BOXOFFICE :: January 17, 1953