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I<br />
ing<br />
i<br />
from<br />
I<br />
magazine<br />
1 to<br />
'<br />
cal<br />
I<br />
l'<br />
cally every book store in the country. This<br />
edition should be featured in every tieup<br />
possible. Putnam's has also published a<br />
less expensive edition of the book, which<br />
is now in distribution, and over 2,000 sets<br />
of eight stills each have been prepared for<br />
the publishers as book store display accessories.<br />
Trade ads and special bulletins have<br />
been mailed to 1.800 dealers who are also<br />
being supplied with window streamers, posters<br />
and counter cards.<br />
Newspaper ads in many key cities have<br />
been timed to break with the playdate. Of<br />
newsworthy interest is the 15,000-word<br />
condensation of the story to be carried by<br />
Woman's Home Companion for October.<br />
on the newsstands in September. The opentwo<br />
pages will feature a color scene<br />
the picture with full credits. The<br />
will send promotion materials<br />
its mailing lists of news dealers and<br />
distributors, urging cooperation for all lo-<br />
promotions. Be sure the issues of this<br />
magazine are slip-sheeted with playdate<br />
throwaways.<br />
DISK RECORD TIEUP<br />
Decca Records is backing the campaign<br />
with albums of the background music from<br />
the picture in 33 1/3 and 45 RPM speeds.<br />
lAdvance mailings to disk jockeys, distribujtors<br />
and dealers along with many promotional<br />
items have been made by Decca as<br />
part of its nationwide promotion. All representatives<br />
of the recording company have<br />
been alerted and will cooperate fully in lo-<br />
'cal campaigns, particularly in arranging<br />
Mtieups for window displays. Albums of the<br />
^music can be promoted for continuous play<br />
lat the theatre, for presentation to disk<br />
m contests.<br />
Ijockeys and music critics and as prizes<br />
Almost everything and anything a showjman<br />
can think of is available as an accesiory<br />
on "The Egyptian." including two complete<br />
free radio campaigns on separate<br />
transcriptions, the first as teaser with<br />
a<br />
'arious length announcements and the secmd<br />
a group of saturation radio spots. Specify<br />
which when ordering "The Egyptian"<br />
|adio records from the 20th-Fox pressbook<br />
|ditor. Also available free from the same<br />
tource is a sound-effects record for the<br />
lObby, with highlights of the music and<br />
ales copy and designed to play continu-<br />
REE TV TRAILERS<br />
For television, two free trailers are availble,<br />
one a 60-second announcement feajJring<br />
an actual scene from the picture<br />
pd the other a 20-second spot announce-<br />
|ient, both sent on request to the presspok<br />
editor. Specify which trailer, the call<br />
liters of the TV station and the date the<br />
jimpaign is to begin along with the rejjest.<br />
Two TV slides or Telops for tenjcond<br />
spots may also be ordered from the<br />
Isular vender. Also available gratis—from<br />
jith-Pox exchanges—is a teaser trailer to<br />
used as a pre-selling aid at the theatre<br />
eeks prior to the opening. The regular<br />
joduction trailer, to be run just preceding<br />
|e playdate, may be had on order from<br />
VXOFnCE Showmandiser : : Aug. 21, 1954<br />
Exhibitors in key cities are receiving help in promoting "The Egyptian" through several special tours.<br />
Two starlets, one with a lion cub and the other with a leopard cub, are visiting major cities in trailer<br />
trucks. Left photo shows one of the starlets on the entrance platform while at Washington. Right photo<br />
shows Bert Lytell examining the collection in the Metropolitan Museum in New York. He is making a<br />
nationwide lecture and appearance tour.<br />
the National Screen Service exchange.<br />
A two-color, tabloid-size, four-page herald<br />
measuring 101,2x16 will prove effective<br />
in many ways as a giveaway. Have it<br />
distributed from the theatre, via newsstands,<br />
schools, stores and nearby amusement<br />
parks. Order this flash sheet from<br />
the vender. Special accessories in de luxe<br />
fluorescent satin, including a valance, a<br />
marquee stretcher, lapel badge, auto bumper<br />
strip, flag pennants on poles, streamers<br />
and a newly designed display banner may<br />
Ticket Split With Church<br />
Puts 'Heaven' Over Big<br />
Jack Pi-azee, manager of the Gloria<br />
Theatre in Urbana, Ohio, combined ingenuity<br />
and salesmanship to ring up a gross on<br />
"Reaching Fi-om Heaven." Playing on a<br />
Wednesday-Thursday, the picture did four<br />
times the theatre's normal business.<br />
His fii-st step was to get a tieup with St.<br />
Paul's Methodist church, which was endeavoring<br />
to build a recreational center and<br />
wanted ways of raising funds for it. Frazee<br />
granted the church a percentage on all<br />
advance tickets sold, and the pastor cooperated<br />
to the fullest extent, by mentioning<br />
the picture and the tieup in his sermons.<br />
Furthermore, he sent parishoners to every<br />
church in the county on the Sunday before<br />
the picture played, with a supply of tickets<br />
which they had no trouble selling.<br />
In the meantime, Pi-azee arranged for a<br />
front page story with a picture of himself<br />
and the minister in the Sentinal, published<br />
in Columbus, Ohio. This paper has a wide<br />
circulation among the colored people<br />
throughout the area, including Dayton.<br />
Pi-azee permitted churchmen to sell<br />
tickets<br />
in the lobby of the theatre in advance of<br />
the playdate. He even divided the city up<br />
into sections and sold tickets door to door.<br />
The church was well pleased, not only<br />
with the money earned, but with the publicity<br />
it received.<br />
— 269 —<br />
be had on order from the vender.<br />
A fullcolor<br />
souvenir program, availabe for sale<br />
at the theatre, may also be ordered from<br />
a vender. Along with the regular posters<br />
on the production, a set of six colorful door<br />
panels may be ordered from NSS.<br />
Actually, the above paragraphs offer<br />
only a brief description of the many opportunities<br />
offered for promoting "The Egyptian."<br />
There are many other suggestions<br />
that will appear in the pressbook not yet<br />
published.<br />
'Hondo' Promotion in 3-D .<br />
For "Hondo." British showman G. C.<br />
Williams of the Regent in Chatham, emphasized<br />
the 3-D angle in all his promotion<br />
efforts. His slogan, "3-D entertainment for<br />
all the family." was imprinted on 2,000<br />
handbills and on 1.000 four-page folder<br />
programs. Both the handbills and programs<br />
were distributed at the theatre and on the<br />
streets of Chatham and nearby towns by<br />
an Indian street bally.<br />
Watches His Shorts<br />
Harry Wilson, manager of the Capitol<br />
Tlieatre in Chatham, Ont., gets a good plug<br />
in for short subjects whenever they present<br />
tie-in possibilities. 'When he ran<br />
"Johnny Gets His R«ute," he invited the<br />
newsboys of the local paper as his guests.<br />
As a result of his thoughtfulness, the paper<br />
ran an ad on the show gratis and a photo<br />
of the group attending the theatre.<br />
DEAL DIRECT AND SAVE<br />
tirsi *American /pWucb. im
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