Boxoffice-January.08.1955

—
MUSIC FASHIONS DOMINATE
SHOW BUSINESS' MATERIAL
Special Platters, Mailing Pieces, Women's and Men's
Wear Accessories Available for
There's considerable exploitation ammunition
available for use by exhibitors in
their campaigns for 20th-Fox's Cinema-
Scope production of "There's No Business
Like Show Business."
The sextet of top singers and dancers
Ethel Merman, Donald O'Connor, Marilyn
Monroe, Dan Dailey, Johnnie Ray and
Mitzi Gaynor—perform to the music of 14
songs written by Irving Berlin, and ten
popular numbers are used for background
tunes; consequently, music promotion will
rate first consideration.
The voices of five of the picture's stars
Miss Merman, O'Connor, Dailey, Ray and
Miss Gaynor—are heard in the soimdtrack
album recorded by Decca (DL 8091k A
variety of mailing pieces has been sent to
dealers, distributors and the trade plus
special ads, window cards, banners, plug
cards, and other merchandising material
for every kind of store display and promotion.
Department and music stores can be
urged to cooperate in advance of opening
via windows, continuous play of the record
and newspaper ads. A photo of the five
stars may be had on Still No. 904/130 and
the silhouetted figures will make effective
blowups for many decorative effects. Sheet
music of three new songs introduced In the
picture *r Nam*
Mats of advertisements for the trade hoi
mailed to all outlets along with window,
and tie-in accessories as part of the Natlyni
dress promotion on the picture. Note the sf
theatre name and ploydate.
20-second and the other a e0-secon(
with the last scene in a stop-actioi
lor the station to superimpose pla
theatre credits. Specify picture pl£
day for TV campaign and name of i
when ordering from the Pressbook
the first half year of the picture
at the above address.
TV slides or Telops for shared :
identification or a general spot are
able from the vender. Trailers and
may be combined for variation in T
motions.
A complete line of dresses inspii
costumes worn in the film has been
factured by Natlynn Originals, a 1
designer of women's wear, and thi;
chandise has been distributed nat:
for
mg
tie-in availability with playdate
Promotion kits have been distribu
the manufacturer's representative:
dealers and duplicates will be fur
showmen upon request to Gerry G(
Director of Advertising and Pu
Natlynn Originals, 1375 Broadway
York.
To back this all-out promotion. N
has sent its dealers a wide variety of
sories including scripts and recordir
radio-TV programs; a musically 1
sales pitch for store fashion shows o:
theatre-Natlynn co-op display; a i
mail stuffers: 500.000 hang tags;
counter cards; 50.000 cardboard
Enlargements of the stars shown above in still No. 904 138 can be cut out for disploy purposes, as
suggested in the promotion story. Ad Mat 5A, shown in the pressbook, is a reproduction of this scene.
5.000 ad mats with 8.000 reproofs f
terior display; 5,000 window stream(
the items bearing picture credits
60,000 sets of glossies for tie-in d
tions. National advertising is lau:
the campaign the beginning of 1955
Natlynn outlets will be very will
arrange co-op stunts such as fashion
contests, etc., timed best for local ei
ments of the picture.
Westbrooke, leader in men's styl
— 8 — BOXOFFICE Showmandiser Jan.