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JOE E. LEVINE
...Modern-Day Barnum
His Jumbo-Size Campaigns Capture Eye of Industry
By AL STEEN
What makes this fellow Joe Levine tick?
How come ho was operating on a limited
regional basis as an independent distributor
in Boston a few' years ago and now
is one of the best-known figures in the
industry? If we asked those questions to
his face, he probably would sidestep them
because modesty really is one of his
virtues. So we went to a couple of his
associates, Eddie Solomon and Ed Feldman,
and we didn't talk shop—we talked
Joe Levine. Joe. at the time, was either in
Boston or London. It's tough to keep up
with him.
As will be recalled. Joe Levine sprang
into national prominence with his acquisition
of "Hercules." It wasn't exactly his
latching on to the picture that made him
famous: it was the way he promoted it.
Before many people had heard of Levine
or his picture, he tossed a little luncheon
for a few industry people and the press
about one thousand of them—and he took
over the Grand Ballroom of the Hotel
Waldorf Astoria for the intimate affair.
The ballroom was splashed with banners,
there were table gifts, there was music.
Not even the largest of the industry's companies
had ever spent that much money
just to tell the world that a new picture
was on the way.
But people who may never have heard
of Joe Levine before that memorable day
went aw-ay with the feeling that a new
Barnum had been born. And perhaps
there were remarks such as. "Is this guy
nuts?" The gross of "Hercules." around
$20,000,000, should tell us that we all
should be as nuts.
But to get back to the two Eddies.
"Joe is one of those men who will take
In Hollywood .
ihL' germ of an idea and expand it and
milk it to the hilt," Eddie Solomon said.
"He never considers what it will cost. He
doesn't have to worry about per share
earnings or make explanations to stockholders.
If the idea is a good one, he shoots
the works."
And it always has paid off, Ed Feldman.
the publicity chief, said. Take for example,
those chocolate Hercules dolls. Somebody
suggested having the Hercules figure
molded in milk chocolate, more than a
foot tall. That gimmick cost $10,000. Who
had spent $10,000 on candy before? But
Joe weighed the penetration possibilities
and found that it was money well spent
for "Hercules Unchained."
How often does a distributor take fullpage,
full-color ads on the opening of a
picture? For "Hercules." Levine bought
such full-color ads in ten newspapers
around the country. For "Hercules Unchained"
he used 40 newspapers. It was
so unusual that some of the papers called
attention to it on Page One.
The pressbook on "Hercules Unchained"
was seen by an executive of the Food Pair
market chain who adapted parts of it to
sell food. And a bank wanted a "Hercules"
standee for a display.
As a party-giver. Levine and his staff
know how to do it. Their Hollywood, New
York and London "A Night With the Gods"
parties are still topics of conversation in
all three cities and in neighboring territories.
The question might be asked. "Did
those parties sell tickets?" Take it from
Joe, they did. At least, they diew attention
to "Hercules Unchained." and. even
though the accrued benefits cannot be
measured, they certainly have been felt to
such an extent that they represented
Lond
Joseph Levine ileft), whose explosive
and effective promotional campaigns
earned him the Motion Picture
Pioneer of the Year award for
1960, is shown with Eddie Solomon, director
of advertising, publicity and exploitation
for Embassy Pictures.
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money very well invested.
According to his associates. Levine believes
in putting his merchandise on a
shelf w'here everybody can see it and to
make it convenient for viewing at the
same time. Make a picture available where
and when it will do the most good. The
day-and-date engagements permit not one
boxoffice to benefit by an extensive campaign
but hundreds of boxoffices. all being
inundated" with Levine's brand of promotion
and advertising. The boxoffice returns
on the tw^o "Hercules" pictures are
ample proof of his theories' merits.
Showmanship is "Do-It-manship." Levine
believes. If you've got an idea that's
worth the effort, "get up and do it." he
says.
Levine started his "thinking big" in Bo8-
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ton in what might be termed a small way.
His campaigns went over big and so, he
opined, if they go over in Boston, why
shouldn't they go over with a bang in every
other part of the country? They did.
It is little wonder that Joe was tagged
"Showman of the Year" last year and from
,
all indications it will be a permanent
designation.
And New York
In Hollywood. London and New York, Levine's "Night With
the Gods" parties to promote "Hercules Unchained" were fabulous
affairs which drew top personalities from motion pictures,
press, radio and television. In Hollywood, the party was at the
Beverly Hills, in New York at the exciting Forum of the Twelve
Caesars while in London the festivities were staged at the Lord
Simroe Hotel. They were all-night parties with hostesses in Grecian
gowns and Herculean-type musclemen adding color to the
soirees. In the left photo, Mr. and Mrs. Levine flank song-writer
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Jimmy McHugh and columnist Louella Parsons at the Hollywood
party. In the center photo. Levine chats with ileft to right)
Haskell M. Masters, vice-president and general manager of
Warner Bros. Picture Distributing Co. Ltd., at the London affair,
Bob Myers, sales manager for the company, and Ed Feldman,
publicity manager for Embassy Films. In the photo at the right,
the Levines are caught in a serious moment of conversation with
Charles Boasberg. general sales manager for Warners, at the
New York party.
BOXOFFICE :: August 29. 1960;