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. ' ' I i ' I sincerely . . Yes, with . . 'Oswego's : April . Authentic Posters From Spain Give Colorful Splash to Holiday' Debut does huge business, went in heavy for cooperative publicity. Cook states the restaurant supplied 100.000 playbills to distribute to patrons, and arranged to use "Holiday in Spain" placemats. Norshery also picked up the tab for reserved-ticket envelopes. For television, Cook arranged a television contest with a trip to Spain via Canadian Pacific Airlines as the grand prize. As a promotion for the tag end of Windjammer" a Tea Clipper Contest was set up with the Tea Council of Canada, which offered an expense-paid trip to India and Ceylon, plus a $1,000 university scholarship, as major prizes in a model tea clipper building competition. This . . h L;;in- II Ml air, a Jl Ium F:imous Players Canadian house situated in an area of fashionable shops and apartment houses in Toronto, Ont., shows the colorful decorations arranged for "Holiday in Spoin." The scenic posters, etc., were obtained with the help of the Spanish Tourist Office, Spanish vice-consul, and the Canadian Pocific Airlines which flies direct to Madrid from Toronto. Note the guitarist and Spanish dancer. Tlie quality of motion picture selling has improved as the industry grows more aware of its competitive position. The progress is particularly evident in promotion of extended runs, where the showman usually has more time and a more ample budget to do a more-effective job. In some cases these long-showing campaigns approach a perfection. A fine compaign comes from the Eglinton Theatre, a Famous Players Canadian house situated in the uptown shopping and apartment area at Younge and Bloor street in Toronto. Ont. The Eglinton was winding up a 52-week reserved-seat showing of Windjammer." described as second only to the 93-week run in Stockholm, Sweden. This film was being pulled for a holiday premiere of "Holiday in Spain." E.xploitation for the Mike Todd jr. film was under the supervision of Tiff Cook of the FPC staff. PETER LORRE AT DEBUT The Todd comiiany came through with substantial assistance, another beneficial development of the changing times with producers and distributors assuming more responsibihty for the merchandising of their product. Through Todd's cooperation there was the personal appearance of Peter Lorre at the premiere, and a strong lineup of acces.sories. such as an interesting folder in color sketching technical developments from the penny arcade to Cinemiracle, the process featured in "Holiday in Spain." Cook went straight to Madrid for much of his material. This included an authentic bullfight poster, with art work by Savedra. such as is employed by La Plaza do Toros de Madrid. For this he enlisted the help of Canadian Pacific Airlines, which fly direct from Toronto to Madrid; the Spanish Tourist Office and the Spanish vice-consul. Cook had the printer in Madrid put in the date of the premiere at the Eglinton, and leave off at the bottom the name of the third matador. This last was a smart gimmick that tied the poster right down as a conversation piece—the empty space could be used for printing of the names of persons who received the poster, thus making a standout piece for the recreation room or office! SPECIAL POSTERS USED Cook does not mention just how many he ordered, but it must have been a couple of hundred or more. One each, with their names at the bottom, went to some 150 critics, reporters, disc jockeys and VIPs who had or could help in the promotion. Tlie posters were handed out at an advance cocktail party and dinner. Attached to each E>oster was this letter, signed by Mike Todd jr.: SENORAS Y CABALLEROS: AS MY PICTURE "HOLIDAY IN SPAIN" WAS FILMED IN ITS ENTIRETY IN SPAIN, we thought thot you would like to hove a genuine bullfight poiter OS o little memonto of your visit to the Eglinton Theatre for the premiere. This poster is the type that is used in Madrid for oil the major bullfights ond was flown direct from Modrid through the courtesy of Conodian Pacific Airlines. Normally there are three matadors listed on these posters but we hove dropped the nome of the third motodor so you can letter in your own name . you too con be a motodor and you never have to foce the bull. hope thot you enjoy "HOLIDAY IN SPAIN" ond if you do pleose tell your friends. Spanish scenes, travel posters, etc., were supplied by the Spanish Tourist Office for an outstandingly colorful lobby decoration. On opening night, a guitar player and dancer, in Spanish costumes, performed In the lobby. The front doomian was attired in a Spanish cai>e. etc. Radio station CKEY had disc jockey Norm Perry to interview celebrities on opening night. His tape was played back on the air an hour later. The Norshery restaurant nearby, which Local Doris Day Subject Of Radio-Store Tieup Bill Lavery, one of the Schine circuit managers, had an excellent tieup for Lover Come Back." a recent issue of Flash, the circuit news booklet for managers, relates. Lavery reported a deal he made with the Oswego. N. Y., radio station WSGO got a radio .saturation campaign on 'Lover Come Back"^ for a few theatre passes. He learned there was a girl in town by the name of Doris Day who works for the GLP store. This bit of information soon brought on a scheme for both the radio station and the store. The radio people liked it, while the GFL people thought well enough of it to foot the bill. The store put up some worthwhile prizes, electrical appliances and the like, and the theatre supplied passes. Radio spots and plugs throughout each day of the stunt invited listeners to visit the store and meet Doris Day. also register for the prizes and passes being given away via daily drawings. The radio .spots, naturally, plugged the pictui-e and playdates. The store set up a display, and the local Doris Day talked up the picture to people who registered for the prizes. Using an open-end interview record, a tape was made Doris Day . Interviews Hollywood's Doris Day" . . which was broadcast as part of "Lover " Come Back. added talk of course about the GPL tiein. The local Doris Day and her family were guests at the theatre on opening night and were introduced from the stage. Tieup on a Balloon For "Mysterious Island." John Sparling of the Ashland lOhio' Theatre borrowed a dirigible-shaped balloon from a local dry cleaning shop and attached a 15-foot banner to it reading. "Starts Thursday. Schinc^s Ashland Theatre." and the name of the dry cleaning store. At the store Sparling placed a 30x40 announcing a free pass to see "Mysterious Island" to anyone having a suit cleaned during the run of the picture. Tickets With $5 Purchases Woohvorlh's at Massena, N. Y.. gave a free child's ticket to "Pinocchio" at the Massena Theatre with each $5 purchase. In promoting this, the store ran a 3-col.. 10-inch ad. Bill Copley manages the Massena. * — 64 — BOXOFnCE Showmandiser : 16. 1962
wm THE CAST l-'ranky Sakai lliroshi Koizumi Kyoko Kagawa Kiiii Iloli Viiiiii hull Jelly Iloh Ki'ii Udiara THE CREDITS i'rudiirir IcMicnuki Taiiaka Original Story Sliinitliiro .Nakamura, Takehiko Fukunaga, Vo^liii; Hotta Screenplay Sliiniilii Sekizawa Director of Photography Hajime Koizumi Art Direclor Takeo Kita, Kimei Abe Sound lircunling Shoichi Kujinawa, Masanobo Miyazaki Lighting Tosliio Takashima Music Yuji Koseki Director Inoshiro Honda Dirirtor of Special Effects Eiji Tsuburaya English 1-anguage Version Produced by David Home Directed by Lee Kresel Script Robert Myerson A 'I'olio (Company Production Tolioscope in Ea>tnian Color liy I'alhe Di>tiilpi.l.-.l h\ Cnlunilila Pictures Ad No. 302—435 Lines (including imprint spoce) Wm THE STORY (.Not f(]r PulilicationJ .Members of a joint Japaiiese-Kosilican expedition to Infant Island, scene of H-Bonib testing by the Kusilican government, tind the heavilyradiated island still holds life: some beautiful young women, .\ilenas, only two feet high and guardians of .Mothra, a sacred egg. Nelson, one of the men on the expedition, returns to Infant Island to kidnap the young .\ilenas, planning to exhibit them around the world. The egg hatches, a gigantic insect larva which crawls into the sea. When the larva, now grown in size, reaches Tokyo, it wreaks considerable havoc before it begins to spin a cocoon. Kosilican and Japanese troops attack it but atomic heat rays only speed llicir the metamorphosis of the larva into an adult moth of colossal proportions, impervious to all their weapons. .Nelson flees to Kosilica with the .\ilenas; Mothra follows. It destroys the capital city and Nelson is killed by angry Kosilican demonstrators. Chujo and Fukudo persuade the Kosilican governmenl to surri'nder the -\ilenas, Mothra picks them up al an airfield and flies them lack to Infant Island. Peace has again returned to the world. I COLUMBIA PRESSBOOK I Copyright "? 1%2, Columbia Pictures Corporation. .\11 Riglits Reserved '0 [llinBIMBIIIIIBIlinBIIUIBl:nB'i IIIIIIBIMHilHIiniBIIIIHIIIIIBIIIIIBfllllBIIIIIBnin
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. . story APRIL 16, 1962 1^ "West S
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; Thatcher. I ' teller I 1 Jacksonv
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HONOR TO SPYROS SKOURAS AT 20TH ANN
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Metro-Goldwyn-Mayer in association
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Portland Oklahoma MCA May Submit Of
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Universal celebrates its Gold
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Modernized Sales Methods Urged At N
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Hey, Mr. Exhibitor^TMeet Bugs Bum g
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$3 Million for Construction in Bost
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MGM AND JOSEPH E.LEVINE present Jil
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Timmy FEATURE REVIEW 'The Music Man
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BOXOFFICE BAROMETER 450 ^^1' This c
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Page 32 and 33: I . Some includes 7-101. . . The .
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Page 36 and 37: Goldman LA Theatre Will Cost $500,0
Page 38 and 39: — ^^ OME afterthoughts on the Aca
Page 40 and 41: . . . Verne . . Teseo . . . . SAN F
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Page 46 and 47: . . Frank . . Columbia . . Louis 2
Page 48 and 49: . . Marjorie ! — JACKSONVILLE pio
Page 50 and 51: " " . . Guy . . The MEMPHIS Tune Wi
Page 52 and 53: MIAMI Kfcmbers of CORE staged a 40-
Page 54 and 55: Sell . . . and Sell Scores of busy
Page 56 and 57: OKLAHOMA CITY phe doctor has given
Page 58 and 59: . . Lee . . Lester . . Now . . DALL
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Page 62 and 63: . . Pat . . . . . . Enna . OMAHA J^
Page 64 and 65: . . &ic . . Mrs. ! DETROIT Col Gord
Page 66 and 67: opening CLEVELAND T)uke Hlckey, the
Page 68 and 69: . . The . . Night Racing Ruling App
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Page 72 and 73: . . The . . James . . . . Alfred TO
Page 74 and 75: — . . . . The . . MONTREAL JJarry
Page 76 and 77: . . LOVER : April The rod io statio
Page 80 and 81: TOY STORES Link your showings oi "M
Page 82 and 83: " (It's International) Making a mot
Page 84 and 85: . Kinjsley . UA 10-16-61 REVIEW DIG
Page 86 and 87: Linda Stephen (99) I Andy I France
Page 88 and 89: — "5.XHIBITOR HAS HIS SAY lABOUT
Page 90 and 91: . . The . . Everything FEATURE REVI
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