Boxoffice-January.03.1966

1 fairy
Concentration a Must
In Big City Ballyhoo
.JU iff* Ill
As port of his promotion for "Tokyo Olyrnpiod,"
Manager Myron Talman of the Tower Theatre in
Los Angeles had 15,000 brochures on the picture
distributed in the downtown area, department stores
and office buildings.
Being located in a large city, such as Los
Angeles, In the downtown metropolitan
area, makes it extra difficult, sometimes, to
ballyhoo a special playdate. An elaborate
and concentrated campaign nearly always
is needed to do the job.
This was the case of Manager Myron
Talman of the Tower in Los Angeles, whose
theatre receives keen competition from
about 14 other houses within three square
blocks, when "Tokyo Olympiad" was
booked.
To build the playdate, Talman par
concentrated promotion with a preview of
the film prior to the opening. He sent out
special invitations to all of the foreign
consulates and representatives of the
Japanese Chamber of Commerce. Japan
Airlines. Japan Steamship Lines. Japanese
Trade Center. Japanese Traders Club and
Japanese Banks.
To add punch, he acquired 15.000 colorful
brochures on the picture and had his
ushers, dressed in special "Olympic" T
shirts, distribute them on the streets and
in office buildings and department stores
two weeks prior to opening and during the
lust week of the showing.
Talman contacted Japanese and Mexican
newspapers and promoted some publicity
stories and received several art
breaks. In turn he also placed some advertising
in the papers.
On his theatre front. Talman
some pennants and flags of various countries
to attract the attention of passersby
All in all, the campaign was quite sucralman
said.
'Darn Cat' Contest Leads
Miami Film Promotion
Wometco and the Miami News teamed
up to sponsor a "That Darn Cat" contest
and persons were asked to send in a photo
of their cat. Winning selections were based
on the looks and personality of the cat. It
was pointed out that the cat didn't have to
have a pedigree. It could be a homeless
First prize was a $50 savings bond and
there were 50 second prizes, a record album
from the soundtrack of "That Darn Cat."
100 third prizes, a pair of tickets to the
movie and 50 fourth prizes.
Kansas City Showman Carries Out Well-Paced
Campaign for Woman of Shang Playdate
tale quality of "Thi
Oi Slum"," into the Art Theatre
Uockhill In Kansas City to highlight
Guild's
his promotion for the Chinese film
The theatre lobby was dressed witl
nese lanterns, banners, umbrella
osters.
To add emphasis to the playdate. Torregrosa
also had Chinese starlets \
Yu Chien and Theresa Wong from Shaw
Brothers' Studios in Hong Kong on hand
for personal appears made
appearances m the lobby and on stage a
week prior to openin out announcements.
They a;
pearance two days after the film opened
Macy's Department Store provided the
for the lobby display and all decorations.
The store held a Far East Pi
and plugged the film In all newspapei adi
Such displays at the store as the Oriental
Arcade, the Oriental Pet Shop, children's
art by youngsters of Hong Kong and