You also want an ePaper? Increase the reach of your titles
YUMPU automatically turns print PDFs into web optimized ePapers that Google loves.
ROY ROBBINS<br />
Advertising and Publicity Director<br />
RKO-Stonley Warner Theatres<br />
Representing Boyd Theatre<br />
Philadelphia<br />
Premiere November 6<br />
Newspaper Advertising<br />
Julie Andrews is bacic in a musical reuniting her with the<br />
lilmmakers of THE SOUND OF MUSIC, and 20th Century-Fox<br />
has captured this fact with its distinctive advertising<br />
campaign lor STAR! The ads feature a head of Julie<br />
Andrews with a unique imprint of a star over her left eye.<br />
To further add to the smartness of these ads. copy is kept<br />
to a minimum. To make its selling point simply and concisely:<br />
"A totally wonderful musical entertainment!"<br />
Siariinj; 5 weeks prior lo opening the ST.AR! print campaign kicks off with an approximate<br />
780 line Sunday ad. This announc nient ad carries full policy, price and performance information<br />
as well as a coupon for the convenience of patrons. In order to garner the full saturation<br />
effect of the first ad. there is a two week lapse before the next ad insertion. This 450<br />
4=^'",'^'"'°"'<br />
r"««i, SrcHMOW"""<br />
line •"boxoflice opens tomorrow" ad runs on the third Sunday prior to opening. The next<br />
day a 250 line ad announces the actual opening of the boxoffice. This is followed by daily "<br />
7.,Vum''<br />
50 line directories carrying information regarding reserved seats being on sale at the boxoffice<br />
or by mail.<br />
Two Sundays prior to opening, a 300 line ad is scheduled with full ticket and policy information. To keep STAR! before the public,<br />
this will be followed by daily 36 line directories. For the Sunday before opening. Twentieth Century-Fox has made up a striking 750<br />
line ad with "gala premiere Wednesday" copy. The Sunday ad will be followed by a 200 line ad on Monday and an approximately<br />
450 line ad on Tuesday the day before opening. The opening day ad of approximately 600 lines will not only carry the premiere<br />
information but is designed lo capture public attention with its pictorial content and copy concerning the stars and personalities who<br />
will attend the premiere.<br />
The day after opening a 100 line basic information ad is scheduled. The Friday after opening will be a review ad of approximately<br />
500 lines designed for the insertion of national and local quotes. This review ad will be followed by a 50 line directory on Saturday<br />
and another 500 line review ad on Sunday. The subsequent Monday and Tuesday ads are 100 lines each. Based on opening the boxoffice<br />
3 weeks prior to premiere, this 5 week campaign is designed to meet the needs of the 17 initial openings of STAR! It comprises<br />
2,750 lines for Sunday coverage and 2.605 lines for daily.<br />
LARRY TIEMAN<br />
Advertising Manager<br />
Cincinnati Theatre Compony<br />
Representing Valley Theatre<br />
Premiere November 13<br />
Area Newspaper<br />
Having a theatre in a shopping center is a showman's bonanza. Tens of thousands of people visit<br />
these centers weekly forming a perfect captive audience. Take full advantage of the center's merchant<br />
trade. Tie-in with them and sell STAR! via standees, displays, ticket order forms and heralds<br />
to this captive audience. One also should not overlook the use of area newspapers. There is a very<br />
arge percent of our customers that read their area papers from beginning to end. Advertising in<br />
these papers is a must. 1 sincerely believe that more space should be given to area papers. It gives<br />
the people in that particular area a sense of pride that we are extending to them a personal invitation<br />
10 our theatre. I also feel that the smart showman should investigate advertising in the regional<br />
editions of national publications such as Readers Digest, McCalls, et al, all of which 20th<br />
Century-Fox, I am happy to say is doing.<br />
JOE VLECK<br />
Advertising Manager<br />
National General Theatre<br />
Representing Fox Wilshir<br />
Los Angeles, California<br />
Premiere October 31<br />
Cross-Plugging<br />
WISE Z -?;v.'...,By|<br />
Nothing in point-of-sale advertising is more lnipi>rlanl than the<br />
use of cross-plugging. For STAR! we are using our entire West<br />
Coast 66 theatre chain to cross-plug four months in advance, a<br />
unique feat in itself. However, the really unique aspect of our<br />
plan is the fact that it utilizes reuutar STAR! theatrical trailers.<br />
Each trailer ends with a tag which refers to the Take Home Box<br />
attached to the STAR! display piece in our lobbies. This method<br />
of cross-plugging has proven extremely effective. In fact the<br />
demand has been so heavy for order blanks that we have had a problem in keeping our theatres<br />
supplied. In addition to the regular trailer we are making use of teaser trailers in our out-of-ihe-city<br />
theatres.<br />
To back up our trailer cross-plugging, we are using 40 x 60's and advance displays in all of our<br />
theatres. Tapes of Julie Andrews singing the title song are being used as intermission music in all ol<br />
oiir theatres. These tapes are also being played in our lobbies, and to add to their effectiveness we ha\c<br />
tagged each lape with a message referring to the ticket forms.<br />
The West Coast National General Theatres arc leaving no stone uniurncd in its campaign for .STAR!<br />
Our plan of cross-plugging can easily be used by any theatre chain as well as being adapted by the<br />
indcpendeni Ihealre owner.<br />
RICHARD<br />
crhnnaL^<br />
MICHSElCRmfi I<br />
OANiaMASSEYI *<br />
ViliUlfiUIDIU<br />
BOXOFFICE :: October 7, 1968
Change language