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1947-48 Theatre Catalog, 6th Edition, Page 499 (483)

1947-48 Theatre Catalog, 6th Edition
1947-48 Theatre Catalog
1947-48 Theatre Catalog, 6th Edition, Page 499
Page 499

1947-48 Theatre Catalog, 6th Edition, Page 499

Pictures and Bally, the World-Wide Combo!

American Ideas in Exploitation of Pictures

Set a Pattern Despite Country and Language

That the selling of American-made motion pictures, from the advertising and publicity angle, is now on a world wide scale is a foregone conclusion, the visual proof of which is readily discernible from the illustrations on these pages.

The pattern so familiar to all Americans in the merchandising of films is followed pretty closely in all corners of the world, with the motion-picture exploiters evidently just as much on their toes to make the public movie-conscious in France, Spain, The Netherlands, Dena mark, China, Englande-anywhere on the globe, in facteas they are in these United States.

All the familiar angles are illustrated in these pictures (provided by the producerst films indicated): theatre fronts, window displays, street ballyhoo, billboards, and all the rest.

PRESSBOOKS, easily recognizable whether printed in English or Spanish, are regularly issued by Loew's, Inc., for its Latin American and other Spanishsspeaking clients, as these on "Cupido Contra Andy Hardy" ("Love Laughs at Andy Hardy") and "La Dama en el Laqo" ("Lady in the Lake"). For Australia, special pressbooks are issued, such as this (or "The Sea of Grass." Such pressbooks are written for peoples served.


It becomes apparent that, to attract an audience, one must apply the same principles of salesmanship and tubthumping regardless of where the po

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Lential audience may be. it is also apparent that the tried - and - true e and proved-stunts are usually the most effective.

Doubtless, wherever a cinema or theatre may be, some sort of advertisingexploitation-publicity will be employed to attract an audience. And that the standard for doing just that have come to resemble the familiar ballyhoo used in the United States is tribute indeed to the creative sales genius employed in the industry and loosed in the worldwide selling of the entertainment product that the motion picture is.

This, of course, becomes readily understandable when one realizes that the product of these same brains,well trained in the field, are utilized on a world-wide basis through the international departments of the Various American film-producing companies.

EXPLOITATION throughout the world begins, as it so frequently does in the United States. with the pressbook. While all companies have not prepared material tor all countries of the postwar world, the company responsible tor probably the most colossal domestic pressbooks ever issued-Loew's, Inc., tor Metro-Goldwyn-Mayer pictures*has launched its new schedule by issuing foreign pressbooks in English and Spanish.

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1947-48 Theatre Catalog, 6th Edition, Page 499