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Page 31, have proved most effective in decorating theatres to point up the importance of
the premiere of THE ROBE and CINEMASCOPE.

PLAN YOUR CAMPAIGN EARLY
Do not wait until the last to set your complete campaign. It has been the experience of
theatres that already have opened CINEMASCOPE that in the rush of installations,
managers are pushed and do not have as much time as they want to work on the
advertising and the over all campaign. It is wise for the manager to plan far in advance,
setting up a schedule for the use of trailers and the advance and first week advertising.

A TYPICAL CAMPAIGN

(This campaign, which was used by the Watson Theatre in Salina, Kansas, population
27,000 - gives a good example of what the average theatre manager can and should do for
the premiere of THE ROBE and CINEMASCOPE)

Newspaper: Used complete advertising campaign as called for by a prearranged
budget, which included schedules for advance and opening week ads. Advertising space
dominated the theatrical page and was largest ever used to launch an attraction. (Note
Advance teasers, opening announcement ads and large display ads as shown in press
book were used)
Radio: Used the full amount of money allotted for radio and, in addition, secured four 7
minute interview periods using interview records, (See Page 24 of THE ROBE press book)
These interview deals were made without charge. Also, news announcers plugged the
opening and CINEMASCOPE as they felt it had enough news value to warrant putting it on
the news time. (In case you plan Television space, a full scale Television campaign is
outlined on Page 25 of THE ROBE press book).
Windows: Tie-ups with three bookstores for counter and window space on the book
with stills and cards on the picture were used.
Library: The Public Library gave a large display along one wall in the reading room and
also a large poster area at the checkout desk. The Library had a radio program once a
week and the Librarian devoted a whole fifteen minutes on one program on THE ROBE and
CINEMASCOPE.
Other Advertisements were placed in the weekly paper and also in the
Newspapers: Air base paper, these papers also carried publicity stories on THE ROBE
and CINEMASC0PE.
Schools: All schools gave permission to place posters in the library and history classes for
discussions on the historical period of THE ROBE and its significance.
Posters: Outside-One sheets and window cards were placed in all surrounding towns. Two
24-sheets were posted in this town, and extra locations were obtained from the Ford dealer
whose paper on new Fords was not ready for use. These extra, locations added to the over
all campaign,
Lobby & Front: Overhead signs in the lobby were placed long in advance. Other lobby
paper was also used in advance with daters—“Coming soon”- “Watch for it” - During the
run, CINEMASCOPE banners on the marquee and door panels on all entrance doors were
used as well as the regular posters.
Staff: Staff members wore usher badges two weeks before opening. Two
of the staff members are members of the diversified Education classes at school
and at the request of their teacher they gave project talks on the new CINEMASCOPE and
stereophonic sound systems and also discussed the production of THE ROBE.