Film Bulletin (04/Mar/1963) - Nothing Cheep about U's Campaign for "The Birds"
Details
- article: Nothing Cheep about U's Campaign for "The Birds"
- author(s):
- journal: Film Bulletin (04/Mar/1963)
- issue: volume 31, issue 5, page 17
- journal ISSN:
- publisher: Film Bulletin Company
- keywords: Alfred Hitchcock, Jessica Tandy, New York City, New York, Rod Taylor, Suzanne Pleshette, The Birds (1963), Tippi Hedren, Universal Studios
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Article
Nothing Cheep about U's Campaign for "The Birds"
Cheep. Cheep. They is coming!
What is? The birds is coming. Through the doors, through the windows and the cracks in the wall, they is.
"The Birds is Coming", the tricky, catchy phrase concocted for the all-out campaign for "The Birds" and is beginning to be seen in magazines and newspapers, on billboards and television screens and heard by radio. Universal's Hitchcock thriller premieres in New York March 28 and by then the birds will have cawed, whistled and cheeped their message through the land. The massive promotion drive, said Universal vice president David A. Lipton, will be one of the "most all-encompassing advertising and promotional campaigns ever put behind a motion picture." And it's all cued to that cute 4-word phrase, "The Birds Is Coming".
The campaign will include a large magazine campaign, coast-to-coast billboards and what is described as the longest continuous advance radio spot campaign ever given a motion picture. The latter phase will include 38 spot announcements localized for specific area use, which will be followed up by a new series of spots tying in with local playdates. Also being made available to disc jockeys is a series of taped interviews with Hitchcock and the principle performers, Rod Taylor, Jessica Tandy, Suzanne Pleshette and "Tippi" Hedren.
A 10-minute short featuring Universal president Milton Rackmil and Hitchcock has been prepared for special exhibitor screenings at the company's exchanges throughout the world.
