ABOUT SHAW / Marketing and Publicity
Marketing and Publicity
Shaw Marketing & Publicity Department
Some events targeted specifically men or women.
For years, 'Women Only' screenings were popular, often with various female product endorsements. These events attracted hundreds of women from all walks of life.
For years, 'Women Only' screenings were popular, often with various female product endorsements. These events attracted hundreds of women from all walks of life.
Typical female skewed promotions at the Capitol include the 'Baby Doll' (1957) promotion which featured a negligee fashion show; the 'Seven Hills of Rome' modeling show of Italian creations by Vanity; and 'The Most Beautiful Woman in the World' (1957) promotion with a Max Factor cosmetic expert giving free facials and make-up to patrons.
An unusual promotion in 1958 attracted scores of mothers as a baby weight contest was held at the Capitol Blue Room in conjunction with the film 'The Birth of a Baby'.
'Ladies Only' screening of Eddie Duchin story, 1956
Laural and Hardy promotion, Lido, Singapore 1965
'Men Only' screenings often involved 'macho' contests such as beer drinking or arm wrestling. Movie premiums and gifts were also tailored for the male patron.
A typical one was the preview of James Stewart's 'Night Passage' (1958) with 'Red Lion' drinks given away.
Another was the very unusual promotion for 'Laural and Hardy's laughing 20s' (1965) at the Lido which offered patrons 50 style of pants if they managed to 'laugh their pants off' during the screening.
Baby weight contest, Capitol, Singapore 1958
The Long Ships drinking contest, Rex, 1964
Daredevil stunts on cinema buildings were also used to promote films. These ranged from the 1953 Capitol rooftop stunt involving two caucasians - Rox and Eve-lyn - who stood on bottles with their hands to the bicycle balancing act on top of the Rex, Kuching (1959).
Sporting events was used as a means to promote films and cinemas. Early such promotions include the Johore-Singapore walk of 1958 to market air-conditioning in cinemas. Runners at each water stop would be greeted with signs that read 'Every stride you take means you are getting closer to a Shaw air-conditioned cinema'.
Another memorable sports event was the cycling race held at Alor Star for 'Around the World In 80 Days'. Around 1000 spectators turned up at the event.
Kledang Hill Climb, Ipoh, Malaysia, 1960
Vespa race, Great World, Singapore, 1960
Lin Dai commemorative stamp, 1966
In 1960, a Kledang Hill Climb was organised in Ipoh for MGM's 'Home from the Hill'. The sporting event attracted over 700 participants. That same year, with the promotion of 'Ben Hur' going full swing, a Vespa race was organised by the Vespa Club of Singapore at the Great World with thousands of spectators.
Prior to the active use of television spots in the late 60s and 70s, radio was an important publicity tool. Radio spots often featured trailers, interviews, reviews as well as popular soundtracks. Radio was also useful in running contests, quizzes, special previews and giveaways. Popular movie giveaways included bookmarks, bumper stickers, records, T-shirts, sunshades, postcards and stamps.
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