brian cassidy bookselle
CAT11-PDF-Online
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25.<br />
[Marketing]: [Film]<br />
[Collection of Photographs Documenting<br />
Marketing Campaign for CAT ON A HOT TIN ROOF]<br />
(Bridgeport, CT), [ca. 1958]<br />
41 gelatin silver prints, including six duplicates. Each measuring<br />
10" x 8" approx. Minor edge-wear. All prints curling a bit at edges.<br />
Some slight toning. Very good.<br />
Collection of photographs documenting a local marketing campaign<br />
for CAT ON A HOT TIN ROOF at the Loew's Poli Theater in Bridgeport,<br />
CT. The bulk of the photographs reveal various storefront businesses,<br />
approximately two dozen, featuring an advertisement for the film<br />
in their windows. The posters feature various stills, all with “Advertised<br />
in LIFE” printed at the top, suggesting an additional promotional<br />
deal between the magazine and the film. Cross-promotional<br />
efforts are also seen at a Ford dealership (where a car out front has<br />
a sign in its window reading “This is the car that Elizabeth Taylor<br />
used in CAT ON A HOT TIN ROOF”) and at the theater itself (where a<br />
Polaroid Land Camera photographer takes pictures of theatergoers<br />
posed with standees of Paul Newman and Elizabeth Taylor).<br />
Though a by-product of this advertising blitz, the images document<br />
another form of marketing as well: the signage and window displays<br />
of various Bridgeport businesses. From George's Shoe Shop to Neisner's<br />
Five-and-Dime, Scanlon's Luncheonette and Broadway Pet Shop,<br />
an overview of how Bridgeport businesses presented themselves at<br />
street-level, including quintessential mid-century typography, neon<br />
signage, product displays, and building architecture. While the exact<br />
purpose of the photographs remains opaque (agency?), the images<br />
nevertheless document a variety of mid-century marketing efforts.<br />
-600-<br />
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