Information
Complete title: Your Campaign. Walt Disney’s Snow White and the Seven Dwarfs, one of the best loved movies of all time!
Author: unknown
Illustrations: unknown
Publication Date: December 1964
Printing company: Moore & Matthes (Printers) Ltd., 51-53 Bartholomew Close, E.C.I
Country: Great Britain
Dimensions: 9.85” x 15.15”
Number of pages: 10
Back to Campaign and Press books
Everlasting success
This document helped theater exhibitors market the film for its British 1964 re-release.
Examples of new tie-in merchandise are listed but one can judge of the lasting influence of the film by reading how the 1938 marketing strategy is praised and copied in this manual almost thirty years after the initial release. In a time where Cinerama, and stereophonic sound was all the rage, an old film like Snow White and the Seven Dwarfs has kept all its initial appeal.
Information desk
Once upon a time
There lived a lovely little Princess named Snow White. Her vain and wicked Stepmother, the Queen, feared that someday Snow White’s beauty would surpass her own. So, she dressed the little Princess in rags and forced her to work as a scullery maid.
Each day, the vain Queen consulted her Magic Mirror:
“Magic Mirror on the wall, who is the fairest one of all?”
As long as the Mirror answered, “You are the fairest one of all,” Snow White was safe from the Queen’s cruel jealousy. However, one day, the Mirror answered, “Snow White.”
When the Queen saw a handsome young Prince admiring Snow White, she instructed her huntsman to take her into the forest and kill her. But the huntsman’s courage failed. As he watched her stoop to help a little lost bird, he told her to run far into the woods and never return.
Friendly birds and animals comforted her and led her to a charming little cottage, the home of the Seven Dwarfs. There, Snow White found such an untidy state of affairs, she thought it belonged to children. So, with her forest friends helping, she cleaned up the house.
When the Dwarfs came home from work and found the rooms tidied, they thought a monster had visited the house, but only found Snow White sleeping. They were delighted when she asked to stay and keep house for them. She found great happiness with her friends until the Queen, consulting her Magic Mirror, found that the Princess was not dead.
Disguising herself as an old peddler woman, the Queen visited Snow White and tempted her to bite into a magic apple. Snow White fell to the floor as if dead.
The little birds and animals, having recognized the Queen, warned the Dwarfs. They gave chase and finally drove the wicked Queen to the top of a cliff. Trapped, she toppled to her death.
The Dwarfs, heart-broken, made Snow White a glass coffin, because, even in death (as they supposed), she remained so beautiful. Night and day, they kept watch over it.
Eventually, the Prince, who had fallen in love with Snow White, discovered the coffin. He dismounted and kissed her. Immediately, the Princess’ eyes opened, for the spell of the apple could only be broken by love’s first kiss. Snow White and the Prince rode off together amid the cheers of the happy Dwarfs.
Credits
Produced by WALT DISNEY
Supervising Director: DAVID HAND
Music by: FRANK CHURCHILL, LEIGH HARLINE, and PAUL SMITH
The songs
- Some Day My Prince Will Come
- Snow White
- I’m Wishing
- Whistle While You Work
- One Song
- Heigh-Ho
- The Dwarfs’ Yodel Song
- Bluddle-Uddle-Um-Dum
- With a Smile and a Song
Registered Number: F 15876
Running Time: 7393 feet
Certificate: “U”
Color by TECHNICOLOR®
Accessories checklist
Order these from WALT DISNEY PRODUCTIONS LTD
68 PALL MALL • LONDON, S.W.1
Telephone: TRAfalgar 8010
- Quad Crown Posters—page 8
- Double Crown Posters—page 8
- New! 16-Sheet Blanks—page 8
- New! Character Cut-out Posters—page 8
- New! The Walt Disney Story Exhibition—page 5
- Painting Contest Block—page 5
- “Collect” Cards—page 6
- Double Feature Throwaways—page 6
- 8mm Trailers—page 6
- Balloons—page 6
- Exhibition Stills—page 6
- Ad-Stereos—pages 6 and 7
- Stereos for Composite Pages—page 6
- Press News—free separate supplement
- Merchandise—free separate supplement
- Editorial Stereos—see Press News
- “Name the Cartoons” Contest—see Press News
Order your 35mm Technicolor trailer direct from
NATIONAL SCREEN SERVICE LTD
15 WADSWORTH ROAD, PERIVALE, MIDDLESEX
Telephone: Allerton 2851
MCIVILXIV WALT DISNEY PRODUCTIONS
The material in this book is intended for use by exhibitors in the direct advertising, publicizing, and exploitation of Walt Disney’s “SNOW WHITE AND THE SEVEN DWARFS”. Permission is hereby granted to newspapers, magazines, and others, provided proper credit is affixed. No other uses of material contained herein may be made without prior written authority from the copyright proprietor.
Press news
World’s best-loved movie delights again!
High drama, fun, excitement, and music are woven into Walt Disney’s feature-length production, the famous Snow White and the Seven Dwarfs, which is now being welcomed back to the screen to repeat its original triumph. The story is one of the most popular of the world-famous Grimm’s Fairy Tales, following the adventures of a charming Princess who is the victim of a wicked Queen’s jealousy. Escaping from the hands of an executioner, Snow White becomes lost in the forest and is befriended by the birds and animals, who place her under the care of seven of the most amusing characters ever assembled in one motion picture.
They are the beloved seven dwarfs, the screens immortal comics. They are: Dopey, the favourite of all; Grumpy, with a frown and a heart of gold; Sleepy, who awakes when there’s fun on; Sneezy, champion of the atchoo stakes; Doc, their self-appointed leader; Happy, cheer leader of the aggregation; and Bashful, not forward, though always ready.
All the original hit songs remain in this, the world’s first cartoon feature, and undoubtedly one of the most popular. Among the evergreen ‘standards’ still sung and played today are “Someday My Prince Will Come”, “Whistle While You Work”, “I’m Wishing”, “Heigh-Ho”, and “With a Smile and a Song.”
Contest blocks
Can you name these famous Walt Disney characters?
- Bambi
- Dumbo
- Sneezy / Snow White and The Seven Dwarfs
- Alice / Alice in Wonderland
- Happy / Snow White and The Seven Dwarfs
- Mickey Mouse
- Pongo / One Hundred and One Dalmatians
- Pinocchio
- Doc / Snow White and The Seven Dwarfs
- Donald Duck
- Chip ‘n Dale
- Sleepy / Snow White and The Seven Dwarfs
- Peter Pan
- Jiminy Cricket / Pinocchio
- Pluto
- Dopey / Snow White and The Seven Dwarfs
- Tinkerbell / Peter Pan
- Grumpy / Snow White and The Seven Dwarfs
- Madam Mim / The Sword in the Stone
- Bashful / Snow White and The Seven Dwarfs
- Snow White
- Merlin / The Sword in the Stone
- Scamp / Lady and the Tramp
- Timothy Mouse / Dumbo
Merchandise
Now available for Walt Disney’s Snow White and the Seven Dwarfs.
Doc and Dopey featured on Party Snappers. Mansell, Hunt, Catty & Co Ltd, Cressy Road, Hampstead N W 3
AND Gramophone Records from E.M.I. now on sale – ask your record dealer for details!
Attractive porcelain figures by John Beswick Ltd, Gold sreet, London, Staffs
Two different play pen rugs by Quetta Carpets, Armour House, St. Martins le Grand E C 1
All seven giant size stringed puppets by Pelham Puppets Ltd, Marlborough, Wiltshire
AND Books
Wooden jig-saw puzzle by Tower Press Ltd, 86 Palmerston Road, Walthamstow, E 17
Five different jig-saws by Ponda Puzzle Products Ltd, Battle Road, St. Leonards, Sussex
Two different moulding and colour kits. Plaques and miniature figures by Seamer Products Ltd, 23-27 Eastbourne Street, Hull, Yorkshire.
AND Snow White menu cards currently in use in restaurants on all vessels of Union Castle Line!
Painting by numbers set by Colbeam Palmer Ltd, Union Wharf, Wenlock Road, N1
With the compliments of Walt Disney Productions Ltd, 68 Pall Mall, London, SW1
Telephone: TRAfalgar 8010, Telegrams: Waltdisney, London
© Walt Disney Productions
Man to MANager
WELCOME BACK to the first and one of the finest cartoon features ever made: the magnificent, memorable SNOW WHITE AND THE SEVEN DWARFS — that milestone in movie history. It has been over ten years since this masterpiece was last in circulation, and the amateur statistician in us tells us that there ought to be in the region of 10,000,000 new children waiting to see SNOW WHITE AND THE SEVEN DWARFS. Your share of these, plus all those older children and adults waiting to see it again, should be far more than enough at your box office to give you the best business you’ve seen in a long time.
This is not just another re-issue—THIS IS AN EVENT! SNOW WHITE AND THE SEVEN DWARFS is being given this new send-off, backed by the kind of treatment we lavish on our bigger new productions—because the picture is as fresh and sparklingly original as the day it first appeared. It is now up to you to finish what we have begun and go all out to make it one of your top-grossers, just as it persistently remains near the top of Variety’s annual listings of all-time top film grossers.
Flashback a glance at expoitation, 1938-style
A proclamation
Delving back into our 1938 files, we unearthed this interesting item, which you might find workable in your area. It’s a proclamation issued by the Mayor of Albany on 11th February 1938—the wording of which is more than ever appropriate today. Use it for its news value or as a “town crier” street stunt. Your mayor might issue a similar proclamation. Try it and see. It reads:
MAYOR’S PROCLAMATION
” Whereas in these days of business worries, taxes, industrial strife, and other tribulations, there occasionally arises some instance or circumstance to lighten our worries, and whereas Walt Disney’s all-colour, animated feature film Snow White and the Seven Dwarfs comes under this category, and inasmuch as this entertaining film will be displayed in Albany at the Palace Theatre, I DO HEREBY PROCLAIM the week starting Thursday, February 18th as ‘Snow White’ Week in Albany, and urge those whose minds are troubled with present-day affairs to forget their worries and pay a visit to little Snow White and her little co-workers.”
MAYOR
Given under my hand and seal this Eleventh day of February, Nineteen thirty-eight.
Is it possible?
Is it possible that you might discover a child of six or seven who has never seen a movie? This would make a great news story for SNOW WHITE AND THE SEVEN DWARFS if the newspaper’s film critic could be invited to have the child on his lap and review the film anew, as seen through the eyes of the child.
Snow model contest
If snow falls in your town in healthy doses shortly before your engagement of SNOW WHITE, use it to advantage in gaining extra publicity for the film either by holding a “Snow Dwarf” building contest or by spraying the title in water colour on a snowbank and sticking title flags into drifts to attract attention.
Magic mirror
Take a large translucent mirror and use it in your foyer in one of two ways. The first would be labeled, “Ask the Magic Mirror any question.” Station, out of sight, a quick-witted person who should answer logically wherever possible or gag answers where the questions are posers. Add to the mystery by burning incense and/or candles in the locality of the mirror, which could be placed inside a teaser booth.
The second idea would require that the observer presses a button, whence the back of the mirror lights up to reveal SNOW WHITE publicity. These two ideas are suggested by the Queen’s magic mirror in the picture, which answers any question she asks, and this fact should be brought out in signs on your display.
Snow White merchandise
In 1938, store tie-ups were arranged for SNOW WHITE AND THE SEVEN DWARFS, with all the various items of merchandise being sold. Since that time, manufacturers over the years continued to show keen interest in these immortal characters, and new toys appear from time to time which are based on them.
It will still be possible then, for you to arrange merchandise tie-ups using the newer items which have since been manufactured. A list of these will be found in our Merchandise Supplement, and free extra copies are available on request.
Did you know?
Facts and figures you can use!
Here are a number of interesting facts and figures connected to SNOW WHITE AND THE SEVEN DWARFS that will make very good Press copy. We have not reproduced this on the Press News as we feel that you may like to discuss these items with your local editor personally. In addition, the facts and figures would look great on your newsboard or on a special display board placed on your front-of-house.
Did you know?
- that SNOW WHITE AND THE SEVEN DWARFS was the world’s first cartoon feature.
- that SNOW WHITE AND THE SEVEN DWARFS had its World Premiere at the Carthay Circle Theatre, Los Angeles, on December 21st, 1937.
- that the premiere was attended by many Hollywood celebrities including Shirley Temple, Charles Chaplin, Marlene Dietrich, Fred MacMurray, Ginger Rogers, Mary Pickford, Darryl F. Zanuck, Cary Grant, Ernst Lubitsch, George Arliss, Claudette Colbert, Ann Sothern, and others.
- that over 30,000 spectators attended the premiere.
- that before it was completed, critics, and people who thought they knew better, christened SNOW WHITE AND THE SEVEN DWARFS “Disney’s Folly”—being quite certain that no one would sit through a feature-length cartoon.
- that a new animation process developed for SNOW WHITE AND THE SEVEN DWARFS was tried out first on The Old Mill, a short, which itself won an Academy Award.
- that Deanna Durbin was one of the starlets tested for the voice part of Snow White. She lost to Adriana Caselotti, as her voice was too mature.
- that SNOW WHITE AND THE SEVEN DWARFS remains near the top of Variety’s annual listings of USA’s all-time top money-making pictures, in the illustrious company of films like Gone With The Wind, Ben-Hur, The Bridge on the River Kwai, West Side Story, South Pacific, The Guns of Navarone, The Robe, The Ten Commandments, etc. and note that most of these pictures are much more recent, and indicate that had SNOW WHITE had the benefit of the higher admission charges, the picture would stand still higher on the list.
- SNOW WHITE AND THE SEVEN DWARFS was created by 570 artists who did 2,500,000 drawings, in colour. An orchestra of 80 musicians was employed. The new camera used for the film cost a quarter of a million pounds.
Ideas
Snow White menu
Better class restaurants might be encouraged to provide more interesting facilities for children who eat out with their parents by placing before them a special Snow White desserts menu. This would be locally printed and cost shared by you and the restaurant – we supply the illustrative blacks free. A suggested layout is given. Just to give you some idea…
The Snow White Sundae might be made with vanilla ice cream with pears and white peaches and whipped cream. Happy Cup could be an orange or lemon soda with slices of fruit decorating the glass. Sleepy Special would obviously be a bedtime beverage, but perhaps with the difference that it’s frosted with an ice-cream whipped in. Sneezy Delight would be no problem. This would be a carbonated drink specially chosen because it “tickales your nose”. And so on to Bashful’s Favourite, Dopey’s Glory and Grumpy Crunch.
Street stunting
If you require SNOW WHITE AND THE SEVEN DWARFS street stunting, we suggest that you contact Theatre Zoo Ltd., 28 New Row, St. Martin’s Lane, London, W.C.2. (TEMple Bar 3150) for masks, and Berman’s Ltd., 18 Irving Street, London, W.C.2. (TRAfalgar 1651) for costumes.
Translations
Here are translations (in five other languages) of the title and the names of the dwarfs. This information should certainly prove useful in gaining extra publicity in various ways. It could be the basis for contests where entrants are asked to name the languages from the given examples, or sort out the dwarfs’ names from the French perhaps. Or use them in front-of-house with an added catchline reading: “It all boils down to the same thing. Walt Disney’s SNOW WHITE AND THE SEVEN DWARFS, in any language, is the most famous cartoon feature ever made.”
| Language | Title | Dwarfs’ Names |
| English | Snow White and the Seven Dwarfs | Doc, Grumpy, Happy, Bashful, Sleepy, Sneezy, Dopey |
| Polish | Królewna Śnieżka (Princess Snow White) | Mędrek, Gburek, Wesołek, Nieśmiałek, Śpioszek, Apsik, Gapcio |
| Swedish | Snövit och de Sju Dvärgarna | Kloker, Butter, Glader, Blyger, Tr ötter, Prosit, Toker |
| French | Blanche Neige et les Sept Nains | Prof, Grincheu, Joyeus, Timide, Dormeaux, Atchoum, Simple [actually Prof, Grincheux, Joyeux, Timide, Dormeur, Atchoum, Simplet] |
| Italian | Biancaneve e i Sette Nani | Dotto, Brottolo [Actually Brontolo], Gongolo, Mammolo, Pisolo, Eolo, Cucciolo |
| German | Schneewittchen und die sieben Zwerge | Chef, Brummbär , Happy, Pimpel, Schlafmütz, Hatschd [Actually Hatschi], Seppl |
Pet matinee
Emphasize the appealing animal angle of SNOW WHITE AND THE SEVEN DWARFS by holding a special “children only” morning matinee at which prizes would be given for the best kept pets. Older children who would see a previous show of the film would take care of the entries during the show, or a representative from the RSPCA could be in attendance to give tips and tell stories from the stage.
Public as advertising agents
Just for a change, ask the public to act as advertising agents for this milestone in movie history. In newspaper advertisements and special preview trailers you should say that, because of the important aspects of SNOW WHITE as an entertainment, you desire ideas for unusual advertising and stunting. Guest tickets should be offered for the best suggestions. If you inaugurate this plan well in advance of your opening you may be able to employ some of their suggestions. Thus you will create an intimate feeling between the theatre and public, piling up a load of goodwill in addition to good publicity for SNOW WHITE.
Poster art
Secondary and grammar school students may compete for a special Walt Disney prize to be awarded by you for the best SNOW WHITE poster. Local art authorities should act as judges at a special display of posters in your foyer or local exhibition hall.
Composite page advertising
For the purpose of composite page advertising we have available for Press use, free of charge, small blocks of each of the seven dwarfs and one of Snow White. The tie-ups, which can be made with almost any type of retailer, are obvious…
Get a SNOW WHITE wash at your local Launderette
SNOW WHITE TEETH — always — with Glitter Toothpastes
Don’t be BASHFUL — learn to dance at Quickstep School of Dancing
SNEEZY advises Kleenex, the disposable hanky
SLEEPY? That’s the idea with Easidoze Nightcap drink
Take DOC’s advice — buy from us
There’s nothing DOPEY about buying coal in summer — stock up now
No need to be GRUMPY when you have rented TV from us
HAPPY? Of course you are if you shop at Superstores
Orphan’s benefit
SNOW WHITE AND THE SEVEN DWARFS is the most suitable picture ever made for showing to groups of children from orphanages and other under-privileged children’s homes — because you can get lots of publicity out of a stunt like this. The coach that transports them, for instance, would be lavishly decorated with SNOW WHITE publicity — and your local Press will certainly play it big. Consider seriously this approach by consulting your local W.V.S. or Information Bureau for the most suitable homes or handicapped individuals to invite.
A new exhibition!
Fifty stills telling the whole fascinating history of Walt Disnet productions
“The Walt Disney Story” exhibition piece, first advertised in our campaign for The Sword in the Stone, has been revised and now includes newly-chosen stills and a number from SNOW WHITE AND THE SEVEN DWARFS and some other newer Disney pictures. The exhibition consists of 50 black and white stills depicting the history of Walt Disney from the beginning to the present day — and including his most ambitious venture, MARY POPPINS. There are coloured, numbered caption sheets and one set of colour stills for each of the current features, all for 50/-.
This exhibition is best away from the theatre in a local public hall and advertised as a separate entity. The idea is that this exhibition sells your programme for you — but of course, if you cannot arrange for a showing elsewhere, your own theatre foyer would do admirably. The very simplest way of display is by having each individual still — and caption — mounted on hardboard, then these are panel-pinned at intervals, and in numerical order, to strips of 2” × 1” battening, previously painted in bright colours, fixed roughly at head height.
Painting contest block
No charge when post direct to your local newspaper!
“Collect” Cards Hand-outs
8 different cards — one of each dwarf and Snow White for children to collect. Adults will collect them too, if they are placed for give-away by co-operating with stores around town. Those who collect all eight and are able to name the dwarfs, to be admitted free. In this case, issue only a given number of one of the cards. Copy on reverse says, “one of a set — collect the others” with no mention of contest, to enable them to be used simply as throw-aways. If to be used for contests, advertise separately. Sold in units of 2,000 (250 of each) for 62/6d. Individual overprint 20/- extra, any quantity.
Double-Feature Throwaway
These folding leaflets advertise both SNOW WHITE AND THE SEVEN DWARFS and your co-feature as an attractive double-bill, and are reasonably priced to enable you to widely distribute. Price 30/- per 1,000. Individual overprint 20/- extra, any quantity.
Character Cut-out Posters
Two separate quad posters are available, which feature, over the two of them, the seven dwarfs and Snow White as separate figures. They are intended for “cut-out and mount” treatment and as such can be used in theatre and store displays. Average height of a single dwarf for instance is 20″. The posters cost 5/- per set of two.
8mm / 16mm Trailers
That standard item of equipment, the 16mm trailer is joined by an identical copy in sound and colour on 8mm stock. In many cases the newer item will be far easier to get shown. Both trailers are a tremendous pictorial asset to the selling of any picture and we strongly advise that an outlet be found for either of both. Hire fee, including post and packaging is 7/6d. per week in either case. Over detention is charged at the same rate, so please — order early, return promptly!
Balloons
With an advertising motif for SNOW WHITE AND THE SEVEN DWARFS and your own individual overprint, price 40/- per gross, complete — six assorted colours. It is essential that this item is ordered at least fourteen days before requirement date.
Exhibition Stills
Eight full colour glossy highlights from SNOW WHITE AND THE SEVEN DWARFS. These are sold outright, so you can cut them as you wish for use in displays. Add colour to shop window plays too. Price 9/- per set, 10″ × 8″.
Blocks for Composite Pages, Leaflets, Menus, Serviettes, etc.
The eight thumbnail line blocks illustrated below are available to you free to use in any way you can. They come t you separately mounted under the collective reference number given.
Press advertising
The prices of our larger advertising stereos are deliberately lower to encourage their wider use.
There is a separate “Press News” and merchandise supplement for “Snow White and the Seven Dwarfs”. Ask for extra free copies.
Posters-a new idea!
Do-it-yourself 16-sheet
- Feature quad poster poster goes here.
- 2nd feature quad poster goes here.
- Your own theatre and playdate goes here.
Price 17/6 complete with two quads, 3 coulours silk screened size 80″ x 120″.
Quad crown poster
30″ x 40″ 3/6
Double crown
20″ x 30″ 2/-
This edition of your campaign comes to you with the compliments of
Walt Disney Productions Ltd.,
68 Pall Mall – London – S.W.1
Telephone: TRAfalgar 8010 – Telegrams: Waltdisney, London – Telex: 21532
Printed in England: Moore & Matthes (Printers) Ltd., 51-53 Bartholomew Close, E.C.I
