The Moving Picture Weekly (1917-1919)

THE MOVING PICTURE WEEKLY 13 Great Air Robbery Tie-Ups MOST SPECTACULAR PICTURE EVER RELEASED LENDS ITSELF TO WONDERFUL STUNT ADVERTISING. UNIVERSAL-JEWEL has planned the biggest exploitation drive ever attempted on any of its pictures for "The Great Air Robbery." The picture, which is a romance of the aerial mail and is the first production to be staged in the clouds, is a revelation as to the extremes a daring pilot may go to even in the present day. It is a filmed production of the coming of the aerial highwayman and the transcontinental aerial mail. Throughout the film a well-knit love story winds its way. It is a Jewel picture in which aerial activities are a feature rather than a production in which plot is forgotten in order to put over thrills. Because of this, Universal has had no difficulty in tying up with several concerns in exploiting the production. The biggest possibilities are of course with the airplane. Following the special showing of the picture to the members of the American Flying Club of New York which is the foremost aerial organization in the country, the picture was shown to the Aero Clubs in the various cities where it was released. Letters of commendation were received from the country's most prominent aces. Everybody who amounts to anything in the aviation world has already seen the picture at these private showings. As a result of this every aviator is talking about the picture and helping to boost it. One of themost important tie-ups was with the Curtiss Aeroplane Company. This company has agreed to loan to Universal, through their agents, airplanes, motors and models the cost of which runs into a hundred thousand dollars. Their agents have been instructed to help in the exploitation of the picture, as tiie Curtis Company believes the production is good propaganda for the boosting of aviation in this country. It is planned to have airplane flights simultaneous with the opening of the picture in a city where there are flying activities. When the Aviation exhibition opened in Chicago, Miss Laura Bromwell, the first woman pilot to win her license since the war, flew over and bombed the Windy City "S.R.012" Minneapolis, Minn,. Feb. 2, 1920. "Universal Film Mfg. Co.: You don't realize possibilities Great Air Robbery initial opening northwest to-day Unique Theatre smashed all records any production history Minneapolis appearing New Unique most prominent theatre twenty-five suburban houses already booked St Paul Aero Club now negotiating for theatre in St Paul our price one thousand dollars their answer cheap any price hardest boiled newspaper critics here go on record with wonderful criticisms instructing salesmen to-night accept nothing less Humanity prices we have a wonderful freak money maker James V. Bryson." "Milwaukee, Wis., Feb. 2, 1920. "Universal Film Exch "Wonderful ovation given "Great Air Robbery" opened today Princess Theatre most record breaking and enthusiastic crowds ever saw people lined up on street all day long whole families turned out to see it house filled to capacity from 11 AM to 10 PM Manager Hart says give us more pictures like "Great Air Robbery" must congratulate you on production of such a sensational success GEORGE LEVINE." "Milwaukee, Wis., Feb. 2, 1920. Universal Film Exchange A day of days a night of nights in the annals of show business The Great Air Robbery opened this morning at ten o'clock and from then on the ushers were straining their eyes for empty seats to put the patrons in and best of all every person who saw the picture said it was some picture success and more success with it are my wishes to you and your company Princess Theatre Harry Hart, Mgr. "S.R.012" with leaflets announcing the coming of the picture to that city. An elaborate exploitation campaign is already mapped out for that city when the picture is released there. Newspaper editors who have never enjoyed a flight will be invited to fly and bomb the city for the "Great Air Robbery" picture. Many of them have already accepted Universal's offer and have promised space in their news columns for the event. Another exploitation scheme which is already being used successfully is the Airplane Model Contest which is being carried on in several cities. The Minneapolis papers are devoting columns to this daily. The theatres offer several prizes to boys for the best model airplane submitted. The medals are to be on display in the various lobbies. A great deal of interest is created in the picture and at the same time the theatre gets splendid material for lobby decoration. Then too, it fosters development in aviation among the boys. To this lobby decoration will be added the material furnished by the aii-plane agents. One theatre secured space in the best hotel in town and set up a complete Curtiss plane in the lobby with an appropriate sign mentioning the Great Aid Robbery. The aviation material is also being loaned to prominent merchants who use it in "Aviation" window exhibition. This attracts attention to their store and also advertises the picture. Wherever the picture is shown a cheap but catchy idea will be used to help awaken interest in it. A man dressed in aviation togs with helmet and goggles and the skull and cross bones of the "Death Head Squadron" painted on the front and back of the costume parades through the busiest thoroughfares carrying a valise on which is painted "The Great Air Robbery" is now at the theatre." At some theatres free airplane rides are to be given away. With each ticket sold a numbered slip will be given. The lucky number or numbers will draw a free flight. _ The pilot will receive pay for this in the advertising which he will get out of it. This stunt will be accompanied by proper newspaper publicity. As "The Great Air Robbery" has not as yet been released everywhere all of these exploitation stunts have not been tried out. Practically every one of them however is now being worked on, and most of them have proved successful in attracting the sort of publicity which brings extra business. This paper will publish pictures of these stunts in a succeeding issue.