Universal Weekly (1923-1925)

18 Universal Weekly May 10, 1924 "TKe Law Forbids*' Hit In Seattle *'pi ^LEASED patrons galore assured the Columbia theatre, Seattle, that "The Law Forbids," Universal's big melodrama with Baby Peggy as the featured player, was one of the finest entertainments they had ever seen, according to Manager Robert W. Bender. Audiences agreed with the comment already made by film critics, that "The Law Forbids" would be a big picture without Baby Peggy, but with the irresistible child star in the cast it becomes ex Baby Peggy Jewel Enthusiastically Re ceived by Patrons of Columbia Theatre ceptional. Assisted by an effective advertising and exploitation campaign arranged by Bender and George Astel, his assistant, "The Law Forbids" drew excellent business to the Columbia ■during an unusually quiet Lenten season. Foremost among the exploitation stunts put over by the Columbia was the careful driver's contest carried on in the Seattle Record. Breaking on to the front page of the newspaper, the contest was announced in a news story, and the next day the paper announced the list of Seattle's twenty most careful drivers, as picked by the traffic policeman at Second and Pike, busiest corner in town. The careful drivers were awarded passes to "The Law Forbids," and the contest was suggested. by the way, by Universal's pressbook for the picture. Every one of the thousands of cars parked at the University of Washington Stadium at the Air Circus, greatest event of its sort ever staged in the northwest, and in which the world fliers in town at the time were featured performers, was tagged with the red summons tags procured from the Universal Exchange. The stock cut of the smashing fist, with the legend, "You Can't Get Away NOVEL PEGGY DISPLAY AND BALLYHOO How Manager Eagan of the Keith Theatre, Mt. Vernon, N. Y., put over "The Law Forbids." Eddie Mack, attired as "Alexander," made an effective rooster. With It" was used in a newspaper teaser campaign. Universal's effective outside paper covered Columbia Theatre billboards, and one-sheets and window cards were liberally used. Most of the press stories and newspaper advertising played up the problem play angle and featured the names in the allstar cast, with Babv Peggy. Unusual attention value was attached to the noveltv front arranged for "The Law Forbids." It featured a miniature stage, erected in front of the box-office, with a mechanical curtain that alternately revealed scenes of the courtroom and cabaret featured in the picture. All agreed that few pictures that the Columbia has ever shown have been more thoroughly pleasing. Jazz Week Helps Exploit ^^Excitement^^ LAURA La PLANTE had Seattle photoplay fans thoroughly excited over •"Excitement" before it even came to town, for everyone, it seemed, was waiting to see her in her first starring vehicle, and as soon as the exciting Universal feature opened at the Columbia Theatre, the fans flocked in, declares Manager Robert W. Bender. Nothing less than a "jazz week" would do to accompany the showing of "Excitement," according to M. H. Nevimian, general manager, so jazz week was launched by Bender and George Astell, his assistant, and the Seattle sho'W'ing of "Excitement" made quite a gala aifair. Liborius Hauptman, director of the Columbia orchestra, and known as the most talented pianist in the northwest, arranged an unusually brilliant jazz program, augmented his orchestra with a saxaphone, trombone and banjo, and put on a concert that had the whole town talking. Bender had a local artist cartoon Hauptman's orchestra playing jazz at the Columbia's jazz week celebration, and planted it with the Seattle Star. Because Mr. Hauptman's forte Manager Bender's Novel Campaign Puts LaPlante Attraction Accross in Seattle is classical music, his venture into the realm of jazz received much newspaper comment. The Columbia did itself proud in its splashy, jazzy, colorful futuristic front that was quite the brightest thing on Second avenue. Added attention value was afforded by the cut-out of Laura La Plante, in a miniature airplane, with a whirling, mechanical propellor set in front of and above the box office. "Excitement" twenty-four sheets, and other effective Universal paper had the town well plastered. Newspaper publicity and advertising featured Laura La Plante, the "thrill girl" of "Sporting Youth," in her first Universal starring vehicle and the special jazz week program. Although there had been some doubt of the success of jazz week, and a picture titled "Excitement," during Lent, it seemed to be just what the people wanted. Business was exceptionally good. Patrons liked the picture, and judging from their comments, already regard Laura La Plante as a favorite star.