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Vol. 20, No. 18
Universal Weekly
27
Noted British Visitors guests of Carl Laemmle at his Universal City Circm. Captain E. Davis, noted British exhibitor, his wife and son, O. E. Davis, visit the sets for "The Great Circus Mystery," new Universal serial featuring Joe Bonomo, the noted strong tnan, and Louise Lorraine. Mr. Laemmle and the Davis family
are seated in the foreground.
'THE HUNCHBACK^' SMASHES ALL RECORDS IN SCOTLAND
Remarkable Exploitation Campaign Results in Sensational Business for Laemmle Masterpiece in Glasgow — Second Week Opens Bigger Than First
<«'TVHE HUNCHBACK OF NOTRE DAME" shattered J_ all records for the Coliseum, Glasgow, recently when the Universal screen version of the Hugo classic had its Scottish premiere. What is regarded as the most comprehensive exploitation campaign ever seen in the United Kingdom was instrumental in attaining the splendid results achieved by the Laemmle masterpiece.
Two weeks prior to opening an effective teaser campaign was begun in all the Glasgow papers, and increased in size each day.
The entire front of the Coliseum was covered with a false front, an almost exact replica of the Notre Dame Cathedral. Two larger-than-life-size cut-outs of two of the principal characters in the production were placed at the base of two of the Gothic arches, a set of chimes was hidden behind the marquee and played constantly, attracting considerable attention, as virtually every tramline passes the theatre, and the bells could be heard for more than a quarter of a mile. Photographs of the theatre front and Manager Louis Lewis's dog, attired in a blanket advertising the production, as was also the dog of Exploiteer Paul Perez, appeared in several of the local pictorial papers.
Rev. L. Jenkins Jones, pastor of the Unitarian Church of Glasgow, graciously consented to deliver a sermon in his church on "The Hunchback of Notre Dame."
Arrangements were made with the sidewalk artists of Glasgow to include in their displays a chalk drawing of the Cathedral of Notre Dame, with a line naming the playhouse and date of showing. More than two dozen windows were obtained in book and music shops, many of them displaying the illuminated cathedral models, large oil paintings and, in the case of book stores, large banners across the windows.
A tie-up with the largest and most exclusive piano store in Glasgow secured both windows on one of the principal thoroughfares.
By far the most elaborate tie-up, however, was made with F. W. Woolworth's largest store (in the world) on Argyle St. A banner across the entire front of the store carried in letters three feet high this legend: THIS IS NOTRE DAME WEEK. Woolworth's has six large windows fronting on Argyle St. Every one of the six was devoted exclusively to "Notre Dame Articles;" each window contained cathedral models oil paintings, stills and more than one mention of (Continued on Page 39)