Universal Weekly (1924-1936)

Record Details:

Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

22 Universal Weekly Vol. 24, No. 11 Boy Scouts carrying these "Flaming Frontier" signs joined the parade of the Spanish-American War Veterans, who convened in Des Moines, la., shortly before the picture played the Strand Theatre and who were entertained by a special screening of the big Universal production. No other advertising was permitted in the procession. "Flaming Frontier" Ballyhoo Placed in Veterans' Parade THE Spanish American V^'ar Veterans were having a convention in Des Moines, la., when C. T. Charack, Universal exploiteer, arrived in town to assist Jess Day, manager of the Strand Theatre, and Mr. Freudenfeld, publicity man for the A. H. Blank Circuit to which the house belongs, on the showing of "The Flaming Frontier." He immediately got in touch with the entertainment committee and arranged for a special showing of the Universal super production for the veterans. In return he was permitted to enter a ballyhoo in their parade, the only advertising allowed. The ballyhoo was one of the most effective that could have been devised. Huge letters spelling "The Flaming Frontier" were cut out, backed with cardboard and tacked on long rails. Then Charack secured eight Boy Scouts to carry the words in the parade. As the letters reached almost from curb to curb, they were one of the most conspicuous sections of the parade as can be seen from the photograph above. Shortly after the veterans left Des Moines, the Custer Battlefield Hiway Association convened. This was a natural tie-up with "The Flaming Frontier" which comes to a climax at the famous Custer battle. A special screening was arranged for the delegates and distinguished Des Moines citizens, which created word of mouth advertising and procured generous publicity on the picture in the newspapers. The Des Moines Capital have on several occasions used special rotogravure sections on motion pictures and so Charack had no difficulty in persuading them to enclose "The Flaming Frontier" rotogravure herald, "Marriage Clause" Contest Draws Many Responses ly /f ARRIAGE is an institution in IV J. ^'hich there is plenty of room for improvement. "At least that is the impression gathered from the suggestions which are pouring in as a result of the Marriage Clause contest being conducted by the Wisconsin News and Alhambra Theatre." This contest, for additional clauses in marriage contracts, suggested by the Press Book on Universal's "The Marriage Clause," w-as good for several columns of space in the Milwaukee Wisconsin News prior to the picture's showing at the Alhambra Theatre. One hundred dollars in cash prizes were offered, $50.00 for married men and $.50.00 for married women, and the chance given to everyone to voice his own particular grievance against the popular institution. This contest, which has been used in several cities throughout the country in connection with this picture, has proved very popular. prepared by the Universal Home Office Exploitation Department, with the Sunday paper. Twenty-five thousand five hundred were distributed in this way. A display in the main building of the public library and in the four branches, a parade of Pontiac cars covered with "Flaming Frontier" banners, a heavy billing campaign and a special lobby added to the other tieups made this an outstanding campaign in the Iowa city. Because Sammy of "His People" started as a neicsboy the Futurist in Liverpool, England, entertained 600 newsies at a special show of the picture. The boys carried away the bills, tvhich those in the front row of this pictwre are holding, stating "Latest News — 'His People' at the Futurist all next week."