Universal Weekly (1933-1935)

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98 :=UNIVFRSAI WEEKLY— SHOWMANSHIP SECTION EE April 22, 1933 SHOWMEN GOLDING, ALBANY — "LONE STAR" GRANDJEAN, AND FRANKE, ST. LOUIS, DO THEIR STUFF LOU GOLDING, manager of the RKO Palace Theatre, Albany, N.Y., put over his campaign for "The Big Cage" with real circus exploitation. His advance lobby display was a semi-circular cage in which he placed cut-outs of the animals on the 24 sheet. On the front of the cage he used the enlarged Beatty affidavit. This same idea was used during the run of the picture on the front of the house, with a cage on each side of the entrance. Across the entrance he spelled the title out in giant letters and illuminated them with trick lighting effects. On opening night the radio broadcast ballyhoo record was used over station WGY during the best fifteen minute period, 6:45 to 7:00 P. M. The Junior Film Guild, a local organization, officially approved the picture as suitable for children and sent out special letters on it to its members. Their endorsement was used in the regular ads. A classified ad contest with the Times-Union netted the engagement several extra display ads and daily publicity stories. A wide billing of 24 and 3 sheets, many of them illuminated, and large newspaper space, completed the campaign. Al Nathon, Universal exploiteer, assisted. Lou Golding’s advance lobby display for “The Big Cage” at the RKO Palace Theatre , Albany, N. Y. REACTION TEST AT ZOO GETS SPACE FOR BIG CAGE" CAMPAIGN AT ST. LOUIS E MIL FRANKE, manager of the RKO Missouri Theatre, St. Louis, TELLING TEXAS ABOUT "PRIVATE JONES' Sound-equipped ballyhoo truck used by L. H. Grandjean, publicity director for the Rob and Roicley theatres in Texas, for his campaign on the “Private Jones” road show engagements over the circuit. arranged for an odd experiment at the local zoo that netted him several columns of extra publicity for "The Big Cage." Through the co-operation of the director of the St. Louis Zoo, newspaper reporters and photographers were invited to witness the reaction of several zoo lions and tigers to the roars of the lions and tigers in the fight scene from "The Big Cage." The reel in which this fight occurs was taken to the zoo and the sound amplified in front of the various cages with a variety of interesting results. The newspapers gave the gag feature stories and published photographs of the zoo animals listening to the film. Franke used the special broadcast ballyhoo record, made several tie-ups on the book and arranged for a city wide plug on the jig-saw puzzle bv a large chain of drug stores. Ralph Ravenscroft, Universal exploiteer, assisted on the campaign.