Universal Weekly (1933-1935)

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30 — — I tNIVFR9AI WEEKLY— SHOWMANSHIP SECTION = . — April 22. 1933 FINE BALLYHOO FOR "BIG CAGE" IN L. A. LIVE LION-RADIO-SOUND TRUCK ASSIST! Street ballyhoo cage in which a man wrestled with a lion. Used in campaign for “ The Big Cage” at the Warner’s Western and Beverly Hills Theatres, Los Angeles. AS part of their splendid campaign for the dual run of "The Big Cage" at the Warner's Western and Beverly Hills Theatres, Leon Levy and Harry Maislish, arranged to have Colonel Roscoe Turner's lion, "Gilmore," attend the initial performance in person. "Gilmore" stepped up to the box-office with his master, purchased tickets, and entered the theatre followed by a mob of several hundred children. Another ballyhoo used in the campaign was a sound truck covered with circus style billing. It trailed a cage in which a man and a lion wrestled. This covered the city making quite a sensation, particularly at the schools where circus heralds were handed out. The night before the opening a half hour radio show was broadcast over station KFWB using the radio ballyhoo record and building up around it with members of the cast and the director telling of the thrills of making the picture. Taking advantage of a current news-reel shot showing movie stars putting together a 24 sheet jig-saw puzzle on "The Big Cage," the War ner managers added a coming card in all prints showing in local Warner houses. The lobby was decorated with one sheet size enlargements of production stills, while circus-tent banners, carrying the title, were used on the marquee edge. A newspaper ad campaign, featuring large space, and wide poster billing completed the campaign. Ben Westland, Universal exploiteer, assisted. Colonel Roscoe Turner’s “flying” lion, “Gilmore,” attends the Sound equipped ballyhoo truck and part of the front decora initial performance of the “The Big Cage” at Warners Western tions at Warner’s Western Theatre l Los Angeles, for 1 he Theatre, Los Angeles. Big Cage.