Universal Weekly (1933-1935)

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30: UNIVERSAL WEEKLY— SHOWMANSHIP SECTION May 12, 1934 The showmanship front used by the Capitol Theatre, Dallas, as part of the big “ALL QUIET ” campaign. Notice trench effect obtained by using sand bags. The display helped to sell the picture for holdover business. AMERICAN LEGION and ROTC AIDS CHARNINSKY IN "QUIET" CAMPAIGN FOR his showing of "ALL QUIET ON THE WESTERN FRONT" at the Capitol Theatre, Dallas, Texas, Louis Charninsky conducted a campaign which is outstanding for its completeness and for the hold-over business which resulted. The willingness of the American Legion to cooperate was again demonstrated when the local post loaned Charninsky captured war material to use in displays. Some of it was used with sand bags and atmospheric cutouts in making the front and lobby resemble trenches. Complete displays of war material with explanations were made in the inner lobby and in three downtown store windows with the balance. Sixteen uniformed boys provided by the Reserve Officers Training Corps added realistic atmosphere to the setting. A bugler played army calls from the roof of the theatre, and to provide additional noise, Charninsky hooked up his front amplifier to the loud speakers, bringing the excitement on the screen out front. Red flares and fire bombs were used to attract attention at night. The American Legion also assisted by notifying all their members of the engagement and urging them to attend. As part of the tie-up, disabled members were admitted free. This angle was immediately picked up by the newspapers and played up with stories and art. The theatre employees were costumed in nurses' and soldiers' uniforms. A girl in the costume of a war nurse, and a German Police dog with a Red Cross banner around its body, were used as a street ballyhoo. Gold Star Mothers were invited to a special showing of the picture and a display of war-time theatre programs from Paris, was made in the lobby. Both ideas resulted in newspaper stories. Charninsky used increased quantities of posters and heralds and larger ad space. Dallas reviewers and editorial writers were impressed just as much as when the picture was first issued. TIE-UPS BIG FEATURE OF PALACE THEATRE "GLAMOUR" CAMPAIGN IN planning theif "GLAMOUR" campaign for the Palace Theatre, Cleveland, Ohio, Nat Holt, Manager and Al Gregg, Publicity Manager took full advantage of the available tie-ups. These included the song "Heaven on Earth," Glamour perfume, and the novelization in Screen Romances magazine. The catchy tune from the picture opened many exploitation channels. The orchestras quickly recognized its popularity and played it nightly on the air and at the city's leading hotels and restaurants. Wurlitzer's and ether music stores gave generous display space to the sheet music, using lobby cards and photos from the picture for backgrounds. Through the cooperation of Chanel, Glamour perfume displays were planted in leading drug and department stores during the showing of the picture. Display reproduced is that of Harvey's Drug Store which is located at one of the busiest corners of the Cleveland Railroad Terminal. Holt and Gregg tied-up with the timely appearance of the novelization of "GLAMOUR" in the Screen Romances Magazine. The local distributor of the magazine bannered his eight delivery wagons and prepared a special card for use on newsstands and in store windows. Reproduction at bottom of page shows trucks as they are bannered. As part of the tie-up arranged by Halle Bros. Department Store, an enlarged photo of Constance Cummings with picture credits, was used in a special window for the hair dressers' convention.