Universal Weekly (1933-1935)

IDEAS THAT ARE CUckMtfJ Jack Sanson, Roger Sherman Theatre, New Haven, and Dan Finn, Warner district publicity director, capitalized on the four star review given "Imitation of Life" by Liberty magazine. Played it up in newspaper ads, front and lobby displays and around town, giving Liberty mention. In return local distribs of the magazine permitted heralds to be inserted in the issue delivered to homes by the 200 regular delivery boys. * * * Inviting committees of girls from selected downtown stores proved a good stunt for Dick Walsh's "Imitation of Life" campaign at Charles Hayman’s New Lafayette, Bucalo. Only 100 invitations were issued, a few in each store, to sales girls. Cards distributed ten days in advance of opening so the stunt created lots of good word-of-mouth-advertising for the picture. * * * Another striking example of excellent newspaper co-operation on "Tailspin Tommy" comes from the Taft Theatre, Flushing, N. Y. Enterprising J. Porte, manager, arranged for fhe local daily to carry under the daily cartoon, a display streamer line announcing the picture at the Taft. In return Porte gave the newspaper screen credit. The co-operation continued for the run of the serial. * * * The "About Faces" contest in the "Imitation of Life" pressbook provided considerable extra space for Alvin Hostler's campaign at the State Theatre, Harrisburg, Pa. The Telegraph used it for a classified ad promotion stunt giving it eighteen inches daily for five days. Avalanche Has Started PREVUE TONITE! Above is the upper part of a ** return engagement’* ad on **I mitation of Life** from the Strand Theatre , Akron y Ohio. Harvey Cocks , manager , ran the picture origi.ially for two weeksy a hold-over engagement. Now> because of insistent public demandy he has brought it back for a return engagement^— and Hat was a holdovery tool Watch **/ mitation of Life,** there*ll be a lot more theatres ,4bringing it back.** Hi there — Princess O’Hara! We’re checking up on you! YOU HAVE EVERYTHIN^ G IT TAKES FOR A GREAT PICTURE! We’ve been looking you over. Princess O’Hara. We haven’t seen you yet, but, from what we’ve been hearing of you, you must be simply swell! Pardon us a moment while we tell the folks about you! a« •‘SSJISo* UNIVERSAL Damon Runyon wrote the yarn as only Damon can. Collier*s Weekly featured it. IPs about a Broadxcay showgirl whose dad drives a hack along the White Way. The Princess* salary helps hold a home together. Lotto kid brothers* und sisters* mouths to feed. Pop 0*Hara dies. Princess quits the stage and takes over the reins. Then the horse gets sick. Admiring Broadway pals decide to replace him. They steal a horse and , by golly , it*s a fifty thousand dollar race horse 1 They spray it with paint to make hint look like the old nag. Then— holy cathell breaks loose with a whole town in an uproar trying to find the thoroughbred on the eve of a great race. Phew , what excitement l And holchal What a love story! Pardon the digression Princess — now we’re back with you. Thought the best way to check you up was to look over a list of big picture essentials and go through it item by item. We’re printing the list at the right. That’s a tough line of requirements to meet — but you certainly fill the bill 100%. VVi [U/, Princess O'Har'i, we know you behind your make-up. You*re Jean Parker l Dandy puls you have too . Chester Morris , Leon Errol , Henry Armotta , Vince Barnett. Director David Burton certainly knew what was in Damon Runyons mind when he put you through your paces l IPs going to be a lark exploiting your arrival. The artists have caught the gay spirit of your escapades, and they're making the theatre lobbies look right merry for you! All the horse cabs in America will be pulled out of storage to give people free rides to theatres showing your picture. A score of stunts are ready to herald your coming. Princess O’Hara, you’re the apple of our eye. You’ll make folks laugh — you’ll make folks cry — you’ll send the old box-office shootin’ sky high! JOE WEIL SWELL 8T0RY FINE DIRECTION STAR VALUE ABLE CAST POPULAR AUTHOR PUNCHY DRAMA B. 0. HOKUM TOP COMEDY pathos SUSPENSE Past action GAIETY EXCITEMENT K appealing ROMANCE 1/ MAN APPEAL WOMAN APPEAL P' WHOleSouenm?