Universal Weekly (1933-1935)

30: UNIVERSAL WEEKLY— SHOWMANSHIP SECTION Mar. 16, 1935 SCHANBERGER GIVES "NIGHT LIFE” PEPPY CAMPAIGN IN BALTIMORE Lawrence schanberger's campaign on "Night Life of the Gods" for Keith's Theatre, Baltimore, Md. was peppy, smart and complete. To announce his opening well in advance, he put on a thorough posting campaign, which included thirty 24-sheets, five hundred snipes, five hundred window cards, ones, threes, and sixes; and a house to house distribution of roto heralds. He tied-up with Child's restaurant chain for the distribution of five thousand cards plugging the picture and the restaurants. Sixteen thousand bookmarks were distributed to stenographers in office buildings, through circulating libraries, and with purchases made in Grant's stores. The local distributor of Motion Picture Magazine, tying-up with the Keith's showing of the picture, bannered their delivery trucks (photo above), put a sound truck on the street, also bannered, and prepared two hundred I I x 28 cards for tacking on poles. The angle plugged was an article on Hollywood Beauty, seen in "Night Life of the Gods." Bumper strips front and back made the cruising ballyhoos. The photograph herewith shows a number of them as they lined up at the depot. Additional highlights of the campaign were, a banner stretched across the street in front of the theatre, elaborate advance and current lobby and front displays, a gigantic electric sign above the marquee, and a fifty percent boost in the advertising budget. Albert Nathan, Universal exploiteer assisted. Airplane Model Contest Coes Big In Harrisburg C PES W. SARGENT in Variety tells about ™ the airplane model contest for "Tailspin Tommy" used by the Victory Theatre that had the youngsters of Harrisburg, Pa. all worked up. It was plugged weeks in advance through the theatre's Junior Adventure Club and in the program. More than one hundred models were entered and the best were displayed in the lobby. To create added interest one thousand buttons were distributed each week for three weeks. ''Good Fairy" Usherette Distributes Heralds For Deitch In Jersey City AS a gag, Robert R. Deitch, Publicity Director, Stanley Theatre, Jersey City, N. J., had an exact replica of Margaret Sullavan's usherette contest made up for one of his usherettes, who distributed heralds in the lobby. She had as a background a display that showed the similarity. The heralds were of two types, accessory rotos, and a special teaser, plugging the "Good Fairy" as a must see picture. Campaign also included posting of forty 24-sheets and one hundred i-sheets. two hundred taxi cabs of two local fleets NOVEL 'IMITATION" AD WINS PATCHEN AWARD FOR BEST OF THE MONTH T HE clever ad, featuring endorsements of "Imitation of Life," used by Manager E. A. Patchen, Stuart Theatre, Lincoln, Nebr., won him the award certificate shown at the right with the ad. The award was made by the Lincoln Merchants Association for the best ad of the month. Patchen managed to obtain the endorsements by arranging a preview showing of the picture to which he invited the city's foremost ladies. T # (Bffr LINCOLN. NEBRASKA Toward for better ^Advertising Etna Crrtifirs that (hr Cntrp ftubmittrb bp EaAJpaichcn for frlie Ciucoln ^Theatre has bftn atojrbfb_£irst* in Ifjr JHcrchandi JDibibion for Ibr month of ‘januuv\^. 19 35 Citatibn of fflerit •• W. fkr pnaraM *i tianla. /Irhiiki n». // ^ r