Universal Weekly (1933-1935)

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ONE of the sparkling DIAMOND JIM jewelry windows appearing in all key cities of the country. This particular flasher, one of many planted by Dave Idzal and Fred Schader for the Fox, Detroit run of Universal's blazing box-office beauty. She Cot 'Em — In K. C. I EAVE it to Bernard Joffee, fast-stepping M. D. at the Tower, K. C., to grab a good idea and put it to work! Those are "live" hands you see working in this display. They created so much hubub in the Tower lobby that the “JIM” OUGHTA BE PROUD! Showmen Prove His By-Word— “To Make Money You Gotta Look Like Money!” I T'S grand — the way the country's crackerjack theatremen are pushing ■ "DIAMOND JIM" to stratosphere grosses! The record crackers are making money by making the picture look like money to the public — stamping it as a "special" by campaigning it all over town. They're spending money to make more money — and it is paying swell dividends! In later issues we will detail some of their great campaigns. Right now we simply have to shout "Thank you!" to Lou Metzger at San Diego — Hal Neides at Frisco — J. L. Schanberger at Baltimore — Harry Goldberg and Bill Huffman at Philadelphia — Harry Huffman of Denver — Ted Gamble of Portland — Irving Lesser and Morris Kinzler of New York — Fred Schader and Dave Idzal of Detroit, Frank Smith and Johnny Joseph at Chicago! There are many more on this list we will tell you about next week. They are doing a sweet job. "DIAMOND JIM" himself ought to be proud of their swelegant backing! JOE WEIL ABOVE — Schanberger's huge banner topping Baltimore's busiest traffic thoroughfare. LEFT — Hal Neides orange juice tie-up at the Orpheum, Frisco. This concession in lobby cinched hundreds of other locations about town. mtmwn Edward Arnold AnfioR B«S*s RIGHT— When Lou Metzger heard the stars were coming down to catch his DIAMOND JIM preview, he saw to it that the whole town turned out for the event. Here's just part of a bally that greeted them on their arrival — turning plenty of "noise" into box-office musicl LCOWE UNIVERSAL STARS and PRODUCERS Id Premiere DIAMON D JIM*