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OF N. ¥. "WATERFRONT" CAMPAIGN
With the outdoor bathing season in sight, the Home Office advertising and publicity department took full advantage of the "I Cover The Waterfront" title in exploiting the picture for its New York run at the Rivoli Theatre. As a result, the picture played to four big weeks at this Broadway house. The photoplay, taken from the novel by Max Miller, received four stars from the critic of the New York Daily News, which is the highest a rating that paper can give a motion picture.
When four window displays on a photoplay are used in four big department stores in New York simultaneously, that's exploitation news with a capital N, but that's exactly what was accomplished in the "I Cover The Waterfront" campaign. Windows were secured with McCreery's, Macy's, Gimbel's and Lord & Taylor's, and a window of men's beach accessories was used by Brill Brothers, carrying the title of "We Cover the Waterfront." Gimbel's used not one, but four windows devoted to "I Cover The Waterfront," with stills, cards and larger photographs calling attention to the picture at the Rivoli. Macy's used a fashion window, with a chair used by Claudette Colbert on the studio set prominently displayed.
McOreery's used the "Waterfront" title to sell their white goods, Lord & Taylor's not only gave the picture a splendid display, but used an especially attractive newspaper ad carrying a prominent announcement that their beach shop "Covers the Waterfront." McCreery's used a five-colum, 16inch ad on their white goods display. Another smart display was the Southern fr obi window, which stayed three weeks on Fifth Avenue, g@ni there were various high-class book shop windows arrang deheouch Dutton's, The picture got a further break when Burrig& Jenkins, Jr., used the heading "I Covered the Waterfront" over his six-column sports page drawing in
‘ the New York Evening Journal,
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COMPLETE CAST "EMPEROR JONES"
The complete cast of the talking screen version of Eugene O'Neill's "The Emperor Jones," which John Krimsky and Gifford Cochran are now making for United Artists release, is as follows:
Paul Robeson as Brutus Jones; Dudley Digges as Smithers; Frank Wilson as Jeff; Fredi Washington as Undine; Ruby Elzy as Dolly; George Haymid Stamper as Lem; Jackie Mayble as Marcella; Blueboy O'Connor as the Treasurer; Brandon Evans as Carrington; and Taylor Gordon as the Stick-Man. Dudley Digges has the only important white role in the film, which is nearing completion under the direction of Dudley Murphy. Robeson, in addition ta playing the title role, will be heard in three song numbers, the’ musical arrangement being under the direction of Rosamund —— an authority on Negro spirituals.
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