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Another tradepaper, "The Daily Film Renter," in its comment on the five Zombies who enacted a scene ?rom the Tile, To the accompaniment of a record of weird sounds which was broadcast from concealed loud speakers, stated, "This was something which even Londoners, accustomed to kinema showmanship, had never seen before."
No less effective, though on a somewhat smaller scale, was the great campaign worked out and carried through by. Guy Morgan, general manager in Argentina, when the picture opened at the Cine Astral in Buenos Aires, Curiously enough, the marvelous front built for the Cine Astral is almost an exact duplicate of the front used by the Dominion Theatre in London, Due to municipal restrictions, Morgan had some difficulty in obtaining a permit for the parade of the Zombies. However, he, too, used the sound effects disc with great success, and recommends that this be used by our other foreign offices when they release the picture at their first run.house. We were not surprised to learn from Mr, Morgan that the criticisms were adverse, since this bears out the experience United Artists had with the picture throughout the United States. The critics didn't care for it, but the public, drawn to the box office by the unusual exploitation, put the picture over with a bang, In the trade, "White Zombie" is called "the exploitation man's delight."
The fact that "White Zombie" is a showman's picture was quickly. recognized by Ralph Boyle, general manager in Australasia, Cecil Marks, general sales manager, Vaughan Marshall, director of publicity, and the other members of that blue ribbon organization.
At the suggestion of Mr. Marks, an “atmospheric screening" for important exhibitors was arranged with the cooperation of the local Western Electric officials, whose small theatre was used for the purpose. Marshall and his assistant, Lyons, then worked out the details of the stunt. Crude, handrawn | invitations, each pierced with a wooden dagger were sent out. © When the exhibitors arrived, they were conducted by a myster= iously robed usher, through a dark, winding passage full of spine-chilling howls, moans, screams and whistling wind, Underfoot they trod on some soft yielding substance, which added to the gruesome effect. When they finally reached the screening room, the lights were dim and green, and a skeleton danced upon the front cloth in a most uncanny manner, After seeing the picture in this eerie atmosphere, refreshments were served, and the ladies present were each handed a box
of chocolates done up in special cartons, labelled "Only a Pin point and you"dleswsa” ALL Dh OLL, the exhibitora nearly had heart failure, but they loved it. What a peach of a stunt
~ =o a