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THE MOVING PICTURE WEEKLY
A TEASER CAMPAIGN FOR
"Vofce on the Wire"
NOVEL Plan Put Over by Percy Tatem in Cardiff, Wales, Evening Express, to Introduce the the Great Universal Serial into Wales.
William Grimsby, has been mysteriously killed, and the detective, John Shirley, has been threatened if he continues the case. It has, however, only tended to make him more determined to solve the mystery.
The poor, long-suffering public is a pet subject with Hy. Mayer. The famous caricaturist takes pleasure in cartooning this patient individual in the Animated Weekly.
July 19, Evening Express. The Voice on the Wire. This case has taken a strange turn. A friend of the fourth victim, named John Cairns, on seeing the body of John Vance, screams, "Paris! Paris!" and it is thought there is some hidden secret connecting the victims with the culprit. The following day John Cairns, while actually in the detective's house, is killed by the mysteri
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THE VOICE ON THE WIRE" is playing second fiddle now to "The Gray Ghost" in this country, but it is just starting in England, and Percy Tatem, who handles Wales, has devised a very original and unique method of teaser campaign to put this meritorious serial over properly. Through an arrangement with the leading newspaper in Cardiff, Wales, the Evening Express, he was enabled to make an advertisement appear like a news story. Almost every day for two weeks there appeared an item about the serial couched in words which at first did not give the story away at all. The second week he used the title, "The Voice on the Wire," for ■every one. Here is the list of teaser paragraphs, all of which appeared on 4he first page at the bottom of the .middle column.
July 16, Evening Express. American Detective Busy. A baffling mystery has been occupyinging the attention of Detective John Shirley, who is endeavoring to trace the murderer of a wealthy roue, named Van Cleft. The only clue is a "telephone message sent to the victim over an apparently disconnected wire. The mystery seems impenetrable.
July 17, Evening Express. American Mystery Deepens. Further news has come to hand regarding the mysterious murder of Mr. Van Cleft. Another financier, named
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Lena Baskette and Betty Schade
A Dream of Egypt"
Lavish settings and a heart interest story give that marvelous child actress and dancer, Lena Baskette, a rare opportunity to captivate any audience. With Lena is Betty Schade and a notable company. Betty, as Lena's mother, surprises the little one attempting Egyptian dances. That night Lena dreams she is in Egypt and the Caliph attempts to kidnap her mother. The climax is full of action and has a satisfying punch. Book this through any Universal Exchange and boost it hard.
Released Week of September 3.
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