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The New York Campaign— A Good One to Follow!
In presenting ‘‘ Life Begins’’ to the New York public, at the Hollywood as a two-a-day, it was set up with the finest example of show
manship that Broadway has yet seen.
The newspapers during the entire ten days prior to the opening were supplied with daily publicity | N V | T A a | C) N stories and stills. As a result the picture netted a tremendous amount of publicity.
WITH GREAT PLEASURE WE INVITE YOU TO WITNESS A
T'wo pre-view openings preceded PRE-SHOWING OF “LIFE BEGINS’? AT THE HOLLYWOOD the public opening. At the first, | held in the afternoon, all critics, THEATRE, BROADWAY AT FIFTY-SECOND STREET, ON THE columnists, publishers, writers and editors were invited. That same EVENING OF AUGUST 25TH AT NINE O’CLOCK PROMPTLY. evening another performance was ; given exclusively for celebrities, _*.* * WE SHALL BE PLEASED TO SEND YOU TWO TICKETS leading educators, ete. The following afternoon the picture was WHICH HAVE BEEN SET ASIDE FOR YOUR USE UPON opened to the public. A description of the house decoration folRECEIPT OF THE ENCLOSED CARD PROPERLY FILLED OUT. ,
lows below.
WARNER BROS. PrP rGCT URES. “ING.
INVITATION This invitation, sent to 2500 people of prominence, was the forerunner of one of the biggest word of mouth boosts any picture ever received. A similar invitation was sent to the press for the matinee performance.
HOLLYWOOD THEATRE Lobby and Front
The largest banners ever seen on Broadway announced ‘‘Life Begins’’ to the New York public. Two were hung from the Hollywood and one from the Warner Theatre, situated across the street. Under the marquee of the Hollywood was suspended a double-faced transparency 3 by 12 feet. The title was lettered in black on a background of gold and tan bordered in ivory. The sides of the marquee were covered with similar transparent banners over the lights in place of the usual bulb display.
The outside lobby featured sepia photos showing action uf {4 scenes from the picture. The
| | F F BR, F stills and title were raised from
the frame. All frames were
modernistically treated in gold.
THIS AFTERNO ON AT THE The inner lobby was handled in
the same distinctive and im
HOLLYWOOD THEATRE TO pressive manner but with the
entire atmosphere very reserved.
ONLY CRITICS AND WRITERS. The entire Hollywood front was
Watch for their announcements Tomorrow a GALA PUBEDC “PREMIERE -TONIGHI) “AT 8:45
THEREAFTER
Twice daily 2:45 and 8:45 . . . Three shows Opening Day
Sundays and holidays 3, 6 and 8:45.
Reserved seats at pop. prices 50c to $1.50 A blow-up of the ad on the previous page—for the important papers.
432 Limes
No.105 Out80c Mat 20c Write to Advertising Dept.—Home Office.
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