Universal Weekly (1923-26)

Vol. 18, No. 18 Universal Weekly 29 BIQ Q1MBEL HOOK-UP ON "DARLI1SIQ OF NEW YORK" Newspaper Ads and Elaborate Window Display Used in Department Store Tie-Up. BY far the biggest exploitation hook-up given a motion picture in New York City within the last year was that put over by Gimbel Brothers in connection with Baby Peggy's first big picture, "The Darling of New York." Gimbels' had recently advertised the Baby Peggy dolls, and when it was learned that the Baby herself was coming to New York, Joe Weil, Big "U" exploiteer, immediately got in touch with Mr. Drelich, in charge of the Toy. division at Gimbels', and made tentative plans for a personal appearance. After an afternoon's conference with the advertising manager, Mr. Drelich arranged that in the event the Baby could be secured, the store not only would give their biggest window over to the display of the dolls, but that big advertising space would be secured in all New York's leading newspapers. Mr. Amberg fell in with the plan and arranged with Mr. and Mrs. Montgomery for the appearance of Baby Peggy. As a result of this three-cornered co-operation everything went off finely. The main window was filled with Baby Peggy dolls. A motion picture machine pointed directly at a large oil painting of the Baby on which was painted the caption, "Her first big picture, 'The Darling of New York.' " Alphabet blocks spelled out "Baby Peggy in Person." Another sign read "Baby Peggy, 'The Darling of New York,' in person at the toy department." Two dozen black-and-white stills of the Baby in various poses completed the display. Joe Weil's Baby Peggy window at Gimbel's Store, drew the crowds to the Universal Starlet's personal appearance in the toy department of the big New. Gimbels' took 6x9-inch space in the majority of papers and this copy ran to 7x9 in one case. The Baby, accompanied by her personal press agent, Harry Wilson, held a royal reception, presenting each p-uest with a portrait of herself. Mr. Drelich of Gimbels' pronounced the affair to be a huge success. Exhibitors all over the metropolitan territory were unanimous in their opinion that the big newspaper splurge used by Gimbels' has awakened extraordinary interest in the already popular little screen star, Baby Peggy. Elaborate Sets For Chapterplay ELABORATE settings have been erected at Universal City for the new William Desmond-Eileen Sedgwick chapter play, "The Riddle Rider." The picture, having one of the biggest casts ever featured in a play of the kind, is to be staged in ,a manner to match the cast. A complete Western village was constructed for the preliminary scenes and there will be a number of spectacular cliff and railroad scenes, incidental to thrillers, which experts are now laying off the ground for at the big studio. The new picture deals with the adventures of a Western editor who becomes in secret a modern Robin Hood, and goes through many sensational adventures before the rea son for his strange double life is disclosed. Arthur Gooden is the author of the new story and William Wing the scenarist. The cast includes William Desmond and Eileen Sedgwick as co-stars, and Helen Holmes, former famous serial star, and William H. Gould, vaudeville celebrity, in the two "heavy" roles. William H. Craft, who directed the recently completed "Beasts of Paradise," is directing the new picture. He is one of the most successful serial directors in the industry, having many notable successes in this type of play to his credit.