Universal Weekly (1923-26)

32 Universal Weekly November 14, 1925 X^ A "Phantom" face drawing contest was conducted by the Sioux City, la., Journal in connection with the run of "The Phantom, of the Opera" at the Plaza Theatre. Big Exploitation Campaign Precedes "Phantom" In Iowa NO bets were overlooked by Jack Edwards, Universal exploiteer in Omaha, when "The Phantom of the Opera" opened at the Plaza Theatre in Sioux City, la. Everywhere a patron turned he met a reminder of the "Phantom." The campaign opened with a "Phantom" face drawing contest in the Sioux City Journal as suggested in the Universal Press Book. The paper gave generous space to the announcement of this contest and for a week before the opening, carried a two column display ad containing a drawing of the "Phantom's' face with the features blocked out. Three cash prizes and ten tickets were offered for those who could best fill in these features as the Phantom would look in the picture. More than 175 entries were received in this contest, some of them coming from distant points in Iowa, South Dakota and Nebraska. In order to stimulate matinee business a tie-up was made with a local department store whereby in exchange for a complete window display the theatre would give each woman who purchased a copy of Leroux's novel or a "Phantom Red" lipstick between the hours of 8:30 and 11 a. m. on Monday, Tuesday and Wednesday, one complimentary ticket good for the matinee performance of that afternoon. The window display consisted of books and "Phantom Red" lipsticks, together with Harriet Hubbard Ayers cosmetics, with photos of Mary Philbin using the cosmetics, "Phantom Red" lipstick cards, stills and regulation window cards. The store carried an announcement of the stunt in its Sunday newspaper advertisement. Through the Home Office "Phantom Red" tie-up, the Fishgall store, an exclusive woman's speciality shop, put in an elaborate window of "Phantom Red." The display consisted of "Phantom Red" dresses, gowns, coats, and hats with a display of tie-up photos and a card calling attention to the Plaza engagement. The store devoted a portion of its Sunday ad to "Phantom Red" and also induced the Journal to run a news story about the window display. The "Showing the Making of a Motion Picture" display worked out by the Home Office and used by Scribner's during the New York "Phantom" campaign was placed in a kodak store window. The tie-up came through a card announcement that the scenes were "made with an Eastman Graflex Camera. We carry a complete line of Graflex cameras, kodaks and photographic supplies." Another department store gave a window for a book display. Large art photographs of Mary Philbin, Norman Kerry and a scene from the picture were prominently displayed with the books. Through an arrangement with the Public Library, 300 "Phantom" book markers were distributed, and another hundred were given out by the book departments of two of the city's department stores. Five thousands of the roto heralds prepared for "The Phantom" were placed in the Chicago Sunday newspapers which were sold in Sioux City on the day "The Phantom' opened. Other tie-ups included drug stores, radio dealers, and the Postal Telegraph. The prologue soloist broadcast the "Spinning Wheel" song from Faust just before the Sunday afternoon performance of the opening day. Announcements concerning the "Phantom" engagement was made both before and after the number. "The Making of a Motion Picture" display prepared by the Universal Exploitation Department was used by the Zimmerman Kodak Store in Sioux City, la., while the "Phantom" was playing at the Plaza.