Universal Weekly (1923-26)

Vol. 24, No. 1. Universal Weekly 23 Ads On Booklet Pay Entire Cost Of This Accessory ONE of the accessories for "The Radio Detective," the Universal serial starring Jack Daugherty supported by a whole troop of Boy Scouts, is a 32-page novelization booklet bound with a bright red front cover and a plain white back cover for the theatre's imprint. The booklet is illustrated with striking action stills calculated to whet any reader's appetite for the picture. Knowing the value of the booklet, A. J. Sharick, Universal's exploiteer in the Cleveland Exchange, advised Manager Ed. Renaud of the Grand Theatre, Marion, Ohio, to distribute them to the Boy Scouts, but Mr. Renaud thought that they were too much of an expense. That didn't daunt Sharick. He immediately went to the Kleinmaier department store, the exclusive agent for Boy Scouts suits in Marion, and to the Weller Radio Co. and sold them enough space on the back cover to pay for 300 books and the imprinting as well. These booklets were distributed at a special showing for Boy Scouts on Saturday morning. The boys came to this showing in their uniforms marching down the street from Scout headquarters to the theatre in military formation. Banners proclaimed the fact that they were on their way to see "The Radio Detective." The Kleinmaier store also arranged a full window display of Scout suits and Indian costumes for children, and the Marion Hardware Co. devoted a window to Scout equipment. The theatre used 50 window cards and 1000 heralds in addition to liberal advertising space in the newspapers. The serial started off with a bang and has held up in spite of the heat. Manager W. R. Allen of the Majestic Theatre, Memphis, Tenn., went after "The Radio Detective" with a whole troop of Boy Scouts who staged a parade down Main Street. As they approached the theatre they received an impression of the speed of the chapter-play from the 2i-sheet cut-outs of Jack Dougherty raising dust clouds with his motorcycle attached to the marquee. Money Stolen From Shadow Box Brings Front Page News Story JUST to prove how honest the townsfolk are in Lima, O., George Settos at the Lyric Theatre put on a special campaign lor " i ne conens and Kellys," which involved using real money in such a way that anyone who wished could take it. But no one did. That is, not until along toward the last, and even then, George says, the front page story he got on the stunt in the newspapers more than paid him for the loss. Mr. Settos had a cut-out made showing Cohen trying to slip Kelly a bribe. This he enclosed in a shadow box. In order to make it more effective he used real money. The first day the shadowbox was out, Settos used a real $20 bill. No one touched it although it was on the street in front of the theatre. Anyone could have walked away with it easily. The police told and retold Settos he would lose it. They frightened him to such an extent that the next day he used a ten spot instead of the twenty. This remained for a day or so, and . it was not until the last day of the engagement that someone decided he needed the money more than Settos did. And that clay the theatre got a front page story in both local papers. Mr. Settos did a tremendous business on the picture, he reports. This prologue to "The Flaming Frontier" at the St. Francis Theatre, San Francisco, staged by Managing Director Edward A. Smith, brought tremendous applause. Paper Issues Extra On "U" Thriller WORKING on "Outside the Law" at the Campus Theatre, Berkeley, Calif., H. C. McBride, Universal exploitation man, arranged with the local Telegraph News to issue a 2page extra. The front page, made up with the newspaper's standard head and a 3— line banner announcing "Big Jewel Robbery Causes Sensation — Famous Film Stars are Suspected by Police" was devoted to publicity on the picture. The back page contained the ads of local merchants.