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22
Universal Weekly
July 1, 1922
Four More Winners From F
(Continued from, Page 19). A copy of the coupon given out in the theatre is printed herewith on page 19.
Wallerstein distributed thi'ee thousand of the Universal circulars and, all in all, created a tremendously good atmosphere for the serial. This atmosphere was enhanced by an imitation cabin, for which Wallerstein paid a rental of five dollars. This fortunate acquisition was a set-house log cabin, with door and window and four wood wings. He set these up just outside the portico of the house. None of the illustrations which Wallerstein sent in do this display justice, and because the individual who wore the prize winning suit of rags and furs insisted on carrying his umbrella low down on his face, we are unable to show any adequate representation of this stunt, either. However, we
have made an attempt, as you will see, in the accompanying illustration.
Wallerstein, writing the night of his first episode showing, states that the opening episode went over very fine and drew 226 more children than he had had in the theatre at any one show all this year.
FRANK BLIGH'S exploitation stunt took the form of a hook-up with the Capital-Journal, the local newspaper of Salem, Oregon. Apparently it worked out very well for both parties. It was a circulation builder for the newspaper and an audience builder for the theatre. Inasmuch as Bligh got started at it early,
he got three weeks of front page showing in the paper at no cost to himself. The Capital-Journal was apparently giving the show to its readers as you will see by the accompany
ing advertisement and a sample reading notice on the front page. The advertisement was three columns wide and half a page deep, the reader two columns wide and half a page deep.
Another Capital Journal Matinee
The Second of a Series of Eighteen Which Will Show in Its Entirety
FEATURING HARRY MYERS in
"The Adventures of
Robinson Crusoe"
— At The —
BLIGH THEATRE, Saturday, May 27th
at 10 a. m.
SEE COUPON ON PAGE ONE TODAY
The Capital-Journal Ra7i This Adv. Free. See Next Page