Universal Weekly (1924-1936)

30 Universal Weekly Vol. 24, No. 26 The advertisina manager of a department store in Ehnira, N. Y., iristalled this eZ c^t^lg window Ihen "The Flaming f'T'''1\Z\inket\old Capitol Theatre, Elmira, as a tie-up with an Indian design blanket sold by the store. Store's Window Advertises "Frontier" and Indian Blankets ONE of the most beautiful windows yet devised for "The Flaming Frontier" was used by the Tapper Brothers department store in Elmira, N. Y., when the picture was showing at the Capitol Theatre. Andy Sharick, Universal exploiteer, discovered that the store's advertising manager was a scene painter and that beautiful windows were his hobby. Sharick sold him on a tie-up with Beacon Blankets, a blanket made in Indian designs. The background of the window, which is shown above, was painted on beaver-board by the advertising manager and represented Elmira in the time of the redmen. In the forground were almost human looking cut-outs of Indians in various positions, taken from the blanket company's advertising material. A teepee of blankets, live "trees," stills from the picture and a card calling attention to the Capitol showing were added, making this an eye-catcher for all who passed by. The Indian head coloring contest which has been used so successfully in newspapers in towns where "The Flaming Frontier" has played was also sponsored by the department store. Dodgers were printed with a cut of the head and the notice that "This head was taken from an advertisement featuring Beacon Blankets sold by Tepper Brothers and is the artist's idea of Chief Sitting Bull who is featured in the great spectacle, 'The Flaming Frontier' at the Capitol Theatre." Prizes of American Crayon Painting sets, donated by the manufacturer, were given to the boys and girls who best colored this head. Ten thousand of these dodgers were sent out in packages from the store. "The Flaming Frontier" was distinguished in Elmira by being the first Milwaukee Theatre Lands on Page 1 With Actor's Talk FEED S. MEYER, managing director of Unlversal's Alhambra Theatre, Milwaukee, landed his house on the front page of the Wisconsin News recently with a 2column head through taking advantage of a current news topic. Milwaukee, like every other city and town in the country, was all stirred up over the Ty Cobb-Tris Speaker ruling. Mr. Meyer discovered that James Mullen, a member of one of the acts on his vaudeville bill, had formerly been a star outfielder with the Philadelphia National League team, and so he rehearsed him in a little .speech which pleaded for a fair trial for Cobb and Speaker. This was used as an encore and brought thundering applause from the house. The Wisconsin News thought it of sufficient interest for a prominent place on the front page. picture with which the Elmira Public Library and the Elmira College Library have ever cooperated. Both distributed book marks and arranged special displays of Western and Indian literature and photographs of scenes from the picture. Beside the elaborate window in the Tepper department store the picture was also advertised by a window of Indian paintings in the Kresge store and another on arms in the Elmira Arms Co. The Pontiac automobile company also sent one of their "Chief of Sixes" out with a driver dressed in Indian costume. One of the vnndcnvs exploiting "The Midnight Sun" in Los Angeles, when the colorful special played the Uptowm Theatre, was this one in a costume company's shop. The letters of the title above the Z-sheet cut-out were cut out, (xrvered with crepe paper and lighted by a flasher.