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Mar. 31, 1934
UNIVERSAL WEEKLY— SHOWMANSHIP SECTION
29
Flush uindow display obtained in the heart of Hollywood A tie-up nith the Cinema Fashions, of a Gloria Stuart dress,
through a tie-up uith Max Factor. F. A. Suope landed this for outlined in the pressbook, was the means of securing this en
the engagement of "BELOVED" at the Filmarte Theatre. tire iiindoic in the Broadway Department Store for the tilmLos Angeles. "^t's "BELOl ED showing.
THOROUGH CAMPAIGN HELPS "BELOVED" HOLD-OVER AT FILMARTE. LOS ANGELES
PA. SWOPE, Manager, in his campaign • for "BELOVED" at the Filmar+e Theatre, Los Angeles, Calif., followed the same exploitation angle used for "BE MINE TONIGHT," the picture that set the house record. The first step was to arrange an invitational preview five days in advance of the opening for the music leaders who heaped praises on the former picture. Excellent letters of endorsement were used for displays and to obtain extra publicity. Besides these invitations, announcement letters were sent to ten thousand Philharmonic Society and Hollywood Bowl patrons.
A tie-up was completed with the Rainbow Gardens, the largest dance hall on the West Coast, for them to sponsor a "BELOVED" V^ALTZ CONTEST." Cups were donated to the members of the winning couple. The band, which broadcasts over radio station
KFKG, played the song "BELOVED" two and three times daily and announced the picture tie-up.
Co-operation from the Cinema Fashions helped land a gigantic window display in the Broadway Department Store. Other windows were obtained by tying-up with Max Factors Beauty Products.
An intensive herald distribution was carried on in all music stores and in the theatre a week prior to the opening.
A special trailer ran the third and fourth week before the opening. The regular National Screen Service trailer was then run up to the opening day. The six other Hollywood theatres owned by the operators of the Filmarte, ran a special trailer plug. Picture held for three weeks. Ben Westland, Universal exploiteer assisted on the campaign.
Newspaper Tie'Vp Gives Charninsky Big Publicity For ''Perils of Pauline''
Attractive ivindo ' display for "THE INVISIBLE MAN" conceived and executed by Ed. Cole for the Fountain Theatre. Cleveland, Ohio. Total cost of .•itunl was thirty cents.
ACE showman, Louis Charninsky in his campaign for the seria I "PERILS OF PAULINE" tied-up with the Dallas Dispatch for excellent results. The paper sponsored the "PERILS OF PAULINE CLUB" for the Capitol Theatre and gave it big announcement space. Above is a reproduction of some of the notices. In addition to playing up the club, the paper ran thrill shots from the picture and stories about each chapter.
Besides this assistance, they devoted big space to a coloring contest for children. The paper offered prizes for the best colored version of a scene of a tiger and crocodile in mortal combat.
For the first time in the theatre's history, a serial received a review, and it was a rave one too.