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July 21, 1934
iUNIVERSAL WEEKLY— SHOWMANSHIP SECTION:
:31
X-^ ALLEN GIVES "LITTLE
MAN, WHAT NOW?" BIG DES MOINES SEND-OFF!
REALIZING that a good campaign must start early, Don Allen, Manager, Des Moines Theatre, Des Moines started his well planned campaign for "Little Man, What Now?" two weeks in advance. To do the most good he devoted his early efforts to preparing smart advance lobby displays.
Gigantic lobby panels composed of pastel and air-brush heads of Margaret Sullavan, scenes from the picture and large title were used in the inner lobby. In the outer
The elaborate "Little Man, What Notv" front at the Strand Theatre, Albany, N. Y., designed by Bob Rosenthal, Manager and Charles Smakoivitz, District Manager.
STRAND, ALBANY, N. Y. "LITTLE MAN" CAMPAIGN ANOTHER EXAMPLE OF GOOD TIE-UP RESULTS
C ROM showmen everywhere comes word ' of the fine results obtained through the big national tie-ups. Bob Rosenthal, Manager and Charles Smalcowitz, District Manager for Warner's Strand Theatre in Albany, N.Y. are the latest to report successful use of them in their "Little Man, What Now?" campaign.
Practically every book store in town used displays with the special material provided by Grosset and Dunlap, and accessories provided by the theatre. Through the tie-up, they also arranged for the distribution of five thousand bookmarks in the public libraries.
Whitney Department Store captioned a full page ad for children's clothing with the title "LITTLE MAN, WHAT NOW?" in bold type and devoted an entire window
to the display of the Margaret Sullavan fashions. Window was dressed up with an enlargement of the star, stills and other accessories.
Rosenthal and Smakowiti also consummated a tie-up with the distributors of Liberty and Colliers magazine. In addition to bannering their delivery trucks, they inserted a herald in each magazine purchased locally.
Other highlights of the campaign included the planting of special thirty by forties in hotels, restaurants and bus stations; lobby displays which included a twenty by ten foot set piece four weeks in advance; a special front, shown above; and an exceptionally fine newspaper campaign. Albert Nathan, Universal exploiteer, assisted.
Here is the front Louis Charninsky devised for the showing of "GUN JUSTICE" at the Capitol Theatre, Dallas, Texas. Note the large, attractive art panels and the horse and rider ballyhoo.
Effective means of distributing heralds utilized by Don .4llen, Manager for the Des Moines Theatre. "Little Man" run. "Hostess" distributed them from lobby of theatre.
lobby, where they could be seen by pedestrians, Allen set-up fve shadow-boxed displays. This excellent lobby made a fitting background for a beautiful girl who distributed heralds.
Also well in advance, Allen completed a tie-up with the Des Moines Register for the creation of a Honeymoon Week. The paper made announcements a week in advance and during the run that all couples married during the engagement would be guests of the theatre and the paper. The presentation of their marriage certificate was their ticket of admission.
Allen also cashed in on the big tie-ups, landing many excellent windows. He distributed bookmarks and "The Story of Your Life " booklets and used extra newspaper space. Duke Hickey, Universal exploiteer assisted.