Universal Weekly (1924-1936)

30: :UNIVERSAL WEEKLY— SHOWMANSHIP SECTION Dec. 22, 1934 PREVIEW AUDIENCE GOES ON AIR FOR 'IMITATION n ^ OT satisfied with the ordinary benefits of a preview showing, A. Don Allen, M anager of the Des Moines Theatre, Des Moines, Iowa, worked out a new gag for his preview of "Imitation of Life." Immediately after the screening, an announcer from local radio station K. S. O. passed through the audience with a "mike" and picking people at random asked them to broadcast their opinion of the picture. The opinions went over the air on the station's regular channels and coming at noon time reached large crowds in the hotels and restaurants. The stunt was mentioned on all broadcast schedules in the newspapers and afterwards received several publicity stories. As in every other situation, the manufacturers of Aunt Jemima Pancake Flour cooperated one hundred percent. The one thousand line newspaper ad (reproduced below) was run in the local papers. The special lithographed poster (also reproduced below) was placed on 150 grocery store windows. A special giant lobby panel, composed of poster cut-outs and stills was made up by the manufacturers for an advance display. Allen used the book angle to good advantage, landing twenty-five window displays. For these, special processed cards were prepared for use with stills, II x I4's, and stock window cards. Other outstanding features of Allen's campaign were: distribution of 15,000 heralds; 5,000 blotters-imprinted with shorthand message to stenographers; 500 window cards in choice spots, and extra advertising space. Duke Hickey, Universal exploiteer assisted. Wese mtoW5i.hone\ came and see us in 'IMITATION OF Uff AUNT JEMIMA PANCAKE FLOUR Stiotiiig 3t Tlie Des Msm IWre, Decerte ^ttumsjt Decemtei 12 Buf Aunt iemmz fm»kt fkat ikre! The lithographed uindow poster, supplied to all grocers by the Quaker Oats Company, manufacturers of Aunt Jemima Pancake Flour, as part of their nationwide tie-up uilh "imitation of Life." Note theatre imprinting. Front for "Great Expectations" at the Keith Theatre, Boston, Mass. Note the sound truck that was used as a ballyhoo for an entire week and the fine banner, extending over the sidewalk. It could be seen for blocks un and down the street. Boston "EXPECTATIONS" Campaign \W ORKING with his hard-hitting showman's zip, Jack Goldstein, New England Publicity Director for R. K. O., executed an exceptionally complete campaign for "Great Expectations" at the Keith's Memorial, Boston. His efforts were backed up by Division Manager Charles W. Koerner and House Manager George French. Two weeks in advance of the opening, a preview was given newspaper men and high school officials. This resulted in editorials in the Daily Record and Boston Traveler. The school officials cooperated one hundred percent in spreading word about the picture. The night before the regular opening another preview was held for State and City officials, social celebrities, and officials of the Dickens foundation. The use of Kleig lights and the introduction of celebrities over an amplification system created an air of importance. Goldstein landed two pressbook contests to get the youngsters' attention, — the six day picture serialization in the Boston Globe, and coloring contest in the Daily Record. The radio script provided by Universal was broadcast over station W. E. E. I. for an excellent fifteen minute air-boost. As a ballyhoo, Goldstein used a truck equipped with a sound amplification system. The truck was appropriately bannered and toured fhe business and residential sec tions for the length of the run, stopping at schools during recess periods. Wide use was made of the accessories, the campaign calling for seventy 24-sheets, two hundred 3-sheets, and five hundred Isheets. Twenty five thousand heralds were distributed in Liberty Magazines. We'se in tomhoney I CLAUDETTE COLBEST ruk, AUNT JEMIMA PANCAKES AUNT JEMIMA PANCAKE FLOUR The thousand line ad being placed in local netcspapers by the Quaker Oats Company as one of the main features of the big nationwide tie-up.