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SCHANBERCER COMES THROUGH WITH SMASH "ONE MORE RIVER" CAMPAIGN
INSTEAD of letting Baltimore's Tercentenary Regatta make any inroads on his business for "One More River," J. Lawrence Schanberger, manager of Keith's Theatre, used the event to get extra business. The bay front and the bay itself v^ere crowded with 100,000 sight-seers and participants, all potential customers for Keith's, so Schanberger arranged for a boat ballyhoo to cruise around and sell "River" and "Romance in the Rain" which is his next attraction.
A two sided banner, 25 feet long, was placed above the Doat making it visible from every spot on the shoro and from t' e decks of all the boats that crowded the harbor. Even the crowds that gathered to witness the sham bombardment of Fort McHenry were amazed to see the little boat cruise in and out of the big battle cruisers, the guns of which were blazing away. The sign was made equally as visible at night by the use of four big flood lights on either side. To make sure the entire area was covered, a smaller boat was pressed into service. This was for use close to shore and carried a slightly smaller banner.
Besides this excellent feature of the campaign, Schanberger executed numerous other stunts, including an invitation preview for library and literary club officials; the distribution of 3,000 heralds; book s}ore and library tie-ups which resulted in several displays and the distribution of 5, COO book marks; contact of lawyers with the leHer suggested in the pressbook and through an ad in a legal newspaper and an excellent, flashy front, which gave good play to critics reviews, still panels enlargements, and post
The flashy front display prepared by J. L. Schanberger, Manager for the Keith's Theatre, Baltimore, Md., showing of "One More River." Notice the attractive cut-out head of Diana Wynyard from the
24-S/ieet over the marquee and how local critics' reviews were given a prominent spot.
er cut-outs. Albert Nathan, Universal pioiteer assisted.
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Schanberger's boat ballyhoo passing one of Uncle Sam's mighty icarships.
Schanberger's boat ballyhoo that cruised the Baltimore water front during the Maryland Tercentenary Regatta as part of his campaign for "One More River."