Universal Weekly (1917-1934)

Aug. 25, 1934 UNIVERSAL WEEKLY— SHOWMANSHIP SECTION 31 The novel ballyhoo for "Little Man, What Now?" used for the Stanley Theatre, Atlantic City, N. J. campaign. Five showmen are added this week to the list of certificate winners for their outstanding exploitation on Universal pictures. Here they are: J. J. BAKER. GEO. TYSON and CHRISTY WILBERT of the Missouri Theatre, St. Louis for their thorough campaign on "THE BI-ACK CAT." WILLIAM scon. Manager and JOE FELDMAN. Warner Division Publicity Manager for the excellent "LITTLE MAN, WHAT NOW?" campaign at the Stanley Theatre, Pittsburgh. Congratulations, men! Your certificates signed by Mr. Laemmie are in the mail ! Send us your campaigns on "ONE MORE RIVER" and "ROMANCE IN THE RAIN." All Quiet" N. Y. Front PERAMBULATING BOOK GETS ''WALK" CROWDS FOR ''LITT LE M AN'' WHEN you succeed in putting an Atlantic City boardwalk wheel chair to work as a ballyhoo you've done something even for "Little Man, What Now?" That s why you'll see the names of Irv Finn and Sid Blumenstock in the list of certificate winners next week. They did it as part of their campaign for the picture's run at the Stanley Theatre, boardwalk house at the famous seashore playground. A picture of the ballyhoo appears at the left and gives an ex>.ellent idea of the fine flash it provided. And it cost no more than +hc price of the ride! That's showmanship, boys! Finn and Blumenstock distributed heralds in all the hotels and restaurants and tied-up with several local book stores on the popular priced edition of the book. One of the displays is shown below. The excellent front and bollyhoo used by George Tiilling, of the Cameo Theatre, New York City for his camnaign on "All Quiet on the W^estern Front." One of the many book store window displays obtained by the Stanley Theatre, Atlantic City, N. J. for "Little Man, What Now?" HYNES' WALKING BOOK GETS "MAN" CROWDS pOLLOWING the pressbook suggestion, ■ Jack W. Hynes. Manager, used the walking book ballyhoo for his "Little Man, What Now?" campaign at the Bradford Theatre, Bradford, Pa. The giant compo-board book carrying title, star, theatre and play dates was large enough to permit a man 1o carry it around without being seen. He stopped every so often for a crowd to assemble and then handed out heralds. Additional highlights of the campntgn included, a tie-up with the local florist who presented carnations to ladies attending the opening matinee; excellent lobby displays; tie-ups with the local distributors of the Douglass Montgomery shirt, popular priced edition of ihe book and General Mills flour. CHARNINSKY PLUGS "SHADOW" GETTING BIG KID RESPONSE I OUIS CHARNINSKY. together with the Dr. Pepper Company lined up a campaign on "The Vanishing Shadow" for the Capitol Theatre. Dallas. Texas that reached over 100,000 people. The Dr. Pepper Co. sponsored a Vanishing Shadow Adventure Club and immediately pitched in to prepare material to get the young people's attention. They distributed thirty thousand heralds, placed window cards in the 4000 stores selling the Dr. Pepper drink and broadcast 300,000 coupons each one good for a membership card when it was presented at the box-office of the theatre, and plugged the picture daily in all their newspaper ads and on their radio programs for two weeks in advance of the opening. The campaign brought a big response, 40,000 kids enrolling as members in the club. Eight thousand attended the first chapter and were given ice cream cones with the compliments of the Dr. Pepper Company. Charninsky dislributod 10,000 Vanishing Shadow puzzles to the youngsters two weeks bevore the opening and fixed up a display of compo-board reproductions of the electrical devices used in the picture. SHADOW" BALLYHOO A reproduction of the robot from "The Vanishing Shadow" cost Louis Ginsberg, manager of the Majestic Theatre, Paterson, N. J., $6.00 and made an excellent ballyhoo for his campaign on the serial. Oil cans, tomato cans and stove pipes provided the raw material. Here's the finished job, on the right — that's Louis on the left. Good work, Mr. Ginsberg!