Universal Weekly (1925-1933)

Vol. 21, No. 18 Universal Weekly 31 This is the way they do it in India. The lobby display announcing the coming of Universal attractions was used by the Imperial Theatre in Bangalore, Sotith India. World Tour To Be First Prize Of Great Newspaper Contest Covers Big City By Hanger Tie-up With Dairy Ass'n. <fi QLANKETING" a city the size [j of St. Louis in house-to-house distribution is no easy matter. But Eill Goldman did it in exploiting Reginald Denny and Laura La Plante in "The Fast Worker" at the Kings and Rivoli, St. Louis. In a campaign devised by Al Marks, his general manager, Maurice Davis, Universal exploiteer, and Will Foster of the National Dairy Association, Goldman got his advertising into 110,000 of St. Louis' 186,000 homes. A four-page milk bottle hanger did it. In practically every home from which these theatres could expect patrons, these milk bottle hangers propagandized "The Fast Worker" its stars, its author, the theatre and the playdates. On its back was a coupon, which, with a slight admission fee, would admit an adult to any "Fast Worker" week day matinee. Half the cost of the hangers was paid by the National Dairy Association, which also paid half the newspaper display advertising costs and handled the hanger-distribution without charge. The Dairy Association's tie-up came in the fact that hoth Denny and Miss La Plante advocated milk as a food and tonic. This campaign is of especial value, inasmuch as it gets the advertising into the home in a way which it will be read ; and can be adapted to almost any picture. Surprise Weeks Keep Business Up In Hot Weather THE Rialto Theatre, London, England, has instituted an interesting stimulus to hot-weather attendance. They advertise that each week a surprise will be given along with the regular show. In the majority of cases it will take the form of the personal appearance of some prominent person. This surprise program was started off by the appearance of Jack Dempsey, heavyweight champion of the world and star of Universal's "Fight and Win" series during his recent visit to England. The following week, John Henry, the famous English comedian, paid a flying visit to the theatre and entertained some of the vast number of people who have heard him over the radio but never before seen him in person. Other surprises have been arranged and it appears that this innovation will prove an effective means of counteracting the summer lull. A NATIONAL newspaper contest with a trip for two around the world as the capital prize and trips to Miami and Los Angles for second and third has been arranged as one of the national interest-builders for Greater Movie Season. The Red Star liner, Belgenland, beginning her second world cruise November 25th, will carry the winners from New York to the Orient, India, Egypt and Palestine, Italy, the Riviera and Spain, returning to New York April 6th, after a tour of 132 days. First class expenses will be paid throughout, including shore excursions under the guidance of the American Express Company. The winner of the second prize will have the choice of a trip for two to Los Angeles or Miami while the third prize is whichever tour the second winner does not elect to take. The winners will be guests of the Miami or the Los Angeles Chambers of Commerce during two weeks with transportation and hotel expenses paid. According to plans the Will H. Hays office has formulated, the contest takes the form of an essay on motion pictures, not longer than 300 words, and debars only professional writers and employees of theatres and newspapers that participate. It will be placed with one newspaper in each city or town where Greater Movie Season is cele brated, with preliminary announcements during July, and closing date towards the end of August. In addition to the principal prizes, local awards will be arranged — donations by stores, commercial firms and theatres— so that the extent of cooperation between merchants and theatre-owners may be widened immeasureably. Working in conjunction with exhibitor committees, the national bureau will handle details of syndication. A special press-sheet has already been prepared. Conditions governing the contest, feature stories and advertising displays for newspaper use, quite apart from theatre material, are contained in this sheet. Pictorial onesheet posters for newspaper delivery wagons, news stands and billboards, together with slides to accord each cooperating theatre full benefit of the publicity are included among the contest accessories. As a means not only of promoting interest in advance but also of maintaining it throughout the season, this contest, which is perhaps the most ambitious yet attempted between newspapers and motion pictures, stands as one of the high-lights of the Greater Movie Season direct-to-the-public campaign.