Universal Weekly (1925-1933)

Vol. 23, No. 16. Universal Weekly 25 Clever Imitation of Tabloid Newspaper Is Patron-Pulling Ad for "Midnight Sun" ANEW 8-page tabloid newspaper bearing the intriguing title of "The Midnight Sun" made its appearance on Broadway just prior to the opening of the Dimitri Buchowetzki super-production, "The Midnight Sun," at the Colony Theatre. Thousands of theatre and night club patrons were seen carrying and reading the sheet, which bore a flaring headline across the top of the first page: "Steel King Abducts Beautiful Dancing Girl." Photographs of the famous "dancing toy" star of the Imperial Russian Ballet in her slave-girl posturings, and portraits of a mysterious Russian Grand Duke adorned the front page. The story is said to have taken New York by storm, with the result that thousands nocked to the Colony Theatre all week to see the outcome of this dastardly plot. "The Midnight Sun" tabloid was the first shot in Universal's nationwide campaign on the Dimitri Buchowetzki production which caused a sensation at its world premiere at the Colony Theatre. This eight page tabloid contains on its second page, a five column headline: "Guns Roar As Warship Fires on Private Yacht," with reproductions of some of the best stills from the picture. On the third page is an "Inquiring Reporter" column, containing biographies of the four leading players Laura La Plante, Pat O'Malley, Raymond Keane, George Siegmann, FhnestI EXTRA STEEL KING ABDUCTS BEAUTIFUL DANCING GIRL Prospective patrons will read this tabloid from cover to cover — at least they did in New Yorh — and find on each page four or five excellent reasons in illustrated form why they should see the picture. These papers, with space for uour theatre's imprint, may be ordered from Universal. and Dimitri Buchowetzki, the director, with details about the Colony presentation. The fourth page has another hectic headline: "Tyrant's Whim Dooms Innocent Youth," with the gorgeous Ballet of Jewels reproduced across the page, while the fifth page is titled " 'I Want No Man's Favors', Says 'Dancing Toy'." The sixth page contains stories and stills, with a cartoon strip across the bottom, while the seventh page is devoted to ads of the Russian restaurants in New York, an excellent tie-up, which can be utilized in any city or town in the country. The back page is plainly devoted to an ad calling attention to the production at the Colony Theatre. This page has been left blank in the stock paper, and can be filled in by exhibitors with the name of their theatre and date of showing. Copies may be ordered in quantity from the Home Office. One hundred thousand of these tabloids were distributed by newsboys with good, husky lungs for a week before the premiere in New York to theatre patrons as they left the theatres at 11 o'clock, and to night club patrons as they entered and left the night-clubs, anywhere from 11 to dawn. The result was a stampede at the boxoffice on the opening night. This is one of the most effective exploitation accessories which can be used for this picture. iiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiiiiiiiiii 1926 Greater Movie Season To Surpass 1925 INDICATIONS are that the Greater Movie Season of 1926, which is to begin in August in celebration of the thirtieth birthday of motion pictures, will be participated in by an even larger number of exhibitors than the very successful 1925 Season enlisted. Every day scores of letters are arriving at the Hays office — headquarters of the national campaign — from the theatre-owners who profited by the drive last Summer, repledging their support, and from those who did not participate, inquiring how they can take advantage of this Season and share in the resultant box office benefits. Here is information for everybody: — On June 1 a complete Press Book for the Campaign will be issued. This tells exactly how exhibitors should proceed in order to take part in Greater Movie Season. It is filled with the most valuable sort of suggestions as to advertising and publicity, and contains a great number of feature stories and smaller items that may be used in newspapers, programs and other publications, and in speeches. It tells of invaluable stunts and tie-ups. It is of even greater scope than last year's Press Book. Following the issuance of this, there will be additional sheets of suggestions and advice. To those exhibitors who shared in the success of the 1925 Season, little need be said as to its possibilities of winning a patronage that fills houses not only during August, but keeps the fans coming in for months afterward. That was well established last year. Everybody knows what the Stanley Company of America amounts to. Everybody knows its Managing Director, Frank W. Buhler. On behalf of his great organization, Mr. Buhler wrote to Will H. Hays a letter in which he said: "I am very glad indeed that your organization is again recognizing Greater Movie Season. . . Besides being a money-making proposition, this is a great builder of goodwill. . . The Stanley Company of America. . . is looking forward to it with a feeling that it is going to be a GREATER season." Here are some some other comments: Billy Connors, Bridge Theatre, Marion, Ind. : "Business during Greater Movie Season was 40 per cent better than the year previous. We certainly do want another this C. Beatty, general manager, Bijou Theatrical Enterprises Co., Mich., (theatres in twelve towns) : "We are going to have a Greater Movie Season this year whether the rest of the country does or not. Last August was the best August we ever had."