Universal Weekly (1928-1930, 1933-1936)

Vol. 30, No. 8 Universal Weekly 23 “BROADWAY” GOES TO PHILLY Packard Phaeton and Wise Crack Contest Feature Big Campaign WHEN “Broadway” opened at the Shanley Theatre in Philadelphia it literally took the town by storm. E. S. Callow, manager of the theatre, with Bob Wood and Duke Hickey, Universal exploiteers, are responsible for the big campaign. The exploitation features were a tie-up with the local Packard distributor and a wise crack contest sponsored by the Philadelphia Daily News. These were augmented by a thorough coverage of the record dealers, one hundred per cent, co-operation from the Murad cigarette tie-up and a batch of telegrams from Carl Laemmle, Jr., Paul Fejos, and the stars of “Broadway,” to the citizens of Philadelphia. The “Broadway Wise Crack” contest started two days before the opening and ran throughout the engagement. It commanded considerable space every day in the Daily News and created no small amount of public interest in the picture. Hundreds of people entered and submitted wise cracks which were published from day to day along with a new scene from the production. The paper offered tickets to “Broadway” at the Stanley Theatre as prizes. The tickets were furnished by the theatre. In tieing-up with the local Packard agency. Callow arranged for the use of one of the new Packard phaetons for seven days. Signs reading: “GO TO SEE ‘BROADWAY’ AT THE STANLEY THEATRE— THEN SEE THE NEW PACKARD, ‘BROADWAY’S’ CHOICE,” were bannered on both sides and the back of the car. Manned by a liveried chauf “ BE NONCHALANT . . . LIGHT A MURID So Say The Stars of Universal* 100% Talking Singing Dancing Dramatic Smash Hu Now Playing theatre Market & I9,h Streets "Bn>ach\ a v" will excite you-but be nonchalant... light a MURAD ‘‘Broadway” -Murad tie-up localized for the Philadelphia showing at the Stanley feur and carrying three Beau Brummels as passengers, the shining new Packard was driven about the city for an entire week. Three ushers dressed in proper morning attire, from their bespatted feet to their silk-hatted crowns, acted as the passengers and supplied the necessary swanky atmosphere for the stunt. The Packard agency furnished the car at no cost to the theatre and even defrayed the cost of the banners. Callow says that this same stunt can be readily worked in any city where there is a Packard agency. Six hundred Victor record dealers displayed the “BROADWAY” window streamer in and around Philadelphia as did three hundred dealers of Brunswick records. The P. V. D. and the Weimer companies each devoted a \9-L fro ad way gjm MM 1 Dot) Handsome Packard with liveried chauffeur and three Beau Brummels used for a week during run large window exclusively to ‘“BROADWAY” music displays. Practically every cigar store, or store where cigars and cigarets are sold, displayed the special “BROADWAY” — Murad Cigaret tie-up window paster, with the theatre name and play dates. The telegrams from Carl Laemmle, Jr., the di Daily1|newS What Wise Crack Did Pretty Myrna Make to Glenn Tyron? Ticket for Answer Whal do you suppose the wisekins Myrna Kennedy said to Tyron .that ma.de him wrinkle in this manner that is ridiculous as his cos a nip-remarkes in 'hiih opens at the ^w. so you can be V.a nitty that she to be eavesleut, so your rack and k Editor, NEWS. W winners \ats for I\ie picV next donn Myrna Kennedy rector and the stars were neatly mounted on a special display board in the lobby and attracted plenty of attention during the entire run of the picture. The “Broadway Wise Crack" contest in the Philadelp hi a News found its way to the top of the page during the run of the film