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Vol. 18, No. 24
Universal Weekly
37
\NQS ON “THE DARL1NQ OF NEW YORK”
(I
(Continued from preceding page) free seats for bringing something to the theatre for the poor. This latter stunt was arranged in co-operation with the Milwaukee Journal and through it the picture received considerable publicity.
In Omaha, Miss Wallach persuaded -he largest milk distributing company to use a special milk bottle cap with a picture of Baby Peggy and reading:
“Baby Peggy likes our milk. Go to see her at the Sun Theatre in her first big production, ‘The Darling of New York.’ ” The Fairmount Ice Cream Company put up special Baby Peggy ice cream bricks and all their trucks carried large banners advertising them and the showing of the picture at the theatre. The World-Herald held a resemblance contest in which the prizes totaled $150. The Omaha Bee gave a newsboy party and took the entire house for one performance.
Both of those stunts kept the “Darling” in the public eye for several days.
In Des Moines a resemblance contest was arranged with the merchants of the city giving the prizes. They carried announcements in their daily advertisements. The Register-Tribune, one of the oldest dailies in the Middle-West, conducted this contest and it is interesting to note that it is the first time that this paper has ever sponsored any such contest.
In Kansas City, Miss Wallach arranged a decidedly sters resembling Baby Peggy. Arrangements were made novel contest in conjunction with the showing of the pic with the different merchants to plant these Peggies in ture. Through a two-line ad she secured about ten young their stores at certain hours. A double-page truck was
run in the newspaper carrying an ad from each merchant announcing that prizes of merchandise would be given to people identifying the most Peggies. Each Peggie gave the person identifying her a coupon. A ticket-selling contest was organized among the school children and the one selling the most tickets was given a handsome prize. This was arranged for by Mr. Belasco, Universal exploiteer for Kansas City. Jones department store, selling the Baby Peggy doll, dressed a large window and put a showcase of the dolls in the lobby of the Liberty Theatre, where the picture was shown.
In Pittsburgh the milk bottle cap was used and all of Liggett’s soda fountains made up a special Baby Peggy sundae. An identification contest was also run in Pittsburgh with the Pittsburgh Press and several large merchants of the city. The Pittsburgh Post gave a special newsboy party at the Cameo for the showing of the picture.
In Baltimore, Carl Laemmle personally made arrangements with the manager of the New Theatre for the showing of the picture. A resemblance contest was conducted and a special tie-up was arranged with Brager’s department store, where the Baby Peggy dolls are sold. Several window tie-ups were also arranged.
( Concluded on page 40)
:hrbt«as -WEEK.
In Milwaukee, Ascher’s Merrill Theatre, a real live-wire house, was not content with twenty-four sheets, they had specially painted billboards for Baby Peggy in “The Darling of New York."
Special window devoted to a display on Baby Peggy dolls and “The Darling of New York," by Brager’s department store of Baltimore, Md., during the run of that picture at the Sun Theatre.