Universal Weekly (1920, 1923-27)

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Vol. 22, No. 21 Universal Weekly 37 NOVEL BALLYHOO FOR GIBSON-JEWEL ' " ' ' / // \ f' \ Universal Exploiteer, Charles E. Lounsbury, borrowed this stage-coach for the run of “ The Calgary Stampede,” at the American, Denver. ’69 Stage Coach A ids “Calgary Stampede” A TIE-UP with the local stockyards is not usually considered when a motion picture exploitation campaign is being laid out, but Charles E. Lounsbury, the Universal exploiteer in Denver, has proved that it should be. Mr. Lounsbury was working on “The Calgary Stampede,” one of Hoot Gibson’s latest Universal Jewels, soon to play the American Theatre, Denver, when he discovered that the Denver Stockyards Company owned a stage-coach which had survived from the early days of the West. He was permitted to borrow this for a ballyhoo, and furthermore he was given a driver and cowpuncher to sit up in front, four dapplegray horses to pull it, and two more horses with riders. A quartette of usherettes from the America, dressed in ’69 costumes, rode on top of the stage, waving to the street crowds. Through an arrangement with the police department, two of Denver’s “finest,” led the equipage through the principal downtown streets. Banners on either side of the coach announced that the girls were on their way to the “Calgary Stampede,” at the American Theatre. At noon the stage was drawn up in front of the theatre where for half an hour it was the center of a curious throng. “PHANTOM VOICE CONTEST” A RIOT ft'T'HE Phantom of the Opera,” is 1 evidently out to prove to those who thought “The Hunchback of Notre Dame,” was a good box-office attraction that “They ain’t seen nothin’ yet.” Down in Galveston, Texas, at the Martini Theatre it gx-ossed $600,000 more in four days than the “Hunchback,” at a lower admission price and in spite of the worst weather of the year. The big featui-e of the campaign put on by Jack Meredith, Universal exploitation man, was a “Phantom Voice Contest.” Each night for a week before the opening singers sponsoi-ed by local organizations broadcast from Station KFUL. These singers wei-e introduced as “Phantom Singers” and were known only by numbers. Coupons were carried in both the local papers with which readers could register their vote for the best “Phantom Singer.” The winner, who polled 925 votes, by the way, was engaged by the theatre for the “The Phantom of the Opera” engagement. This contest not only stimulated interest in Galveston, but also brought patrons in from the surrounding counti-y. Through the use of tie-up stills, Meredith secured windows in a radio store, electrical shop, book store and florist shop. One big department store and a woman’s specialty shop donated elaborate displays on “Phantom Red” goods. Heralds were inserted one week in advance in vaudeville progi’ams and 1000 blotters were distributed in offices and banks. The record established by “The Phantom” in Galveston is but one of hundreds being made throughout the country by this money-maker. A CLEVER “PHANTOM’ Effective display mad& by Universal Employees. CLEVELAND POSTER MEN MAKE NOVEL ACCESSORY THE “Phantom” shadowbox shown herewith is the work of Lou Swee and Harry Lymon, respectively Poster clerk and assistant, in the Cleaveland “U” office. Lou is an artist and Harry is an electrician. Between them they evolved a “phantom” that is a i-eal thriller. They did the work nights, after their department had closed, and it was some job too. Lou painted the phantom himself on a piece of beaverboard, then cut it out and he and Harry dressed it in cloth as nearly like the real Phantom as possible. Then they pi'ocured an old three-sheet frome, took out the back, draped it with black cloth and hung a black back-drop. They then installed lights in the top and bottom and covered the whole with fine white scrim. The Phantom was hung on a piece of iron in the middle of his back so that when the lights were on one could not tell how the figure was suspended. The scrim had to be taken off when the photo was taken. The figure is placed in a corner of the Cleveland exchange and gets all kinds of attention.