Universal Weekly (1920, 1923-27)

VOL. 26, No. 10 Universal Weekly 29 Cat Registration Creates Talk About “The Cat and the Canary” IT was a big day for the cats of Fort Myers, Fla., the morning “The Cat and the Canary,” the Universal special, opened at the Ar' cade Theatre. Every one who counted among his owners a boy or girl between the ages of 10 and 15 was rounded up, had his hair combed and was carried to the theatre between 9 and 11 o’clock. There his name and his owner’s name was registered by Claude F. Lee, manager of the house, and his owner was presented with a ticket for the opening matinee. Many cats achieved the distinction of registration on this particular morning, and their appearance on the street and in front of the theatre created considerable comment. It was for this reason, of course, that Claude F. Lee, manager of the house, used the stunt, this and the fact that the full house for the first matinee would start prompt word-of-mouth advertising about this greatest of mystery pictures. The lobby of the theatre was dressed with black cut-outs as suggested in the press book for this picture. A ballyhoo which caused chills along many spines was the blackrobed figure shown at the right. On the man’s back was the sign, “I am the cat in ‘The Cat and the Canary.’ ” With only his eyes showing through the holes in the black mask which covered his face, this figure was startling to meet and it is safe to say that all who did meet him had the news of “The Cat and the Canary” playing at the Arcade impressed upon them. “Collegians” Cup Awarded to Star Of Football Season IN the Fall the fancy of young men, young women, most older men and older women lightly turns to thoughts of football, and, realizing this, A. J. Sharick, Universal exploitation man, hooked “The Collegians” popularity contest he promoted for the starting of the Carl Laemmle, Jr., series at the Temple Theatre, Lorain, Ohio, onto the favorite sport. Instead of the “most popular amateur athlete” in the town winning the Carl Laemmle, Jr., silver loving cup as has been the case in most of the previous “Collegians” contests, the most popular high school football star is to be the fortunate one. Six shops catering to student trade and the Lorain Times-Herald are cooperating with the theatre. The contest was started off by a co-op page in the Times-Herald in which each of these merchants took space. The cup will be awarded after the last game. This black-robed figure, reminiscent of the Spanish Inquisition, prowled about Fort Myers, Fla., during the showing of “The Cat and the Canary” at the Arcade Theatre. On his back was an announcement of the picture. Antique Car Painted With New Car Paint Advertises “Town” WHEN Universal Exploiteer A. J. Sharick arrived in Niagara Falls, N. Y.. to assist Manager Marvin Atlas of the Lumbcrg Theatre with the showing of “Painting the Town,” he discovered an old Cadillac car which has just been painted in bright colors with Sherwin-Williams new car paint. Sherwin-Williams have been tied up nationally with this Universal-Jewel and so the car was a natural advertising angle. With banners on the side advertising the picture and the new automobile paint, the car cruised about the city. Four pretty girls rode in it and gave out sample bags of peanuts, another good angle on this picture since the hero is a great little dispenser of “goobers.” In addition to this car, the SherwinWilliams people arranged 34 window displays, three of them being in downtown stores on the main street, and Sharick persuaded the local dealer to take a 3-column ad in the Niagara Falls Gazette. The copy on the picture dominated this space. A few of the kids whose cats won them tickets to see “The Cat and the Canary” and the cut-out Manager Claude F. Lee used when showing the Universal Special at the Arcade Theatre, Fort Myers, Fla. Notice the spooky hands he has reaching dozen from above.