Universal Weekly (1927-1930)

30 Universal Weekly September 10, 1927 Laura La Plante’s New “Silk Stockings” Linked with Famous Van Raalte Hosiery Three of the special poses Laura La Plante made with Van Raalte Hosiery which are being used by dealers throughout the country for window tieups in connection with the showing of ' “Silk Stockings.” TO Laura LaPlante, Universal’s famous little blonde, goes the distinction of being the first moving picture star to be tied up with Van Raalte hosiery, one of the finest brands on the market. Their famous slogan, “ — because you love nice things,” on billboards, in newspapers, magazines and window displays has impressed American women with the fact that Van Raalte goods are quality goods. This tie-up, arranged by Lee D. Balsly, working under the direction of Nat Rothstein, head of Universal’s exploitation department, was inspired by Laura’s first picture for the new season, “Silk Stockings,” which is set for release October 2. Window display material, counter cards and sets of photographs of Miss LaPlante wearing Van Raalte hosiery have been prepared by the hosiery company, and an idea sheet filled with suggestions for a special selling campaign to be built around Miss La Plante and her picture has been sent to all Van Raalte dealers. Each salesman now on the road is carrying a portfolio illustrating this tie-up material and when he sells a bill of goods, sells the advertising idea along with it. According to Leon Allen, advertising manager for Van Raalte, the response to the campaign has been the biggest in their history. Dealers everywhere are writing in for the material and he estimates that there will be between 400 and 500 crackerjack La Plante windows used in the largest cities and towns in the United States as well as hundreds of other smaller ones. Van Raalte, them selves, are back of the hosiery department in 70 large metropolitan stores located from Coast to Coast and in these cases can dictate what shall be done. Although Van Raalte is an extensive user of quality advertising space being found in Vogue, Vanity Fair, Harper’s Bazar, and similar maga One of the ballyhoo girls used by the Cameo Theatre, Pittsburgh, for “Painting the Town.” zines, in the case of the Laura La Plante arrangement, because they wish to get the campaign under way quickly, most of the advertising will be done in newspapers in connection with the stores featuring Van Raalte hosiery and underwear. This space runs anywhere from two columns ( Continued on page 40) Capitalizes Wreck For uFast Furious” IN a recent engagement on “Fast and Furious” at the Strand Theatre, Birmingham, Ala., Earle E. Griggs, who handles exploitation for Universal in the Southeast, capitalized an automobile accident of a day or two before the opening of the picture. He had the wrecked car brought to the theatre where it was placed in the street in front of the house, roped off from the curious. The police department gave their permission to this arrangement as it was considered a good object lesson to those inclined to step on the gas. A banner on the side of the wreck announced: “This is the result of an accident last week at the corner of and Streets. “Do not drive FAST AND FURIOUS or this might happen to you.” Clippings from the newspapers describing the accident were pasted on a card which was also placed on the wreck. The car proved a powerful magnet and attracted much attention to the picture.