Universal Weekly (1933-1935)

A DIGEST OF THE BEST EXPLOITATION IDEAS OF THE WEEK Here Comes "Moonlight and Pretzels" Grand For Exploitation and Stunning Showmanship l As this is being written the final cutting is being given to Universal's smash musical production "MOONLIGHT and PRETZELS." And WHAT a picture that is going to be for Showmen! Tuned right to the minute — reaching the public at the very peak of the demand for musical's — containing many novel production angles that will make the public talk — packed with eye-appeal anil ear-appeal as well"MOONLIGHT AND PRETZELS" is bound to be the summer's most talked about release. So we're passing on to you a few of the high-spots of this picture so that you can start in RIGHT THIS MINUTE to plan your campaign on it and get your advance working for you at once. The CAST is made up of STAGE and RADIO as well as SCREEN stars. Look it over: Roger Pryor (he starred in "Blessed Event" to the stage); Mary Brian; Leo Carillo ( now he's famous on the radio as well as the screen); Lillian Miles (wait'll you hear her sing those blues); Herbert Rawlinson; Alexander Gray (that great radio singer); 4 Eton Boys; Bernice Clair; Jack Denny and his Waldorf-Astoria Orchestra; Frank and Milt Britton orchestra and others which lack of space prevents us mentioning. IN ADDITION YOU HAVE 50 OF NEW YORK'S MOST BEAUTIFUL SHOW GIRLS PICKED BY FAMOUS ARTISTS FROM THE OUTSTANDING MUSICAL HITS OF THIS SEASON. IN ADDITION YOU HAVE 8 HIT SONGS SPECIALLY COMPOSED FOR THIS PICTURE— WRITTEN BY THE ACE SUCCESS SONGSTERS OF TODAY I NATIONWIDE RADIO NETWORKS ARE ALREADY BEGINNING TO POPULARIZE THESE TUNES FOR YOU . . . “I’ve Gotta Get Up and Go To Work’’ (by the composers of “Brother Can You Spare A Dime”), “Dusty Shoes,” “Ah, But Is It Love?” “Moonlight and Pretzels,” “Are You Makin’ Any Money?”, etc. There will be nationwide Mary Brian and Lillian Miles style tie-ups with the greatest department stores; Shirt, hat and neckwear tie-ups on Pryor; pretzel and beer tie-ups; special music ballyhoos and a score of exploitation angles that will be a cinch to put over. We’ll tell you more later. Pencil "MUSIC AND PRETZELS" in now for some of your famous special handling. It's one of those pictures you’re going to "shoot the works" on! And you're going to be glad you did ! JOE WEIL 3 OF 3 DOZEN SACREMENTO "BE MINE" WINDOWS 'TMIMt SO C. Heaton, of the Sierra Theatre, Sacramento, Calif., landed three dozen window displays for his campaign on "Be Mine tonight." Above are reproduced three of them. Note the use of poster cut-outs and the cartoon display in the centre window. "CLANCY" CONTEST PEPS ROXBURY KIDDIES Using three publicity mats, Saul Goldstein, manager, printed up a special contest herald for his campaign on ''Clancy of the Mounted," Adventure serial, playing at the Ideal Theatre, Roxbury, Mass. Prizes of a pair of roller skates, a baseball and a bat and free tickets to the theatre, were offered boys and girls who could name the characters in the pictures and tell the episode in which the action took place. As helpful hints for the contestants, Goldstein listed the chapter titles and the names of the characters in the film. Poster cut-outs used by Abe Cohen, manager, for his "Fighting President" display at the Massena Theatre, Massena, N. Y. Just a few days before the opening Mrs. Roosevelt stopped off for a visit in Massena and Cohen covered his attraction sign with a big welcome banner. The immense popularity of "The Fighting President" makes exploitation easy for the picture. Smart showmen everywhere are playing up this timely feature to the limit. #EHE WEEKS WINNERS/ Once more we present a list of four wide awake managers whose work in exploiting Universal pictures has won them UNIVERSAL WEEKLY CERTIFICATES OF MERIT. Here they are: HERMAN C. BAMBERGER, manager, Taft's Paramount Theatre, Middletown, O., for his unusual display on "The Big Cage." ARTHUR FREUDENFELD, manager of RKO Downtown Theatre, Detroit, Mich., for his "hall of mirrors" lobby on "The Kiss Before the Mirror." HOMER GILL, manager of the Liberty Theatre, Portland, Ore., for an exceptional campaign on "The King of Jazz." AL HARRIS, manager of the Avalon Theatre, Olympia, Washington, for very successful exploitation of "Be Mine Tonight." Congratulations, menl Your certificates are in the mail 1