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It’s Going BOOM! BOOM! at the Box-Office!
A SALUTE to real Showmen! They're "going to town" with DIAMOND JIM. And HOW that fellow is stepping! Biff, bing, bang — socking records right and left! Five year marks blown to the winds! Roxy Theatre officials now digging up six and seven year old files to find attendance figures to equal the continuing DIAMOND JIM riot there. Looping the loop in Chicago! Showering the box-office with a golden stream at the Golden Gate city! Held over in Philadelphia! Boom days in San Diego! DIAMOND JIM made millions for himself — now he is making more for the clever showmen who are sending his picture on its merry record-smashing way backed by bang-up showmanship campaigns! Pack your exploitation big guns with DIAMOND JIM powder and go BOOM! BOOM! again at the box-office!
JOE WEIL
ABOVE — Lobby in the Keith Theatre, Baltimore, Md., where tie-up with Royal Typewriter kept two girls busy day and night tapping out facts on DIAMOND JIM for distribution to patrons. BELOW — How the florists are tying up. The better New York shops featured the DIAMOND JIM corsage in tribute to the premiere at the Roxy Theatre. Both of these ideas are easily planted in any city
THE ULTRA ULTRA IN TIE-UPS
The most exclusive window in the whole, wide-world — Black, Starr, Frost & Gorham, the aristocrats of super-jewelers — for the first time in their distinguished history, devote a window to a motion picture tie-up. They featured the original settings of the DIAMOND JIM gems. The display attracted thousands and brought much newspaper publicity as well.
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PL ROXY THEATRE AUG 23
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