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Sept. 28, 1935 - —UNIVERSAL WEEKLY— SHOWMANSHIP SECTION
31
McKENNA AND WALSH MAKE "DIAMOND JIM"
BOAST OF BUFFALO • — _ —
TED GAMBLES' FULL PAGE SOCKO!
A* HALK up another for George McKenna, Manager and Dick Welsh, Publicity Manager at Charles Hayman's New Lafayette Theatre, Buffalo on their great "Diamond Jim" showmanship. Variety, in campaign write-up, awarded it "best exploitation of the week."
And no wonder, with such a string of swell stuntsl Topping them was a tie-up with local Liberty Magazine distributors. When the six hundred Liberty carriers started on their rounds the week before the picture opened, they wore badges and chest bands, and the thirty thousand magazines they were to deliver contained "Diamond Jim" heralds. The company's sixteen delivery trucks were also bannered. This swell boost continued throughout week and was climaxed Saturday morning, when the boys were gathered together, given hats and large banners, and led by band and police escort through main streets to theatre for special "Diamond Jim" showing. Photo shows them on their way, creating beaucoup excitement.
McKenna and Walsh went after all the tie-up angles and between Garcia Grande cigars, Sunkist oranges, and Lux soap, got up over a thousand cards and window pasters. Max Factor made up special counter cards and devoted two column ad space to Binnie Barnes cosmetic tie-up.
Around town they used a tandem bicycle and "Diamond Jim" rider ballyhoo. Another roving boost came in the form of front and back bumper banners, on two hundred taxicabs.
House built up special front with huge mirror diamond on figure of "Jim." Community and foreign newspapers were used extensively. Het Manheim, Universal exploiteer, assisted.
MOM BACOGE BOV TO MILLIONAIRE. HOB NOBBINC WITH ELEGANT LADIES' RAILROAD MAGNATES AND UN AN. CIERS' THE SENSATIONAL LEAR Of OIAMOND |IM” BRADY' THE MOST AMA2INC MAN Of A ROARING GUTTERING OECADE'
EDWARD ARNOLD
JEAN ARTHUR * BINNIE BARNES
CESAR ROMERO A HUCH 0 CONNELL * CEORCE SIDNEY
ANO A MOST Of OTHERS— TOO NUMEROUS TO MENTION
IXCREDIBLE . . . BI T TRIE! IMPOSSIBLE . . . BI T SO!
BLAZING WITH LIFE . . . GLEAMING WITH GEMS . . . GLORIOl S WITH GIRLS!
Across Hi* screen troops the whole glamorous pageant of Diamond |im’s days I Lillian Russell . the toast of a gay world Rector's , Bustanoby's Dclmonico's . . Cibso n Girts with hour-glass figures! Corgeous gas-lit cabarets . . one-lung buggies tandem bikes laughter song . . . boisterous drama of those care-free days in Ciddy Gotham when "Diamond |im" flung his money to the winds. .
J. J.
PARKERS
BRDRDLURY
. . . TOMORROW
Western premiere showing of the new season's most talkcd-about picture. "Diamond Jbn ! Not since the advent of talkies has a show been so anxiously awaited! This Lnivcrsal sensation Is an appropriate curtain raiser for the J. J. PIRkER "Greater Show Season"!
Preceded by a three weeks publicity campaign, Ted Gamble topped his DIAMOND JIM premiere at the Broadway Theatre, Portland, with full page ads, one of which is pictured above. All national tieups were used, resulting in scores of windows. Big radio plugging over three stations rounded out the showmanship which resulted in swell hold-over business. Congrats Gamble! Finel!