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November 5, 1932 UNIVERSAL WEEKLY— SHOWMANSHIP SECTION
27
JNDERGROUND-EVERYWHERE! STEADY LINES AT BOX-OFFICES!
ON BROADWAY
L A. PREVIEW, COLLEGE TIE-UP, RADIO CONTEST
R. L. Moss, manager and Ken McGaffey, publicity manager of the R.K.O. Hill Street Theatre In Los Angeles, assisted by Ben •Westland, Universal explolteer, put over a fine campaign for "The All American" In the movie capital. A preview held for school and college officials and local sports writers resulted In special nights for five colleges and some nice plugs from the sports writers.
FIVE SCHOOL RALLIES TOP BIG SYRACUSE
Gus Lampe, manager of the Eckel, Syracuse, N. Y., jumped into his exploitation for "The All American" with both feel and came out with a real bang-up showmanship campaign.
He crashed the Syracuse-Ohio football game with the first local stadium ballyhoo and also distributed 1 ,000 megaphones at this game. His ad appeared on 5,000 official score cards.
A Johnny Orsi night was held and ihe Colgate faculty and student body attended. Lampe lined up five other school rallies with parades led by bands and banners marching to the theatre. Four Syracuse high schools held these nights.
Local Tavannes watch dealer paid for imprinting 3,000 roto heralds. Newspaper ran contest offering ticket prizes tor best football score guesses.
Adapting the pressbook suggestion a contest was conducted over station KRKD ottering ticket prizes tor readers guessing local football scores. Fine window displays were secured through the national tie-ups and the set of tie-up stills. A ballyhoo truck equipped with loud speaker and two 6' x 6' banners was spotted at the Olympic Stadium all day Saturday.
PLAYS UP GRID STARS
NE*r TORJC city
One of the big space newspaper ads used in the New York campaign. Space ran 9 Yz inches on 3 columns.
BINGHAMTON SELECTS
Fred Perry, Manager of the Capitol Theatre. Binghamton, New York, boosted "ALL AMERICAN" with a contest to select local All America professional team. Newspapers co-operated. Montgomery Ward store gave him fifty footballs for contest prizes and imprinted 5,000 roto heralds free.
HUNDREDS OF CHOICE TIE-UP WINDOWS FOR ALL AMERICAN"
Left: Display in Adler Shoe Store on West 42d Street, New York City, for "The All American" engagement at the Paramount theatre. Centre: A Los Angeles display featuring All American Tweeds and giving generous space to stills, lobby photos, etc., on "The All merican" at the RKO Hill Street theatre. Right: Another Los \ngeles display featuring the Tavannes All American watch. Space similar to this can be secured in your city as these are all national tie-ups.
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