Universal Weekly (1932-1936)

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FROM SOUP TO NUTS! Good Side Dishes Make The Main Course Seem Better! There is quite a similarity between a good dinner and fine exploitation campaign. When we talk of a good dinner we think of that famous phrase "from soup to nuts." From a dinner to an exploitation campaign is quite a jump, but the comparison is still good. Some managers pick one thing as their "main course" and they call that their "campaign," giving it nothing extra to make the "meal" more interesting. It is the simplest thing in the world to take your full expenditure and drop it into a newspaper advertising campaign. That makes an easier job for the manager and the press agent — draw up your ads, send out your stories, and you are through! But easier jobs are not bringing the bigger money into the theatres today. It takes "side dishes" to build the "main course" into a campaign. We think newspaper advertising is great, and a maximum amount of money should he spent on it; but we think carefully spotted 24 sheet boards on a big picture are terrifically important, tool We believe that ivhen there is an especially attractive window card available on a picture it should be used to good advantage and that goes for streamers and novelties, too. We think that colorful heralds, carefully distributed, add the ^^knockoveC’ punch to your newspaper advertising campaign and help to swell the importance of the picture enough to draw much extra business. Many chain theatres are going into the hands of independent managers today. As a rule business picks up immediately thereafter in these houses. Why? Because the men who take them over are real showmen of the old school with modern ideas. When they campaign a picture they hit high, wide and handsome, from all angles. Their newspaper space is bigger than before — their billboards scream their message — their herald distribution starts the housewives gabbing — and their flash front makes everyone KNOW that a big picture is waiting tor them! They "banquet" a campaign! From soup to nuts! JOE WEIL A REAL BEER TRUCK BALLYHOO FROM ST. PAUL Jack Gross, monager of the Orpheum Theatre, Minneapolis, Minn., tied up with a local brewery for this great ballyhoo truck, for his **Moonlight and Pretzels'* campaign. The young lady tossed pretzels to the trailing crowds. Good where it is desirable to play up the beer angle. RADIO BALLYHOO RECORD FOR "MOONLIGHT AND PRETZELS" This ballyhoo record is an absolute ' necessity to every well rounded campaign on "Moonlight and Pretzels!" It features choruses from the hit song numbers of the production, interspersed with running sales talk on the attraction. You can use it to sell the picture over the air, in your lobby and on your street ballyhoos. Hook it up to your loud speaker system out front, contact your local radio station and get them to play it — have the announcer cut in with a few lines about your theatre and playdates. Use it on your sound truck ballyhoo! The record runs three minutes, 15 seconds on each side, 78 R. P. M. A perfect radio program! Sold at a bargain so that you can keep two or three of them busy during your campaign. 75c. each at your local Universal Exchange. Order now! Nelson's "King of Jazz" NewspaperTie-upDraws P S. HELSON, manager of Alger's Capitol Theatre, Morrison, III., used a novel newspaper contest to stir up interest in "The King of Jazz" during its run at his house. The contest announcement offered a pair of tickets free to readers who, after seeing the picture could describe the new scenes that had been added. An opinion of the picture was also necessary to win one of the prizes. The stunt drew interest and helped Helson's campaign considerably. A teaser ad campaign was started in the newspapers two weeks in advance of the opening and the regular ad space was stepped up. Local and rural telephone subscribers were phoned about the picture and Helson made a short talk on the picture to audiences during the week prior to the opening.