All images on this page are from the Margarita Fischer Papers, Wichita State University Libraries, Department of Special Collections |
This 12-page paperbound book is undated, but Universal obviously prepared it some weeks after their film opened at New York's Central Theatre in November, 1927, and before it went into national release in the Spring, 1928. It provides local theater owners and managers with ideas and materials for promoting — "ballyhoo-ing" — the movie. Calling it a handbook, though, seems way too understated: it measures over 2' x 3', and its prose is inflated to match. Many of the "tie-ups" (as tie-ins are called) described in the book will be familiar to 21st century inhabitants of the popular culture Hollywood has played such a large role in creating, but the bluntness with which the old plantation is celebrated and racial stereotypes are exploited will often be startling. Many of the items mentioned or pictured below — including the book tie-up, the souvenir postcard and the newspaper supplement — are available elsewhere in this section of the archive. |
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