Modern Times 1935 1936 1937 next previous
Modern Times Clippings 256/382
Film Daily, New York, February 6, 1936.
Shopping Crowds, Fifth Avenue (west side), New York,
April 5, 1938, Works Progress Administration
& Rivoli Theatre, exterior by day, marquee Douglas Fairbanks
The Most Stirring Story of All Time „The Iron Mask“
Hear Doug Talk – Synchronized by Hugo Riesenfeld, New York.
(...) Photo, Film Daily, Feb. 27, 1929
& Macy Window Display on Original Chaplin Costume
(...) Photo, Motion Picture Herald, Feb. 15, 1936
& Various Activities
For Chaplin Opening
For the world premiere of the new Chaplin picture,
Modern Times, at the New York Rivoli, Manager Jack Wright
and Monroe Greenthal‘s United Artists‘ exploitation
crew sponsored a campaign topped with one of those Hollywood
openings that brought out the reserves.
Special Chaplin contest was put on with the New York
Evening Journal giving prizes for most accurate combination of
the various characteristics and props for which the comic
is known. For instance, one day the famed mustache was pictured
among a group of other types of hirsute adornments
and each day some other part of the Chaplin equipment
was so publicized. From these, contestants were
supposed to select ones used by the star and put them together.
The old standby of Chaplin impersonators was not
ignored, a group of the imitators covering sport and political
meetings, distributing sky-writers and other material
that plugged the date. Many ace locations were landed for
windows including the Fifth Avenue Southern Pacific
headquarters.
Other standouts were the Macy display of the original
Chaplin hat, shoes and cane (see photo) and electric
signs of the theatre changed from Rivoli to read Chaplin. Front
featured mechanical gadgets suggesting the factory
sequences in the picture and radio publicity was promoted
from WNEW and WOR, the latter running a letter
contest with photos of the star given for the best comments
on his work.
(...) Motion Picture Herald, Feb. 15, 1936
„Were given an entire window display by R. H. Macy“
Editorial content. „Exploiting The Current Films
New York Campaign On Chaplin‘s ,Modern Times‘
The Rivoli, New York, in conjunction with the
United Artists exploitation staff, staged one of its most
comprehensive exploitation campaigns for the world
premiere of Charlie Chaplin‘s Modern Times.“ (...)
„The premiere itself was brilliant. Practically every celebrity
from all walks of life posed before the kleig lights
for the Hearst Metrotone News which covered the event.
An aeroplane carrying a neon announcement covered
the city for two hours before opening.
A special Charlie Chaplin contest was conducted by the
Evening Journal for several days before the premiere.“ (...)
„Six Chaplin imitators covered week-end sports and political
meetings, distributing sky-writers and other publicity matter
to the crowd. They also were stationed in the more congested
areas of the city for two days before the opening. The
original Chaplin hat, shoes and cane were given an entire window
display by R. H. Macy. The Times Square area was made
conscious of the premiere by a thorough distribution of window
cards. The Southern Pacific Railroad devoted its entire
Fifth Avenue window to a special display on the picture. The big
outdoor campaign covered all subways, buses and other
transportation vehicles. The attention of the commuters was
called to the picture by specially painted boards and 24
sheets strategically placed on every transit outlet.
Two tie-ups with WNRW and WOR brought considerable
publicity to the picture. The former broadcasted the
festivities of the opening, giving in addition special advance
plugs for several days. Sam Taylor of WOR through
a special letter contest distributed photographs bearing
Chaplin‘s signature to the ten best comments on
the comedian. The large electric signs in front and back of the
theater were changed from Rivoli to read – Charlie
Chaplin. Several mechanical stunts were arranged for the front
to give the appearance of a huge factory in action.“ (...)
Modern Times world premiere is in New York Feb. 5, 1936
at the Rivoli Theatre.
Rivoli Theatre, Broadway at 49th Street, New York.
Redaktioneller Inhalt
Modern Times 1935 1936 1937 next previous
