April 29, 2012

Everybody Shivered and All Had a Good Time

James Whale’s Frankenstein, opening in selected cities on November 20, 1931, was an instant hit. Pre-release ballyhoo had promised it would “out-Dracula Dracula”, and first day newspaper ads featuring its baleful Monster brought out the crowds. Within a week, Universal was already touting its box-office, Standing Room Only business as the season’s sensation.

Quoting Detroit papers and boasting record-breaking showings in Washington, Providence and Milwaukee, this ad, the first of three published in quick succession and aimed squarely at exhibitors, appeared in the New York-based Film Daily on Wednesday, November 25.

Check back here this week, I’ll be posting two more Universal trade ads.

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