The Moving Picture Weekly (1919-1922)

The Moving Picture Weekly A MAGAZINE FOR MOTION PICTURE EXHIBITORS Published Weekly by the MOVING PICTURE WEEKLY PUB, CO 1600 BROADWAY, NEW YORK CITY Paul Gulick, Editor. Tarkington Baker, Bus. Mgr. (Copyright 1919, Universal Film Mfg. Co. All Rights Reserved) Vol. 9. AUGUST 30, 1919. No. 2 "TEMPEST CODY" MAKES HER BOW. Marie Walcamp, star of the "Tempest Cody" series of two-reel Western Pictures. IN addition to James J. Corbett in "The Midnight Man," the new Universal Challenge serial, September 1st will see the first of the "Spur and Saddle Stories," starring Marie Walcamp. As soon as Miss Walcamp finished "The Red Glove" serial she started on a series of Western adventure stories, all built around a central character, Miss Tempest Cody, born to a high social standard and possessed of a substantial fortune but entirely devoid of any interest in society or in the kind of men she met there. She was much more interested in the ranch she owned in partnership with "Tex" Andrews. It was situated in a wild part of the country infested with brigands and cattle thieves, both open and secret. In this setting she experiences a number of thrilling adventures, each of which is embodied in a two-reel picture complete in itself. They were directed by Jacques Jaccard, recently returned from the war and with refreshed views of life and ready to make the pictures of his career. There will probably be ten of these pictures, eight at least. Five of them have already been received at the home office and pronounced as fine as any two, three, four or five-reel pictures that ever came out of the West. The names of the first five are: "Tempest Cody Hits the Trail." "Tempest Cody Flirts with Death." "Tempest Cody Rides Wild." "Tempest Cody's Man Hunt." "Tempest Cody Plays Detective." "Tempest Cody Hits the Trail" is released on September 1st. There will be one each week. "A TRIUMPH," SAYS MR. MacEVOY. Played to 100 Per Cent. Business on "Elmo the Mighty" with Big U's Help. Park Theater, Corona, L. I., August 11, 1919. Big U Film Exchange, 1600 Broadway. Gentlemen : I played to 100 per cent, business yesterday with "Elmo the Mighty." Your idea of how to put it over turned the trick. First I let the people know that they would have a chance to make money by guessing something, but I did not tell them how. I gave notice of the guessing contest by announcing it myself and by a slide. This worked up a lot of interest r.nd later in the week I announced what the contest would be; that the proposition was to guess the correct weight of Elmo Lincoln, star in "Elmo the Mighty." In the lobby I had posted the letter you had given me stating the correct weight of Elmo Lincoln, but I covered up the weight figures. At the second show Sunday I announced the winner's name and presented him with $5 in gold. Then I removed the weight figures on the letter in the lobby, thus proving that everything was official and open and above board. It surely went over big. I call this a triumph for Universal service. THOMAS J. M'EVOY. BOLD ADVERTISING POLICY OF NEW PITTSBURGH THEATRE. New Blackstone Gives to New Screen Magazine the Same Space It Gives to Its Big Features. ^N advertising precedent was recently established in Pittsburgh when Sam De Fazio, manager of the New Blackstone Theater, used as much space to advertise a single-reel picture in one of the local dailies as he used to exploit the five-reel production which was scheduled to be the feature of his show. The single-reel release which received this unique testimonial of quality is Universal's New Screen Magazine. The New Blackstone is Pittburgh's newest downtown theater and one of the finest of which that city boasts. It is located on Fifth avenue, directly opposite the Grand Opera House, and occupies the old Newell Hotel site. Practically all of Pittsburgh's firstrun houses are located on this particular stretch of Fifth avenue. The New Blackstone therefore contends with the stiffest kind of opposition. Manager De Fazio has firm faith in aggressive advertising as a means of meeting this competition. Precedents mean nothing to the New Blackstone's executive. Regarding the various elements which enter into his program equal in importance to his five-reeler, he spread himself on the Universal New Screen Magazine announcement. The original size of the New Blackstone-New Screen Magazine advertisement is ten inches over four columns. It was written by P. A. Mansfield, in charge of the Pittsburgh Press Photoplay Section, in co-operation with Mr. De Fazio. At the latter's special request the ad was run on the page containing an announcement of a special sale held by one of the largest department stores in Pittsburgh. The copy announcing the balance of the program was run in the regular amusement section of the Pittsburgh Press. According to the New Blackstone's manager the results obtained because of his radical departure from the accepted method if picture theater advertising have proven so satisfactory that there is every possibility it will be continued regularly.