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UNIVERSAL WEEKLY
A Magazine for the Action Picture Exhihitors
Paul Gulick^ -^^ditoT-"
Published hy the Motion Picture Uie^ly Publishing Co.HeckscherB'ldc/. 7JO -3^Ave.A/e,iv )^r^Citu Copyright ip26 VNH/£RSAL PICTURES COJiPORATION All rights reserved:
Vol. XXIV
OCTOBER 30, 1926
No. 12
Editorial
So big, so powerful, so compelling is "The Fourth Commandment," the first picture which Emory Johnson has made for Universal, that it was decided to devote this entire issue of the Universal Weekly to this production. It is an attempt to give exhibitors an idea of the magnitude of this epic of mother love.
Showmen who have played previous Kmory Johnson successes — "In the Name of the Law," "The Third Alarm," "Westbound Limited," "The Mailman." "Life's Greatest Game," "The Last Edition," to mention but a few — know his surefire touch which neVer fails to register at the box ofiice. He knows motion picture audiences and he knows how to give them what they want.
But if you thought these were good, wait until you see "The Fourth Commandment." This time he has put his remarkable knowledge of showmanship values into a super-production — big in story, big in cast and big in production values. He has been backed to the fullest extent by the great Universal resources. He has turned out the gi'eatest achievement of his entire career.
When such an astute showman as Fred J. McConnell actually raves about the box office value of "The Fourth Commandment" you can bet your bottom dollar on it. On October 4th in his nationally read editorial column in the Exhibitors Daily Review, headed "Mac Observes," he wrote:
" 'The Foui-th Commandment.' In a year of many big pictures. Stands out like a beacon.
Set
a date for the greatest heartthrob drama of the decade
"The Fourth Commandment''
A Woolworth or Singer Building on the skyline of New York." And again:
"It is a great picture. Splendidly handled. With a strong .vibrant story. That spells box office. From start to finish."
Mr. McConnell's entire editorial appears elsewhere in this issue.
Far-sighted showmen who intend to take advantage of this master picture wall read eveiy page of this issue of the Weekly so that they may firmly grasp what is coming to them, and realize what a wonderful opportunity is their's to reap profits such as they have seldom had in the past.
If you made money on such heart-throb pictures as "Over the Hill," "Way Down East," and "Stella Dallas," wait until you play "The Fourth Commandment." You'll have to hire an armoured car to carry your daily receipts to the bank.
Men who have established reputations as showmen and unexcelled judges of the picture public have seen this picture and have characterized it as the big "surprise picture" of 1927. Once
everj'' year or so there is a big, heart-interest, human photoplay that goes straight to the bosom of the American people. "This will be one of them, they say.
Set your dates now. Lay out your exploitation campaign — there are four pages of exploitation ideas in this number and many more in the press book — and prepare for a rush at vour box-office.