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Vol. 26. No. 26
Universal Weekly
35
booked for January 9, 10 and 11, and I was doing considerable think' ing as to what would be the attraction to line up against ''The Big Parade," and now that the attraction is over, I wish to remark how successful I was in my good judgment. I picked out, from all the spc cials we had under contract, which included all of United Artists Pic tures, and several other large producers, ''The Cat and the Canary," and to say the least, we certainly held our own, in fact more than any other picture that we could put against "The Big Parade." "The Cat and the Canary" is a wonderful production with a wonderful cast, and it sends the audience out talking about it.
Understand, Mr. Levine, that we have played the Road Show, "The Cat and the Canary," with the big New York cast four times to capac ity business, and then to come back with the picture — well, to say the least, it was beyond my expectations, and any exhibitor that happens to find himself in the same position will not make a mistake by booking "The Cat and the Canary" and cease worrying about opposition.
After playing the first two or three Universal Pictures I immedi' ately booked an entire week of Universal Service including short features with the Jewels, which in itself is the answer as to what I think of Universal Products. I might mention, too, that we have a beautiful house, in fact the greatest in the Northwest, capacity 1,500, and representing an investment of close to a half-million dollars.
This is the first time in my experience in the show business that I have openly recommended an entire group of pictures, to every exhibitor at large, but I am willing for this letter to be used in any way that you may see fit.
I sincerely trust that the remainder of the season's product may be in line with the ones we have played, and I believe that Mr. Laemmle, as well as every member of Universal Pictures, Inc., are doing all within their power to make the 1927-28 Jewels and Specials a milestone in the history of Universal.
Very truly yours,
WAUSAU THEATRES CO. By F. T. Welter.
If Universal had an Army of 10. 000 high pressure Salesman their combined arguments and power could not surpass the weight of this letter to Exhibitors, —