Universal Weekly (November 23, 1912)

4 THE UNIVERSAL WEEKLY EDITORIAL as we have said so frequently, his suc- cess means our success. ********* And we write it because we are giving the exhibitor actually as good expert advice as he can possibly have. The writer of this article has passed between twenty and thirty years of his working life in connection with picture matters and advertising matters. He is, if he may be allowed to say so here, regarded as one whose advice is worth following. Therefore, Mr. Exhibitor, when you read in this “Universal Weekly” a paragraph on advertising matter, be sure they come from no mere dabbler, but an experi- enced expert. And here is yet another bouquet. We have a copy of the “Mt. Vernon Daily Banner,” of Nov. 7th, and in that paper we see an ad. of the “White Palace Theatre.” The ad. has for themes “The Woman in White,” “Marriage a la Carte” and “Oh Such a Night.” We see in this advertisement extracts from our lobby display sheets as printed in “The Universal Weekly.” This pleases us and shows that the advertising man of the “White Palace Theatre” is . alive to big things. We draw up these lobby display synopses and write the little stories underneath them for this purpose. Con- sequently the more the exhibitor avails himself of this literature the more he is likely to attract the public into his theatre. “THE ANIMATED WEEKLY.” The Universal News Film Advances in Popularity Week By Week. There is no more popular item in the Universal program than the “Animated Weekly.” It is so good and popular that we feel it a duty to impress upon the exhibitor the desirability of always making a feature of this feature. We Demand that UNIVERSAL PROGRAM From Your Exchange IT IS THE BEST PROGRAM IN THE WORLD have our own camera men in all parts of the earth, and nothing of interest hap- pens but what we endeavor to get a picture of it so that it may be included in this popular film. ********* We all like news. We live on news. We cannot do without news. Deprive the world of its newspapers, and though the planet itself would not stop revolv- ing in its allotted orbit, yet we should find life very difficult to live without newspapers. There are many things that, no doubt in modern civilization, we can do without, many things that are not absolutely necessary. The Patrician poet across the Atlantic some years ago wrote: “Let Laws and Learning, Arts and Commerce Die, But Spare Us, Lord, Our Old No- bility.” We do not quite agree with this author. We think that possibly laws, learning, arts and commerce might go wholly or in part, but never the news- paper. The world lives on news, by news, and for news. Here we get a reason why the “Animated Weekly” is so popular. It gives you news at a glance, without the trouble of reading. It shows you actual happenings. In the present state of physical science, it is not possible for us to see here in New York City what is happening in the East of 'Europe around about; Constantinople, but who shall say as time goes on, we may not do so? As you transmit wave sounds, which is the basis of wireless telegraphy, so you may transmit light waves great distances. And if you do that then we shall be able to see what is happening hundreds and thousands of miles away. Meanwhile “The Ani- mated Weekly” shows you, Mr. Ex- hibitor, what has just happened in vari- ous parts of the world. It is a bright up-to-date, newsy, snappy film. It is shipped out every Wednesday and we think you should never be without it. We are often asked for stills and photos of the “Animated Weekly.” These will be supplied in due course. Mean- while cast an eye on the ad. of this film, which appears in each number of “The Universal Weekly,” and you can read for yourself what a bright film it is, and will agree with us that it merits all the simple and direct praise that we are handing out for it. THE EXCHANGE AND OUR PRO- GRAM. One of the things that gratifies us week by week as we come _to write this paper is the interest taken in the prog- ress of the Universal and its program by Exchange men. The Exchange men realize that we are doing our level best to put out a program which they can properly handle. We are working hard for all the elements engaged in this great business. We are working hard for our- selves, that is the Universal Company, but we realize that we must have the whole and undivided support of the Ex- change men as well as the exhibitor. So that when an Exchange writes in to us and compliments us upon the good qual- ity of the program it pleases the “Uni- versal Weekly” as the employees of the Universal Company. sit******** From far-off Butte, Mont., our friends of the Pacific Film Exchange send us greetings and at the same time a very admirable photo, which we reproduce in this week’s paper. There is his own photo in one corner and the company’s monogram in another corner. Then look at that splendid animal, which you can imagine kinder startled, snorting out the legend described on the picture; namely, that the Universal pictures are the best pictures on earth. So they are and we are glad that the sentiments of New York City are felt in far-off Butte, Mont. We congratulate our friends of the Pa 7 cific Film Exchange on the bright idea, as it gives us pleasure to put out this striking photograph, and we also hope it will bring them profit. H La Cinematografia Italians ed Ester a** I« Italy’s Leading Paper for the ANIMATED PICTURE BUSINESS Published Fortnishtly 48 Large Pages Two Dollars per Annum Editor-Proprietor: Prof. CUALTIERO I. FABBRI Via Cumiana, J1 (Barriera di S. Paolo) TORINO, ITALY A qU Thfi Man Who Has One. MERROROIDE SCREENS and CURTAINS will stand any test yon may desire to make For that reason we will gladly send you free demonstration sample of generous size. Get our competitors samples. Ask them if it will stand the test of soaking in water for 24 hours. Exhibitors claim Merroroide the peer of all projection surfaces. Why? Merroroide is manufactured under pending patents. It is not aluminum but a glass mercury foil amalgamation of pure silver white applied by automatic machinery to canvas cloth. You can’t crack or tear it, it lasts a lifetime; Thousands of satisfied users the world over. It stood the test of time. Open-air exhibitors give vour afternoon performance indoors; exhibitors the proof of the pudding is in the eating. Let us prove this at our expense. Won’t you? Of course you will. Ready for the market. Our New Rollable Glass TTiea T U P TTNT UD C ft NHWBURG, Curtains and Screens, in two weeks. Patents pending. HlC *!• VJT Hr i. X X Elv U W.J NEW YORK