Exhibitors Herald (Mar-Apr 1924)

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CIAL SHORT SUBJECT HEWS 4b Universal Short Subjects Will Put Spice In Slow Pro grains UOR that necessity of successful programs, snap, try Universal Short Subjects! You will find every conceivable kind of material in the big array of stars and subjects Universal offers, all of which has proved itself the best box-office ammunition! Comedies, westerns, news reels, all are the best the market affords — and have stood the acid test of audience appeal! Try them! Universal Westerns Bigger Than Ever THE new two-reel westerns will be made with all the care devoted to full-length pictures. They will be feature pictures in short lengths! The plans for these new two-reel westerns are the most ambitious ever undertaken for any short subjects. Stories from well known authors are being purchased and all the stars have been picked with care — Pete Morrison, Bob Reeves, Harry Carey, Jack Mower and many others, all stars. The direction will be the best! They are just the kind of westerns that you have always wanted. Important Events In New International News FOR THE first time in history, Umberto Romagnoli, International News cameraman, and Captain Coppola, crack pilot of the Italian Air Service, hovered over the mouth of Mount Vesuvius in an airplane, shooting "close-ups'' of the seething volcano amid swirling smoke and deadly gases. A big, new thrill your fans will never forget — and which you get in International News No. 22 at no extra cost. ThcPrince of Wales makes his first public appearance since his last riding spill — and another big spill takes place in Elgin, 111., where four thousand barrels of beer are poured into the streets by prohibition officers. These and other big ntws events in International News No. 22 are indicative of what International News gives you — always without extra cost! UNIVERSAL SHORT SUBJECTS Your patrons will laugh themselves sick at this comic scene from the Universal One Reel Comedy, "Keep Healthy." Pete Morrison a Great Favorite in "Ghost City" TV/f ANAGER O. L. Meister of the White-1 house Theatre, Milwaukee, Wis., says: "Any exhibitor who doubts wrhat a serial can do should have attended our opening today. Ghost City and Pete Morrison are becoming great favorites. We did better than expected. It offers great exploitation possibilities." If your audience wants action they will get it in this serial. "Fast Steppers" to Set New Short Feature Mark HPHIS new racing series is going to be fastest two-reel series ever made and will be the standard from which all past, present and future short features are judged! Billy Sullivan and Shannon Day have just finished the second chapter under direction of Edward Laemmle. They are based on "The Information Kid" stories by Gerald Beaumont, read by thousands in the Red Book Magazine. Book this series now! Be ready to show them as soon as they are ready! "Finest on the Market!" "Leather Pushers" Verdict UT T'S the finest short feature on the market today. Sullivan is a whirlwind. They're certainly a money-getter. Book them and boost them big" — Manager Peck's Theatre, La Salle, Ills. The fourth series is the best of them all and Billy Sullivan is better than ever. They are made from the inimitable Collier's Weekly stories by H. C. Witwer. Loew Gets Valentino! Erie C. Kenton to Direct New "Gump" Series THE Gumps are back in a new series with Erie C. Kenton directing. Mr. Kenton has directed some of Mack Sennett's best comedies in the past and it is dead certain that he will make the new Gump series more famous than ever. Melville Brown and Phil Dunham will assist Mr. Kenton and arrange the stories for Andy, Min and little Chester. Samuel Van Ronkel is now busy with the new production plans and Joe Murphy, Fay Tincher and Jackie Morgan will be featured. BOOKED on sight by Loew's Circuit of New York, with 106 days to play on that circuit, and with bookings in Loew Theatres in nine other key cities, "A Society Sensation," starring the popular Rudolph Valentino with Carmel Myers — a Universal re-issue of their former great success — promises to break all records for re-issues. Alert showmen know the value of "The Sheik's" name at the box office. "It's a real sensation I" wires Joseph Friedman, Tower Theatre, St. Paul, Minn. And he merely voices the opinions of hundreds of showmen who have cashed in with this opportune subject.