Exhibitors Herald (Mar-Apr 1924)

'i&i SPECIAL SHORT SUBJECT HEWS A Whirl of Speed in Universal Short Subjects Programs THE LIVE showman who i< writing profits into his hank account every week lias learned that he can't risk pleasing some of the people all of the time, or all of the people some of the time. He is the one man in the world who must please all of the people all of the time. That's why Universal Short Subjects meet his demand. Whirlwind Pace Set by "Ghost City' ffTMlE picture captured our intense A admiration. Action is so rapid and intense the audience draws a deep breath of relief after each mishap." — '•Exhibitors Trade Review." That's what was promised and that's what has been performed. Pete Morrison is building a big following in this series and you are building profits when you book them. "Leather Pushers" Went Over Big ii VT ONE could be better than Billy ±\l Sullivan. Fourth Series went over very big" wires 0. L. Meister, Manager of the White House Theatre in Milwaukee, Wis. They crackle with action and breathe the very life of the roped arena. They are taken from H. C. Witwer's Collier's Weekly stories — -read by the nation. You need the Leather Pushers series. "Business Beyond Expectations!" with VALENTINO NOW comes Manager Cliff A. Schaufele of the Lyric Theatre, Hamilton, Out., Canada, with "Business beyond expectations." It was the same story in St. Paul where Manager J.oseph Friedman at the Tower Theatre did a business of sensational volume all week. One of the most sensational bookings of a short feature on record is Marcus Loew's booking of this subject for 35 houses in the metropolitan In "Nobody to Love" your audiences will be convulsed with laughter at the other fellow's troubles in and out of jail. It's a one-reel Universal Comedy riot. district of New York and for cities in 0 other states ! Valentino in "A Society Sensation" is an unfailing hit. This Universal reissue is out making profits wherever shown and no exhibitor can afford to miss the opportunity to cash in on this release. Valentino's name in your lobby means cash volume in receipts. for the Olympic games, horses at the horse show, a baby athlete on a dreadnought of the Navy, — these and many other interestcompelling picture-paragraphs of world news are offered in International News. Thrills in the News an Audience Does Not Forget WHATEVER the caprice of human nature that affords the next big thrill in the day's news, wherever or whenever it happens, the International News cameraman will be there to catch it for your expectant audiences. And if ingenuity can help interest, then the International News No. 24 offers the first animated diagram of the 24,934 mile air journey around the world as plotted by the United States Air Service, together with close-ups of the men who will make the attempt. Intimate views of the TeaPot Dome hearings at Washington, action scenes of the Army and Navy, object lesson in safety first dramas of the street, panoramas of the storm-wrecked Connecticut coast, fleet-footed runners of France trying IMPORTANT NOTICE! Don't miss the biggest Spring moneymaking announcement ever — in "The Universal Weekly" dated April 12th. Fast Outdoor Action in New Westerns NOTHING is being left undone to make this group of Universal tworeel Westerns the best the industry ever produced. Flawless as to story value, matchless for fidelity to detail and characterization, perfect as to audience appeal and fan interest, the material for this series has been drawn from the best short stories of popular authors. That the exhibitors who select them may enjoy the advantage of ready-made audiences, the stars have been carefully selected — Pete Morrison, Bob Reeves, Jack Mower, JackDougherty, Neal Hart, Wm. E. Lawrence and Robert Hayes. With such a combination of story, author and star, casting and direction, these Westerns in the Universal Short Subjects are features condensed. These are the fast-action Westerns your audiences are waiting for. It is witli absolute confidence that they will be presented as profit-yielding entertainment to the showmen of the country. Your booking should be made now. — Advertisement