The Moving Picture Weekly (1920-1921)

14 THE MOVING PICTURE WEEKLY Clever Advertising Used To Exploit Newest Jewel <</-\NCE To Every Woman" the big Jewel feature, starring Dorothy Phillips and directed by her talented husband, Allen Holubar, is now being run for a week at a number of the larger houses throughout the country and meeting with the highest of praises everywhere. Out in Salt Lake City, Utah, the management of the Kinema Theatre booked the big feature for a week. It backed up the showing with some exceedingly clever and extensive advertising in the daily papers and to the right is a reproduction of the advertising as it appeared in the Salt Lake Telegram. Not alone has the picture a title the snap of which has yet to be beaten, but it has all those excellent qualities which are necessary to make a big picture. Miss Phillips is an actress of the first order who can portray each and every emotion with ease and finesse and who is in addition a beautiful woman. The rest of the cast is flawless and includes Margaret Mann in one of the most beautiful "mother" roles ever portrayed on the screen and that gifted Danish actor, Robert Andersen. And the direction is perfect down to the most minute detail. Holubar put over the big scenes in wonderful style and when one considers that an opera in progress was actually filmed, and that the Metropolitan Opera House was reconstructed detail for detail, the achievement is more to be marveled at. Universal has recently put over some big pictures. "Blind Husbands," "The Virgin of Stamboul," "The Devil's Passkey." And now comes "Once To Every Woman" which will take its place with these other big Jewels which have made screen history for Universal. For those who have seen it know that it will be viewed with the deepest of interest and delight wherever it is shown and are confident that it will prove one of the big moneymakers of the year. L>orothy Phillip* in Her Latest Univerul-Jewel Feature F3in] 'Once to Everywofnaa" Comes to Kinema Theatre for Weekl SeroonSuedby l currext attractions . jSome Lbes-oo^^J'^'C^^y vitagraph \-s^^^.~.i~-z.~^' Old Hi Cost jdramaofa Company jll^^.^SfC^-^i . I WTm i 3Tlll)l(i«u>.^,^r^ r^:;f.-! ?j^3lEl^ HannKiaein. N>2iii»«i b^S?!^^" ^^^^=-7— N,^'^"'** ^ Advertising Used by Kinema Theatre, Salt Lake City, Utah, for "Once To Every Woman." WHAT THEY ARE SAYING ABOUT "ONCE TO EVERY WOMAN" Universal has received two very interesting letters from members of the staff of Saxe's Alhambra Theatre, Milwaukee, Wis., where "Once To Every Woman" was booked for the week of Sept. 26th. Here they are : "After reviewing the production, the management of the Alhambra Theatre wishes to express its thanks to you, for the opportunity you offered of booking the Jewel "ONCE TO EVERY WOMAN," for this theatre, to be shown the week of Sept. 26th." "Being familiar with the other Dorothy Phillips productions, and judging fairly, I believe with confidence, that 'ONCE TO EVERY WOMAN,' is her BEST. Possessing a plot which is ever appealing to people in all walks of life, the picture is above all, IMPRESSIVE. In this lies the assurance that 'ONCE TO EVERY WOMAN' will be another UNIVERSAL JEWEL SUCCESS!" ED. J. WEISFELDT, Manager, Saxe's Alhambra Theatre, "My profession deeming it necessary for me to witness a great many photoplays on the screen, I have not formed a habit of commenting on any special production to the producers, disregarding my likes and dislikes entirely." "However, I feel that I must now make exception to this, and compliment the producers on 'ONCE TO EVERY WOMAN,' the picture playing at the Alhambra Theatre this week. Being on the ground floor, and witnessing many a motion picture, I believe I am justified in saying that 'ONCE TO EVERY WOMAN' is by far the ver\^ best I have seen so far. And though strange to say, it is really the first picture that has brought tears to my eyes. The Universal has cerainly attained a high standard of production with 'ONCE TO EVERY WOMAN' and I hope to see it continued." GEORGE MILTON LIPSCHULTZ, Musical Director, Saxe's Alhambra Theatre, Milwaukee, Wis. THEY'RE STILL COMING IN STRONG! "I am taking this means of advising you of the successful run we enjoyed with our attraction, 'THE DEVIL'S PASSKEY.' We opened with this feature on Saturday, September 25th, for a four day engagement, playing to capacity houses every day, (again.5t very strong competition), in fact, our fourth days' business was so great that we deemed it advisable to hold it for another day, and found that our fifth days' business was practically as big as the opening. It is only upon rare ocassion that we think it necessary to write an exchange regarding a production, but we found that 'THE DEVIL'S PASSKEY' was such an extraordinary attraction both from a box office standpoint, and in pleasing qualities, that we feel that it is no more than right that you should know about the record smashing run it enjoyed in our theatre. Hoping that you and your office receive the success you are entitled to throughout your territory with this production, we beg to remain." ANSONIA THEATRE, Butte, Montana, PAUL DE MORDAUNT, Mgr.