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THE MOVING PICTURE WEEKLY
29
Canadians Enthusiastic Over "Once To Every Woman' '
'J'HE weather wasn't particularly pleasant when this photograph of the Holman Theate, way up in Montreal, Canada, was taken, yet the crowds turned out in great style for "Once To Every Woman", the Universal Jewel, starring Dorothy Phillips. The lobby was attractively decorated and the presentation was excellent.
Universal has received letters from near and far praising this noteworthy production. Several weeks ago The Moving Picture Weekly reprinted a number of these letter comments from exhibitors using a map to illustrate how general the applause for "Once To Every Woman" has been throughout the entire country.
This is truly a wonderful production, with a wonderful star, Dorothy Phillips, a skilled director, Allen Holubar, and a capable cast, which mcludes that delightful actress, Margaret Mann, who so lovingly and enchantingly portrays the Mother role in the picture. The Exploitation Department of Universal has been zealous indeed in its efforts to help the exhibitor to properly put over this feature in big style and its biggest achievement has been The Ben BoltSuper Herald campaign, details of which have been printed and constantly reprinted in back numbers of The Moving Picture Weekly and information concerning which exhibitors
can get either from The Moving Picture Weekly or from the Universal exchange nearest thpm.
With a picture that is a "Jewel" both in brand and actual merits, with many splendid exploitation aids al
ready tried and found successful with which to back it up, and with all sorts of additional exploitation angles possible, "Once To Every Woman" is easily "a clean-up" for every exhibitor.
A -FAN" SPEAKS HIS MIND
THE FOLLOWING LETTER WAS RECEIVED BY MR. JOSEPH BAUER, OWNER OF THE WIGWAM THEATRE, SAN FRANCISCO, FOLLOWING HIS SHOWING OF "ONCE TO
EVERY WOMAN".
San Francisco, Cal., Jan. 4, 1921.
Mr. Joseph Bauer,
I have seen the picture, "Once to Every Woman" at your theatre and am surprised that jou did very lit(tle advertising on such a wonderful picture, that all San Francisco ought to see. Why, "Humoresauc," a picture of Which everybody talked is not half as dramatic as this one and to think it ran for about six weeks! "Once to Every Woman" is a picture that can hold record-breaking attendance if only the public knew what it is. I have seen it once and am going to urge all my friends to see it again with me. It tells not only of mother love,
but of both father and mother love, and it takes you back to the days when your father and mother were striving to make your ambitions come true. It is a picture that will astound both young and old and would suggest on bebehalf of myself and others from whom I heard comments, that you try and run it as long as possible, and bring out to all San Francisco the exact sense of the picture. I remain forever a Wigwam goer.
I hope you will pardon my frankness, but I am doing this because everyone who attended it I know spoke of it as being a far greater picture than "Humoresque".
(Signed) JOSEPH ROSSL