The Moving Picture Weekly (1920-1921)

-THE MOVING PICTURE WEEKLY -25 '"''Every Jewel a Rare Gem QNE of the special stunts used by E. W. Taylor, manager of the R i a 1 1 o Theatre in Bremerton. Washington, during the showing of "Outside The Law" was to have the ushers dress in special oriental costume. They made an attract i V e appearance and added another link in the chain of exploitation used to put over the Universal-Jewel film. This was another house where the great crook melodrama of American life broke all previous records. In the following letter to the Universal Film Exchange in Seattle, Washington, Mr. Tay "Outside The Law" Ushers at Rialto Theatre, Bremerton, Wash. lor tells of his exploitation for the feature-de-luxe, with which he had wonderful success : searching for. With kindest regards, yours, Osran Amusement Co., E. W. Universal Film Exchange, Inc.: While it's fresh in my mind I just want to say to you that "Outside The Law" is still further proof that UniversalJewels are rare gems for the motion picture exhibitor. I did my level best to tell the folks in Bremerton about this splendid attraction by means of special exploitation; a little extra effort in the lobby and appropriate costuming of the ushers — they then in turn 'tried to get in." You shouldn't have to "go out" and sell this one, because it's the sort of an attraction that the live exhibitor is I am. Very truly Taylor, Manager. Novel Auto Tag Stunt R. SMITH, manager of the Bijou Theatre in Fond du Lac,. Wis., created no end of comment in that town with an automobile tag stunt he worked in exploiting "Outside the Law." "During the last year, the police of that place have enfoi'ced a strict nonparking ordinance. When they find a car-owner breaking the ordinance, they "tag" the car with a red tag notifying the owner to call at the police station. Smith had a bunch of red tags made up the same size and color of the police tags. On these tags he printed the following ad: "You haven't been pinched. But you ought to be, if you pass up the chance to see the greatest American melodrama ever shown on the screen: "Outside the Law," etc. "Pin your hair down ! Take a deep breath! Then come and be really thrilled." Kansas City, Mo., March 15th. 1921. Universal Film Exchanges, Inc. Kansas City, Mo. It gives me great pleasure to recommend "Outside The Law" to any and every exhibitor as being a production of unusual merit. I played this picture seven days to capacity business, and found that my patrons were unusually pleased with it. It is an unusual picture, has a wonderful cast, the direction is well-nigh perfect, and considered from every angle, it is 100% box-office attraction. Very sincerely yours, SAM HARDING, Liberty Theatre. SEND IN YOUR THUMB-PRINT AND YOU MAY WIN $25 PRIZE Thumb-Print Contest Mt THUKB PKIKT UlM Desn'* . 7humb Prtn*_ UAko your rhumb-prtnt <n t^lBnk aqu&r* ti«n to Mlw De&a'*, nfl IB jFeur lutme uMreaa. dtp coupon iwoS to Contoot E<Ut«r o[ ThA World. Tou nuiy tUn tOiM. Cotnpetitlon open to all; but diumb-vrliit muR bo on coupon <tlpp«d frpm Tfaa World. EVERYBODY is'toteresKil in thumb-prints these days. TTie reason is plain. The World otTers a prize of cash to the one wttose tiiumb-print most nearly resembles PrisciH^ Dean's. In the accompapyiiig cogpon, there is a reproduction of Miss Dt2S^ print, and In thcsquare opposite her's, you are to make the impzassion. Use jn ink pad to ink your thumti, or rub the thumb with -ft soft lead pencil. Use the coupon from "The World" or it won't be counted, Be sure it's your, right thumi, too. The answers are corning in fast. Thousands, of people are becoming Interested, and it seems almost sure that the judges will have a busy time making the comparisons. But that doesn't matter, T]>e contest win ba open several days, and at its conclusion the names, of }fie first ten will be published, together with thelr'fliumb-prints. ThfM are ten prizes, the first being the $25 mentioned, and the other nihe being apair of tickets to see "Outside the Law," hi which Priscilli Dean, supported by Lon.Chaney aid a big cast, will be starrlnr »l the Regint Theatre. ' Now, get busy I Send In your thumb-print today. You may ba the prUo. winnerl Toronto World announcement of ' prize contest for thumb-prints. '