The Moving Picture Weekly (1916-1917)

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44 ■THE MOVING PICTURE WEEKLY son How»rd, and directed by himself. Eacli two-reel episode is cemplete in itself— each episode features A DIFFERENT LEADING liADY. Unusual ad props are ready for you. Write or wire your nearest Universal Exchange, or direct to UNIVERSAL FILM MFG. CO., CAKL LAEMMLE, Pres. "The Largest Film Manufacturing Concern in the Unirerse." 1600 Broadway New York PERSHING PICTURES IN CANADA ■yHE special Animated Weekly feature^ which gave United States its first view of General Pershing's arrival in France and that of his troops, has made a wonderful hit. The pictures were shown in England, coincidentaly with their showing here in this country. They have just made their appearance in Canada, and are being used by all of the large theatres and billed in the same way that features are billed. In Toronto for instance, the Regent Theatre gives it the "Special Added Attraction Position" on its bill. Shea's Hippodrome advertises it even above its five-reel feature. These two houses have profitted immensely by it, as it J. P. Kaufmann and his New Braunfels, Texas, "Palace of Pictures." UNIVERSAL SERVICE BUILT THIS THEATRE. JN the year 1909, J. P. Kaufmann started a little moving picture show in New Braunfels, Texas. It was a show and that was all it was. This was no theatre in the proper sense of the word. They used instead an open top and canvas walls to keep the kids from seeing the show without paying the well-known nickel. When it located there wasn't even a show, but Mr. Kaufmann made the success of his theatre through the pictures he used. After looking over the market he selected Universal as the best allaround service, and has never used any other since. Universal pictures and Universal features have come and gone in New Braunfels, Mr. Kaufmann's show prospered and prospered was the advertising which they did on the Pershing special which got them both the audiences and the enthusiasm. "LAZY WOMEN.' J. Schmidt, manager for "Idle * Wives" for Ohio, Kentucky and Indiana, says he played the Majestic Theatre, Ashtabula, recently to big business — and for one reason. There are a lot of foreigners in that city and they didn't know what the title meant. So Schmidt got an interpreter to explain. One party still shouted: "You don't know what that means? Why, it simply means 'Lazy Women.' " and in a little less than two years, business had increased and sufficient money had come in to warrant putting up a permanent building. It was built in 1911, and has been extremely successful ever since with Universal features. The theatre rejoices in the high sounding title "Kaufmann's Palace of Pictures." Mr. Kaufmann himself may be seen in the illustration on this page, the centre of the trio sitting on the curb in front of the Palace. On the day this was taken Mr. Kaufmann w^as using a Butterfly Picture, Herbert Rawlinson in "Like Wildfire," and the L-Ko Komedy, "Chicken Chased and Henpecked." Contrary to the custom in most small towns, Kaufmann's Palace of Pictures opens at noon daily and plays a continuous program.