The Moving Picture Weekly (1919-1922)

Vol. 15, No. 15 The Moving Picture Weekly 21 xows At Summer Prices WILL Rent Solid Programs of Unit Shows Shipped in One Case — Wonderful Combinations to Suit Showmanship Requirements of Each Individual — Eliminate Booking Worries, Transportation Costs, High Rentals. what he might make with his house, but loses patronage which he finds hard to get back in the fall. A closed picture house causes the people to get out of the habit of looking to moving pictures for their entertainment. This point should be considered seriously at this time, when radio telephony is in the midst of a phenomenal rise in popular favor with its 'stay at home' appeal. "The serials will embrace chapter plays made with Eileen Sedgwick, Eddie Polo, Art Acord, George Walsh and Harry Myers. Universal's highly successful series of 'thrills from history' chapter-plays will be available in these solid programme shows. A Fight in Sight "Exhibitors are faced with a fight to keep their present patronage. It is no time to let up or back down and allow some other amusement to draw the people. In this fight to keep up the popularity of the screen, Universal is going to take its place in the front line trenches alongside of the exhibitor. "This solid programme summer show plan is just one evidence of the extent to which Universal will go to help its exhibitor patrons. It is confidently believed that this plan will help many an exhibitor to pull through the summer, when ordinary booking problems and disappointments, coupled with high rental prices, might force him to close his theatre. "There are more than a thousand successful Universal pictures of comparatively recent date which are available for these solid programme summer shows, making a wide range of picture combinations to choose from. "Thus, an exhibitor will be able to buy a comedy-drama programme or a straight Western programme or an out-of-doors picture programme. On the other hand, there will be all sorts and combinations of features, Westerns and comedies, to be had." Variety of Talent There will be no attempt to force any kind or class of pictures on the exhibitor with these shows. The variety will be such that any demand can be met. An exhibitor will be able to get as many pictures of any one star that he wants, or he will be able to run many days without repeating the star. It is understood that among the many novel summer innovations to be inaugurated by Universal with the unit programme plan will be the offering of serials for release three episodes at a time. This will enable an exhibitor to run a serial week, in which the main part of his show each day will be three episodes, or six reels of a serial, followed by a comedy and a news reel. Such popular serials as "Winners of the West," "With Stanley in Africa" and "The Adventures of Robinson Crusoe" will be available for release by this method as well as otherwise. Similarly, "The Leather Pushers," six rounds of two reels each, may be booked in two days. Also, exhibitors who want to specialize on any star for a week, will be able to obtain unit shows featuring that star. Thus a "flapper week" may be held, featuring comedy dramas by Gladys Walton or Marie Prevost. A "Western" week will be available with pictures made by Carey and Gibson. A Jewel Week Exhibitors wanting to run a full week of Universal-Jewels will find a series of pictures by Priscilla Dean, Harry Carey and others to draw from. Among the Jewels to be included in the summer show programme are "The Trap," with Lon Chaney; "Man to Man" and "The Fox," with Harry Carey; "Conflict" and "Wild Honey," with Priscilla Dean, and "No Woman Knows," with Mabel Julienne Scott and all-star cast. Fine Programmes Universal Attractions will include the following pictures starring Hoot Gibson: "Action," "Red Courage," "Sure Fire," "The Fire Eater," "Headin' West," "The Bearcat" and "Step On It." Gladys Walton's series will include "Short Skirts," "The Rowdy," "High Heels," "Playing With Fire," "The Guttersnipe," "The Wise Kid" and "Second Hand Rose." Those starring Marie Prevost will be "Moonlight Follies," "Nobody's Fool," "A Parisian Scandal," "Don't Get Personal," "The Dangerous Little Demon," and "Kisssed." Frank Mayo's following pictures will be scheduled: "The Fighting Lover," "The Shark Master," "Go Straight," "Dr. Jim," "Across the Deadline," "Tracked to Earth," and "The Man Who Married His Own Wife." Herbert Rawlinson's pictures will include "The Millionaire," "Cheated Hearts," "The Scrapper" and "The Man Under Cover." There also will be pictures starring Miss du Pont, EdiUi Roberts and Carmel Myers. Make It the Biggest Summer You Ever Had!