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Vol. 16, No. 18
Universal Weekly
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Examiner Pages Moves to Doivntoivn Office to Advertise "The Mirror"
Newspaper Window Tie-Up
THE files of the Los Angeles Examiner were requisitioned by H. D. McBride, Universale Los Angeles Exploiteer in exploiting the second issue of "The Mirror," showing the San Francisco fire of 1906, during its run at the Mission Theatre.
The newspaper files for the month of April, 1906, were borrowed from the main plant of the Examiner and moved to their downtown branch, where the pages describing the terrible catastrophe of sixteen years ago were displayed along with photos from the production.
A 30x40 enlargement of one of the stills showing San Francisco in ruins immediately following the fire, formed the center of the display. The old files, plus the authenticity of the actual photographs, proved a good attentiongetter and a money-getter for the Mission box-office.
Insurance Club Sees
Mirror Number Two
THE great San Francisco Earthquake and Fire was vividly recalled to the members of the Insurance Club of Chicago at a recent meeting of that organization, when those present were treated to a pre-view showing of International "Mirror No. 2," released through Universal Pictures Corporation, as part of a series recording historical events in the United States.
One always remembers such catastrophes as the San Francisco Earthquake and Fire, the Burning of the Slocum, the Chicago Fire, the First Airplane, the Sinking of the Lusitania, but a pnan's mind needs occasional prodding to have him actually recall one such episode. The mind remembers, but the eye pictures only cursory details of such events, unless one happens to have been "on the spot" at the time.
At this showing of Mirror No. 2, the insurance men were amazed with the clearness of scene after scene shown by the film — pictures taken during the progress of the conflagration and the first weeks of reconstruction. The interest of these old scenes was greatly enhanced by the intermingling of present-day views of streets and sections, with the scenes of blocks completely destroyed by the quake and resulting fire. The comparison, needless to say, was an obvious and impressive one.
NOW
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LOS ANGELES
READ THIS WIRE!
I
WANT to take this means of congratulating you on the excellent
quality and drawing power of your single-reel subject, 'The San Francisco fire,' " writes Managing Director Harry David, of the Mission Theatre. "It is in its fifth week at the Mission Theatre as an added attraction, and will no doubt run until after the New Year. Its worth is more than appreciated by both the audiences and myself."
RE LEASEDWiSSIUNI VERSAL