Universal Weekly (1922)

40 Universal Weekly December 30, 1922 Fourth Run of "Foolish Wives" Shatters Box Office Records M'Kt WHEN "Foolish Wives" played the Princess Theatre, Sugar House, a suburb of Salt Lake City, a big exploitation campaign was inaugurated and put over by Manager James P. Shea, assisted by Harry Mann, Universal Exploiteer of the Salt Lake Exchange. Notwithstanding the fact that the picture was only a two-day engagement and that it was the fourth run for Salt Lake, Manager Shea felt the picture deserved all the boosting possible and went after it. The results speak for themselves — all house records were broken for the two-day run. The seating capacity of the Princess is four hundred and fifty and with three shows a night the crowds were lined up in the street. So strong was the popular demand for the picture that Mr. Shea would have held it for a third day had booking dates permitted. The best he could do, however, was to promise his dis % X Spamer of the St. Louis Qlobe* Democrat Praises 'The Storm9 (Continued from Page 30) derful examples of cinematography. The action at no time becomes extravagant or unbelievable; in other words, the story is plausible and, who knows, it may have happened just as depicted. House Peters, one of the undoubted .screen favorites, makes an excellent impression as the Canadian backwoodsman. Matt Moore, in the role of the villain, makes handsome amends for all his misdeeds, due to almost uncontrollable love passion, and Virginia Valli as the little heroine is most convincing. "YOU KNOW HOW TIS" VIRGINIA THEATRE Virginia City, Nevada Oct. 20, 1922. Universal Film Exchanges, Inc., San Francisco, Calif. Gentlemen: Will you please accept our thanks and (the praise of our patrons, for giving us so great a picture as "The Storm." The story never dragged for an instant, the acting was faultless, the photography superb, just give us more like it — "you know how 'tis." Very truly yours, C. 0. COLE, Mgr. Clever Display in Toronto, Where "Foolish Wives" Is Breaking Records Still. appointed patrons to play a return engagement of "Foolish Wives" at a future date. The following is a brief resume of the campaign used at the Princess: Full page ad in the Sugar House (Weekly) Times and a two-page magazine supplement of "Foolish Wives" scenes inserted — four thousand of these supplements being used; five twenty four sheets placed at strategic points of entrance to the town; six sheets, three's and one's supplemented by liberal use of window cards and small heralds; every available inch of the lobby covered with oil paintings and panels of characters and scenes of the picture; large window on prominent corner secured for window display of colored stills i — a system of lights behind these stills made an excellent effect at night; two other window tie-ups effected with drugstore and ladies' ready-to-wear shop. Card Trick Used WHEN "Under Two Flags," the Universal-Jewel production, played in San Diego, H. D. McBride, the Universal exploiteer, used a stunt that was both novel and inexpensive for the theatre-owner. A girl dressed in the Cigarette costume visited all stores, cafes and other business houses, as well as street cars, giving out the cards to the passengers. During the off hours in the cafes, the cards were used as "place cards." One was put on each table. The stunt caused considerable talk, people stuck the cards in their pockets and pulled the same thing on their friends. The cost was so small as not to be noticeable. This is a stunt that can be done for other pictures if it is too late for "Under Two Flags." Residence -ALGIERS Phone— SAHARA 123 I AM CIGARETTE The Daughter of the Regiment San Ten Diego iporary Headquarters UNDER TWO at 1140 Fourth FLAGS Street