Universal Weekly (1923-1925)

Vol. 20, No. 12 Universal Weekly 13 The Hunchback^^ Hangs Up Another Record For The Star 1^ With Other Big Pictures and Vaudeville As Opposition, Nelson Has a $2,000 Week. '^~^HAT exploitation makes "The Hunchback of Notre Dame" an unbeatable box-office attraction was proved when Mauince Davis, Universal's St. Louis expioiteer, took the picture to the Star Theatre in Quincy, 111., and broke "The Covered Wagon" record of that house and more than doubled its business on "Monsieur Beaucaire." Working with Herman Nelson, the Star's owner, Davis spent a little more than $100 to get a $2,000 week — in a theatre which seated less than 400 persons. "The Hunchback" did it against the toughest kind of competition. For it alone, unsupported by anything else. Nelson got 50 cents. He got his record against the beautiful new Washington Square Theatre, which gave five acts of Pantages vaudeville, and Goldwyn's biggest pictures, for 50 cents; and against the newly-remodeled Orpheum, which gave five acts of Junior Orpheum vaudeville and big First National pictures for that price. He got it bucking their midweek changes by running "The Hunchback" for a full week, to see it BUILD each day. Nelson's opening ad dominated the amusement pages by size, as well as appearance. Following the opening, the widely-known (and believed) local newspaper critics were quoted. Advertising continued through the engagement, the ads dwindling to a warning, "Last Two Days" and •"Last Times TODAY." The Western Catholic, a weekly which reaches Catholics all through Quincy's neighborhood, ran a back-page ad, telling in big type that in St. Louis, Archbishop Glennon's own newspaper had endorsed "The Hunchback." It also ran a very favorable story. Nelson gave a special complimentary matinee to the Franciscan monks of Quincy College, to the Catholic Clergy of Quincy, and to its Protestant ministers. ' Splendid wordof-mouth advertising resulted. In addition, ministers and priests were quoted in the newspapers, praising Mr. Laemmle and the picture. A private screening for the sisterhoods of Quincy, held in the auditorium of Notre Dame of Quincy, gained the picture more favorable advertising. A number of Catholic schools dismissed early Friday afternoon, the children being instructed to see the picture. Do you wonder that Herman Nelson sent a congratulatory wire to Carl Laemmle telling him of the business the picture did? Jess Robbins Engaged To Direct Wanda Wiley WORD has just been received from Julius Stern, president of Century Comedies, now in Hollywood supervising next year's product, of the engagement of Jess Robbins, well-known director of feature and comedy productions, to direct Wanda Wiley, Century star, in her new series of two-reel comedies to be made from stories by the well-known French humorist, Georges Fouret. In looking for a director to make these stories, Mr. Stern combed the industry before deciding on Robbins. He selected him because of his enviable record as a director, not only of comedies, but of feature length productions as well. Robbins directed many of the "Fight and Win" series for Universal. Robbins made comedies for Century a few years back with signal success and this Mr. Stem also had in mind when he engaged him. Production of the special Wanda Wiley series will start within the next two weeks. A faster, funnier romance than 'Sporting Youth' Carl Laemmle nesents REGINALD DENNY and a live wire cast including Ruth Dwyer— Dorothy Revier-Hayden Stevenson and others — From the novel "Love Insurance" by Earl Derr Biggevs. A HARRY POLLARD PRODUCTION "GAVE US THE BEST WEEK IN OVER THREE months. Fine! Fast-moving." — Liberty Theatre, Kansas City, Mo. "SHOULD BE BOOKED BY ALL LIVE EXHIBitors. High-class!" — Caughren Theatre, Sauk Centre, Minn. "THE FINEST ENTERTAINMENT WE HAVE had in our theatre this year!" — National Theatre, Stockton, Cal. "CROWDS COMPLETELY FILLED LOBBY AND sidewalk awaiting admission! Mob!" — Rialto Theatre, Houston, Texas Nationally advertised in The Saturday Evening Post Universal has the Pictures !