Universal Weekly (1924-1936)

November 6, 1926 Universal Weekly 13 Exchanges Stage Surprise Sales Drive As Unique Testimonial to Carl Laemmle Without Notifying Home Office, Field Force Organized and Are Putting Over the Most Successful Drive in Universal's History as Their Welcome Home Party As a tribute to their chief, Carl Laemmle, and as an expression of their joy over his recovery and safe return to America, the Universal Sales Force is now putting over the most novel "welcome home" party ever tendered a film official. It is a Laemmle Surprise Celebration, taking the form of a concentrated sales and date ■drive, which bids fair to top by far any other sales contest ever held by Universal. This unique drive, just announced, was conceived and organized, and is being carried through entirely by the managers, salesmen, sales executives and other workers in the various Universal exchanges in the United States and Canada. It was not tipped off to Laemmle, to Lou B. Matzger, general sales manager, or the Universal Home Office until this week, when it came as a complete surprise. The idea occured to H. M. Herbel, Pittsburgh manager for Universal, who immediately queried the other exchange managers. They eagerly offered their co-operation, and chose Pittsburgh as headquarters for the drive. The entire Universal exchange system banded together to surprise Laemmle with a period of the greatest sales and play-date activity in the history of Universal. The ex ' change managers and salesmen dug into their pockets to make up a prize fund of $1500 to be distributed to the exchanges, salesmen and other workers showing the best re sults in the drive. Many side bets between rival exchanges and a sweepstakes between accessory managers await the results of the two weeks period which started October 17th and will end October 31st. The ingenuity of the sales force is shown by a further arrangement by which the Universal business immediately before and after the drive period is protected. The exchanges must keep their business up to normal during the two weeks preceding and the two weeks following the drive. If Laemmle needs any tonic in addition to the ministrations of his family and friends during his convalescence and the stirring "home coming" accorded him recently by the heads of the industry, that tonic will be the loyalty and enthusiasm of his field force and proof of the great popularity of Universal pictures as demonstrated by the almost universal showing of these pictures in America's theatres during the Laemmle Surprise Celebration period. The first inkling the Universal chief had of the Surprise Celebration was the following telegram, received this week by Mr. Laemmle from the Laemmle Surprise Celebration headquarters: "You may have noted the absence of representatives of your field and exchange force from your great home-coming welcome party. You may have wondered about it. The fact is, we could {Continued on page 34.) iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiiiiitiiiiiiiiiiiiiiiiii Special Showing of "Michael Strogoff" Elicits High Praise of Indiana Women <<]y yflCHAEL STROGOFF," the big Universal Film de |V| France special, made from Jules Verne's thrilling romance by the French Societe des Cineromans and to be distributed in America by Universal Pictures Corporation, had its American premiere recently in Indianapolis before the State Federation of Women's Clubs and Photoplay Indorsers of that State. Presented before the hundred of delegates at a midnight show in the Circle Theatre, Indianapolis, the picture made a vivid impression upon the audience, members of which characterized it as "marvelous," "wonderful," "The greatest picture ever seen" and by similar striking encomiums. No more exacting test could be conceived for a film than a premiere before representatives of such clubs, up-lift societies and photoplay indorsers. Universal executives draw from the enthusiastic praise given to the picture by the Indiana federation a well seated conviction that the picture is just as big as it has been heralded and is due to be one of the sensations of the current film year. The Indianapolis showing was arranged by William Esch, exchange manager for Universal in that territory, and his report indicates that popular success of "Michael Strogoff" is assured. Many of those who attended the private showing are going to return to their homes with the intention of influencing their local exhibitors to book the picture. In expressing the attitude of the Indiana Indorsers of Photoplays towards "Michael Strogoff," Mrs. Bloomfield Moore, corresponding secretary of that organization, wrote to Carl Laemmle, president of Universal as follows: "Everyone was deeply moved by the magnificence of this picture. The acting, by a brilliant cast headed by Ivan Moskin, again shows how much stress your director lays upon make-up and accurate settings and costumes. We appreciate your efforts in giving the public this wonderful picturization of Jules Verne's thrilling book." Various other members of the several organizations characterized the picture in the following phrases: "Very fine. The acting is wonderful." "A marvelous production — splendidly acted." "Finest picture I ever saw." "Equal to any production ever seen." "A glorious picture." "A strong play, beautifully photographed, with wonderful exactness of detail." "The most wonderful picture yet. Acting superb — scenic effects gorgeous." "Intensely exciting." "Never have I seen such a strong picture. Wonderful and almost beyond imagination. Powerful and marvelous." Ivan Moskin, the star in the picture, who has been signed up by Laemmle to come to America and appear in pictures made at Universal City, is hailed as another Valentino by Mrs. A. L. Orndorff, of the Board of Photoplay Indorsers of Indianapolis.