Universal Weekly (1917-1934)

-THE MOVING PICTURE WEEKLY Seven two-reel dramas that fill to the brim that longing in the heart of every virile human for stories of smashing, red-blooded mystery. Founded on the justly popular "Yorke Norroy" stories, written by George Bronson Howard — featuring Each story features a different leading lady — a Universal stunt that has made a hit with the fans who have seen "Yorke Norroy. Diplomatic Agent." Mr. Howard himself directed the entire series, and has been exceptionally successful in holding all of the vigor and punch of the published stories. Get full details from your nearest Universal Exchange. Ask about the unusual ad props — or write direct to UNIVCERSAL FILM MANUFACTURING CO., Carl Laemmle, President, "The Largest Film Manufacturing Concern in the .Universe," 1600 Broadway, New York. DODaNG THE I ROM September to June, the average picture theatre owner gives an excellent imitation of a wilcat in action in his endeavor to keep old man Bum Business at a respectful distance. But with the coming of June, the exhibitor's heart turns to butter and is melted by the first rays of the hot summer sun. The result is that his opponent has things pretty much his own way. As a matter of fact, there is no real reason why the moving picture theatre should not do almost as much business during the summer as is done during fall, winter and spring. If the public will tramp through mud, snow, slush and rain during the other three seasons to see its favorite form of entertainment, it can be induced to sit in the cool airdrome, or in the well-ventilated theatre during June, July and August. If custom is keeping the public away, every advertising weapon available should be brought into play to either break or change it. The public should be told of the special advantages of seeing pictures during the warm period. The cry of the efficiency experts who have studied the exhibitor's problems is that the showman must merchandise his theatre — that it is up to him to put his enterprise upon the same sound basis as does the merchant in any other field. That these experts are correct is seen in the fact that there is hardly a single legitimate business that closes its doors during the summer months. Where seasonal changes are likely to have a bad effect upon business, the merchants liable to be influenced by these changes put their best foot forward and endeavor to overcome the harmful conditions. And the better the quality of salesmanship displayed by the merchants, the greater is the measure of their success. The success of the exhibitor therefore depends upon tne salesmanship he displays. If he is of the ribboncounter tvne, he is content to hang around his lobby and wait for business to drift into his house. If he is of the aggressive insurance-agent type, he goes after his prospects, wherever they may be, and never lets up until he has thoroughly sold them on the merits of his proposition. Once sold, he makes it his business to see that thev STAY sold. There are many exhibitors who do a thriving business during the summer months because they make a special effort to land and hold the crowds throughout that period. npHE success of any moving -■ quality of salesmanship ( a high form of entertainmen is no such thing as the **Summ< have helped other exhibitors d write us how you go about th< the idea of seeing pictures durin One exhibitor, for instance, made last summer as profitable as the previous spring had been because he got the local merchants to co-operate with him. There was the case of the confectioner who was exceedingly anxious to get some of the ice-cream soda trade that was flowing into the largest drug store in town. This confectioner was located just half a block away from the theatre in question. Calling upon the soda merchant, the exhibitor suggested that the former could get some exceedingly valuable advertising and succeed in building up a regular clientele by going after the trade of the people patronizing the picture theatre. This could be done by giving every man, woman and child attending the theatre a coupon entitling bearer to a free ice-cream soda. The coupons were to be paid for the exhibitor at the rate of one cent for each one redeemed. The day on which the coupons were to be distributed was to be known as "FREE ICE-CREAM SODA DAY." The advertising mediums were to be the screen, all printed matter issued by the exhibitor, and the confectioner's windows. The exhibitor figured that although ' each ice-cream coupon redeemed cost ' a cent, it was worth that much to get photoplay patrons into his theatre on the days when business was at its | lowest level. At most, it simply rep I resented a few extra dollars spent j on advertising. The confectioner speedily saw that while his loss averaged about oneand-a-half cents per coupon redeemed, each coupon represented a possible permanent customer. It meant getting the crowd into the habit of coming his way. It required but little argument to get the soda dispenser's consent to the plan, which was to remain in force for two weeks. At the err^ that period, however, the results proved so gratifying to both the amusement and represhment mer