Universal Weekly (November 23, 1912)

28 THE UNIVERSAL WEEKLY STORIES OF THE FILMS [Continued from page 26] settlement. Later the Indians visit the settlement for trading purposes, Dick- son accompanying them. He sees and recognizes Jim and Lucy, but they do not see him. Dickson awaits his chance, se- lects a moment when Lucy is out alone, seizes her and rides off with her. He takes her to his squaw—Red Flower’s tepee. Jim and the trappers give chase when her absence is discovered, but have to abandon their search. Red Flower re- sents the intrusion of the “White Squaw,” but relents when Lucy soothes her and attends to the bruises inflicted by Dick- son. She crawls through the back of the tepee with Lucy, leads her to the edge of the cliff and, going down first, the two women cautiously descend to the bottom of the precipitous cliff by means of a hand-over-hand descent on a climbing grape vine. Dickson and the Indians set out to track them, but Red Flower’s cunning is more than equal to theirs, and after hiding during the day Red Flower steals up to the camp at nightfall and takes two horses. The women ride away. Dickson and the Indians hear the sound of galloping and follow. The girls reach the border of the settlement just in time, and Jim and the trappers ride out and rescue them. Dickson and the braves are pursued and Dickson is killed. Jim and Lucy are reunited amid general congratulations, and Red Flower kneels and, putting Lucy’s hand to her forehead, swears eternal service and fidelity. THE BROKEN RING. (Rex Drama, Nov. 24th.) Luigi, a young Italian, leaves Italy for America to make his fortune. He bids good-bye to his sweetheart, Rosa, and she gives him a half of her mother’s ring, and each promises to keep their half until they meet again. Luigi promises Rosa he will send for her as soon as he can. On arriving in America Luigi becomes an organ grinder, and soon makes enough money to send for Rosa. On Rosa’s ar- rival in New York she loses Luigi’s ad- dress and becomes lost, and in searching for him falls into the hands of Beppo, a former sweetheart of hers, whom she has rejected, and who determines to wed Rosa at any cost. Under pretense of bringing her to Luigi’s home, he entices her into his own room and there makes her a prisoner. Rosa, hearing the organ, goes to the window and looks out and sees it is Luigi. She tries to attract his attention, but failing to do so, breaks the window, throws out half of the ring. It falls at Luigi’s feet. He picks up the ring, attracts the attention of a police- man, and goes into the house where Rosa is prisoner. At last the sweethearts are united and Beppo is taken prisoner. WHY DON’T YOU ADVERTISE, MR. EXHIBITOR? (By Raymond L. Schrock in Photoplay Magazine.) Why don’t you advertise more freely, Mr. Exhibitor? It would seem as if you were afraid to voice your trade. Did you ever stop to think what advertising means to you? What would the big packing companies be without publicity or the famous scouring products be with- out reputation? Get more newspaper space and give your films good, snappy write-ups, or, if the cost is too much, club with the other exhibitors and buy a large space. Get it by yearly contract and save 30% or 40% on your money. If you advertise freely you are making friends with the editors and they will boost your theatre and refuse to print any slanderous articles against you. Be liberal with complimentaries to those connected with the press, for they will circulate boosts in every community. In a certain city of 9,000 population, there are estimated to be 2,600 homes and the town supports two dailies, one of which has a circulation pf 2,400 and the other 2,300, which shows that a very small percentage of the people do not take a paper. Now, if an exhibitor were to ad- vertise in either or both of these papers, he would reach practically every home, for those not taking a paper would either read their neighbor’s sheet or hear of such items over the proverbial back fence. This does not-imply that the ex- hibitor does not know enough, nor will not take steps along the mentioned line, Make Your Lobby Display ATTRACTIVE There is nothing more fascinating to the public than a bright brass frame to display your photos or posters. We make Lobby and Theatre Fixtures and Brass Rails of every description. ' Don’t fail to visit our com- plete New York Show-room 101 Fourth Ave. Write for Catalog ESTABLISHED ISSX THE NEWMAN MFD. CQ. 717-721 Sycamore St. Cincinnati, O. because most of them are highly compe- tent and are ever watchful for improve- ment. For them this is intended as an incentive or an impetus for further ad- vancement. Whenever an advertising scheme presents itself, grab it, investi- gate it, and if it looks good, nail it right on the head. You can’t lose anything by being progressive, and every time you take a chance, you are bound to learn something to your advantage. The na- tional and local organization of exhib- itors have had a marked effect upon the quality of films produced and the former are exerting an invisible power toward better conditions. When broad-minded and progressive men organize to build up and protect a national industry, the film companies will hearken to their de- mand and the minor exhibitors will soon fall in line and help put the business upon a firm and lasting foundation. Demand that Universal Program From Your Exchange. {I It is the Best Program ; in the world. WESTERN JOTTINGS. The “Fort” location has been very animated this week. Director Otis Turner has been putting on a photoplay in which a military post Fourth of July celebration figures. Over one hundred men and women take part in the festivi- ties and an excellent presentment is the result. *******. 1 ; The Massacre of the Fourth Cavalry ■is probably the most novel and sensa- tional two-reel Western feature ever put on. Moreover, it is historical and accu- rate. One scene shows the interior of a burning cabin, showing the suffocation of three people, another scene showing the finding of the charred bodies. The scenes are presented in a most realistic manner. The climax of the play is reached in a scene which will make the audience get up on their feet, or I am vastly mistaken. I watched it done and know. The scene takes place on a sandy plain, with some low hills in the distance. The Indians have led the troopers into an ambush. They scoop out big holes in the sand and bury themselves, and all that can be seen are the ends of the rifle barrels, which look like weeds or stubble. The cavalry ride in and suddenly the sandy plain opens up, the Indians spring to their feet and the unsuspecting cavalry are taken by complete surprise and are massacred. In a further scene the men and horses lie dead in the desert, the men half naked and the victorious In- dians are arrayed in the troopers’ cos- tumes.