Universal Weekly (1914-1915)

32 THE UNIVERSAL WEEKLY LOOK OUT FOR DYNAMITE!— Continued from Page 2. Climb out of the rut. Break the ice. Don't be governed by habit or fear. Go after your patrons constantly. Gain their confidence by telling them the plain truth, over and over again, just as I have done with you. It isn't necessary to exaggerate or to manufacture reasons for the advance in price. The reasons are big enough and real enough as they are, without frills being added. Your Universal exchange is neither morally nor legally bound to furnish you with "The Master Key" as a part of your regular service. It is going to cost him so much that he will be compelled to get extra money for it. BUT HE WILL GIVE YOU THE PREFERENCE IN THE MATTER OF BOOKING. Count yourself lucky to be numbered among the PREFERRED LIST, for you are going to get a serial that will coin money for you and add to your prestige. If some of you are getting tired of having me shout higher prices at you, it is because you are trying to live by the rule of the past instead of the the rule of the present. I could tell you lots of things that would be more plesant for you to read, but I'm trying to make myself useful to you. And the best friend you've got is the one who tells you the plain truth, not one who kids you along into a sense of fancied security. If I saw you standing over a ton of dynamite that was about to explode I'd consider myself a better friend if I disturbed your peace of mind and forced you to take instant action to insure your safety than I would if I talked to you soo thingly about the pretty leaves on the beautiful trees for fear it might worry you to krjow about the coming bust! So I tell you again: — Start the ball rolling to raise the price of admission and MEET YOUR EXCHANGE MAN MORE THAN HALF WAY WHEN HE COMES TO YOU WITH 'THE MASTER KEY". MRS. LAEMMLE ARRIVES AS WE GO TO PRESS. In bringing Mrs. Carl Laemmle, her sister, Mrs. Maurice Fleckles, and his two children home from warstricken Europe, the arrival of the good ship "Rotterdam", last Saturday, lifted a great weight from the heart of President Laemmle. The faithful stewardship of Maurice Fleckles is at an end and his errand successfully and brilliantly accomplishedHe has delivered his charges safely to those who waited so anxiously for them and has thereby earned the thanks of all Universalites, from the president of the great organizatic i down to the humblest employe and the smallest exhibitor. For in all the mu'tiferious details which have beset President Laemmle in this period of wonderful ex pansion of the Universal, there has not been absent from his mind for one moment the dangers which his loved ones were running, dangers which no martal man could have foreseen or guarded against. It is not difficult, therefore, to appreciate the relief which he now feels and the added zest with which he will now manage the affairs of the Universal. Mr. Fleckles has a wonderful story to tell and he will tell it in the next issue of the Weekly. Watch for it. POOR TOBY. Poor little Toby is dead. Blankets and blankets of gloom have temporarily shrouded Mary Fuller's happiness Her dearly beloved doggy has gone and died. Miss Fuller really loved the dog, Toby. She had brought him back with her from the country, and a horrible hotel clerk had informed her that she must "take that dog somewhere else". She cried & little and then put the dog in a private kennel. The dog, unused to the strange surroundings, refused to eat, but spent the days whining for his mistress. Gradually the little animal became weaker, until he just lay down and slowly passed away . R. H. COCHRANE'S BABY. Joy reigns in the home of Mr. R. H. Cohrane, secretary and treasurer of the Universal Film Manufacturing Co Mrs. Cochrane, last week, presented him with a bouncing son and heir. The new arrival will be named Robert H. Junior Both Mrs. Cochrane and Master "R. H Jr.. are doing splendidly, thank you.