Universal Weekly (1925-1933)

18 Universal Weekly May 29, 1926 Broadway Roars At "Skinner's Dress Suit" f <OKINNER'S DRESS SUIT," Uni ^ versal's latest Jewel picture starring Reginald Denny, with Laura La Plante in a featured role, had its New York premiere in the Rivoli Theatre. It was a decided hit with New York movie fans, and evoked the praise of the newspaper critics for its spontaneous humor and rollicking situations. The first Universal picture which has been shown on the Rivoli screen in many months, the Reginald Denny Production played in opposition to another Universal picture, "The Midnight Sun," at the Colony Theatre. Laura La Plante was starred in the Colony feature. "Skinner's Dress Suit" is a modern screen adaptation from Henry Irving Dodge's famous story and play of that name. The Universal production was directed by William A. Seiter, who has proved himself a past-master, in this instance, in the art of screen humor. The farcecomedy, which deals with the social and business rise of a young man after he has invested in a dress suit, is filled with hilarious situations, dressed by Denny's special adeptness in funny situations. The story was put into scenario form by Rex Taylor, and a strong cast was allowed to Seiter for the production. Among the supporting players were Ben Hendricks, Jr., Arthur Lake, Hedda Hopper, Lionel Brahms, Betty Morrisey, Henry A. Barrows, William A. Strauss, Lila Leslie, Broderick O'Farrel, Lucilie Ward, Lucille De Neville and Frona Hale. An indication of the reception accorded to "Skinner's Dress Suit" by the New York critics may be had from the following excerpts: Evening World: "Good comedy from first to last. It emphasizes again the abilities of Reginald Denny as one of our most pleasing farceurs and pantomimists." Evening Journal: "It's a decidedly amusing comedy, with Denny doing his usual breezy acting." The Times : "The farcical situations in 'Skinner's Dress Suit,' the photoplay at the Rivoli, were greeted yesterday afternoon by many a good hearty round of applause." Daily News: "A funny picture, b'gosh! It's difficult to be critical of a film that keeps one laughing most of the time." Morning Telegraph: "Reginald Denny is at his best in 'Skinner's Dress Suit.' He has taken advantage of every opportunity. If he had never been known before, his characterizations of Skinner would have made him a favorite. And Laura La Plante, the featured player of the cast, has never been seen to better advantage. She was delightful." The Herald-Tribune: "It was extremely amusing. Reginald Denny is ingenious and ingratiating. Laura La Plante is ingenious and intriguing. Evening Graphic: "'Skinner's Dress Suit' undoubtedly will give you an entertaining hour and a half." The Telegram: "As bright and bonny a version of 'Skinner's Dress Suit' as ever twitched and fluttered. It moves along at a brisk pace and new gags and quips have been brought to bear with good effect." The American: "This is just the kind of farce those two (Denny and La Plante) should make all the time." Daily Mirror: "Reginald Denny at his best in situations guaranteed to stimulate laughs. A merry comedy." "Skinner's Dress Suit" is one of the late spring Universal releases and will prove a Godsend to exhibitors playing it during the difficult days of summer. Universal Jewel with Reginald Denny and Laura La Plante Keeps Audience in Gales of Laughter — Adapted from Famous Henry Irving Dodge Story and Play — Praised By New York Critics. IIIMIIIIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIMIIIIIIIMIIIIIIIIIIIII Exhibitors Becoming Greater Showmen DAVE BADER, accessory sales manager, recently returned from an extended trip throughout the West and Middle West on a special tour of investigation of Universale Advertising Accessory Departments. He started on his trip immediately after the last of the five Universals Sales Conventions was concluded at Los Angeles. According to Bader, conditions are steadily improving all along the line, both in film presentation and the use of accessories. "From what I have seen," he states, "exhibitors, large and small are getting behind their product better than they have ever gotten behind it before. They are giving more attention to their lobby displays and are using more window cards, photos, heralds, etc., than in the past. They seem to be taking a much greater interest in the management of their theatres than in recent years. The exhibitors are showing a marked interest in newspaper advertising and general publicity. Where most of them in the past had been accustomed to place an order for a single one-sheet and a set of photos, they now order a large quantity and place their orders far enough in advance, and not the last minute, to assure receiving accessories in time to properly exploit their pictures. The method of doing business in the past — ordering accessories at the last moment— has been done away with by the exhibitors themselves, from what I could see, because th« exhibitor knows from experience that advance advertising is a very important thing." Bader visited, besides Detroit, Chicago and New Orleans, the following exchanges: Los Angeles, San Francisco, Portland, Seattle, Butte, Salt Lake City, Denver, Kansas City and St. Louis. He made several appointments promoting several advertising accessory managers to District accessory supervisors. Universal now has ten supervisors throughout the country. The advertising accessory departments, Bader feels sure, are doing their share to give exhibitors Universal service. On Return From Countrywide Tour, Dave Bader, Universal Accessories Head, Reports Interest in Advertising Accessories Continually Increasing.