Universal Weekly (1920, 1923-27)

Vol. 18, No. 6 Universal Weekly 29 THIS WEST?” A UNIVERSAL ATTACTION NOTES THOSE who enjoyed Jack Hoxie in that romantic western drama, “Don Quickshot of the Rio Grande,” his initial starring feature for Universal, will get a thrill and a laugh out of “Where Is This West?” in which the western star is now playing at the Theatre. It is a comedy-drama, presented as a travesty on the “old West,” and offers much in the way of entertainment. George E. Marshall, who directed Hoxie in “Don Quickshot,” also directed his latest feature. ONE of the most spectacular scenes ever filmed is shown in “Where Is This West?” a Universal comedy-drama starring Jack Hoxie, which comes next to the Theatre. The cowboy screen star rides his horse at a run down a hill, carrying Mary Philbin, heroine of the picture, across a gulch and over a moving train. The entire picture is filled with thrills, laughs and dramatic action. George b. marshall, who directed Jack Hoxie in “Don Quickshot of the Rio Grande,” directed “Where Is This West?” a comedy-drama in which Hoxie is starred at the Theatre next It is a rapid-action comedy, woven around a theme of real human interest. The star is supported by Mary Philbin. Joseph Girard, Bob McKenzie and others. AD DISPLAY LINES Bimbo McGurk Crawled Out From Under the Passenger Car Where His Traveling Partner, John Harley, Was Riding Like a Gentleman, Stretched His Fat Legs and Made a Run for the Creek. He Was the Thirstiest Man Alive — and He Was Nearly Half Dead. Then He Missed His Train. Don't Miss “ Where Is This West." John Harley Gazed Out Through the Train Window and Hummed, “That’s Where the West Begins.” The Train Passed a Group of Cowboys, Galloping Along on Horseback. A Bullet Grazed John’s Cheek. “It Has Already Begun,” He Muttered. See Jack Hoxie in “Where Is This West?” Scene Cut No. 2 EXPLOITATION EXPLOITATION is the key to the box-office — use it and make it work right — when you play “Where Is This West” tie-up your exploitation with the title of the picture — that is the way to make this key turn Big Box-Office receipts into your theatre. This picture deals with the fortunes of John Harley. Get in touch with the local milk dealer, have each delivery wagon carry a sign: “You will be as happy as John Harley was when he juggled milk cans, if you use Gorden Brand Milk, but go to the Strand Theatre and see what happened to John, (Dates) .” You can get your local dealers interested in a double truck ad. You have used this ad idea before, run your own ad across the top of the ad or box it in the center. Suggestions for catch lines for the local advertiser: For the butcher — “In ‘Where Is This West’ you see the ranches where the best cattle are raised and at this store you buy the best cuts.” Have the following printed in a flashy display on cards to be used for throwaways: “One man — a laborer, but happy — one girl — a waitress, tired and unhappy — a chum of the man’s. This strange trio is brought together. They go to find ‘Where Is This West,’ and in doing so find adventure, love and intrigue. Come to the Strand Theatre (dates) and see.” Fix up your lobby with milk cans and ranch equipment, saddles, guns and soforth to give the cowboy effect. A card center between this display to read: “Would you give up work in a milk company to go west? John Harley and his chum did. Come in and see what they found.”