Universal Weekly (1920, 1923-27)

Vol. 18, No. 6 Universal Weekly 81 U. B. O. Circuit Books 8 Hoot Qibsons THE remarkable record being set by the Universal Jewels for 1923-4 is only one of the reasons why Universal has jumped into first place for the new season. The other reason is Universal program pictures. While “Merry-Go-Round” has been zipping along its record breaking way a host of leading exhibitors has been carefully studying not only the Jewel line-up, but the Star Series line-ups for the new season. The Universal program pictures have earned the name of being the biggest money-makers in the business. This is because they are big enough to play in the big houses and so moderately priced that even the smallest houses can make a nice turnover on them. The Universal program features' have been getting bigger and better right along. Individual theatres have long since given them the stamp of their unqualified approval. Now comes the news from W. C. Herrmann, general manager of the Big U Exchange, that the U. B. 0. has just booked the eight new Hoot VGibson productions for a run over their entire metropolitan circuit. The story of the closing of this big contract is a testimonial to the quality of Universal Special Attractions, and especially to Hoot Gibson westerns. It was not so long ago when Hoot Gibson pictures were admittedly the hardest to sell of the Universal Attractions. It was not because the public did not like these pictures; exhibitors seemed to have the impression that they didn’t. That this impression was a mistake did not begin to manifest itself until some of the leaching showmen tried out the Hoot Gibsons and then started booking the entire series. Slowly but surely the name of Hoot Gibson became synonymous with speed, pep and action. The name Hoot Gibson began to mean real entertainment to the passing public and the public stopped passing and began dropping in, which meant money at the box-office. And so it came about that the name Hoot Gibson eventually meant big money at the box-office. Arthur G. Whyte, booking manager for the Keith, Moss and Proctor houses, and one of the shrewdest buyers in the business, with his weather eye peeled for money-makers, started taking notice of the Universal western star, with the result that Hoot Gibson’s “A Gentleman From America” was tried out in a few of his houses. The result was very gratifying. The public — the Keith, Moss and Proctor public — liked Hoot. Whyte decided to try another. “Out of Luck” was played over his runs. Again Hoot Gibson scored a bull’s-eye. Mr. Whyte’s further action was forestalled by McDonald’s booking “The Ramblin’ Kid” for a week’s run at the Broadway. That settled it for Hoot. Mr. Whyte called for a contract. The signing up of the eight pictures followed. One picture of the By JOE WEIL If she makes a young fellow sad It’s a Chapter in Her Life. If she makes an old man happy It’s a Chapter in Her Life. If you invite her out It’s a Chapter in Her Life. If you scold her It’s a Chapter in Her Life. If you hate her It’s a Chapter in Her Life. If you love her It’s a Chapter in Her Life. And you can’t help Loving her, in A CHAPTER IN HER LIFE. Boook it! Boost it! Lou -Lou ! The place of honor this week goes to Lou Geller. Lou — the prince of good fellows, who makes the 86th Street Winter Garden sunshine park — scores a real scoop by taking over the Harlem Fifth Avenue Theatre. Extensive alteration and all that. But mostly Lou Geller! That means something real. Lou, we’re all rootin’ for you and we all wish you worlds o’ luck in your new domicile. Lou-Lou — Universal Lou! “By Golly, Yes!” Mr. Mayer and Mr. Schneider, of the great team M. & S., were among the famous returning vacationists last week. Says Mr. Mayer to Mr. Schneider: “It’s a big year!” Says Mr. Schneider to Mr. Mayer: “Yes! Look at the signs! It’s a big Universal year.” Say we to M. & S.: “By golly, yes!” To H. W Herman Weingarten opened his new theatre, the Pantheon, in the Bronx last Friday. He staggered the neighborhood with the brilliance of the affair. Some people we know are still staggering! Success, Mr. Weingarten! May every show be .:.r S. R. O. affair. Mr. Weingarten — everlastingly successful! Always 100 per cent Universal. new series, “Blinky,” had previously been acquired by Mr. Mitchell for the Loew Circuit. Which gives Hoot Gibson a 100 per cent score. Changes Which reminds us. Wefngarten’s famous Pantheon, Brooklyn. Taken over by wide-awake Joelson. Who also runs the Academy and Liberty Theatres, Jersey City. And Joelson picks good ol’ Morris Weiser. To run the Pantheon! Full speed ahead, Moi-ris. For success. With the entire Universal product already booked! Watch the crowds at the Parthenon. This fall! And More changes. Simon Lazarus buys interest in Motta & Barr’s three Brooklyn houses — Peerless, Fifth Avenue; Peerless, Third Avenue, and Sunset. The policy of these theatres will remain the same — Universal all the time! Back With Us Aaron Shusterman has returned to the movie fold. Just opened the Bijou, New Brunswick. One of the prettiest houses in Jersey. Mr. Shusterman. We’re glad you came in time. For our Big Ten. Rivet success to your house. Book ’em! Worlds of luck to you. BIG U wishes its many friends a HAPPY AND PROSPEROUS NEW YEAR ntopn oab International News No. 75 The Hague, Holland — Twenty-five years a Queen. Loyal Dutch throngs pay homage to Wilhelmina in Silver Jubilee Festival. Seven U. S ■ destroyers wrecked after running aground on treacherous Pacific rocks. Atlantic City, N. J. — Bathing girl beauties compete for Crown. Enormous crowds see fair contestants from many cities, in boardwalk parade. Interesting Snapshots in the News of the day: Pikes Peak, Colo. — Picturesque glimpses of the Pikes Peak championship race — a sheer climb of 14,OQ,0 feet.