Universal Weekly (1920, 1923-27)

14 Universal Weekly February 20, 1926 Universal Takes Over Colony To Present Jewels and Super-Features in Moss House For Six Months Beginning February 7th — “What Happened To Jones,” the First. THE Universal Pictures Corporation has taken over the B. S. Moss Colony Theatre, Broadway at Fiftythird street, for six months beginning February 7th, when Universal opened the house with “What Happened to Jones,” the new Reginald Denny picture. Announcement of the new arrangement was made last week by R. H. Cochrane, vice-president of the Universal organization. “We have been seeking a Broadway theatre for our pictures for sometime. Although the high quality of our Jewels has consistently won for them a place on various Broadway screens, we have not been satisfied with this kind of representation and want an outlet which will be definitely identified with Universal Pictures. “We have been considering several theatres recently, among them certain legitimate houses, but we narrowed our choice down to the Colony because we want a theatre which is strictly a moving picture theatre, built for moving pictures and which has the regular moving picture atmosphere. In the Colony we also have found a theatre which has a built-up moving picture clientele. “The arrangements agreed upon by Mr. Moss and Mr. E. H. Goldstein, treasurer of Universal, include the management of the theatre, the control of its booking, and the control of its advertising, during the period of the agreement. “In taking over the Colony, we are retaining the entire managerial and operative personnel of the house, who will continue to function for us, just as before. “Our current Reginald Denny success, ‘What Happened to Jones’ is the first Universal presentation in the Colony. It opened Sunday, February 7th, for a run of several weeks. This is a William Seiter Production and it is interesting to note that Seiter was in New York for the Broadway premiere of his picture. He came in Saturday in order to see the current stage success, “Beware of Widows,” which he will adapt as a UniversalJewel as soon as he returns to the Coast. ‘“What Happened to Jones’ is a rollicking farce comedy adapted from the George Broadhurst stage play of that name. Following the Denny picture will be ‘The Cohens and Kellys,’ directed by Harry Pollard from Aaron Hoffman’s stage play, and featuring Charlie Murray, George Sidney and Vera Gordon. Then there will be ‘Watch Your Wife,’ a Svend Gade Jewel starring Pat O’Malley and Virginia Valli, and ‘Combat,’ a new House Peters picture with a rugged lumber camp setting. “The outstanding Universal pictures to be shown in the Colony will be our great western epic ‘The Flaming Frontier,’ built around Custer’s Last Stand, and featuring Hoot Gibson and Dustin Farnum, directed by Edward Sedgwick; and ‘The Midnight Sun,’ a gorgeous super picture made by Dimitri Buchowetzki for Universal. It is a dramatic and romantic spectacle of old world courts, and features Laura La Plante, Pat O’Malley and Raymond Keane. “ ‘The Flaming Frontier1 and ‘The Midnight Sun’ are destined to follow in the footsteps of ‘The Hunchback of Notre Dame’ and ‘The Phantom of the Opera.’ They are two of Universal’s exceptional offerings for next season. Both will have extended runs in the Colony.” Ad Men Pay Tribute To Universal Head OF the many congratulatory messages received by Carl Laemmle in connection with the observance of his twentieth anniversary in the industry, the following tribute from the Associated Motion Picture Advertisers shows in what esteem the Universal chief is held by the trade. The AMPA’s testimonial reads : WHEREAS: Carl Laemmle is now celebrating the Twentieth Anniversary of his entry into the Motion Picture Industry, concluding the second decade of a career distinguished by its consistently clean tactics, unfailing independence and ceaseless worthiness of effort and WHEREAS: Carl Laemmle has, by virtue of his tireless efforts, been instrumental in advancing the progress of the Motion Picture Art, and enhancing the prestige of our great industry; and WHEREAS: Carl Laemmle has, in recognition of his splendid achievements, been justly described as one of the Immortals of the Motion Picture Industry; BE IT RESOLVED: That we, The Associated Motion Picture Advertisers Incorporated, do here by _ tender to Carl Laemmle, President of the Universal Pictures Corporation, our heartiest congratulations on the occasion of his Twentieth Anniversary in Motion Pictures, and do extend to him pur sincerest good wishes for the continuance of his long and deserved success as a Producer, Distributor and Exhibitor of Motion Pictures. Salt Lake Attorney Praises “His People” AS part of the exploitation campaign for “His People” in Salt Lake City a pre-view was held to which were invited prominent men and women of the city. Among these was Daniel Alexander, a well-known attorney. Mr. Alexander was unable to attend but he had seen the picture previously and wrote of it as follows: Upon my return to the city today, after an absence of some time, I found your letter of January 25th inviting me to be present at the preview of your production “His People” which was held yesterday at the Pantages Theatre. Please accept my thanks for your kindness in extending this invitation. While in San Francisco recently, I saw this magnificent film and predict that it will receive the same tremendous crowds in this city that it is drawing everywhere else. The crowds in San Francisco were so dense in front of the California Theatre, where the picture was being shown, that it required traffic officers to take care of the crowd. I do not think I have ever seen a picture which blends pathos and humor more beautifully than this. The acting of Rudolph Schildkraut and Rosa Rosanova is artistry of the highest type and the audience found itself moved from tears to laughter by the mere twitching of the muscles of the faces of these artists. These artists have excellent support and the picture throughout is one desrving of unusual praise.