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Moving^ Picture
WORLD
Vol. 58, No. 1
SEPTEMBER 2, 1922
PRICE 25 CENTS
JESSE L. LASKY PRESENTS A
George Mel ford
PRODUCTION
mmo sum
WITH
WANDA HAWLEY, MILTON SILLS, ROBERT CAIN, JACQUELINE LOGAN
A MAN’S flaming answer to “The Sheik.” A bigger, better story than that, and a box-office attraction extraordinary.
From the novel by Arthur Weigall Scenario by Olga Pritzlau and Waldemar Young
(2 (paramount picture
FAMOUS PLAYERS- IASKY CORPORATION
Published by CHALMERS PUBLISHING COMPANY
516 FIFTH AVE. NEW YORK CITY
MOVING PICTURE WORLD
JJ2
rrrrrrrr
DOROTHY GISH PRODUCTIONS
pr-esc’n.t
' '
, *
Dorothy
COUNTRY’
» FLAPPER' !n
L
DIRECT FROM A RECORD-BREAKING WEEK IN THE
CAPITOL THEATRE
NEW YORK CITY
TO THE
CALIFORNIA THEATRE
LOS ANGELES
OPENING SEPT. 3
DIRECTED BY F. RICHARD JONES
Famous Director of MICKEY MOLLY-© W/?c> CROSS ROMS of NEW YORK
Cl S^'Stn^rlcjxble offering for
JtncJep end end vOisfrihu-fors
"WIRE US NOW
PRODUCER S SECURITY CORR
516 — 5TH.AVE. NEW YORK
THE YOUNG DIANA
Story by MARIE CORELLI Scenario by LUTH ER REED Di rooted by ROBERT C VIGNOLA and ALBERT CAPELLANI
Settings hy JOSEPH URBAN
Its a Pararn-Qun t~RiG ture
MARION
DAVIES
The YOUNG D IAN A"
Story by MARIE CORELLI Scenario by LUTHER REED
Directed by
ROBERT G.VIGNOLAWALBERT CAPELLAN I
Settings by JOSEPH URBAN
THE role of Diana May is the most interesting Marion Davies has ever created. It of- fers her a wonderful opportunity for the display of her delicate dramatic art — as well as the most gorgeous collection of gowns this delightful star has ever worn. It will appeal tremendously to every member of the fair sex.
“The Young Diana” really mer- its the Motion Picture News characterization :
"The Picture That Has Everything”
Play it to your Profit.
Goldwyn
announces the first qF the
bio pictures
c\"‘v
Rupert''
Hughes'
John '
Rariyro0
Shftlo^
TheBig Birds On The Horizon /
Goldwyn Means Big* Pictures /
Goldwyn announces the first
Rupert Hughes
Now gives us a greater story of American family life
with Claude Gillingwater, Patsy Ruth Miller, Cul- len Landis.
“A m erica’s greatest dramatic artist”
John
Barrymore
as Sir Conan Doyle’s famous character of detective fiction
A CAST TOP-HEAVY WITH TALEN'T
Holmes
From the William Gillette play
Directed by Albert Parker
The Author of “The Old Nest "
Anzia Yezierska’s
ungry
earrs
Directed by
E. Mason Hopper
The story of those who found love, beauty and power in America
Maurice
Tourneur’s
biggest motion picture success
The Christian
By Sir Hall Caine
This picture will create a photoplay sensation
with Richard Dix, Mae Busch, Gareth Hughes, Glaude Gillingwater. Phyllis Haver, Joseph Dowling
Sold individually. Each One
of the Twenty Big Ones
Here is
A Great Picture
J'lie vivid story of n Mississippi flood
-i'j
Directed by Frank Lloyd
with Helene Chadwick, James Kirkwood, Ralph Lewis and Richard Dix
12
Lon
Chaney
gives us his greatest character role in
a Bli*1**
Bargain
The story of a Man-devil and an Ape-man
A story of love and the menace of a mad messenger of science
Directed by Wallace Worsley
Marshall
Neilan’s
cleverest picture
The >4 Strangers’
Banquet
with Hobart Bosworth, Claire Windsor, Rockliffe Fellowes, Nigel Barrie, Claude Gillingwater, Margaret Loomis and Stuart Holmes
advertised to the limit!
G oldwyn Pictures in 1922 "23
GOLDWYN will produce and distribute during the coming year only TWENTY BIG PRODUCTIONS. Each one is a truly BIG picture in every sense of the word. Each picture is being produced in a BIG way, built on the solid foundation of GREAT stories, directed by the foremost directorial minds in the business, backed by the unlimited resources of the Goldwyn organization, created to make money for you. Each will be sold individually on its own merits.
Intensively Advertised
BIG pictures are BIG from the point of view of your box- office and bigger when they are properly advertised and exploited to your audience. We are going to tell America about each GREAT Goldwyn production through a tre- mendous advertising campaign. We will tell your audience about our line-up of powerful attractions through intensive national and local advertising, in the principal magazines, in hundreds of newspapers, on billboards.
Goldwyn Will Make “ Ben Hur”
BEN HUR, the most widely known book in the world is being made by Goldwyn into a colossal dramatic spectacle, filmed in Palestine, Egypt, Italy, America.
Other great Goldwyn pictures to come:
GIMME — another Rupert Hughes knockout.
SIX DAYS— Elinor Glynn's stupendous love drama.
PASSIONS OF THE SEA-R. A. Walsh’s first Big One for Goldwyn.
BROKEN CHAINS— $10,000 prize story directed by Allen Holubar.
THE BITTERNESS OF SWEETS— a wonderful Rupert Hughes story.
September 2, 1922 MOVING PICTURE WORLD
LEAVING THE CREAM IN THE BOTTLE
T RECENTLY left the West Coast Studios, after screening practically all of our fall productions, to be released under the forty- one picture program, sold to exhibitors for the first six months of this year.
In talking to exhibitors of these pictures, I promised them the greatest productions that our Producing Department had ever turned over to us for distribution.
Those of you who bought these produc- tions on faith and on our word, know to what extent our pledges have been kept.
We are releasing these productions just as fast as possible, and in many cases pre- releasing, to get them into your hands at the earliest possible moment.
^ As an example, “Blood and Sand” is just finishing the greatest four weeks’ run in Broadway’s picture history, and could have been kept on indefinitely. Everyone knows it
admits it — but there was something else to think of besides the profits this picture would make for us after an indefinite run.
Exhibitors are in need of box office attrac- tions now more than ever before in their history, so “Blood and Sand” is being sent on its way so that YOU and YOU and YOU may get it soon. Not only to make you
money, not only to start your new season but to show to the people who support your theatre, that this is one of the kind of pictures you were talking of when you told them of the new Paramount program of this season.
And this is but one — there are more to follow— for when you have seen “Man- slaughter,” “The Old Homestead,” “Burn- ing Sands,” “To Have and To Hold,” “The Young Rajah,” “The Spanish Cavalier,”
Clarence and others, you will realize more than ever before what a dependable source of supply means, and that the making of fe0°d pictures is the result of good planning, good thinking, good resources, and good organization— not the result of just big talk.
Two-dollar pictures? Yes, everyone of them, and they could have been shown at $2 for a long run. But you, Mr. Exhibitor, would not have had them for six or eight months, and you need them now.
They were made for you, for picture theatres to run, at popular prices, and bring back your business as only pictures of this kind can do.
Q>ara mount pictures
l+) FAMOUS players -las ky corporation
ADOLPH ZUKOR. President *
'NEW YORK CITY»
Cpa/nmount
ENTERTAINMENTS
c aasi? a theme as big as all outdoors
c^Jai so simple a child can understand it!
HEART INTEREST Plus
storj that digs inlo the Heart ad Imbeds-' therein a never" lo~be* forgotten lesson /
EXPLOITATION VALUE
a storf that will appeal to the masses rather than the classes.
Combined is what Exhibitors have-^ demnded^ou ffi these 3 and more/
_ in
Edward Slomanf s
ir A Personally ProcLaccd PlAcltc II
BLIND JUSTICE
^Adapted From ^ FMNKLR.ADAMS
most popular story^ recently published in
MILTON SILLS PAT OiMALLEY ALEC FRANCIS CARMEL MYERS CHAS CLARY ERIC MAYNE JACK MOWER WALTER LONG
PRODUCTIONS. 45^4 Sunset Slvd.,Los Angetew/.
MUNSEY’S MAGAZINE
d'BOX OFFICE' TITLE.
T-A STORY FRESH in the PUBLIC'S MIND
r \ masterly direction n
4 a PERFECT PRODUCTION <^v'
Sward Sloman
in
James W. Dean, one of America’s foremost newspaper critics, whose reviews are printed in hundreds of papers, said : “Lloyd Hamilton is hereby nominated for a place in the hall of comic immortals. Chaplin, Lloyd and Keaton must crowd up a bit to give him room.”
1LOYD HAMILTON’S excellent work in our Mermaid Comedies h*s earned for ~ him, through the public’s steadily in- creasing approval, promotion to a producing company of his own. Under the name HAMILTON COMEDIES this comedian will present on the screens of the world six feature comedies, each in two parts, for the season of 1922-23.
As much care, thought, time and money will be spent on these Short Subject features as is usually spent only on five-reel pictures.
The first production featuring this great screen humorist will be ready for your en- joyment early in the fall.
Ask the manager of your favorite theatre
LLOYD
HAMILTON
now if he has contracted for HAMILTON COMEDIES, and when he will be able to show you the first picture.
HAMILTON COMEDIES, like all motion pictures released by Educational, will carry our trade-mark on their posters and lobby cards and on the motion pictures themselves.
When You See This Sign Go In —
It’s the Sign of a WHOLE Evening’s Entertainment
HAMILTON!
Is Known To 24,000,000 PEOPLE Who See
C if ■mi ■mu ^ THIS AD IN
The Saturday Evening Post
and the LADIES’ HOME JOURNAL (NtS”eber)
SIX FEATURE TWO-REEL Comedies for 1923
Contract for Series Now!
EDUCATIONAL FILM EXCHANGES, Inc.
P tV Hammons. President
EDUCATIONAL FILM EXCHANGES, Inc.
E. W. Hammons, President
EORE7GAS REPRESE7VTAT71/E
S/DNfy GARRETT
MOVING PICTURE WORLD
September 2, 1922
THIS man married to get hold of his wife’s money. First he eliminated his rival by a framed up robbery. Then he systematically lied, cheated and deceived the innocent girl behind the re- spectability of marriage. Eventually the wife found him out. To save his own reputation he attempted to prove her in- fidelity. She is saved by an unexpected and highly dramatic occurrence.
It is based on life. Any woman in the same situation would do exactly as Leah Baird does.
It is a gorgeous vision of ravishing gowns and lavish settings.
It has an exploitation title. It will open big and hold up for a run.
An early Fall release, now booking.
eptember 2, 1922
MOVING PICTURE WORLD
7
“Don’t Doubt Your Wife” “When The Devil Drives”
Both Brilliant Dramas of Wedded Life by and with
LEAH BAIRD
and now
Her Greatest, Most Astonishing Revela- tion of a Pointed Truth About Men, Women, Love and Marriage.
Directed by Wallace Worsley, supervised by Arthur F. Beck and played by a splen- did cast.
LEAH BAIRD
Jack Mower William Conklin
Katherine Lewis Eulalie Jensen
_ John Cossar
Physical Distributor;
Pathe Exchange A
8
MOVING PICTURE W O R L D
September 2, 1922
TTMTITHVQ
‘ Directed by
Sidney Olcott
Scenario by Katherine Stuart
Here is another story by the beloved author of "’Rebecca” and it is as big, as human, as sweet and appeal- ing as "Rebecca.” It was scena- rioized by the girl who did "The Cinderella Man” and directed by the man who made Mary Pickford’s "Poor Little Peppina.”
"TIMOTHY’S QUEST” is the love- liest, sweetest story that any distrib- utor in the world has for the new season. Prints now being shipped to all our 24 exchanges. See it quick.
AmcriTaTE
RELEASING
CORPORATION
In Canada: Canadian Releasing Corporation, Limited
All the world loved "Rebecca of Sunnybrook Farm” and "Daddy Longlegs” and exhibitors every- where made big money when they played them.
MOVING PICTURE WORLD
9
September 2, 1922
Extended Run at Hlad? Seruiett's mission
Booked immediately on sight and introduced by a tremendous news- paper, billboard and exploitation campaign in the leading extended run theatre on the Pacific Coast, opening Saturday, August 26th.
Booked for the Lubliner and Trinz first run theatres in Chicago, opening August 27 as a pre-release, having its world-premiere at the Los Angeles Mission; following over the entire Lubliner and Trinz chain in Chicago; booked pre-release by Ed Fay in Providence and everywhere announced and expected to be a sensational box-office success based on the picture itself; on the alluring box-office quality and drawing power of its title.
From Paul Potter's Famous Play
Jl Ray C. Smallwood. Production
Featuring Martha Mansfield, Joseph Striker and Henry Harmon.
So, this is Paris !
Mad, fascinating Montmartre. Parisian night life that brings the amusement-seekers of the world to the resorts of the gayest city in all the world.
A spectacular, romantic melodrama, full of color; full of life; full of thrill and excitement and action; a story of love and ambition and temptation revolving around the famous Red Mill.
Prints in all our 24 exchanges now and you can get a pre-release show- ing ahead of its national release September 10.
America it
RELEASING CORPORATION
In Canada: Canadian Releasing Corporation, Limited
presents
QUEEN OF THE MOULIN ROUGE
10
MOVING PICTURE WORLD
September 2, 1922
WHEN WILL YOU SEE RICH MEN’S WIVES
|
Rothafel |
Saw |
|
Balaban & Katz |
Saw |
|
Nicholas Schenck |
Saw |
|
(Loew Circuit) |
|
|
A. H. Blank |
Saw |
|
Eugene Roth |
Saw |
|
Tom Moore |
Saw |
|
Frank Newman |
Saw |
|
Jensen & Von Herberg |
Saw |
|
Fred Miller |
Saw |
|
Skouras Bros. |
Saw |
/
|
Rothafel |
Booked |
|
Balaban & Katz |
Booked |
|
Nicholas Schenck |
Booked |
|
A. H. Blank |
Booked |
|
Eugene Roth |
Booked |
|
Tom Moore |
Booked |
|
Frank Newman |
Booked |
|
Jensen & Von Herberg |
Booked |
|
Fred Miller |
Booked |
|
Skouras Bros. |
Booked |
RICH MEN’S WIVES
BOOKED AT SIGHT
It’s A Money Maker
Arrange to See It at the Nearest A1 Lichtman Exchange
Distributed by
AL-LICHTMAN
C ORP O RAT I O N
576 FIFTH AVENUE NEW YORK CITY
September 2, 1922
MOVING PICTURE WORLD
Lewis J. Selznick
presents
LOVE IS AN
AWFUL THING!
s^OWEN MOORE
stariring\J Y 1 by Victor Heerman
A Victor Heerman Production
%e King ofSarce Comedy in mother Uiotously ‘Sunny Seat ure, ably supported by a notable Selznick cast Which in- cludesMarjorie Venn
C=3
12
MOVING PICTURE WORLD
September 2, 1922
{<■ STRENGTH^!
WILLIAM FOX ANNOUNCES
THE RELEASE ^ X
OF HIS FIRST THREE BIG SPECIALS OF THE NEW SEASON
AN HONEST MOTION PICTURE
RELEASED AUGUST 20th
ALEXANDRE DUMAS'OREATEST STORY
Doo/- c noLU and get \ Nation-coide Pu/ici
RELEASED SEPr
with MARY CARR
NOW ROUNDING OUT ITS ALL-SUMMER NEW YORK RUN
Visiting Exhibitors
k. are invited to stop in and see ox. Specials Showin d There.
September 2, 1922
MOVING PICTURE WORLD
13
14
MOVING PICTURE WORLD
September 2, 1922
It's an audience picture.
V Story by A Mary Murillo %
'w ‘Directed by
Herbert Brenon
And — zowie — what a fight.
A combination that should make the old S. R. O. sign do double duty and stand ’em up to the fire limitations all the week.
A fine actor — a punchy story — an excellent, cast, and a great direc- tor— Farnum was never better suited.
i i i
William Farnum
fflllP
William Farnum Returns to the Big Outdoors.
TTERE is Farnum back in the open with a wonderful child, a sensational dog, a new leading woman, a great story by Mary Murillo, — and directed by Herbert Brenon.
September 2, 1922
MOVING PICTURE WORLD
15
16
MOVING PICTURE WORLD
September 2, 1922
1 1 i a m
ts STRENGTH
in
New York Newspapers Applaud Tony
;C-.
‘We never have seen such remarkable acting on the part of an animal * * * Here is a photoplay that everyone who loves a horse should see.” — N. Y. World.
“You ve seen horses? Oh, no you haven t * * * If you really want to see a horse, look at Tony in the film that bears his name.” — N.Y. American.
“Something worth while and entirely differ ent * * * Mix’s four footed partner has dramatic talents that make him worth his weight in oats.” — N. Y. Herald.
“It is a picture filled with action \ and adventure, packed with thrills and well worth seeing.” — N. Y. s. Commerical.
September 2, 1922
MOVING PICTURE WORLD
17
18
MOVING PICTURE WORLD
September 2, 1922
Then a roar of approval
that shook the gorgeous New York Capitol Theatre from the pit to its glittering dome — that acclaimed Harrv Carey as ABSOLUTELY THE GREATEST WESTERN STAR ON THE SCREEN!
Get this straight, Mr. Exhibitor: Harry Carey is backed today by the greatest organization of practical showmen in the business — by exploitation and showmanship that outdoes anything ever attempted in the past —
We not only give you Harry Carey in a stupendous SHOW but we give you the big-fisted exploitation to jam it over in true Barnum fashion. A red-blooded combination that goes right out and drags ’em in! Hitch up to Harry NOW. Your nearest F. B. O.
Exchange will gladly serve you.
Book
In the dictionary of the show business, /IfcKICKrBACK means SRO-
Distributed by Film Booking Offices of America, Inc. — Exchanges everywhere
A Stirring Novel SCIMITARS OF THE SEA- -By Kingsley Moses
Member NEWSSTAND GROUP — Circulation More Than a Million a Month
Dear Mr. Burr:
1 congratulate you on seeing the motion- picture possi- bilities of Gerald C. Duffy s great story. As a vehicle for Johnny Hines, and with Doris Kenyon, Ejffe Shannon, Edmund Breese, Robert Edeson, J. Barney Sherry and Charles Gerrard, it should make a splendid motion pic- ture.
(Signed) HAROLD HERSEY.
LITERATURE DRAM
EDUCATION CULTURE
MAY
THE MAVCLlJ
Director author cutter, contldult/ writer make up J
/yd ra-
j'n. the /ithout I andle<| flmire." of bed
“‘Sure Fire Flint,’ most extraordinary story, by one of the best writers in the country.’’
C. C. Burr Presents
In the Literary Digest of May 20 th is a reprint of an article which Gerald C. Duffy wrote in Picture Play Magazine. This article appears under the sub- heading “ Letters and Art,” and Mr. Duffy is probably the only screen writer who ever broke into this magazine, let alone this department.
Mr. Harold Hersey, Editor of Ace High Magazine, published by The Readers’ Publishing Corporation, states that Mr. Duffy, in his opinion, is one of the best writers of the day.
JOHNNY HINES DORIS KENYON EDMUND BREESE ROBERT EDESON EFFIE SHANNON CHARLES GERRARD J. BARNEY SHERRY
'Cht iRrabru' ^ubliftiing Corporafwrr
MANGLING MASTER I*
IT THAT SEA CHANGES overtake the classics of litcrr, %/\/ ture when they are "pictunzed " for the » ▼ known but not comprehended? Half the repulsi-
that cultivated people feel for the screen arises from seeing tb, beloved tales turned lesques. Something has h is often putzled to know u perversity Mr. Gerald <
Magazine (June) that ther bending stones out of shaj “good" for everybody bu he may rise up like Fannie If he be dead and can friends and admirers suffei is persuasive from the mi "Frequently a produce book because the title is \ fact that his star does n< blandly overcome by cult star. So some of the tb star, w ho is naturally mar in the story — reads the sci .characters are loo promin the other characters — perb — are subordinated or entr plot. Again you lose a it " In rewriting the senpt scenario writer may thmM and pleases him that he the director, who is never this twist, gives birth to a the characters who have ti of the book, and starts to through, it may be disco v the characters to Greenlac and the manufacture of a s some, the players are senL and. says the director, the houses ii
TV "fr—t
B)|tor,*te«.IUfk B*Mln*.* V — '
i Pasadena are more modem and impressive than the snow huts of Greenland, anyway. When you finally see the motion-picture version of your favorite book upon the screwo you are dumfouuded. The
the collaboration of tne star can be ruined instantaneously, ing to the work of the star the wooden.
ere it can t get away from o the second author, the in it ‘ What he sees is nd in need of much plotty ispirmg. exhilarating If hmque. removes portions ites it with some ideas of treatments of technique, ortions. and inoculates it
sculptor’s clay it can ho s forms, some graceful, nal clay
labor, the scenario writer temporary state, to the Always he expresses his > adjectives. Either it is intil he has overhauled it ‘great ’ To achieve this a of technique, removes d inoculates it with some
ned over to the casting or as any one else for the tompletely m his power, importance to a story as
shed the time arrives for Here ill of the preceding work or it can be improved. Accord - heroine can be made* piquant or
A Sensational Cast
Directed by
Dell Henderson
Art Director
Chas. Osborn Seessel
Sub-Titles by
Ralph Spence
Photography by
Charles Gilson
and
W. G. (Billy) Bitier
JOHNNY HINES’ LATEST
“SURE FIRE
MASTODON
FILMS, Inc.
C. C. BURR, Pres.
133-135-137 West 44th Street New York City, N. Y.
FLINT”
DISTRIBUTED BY
DAVE SEGAL Royal Pictures. Inc.,
1337 Vine Street, Philadelphia, Pa.
LOUIS HYMAN
All-Star Features Distrib., Inc.,
209 Golden Gate Ave., San Francisco, Cal.
FLOYD BROWN The H. Lieber Co.,
122 West New York St.. Indianapolis, Ind.
J. F. CUBBKRLEY
F & R Film Co..
Loeb Arcade Bldg.. Minneapolis. Minn.
ROY SEERY
Associated First National Picture*.
831 So. Wabash Ave., Chicago, 111.
SAM MOSCOW Moscow Films. Inc.,
54 Broadway, Boston. Mass.
A. H. BLANK ENTERPRISES Des Moines Theatre Bldg.,
Des Moines. Iowa.
M. A. KLAUSNER Mountain States Film Attractions.
2006 Third Ave.. Seattle. Wash.
M A. KLAUSNER Mountain States Film Attraction*,
1525 Treraont St., Denver, Colo.
DAVIS & ALEXANDER Columbia Film Service, Inc., 119-121 Ninth St., Pittsburgh. Pa
WM. SKIRBOLL Skirboll Bros. Gold Seal Prod..
21st & Payne Sts.. Cleveland. O.
SAM ZIERLER
Commonwealth Picture Corporation.
729 Seventh Avenue. New York. N Y.
Foreign Distributors — WM. M. VOGEL , 126 West 46th Street , New York City
The UHman Mfg. Co., Art Publishers. N. Y.
The “Dollar- a-W eek” Men
make a report on
NORMA TALMADGE
— in —
‘The Eternal Flame ’
ilimHHiKiHIIIIIUIIHIHttMBt
They ought to know a picture when they see one for they are all practical showmen and winners of the National Exploitation Contest last First National Anniversary Week
rORMA TALMADGE has scored an- other dramatic and artistic triumph!
Such was the consensus of opinion from the eight prize-winning Associated First National exhibitors, after witnessing her latest super-production, "The Eternal Flame," as guests of Joseph M. Schenck. The private showing was held for the ex- hibitors in Hollywood, which they visited on their tour.
"Miss Talmadge runs the gamut of emo- tions and reaches the pinnacle of her chosen work," said A. G. Stolte of the A. H. Blank Enterprises, Des Moines, Iowa.
“ 'The Eternal Flame’ is screen literature,” said Frank Steffe, after witnessing the pre- view. "1 predict that in my locality it will have a long run and will do the screen an immeasurable good. It is a gem and there is not a slow spot in the 7400 feet.’’’
"The film has a heart appeal that grips and holds one and 1 predict it will be a tre- mendous success," was the expression of Ben Davis of the Colonia Theatre, Norwich, New York.
"Marvelous acting and photography, backed by a heart interest story that has no equal, makes ‘The Eternal Flame’ ‘a master- piece as well as a magnet that will attract S. R. O. crowds,” said Joe Burton of the Star Theatre, Toccoa, Georgia.
O. K. Mason, who represents the Regent Theatre of Wichita, Kansas, was equally vehement in his praise of the film. "It is a wonderful picture, excellently directed and photographed and replete with dramatic value that will please all," he said en- thusiastically.
"A brilliant star and a picture the value of which is enhanced through the spending
of large sums of money to give it the neces- sary artistic finish — a film that will satisfy audiences and make money for exhibitors," is the manner in which Alfred Gottesman characterized the picture.
Ralph Lieber, nephew of Robert Lieber, president of Associated First National and Business Manager of the Circle Theatre of Indianapolis, and Nick McMahon, Jr., of Ironton, Ohio, were equally enthusiastic in praising the picture to Mr. Schenck, who asked for candid opinions regarding the production.
Conway Tearle, who plays opposite Miss Talmadge, gives the best performance of his career, say these experts. They also praise Frank Lloyd for his fine direction; Frances Marion for her adaptation and titles, and Tony Gaudio for his photography. The story is adapted from "La Du ch esse de Langeais," by Honore de Balzac.
You’ll All Agree When You See It!
A FIRST NATIONAL ATTRACTION
J
September 2, 1922
MOVING PICTURE WORLD
19
SERVICE
28 Reasons
WHY VITAGRAPH SERVICE PLEASES ALL EXHIBITORS
Years in Vitagraph Service
G. H. BALSDON, Manager Vitagraph New York Exchange 7 years 4 months
C. W. SAWIN, Manager Vitgraph Boston Exchange 7 years 4 months
J. E. HUEY, Manager Vitagraph Dallas Exchange 7 years 4 months
F. W. REDFIELD, Manager Vitagraph Pittsburgh Exchange 6 years 7 months
J. T. DROY, Manager Vitagraph Toronto Exchange 6 years 6 months
J. P. BETHELL, Manager Vitagraph Philadelphia Exchange 6 years 5 months
J. A. STEINSON, Manager Vitagraph Chicago Exchange 6 years 4 months
J. E. BECK, Manager Vitagraph Cleveland Exchange 6 years
JOHN FLEMING, Manager Vitagraph Winnipeg Exchange 6 years
R. J. ROMNEY, Manager Vitagraph St. John Exchange 5 years 7 months
FRANK MEYERS, Manager Vitagraph Montreal Exchange 5 years 4 months
W. C. WHEELER, Manager Vitagraph San Francisco Exchange.. ..5 years 4 months
G. H. WARE, Manager Vitagraph St. Louis Exchange ...5 years 3 months
EUGENE WILSON, Manager Vitagraph Washington Exchange. .5 years
B. A. GIBBONS, Manager Vitagraph Albany Exchange 4 years 5 months
C. W. ANTHONY, Manager Vitagraph Buffalo Exchange 4 years 1 month
N. G. SHAFER, Manager Vitagraph Cincinnati Exchange 3 years 8 months
M. W. OSBORNE, Manager Vitagraph New Orleans Exchange 3 years 8 months
A. J. BECK, Manager Vitagraph Oklahoma City Exchange 3 years 3 months
I. P. STONE, Manager Vitagraph Atlanta Exchange 3 years 1 month
J. H. YOUNG, Manager Vitagraph Detroit Exchange 3 years
H. A. BLACK, Manager Vitagraph Seattle Exchange .....3 years
C. J. MARLEY, Manager Vitagraph Los Angeles Exchange 2 years 5 months
T. 0. BYERLE, Manager Vitagraph Kansas City Exchange 2 years
F. H. KNISPEL, Manager Vitagraph Minneapolis Exchange .2 years
C. A. SCHULTZ, Manager Vitagraph Omaha Exchange 2 years
JOHN RUGAR, Manager Vitagraph Salt Lake Exchange 2 years
F. E. HICKEY, Manager Vitagraph Denve Exchange 1 year
ALBERT E. SMITH president
20
MOVING PICTURE WORLD
September 2, 1922
Our
Own
Medicine
“The big picture deserves big advertis- ing”-
Producers and distributors have been telling the exhibitor for years, season in and season out.
The exhibitor probably believes it now. Believing it, he probably also has that thought in mind when he does his own shopping.
And if that is the case — many producers must be receiving very bad-tasting doses of their own medicine.
* * *
To the exhibitor the producer says, “The big picture deserves big advertising.”
To his advertising manager he says: “This one will sell itself, it is so good. Get by as cheaply on the advertising campaign as you can.”
In those war-time prosperity days when big grosses rolled up as if by magic this producer was able to “get by as cheaply as possible.” In the first succeeding days when the unusual picture was so exceptional and rare as to stand out like a lighthouse he still had a chance.
But this is a different day. And the coming season a different season.
There is competition, strong competition, a healthy balance of quality between a wide number of selling organizations.
Competition always demands a return to basic principles. And the foundation of picture merchandising for big grosses is in the thought :
“The big picture deserves big advertis- ing.”
* * *
The Chicago Tribune, in the course of a soundly constructive series of merchan- dising talks, has expressed the thought in a clear-cut picture.
The Tribune says:
TO MAKE AN AIRPLANE FLY
— it is necessary to move it at a high speed. It will “taxi” over the field at 35 miles an hour until it falls apart from old age, yet never leave the ground. The propellers may revolve millions of times. Thousands of gallons of gasoline may be consumed. Construction may be perfect. The ailerons may be properly set for flight.
The pilot may be an expert. The weather may be splendid. BUT unless the machine is driven at a speed in excess of 40 miles per hour it will never leave the ground, AND unless it is maintained at a speed in excess of 40 miles per hour it will fall.
ADEQUATE ADVERTISING is in a similar manner essential to advertising success. Copy must be adequate in size and in frequency, and the circulation given it must be sufficient. The attitude of many advertisers is: “How LITTLE space can I purchase and get by?” when it should be: “How MUCH space can I purchase
profitably?” It is always difficult to estimate how SMALL an amount of advertising can be considered ade- quate. Believing that a concrete, up-to-date example of what is adequate advertising may be of value. The Tribune presents herewith the story of an advertiser whose copy and medium were adequate to raise him out of the common herd and to keep him above their level.
Summing it up :
“The big picture deserves big advertis- ing.”
It deserves advertising in the place where the exhibitor shops — the trade paper.
And the trade paper that can come to you on the solid foundation of circula- tion value, reader interest, and READER CONFIDENCE.
Moving Picture World’s reader confi- dence has been held secure since 1907 — it has circulation that you can count, and
also weigh.
Robert E. Welsh
September 2, 1922
MOVING PICTURE WORLD
21
JLTic ture eIhat's Different!
Louis B- Mayers presentation of the inimitable star
Anita Stewart
“Rose o' the S ea”
The Exhibitor s Herald says —
“The story has several novel twists and the outcome of the love affairs lends convic- tion to the story. Miss Stewart does good work throughout and is given able assist- ance.”
Your Audiences Are Ready Made
Because millions have thrilled to this famous novel by Countess Bar- cynska.
Scenario by Bess Meredith. Photographed by Dal Claw- son.
Directed by Fred Niblo, director of “The Three Musketeers.”
A First National Attraction
22
MOVING PICTURE WORLD
September 2, 1922
The
Masauerade?
Crowds lined up at ChicagoTheatre
lpOO waiting in line
forhox office to open
“‘The Masquerader’ opened to the biggest Mon- day in the history of Chicago theatre, with thermometer registering 94 and terrific heat all day. Crowds lined up one hour before opening of box office. When we started to sell tickets we had at least 1,000 people waiting in line to get in. First time this happened in the history of any of our theatres in Chicago. Picture a sensation.”
Richard Walton Tully
presents a picture made famous by six years’ road showing to record crowds in every city, town and hamlet.
Taken from the novel by Katherine Cecil Thurston and the play by John Hunter Booth.
Directed by James Young
One of the Few Pictures Held for Second Week’s Run at N. Y. Strand
A First National Attraction
Moving" Pictnre
WORLD
I Cant Get Excited—
THE HEW YORK PU3LU
Founded 1907 by J. P. Chalmers
Over a Number of Things
One of them is the idea that the sort of adver- tising carried in the trade papers of this business is all wrong.
There is ad copy and ad copy, a time and a place for every variety of appeal.
The critic who makes the general charge that “Advertisers are not properly utilizing their trade paper space” is merely allowing his prejudice to run too strongly towards one particular manner of merchandising in type.
There are times when “service” advertising is good advertising, when announcement copy, per- formance copy, institutional copy have their place.
But so long as advertising remains SELLING, and each picture production presents a different sales problem — just so long will it be as impossible as it is foolish to lay down one man’s rules of adver- tising to cover an entire field.
* * *
Nor Can I Get Excited —
Over the reiterated statement that “There are too many trade papers in this field.”
Maybe there are. But it is nothing to get excited about and hold brass band rallies over.
Many thousand years ago Mother Nature gave first proof that whenever there was too much of any one thing at one time — she took the situation in hand.
There are not too many trade papers in this field.
For this one reason, if for no other:
No one trade paper in the field is yet delivering the hundred per cent, of ultimate possible service. And it is only through COMPETITION, the appli- cation of continued effort to avoid Nature’s selec- tive axe, that the ultimate trade medium will be evolved.
Competition alone makes for all progress.
Any moment that we agree that there is no room for further progress in picture trade papers — then, and then only, will it be possible to say that the tail-enders in the field constitute the “too many” that we are now asked to get excited about.
Strange as It May Seem —
I can’t get excited over the idea that every time Mr. Hays turns around it should be the occasion for pages of trade paper space and columns of news- paper publicity.
Mr. Hays is doing a big job, and in a big way. He has every bit of our admiration. He is doing far better work than we, personally, ever expected any man to accomplish in this field.
But isn’t it very possible that we can overdo the publicity?
Every time a newspaper reader lets his eye glance over a Hays headline he says, “Oh, yes, that’s the fellow who is going to CLEAN UP the movies.”
It is barely likely that we are going to reach the day when we will be continually advertising the fact that we are the industry that is being CLEANED UP.
And it is going to be mighty hard to step forth some bright morning and convince the world that “We are now completely CLEANED UP.”
For, such is the way of life, it is very probable that we won’t look any different than we do today.
* * >k
I Can’t Get Excited —
Over the idea that once a week a trade paper editor ought to deliver a ponderous long-winded sermon on Confidence, Co-operation, Good Will Toward Men, Ethics and the Life Hereafter.
The church is losing its hold because ministers are forced to deliver a SERMON once a week. Film men stopped reading trade paper editorials when they stopped talking about films and began to PREACH.
So, if I occasionally chat “across-the-table” fashion as I do this week — set it down to this fact:
I don’t like sermons.
No more than you do.
24
M O V I X C
PICTURE WORLD
September 2, 1922
Editorial Personalities
Feel all chipper and gay this week over our new dress. We don’t feel a bit bashful about saying it. Nor about telling you that this is only the first step. Got lots of good things up our sleeves that the next few weeks will disclose. Admit they are good. Know you will agree. Nor do we feel a bit commercial in advising that you are miss- ing something any of these weeks that your ad copy does not appear in Moving Picture World. Say that without the slightest strain on our modesty. Would like to take you in the Circulation Department to see the proof. Any day you say. We’re stepping, boys — stepping fast.
There’s an ad on Page 19 of this issue that only occupies a page but says so much in that space that you can spend half an hour talking about it and the thoughts it prompts.
Turn to it now and look it over. We don’t care if you forget to come back to this page. You’ll find it a blamed sight more interesting than anything we can say.
“Service” in this field is a word with a wealth of meanings. And some of its meanings don’t mean anything. But there are some thousands of ex- hibitors in this country who won’t need second glance to know what Vitagraph means in this ad when it says “Service : And twenty-eight ‘rea- sons why’ for Vitagraph service.” Twenty-eight branch managers whose terms of service show that they are part and parcel of Vitagraph — not here today and gone tomorrow.
Three managers in continuous serv- ice over seven years, six over six years, five over five years — and so on.
One popular complaint with the av- erage small town manager is that he never gets to know with whom he is dealing at many exchanges. “Just when the manager gets to know my desires, my territory and local condi- tions so that he can really help me,” says the exhibitor, “he is moved on and some newcomer from the other end of the country hangs his hat in the office.”
More than once we have been in ex- changes where the average exhibitor’s greeting was, “Well, who’s the man- ager today?”
That doesn’t make for service, nor efficiency.
And when we see a record that tells the opposite story we just naturally feel like standing up and cheering.
Got other reasons for feeling proud this week. Our daddy, the Chalmers Publishing Company, just issued the fourth edition of Richardson’s Projection Handbook. One thousand pages of solid meat. A publishing monument that will stand for years in the technical field. Of interest to you if you never saw a projection machine, as a sign of the resources, strength, courage, experi- ence and knowledge back of our plans for Moving Picture World. Even at the risk of being called shrinking violets we are going fo repeat the thought in the bold face above: “Watch our smoke.”
New York’s weather had its first “break” in favor of the theatres last Sunday and the results showed what picture patrons are ready to do this Fall if they are tempted with real goods.
Our good old friend, the “turnaway,” is back with us. And the funny part about his return to New York is the fact that he chose a week when “hold- overs” were on at every house except the Capitol, which presented A1 Licht- man’s “Rich Men’s Wives.”
“Blood and Sand,” which had been achieving the miracle of beating some of the worst heat New York ever had, was opening for its third week at the Rivoli and its first at the Rialto, seven blocks south. But the early week crowds would have made you think it was the first opportunity on earth to see a long awaited production.
Joe Plunkett, of the Strand, held the First National special, “The Mas- querader” over for the second week and recorded one of the biggest Sun- days in the history of the house. The Capitol, we are told, showed “Rich Men’s Wives” to something like 18,-
Movinsr Picture
WORLD
PUBLISHED WEEKLY BY CHALMERS PUBLISHING COMPANY
516 Fifth Avenue, New Fork City Telephone: Murray Hill 1610 Branch Office:
Chicago, 2s East Jackson Boulevard
John F. Chalmers, president; Alfred J. Chal- mers, vice-president; James P. Chalmers, Sr., vice-president; Eliza J. Chalmers, secretary and treasurer, and Ervin L. Hall, business manager.
Editorial Staff: Robert E. Welsh, editor;
John A. Archer, managing editor; Epes Win- throp Sargent, exploitation; F. H. Richard- son, projection; E. T. Keyser, equipment; Fritz Tidden, reviews; Roger Ferri, indepen- dent productions, C. S. Sewell, producers news and A. Van Buren Powell, Straight from the Shoulder Reports.
Manager of Advertising: Wendell P. Mil-
ligan.
Manager of Circulation: Dennis J. Shea. Subscription price: United States and its possessions, Mexico and Cuba, $3.00 a year; Canada, $3.50; foreign countries (postpaid), $10.00 a year.
Copyright, 1922, by Chalmers Publishing Company.
Copyright throughout Great Britain and Colonies under the provisions of the Copy- right Act of 1911. (All rights reserved.)
Other Publications
Cine Mundial (Spanish). Technical Books.
Member Audit Bureau Circulations. Member National Publishers Association.
000 people at four full and one supper show.
The “long run” houses did their share. “The Prisoner of Zenda” recorded the best business done at the Astor at $1.50 top, with a line out afternoon and evening. “Monte Cristo” registered a sell-out at the Apollo and “Silver Wings,” “Nero,” and “Forget- Me-Not” all got a good play.
New York doesn’t speak for the country. In this matter as well as many others. But the signs of the times were interesting. And unless all signs fail there is a hungry fan pati on- age just waiting the urge of cool weather and good pictures to flock back to the theatres.
Just seems as though we have to talk about ourselves in this week’s boldface. Back to the Projection Handbook. The av- erage New Yo:k film man may think a thou- sand page projection text book and a weekly projection department is just “one of those things.” In the next breath he will probably tell you, “One of the big problems of this business is to devise more and more means of helping the small exhibitor.” If he puts the two thoughts together he will probably understand the tight hold that Moving Picture World has had on thou- sands and thousands of small exhibitors since 1907. “Who had no other paper in their early days and need no other now.” That same projection department — the only one in the field — is also doing its share to make money for the business in the big the- atres by making the satisfied patrons that better projection creates.
Harry Rapf, writing from Los An- geles with a word of congratulation for our “September” campaign, adds these words :
“Let me say from where I sit that I am seeing a lot of productions made out here and intended for release dur- ing the coming season. And they are so far ahead of last year’s product that you can’t get too enthusiastic over what they are going to mean to the exhibitors’ box offices.
“This is going to be a whale of a season because we have the pictures that will stimulate the public’s inter- est again. You are right when you say that last year’s slump was in large part due to the fact that the public got tired of the stamp and type of pictures producers were presenting. But add this thought — that the pic- tures being shown at pre-views out here now are certainly going to cause a revival of interest.”
We can say that Harry and the War- ner Brothers are doing their own share in the general good work. The latest bit of news we have is that Sid- ney Franklin has been engaged to direct “Brass.”
That’s a capture for the independent market made possible only by the Talmadges’ trip to Europe and the in- tervening time it allowed Franklin to use his talents elsewhere.
September 2, 1922
MOVING PICTURE WORLD
25
California Theatre Owners and Exchangemen Join Hands
Plans for Betterment of Industry Are Drawn Up at Meeting
A CO-OPERATIVE convention at- tended by more than 150 ex- hibitors, exchange men, pro- ducers and supply men from the Northern California field was held at the Palace Hotel, San Francisco, on August 15. Complete harmony pre- vailed between the various interests and definite plans were made for the immediate organization of a perma- nent body to embrace all branches of the business.
P. J. Hanlon, of Vallejo, called the convention to order, after the dele- gates had been filmed by a Pathe cameraman, and stated it had been called to bring all the elements of the business together for co-operative work. In speaking of the decrease of business he declared that the reasons had been charted by experts in the amusement field and that they had found that 35 per cent, was due to un- wholesome publicty, 40 per cent, to the industrial situation, and 25 per cent, to poor productions.
• A committee of three, consisting of W. W. Kofeldt, chairman, Robert Mc- Neil and J. A. G. Schiller, was ap- pointed to outline the order of busi- ness for the convention and while these members were absent from the room, Glen Harper, vice-president of the M. P. T. O. A. told of valuable concessions obtained for California exhibitors from the electric power companies, and advised that all the- atre owners could now get a power rate for all current used in operating rooms.
The committee recommended the selection of a convention president, vice-president and secretary ; the ap- pointment of a publicity committee of two ; the formation of a permanent or- ganization to improve conditions, to combat un-American reforms, to co- ordinate the different branches of the business and fight adverse legislation, and the appointment of a committee to undertake campaign against wide- spread publicity for divorces and other sensations in the moving picture in- dustry. It was suggested that a com- mittee of nine be appointed to make arrangements for forming the new organization, to select a name, draw up a constitution and by-laws and plan its financing.
Frank R. Devlin, former chairman of the State Railroad Commission, and recently appointed general counsel and advisor for the Motion Picture Theatre Owners of Northern Cali-
fornia, was chosen convention presi- dent ; P. J. Hanlon was chosen vice- president, and Thomas D. Van Osten, secretary.
The chair at once appointed a pub- licity committee consisting of W. Har- old Wilson and Thomas D. Van Osten, as well as a committee to call upon newspaper publishers in an effort to have them cease giving undue notor- iety to picture stars. This committee consists of Charles Thall, of Asso- ciated First National; Wayland Tay- lor, of Famous Players, Thomas D. Van Osten and Harold Wilson.
A committee on permanent organ- ization was appointed, as follows : W. W. Kofeldt, W. A. Crank, Morgan Walsh and E. H. Emmick, represent- ing film exchange interests ; Robert McNeil, M. L. Markowitz, H. L. Beach and T. C. Reavis, representing exhi- bitors, and Paul Gerson, representing producers. With the appointment of this committee the convention ad- journed, but the committee at once or- ganized by electing Morgan Walsh temporary chairman and held an open session for an hour.
Assemblyman Edgar S. Hurley, who introduced the censorship bill at the last Legislature, was called upon and explained that he had introduced the measure by request and that when he learned how widespread its effects would be he took the steps which re- sulted in its being tabled. Assembly- man Morris backed up the statement of his colleague, as did also Louis R. Greenfield, a prominent exhibitor of San Francisco, who had been a mem- ber of the committee sent to the State Capitol by the Allied Amusement In- dustries of California to secure the defeat of the censorship bill.
“Looks Good ”
October breezes tempered the force of a warm sun last Sunday and crowds of people took advan- tage of the let-up in the stifling weather to attend the New York picture theatres. Packed houses were the rule Sunday evening in the neighborhood theatres as well as along Broadway. Picture men wore broad smiles. “Well,” re- flected one, “perhaps I have been a bit pessimistic about the future. Cool weather tonight, much busi- ness; gee it looks good!”
C. C. Griffin, of Oakland, spoke on the need of the small town exhibitor for affiliating with an effective organ- ization and outlined some of the bene- fits enjoyed by members of the M. P. T. O. A.
A novelty was added in the presen- tation of a large cartoon by the man- ager of the Wigwam Theatre. This was entitled : “Watch Your Step,”
and represented the exhibitor, pro- ducer, director and stars, passing be- fore the close scrutiny of a censor board.
The convention was brought to an end by a brilliant banquet in the eve- ning at which Rupert Hughes, the author, was toastmaster. Frank R. Devlin was the guest of honor and the keynote of the speeches was harmony.
No More“ Jazz Time”
Washington, D. C. Exhibitors Win Fight Against Daylight Saving.
The amusement interests of Wash- ington, D. C., have won their fight against the “jazz” form of daylight saving which was inaugurated by Presidential order last June, and when the city returns to its old plan of do- ing business on September 5 it will be with the knowledge that the experi- ment will never be repeated.
Failing to secure legislation from Congress in the spring permitting the turning forward of the clocks, a con- ference of. business men and Govern- ment officials was held as a result of which President Harding issued an order that the Government depart- ments would open and close an hour earlier each day. The stores of the city tried the plan out at the same time, but the amusement places stead- fastly refused to be a party to the agreement.
George Schmidt Dies
After an illness of several weeks, George Schmidt, manager of the Strand Theatre, Atlanta, died August 21. He was a native of New Castle, Ind., and following the funeral serv- ices his body was sent there for inter- ment. For the past six years he had been a resident of Atlanta. He was prominent in motion picture circles and was a Shriner.
26
MOVING PICTURE WORLD
September 2, 1922
More Letters on “Show You" Month
I’LL say we agree with the editorial of your new editor,” writes Milt Samis, of the California Imperial Granada and Portola Theatres, San Francisco. “We agree with him to such an extent that we are putting on the very same campaign that he is advocating for all exhibitors — and the only difference is in the wording of our slogan. “We are letting this old town know that ‘Greater Mov ie Season Starts on August 20/ We started out two weeks ago by teasing them a little bit on our screens, in our lobbies and with 300 three-sheets, with the words: ‘It Starts August 20/ And now we are letting them in on it with automobile banners, our screens, our lobbies, our billboards and a dozen new and different ways. We are selling them the idea that they are going to see the greatest series of photoplays that have ever been released.
“Oh yes, I almost forgot two of the most important things we are doing. One of them is an edition of 30,000 de luxe booklets of sixteen pages, each designed to sell our entire organization and the first ten pictures we are to show. The other is a third of a page ad which we are running in every daily paper in San Francisco.”
“In the Moving Picture World of August 12,” writes C. A. McFarland, city manager of the Queen Theatre, Houston, Texas, “I read the page ‘September’ signed by Mr. Robert E. Welsh. I immediately tore this page from the magazine and read it again. I got several ideas from it for readers in papers as well as ads. I thought I would write you a short letter, telling you that this is one worthwhile article and you deserve a lot of credit for the idea. I only hope you will be able to help us often in the future. I am strong for such ideas as ‘September/” Jimquin, who certainly needs no introduction, writes a short, snappy letter from California, as follows:
“If getting behind that idea doesn’t prevent an encore of last September mourn, then we’d better flop on our knees and beseech everyone in the high heavens to drop their harps and come running to our rescue.”
Theatre War Ended
Combination Puts End to Competition in Eastern Canada
An interesting development has taken place at Hamilton, Ontario, where announcement was made Au- gust 4 of the amalgamation of the Loew and Pantages theatres into one company, the Hamilton United The- atres, Limited, which will operate both houses jointly under one management. The move is significant in that it prob- ably marks the end of the “war” in Eastern Canada between Marcus Loew and Alex. Pantages. The desirability of uniting the two theatres has been considered for some time, it was an- nounced, and under the one control, it is stated, a very large saving will now be effected in operating costs. The theatres, both of which are prac- tically new, are in the one block and there had been fierce competition. No word is yet divulged as to policies.
In the new company, Pantages in- terests will hold preferred and com- mon stock amounting to $1,087,000. Loew’s will hold stock to the value of $900,000. It is understood that N. L. Nathanson of Toronto, managing di- rector of Famous Players Canadian Corporation and of Regal Films, Lim- ited, is also directly interested in the amalgamation.
Brinch Resigns
P. N. Brinch resigned from the posi- tion of manager of exchanges for the W. W. Hodkinson Corporation, effective August 21. Before making any new af- filiations he will take a long vacation at his country home in Pelham, N. Y. Mr. Brinch has been associated with W. W. Hodkinson either directly or indirectly for thirteen years, beginning with the General Film Company.
Patterson to Marry
Miss Anna Eugene Aiken and Willard C. Patterson, of Atlanta, Ga., have an- nounced their engagement, the marriage to take place early in September.
Both are known nationally for their film work, Miss Aiken being the pub- lisher of the Weekly Film Review, and Mr. Patterson being manager of the Metropolitan and Criterion Theatres in Atlanta.
Louisville Optimistic
Business Picking Up with Cooler Weather — Ten Cent Experiment by Savoy
Louisville, Ky., Aug. 21. — Things have been quiet of late as a result of hot weather and the vacation season, but it is reported that the business now is just a little better than it has been. Ma- cauley’s Theatre, which has been running stock all summer, closed last week and will be dark until the opening of its regu- lar season. Incidentally, stock took well here for the first time in some years. The parks and outdoor amusement com- panies haven’t much longer to run.
The old Buckingham Theatre, formerly a burlesque house, later the Jefferson as a picture and vaudeville house, after be- ing dark for some months, has opened as the Savoy, with pictures and vaude- ville, at 10 cents. C. B. Blake, the Blake Amusement Company, is operating the house. A musical comedy cast in mina- ture, with eleven persons, and good music, was on the first week’s bill.
New Theatre Opens
The Strand Theatre, Niagara Falls, N. Y., will open to the public Saturday evening, August 26. The house is under the direction of the Cataract Theatre Corporation, A. C. Hayman, president.
Less Films Censored
Year’s Violations Net Pennsylvania Censors Just $370
According to the statement of the Pennsylvania Censorship Commission only twenty-six prosecutions for viola- tions of the censorship law were recorded in the Quaker State during the year ending June 1. These viola- tions netted the state only $370. This record compares remarkably with that of four. years ago when 169 pros- ecutions were effected.
A material reduction in the number of subjects disapproved also was shown. Here are some of the figures embodied in the report : 4,402 orig-
inal subjects and 11,282 original reels, physically examined; 10,670 subjects, including duplicates, and 17,742 reels, including duplicates, approved; 4,544 subjects and 18,336 reels modified; 29,868 eliminations, eighteen subjects, and seventy-one reels disapproved.
Total collections for the fiscal year ending June 1 were fixed at $95,638 for examination of original and dupli- cate reels, and $3,750 for the issue of substituted approval reels. The ex- penditures were itemized as follows : Contingent and travelling, $9,090.48; salaries of members, $10,200, and salaries of employes, $60,381.60.
Tax Free Music
The music department of the Motion Picture Theatre Owners of America is sending a questionnaire to exhibitors as to the musical status of their theatres. The department says it is in a position to supply exhibitors with an excellent variety of tax free music.
On request to its offices at 132-136 W. Forty-third street, New York, it will supply exhibitors with lists, catalogues, professional copies and orchestrations.
September 2, 1922
MOVING PICTURE WORLD
27
West Coast Fire Chiefs Urge Use of a Slow-Burning Film by 1925
THE Pacific Coast Association of Fire Chiefs, which met in con- vention at San Francisco just before the gathering of the Interna- tional Association of Fire Engineers, whose opening session was held on August 15, devoted a considerable por- tion of its time to a discussion of the fire menace arising from the use of the present type of moving picture film.
Resolutions were passed character- izing the film now in use as a menace to life and property and urging the adoption of a film of cellulose acetate. It called upon federal, state and munic- ipal government to take proper steps to prohibit by law the use of nitro- cellulose film on and after January 1, 1925, the date being the same as that set by Paris, France, for a similar prohibition.
The resolution included the follow- ing: “In view of the availability of
a safe film, the present expensive bur-
The Ontario Fire-Fighters As- sociation adopted a resolution at its recent annual convention con- demning the moving picture indus- try for not adopting slow- burning film for all picture prints.
The Canadian Motion Picture Distributors Association replied that producers are anxious to use safety film but the latter is yet in its early stages of production. It was also argued that sufficient safeguards are already in use in theatres.
den of inspection, regulation and sur- veillance of moving picture displays placed by the moving picture industry upon public fire and safety depart- ments is unwarranted and indefensible, and it is the moral duty of this in-
dustry to adopt at once in the produc- tion of all new pictures the exclusive use of the slow-burning film.”
Frank Wentworth, of the National Fire Protection Association, was a prominent figure in the discussion and recited the history of the movement for safe film. He answered many questions as to the cause of film fires and explained the differences in de- gree of fire danger from various kinds of film.
“If we can get safe films into uni- versal use,” he said, “we need not worry about film fires, and every country that takes this step will help every other country to stamp out this danger.”
He declared that producers would doubtless object to the adoption of the new type of film as it would cost three- quarters of a cent a foot more than the present style.
Country Becoming Aroused Against Blue Sunday Fanatics
THE fight against Blue Sunday advocates is well under way throughout the country. It is more than probable that before many days elapse the Motion Picture Theatre Owners of America will create a department which will make it its business to handle this campaign. In many instances the theatre men are getting the backing of the local authorities. Particularly is this true in Ohio, Wisconsin, Minnesota, Michigan, Kentucky and Georgia. In fact, in many cases Ohio authorities in retaliation for the determined and repulsive insinuations made by the fanatics have put down the lid on choir singing and forced work of any sort to be stopped.
The action of the Ohio authorities in Ohio cities and towns in issuing orders making it illegal for profes- sional choir singers to work on Sunday has aroused the fanatics. Neverthe- less, this action is having the tendency of awakening some of these advocates to the absurdity of their own demands for an “absolutely quiet Sunday.”
In Michigan and Minnesota the authorities, in many instances, have made it plain that if the public can- not enjoy picture entertainment at regular picture houses, the churches cannot hold entertainments of any sort on the Sabbath. This step, too, has
aroused the Blue Sunday advocates there, who in a number of cases are prepared to offer compromises, but these offers are being flatly turned down by the exhibitors.
It is known that a new campaign to close every house in New Jersey will be started next month. The Gov- ernor has been served notice and re- plied that he will close everything, and, “of course, that means that there shall be no singing by professional choir singers, and no picture shows staged under the auspices of any church under any circumstances,” he added.
In desperation the New Jersey fanatics, according to those in a posi- tion to know, will go to Trenton next winter with a resolution making it
WHAT
IS THE WEIGHT
of the new
HANDBOOK OF
PROJECTION
? ? ?
• • •
Two Pounds — One Ounce
possible for churches to give motion picture entertainment for churchgoers on Sunday nights. This resolution will be vigorously opposed by the business men and the Motion Picture Theatre Owners of New Jersey, ac- cording to President R. H. Woodhull, of Dover, N. J.
Here’s a New One
An amended answer has been filed with the Federal Trade Commission by the Northwest Theatres Company, of Missoula, Mont., named in a former complaint issued by the commission, in which it was charged with accepting mail-order catalogues for admission at the instigation of business men at Missoula and thereafter burning the same, a method of unfair competition against mail-order houses.
The Northwest Theatres Company denies that it conspired with the Chamber of Commerce, of Missoula, or with any other organization or person to hinder or prevent any person or corporation carrying on business outside Montana from selling goods upon mail orders.
If there has been any violation of Federal laws by the theatre company it has been the result of ignorance, in- advertence and mistake, the answer further states.
28
MOVING PICTURE WORLD
September 2, 1922
As Harry Brouse Sees It
Harry Brouse, First National Fran- chise Holder in Canada, owner of the Imperial Thea- tre, Ottawa, here- with presents his view on the outlook for the coming sea- son. His opinion is one of a series gathered by Asso- ciated First National Pictures, Inc. Writ- ing from the viewpoint of a Canadian. Mr. Brouse forsees an excellent season.
Read:
Present indications are that the coming season will be a great improvement over last year. All the trades unions have made long- term agreements in regard to wages and although the Civil Service bonus has been re- duced, it is not thought that this will cause a difference in the average civil servant’s expendi- tures on amusements.
* * *
I look forward with every confidence to the coming season for the above reasons and be- cause there will be a shortage of legitimate attractions for 1923.
Rescind Order
Foreign Actors Allowed to Make Films on John Bull’s Soil
According to advices from London re- ceived at the New York office of Fox Film Corporation, English immigration officials have rescinded their order pro- hibiting Ann Forrest, the American actress, from participating in the produc- tion of the William Fox special, “If Win- ter Comes,” exterior scenes of which are being taken near Canterbury.
Announcement of the bar placed by English authorities against the importa- tion of foreign actors to play in pictures being made in England came in cable dis- patches last week. Miss Forrest, who went to England to play “Lady Tybar” in the famous H. S. M. Hutchinson novel, fell under the ban which appar- ently resulted from a misconstruction of the embargo arising under a provision of the immigration act. This provision prevents the importation of any labor which Britishers are qualified to fill. Ac- cordingly it was urged that film stars came under this prohibition and were likely to be smacked officially or placed under quarantine and then sent home.
WHO JUST ORDERED
100 copies of the new
HANDBOOK OF
PROJECTION
? ? ?
THE U. S. NAVY
Conditions are gradually returning to nor- malcy in this territory. The better productions are attracting the public, particularly screen adaptations of widely read stories, which seems to prove that the public are displaying a greater discrimination in its selection of entertainment. * * *
In regard to the reduction in admission prices as proposed in some Canadian territory as a stimulant to greater attendance, we find that this lowers the prestige of theatres show- ing the better attractions, with the resultant dropping off of their regular patronage.
* * *
Two local theatres, in which prices were reduced several months ago, are in no better position today and are contemplating a return to their usual scale. This would seem to justify our argument that the average photoplay fol- lower will gladly pay the present scale of admis- sion prices providing the quality of entertain- ment now provided is maintained or improved upon.
* * *
In our territory “The Child Thou Gavest Me” and “The Rosary” have been among our best attractions in the feature line. In comedies, Chaplin has led, with Buster Keaton and Mack Sennett also in the running. Comedies are showing an improvement. There is better pro- duction and more attention to detail.
To Sell Circuit
Arrangements Made to Dispose of Empire Chain for $650,000
Indications are now that deeds soon will pass, completing the sale of the thirteen New England moving picture theatres which were found to be among the assets of the closed Cos- mopolitan Trust Company of Boston when that institution was taken over by the Bank Commissioner of Massa- chusetts.
The above statement officially con- firms the exclusive announcement pub- lished in Moving Picture World five weeks ago. Since that time every statement published exclusively by Moving Picture World relative to the situation has been confirmed.
Bank Commissioner Allen has just petitioned the Supreme Court for per- mission to dispose of these playhouses, known as the Empire Circuit, and is completing plans for their sale for $650,000.
The theatres, with their locations, are as follows : Strand, Portland, Me. ;
Strand and Premier, Newburyport, Mass.; Strand, Amesbury, Mass.; Central Square, Waltham, Mass.; Bijou. Empire, Nickelodeon, Rialto, Fall River, Mass.; Colonial, Bijou, Strand and Opera House, Newport,
The notes of the various corpora- tions owning these theatres, the com- missioner says, were among the assets of the Cosmopolitan Trust Company at the time its affairs were taken over by the State. Since that time the commissioner has acquired as collat- eral security all of the stock in most of the companies.
Praises Exhibitors
Australian Comes Here to Study U. S.
Exhibitor Methods
A firm conviction that American ex- hibitor methods are the foremost in the world, attracted L. S. Snider, of Associated Theatres, Pty., Limited, to the United States and he is now on tour studying the methods which American exhibitors employ.
Besides the attractive way that pic- tures are “put on” here with elaborate prologues and the widespread ex- ploitation that goes with them, Mr. Snider was profuse in his praise of the picture theatre.
Mr. Snider’s organization controls thirty theatres in Melbourne and vicinity, and cooperates with the Union Theatres, Electric Theatres and J. C. Williamson Films, powerful or- ganizations in the Antipodes. The New Malvern in Melbourne is the newest of the Associated Theatres’ houses, having been built about a year ago. It has a seating capacity of 2,500, and is one of the finest moving picture theatres in Australia. J. Bryson, gen- eral manager of the Universal Ex- change in Australia, is an ardent “booster” of the New Malvern, Mr. Snider says, and was so favorably im- pressed by the plans along which the house was built that he has a large picture of it in his office which he ex- hibits to visitors as Australia’s most up-to-date show place.
Mr. Snider says that exhibitors never experience any trouble in Aus- tralia in locating their theatres in any neighborhood, no matter how exclu- sive it may be, but on the contrary the people welcome the movies with open arms and even offer special induce- ments for building in certain locations. The highest admission price for spe- cial run features is about 78 cents in United States money, Mr. Snider said, while the average admission price in neighborhood and suburban theatres runs from 18 to 36 to 54 cents.
Makes Counterclaim
Application to remove the trial of the suit brought by the United Artists Cor- poration against Malcolm D. Gibson, owner of the Mozart Theatre, Elmira. N. Y., from New York to Chemung count}', where Elmira is located, was made to the New York Supreme court on behalf of Gibson.
The suit is the result of a contract made with the plaintiffs by Gibson for the exhibition of “Way Down East.” Gibson alleges that the plaintiff sent him a broken, brittle and defective print which could not be used, and that the one sent in its place was no better. The re- sult. he alleges, was that his business fell off fully one-third, wherefore he sets up a counterclaim for Sd.tXX) damages.
September 2, 1922
MOVING PICTURE WORLD
29
Review of Tariff Bill Provisions
THE following is a review of the tariff bill as passed by the Senate on August 19, together with comparative rates as previously passed by the House, covering items of interest to the motion picture industry:
Senate House
Photographic cameras and parts thereof not specifically provided for 20% 30%
Photographic and moving picture films, sensitized but not exposed or developed 20%
Standard width of 1% inches, per linear foot, other widths in proportion 4/10c. ....
Photographic film negatives, per linear foot —
Exposed but not developed 2c. 30%
Exposed and developed 3c. 30%
Positives, including prints or duplicates, per linear foot lc. 30%
Films or negatives taken from U. S. and exposed in a foreign country by an American producer
in making a picture of which 60% or more is made in U. S 25%
Per linear foot lc. ....
Electric light carbons 45% 35%
Incandescent electric lights, bulbs and lamps, with or without filaments 20% ....
Photographic and projection lenses 45% ....
All rates based on percentage are ad valorem and as provided by the Senate are to he based on foreign valua- tion of the commodity, while House bill provides for assessment on American valuation.
Hays’ Advice Asked
Want Him to Say Which Films Are Indecent
Members of the Motion Picture Theatre Owners of Western Pennsyl- vania have passed a resolution calling upon Will Hays to point out pictures -that, in his opinion, are not fit to be shown, thus relieving them of the necessity of playing those pictures. The resolution, as adopted, follows :
Whereas, Will H. Hays, president of the Motion Picture Producers and Distributors of America, has in public speeches and newspaper interviews confessed that the companies represented in his association have produced and are now distributing photoplays of such a character as to be subversive of public morals, and
Whereas, Mr. Hays has stated that such pictures should not be patronized, and whereas, Mr. Hays has stated that improve- ment cannot be expected until next year, and whereas, the public has no means of de- termining which of the pictures can be patronized with propriety.
We, the Board of Directors of the Motion Picture Theatre Owners of Western Penn- sylvania, voicing the sentiments of our mem- bership as being unalterably opposed to the presentation of indecent pictures,
Be it Resolved, That we hereby solicit Mr. Hays, whom we appreciate as a compe- tent judge of what is wholesome, moral and clean, to make public statements upon the pictures distributed by members of his or- ganization, informing the public which of the pictures measure up to the standard set by him and which do not, and
Whereas, the motion picture exhibitor is compelled to buy his pictures before pro- duction and has no means of determining which of the pictures are fit to be shown, and whereas contracts contain what is known as the non-cancellable clause, be it further resolved that we hereby solicit Mr. Hays to secure for us cancellation of con- tracts for pictures which, in his opinion, should be condemned.
ristian Associa
avs Headquarters will keep ther : vned at all times as to the cons e work being done by the prodt d distributors looking toward
N e w F uel Committee
Exhibitors Seeking to Secure Suffi- cient Coal for Winter
Exhibitors throughout the country are organizing local committees to cope with a possible shortage in fuel. The Theatre Owners’ Chamber of Commerce, of New York and Northern New'- Jersey, has formed such a com- mittee, including Billy Brandt, Louis Blumenthal, Lee Brecker and Bernard Edelherz, w'ho during the past week w^ere in conference with the New York Committee on Fuel, recently named by Mayor Hylan, to make an arrange- ment whereby the theatres would be guaranteed a reasonable quantity of fuel next season.
The Motion Picture Theatre Owners of America, through its national presi- dent, Sydney S. Cohen, is taking similar action. Through the national organization, the state units of the M. P. T. O. A. are sitting in with the fuel authorities throughout the country. While there is a threat that fuel will be scarce, the M. P. T. O. A. has been virtually assured that the theatres of the country will be properly taken care of.
Unfairness Charged
Says American Did Not Inform Public Films Were Reissues
The Federal Trade Commission has issued a formal complaint against the American Film Corporation, a Virginia corporation, with its principal office in Chicago, charging unfair methods of competition in commerce in violation of Section 5 of the Federal Trade Com- mission Act. The complaint is very similar to that issued a few days ago in the case of the Fox Film Corpora- tion, and deals with the re-issue of films. It refers specifically to a num- ber of films released prior to 1919 which, during the years 1919 and 1920, were again re-issued under new titles.
The American Film Company has been given thirty days in which to file with the commission a written answer to these charges.
To Reduce Prices
A big reduction of the taxes on tickets to picture houses and “legiti- mate” theatres in Czechoslovakia is to be put in force beginning January 1, 1923. The present taxes -are to be re- duced one-half.
Establishes Branch
Carl Laemmle, president of Uni- versal, who has been in Karlovy Vary, Carlsbad, recently visited Prague, Czechoslovakia, to establish a branch office of his company. Maxi- millian Stransky was put in charge.
30
MOVING PICTURE WORLD
September 2, 1922
Birchall Is Arrested
Charged With Conspiracy to Defraud in Chemical Stock Deal
A prominent theatre man, of Canada, was arrested at Toronto, Ontario, on August 16, when T. P. Birchall was taken into custody on a charge of alleged conspiracy to de- fraud, the amount involved being $60,000, it is said. Practically simul- taneously with the arrest was the raid which Toronto and Montreal detec- tives made on Birchall’s offices in Montreal when papers and documents that formed Amluable evidence, it is alleged, were seized.
It is not in connection with the pro- motion of Loew interest that Birchall, president of Loew’s Canadian Theatre, has been arrested, it is understood, but that he was wanted in connection with stock transactions for Chemical Products, Ltd., having branches in several Canadian and United States cities, including New York and Tren- ton, N. J. Birchall was later released on bail.
Grainger to Godsol
James R. Grainger, one of the b< known men in the motion pictur business, has been made persoi representative of F. J. Godsol in t ;c sales department of Goldwyn Dist buting Corporation, of which M Godsol is president. On August Mr. Grainger started on a tour whic h will take him to every important pie ture center in the country.
Mr. Grainger has been general representative for Marshall Neilan, who is now making pictures in asso- ciation with Goldwyn. Also, he has represented the Hearst interests in their association with Famous Players and in addition has represented Charlie Chaplin.
To Hold Convention
The Theatre Owners’ and Managers’ Association of Oklahoma, will hold its annual convention at the Skirvin Hotel, Oklahoma City, September 7 and 8. A large attendance is expected. Ralph Talbot is president of the asso- ciation.
WHAT IS THE COLOR
of the new
HANDBOOK OF
PROJECTION
? ? ? ?
• • • •
IT’S BLUE
and it’s
The Blue Book of Projection
Musicians Win
The wage scale of Chicago musi- cians for the coming year was settled last week at a conference between the- atre owners and the representatives of the Chicago Federation of Musi- cians at the office of Jones, Linick and Schaefer. The musicians were suc- cessful in obtaining their demand for a continuation of the present wage scale.
Managers of picture theatres out- side the loop district declare that the high wage scale keeps scores of the- atres from installing orchestras, and assert that while the union cannot be successfully combatted, it is defeating its own purpose by keeping men out of work through the demand for ex- cessive wages for some instead of rea- sonable wages for all.
Legion Film
To prove the public’s desire for cleaner, better and more' truly American films
.the American , tb--. — -
At. w;-:. - neni's Made to Dispose of Kmssre Chain for $650,060
: A . are now that deeds soon
■ wid • mooting the salt of the
tffirt-- m. A v Fngland moving picture th • ieh were fount . > be
amone assets of the closed Cos-
Ince Producing Corporation at an ap- proximate cost of 8200,000. The tenta- tive title is “The Blood Bond.” The permanent title will be obtained through a title contest conducted by the Ameri- can Legion Weekly.
To Open September4
The Eastman Theatre, of the Uni- versity of Rochester first University owned and University operated the- atre in America, has officially an- nounced its opening for Monday, Sep- tember 4. The vast $5,000,000 educa- tional experiment under the guise of a picture palace, will get under way on that day with no special formalities to mark the premiere.
Two days preceding the official opening, on Saturday, September 2, there will be a big gathering of celeb- rities of the motion picture world, musical and theatrical activities and the realm of higher education, to view the structure and its equipment.
The opening feature will be the Metro production, ‘The Prisoner of Zenda.” The Fox News Service will be used as an exclusive feature at this house.
Asks for Extension
Allen Theatres Wants More Time to Settle Claims
An application is at present before the judge in bankruptcy at Osgoode Hall, Toronto, Ontario, in behalf of Allen Theatres, Ltd., asking for an official extension over several years to enable the bankrupt company to attempt a recovery instead of selling to another picture corporation.
This announcement has been made at Toronto by G. T. Clarkson, official receiver and assignee of the Allen Theatres. He declared that there was some objection on the part of minority shareholders of the company to the proposed extension of time for the settling of claims against the Allen company.
The judge in bankruptcy has been called upon to decide whether the pro- posed extension should be granted or not, or whether the assets of the Allen Theatres should be sold to the other ( poration for $850,000. The other poration is presumably the Famous Players Canadian Corporation.
No Toronto Merger
here will be no merger of the Loew 1 Pantages theatres in Toronto, ac- "ding to an announcement made in Kit city on August 10. The amalga- mation of the two theatres in Hamil- ton, which is only forty-five miles from Toronto, does not affect any other houses on either the Pantages or Loew circuits in Canada, it was pointed out.
Separate companies are organized for each theatre in the respective cities, the Toronto Pantages Theatre being owned and operated by a com- pany known as Eastern Theatres, Ltd. The Hamilton Pantages was op- erated by the Hamilton Theatres, Ltd., before it was merged with the Loew interests into the Hamilton United Theatres, Ltd.
Set Convention Date
The Motion Picture Theatre Owners, of Iowa and Nebraska, will hold their annual convention in Omaha, Neb., September 18, 19 and 20. The Ak-Sar-Ben pageant and festival will be held in that city on the same dates. Invitations to the convention have been sent to Sydney S. Cohen, president of the M. P. T. O. A., and Will Hays.
Joins Universal
Lester S. Tobias, formerly with Famous Players and Realart, has joined Universal in New Haven as special representative for Special At- tractions.
September 2, 1922
MOVING PICTURE WORLD
31
Co-operation Begun
Representatives of 11,000,000 Start Work With Film Industry.
As a result of a meeting held June 22 last at the Hotel Waldorf-Astoria between Will H. Hays, president of the Motion Picture Producers and Distributors of America, and about 100 representatives of national civic, religious, educational and welfare or- ganizations, a definite plan of co-oper- ation has been effected between those who make the pictures and those who are interested in better pictures be- cause of their effect upon the people of the nation. A resolution of confi- dence in the producers was adopted.
A body of men and women whose names are well known in welfare work of various sorts throughout the coun- try have organized, have prepared to go to work, and have chosen as ex- ecutive officer, at the invitation of the producers and distributors, whom they have assigned to duty in Mr. Hays’ office. Colonel Jason S. Joy, formerly executive secretary of the American Red Cross, is the man selected, and he has already assumed his duties.
The plan of co-operation is :
The establishment of a channel of inter-communication between the agencies instrumental in forming and interpreting public opinion and the in- dustry.
The increased use of motion pictures as a force for citizenship and a factor in social benefit.
The development of more intelligent co-operation between the public and the industry.
The aiding of the co-operative movement instituted between the Na- tional Education Association and the producers to direct the making of pedagogic films and their effective em- ployment in the schools.
The encouragement of the effort to advance the usefulness of pictures as an instrument of international amity, by correctly portraying American life, ideals and opportunities in pictures sent abroad, and the proper portrayal of foreign scenes and persons in all productions. The furtherance, in gen- eral, of all constructive methods of bringing about a sympathetic interest in attaining and maintaining high standards of art, entertainment, edu- cation and morals in pictures.
The men and women who signed the resolutions and declaration of pur- poses are : Mrs. Oliver Harriman,
president Camp Fire Girls ; Mrs. George M. Minor, president-general Daughters of the American Revolu- tion ; Harold S. Braucher, secretary Community Service, Inc., and Play- ground & Recreation Assn, of Amer- ica; Mrs. Woodallen Chapman, chair- man committee on Motion Pictures, General Federation of Women’s Clubs ;
HOW MANY QUESTIONS
are asked and answered in the new
HANDBOOK OF
PROJECTION
? ? ?
• • •
842
Hugh Frayne, The American Federa- tion of Fabor ; James West, chief scout executive, The Boy Scouts of Arner- ict.
Fee F. Hanmer, director, Depart- ment of Recreation, Russell Sage Foundation; Charles A. McMahon, editor National Catholic Welfare Council Bulletin; ReA^. F. Ernest John- son, Federal Council of Churches of Christ in America; Harold Ross, edi- tor American Region Weekly; Mrs. Robert E. Spear, president Young Women’s Christian Association; Mrs. Jane D. Rippin, director The Girl Scouts; Dr. John R. Mott, general sec- retary International Committee of Young Men’s Christian Association.
They are among the leaders of their national organizations, the combined membership of which is more than 11,- 000,000. Their representative at Mr. Hays’ headquarters will keep them in- formed at all times as to the construc- tive work being done by the producers and distributors looking toward the improvement of the quality and the raising of the standards of pictures. He will also keep Mr. Hays informed of the aims and activities of the or- ganizations he represents and of the co-operative efforts.
Eddie Laemmle 111
Production work on the part of the company sent to Europe by Universal for the production of “Castle Craney- crow, ’ has been delayed by the illness of Edward Faemmle, the director. Harry Myers, the star, has been re- called to Universal City temporarily, and has just arrived in New York from Berlin. Hq is accompanied by Tenny Wright and David Stumar, Universal cameramen.
Young Faemmle is now undergoing hospital treatment in the German cap- ital. It will be many weeks before he is ready to take up his production plans again. He is suffering from a blood affection brought on by over- work and nervous strain.
New Company
The Ocean Film Company has been organized in Prague, Perstyn— 359. It is a distributing company and is in the market for American made films.
Two Men Killed
C. R. Freeland and H. J. Johnston Meet Violent Deaths
Two motion picture men widely known in the Southwest died violent deaths in the Dallas territory on Sun- day, August 13.
Charles R. Freeland, well-known among the younger generation of Southwest picture men, was struck by a Southern Pacific train near Fords- burg, N. M., Saturday night and died of his injuries early Sunday morning.
Howard J. Johnston, 24 years old, widely known as theatre organist, and who until recently was on the musical staff of the Hope Theatre, was shot six times in the abdomen at noon Sat- urday in a room at the Southland Hotel, Dallas. He died early Sunday morning. Charges of murder were filed against C. T. Harp, cotton buyer, and J. E. Hamilton, druggist, of Waxahachie, Texas, following his death.
Mr. Freeland was until recently assistant manager of the Old Mill, Queen and Palace Theatres in Dallas, and was returning to Dallas after some time passed in California in search of health. He was driving an Overland and apparently failed to see or hear the train that hit his car. He was buried in Dallas, with a number of Southern Enterprise men acting as pallbearers.
Annual Outing Held
The first annual outing of the Motion Picture Theatre Owners, of Eastern Pennsylvania and Southern New Jersey, was held Monday and Tuesday, August 20 and 21, at Atlan- tic City, N. J. The program for the two days included many enjoyable events, among which was a banquet at the Alamac Hotel, where Harry Latz, manager of the Alamac Hotels at Atlantic City and Fake Hopatcong, N. J., announced his engagement to a well-known theatrical star.
Maigne ’s Salary Held
Justice Lydon of the New York Su- preme Court has signed an order restrain- ing the Famous Players-Lasky Corpora- tion from paying Charles Maigne, a di- rector of the company, all or any part of his $600 weekly salary.
The order was obtained by Michael Belfi of New York, whose infant daugh- ter, it is alleged, was run over and killed by Maigne s automobile in November, 1919, and a jury in Justice Donnelly’s part of the Supreme Court in April, 1921, awarded the father of the girl $2,500 damages, which he has been unable to col- lect owing to the absence of Maigne from this city.
32
MOVING
PICTURE WORLD
September 2, 1922
News from the Producers
Standing Stars
Wyndham Standing is the star of “The Isle of Doubt,” a six-reel feature which Play- goers Pictures announces for release September 10. This picture, which was adapted from the well-known novel by Derek Bram, is said to com- bine the appeal of a high-class society drama with the adven- ture and lure of the tropics. Its story is characterized by a strong element of surprise throughout, and is made doubly interesting by unex- pected twists and turns of the plot.
New Jack Pickford Film Finished
All the camera work has been completed on Jack Pickford’s “Gar- rison’s 'Finish,” his first photoplay for early autumn release by Allied Producers and Distributors Corpora- tion. “Garrison’s Finish” is Jack Pickford’s first independent produc- tion, and he plays the role of Billy Garrison, the all-square jockey who is double-crossed by another rider, but who eventually wins out and comes under the wire a winner. The story is from W. B. M. Ferguson’s novel of the same title. The scenario was prepared by Elmer Harris, with Mary Pickford supervising. Madge Bellamy plays the role of Sue Desha, daughter of a Kentucky breeder, whose intuition tells her Garrison is innocent of throwing an important race. There is action and thrills all through the picture. The race track scenes are said to rank high.
“Garrison’s Finish” was directed by Arthur Rosson, with the photog- raphy by Garold Rosson. Others in the supporting cast are Charles A. Stevenson, Tom Guise, Frank Elliott, Clarence Burton, Ethel Grey Terry, Audrey Chapman, Dorothy Manners, Herbert Prior, Charles Ogle and Lydia Knott.
Terriss in England Making Film
Tom Terriss, who went to Eng- land after making “Find the Woman” for Cosmopolitan, is at work in London making “The Harbor Lights,” a famous melo- drama that ranks high among the many successes of similar name that have gone to make the fame of the old Drury Lane Theatre.
Arrangements for the release of this picture, which is the only one Terriss will make under that con- tract, will not be made until the pic- ture is completed. Following “The Harbor Lights,” Terriss has ar- ranged for a series of pictures that will be released in this country through one of the recognized com- panies, according to a contract that was signed before Terriss sailed.
$$ CS* SEWELL
Fox Spends Large
Sums for Stories
From the indications of last year and the announcements for the im- mediate future it is apparent that William Fox looms as one of the heaviest buyers of the motion picture fiction in the market, it is stated.
Thei Fox Corporation believes in the soundness of this policy. The expenses of production in these days are so heavy that to purchase a story or play that has already met with popular approval means a guaranteed success to the motion picture ex- hibitor, Fox says. One of the prominent officials of the Fox Film Corporation expressed it as follows :
“In the motion picture field the greatest economy for the purchaser of motion pictures and the motion picture theatre is for the original maker to offer his market the very best regardless of the momentary expense. What is the best, and what is it that will prove most successful? The answer to this will make a for- tune for any showman just as it has made the success of the Fox Film Corporation — but by what test can
we know what is going to be the best, most successful and most popular? One answer is, by avoid- ing useless experiments — for which the motion picture theatre owner must ultimately pay the bills.
“It is obvious that stories and plays that have already proven their success before audiences of hundreds of thousands of people are the best guarantees to the motion picture ex- hibitor that he is going to get a proven sure-fire success to offer his screen audiences — a certainty of success that remove as far as is possible the risks of the show busi- ness.
“Upon this theory the Fox Film Corporation has been one of the most extensive buyers of best sellers and most popular stories during the past year. The Fox preliminary an- nouncements for the forthcoming year emphasize the fact that Fox is one of the most lavish spenders for successful fiction and dramatic rights for motion picture purposes that have so far developed in the motion picture field.”
Striking Ads for
“Nanook of North’’
At the beginning of the second week of the run of the Pathe special, “Nanook of the North,” at the Alhambra Theatre, Los Angeles, the double-column display advertising in local newspapers startlingly reflected the theatre management’s sentiments regarding the great Eskimo epic. Pictures of the Eskimo baby actor’s “Smile from the North,” and of the hero, Nanook’s, hand -to -hand - struggle with one of his half fam- ished sledge-dog pack “huskies,” were printed with such expressions as these :
“Flaherty did it ! Gosh ! What
a picture! But wait till you see ‘Nanook of the North,’ held over for a second and unalterably final week at the Alhambra.
“Away up North, a thousand miles from civilization, where a heaved brick would hit the North Pole, where it is so cold and dismal that even the sun shivers, an Irishman by the name of Flaherty — Robert J. Flaherty, F. R. G. S. — made a pic- ture with no studio or laboratory, not even one picture actor, under heart-breaking conditions, and still a picture raved over by the theatre’s severest critics.”
Four Comic Stars
in Metro Picture
Comedy, which all producers of motion pictures strive so diligently to put into their productions, is not to be lacking in the Metro S-L special production of “Quincy Adams Sawyer,” which is being filmed for Metro under the direction of Clarence G. Badger.
There are four outstanding comedy characters in this famous Charles Fulton Pidgin story. Main- taining the standard of the rest of the cast selected for this picture, four male comedians, each a star in his own right, have been assembled
by Arthur Sawyer. They are Hank Mann, Billy Franey, Harry Depp and Victor Potel.
These four comedy players add materially to the already notable cast signed, which includes Blanche Sweet, John Bowers, Barbara La Marr, Lon Chaney, Claire Mc- Dowell, Elmo Lincoln, Louise Fazenda, Joseph Dowling, Gale Henry, Edward Connelly, Kate Loster, Harry Davenport. June Elvidge and Millie Davenport. The scenario was written by Bernard McConville.
Film Honored
The new $5,000,000 Eastman Theatre, Rochester, N. Y., has chosen as the attraction for its opening some time in Septem- ber, Rex Ingram’s production for Metro of “The Prisoner of Zenda.”
This booking amounts to testimony to the effect that this picture is the most ex- cellent available. The East- man Theatre, built for the city of Rochester by the Eastman family, has for its prime pur- pose the presentation of the best in pictures. The screen of this playhouse will reflect photoplays chosen on their artistic merits alone, irrespec- tive of returns.
“One Clear Call” Is Drawing Crowds
“One Clear Call,” Louis B. Mayer’s latest John M. Stahl special, is not only proving a spectacular box-office success, but is being held over for two weeks in many one week run houses, according to re- ports on the production received by Associated First National Pictures.
It was the first picture this year to play two weeks in Jensen and Von Herberg’s Columbia Theatre, Portland, Oregon; in San Francisco it held the same distinction with a two weeks’ showing at Turner and Dahnken’s Tivoli Theatre; and in the leading Jensen and Von Herberg Theatre in Seattle, “One Clear Call” was held over for a second week by popular demand.
* All of these theatres did a big business, with the evening shows packed and a record - breaking matinee attendance in spite of the hot weather conditions.
“Monte Cristo” in Fox List
Heading the list of releases by Fox Film Corporation for the week of August 28 is “Monte Cristo,” the special production which opened an indefinite run at the Forty- fourth Street Theatre, New York City, Monday, August 14.
“Monte Cristo” was directed by Emmett J. Flynn, who also directed “A Fool There Was,” of the 1922-23 season’s schedule, and "A Connec- ticut Yankee in King Arthur's Court,” of last year's Fox program of specials.
The Charles Jones release is “West of Chicago,” a romantic story of the Western plains. It is from the pen of George Scarborough and was directed by Scott Dunlap and C. R. Wallace. Three comedies and a Mutt and Jeff Animated Cartoon complete the program of the week.
September 2, 1922
MOVING PICTURE WORLD
33
“Rejuvenation” Now Being Cast
What is expected to be one of the lost pretentious of the fall releases f American Releasing- Corporation 5 an ambitious production by Lam- iert Hillyer of Cyrus Chapin’s iriginal story, “Rejuvenation,” a tory which parallels the rejuvena- ion of a man and a great city fol- owing the San Francisco fire of .906.
It is a San Francisco and Oakland story which is to be photographed in :hose cities. The producer is Over- land Productions, which has taken iver the plant of the Stewart Motion Picture Company in Oakland. Mr. Hillyer is now casting the produc- tion and has, to date, definitely en- gaged Jack Mulhall, Bessie Love, Henry Walthall and Tully Marshall.
First Place Claimed for
Cosmopolitan Production
Aids Neilan
Hobart Bosworth, well-known stage and screen star, after con- siderable negotiations and purely through his friendship for Marshall Neilan, has held up his own produc- tions in San Francisco and gone to Los Angeles to play the part of Shane Butler Keogh in “The Strangers’ Banquet,” Mr. Neilan’s first production in association with Goldwyn, thereby completing and strengthening one of the most note- worthy picture casts of the year.
With Universal
Ralph Graves has been engaged by Universal to portray an important role in “The Jilt,” an all-star picture which Irving Cummings is directing. “The Jilt” is a Saturday Evening Post Story scenarioized by Arthur Statter.
What Cosmopolitan Productions claims is the most magnificent motion picture ever filmed, from the greatest love story ever told — “When Knighthood Was in Flower” — in which Marion Davies is starred, has just been completed.
The producing company says that not only is it the most beautiful of film productions, but that it cost more money than any other, the total expense being nearly $1,500,000.
It is said the set was the largest ever constructed, covering more than two city blocks. 3,000 actors, in- cluding 55 principals, appeared. In spite of the magnitude of the pro- duction it was filmed in the short space of 160 working days.
It is stated by Cosmopolitan that other producers have long had “When Knighthood Was in Flower” in mind for a motion picture, but that the large expense has held them back from attempting it. Mary Pickford had, however, according to Cosmopolitan, attempted to obtain the rights to film the picture, but had failed. There was a good deal to be accomplished before the rights were gained by Cosmopolitan, it is said, as they were claimed in part by Julia Marlowe, who presented the play on the speaking stage, and the widow of Charles Major also de- manded recognition.
After long negotiations the claim of Mrs. Major was satisfied, and the actual rights were purchased from Miss Marlowe. Then Cosmopolitan began the big task of research and other details which were necessary
in the production of this picture.
The story is staged in the time of Henry VIII., of England, when the English court was noted for its magnificence and picturesqueness. It was necessary to choose a direc- tor whose work had put him in the forefront of his profession, and Robert G. Vignola was obtained. Joseph Urban, who decorated palaces and built bridges in Europe before he became affiliated with Cosmo- politan Productions, was put in charge of the work of recreating the settings of the magnificient Eng- lish court, and the Court of France, which at that time was also noted for its grandeur, as well as the scenes which surrounded the middle and poorer classes in the English metropolis.
Among the scenes is the famous tower of London, where the English knight, Brandon, with whom Prin- cess Mary, daughter of the English king planned to elope, narrowly escaped being beheaded. Also is shown the tournament, in which many armed knights took part, in honor of the birthday fete of Prin- cess Mary. The costuming of the noble ladies who were present at the tournament, as well as the men of the period, formed a difficult part in the production of the picture. It was also necessary to train a num- ber of men in the art of swords- manship so that they could ade- quately portray the gallants of the time in which the story is laid. Among those who took part, both as teachers and as actors, in the film
were two German barons, and one French and one Italian count, all with records as duelists.
More than 3,000 costumes were in use at one time. One of particular magnificence was Princess Mary1 s wedding dress, which she wore to be married to the King of France. The dress was of silvercloth, ermine and pearls, and weighed 25 pounds.
u
The Christian” Now Being Edited
The last scenes for Goldwyn’s picturization of Sir Hall Caine’s novel, “The Christian,” have been taken by Director Maurice Tourneur after several nights of work with mobs to supplement the big mob scenes taken in London last June.
The editing has already been be- gun under the direct supervision of Paul Bern, Goldwyn’s editor-in- chief, and of the director. A com- plete print of the photoplay will be sent to Sir Hall Caine in London immediately after the assembling and editing is finished and the author will, himself, write the titles for it.
At the Capitol
Irene Castle’s latest Hodkinson picture, “Slim Shoulders,” will be given its premiere at the Capitol Theatre in New York during the week beginning September 3, with an Irene Castle Fashion Promenade prologue, in which thousands of dollars’ worth of newly imported gowns from Paris will be featured.
FIRST NATIONAL SALES OFFICIALS AND DISTRICT MANAGERS
Top Row, left to right: Vincent J. McCabe, Canadian manager; W. E. Callaway, southern representative; L. O. Lukan, western district manager; R. C. Seery, midwestern district manager; J. A. Gove, of department of distribution, and H. A. Bandy, cen- tral district manager. Seated: William Morgan, department of distribution; Floyd Brockell, supervisor of exchanges; S. W. Hatch, department of distribution.
F. B. O. Announces a Diversified Program
Ten pictures that have been made clean-ups in New York, christened the “box office ten” have Detroit, Los Angeles and many other been announced by the Film Book- cities. “The Kick-Back,” a Harry ing Offices of America as their con- Carey production, is the second, tribution to the campaign for a pros- Following these are “The Snowshoe perous fall season. These pictures Trail,” a Chester Bennett production, include the output of a majority of starring Jane Novak; “Wreckage,” the stars who are now busy at the the working title of the first Robert R-C studios in California, and will Thornby production; “The Three form the bulk of the F. B. O. early Cornered Kingdom,” starring Ethel fall product. Clayton; “When Love Comes of
The F. B. O. box office ten will Age,” Helen Jerome Eddy’s first start the newly-named organization starring vehicle; “Captain Fly By on its first big season with an Night,” starring Johnnie Walker; impetus which, it is said, is expected “Good Men and True,” the second to place it among the leaders of the Harry Carey production; “Thelma,” industry. These pictures will, it is another Jane Novak starring vehicle, stated, afford the exhibitor a variety from Marie Corelli’s novel, and of entertainment which will range from light comedy drama to tense drama. Each of them has been made with an eye to box office success, accordng to reports, and from the period of the conception of the story to the filming of the last scene, the exploitation possibilities of the pro- duction as a supplement to the enter- tainment values have been carefully kept in mind. And as a result the name “box office ten” has been ap- plied to them.
Naming these in the order of re- lease they are : “In the Name of
the Law,” an Emory Johnson pro- duction, which, it is said, has already
34
MOVING PICTURE WORLD
September 2, 1922
Exhibitor’s Ready Reference to Lobby R^togravine
THIS index has been established at the request of numerous readers to assist them in using the rotogravure section of Moving Picture World for their lobbies. All subjects in the current issue and for eight issues past will be found listed below, together with the subjects in next week’ s section.
In This Issue
“The Bitterness of Sweets,” Goldwyn.
Dean, Priscilla, Portrait of, Universal.
“Human Hearts,” Universal.
“Monte Cristo,” Fox.
“The Siren Call,” Paramount.
Starland Revue, F. B. O
"The Three Must-Get-Theres,” Allied.
In the Next Issue
“A Fool There Was,” Fox.
Greeley, Evelyn, Portrait of, Producers Security.
“The Headless Horseman,” Hodkinson.
"Heroes and Husbands,” First National.
“Man Wanted,” Clark-Cornelius.
“Remembrance,” Goldwyn.
“Timothy’s Quest,” American Releasing.
“When Husbands Deceive,” Associated Exhibitors.
In Past Eight Issues
Baird, Leah, Associated Exhibitor's star in “When Husbands De- ceive,” Aug. 12.
“Barthelmess, Richard,” First National star, Aug. 5.
“Blacksmith, The,” starring Buster Keaton, First National, Aug. 5. “Blood and Sand,” starring Rodolph Valentino, Aug. 12. “Borderland,” starring Agnes Ayres, Paramount, July 22.
“Broken Chains,” Goldywn, July 29.
Compson, Betty, Paramount’s star in “The Bonded Woman,” Aug. 5. “Dangerous Adventure, A,” starring Grace Darmond, Warner Broth- ers, Aug. 19.
“East Is West,” starring Constance Talmadge, First National, Aug. 19. Educational-Mermaid Comedies, Aug. 5.
“$5 Baby, The,” starring Viola Dana, Metro, July 22.
Fairbanks in “Robin Hood,” Douglas, United Artists, July 15. Hamilton, Lloyd, Educational, star, July 22.
“Her Gilded Cage,” starring Gloria Swanson, Paramount, July 29. “Her Majesty,” Mollie King and Creighton Hale, Playgoers, Aug. 12.
“Home Made Movies,” starring Ben Turpin, First National, Aug. 12. “Honor First,” starring John Gilbert, Fox, Aug. 5.
Hutchison, Portrait of Charles, Pathe, Aug. 26.
“Just Tony,” starring Tom Mix, Fox, Aug. 12.
Kenyon, Doris, playing opposite Johnny Hines, C. C. Burr, Aug. 12. Lane, Lupino, in “The Reporter,” Fox.
Lloyd, Portrait of Harold, Pathe, Aug. 26.
Lyons’, Eddie, Newest Arrow Comedy.
“Lights of the Desert,” starring Shirley Mason, Fox, July 22.
“Love Is An Awful Thing,” Owen Moore and Marjorie Daw, Selznick, July 22.
"Masquerader, The,” starring Guy Bates Post, First National, July 29. “More to be Pitied than Scorned,” C. B. C. Film Sales Corp., Aug. 5. Murray, Mae, Metro star, July 15.
“New Teacher, The,” starring Shirley Mason, July 29.
“Nice People,” Wallace Reid and Bebe Daniels, Paramount, Aug. 19. “Oh, Daddy,” First National, Mack Sennett Comedy, July 22.
Pollard, “Snub,” starring in two-reel comedies for Pathe, Aug. 19. Parrott, Paul, in Scenes from Pathe Comedies.
“Range Rider Series,” starring Leo Maloney, Pathe, Aug. 19.
Roach, Hal, Comedies, Pathe.
Roland, Ruth, in “The Riddle of the Range”; Pathe.
“Rose O’ the Sea,” starring Anita Stewart, First National, July 15.
Hal Roach Comedies, Pathe, July 22.
Educational-Mermaid Comedies, Aug. 5.
“Song of the Lark, The,” Pathe, Aug. 5.
“Shattered Idols,” American Releasing Corp., July 29.
“Salome,” starring Nazimova, Nazimova Productions, Inc., July 15. “Supply and Demand,” starring Johnny Jones, Pathe, Aug. 19.
First National Stars, July 29.
Educational-Christie Comedies, Stars, Aug. 19.
Norma Talmadge in “The Eternal Flame”; First National.
“That Son of a Sheik,” Neal Burns and Viora Daniel, Educational, Aug. 19.
“Up in the Air About Mary,” Associated Exhibitors, July 22. Windsor, Claire, appearing in “Rich Men’s Wives,” A1 Lichtman, July 29.
“Woman of No Importance, A,” Select, July 15.
“Woman Who Came Back, The,” Playgoers, Aug. 5.
"Young Diana, The,” starring Marion Davies, Cosmopolitan, July 29.
Cooley Engaged
Hal Cooley has been engaged by Myron Selznick for one of the principal parts in the support of Elaine Hammerstein and Conway Tearle in “One Week of Love.”
Carter Signs
Douglas Carter, the colored come- dian, has signed a contract with the Selznick Company.
Finish “Tess”
After fourteen weeks of work, Mary Pickford has completed her new version of “Tess of the Storm Country,” the Grace Miller White story. Present indications are that the film will be in not more than seven reels. It probably will be ready for United Art- ists release by October 1. The direction has been under the guidance of John S. Robert- son, with Charles Rosher at the camera. In the cast are Lloyd Hughes, Gloria Hope, Forrest Robinson, David Tor- rence, Jean Hersholt, Danny Hoy and Mme. de Bodamere.
In filming the play twenty sets were built, thirteen of which were interiors. Only four locations were used.
Flynn Is Making
New
Emmett J. Flynn, who directed “A Fool There Was” and “Monte Cristo,” two Fox specials for the season of 1922-23, has begun work on “Without Compromise” the next William Farnum vehicle, with an exceptionally notable cast of artists, according to word from the West Coast Studios of Fox Film Corpor- ation.
The picture, which will be a screen adaptation of the widely read story by George Hubbard and Lil- lian Bennett-Thompson. which was purchased by William Fox prior to his departure for Europe, will be the first Farnum has made at the Hollywood center in over a year and a half.
Before being transferred to the West Coast, Farnum completed “Moonshine Valley” at the New York studios under the direction of Herbert Brenon, who is now engaged in the production of “Penzie,” an- other Fox special with Mary Carr. “Moonshine Valley,” which is from the scenario by Mary Murillo will be released August 27, and marks the return of the virile movie hero to the open-shirted, rugged roles for which he has become famous.
In his latest picture, Mr. Farnum is afforded all the propitious situa- tions and characters necessary for
Fox Picture
the best exhibition of his varied tal- ents, it is said. Rights to another story by the authors of “Without Compromise” have been acquired by the Fox organization, but so far, the star has not been named.
“Day Dreams” Title of Keaton Film
“Day Dreams” is the title of Buster Keaton’s latest two-reel comedy. The picture was produced by Joseph M. Schenck, and will be released through Associated First National. Eddie Cline directed, with Virginia Fox and Joe Roberts in the supporting cast.
“Adam and Eva” Is Under Way
Cosmopolitan Productions has commenced filming the outdoor scenes of “Adam and Eva.” with Marion Davies as the star, at the picturesque Merrybrook Farm, be- longing to Dr. Herbert T. Morris, near Stamford. Conn. T. Roy Barnes plays the modern Adam to the up-to-date Eva of Marion Davies,
Noah Beery Added to “Omar” Cast
Richard Walton Tully has added Noah Beerv to the cast of “Omar the Tentmaker,” a First National attraction, in which Guy Bates Post is the star. Mr. Beery will be seen in the role of the Shah.
His part in Post’s support will, it is said, give him an opportunity for a new characterization.
Ad Campaign
Inspiration Pictures, Inc., which makes the Richard Bar- thelmess productions, distrib- uted by Associated First National, through its presi- dent, Charles H. Duell, Jr., announces that within a few weeks it will begin a smashing national advertising campaign on Barthelmess, already one of the most popular male stars on the screen.
The campaign, which is be- ing handled by Felix Feist, opens with a page advertise- ment in the Saturday Evening Post. This will be devoted to the latest Barthelmess’ pic- ture, “The Bondboy.” Then will follow a poster campaign to take in one-fourth of the billboards in the United States. Following that will c-me a magazine and news- paper advertising campaign.
Beautiful EVELYN GREELEY
Starring in
A Producers Security Corp,
BULL DOG DRUMMOND
Scenes from F. B. O’s. Starland Revue
There are a variety of Subject Pictured in this Series
|
i [ |
( i w |
THE SIREN CALL
with Dorothy Dalton Supported by David Powell and Mitchell Lewis
A Pammont Picture
"HUMAN HEARTS" the Universal 'Jewel Produo tion of Hal Reid's Famous Stage Play. Now being shown in New York City.
House Peters Plays the Star- ring Role and King Baggot Directed. The Picture is call- ed "An Emotional Review of Life.”
Stage Entrance
"THE BITTERNESS OF SWEETS"
Goldwyn's
Rupert Hughes Picture
Antonio Moreno is among the Players
MONTE C R 1ST O
The William Fox Special Now Running in New York
What 117 Exhibitors Have Said Of
Ruth Roland
The Timber Queen,
Produced bu RUTH ROLAND SERIALS, Inc.
Supervised by HAL. E. ROACH
117 exhibitors, men who know serials, show them and make money with them, have taken the trouble to write us, through our various exchanges, with reference to “The Timber Queen”
They all say this: “ ‘The Timber Queen’ is the best serial I have ever seen ! ”
What 117 exhibitors have voluntarily and enthusiastically praised, is something for you to look at and seriously con- sider, Mr. Exhibitor.
A censor-proof serial, vivid, thrilling, brilliant, beautiful) with a real story, star and cast.
Pafheserial
Better Than Good
According to Published Reports From Exhibitors Themselves
The Isle of Zorda
From Jules Verne’s Celebrated Novel, Mathias Sandorf
T N the July 8th issue of the Motion Picture News there is published a chart of features with exhibitors’ reports concerning these pic- tures, on a percentage valuation. 20% is Poor, 40% Fair, 50% Average, 70% Good and 100% Big on this chart, and the exhib- itors’ own rating is given each picture.
“The Isle of Zorda’’ receives on this chart 13 reports; the entertainment rating is given as 72% and the box office value as 72%.
There are 207 features listed. Only 41 aver- age 70% or better.
“The Isle of Zorda,” gentlemen, is better than Good by your own judgment. Better than 80% of the current features!
No wonder! It is so different as to be distinc- tive; so different that it is refreshing; so beau- tiful as to be a marvel. The public has tired of the sameness in features.
Give them “The Isle of Zorda.”
Produced by Louis NsIpaS Directed by Henri Fes court
Pafhepicture
September 2, 1922
MOVING PICTURE WORLD
35
Educationals Get
Off
Enthusiastic praise from critics and quick bookings from big first run houses in all parts of the country are greeting the earliest pictures in Educational’s 1922-192 3 program of short subjects as they become avail- able for release or for pre-release private reviews.
A real sensation, it is said, is being created by the Earl Hurd Comedies, the single-reel novelties presented by C. C. Burr, in which Mr. Hurd is combining “shots” of real actors with animated cartoons in a manner than leaves the audience guessing as to how it is done. There are to be six pictures in this series.
While “One Ol’ Cat” is running simultaneously at the Rivoli and Strand Theatres in New York the week of August 20, the second pic- ture of the series, “Fresh Fish,” is in its second week at the Strand. It is the third week for “One 01’ Cat” at the Rivoli.
The reception given “Look Out Below” speaks well for the success of the new series of Mermaid Come-
to Big Start
dies started by Jack White with this picture. “One of the most distinc- tive burlesque comedies in many months,” writes James W. Dean, of Newspaper Enterprise Association. He also lauds “That Son of a Sheik,” the first of the new Christie Comedy series.
“The First Barber” is the first of the Tony Sarg Almanacs to be re- leased by Educational. Typical of the comments on this highly amus- ing one-reel picture is that in Mov- ing Picture World, which says :
“The person who will not be moved to laughter by this first Tony Sarg’s Almanac for Educational re- lease ought to be psycho-analyzed. It is a one-reel gem of humor. The whole is a delightful conceit.”
Another new series to be distri- buted by Educational is the Hamil- ton Comedy group, starring Lloyd Hamilton. This first picture, “The Speeder,” has been completed and will soon be ready for preview and showing to exhibitors at the branches.
Rex Ingram at Work
Instead of Resting
Giving Rex Ingram, director of “The Prisoner of Zenda,” a vacation is like giving a squirrel a nut, Metro says. He takes it and saves it for some other time.
Not since the completion of his first big Metro photoplay, “The Four Horsemen of the Apocalypse,” has Mr. Ingram taken a rest. On the heels of “The Four Horsemen” came the direction of “The Conquering Power,” “Turn to the Right,” “The Prisoner of Zenda” and “Trifling Women,” his own story. After this his schedule called for the staging of a vacation.
But instead of this the young director came East, accompanied by Alice Terry, his wife, and Colonel Starrett Ford, production manager, and immediately set to working out scenario, plans for settings, arrange-
ments for locations for his next screen play, “The Passion Vine,” based on John Russell’s vivid short- story of the South Seas. On the train he mapped out his script; and since arriving in New York his only relaxation has been a week-end visit to Mr. and Mrs. Robert Z. Leonard at their home in Great Neck. Mrs. Robert Z. Leonard is known on the screen as Mae Murray. Odd inter- vals of time Mr. Ingram has filled by reading stories, plays and scenarios for future pictures.
The two principal parts in “The Passion Vine,” Mr. Ingram an- nounced this week at the home offices of Metro Pictures Corporation in New York, will be taken by Alice Terry and Ramon Navarro, who have roles of similar importance in “The Prisoner of Zenda.”
Harold Lloyd at
New York’s Strand
Declaring it to be “the film treat of the year,” Joseph Plunkett, managing director, has selected the Harold Lloyd-Associated Exhibitors super-attraction, “Grandma’s Boy,” produced by Hal Roach, as the feature for Labor Day week at the Mark-Strand Theatre, New York City.
After booking this picture, follow- ing a preview several months ago, Mr. Plunkett tentatively selected either September 3 or 10 for the opening of the New York run. In his desire to secure the greatest pos- sible drawing card for the holiday week he has now decided definitely on the earlier date, to the disappoint- ment of sponsors of a number of other offerings, who hoped to enjoy the impetus of the Labor Pay vaca-: tion.
Mr. Plunkett is arranging an elaborate prologue to introduce Lloyd’s first five-part picture, whose phenomenal success already has stamped it as a photoplay sensation of the year. The exact nature of this he declines to reveal, but he promises that it will be thoroughly in keeping with the importance of the picture. Members of Mr. Plun- kett’s staff decorated the Strand lobby with stills and a huge portrait of the star more than a week ago.
Crandall Named
President Arthur S. Kane an- nounces the appointment of Jean J. Crandall, of Washington, as field manager of Associated Exhibitors, and Mr. Crandall has entered upon his new duties once,
The photograph shows the departure of the seaplane voyagers now en route from ,New York to Rio de Janeiro. Public interest is enhanced a hundred fold by the fact that a motion picture record of the flight is being made for exclusive screening in the semi-weekly issues of Pathe News under the breezy and appropriate title of “The Log of the SC-1.” J. Thomas Baltzell, of the Pathe News camera staff, is shown receiving “bon voyage” from his chief, Emmanuel Cohen, editor of Pathe News.
“Hansel and Gretel” Sets Fine
Under the supervision of Julius and Abe Stern, Tom O’Neil, Cen- tury’s technical director, has built some of the finest sets in his career for Century’s third fairy tale, “Hansel and Gretel.” Three large sets, consisting of the exterior of the witches’ candy house, the interior of the candy house and the home of the children are especially worthy of notice.
The furniture in one set is entirely made of little pebbles and consumed two and a half weeks to make. Six men worked under O’Neil evolving these quaint and unique props. The candy house also was built from old illustrations and Century’s research department took every pain to make it accurate.
Vignola Will Direct “Adam and Eva”
Having completed “When Knight- hood Was in Flower,” the twelve- reel special, starring Marion Davies, for Cosmopolitan, Robert G. Vignola will this week begin work on his next Cosmopolitan special, “Adam and Eva,” from the stage success of the same name, by Guy Bolton and George Middleton. Miss Davies will be starred.
The settings will be designed by Joseph Urban. The players include Tom Lewis, Louella Gear, Leon Gordon, William Norris, T. Roy Barnes, Amy Ongley, William Davidson and Edward Douglas.
Florence Vidor in “Dusk to Dawn”
“Something absolutely new” is the promise Associated Exhibitors has been making in its preliminary an- nouncements of “Dusk to Dawn,” the current Florence Vidor release, The new feature is to be out August 27. Based on Katherine Hill’s widely discussed novel, “The Shuttle Soul,” with its stirring situations and its exotic touches, this photoplay has gjyeri {he star fine
opportunities.
Leah Baird Picture Now Booking
Torrid weather has had almost no effect on the bookings of “When Husbands Deceive,” with Leah Baird, according to Associated Ex- hibitors, who released the feature August 20. Many first run exhibi- tors are now signing contracts for the picture in order to give it an early place on their fall programs.
One of the first of these was Edward Reed, who has just an- nounced his intention to offer this as the feature attraction at his Strand, the largest picture theatre in Provi- dence, R. I., the week of Sept. 4.
“Loves of Pharaoh” for August
Paramount announces as its re- lease for August 28, “The Loves of Pharaoh.” This picture is presented by the Hamilton Theatrical Corpora- tion and features an all-star cast, among which are included the pick of European screen artists, it is stated. It was directed by Ernest Lubitsch, whose “Deception” and “Passion” are well-known.
Paramount is authority for the statement that an entire Egyptian city, containing more than fifty mas- sive buildings, was constructed for the filming of this picture.
Many thousand people are seen in the spectacular battle scenes between the _ Egyptians and the invading Ethiopians. Emil Jannings, seen as the English king in “Deception,” gives an even more remarkable per- formance, it is said, in the role of Pharaoh Amenes.
MOVING PICTURE WORLD
September 2, 1922
GUSTAVE TOTT Resident Manager
ALBERT KELLER Managing Director
Ritz-Carlton
Atlantic City, N.J.
The center of distinguished social life at this world-famous seaside resort, carrying out the European atmosphere and social charm of illustrious Ritz Hotels of the con- tinent. j
The* Ritz-Carlton at Atlantic City appeals especially to those who are familiar with these niceties of ap- pointments and individual service.
T A preeminent name and perfect facili- ties make the Ritz-Carlton the ideal meeting place of conventions at the Sea- side. Reservations direct, or through Ritz-Carlton, New York.
Has Selected Cast
of “Merry
Erich von Stroheim has completed the selection of a cast for “Merry Go Round,” his next Universal- Jewel production, and expects to start “shooting” in a few days. The entire construction force at Univer- sal City is working night and day, building the bizarre sets depicting Vienna’s celebrated pleasure park, the Prator, and other Viennese scenes, to be used in this feature picture of Austrian romance and adventure.
The cast engaged by von Stroheim will not be heralded as “all star,” but will be offered as an interesting group of players who are either pos- sessed of unusual ability or are par-
Go Round”
ticularly adapted to their roles, Uni- versal says.
Norman Kerry and Mary Philbin are to have the outstanding parts. Wallace Berry, a favorite “heavy,” and Dale Fuller, who played in “Foolish Wives,” will be seen as creatures of the Prater. Several others who contributed their best to “Foolish Wives” will again be seen in “Merry Go Round.”
George Hackathorne, who did ad- mirable work in Universal’s “Human Hearts,” and other productions, has been given the difficult role of a hunchback in “Merry Go Round.” Fay Holderness, who was in “Blind Husbands,” will also appear.
“Blood and Sand”
Sets New Records
Paramount’s Fred Niblo produc- tion, “Blood and Sand,” starring Rodolph Valentino, continued its record-breaking performance at the New York Rivoli throughout the second week of its run. The first week it grossed both in attendance and receipts more than any other pic- ture in the history of the house, 62,344 people paying $37,006.42 to see it.
Starting its second week on Sun- day, August 14, when the picture grossed nearly $200 more than on its opening day a week previous, by closing Monday the total receipts had topped all previous records for the first two days of a second week of
a run at that house by more than $3,600. The previous second-week record for that period was held by George Fitzmaurice’s production, “Experience.” Incidentally, the Monday receipts far exceeded those for any other picture on a second Monday at either the Rivoli or the Rialto.
The daily record for a second week was broken every day without interruption to the end of the week and when the figures were totalled it was found that “Blood and Sand” not only had beaten the second-week record, held by “Beyond the Rocks,” by $6,244.32, but had also exceeded the best previous record at the Rialto.
Lavishly Praise
“The Masquerader”
Guy Bates Post in “The Mas- querader,” a First National attrac- tion, was praised lavishly by news- paper critics when it opened there at the Chicago Theatre. “The Mas- querader” is proving a powerful box- office attraction in Chicago, just as it did at the Strand Theatre, New York, where it was held over for a second week. Here is what the Chicago critics had to say :
Carl Sandburg in the Daily News — The acting of Guy Bates Post and his supporting cast in this pic- ture, as well as the direction and swiftness of narrative, makes it an out-of-the-ordinary specimen of silver sheet thespics.
Rob Reel in the Evening American — “The Masquerader” at the Chicago marks Guy Bates Post’s debut on the screen. His stage presentation of this play was wonderful; his film performance is beyond description.
Observer in the Herald and Examiner — “The Masquerader” is one of this year’s screen classics. Merit and quality characterize it from beginning to end. Guy Bates Post’s playing is masterful.
Caroline Fro in the Tribune — Here is a picture it is a pleasure to recommend. It is the best thing I have seen on the screen for a long
time. It is pictures like “The Mas- querader” that justify the motion picture industry.
Genevieve Harris in the Evening Post — “The Masquerader” is a thoroughbred among film plays. It has manner, distinction, that some- thing which we may sum up in the language of the day as “class.” Act- ing of the finest quality is to be found in this picture.
Pathe Releases for September 3
“His Own Law.” of “The Range Rider Series,” with Leo Maloney, leads the schedule of short subjects which Pathe announces for release on September 3. Episode No. 8 of "The Timber Queen,” called “The Smugglers’ Cave.” is included. “Wet Weather,” with Paul Parrott, is the Hal Roach comedy release.
The Aesop's Film Fable is “Fear- less Fido,” the moral being "You can't keep a good man down.” The Harold Lloyd re-issue is called. “Off the Trolley.” Pathe Review No. 171 shows a picturesque storm in “Photographic Gems” and has other features.
September 2, 1922
MOVING PICTURE WORLD
27
Pathe Preparedness With Product Equals Season’s Bright Promise
Sir Isaac Newton established the principle that the forces of action and reaction are equal.
This is a law of physics that has kind in every department, remained uncontested. Otherwise While cheap and poor film may referred to as the law of compen- (?) have its uses and find a mar- sation it applies to human condi- ket during dull times, Pathe’s pol- tions and affairs as well as to the icy has always been to cater to orderly movements of the planets requirements of the good periods, in their orbits. which practice is emphatically ex-
Business in general, and the emplified in its imposing array of motion picture business in partic- weekly releases starting Septem- ular, enjoyed tremendous pros- ber 1. These are described in ac- perity from 1918 to the middle of companying Pathe announce- 1920 and suffered an equally vio- lent reaction that has only re- cently spent itself. Thus we are again due for an era of prosper- ity.
General business unhampered by summer slumps has already shown remarkable increases, which would have been reflected in increases in motion picture at- tendance except for the seasonal drawback. Therefore, action is only temporarily delayed, and is accumulating greater force; thus we can expect fall to begin an era of business activity limited only by the preparations made to take care of it.
Every business with ordinary vision at its disposal saw the com- ing of slack times during 1920 and 1921 and trimmed sails, but now sees big business just ahead.
Accordingly Pathe Exchange,
Inc., has been bending its every energy and that of its producers toward lining up a program of short subjects that will fill the tremendous demand that is cer- tain to develop with the new the- atre season.
The nature of the exhibitor’s business makes him very acute to these actions and reactions, and the moment he starts getting re- sults from the business stimulus of better pictures he necessarily be- comes very exacting of his pro- gram requirements. Thus it is that on the Pathe program of re- leases is found only the best of its
never happy unless they are cru- sading against something, but at- tacks upon the intelligibility or ments. Other acquisitions will be entertainment value of pictures made and announced as rapidly demand serious consideration for as we find the market respond- they reflect a condition which ing to these efforts. might well become serious and if
Pathe has always been zealous not rectified mean a loss of pa- for entertainment quality iti the tronage that the business cannot wide range of subjects which it afford to lose.
distributes. We may ascribe I consider that a more liberal most of the attacks upon ethical use by exhibitors of short subject shortcomings of the motion pic- programs, selected with a view ture to those persons who are to diversity, novelty and fresh- ness of subject, and of course all- around quality, to be the best pos- sible antidote to such a condition.
Short subject programs are by no means confined to the small- er houses. The largest and most successful houses in the country are beginning to see and utilize the value of them. The Sym- phony Theatre of Los Angeles ran a short subject program for forty-four days, using Harold Lloyd’s comedy, “Never Weaken,” as the star attraction.
Rothafel has run short subject programs with great success, and I have heard that he is planning another at the Capitol. Joe Plun- kett is another well-known show- man who has done it with good success. It is not an innovation. It is being done, and where the programs are picked with proper care the results are always most satisfactory.
We have, in this business, come to give the feature an importance out of all reason. Not that the feature is not valuable or not needed, but many exhibitors pick their feature and throw in some short subjects as “fillers.” The same attention should be given to the short subject that is given to the feature, and the most success- ful exhibitors in the country recognize that fact.
It frequently happens that the short subjects on a program are the true “draw” for a show, and that the feature gets by because
By ELMER PEARSON
General Manager, Pathe Exchange, Inc.
SUMMARY FOR 1922-1923
PATHE NEWS — one reel, twice a week.
PATHE REVIEW — one reel, every week.
HAROLD LLOYD COMEDIES — feature specials.
“SNUB” POLLARD COMEDIES— two reels, one every four weeks.
HAL ROACH COMEDIES — with Paul Parrott, one reel, one every week.
“OUR GANG” COMEDIES — two reels, one every four weeks.
JOHNNY JONES COMEDIES— two reels, six in se- ries, one a month.
SCREEN SNAPSHOTS — one reel, one every other week.
RANGE RIDER SERIES — two reels, one every other week.
PATHE SERIALS — four, of fifteen episodes each; stars: Pearl White, 1; Ruth Roland, 2; Charles Hutch- inson, 1.
AESOP’S FILM FABLES — short reel, one every week.
TOPICS OF THE DAY — short reel, one every week.
HAROLD LLOYD RE-ISSUES — one reel comedies, one every week.
PLAYLETS — two series of fifteen each in three reels, one every week; another series contemplated.
FEATURES— “Nanook of the North,” “The Isle of Zorda,” and other big specialties as acquired.
CHIEF EXECUTIVES OF PATHE EXCHANGE, INC.
Left to Right: Bernhard Benson, Vice-President; Paul Brunet, President; Elmer Pearson, General Manager.
38
MOVING PICTURE WORLD
September 2, 1922
“Film Fables” Make Hit Everywhere
Picture patrons through their local exhibitors in every section of the United States have given the practical support — meaning money paid into the box office — that elevates “Aesop’s Film Fa- bles” to the summit of animated cartoon art and entertainment. Reviewers in newspapers and magazines, upon the occasion of each weekly release by Pathe of these highly original comics pro- duced by Fables Pictures, Inc., have made slogans of lines like this : “The animation is well up to the standard of this series.”
It is this quality of Cartoonist Paul Terry’s work in translating the ancient fabulist’s brain-throbs that when an example is seer on the screen the audience enjoys the illusion of irresistibly funny por- trayals by human actors and trained animals.
64
Scoops” Feature
Pathe News Reel
Pathe Product
( Continued from page 37) of them. How many times during the past three years has not a short length Harold Lloyd com- edy been responsible for the suc- cess of a show both at the box office and in the house, while the feature has been an “also ran”?
Here at Pathe we have some features, and “Nanook of the North” illustrates their quality, but our first and most impoitant consideration is to assure to ex- hibitors an ample supply of short subjects second to none in the comedy, dramatic, educational and news reel field. It is our pur- pose to release them so good and in such quantity that any exhib- itor, no matter what his patron- age and the size of his house, may run short subject programs that will thoroughly please his people and build good will for his house.
In this connection the Pathe se- rial episode is of constantly in- creasing consequence. The fully and successfully tested New Era Fifteen - episode Pathe serial, clean, wholesome, yet more dra- matically forceful and thrilling than ever, is now represented be- fore the picture-loving public by four significant examples — re- ferred to elsewhere in Pathe’s fall announcement.
Pathe News, in the eleventh year of its world-wide record, has the voluntary support of exhibi- tors for its claim to having brought the people of the United States into “quicker and closer, almost personal, touch with lead- ing events in every corner of the globe than has ever before been accomplished by any news-gath- ering organization.” To quote its editor, Emmanuel Cohen: “Pathe News does not rest on its past laurels, but strives week in and week out to surpass its pre- vious records, and to always live up to its motto— -the first news reel — the real news first. Since the first of the present year Pathe News has scored an unusually large number of scoops on really important news events. Our competitors have made just as much effort to cover these stories as we have, and it is only through the splendid organiza- tion of the Pathe News staff, enabling us quickly to locate cameramen in territories where, in our judgment, events are im-
pending and to utilize more ex- peditious methods of shipment, that we are successful in getting these stories either exclusively or ahead of any other company.
“Another item which I am sure that exhibitors and their patrons will appreciate is that Pathe News now can claim that it is really an international news reel, covering all corners of the globe. Never in the history of any news reel has the world been so thorough- ly covered. We are beginning to reap the fruits of several years of very patient effort. As it is phy- sically impossible to have staff cameramen everywhere all of the time, by diplomatic and construc- tive comment on negatives sub- mitted by free lance men their good will has been gained; they have responded by bringing their services up to the Pathe News standard, and thus we have grad- ually built up a staff of corres- pondents which completes the field organization and makes Pathe News a truly internation- al medium.”
Pathe’s Features Few But Good
For the coming year Pathe an- nounces no definite extended schedule of feature releases, as it does not specialize in this type of productions. From time to time, as they are acquired, a limited number of special features marked by requisite distinction and human appeal will be announced for release.
The qualities required in features seeking Pathe distribution are well illustrated in a general way by two current examples generally ack- nowledged to be in the front rank of this season’s outstanding successes. They are “Nanook of the North,” which has captivated exhibitors and their patrons everywhere as a motion picture masterpiece, and “The Isle of Zorda,” the celebrated European picturization of Jules Verne’s novel of ideal heroism called “Mathias Sandorf.”
The new Harold Lloyd multiple- reel comedies are, of course, “features,” but are announced in a classification by themselves. After nearly two years, the lyrically beau- tiful and faithfully produced Rud- yard Kipling special, “Without Benefit of Clergy,” retains all over the country the vitality that is characteristic of a true classic.
Fun Films Tax
Roach Studios
Reports from the Hal Roach Studios at Culver City describe extensive new building on the lot and additions to equipment made necessary in living up to Pathe comedy preparedness for the coming year’s bright business outlook. As all exhibitors are aware, Pathe distributes the en- tire Hal Roach comedy output. Under the new contract made at the beginning of this year, this in- cludes a series of multiple-reel productions starring Harold Lloyd.
The advancement of “Snub” Pollard as the star of two-reel laugh sensations, with the added exactions of the longer form, im- poses a fresh demand on the re- sources of the Roach Studios. Pathe announces a first series of six Pollard two-reelers, directed
by Charles Parrott with Marie Mosquini, “Sunshine Sammy” and a picked supporting cast, for release one every four w^eeks be- ginning in September.
The one-reel comedies bearing the Hal Roach trademark, which will continue to be released one every week, include productions featuring Paul Parrott.
In the meantime Hal Roach has added to his producing equipment a “zoo” of highly trained domes- tic animals which, together with a group of talented and unterri- fied kiddies constitute a new pro- ducing unit engaged in making the two-reeler series for Pathe distribution under the general ti- tle of “Our Gang” Comedies. There are thirteen in the series, to be released one every four wreeks beginning September 10 with “One Terrible Day.”
Range Rider Series Inaugurated
Acting upon the recommendations of shrewd showmen who have found that their patrons demand bang-up action and fast-riding thrills, Pathe has contracted to release the "Range Rider” series of two-reel Western dramas, featuring Leo D. Maloney. There will be twenty-six in the series wffiich has been scheduled for release one every two wTeeks, start- ing with “His Own Law,” to be re- leased September 3, followed by “Come and Get Me,” to be released September 17.
Leo D. Maloney, the star of the series, is declared to add a new per- sonality to similar presentations of realistic Western life — a youthful and electric personality and dare- devil horsemanship that is irresisti- ble. He is a native of California and his career was confined to ranch life until he felt the lure of the silver sheet. Maloney has already appeared in Pathe short reels and has also been seen in big Western produc- tions of other companies.
IMPORTANT COGS IN THE SMOOTH-RUNNING PATHE MACHINE
Left to Right: Miles Gibbons, Short Subject Sales Manager; Edgar Brooks, Serial Sales Manager; Edward Eschmann, General Sales Manager; John Storey, General Representative; Arthur Rousseau, Export Manager.
September 2, 1922
MOVING PICTURE WORLD
39
Pathe Policy One
of Square Dealing
By E. A. ESCHMANN
General Sales Manager
Neighbors
Striking is the promptness of exhibitor response to the screen magazine progress demonstrated by Pathe Re- view during the past year. Theatre owners and manag- ers in renewing their contracts, and in making many hundreds of new ones, refer to their patrons’ expres- sions of delight over the beauty and the variety of en- tertainment contained in this reel, which greets them, fresh and new, every week in the year.
Audible comments are quoted which fully justify the Pathe Review slogan — “Makes all the world your neighbor.”
“Not only have we tried to improve the quality of the in- dividual subjects that enter into the reel,” says Editor Emmanuel Cohen, “but also to vary the nature of the sub- jects so as to give each a more general interest and universal appeal.”
Laughter Series Is Generally Liked
A cock-sure laughter series that stands the test of the widest weekly distribution year after year, briefly stated is the present record of “Topics of the Day,” produced by Timely Films, Inc., and released by Pathe. This “joy- reel,” now in its fourth year, liter- ally “makes millions merry” throughout the whole nation.
These half-dozen minutes each week of screened wit and current comic human philosophy culled from the brightest publications printed here and abroad are praised by thousands of exhibi- tors, for whom Manager Paul of the Majestic Theatre, Ontario, Oregon, virtually speaks, as well as for himself, as follows in a recent letter to the producer.
“I firmly believe that there is no other reel on the market that can add the little touch of tone to the program, or put the audience in the frame of mine where it can re- lax and enjoy the rest of the show, like “Topics of the Day.” When it is flashed on the screen it seems to give the people in the house a sort of ‘at home’ feeling. They know that it is going to say something funny about a barber, a butcher, or somebody locally that the joke can be applied to, and patrons immediately set themselves to appreciate it. And when your audience has put them- selves in that frame of mind, you have got to have a pretty rotten picture following before you will hear any complaints.”
Reviewers and editors go on record along the same line — for example, W. L. Wood, city editor of the Evening World, Durango, Colo., who prints : “Durango peo- ple greatly enjoy ‘Topics of the Day.’ It has become an institu- tion here, and people are deeply disappointed if they do not see it.”
The motion picture business, like all other branches of Amer- ican commercial activity, is on the eve of a most productive era. Ev- ery student of sound merchandis- ing realizes that we have pulled through a mighty difficult period. The ultimate arrival at prosper- ity will be governed solely by the route taken. If we se ect the straight line as being the short- est distance between two points, our progress will be the more rapid and positive.
In the case of business we may liken this geometrical theorem re- garding a straight line to fair and square dealing between seller and buyer. If ever confidence were required between these two fac- tors in merchandizing, now is the time when it is absolutely essen- tial.
It is the recognition of these requirements that makes possible the continuation of our sales pol- icy for 1923. The expression “Pathe Policy” has come to mean something very definite to exhi- bitors nationally and internation- ally. It is synonymous with
The growing importance of short subjects is due, in a great measure, to the realization on the part of the exhibitor of the abso- lute necessity for building up pro- grams which will appeal, not only to 50 or 60 per cent, of his possible clientele but to the full 100 per cent.
In order to draw 100 per cent, audiences regularly, the various groups which go to make up an audience must be given the par- ticular type of picture which has the strongest appeal. Hence the necessity for the variety which can only be supplied by the short subject. In many cases, the five- reel picture, even though it may show a famous star, may not ap- peal strongly to more than 50 per cent, of the audience, leaving it to the news reel, comedy and oth- er short subjects to pull the pro- gram through and send the au- dience away with that satisfied feeling.
The short subject also has a di- rect effect on the box office, es- pecially so in these days when the patron is very much given to “shopping.” The announcement of “Pathe News Today” frequent- ly is the straw which turns, say 10 or 15 per cent, of the “shop- pers” towards the box office A sign reading, “Lloyd Re-issue with ‘Snub’ Pollard and Bebe Daniels” has a still stronger ef- fect on the box office. The an- nouncement of Leo Maloney in
straight-forward business prac- tice, square dealing agreements based on eminently equitable premises.
Concretely, Pathe policy holds that “unless it is fair to the ex- hibitor it is not worthy of Pathe.”
We, dealing in such a variety of product, automatically possess an opportunity to force the book- ing of fair subjects by tying them up with subjects of extreme merit. That kind of practice, however, mitigates against a constructive exhibi tar- distributor understand- ing and would immediately admit of a shortsighted policy.
Each and every subject and se- ries of subjects distributed by us is sold on its individual merit. In other words, Pathe never at- tempts to “club” an exhibitor with “leader product.” If a prospec- tive customer wants the best that we have, he knows he may rent it without having anything tied to it. Our contracts being instru- ments of equitable expression se- cure commitments made to us by our customers and commitments made by our customers to us.
one of the “Range Rider Series” would certainly deflect a great percentage of the vast multitude who are particularly keen for westerns and send them along to- wards the cashier.
As each well-built program must include at least three short subjects, each one of which should be of an entirely different type, the necessity for a large and varied line of short subjects is clearly seen. Pathe, in its desire to supply the demands of all ex- hibitors, announces for the com- ing season one of the largest lines of short subjects ever offered.
Each Serial Star Distinctive
Pearl White, Ruth Roland and Charles Hutchison, the three stars of Pathe serials, each typify a different and distinctive personality in the chapter play, and therefore each has met with particular favor with the exhibitor and his audience.
Pearl White has always been known as the “Queen of Mystery, Intrigue and Romance.” Ruth Roland has always been called the “Outdoor Girl,” a name that has fastened itself to her because of her daring exploits amid outdoor settings. The “thrill-a-minute stunt king” is the title which has stuck to Charles Hutchison since his venture into Pathe serials in “The Wolves of Kultur.”
Grow in Favor
The fact that the Pathe Playlets continue to grow in favor with exhibitors proves that Pathe officials had their fingers on the public’s pulse when they inaugurated the idea of cutting down and re- editing their former feature successes into three-reel fea- tures.
Many showmen have used the offerings as the backbone of their programs, cashing in on the wonderful exploitation possibilities which gave them a big star, a big director and a story by a well-known au- thor. And even among the players of the different Play- lets are found names of those who have reached stardom re- cently.
More Johnny Jones Comedies
Of the new product contained in Pathe’s comprehensive list of short subjects the “Johnny Jones Come- dies” are in a highly attractive class by themselves. Opposite him is dainty and talented little Gertrude Messinger.
Pathe announces a series of six “Johnny Jones Comedies” for re- lease, one every four weeks, be- ginning on July 30 with the two- reeler called “Supply and Demand.” The second release of the series bears the self-explanatory title of “Makin’ Movies.”
Intimate Views
There is only one “Screen Snap- shots” reel, and Pathe is its dis- tributor— releasing one every two weeks. Its originators and pro- ducers, Jack Cohn and Lewis Lewyn, in warning exhibitors not to confuse this widely popular “fan magazine of the screen” with imitations bear- ing a similar title, give notice that “Screen Snapshots” is fully protected by copyright, and the new and better series released by Pathe only.
PEARL WHITE
Has Returned to the Pathe Fold. Her First New Chapter Play Is Called “Plunder.”
Rich, Varied List
of Pathe Shorts
By MILES GIBBONS
Short Subjects Sales Manager
40
MOVING PICTURE WORLD
September 2, 1922
How to Make Success of Exploitation
By VICTOR M. SHAPIRO
Exploitation Manager
Exploitation is a combination of art, science, brains, ingenuity and originality applied to the showing of motion pictures. To achieve an effect, to draw pa- trons, to deliver dollars at the box office, exploitation must be daring, distinctive, and sparkling with brilliance. New wells of in- terest must constantly be tapped. New ideas must be created, nov- elties pregnant with power, must be woven from an airy thought to concrete ballyhoo.
Whether the theatre owner builds his exploitation around his feature, whether he concentrates on short subjects, or whether he emphasizes courtesy, atmosphere and charm, his exploitation labels him either as an exhibitor or a showman.
If he is smug, if he is satisfied with his house, if he believes that he has hit the heights of achieve- ment with his lobby display, his projection, his courtesy, his music, his advertising and publicity, he is a mere exhibitor. His mind is shut to ideas. There are cobwebs in his clock.
If, however, in his makeup there is that something which is con- stantly stirring him to do the different, to devise new ideas, to apply his personality to his the- atre, to keep his patrons alive and alert to his endeavors, whether it be by posters, prologues, mu- sic, unique lobby, or careful ad- vertising, then he is a showman.
Exploitation is merely the lengthened shadow of the man whose human touch dominates his theatre. To exploit some- thing that everyone has exploited, is easy; but to make a success along a virgin path and blazing a trail which others follow, that is a showman.
GEORGE B. SEITZ
Producer and Director of the Pathe Serials. Now Directing Chas. Hutchison and Pearl White.
Evolution of the
Noted Pathe Serial
By EDGAR O. BROOKS
Serial Sales Manager
The continued motion picture dramas released under the copy- righted trade-name of “Pathe Serial,” of which the latest example is “The Timber Queen,” featur- ing Ruth Roland, are very differ- ent indeed from what is gener- ally understood by the word “se- rial.”
Over two years ago we realized that the “hokum” serial, replete with gunplay, murder and an- achronism, was headed for the same destination as the dime novel of similar construction. It was up to us as the House of Serials to make another forward move, for no one can gainsay the fact that Pathe has ever been in the forefront of progress on chapter plays.
Therefore our producing units were given very definite instruc- tions regarding the types of stories which were to be con- structed for future “Pathe Se- rials.” They were to be written and built in the standard length of fifteen weekly episodes or chapters, but in no case were crime or criminals to be repre- sented as other than despicable, there was to be an utter absence of gunplay or murderous attack with other weapons, and above all they were to be positively clean and wholesome in every
particular with plausible stories.
The first real step toward cen- sorproof “Pathe Serials” was taken when we selected Robert W. Chambers’ thrilling novel, “In Secret,” as the vehicle for Miss Pearl White’s starring appearance in “The Black Secret” and this proved to be one of our “best sell- ers.” Its success was instanta- neous. Shortly after this we fea- tured Jack Dempsey in “Dare- devil Jack,” which also had a wonderfully successful sale both here and abroad. Then followed Ruth Roland in what was at that time the most popular “Pathe Se- rial” she had ever starred in, “Ruth of the Rockies.”
Coming down to more recent times, "The Timber Queen” is the fourth of a series of really phenomenally popular censor- proof “Pathe Serials.” We had gotten into our real stride when producing “Hurricane Hutch,” with that daredevil stunt king, Charles Hutchinson, in the title role, and this was really the first positively censorproof “Pathe Se- rial”— so much so, in fact, that it has been played by churches, schools, Y. M. C. A.’s and edu- cational institutions all over the country as an example of Ameri- can prowess of the most perfect type.
Pathe Is Greeted i Cordially Abroad
By A. E. ROUSSEAU
F oreign
The Pathe Company enjoys a most enviable position in the for- eign market, due particularly to the variety of the films on its program. First of all, there are the Pathe serials which have con- tributed in no small measure to- wards the maintenance of the Pathe prestige throughout the world ; then, the strong array of comedies, headed by the Lloyd feature series, re-enforced by the Lloyd one-reel comedies which are now being re-issued practi- cally everywhere.
“Snub” Pollard and Sunshine Sammy, who each head a series of two-reel comedies, are better liked abroad than many promi- nent feature stars, and the hu- mor in the Johnny Jones com- edies is bound to appeal espe- cially to foreign audiences. The unlimited possibilities of the char- acters in Aesop’s Fables have cre- ated for these cartoons an unus- ually strong demand, and under the Pathe banner, the Screen Snapshots are being introduced into territories where they have never been before.
The high class of the Pathe west- ern dramas has revived the mar- ket for this product in many countries, and to supply the de-
Manager
mand for a good news film in Latin America, a special edition of the Pathe News, with Spanish- English titles, is being published weekly.
The feature end is made up of the Associated features, which dur- ing the past season, included some of the greatest independent suc- cesses such as “The Devil.” “The Riddle Woman,” “What Women Will Do” and a series with such popular stars as Florence Vidor and Leah Baird. To these Asso- ciated features are added the big Pathe specials, such as “Xanook of the North,” which has been given an even better reception abroad than the picture has re- ceived here.
The new Pearl White serial, on which production has commenced, promises to break all records, judging from the most alluring of- fers which have been received from foreign territories.
The Pathe foreign distribution system has been organized with the object of obtaining the largest possible distribution throughout the world, and wherever the com- pany has been unable to make satisfactory arrangements for the sale of its product, it maintains its own distribution.
Exhibitors Realize Lloyd’s Worth
In many respects the most im- portant item in Pathe’s release schedule for the season of 1922-3 will be the Harold Lloyd feature comedies made under the new contract which was announced the early part of last winter. Since that announcement was made, Pathe has received abun- dant evidence that the time has gone by when exhibitors needed to be reminded that the name of Harold Lloyd as the star of mul- tiple-reel comedies is not exceeded in drawing power.
Lloyd has now completed the first of his new Pathe multiple- feel comedy features. It is called “Doctor Jack” and will be an- nounced for release some time this fall. It presents Mildred Davis in the role opposite the star, and in the supporting cast are several of the popular fav- orites whose work is especially appreciated in the Hal Roach unit which produces Lloyd comedies.
Other of the new Lloyd com- edy features will be announced as they are completed and be- come ready for release. Under the terms of the new Pathe-Lloyd contract, neither the frequency nor any exactly specified length of these releases is stipulated. Beyond the understanding that they shall be multiple-reelers. Lloyd and his producer, within reasonable limits, exercise their own judgment in these matters.
The enormous success of “Grandma’s Boy” made for Asso- ciated Exhibitors, at leading West Coast theatres, has deferred the general release of that Lloyd pro- duction until earL’ in September — which naturally defers until a later date the release of “Doctor Jack.” In this connection, exhi- bitors will see significance in the fact that on July 27, on the fourth day of the eleventh week of the continuous run of “Grandma's Boy” at the Symphony Theatre, Los Angeles, the management had to telegraph for a new print, as theirs was completely worn out.
HAL E. ROACH
Producer of Harold Lloyd Feature Comedies and Hal Roach Comedies.
September 2, 1922
MOVING PICTURE WORLD
41
In the Independent Field
Sa) ROGER FERRI
Newsy Bits
Supreme Pictures Corporation of Omaha report that they are doing their greatest business on “School Pays.”
Greater Productions, Inc., of Omaha reported this week the sign- ing of two important contracts for A1 Lichtman and Warner Brothers' product.
Bill Haggerty has rejoined the De Luxe Film Exchange of Philadel- phia and started this week on the sxploitation of the many pictures that firm is handling.
Fontennelle Feature Film Company >f Des Moines, la., this week reported •he purchase of the following product [or 1922-23: Eight .Tack Hoxies Pete
Morrison features, four Peggy O’Day race track pictures. Tweedy Dan com- edies, “Cap’n Kidd’’ with Eddie Polo, “Man From Hell’s River” and “The Sage Brush Trail” and six two-reel Mounted Police pictures.
Enterprise Distributing Corporation of Omaha this week in its annual an- nouncement made it known that it will handle all the Affiliated Dis- tributors. Inc., product, including “I Am the Law” and “Sure Fire Flint,” Franklyn Farnum Westerns, the Roy Stewart series, and others.
Liberty Films. Inc., of Omaha an- nounce that they will release “Hearts of the World” as a road attraction in Iowa and Nebraska.
Phil Monsky of the Liberty Films Company of Omaha is spending a hard-earned vacation in Colorado.
David Segal of Royal Pictures. Inc., of Philadelphia has acquired a fran- chise in the Amalgamated Produc- tions, Inc., which is now being formed. This company intends to release 26 pictures annually and will distribute them to exchanges on a co-operative basis.
George Fecke of Motion Picture Distributors. Inc., of Boston reported this week that in all probability he will stage the premier showing of “Yankee Doodle ,Tr.” at the Victory Theatre in Providence, R. I., late next month.
Virtually all of the Philadelphia in- dependent exchangemen wandered to Atlantic City, N. T. on August 20 and 21, attending the first annual outing of the Motion Picture Theatre Own ers of Eastern Pennsylvania. Of course, a good time was had by all.
Sam Werner of Werner Exchange, St. Louis, returned to his home in Missouri late this week following a busy visit to New York. Sam is the oldest film man now in business in St. Louis, but he is still very much on the man and his exchange is doing a wonderful business.
Sam Zierler of Commonwealth Pic- tures Corporation of New York is looking forward to an unusually big season and consequently has con- tracted for the biggest pictures in the market. Sam smilingly informed this department this week that the A1 Litchman feature, “Rick Men’s Wives,” had played to something like 16,000 people at the Capitol last Sun- day.
Sarah Rappoport has resigned from the office staff of Filkins & Murphy in Buffalo to accept a nnsition with Manager Howard F. Brink at the Educational Exchange.
The Week in Review
MONEY talks. That’s an old adage. But it’s good enough for the picture business. And if money really rules supreme in any business, then here is one industry that is in for its greatest year. This statement is made because of the presence of considerable money in this branch of the business. Glance through the following pages and you will be convinced that there has been a wholesale exchange of money in the trade. And where there must be money there must be considerable doing. And where there is considerable doing there is bound to develop an era of prosperity. And if there is prosperity and money — and money really talks, there is only one thing to be done and that is for every independent to get his full share. How? By giving the trade what it wants, doing business in a straightforward progressive manner.
TIT" E received a newsy letter this week from Harry Rapf. one of the rr best money-making producers to be found anywhere. Harry is on the Coast turning out pictures for Warner release. Already he has com- pleted two, “Little Heroes of The Street” and “Rags To Riches,” both with Wesley Barry starred. But that is incidental in this particular instance. Harry doesn’t waste words. But he has observed a whole lot on the Coast. He looks forward to a big independent year and postscripted the information that he had seen ten big productions that, in his opinion, should jam the theatres. And these pictures are to be distributed in the independent market.
OUR sincere congratulations to A1 Lichtman and Ben Schulberg for the splendid production they have given the independent market in Gasnier’s “Rich Men’s Wives,” which we saw draw thou- sands on Broadway and in Paterson, N. J. If “Rich Men’s Wives” is a sample of what the trade can expect from the A1 Lichtman Cor- poration, there need be no worry among exhibitors, for it will mean the very best. Let’s have more like “Rich Men’s Wives,” just as rich, entertaining and colorful.
THIS is the cleanup period for some of the distributors. Many of them finished the 1921-22 season with deficits that almost drove them out of business. A majority of these deficits were brought about because of the inability of exchangemen to pay. Those who were honorable and made known their inability to meet obligations must, of necessity, be classified as victims of “bad times.” But there were some who did turn in bad notes and made idle promises — promises they never intended to keep. And this is the breed that is being cleaned up and cleared out of the business. Several well-known film attorneys have taken steps to force these persons to either pay up or get out. Satisfaction, however, may be found in the fact that most of these had to toss in the sponge some time ago.
TJ/r ARNER Brothers opened their New York exchange, located on the rr ninth floor of 1600 Broadway. There on Monday virtually anyone who was anybody in the him business came to congratulate Harry M. and Abe Warner and Charley Goetz, that livewire who has been elected to guide the destinies of the exchange, zvhich ithll release all the Warner product.
HAVE you noticed the press books independent distributors are publishing? We have. And we’ll say that they are gems. Some, of course, are worthless, but the leaders in the business are getting out books replete with helpful information, attractive and business- getting accessories, practical exploitation suggestions and newsy publicity. And for this progressive change the trade has Nat Roth- stein, Charley Davis, Eddie Bonus, Weshner-Davidson, A1 Licht- man, Lyn Bonner, Esther Linder, Conlon & Howe, and a number of others whose names we can not recall right now to thank.
SEPTEMBER is “show you month.” And a month that gives inde- pendent men a golden opportunity to show the industry in gen- eral that we mean business. Let September open your season with a bang. Arrow already has started the ball rolling. How about you. and you and you. Get busy now. ROGER FERRI.
Trade Notes
Fred H. Kirby, who formerly cov- ered the Charlotte, N. C., territory for Arthur C. Bromberg' Attractions of Atlanta, has been assigned to the exchange located in the latter city.
Capt. Kinder, who is handling “The Parish Priest” through the Columbia Film Service of Pittsburgh, reports big business on that picture, which had a somewhat interesting career, but which when allowed to show on its merit went along like a house afire.
Ivan Abramson, Mary Anderson and others went to Asbury Park, N. J., last Sunday where a special show- ing of “Wildness of Youth,” for the benefit of the ornhans there at the Main Street Theatre.
Frank Hard is doing splendid work for the various Harry Charnas en- terprises in Ohio, Michigan and western Pennsylvania, reports from exhibitors in those territories being a true testimonial to that nice pub- licity man.
Bobby North of the Weber-North Exchange of New York City is look- ing forward to the greatest season- in the history of the film business and remember Bobby is not one of those film men who is inclined to kid himself.
Prospective franchise holders of the Amalgamated Exchanges, which are in process of formation, held a meet- ing in New York this week. Nothing of any definite nature was given out for publication, however.
J. Fred Cubberly, who is now de- voting all his time to the F. & R. Exchanges in Minneapolis, informed this department that he has per- fected a new booking arrangement with exhibitors in his territory. The plan is practical and mutually bene- fitting and at the proper time will be disclosed in this department ex- clusively.
Dr. W. E. Shallenberger, President of Arrow Film Corporation, is de- veloping into quite a globe trotter. Recently he hurried to the Coast and back, closed a number of deals, rushed to Boston and back, and this week we find him commuting between Washington and New York.
Charles Seelye of the New York Ar ‘row Exchange is having no trouble annexing product for next season, for the Arrow program seems to include features and short subjects of every description.
Ralph Mau. formerly assistant booker at Buffalo’s Paramount office, has resigned to join Ralph Mverson of Macmy Pictures, a new Buffalo organization getting out a local topics reel.
Fred M. Zimmerman, president and general manager of Nu-Art Pictures, has appointed F. F. Kimmerly in charge of the company’s Albany of- fice. Mr. Kimmerly succeeds Robert Bertchey, resigned. Ben Levine is now a special representative for Nu- Art. Mr. Zimmerman is now enjoy- ing a fishing trip at Chippewa Bay in the Thousand Island country.
Sydney Samson, manager of the Grand & North Exchange in Buffalo has signed up for “The Curse of Drink” for Western New York State. Syd also has taken on a new Haynes business coupe. The Grand & North staff is now installed in its new ex- change building in Franklin street.
42
MOVING PICTURE WORLD
September 2, 1922
New Syndicate Assures
Break for Independents
From the leading Broadway legitimate theatre booking offices this week came a proposition of particular interest to independent producers who have been kept out of the White Way houses be- cause of the prohibitive terms sought by those who operate those motion picture pavilions. The theatre map of Broadway is to undergo several important changes during the next few months and the independent distributors will profit by this step.
A certain independent distributor last week approached the managing director of one of the Broadway theatres for a special run of a big State rights picture. However, the terms sought by the theatre man was so prohibitive that the deal fell through. Only this week Weiss Brothers made the Metropolitan Opera House a flat offer of $14,- 000 a week for use of that house and $8,000 for the same period for the Astor Theatre.
Reports from virtually every section of the country indicate a rise in busi- ness. The bigger State rights pic- tures are going big, particularly in the smaller cities and towns, this omen prompting keen observers to look forward to a good season.
For detailed information and a con- crete idea of how State rights pic- tures are going in every territory the reader will find it to his advantage to consult every week our energetic Van Powell's “Straight From the Shoulder Reports.” This department is the only dependable one of its kind and almost entirely contributed to by shrewd showmen, who speak from their experience on pictures on which they report. You can’t go wrong by keeping tabs on the pic- tures through Van’s growing depart- ment.
.Toe Rock's comedies are going over like a house afire in Nebraska, judg- ing from reports coming from here. This week Eddie Monoghan of the Hamilton Theatre in Omaha sent in a report that those comedies consti- tute his best short subject bet.
Here’s one that will make C. O. Burr smile and echo "I told you so.” Says A. E. Fair, director of theatres of" Southern Enterprises. Dallas. Tex. : “ ‘I Am the Law’ is a knock-
out. When I signed a contract book- ing this picture I was told by the exchangeman that a generous profit was in store. I replied that the sales- man was ‘all wet.’ But now that I’ve shown the picture, I don't mind telling you that we topped every mark and did the biggest business in the history of our theatres — and in the hot spell, too.”
“Ten Nights in a Barroom,” star- ring .John Lowell, is still cleaning up in the Middle West, despite the heat and other adverse conditions. Irwin Beck of the Moon Theatre. Wilbur. Neb., said he jammed his house for two nights, the length of the en- gagement.
“Shepherd of the Hills.” which is being road showed through Minne-
“Mme. Sans Gene” Almost Ready
Another independent is slated for early distribution in the form of “Madame Sans Gene,” which Producers Security Corporation will State right when completed. Aubrey Kennedy is making the pro- duction through special arrangements made with the Admiration Film Company.
sota, has been doing good business, but showmen out there are skeptical. Jerru Wertin of the Winter in Al- bany. Minn., booked the show, which was to be elaborately exploited, but he charges that the owners of the picture flopped on this promise, al- though he claims having done a sat- isfactory business.
“Ashamed of Parents,” the Warner feature, dropped in Princeton, Minn., but Manager Mrs. M. C. Kruschke of
Harry Charnas, President of Standard Film Service, with ex- changes in Pittsburgh, Cincinnati, Cleveland and Detroit, is apparently looking forward to the greatest sea- son in the history of the business, for he is making elaborate plans to open the coming season with a bang. Mr. Charnas has tied up some of the best product in the independent field, but in order to give the ex- hibitors in his territory an idea of just what he will have to offer in 1922-23, he has arranged a special ceremony, which will be in the na- ture of a tour of all four exchange centers. The exhibitors, prominent national film executives, and national and regional press editors will be the guests of Mr. Charnas and his or- ganization.
The tour, which is an annual af- fair, will this year be even greater than that of previous years. No expense will be spared in giving the guests the time of their lives as well as convince exhibitors that they can expect only the best in the inde- pendent market and maximum ser- vice from Standard Film Service this year. The trip will be made in special trains. The itinerary fol- lows : Pittsburgh, Sept. 10 ; Cincin- nati. Sept. 11; Detroit, Sept. 12, and Cleveland, Sept. 13.
Ernest Van Pelt, traveling repre- sentative of Sacred Films, Inc., pro- ducers and distributors of the Bible series of one-reelers. is in the West, meeting distributors and locally ex- ploiting those pictures,
the Strand said the lack of attend- ance could not be attributed to the picture, for those who saw it, she says, were satisfied. The weather, she adds, was against theatre pat- ronage.
“Any Night” is having quite a stormy sail in Maryland, despite the fact that the picture is being well exploited.
William Fairbanks, who has signed to produce Westerns for Arrow Film Corporation, is popularizing himself considerably, if exhibitors’ reports are to be accepted as any criterion.
Though played out in most terri- tories, C. C. Burr’s “Burn ’Em Up Barnes.” starring Johnny Hines, is doing big business in New England, where that picture is being cleverly exploited by Sam Moscow of Mos- cow Film Corporation of Boston.
F. S. Mattison, sales representa- tive for Tweedy Dan comedies and of Sanford Productions, is coming East, stopping off at all exchanges en route.
Manager A1 Rosenberg of the De Luxe Feature Film Company of Se- attle has purchased “Flesh and Blood," with Lon Chaney, from West- ern Pictures Exploitation. This ex- change will also handle the A1 Licht- man pictures.
Charles R. Gilmore of the Arrow Exchange in Seattle, has recovered from his recent illness and is now very much on the job. He left this week for Los Angeles for a limited stay there.
Judging from reports from exhibi- tors and exchangemen in the South, the situation there is clearing rapid- ly. Business at the bigger houses there during the past week took a decided jump upward.
Exchangemen handling A1 Licht- man productions can hope for a clean- up. if the business done on the ini- tial Lichtman special. “Rich Men's Wives,” at the Capitol Theatre in New York and U. S. Theatre in Pat- erson. N. J.. is any criterion. At both places records were set up.
Hart Series Sold
Export & Import Film Company, Inc., who controls the foreign rights on a series of Neal Hart five-reel features this week an- nounced the sale for Cuba and Venezuela of six subjects, namely, “Hell’s Oasis,” “Danger Valley,” “God’s Gold,” “Black Sheep,” “Kingfisher’s Roost,” and “Sky- fire.” Qther sale? are now pend- ing,
WILLIAM FAIRBANKS Ben Wilson star who will make series of Westerns for Arrow Film Corporation
Many Buyers
Come East for S. R. Features
Buyers from as far west as Cali- fornia besieged New York last week in anticipation of the greatest inde- pendent year in the history of mo- tion pictures to acquire territorial rights to state rights productions. While about two months ago money was as scarce as gold coins in Rus- sia, the buyers who came to New York last week all were prepared to pay cash for big pictures, for which the demand right now is at fever heat.
Among those who came to New York are the following: Gene Mar-
cus for Twentieth Century Exchange. Lou Burman of Independent Film Corporation, David Segal of Royal Pictures, Inc.. Ben Amsterdam of Masterpiece Film Attractions. Inc.. David Starkman of Starkman Film Exchange, Bob Lynch of Metro Pic- tures Exchange, Tony Luchese of De Luxe Pictures Corporation, and H A. Sherman of Graphic Exchange, all of Philadelphia : Harry Segal of
Pioneer Exchange. Herman Rifkin of Eastern Pictures Exchange. and George Fecke of Motion Picture Dis tributing Corporation, all of Boston: Sam Werner of Werner Exchange. St. Louis: Frank Zambrini of Unity Pho- toplays and Graphic Exchange, Chi- cago; J. F. Cubberly of F. & R. Film Exchange, Minneapolis: Gene Pearce of Pearce Film Exchange. New Or- leans: E. H. Emmick. Frank Fay. E. E. Richards of Kansas City : Harry A. Lande. Sydney Lust of Washing- ton, D. C. ; Bill Steiner and many others.
A new co-operative exchange sys- tem, made up of independent ex- changes in this country, is in the process of formation. Definite an nouncement of this chain will be made in this section exclusively next week.
Tom Moore, the well-known Wash ington. D. C.. exhibitor, has entered the State rights distributing field in that city. He has formed the Fed oral Film Exchange and will dis tribute films in the District of Co- lumbia. Virginia. Maryland and Debt ware.
Last week was a record breaker in so far as visits front out of town buyers was concerned. Twenty one buyers from every section in the coun- try came to New York to line tip product for next season.
There seems to be a general cry for short subjects among exchange- men. who say they are finding a dearth of such material Exhibitors seem to be clamoring for such sub’ jects,
Warner Brothers Become
Members of Hays’ Body
Official announcement was made this week that the Warner Brothers had been elected members of the Motion Picture Pro- ducers and Distributors of America, of which Will Hays is President. An intimation that the Warners were planning join- ing the organization was exclusively published in Moving Picture World four weeks ago. Warner Brothers constitute the first independent distributing and producing firm to join the Hays organization, but it is known that three others are contemplating similar action. In fact, the application of these independents already is in the hands of Will Hays.
Charnas Planning
Exchange Boosting
September 2, 1922
MOVING PICTURE
WORLD
43
C. C. Burr’s “Sure Fire Flint”
Completed;
Hines to Go on
Tour
With the completion this week of production on the second big Johnny Hines’ feature, “Sure Fire Flint,” which Affiliated Distribu- tors, Inc., of which C. C. Burr is the head, that popular star will start on an extensive personal ap- pearance tour that will take him as far as the Coast, appearing in every big house en route. His appearances will be preceded with extensive advertising and exploi- tation campaign supervised by trained showmen, who will blaze the way with considerable paper, special stunts and tieups.
Del Henderson directed the final shots for “Sure Fire Flint” at the Glendale studio this week. Those who have watched the progress made on this picture characterize it as one of the best of its kind, laying particular stress on the splendid work of the all-star cast
and the scenic settings. Not until he has completed his personal ap- pearance tour will Johnny Hines start work on the second of the series of four specials that will be distributed on the State rights market by Mr. Burr, who has de- veloped into one of the foremost distributors in the business.
Exchangemen throughout the country who have contracted to distribute “Sure Fire Flint” in their respective territories re- ceived heartening news this week, when Burr announced that in order to meet the edmands of dis- tributors on this production for early distribution he has arranged with the Lyman H. Howe Film Laboratories of Wilkes - Barre, Pennsylvania, to give special day and night service in the develop- ing of enough prints on “Sure Fire Flint” to route them to all ex-
Warners Finish Two; Start on Two Others
With the completion of the sec- ond Wesley Barry picture, “Heroes of the Street,” a Harry Rapf pro- duction made for the Warner Brothers, preparations were im- mediately started by Rapf, Sam and Jack Warner, for the filming of two novels, it is announced.
Rapf has begun assembling the full cast for Charles G. Norris’ nov- el, “Brass,” which will be directed by Sidney Franklin. Marie Pre- vost will play the leading feminine role. Monte M. Katterjohn adapt- ed the story for the screen.
The Warner boys are also as- sembling a cast of prominent play- ers to interpret F. Scott Fitzger- ald’s novel, “The Beautiful and Damned.” In this production Marie Prevost will share honors with Kenneth Harlan. Olga Printzlau, who is confining her entire efforts to the Warner Brothers organization, picturizcd the story.
Julien Josephson, who wrote and adapted many of the Charles Ray pictures, is completing the adaptation of Sinclair Lewis’ nov- el, “Main Street,” which will be produced by S. L. and Jack War- ner.
“Skyfire” is the title of the latest Lester Cuneo picture that Doubleday Productions, Inc., is turning out. Henry McCarty is directing the fea- ture, in which a cast of 22 appears.
Perfect Pictures Corporation is planning production on a South Sea island feature, starring Barbara Bed- ford. Nat Deverich, it is reported, will in all probability direct.
Ben Wilson has three units work- ing at the Bertwilla studio on Santa Monica Boulevard. These units are headed by Eddie Barry, Monty Banks and William Fairbanks. The first two are making two-reel comedies for Sederated release and the latter Westerns for Arrow release.
Five companies are working out at the Fine Arts studio. They are Hal per in Pictures, making “Tea With a Kick’ ; Perfect Pictures, Cosmopol-
itan Film Company, Crescent Produc- tions, Inc., making two-reel come- dies, starring Bonner and Daightery. with C. French Burns directing, and Doubleday Productions.
Production on the next Peggy O’Day feature, “The Four From No- where,” being made by Francis Ford at his studio, is rapidly nearing com- pletion. Ford is directing and Jack White cranking.
Work has just been started at the Long Beach studio on a new feature with an all-star cast. C. W. Stater is directing.
Max Graf is applying the finishing touch to the Milton Sills feature, ‘‘The Modern Madonna,” which is be- ing made at the San Mateo studio, near Frisco.
Lawson Butt is making “The Fly- ing Dutchman” at San Carlos, where a Dutch street has been built. Butt is directing.
Robert Bradbury is to direct Jack Hoxie in the next series of Westerns. The company is at Keen’s Camp working on the first of this new series.
„ “PeJLc.ef.ul Peters” is the title of the first William Fairbanks feature, made by Ben Wilson and to be State righted by Arrow Film Corporation.
There is a persistent report afloa here that Eddie Polo, who is now i Vienna making a serial which will b distributed on the independent mai ket by him, will more than likel sign with Universal again when h returns to this country.
Bruce Mitchell, who is directing th° Monte Banks comedies for Ben Wil son. is in New York on imnortnnt business. He will not return to Hol- lywood until early in September.
Reports received here from East- ern State rights distributors by in- dependent producers are very en- couraging. Feeling here is that the independent market is in for a boom next season.
Ernest Van Pelt, traveling ag of Sacred Films, Inc., is in ter after having covered virtually ev exchange centre in the couni Larry Wemgarden will in all pr ability, shoot East to do some ploitation on the Bible series wf this company is making at Burba
changes with all possible speed.
This arrangement was decided upon by Mr. Burr because of the general exchange demand for this second Hines’ feature, which is re- ported to be bigger in story and production than “Burn ’Em Up Barnes,” the first successful star- ring vehicle of Hines, which went over to big box office receipts wherever it played. Practically all of the exchangemen who bought in on “Burn ’Em Up Barnes” have again contracted for this second Hines feature, which they intend exploiting widely.
The Affiliated Distributors include Dave Segal of Royal Pictures, Inc., of Philadelphia; Roy Seery, Associated First National Pictures of Chicago ; M. A. Klausner, Mountain States Film Attractions of Denver; Louis Hyman, All-Star Features Distributing Corp., of San Francisco ; Sam Moscow, Mos- cow Films, Inc., of Boston; Davis & Alexander, Columbia Film Service of Pittsburgh; Floyd Brown, The H. Lieber Company of Indianapolis: A. H. Blank Enterprises of Des Moines; William Skirboll, Skirboll Brothers Gold Seal Productions of Cleveland; J. F. Cubberley, F. & RT. Film Com- pany of Minneapolis ; M. H. Klausner. Mountain States Film Attractions of Seattle; Sam Zierler, Commonwealth Pictures Corporation, 729 7th Avenue, New York City, and William M. Vogel, foreign distributors, 126 West 46th Street, New York City.
What is singularly important is the fact that Dave Segal of Phila-
delphia, Fred Cubberley of Indi- anapolis, Bill Skirboll of Cleve- land, Roy Seery of Chicago, M. A. Klausner of Denver and Seattle, and, in fact, all of the exchange- men, have already obtained first- run showings of “Sure Fire Flint” in the leading theatres of their respective territories. It is for this reason, primarily, that Burr is leaving no stone unturned to get the completed prints of “Sure Fire Flint” to the exchanges as quickly as he possibly can.
Grand Buys
The five-star state-right feature, “The Curse of Drink” was sold by L. Lawrence Weber & Bobby North, American distributors of the picture to Sam Grand, leading exchange- man of the New England territory. The block of states is one of the most important in the country and includes Maine, New Hampshire,, Vermont, Connecticut and Massa- chusetts.
Saxe With C. B. C.
Sam Saxe, formerly associated in an executive and sales capacity with Selznick, has joined the sales forces of the C. B. C. Film Sales Corporation.
Railway Strike Holds Up Edward Sloman
A veil of mystery surrounds the name of the story that Edward Slo- man is said to have selected for his next effort as a producer. Since completing the filming of Frank R. Adams’ popular magazine story, “Blind Justice,” Sloman has been be- sieged with inquiries from friends, admirers and others as to the story he would next produce. To some he has whispered the type of play he has selected, but to none has he divulged the name of the story.
, It is understood from those in in- timate touch with Mr. Sloman that
his forthcoming subject is one that has been appearing in serial form through one of the largest news- paper syndicates of the country. The story is said to have been read by more than one million people and is one of the most gripping and appealing stories that has ever ap- peared in printed form.
Owing to the railroad strike situ- ation Mr. Sloman has been unable to leave his studios in Hollywood, Cal., for New York where he plans to stage an official trade showing of his first personally produced picture,
WE TOLD YOU SO!
“The exhibitor has learned that booking HALL- ROOM BOYS COMEDIES is like walking into a haberdashery and purchasing an Arrow Collar.”
—MORGAN A. WALSH, Mgr. FEDERATED FILM DIST., San Francisco
THEY THINK SO TOO
Fed. Film Exch., Boston Apollo Exch., New York Celebrated Players Film Corp., Chi- cago, Milwaukee, Indiana Fed. Film Exch., Washington, Balti- more
Standard Film Service Co., Cleve- land, Detroit, Cincinnati
Masterpiece Film Attractions, Phila- delphia
Fontenelle Feature Films, Omaha Regal Films, Toronto Fed. Film Dist., Los Angeles, San Francisco
Grand-North Exch., Buffalo, Albany
ALMOST ALL SOLD NEW 1922-23 SERIES THE BEST INDEPENDENT COMEDIES
44
MOVING PICTURE WORLD
September 2, 1922
Patersonians Set Record
Seeing “Rich Men’s Wives”
Pittsburgh,
Cleveland.
Cincinnati, Detroit and
Eddie Bonns has an augmented staff with which to exploit the Warner Brothers productions next season. Last year he and Lou Marangella did the trick, and did it well, too.
By ROGER FERRI
PATERSON, N. J.— (Special) — That the picture is the thing with moving picture fans was again dem- onstrated here on Monday, August 21, when more than 6,000 persons paid their way into Peter Adams’ United States Theatre to get a glimpse at the initial release of Pre- ferred Pictures Corporation, “Rich Men’s Wives,” which was being given a premier showing in this city. Despite the fact that Paterson is industrially paralyzed, factories here having been shut down for many months and strikes galore adding to the general disorder of things locally, the theatre, which is located in the extreme end of the main thoroughfare, was jammed to its doors at every show.
“Rich Men’s Wives,” cleverly ex- ploited and substantiating every claim made by its distributors and exhibitors, proved the greatest draw this house has had in many, many months. That it was the picture that attracted them, that that same picture satisfied and that people raved about that picture was evidenced by the fact that on Tues- day and Wednesday the patrons con- tinued coming into the house in as large numbers as they came on Monday.
Foster Moore, exploitation man- ager for Jans Pictures, Inc., which is distributing the A1 Lichtman features — and “Rich Men’s Wives,” is a sample of what that genial showman’s firm has to offer, prom- ises great things for those who hold franchises and exhibitors who have signed for that product — in Northern New Jersey, did some splendid work in Paterson, for the initial turnout exceeded all expectations. To Manager Peter Adams this recep- tion recalled fonder memories of more prosperous days of yesteryear, but when the crowd continued to come on Tuesday and Wednesday, he knew that he had something that had satisfied the public, for it was word-of-mouth advertising more than anything else that brought the large attendances on those two days.
Little newspaper space was used. The theatre ballyhooed the picture to the sky on the Saturday and Sunday previous to the opening, and then left the picture to put itself over, satisfying themselves with running only a three-inch ad. on Monday and Tuesday. The picture did the
by the audience. The more gripping But it is the financial possibilities scenes in the production had the de- of “Rich Men’s Wives,” as evidenced sired effect, for we will venture to at the Capitol in New York on say, judging from the sniffing that Sunday, when it played to about was heard everywhere, there was not 20,000 people, and at the U. S. a dry handkerchief in the house. Theatre here on Monday, that makes The picture went over with a bang, this picture stand out as a sure- the work of Claire Windsor, House thing insofar as exhibitor investment Peters and the little babe all scoring, is concerned.
The Weshner-Davidson exploitation and publicity forces are doing wonders with the various accounts that service bureau is handling. They are handling the C. C. Burr accounts to the satis- faction of that popular producer and distributor.
Tom Bible, exploitation manager for Royal Pictures, Inc., of Philadelphia, has ideas of his own on Affiliated Dis- tributors’ “Sure Fire Flint,” and the Lee-Bradford picture, “Determination,’ both of which will be exploited on an elaborate basis next season.
64
Secrets of Paris” Is Almost Completed
Frank Walters is now exploitation manager of the Independent Film Cor- porations exchanges in Philadelphia and Washington.
The Charles C. Burr-Whitman her Latin temperament. The scene Bennett production of the “Secrets in the dungeon showing the rising of Paris,” taken from Eugene Sue’s of the waters of the Seine, coming romance, “The Mysteries of Paris” in this cellar in which the Prince is about half finished. Kenneth and Mayflower (Gladys Huelette) Webb, who is directing the picture are