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Full text of "Exhibitor's Trade Review (Sep-Nov 1924)"











































































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Book J_B_L 

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COPYRIGHT DEPOSIR 



liPO 



Scanned from the collections of 
The Library of Congress 




Packard Campus 
for Audio Visual Conservation 
www.loc.gov/avconservation 



National Tie-Hps for "The Siren of Seville" 



I 
ft 



I 




■ 



qA real contribution 
to the higher standards 
of motion picture m 

JiSewKdrl^Evemng Po: 



LPH ZUKOR, JESSE L. LASM 

present a HERBERT 



BRENON 

PRODUCTION 




»TH 

SIDE SHOW 
OF LIFE" 



K ith ERNEST TORRENCE 
a»d ANNA Q. N1LSSON 

om William J. Lochci famous novel 'The MoonfebanK» and inc. plan bu 
Ernest Denny-Scran by Willis Goldbech and Julie Heme - 




One of 
tfaramaunt's 

FAMOUS 
FORTY 



Price 20 cents 



In This Issue: THE MODERN THEATRE 



September 6, 1924 



WORLD'S LARGEST? MUSIC HOUSE 



WURU1ZER 

VER 200 YEARS IN MUSIC 






What 

will Balaban & Katz 
do? 



What will Balaban & Katz do about music in their new 
"Uptown" Theatre? ; 5 

They all wanted to know. 

The new theatre at Lawrence and Broadway, Northside, 
Chicago, is to be one of the finest of the Balaban & Katz play- 
houses — another Chicago and Tivoli — which will seat 6,500, 
and is designed to be the most beautiful theatre in America. 
For such a theatre only the finest of organs, of course. 

Balaban & Katz have won tjjpir position of leadership 
through keen business judgment and foresight. Their selec- 
tion of the organ for their newest amusement palace was con- 
fidently looked to as the right answer to the question: "What 
is the right organ to buy?" 

Balaban & Katz chose a Wurlitzer Unit Organ. 

This will make their fourth Great Wurlitzer* 



The first was bought for the Tivoli Theatre. The record 
of the Tivoli Wurlitzer sold them their Chicago Wur ir. 

Results from the Tivoli and Chicago sold the 

Riviera Wurlitzer. 

The individual Jan^ combined showing of the three ir- 
' Organs caused Balaban & Katz to choose their fourth 
mighty Wurlitzer-- for the new uptown theatre. 

There's a Wurlitzer branch house near you. For recom- 
mendations on your music problem, visit or write the nearest 
one. 




* — 




i 

& 




Notice! 

IN next week's issue of Exhibitor's 
^ Trade Review dated Sept. 13th (out 

n Sept. 6th) will appear a sensational 
>v and original 

SPECIAL EXPL OITATION SECTION 

on the first of the super specials now 
being produced by GOTHIC PICTURES, Inc. 
and being distributed throughout the 
world by F. B. 0. This first de luxe 
super special is a Box-Off ice knockout 
entitled 

"VANITY'S PRICE" 

with Anna Q. Nilsson, Wyndham Standing and brilliant cast 
m-WATCH FOR THIS BIG SPECIAL SECTION 



FILM BOOKING OFFICES 

OF AMERICA 

723 7th Ave., N. Y. City 



Published weekly by Exhibitors Review Publishing Corporation. Executive, Editorial Offices 45 West 45th St., New York City. Subscription 
$2.00 year. Entered as second-class matter, Aug. 25, 1922, at postoffice at East Stroudsburg, Pa., under act of March 3, 1879. 



5| PRODUCERS IUSTRlBTJLTIKG CORPORATION 




Jompson 



HARMON WEIGHT 

BIR.E CT O R- 





iAMSHACKLE 

HOUSE " 




charm i nrf 
view of 
BETTY 






7^ HE essential elements of a real box office success are a real star, a great 
story and a master director. Here is a production that combines these three 
elements to a marked degree. 

In selecting a vehicle for Miss Compson, one of the greatest drawing cards 
on the screen, prime consideration was given to a story and a role that would 
give this brilliant actress ample opportunity to exploit her magnetic personality 
and artistry. 

Love interest, intrigue, fast action that leads to a powerful climax, with a 
background of mystery baffling in its complexity, and built up as only the crafts- 
manship of a master director can, combine to make this a wonderful production 
for Miss Compson. And the exotic scenic investiture of the Everglades of 
Florida, add beauty and glamor to the production. 

The play is based on the widely read novel of the same name by Hulbert 
Footner, published by George H. Doran Company. 

The director is Harmon Weight, who directed George Arliss in his greatest 
screen successes, "The Ruling Passion" and "The Man Who Played God." 

The cast includes John Davidson, who plays the arch villain in support of 
Rudolph Valentino in "Monsieur Beaucaire," Robert Lowing, William Black, 
Dan Duffy and others equally well known. 

This production is made by Tilford Cinema Corporation, which produced 
"Miami," starring Betty Compson, and "Another Scandal," starring Lois Wilson. 




A love scene ^ 
Prom 

'Ramshackle Hou.se" 



Foreign Distributor: Wm. Vogel Dist. Corp. 



WA*ni* iQ^ynoc ™, PTT FIRST.JWN PICTURES 



September 6, 1924 



Page 3 




FIRST f 
WEEK ! 



SECONDS 

WEEK I 



VARIETY AUG. !3th. 



Last Week — McLean's Good Business at 
California, $15,200 with "Never Say Die" 



Los Angeles, Aug. 12. 

Douglas McLean in "Never Say 
Die," at the California for two weeks, 
seems to be following in the foot- 
steps of Harold Lloyd as far as the 
theatregoers here are concerned. The 
business at this" house^«due to an un- 
usually large advertising and ex- 
ploitation campaign, got off to a big 
start at'tbs beginning, and held'-isp 
throughout the initial week. 



| Estimates for last week":' 

California— "Never Say Die" (P, BA 
O.) (2,000; 25-85)» Douglas McLean. 
Scored ten strike and business first 
week most satisfactory at $15,200. 



VARIETY AUG. 20™. 



GREAT RACE IN L A. LAST WEEK 



Los Angeles, Aug. 191 

Estimates for Last Week 
California — ".Never Say Die" {P. 
B. O.) (2,003; 25-85.) Doing beat 
business for second week of any at*- 
traction in this house during pres- 
ent season. $10,000. 



The FILM DAILY AUG. I7 TH . 



Go to it brother ! 



"Never Say Die" — Asso. Exhibitors 
California, Los Angeles 

(Week Ending Aug. 9) 

DAILY NEWS—* * * contains all the 
thrills of Harold Lloyd's comedy, "Safety 
Last," and a breezy romance that has 
tremendous heart appeal. * * * is photo- 
graphically done to the queen's taste. 

HERALD — Yards and yards of laughs, if 
such a metaphor is permissable, permeate 
"Never Say Die," Willie Collier's well known 
stage play * * * 

RECORD — Here is a consistently good 
farce, produced by a consistently good far- 
ceur and his gang of consistently merry 
men. 

TIMES — To the person who is searching 
for a racy, spicy comedy, packed full of 
human interest and humorous situations, 
* * * "Never Say Die," starring Douglas 
McLean, will be more than satisfactory. 



Associated 

Exhibitors 

ARTHUR S. tWSe , PR6S. 

PHYSICAL DISTRIBUTOR* 
PATHE' EXCHANGE, INC. 

FOREIGN REPRESENTATIVE 
SIONEV GARRETT 




J. K. MCDONALD 

presents his original story 

SELF-MADE 
FAILURE 

with -If 

LLOYD HAMILTON 

and 

BEN ALEXANDER 

and an all star cast including 
MATT MOORE, MARY CAPvPv, 
PATSY RUTH < MILLER,, SAM DeGRASSE 
CHUCK REISNER, VIC POTEL, DAN MASON, 
ALTA ALLEN, HARRY TODD, CAMEO. 
Directed by 

WILLIAM BEAUDINE 

Screen adaption: Violet Clirkje, Lex Neal, John Grey 
. Photography. . . . Ray June and B.McGill 



"A SELF-MADE 
FAILURE' is just 

about as enjoyable 

a picture as the 
month has produced 
By all means place 
this on your 
preferred list ^ 

— — — I— nm || i i pimm rami iii m iii in *nBBnm 

O MOTION P1CTVRE 
' FOR SEPTEMBER- 



The Passport to the Land of 
Big' Business is a FIRST NATIONAL 
CONTRACT 




September 6, 1924 



Page 5 

IHSIgHlllliagB^ 

it 
« 

s 



EXHIBITORS 

Oracle REVIEW 

9fo Business %per of the potion lecture Industry 

WILLARD C. HOWE, Editor 



H. K. CRUIKSHANK, Associate Editor 

LEN MORGAN, News Editor 
GEORGE T. PARDY, Reviews Editor 

EDDY ECKELS, General Manager 
J. A. CRON, Advertising Manager 



CONTENTS 

September 6, 7924 

EDITORIAL FEATURES 

Apples And Motion Pictures 8 

Editorial Page 20 

FEATURES OF THE NEWS 

Paramount Organizes Abroad 9 

Will Hays Asks Cooperation I.. 10 

Exhibitors Protest Long Features ...... . 11 

Mooney Optimistic ■. 12 

Canfield & Clark Enter Field 12 

Loew's St. Louis Opening 15 

Busy Session In Kansas 14 

PICTORIAL PRESENTATIONS 

The Iron Horse Frontispiece 

Exploitation On "Miami" 41 

REGULAR DEPARTMENTS 

Big Little Features 23 

Exhibitors Round Table 25 

Tried And Proved Pictures 43 

Equipment Newsettes 52 

J 

\ \ Copyright 1924 by Exhibitors Review Publishing Corporation. 
Gefo. C. Williams, President; Willard C. Howe, Vice President; 
F.' Meyers, Treasurer; M. M. Fernsler. Executive and Editorial 
offices: Hearn Building. 45 West Forty-fifth street, New York- 
Telephone Bryant 6160. Address all communications to Execu- 
tive Offices. Published weekly at East Stroudsburg, Pa., by Exhibitors 
Review Publishing Corporation. Member Audit Bureau of Circulations. 
Subscription rates, postage paid, per year United States $2 ; Canada 
$3; Foreign $6; single copies 20 cents. Remit by check, money order, 
currency or postage. 

WEST COAST REPRESENTATIVE, GRACE M. 
ADAIR, 1606 HIGHLAND AVENUE. HOLLYWOOD 




In X IT I B I T ORS 
^ TR ADE RE- 
VIEW, 45 West 
45th Street, New York, 
broadcasting some easy- 
chair reflections on a 
variety of things all con- 
nected with yon and 
your theatre. Light up 
and look 'em over. 



Don't let the sedative of self-satis- 
faction seep into your soul. Set your 
goal ahead. When you have passed one 
mile-stone of accomplishment, fix your 
eye and your energy on the next one. 



Greater incomes are derived from 
greater services. The more people you 
serve the more money you make. En- 
large your acquaintanceship so that 
you may have more friends to serve 
with entertainment. 



Advertising will bring 'em in. But 
it is the service you give 'em after 
they enter the theatre that will bring 
'em back. Right in the lobby is a 
good place to begin building business. 



All your exploitation and advertis- 
ing may be ruined by an impudent 
ticketseller or a discourteous usher. 
Lack of courtesy in the show busi- 
ness is criminal negligence. 



There is nothing you can't accomplish 
if you wish to do so badly enough. If 
you really want something, and keep on 
wanting it, you will figure ways and 
means i'o satisfy your desire- Truly, 
"where there' s a will there' s a way" 



Concentrate. Don't take in too 
much territory with your ambition. 
Do one thing at a time. Devote all 
your attention to it until you accom- 
plish your purpose. Then go ahead 
to the next problem. 



// you carry your arm in a sling it will 
become weak and useless. If you rest your 
brain in a crutch it will soon be a cripple. 
Keep thinking. Dope out ways to give your 
patrons more for their money — and they will 
give you more of their money. 



Don't think that all the people are 
"goofs" and you are the only "smart 
feller." Don't try to fool 'em. His- 
tory shows it can't be done for long 
— and the final cost is heavy. 



1 



IS 



® 

H 

® 



m 
a 



151 



SKSMSBSBMIS 



fjjglHSEKIS 



Exhibitors Trade Review 




William Fox presented his big surprise picture for the first time to the public 
last Thursday at the Lyric Theatre, New York. The picture is scheduled for an 
extended run and is not being offered to motion picture theatres. The above 
are Madge Bellamy and George O'Brien and one of the old engines used in 
the production, called by the Indians "The Iron Horse." 



© CI B624507 



B9 



September 6, l'>2l 



Page 7 



EXHIBITORS 

Oracle REVIEW 



9k Business Taper of the Motionftcturelndustrf 



NEWS AT A GLANCE 



The Allied Theatres of Massachusetts and the Boston Managers Association have 
reached an agreement with the operators and there will be no strike. 

It is reported that Broadway will have a new picture theatre. The location is said to be between 46th 
and 47th Street on Broadway and it will have a seating capacity of 600. 

Helmer Jernberg, of the Province Theatre, Manitoba, has been elected president of the Motion 
Picture Exhibitors Association. 

Famous Players financial report for the first six months of 1924 show a drop of $540,264 over the 
same period of 1923. A big increase is expected in the last half of the year. 

June Mathis, who resigned as scenario editor of Metro - Goldwyn, has signed to do scripts for 
Rudolph Valentino. 

Texas M.P.T.O. is preparing to battle a flood of legislation aimed at the exhibitors of the State 
during the coming session. 

Michigan M.P.T.O. will meet in Saginaw October 14-15. 

West Coast Theatres, Inc., plan a new $350,000 theatre in Los Angeles. 

Fred Seegert has been elected president of the Wisconsin M.P.T.O. 

Pana, 111., will show Sunday pictures after a 15 year battle against the Blue Laws. The mayor 
vetoed the ordinance prohibiting them. 

An orchestra war is on in San Francisco downtown theatres, in which each theatre is trying to outdo 
the other in number of musicians. 

It is reported that 20 states plan to put a tax on theatre admissions owing to the failure of exhibitors 
to give the patron the advantage of the recent reduction. 

D. W. Griffith will sail for United States on September 6 from Berlin, where he has been making 



S. R. Kent, of Famous Players, denies the report that Famous, First National and Metro exchange 
information as regards to prices paid by exhibitors in Greater New York territory. 

C. C. Jones of Charlotte, N. C, will build a 1,500 seat theatre at a cost of $150,000 exclusively for 



The Film City Enterprise Company has been chartered in Delaware listing a capital of $5,000,000. 

The new Arcade Airdrome, of St. Louis, has five acres of free parking space for the use of its patrons. 
Steel sheds protect the automobiles. 



a picture. 



negroes. 



Page 8 



Exhibitors Trade Review 



Apples — And Motion Pictures 



F 



OLKS in the apple business used c^pt, perhaps, that the same public buys to put on a halo and say that all this 
to think that it was quite proper both. And has a more or less violent has been changed and that the picture 
to put the big shiny apples on top dislike for the fellow who tries to put business is 100 percent perfect, today. 



of the barrel. It seemed a pleasant 
way of encouraging the buyer. Even 
though he might know that down in 
the dark interior, somewhere about 
amidships, so to speak, he could find 



things over on it. It isn't. But there probably is no in- 
Vvhen the motion picture business dustry in America that feels more 
was in the growing pains stage, it had keenly its responsibilities in these mat- 
its quota of people who believed in ters or that is seeking more earnestly 
selling pictures. Just that. If extreme to hew to the line of decency and fair- 



a good many that were not so shiny, sensationalism and exaggeration were ness in all of its production and adver- 



not so big, he ought to be 
pleased with the scenic effect 
that would greet him first 
when the barrel was un- 
headed., 

Probably no one took the 
trouble to ask the buyer 
whether he reacted accord- 
ing to theory, though there 
were times when it wasn't 
necessary to ask him. His 
remarks were expressive 
and eloquent. But he was 
bucking against a trade con- 
dition. He couldn't expect 
to accomplish anything more 
than the reduction of his 
own temperature. 

So the theory held good 
until it happened that some- 
one who showed a shocking 
lack of respect for tradition 
and precedent broke into 
the apple game out west and 
upset the whole cart. 

It was out in the Yakima 
valley, probably, that all the 
trouble started. Apples 
raised in that distant coun- 
try couldn't get to market 
on the old theory. Buyers 
back east wouldn't pay 
transcontinental freights for 
the privilege of exploring 
the depths of a barrel con- 
taining the usual mixture. 
So the misguided genius 
who couldn't see the merit 
of the old plan rushed in 
and suggested that he knew 
the answer. Apples ought 
to be packed in boxes. 
Every apple ought to be as 
big and shiny and perfect as 
those it associated with in 
Every apple ought to be hand-pol- 
ished. Apples ought to be assorted, by 
color schemes, so as to avoid jarring 
contrasts, etc. There was much dis- 
cussion. Finally it was done. 

All of which resulted in New York 
and Chicago and a lot of other places 
getting in line to buy apples at prices 
that were outrageous ; and then getting 
in line to buy more of the same. Be- 
cause buyers soon learned that it 
wasn't a game any more. That a box 
apples had become an honest, open- 
faced sort of institution. 

Certainly there is no connection be- 
tween apples and motion pictures. Ex- 



tising than the picture in- 
dustry. 

The motion picture indus- 
try has passed the stage 
where it believes in spring 
housecleaning. The aim to- 
day is to keep a clean house 
consistently. To get away 
altogether from any need 
for spasmodic efforts. 

In what is going on with- 
in the industry there is little 
or no element of "reform." 
Rather, it is a matter of 
progress, which is quite a 
different matter. Motion 
picture people are pursuing 
a policy because it is right 
and because it is good busi- 
ness. Because it will build 
public confidence, on which 
the permanence of screen 
entertainment must depend. 

Outsiders who think they 
see "easy money" will con- 
tinue to break into the busi- 
ness, of course, and some of 
them will provide a lot of 
trouble. Once they are pro- 
ducers or distributors or in 
any other way identified 
with pictures their errors of 
judgment will reflect on the 
entire industry. Consequent- 
ly it is likely that whoever 
may be charged with main- 
taining the integrity of 
screenland's public relations 
will have plenty to do for a 

Whose valiant plea for clean advertising and exploitation has ] ono - time to come But it 
received the endorsement of the entire industry. He is urging . ? ,., , , ' , r .1 

that everyone connected with the motion picture business assume isn t 11 mucn OI tne 

a fair share of the responsibility of keeping the public's good task will be hooked up with 

will and respect. the activities of the well-es- 

tablished concerns now in 
needed to get the business, they were the business. Decent, conservative ex- 
the ticket. If an appeal to the grosser ploitation; delivery of the goods as ad- 
side of human nature was likely to 
get the business, appeal and then ap- 
peal some more. 




WILL H. HAYS 



transit. 



IF there hadn't been some of this ele- 
ment in the business it would have 
been the most remarkable situation in 
the world — something superhuman. 
Such things exist in the oldest fields, 
today. So there is no use denying + «hat 
the pictures did contribute something 
to the apple-barrel method of selling. 
The picture people were human — noth- 
ing more. 

It wouldn't be a safe and sane thin? 



vertised ; avoidance of anything that 
may tend to ruffle public sentiment — 
these are sound planks in the industry's 
platform. They have its endorsement. 

All of these remarks are by way of 
preliminary to the statement that the 
work of Will Hays is having a lot 
more effect than many people realize, 
even people within the fold who ought 
to know. 

The Hays activities are being predi- 
cated on unanswerable argument — the 
argument that it is good business to 
pursue the methods of clean business. 
On this basis he is carrying conviction 



September 6, 1924 



Page 9 



into the most skeptical quarters. By 
way of illustration of the results that 
are accumulating, this editorial, headed 
"The King's Business" and published 
in the Los Angeles Times of July 30 
is illuminating: 

Will H. Hays struck a valiant blow in 
behalf of clean films in his speech before 
the Wampas — an association of motion- 
picture advertising men in Hollywood. 

Especially he deplored the screening of 
six salacious novels last year. Mr. Hays 
could have gone further. It is true that 
"Three Weeks" and these other books 
should not have been screened. But it is 
also true that they should never have been 
printed. 

In the opinion of The Times the motion- 
picture producers are showing a commend- 
able idealism in their pledge to support Mr. 
Hays in his campaign for clean pictures. 

The temptation is undoubtedly strong to 
reach for the off-color books which have 
pandered to the lowest instincts of book 
buyers and which would probably clean up 
fortunes on the screen. Especially is this 
temptation strong at the present time when 
pictures are hoeing a hard row. 

Mr. Hays is virtually asking the movie 
producers to elect a voluntary censorship of 
the popular novels of the day; to stand as a 
guard between the vast army of movie 
"fans" and the smaller audience of readers 
who have made vile and indecent books 
popular. 

Although expressing the belief that clean 
plays pay better in the end, Mr. Hays has not 
put his appeal to the motion-picture industry 
on that practical ground of personal profit. 
He has pledged them to take the decent, 
clean course because it is decent and clean. 
Because, as he told the Wampas, "it is the 
King's business." 

And it is to the undying credit of the pro- 
ducers' association and the Wampas that 
void exists in the place where the similar 
pledge of the book publishers should be 
written. 

The Times does not believe in govern- 
mental censorship — whether of books, plays 
or pictures. Experience has shown that it is 
not a helpful or practical governmental 
function. 

Censorship should be unnecessary The 
honor and dignity of the American book 
publishers should compel them to follow 
the lead of Mr. Hays and the picture pro- 
ducers. 

It should not be necessary for Mr. Hays 
to exact from the movie producers the 
pledge of honor not to film indecent "best 
sellers." There should be no indecent 
"best sellers" to film. 

It would seem that the book publishers 
might be made to realize that they, too, 
have a responsibility to "the King's busi- 
ness." 

To those whose interest in this busi- 
ness extends into the future, who are 
not merely interested in making some 
money and a quick getaway, there can 
be no better advice right now than 
this : Cynicism is out of place, because 
it will accomplish nothing. Get behind 
the Hays campaign for clean pictures 
and clean methods and help raise the 
picture business a notch higher in pub- 
lic esteem. Even if you are so peculiar- 
ly constituted that you don't enjoy the 
job, line up anyway, because it is good 
business. 



Paramount Organizes Foreign 
Advisory Board 



"LP E ' SIIAl'^R, director of the 
ri Foreign Department of die Fam- 
J — ' * ous Players-Lasky Corporation, 
announces the formation of an advis- 
ory board to assist him in handling the 
European distribution of Paramount 
pictures in a cable received at the com- 
pany's home office from Paris. This 
new board, the first session of which 
was held in Paris on Monday, August 
25, has as its members, heads of the 
principal European Famous Players- 
Lasky organizations, and sessions will 
be held at frequent intervals in Paris, 
London and other cities to devise 
me 'i v'- and means of increasing Para- 
mount distribution throughout the en- 
tire gui i neat. 

John Cecil Graham, managing di 
rector of the company's British organ 
izations and one of the best known film 
men in Europe, will act as chairman 
and Ike Blumenthal, special representa- 
tive, who is dividing his time between 
the London, Paris and Berlin Para- 
mount offices, is secretary. Other mem- 
bers of the advisory board who met 
with Mr. Shauer to discuss trade con- 
ditions were Adolphe Osso, general 
manager of the French organization; 
P. N. Brinch, general manager of the 
Berlin organization, and lngvald C. 
Oes, the company's Scandinavian rep- 
resentative stationed at Copenhagen. 
Other members will be added to this 



body as new Paramount distributing 
units are created in Europe. 

It was decided at the first gathering 
to make the advisory board a deliber- 
ative body in which the problems of the 
various Paramount organizations will 
be discussed and decisions be reached 
by vote. All of the decisions 
reached by the European coun- 
cil will be reported to Mr. Shauer for 
his guidance in the direction of the 
company's European interests. Para- 
mount's business in Europe has grown 
so rapidly in the last two years that the 
creation of an advisory board to assist 
in the handling of the immense business 
was found to be necessary by Mr. 
Shauer after a survey of conditions in 
the various countries of Western 
Europe. It is expected that important 
additions will be made to Paramount's 
long list of European offices soon. 

"Our European business is much 
better than ever before," said Mr. 
Shauer in his cable announcing the 
latest step towards increasing the effici- 
ency of Paramount distribution abroad. 
"I have never found more enthusiasm 
in our organizations that at the present 
time and everyone is most optimistic 
as to the growth of future business. 
Our latest pictures are winning popular 
approval everywhere, and the year 
1924-25 undoubtedly will break all pre- 
vious records for European business." 




A scene from Universal Jewel production "Love and Glory" in which Madge 
Bellamy and Charles De Roche star. The picture contains many thrills. 



Page 10 



Exhibitors Trade Review 



Will H. Hays Asks Co-operation From 
A. M. P. A. For Clean Pictures 



Will Hays Says: 

Motion pictures command respect. We are engaged in a 
king's business and an essential industry in this country. 

The most successful pictures have been clean pictures. 

The great majority of pictures are clean but the small min- 
ority create a bad impression for the whole industry. 

Lithographs and publicity of pictures are usually much more 
risque than the pictures themselves. 

We owe an allegiance to the 30,000,000 paying members. 

Public approval of good pictures will bring more good 
pictures. 



WILL HAYS, president 
of the Motion Picture 
Producers and Dis- 
tributors Association was the 
chief speaker at the luncheon 
of the A. M. P. A. held in 
Cafe Boulevard, New York 
City on August 28. The 
occasion was the ninth anni- 
versary of the founding of 
the advertising association. 

Mr. Hays started by giving 
the history of motion pic- 
tures from their inception to 
the present day and compared 
pictures to newspapers. Lie cited that 
newspapers have been under way for 
600 years while pictures ' are but 20 
years old, but their relationship to the 
public are almost identical. 

Many Journalists 

From statistics gathered by the Hays 
office it was shown that 67 important 
offices .in the motion picture industry 
are held by former newspaper men and 
women and that nearly every exploit 
and publicity man is a graduate of the 
daily press. 

He said newspapers have been care- 
ful to serve the public and keep the 
papers free from obnoxious matter and 
serve the greatest number of people. 

The newspaper code is well known 
and since the picture industry is made 
up of a large percentage of ex-news- 
paper men and if the same code of 
morals and ethics is applied to pic- 
tures as governed the newspapermen 
in their old field were applied to pic- 
tures there will be a decided change in 
the attitude of many persons toward 
the industry as a whole. 

American Industry 

Ninety percent of the pictures of the 
world are made in this country accord- 
ing to Mr. Hays, and he dwelt on the 
enormous power weilded by this form 
of entertainment. He suggested taking 
the 30,000,000 patrons into the confi- 
dence of the picture business and giv- 
ing them the best. 

He cited instances of pictures that 
were not sent on their way in a blaze 
of glory and had nothing immoral in 
their makeup, yet they have proved the 
greatest box office winners that have 
ever been produced. He used this point 
to illustrate that theatre patrons prefer 
clean pictures to those of a risque na- 
ture and will pay producers who will 
make them. 

He emphasized the fact that although 
the large percentage of pictures are 
clean and wholesome, there is that 



small minority that bring about criti- 
cism and give the whole industry a 
black eye, and these few can easily be 
eliminated, with great advantage to the 
industry. 

It is not entirely the fault of the ex- 
ploitation and publicity men that pic- 
tures are publicized in a manner harm- 
ful to the industry. He said it is not 
fair for a producer to give a publicity 
man a product to exploit that is not 
clean and fit for everyone to see. He 
stated that at a recent meeting of his 
organization the members went on rec- 
ord to produce nothing but clean pic- 
tures. 

He said many books and many 
stories running in the daily papers, 
while right enough to be read by the 
public, should not be made into pic- 
tures for they take on a different aspect 
when visualized. 

Legislative Harm 

It has been through unrestricted pub- 
licity that so man)* bills have been in- 
troduced in legislatures throughout 
the country detrimental to the picture 
business. Law making bodies have 
been fed up on million dollar salaries 
and fabulous sums for producing pic- 
tures and the reaction has come with 
a result that it is hard to dam the flow 
of legislation. 

He stated that conditions are becom- 
ing better but it will require the coop- 
eration of the publicity men to bring 
about a much needed change in pic- 
tures. The speaker turned to Harold 
Lloyd, who was present, and declared 
that he had never made a picture that 
was not enjoyed by everyone and yet 
never contained anything that was not 
absolutely clean and wholesome. This 
remark was loudly applauded. 

He asked that the publicity men 
strive to improve conditions a little 
each day. He does not expect results 
in a day but said "it is not the length 
of the step that counts, but the direc- 
tion." 



He ended his talk by tell- 
ing the A. M. P. A., mem- 
bers that it is in their hands 
whether or not conditions 
would improve and asked 
their cooperation in cleaning 
up the industry. 

Arthur Brisbane 

A r t h u r Brisbane, well 
known journalist, was called 
upon and gave an excellent 
talk on advertising. He stated 
that pictures, like newspapers, 
will progress little by the use 
of salacious titles and stories. He 
stated that although several attempts 
have been made to publish newspapers 
containing nothing but filth, have failed 
dismally and the same holds true of 
pictures. 

He gave many interesting sidelights 
in his career as an editor and also gaye 
some important tips in the field of ad- 
vertising. His talk was interesting and 
instructive. 

Elmer Barsons, of Pathe, gave the 
history of the A. M. P. A. since its or- 
ganization and cited the most outstand- 
ing accomplishments. 

The resolution, adopted several weeks 
ago by the W. A. M. P. A. calling for 
the cooperation with the Hays office in 
eliminating anything that might reflect 
on the picture industry, was adopted. 

Harry Richenbach was toastmaster. 

* * * 

BRAY STUDIOS RUSH 
CARTOON SERIES 

After eight weeks of continued ef- 
fort in which the entire staff of Bray 
Studios was engaged, the first Dinky 
Doodle subject is completed. Dinky 
Doodle is a new cartoon character or- 
iginated at Bray Studios by Walter 
Lantz, the famous cartoonist. 

The first subject of the series is en- 
titled, "Dinky Doodle and the Magic 
Lamp," a cartoonized burlesque ver- 
sion of the story of "Aladdin and the 
Wonderful Lamp." The cartoon char- 
acter Dinky Doodle substitutes for 
Aladdin and you see Aladdin portrayed 
by Dinky Doodle, assisted by his dog, 
Weakheart. 

As in the Colonel Heeza Liar series, 
these subjects will not be straight car- 
toons, but will be known as "Cartoon 
Combination." Each subject will em- 
ploy not only the services of the Car- 
toon characters, but also the service of 
the artist, who actually works with the 
characters in several of the scenes. 



September 6, 1924 



Page 11 



Exhibitors Protest Against Long 
Feature Productions 



SHORTER feature pictures, aboli- 
tion of the block contract, com- 
pulsory u e of standard time in 
New Jersey, Pennsylvania and New 
York, removal of censorship in Penn- 
sylvania, and a vigorous fight against 
the effort of the so-called music trust to 
collect license fees for the use of popu- 
lar songs, were some of the demands 
embodied in resolutions adopted by the 
Moving Picture Theatre Owners of 
America at their annual convention 
closing in this city tonight. 

The public is tired of 12-reel fea- 
tures, in the opinion of the exhibitors, 
and wants more variety in the per- 
formances. Six-reel pictures that take 
but one and a half hours to show are 
the best, they believe, so that additional 
one-reel films may be included. 

The block contract was the subject 
of protest. Exhibitors cannot give their 
patrons what they want when 30 or 40 
films must be taken on contract by name 
only. The theatre men feel that they 
are better judges of what the particular 
public they serve desires, and believe 
a great deal of business is lost through 
the use of pictures unsuited to certain 
localities and audiences. 

It is claimed that daylight saving in- 
terferes with the motion picture busi- 
ness largely through the unwillingness 
of patrons to sit in on shows that must 
hold later than 11 o'clock. Audiences 
grow restless, they claim, and an effort 
is to be made through the legislatures 
to do away with daylight saving entire- 
ly. Music publishers, authors and com- 
posers, having won their fight in the 
United States District Court to charge 
a 10-cent license fee for copyrighted 
music and songs, will be able to advance 
the fee to $1 per seat if the decision 
is upheld, say the theatre owners, and 
the fight will be carried to the higher 
courts. 

A new drive is recommended to have 
school officials make more use of ths 
theatres on Saturday mornings when 
free educational films are shown. 

Attack was made at the convention on 
distributors for the creat'on of a non- 
theatrical bureau which brings religious 
and fraternal organizations which have 
no overhead expenses into direct com- 
petition with the movie houses. 

Resentment was expressed against 
the running of 12-reel pictures, for 
months by producers before they reach 
the regular houses. It is claimed that 
the cream of the business is taken off 
by this method before the theatre men 
can get the features. 

Elaborate entertainment was provid- 
ed for the delegates by the local com- 
mittee, including free admission to all 
places of amusement ; a baseball game 



between Exhibitors and Exchangemen ; 
beach party; theatre party; automobile 
trips ; golf : yachting and a banquet at 
the Ambassador as a concluding event. 

Among the speakers at the banquet 
were Acting Mayor Anthony M. Ruffu ; 
Pageant Director Armand T. Nicholas ; 
R. F. Woodland, of the national com- 
mittee ; A. J. Lichtman, president of the 
Universal Film Corporation ; William 
Smith, president of the Famous Play- 
ers-Lasky Corporation ; Joseph Cun- 
ningham, originator of the "Rufus Mc- 
Goofus" cartoon, and Edward J. 
O'Keefe, exhibitor, of this city. 



OPERATORS REVISE 
SCALE OF DEMANDS 

A special meeting of Local 306, of 
the moving picture machine operators, 
of New York called for \h: purpose of 
receiving the report of the wage scale 
committee of the union, w.s held at 
210 Fifth street, on August 27 and was 
attended by practically the entire mem- 
bership of the local. 

At the suggestion of the operators' 
wage scale committee, a resolution was 
adopted empowering them to return to 
the Theatre Owners' Chamber cf Com- 
merce with a final revised scale. The 
new proposition made by Local 306 is 
the negotiation of a contract covering 
the next two years, with a 5 per cent 
increase, commencing September 1, and 
an additional 5 per cent, beginning 
September 1, 1925. 

Immediately following the meeting 
the wage scale committee of Local 306 



visited the Theatre Owners' Chamber 
of Commerce. 

They laid before the chamber the 
final demand. The double shift sys- 
tem, asked for by the operators, will 
now apply to theatres of 1,000 seating 
capacity or over, which are running 
ten consecutive hours or more. Thea- 
tres of less than 1,050 seating capacity 
do not come under the new shift regu- 
lations. 

Regardless of the action taken by 
the Chamber of Commerce as a body, 
it is confidently expected by Local 306 
officials that a majority of the man- 
agers will sign and crews of operators 
are now going about the city signing 
up individual theatre owners. 

The operators are asking increase of 
about 30 per cent in wages and a two- 
shift working system. The strike, if 
called, would probably affect only the 
smaller motion picture houses, as the 
larger theatres on Broadway have indi- 
cated their willingness to sign separate 
agreements, according to union officials. 



MORE FOR JOSE 

Reginald Ford, the Parisian motion 
picture producer for whom Edward 
Jose directed Pearl White in "Terror" 
which will be released in America in 
September, under the title of "Perils 
of Paris," has commissioned Mr. Jose 
during his stay in New York to ar- 
range all material for the production of 
a number of pictures to be made in 
Paris. 

Mr. Jose is now busy reading stories 
and selecting stars. He will make the 
first of these features abroad about the 
first of the year. In the meantime Mr. 
Jose is negotiating with another com- 
pany for an American pic- 
ture which he will make before going 
to Paris, the details of which will 
shortly be made known. 




Ruth Roland, between scenes cf her latest production "Out Where the Worst Begins" 
for Co-Artists Productions, reads her favorite Trade Journal, Exhibitors Trade Review. 



Page 12 

Mooney Optimistic 

Sees Prosperity in Big Crops 
and Industrial Improvement 

PAUL C. MOONEY, Vice President 
of Producers Distributing Corpor- 
ation, who has just returned from a 
business survey of the entire northern 
half of the United States, says that 
general conditions point to a most pros- 
perous amusement season. 

Mr. Mooney says that "industrial 
conditions everywhere are brightening, 
and in most of the north-west, business 
is now booming with banner crops and 
top prices. I found banks that had 
been closed in many sections now open 
and doing big business. Shops and fac- 
tories are right in line with the pros- 
perous agricultural situations and 
money is beginning to be spent freely 
for amusements. 

"The big wave of north-western 
prosperity is naturally spreading east- 
ward ?nd southward and the big manu- 
facturing sections of the east are begin- 
ning to hum in response to the increas- 
ing demand for manufactured goods. 

"This general stimulation of trade 
will naturally have a most salutary ef- 
fect on the box office, and this gratify- 
ing condition is already in evidence in 
the western theatres. 

"While Producers Distributing Cor- 
poration anticipated improved condi- 
tions in preparing the current program 
of pictures, and while we predicted a 
banner season in making our Fall an- 
nouncement, the improvement in gener- 
al business is even better than we ex- 
pected at this early date. Our bookings 
have far exceeded our expectations and 
in many territories our entire block of 
releases are booked solid on first runs. 




Flora Le Breton, English film star, who 
recently scored a success in Cranfield 
and C 1 a r k' s "A Soul's Awakening." 




Miss Dupont, who plays an important part 
in Metro-Goldwyn-Mayer's "Free Love." 

Picture Stability 

No Longer a Spoiled Child 
Among Industries 

HP HE motion-picture industry is no 
" longer to be regarded as "the spoil- 
ed child" among American industries, 
and from now on will be a "less spec- 
tacular business but a safer one," ac- 
cording to the National Bank of Com- 
merce in a review made pu' lie yester- 
day. 

"Producers have learned," says the 
bink, "that it is possible to earn as 
I irge a profit on a good $100,000 pic- 
ture as on one which costs $200,000." 
So-called "super pictures," it is pointed 
out, have cost in recent years from 
$700,000 to $1,500,000, although once it 
was possible to produce an acceptable 
"feature" picture for a few thousan 1 
dollars and the average cost is now be- 
tween $100,000 and $200,000. 

"Until 1923 the motion-picture in- 
dustry was the spoiled child among 
American industries," says the bank, 
"spending as lavishly as it pleased on 
more and more costly productions. This 
condition was not permanent." 

The bank says that "spectacular 
super-productions of the million-dollar 
class magnify the risk which the pro- 
ducer runs," and "they will never be 
the !-rea r1 -and-butter earners of the in- 
dustry. For a year or longer the pro- 
ducer must lose interest on his capital 
which is tied up in the pictures or pay 
interest on loans before profits begin." 



Exhibitors Trade Review 

CRANFIELD & CLARKE 
NEW DISTRIBUTORS 

It is of interest to the trade at large 
to note that a drastic reorganization has 
occured in the American distribution of 
the English Hepworth Pictures for 
United States and Canada. Heretofore, 
the American end of the business for 
Hepworth Pictures Corporation has 
been supervised by the Hepworth peo- 
ple themselves directly through their 
own American branch office. 

The firm of Cranfield & Clarke, Inc., 
have just closed a deal to take over the 
American and Canadian interests of all 
of the Hepworth product and will dis- 
tribute them through the State Right 
Market. 

W. F. Clarke, of Cranfield & Clarke, 
Inc., has just returned from a special 
trip to England where he had gone to 
close this deal and to confer with Cecil 
M. Hepworth in reference to a new 
policy for distribution and of future 
production plans. 

W. F. Clarke served with distinction 
as a Colonel in the World War, having 
received many honors and mentions in 
despatches. 

The intention of Cranfield & Clarke, 
Inc., is not only to distribute the entire 
Hepworth product, but to arrange, also, 
for the acquisition of several American 
productions. 

* * * 

KING WITH BANNER 

Banner Productions, Inc., announce 
that Director Burton King is under con- 
tract to produce a series of pictures, ex-, 
clusively for the Banner company, and 
has no connection or affiliation what- 
ever with any other company or pro- 
ducing organization. 




Betty Bronson, chosen by Sir James M. 
Barrie for the role of "Peter Pan" in 
Paramount's forth coming production. 



September 6, 1 { >24 



Page 13 



'CAPTAIN BLOOD" WILL 
APPEAR ON BROADWAY 

Commencing September 8, for a lim- 
ited engagement, the world premier of 
Vitagraph's "Captain Blood" will 1>: 
given at the Astor Theater, New York. 
Owing to the fact that the theater i; 
booked for a spoken drama play com- 
mencing on September 22 the picture 
will only run two weeks at this house, 
unless other arrangements can be made 
later. 

The lobby and front will be specially 
decorated for the occasion. A com- 
prehensive advertising campaign will be 
conducted, including a full showing of 
24 sheet stands on the billboards, sub- 
way and elevated stations, Hudson 
tubes, and a good advance newspaper 
spread. 

At the conclusion of the Broadway 
run the twenty fours will remain on 
the billboard stands and arrangements 
may be made to have the dates replaced 
with local dates for the theaters in the 
various neighborhoods which run the 
picture while the paper is still up. 

The Chicago premier at the Orpheum 
Theater, a Jones, Linick and Schaffer 
house which starts September 13 will 
be similarly handled with a special ex- 
ploitation man. 

The Astor will be in charge of Frank 
Loomis during the New York run. The 
advertising and exploitation campaign 
will be handled by the Vitagraph home 
office publicity department under the 
supervision of W. Wallace Ham. 

* # * 

'HENRI' SLOANE WITH 
INDEPENDENT PICTURES 

Henriette Sloane, for several months 
past associated with Exhibitors Trade 
Review as a member of the editorial 
staff, has accepted the post of Director 
of Publicity and Advertising with the 
Independent Pictures Corp., of which 
Jesse Goldburg is President. 

The necessity for the addition of 
someone to handle this branch of the 
work exclusively is another indication 
of the steady growth of the organiza- 
tion which has been keeping time to a 
rapidly increasing business. 

ifc Sj: =fc 

LLOYD HONOR GUEST 
AT RECEPTION 

Stage and screen joined in brilliant 
and delightful comradery when Elmer 
Pearson, Vice-President and General 
Manager of Pathe, and Mrs. Pearson 
were hosts at a dinner and reception 
given in honor of Harold Lloyd and 
his mother, Mrs. Elizabeth Lloyd. 

The function, which was held at the 
Soundview Golf Club, Great Neck, 
Long Island, proved one of the most 
distinguished gatherings of theatrical 
and screen notables of the present sea- 
son, including among the guests of 



honor in addition to the Lloyds such 
luminaries of the amusement world as 
Sam Harris, Arthur Hopkins, Frank 
Craven, Thomas Meighan, John Wil- 
lard, Edna Murphy, Constance Bennett, 
Blanche Mehaffey and many others. Mr. 
Pearson and Arthur S. Kane, President 
of Associated Exhibitors, represented 
die executive branch of the film indus- 
try, while William A. Johnston, editor 
of Motion Picture News, and "Joe" 
Dannenberg, editor of Film Daily, were 
on hand to represent the trade press. 

RAYART SERIES 

W. Ray Johnston, President of Ray- 
art Pictures, this week anmuncd the 
consummation of negotiations with Bob 
Horner Productions of Los Angeles 
and Hollywood for the production of a 




Walter Wanger, general manager Depart- 
ment of Production, for Famous Players. 

series of six fast action stunt pictures 
based on newspaper reporter stories. 
The first picture has already been com- 
pleted and delivered to the Rayart of- 
fices under the new contract. It is call- 
ed "Midnight Secrets" and stars George 
Larkin. Edward Small's offices repre- 
sented the Horner Productions in the 
negotiations. 



WARNER BROTHERS TO 
BUILD THEATRE 

Within the next few months or a 
year there will be a theatre on the 
Warner Brothers' lot solidly con- 
structed of steel, stone, and wood if the 
plans announced a few days ago \>y 
H. M'. Warner, representing the War- 
ner Bros, at their studio in Los An- 
geles, are carried to their fruition. 

Mr. Warner has released a state- 
ment that his firm is about to let con- 
tracts on a building program at their 
present West Coast plant which will 
entail the expenditure of approximately 
■three quarters of a million dollars for 
an ultra modern theatre, a tremendous 
outdoor stage, and a scenic warehouse, 
all to be located on the Warner lot at 
Sunset Blvd., and Bronson Street, Los 
Angeles, and all to be operated in con- 
junction with the present Warner Bros, 
studio property and under the direct 
and personal supervision of the War- 
ner Brothers. 

Those familiar with Los Angeles 
motion picture property know that 
Warner Bros, own at least two par- 
ticularly valuable tracts in the big West 
Coast City. The "lot" on which they 
have been working for a long time, on 
Sunset Blvd., between Bronson and 
Van Ness Streets, with a depth equiva- 
lent to a couple of city blocks, is admit- 
tedly one of the most desirable loca- 
tions — for any kind of a business — in 
Los Angeles. Right in the heart of a 
section which has grown up with re- 
markable rapidity, it is the direct op- 
posite of what one would expect of a 
"motion picture lot." Sunset Blvd., 
and Van Ness Street are busy arteries 
of traffic. Thousands of people live 
within a half mile of the property and 
important centers, like the Hotel Am- 
bassador, are less than ten minutes 
away by trolley. 

sfs jjc SfJ 

TURRILL WITH ARROW 

The extensive program for 1924-5 
laid out by W. E. Shallenberger, Presi- 
dent of Arrow Film Corporation, has 
necessarily brought such an immense 
amount of detail to his desk, that he 
has found it necessary to appoint an 
assistant — Howard Turrill. 




Dinner tendered to Louis B. Mayer by Marco Heilman, at Wilmington, Calif. Mr. 
Mayer is vice president in charge of production of Metro-Goldwyn-Mayer Corp. 



Page 14 



Exhibitors Trade Review 



JESSE GOLDBURG RUSHES 
WORK ON COAST 

Jesse Goldburg, president of Indepen- 
dent Pictures Corp.. left Sunday for 
Hollywood, where he will personally 
supervise and direct work at the Holly- 
wood studios. In addition to devoting 
his attention to the filming of the sec- 
ond of the Holmes-Desmond series and 
the third of the Franklin Farnum pic- 
tures he will also select a new star to 
play the male leads in a series of eight 
westerns which will be released through 
one of the leading distributing com- 
panies. 

No indication of who is under con- 
sideration for the post has been so 
much as intimated as it is understood 
that the selection will be made from the 
ranks of the most capable for that type 
of work. 

"Outwitted," the first of the new 
Helen Holmes-William Desmond series 
which will be released September 15 has 
already been sold in several territories 
and the same success is expected for 
the second of the series the title of 
which is as yet undetermined. 

Much interest is being manifest in 
the third of the Franklin Farnum series 
which will be ready for release about 
November 15. The basis for the in- 
terest is the splendid record of the first 
two of the same series, "Gambling Kid" 
and "Billy the Kid" which will be re- 
leased September 15. and October 15 re- 
spectively. 

Mr. Goldburg's trip is expected to 
last from six weeks to three months. 

♦ ^ ^¥ 

A CORRECTION 

In a recent issue of this paper it was 
announced that J. H. Maclntyre, Al- 
bany representative of Famous Play- 
ers-Lasky had resigned from the Al- 
bany Film Board of Trade. We are 
informed that Mr. Maclntyre is still 
connected with the organization and is 
one of the most active members. 




Harry Rapf, production manager, E. M. Saunders, sales manager, Alice Terry, 
film star, James R. Grainger, sales manager, and Irving Thalberg, production 

executive of Metro's forces. 

Busv Session Planned For 

J 

Kansas Convention 



INTEREST, instead of being section- 
al, will be of a national aspect at 
the combined Allied M. P. T. O. 
Kansas convention, to be held at the 
Hotel Kansas, Topeka, Kas., Septem- 
ber 22 and 25 There is one certainty 
as to the activities at the convention. 
There will be a showdown on the uni- 
form contract controversy and a defin- 
ite understanding on the future work- 
ings of the arbitration rulings handed 
down by Will Hays. 




Irving Cummings, rehearsing Virginia 
Levee's, "In Every Woman's Life," for 



Valli in an emotional scene for M. G 
First National. Art Jell is the violinist. 



It was suggested Wednesday by 
President R. R. Biechele, of the M. P. 
T. O., Kansas, to Al. Steffes, that Mr. 
Hays, or a personal representative, be 
invited to attend the convention and, 
once and for all, outline a definite pol- 
icy on the above subjects. 

The tentative program, as arranged 
by C. E. Cook, business manager of the 
Kansas bod) , is as follows : 

Monday, September 22 

Morning — Roll call. Appointment of 
committees. President's report. Buffet 
luncheon at noon. 

Afternoon — Meeting of Allied State 
Organizations. Completion of the pro- 
posed merger of the M. P. T. O. Kan- 
sas, the M. P. T. O. Western Missouri 
and the M. P. T. O. Kansas City, Mo., 
into what probably will be known as 
the M. P. T. O. Mid-west. Discussion 
of dues of new merged organization. 

Evening — Exhibitors' frolic at Or- 
pheum theatre, to b? attended by repre- 
sentatives of all four organizations. 
Tuesday, September 23 

Morning — Committee reports. Con- 
ference of Promotion and Research 
committee on coming legislative prob- 
lems. Buffet luncheon at noon. 

Afternoon — Speakers from the Allied 
and Kansas organizations and Will 
Hays, or a personal representative. 

Evening — Banquet and dance on roof 
garden of Hotel Kansas. 

There will be no election of officers, 
at this meeting. 



September 6. 1924 



Pa^b 15 




A. J. Nelson, assistant general manager 
of Vitagraph, leaving the offices for a 
trip to the Eastern Exchanges. 



EXHIBITORS ARE GIVEN 
MONTH'S RESPITE 

Thousands of motion picture the- 
atre owners throughout the country 
will benefit by a decision announced 
by the Treasury Department at Wash- 
ington, to the effect that until October 
1 the old form of admission-ticket to 
the theatres may continue in use. The 
ruling was obtained by the Hays office. 
September 1 was the date on which this 
form of ticket was to have been dis- 
continued. 

The change in the form of admission 
tickets to the motion picture theatres 
was made necessary because of the 
abolition of the 10 percent admission- 
tax on seats costing 50 cents or less. 
While the old form of ticket may con- 
tinue in use temporarily, the theatres, 
of course, are not permitted to collect 
the 10 percent tax, even though the 
face of the ticket may call for it. There 
will be a considerable saving for the 
theatre men, however, in the decision, 
because millions of the old tickets are 
yet, unused. 

t- * * 

OPERATORS SATISFIED 

Threatened differences between Ot- 
tawa Local 257 of the Projection Ma- 
chine Operators Union and the Ottawa 
Theatre Managers' Association were 
solved at a special conference between 
representatives of the two organiza- 
tions which was held August 19. The 
projectionists decided to accept a re- 
newal of the old contract for another 
year, starting September 1, the previous 
wage scale and other general conditions 
prevailing as before. The theatre man- 
agers were represented in the negotia- 
tions by J. M. Franklin, manager of 
the Keith and Franklin Theatres, and 
the officers representing the Operators' 
local included Wm. Hartnett, president, 
William H. Lane, business agent, and 
Mr. Andrews. 



'SPEED SPOOK' PLEASES 
EXHIBITORS 

When producer Burr put "The 
Speed Spook" with Johnny Hines in 
the feature role on "cold" for a tryout 
at the New Rialto Theatre in White- 
stone, N. Y., he had no idea what the 
exhibitor or audience reaction would 
be on this latest Hines feature. A few 
days later, Mr. Burr was in receipt of 
a letter from Robert Lowenberg, man- 
ager of the New Rialto, which read as 
follows : 

"Your new picture of Johnny Hines 
in 'The Speed Spook' which was tried 
out at my theatre last Saturday went 
over with a bang. My patrons who 
had the pleasure of seeing it, even to 
this day, can't stop commenting on 
what a great picture it was. They sure 
did enjoy it, and some of my regular 
patrons who missed seeing it heard so 
much about "The Speed Spook" from 
those who were fortunate enough to 
see it that I have received any number 
of requests asking me to play it over 
again. 




E. A. Schiller, general representative of 
Loew, Inc., with James R. Grainger and 
Peter the Great, Metro's star canine. 



Loew's St. Louis Theatre Opens 
In Blaze of Glory 



By Special Correspondent 



CAN Marcus Loew with the new 
Loew State Theatre at Eighth 
Street and Washington Avenue, 
reclaim down-town night life in St. 
Louis ? 

He is betting some $1,600,000 that 
he can, and tossing in an extra $600,- 
000 or so annually to raise the ante. 
All St. Louis filmdom and the business 
world as well are watching his experi- 
ment. It would be a big thing for 
down-town realty values if he can put 
this master stroke across. 

In the sobering dawns that have, fol- 
lowed the masterful and most colorful 
grand opening of the beautiful new- 
show house a realization of what this 




John B. Rock, general manager of Vita- 
graph, and Edward Auger, recently ap- 
pointed an assistant general manager. 



master of some 300 theatres is up 
against has come to St. Louis. There 
will not be a grand opening every night 
and the bevy of beautiful filmettes and 
male stars of the screen and heroes and 
heroines of the musical comedy and 
vaudeville world will not be on hand to 
ad zest to the programme. . AVith St. 
Louis long educated to the view that 
Grand Boulevard is the center of night 
life' with Olive Street as the hub it will 
be doubly hard to make the down-town 
come back as it must to put the Loew 
State across big. 

Marcus Loew has confidence in his 
ability to come through with this enter- 
prise despite all the existing handicaps, 
and he so expressed himself on open- 
ing night. He has done the same thing 
elsewhere and he feels that St. Louis 
will prove no exception to the rule. In 
his address at the opening on the night 
of August 21 he promised the people 
of St. Louis that he would endeavor to 
give them more than they anticipated 
in the way of entertainment at the new 
house. For the time being it will be 
a strictly high class picture theatre with 
the prologue acts direct from the lead- 
ing New York houses. 

There is no denying that the Loew's 
State is a wonderful theatre. It cost a 
few dollars less than $1,600,000 with 
the store building fronting on Wash- 
ington Avenue, and ranks among the 
country's finest amusement palaces. 



Page 16 



Exhibitors Trade Review 



GERMAN PRODUCTION 
ON DECLINE 

Motion pictures in Germany are en- 
joying runs of many weeks and the 
larger ones are being run through suc- 
cessive months, according to a report 
to the Department of Commerce from 
Consul Rudolf E. Schoenfeld, Berlin. 

Lack of good film and not their ap- 
peal to the fans is given as the reason 
for the long runs. Germany's produc- 
tion of films has been waning steadily 
since 1921. In 1922, the total output 
was 1,221,280 meters or around 35 per 
cent of the 1921 production. In 1923, 
the production had dwindled to but 
775,783 meters. 

The large producers suffered the 
greatest loss in output during 1923 ow- 
ing to the consistent effort to reduce 
films of high quality with insufficient 
funds. The medium size producer, 
firms with an annual output of 5,000 
to 10,000 meters, were more successful 
in maintaining production. In contrast 
with both large and medium rize pro- 
ducers, the small producers increased 
their output. 

Owing to import restrictions, the 
market at the present time holds no al- 
lurement for American producers. It 
is believed, however, that the popularity 
of American films in Germany will re- 
act in our favor with the improvement 
of economic conditions. 



4 THE SILENT WATCHER' 
FOR FRANK LLOYD 

"The Silent Watcher" has been 
chosen as the permanent title for 
Frank Lloyd's third independently 




A stirrfhg scene from Vitagraph's newly completed filming of Sabatini's novel 
"Captain Blood." Exceptional research study and costume design makes this story 
of the old pirate days teem with realism. 



produced First National Picture and 
successor to "The Sea Hawk" and in 
announcing the title the noted pro- 
ducer-director has emphasized his 
views regarding what constitutes a 
big photoplay. 



"SEA HAWK' MOVES 

"The Sea Hawk," First National's 
Frank Lloyd Special, will end its four- 
teen weeks' run at the Astor Theatre, 
New York, at the $2 top scale, on Sun- 
day, September 7, and the next week 
to be transferred to the Strand. On 
September 28, it will open at the Brook- 
lvn Strand. 




"Crowds inside the theatre and out," is the story the Roosevelt Theatre, Chicago, 
tells concerning Valentino's return to the screen in "Monsieur Beaucaire. 



ST. LOUIS EXHIBITORS 
AVERT STRIKE 

Strike of union musicians, motion 
picture machine operators and stage 
hands employed in the St. Louis the- 
atres have been averted by the employ- 
ers agreeing to the wage demands of 
the organizations. 

Wage increases of $5 tc $10 a week 
were granted to the stage hands, elec- 
tricians and property men. The old 
wage scale ranged from $50 to $60 a 
week. Under the new plan a flat rate 
of $65 per week is to be paid. 

Musicians who were being paid from 
$35 to $45 a week with an additional 
$12 for matinees were given increases 
of $25 percent. In the large first run 
houses musicians are being paid as high 
as $150 a week. 

The motion picture machine oper- 
ators were given raises of $10 to $12.50 
a week, men who were getting $55 be- 
ing raised to $67.50 and those getting 
$70 to $80. 

Several motion picture houses have 
raised their admission prices to offset 
the wage increases granted the union 

workers. 

CONFLICTING NAMES 
EMBARRASSING 

Ann Luther, ex-film actress, has been 
receiving considerable newspaper pub- 
licity of late in her suit against Jack 
White, who is described as a mining 
man and film magnate. 

The publicity has been anything but 
agreeable to Jack White, producer of 
comedy films for Educational. Mr. 
White, the producer is not the Jack 
White mentioned in the news stories, 
and it has caused him considerable em- 
barrassment. 



September 6, 1924 



Page 17 






Prologue scene for First National's "The Perfect Flapper," as presented by the 
Mark Strand Theatre, Brooklyn, N. Y., depicting changes in feminine fashions. 



M. P. T. 0. WILL INVITE 
EUROPEAN EXHIBITORS 

That the affairs of Theatre Owners 
may be mutualized and international 
co-operation effected on both sides of 
the Atlantic, the Board of Directors of 
the Motion Picture Theatre Owners of 
America in their midsummer meeting 
at the Sagal-Lou Farms in Branford, 
Conn., Monday and Tuesday, August 
25 and 26, decided to invite fraternal 
delegates from the Cinematograph As- 
sociation of Great Britain and Ireland, 
the Exhibitors' national bodies in 
France and other sections of Continen- 
tal Europe to their National Conven- 
tion in Milwaukee next May. 

This action will not only tend to 
bring into closer union the Exhibitors 
of America and Europe but will help 
the Industry generally by creating a 
better feeling generally and aid in the 
extension of American films in Great 
Britain and on the Continent. Dele- 
gates will also be named at the Mil- 
waukee convention to attend the ses- 
sions of the European Exhibitor bodies. 
This matter was brought before the 
meeting by Sydney S. Cohen and 
unanimously agreed to. 

The meeting was featured by many 
other matters of great consequence to 
the Theatre Owners. Chairman R. F. 
Woodhull, of Dover, N. J., presided 
and the following National Officers and 
additional directors were present : 
President M. J. O'Toole, Secretary 
George P. Aarons of Philadelphia ; 
Treasurer Louis M. Sagal of New 
Haven, Conn.; A. A. Elliott of Hud- 
son, N. Y. ; Sydney S. Cohen of New 
York City ; M. E. Comerf ord of Scran- 
ton, Pa.; J. W. Whitehurst of Balti- 
more, Md. ; Joseph W. Walsh of Hart- 
ford, Conn. ; Martin G. Smith of To- 
ledo, O. ; W. W. Watts of Springfield, 
111., E. M. Fay of Providence, R. I. 
and Ernest Horstmann of Boston, 
Mass. 



CLASSICS FOR U. B. O. 

Every Warner Bros. Classic of the 
Screen on the 1924-25 schedule will 
play all the theatres controlled by the 
United Booking Offices of America in 
the East in which feature photoplays 
are exhibited. The engagements, for 
the most part, will be for a week, never 
running less than three days and, where 
the production warrants it, runnmg to 
two weeks or even more. Houses cov- 
ered by this arrangement include the 
Keith theatres, the Proctor theatres, 
and the Moss theatres in the New York 
City territory and other theatres in the 
larger cities of New York state. 
* * * 

CAREY'S NEXT 

The fifth Harry Carey feature in the 
series for release through Producers 
Distributing Corporation will be "The 
Man from Texas," an adaptation of 
the Bret Hart story "Tennessee's 
Pardner." 



SECOND PREMIERE FOR 
TEN COMMANDMENTS' 

Almost overnight the castle front put 
on the Criterion Theatre, New York, 
for the showing of 'Dorothy Vernon' 
was removed to make way for an enor- 
mous canvas of the chariot race in 
"The Ten Commandments." 

The latter picture took up winter 
quarters in the Criterion following a 
run of almost nine months at the 
Cohan Theatre. At the second open- 
ing the film was viewed by a large en- 
thusiastic audience. 

It seems that 'Glen' Allvine, of Para- 
mount, will prove right in his prophecy 
of a record-making Broadway run. 

The picture is in the Criterion for 
an indefinite run and judging from the 
patronage it w T ill be there for sometime. 

* * * 

CHALK MARKS' COMPLETE 

"Chalk Marks," the second Frank 
Woods feature for release through 
Producers Distributing Corporation, 
was completed at the Peninsula Stu- 
dios this week and given an audience 
tryout in The Balboa, one of San Fran- 
cisco's suburban theatres, that proved 
most gratifying to the producer and 
the local representatives of the distribu- 
tors. 

* * * 

KEATON RESTS 

Buster Keaton has finished the big- 
gest picture of his career in "The 
Navigator," directed by Donald Crisp 
from a script by Jean Havez, Joe Mit- 
chel and Clyde Bruckman. "The 
Navigator" is being titled and edited 
for Metro-Goldwyn release. It is a 
Joseph M. Schenck production. 




Page 18 



Exhibitors Trade Review 



PRODUCTION HIGHLIGHTS 



-p| RISCILLA DEAN held a recep- 
tion at her Beverly Hills home 
during the past week for Harry 
Carey and the company appearing with 
h(m in "Roaring Rails," his current 
Hunt Stromberg Production for Pro- 
ducers Distributing Corporation. 

* * * 

Robert Ellis has been signed as lead- 
ing man for Priscilla Dean in "A Cafe 
in Cairo," her second Hunt Stromberg 
production, which Chet Withey is di- 
recting. 

jfc jfc sfc 

The second of the series of eight 
thrillers starring Buffalo Bill, Jr., has 
been completed, and has arrived in 
New York, from Hollywood. It car- 
ries the title of "Fast and Fearless," 
with considerable of the action filmed 
in Mexico. 

* * * 

Louis Weiss, vice president of Weiss 
Brothers' Artclass Pictures, is due to 
arrive in Los Angeles, August 30th, en- 
route from Salt Lake City. Mr. Weiss 
will then have completed one half of 
his transcontinental trip started ten 
days ago, which he is making in the in- 
terest of the Artclass product. 

* % 

Another Broadway stage favorite 
has deserted the stage for the screen 
in the person of Margaret Ouimby, 
former featured player in the Follies, 
the Music Box Review and the George 
White "Scandals " She has been signed 
up by Universal at a salary said to be 
the highest ever paid to a screen ac- 
tress for appearing in anything except 
feature subjects. 

* =t= * 

"Barbara Frietchie," the big historic 
romance adapted from the Clyde Fitch 
plav was fully completed during the 
past week and given a public preview 
at the Granada Theatre in Hollywood 
where a packed house gave it an en- 
thusiastic reception. 

% ^ # 

Robert De Lacy has been signed by 
Hunt Stromberg as film editor for his 
Harry Carey Unit and he is now en- 
gaged in cutting "Roaring Rails," 
Carey's new production. 

For the past six years De Lacy was 
editor-in-chief for Edwin Carewe, hav- 
ing cut every picture this director 
made during that time. 

^5 5jC 5fc 

"Hold Your Breath" the Al Christie 
feature released through Producers 
Distributing Corporation entered its 



second week's showing at the Orpheum 
Theatre in Chicago with a splendid 
line-up of newspaper criticisms and a 
great army of personal boosters re- 
cruited during the first seven days 
showings. 

% % ^ 

H. F. Lefholtz has been appointed 
manager of the Omaha Branch of Pro- 
ducers Distributing Corporation to fill 
the vacancy caused by the resignation 
of Herman Stern. 

"Vanity's Price," the first Gothic 
Production to be released by F. B. O., 
is being cut and edited under the su- 
pervision of B. P. Fineman, general 




Milton Sills, at the Los Angeles premiere 
of First National's "The Sea Hawk" in 
which he acted the title role. 



manager of the F. B. O. studios in 
Hollywood. Anna Q. Nilsson is 
starred in this story. 

* * * 

Ben Lyon left August 25 for the 
studios in Hollywood where be will 
play opposite Colleen Moore in her 
first stellar vehicle for First National 
Pictures. This is the screen version 
of Edna Ferber's new novel, "So Big," 
which has headed the list of best sell- 
ers in the fiction for the past four or 
five months. 

* * * 

Marj^ Carr has been added to the cast 
of "Hard Cash," the first Goebel & 
Erb production, which Harmon Weight 
is directing for F. B. O. The cast to 
date includes Madge Bellamy, Ken- 
neth Harlan, and Mrs. Orr. "Hard 
Cash" is a Saturday Evening Post 
story, 

3|C 5^ % 

Arrangements have been made by 
Roland West whereby Lon Chaney will 



play the title role in "The Monster," 
and be starred in the photoplay pro- 
duction of this famous stage play. 

$z sjc >fi 

J. K. McDonald is selecting a cast of 
internationally prominent players for his 
next production for First National dis- 
tribution which is tentatively called 
"Frivolous Sal." 

The three leading players are Eu- 
gene O'Brien, Mae Busch and Ben 
Alexander. 

* * * 

Irving Cummings has taken the last 
scenes of "In Every Woman's Life," 
his first production for M. C. Levee 
for First National release and is now 
completing the cutting and titling of 
the picture. 

* * * 

C. B. C. announces that the shooting 
of "Women First" of the series of 
Eight Perfection Pictures, has been 
completed and will soon arrive in the 
East for cutting and editing. 

After a series of conferences with 
Harry and Jack Cohn and telegrams 
from Joe Brandt it is announced by 
C. B. C. that they will make a film 
version of "Who Cares?" by Cosmo 
Hamilton. 

* * * 

Additional information has been re- 
ceived from Henry Ginsberg and Jacob 
Wilk in connection with their Benny 
Leonard "Flying Fists" series of Sam 
Hellman stories. Although the main 
title of the entire group of two reelers 
is "Flying Fists," each individual sub- 
ject will have its own name and will be 
known as a Bout. 

* * * 

Banner Productions, Inc., announces 
that contracts were closed this week 
with the Simmonds-Kann Enterprises, 
Inc., 220 West 42nd Street, New York, 
for the entire foreign distribution 
rights on Banner's second series of 
four, feature attractions, to be pro- 
duced by Ben Verschleiser on the 
coast. 

* * * 

Edward Connelly, featured Metro- 
Goldwyn-Mayer contract player, has 
returned to Los Angeles following two 
months' vacation at his home in the 
hills of New Hampshire. This was 
Mr. Connelly's first vacation in fifteen 
years, and the first time in ten years 
that the distinguished character vet- 
eran had been in the East. 



September 6, 1924 



Page 19 



M. C. Levee says the whole fiction 
field is due for a dry cleaning in order 
to weed out the objectionable stories 
since picture producers are getting 
away from unclean pictures and titles. 

* &p 

Helene Chadwick has returned to 
work following a nervous breakdown, 
due to overwork. 

* * * 

Warner Brothers' "Lovers Lane," 
directed by Phil Rosen, has been com- 
pleted. 

* * * 

James Cruz has started production 
on his new Paramount picture, "The 
Garden of Weeds," starring Betty 
Compson. 

* * * 

Elmer Harris has started work on his 
second picture for Producers Distribut- 
ing Corporation. It is "The Girl of the 
Stairs" and will feature Patsy Ruth 
Miller. 

y Ht $ * 

Peter the Great, the well known dog 
star, has finished his picture "The 
Silent Accuser." The picture was 
directed by Chester Franklin, for 
Metro. 

5fc Sfc Sfc 

Sam Wood, prominent director, ex- 
pects a shortage of good screen stories, 
and predicts that in the future, stories 
will be written directly for the screen. 

* * * 

Nine companies are at work on the 
Universal lot to keep up with the high 
power schedule. 

* * * 

Lewis Stone has been chosen to lead 
in First National's "Fashions for Men." 

* * * 

Henry Ginsburg and Jacob Wilk have 
acquired the Benny Leonard series of 
short pictures which will go directly to 
individually owned and managed ex- 
changes throughout the country. 

* * * 

Polly Archer has resigned as leading 
lady for Richard Barthelmess in "Class- 
mates" owing to a severe illness. 

* * * 

Mary Pickford's "Dorothy Vernon of 
Haddon Hall" has been chosen as one 
of the exceptional photoplays of the 
year by the National Board of Review. 

Eugene Zukor, of Famous Players, 
has returned to New York from a trip 
throughout the middle west and reports 
increased prosperity. 

* * * 

Buster Keaton's latest picture "The 
Navigator" is said to be the most .ex- 
pensive comedv ever produced. It cost 
$500,000. 

* * * 

Wallace MacDonald has been selected 
by Joseph Schenck to play opposite 



Norma Talmadge in her forthcoming 
picture "The Lady." 

* * * 

Jack Mulhall will play with May Mc- 
Avoy in Universal's "Here's How." 

* * H.- 
Claire McDowell and Frank Currier 

have sailed for Rome where they will 
become members of the cast of "Ben 
Hur." 

* * * 

Cullen Tate has been engaged to 
direct "The Follies Girl" for Producers 
Distributing Corporation. Margaret 
Livingston will star. 



Earl Hudson has started two new 
pictures at First National studio. They 
are "So Big" and "If I Marry Again." 



John Bowers has issued a denial that 
he will desert the screen for the legiti- 
mate stage. He has had several offers 
from Broadway managers. 

* * * 

The Harold Lloyd Corporation issued 
a statement denying that a new contract 
has been signed for the distribution of 
Lloyd pictures. 

* * * 

Samuel Goldwyn has left for Europe 
where he will negotiate for story ma- 
terial with some of Europe's leading 
novelists and dramatists. 



H. M. Walker, title writer for Hal 
Roach, is now assisting in the titling of 
Cecil De Mille's "Feet of Clay." 

The first print of Preferred Pictures 
"The Breath of Scandal" has arrived 
in New York. 



Romance Pictures, Inc., has signed a 
contract whereby it will release a series 
of four Victor Hugo Halperin produc- 
tions through Vitagraph during the sea- 
son of 1924-5. 

* * * 

"Peter Pan" will be made in the 
Paramount West Coast studio, accord- 
ing to an announcement made by Jesse 
L. Lasky. 

* * * 

Lois Wilson and Ernest Torrence 
have started work on "North of 36" 
for Paramount. 

* * # 

Bridgeport, Conn., newest theatre, the- 
Cameo, was opened on August 16 with 
Universal's "Wine." 



Edwin Carewe is engaged in cutting 
his latest First National picture, "Ma- 
donna of the Streets," featuring Nazi- 
mova. 

* * * 

Every Warner Brothers Classic of 
the Screen on the 1924-5 schedule will 
play in all theatres controlled by 
H. B. O. 

* * * 

First National's Canadian exchange 
managers report greater business this 
summer than last and even better than 
last winter. 

Doris Kenyon has been chosen for 
the lead in "If I Marry Again." She 
will be supported by Lloyd Hughes. 

* * * 

Five Metro-Goldwyn releases have 
received the unqualified endorsement in 
the current midsummer issue of "Film 
Progress," published by the National 
Committee for Better Films. 




Soldiers of Fort Hancock, New York, using old fashioned Spanish and English 
corsair guns, loaned them by courtesy of Frank Lloyd, director of First National's 
"The Sea Hawk" where the use of the ancient crossbows was revived. 



Pa^e 20 



Exhibitors Trade Review 



The Editorial Page 



The Problem of Values 

AN exhibitor Avho operates a small neighborhood 
house in New York City says he will welcome 
the threatened operators' strike, because his 
operators are the only people who are getting any 
money out of his house. 

"You don't mean," we asked, "that the opera- 
tors are taking out more in wages than you are 
in profits?" 

"You got me right," he came back. "If I had 
to live on what I'm taking out of that house, I 
would starve to death. There was a time Avhen 
I had two theatres, but I was lucky enough to get 
rid of one of them." 

"If it's as bad as that, why don't you sell the 
other?" 

He thought this question over a bit and then 
said, with some show of emotion, "Because I'm 
a damned fool, I guess." 

Asked the reason for such a condition, he said 
that his customers are ardent readers of all sorts 
of publications that give publicity to motion pic- 
tures. "All they expect of me is to show the 
biggest, most widely advertised features, and if I 
charge more than 15 cents I am a robber." 

This, of course, is an extreme case. But it is 
unquestionably true that many exhibitors are hold- 
ing on chiefly because they love the business — not 
for the profit they are taking out of it. 

One of the big troubles of this business is the 
lack of public understanding on the subject of 
picture values. As a subject for educational effort, 
nothing right iioav seems more important. 

The woman who pays the market price for the 
latest in millinery knows that the goods unsold at 
the end of the season are marked down heavily, 
but that doesn't deter her from buying at the top 
price. Every man knoAvs that by Avaiting until 
clothes and haberdashery are a little out of style he 
can buy them for much less than the price of the 
very newest things, yet most men buy the new 
goods and pay the price. And these things are true 
because the nublic has been educated to an under- 
standing of the style and time A^alues of neAV mer- 
chandise. 

But there is a very considerable part of the public 
that still fails to understand the similar Avorkings 
of values in the motion picture field ; that believes 
if a picture which was once widely heralded can 
be shown for 20 cents that price ought to prevail 
all along the line ; that believes a picture is a pic- 
ture, regardless of its age or antecedents. 



The real fans know better, of course. But the 
problem of the future is to create a larger number 
of fans — to awaken a larger public to a full appre- 
ciation of values. Until this is done every exhibitor 
is going to find himself more or less betAveen mill- 
stones, Avith his customers expecting impossibly Ioav 
prices and producers constantly increasing the cost 
of the films most in demand. 

Perhaps one way of meeting this problem will 
be found in putting more stress on Ioav prices when 
Ioav prices are possible. That is one Avay of edu- 
cating people to differentiate betAveen normal 
values and bargains. 

* # * 

Commendable Enterprise 

IN its conduct of a prize contest to develop a 
better plan for the distribution of motion pic- 
tures, Motion Picture NeAvs has accomplished 
something distinctly worth Avhile. The problems 
of distribution are many and complex. They call 
for the best thought of the industry. Their solu- 
tion Avill probably come gradually, but it will be 
hastened by such discussion as this contest has 
created. 

The plan submitted by Walter W. Irwin wins 
the prize of $1,000 offered by the News and a 
supplemental award of $1,000 offered by Carl 
Laemmle. Its selection is the result of deliberation 
by a jury of five men Avhose experience, training 
and standing are above question. 

Briefly the Avinning plan pro Andes for concentra- 
tion of physical distribution, in behalf of all pro- 
ducers or as many as are Avilling to participate, in 
the hands of a corporation that would be prohibited 
by its charter from engaging or participating in the 
production or OAvnership of pictures or their sale. 
Through its exchanges, to be located in a number 
of agreed centers, this corporation Avould undertake 
the physical handling of films and advertising 
matter on a fee and percentage basis. It would 
also undertake the inspection of prints. 

With the prize winning plan is published a 
suggestion for a uniform contract betAveen pro- 
ducer and distributor. This contract is fairly 
comprehensive in its scope, but contains some 
ambiguities Avhich might as Avell be eliminated in 
the interest of clarity. 

It is to be hoped that the industry will analyze 
carefully every suggestion from a reputable source 
that may tend toward economy and efficiency in 
handling. Elimination of Avaste in this department 
of the business is an urgent need. 



September 6, 1924 



Page 21 



BOX OFFICE REVIEWS 



THRILLS GALORE IN 

'THE SIREN OF SEVILLE' 

Lots of Action in Photodrama of 
Spanish Bull-Fight Romance 

'THE SIREN OF SEVILLE.' Producers 
Distributing Corporation. Author, H. H. 
Van Loan. Director, Hunt Stromberg. 
Length, 6,724 feet. 

CAST AND SYNOPSIS 

Dolores Priscilla Dean 

Gallito ■ ■ ■ Allen Forrest 

Cavallo Stuart Holmes 

Ardita Claire Delorez 

Palomino Bert Woodruff 

Pedro Mathew Betz 

Dolores, an Andalusian peasant girl, secures for 
Gallito, her lover, an opportunity to become a bull- 
fighter. Gallito becomes a successful matador, 
neglects Dolores and falls a victim to the charms 
of Ardita. Cavallo, president of the bull-fighting 
association, forces his attentions on Dolores and 
she becomes a sensation as a dancer in his cabaret. 
Cavallo plans to drug Gallito's wine before a bull- 
fight so that he will be killed. Dolores overhears 
the plot, and after a thrilling fight with Ardita, 
arrives at the arena in time to save Gallito by 
killing the bull herself. 

By Herbert K. Cruikshank 

PRODUCERS Distributing Corporation 
have certainly given showmen a box-of- 
fice baby with this action drama of fiery 
women and untamed beasts. There is a 
thrill to every foot of film. And each one 
is different. There are thrills of personal 
combat, thrills of the bull-fight arena, and 
the thrills of Spanish love. 

The shots of the matadors in action in 
the Arena del Tores are alone sufficient to 
hold audience interest. And when in addi- 
tion to these you have burning love inter- 
est, and some corking good battles, the 
pathos of a deserted sweetheart, the wiles 
of a "vamp," and thwarted villainy, you can 
count on the combination to pan out a sat- 
isfactory gross. 

Priscilla Dean and Stuart Holmes are 
recognized box-office drawing cards, and 
other members of the cast are not without 
their followings. The title is one that will 
attract attention, and the theme has certain 
appeal that must be considered an asset. 
The names of H. H. Van Loan and Hunt 
Stromberg will also help to sell tickets for 
the attraction. 

Your patrons will leave the theatre sat- 
isfied, and your showing will derive the 
benefit that accrues from that mysterious 
exploitation known as "word of mouth" 
advertising. 

The bull-fight scenes appear authentic and 
give a wonderfully good idea of how the 
sport is conducted. The skill of the fight- 
ers in avoiding the rushes of the infuriated 
animal by a short side-step, or the slightest 
of movements, is fascinating. 

The stirring battle between Allen Forrest, 
as Gallito, and Stuart Holmes, as the schem- 
ing Cavallo, is sufficiently stirring. But 
when the girls go to it — that's a fight in- 
deed ! Dolores sure packs a mean wallop. 
Ardita puts up a game fight, but in the 
end she realizes that she has stepped out 
of her class. 

Apart from the "red blood" sequences, 
there are some scenes in less vivid colors, 
which are beautiful and effective in build- 
ing up interest and sympathy. The settings 
and atmosphere aid materially, and there is 
no fault to be found with either direction 
or photography. 

The film lends itself admirably to various 
forms of exploitation, and as it is a Na- 
tional Tie-Up picture, this week's National 
Tie-Up Section tells exhibitors how to get 
one hundred percent returns from the show. 



FOX PRODUCES A BOX 

OFFICE WINNER 

'Man Who Came Back' Hits On 
All Cylinders 

'THE MAN WHO CAME BACK.' A Wil- 
liam Fox Production. From the story by 
John Fleming Wilson. Emtnett Flynn, di- 
rector. Length 8293 feet. 

CAST AND SYNOPSIS 

Henry Potter George O'Brien 

Marcelle Dorothy Maekaill 

Captain Trevelan Cyril Chadwick 

Thomas Potter Ralph Lewis 

Aunt Isabel Emily Fitzroy 

Charles Reisling Harvey Clark 

Sam Shu Sin Edward Piel 

Gibson Davis Kirby 

Captain Gallon James Gordon 

Henry Potter is disowned by his wealthy father 
because of his many drunken escapades. He goes 
to San Francisco and meets Marcelle, a cabaret 
dancer who falls in love with him. He continues 
to drink and is shanghaied to China. He sinks 
to beachcombing and in a "hop" dive he finds Mar- 
celle who has become a done addic*. Th°v hn+H 
fight to rise and finally marry and Henry becomes 
manager of a pineapple estate in Hawaii. Marcelle 
feeling that he wishes to return home but is ashamed 
of her pretends to return to the dope. He beats 
her and through it both are redeemed and go back 
home together. 

By Len Morgan 

BRUSH off the S. O. R. sign and prepare 
to hang it out when you play "The Man 
Who Came Back." It is one hundred per- 
cent entertainment and will make friends 
wherever shown. It is far removed from 
the wishy-washy sex stuff that has been 
produced by the bale lately and will prove 
a welcome visitor in any theatre. 

Here is a story that is big in every sense 
of the word. It holds the interest from the 
first flash to the final fadeout and is filled 
with tense drama and human interest that 
carries an appeal to every picture patron. It 
is truly a wonderful production. It spells 
money to exhibitors who book it. 

"The Man Who Came Back" was among 
the season's most successful plays a few 
years back and in making it into a picture, 
Emmett Flynn, the director, added lustre to 
his crown. The picture surpasses the play, 
which is saying a great deal. 

The staging of this picture is excellent. 
The scenes in Hawaii are fine and the hop 
dens and street scenes of China are very 
well done. 

The most dramatic scene of the picture, 
and one which will grip any audience, is 
that of the veranda of the Hawaiian ranch 
home, when Dorothy Maekaill pretends to 
have returned to her dope habit and is given 
an unmerciful horsewhipping by her hus- 
band. 

George O'Brien, as Henry Potter, leaves 
nothing to be desired in his portrayal of 
the rich man's son and later as a drunken 
beachcomber who trades his ring for gin. 
He has a strong personality and is admir- 
ably fitted for the part. His role calls for 
exceptional dramatic ability and he proves 
himself a clever actor and this picture will 
give him a large following. 

Dorothy Maekaill, as Marcelle, is excellent. 
It is doubtful if she has ever had a better 
opportunity to appear at her best. Her 
part demands much but if there was ever 
any doubt as to her emotional ability, it is 
dispelled. 

In advertising this picture it would be 
well to mention that as a stage play it was a 
great success. A special performance for 
the ministers of the city should provide good 
publicity. Give the picture the best adver- 
tising and it will not disappoint the most 
critical patron. 



NEGRI SCORES IN 

'LILY OF THE DUST' 

Fine Characterization Given by Noted 

Star in Daring Theme 

'LILY OF THE DUST.' Paramount Pho- 
toplay. Adapted From Herman Suder- 
man's Novel and Edward Sheldon's Stage 
Play, 'The Song of Songs.' Director, Di- 
mitri Buchowetski. Length, 6,811 Feet. 

CAST AND SYNOPSIS 

Lily Czepanek Pola Negri 

Richard Von Prell Ben Lyon 

Colonel Von Mertzbach Noah Beery 

Karl Dehnecke Raymond Griffith 

Julia Jeanette Daudet 

Walter Von Prell William J. Kelly 

Lily Czepanek, book store employee, and Richard 
Von Prell, young German officer, fall in love, but 
she weds Colonel Von Mertzbach, a military auto- 
crat. The Colonel finds Richard embracing his 
wife, wounds the latter in a duel and turns Lily 
adritt. She becomes the mistress of Karl Dehnecke. 
Richard, who still loves Lily, returns to her and is 
wil.mg to forget the past. But Richard's wealthy 
uncle intervenes and compels them to part. She 
resumes her relations with Dehnecke. 

By George T. Pardy 
HP HIS combination of a good booking 
title and popular star should draw the 
crowds wherever "Lily of the Dust" is 
shown. It gives Pola Negri amp*e oppor- 
tunity to shine in tempestuous passion 
scenes where the emotional ability of the 
Polish actress is demonstrated to the ut- 
most, the settings are elaborate, and direc- 
tor Dimetri Buchowetski lives up to his 
reputation as a master of color effects by 
providing realistic backgrounds and for- 
eign atmosphere quite in keeping with the 
narrative. 

It is, however, a picture essentially 
suited to sophisticated audiences only. The 
big theatres should find it a paying attrac- 
tion, but in houses catering chiefly to the 
family trade there is very reason for be- 
lieving that many patrons will resent its 
frank parade of immorality. 

For the story merely deals with the 
love affairs of a woman of easy virtue, 
false to her marriage vows, abandoned by 
her husband, becoming the mistress of an- 
other man, welcoming back her first lover; 
and when fate separates her from the lat- 
ter, turning for consolation to the chap 
with whom she lived after rtubby cast her 
out. 

But in a nutshell, the showman's prob- 
lem is whether the folks he wants to 
please will be entertained by the film's 
undeniable artistry or offended by its sex- 
ual yearnings and yieldings. 

The stage play from which the pictyre 
is adapted was a whole lot more risque 
than the silver sheet version. Director 
Buchowetski toned the original down con- 
siderably, but the theme remains one only 
fit for consumption by adult movie-goers, 
and pretty broad-minded adults at that. 

There are many big dramatic moments, 
such as the discovery by Colonel Mertzbach 
of his young bride in Richard Von Prell's 
embrace, the duel between husband and 
lover, reconciliation of Lily and Richard, 
and the final shattering of the girl's ro- 
mance when Richard's uncle intervenes 
and prevents her marriage to his nephew. 
The climax is sad, as it leaves Lily prac- 
tically an outcast again. 

Tell your patrons plainly just what the 
story is about. If they like the theme, 
they can scarcely fail to be pleased with its 
dramatic intensity and the superb acting 
of the star. Play up Poli Negri and Noah 
Beery, and mention Raymond Griffith and 
Ben Lyon, both of whom have a fan-fol- 
lowing. 



Page 22 



Exhibitors Trade Review 



WESTERN FILM OF 

UNUSUAL MERIT 

'Last of the Duanes' a Sure-Fire Box 
Office Thriller 

'THE LAST OF THE DUANES.' Fox 
Photoplay. Author, Zane Grey. Director, 
Lynn Reynolds. Length, 6,942 Feet. 
CAST AND SYNOPSIS 

Buck Duane Tom Mix 

Jenny Miran Nixon 

Cal Baine Brindsley Shaw 

Euchre Frank Nelson 

Mother Lucy Beaumont 

Jenny's Father Harry Lonsdale 

Forced into a fight by Cal Baine, Buck Duane 
kills him and flees. Compelled to do some lively 
dodging by pursuing lexas Rangers, Buck aids a 
dying cattle rustler, rescues a girl from an outlaw 
band and brings her home. The sheriff, secretly a 
friend of the bandit gang, trails him, but Buck 
captures him and his deputies. Buck surrenders to 
the Rangers. He finds he has won a pardon 
tnrough a confession made by a buddy of the dead 
cattle rustler he befriended, and weds the girl. 

By George T. Pardy 

A BULLY Western, one of the best in 
which Tom Mix has ever appeared 
and a sure fire box office winner for thea- 
tres where this kind of stirring melodrama 
is in demand. Incidentally, when William 
Fox produced "The Last of the Duanes" ' 
about five years ago, with William Far- 
num in the leading role, the picture made 
a great hit. But the indications are that 
the new version will outdo the old in point 
of popularity, for in the writer's opinion 
it not only carries more decisive "punch," 
but registers far ahead of the Farnum ve- 
hicle so far as directorial technique and 
photographic values go. 

The story construction is excellent, sus- 
pense is never lacking, the situations dove- 
tail one into the other with logical smooth- 
ness and human interest is developed and 
maintained to a surprising degree for this 
type of picture. Tom Mix and his won- 
der steed Tony are right in their element 
all through the seven reels, performing 
some absolutely marvelous feats of agility, 
and there is enough hard riding, gun play, 
hairbreath escapes and realistic combat 
stuff on tap to satisfy the most ardent 
admirer of "red blood" action. 

Although Buck Duane and his girl arc 
the central figures of the film, every mem-, 
ber of the cast is of considerable impor- 
tance in the weaving of the narrative, the 
principals don't run away with the picture 
in the usual style of the average Western- 
er and its general interest is much enhanc- 
ed thereby. The locations are admirable, 
finer outdoor backgrounds could not be 
desired, the camera offering a regular eye- 
feast of beautiful outdoor scenery, with 
exquisite long shots, closeups and splen- 
didly effective lighting. 

Buck's capture of the entire outlaw out- 
fit is a great bit of deftly executed melo- 
drama, the trick being turned with such 
neatness and swiftness of dispatch that 
you never stop to question its probability, 
but respond to the thrill, and let it go at 
that. Tcny and his daring rider leap 
walls, scramble up stairs, bound from roof 
to roof of the border shacks with cat-like 
activity, but their biggest hit is achieved 
when they do a waterfall jump during 
which man and horse seem headed for 
sure destruction. 

Director Lynn Reynolds deserves a 
whole lot of credit for the masterly fash- 
ion in which he has handled this feature 
and his players have backed him up right 
royally. Tom Mix never worked with 
more dash and vim than when portraying 
the gallant Buck Duane, Marian Nixon is a 
fascinating heroine and the support worthy 
of the principals. 

You can go to the limit on this as an 
original brand of Westerner, with action to 
every foot, plenty of heart interest and a 
wealth of scenic beauty. 



'EMPTY HANDS' AN 

ORDINARY FEATURE 

Film Starring Jack Holt Offers Fine 
Photography, Weak Story 

'EMPTY HANDS.' Paramount Photoplay. 
Author, Arthur] Stringer. Director, Victor 
Fleming. Length, 7,048 Feet. 

CAST AND SYNOPSIS 

Grimshaw , Jack Holt 

Claire Endicott Norma Shearer 

Robert Endicott Charles Clary 

Mrs. Endicott Hazel Keener 

Gypsy Gertrude Olrhstead 

Montie Ramsey Wallace 

Milt Bisnett Ward Crane 

Indian Guide Charles Stevens 

Spring Water Man Hank Mann 

Grimshaw, chief engineer of a big mining cor- 
poration, has lived most of his life in the open. 
During a visit to Robert Endicott he makes ac- 
quaintance of the latter's daughter, Claire, girl of 
most pronounced flapper type. Endicott, disliking 
the life Claire is leading, takes her with him to 
the Canadian wilds. Claire nearly drowns in the 
rapids, is saved by Grimshaw and the two are 
stranded in the heart of the wilderness. There for 
months they live like savages, fall in love, but re- 
sist prompting of passion. Rescued, they reiurn 
to civil. zatiou and are finally wed. 

By George T. Pardy 

THE best that can be said about "Empty 
■*- Hands ' is that it is neither good nor 
bad and belongs in the category of pic- 
tures most fitly described as mildly inter- 
esting. Photographically it measures well 
up to ,the usual high standard of the Para- 
mount studios, there are many ornate in- 
teriors shown in the film's early stages, 
glowing with colorful "society atmos- 
phere" and luxurious settings, and the lat- 
er shots of the Canadian wilds furnish a 
series of outdoor backgrounds of remark- 
able beauty. 

But the story, which pivots on the time- 
honored theme of a man and a girl tem- 
porarily lost to civilization, leading a 
primitive existence in the wilderness, is 
strained, artificial and obvious. You get 
quite a thrill from the scene where Claire 
is nearly drowned in the rapids and saved 
by Grimshaw at the risk of his own life, 
but thereafter the tale simply resolves it- 
self into an emotional preamble which 
barely misses being absurd, as the gallant 
hero successfully fights off the base 
promptings of physical passion which as- 
sail him as a result of his love for the 
girl. 

Sized up from all angles the feature 
looks as though it may get by in the aver- 
age house as a program attraction, but ex- 
hibitors needn't expect it to accomplish 
wonders as a box office asset. There's 
nothing really coarse or offensive in the 
scenes hinting at the possible seduction of 
Claire Endicott by the young engineer, 
who until then had little or no use tor the 
sex feminine. Suggestion of course, but 
delicately handled, and as no harm comes 
to the lady anyway and she weds the chap 
in the long run, the conventionalities are 
not violated. 

Those who like the "flapper" and fast 
set stuff will probably rejoice in the open- 
ing reel's flashes of action, where bathing 
pools in the residences of the idle rich, 
jazzy atmosphere and unlimited flirtations 
offer stimulating amusement. No expense 
has been spared in filming this portion of 
the picture and director Victor Fleming 
appears to have got the •worth of his 
money, so far as its spectacular appeal is 
concerned. 

Jack Holt plays the part of Grimshaw 
with his customary vigor, registers best 
where strenuous action is in demand, but 
overacts somewhat in the emotional 
phases. Norma Shearer looks pretty and 
is well cast as the heroine, and the support 
is adequate. 

A tie-up with book stores on the novel 
by Arthur Stringer on which the picture 
is based should be easily arranged. 



BRITISH PICTURE OFFERS 
GOOD ENTERTAINMENT 

Flora Le Breton Scores in 
Interesting Picture 

'A SOUL'S AWAKENING.' Cran field & 
Clark, Inc., Production. Story by Frank 
Powell. Richard Kilino, Director. Length 
6,000 Feet. 

CAST AND SYNOPSIS 

Maggie Flora Le Breton 

Sal Ethel Oliver 

Ben David Hawthorne 

Cynthia Sylvia Caine 

Mike Nolan Tom Morris 

Maggie, the daughter of a dog stealing father, 
Btn, is a flower maker. Ben beats her periodically 
but Sal usually intervenes. Cynthia, a wealthy girl, 
decides to pay Ben to treat Maggie with kindness. 
It is at first an effort but finally Ben sees the light 
and comes, to love Maggie for herself. Ben reforms 
and marries Sal. 

By Len Morgan 

'T'HIS is a British picture but it measures 
up very favorably with the American 
product and is far better than the average 
in entertainment value. There is good 
acting (even though at times a trifle over- 
done) and the atmosphere is excellent. 

The story takes place in the slums of 
London and the scenes are fine. The pho- 
tography in a few spots is rather weak but 
as a whole it is good. 

The story is rather light and not especially 
new, but it is given a few unusual 
twists that give it a slightly new angle. 
The director had to use care to keep the 
picture from becoming morbid, but he in- 
jected his comedy touches at the right 
points and as a result produced a really 
entertaining picture that should please the 
average audience. 

One thing in favor of the picture is the 
lack of sex trash. It shows the possibility 
of hitting upon a clean story and putting 
it over in an interesting manner. The 
picture contains the elements necessary to 
make popular entertainment and carries an 
appeal to the masses. 

It is possible that some of the cockney 
titles may baffle the patron of the movies in 
the small towns, but anyone who has read 
to any extent will find little difficulty, and 
perhaps a great deal of amusement from the 
captions. 

Some people are prejudiced against foreign 
made pictures. This was brought about by 
an influx of poor pictures years ago but if 
all British productions in the future measure 
up to this picture they should find favor in 
this country. 

The weight of the picture rests on the 
shoulders of Flora Le Breton, who takes 
the part of Maggie,, a child of the slums, 
whose father is a hard character and beats 
her daily. Miss Le Breton has an appeal 
that wins the audience. Her clever char- 
acterization of the youngster wins the 
sympathy of the audience and she retains 
the hold thoughout. She leaves no doubt 
as to her ability as a screen star and it is 
safe to predict that she will soon have a 
large following of fans in this country. 

Ben, played by David Hawthorne, is a 
clever character. The part is a difficult 
one but Mr. Hawthorne plays it in an ad- 
mirable manner and in a way that is con- 
vincing. 

Ethel Oliver, as Sal, is also excellent 
and takes advantage of every opportunity 
to display her dramatic ability. 

There is a certain fascination about the 
London slums that appeals to many 
people. In this picture the scenes are 
shot in the poor district and some wonder- 
ful effects have been obtained. 

You can exploit this picture by haying 
a man parade the streets, dressed in a 
Cockney outfit, with pearl buttons adorn- 
ing his costume. You might run your 
advertising in a Cockney strain.. It should 
arouse interest. 



September 6, 1924 



Page 23 




The <Bic[ Little Feature 




PATHE LINES UP 
AMBITIOUS PROGRAM 

"Show the exhibitor where he is los- 
ing a great deal of money by failing to 
exploit and properly publicize Jiis short 
subjects," is the gist of the instructions 
issued by Pathe Exchange, Inc., 
through its general manager, Elmer 
Pearson, to the thousands of sales force 
over the country. 

Exploit comedies, use cut-outs, extra 
advertising, window displays and 
everything that will drive home to your 
patrons that you are running their 
favorite short subjects, is the message 
that the Pathe salesmen will drive home 
to the exhibitor, as a result of the cam- 
paign started by this company among 
their selling forces. 

According to Mr. Pearson, the ex- 
hibitor is gradually coming to the reali- 
zation that in many instances comedies 
are really the feature of the program 
and many are advertising them as such. 
"In the past," continues Mr. Pearson, 
"it has been the tendency of the aver- 
age exhibitor to give over ninety per 
cent of his advertising space and ap- 
propriation to the feature he booked, 
regardless of that feature's merit and 
drawing-power at the box office." 

"That this condition is gradually be- 
ing eliminated is due to the discovery 
by the theatre owner of the fact that 
stars of the two reel comedy field have 
become so popular that they have en- 
larged their endeavors in production, 
resulting in "turn away" business on the 
showing of their features. 

"As an example we have Harold 
Lloyd and many others." 

"As stars of two reelers their popu- 
larity was not fully realized by the ex- 





Pathe presents Irvin Cobb's story "One Third Off" picturing the efforts of a devoted 
swain who is trying to comply with his sweetheart's commands to reduce his weight. 



Scene from Pathecomedy entitled "High 
Society" featuring "Our Gang" group of 
juvenile comedians under Hal Roach. 



hibitor until after they had entered the 
feature field." 

With this end in view Pathe has in- 
stituted a campaign among its sales 
force to drive home to the exhibitor the 
actual exhibition value of comedies and 
short subjects to his program, and the 
importance of advertising to his patrons 
when they are being shown. 

In order to back up the campaign 
Pathe has arranged the most elaborate 
short subject program in the history 
of the company. The entire comedy 
output of the two largest comedy pro- 
ducers in the world, Hal Roach and 
Mack Sennett, have been contracted for 
the coming season as well as have the 
productions of many well known inde- 
pendent producers. 

sfe s|e ;H 

BADER HANDLING 
"FIGHTING FISTS" SERIES 

Dave Bader, who up to a few weeks 
ago was in England exploiteering for 
Universal, is back in New York where 
he is deep in the work of handling the 
Benny Leonard pictures, "Fighting 
Fists," for Ginsberg and Wilk. 

Bader, while in England, provoked 
lots of comment anent the American 
methods of exploitation he was insti- 
tuting in London and had every inten- 
tion of staying there for a protracted 
period, when he received word of the 
death of his mother. The necessity of 
straightening out domestic matters at 
home, brought him back to America, 
following which, after a short rest he 
contracted with Ginsberg and Wilk for 
the present campaign. 



'JONAH JONES' 

Educational 2 Reels 

Lloyd Hamilton can be funny when 
he pleases — and often in his mincing 
way does the funniest things without 
so much as a smile. But there is some- 
thing lacking in his comedy in Jonah 
Jones. There is that savoir faire — 
with a perceptible self-consciousness. 

His lines and business are somewhat 
far fetched. His comedy, without 
lustre. Yet there is a lot of action in 
"Jonah Jones" that will have the fans 
watching for what will happen next. 

Jonah is a hired man, and rides a 
most rickety Ford, in fact, it seems to 
have more heaves than the last horse 
off Noah's Ark. He takes his boss's 
hired girl for a spin. She loves him 
though he would have none of her. 

Margaret Morgan, the daughter of a 
rich neighbor is returning from board- 
ing school in a racer that sets all the 
motorcycle police a pace. 

In the rush to serve her with sum- 
monses, the lady loses her purse. The 
hired girl finds it, but Jonah promptly 
takes it in charge with the intention of 
returning it. He makes several at- 
tempts to call at her house — but is as 
often ejected. 

The action becomes fast and furious, 
and after much pronounced fatherly 
displeasure, and tattle tale information 
of his presence in the room above, 
Jonah takes off with his girl. 

Jonah Jones is a comedy that has ac- 
tion — yet lacks that "something." 



Page 24 



Exhibitors Trade Review 




Ready for the knockout, Benny Leonard, Lightweight Champion of the World, wins his first bout in the first picture of 
the "Flying Fists" series in which he is starring. Ginsberg and Wilk are releasing the series, which calls lor twelve two- 
reelers. Showmen should capitalize on the tremendous selling power of the champ's name and reputation. Sporting editors, 
boxing and athletic clubs make for likely points of exploitation contact and publicity on the showing of this series. 



'So This Is Paris' 



Universal 



2 Reels 



The fourth of the new Jack Dempsey 
"Fight and Win" series of short sub- 
jects, gives the audience all the fighting 
that could possibly be crowded into two 
reels without them necessarily being the 
pictures of a real boxing match in the 
squared ring. 

"So This Is Paris," has for its cen- 
tral plot the meeting arranged between 
the world's champion prize fighter so- 
journing in Paris, and an "unknown" 
pugilist. 

His forthcoming opponent appears 
between matches as an Apache dancer 
at a cafe — and Jack mistakes the dance 
for an attack on the young lady partner 
— and forthwith starts in to "rescue" 
her. 

The dancer, resenting this, starts a 
fight with Jack, and this fight continues 
through the hotel and down to the 
street, where they are both arrested. 
At the police jail they are locked up 
together in one cell — and there they 
continue their fight. 

The exhibition fight is scheduled for 
that evening. In the ring, the two fight- 
ers discover each other's identity, and 
give vent to one of the worst cases of 
grudge fighting ever seen. Jack wins 
the bout and harmony reigns again. 

This series of Jack Dempsey two 
reelers will undoubtedly have a great 
box office appeal due to the wide pres- 
tige of the world's champion heavy- 
weight pugilist. 

In many cities local sporting circles 
will do a great deal to co-operate with 
the exhibitor in exploiting this series. 
As a whole the Dempsey group are safe 
booking. 

• ' ' - * H= 

All's Swell On the Ocean 

Universal 2 Reels 

The fifth Jack Dempsey episode in 
the "Fight and Win" series depicts the 
return from abroad of the champion 
and his companions. 



Gloomy and weary of their hum- 
drum existence in the capital of France, 
and lonesome for the sights and lights 
of old New York, the champ decides 
that they will take the next boat back 
to America. Hastily packing, they 
reach the dock, but only in time to find 
that all the tickets for the trip have 
been sold, and 1hat there is no room 
on the steamer. 

Noting that the entertainment man- 
ager is awaiting his five entertainers 
who are late, Jack introduces himself 
and his two friends as the awaited tal- 
ent. At the dock he has added to his 
following an old violinist and his 
daughter who, too, were seeking passage 
though without avail. 

The manager is taken in by Jack, 
and they sail. However, in the evening 
they are ordered to put on their acts — 
and fail decisively though their futile 
attempts at entertainment cause consid- 
erable laughter among the passengers. 

Jack has aroused the jealousy of a 
Frenchman, who is keen on a young 
French girl, and is challenged to a fight. 

The Frenchman fights a la Savatte 
— which is the French method, permit- 
ting everything, biting, bucking, kick- 
ing, etc. Jack is unused to this style 
and in the intermission between rounds 
dons hobnailed brogans. He consents 
to remove these, but insists that his op- 
ponent put boxing gloves on his feet. 
Jack wins the bout though the loser is 
counted out leaning over the rail and 
here Jack joins him presently. 

Exhibitors will readily see the ad- 
vantage of the publicity that these pic- 
tures will give him. Numerous 
"stunts" are being prepared for the ex- 
ploitation of these pictures, and one 
that has already been put into effect is 
the "boxing-beauty" contest arranged 
in New York, recently. 

Not alone have these pictures the ad- 
vantage of the best known name in 
sports circles, but the pictures them- 
selves hold much to interest and enter- 
tain. 



Bring Him In 

Universal 2 Reels 

This is the sixth of the Jack Demp- 
sey "Fight and Win" series and offers 
many a laugh and thrilling moment to 
the audience. 

Jack Dempsey as Jack O'Day, world's 
heavyweight champion, has been en- 
gaged in keeping fit and in good physi- 
cal trim the members of the San Fran- 
cisco police force. For his good work 
he is appointed an honorary member of 
the force for twenty-four hours. 

He is invited to attend the ball of 
the policemen that night, and the com- 
missioner's daughter consents to allow 
him to escort her at the head of the 
grand march provided he sells a hun- 
dred tickets. 

During the day he meets with many 
interesting experiences but none more 
trying than when he is called upon by 
the commissioner to "bring in" a notor- 
ious thug. 

This is the culmination of a wager 
between the commissioner and a news- 
paper editor who has been "ragging" 
the police force without let up. The 
editor promises if the policeman assign- 
ed brings in the thug before ten o'clock 
that night he will become the force's 
strongest backer. 

Jack, selected to make this capture, 
easily finds the wanted man but lets him 
get away through his desire to sell his 
police ball tickets. He later learns that 
his man is a fighter and is booked to 
fight that night. He goes to the club, 
arranges with the thug's opponent to 
permit him to take his place and wins 
the fight. He takes his man to the com- 
missioner just in time to win the bet 
and takes his place in the lead of the 
grand march. 

Everywhere there will be widespread 
interest in these pictures for the cham- 
pion pugilist's name is a household word 
the country over. 



September 6. 1924 



Page 25 



The Exhibitors Round Table 



Good Business Helps Theatres 

"With a new era in crop conditions loom- 
ing in Missouri and Kansas, all eyes arc 
turned towards Kansas City this winter," 
said Ned Marin, assistant general manager 
of exchanges for Universal, in Kansas City 
last week. "Theatre going merely is a habit 
and, with bad times confronting them, many 
people have gotten out of that habit. Now, 
with one of the greatest wheat crops in the 
history of Kansas, the amusement business 
in Kansas City this fall should reach a 
peak." Air. Marin is making a tour of vari- 
ous Universal exchanges. 

* * % 

Changes in Personnel 

A number of changes in the personnels of 
Kansas City exchanges have occurred within 
the last week. Sid Haldeman, formerly 
manager and sales representative of Metro 
now is a key town representative of Selz- 
nick, while Fred Savage, recently with 
Standard Films exchange and formerly an 
exhibitor of Hutchinson, Kas., has joined the 
Universal sales force. "Gib" Jones, who for 
many years was associated with W. E. 
Truog, former Goldwyn branch manager, is 
back with his old "boss" again as booker for 
the Selznick exchange, of which Mr. Truog 
is branch manager. Jule Hill, former Gold- 
wyn manager at Kansas City, now is a spe- 
cial representative for Metro-Goldwyn in 
St. Louis. Miss Florence C. Baum, formerly 
with Goldwyn, is the new cashier at the 
Selznick office. 

Vacation for Percy Jones 

Percy Jones of the Royal Theatre of Car- 
rollton, Mo., is on a three-week's fishing 
trip in Colorado "resting up" for the fall 
season, while C. E. Corbyn of the A. H. 
Blank exchange departed "Overland" for a 
sojourn into Western Missouri last week. 
The persuasive talk has been dropped tem- 
porarily by George Hartman, Vitagraph 
salesman, who is enjoying his vacation, as 
is Agnes Kemp of the Educational office. 

* * * 

New Atlanta Theatre 

Inman Park, a residential suburb of At- 
lanta, is to have an ideal community theatre. 
It will be located at what is known as 
"Little Five Points" a thriving community 
center. The enterprise which is backed by 
a group of Atlanta business men will be 
under the management of H. M. King, for- 
merly of Brunswick, Ga., but more recently 
of Savannah. Mr. King is on the ground 
superintending construction and it is due to 
open during July. This is the first of a 
string of community houses planned by the 
same group of men and its present policy 
will be second run pictures chosen with a 
view to pleasing the family group to which 
"it will cater almost exclusively. 

Planes for Akers 

This one is a little moss covered, but the 
manner in which Gerald Akers, the area-dis- 
trict manager of Universal, who travels in 
nothing except airplanes, told it in the Kan- 
sas City office the other day drew a loud 
and long series of guffaws. 

"I found the branch manager nervously 
stroking both hairs on his head as he 
scanned an expense account of a new sales- 
man," said Mr. Akers. "Seeing me, he 
hastily shoved the account, which showed 
$24 for Pullman berths, into my hands. 
'Look,' he cried ; 'and we thought he was a 
wide awake salesman.' " 




Samuel Rothafel, who directs the presen- 
tations of the Capitol Theatre, New York. 

Sig Samuels Departs 

Mr. and Mrs. Sig Samuels, of the Metro- 
politan Theatre, Atlanta, sailed from New 
York on September 14th for a three months 
stay in Germany and other European coun- 
tries. Mr. Samuels and his wife will arrive 
in Germany in time to celebrate the eightieth 
birthday anniversary of his mother in Bres- 
lau and has cabled the glad tidings to his 
family over there that he will be with them 
for the first time in thirteen years on this 
birthday of their mother. Mr. Samuels is 
taking with him several thousand feet of mo- 
tion picture film showing his new home on 
East Lake Drive, Atlanta, and all Atlanta 
members of his family. Dung his absence 
the entire responsibility for the conduct of 
the Metropolitan Theatre will fall upon the 
shoulders of Willard Patterson who has been 
his chief side during his entire motion picture 
career in Atlanta. They wi'l return in No- 
vember. 

it * * 

Colonel Sinclair Dies 

Col. Clarence A. Sinclair, treasurer of 
the General Film Manufacturing Com- 
pany, University City, Mo., died at the 
Missouri Baptist Sanitarium, St. Louis, on 
Saturday, August 16, from a complication 
of diseases. Two weeks previously Col- 
Sinclair had undergone an operation for 
intestinal trouble, but although he rallied 
from the shock he failed to recover his 
health. He was born in Savannah, 111., 
on November 29, 1858, and during the 
Spanish American War served with dis- 
tinction as a member of the Seventh U. S. 
Volunteers. He later was made colonel 
of the First Missouri National Guard, hav- 
ing first joined that organization as a pri- 
vate in 1878. He was also president-treas- 
urer of the Sinclair Paint Company. His 
wife died about two months ago and he 
never recovered fully from the shock 
caused by her death. They were very 
much attached to one another. 

* * * 

Enjoying Trip 

Mrs. A. F. Carsell, who operates the Jef- 
ferson Theatre, Jefferson, Ga., and her daugh- 
ter, Miss Violet, who operates the Colonial 
Theatre, Commerce, Ga., were in Atlanta the 



past week, driving through the country. They 
are two of Georgia's many representative 
woman exhibitors and always meet with a 
warm welcome from the Atlanta fraternity. 

# * * 

Elect Jernberg President 

Helmer Jernberg, manager of the Prov- 
ince, a downtown theatre of Winnipeg, was 
elected president of the Manitoba Moving 
Picture Exhibitors Association in succes- 
sion to Walter P. Wilson, former manager 
of the Lyceum Theatre, Winnipeg, at a 
special general meeting which was held 
Thursday, August 21. W. Law, local man- 
ager for Canadian Universal, continues as 
vice-president of the association, represent- 
ing the local exchanges, and R. Kershaw 
remains as secretary of the association. 

# ^ % 

Visitors at K. C. 

Out-of-town exhibitors at Kansas City ex- 
changes last week included : Sam Minnick, 
Marceline, Mo. ; John Summer, Unionville, 
Mo. ; C. W. Newcomb, Burlington, Kas. ; 
E. L. Valentine, Ringo, Kas. ; Harry Faust, 
Cabool, Mo. ; T. W. Goodson, Lathrop, Mo. ; 
C. W. Bennett, Pastime theatre, Kinsing- 
ton, Kas. ; Ben Harding, Strand, Liberty 
and Majestic theatres, Council Bluffs, Iowa; 
Mr. and Mrs. H. Christian, Excelsior 
Springs, Mo. ; Charles Sears, Star theatre, 
Nevada, Mo. 

% * * 

Fined for Radio Delinquency 

When the Royal Canadian Mounted Police 
were serving notice on D. J. Fendell of the 
Patricia Theatre, Thorold, Ontario, that he 
was operating a radio broadcasting station 
in connection with his theatre without a 
Canadian Government license, a feature was 
being presented on the screen of the thea- 
tre which depicted the activities of the 
Canadian Mounties in fiction life. Mr. Fen- 
dell was called upon subsequently to pay 
a fine of $25 and costs in court because of 
the delinquency, but the Mounties permitted 
him to retain his costly equipment, valued 
at $2,000, although the Government regula- 
tions call for the seizure of all unlicensed 
outfits, either broadcasting or receiving. 

# * * 

Motion Picture Men Join 

Alpine Outing 

Two Canadian Government moving pic- 
ture men accompanied the Alpine Club of 
Canada in its successful climb of Mount 
Robson, 13,068 feet above sea level, in the 
Canadian Rockies, for the 19th annual out- 
ing of the Canadian Alpinists. The Govern- 
ment pair were Raymond S. Peck, director 
of the Federal Government Motion Picture 
Bureau, Ottawa, and W. S. Carter, chief 
cameraman of the bureau. Numerous views 
were obtained of the camp and climb, as 
well as many pictures of Calgary and Ed- 
monton, Alberta, and this material is to be 
used in forthcoming releases of the "Seeing 
Canada" series of one-reel scenic subjects 
produced by the Government and released 
throughout the British Empire and in many 
foreign countries. The views of Edmonton 
and Calgary are also to be placed in the 
Canadian Archives along with pictures of 
other Canadian cities as photographic rec- 
ords. 

While in Edmonton, Mr. Peck addressed 
the people of Western Canada on the sub- 
ject of "The Future of Canada in Moving 
Pictures," making use of a high-powered 
radiocasting station in Edmonton for the 
purpose. Mr, Peck is an officer of the 
Rotary Club of Ottawa. 



Page 26 



Exhibitors Trade Review 



New Quarters 

Southern States Film Company and En- 
terprise Distributing Corporation, two of 
the South's greatest independent exchange 
circuits, last week moved into their new 
quarters in the new Film Building built by 
William Oldknow at 87 Walton Street. 



Wilson Appointed Manager 

Walter P. Wilson, former manager of the 
Winnipeg Lyceum Theatre, has been ap- 
pointed manager of the Capitol Theatre, a 
large house in Edmonton, Alberta, in suc- 
cession to J. Buchanan, by H. M. Thomas, 
of Winnipeg, Western Division manager for 
Famous Players Canadian Corp. Mr. Wil- 
son has been succeeded at the Lyceum by 
C. A. Meade who has leased the house. 
Bert Crowe, former manager of the Metro- 
politan, Winnipeg, has also been appointed 
manager of the Strand Theatre at Calgary, 
Alberta. 



Cowan Estate 

The late James W. Cowan of Toronto, 
the manager of the Grand Theatre, Toronto, 
for years, left an estate of $28,189, accord- 
ing to an announcement on August 19 re- 
garding the probate of the property by the 
Toronto General Trusts Corporation. No 
will was left and the property is divided 
equally between two daughters. Included in 
the estate were 80 shares of Trans-Canada 
Theatres, Limited, which are described as 
having no value. This was the company 
to which Ambrose J. Small sold his chain 
of theatres in Ontario for $1,750,000 five 
years ago just prior to his sudden disappear- 
ance. Mr. Ccwan was associated with Mr. 
Small for many years. Small was recently 
declared legally dead but much of the mys- 
tery still remains. 



C C BURR presents 

JohnnuHines 




SPEED 
SPOOK 




"Endless exploitation possibilities." 

— M. P. World. 
"Title and cast glitter with allurement." 

— -Trade Review. 
"Will register before any sort of audience." 

— Morning Telegraph. 

Produced and Distributed by 

EAST COAST FILMS 

Incorporated 
C. C. Burr, Managing Director 
135 West 44 St. N. Y., N. Y. 



Restrain Pickets 

A legal order was made by Mr. Justice 
Wright at Osgoode Hall, Toronto, on 
August 21 restraining Labor men from pick- 
eting the Red Mill Theatre at Hamilton, 
Ontario, and from carrying placards or 
signs to the effect that Union Labor had 
been locked out of the theatre. This fol- 
lows the recent decision of Justice Wright 
in granting an injunction restraining the 
members of the Hamilton local of the Pro- 
jection Machine Operators Union from 
picketing or interfering with the operation 
of the Strand and Kenilworth Theatres in 
Hamilton, both of which had declared union 
shop principles though paying wages that 
were $2 higher than the union scale. All 
three Hamilton houses are now protected by 
the recent judgments of the Ontario civil 
courts. 

Sfc S)C ifc 

Calgary Visitor 

A prominent visitor in Calgary, Alberta, 
has been John Zanft of New York, vice- 
president of the Fox Film Corporation, who 
made the trip to the Canadian West for the 
purpose of looking over various parks and 
mountain locations with a view to the estab- 
lishment in Alberta of a semi-permanent 
producing unit of the Fox company for the 
making of various features. A Fox cam- 
eraman shot a considerable number of 
scenes in the vicinity of Banff which are 
to be examined in the New York Fox office. 
% # * 

Edward Sslig, Fox booker at Kansas City, 
has been confined to his bed because of ill- 
ness the last week. His condition is said to 
be improved. 

* * # 

The old proverb, "To the untiring come 
the rewards," is proving accurate enough in 
the case of Frank Castle, Pathe comedy 
salesman out of Kansas City. His record 
of late has been the object of praise from 
the entire office force and he soon is to be 
put to work on the first feature, "Dynamite 
Smith." 



Round Table Briefs 

C. F. Senning, branch manager of the 
Educational office at Kansas City, creates an 
uneasiness on the part of rival exchanges 
when he remain? away from his office too 
long. He has not been seen at his desk 
for the last three days and there are whis- 
pers of a "scoop." 



C. W. Allen, assistant manager of the 
Vitagraph exchange at Kansas City, is out 
in the Kansas territory "preaching" large 
returns from the wheat crop and the lure 
of the screen. 

% % ^ 

G. B. Howe of Kansas City, traveling- 
auditor for Universal, spent four days in 
Kansas City last week checking up on busi- 
ness. He left for Denver, from where he 
will go to St. Louis for several weeks. 



S. R. Kent, general manager of Famous 
Players-Lasky, visited the Kansas City ex- 
change last week, remaining only a few 
hours. 

# * ^ 

"Please send me a price on your outdoor 
material," wrote an exhibitor to Eddie 
Westscott of the Universal branch at Kansas 
City the other day. 

Eddie sent him just that — a catalogue of 
a lumber company. 

* * * 

It was a cloudburst unusual at Herndon, 
Kas., last week, which Freddie Hershorn, 
Western Kansas Representative of Univer- 
sal, passed through, but after the clouds had 



cleared away, Mat Allecher, manager of the 
Herndon Opera House, had signed several 
contracts. 

* * * 

C. E. Mayberry, district manager of the 
Producers Distributing Corporation, visited 
the Kansas City Office last week and, after 
giving things the "once over," departed — 
satisfied. 



Harry Calvin, of the Alcazar Theatre, 
Dothan, Ga., is spending two weeks vacation 
in Florida. 



George L. Denton, of the Sunset Theatre, 
Fort Lauderdale, Fla., is touring to Lenoir 
City, Tenn., to visit friends. 



Frank Adams, of Waycross., Ga., plans to 
open his new theatre there on Labor Day. 



Frank Riggins, of the Royal Theatre, 
Blackshear, Ga., and Mrs. Riggins, are spend- 
ing the summer months at Black Mountain, 
N. C. 



E. C. Behrens, formerly operating the Em- 
pire Theatre, Quincy, Fla., will reopen on 
September 1st. 

* * * 

James F. F. Jackson, of the Tudor Theatre, 
Atlanta, is in the North Carolina mountains 
on a much needed rest. 



Byron Cooper, who for years was the man- 
ager of the Grand Theatre, Moultrie, Ga., is 
now operating the Palace Theatre, Dawson, 
Pa. 



Harry Somerville, of the Orpheum, Greens- 
boro, N. C, is spending a four weeks vaca- 
tion in New York and Maine, motoring. 

* * * 

Hobson Johnson, who operates the Grand 
Theatre at Thomasville, Ga., is sojourning in 
New York. Mr. Johnson also owns the lo- 
cal ball club in Thomasville. 



Manning and Wink were showered with 
congratulatory telegrams upon the opening of 
their new theatre, The Grand, at Cartersville, 

Ga. 

Adolph Gortatowsky (sneeze it), of the 
Liberty Theatre, Albany, Ga.. won his city's 
golf championship recently. 

* * * 

U. K. Rice, general manager of the Pied- 
mont Amusement Company, of Winston, 
Salem, North Carolina, has resigned but has 
not announced his future plans. He is suc- 
ceeded by Verne E. Johnson, formerly of the 
E. J. Spark, Florida enterprises. 



Mrs. Charles Cinciolla has sold here Alamo 
Theatre, Gainsville, Georgia, to L. A. Rogers, 
whose association in the industry dates back 
many years, and who was associated with the 
Vaudette in Atlanta for a long time. Mrs. 
Cinciolla is leaving the industry and will go 
to Palm Beach, Florida, to stay indefinitely. 



Monte Salmon has been named by Ford 
Anderson district manager of Famous Players 
Lasky's theatre department as manager to 
succeed John Grove at Atlanta's Lyric Thea- 
tre. Mr. Salmon comes to the Lyric direct 
from the Howard theatre where he was as- 
sistant to Manager Howard Price Kingsmore. 



September 6, 1924 



Page 27 



SHOWMANSHIP 



What Is Showmanship? 



Asks ARTHUR M. BRILANT 

Exploitation Manager, Pathe Exchange, Inc. 



W V T HAT is this thing we call show- 
\^ manship ? An easy word, a pleas- 
ant, imaginative sort of a word, 
it rolls glibly off the tongue. You 
hear it everywhere in every conversa- 
tion in which show people engage. And 
vet — what does it actually stand for? 

Showmanship, in its specific applica- 
tion, is as variable as the winds. 
It is never twice the same ; hence it 
is always fascinating, absorbing. 
But in its basic sense, showman- 
ship is merely the exhibitor's abil- 
ity, either inherent or acquired, to 
sell his show to the public. 

Now, how can that be done? 
The answer is easy — exploitation ! 

There is a certain variety of ex- 
hibitor who centers his exploitation 
efforts on his feature-length pic- 
ture to the utter exclusion of the 
rest of the show. He figures tha: 
because the picture is long and be- 
cause it is the highest priced sub- 
ject in his show that it alone has 
the power to draw patrons to his 
theatre. He maps out his exploi- 
tation accordingly. He splurges to 
the extent of two or three one- 
sheets, a couple of three-sheets. He 
puts a small advertisement in his 
local newspaper. Sometimes he 
even sends out a few circulars by 
mail. Then he sits back and awaits 
the deluge. When it fails to come 
he consoles himself with the ex- 
cuse that he has done all that could 
be done, and if his business flops 
it is because the show isn't there.. 



BUT is he right? You know he 
isn't. Now what does a real show- 
man do? The real showman considers 
his show much as the Ritz-Carlton chef 
considers a dinner. The piece de resis- 
tance may be the roast, but the chef 
concentrates quite as much on the 
soup, the entree, the salad, the dessert. 
None of these components of a meal 
are neglected. The real showman con- 
siders his show in the same light. The 
feature may have a limited appeal. 
Does he stop his exploitation there ? He 
does not. He plays up the other offer- 
ings on his program in an endeavor to 
excite public interest. 

Your live exhibitor knows full well 
that there are innumerable picture go- 
ers who prefer the Pathe News reel to 
almost anything else on the program, 



and who would be satisfied with that 
alone if the rest of the bill failed to 
please. He knows that there are others 
who consider it money and time well 
spent to see a Mack Sennett or a Hal 
Roach comedy, even if the remainder 
of the show was disappointing. Know- 
ing these facts, he pays as much atten- 




A 



RT BRILANT asks a 



question — and 

His query 



gives 



the answer, 
is pertinent. His ar-swer 
should be hung over the 
desk of every showman. 

You who profit by his 
advice won't have to wait 
to get your reward in 
Heaven. You'll get it 
right at the box-office. 
Try it right now and see ! 



tion to exploiting his short subjects as 
he does his feature length pictures. 
The result is that he gets business that 
otherwise would not come to him. 



NOW, that's showmanship. There's 
nothing mysterious or magic about 
it ; its just plain common sense applied. 
And yet how many exhibitors lack it? 

It seems to me that if I were an ex- 
hibitor I would have a motto framed 
and put right over my desk where I 
could see it everyday, and this motto 
would read like this: "If it's worth 
playing it's worth exploiting." 

The day of the filler-in as such is 
past. Today, there are too many real, 
honest-to-God short subjects that are 
genuine features for any exhibitor to 



clutter up his show with just filler-in. 
Why play junk when you can play the 
kind of short stuff that means money 
at the box-office? And if you do play 
the good stuff why not exploit it? 

THAT the exploitation of short stuff 
does pay big has been proved many 
times. The exhibitors of na- 
tional prominence, those fellows 
who have made enviable reputations 
for themselves, have found by ex- 
perience that the "shorts" pay. Only 
recently "Roxy" who put New 
York's Capitol on the map had 
booked to play Pathe's Grantland 
Rice Sportlight, "Our Defenders." 
Did he just sneak it in quietly 
without a word? He did not. He 
played it up big in all his advertis- 
ing even if it is only a one reeler, 
and then he broadcasted its merits 
over the radio, besides doing other 
exploitation to bring it to the atten- 
tion of his clientele. 

Al Jones who runs Keith's Vic- 
tory Theatre in Providence, Rhode 
Island, is another far-sighted ex- 
hibitor who knows the value of the 
"shorts." Time without number 
he has exploited them in his mar- 
quee lights. He had special paper 
made up and plastered the town 
with it. He has featured them in 
his advertising even over the fea- 
ture. He has done everything in 
his power to exploit them and he 
has reaped his reward in jammed 
houses. That's showmanship. 
The subject of showmanship is 
so big that only the surface of it 
can be scratched in an article of this 
length. 

The fact remains indisputable that 
showmanship, in the final analysis, 
consists not only of knowing what 
your patrons want and giving it to 
them, but it consists also in telling 
them about it ! The wise exhibitor 
analyzes his show, picks out the 
high spots, and plays them up re- 
gardless of the length of the picture. 

There have been times in the past 
where the short subjects have saved 
many a show, and there will be many 
more times. Let every exhibitor who 
would be a showman bear this slogan 
in mind: "If it's worth playing it's 
worth exploiting." That's showman- 
ship. 



Page 28 



Exploitation Ideas 

Showmen Publicity Schemes That 
Build Up Big Audiences 



ONE of the cleverest exploitation 
stunts yet put over on First Na- 
tional's Colleen Moore picture, 
"The Perfect Flapper," was that staged 
by C. W. Greenblatt, manager of the 
Rapides Theatre, Alexandria, La. The 
lobby of his theatre was transformed 
into a shop with more than $2,000 
worth of merchandise on display in it. 

The display was in connection with 
Alexandria's "First Flapper Contest 
and Beauty Festival," as suggested in 
Exhibitors Trade Review National 
Tie-up Section. Prizes aggregating $75 
in value were given away to the "perfect 
flappers" in Alexandria and nearby 
towns. The prizes consisted of two 
thirty-day passes to the Rapides Thea- 
tre, a new fall hat, "Onyx" hosiery, 
toilet articles, etc. Prizes were awarded 
each night of the showing and in addi- 
tion, the first twenty-five flappers to ar- 
rive at the theatre were admitted free. 

The merchants who tied up on the 
flapper contest sent samples of their 
wares to the theatre and these were put 
on display in the lobby in show cases. 
They also contributed the prizes of mer- 
chandise in return for the advertising 
received. 

A radio broadcasting instrument was 
set up in the lobby and used to broad- 
cast the daily program, with selections 
from "The Perfect Flapper." This 
reached 800 homes and was heard for 
a distance of 300 miles. Prizes of tick- 
ets were awarded for the best answer 
to what are the essentials to make a 
flapper perfect. The first prize was 
won by: "To be a perfect flapper you 
must have an ample supply of 'Pert' 
rouge, 'Hollywood' sandals, string of 
'Regent' beads, a 'Kissproof lipstick, 
a Marcelle bob, heavy 'Winx' eyelashes, 
'Frances Faire' frocks, 'Djer Kiss' com- 
pact case, and a smile that won't wear 
off." 

Heralds regarding the perfect flapper 
contest and application blanks for the 
girls desiring to enter it were distribut- 
ed freely. Each night the flappers en- 
tering the contest were called upon the 
stage and three judges picked the "per- 
fect" one. 

The exploitation campaign was one 
of the biggest ever seen in that section 
of Louisiana and Manager Greenblatt 
received many compliments on the man- 
ner in which he utilized the National 
Tie-up on "The Perfect Flapper." 
♦ ♦ $ 

PLAY THE KIDS 

Although it had played Laredo, 
Texas, at the Royal Theatre during 



Lent, First National's Jackie Coogan 
picture, "Circus Days," was brought 
back to the Strand Theatre late in July 
and did a much bigger business than on 
its first showing. 

Much of the credit for this goes to 
the children who had seen it on the 
first screening. As soon as the return 
booking was announced the children be- 
gan teasing their parents to see the film. 

The lobby display of lithographs kept 
kids crowding the vestibule for several 
days in advance of the showing. The 
lithographs were used freely on the bill- 
boards and the newspaper advertising 
was addressed mainly to the young peo- 
ple. Children outnumbered the adults 
at the matinees and were of almost 
equal proportions at evening screenings. 



POLICE TIE-UP 

A dedication strip carrying the name 
and photograph of the local chief of 
police in whatever town the picture is 
showing is one of the accessories offer- 
ed the exhibitor in Pathe's latest serial, 
"Into the Net," written by Richard E. 
Enright, Commissioner of Police, New 
York City. 

As President of the Police Chiefs As- 
sociation of America, Enright has scat- 
tered broadcast a request for the photo- 
graphs of the various members of the 
association to be used in the dedication. 
In instances where photos have not 
been sent into the Pathe Home Office, 
salesmen traveling their territory have 
been instructed to pick up such pictures 
in the towns at the time the contracts 



Exhibitors Trade Review 

are signed with the exhibitor for the 
ten-chapter thriller. 

The strip consists of twenty-five feet 
of film, ten feet of which is given over 
to the photograph with the other fifteen 
feet used for titles. Arrangements have 
been made to supply the films on a 
twenty-four hour notice. 



ORIGINAL POSTERS 

Metro-Goldwyn has retained John 
Held, Jr., for all art work on posters 
and other advertising for "Wine of 
Youth." 

Held has gained fame with his 
"smart" drawings which combine clever 
cartooning with a keen sense of cari- 
cature. He is a leader of the ultra- 
modern school of illustrators, and his 
work is strikingly original. 

The advertising value of Held's name 
to exhibitors should be considerable. 



BOOSTING THE GROSS 

Out in Greely, Colorado, the Rex 
Theatre killed several birds with 
one stone. A Baby Peggy Booster con- 
test sold out the house for "The Darling 
of New York" and got the theatre a 
good mailing list. 

The kids of the town were offered 
prizes of cash and tickets for the neat- 
est book lettered "I am a Baby Peggy 
Booster. See Baby Peggy in 'The 
Darling of New York' at the Rex The- 
atre." Of course the book was to be 
filled with names, addresses and tele- 
phone numbers. The kids rustled up 
a lot of names among neighbors and 
friends. And pretty nearly all of those 
who had their attention so forcefully 
directed to the showing attended. 

Another good one was a series of 
small personal ads written as though 
they were direct messages from Peggy. 
Each was addressed to some prominent 
personage and appealed especially to 
him. 




Following out the idea outlined in Exhibitors Trade Review National Tie-Up Sec- 
tion, Manager C. W. Greenblatt, Rapides Theatre, Alexandria, Louisiana, proved him- 
self a real showman by turning his lobby into a showroom where his merchant 
partners displayed the tie-up products. The lobby brought big business to the 
dealers and sold out the house for First National's production "The Perfect Flapper." 




IP 



fi i 1 1 i i M 14 t H I M M i i Iffif i ♦ M 1 1 » M H t It U M t t 




Hunt Strom berg and Charles R. Rogers 

Present 

PRISCILLA DEAN in 
"THE SIREN OF SEVILLE" 

.Story by H. H. VAN LOAN Photographed by SOL POLITO 
Directed by JEROME STORM & HUNT STROMBERG 
Entire Production Under Personal Supervision of 
HUNT STROMBERG 

"Dedicated to the beautiful women of all nations 



7 



Here is the production you have been wait- 
ing for — a photodramatic triumph with an 
irresistible box-office appeal. Priscilla Dean 
in the greatest role of her career, as a dash- 
ing senorita who became the idol of Spain 
for the sake of her toreador sweetheart. 



UNPRECEDENTED EXPLOITATION 



See Following Pages 



Foreign Distributor 
Wm. Vogel Distributing Corp. 



PRODUCERS DISTRIBUTING CORPORATION 



Page 30 



Exhibitors Trade Review 




Constructive Incentives for 



nd Local Merchants 



How to Boost the Gross With 
National Tie-Up Windows 



IF you are going to make use of the 
National Tie-Up windows to ex- 
ploit your show do it right. There 
is a wealth of paying publicity in the 
idea. But like everything else there are 
two ways to go about putting it into 
effect. One way is right — one is wrong. 
This is the right way. 

First, book the picture. Then look 
through the list of tie-ups and see 
which ones you desire to use. You 
should take advantage of every one of 
them. 

Having decided which you want, se- 
lect the best windows in town and go 
after them. When you step into the 
shops to speak to the dealers, don't go 
as a suppliant. You have come to do 
the tie-up merchant a favor. And he 
should be flattered that you have chosen 
him. 

You are going to sell his goods for 
him. And you can do it — with Na- 
tional Tie-Up window displays. Tell 
him so. 

The problem of every retailer is to 
move merchandise from the shelves of 
his shop. To accomplish this purpose 
he is lavishly expending his time, his 
money and his energy. If he fails' in 
his objective he is ruined. 

In securing his co-operation in fea- 
turing your current attraction and his 
merchandise in a window display, you 
are doing him a service which will 
demonstrate its value in one trial. You 
will make sales for him without mone- 
tary cost, and with a minimum outlay 
of time and trouble. 

There are no ifs, ands or buts to 
your proposition. Its efficacy is being 
proven daily in the thousands of win- 
dows throughout the country that are 
selling goods and theatre tickets through 
National Tie-Up displays. 

Test it out any way he desires. Have 
no fear. National Tie-Up windows 
will deliver the goods. When you have 
sold the idea get down to brass tacks. 



The dealer is not a showman. You are. 
It is up to you to tell him how to show 
his goods — and yours. 

SHOW him how to put humor in 
terest in his windows. Explain the 
great drawing power of stills, display 
material, window cards and the various 
other showmanship accessories with 
which you are familiar, and of which 
he is ignorant. 

Then when you have arranged these 
details, clip the coupons and mail them 
to Exhibitors Trade Review. If 



$1.00 



IS what Exhibitors 
Trade Review will 
pay for each still of Na- 
tional Tie-Up windows. 

This is for a limited 
time only. So send in 
your photographs and 
receive for each one, 



$1.00 



there are no coupons write your play- 
dates and order tie-ups by numbers. 
The displays will be sent to you by re- 
turn mail, and you will be all set to 
profit by the biggest free exploitation 
that has thus far been evolved. 

In this way, and in this way only, 
may you reap the full benefit to be de- 
rived by your theatre through the estab- 
lishment of branch lobbies in the win- 
dows of your city. 

You can increase your patronage a 
hundredfold. You can increase the 
custom of the dealers co-operating with 



you. You can make your theatre a lo- 
cal institution. And you, yourself, the 
best known personage in the commun- 
ity. 

Stills from motion pictures will make 
people pause before windows. Ordi- 
narily they may pass the usual display 
of soap, or perfume or any other mer- 
chandise. Or at most will give it but 
casual attention. But the moment you 
enhance that window with stills of 
screen stars, scenes from productions, 
you have transformed it into a magnet 
which will attract the gaze of eight 
people out of every ten. 

They will remember your show, your 
theatre, and the products that arc; fea- 
tured in conjunction with the stills. And 
they will see the show and buy the 
goods. 

And for a limited time Exhibitors 
Trade Review will pay exhibitors one 
dollar each for photographs of National 
Tic- Up window displays suitable for 
publication. 

If you haven't started to secure pub- 
licity for your shows through National 
Tie-Ups — begin today. It is too good 
a bet to overlook. There is real hard 
cash to be gained by giving a little time 
and attention to the idea. 

r^ON'T be satisfied with one or two 
windows. Get all you possibly 
can. For each additional display means 
more business at your box-office. 

Every tie-up window secured in con- 
nection with your attraction is a veri- 
table sign-post directing patronage to 
your theatre. And when the finger of 
publicity points the way, people will 
form a line in your lobby. 

Every time you miss a chance to get 
a National Tie-Up window you are 
simply throwing away an opportunity 
io make more friends for your theatre 
and more money for yourself. You are 
giving the cold shoulder to Success. 



September 6, 1924 



NATIONAL 




SECTION 



fage 31 



"The Siren of Seville 

Will 'Vamp' Them To Your Box-Off ice 



1 



1HE SIREN OF SEVILLE" is a 
drama of age-old Spain, a play 



of primeval passion in which men 
and women are stripped of the scant 
scarf of civilization 
and shown in brave- 
ness and beauty of 
their natural emotions. 

We see His Majes- 
ty the Matador, gaily 
garbed in arena attire, 
enter the bull-ring to 
the plaudits of the 
populace and the 
crash of brazen music, 
only to be carried out 
a bleeding broken bit 



of Seville" who leaps into the pit and 
herself thrusts the steel deep into ths 
heart of the blood-eyed beast. 

The shots of the bull-fights are fas- 



of flesh, torn and 
trampled by the infur- 
iated animal which he 
had failed to avoid by 
the fraction of an 
inch. And all because 
of a single glance 
from his sloe-eyed 
sweetheart — not dart- 
ed in his direction. 

BUT another bravo 
seizes sword and 
scarlet mantle. The 
bull is slain — and Se- 
ville has a new hero. 
There comes another 
day when the Plaza del Toros sees him 
step forth with brain befogged by the 
villain's drug. Sees him tossed and 
crumpled — and saved from death by 
the girl he had deserted — by that "Siren 




Still No. 127 offers a tie-up with shoes, hosiery, Spanish shawls, toilet articles, 
house furnishings, flowers and men's evening wear. All of which are in 
evidence in "The Siren of Seville," Producers Distributing Corporation release. 



cmatmg 



They are thrillers to the nth 
degree. Your audience will leave finger 
marks on the arms of your chairs from 
the intensity of its grip. 

Then there is the eternal conflict of 



two women for one man. The sinuous 
parasite who destroys men — and the 
virile womanhood that makes them. And 
there is a battle such as has seldom been 
screened. It is a 
physical conflict for a 
man's life waged be- 
tween the girl who 
would save him — and 
one who would see 
him die rather than 
relinquish him to an- 
other woman. 

THRILLS? It will 
give 'em cold chills 
on hot nights — and 
send burning blood 
racing through their 
veins in zero tempera- 
ture ! 

Exploitation ? Tie- 
Up ? Plenty. 

You have chances 
for unique ballyhoos, 
different advertising, 
unusual exploitation, 
and window displays 
that will be more col- 
orfully alluring than 
you, or your tie-up 
dealers, or the win- 
dow-shoppers of the 
town ever dreamed 
be evolved. In your windows- 
feature the red and gold of Spain. 
Dress dummies in the gaudy gaiety of 
the bull-fighters and their fair "Sirens." 
(Continued on Page 39) 



might 






Pearls figure prominently in Producers Distributing Corporation's thrill-film "The Siren of Seville." This still — No. 59 — is only one 
of a number which will fit in most appropriately with a window display of pearls in jeweler's windows or department stores. 



Page 32 




SECTION 



Exhibitors Trade Review 



In still No. 32 you are presented with an opportunity to tie-up on windows dis- 
playing lingerie, pearls, silver-ware, toilet articles, and even with hair-dressers and 
beauty shops on Producers Distributing Corporation's release "The Siren of Seville." 



Wonder Working Windows 

for 

'The Siren of Seville' 



JUST as Gallito, the matador, dedi- 
cates the bull he is about to slay 
"To all the beautiful women of the 
world," so might Producers Distribut- 
ing Corporation dedicate "The Siren of 
Seville." 

There are tie-ups galore with femi- 
nine pulchritude, and it is up to you to 
have your tie-up windows feature the 
various articles that are helpful in beau- 
tifying womanhood. 

Get in touch with the leading shop of 
your town handling such articles as the 
immensely popular embroidered Spanish 
shawls, the huge ornamental combs, 
lacey mantillas, and heavy armlets and 
earrings affected by the Casti'llian beau- 
ties. Dress up a real Spanish window. 
Combine your display with stills such 
as numbers 36, 93, 96, 53, 94, 95, 90, 
37 and 33, and you will have a window 
that will double business for the arti- 
cles shown, and make your attraction a 
subject of general conversation. 

Many of the stills may be used for a 
variety of different windows. Take 
number nine, for instance. It is a pic- 
ture of Priscilla Dean, "The Siren of 
Seville," herself. It may be used in 
connection with displays of dentifrices, 
rouge, powder, eye-brow pencils, mas- 
cara, or any other cosmetics or make- 



up materials. And in addition it offers 
a very logical tie-up with hair-dressers, 
displays of jewelry, shawls, and so on. 

Pearls, in particular, loom large in 
the story. And there are lots of stills 



which will help sell these stones while 
advertising your show. Look at num- 
bers 41, 20, 59, 29, 135, 27, 133 and 
134. Each depicts a different bit of 
action from the film. Each is interest- 
ing and attention-gripping. And each 
offers a wonderful opportunity for a 
jewelry store tie-up. 

You can make them stop and look at 
stills such as numbers 32, 135, 127, 29, 
133, 134 and a host of others, in a win- 
dow beautified with lingerie, hosiery 
and the various other intimate articles 
of feminine apparel. And each of the 
pictures showing "The Siren of Seville" 
in negligee, may also be used in displays 
of cosmetics and toilet articles. 

P\ ON'T overlook the pulling power 
of snappy window cards. It is 
not hard to think up clever lines that 
will line up patrons in your lobby. As 
an idea, you might have a card for the 
lingerie displays read "You can see 
more of 'The Siren of Seville' at the 
City Theatre. 

There are pictures showing Priscilla 
at her consol. It is littered with silver 
manicure articles, powder jars, rouge 
receptacles, atomizers, and the various 
other paraphernalia found on a well 
equipped dressing table. The tie-up 
with your local Gorham or Tiffany is 
quite obvious. 

The "party" pictures feature bever- 
ages, and the purveyors of soft drinks 
can boost the turn over by displaying 
the brands of "pop" they are pushing 
together with stills and appropriate win- 
dow cards. In this connection stills 
such as number 59 will give you the 
idea. 

Still number 20 may be used as a 
tie-up for millinery shops, jewelers, 
women's wear, beautifiers, or even pat- 




Still No. 66 may be used in connection with window displays of Spanish shawls, 
jewelry, millinery, women's apparel, men's hats, or clothes. It depicts one of the 
many thrilling scenes from "The Siren of Seville," a Producers Dist. Corp. picture. 



September 6, 1924 



NATIONAL 




SECTION 



Page 33 



ent medicines. "The Siren" is shown 
mixing some preparation for her sick 
father, and from the smile on her face 
it is quite evident that she has every 
confidence that the mixture will cure 
the old man of whatever ails him. 

Still number 2 shows her administer- 
ing the medicine, and will also offer a 
chance to sell cough syrup while selling 
your show through druggists' windows. 
And still number 7 shows the father 
enjoying some strength giving food, 
probably Campbell's soup, or perhaps 
Quaker Oats. 

There are several still close-ups of 
Stuart Holmes and Priscilla which will 
do very nicely for "kissproof" lipsticks. 
One is number 30. Number 136 is an- 
other. 

"The Siren of Seville," and the other 
sirens in the production do not go in 
for bobbed hair. So you can tie-up 
with hair-dressers on the basis of new 
coiffures for the girls who still retain 
their "crowning glory." 

THERE is a still, number 154, and 
another, number 153, showing "The 
Siren" peering between parted draper- 
ies. The expression in her eyes and 
upon her face is fearsome to behold. 
Feature this picture in a stunt. Offer 
prizes for the best guess as to what she 
is looking at to cause such an expres- 
sion. And also have a card advising 
folks that they may learn the answer 
by visiting your theatre. 

Don't overlook the stills that create 
the atmosphere in which "The Siren of 
Seville" abounds. These are pictures 
of the crowds on the way to 
the arena, the bull-fighters in action, 
and so forth. They will serve as teasers 
and will surely arouse curiosity as to 
what is going to take place inside the 
"Arena Del Tores." 

There is a barber-shop tie-up with a 
laugh in it. So long as the professional 
bull-fighters of Spain practice their art 
it is compulsory that they wear little 
pigtails. The loss of this hirsute ap- 
pendage would carry with it the loss of 
dignity — and maybe of a job. "The 
Siren" gets into an argument with one 
of the matadors, and in still number 
56 is shown in the act of giving him a 
real boyish bob by amputating the pig- 
tail with a knife. 

qTUART HOLMES is a real "high 
O hat" villain, and throughout the pic- 
ture his clothes are the last word in 
"what the well-dressed man will wear." 
Look over stills numbers 67, 30, 136, 
133 and 146 to get an idea of the tie- 
ups with haberdashers and men's cloth- 
ing shops. 

Of course in this bull-fighting busi- 
ness there are as many bands as in a 
three ring circus. Everything is done 
to music. And there are stills that will 



Another tie-up with pearls, hair ornaments, scarfs, wraps, 
jewels, floor lamps, gowns, cosmetics, hair-dressers, and beauty 
parlors, is offered in still No. 84, from Producers Distributing 
Corporation's "The Siren of Seville," starring Priscilla Dean. 




tie-up very nicely with musical instru- 
ment shops of all sorts. Number 101 is 
an example, and there are others simil- 
arly suitable. 

The same goes for uniforms. The 
Latin countries are strong on lots of 
gold braid, and there are stills that will 
boost business for the tailors in your 
town who make a business of outfitting 
the organizations that go in for regalia. 

IF there is a shop making a specialty 
of costunes for masquerades, by all 
means get in touch with him and have 
him boost the idea of having his cus- 
tomers clad in characters from the pic- 
ture. This will help arouse interest in 
your showing. 

If there are any local soirees staged 
about the time of your playdates, get 
in touch with the leaders and suggest 
the injection of some "Siren of Seville" 
atmosphere into the party. 

Stills like number 127 will go a long 
way toward making a hosiery or shoe 
display popular. Look over the illus- 
tration in the section and you will 
agree. This particular still may also 
be used for housefurnishing stores, 
men's apparel, florists, and toilet ar- 
ticle displays. 

There are some very beautiful shots 
of "The Siren" at prayer and in differ- 
ent contemplative attitudes. They will 
help greatly in dressing windows in an 
artistic manner, and will assist in 
arousing enthusiasm in Priscilla Dean's 
characterization. In this regard glance 
at stills numbered 16, 142, 140, 141, 27 
and 4. 

It is not often that so fierce a battle 
between women has been filmed. The 
stills showing this fght are well worth 



playing up in any of the tie-ups effect- 
ed for the picture. There is a thrill in 
still number 80, and number 81 also 
shows some decided action. 



SPEAKING of combats, still number 
146 shows something about to start 
between Cavallo, the villain, and Gallito, 
the hero. While there are several pos- 
sible tie-ups the best use for this pic- 
ture is merely as a teaser. It is cal- 
culated to arouse interest in the film, 
and should be used in all windows. 

Get atmosphere and action into every 
one of your tie-up windows. The theme 
of the picture gives you every oppor- 
tunity to do so. The brilliant costumes 
of Spain will help. Your windows 
should be ablaze with color. 

Use the accessories of the bull-ring. 
The slender swords, the banderillos, 
sharp barbs decorated with vari-colored 
ribbons, the scarlet mantles of the mata- 
dors, the three-cornered hats — all of 
these things will attract attention to 
your showing of "The Siren of Seville." 

In the section you will find reference 
to the nationally known products se- 
cured for you by Exhibitors Trade 
Review. Each of them fits in admir- 
ab'y with the picture. "La Supreme" 
pearls for your jewelry tie-up will help 
business for you and the dealer. Then 
there are' "Delicia Kissproof" lipsticks, 
"Vanity Fair" underwear, "Criss 
Cross" Brassieres, "Djer-Kiss" powder, 
and "Cappi" perfume. 

Each of them will help your showing 
of "The Siren of Seville," and as soon 
as you know your playdates you should 
advise Exhibitors Trade Review so 
that you may receive display material 
in ample time. 




Destined to Delight Your Audiences 
and Swell Your Box-Office Receipts- 

Priscilla Dean at her dynamic best in a stupendously mag- 
nificent production on which neither money nor construc- 
tive brains have been spared to achieve the very acme of 
excellence. The story, an exotic romance of Sunny Seville, 
is by H. H. Van Loan, who wrote Miss Dean's two previous 
successes, "The Virgin of Stamboul" and "The Wild Cat 
of Paris." Allan Forrest, who made a great success as 
Mary Pickford's leading man in "Dorothy Vernon of Had- 
don Hall," Stuart Holmes, Claire DeLorez, Bert Woodruff 
and Mathew Betz are included in a brilliant cast. 

Ready for Release — Now Booking 

Released by 

$roimcer£ Ili£trtbuttng Corporation 



FOREIGN DISTRIBUTOR 
WM. VOGEL DISTRIBUTING CORP. 




UNDER. THE. 
PERSONAL, 
SUPERVISION 
OF^ 

HUNT oF o(V 



stroi 



a 
A 



Page 36 



NATIONAL 




SECTION 



Exhibitors Trade Review 




l 5E5E52S2ffl5r5aE5ESH525r , .525r5ffiESH5^^ 



Like All Sirens — 

' The Siren of Seville ' 
Wore 'Vanity Fair' Lingerie 

Don't fail to secure our win- 
dow display material for the 
most logical tie-up you can se- 
cure for your showing of the 
big hit, "The Siren of Seville." 



VANITY FAIR" 
windows will 
most certainly increase 
business for your pic- 
ture as well as for our 
dealers. We offer you 
an opportunity to se- 
cure big free publicity. 
There is no expense at- 
tached to the offer. 
Simply let Exhibitors 
Trade Review know 
when you are showing 
"The Siren of Seville." 



TN addition to "The 
Siren of Seville" you 
should write Exhibitors 
Trade Review for Na- 
tional Tie-Up window 
display material when 
you play "Miami," "Her 
Own Free Will," or "The 
Shooting of Dan Mc- 
Grew." "Vanity Fair" 
windows will help you 
do big business on any 
or all of these National 
TLe-Up photoplays. 



Write Your Play Dates to 
Exhibitors Trade Review 





A Window For Women 

"TJISPLAY material for a window tving 
up our product with your attraction 
"The Siren of Seville" wi'l be promp ly 
forwarded upon receipt of informat on re- 
garding your play dates by Exhib tors 
Trade Review. Don't forget the women 
of America dicta'e the entertainment pol- 
icy of the family and control the poc' etbooks. 

T>elicaKisspvoof Lipstick 

Write your Play Dates to Exhibitors Trade Review. 




'XROSS BONED 

DIAPHRAGM REDUCING! 

BRASSIERE 



— worn by every siren — and a money- 
making window display National Tie- 
up for "The Siren of Seville." A pro- 
duct of peculiar feminine appeal, this 
artistic window will sell merchandise 
for our dealers, and will help you to 
hang out the S. R. 0. sign for your at- 
We promise co-operation. 



traction 



<Y HERE is no 
cost for this 
big National Tie- 
Up on "The Siren 
of Seville," "Mi- 
ami," "Missing 
daughters" or "Her 
Own Free Will." 



Write in your 
play dates to 
Exhibitors 
Trade Review 



"Y"OU can't af- 
ford to miss 
this big National 
Tie-Up. It will 
positively make 
money for you 
and our dea'e". 
wherever d spla; e J. 



September 6, 1924 



NATIONAL 




SECTION 



INDESTRUCTI 



IV OTIFY Exhibitors Trade 
' Review when you know 
your play dates for "The Siren 
of Seville" and you will secure 
the hearty co-operation of our 
dealer in your town in boost- 
ing business for both of you. 



TN addition to "The Siren 
of Seville" you may secure 
this big National Tie-Up on 
"Miami" and "Her Own Free 
Will." There is no cost to 
you — simply notify Exhibitors 
Trade Review of your playdates. 



Page 37 




Windows Full of Pearls 
For 'The Siren of Seville' 



TV7E offer you, free of all cost, the 
" most fascinating window display 
that can be dreamed of in connection 
with your showing of "The Siren of 
Seville." A window rich in the lus- 
trous beauty of La Supreme Pearls! 
Our dealers in your vicinity will ac- 
cord you full co-operation in every 
way, and this National Tie-Up Avill 



T^ON'T miss this great opportunity. 

Here is a chance for a co-operative 
merchandising campaign that will be 
of impressive mutual benefit. La Su- 
preme windows will sell tickets for 
your theatre and pearls for our dealers. 
We are more than willing to do our 
full share — so noAv it is up to you. 
Notify Exhibitors Trade Review of 
your play dates. We will do the rest. 




Page 38 



NATIONAL 




SECTION 



Exhibitors Trade Review 



IOC 



301 



D 

o 



o 

D 

o 



o 

D 

o 



Don't Miss "Cappi" 



WRITE Exhibitors Trade Re- 
view for Window Display 
Material the very hour you know 
your playdates on "The Siren of 
Seville," "Miami" and "Her Own 
Free Will." There is no cost, and 
these beautiful windows will prove 
their value to you and our dealers 
in cold cash. We guarantee the 
heartiest co-operation for all Nation- 
al Tie-Up pictures. Don't miss this. 



Window Displays That Win Patronage 



o 

a 

o 




D 

o 



o 

a 

o 



o 

D 

o 



o 

D 

o 



o 



©: 



IOE 



O 

D 

o 



Make Big Money With 



These big free National Tie- 
Up Window Displays that 
will surely sell the tie-up 
dealers goods and tickets for 
your show. They are "La 
Supreme Pearls," "Chex," 
"Delicia Kissproof Lipsticks," 
"Vanity Fair" Underwear, 
"C r i s s-C r o s s" Brassieres, 
"Djer-Kiss" Powder, "Cappi" 
Perfume. Write for display 
materials to Exhibitors Trade 
Review the hour you know 
your playdates on — 



"The Siren of Seville" 




Djer-Kiss Windows Sell 
Your Goods — and Ours 



WHEN you book "The Siren of 
Seville" and have been advised 
regarding your playdates, write im- 
mediately to Exhibitors Trade Re- 
view and tell them when you will 
show the picture. Clip the coupon — 
that is all that is necessary. You will 
receive window material that will 
direct the thousands of Djer-Kiss cus- 
tomers to your theatre. That's all. 



This 
National Tie-Up 
Is 

The Biggest Free 

Exploitation 
Ever Thought Of. 



CLIP THIS COUPON 

EXHIBITORS TRADE REVIEW. 

45 West 45th Street, 
New York City. 

Please have the Djer-Kiss Products forward 
their special window display material so that 
I can take advantage of this National Tie-Up 
on "The Siren of Seville." I have listed be- 
low ray play dates and the number of displays 
I can make use of. 

Name 

Theatre 

City State 

"The Siren of Seville" 

Play Dates , 

No. of Display 

Sets Desired 



September 6, 1924 



NATIONAL 




SECTION 



Page 39 




things about bull-lighting. Build up 
popular interest in the sport. 



Still No. 101 from Producers Distributing Corporation's "Siren of Seville" is appro- 
priate for a tie-up with musical instrument shops, and shops where uniforms are sold. 



'THE SIREN OF SEVILLE' 

{Continued from Rage 31) 
Fix up a miniature ring with a toy 
bull, toy matadors and picadors, toy 
horses. It will stop traffic. Have a 
bull led through town by a "bull-fighter" 
— both appropriately placarded. There 
is no limit to the possibilities. 

You can get a lot of publicity by ad- 



vertising a bull-fight. This will be a 
teaser, of course, and will be followed 
up by your theatre ad. However, by 
adding a bit of mystery you can get 
on the front pages of the local papers. 

Start a discussion in your local paper 
on bull-fighting — whether or not it is 
brutal and so on. 

There are a number of interesting 



The Auto Vacuum 
Ice Cream Freezer 

Beats Alaska For 
Keeping You Cool 

THE story of the Klondike— in the land of 
the Yukon — as told in "Chechahcos," so 
strongly suggests the idea of keeping cool 
that it is extremely doubtful if, anywhere in 
the world, there could be a better exploitation 
tie-up for you than that you can get from 
the Auto Vacuum Freezer Company through 
their 

'CHECHAHCOS' 

WINDOW DISPLAYS 

All you have to do is mark the spot in the 
"Chechahcos" coupon and the big co- 
operative merchandising ball will start roll- 
ing. You will then reap the benefit of all the 
national advertising on the greatest ice 
cream freezer in the world. 

Auto Vacuum Freezer Co., Inc. 



220 West 42nd Street 



New York City 



National Tie-Up Windows Now Available 



"SIREN OF SEVILLE" 

135 — La Supreme Pearls Jewelers 

134 — Delicia Lipsticks Drug Stores 

132- — Vani.y Fair Underwear ..Women's Wear 
132 — Criss-Cross Brassieres ....Women's Wear 

131 — Djer-Kiss Powder Drug Stores 

130 — Cappi Perfume Drug Stores 

"THE SPEED SPOOK" 
129 — Kleinerts Bathing Caps ..Women's Wear 

128 — Hollywood Hats Hat Sho"ps 

127— G. G. G. Clothes Clothiers 

126 — Thermo Vests Sport Goods 

1'25 — Gropper Knit Ties Haberdashers 

124 — Fownes Gloves Men's Wear 

123 — El Producto Cigars Cigar Stores 

"NEVER SAY DIE" 

122 — Vogue Clothes Clothiers 

121 — Society Club Hats Hat Shoos 

120 — Rit Druggists 

119 — Wahl Pens Dept. Stores 

"HER OWN FREE WILL" 
118 — Her Own Free Will Story ...Book Shops 

117 — La Supreme Pearls Jewelers 

116 — Vanity Fair Underwear ...Women's Wear 

115 — Delicia Lipstick Beauty Shops 

114 — Delica-Brow Beauty Shops 

113 — Fashionette Hair Nets Drug Stores 

"INTO THE NET" 

112 — G. G. G. Clothes Clothing Stores 

111 — Hollywood Hats Hat Shops 

110 — Gropper Knit Ties Haberdashers 

109 — El Producto Cigars Cigar Stores 

108 — Pebeco Dentrifice Drug Stores 

"THE ARAB" 

107 — Temple of Allah Incense Drug Stores 

106 — The Arab Song Music Stores 

105 — GouraucTs Oriental Cream. .. .Drug Stores 

104 — Sanka Coffee Grocers 

103 — Ramses Perfumes Drug Stores 

102 — Gulbenkian's Rugs House Furnishers 

"FIRST NATIONAL" TIE-UPS 
101 — Ashes of Vengeance Book ...Book Shops 
100 — Ashes of Vengeance Song . . . Music Shops 

99 — Boy of Mine Song Music Shops 

98 — Ponjola Book Book Shops 

97 — Penrod Clothes Clothing Stores 

96 — Sure-Fit Caps Hat Shops 

95 — Kleanet Hairnets Beauty Shops 

94 — Propper Hosiery Women's Wear 



"CAPTAIN JANUARY" 

93 — Baby Peggy Story Book Book Stores 

92 — Security Blanket Fasteners Children's Wear 
91 — Baby Peggy Stationery ..Stationery Stores 

]90 — Westphal's Shampoo Drug Stores 

89 — Junior Coats and Suits .... Children's Wear 

88 — Wayne Knit Socks Children's Wear 

87 — Kummel Juvenile Dresses ..Children's Wear 

86 — Ba' iy Peggy Dolls To v Shops 

85 — Baby Peggy Underwear . . Children's Wear 

84 — Baby Peggy Hats Millinery 

83 — Baby Peggy Handkerchiefs Children's Wear 
"FAMOUS" TIE-UPS 

82 — Garcia Grande Cigars Cigar Stores 

81 — Triumph Hosiery Women's Wear 

80 — Kleanet Drug Stores 

79 — Berklet Knit Ties Haberdashers 

78 — Aubry Sisters Beauty Shop 

77 — Coro Pearls Jeweler 

76 — Chex Drug Store 

"SHOOTING OF DAN McGREW" 
75 — Vanity Fair Underwear ....Women's Wear 

74 — Djer-Kiss Compacts Drug Stores 

73 — Victor Record (No. 55218) ..Music Stores 

72 — Richelieu Pearls Jewelers 

71 — Amami Shampoo Drug Stores 

70 — Fashionette Hair Nets Drug Stores 

"SHERLOCK, JR." 

69 — Fownes Gloves Haberdashers 

68 — Djer-K'ss Compacts Drug Stores 

67 — Melto Reducing Cream Drug Stores 

66 — Gage Hats Milliners 

65 — Regent Pearls Jewelers 

64 — El Producto Cigars Cigar Stores 

63 — Pebeco Tooth Paste Drug Stores 

"MIAMI" 

62 — Gotham Gold Stripe Women's Wear 

61 — Rigaud's Talcum Drug Stores 

60 — Vogue Hair Nets Drug Stores 

59 — Cappi Perfume Drug Store 

58 — Chaprtel-Harms (Miami) ....Music Stores 

57 — Kleinert Bathing Caps Women's Wear 

56 — Jantzen Swimming Suits . . Women's Wear 
"BOY OF FLANDERS" 

55 — Jackie Coogan Confectioners 

54 — Ingersoll Watches Jewelers 

53 — Jackie Coogan Chocolates Confectioners 

S2 — Borden's Milk Grocers 

51 — Jackie Coogan Hats . . . ., ..Hat Shops 

50 — Grosset & Dunlap Book Dealers 

"THE SEA HAWK" 
49 — Tudor Silverware Jewelers 



48 — Blue Bird Pearls Jewelers 

47 — Van Raalte Apparel Women's Wear 

46 — Fownes Gloves Haberdashers 

45 — Conde Cosmetics Drug Stores 

44 — Bonnie B Hair Nets Drug Stores 

43 — Old English Lavender Drug Stores 

42 — Mystikum Perfume Drug Stores 

41 — Jack Mills Music Music Stores 

40 — Grossett & Dunlap Book Dealers 

"MISSING DAUGHTERS" 

3B — Gordon Hosiery Women's Wear 

38 — Forest Mills Underwear ....Women's Wear 

37 — Omar Pearls Jewelers 

36 — Pebeco Tooth Paste Drug Stores 

35 — Criss-Cross Brassieres Women s Wear 

34 — Gage Hats Milliners 

33 — Wonderstoen Hair Eraser Drug Stores 

"PERFECT FLAPPER" 

32 — El Producto Cigars Cigar Stores 

31 — Winx Lash Nourishment ....Drug Stores 
30 — Wonderstoen Hair Eraser ....Drug Stores 

2fi — Hygienol Powder Puffs Drug Stores 

28 — Melto Reducing Cream Drug Stores 

27 — Vanity Fair Frocks Women's Wear 

26 — Pert Rouge Drug Stores 

25 — Mineralava Drug Stores 

24 — Djer-Kiss Products Drug Stores 

23 — Regent Pearls Women's Wear 

22 — Frances Faire Frocks Drug Stores 

"CHECHAHCOS" 

20 — La Palina Cigars Cigar Stores 

19 — Thermo Sport Coats Men's Clothing 

18 — Sterno Canned Heat Drug Stores 

17 — Borden's Condensed Milk Grocers 

16 — Zepherized Knit Underwear Women's Wear 
15 — Auto Vacuum Freezer . . . . Housefurnishing 
"RECOIL" 

14 — Chinwah Perfumes Drug Stores 

13 — Nemo Corsets Womerrs Wear 

12 — Venida Hair Nets Drug Stores 

11 — Boncilla Beauty Clay Drug Stores 

10 — Deltah Pearls Jewelers 

9 — Inecto Hair Tint Drug Stores 

8 — Onyx Hosiery Women's Wear 

"BEAU BRUMMEL" 

7 — Sta-shape Hats Hat Shops 

6 — Vivaudou Drug Stores 

5 — Mineralava Drug Stores 

4 — Sampson Dress Jewelry Tewelers 

3 — Personality Clothes Men's Clothing 

2 — Fashionknit Ties Haberdashers 

1 — Glove Industries Women's Wear 



Name 
Theatre 



Town 
State 



Tie-Up Numbers 
Play Dates 



September 6, 1924 



Page 41 



EXPLOITATION TAKES MANY FORMS 

Here Are a Few Ideas of What Has Been Done to Advertise Local Showings 
of Prod. Dist. Corp's. 'Miami,' and How Exhibitors Received Local Co-operation 




The retailer of bathing suits here took "Miami" into his win- 
dow scheme, for the picture had registered a great hit and was 
good publicity during the presentation of Prod. Dist. Corp.'s film. 




In this window, the druggist featuring toilet preparations 
brought about an innovation tie-up by featuring photos and 
posters of the star of Prod. Dist. Corporation's "Miami." 




The theatre dressed itself up for the occasion — the Grand, Besse- 
mer, Ala., used posters and cutouts to trim up the lobby, and 
sign's announced the presentation of Prod. Dist. Corp.'s "Miami." 




Miss Amy Joyce Uhler, winner of the bathing beauty contest, 
posed in a window while posters all about her proclaimed the 
presentation of Producers Distributing Corporation's "Miami." 




The exploitation used in connection with Prod. Dist. Corp.'s 
"Miami," at the Grand Theatre, Bessemer, Ala., showed in the 
shoe-store window, bathing scenes and other stills from the film. 




And then the prologue: To properly give "Miami" a" "send-off," 
they had a jazz band of young women apparelled in 
imitation of Betty Compson in Prod. Dist. Corp.'s feature. 



Page 42 



Exhibitors Trade Review 



A Tried and Proved $2 Show 
Offered as One of FAMOUS 40 



A big New York theatrical organization wanted 
to take "Wanderer of the Wasteland" over and 
road-show it at $2 top. Paramount put it in 
the Famous Forty instead. With these results: 

"Here's the most beautiful movie of them all." 
— Chicago American. 

"You'll say you never saw anything like it be- 
fore." — IS. Y. Telegram-Mail. 

"Beautiful beyond words." — /V. Y. Herald-Tri- 
bune. 



"A sure-fire hit. You can promise everything 
for this one and your patrons will agree with 
you. The color photography is very fine. Rec- 
ord sumr jr crowd." — Cragin & Pike, Majestic 
Theatre, Las Vegas, Nev. ( Exhibitors Herald ) . 

" 'Wanderer of the Wasteland' is one of the 
best and should go over in any theatre. You 
can go to the limit on this one." — H. J. Long- 
aker, Howard Theatre, Alexandria, Minn. (Ex- 
hibitors Herald). 



.Made entirely in natural colors/- 

ADOLPH ZUKOR. AND JESSE L.LASKY PRESENT 

Zane Greys 



The greatest Zane Grey novel of 
them all produced in gorgeous 
natural colors in the famous 
Death Valley, California, and 
the Painted Desert, Arizona — 
that's what you've got in "Wan- 
derer." Adapted by George C. 
Hull and Victor Irvin. 



> Irvin Willat 



PRODUCTION 




WaN dere r 

OFT» E 
WASTED 



September 6, 1924 



Page 43 



piiiiiiiiiiiiiiiiiiiinii iiiiiiiiiiiiiBiiiiiiiiiiiiiiiiii mi mi nun iiiiiiiiiiiiiiiiiiiiiini mi i minium iniinii imiimiinininmminninmni minmini iiinminmnim ininminniiii i i i ininy 

^ried and Proved Pictures 

Pfjininininiiiniiiininiinnininiiniinin^ niiiiiiniiiniiiiiiiininiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiii 




In Chattanooga, 
Tenn., during the 
run of Metro- 
Goldwyn - May- 
er's production 
"Pleasure M a d," 
this display held 
the eye. Profes- 
s i o n a 1 dancers 
stepped to tune of 
a phono graph, 
after noon and 
evening. 



To the Wise,? the Same 
Mistakes Do Not Happen Twice 

Experience has taught many a showman what not to continue doing. 



WHEN we hear of the "come- 
back"' of some athletic star or of 
some actor, we understand that 
though out of the world's limelight for 
a while, time did not weaken his abil- 
ity, nor disuse his talent. 

In just the same sense, the revival of 
a picture from out the limbo of forgot- 
ten things, brings to the front again the 
intrinsic beauty and surviving interest 
that the picture maintained throughout 
its store-vault existence and once more 
presents in its second unfolding. 

Often, it is the knowledge that beauty 
and interest are innate in a picture, that 
furnishes the needed incentive to make 
thinking exhibitors — to coin a phrase — 
"investigative." 

To be sure, exhibitors never regret 
booking the pictures that made them 
money. Yet, if a showman were to 
make a thorough survey of the films he 
has run, say covering a period of a year 
— would he repeat his entire program? 
Or, would he profit through his bitter 
experience and refuse to buy again the 
pictures which were decidedly mistakes ? 

And then, there are the successful 
films. The ones he made money on, 
built up prestige, and became known to 
hundreds more patrons as the dispenser 



of good entertainment to the public. 

But, what of these hundreds of 
patrons? Are they to be lost to him 
in the shuffle ? 

Usually, yes. 

They come from all over, to see some 
widely heralded picture. They stay 
for the performance and as silently as 
they came drift back to Lord knows 
where, and seemingly lie in wait for the 
exhibitor to again spring on his little 
world another "world-beater." 

NOW, here's the exhibitor's little se- 
cret. If he could but find out 
what brought them to his theatre, he 
could repeat often and again, and drag 
them out of their lairs consistently 
throughout the weeks and weeks that 
make up the year. 

But, he doesn't think of it that way. 
He figures that only every so often can 
he bring to his screen that type of pic- 
ture that created the sensational patron- 
age in his house. Mainly, because the 
cost is too high. The gamble too great 
for him. "Better leave that for the big 
town theatres," he says, and goes along, 
showing fair or even mediocre first runs 
— continuing to make the same mistakes 
that he made the year before. 



There is a class of exhibitors, how- 
ever, that, the truth be known, really 
stand up on their hind legs and shout 
for guidance. 

It is to these seekers after knowledge 
that we are addressing ourselves when 
we advise them to try a policy of "Tried 
and Proved" pictures. Films, we mean, 
that were successful in some other the- 
atre and would also prove as good in his. 

In booking his pictures, what does 
the showman look for? Briefly, first, 
box-office possibilities ; second, box of- 
fice potentialities ; third, box office prob- 
abilities. 

A LL this is apparently right. Yet, 
Jt\ it does seem hard to have this set 
rule — and still go wrong. 

Profits and theory don't always go 
together, for it is hard indeed to pic- 
ture the quality of a film from mere 
hearsay ; yet exhibitors find it infinitely 
harder to picture the box office value 
of a new film, even after viewing the 
actual showing of the picture. 

What is not hard, is for the exhibitor 
to realize that a picture that has been a 
great success in many other theatres will 
also be a box office success in his 
theatre. 



Page 44 



TRIED AND PROVED PICTURES 



Exhibitors Trade Review 



STUNTS That Are 
Building Patronage 



WINDOW display tie-ups are 
about as good a form of exploi- 
tation as can be given the motion 
picture. The windows of the local 
shops offer the showman an advertis- 
ing medium already accepted by the 
consumer passing by, as the place to 
look for those items of daily need as 
such windows always show. 

Added to this interest, the triangular 
tie-up of branded commodity, motion 
picture and the theatre showing it lo- 
cally, the window takes on the impor- 
tance of a news-dispenser so far as the 
passer-by is concerned. Such media 
are good advertising places indeed. 

A case in point is recalled when in 
San Francisco recently the picture 
"Butterfly" was being shown, at the 
California theatre. 

A window was loaned by the Owl 
Drug Company, a store which is located 
at one of the busiest intersections of the 
city. The trim and display was worked 
out by the makers of the Harriet Hub- 
bard Ayer Beauty Preparations, and the 
placards announced that "Laura La 
Plante, star in "Butterfly," uses and rec- 
ommends" the trade marked cold cream 
made by the Harriet Hubbard Ayer 
Preparations, Inc. and that the picture 
was being shown at the California The- 
atre. 

The attractiveness of the window 
display and the prominence of the loca- 
tion caused many people to stop and 
look — the stills from the picture play 
held their attention and the cards all 
about the window "sold" them on the 
picture. The tie-up resulted in im- 
mense business for the theatre as well 
as for the druggist on the cream so 
highly recommended. 



Another Theatre Lends 
Lobby For Display 

Using for display purposes the lobby 
of a neighboring theatre which had 
been closed for the summer, was a stunt 
arranged by a wide awake showman in 
Nashville, Tenn. 

During his showing of "Those Who 
Dance," Manager James E. Stewart put 
in an attractive lobby display in his own 
theatre, the "Fifth Avenue." This dis- 
play consisted of two cut-out dancing 
figures painted on heavy cardboard. In 
another cut-out the figure of a dancing 
girl was depicted issuing from a cham- 
pagne glass. Other posters and display 
effects were also used. 

Then, not content alone with the dis- 



play he had fixed up, he secured the co- 
operation of the management of the 
"Princess Theatre," a Keith house, 
which had been closed for the summer, 
and installed another display in the 
lobby there. 

The display at the "Princess" con- 
sisted of a large shadow box made from 
a piece of plate glass, with a cut-out 
from a three sheet poster, mounted 
back of the glass, which had the name 
of the "Fifth Ave. Theatre" painted 
on it. 

Both displays attracted wide atten- 
tion for their novelty. 

* * * 

Educational Display Aids 
Picture Showing 

It is interesting to note how many 
out of the way places an exhibitor can 
go to for advertising stunts to feature 
his picture, if he but be awake to his 
opportunities. 

In San Francisco recently a drug 
store window display was provided for 
an educational exhibit of the process 
of wool manufacture, and the exploita- 
tion in connection with this display 
gave the local presentation of the pic- 
ture "Butterfly" quite a "send off." 

The San Francisco Chamber of Com- 
merce contributed all the necessary re- 
search and exhibits for the wool end 
of the window display, while a drug 



store furnished the window and the 
wool powder puffs which completely 
filled it. 

The star of the picture, Laura La 
Plante, sat for several special poses 
which showed her using her powder 
puff before her mirror. The captions 
on the stills all bore direct reference 
to the picture and the theatre showing 
it, as well as the slogan : "Laura La 
Plante, star in "Butterfly," likes our 
powder puffs." 

Such tie-up is sure to react to the 
benefit of the showman who has the 
foresight to make such arrangements 
—and the public's interest in the pic- 
ture and the star will too, enhance the 
esteem for the druggist who provides 
the setting for the exploitation. 

To the Chamber of Commerce a 
great deal of deserved praise should go 
— their co-operation making the educa- 
tional phase of the exhibit possible. 
* * * 

Prohibition Staff and Publicity 

One way of getting publicity for a 
picture that has any scenes showing 
liquor or beverages other than soft, is 
to tie up with the Prohibition depart- 
ment. 

In a Southern city recently the local 
theatre was presenting "Those Who 
Dance." There are several sequences 
where wine drinking is shown, in the 
picture. 

The manager of the theatre sent out 
cordial invitations to the local staff of 
the Prohibition enforcement office to- 
gether with passes to the first per- 
formance. Their appearance at the 
show gave the town much to talk about. 

The newspapers took up the story 
and the stunt as a whole netted a good 
deal of newspaper as well as verbal pub- 
licity. Advertising a picture may 
take many forms. In any 
case it requires study 
and thought. 




A side walk bally-hoo that attracted the attention of all the passers 
recent showing of First National's "Flowing Gold," in Peoria 



by, during the 
, 111., theatre. 



September 6, 1924 



Page 45 



SCOOP 

First Photograph 6ver Published of 
the Famous 12 - Mile Limit Cafe ! 




featuring 

CLARA BOW 
Robert Agnew 
Forrest Stanley 
Myrtle Stedman 
Huntly Gordon 
Walter Long 



See the whole business in 
Universal's sensational picture 

WINE 



A UNIVERSAL 
JEWEL 

Directed by 
Louis Gasnier 

Presented by 

CARL LAEMMLE 



Page 46 TRIED AND PROVED PICTURES 

Selected Headliners 

As Disclosed By Their Past Performances in 
the Box Office Hall of Reco rds 

Universal Paramount 



A CHAPTER IN HER LIFE — 3,792 
Bookings. Child Love. Reviewed Jan. 26. 
BECAUSE the story has that universal- ap- 
peal that goes straight to the hearts ot those 
compromising any audience. - 

THE ACQUITTAL - 4,390 Bookings. 
Mystery Play. Reviewed Dec 8. BECAUSE 
of the cast and the interesting story por- 
trayed so convincingly that the film is a box- 
office winner. 

A LADY OF QUALITY — 3,779 Bookings.. 
Love Story. Reviewed Dec. 29. BECAUSE 
it is a corking good love story and boasts 
Milton Sills and Virginia Valli in the cast. 

DRIFTING-4,229 Bookings. Action and 
Adventure. Reviewed Oct. 27. BECAUSE 
it is a stirring melodrama starring Priscilla 
Dean and having Wallace Beery and Matt 
Moore in the cast. 

THE FLIRT— Booked 6977 times. Love 
and Society Picture. Reviewed February 9. 
BECAUSE it numbers among the most 
popular pictures on the screen, and has a 
ready made audience waiting for a chance to 
see it. 

FOOLISH WIVES— Over 6,000 Bookings. 
Love and Intrigue. Reviewed Feb. 2. BE- 
CAUSE Erich Von Stroheim produced the 
picture and played the lead, and the story 
is of universal interest. 

HUNTING BIG GAME— 4,873 Bookings. 
Adventure in the Wilds. Reviewed Feb. 9. 
BECAUSE it is a true adventure picture re- 
plete with real thrills and takes audiences 
on a personally conducted tour. 

THE LAW FORBIDS— 1,559 Bookings. 
Domestic Drama. Reviewed (?) . BE- 
CAUSE Baby Peggy heads a powerful cast, 
and the story has a strong theme built 
around the sanctity of the home. 

MERRY GO ROUND-^,916 Bookings. 
Love and War. Reviewed Jan. 19. BE- 
CAUSE Mary Philbin, Norman Kerry and 
the picture itself proved a box-office sensa- 
tion of 1923. 

THE STORM DAUGHTER— 1,601 Book- 
ings. Sea Story. Reviewed April 19. BE- 
CAUSE it is one of the outstanding box- 
of the ocean deeps starring Priscilla Dean 
and featuring Tom Santschi. 

THUNDERING DAWN — 4,304 Bookings. 
Melodramatic Thriller. Reviewed Dec. 15. 
BECAUSE it stars Anna Q. Nilsson and J. 
Warren Kerrigan and shows the best Tidal 
Waves and typhoon scenes ever filmed. 

TRIFLING WITH HONOR-4,941 Book- 
ings. Baseball Story. Reviewed Jan. 26. 
BECAUSE the great national interest in the 
natic .al games makes this a sure-fire attrac- 
tion 

WHITE TIGER- -3,839 Bookings. Crook 
Melodrama. Reviewed April 19. BECAUSE 
Priscilla Dean stars, and the picture has 
proven appealing to audiences all over the 
country. 



THE PURPLE HIGHWAY— Whimsical 
Comedy. Reviewed April 19. BECAUSE it 
is-an appealing story which Madge Kennedy 
carries across to real success and it has pro- 
vided good entertainment where it has been 
shown. 

THE WHITE FLOWER— Released March 
4, 1923. Tropical Love. Reviewed Febru- 
ary 2. BECAUSE it handles South Sea 
scenes with a delicacy and romance that gives 
Betty Compson an opportunity for some ex- 
ceptional interpretations. 

HER GILDED CAGE— Reviewed March 
8. Love Drama. BECAUSE it is an inti- 
mate pathetic story which touches the heart 
and appeals to the sophisticated and the sim- 
ple, and it presents Gloria Swanson in a 
role that her followers like and approve. 

BACK HOME AND BROKE— Comedy 
Drama. Reviewed March 1. BECAUSE it 
is a George Ade story of the highest type 
and it gives to Thomas Meighan a delightful 
role which he portrays capably and in a man- 
ner to please the most fastidious. 

TRAIL OF THE LONESOME PINE— 
Reviewed December 22. Family Feud. BE- 
CAUSE Antonio Mareno and Mary Miles 
Minter have made of this picture a highly 
interesting and entirely absorbing story that 
is liked everywhere. 

Selznick 

THE ROAD OF AMBITION— Rise of 
Youth. Reviewed December 29. BECAUSE 
it is a fine moral story in which Conway 
Tearle appears as a sympathetic character 
who more than pleases his audiences. 

LOVE IS AN AWFUL THING— Mar- 
riage Difficulties. Reviewed January 19. BE- 
CAUSE audiences cry with laughter when 
they see it and Owen Moore appears at his 
best in it. 

JUST A WIFE— Triangle Drama. Re- 
viewed December 15. BECAUSE it brings to 
the screen a sympathetic and clean story of 
the love and sacrifice of a woman and thus 
sounds the popular appeal. 

THE LAW OF COMPENSATION— 
Marriagre Drama. Reviewed December 22. 
BECAUSE it has proved bv its record that 
it is a story which gives Norma Talmadge 
a role she is well capable of handling and it 
pleases big city and small town audiences. 

First National 

FLAMING YOUTH— A startling expose 
of the woman of today. Reviewed Dec. 1. 
BECAUSE it gives Co'leen Moore one of 
her greatest roles, and is a picture that the 
women revel in. 

PONJOLA— A kissless bride masciuerades 
as a man, for love. Reviewed Dec. 1. BE- 
CAUSE its drama and passion have gripped 
film audiences all over the world, and Anna 
Q. Nilsson and James Kirkwood do the fin- 
est acting of their careers. 

BLACK OXEN— Gertrude Atherton's best 
seller novel of a woman who finds the secret 



Exhibitors Trade Review 



of recovering her lost youth and beauty.: Re- 
viewed Jan. 5. BECAUSE every woman in 
the world is vitally interested in the sub- 
ject, and the story has proved its worth in 
great business throughout the world. Corrine 
Griffith at her best. 

SMILIN' THROUGH— Made from the 
stage play that' touched the heart of every- 
body. BECAUSE it has heart appeal in 
abundance, the humor that is close to tears 
and is superbly acted by Norma Talmadge. 
A masterpiece of love and youth. 

. LILIES OF THE FIELD— The poignant 
drama of the neglected wife. BECAUSE it 
is; a woman's picture (as well as a man's) and 
reveals the pitfalls and follies that beset the 
woman who, "neglected by her husband, looks 
outside the home for a man's attentions. 

illlllllllllillllllllllllllllllllH 

| Tried [ 

1 At The Box-Office | 
I AND I 

| Proved | 

I At The Box-Office \ 

I "Woman to Woman" j 



| "Flapper Wives" f 



I "$20 a Week" | 



I "Missing Daughters" X 




I "The prints are in 

| FINE CONDITION" | 

IlllIIIIIIIIIIIIIIIIIIIIIIIIIIIIH 



Straight/mm 
the Box Office 




SAM.E.RORK 

presents 



with 



JAMES KIRKWOOD 

ANNA Q. NILSSON 
&TULLY MARSHALL 

Adapted from the thrilling Novel 
by Cynthia Stoekley of a young 
girl on the South African veldt, 
masquerading as a Man. 

Ul DONALD CRISP 

PRODUCTION 




PONJOLA. (7 reels). Star, Anna Q. Nilsson. 
Despite strong local counter-attractions this 
show brought them and the general verdict 
pronounced this a very good show. City of 
110,000. Admission 10-20. Al. C. Werner, 
Royal Theatre, Reading, Pennsylvania. 

PONJOLA. (7 reels). Star, Anna Q. Nilsson. 
A very good picture that pleased fully nirrety 
per cent. 

A very pleasing attraction. Tone akoy. 
Sunday, yes. High audience appeal. All 
classes, city of 14,000. Admission 10-35. B. 
W. Collins, Grand Theatre (700 seats), Jones- 
boro, Arkansas. 

PONJOLA. (7 reels). Star, Anna Q. 
Nilsson. This pleased them, and is an excel- 
lent picture, sold at an excellent rental. 
Usual advertising brought good attendance. 
Draw health seekers and tourists. Dave 
Seymour, Pontiac Theatre Beautiful, Sara- 
nac Lake, New York. 

PONJOLA. (7 reels). Star, Anna Q 
Nilsson. Everybody liked this picture, well 
acted, and deserves good crowds. Moral 
tone good Draw white class in town 

of 4,000. Admission 10-15-20-40. Orpheum 
Theatre (400 seats), Oxford, North Carolina. 

Straight from the 
Shoulder Reports' 

Moving Picture World 




foreign Righu Controlled _ a 
AuocUted Rm Nartaul Pictures 
3fl3 Madison Avenue, New Ibrk 



5TV 

e* Inc.] 



A JirAt national Picture 



Ponjola, with a special cast. — A dandy 
good picture and pleased as nearly 100% 
as any of them. You make no mistake 
in booking this picture. Seven reels. — D. 
A. White, Cozy theatre, Checotah, Okla. 

Ponjola, with Anna Q. Nilsson. — In spite 
of very strong outdoor counter attractions 
and very hot weather, this picture did a 
very nice business for the time of the 
year, and my patrons praised it generously 
One of the pictures that makes an exhibi- 
tor's life worth living. Seven reels. — Al. 
C Werner, Royal theatre, Reading, Pa. 

Ponjola, with Anna Q. Nilsson. — Used 
teaser ads and slides. Big business two 
days at advance prices. Picture pleased. 
Played with Semon comedy. Seven reels. — 
J Johansen, Lyric theatre, Yuma, Ariz. — 
General patronage. 

Ponjola, with Anna Q. Nilsson. — Satisfac- 
tory offering. Well acted and nicely pro- 
duced. Excellent work by the principals. — 
Henry W Gauding, Lincoln theatre, Pitts- 
burgh, Pa. — Neighborhood patronage. 

Ponjola, with Anna Q. Nilsson. — A very 
fine production. Follows the book as well 
as could be done and as a whole is a really 
fine piece of work. Our patrons were well 
pleased and said so in good plain remarks. 
This one will please both your patrons and 
your banker. We broke even with the 
weather and an epidemic against us. Eight 
reels. — E L. Wharton, Orpheum theatre. 
Glasgow, .Mont. — General patronage. 

Ponjola, with Anna Q. Nilsson. — Very 
line, on account of popular story. Did not 
raise admission. Business good. — Hobson 
S. Johnson, Grand theatre, Thomasville, Ga 
— General patronage. 



'From 

*' .< 
What Picture Did for Me 

Exhibitors Herald 




Page 48 



Exhibitors Trade Review 



Production Chart with Review Dates 

Here Will Be Found the Essential Details of Productions That Have Been 
Reviewed in the Columns of This Journal in Preceding Months, 
Including Name of Director and Length of Film. 



AUGUST 



Feature 

Against All Odds 

Along Came Ruth 

Barbara Frietchie 

Big Timber 

Behold This Woman . . 

Being Respectable 

Born Rich 

Bread v 

Broken Barriers 

Defiance 

Desert Sheik, The .... . 

Emntv Hands 

Fighting Fury 

Flirting With Love 

Into the Net 

Hit and Run 

Janice Meredith 

Legend of Hollywood . 

Lily of the Dust 

Little Robinson Crusoe . 

Love & Glory 

Love of Women 

Lure of the Yukon. The 

Manhandled 

Man Who Fights Alone 
Monsieur Beaucaire . . . 
Neglected Women .... 

Never Say Die 

Rarin' to Go 

Red Liiy, The _ 

Side Show ot Life, The 

Siren of Seville 

Speed Spook, The 

Swords a^^ tV<e Woman 
Tess of D'Urbervilles . 
Tnat French Ladv 
TV e Heart Buster . . . 

Western Feuds 

Western Vengeance . 

W^o's Cheating - 

Wise Virgin. Th e .... 
Wolves of the North ... 
Yankee Speed 



Feature 



Star 
Jones 



Distributor Length 
Fox 4.809 



Buck 

Viola Dana ....Metro-Gold. 
Vidor-Lowe .... Pro. Dist. 
Wm. Desmond . Universal 

Lene Rich Vitagraph 

Blue-Rich Warner 

Windsor-Lytell . First Nat'l 

Mae Bnsch Metro-Gold. 

K'rkw'd-S'-'earer . Metro 
Renee Adoree ..Brush 



Reviewed 
. Aug. 30 



5,000 Aug. *Z 

. . 689S 

.4.650 Aug. 2 

.6,448 Aug. 16 

.6:800 Aug. 30 



Pro. 



Truart 



Barrie-Shearer 
Holt-Shearer . . . 
Jack Hoxie . . . 
Colleen Moore 
Murphv-Mulhall 
Hoot Gibson . . . 
Marion Davies 
Percv Marmont 

Pli Negri Fam. Players 



6,500 Aug. 2 

5.717 Aug. 16 

5,550 Aug. 9 

5,644 Aug. 3-0 

Fam. Players 

Universal ..4,491 Aug. 23 

First Nat'l 

Pathe Serial Aug. 1 

Universal ...5,508 ... .Aug. 30 

Met.-Gold. 12,000 

Pro. Dist. ..5875 Aug. 23 



Jackie Coogan . Metro. -Gold 
Bellamy-de Roche Universal 
Chadwick- Love .Selzmck 
Novak-Bradford T.ee-Brad. 

. Gloria Swanson Paramount 

.Douglas MacLean Aug. 

Valentino-Daniels Paramount 
Tor^ence-Nilison F. B. O. 
William Farnum .Paramount 

.Buffalo Bill, Jr. Artclass 

. Novarro-Bennett 
Senna Ow Q n . . . 

, Priscilla Dean . 
Johnny Hines . . 
Flora Le Breton 

, Blanche Sweet . Metro-Gold 

Shirley Mason . . Fox 

Tom Mix Fox 



6.216 Aug. 30 

■ -Z.765 Aug. 23 

. 5,500 Aug. *l 

..5. J 70 Aug. 23 

.6J998 Aug. 9 

16 Asso. Ex. . . 5.89 1 

.B,100 Aug. 23 

^5.265 Aug. 16 

6,337 Aug. 9 

. .4.641 Aug. *2 

Metro-Goia. 6.975 Aug. 16 

Paramount . . . . ' Aug. 23 

Pro. Dist. ..6900 

EastCoast ..6,700 Aug. 

F. B. O. . .6.000 Aug. 

7,500 Aug 

5,470 Aug. 

4.500 Aug. 



Edmund C^bb . .Arow 4.908 Aug. 

Franklyn Farnum Indeo. Pic. 5.000 Aug. 

Ralnh K-«Mard . . Tee-Brad. ..4.700 Aug 

Patsv Miller .... Pro. D'st. . . 5 795 

Serial Universal 10 Etii Aug. 30 

K. McDonald . . Aywon ....5.000 Aug. 16 



JULY 



Another Scandal 

Arab. The 

Babbitt 

Behind the Curtains .... 

Between Worlds 

Captain January 

Changing Husbands . . . 
Code of the Wilderness . 

Daring Love 

Dark Stairways 

Don't Doubt Your 

Husband 

Fnemv Sex, The 

Fools in the Dark ...... 

G : rl in Limousin- 

Her Own Free Will . . . 
Mauojfton & Josephine . 
Oni> Law for the Woman 

Perfect Flapper 

Revelation 

Romance Ranch 

Sawdust Trail, The 

Single Wives 

Sixth Commandment . . . 
Stranger of the North . 
There's Millions in It 

Those Who Give 

Tiger Thompson 

Traffic in Hearts 

Unguarded Women 
Valley of Hate, The . . . 

Wine of Youth 

Young Ideas 



Feature 



Star 
Lo's Wilson . . 
Novarro-Terry 
Loi'is-Alden . . 
Ricksen-Harron 
Special Cast . . 
Baby Peggy . . 
T eatnce Tov . . 
Bowers-Ca'houn 
Hamme-stfin 



Distributor Length 

. . Pro. Dist. 
. . Metro-Gold. 
, . Warner 

. Universal 
, . W=iss Bros. 
, . Principal . , 
. . Paramount 

. Vitagraph 



Reviewed 

.5'9O0 

6.710 Tul v ?S 

5.500 Julv n 

4.8'0 Tuly 5 

6.400 Tulv 

6.19* Jul" 1° 

6 7919 Tuly 5 

6 483 Tulv 1" 



Dwyer-Rawlinson Universal 



. Truart 5.000 J"'' 



r 



.5,030 July 5 



Viola Pana 

C^mo. -Marmont 
Miller-Moore 
T a-ry S^mon 
H o1 ene chadwick 
Fvans-Ftibleir . . . 
T-Ta'-ris-Lnrin'is . . . 
Tol'een Moorg . . 

rtana-B'"- 

Ciilbert-W"'^ . . . . 
Gibson- S-dgwick 

Griffith-Sills 

Wm. Fav»rs^am 
Travers-Dwver . . 
Catherine Calvert 

Sweet- Love 

Carey-Clayton 
Fraser-Harris . . 

Daniels-Dix 

T.ucas-Yea^slev . . 

Boardman-Lyon 

LaPlante-Lyon 



Metro .... 
Pars mount 
F B. O. . . 
First Nat'l 
Pro. Dist. 
F B. O. . 
V'tagranh 
Fi-st Nat'l 
M»tro .... 

Fox 

Universal 
First Nat'l 
Awo Fyhib. 
Selznick 
F. B. O. 

I nee 

Pro. Di=t. . 
C. B. C. . 
Paramount 
Russell Pro. 
Metro-Gold. 
Universal 



5.510. 
7 Sfil . 

7 ib*. 

5 fiOO . 
51*75. 



. Tu'v 5 
• T "'V * 
, Tul" £6 
. Ju'y 5 



fi . 
vsnn . 
7 oho. 
7.7(5" . 

5,509.' 



. . Tu'v S 

Tp'v 5 

. . Tuly S 
■ Tuly 5 
.Tulv 1" 
.Tulv 26 



c ->1 ' . 
5.000 ! 
fi 101 
7 5i-> 
5.700 ! 
5.548. 
fiO^l . 
5.000 . 
6.600. 
4,095. 



. . Tuly S 
.T"1" ^>fi 
. T„'y 5 
.Tulv 1" 
Ti.'v 1" 

. T"l« 
. T'i'v S 

.Tulv »»« 
.Tulv *6 
.July 56 



JUNE 



Star 



Back Trail. The Tack Hoxie 

Bedroom Window, The.. May McAvoy ... 

Broadwav or Bust Gibson 

Code of the Sea. The ....Logan 

Dangerous Crowd Thompson-K>ener 

Dange-ous T ine. The . . . Sessue Havakawa 
Daucrhte-s of Pleasure . . Prevost-Blue .... 
Family Secret, The .... Baby Peggy 
Fighting Sap, The .....Thomson-Keener 

For Sale Windsor-Men jou 

Gaiety Girl. The Mary Philbin . . . 

Good Bad Boy, The ....Special /. 



Distributor 
. Universal 
Paramount 
. Universal 

F B. O. 
F. B. O. 
Princioal . 
Universal 
F B. O. 
First Nat'l 
Universal 
Principal . 



Length Reviewed 

. 4.615 Tune 28 

6.550 Tune 28 

. .5.272 Tune &1 

.5.800 Tune 14 

..4.757 Tune 14 

...5 406 Tune 7 

..6.000 Tune 1" 

..5,676 Tune 28 

..5,138 Tune 28 

.7.480 Tuly 5 

..7,419...... June 7 

..5,198 June 7 



Feature 

Guilty One, The 

High Speed 

Hold Your Breath 

How To Educate a Wife 

In Fast Company 

Iron Man, The 

Lightning Rider, The . . 

Lily of the Valley 

Lone Chance, The 

Masked Dancer, The . . . 

Miami 

Pal O'Mine 

Paying the Limit 

Reckless Age, The 

Sea Hawk, The 

Self Made Failure, The 
Spirit of the U. S. A. . . 

Spitfire, The 

Tiger Love 

Turmoil, The 

Unseen Hands 

Western Luck 

White Moth. The 



Star 

Agnes Ayres . . . 

Rawlinson 

Special 

Prevost-Blue . . . 
Talmadge-Harris 

Albertini 

Harry Carey . . . 
^hrissie White. . . 
Gilbert-Brent . . . 

Chadwick 

Betty Compson . 

Irene Rich 

Special 

Reg. Denny . . . 
Milton Sills . . . 
Miller-Moore . . . 
Walker-Carr . . . 
Blythe-Dexter 
Taylor-Moreno . 
Hackathorne . . . 
Wallace Beery . 
Chas. Jones . . . 
LaMarr-Tearle . 

MAY 



Distributor Length Reviewed 

Paramount 5,365 June 21 

Universal ..4,(927 June 28 

Pro. Dist. .6,000 June 7 

Warner 6,800 June 21 

Truart 5,411 June 7 

Uni.-Ser. 15 Epis June 28 

Pro. Dist June 28 

Hepworth ..5,580 June 28 

Fox 4,385 June El 

Principal ...4,987 June 14 

Pro. Dist. ..5,989 June 14 

C. B. C. ..6,000 June 14 

Gerson 5,000 June 7 

Universal ..6,954 June 7 

First Natl. 12,045 June 14 

First Nat.'l 7,345 June 28 

F. B. O. ..8,312 June 14 

Asso. Ex. ..6,109 June 14 

Paramount 5,325 June 28 

Jewel 6,741 June 21 

Asso. Ex. . v 5,392 June 7 

Fox 5,020 June 28 

First Nat.'l 6,571 June 28 



Feature 

Beloved Vagabond, The.. 

Bluff 

Borrowed Husbands . . . 
Broadway After Dark. . . 

Chechahcos, The 

Circus Cowboy. The . . . 

Come on Cowboys 

Confident Man, The... 
Crosses Trails . . • 

Cytherea 

Dangerous, The 

Dangerous Trails 

Darin<r Youth 

Dorothy Vernon 

Fighting American, The. 

Fire Patrol, The 

Fortieth Door, The 

Forty Horse Hawkins.. 
Girl of the Limberlost . . 

Goldfish, The 

Hutch of the U. S. A. . 

Kentucky Days 

Lawless Men 

Listen Lester 

Lone Wolf. The 

Marriage Cheat, The . . . 

Men 

Mile-A-Minute Morgan 

Missing Daughters 

Mile. Midnight 

Monraarte 

Night Hawk, The 

No Mother to Guide Her 

Recoil 

R-iected Woman 

Riders Up 

Ridgeway of Montana . . 

Sherlock. Tr 

Signal Tower. The 

Son of Sahara, A ... 

Triumph 

Trouble Shooter, The . . . 
TT,i*atTied Youth ....... 

Wanderer of Wasteland.. 
Wandering Husbands . . 

Wb a t ShaM I Do 

What 3 Men Wanted . . 
When a Girl Loves 
Why Men Leave Home . 
Woman on the Jury, The 



Star 

C. Blackwell . . . 

Ayers 

Flo. Vidor 

Nilsson-Menjou . . 
Eva Gordon 
Chas. Tones 

Dick Hatton 

Thomas Meighan. 
Franklyn Farnum 
Rubens-Stone 
I aura LePlante.. 

Irene Rich 

Daniels-Kerry . . . 
Mary Pickford . . 

O'Malley 

Special 

Hoot Gibson . . . 

Const. Talmadge . 
Chas. Hutchison. 
Dustin Farnum . . 

Neal Hart 

Fazenda-Myers . . 

Holt-Dalton 

L. Joy 

Pola Negri 

Mattv Mattison . 

E. Novak 

Mae Murray . . . 

Pola Negri 

Harry Carev 

Tom M : x 

Blvthe-Hami'ton 
Rub<"ns-Nagel . . . 

C. Hal-; 

T. Hoxi» 

Bustc- Keaton . . 

Special : 

Windsor-T.ytell . . 
Leatn'ce Joy 

T.. Hughes 

Holt 

Kirkwood-T ee . . . 

r> Mackaill 

Miss DuPont 

A vers 

Charlwick-Stone 
Special 



Distributor 
F. B. O. . 
Paramount 
Vitagraph . 
Warners 
Asso. Ex . 

Fox 

Ar. -Wilson 
Paramount 
Independent 
First Natl. 
Universal 
Ambassador 
Principal . . 
United Art 
Universal . 
Chadwick . 

Pathe 

Universal 
F. B. O. . 
First Natl. 
Steiner 

Fox 

Steiner 
Principal . . 
Asso. Ex. . 
Paramount 
Paramount 
Aywon 
Selznick . . . 

Metro 

Paramount 
Pro. Dist. 

Fox 

F. B. O. . 
CtoM -Cos. . 
Gold. -Cos. . 
Universal 
Universal 
Metro-Gold 
Super- Tewel 
First Natl. 
Paramount 

Fox 

Paramount 
Pro. Dist. 
Pro. Dist. 
Independent 
Asso. Ex. . 
First NaM. 
First Natl. 



Length Reviewed 

.6,217 May 3 

.5, 442 May 10 

.6,900 May 10 

.7,200 May 3 

.7,600 May 17 

.4.000 May 17 

.4,700 May ?i 

.7.215 May 3 

4,900 May 10 

.6.500 May 3 

. 4,91s May ?1 

5,750 Mav 10 

.5,300 May 17 

.19.500 May 17 

.5,351 May 31 

.6,600 May 31 

. Serial May 17 

.5.419 May 3 

.5.94? May 31 

.7,145 Mav 3 

.4.890 May 31 

.4.508 May 17 

.4,816 May 17 

.6,000 May 10 

.5,460 May 24 

.6.795 May 2" 

.6.487 May 17 

.4.1900 Mav 10 

.6.676 Mav "' 

.6.778 Mav l 7 

.6.715 May 3 

Mav 

.6.650 Mav 24 

.4.558 May ? 4 

.6.800 May 10 

.7.760 May 10 

.4,904 Mav " 

.4.841 May 24 

4 065 Mav 

6.714 May '1 

.7.60' Mav 10 

.8.225 Ma« 10 

5.70? Mav 1' 

.7 000 . .May 31 

.6.300 Mav 17 

.6 000 Mav 31 

5.000 Mav ,J 

.5,876 May 17 

.8.002 Mav 5 

.7.408 May 24 



Coming Productions 



Features 



Star 



Distributor 



A Cafe in Cairo Priscilla Dean Prod. Dist 

A Desperate Adventure Frank'vn Farnum .... Independent 

Adorable Scofflaw, The F w-Harlan Preferred 

A Drama of the Night Cruze 

After a Million Kenneth McDonald ...Sunset Prod ... 

Age of Innocence, The Warner Bros. .. 

Alaskan. The Thomas Meighan Paramount 

Alibi. The Special Cast Vitagraph ..... 

An Old Man's Darling T aura La Plante Pathe 

Another Man's Wife Kirkwood-Lee Prod. Dist 

A Prince of India A. K Mozundar Excelsior ; 

Argentine love Daniels-Cortez , . . 4, 

A Sainted Devil Valentino .' .' 

A Woman Under Oath Florence Reid Independent . 



September 6, 1924 



Page 49 



Current Production Chart 



Coming Productions 

(Continued) 



Features Star Distributor 

Barbara Frietchie Lumas 

Back of the Beyond Grand-Asher 

Baffled Franklyn Farnum .... Independent Pic. . 

Bag and Baggage Special Cast Selznick 

Bandolero Special Cast Goldwyn-Cos. ... 

Baree, Son of Kazan Special Cast Vitagraph 

Beast, The Special Cast Fox 

Beggars on Horseback Blue-Prevost Warner Bros. ... 

Beloved Brute, The de la Motte Vitagraph . .' 

Ben Hur Special Cast 

Black Lightning Lumas 

Blackmail Special Cast Universal 

Boden's Boy Special Cast Hepworth Dist. 

Boomerang, The Special Cast Preferred Pic. . . . 

Border Legion, The Moreno 

Border Intrigue Franklyn Farnum Indep. Pic 

Breath of Scandal, The Special Cast Schulberg Prod. 

Bridge of Sighs, The Special Cast Warner Bros. . . . 

Broadway Butterfly, The Special Cast Warner Bros. . . . 

Buddies Marion Davies Cosmo 

Butterfly Virginia Valli Universal 

Captain Blood Kerrigan-Paige Vitagraph 

Chalk Marks Special Cast Prod. Dist 

Circe Mae Murray Metro 

Circus Rider, The Charles Jones Fox 

Claim No. 1 Special Cast Universal 

Clean Heart Marmont-de la Motte Vitagraph 

Colorau John Gilbert Fox 

Corsican Brothers Dustin Farnum Independent 

Covered Trail, The J. B. Warner Sunset Prod 

Courage Franklyn Farnum .... Indep. Pi;t 

Cyclone Rider. The Fox 

Damaged Souls Fox 

Dancers, The Fox '. 

Dangerous Money Daniels 

Dante's Inferno Soecial Cast Fox 

Dark Swan. The Cody-Prevost Warner Bros. . . . 

Daughters of the Night Fox 

Darwin Was Right Fox 

Deadwood Coach. The Fox 

Dear Pretender, The John Roche Warner Bros. 

Desert Outlaw, The Buck Jones Fox 

Dick Turpin Tom Mix Fox 

Dollar Down Ruth Roland 

Dollar Mark, The Mildred Harris-Fraser F. B. O 

Double Dealing Charles Jones Fox 

Driftwood Elaine Hammerstein . . Truart 

Druscil'a With a Million Soecial Cast F B. O 

Eleventh Virein, The Special Cast Warner Bros. . . . 

Empty Hands Holt-Norma-Shearer 

Everyman's Wife Fox 

Every Woman's Secret Lumas 

Eve's Lover Special Cast Wa-ner Bros. . . • 

Extra Man, The Universal 

Face to Face Viola Dana Metro 

Faint Perfume Soecial cast Preferred 

Fast Set. The Compson-Menjou .... 

Female, The Comnson 

Feet of Clay C. B. DeMille 

Fighting Ty'ers. The Special Cast Paramount 

Find Your Man Rin Tin Tin Warner Bros. . . 

F'ne and Dandy ...Tom Mix Fox 

Vires of Fate Truart (S. R.) . 

First Vio'in The Grand-Asher .... 

Flames of Desire Fox 

Flames of Romance Soecial Cast 

Flattery Sn»cial Cas* O. B. C 

Follies Girl, The Margaret Livingston Prod. Dist. ..... 

Fool. The Sn»cial Cast Fox 

Forbidden Paradise Negri 

Forbidden Lover, The Special Cast R»l7nick 

Furnace of Life. The " Grand-Asher .... 

Garden of Luxury, The Compson 

Gerald Cranston's Lady Fox , , 

Getting Her Man S"ecia' Cast Fox 

Girl on the Stairs Special Cast Prod. Dist. — . . 

Gold Heels Fox 

Gold Rush, The Charlie Chaplin TTn ! t»d Arris*. 

Good Men and Bad S"ec : al Cast F. W. Kra»mer 

Great D 'amond Mystery, The . . . Shi-lev Mason Fox 

Greater Than Marriage Telleeen-Daw Vitagraph 

Greed S"ec ; a1 Cast Gold.-fno 

Haunted Hours Olive Hammerstein . . . F- e d Welhl Prod. 

Hearts o f Oak F«x 

"Heart Trouble" Constance Taimadge ..First Nat.'I <,.... 

Her Code of Honor ............ Florence Reid 

Her Game Florence Reid Tndepend«nt .... 

Her Love Storv Swanson Tndenenrl-nt .... 

House of Youth Jacoueline Logan .... P r od. Di-t 

How Baxter Butted In Lou : s-Fazenda Warner Bros. . . . 

Human Mill. The Soecial Cast Metro 

Hunted Woman. The ' Fox , 

Hunting Wild An-'ma's in H'w'd Fox 

Husbands of Edith, The Reffi-aM Dennv TTniy*r«>1 , 

I Am The Man Par r """ir»-Owen ru *> -V ... 

In H'w'd with Potash and Perl. Bernard-Carr " : rs(t National 

In Love With Love . . . . j Fox 

Tn the Shadow of the Moon . . . . r>n-n'h» ^haonell . . . . T -- J '~ -- 1 

Inner Sisht, The f'>bv»^- T »•> Pro -Di=* 

■ nnocence ....Anna O N'lsson f. B. C. 

Tnnocent .5ner!nl Cast TTnVersal 

Tt's a Boy ' Snp-.'al Cast W» D .>r p n d No^th 

T"stice Raffles fl — ->ld Am°s H"nworth i 

King's Jackal. The F.Hmund Lowe Fox i 

Last of the Duanes Tom Mix Fox 

Last Man on Earth, The Fox 

Lend Me Your Husband ....... .Doris Kenyon Grand-Asher .... 

5 Let's Go F. B. o 



Features Star Distributor 

Lighthouse by the Sea, The Rin Tin Tin Warner Bros. . 

Lily of the Dust Negri 

Lone Fighter, The J. B. Warner Sunset Prod. .. 

Lost Special Cast F. B. O 

Lost Lady, A Special Cast Warner Bros. . 

Love Pirate. The Carmel Myers Fox 

Love Throne, The Edmund Lowe Grand-Asher . . , 

Love Trap, The Special Cast F. B. O. 

Lover of Camille Blue-Prevost Warner Bros. . 

Lover's Lane Special Cast Warner Bros. . , 

Loyalties Special Cast Fox 

Madame Satan Theda Bara 

Magnificent Ambersons, The .... Special Cast Vitagraph 

Man from Texas, The Harry Carey Prod. Dist 

Man Without a Conscience The. Special Cast Warner Bros. . 

Manhattan Dix 

Mansion of Aching Hearts Special Cast Preferred Pic. 

Mark of Cain John Gilbert Fox 

Mary Anne Pathe 

Mary the Third Eleanor Boardman ....Goldwyn-Cos 

Meddling Women Lionel Barrymore ... Chadwick 

Mirage, The Florence Vidor Prod. Dist. 

Missourian, The Reginald Denny Universal 

Mist in the Valley Alma Taylor .'. Hepworth 

My Ladies' Lips Preferred 

My Man Special Cast Vitagraph 

My Wife and I Special Cast Warner Bros. . 

Narrow Street, The M. Prevost-W. Lewis Warner Bros. . 

Neptune's Romance Fox 

NiVht Can. The Special Cast Universal 

Night Ship. The Lumas 

No More Women M. Moore-Bellamv . . . Allied P. & D. 

North of 36 , Holt, Torrence, WilsonParamount .... 

Off the Highway Jacqueline Logan .... Prod. Dist. , 

Offenders, The Marjorie Wilson Independent 

Oh, Doctor Special Cast Universal .... 

Oh. You Tony! Tom Mix Fox 

On the Shelf Special Cast Prod. Dist. 

One Night in Rome Laurette Taylor Metro 

Open All Nisht Dana-Goudal-Menjou 

Ooen Places John Lowell John Lowell .. 

Other Men's Daughters Soecial Cast Grand-Asher . . 

Outline of History J R. Bray . . . 

Painted Flapper KM-kwood-Garon Chadwick 

Painted Lady, The O'Brien-MacKaill ....Fox 

Peter Pan Dan'e's-Cortez 

Phantom of the Opera, The . . . Soec : al Cast Universal .... 

Plugger. The Special Cast Fox 

Pony Exnress Special Cast Universal 

Prairie Wife. The Special Cast Gold.-Cos 

Price of Pleasure. The So-c ; al Cast Universal .... 

Rainbow Trail. The Torn Mix Fox 

Ramshackle House Bettv Comnson Prod. Dist. ... 

F~ck'ess Romance Soecial Cast . .... ..." . Prod. Di-t. . . . 

Recomnense Mon'e Blue-Irene Rich Wa-ner Bros. . 

Fdat'vitv ... Alma R'bens Goldwyn-Cosi..„ 

Riders of the Puml e Sage Tom Mix Fox 

Pose of th»» Ghetto ........... Marie P-=vost Warn"- Bros. . 

Roarm? Rails Harry Carey Prod. Dist. . . . 

S^-e Wolves Fox 

Sheriff of Tombstone F rer ) Thompson Monopram Pic. 

Sinners in Heaven Danie's-Dix Paramount .... 

Rkvline of Spruce. The Social Cast TTniversal 

S'ow as T i^htnins w»nn«"t'' McDonald . . Snn-ot "rod. . . 

<5oft Shoes Harry Carey Prod. Dist. . . . 

Soiith-rn l.ov 'Pot... T?!,,. n «, 

Rre^nin" Liv»ly P.Vna-d" Ta'rn'dn-p ... Trna-t 

^oVn fT=q r *s Hp-he-* ' Rawlinson . . . Universal 

Storv Wi*hovt a M »rae A ™-es-Mnr»no 

Strange Woman, The Sh ; rley Mason Fox 

Strathmore Fox 

''"oerstHion Tie ':i Motte-Bowers . <~Yent : ve P-od. 

Winner T=k» A!' Fn^k Tones Fox ,. 

Tanvnw of The Shrew B-be ^ani-ls P-inc'-a' Pic 

Tarnish Mav McAvoy First National 

Tarzan and the Golden Lion . . . r 'mo T incoln Grand-Asher .. 

Teeth Tom Mix Fox 

Tenth Woman. The Special Cast Warner Rr s. . 

THs Woman Irene. Rirh-Tohn Roche Wa-ner Bros. . 

Thorns of Passion .George 0'Brj en Fox 

Three Women Lew Codv-Mary Carr Warner Bros. . 

Throwback The Pat O'Malley Universal 

Tongues of Flame Meighan 

Treasure Canyon , B. Warner Sunset P-od 

Tree in the Garden Soec'al Cast Go!dwyn-C"smo 

Trifle's. The Special Cast P-eferred Pic. '. 

Troubl»s of a Bride Fox 

Trouoing w-'th Ellen He'en Chadwick Prod. Di*t. . . . 

Truth About Women Hope Hampton Banner Prod. . 

Ultimate Good, The Fi a ; ne Hammerstein ..Truart 

Unmarried Wives Mildred Harris Lumas 

Virtuous Crooks H. Rawlinson Universal .... 

Virtuous Laws Special Cast 

Visions United P. & D. 

Wages of Virtue Swanson 

Wanted by the Law J. B. Warner Sunset Prod. -. 

Warrens of Virginia Fox 

Way of All Flesh Grand-Asher . 

Way of a Man Special Cast Pathe 

Weavers, The - Goldwyn-Cosm o 

Week End Husbands A. Rubens-M. Love ..Equity 

Welcome Stranger 1 Florence Vidor Pro.-Dist 

Westbound J- B. Warner Sunset Prod. 

When Johnny Comes Marching . 

Home Special Cast Universal 

When a Woman Reaches Forty Preferred 

Winner Take All Buck Jones Fox 

Wise Son. The Snecial Cast TTniversal 

Winner Take All Buck Jones Fox 

Women and Gold Lumas 

Women Who Give Frank Keenan Metro 

World Struggle for Oil. The . . . Vidor- Lowe Selznick 

Worldly Goods Ayres 

Yoke. The Special Cast Warner Bros. . 

You Can't Fool a Woman Lumas 

You Can't Live on Love Reginald Denny Universal 



Page 50 



Exhibitors Trade Review 




Birmingham Proud of New 
Temple Theatre 



BIRMINGHAM'S newest and most 
up to date moving picture theatre 
is the Temple, opened recently in 
the auditorium of the Zamora Masonic 
Temple under lease and undei the man- 
agement of Joe Steed and R. G. Allen, 
who have been in the exhibiting busi- 
ness for some years in Birmingham. 
They have been managing the Wood- 
lawn theatre and other suburban houses 
but this is the first down town theatre 
carrying first run pictures that they 
have opened. 

The Temple is everything that is up 



tains and iron fret Work gratings which 
conceal the admirable ventilation ar- 
rangements. 

The auditorium is constructed with a 
wide passageway of platform through 
the middle, which opens on the doors 
on the first floor, making it possible for 
them to be seated in front without walk- 
ing from the doors in the back, or if 
they prefer back seats they nry be seat- 
ed from the second floor doors or climb 
the stairs facing the audience from tha 
first floor doors. 

The third floor entrance leads to a 




spacious balcony which may be used for 
overflow crowds and is well placed so 
that the picture can be seen from seats 
there as well as from the tenth or 
twelfth row. The crystal chandeliers 
are for decorations and the few min- 
utes between shows. The main lighting 
effects, used all the time, are indirect. 

THE stage is very large, having been 
built and equipped for theatrical per- 
formances as well as moving picture 
shows. The advantage of this large 
stage is great, according to Mr. Allen, 
who states that it enables the Temple 
to put on added features that other 
theatres in the city could not handle. 

For instance in the bathing revue 
there was a huge glass swimming tank 
for the fancy diving which was discern- 
able from every seat in the house and 
gave a full view of the diving stunts 
shown by the professionals. 

This theatre follows a plan slightly 
different from those of the other mov- 
ing picture theatres in this city. There 
are no morning performances and all of 
the other theatres feature them. The 
Temple show begins at 2 o'clock, there 
is an elaborate program which is re- 
peated three times between 2 p. m.. and 
1 1 p. M. Other Birmingham theatres 
start at 10 in the morning and go 
straight through until 11 at night. 



to the minute, carrying a forty piece orches- 
tra and usually some vaudeville or dancing 
feature in addition to the program of feature, 
comedy and news reel. One of their most 
recent features was the bathing revue when 
the management of Cascade Plunge swimming 
pool, four department stores and the Temple 
cooperated to put on an exhibiton of cos- 
tumes, feature diving and dancing. 

THE theatre is well adapted in every way 
for the showing of pictures, having a seat- 
ing capacity of nearly a thousand people and 
an arrangement that is ideal for the proper 
exhibition of pictures. With the exception of 
■ a small group placed on each side of the stage,, 
which were built for the rare occasions when 
Zamora Temple has a big gathering, every 
\ seat in the house is well placed for viewing 
'; the screen. 

The decorations of the theatre are in the 
i Italian Renaissance period with paneled walls 
in cream and stone, balconies with velvet- cur- 




September 6, 1924 



Page 51 




Building to Fit 

Unique Theatre Rises On Irregular Lot 



THE irregular lot has given heart- 
ache to many an architect, but in 
some cases it seems to motivate 
an extraordinary success. 

For instance, here is a theater that is 
unique, fascinating, and wholly beauti- 
ful, and at the same time serves, to an 
unusual degree, the purpose of the 
building. It is located in Pinehurt, N. C, 
and the owner was afflicted with 
a piece of property that could 
easily have been converted into 
an eyesore. The contour of the 
lot may be seen from the floor 
plan below. 

Aymar Embury II, the archi- 
tect, did not bewail his fate. 
Instead he adapted these heter- 
ogeneous lines into a building 
of high decorative value with 
exceptional advantages as a pic- 
ture theater. 

An auditorium was designed 
in the form of an irregular 
hexagon following the general 
lines of the lot. At its narrow 
end was placed the stage, and 
at its wide end was located the 
balcony. 

Outside the auditorium are 
four stores built in the manner 
of lean-tos. The entrance and 
stage of the theater, together 
with the stores, form a fringe 
around five sides of the build- 



ing. The structure is of brick with the 
entrance wall laid in diapier pattern. 
The main portion is two stories high, 
while the stores are one story, with the 
walls plastered over brick. The roofs 
are of Spanish tile and a tile hood over 
the entrance is an ornamental feature. 

A classic portico at the entrance is 
surmounted by Corinthian columns 




leads into a tile lobby. Several exits 
are provided in the auditorium and the 
aides are so arranged that it can be 
ed with ease. 

The auditorium is lighted by windows 
placed above the stores outside. A brick 
cornice gives the concluding decorative 
touch to the building. 

From that treatment it is ap- 
parent how even the most irreg- 
ular lot can be turned " to ac- 
count. 



A YMAR EMBURY II, the 
-i*- architect, has utilized every 
inch of space available and at 
the same time has not lost the 
sense of proportion or beauty 
that must be prominent in the- 
atres since the aesthetic senses 
of patrons has much to do with 
success in pictures. 

There are no doubt many ex- 
hibtors would nave beesi stump- 
ed with such an unusual plot to 
work with, but it shows what 
can be done without proper 
treatment. 

American architects are so 
far advanced in theatre con- 
struction they seem to be able 
to utilize every inch of space 
and lose nothing in the way of 
beauty or utility. They seem 
to thrive on difficult problems. 



Page 52 



Exhibitors Trade Review 



Equipment Newsettes 



SUGGESTION BOX 

Give your patrons an opportunity to 
air their grievances. Place a small box 
in the lobby of the theatre and allow 
the patrons tofwrite suggestions and de- 
posit them in the box. Encourage this 
and you will get a pretty good lineup 
of what your patrons demand of you 
and it will bring closer relationship that 
will prove an asset to the theatre. 

The box need not be elaborate. A 
small box about a foot square will an- 
swer the purpose. Cut a slot in the lid 
and hang the box., in some conspicuous 
place so it can be seen. 

Place a small sign on the box asking 
patrons to offer suggestions that will in 
any way aid in improving the service of 
the theatre. 

»* * * 

CEMENT PAINT 

Now is the proper time to give your 
cement floors a coat of cement paint. It 
will save the floors and will eliminate 
the fine dust that arises from cement 
after many feet have passed over the 
surface. 

The paint is of a special chemical 
mixture that penetrates the cement and 
forms a protective covering that wears 
like iron. It is in common use in most 
theatres and has proven itself a useful 
addition to the workshop list of neces- 
sities. 

The paint can be applied by a novice 
in a short time. It dries rapidly and 
leaves a beautiful finish. Try it. 

* * * 

FIRE EXTINGUISHERS 

Don't economize on fire extinguish- 
ers. They should be placed about the 
theatre at regular intervals and should 
be in sight so they can be found when 
needed in a hurry. 

There are many extinguishers on the 
market that are cheap and yet good 
looking and effective. There is the small 
brass hand pump type that is one of 
the most common in use. It smothers 
a fire with gas and does so quickly. The 
liquid evaporates and does not harm 
drapes or other delicate fabrics. 

For the projection booth there should 
be a Foamite extinguisher. This instru- 
ment throws out a stream of foam that 
covers the fire and smothers it instantly. 
It will work wonders when films take 
fire. 

. . * * * 

WASTE BASKETS 

Waste baskets should be placed in 
convenient places about the theatre, 
especially in the rest rooms and lobby. 
If you wish - to have your patrons help 



keep the theatre orderly you must give 
some help. 

Place the baskets where they cannot 
escape attention and you will find that 
they will be used. The baskets should 
be attractive looking and large enough 
to be of some use. 

The baskets should be of some fire- 
proof material and should be emptied 
at regular intervals. 

There is a large steel basket, with 
cover, on the market, that is used for 
burning waste paper out of doors, with- 
out the danger of burning paper flying 
about. One of these baskets will prove 
a good addition to your theatre equip- 
ment. 

TORK CLOCK 

The Tork Company, 8 West 40th St., 
New York, has on the market a simple, 
inexpensive timeswitch sold under the 
trade name of Tork Clock. It is ideal 
for use in theater lobby displays, elec- 
tric signs, and other places where auto- 
matic control of the lights is the sim- 
plest and most economical method of 
management. Special features are a de- 
mountable clock unit, which is standard 
for all Tork Clocks. 

The advantage of this is, that in case 
the clock movement needs overhauling 
a "spare" can be obtained from the 
dealer and the old one mailed in for 
repair. This insures no interruption to 
service. 

The lights can be turned on or off 
by hand if desired and this does not 
interfere with the regular schedule of 
operations of the clock. 




* * * 

ADVERTISING NOVELTY 

There is a novelty advertising stunt 
that can be used to good advantage by 
exhibitors. The novelty in question is 
a large book with a mechanism that 
turns the pages at regular intervals of 
perhaps half a minute. 

The book contains about 25 pages and 
can be used- to carry the: programs or 
other announcements or may be used to 



display still pictures from coming pro- 
ductions. 

The book is placed in a glass case, 
and installed in a corner of the lobby, 
cannot fail to attract attention. It is a 
good looking outfit and will grace any 
theatre. 

Its cost is small but its work is big. 
* * * 



Projection Hints 

By WESLEY TROUT 

Keep Sprockets Clean 

IT is of the utmost importance that 
the sprockets of the projector be 
kept perfectly clean at all times. This 
is very important for all the sprockets 
on your mechanism, but very particular- 
ly for the intermittent sprocket, because 
any dirt accumulating on the face of the 
intermittent sprocket will cause un- 
steadiness of the picture projected on 
the screen. The best method that I know 
of for cleaning sprockets is as follows : 
secure a rather stiff bristle toothbrush, 
and either a wide-mouthed bottle or a 
small tin can with a cover. If you hap- 
pen to use a bottle it is a good idea to 
drill a hole through its cork and shove 
the handle of the toothbrush through, 
so that when you place the cork in the 
bottle the brush will all most reach the 
bottom of the bottle. 

Now partly fill the bottle, or can, with 
a little kerosene, and then once a day 
examine the sprockets very closely, and 
if you find the least bit of gum or dirt 
on the face of same, then scrub it off 
with the toothbrush which you have 
dipped in the kerosene. 

Examine Sprockets 

The projectionist that wants to se- 
cure the very best in projection will ex- 
amine his sprockets carefully at least 
once a day, making certain that they are 
perfectly clean. Dirt on the intermit- 
tent sprocket will cause your picture to 
jump on the screen, while dirt on the 
lower sprocket may cause you to lose 
the upper or lower loop by the film 
running off the sprocket. 

Friction Take-Up 

Where the old style friction take-up 
is used it is of utmost importance that 
the take-up tension be set just barely 
tight enough to take up the entire reel 
when same is full. Any more tension 
than this is not only bad, but it is very 
bad particularly if the old style l l / 2 in. 
reel hub may be used by the projection- 
ist. ■ " ; ; . vr: z-y^ctn ' 



September 6, 1924 



Page 53 



About Theatres- 
New and Old 



Oxnard, Cal. — Negotiations are un- 
der way with the Chamber of Com- 
merce by J. Roy Williams, owner of 
the Southland, for the granting of land 
and public co-operation to support a 
community theater. 



Washington — A report has it that a 
300 seat balcony is to be added to the 
Chevy Chase. 



Davenport, la. — Julius Geertz has 
purchased the Olympic from John F. 
Knuth. 



W infield, Mo. — E. H. Crenshaw has 
taken over the Princess and changed 
its name to the Star. 

$ ••« * # if "'' » 

Bowling Green, Mo. — The Majestic 
is now operating but two nights a week 
for the rest of the summer. 

* * * .. <>-';■ 

Steelton, Pa. — The Standard has 
been shut down by Manager Sellers for 
two months. 

Schuylkill Haven, Pa. — Manager 
Zimmerman has closed his Palace for 

July and August. 

* * * 

Lubbock, Tex. — A new house will be 

erected soon by J. D. Lindsey. 

* * * 

Tampa, Fla. — Plans for a large 
stucco building to contain a picture 
house in addition to bath houses, danc- 



ARTIFICIAL FLOWERS 

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311 W. 50 ST. NEW YORK CITY 



ing hall, are being drawn for the West- 
ern Estates. 

M uncie, 111. — Leonard Sowars, man- 
ager of the Strand, has installed a $12,- 
000 pipe organ. 



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DISTRIBUTORS 

The Theatre Supply Co., Inc. 
The Theatre Supply Co., Inc. 
U. S. Theatre Supply Co. . 
Williams, Brown & Earle 
Movie Supply Co. 
Theatre Equipment Supply Co. 
Simplex Theatre Supply Co. 
V. C. Haefele & Co 



WARREN PRODUCTS CO. 
261 CANAL ST. NEW YORK 



WE HAVE $50,000 

WORTH OF THE GOOD 
WILL OF OUR CUSTOM- 
ERS, OBTAINED BY OUR 
CONSISTENT HABIT OF 
ALWAYS LIVING UP TO 
OUR PROMISES OF 
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THE SIMPLEX TICKET REGISTER 
IS AN ABSOLUTE ASSURANCE 
AGAINST LOSS OR MISTAKES 

SEND FOR FULL INFORMATION 

World Ticket & Supply Co., he. 

1600 BROADWAY, NEW YORK CITY 




No. 2,140 Rolled Top Basket, 
IS x 22 inches, filled with 
Roses, Asparagus Ferns, etc., 
with bow, complete $2.50, per 
dozen $25.00. 

Write today for our FALL 
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Plants, Hanging Baskets, 
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FRANK NETSCHERT, INC. 

61 Barclay Street New York, N. Y. 



NEW EQUIPMENT 

WILL BRING t 

NEW BUSINESS 

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Follow the Equipment Sec- 
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tunities in 

Exhibitor Trade Review 



Page 54 



Exhibitors Trade Review 



Tip- 



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Will withstand more 
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ARTIFICIAL 
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Doty & Scrimgeour } 

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About Theatres- 
New and Old 



I 



30 Reade St 
=000 



Belmond, la. — A new house is being 

constructed by Mrs. Ella Cleveland. 

* * * 

Cortland, N. Y.— The Old Riverside 
Park Pavilion has been converted to a 
picture house, the Liberty. Milton 
Totman is manager. 

Plattsburg, N. Y. — As soon as the 
old Masonic building is demolished, 
work will start on a new 1,500 seat 
house, to cost $150,000. 

* * * 

Detroit — A new downtown theater, 
seating 500, will be opened by the 
Woodward Theater Co. It will be 
known as the Republic. 

* * # 

Dawson, Ga.— Bryan Cooper has 
leased the Palace from Robert Woo- 
ten. 

* * * 

Salem, Mass. — L. L. Connors has 
added the Star to his string. 

* * * 

Paris, 111. — L. Jarodsky has pur- 
chased the Majestic. 

* * * 

Cuba, Mo. — The High School thea- 
ter has closed until September. 

* * * 

Chester, Pa. — The Washington has 

closed to permit alterations. 

* * * 

New Madrid, Mo.— John Bilar, of 

the Dixie, will remodel his house. 

* * * 

Merrill, Wis.— The Grand O. H. is 
being dismantled to make way for office 
buildings. 

* * * 

Kelso, Wash. — Arrangements for 
construction of a new theater have 

been made by J. Brooks. 

* * * 

Alden, Minn. — July 1 marked the 
date of the opening of William Em- 
mons' new house. 



BEAUTIFY YOUR THEATRE 

by using our DECORATIVE ARTIFICIAL FLOWERS, PLANTS, 
VINES AND TREES, all of which are illustrated in our FALL 
CATALOGUE NO. 2 MAILED FREE FOR THE ASKING. 





No. 2158 — Camouflaged Window Box with Begonia Plants, Blooming 
Geranium Sprays, Sedium Sprays and Ivy Vines, complete $6.00. 

FRANK NETSCHERT. INC. 

61 Barclay Street New York, N. Y. 



STANLEY FRAME CO. 

727 7th Ave., New York City 
Manufacturers of 

Theatre Lobby Display Frames 



Wall Cases 
Framed Mirrors 



Ticket Booths 
Ticket Boxes (non 
choppers) 

Easel and Pedestal Frames 



Let us know your requirements or let us tell you. 
Sketches and prices on request. 



September 6, 1924 



Page 55 



ARE YOU 

WITHIN THE LAW 

IN THE RUNNING OF YOUR THEATRE? 

In your contracts with your actors and 
other employees? 

Or in the hundred and one other things 
you do every day in conjunction with 
the running of your business? 

All these and other questions are 
answered in the latest authoritative 
book on theatre law 

entitled 

The Law of 
Motion Pictures & The Theatre 

Send For Your Copy Today 

NOW $10.00 

BAKER, VOORHIS & CO. 

45 47 JOHN ST. NEW YORK CITY 



THE PHOTO NOVELTY OF THE SEASON! 

CINEMA TAKING AND PROJECTING APPARATUS 

SIZE AND WEIGHT THAT OF A MEDIUM 
PHOTO-CAMERA AND NOT ANY MORE EXPENSIVE 
ALIKE USEFUL FOR FILM-TAKINGS AND SINGLE SNAPSHOTS ! 




Landlicht — Camera — Projector 

Amateurs are preferring nowadays more and more CINEMA CAMERAS, 
as films only are suitable for COLLECTING PURPOSES, thus per- 
mitting to bring back to recollection even after years THE PLAYS OF 
GROWING-UP-CHILDREN, SPORT-EVENTS, TRAVELLING SOU- 
VENIRS, etc., etc., on the occasion of FAMILY AND FRIENDS 
GATHERINGS. Of the greatest value in this connection is THE COM- 
BINATION OF a Cinema-Taking-Apparatus with a Projecting Device, 
WHICH OUR "CAMERA-PROJECTOR - ' embodies. The apparatus is 
constructed for normal size films and fitted with an objective of great 
luminosity (f : 2,0). — 

For full particulars and illustrated prospectus please apply to: 

Landlicht — A. G. Berlin S. W. 68. 

Zimmerstrasse 72-74. 




This is the famous 
lobby of the new 
$2,000,000 Wisconsin 
Theatre at Milwau- 
kee. Before entering 
this lobby you must 
pass the twin ticket 
booths, each equipped 
with a Brandt Auto- 
matic Cashier. 



Selling Your Theatre 
to the Public 



This splendid theatre, seating 3500 patrons, is evi- 
dence that something besides the picture play 
attracts the public to a show — Beauty, comfort, con- 
venient service all play their part. This show house, 
of which the Saxe Amusement Company and Mil- 
waukee are so proud, is but one of the thousands, 
large and small throughout the country, using Brandt 
Automatic Cashiers. 



Five Questions You Should Answer 

1. Are you using pennies or are your admissions 
scaled at some even amount while attempting to 
simplify cashiering? 

2. Are you willing to complete any coin transaction 
in one operation or do your cashiers make end- 
less calculations and fumble around picking coins 
out of a drawer? 

3. Are your cashiers able to work at top speed dur- 
ing a rush or do you find them tired and 
fatigued? 

4. Are your patrons receiving their change with 
accuracy and dispatch or do you sometimes find 
delays and mistakes? 

5. Are you willing to investigate the Brandt Auto- 
matic Cashier and learn how it is serving hun- 
dreds of Theatres? 



The Coupon is for 
your convenience 



DAYS 
FREE 

TRIAL/ 




Co 



r *»t t ? e 




Page 56 



Exhibitors Trade Review 



Classified Opportunities 



Regular Display Rates are charged 
on all Classified Display Ad-lets. 



Mailing Lists 




Mailing Lists 

Will help you increase sales 

Send for KICKS catalog giving 
cnunf-n and prices on classified names 
of your best prospective customers— 
National, Steto, Loca^-Individuala, 
Professions, Business Firms. 

CSQC/ Guaranteed C 
7 7 '0 by refund of J p each 

3 



tLouis 



676N 
jthStl 




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PerDa 



and upward 



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is one reason for the rapidly 
growing popularity of the 
Hotel Martinique. 

Another is the consistent 
economy of the entire estab- 
lishment. Here you may enjoy 
a Club Breakfast at 45c, con- 
sisting of Fruit or Cereal, Bacon 
and Lgg, and Rolls and Coffee 

— Special Luncheon and Din- 
ners of superior quality are also 
served at the most moderate 
possible prices. 

No location can be possibly 
more convenient than that of 
the Martinique. One block 
from the Pennsylvania Station 
(via enclosed subway) — Nine 
blocks from Grand Central — 
one block from the greatest 
and best Shops of the City — 
half 11 dozen blocks from the 
Opera and the leading Theatres 

— and directly connected with 

Vthe Subway to any part of the 
City you wish to reach. 

j* tttST without c«w / 

* Hotel ^ 

Martinique 

cAf filiated with Jiolel MUlpiri 

Broadway~32-/033^Sts. 

NEW YORK 

A E.S'mgleton.cManageti 



RECEIVER'S SALE 

A public sale will be held on FRIDAY, 
SEPTEMBER 5, 1924, at 11 A. M., 
(daylight saving time), 32 MAIN 
STREET, FREEHOLD, N. J., of all 
the theatrical effects of the defunct Or- 
pheum Amusement Co. Theatrical 
property of every nature, such as is 
customarily used in motion picture and 
legitimate theatres included in the sale. 
Everything sold to highest bidder. 
Terms— Cash. MARVIN A. SPAULD- 
ING, Receiver, Broad Street Bank 
Bldg., Trenton, N. J. 



Local Films 




General Supplies 



WELDED WIRE 
REELS 

For Sale by 

Howells Cine Equipment Co., 

740 7th Arc; New York 



* 



Added Attractions 



I BOOK "MAKING MOVIES" 

♦ On and Off Stage Exhibition That Will Make . 

* YOUR THEATRE A BEE-HIVE Z 

«!• A movie picture made right on your stage in 

•i* front of your audience, produced with local A 

4p players and scenes one week, and shown next. ,§. 

•i» For details write Box 1053, Trade Review. * 



Lobby Displays 



Who turns "on" and "off" your 
lobby displays, electric signs, etc? 
Let me do it. I am a TORK 
CLOCK. I turn electric lights on 
and off regularly. Get description 
and prices by return mail. 
TORK COMPANY 
8 West 40th St., New York 




Hotel Accommodations 




54 T -S5T., AT BROADWAY 
NEW YORK CITY 

SINGLE ROOM WITH BATH $325 
TWO ROOM SUITE $692 
EXCELLENT RESTAURANT 



MOTION PICTURES made to order. Commercial, 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 
Ruby Film Company, 727 Seventh Avenue, New 
York. 



For Rent 



MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York 
City. 



For Sale 



FEW TEXT BOOKS on Motion Picture Elec- 
tricity, Projection and Photography. Bargains. 
Howells Cine Equipment Co., 740 — 7th Ave., New 
York, N. Y. 

GENERAL THEATRE SUPPLIES— Greatly Re- 
duced prices on Supplies & Equipment. Film Ce- 
ment, oz. bottle 22c — Pint bottle $1.22 — Cinephor 
Parabolic Condensers, complete set $16. — Automa- 
tic Curtain machines prices on application. Trouco 
Arc Lamp Lubricant, per a large can 45c — Aisle- 
lites, Argus, each $2.78 — Peerless Arc Controls, 
each, new, $82.50 — Trouco Admission Signs with 
ten price tags complete, each $3. — Round Belting 
1-4 inch per a ft. 12 l-2c: Flat Powers Drive belts, 
each 70c — Simplex flat belts 70c each — Belt Coupl- 
ings, round, screw type each 2Jc — Steel Wire belt 
hooks, dozen 4c — Coin Changers, new, each $71.85 
— Best Carbon Savers, Extra Heavy for 3-4 and 
5-8" each 89c — Silvertip adapters, each 53c — E*it 
Sign Boxes complete $1.50 — Fort Wayne Compen- 
arcs for 110-volts $80; Mazda Transformers, GE, 
each $60. — Ticket Holders, single $1 ; double $1.23. 
— Best Heavy Brass Lugs for any size wire 73c — ■ 
Radio Mat Slides, box 50, each $1.38 — Reel End 
Alarms $2.88 — Da-Lite Screens, Automatic Ticket 
Machines, Screen coating. WE PAY PARCEL 
POST AND EXPRESS ON ALL THE ABOVE 
SUPPLIES TO ANY THEATRE IN THE 
UNITED STATES.— W. TROUT THEATRE 
SUPPLY, Box No. 499, ENID. OKLAHOMA. 
(Branch). • 

LENSES, CONDENSERS & SHUTTERS— Sun- 
Ray Condensers, any focus, Piano each $1.02 — 
Menicus or Bi Convex, any focus, each $1.45. Cine- 
phor Projection Lenses, any focus, Quarter size 
$28.75 ; Half size $53.25. The New Double Disc Shut- 
ter catalogue and free trial catalogue and prices sent 
free on request. Powers, Simplex Intermittent 
sprockets, each $3.95 ; Edison & Motiograph $4.22 
each. Takeup and Feed sprockets, each $2.78. 
CASH MUST BE SENT WITH ALL ORDERS. 
Sent Postage Prepaid. W. TROUT THEATRE 
SUPPLY, ENID, OKLAHOMA. "The Reliable 
Theatre Supply House." 



Slides & Announcement 



RadiO-; 



■\w-Mat 

PATENTED 



WHITE, AMBER 



At your Deal<JT. 



is the Stationery of the Screen 



WORLD'S LARGEST EXCLUSIVE AMUSEMENT TICKET PLANT • TWENTY- EICHT YEARS EXPERIENCE AT YOUR SERVICE 

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CHICAGO, ILLINOIS ^"-*^ best eor the lease money quickest dll'ivery correctness guaranteed 



The two words — 

"EASTMAN" 

and 

"KODAK 

— in black letters in the film margin, 
identify the release print on Eastman 
Positive Film, the film that carries 
quality from studio to screen. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 




Oh what a Romeo 1 
And oh baby, what a 
Juliet! 



Mack Sennett 



presents 



Ben Turpin 



in 



"ROMEO AND JULIET 

A Two Reel Comedy 

1st Release, 3rd Series, Ben Turpin 

A cross-eyed hero in love; a heart-sick swain singing 
his swan song to his lady love, while the chandeliers 
shake ; a dizzy vamp catching his heart on the re-bound 
and making him lie down and roll over. 

The gent with the inverted eyes sure knocks 'em cold 
in this one. Turpin is Turpin, and there are no come- 
dies like the Turpin comedies. 

If you look you'll book. 

Pafhecomecfr 



TRADE 




se 20 -cents September 13, 1924 











NEW EQUIPMENT IS HALF THE BATTLE 

AUR Modern Theatre Section will keep 
you posted on the very best practice 
in theatre equipment and sources for 
filling your needs. 

It is the Blue Book of the Equipment 
Trade giving information on any phase, 
appearing in the first issue of every 
month. If you are seeking information 
regarding ANY EQUIPMENT write us 
and we will give you full details. 

Use it more and appreciate its true value. 

Modern Theatre Section 

EXHIBITORS TRADE REVIEW 

1 


.' 

t 




* ....... 

7 ' :;: 





Published weekly by Exhibitors Review Publishing Corporation. Exe cutive, Editorial Offices 45 West 45tb St., New York Citq. Subscription 
$2.00 year. Entered as second-class matter Aug. 25, 1922, at postoffice at East Stroudsburg, Pa., under act of March 3, 1879. 



CLfinoiinced 

t—Rin-Tin- Tin in "Find 

Your Man" 
2—« 'The Lover of Camilte" 

{"Deburau") 
B— "The Age of Innocence" 

4— "Recompense" (Sequel 
to "Simon Catted Peter") 

5— "The Dark Swan" 

6— « The Eleventh Virgin" 

7— ~"A Lost Lady" 

8— "Eve's Lover" 
9^"Thi$ Woman" 



A Second 



u 



Tte Nargow Street' 
WThe Dear Pretender" 
12—ffin-Tin-Tmin"The 
Lighthouse by the Sea" 
Ernst Lubitsch' s 

"Three Women" 

14— "How Baxter Butted In" 

15— "My Wife andf 

16 — "Broadway Butter My" 

17— "The Bridge of Sighs" 

7* ■-■ • - — ■ ■- 

IB 




LUBtTSCH 

PRODUCTION 



Following the recent completion of "Three Women/' 
Ernst Lubitsch Immediately began his quest for a second big 
story with which to complete his repertory of Warner 
"Classics" for the 1924-25 season to be known as ERNST 
LUBITSCH INDIVIDUAL PRODUCTIONS, 

Having first set a new standard in directorial dexterity 
with -"The Marriage Circle," followed now by the equally 
magnificent production of "Three Women," Lubitsch, master 
director that he is, was confronted with the necessity of find-' 
ing a subject possessing not merely the possibilities of good 
entertainment, but the essentials of a super production. Ernst 
Lubitsch would no more undertake the mediocre in Motion 
pictures than Paderewsky would essay a price of ragtime on 
the piano. 

Thus actuated in his quest for a suitable subject, Lubitsch 
carefully considered several big stories, one of which he chose 
for his second picture. That choice made, this marvel of 
dramatic construction how is at work on a production which 
is certain to again Inscribe his name in the Motion Picture 
Hail of Fame. 

Save TWENTY dates for the new Warner TWENTY. 



Page 2 



Exhibitors Trade Review 





SOL LESSER presence 



Harold Bell Wridhf 

FINE ADVENTURE ROMAN^^^^MHl^^ 




MINE WITH . 
THE IRON DCOR 

PUBLISHED BY D.APPLETOIM &>CO. . — • 2COQOOO COPIFS fcfH n 



Directed by SAM. WOOD 

WITH 

PAT dMALIXY, DOROTHY MACKAILL, ROBERT W. 
FRAZER, MARY CARR, CHARLES MURRAY, BERT 
WOODRUFF, CREIGHTON HALE, MITCHELL LEWIS 
AND RAYMOND HATTON. 




MARY CARR 

(MOTHER BURTON) 



MITCHELL- LEWIS 

(SONOR*. JACK) 



RAYM ON D HATTO N 

(th^ lizard) 



( M dads' y^^^^Jjjg!^^ 

CHARLES MURRAY AND 
BERT WOODRUFF 



September 13, 1924 



Page 3 




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Page 4 



Exhibitors Trade Review 



V 



IN YOUR LOBBY 




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Fame! Sometimes it's built of rock and 
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Produced 

Under the personal 
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JACK 
COOGAN, sr. 




Page 6 



Exhibitors Trade Review 



TWENTY 
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Clip the coupon and check up on your coin with — 

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CLIP 

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71 HE essential elements of a real box office success are a real star, a great 
story and a master director. Here is a production that combines these 
three elements to a marked degree. 

In selecting a vehicle for Miss Compson, one of the greatest drawing cards 
on the screen, prime consideration was given to a story and a role that would 
give this brilliant actress ample opportunity to exploit her magnetic personality 
and artistry. 

Love interest, intrigue, fast action that leads to a powerful climax, with a 
background of mystery baffling in its complexity, and built up as only the crafts- 
manship of a master director can, combine to make this a wonderful production 
for Miss Compson. And the exotic scenic investiture of the Everglades of 
Florida, add beauty and glamor to the production. 

The play is based on the widely read novel of the same name by Hulbert 
Footner, published by George H. Doran Company. 

The director is Harmon Weight, who directed George Arliss in his greatest 
screen successes, "The Ruling Passion" and "The Man Who Played God." 

The cast includes John Davidson, who plays the arch villain in support of 
Rudolph Valentino in "Monsieur Beaucaire," Robert Lowing, William Black, 
Dan Duffy and others equally well known. 




This production is made by Til ford Cinema Corporation, which produced 
"Miami," starring Betty Compson, and "Another Scandal," starring Lois Wilson. 



Foreign Distributor: Wm. Vogel Dist. Corp. 



or 



SEASON 1924-1925 THIRTY FIRST-RUN PICTURES 



SCORES BIG AT 
WARFIELD" 

said SAN FRANCISCO NEWS- 

'--pure entertainment from beginning 
to end" — said The Bulletin 



— audience accepted it with every indication 
of enjoyment"— said Call and Post 

% audience enjoyed it hugely, and many exclama- 
tions of praise were overheard- said Daily Herald 

—highly interesting"— said Examiner 

-As California {foes- so will £o the 

country when they see 



and this is only one of the many big hits that 
io with that FIRST NATIONAL Contract 



i. 




September 13, 1924 



©C1B624679 e ^ 



Page 9 



EXHIBITORS 

trade RE VI EW 

We Business Taper of the Motion Before Industry 

WILLARD C. HOWE, Editor 

H. K. CRUIKSHANK, Associate Editor 

LEN MORGAN, News Editor 
GEORGE T. PARDY, Reviews Editor 

EDDY ECKELS, General Manager 
J. A. CRON, Advertising Manager 



CONTENTS 

A 

September 13, 1924 

EDITORIAL FEATURES 

Associated Ad Clubs Cooperate . . : 12 

Editorial Pages 24 

FEATURES OF THE NEWS 

Pathe Review Announces Changes 15 

Chadwick Closes Territory l 16 

Universal Winners 17 

Record Month 17 

Illinois Hit By Depression 18; 

Principal Is Busy 19 

Production Highlights 22 

PICTORIAL PRESENTATIONS 
The Lover Of Camille Frontispiece 

REGULAR DEPARTMENTS 

Big Little Features 30 

Tried And Proved Pictures , 47 

Exhibitors Round Table 51 

Equipment Notes , 55 



Copyright 1924 by Exhibitors Review Publishing Corporation. 
G&. C. Williams, President; Willard C. Howe, Vice President: 
F. Meyers, Treasurer; M. M. Fernsler. Executive and Editorial 
offices: Hearn Building. 45 West Forty-fifth street, New York- 
Telephone Bryant 6160. Address all communications to Execu- 
tive Offices. Published weekly at East Stroudsburg, Pa., by Exhibitors 
Review Publishing Corporation. Member Audit Bureau of Circulations. 
Subscription rates, postage paid, per year United States $2 ; Canada 
$3; Foreign $6; single copies 20 cents. Remit by check, money order, 
currency or postage. 

WEST COAST REPRESENTATIVE. GRACE M. 
ADAIR, 1606 HIGHLAND AVENUE. HOLLYWOOD 



HAT'S INTAEAU) 




STATION E. T. R., 
45 W. 45th Street, 
New York, broad- 
casting some pithy 
paragraphs for your 
leisurely perusal. Some 
one of them may con- 
tain an * v idea that will 
repay you for the time 
spent reading the col- 
umn. 



Will Hays says it is not so much the 
length of the step that counts but the 
direction in which it is taken. So watch 
your step. Be sure every move you 
make takes you a little nearer to your 
ultimate goal. 



By a turn of the wheel of Fate you 
may lose much, but if you retain your* 
courage the next spin may put you 
back on top of the heap. No man is 
ever beaten until he quits trying. 



Courtesy is the first essential to 
success. It is the cheapest advertis- 
ing in the world, and it pays best. 
You can clip coupons from courtesy. 



Decision brings accomplishment. Its 
lack means death to all progress. Re- 
view your problem from all angles, de- 
cide what to do, and stick to your de- 



Determination is not stubbornness. A 
mule is stubborn, but a determined man 
possesses strength of mind, steadfast- 
ness of purpose, energetic manliness 
and moral courage. 



If you expect occasional disappoint- 
ments you will not be disappointed 
when they come. And if you do 
business on the idea of giving the 
world a fair return for what you take 
from it, again you will not be dis- 
appointed. 



Don't darken your day dreams. They are 
the pinnacles of dazzling light that illuminate 
your hdipes. And you can make them all 
come true. 



For the most learned men education 
never ends. They discover new truths 
each day in unexpected places. You 
can learn something from everybody. 
And each bit of knowledge laid away 
in your mental storehouse will some 
day stand you in good stead. 



I 
1 
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K. 

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Page 10 



Exhibitors Trade Review 




Monte Blue and 
Marie Prevost head the 
brilliant cast, supported 
by W illar d Louis, 
Pierre Gendron, Wini- 
fred Bryson, and Rose 
Dion?. 




The screen play gives a vivid version of 
Sacha Guitry's romantic drama. The story 
is beautifully told of the love of Jean 
G a s p a r d Debureau, 
France's greatest pan- 
tomine actor, for Marie 
Duplessis, the "Lady of 
the Camelias." The title 
role requires excep- 
tional histronic art — 
and Monte Blue plays 
the part with both un- 
derstanding and rare 
ability. 



To Harry Beaumont's exceptional 
artistry is due the successful direction 
of the picture. 




"The Lover of Camille" 

In Warner Bros. Adaptation of Belasco's Stage Success, Monte Blue 
Gives a Finely Shaded Performance 



September 13, 1924 SEP "8 



Page 11 



EXHIBITORS 

CTrade REVIEW 

%e Business Thper of the Motionftcture Industry 

NEWS AT A GLANCE 

Shawnee, Oklahoma, has won a fight for Sunday pictures. King-fisher, Oklahoma, 
lost Sunday pictures, which was decided by a special election. 

Exhibitors in Minneapolis are having trouble with the stage hand union, whose members demand one 
day off each week. The exhibitors claim it is impossible to meet this demand. 

The North Carolina M. P. T. O. will hold its mid-Winter meeting in Charlotte on December 9-10. 

W. A. Steffes, head of the Allied group of motion picture theatre owners, announces that he will not 
consider an extention of office, but will retire at the meeting to be held in Kansas City on 
September 22. 

'i 

Nicholas M. Schenck denies the report that the entire Metropolitan Loew Circuit had increased 
admission prices. A few scattered houses have increased five cents. 

The Chelsea theatre, Boston, suffered a $20,000 loss in a fire that occurred September 3. A fire 
started in the booth and caused a loss of $5,000 and after the firemen left the scene the 
blaze started again. 

Niagara Falls exhibitors have reached an agreement with theatre musicians. 

At a special election held in Superior, Mich., the voters defeated the Sunday opening by 113 votes. 

The Shea corporation, of Buffalo, will erect a new theatre in that city. The structure will cost 
$1,000,000 and will have a seating capacity of 4,000. 

Over 3,000 persons were present at the ball which closed the Greater Movie Season celebration in 
Los Angeles last week. Milton Sills was official greeter. 

A group of Hollywood producers are dickering with the Curtiss Aeroplane and Motor Co., for 
its huge hangers in Garden City. The hangers would be converted into studios. 

R. Tcherrasy, Point Richmond, Cal., exhibitor, has been named Commissioner of Parks and Play- 
grounds of that city. 

Equipment dealers in Kansas City, Oklahoma City and Dallas are forming an inter-state organization 
for ultimate affiliation with the M. P. Equipment Dealers of America. 

Kansas City exhibitors and operators have reached an agreement regarding the wages scale and hours 
for the next year. 



Page 12 



Exhibitors Trade Review 



Associated Advertising Clubs Co-operating 
With Hays to Discourage Frauds 



THAT Will Hays, president of the 
Motion Picture Producers & Dis- 
tributors of America, Inc., is de- 
termined to weed out the fraudulent 
workers in the motion picture industry, 
is shown in a report issued by Lou E. 
Holland, president of the Associated 
Advertising Clubs of the World, in 
which he gives an outline of the work 
accomplished by his organization in co- 
operation with the Hays office. 

The National Vigilance Committee is 
a branch of the National Advertising 
Clubs of the World and it has devoted 
its time and energy to investigating 
shady stock schemes and exposing 
fakers. 

The following report is from 
the National Vigilance Commit- 
tee, which is affiliated with Mr- 
Holland's organization : 

The rapid development of the 
motion picture industry to its 
present status as one of the larg- 
est in our national life is worthy 
of consideration by all business 
men. Its relation to the civic 
activities of practically every vil- 
lage, town and city is very close. 
The popularity which it has 
achieved through its ability to en- 
tertain and instruct the great 
masses is outstanding. All 
classes of citizens are interested 
in motion pictures, because their 
appeal is universal. 

In its commercial and financial 
phases, the industry has been rec- 
ognized as a business which has 
come to stay. Its history has many 
analogies with the growth and develop- 
ment of our older industries which in 
their turn were improperly exploited by 
promoters. Today, the motion picture 
business, when properly and efficiently 
conducted by experienced management, 
is a safe and sane investment receiving 
the support of banking and other finan- 
cial institutions. 

TRADING upon its inherent quali- 
ties and wide appeal, imposters are 
attempting to defraud the public 
through misleading references to the 
success which has accompanied the 
growth of the industry. Quite unwit- 
tingly, the valued endorsement of va- 
rious Chambers of Commerce through- 
out the country has been given to the 
promoters of certain motion picture 
enterprises which not only do not de- 
serve such support, but, on the contrary, 
should be most heartily condemned. 

From time to time, notice reaches us 
of cases where the local Chamber of 



Commerce instead of -protecting its 
community has been placed in a position 
of embarrassment upon the subsequent 
discovery that the motion picture pro- 
motion so enthusiastically endorsed was, 
in fact, a "South Sea Bubble." 

There is nothing particularly new or 
startling in the statement that many 
citizens have been victimized by un- 
scrupulous promoters, but you should 
know of this new and unwilling consort 
of the promoter — motion pictures. This 
great industry is now receiving the un- 
flattering attentions of promoters, pre- 
viously bestowed upon the automobile, 
oil and other older industries. 

With the acceptance by Will H. Hays 



A COMBINED effort is being made by Will Hays 
and the Advertising Clubs of the World, through 
the National Vigilance Committee, to stamp out frauds 
in the picture industry. In the accompanying article 
it is well pointed out how susceptible are many sound 
business men when a promoter talks in glowing terms 
of money to be made and the possible appearance of 
the business man's daughter as a screen star. 
The promoter has many angles of approach and 
usually unloads on an unsuspecting community. 

With the present drive under way it is quite likely 
the shady salesman will be put out of business in this 
field and the industry will be held in higher esteem by 
the country at large. 

When the wildcat promoters have been smoked out, 
it will give an opportunity for legitimate picture ven- 
tures to expand and proceed with the great work of 
producing pictures. 



of the high executive position of Presi- 
dent of the Motion Picture Producers 
and Distributors of America, Inc., the 
public very generally began to "clear" 
through his office its complaints and 
criticisms with regard to sharp prac- 
tices being employed by certain stock 
promoters, acting schools and scenario 
schools. In order that the best attention 
and the most expert handling of such 
complaints might be obtained, Mr. Hays 
sought and obtained the services of the 
National Vigilance Committee of the 
Associated Advertising Clubs of the 
World, and the Better Business Bureaus 
in the leading cities of the country, 
which are affiliated with the National 
Vigilance Committee. 

DURING a recent conference with 
Mr. Hays, he outlined the situa- 
tion to me as follows: 

"The members of our Association," 
said Mr. Hays, "in common with re- 
sponsible leaders in the older industries, 
are jealous of the good name of the 



motion picture business. This Asso- 
ciation's chief function is to maintain 
the highest possible moral and artistic 
standards in the production of motion 
pictures. Coupled with our intention to 
keep our own house in order is our de- 
termination to bring to the attention of 
those primarily concerned, such activi- 
ties which indicate a lack of considera- 
tion of the best interests of the public. 

"In our wish to be helpful to the 
public, we naturally turn to those recog- 
nized agencies whose major activity is 
that of preserving the integrity of all 
industrial and commercial pursuits by 
preaching the doctrine of 'Truth in Ad- 
vertising.' 

"We will pass on to the Na- 
tional Vigilance Committee and 
the various Better Business Bu- 
reaus those complaints which 
come to us for such action as 
they may deem advisable to pro- 
tect the public along the same . 
lines that they have successfully 
employed in the many other in- 
dustries which have suffered 
from the activities of the incon- 
siderable minority which always 
attach themselves like leeches to 
every legitimate enterprise. 

"The industry is receiving, in 
increasing measure, substantial 
support from the press in warn- 
ing the public about frauds, and 
the co-operation of the various 
Chambers of Commerce is desir- 
able and necessary." 

The work of the fraudulent 
movie promoter is virtually standardiz- 
ed in obtaining the support of the 
Chambers of Commerce. He enters a 
city and visits one of the leading citi- 
zens who has a more or less attractive- 
looking daughter. He tells the citizen 
that his company is going to make this 
particular community its home. The 
climate is ideal and the scenery is won- 
derful. Local talent will be used ex- 
clusively, says the promoter. 

WHEN the Chamber of Commerce 
meets at its next regular lunch- 
eon, it is the prominent business man 
and member in good standing of the 
Chamber of Commerce who gets up and 
proposes that the citizens back the new 
motion picture enterprise which, he 
says, "will bring untold wealth, adver- 
tising, publicity and prestige to our fair 
city." 

The promoter is the guest of honor 
and he remains silent while the leading 
local orators promote each other on his 
idea. 



■ 



September 13, 1924 



Page 13 



OTHER leading business men of the 
community have more or less tal- 
ented sons and daughters, and even 
wives, and it is no great task for the 
fraudulent movie promoter to unload 
his worthless stock on an unsuspecting 
community. Conditions are more fa- 
vorable to a movie promoter than to 
any other type of fraudulent stock sales- 
man. Movie fans, especially women, 
feel that they are an integral part of the 
motion picture industry. They go fre- 
quently to see their favorite screen ac- 
tor or actress and in this manner, to 
their own way of thinking, they become 
a part of the industry itself. 

Therefore, the fraudulent promoter 
finds it an easy task to unload stock in 
a company that never intends to market 
its product and could not market it 
were it capable of filming a story. The 
oil promoter does not have the psychol- 
ogy of a beautiful daughter in his favor. 
The staid business man can see no ro- 
mance in placing a beautiful daughter 
on an oil derrick, but he does fall, and 
falls hard, for the prospect of seeing 
his daughter on the silver screen. 

The three leading branches in which 
the majority of fraudulent promotions 
and advertising is being perpetrated in 
the motion picture industry include 
stock promotions, scenario schools and 
acting schools. 

In regard to fraudulent promotions it 
is safe to say that a producer who is 
seeking funds to finance the production 
of a picture or pictures, cannot offer a 
safe investment unless he can show a 
"releasing contract" for his picture 
when completed. Unless proper ar- 
rangements for distribution of the pic- 
ture after its completion have been 
made, there is small possibility of an in- 
vestor getting back the cost of the pro- 
duction, to say nothing of the prospect 
of obtaining a profit. 

SCENARIO schools predicate the 
selling of their service on the 
theory that individuals can be taught to 
write scenarios which will be accepted 
by producers of motion pictures. For 
this service they charge from $25 to 
$150. Scenario writing is not depen- 
dent upon instructions for success, but 
upon ideas, intelligence and imagina- 
tion. A scenario can be written on r 
cuff. The development of this scenario 
by the motion picture producer may be 
a very complicated process, as is the 
case. There have been isolated cases 
where students of such schools have had 
their scenarios actually produced, but 
this outcome has been brought about by 
intense, study on the part of the student 
and not by the payment of money to 
the scenario school. 

Certain agencies which hold out pros- 
pective employment in motion pictures 
to the general public, state that such 
employment may be obtained by taking 



the acting course which they offer at a 
price. The producers have undertaken 
to state that none of these agencies has 
any influence in the matter of obtain- 
ing positions for their "students." 

There is a distinct surplus of appli- 
cants for minor roles in pictures and 
the only way in which employment can 
be obtained is by registering with the 
casting director at the various studios. 
Careful investigation by the producers 
has disclosed the fact that these schools 
do not serve any useful purpose. 

In handling these situations, it is im- 
portant that local Chambers of Com- 
merce and similar citizen-organizations 
co-operate with us and, further, keep in 
close contact with the newspapers in 
their communities. Newspapers can be 
of great service in confining their coi- 
ums to the publication of items and ad- 
vertisements concerning propositions 
which have stood the test of investiga- 
tion. 

National Vigilance Committee. 



GOTHAM SALES 

Samuel Sax, president and general 
manager of Lumas Film Corporation, 
distributors of Gotham productions, an- 
nounces the following sales closed last 
week : The entire series of six Special 
Gotham Productions consisting of "Un- 
married Wives," with Mildred Harris 
as the star ; "Black Lightning," "Wom- 
en and Gold," "The Night Slfip," "You 
Can't Fool a Woman" and "Every 
Woman's Secret," to the Federated 
Film Exchange of Boston, Mass., for 
New England. 



'BORDER RIDER' FOR 
ESSANAR FILMS 

Sierra Pictures has closed a contract 
with the Essanar Film Company to re- 
lease their series of western pictures 
starring Al Richmond, directed by 
Frederick Reel, Jr. 

The first picture to be released is 
"The Border Rider" with Eorraine 
Eason supporting Al Richmond. 




Claire Windsor, leading woman in Metro-Goldwyn productions, whom Ernest 
Linnenkamp, celebrated European artist has chosen as one of America's most 

beautiful fifteen. 



Page 14 



Exhibitors Trade Review 



Author's League Names Judges 
For Zukor $10,000 Prize 



T, HE Authors' League of America, 
which was designated by Adolph 
Zukor, president of the Famous 
Players-Lasky Corporation, to select the 
judges who will name the winner of the 
$10,000 prize offered by him "to the au- 
thor whose story or play makes the best 
picture," has announced the personnel 
of that board. The members are : 

Ellis Parker Butler, president of the 
Authors' League of America, Inc. 

Frederick Roy Martin, general man- 
ager of the Associated Press. 

Edward Childs Carpenter, president 
of the American Dramatists' Society. 

Charles Dana Gibson, famous Amer- 
ican artist. 

Elmer Rice, playwright and scenario 
writer. 

Mary Roberts Rinehart, novelist. 

Allan Dwan, motion picture director. 

Robert E. Sherwood, motion picture 
reviewer. 

George Barr Baker, who was chair- 
man of the International Congress of 
Motion Picture Arts held last summer. 

This offer by Mr. Zukor of a $10,000 
annual prize was announced at the first 
International Congress, which was held 
at the Waldorf Astoria Hotel in New 
York in June of last year. The offer 




Adolph Zukor, head of Famous-Players- 
Lasky Corp., who offered the $10,000 
prize for the best filmable story. 



was made through the Authors' League, 
under the auspices of which the Con- 
gress was held, and the prize will be 
awarded "to the author, either Amer- 
ican or foreign, whose story or play 
makes the best picture to be produced 
upon the screen and puLlicly exhibited 




In Famous Players-Lasky production of "Feet of Clay" Rod La Rocque is given an 
opportunity to express his real ability. The supporting players are "all-star." 



in a theatre during the year beginning 
September 1, 1923." 

In requesting the Authors' League to 
select the judges, Mr. Zukor suggested 
that the board include the president of 
the Authors' League, a newspaper edi- 
tor, a novelist, a dramatist and a mo- 
tion picture producer. 

The first year ended August 1, 1924. 
To give the jury time to judge the pic- 
tures and select the winner, it is an- 
nounced by the Authors' League that 
the award will be made during the 
Christmas holidays. 

Following are the rules formulated 
by the Authors' League of America for 
the guidance of the judges : 

First : The term "author" shall ap- 
ply to the person or persons so desig- 
nated in the main title of the positive 
print of the motion picture production. 

Second : The author must have been 
alive when the filming of the story was 
begun. 

Third : The production must have 
been made by an American company. 

Fourth : The committee of award in 
judging exhibited films will consider as 
its standard the effectiveness of the pic- 
tures as public entertainment. 

An indication of the interest which 
has been aroused by this contest is given 
by the flood of letters already received. 
Thousands have been sent in from all 
parts of the country and scores of pic- 
tures have been nominated. 

* # ■ # 

MONTREAL MUSICIANS 
WILL STRIKE 

The exhibitors of Montreal, Quebec, 
and the members of Musicians Protec- 
tive Association, Local 406, are in dif- 
ficulties over a disagreement with re- 
gard to wages and other conditions for 
the ensuing year, the musicians having 
flatly turned down the offer of the 
managers for the renewal of the past 
year's agreement, with some slight 
changes and calling a strike of all or- 
chestras in the city. 

A final meeting of the Montreal The- 
atre Managers Association with the 
musicians was held August 28 but the 
two sides failed to reach a settlement, 
although the managers offered a small 
increase to those employed in theatres 
which do not operate regularly 
throughout the 52 weeks of the year. 
The musicians, it was announced, had 
demanded general increases of from 25 
to 30 percent more and these were not 
considered by the managers. Spokes- 
man for the managers was B. M. Gar- 
field, secretary of the Montreal Theatre 
Managers Association. 

At the same time, the Projection Ma- 
chine Operators of Montreal came to 
terms on the basis of last year's agree- 
ment, with advances in pay being ar- 
ranged for operators who are employed 
in small theatres. 



September 13, 1924 



Page 15 



Pathe Review Announces 
Change In Policy 



STARTING with the release on Oc- 
tober 5 of issue No. 40 Pathe Re- 
view will inaugurate a policy of 
unusual interest to every exhibitor and 
theatre manager of the country. During 
the five years of its existence Pathe Re- 
view has established a reputation as a 
composite reel of diversified entertain- 
ment admirably suited to "rounding 
out" the theatre program. 

The producers of Pathe Review have 
consistently pursued the policy of mak- 
ing the reel a medium of entertainment 
in which variety was the principal in- 
gredient. Every element in the average 
audience has been kept in mind and the 
appeal so diversified that no portion of 
an audience would be unsatisfied. Hu- 
man-interest subjects, science, inven- 
tion, industry, the home, the field of 
sport and adventures — all have been 
amply provided for in the Pathe Re- 
view and in so interesting and enter- 
taining a way as to win for this reel 
the name of "the Leading Screen Maga- 
zine." 

While retaining this quality of va- 
riety, Pathe Review, under the newly 
adopted policy, will take on an individ- 
uality and feature quality in each of its 
issues heretofore missing. This is to be 
accomplished by incorporating in suc- 
cessive issues of Pathe Review feature 
subjects. These feature subjects aggre- 
gating in most instances two and three 
thousand feet will be so divided as to 
admit of insertion as serial instalments 
in successive numbers of the Review. 
Thus a wide range of highly interesting 
feature subjects will be covered com- 
pletely and comprehensively instead of 



being dismissed with a brief presenta- 
tion of a few hundred feet. Accom- 
panying each instalment of the feature 
series will be two or three other sub- 
jects as heretofore. The new policy 
retains in composite form all the diver- 
sity of interest marking the Pathe Re- 
view formerly but lays special stress in 
both quality and length on one of the 
subjects presented in each issue. 

The program of releases has been ar- 
ranged so ■ as to provide the exhibitor 
with a different feature series each week 
over a period of a month. Under this 
arrangement the first instalments of 
four different feature series will be 
made available during the month of Oc- 
tober. The second chapters of each of 
the same four feature series will be re- 
leased during November, this plan of 
release being continued until each of the 
initial feature series is completed, when 
new features will be entered on the pro- 
gram. It is planned in this way to give 
the exhibitor a variety of feature sub- 
jects to select from in the course of a 
single month's time, with succeeding 
numbers of each feature series coming 
frequently enough on the release pro- 
gram to sustain interest. 

LOEW OUT OF OTTAWA 
AMUSEMENT FIELD 

During the night of September 1, 
Loew's Ottawa Theatre at Ottawa, On- 
tario, became Keith's Theatre, this 
marking the change in the control of 
the big Canadian house with Joseph M. 
Franklin, of Ottawa, as the new direct- 
ing head. 



The first film production to be pre- 
sented under Keith auspices was the 
Universal special, "The Rose of Paris," 
with Mary Philbin, this having been se- 
lected by Manager Franklin for the oc- 
casion. Incidentally, the price scale for 
the Keith Theatre has been raised 10 
cents, the new night price being 6*0 
cents. The programme includes a film 
feature, news weekly, comedy and six 
acts of vaudeville, three shows being 
presented daily. 

The acquiring of the Ottawa house 
marked the first big expansion of the 
Keith chain of theatres in Canada under 
the auspices of the new B. F. Keith 
Company of Canada, Limited, with 
headquarters in Montreal. Clark Brown 
of Keith's New York headquarters at- 
tended the opening on Labor Day. 

* * * 

MISS LA MOTTE SIGNS 
WITH VITAGRAPH 

Margurite de la Motte, who proved 
her charm and ability in "Behold This 
Woman" and who has just finished her 
work as the feminine lead in "The 
Clean Heart" has been engaged as the 
star of Vitagraph's December release, 
"The Beloved Brute." 

The wide diversity of the roles por- 
trayed in each of these three entirely 
dissimilar stories proves the versatility 
and ability of this charming young 
woman. In "Behold This Woman" her 
role is that of a modern snappy little 
flapper. As Essie Bickers in the 
Hutchinson story, "The Clean Heart," 
she is a sweet, credulous, innocent 
country lass who falls in love with 
Wriford, the editor turned teacher and 
who sacrifices herself for love of him. 

* * * 

BARTHELMESS PICTURES 
FOR FIRST NATIONAL 

First National last week signed a new 
contract with Richard Barthelmess, fol- 
lowing the renewal of his contract with 
Inspiration Pictures for a term of years, 
by which it obtains for distribution ad- 
ditional Barthelmess pictures. 

First National's former arrangement 
with the actor called for the delivery of 
three pictures. Under the terms of the 
new contract additional future pictures 
which he makes for Inspiration will be 
handled by First National. 

Barthelmess is now working on 
"Classmates," William DeMille's stage 
play which was a tremendous hit. 

* * * 

BROWNELL RETURNS 

John Brownell, Eastern scenario 
chief of F. B. O., has returned to his 
desk after a two months sojourn at the 
Coast, where he conferred with B. F. 
Fineman, F. B. O. production manager, 
and Edward Montaigne, Western scen- 
ario chief, regarding F. B. O.'s output 
for the fall and winter season. 




During the "Better Movie Season" parade in Los Angeles, Associated Exhibitors 
"Never Say Die" outfit took pictures along the line of march and showed them later 
in connection with the local presentation of Douglas MacLean's great comedy. 



Page 16 



Exhibitors Trade Review 




Dick Hatton and Marilyn Mills are seen in one of the tense moments of "H.orse 
Sense," with the trained horses Beverly and Star, in one of Arrow's great westerns. 

Warner To Complete 1924-5 
Schedule By February 



CHADWICK ANNOUNCES 
CLOSING OF TERRITORY 

Coincident with the return to the 
home office of I. E. Chadwick, Presi- 
dent of Chadwick Pictures Corporation 
this week, announcement is made by 
that organization that it has placed its 
product through Independent Ex- 
changes for the entire territory in the 
United States and Canada, — one of the 
most remarkable records of an indepen- 
dent producing and distributing organ- 
ization in years. 

Mr. Chadwick has been away for five 
weeks during which time he visited 
many important territories besides 
spending some time on the coast active- 
ly supervising production of his various 
units and upon the occasion of his re- 
turn to the New York office, announced 
that his company had closed for the 
distribution of the Chadwick Nine in 
the entire territory. 

Contracts were closed during Mr. 
Chadwick's trip with Oscar Oldknow 
of Southern States Film Co., Atlanta, 
Ga., for the entire southern territory 
consisting of eleven southern states. 
The Southern States Film Co. is one 
of the oldest and best known indepen- 
dent organizations in the south and be- 
sides their home office in Atlanta, main- 
tain exchanges in Dallas, Texas and 
New Orleans, La. ; Liberty Films Inc., 
1514 Davenport St., Omaha, Nebraska, 
secured the Chadwick Nine for Iowa 
and Nebraska, while Columbia Pictures 
Corporation, 3317 Olive St., St. Louis, 
Mo., acquired the rights to Chadwick 
pictures in Southern Illinois and Eas- 
tern Missouri ; the Western Film Ex- 
change of 2014 Third Ave., Seattle, 
Washington, secured the Chadwick 
Product for Washington, Oregon, 
Northern Idaho and Montana, while 
Independent Films Co., 117 West 17th 
St., Kansas City, Mo., closed for West- 
ern Missouri and Kansas. 




Alma Rubens and Frank Mayo, in a scene 
from Associated Exhibitors production 
"The Lawful Cheater." 



OF especial interest to the trade for 
the past ninety days have been the 
unusual activities on the Warner 
Brothers lot in Hollywood. With three 
and sometimes four companies working 
at the same time each week recently has 
brought the announcement that another 
production has been finished. And still 
the work goes merrily on. 

Not a little of the "high speed" has 
been expended on the completion of trie 
last four or five pictures on the 1923-24 
schedule, including "How to Educate a 
Wife," "Being Respectable," "Corner- 
ed," "Lover's Lane," and "The Tenth 
Woman." But even more important is 
the - progress which has been made on 
the productions scheduled for 1924-25. 

H. M. Warner, who is personally in 
charge of production at the Coast, is 
responsible for the statement that by 
February all of the twenty productions 
planned for 1924-25 will have been com- 
pleted and prints placed in the hands of 
the various distributors throughout the 
country. "Our big push— as big as is 
possible without sacrificing our high 
standards of excellence in production," 
he says, "is in accordance with a deter- 
mined pFn we have made which will be 
of great benefit to our distributors and 
the .exhibitors they serve in the future. 
About the first of the year I expect to 
be in New York in conference with my 
associates in the business with the 1924- 
25 stuff pretty well behind me and a 
mind clear for the consideration of what 
we will do in 1925-26. When I leave 



New York after that visit it is our in- 
tention to have these newer plans defin- 
itely formulated and immediately upon 
the completion of our 1924-25 pictures 
in February we will get under way with 
1925-26 productions. This will mean 
that a half a dozen or more pictures for 
'25-26 will probably be ready for ex- 
hibition before we even make any gen- 
eral announcement of what we are do- 
ing. 

It has been the life-dream of every 

producing and distributing company to 

get well ahead on production. Warner 

Brothers have formulated a definite and 

precise plan which will put this prize in 

their grasp — and their unusual activities 

recently would seem to indicate that 

they are going to make the grade. 
* * * 

ROBBERS GET CASH 
AND JEWELS 

Three robbers escaped with $1000 in 
cash and a diamond valued at $900 fol- 
lowing a daring hold-up of the Tivoli 
Theatre, 6340 Delmar boulevard, Uni- 
versity City, Mo., on Monday, Au- 
gust 25. 

A short time after the robbery Detec- 
tive Lieutenant William Murphy of St. 
Louis and his squad arrested Percy 
Fitzgerald, 30 years, 4011 Delmar 
boulevard, St. Louis, who later was 
identified as the driver of the car in 
which the robbers made their getaway. 
When arrested Fitzgerald had 451 in 
$20, $10 and $1 bills. 



September 13, 1924 

Universal Winners 

Leaders in Sales Competition 
To See Dempsey Fight 

About three months ago Carl Laem- 
mle, president of Universal announced 
that the Universal salesman in each di- 
vision who did the best work during the 
following three months would get a trip 
to New York rnd a ring-side seat at 
the Dempsey-Firpo or Dempsey- Wills 
prize fight. 

The three month's time limit was up 
recently and the winning men have 
been selected. Here they are : 

Division No. 1 — S. Liggett, of the 
New York Exchange. 

Division No. 2 — V. Bended, of the 
Albany Exchange. 

Division No. 3 — S. Wittman, of the 
Philadelphia Exchange. 

Division No. 4 — D. C. Stearns, of the 
Cleveland Exchange. 

Division. No. 5 — R. Winnig, of the 
Milwaukee Exchange. 

Division No. 6--L. Goldhammer, of 
the St. Louis Exchange. 




Bebe Daniels and Richard Dix are seen 
in a scene from Famous Players- Lasky 
Corp.'s production, "Sinners in Heaven." 

Division No. 7 — Cic Maurin, of the 
New Orleans Exchange. 

Division No. 8 — H. C. Simpson, of 
the Jacksonville Exchange. 

Division No. 9 — R. Cadman, of the 
Los Angeles Exchange. 

Division No. 10 — H. N. Hooper, of 
the Montreal Exchange. 

The offer of a trip to New York and 
to the prize fight was also extended 
to the th-ee men who could roll up the 
biggest percentage on the Jack Demp 
sey "Fight and Win" series and on 
Universal serials. Here are the win- 
ners of this competition : 

First — H. N. Hooper of the Montreal 
Exchange. 

Second — L. T. Britton of the New 
Haven Exchange. 

Third — W. F. LaSance of the Cin- 
cinnati Exchange. 

In addition to the fight trip, Hooper 




Colleen Moore, star in First National pro- 
ductions, soon to appear in "Sundown" 
snapped in an embarassing position. 

will get a bonus of $100 and a gold 
watch inscribed by Mr. Lae.nmle. Brit- 
ton will get a similar watch and La- 
Sance will get a bonus of $50. 

PARAMOUNT OPENS NEW 
OFFICE IN HOLLAND 

The opening of a new Paramount 
exchange in Amsterdam, Holland, on 
September 1, is announced by Josep'i 
H. Seidelman, assistant manager of the 
foreign department of the Famous 
Players-Lasky Corporation. 

M. Pezzaro, formerly connected with 
the Paramount exchange at Brussels, 
will be manager of the new office, which 
will be under the jurisdiction of 
Adolphe Osso of Paris, general man- 
ager of the company's French organi- 
zation. 

^ 5|s 

RAYART'S FIRST 

Rayart Pictures Corporation this 
week announces the completion of the 
first of a series of special productions 
for distribution on the Independent 
market, the first release being "The 
Street of Tears," a six-reel production 
directed by Travers Vale with a sup- 
porting cast including Tom Santschi, 
Marguerite Clayton, Barbara Tennant, 
Gordon Griffith and George MacQuar- 
rie. 

This. is the first of four productions 
to be distributed every three months 
through the Rayart offices. 



Page 17 

Record Month 

August Bookings for First 
National Bring Optimism 

First National officials are anticipat- 
; ng one of the most prosperous years 
in the history of the film industry. They 
base their optimism upon the volume 
of bookings which have been pouring 
into its office during late July and all 
of August, the greatest, for the time 
of the year, in the company's history. 

"Exhibitors recognize the high qual- 
ity of recent First National pictures," 
said E. A. Eschmann, General Mana- 
ger of Production, in commenting on 
the volume of summer bookings, "and 
all of them are holding time for our 
product. Our offices are swamped by 
the bookings pouring in. The volume 
of business is considerably in excess of 
that at this time of year for any other 
season in the history of First National. 

"Sizing up the situation as it is de- 
veloping in the booking situation in our 
own offices, the coming season is going 
to be a highly prosperous one — the most 
prosperous of any. Our list of Specials, 
such as 'The Sea Hawk,' 'Secrets' and 
'Abraham Lincoln,' have been exten- 
sively booked, and new contracts are 
coming in at a rapid rate. 

"Bookings on the rest of our product, 
designated ,by; us as Pace Makers, be- 
cause of our confidence that their qual- 
ity will set the pace for the industry 
for the comings year, are also greatly 
in excess of previous summers, and in- 
creasing in volume daily. 

* * * 

TAX STILL ON 

At the 'general election held in South 
Carolina, no action was taken to re- 
move the 10 percent tax imposed by 
the State. The exhibitors are now lin- 
ing up for a battle at the first general- 
assembly to have the measure repealed 
and many legislators are with the ex- 
hibitors in the movement. 




Dagmar Godowsky and Edwin Carewe, in 
Asso. Exhibitor's "The Price of a Party." 



Page 18 



Exhibitors Trade Review 




SOUTHERN ILLINOIS 
HIT BY DEPRESSION 

Financial ruin is faced by many mo- 
tion picture theatre owners in Southern 
Illinois. Many houses have already 
closed down — about one-third of the 
260 houses in the coal fields adjacent to 
St. Louis are dark — others are playing 
but part time, one, two or three nights 
a week. 

For weeks and months the large 
mines of that territory have been closed 
completely or working but part time. 
Thousands of miners have left the dis- 
trict to work in other fields or in dif- 
ferent lines of work. 

The miners who have remained 
haven't seen any real money since early 
last spring. They have been living on 
credit at the corner store and by rais- 
ing vegetables and chickens for their 
table use, and have no surplus cash to 
visit picture shows. 

Banks of that section have extended 
all the credit possible to merchants who 
are loaded down with I. O. U.'s of the 
idle miners. Picture houses built to 
seat 20C0 and more persons play to 50 
or 100 per night. Not enough to pay 
the help without considering invest- 
ment, etc. 

Will Hays or someone is needed to 
solve the problems of the exhibitors of 
the territory. The general depression 
in the coal fields has naturally had its 
effect on the business of the various 
exchanges in St. Louis. You can't cut 
off one hundred theatres from a terri- 
tory without feeling the effects. 

* * * 

F. B. O. OPENS OFFICES 
ON CONTINENT 

Fdna Williams, foreign sales man- 
ager of F. B. O., was sent abroad by 
the organization early in May for the 
purpose of making a survey of condi- 
tions affecting the industry in the va- 
rious foreign countries. After a short 
stay in London, she proceeded to the 
Continent, where, after an extensive 




Elinor Glynn takes more than a passing 
interest in the filming of the Metro pro- 
duction of her successful novel "His Hour." 



study of foreign film conditions, she 
realized that the time was ripe for open- 
ing permanent offices in the more im- 
portant film centers. 

She made Paris her headquarters, 
and is at present arranging for opening 
an office in that city, which will take 
care of F. B. O. sales in Southern and 
Eastern Europe, as well as in Asia 
Minor. After the completion of her 
work in France, Miss Williams plans 
to go to Berlin, where another office 
will be opened to take care of the entire 
Central European territory, including 
Russia, which is beginning to open up 
at this point. 

* * * 

SEPTEMBER RELEASES 
FOR PROD. DIST. CORP. 

Four widely different subjects will 
be released this month by Producers 
Distributing Corporation. Two of these 
will be Regal Pictures productions from 
the Thos. H. Ince studio. One is a 
Tilford Cinema Corporation subject 
produced at Miami, Florida, and one 
is a Frank Woods production from the 
Peninsula studios in San Francisco. 

First on the list of September re- 
leases is "Ramshackle House" starring 
Betty Compson. 

"Barbara Frietchie," starring Flor- 
ence Vidor and Emund Lowe is the 
second September release. This is a 
lavish picturization of Clyde Fitch's 
famous stage success produced by Regal 
Pictures, Inc. 

"Chalk Marks," the picturization of 
Frank Woods' life-long study of hu- 
manity is scheduled for release on Sep- 
tember 14. 



The first of the Jacqueline Logan 
features, "The House of Youth," will 
be released on September 28. 

* * * 

'SPEED SPOOK' CLOSES 
MORE TERRITORY 

The latest sale on "The Speed 
Spook," Johnny Hines' latest feature is 
to Ludwig Film Exchanges, Film Build- 
ing, Milwaukee, Wisconsin, for the 
Wisconsin territory, according to C. C. 
Burr. This sale was consummated by 
Sales Manager W. Wilkerson, who is 
making a trip around the country in 
behalf of "The Speed Spook" and the 
two other Johnny Hines features, "The 
Early Bird" and "The Crackerjack." 
This sale brings the total territory sold 
close to the high-water mark, and it is 
C. C. Burr's opinion that within the 
next two weeks all of the remaining ter- 
ritories will be closed. 




Director Harry Beaumont r'hearses a 
scene for Warner Bros.' "Babbitt," and 
Raymond McKee receives special orders. 



September 13, 1924 



Page 19 



Principal Is Busy 

Sol Lesser On Coast Speeding 
Production of Features 

SOL LESSER, president of Prin- 
cipal Pictures Corporation, is 
looking for stories with big dramatic 
power, a strong, sweet love interest and 
comedy devoid of any suggestion of 
vulgarity. He made this known before 
the opening of the semi-annual meet- 
ing of Principal Pictures Corporation 
at the Principal studios, 7250 Santa 
Monica boulevard, this week. His ideas 
are backed up by his brother, Irving 
M. Lesser, vice president of Principal, 
and M. J. Rosenberg, secretary of the 
organization. 

Irving Lesser went to the Coast 
especially to attend the semi-annual 
meeting, at which Principal's pro- 
gramme for the next six months will 
be mapped out. 

"Our programme for the 1924-25 
season has shown that we were right in 
our judgment of that season," said Sol 
Lesser. "Principal's 'When A Man's 
A Man,' released by First National, 
has been one of the big successes of 
the year. Then came Baby Peggy in 
'Captain January,' which is doing a 
more than satisfactory business every- 
where. Besides these we have a group 
of pictures known as Principal's Big 
Six, which have scored heavily every- 
where. These productions are 'Listen 
Lester,' from John Cort's famous stage 
success ; 'Daring Youth,' starring Bebe 
Daniels; Daughters of Pleasure,' star- 
ring Marie Prevost and Monte Blue ; 
'The Good Bad Boy,' 'The Masked 
Dancer,' with Helene Chadwick and 
Lowell Sherman and 'Girls Men For- 
get/ with Patsy Ruth Miller, Johnny 
Walker and an exceptional cast. 

"Principal's next great production 




Larry Semon does some excellent clown- 
ing in his first feature length comedy, 
"The Girl in the Limousine" for Firs. Nat 1. 



will be Harold Bell Wright's 'The 
Mine With the Iron Door,' one of the 
world's best sellers. That will be fol- 
lowed by Wright's 'The Re-Creation 
of Bryan Kent." 

* * *■ 

'PRICE OF A PARTY' 
FOR SEPTEMBER 

■ Associated Exhibitors announces this 
week that the third week in September 
has been set for the release of the 
Howard Estabrook production "The 
Price Of A Party." 

The story is from the pen of Wil- 
liam McHarg and appeared in the Cos- 
mopolitan Magazine. At the time of 
its publication it was heralded as one 
of the ! est fiction stories of the year. 
In keeping with the class of the story 
Director Charles Giblyn surrounded 
himself with a cast of names that 
sounds like "Who's Who In Filmdon." 



Eastman Week 

Second Anniversary of Magnifi- 
cent Rochester, N. Y., Theatre 

HP HE Eastman Theatre, Rochester, 
-■- N. Y., is celebrating its second an- 
niversary this week with the presenta- 
tion of "The Covered Wagon," shown 
first run at regular motion picture 
prices. 

Since the doors of the Eastman were 
opened two years ago nearly 4,000,000 
people have attended its performances, 
which include six days each week of 
motion pictures and one day of con- 
cert. The Eastman Theatre orchestra 
of 68 musicians has given a great stim- 
ulus to musical interest in the city and 
is rapidly building up a big public for 
the symphony concerts which are given 
in the fall, winter and spring. The 
theatre orchestra is the nucleus of the 
Rochester Philharmonic Orchestra, 
which gives these concerts and which 
made such a fine impression when it 
was heard at Carnegie Hall last April. 

An interesting demonstration of pub- 
lic taste in pictures, at least in Roch- 
ester, is furnished by the report of the 
ten best-drawing pictures, only one of 
which, "Black Oxen," could be char- 
acterized as a sex picture. 

The ten most popular pictures, in 
their order follow : Harold Lloyd in 
"Why Worry" ; Jackie Coogan in "The 
Boy of Flanders" ; "The Hunchback of 
Notre Dame"; "The Eternal City"; 
Harold Lloyd in "Girl Shy"; Lillian 
Gish in "The White Sister;" Corrinne 
Griffith in "Black Oxen" ; Norma Tal- 
madge in "The Song of Love" ; Ramon 
Novarro in "Scaramouche" with Mary 
Pickford in "Rosita" and Gloria Swan- 
son in "Bluebeard's Eighth Wife" 
dividing honors for the tenth position. 



I 




Harold Bell Wright's fine romance of adventure, "The 
Mine With the Iron Door" has been filmed by Prin- 
cipal Pictures. Dorothy Mackaill plays the heroine role. 



Sam Woods has taken such infinite pains with his production 
of "The Mine With the Iron Door," that we must concede his 
true genius. Pat O'Malley and Dorothy Mackaill are starred. 



Exhibitors Trade Review 




On the lot at Universal City, Carl Laemmle, Fred Nixon-Nirdlinger of Phila- 
delphia, and Mrs. Mastbaum, mother of Jules Mastbaum, of the Stanley Circuit. 



Pag 20 

FAMOUS TITLES UNDER 

SELZNICK BANNER 

THE Selznick Distributing Corpora- 
tion announced that for the season 
of 1924-1925, it would have on its list 
at least twenty-six feature releases, 
and indications pointed to an even lar- 
ger number. 

These features, it was stated, are to 
be released in the order of their com- 
pletion, following the policy of the or- 
ganization that no production, however 
pretentious or elaborate it is, shall be 
held back from regular release through 
the regular film channels, but shall be 
offered at once to the exhibitor. 

Among the releases listed are : "The 
Passionate Adventure," starring Alice 
Joyce, supported by Marjorie Daw and 
Clive Brook, a finished print of which 
has just arrived from England, where 
it was made under personal super- 
vision of Myron Selznick. It is a 
Gainsborough Picture, directed by 
Graham Cutts. 

"The Greatest Love of All," also in- 
cluded in the Selznick releases, is a 
starring vehicle for George Beban, who 
does some extraordinary sympathetic 
acting in it. 

"The Bowery Bishop," a Rellimeo 
Production, stars Henry B. Walthall, 
supported by Edith Roberts, in a vivid 




W. F. Clarke, of Cranfield and Clarke, 
who have just taken over distribution 
of Hepwcrth's productions in America. 

melodrama, made under the super- 
vision of Grace Sanderson Michie. 

"Passions of the North," which has 
just been acquired for Selznick release, 
is an out-of-the-ordinary picture in 
more respects than one. It was ac- 
tually filmed under conditions of ex- 
treme hardship and danger, on the 
bleak Tibetan plateau, within a short 
distance of Mt. Everest, highest peak 
in the world, where a party of explor- 
ers recently lost their lives. It is a 
drama of elemental emotions, with 
thrilling snow and storm scenes, and 



rare shots of wolf packs on the hunt 
and wild horses of the region. 

Captain Hank Butler's vivid picturi- 
zation of "The World Struggle for 
Oil" is also listed for release shortly. 
This picture, which was shown in a 
pre-release engagement at the Cameo 
Theatre, was given lavish praise by the 
daily newspaper critics as real drama 
and romance, far outdistancing the fic- 
tionized efforts of many scenarists. 

"The Passionate Adventure," which 
has just been seen by Selznick official 
in its completed form, is said to come 
up fully to all expectations as to stcry. 
acting and direction. Alice Joyce, in 
her return to the screen after a long 
absence, again proves, it is said, her 
command of emotional power and 
great versatility, in the role of Drusilla 
St. Clair. 

* * * 

C. & C. WILL RELEASE 
TWO IN SEPTEMBER 

Adhering to their new policy of dis- 
tribution to release two productions 
every month, Cranfield & Clarke an- 
nounce that two for the month of Sep- 
tember are now ready for release. The 
first one is "Strangling Threads," star- 
ring Alma Taylor, the accomplished 
English actress. "Strangling Threads" 
was adapted from the famous stage 
play "The Cobweb" by Leon M. Lion 
and Naunton Davies and directed by 
Cecil M. Hepworth. 

The second production is "A Soul's 
Awakening," starring Flora Le Breton, 
who has made such rapid strides to 
fame recently in the leading role op- 
posite Lionel Barrymore in "I Am The 
Man." Cranfield & Clarke will continue 
to release two features every month. 
One picture on the first of each month 
and the second one on the fifteenth of 
the month. 



HAYLAND TAYLOR JOINS 
FIRST NATIONAL 

Hayland H. Taylor has been engaged 
by First National Pictures as a mem- 
ber of the exploitation division of ex- 
perienced theatrical showman which 
Allan S. Glenn, in charge of the ex- 
ploitation department, has been recruit- 
ing. His first assignment is handling 
the engagement of "The Sea Hawk" at 
the Aldine Theatre, Philadelphia, which 
Opened on August 20. 

Mr. Taylor has a very enviable repu- 
tation as an agent. It was he who 
handled "The Miracle Man" engage- 
ment in New York years ago. Previous 
to that he was with "Intolerance" and 
other big film productions. 




R. T. Cranfield, who with W. F. Clarke, is 
now distributing Hepworth pictures. 



September 13, 1924 



Page 21 



TERRITORY SELLING 
FAST FOR BANNER 



BERT PERKINS LEAVES 
METRO-GOLD WYN 

Bert B. Perkins, who has been in 
charge of exploitation for Metro-Gold- 
wyn and previously acted in the same 
capacity for Metro, has resigned so 
that he may have an opportunity to per- 
fect plans he has had in mind for some 
time past. 

Perkins first came to the attention of 
the motion picture industry because of 
his excellent work in exploiting the 
Harry Crandall theatres in Washington. 
In this work he built up a large fol- 
lowing for the houses operated by Mr. 
Crandall and this led to his being en- 
gaged by Metro as director of exploita- 
tion to handle Mid-West exploitation 
with headquarters in Chicago. 

Because of the highly efficient man- 
ner in which he handled the work , in 
the Mid- West, Perkins was brought to 
New York by the Metro officials and 
promoted to the position of manager 
of exploitation. 

Bert B. Perkins has been with Metro 
and Metro-Goldwyn for over three 
years and his resignation was keenly re- 
gretted by the executives and every one 
with whom he has come in contact. 

CONSOLIDATED TAKES 
STANDARD PLANT 

Consolidated Film Industries, Inc., 
of New York has closed for the Stan- 
dard Laboratories, Inc. 

Improvements to the extent of $250,- 
000 will be made. Leonard Abrams 
will be brought on from New York to 
take charge. He will be assisted by a 
staff composed of G. W. Yates, E. G. 
Patterson and Claude Baldbridge. 

Ludwig Erb will be director and 
chief technical advisor. When im- 
provements are completed, the plant 
. will have a capacity of 10,000,000 feet 
monthly. Herbert Yates closed the 
deal for Consolidated. 

^ ^ ^ 

VITAGRAPH STARTS 
ANOTHER FEATURE 

On August 21 the cameras started 
to click on "The Beloved Brute" which 
is scheduled on Vitagraph's release, 
chart for mid December. 

The story, by Kenneth Perkins, has 
a Western setting. In theme it deals 
with the two sons of a sturdy old trav- 
elling minister. The elder son develops 
into a good-for-nothing, quarrelsome 
brute. The younger is all the father 
could wish him to be. Separated in 
childhood, they have not seen each 
other since arriving at manhood's es- 
tate. 

They both fall in love with the same 
girl and Charles "the brute" stages a 
wrestling match with his brother 
David. The latter is victorious, though 




Bert B. Perkins, who has just resigned as 
manager of exploitation for Metro-Goldwyn. 

he does not know the real identity of 
his vanquished foe. David is later ac- 
cused of murder and about to be strung 
up when Charles "confesses." This 
proves to be only a ruse and at the trial 
the real criminal is exposed. This self 
sacrifice on the part of "the brute" and 
the faith of the girl in him work for his 
regeneration. The story is differently 
handled from the usual type of Ari- 
zona-western picture. 



Marked improvement in conditions 
in the independent field was noted by 
Samuel J. Briskin of Banner Produc- 
tions, Inc., who returned early this 
week from a short sales trip through 
New England and Pennsylvania. 

Mr. Briskin's trip which was very 
successful, was made on behalf of Ban- 
ner's second feature series, to be pro- 
duced on the Pacific Coast by Ben 
Verschleiser and he was especially en- 
thusiastic over the reception accorded 
"Empty Hearts," the initial offering of 
this series. 

"I was distinctly impressed," said 
Mr. Briskin, "by the fact that every 
exchange man I talked to was in most 
optimistic mood in decided contrast to 
a month or six weeks ago. Practically 
all were looking forward to a fall sea- 
son of unusual activity and were mak- 
ing their plans accordingly. 

Sales were reported by Mr. Briskin 
of the second Banner series in the fol- 
lowing territories : New York State 
and Northern New Jersey to Depend- 
able Exchange, Inc., 729 Seventh Ave- 
nue, New York ; New England to Fed- 
erated Film Exchange, Inc., of New 
England, 46 Piedmont Street, Boston, 
Mass. ; Eastern Pennsylvania and 
Southern New Jersey to De Luxe Film 
Company, 1318 Vine Street, Philadel- 
phia, Pa. ; Washington, D. C, to De 
Luxe Film Company of Washington, 
D. C. 




Gladys Brockwell, in a scene from C. B. C.'s "The Foolish Virgin." Her return 
to the screen is welcomed by many fans. 



Page 22 



Exhibitors Trade Review 



PRODUCTION HIGHLIGHTS 



J' K. M'DONALD is selecting a cast of 
• screen celebrities for his next produc- 
tion with young Ben Alexander for 
First National release. "Frivolous Sal" is 
the title of the picture and Victor Schertz- 
inger has been engaged to direct it. 

* * * 

Max Berman, with Universal for the 
past three years and a half, is selling 
Warner Bros, product in the New Eng- 
land territory. He has just been appoint- 
ed Franklin Film Co. representative in 
New Hampshire and Vermont, working 
out of the Franklin home office in Boston 
from which all Warner Bros, product is 
sold for New England. 

-: f : ':...*' * 

Scheduled to go into production in 
about a month, "The Merry Widow" is at 
present in the stage of adaptation under 
the joint hands of Erich von Stroheim, 
who will produce the Metro-Goldwyn- 
Mayer film version starring Mae Murray 
and Benjamin Glazer, an outstanding fig- 
ure in theatrical circles due to his suc- 
cessful adaptation of many continental 
plays. 

* * * 

Joseph M. Schenck has notified the 
First National offices that he has selected 
"The Only Woman" as the title under 
which Norma Talmadge's latest photoplay 
will be released to the public. This is 
the original screen story written by C. 
Gardner Sullivan and at first called 
"Fight" and later "Conflicting Passions" 
and "Sacrifice." 

* * * 

Irene Howley, well known in films sev- 
eral years ago, and who has been absent 
from the silver sheet due to illness, will 
return to the screen in "Sandra." She will 
be seen in a prominent role in support of 
Barbara La Marr in this production which 
is being made under the direction of Ar- 
thur H. Sawyer, for release through First 
National. 

* * * 

With its headquarters at 1606^ High- 
land Avenue, Hollywood, a new company 
has been formed for the distribution of 
short subjects which are all to be of de- 
cided feature value. The company is 
known as Screen Art Distributors. 

* * * 

James Cruze has begun production of 
his next Paramount film "The Garden of 
Weeds," with Betty Compson in the fea- 
tured role. Walter Woods and Anthony 
Coldewey adapted the screen play from 
the successful stage play by Leon Gor- 
don and Doris Marquette. 

* * ^ 

William Desmond, star of many Uni- 
versal western features and several popu- 
lar Universal serials, has just been signed 
for eight more features, it is announced 
at the Universal home office. This means 
that Desmond will be with Universal for 
another year at least. 



From present indications it appears that 
a new vogue in feminine leading roles is 
shortly to have its introduction with sev- 
eral forthcoming Metro-Goldwyn-Mayer 
pictures. 

* * * 

For the first time in their screen careers 
both Alice Terry and Eleanor Boardman 




Papini, whose book "The Life of Christ" 
is now being produced by First National. 

are playing "mother roles," Miss Terry in 
Reginald Barker's production of "The 
Great Divide" and Miss Boardman in Ho- 
bart Henley's "So This Is Marriace " 

* * * 

C. C. Burr announces that in all prob- 
ability the title for the next Johnny Hines 
feature will be "The Early Bird" instead 
of "Grade A Certified" as heretofore an- 
nounced. It was felt that the latter title 
would make a great deal of confusion, and 
since "The Early Bird" adequately de- 
scribes the idea of the contemplated story 
it is practically definite that the picture 
will be released with "The Early Bird" as 
its title. 

* * * 

After a trip resembling a civic carnival, 
Corinne Griffith is back at the United 
Studios from a week's location stay around 
the Sacramento River, where she and her 
company filmed scenes for her next First 
National release, "Wilderness." 

* * # 

Norma Talmadge finished "Sacrifice," 
her new Joseph M. Schenck-First Nation- 
al production last week, and has already 
started work under the direction of Frank 
Borzage on "The Lady," -which Frances 
Marion has just written for the screen. 



Three members of the Austrian nobility, 
Princess Theis Valdemar, Baron William 
von Brincken and Countess Marianna Lolo 
DeVeich are among the titled personages 
who appear in "One Night in Rome," the 
J. Hartley Manners play directed by 
Clarence Badger for Metro-Goldwyn-May- 
er. Laurette Taylor is starred in this pro- 
duction. 

* * * 

Irving Cummings has been selected by 
Earl Hudson as the man to wield the 
megaphone on First National's film version 
of Eugene Wright's novel "Pendora la 
Croix." The picture will be released un- 
der a different title. 

* * * 

Europe continues to invade the movie 
ranks steadily and victoriously. Paulette 
Du Val, a striking French beauty famous 
on the Continent as a dancer; Mario Car- 
illo, born in Naples, Italy; Gibson Gow- 
land, native of England; Etta Lee, of 
China — these players all figure prominent- 
ly in Metro-Goldwyn-Mayer productions 
now in the making. Mention must also 
be made of Peter the Great, the police dog 
brought from Germany by Harry Rapf to 
play the title role in "The Silent Accuser." 

* * * 

Reginald Barker has reported favorably 
on the practice of using music as inspira- 
tional aid to the actors after experiment- 
ing with it during the filming of "The 
Great Divide," which Barker is making for 
Metro-Goldwyn-Mayer from the famous 
Arizona romance by William Vaughn 
Moody. Paul Biese and his orchestra 
furnished the melodic rapture. 

* * * 

A staff of Warner Brothers engineers 
and technical men left yesterday for the 
picturesque beach where they will start 
construction of a real lighthouse on Table 
Rock and a fishing village in Fisherman's 
Cove to he used in the filming of Owen 
Davis' "The Lighthouse By The Sea" 
which was adapted for the screen by 
Darryl Francis Zanuck. 

* * * 

The new becomes the old very swiftly 
in motion pictures for William de MiTIe 
and Clara Beranger. With the "Fast Set" 
completed and the negative on its way 
to the laboratory for the printing of the 
hundreds of films which will be supplied 
to theatres throughout the country, the 
noted Paramount producer and his scenar- 
ist, are now beginning upon the next one 
— "Locked Doors." 

* * * 

For the first time since she made her 
advent to the screen several years ago, 
Marguerite de la Motte will portray the 
part of a professional dancer in Vitagraph's 
"The Beloved Brute," to be directed by 
J. Stuart Blackton. 

Miss de la Motte, prior to becoming a 
film actress, was a danseuse of consider- 
able prominence on the Pacific coast, hav- 
ing studied under Pavlowa and other great 
artists. 



September 13, 1924 



Page 23 



The first print of "The Breath of Scan- 
dal," B. P. Schulberg's new Preferred Pic- 
ture, was received this week at the New 
York office of B. P. Schulberg Produc- 
tions, Inc. Eastern officials of the com- 
pany are enthusiastic over the first screen- 
ing of the picture which they believe has 
all the elements of a great box-office at- 
traction. 

* * * 

First National has the largest number 
of pictures in the cutting rooms at one 
time since it has been at the United 
Studios. Seven pictures are now being 
cut and titled. Photography has been 
completed on most of them, and will be 
finished on the others within a few days. 



With the completion of a cast of ex- 
ceptional players, Ernst Pascal's most 
popular novel "The Dark Swan" is rapidly 
being prepared at the Warner Bros. West 
Coast studios. 

* * * 

"If I Marry Again," the picture in which 
First National Productions, Inc., will fea- 
ture its new long-term player, Doris Ken- 
yon, is going to have a cast that will rival 
any yet selected by that producing com- 
pany. Lloyd Hughes plays opposite Miss 
Kenyon. Hobart Bosworth has a power- 
ful role as the elder Jordan. Frank Mayo 
is seen as a business associate of Jordan's, 
and Anna Q. Nilsson as his wife. 

* * * 

Frank Campeau, popular delineator of 
"heavy" roles, has been added to Edward 
Sedgwick's Universal cast making "Let 
'Er Buck," the western thrill picture, 
which Hoot Gibson is to star in at the 
Pendleton Rodeo, noted annual roundup at 
Pendleton, Oregon. 

* * * 

October first will see the release of "The 
Passionate Adventure," the picturization of 
Frank Stayton's celebrated novel of the 
same name starring Alice Joyce with 
Marjorie Daw and Clive Brook which My- 
ron Selznick produced in England, ac- 
cording to an announcement from the 
Selznick offices this week. 



The Buffalo Bill, Jr. series of eight 
western thrillers has been purchased for 
the territory embracing the District of 
Columbia, Maryland, Delaware and Vir- 
ginia, by the Federal Film Service of 
Washington, D. C. 

* * * 

Seventy-five members of the American 
Society of Cinematographers headed by 
President Gaetano Gaudio and members 
of the executive committee attended the 
August 12 showing of Frank Lloyd's "The 
Sea Hawk" at the Criterion theatre, Los 
Angeles, to pay tribute to the work of 
Norbert F. Brodin, A. S. C, who filmed 
the big spectacle. 



Advise comes from the West Coast 
Studios of the Independent Pictures Cor- 
poration that Hobert Edeson has been 
cast in support of William Desmond and 
Helen Holmes in the second of the series 
of eight society stunt melodramas being 
produced by the Independent Pictures 
Corporation at their Hollywood studios. 



Helene Chadwick's latest tribute paid by 
an admiring "fan" comes in the form of a 
musical number from a New York com- 
poser, who has dedicated to the movie 
star, a new song entitled "My Helene's 
Eyes." 

* * * 

Wallace Beery, noted screen "heavy" 
thought that he was hired to be the vil- 
lain in "The Lost World" but he is ready 
to admit now that he is but a piker in 
villainy compared to the real "heavy" of 
this picture. 

Wallace says that he has learned more 
about villaining since working on this 
First National-Watterson R. Rothacker 
picture than has ever been taught in all 
the dramatic schools in the world — includ- 
ing the Scandanavian. 

Definite booking dates on the Ernst 
Lubitsch production, "Three Women," 
second of this well known director's pic- 
tures for Warner Bros, and the first of his 
series for 1924-25, are being announced. 
The production is scheduled for presenta- 
tion at both the Modern and Beacon the- 
atres, Boston, for an indefinite run begin- 
ning October 4th. 

* * * 

Edward M. James, attorney and secre- 
tary of the Grand-Asher Distributing 
Corp., resigned his post with this organi- 
zation it was announced at the Grand- 
Asher headquarters this week. 

Following a much-needed rest Mr. 
James intends to resume his private law 
practice and for this purpose has opened 
up temporary headquarters at 1650 Broad- 
way. 

* * * 

Work is actually under way, or is about 
ready to start, on nine new pictures to be 
distributed by First National Pictures. 
Four of these will be First National's own 
productions, the other three from indepen- 
dent producers distributed by First Na- 
tional. 



C C BURR presents 




Johnny Hines 

m %e$P£EDSPOOK 




Coleen Moore, First National star, and 
her newest pet — a rare specimen of guinea 
pig, presented to her by the children 
patrons of a large Australian theatre. 



"Endless exploitation possibilities." 

— M. P. World. 
"Title and cast glitter with allurement." 

— Trade Review. 
"Will register before any sort of audience." 

— Morning Telegraph. 

Produced and Distributed by 

EAST COAST FILMS 

Incorporated 
C. C. Burr, Managing Director 
133 West 44 St., New York City 

Sol Lesser, President of Principal Pic- 
tures Corporation, is being besieged with 
telegrams and letters from all over the 
United States congratulating him on the 
manner in which Harold Bell Wright's 
"The Mine With the Iron Door," one of 
the world's best sellers, is being produced. 



"If it is desired to achieve success at the 
camera, keep experimenting," is the advice 
of Arthur L. Todd, cameraman for M. C. 
Levee Productions. "Never miss an op- 
portunity to try out something new in 
lighting or camera work. That is the se- 
cret for the motion picture cameraman 
who would be successful today." 

* * * 

Announcement comes from the Eastern 
offices of the Independent Pictures Cor- 
poration that they have already started 
production on the second series of Wes- 
terns "that are different" starring Frank- 
lin Farnum. The first series were released 
about five months ago and the first pro- 
duction of the second series will follow 
immediately upon the release of the last 
of the first series. 

Bobby North, president of the Apollo 
Trading Corporation, engaged in the 
handling of super productions in foreign 
territories, screened the first of the series 
of the eight society stunt melodramas be- ' 
ing produced by the Independent Pictures 
Corporation starring William Desmond 
and Helen Holmes, and he immediately 
drew a contract with Jesse J. Goldburg, 
president of the Independent 'Pictures 
Corporation, whereby the Apollo Trading 
Corporation acquired the exclusive for- 
eign rights to the entire series. 



Page 24 



Exhibitors Trade Review 



a Editorial n 

Getting the Money vs. Making a Profit 



A GOOD many years ago, back in the days when Wall 
Street had not been purified and manipulation of rail- 
road stocks was one of its pastimes, a distinguished 
member of the Vanderbilt family uttered a four-word sen- 
tence that made history — -"The Public Be Damned!" 

A short time ago, a railroad man of considerably less dis- 
tinction, but of a more statistical turn of mind, stated that 
Commodore Vanderbilt's famous remark had cost the rail- 
roads of the United States more than a billion dollars in 
cash. That cost, he found, had come about in the form of 
restriction, regulation and semi-confiscation directly trace- 
able to an ugly turn of the public temper, to the natural re- 
bound. Congressional action, the creation of the Interstate 
Commerce Commission with its regulatory powers, the 
springing up of railroad commissions in most of the states — 
innumerable costly things grew out of the Vanderbilt re- 
mark, or at least out of the spirit that prompted the remark. 
And the railroads have been paying through their nose. 

In the early stages of the packing business, men like P. 
D. Armour and G. F. Swift were a little more diplomatic 
than the pioneers in railroad finance, but made no great ef- 
fort to cater to public opinion. They were deeply engrossed 
in their own affairs and in building a network of organiza- 
tion and service without which the American people would 
had a hard time to avoid starvation. They were rather 
hard men. If they hadn't been they probably would have 
gone into the discard as incapable of the great strokes of 
enterprise which were essential to keep the packing indus- 
try in pace with the country's growth. They said little, but 
kept the public totally in the dark as far as their business 
activities were concerned. 

What the packing industry has suffered in regulation and 
taxation because of the fact that its pioneers did not ap- 
preciate the hazards of running counter to public opinion 
is problematical. No statistician has undertaken to figure it 
out, but any statistician who tackles the job will have to 
deal in millions by the wholesale. Life in the packing 
business has truly been "just one damned thing after 
another," and the end is not in sight — all the result of an- 
tagonizing the public or — what is equally sinful from the 
standpoint of sound business — of ignoring the public and 
allowing it to be misled by political demagogues. 

Going back to the railroads for another case, take the 
Long Island fight. It happens that the Pennsylvania sys- 
tem owns the Long Island railroad which operates a tre- 
mendous suburban passenger business out of New York 
City, and that the Long Island has no competition. There 
has been no competitive influence to compel considerate 
treatment of the public. Bull-whacker methods by employ- 
ees in their dealings with the public have been rather com- 
mon. Many things have been and as many more have gone 
undone in disregard of public opinion. And then one day 
recently the Long Island railroad filed an application for an 
increase in passenger fares — an increase that may be quite 
just. But over night there springs into the field an organi- 
zation to fight anything the Long Island wants — the Asso- 
ciation of Long Island Commuters, with" many thousands 



of members — 85,000 according to a recent report. It has 
plenty of money, for every one of its members has con- 
tributed a dollar and the resulting fund is large enough to 
make possible the hiring of star attorneys and all the ac- 
cessories for a real scrap. The first move this association 
makes is to file an application with the Public Service Com- 
mission of New York for a general reduction in rates. The 
outcome, of course, can not be written now, but the Long 
Island management is finding out something about the mean- 
ing of outraged public opinion. 

And so, endlessly, might be recited cases showing the 
practical penalties that have been assessed against big busi- 
ness when it gets careless in its attitude toward the public. 
The public refuses to be damned. The public wreaks sum- 
mary vengeance when it believes that its rights or interests 
are being deliberately flouted. 

In the motion picture business this situation is coming 
to a crisis. Not the sort of crisis that justifies any shout- 
ing or preaching or reform agitation. It's not a matter of 
reform. It is a matter of establishing a sound policy for 
future guidance. 

The whole matter should be considered solely from 
the standpoint of business. Sentiment has no place in the 
subject. Motion pictures are made for profit and the policy 
of the industry should be shaped to protect that profit 

permanently. 

But there is a very large difference between ''getting the 
money" and making a profit. Many a man gets the money 
and loses all the profit. It is to avoid just this mistake that 
the motion picture industry should concentrate its thought 
and effort today. 

THERE has been a lot of talk, pro and con, about "clean" 
pictures. Unfortunately, much of it has been of kinder- 
garten character. Some of the folks who have had the 
most to say have given evidence of mental myopia and as- 
tigmatism that disqualify them altogether. 

In the first consideration of the subject, it should be set 
down as fundamental that realism and filth are not neces- 
sarily the same thing. A writer of fiction may deal with 
the lowest dregs of humanity, without engaging in smut. 
A Tolstoi or a Dostoevski or a Dickens may picture life 
from the throne to the gutter withut becoming nasty. It 
is merely a matter of treatment. And any director whose 
mind is filled with the fallacy that smut pays can take a 
book filled with sound realism and make of it an outrageous 
moral debauch. But the fault is not with the realist ; it is 
with the devotee of smut. 

It must be admitted, however, that the screen has limita- 
tions more confining than those that properly apply to the 
printed page. It is not safe to carry realism too far, to 
project it in such manner as to emphasize too strongly the 
crudities and seaminess of life. The screen must suffer, for 
the present, some handicap in the handling of these things. 
In time it will work them out and the problem will be 
solved, because public prudishness will go on declining as 



September 13, 1924 



Page 25 



it has declined in the last twenty years and anything that is 
true and that is presented in a spirit of truth will be deemed 
fitting and proper. 

Every student of good literature, in any ; language, knows 
that most of the writers whose work has endured have 
written for a purpose. They have been propagandists. 
They have had their pet anathemas and they have flung de- 
nunciation at these. They have been crusaders and some- 
times they have actually charged the course of human 
events. But they haven't hung out any half-washed linen 
and invited their people to come see the dirt. When they 
have used any dirt it has been in the making of a necessary 
and legitimate portrayal. They have emphasized it no more 
than the other pigments they employed. 

In other words, the picture which is inoffensive may 
readily become highly offensive, reeking, nauseous, when it 
is exploited as a showing of moral filth. 

But why should anyone take a decent picture and attempt 
to make it seem offensive? 

Generally it isn't done. But once a year, perhaps, some- 
one does it on the theory that such exploitation will get 
the money. And because of some unexplainable quirk of 
human nature, it is apt to work. 

But, again, getting the money doesn't mean making a 
profit. Except, perhaps, in the case of someone who is 
ready to say Good-bye to the picture business and who is 
willing to part with reputation, good will and the whole 
works for the sake of some quick cash. 

f T ought to be equivalent to announcing retirement from 
A the business for any producer of pictures to engage in 
such tactics. The time will come when, as a natural conse- 
quence of the growth of the industry's morale producers, 
players, exhibitors, anyone indulging in offensive methods 
will pay the penalty of ostracism. 

There is another angle of this thing which deserves serious 
thought. It is the buck-passing which proves so useful when 
an alibi is needed. "I cannot control what the exhibitor 
does," says the producer. "I am not responsible for what I 
find in the press books," says the exhibitor. Both are 
righf and yet both are wrong. No exhibitor will be apt to 
go far wrong in exploitation if he understands definitely 
that certain things are under the ban. No distributor will 
be likely to put things in the press book, once he knows 
they will arouse the resentment of decent exhibitors. So 
the alibis built on this foundation are too transparent to 
be useful. They don't mean anything. 

When the Hays resolution was placed before the pub- 
licity organizations, it received unanimous endorsement. Be- 
cause the publicity men know, better than anyone else in 
the field, the foibles of popular taste and the reactions of 
public opinion. It is their business to know these things. 
They know all of the underlying hazards of salacious ad- 
vertising and publicity. They know the kick-back that 
comes from exploitation of bad morals. They know that 
the public will crowd the box office to see a picture which 
has been given an off-color slant and that the next day the 
same public will join loudly in condemnation of that same 
picture and the people who made it and showed it. They 
know that such tactics, if generally adopted, would run mo- 
tion pictures out of business or put them under the control 
of a professional reform element which, in line with the in- 
alienable attitude of those who assume the duty of making 
the world over, can be counted on to make plenty of 
trouble. 

Knowing these things, the advertising and publicity men 
of the industry have no inclinations that need curbing. They 
are committed to clean methods. When they adopt any 
others, the blame must rest on those higher up. 

It is altogether likely that the money-getting proclivities 
of an occasional individual may have to be dealt with harsh- 



ly when they break out in ways that threaten the welfare 
of the industry. No one in the making or selling of pic- 
tures has any business to make money by any process which 
reflects adversely on the industry. Anyone who insists on 
doing it should be deemed an outlander and treated accord- 
ingly. 

Exhibitors Trade Review believes the time has come 
for plain speaking on this subject. It believes that there is 
little occasion for apology in the present trend of produc- 
tion and publicity, but that there is much to be gained by 
complete crystallization of the industry's attitude in favor 
of decent methods. 

Business Is Good 

According to an announcement by Joseph M. Schenck, re- 
elected president of the Motion Picture Producers' Asso- 
ciation at Eos Angeles last week, the programs of the west- 
ern studios provide for a total of 680 pictures in 1925, to 
cost $72,000,000. In addition to this investment, it is esti- 
mated that $65,000,000 more will be spent on building pro- 
jects necessary for the coming year's expansion of produc- 
ing activity. 

These figures, whatever else they may mean, afford a fair 
indication of the trend of the industry and suggest the tre- 
mendous responsibility it is carrying. And, too, they spell 
confidence in the immediate future of screen entertainment. 

A wealthy and public spirited woman who has had much 
to do with the development of a small town in New York 
State died recently. Her friends, embracing most of the 
local population, planned a memorial service. The problem 
was put up to an exhibitor. "You are welcome to use my 
house, but you can't pay anything for it," was his reply. 

A New York City school teacher saw a picture that im- 
pressed her deeply. She was anxious to have fifty children 
see it, but because her school is located in a neighborhood 
that is noted for everything but its prosperity, she couldn't 
bring herself to ask the boys and girls to pay their ad- 
missions. Someone told the exhibitor. And the next day 
she had an invitation to bring the class. 

In Minneapolis an exhibitor is taking entertainment each 
week to the inmates of a sanitarium located several miles 
from the city, putting on a complete program for people 
whose only claim to such consideration is that they are 
helpless. 

These are not exceptional examples of what motion pic- 
ture men are doing. They are just three typical cases of 
many noted in a week, done quietly and unobtrusively. 
What better comment could there be on the character of the 
folks who represent this industry in its contact with the 
public? 

A Balanced Picture 

If it is true that a title ought to be as good as its pic- 
ture, "The Iron Horse" deserves censure. Its title may spell 
romance to the few, but it will fail utterly to convey to the 
many an appreciation of the character and merit of this 
William Fox presentation. 

The outstanding characteristic of "The Iron Horse" is 
its skillful blending of practically all the attributes which 
make, or at least ought to make, great pictures. Eoads of 
films shine in spots, but this one distinguishes itself by pro- 
viding genuine entertainment throughout, with an unusual 
absence of hokum. It tells a rational iitory with a sound 
historical background. It portrays normal human emotions 
in a normal way. It contains nothing that the average 
spectator would have out. It maintains tense interest, to the 
end. 

If it does not prove an unusual success the public taste 
is in need of repair. 



Page 26 



Exhibitors Trade Review 



BOX OFFICE REVIEWS 



SHIP LOAD OF LAUGHS 

IN THE NAVIGATOR' 

Keaton Sails Solemnly on Crest of 
Comedy-Wave in Marine 
Mirth-Maker 

'THE NAVIGATOR.' A Metro-Goldwyn 
picture. Author, Jean C. Haves. Direc- 
tors, Buster Keaton and Donald Crisp. 
Length, 6 reels. 

CAST AND SYNOPSIS 

Buster ...Buster Keaton 

Betsy Kathrine McGuire 

Conspirators, Gangsters, Cannibals, etc. 

The long arm of circumstance sets Betsy and her 
rejected suitor Buster aboard the otherwise deserted 
"Navigator" which is set adrift by a band of 
revolutionists. After many trials, tribulations and 
adventures ranging from making coffee with sea 
water to battles with storms, cannibals, octopi, 
sword-fish, and so on they are finally rescued by a 
submarine which rises under them just as they sink 
beneath the waves for the third time. 

By Herbert K. Cruikshank. 

rTHE NAVIGATOR" steers a straight box- 
■*■ office course. As all the world loves a 
laugh your patrons must be exceptions to the 
rule if they do not flock to see Buster Kea- 
ton as the "sap" of his family tree. And 
everyone that enters the theatre will leave 
it with a broad grin which will make the 
best sort of ad for the show. It will please 
them all. 

Buster certainly clinches his title as cham- 
pion of his class — and he is in a class by 
himself. From the first shots of him enter- 
ing his bath forgetful of the formality of re- 
moving his dressing gown, and taking his 
motorcar to be driven across the street, until 
the end of the picture where he makes the 
rescuing submarine loop the loop in his sur- 
prise at his sweetheart's kiss, he will win 
favorable audience reaction. 

There is literally a laugh in every foot of 
film. Not one situation is devoid of mirthful 
action, and throughout all neither Buster nor 
Betsy crack a smile. 

The title of the picture is good for "differ- 
ent" exploitation, and the name of Buster 
Keaton is sufficient to draw more than usual 
patronage_ to your lobby. Once inside you 
have nothing more to worry about. You can 
promise a limitless line of laughter, and 
Buster will deliver the goods. 

Aside from the comedy there is a real thrill 
in seeing Buster as a deep sea diver explor- 
ing marine depths with an octopus and some 
swordfish as playmates. The cannibals cer- 
tainly look the part, and when they sever the 
air pipes through which the diver receives 
his life sustaining draughts of oxygen, one 
cannot help thinking of the desperate death 
faced by real divers. 

Kathrine McGuire does her work in great 
shape, and reaps the comedienne's reward — 
laughter. There are others in the cast who 
are all adequate, but they appear for only 
brief periods and are purely incidental. 
Buster and Betsy bear the picture on their 
shoulders — and carry it lightly and humor- 
ously. 

All the potential patronage of your theatre 
may be interested in this one.. It should be 
advertised as an outstanding example of what 
may be offered in the way of an evening's 
entertainment absolutely devoid of the slight- 
est suggestion of anything salacious or ob- 
jectionable. It is good clean fun from flash 
to fadeout. A whole boat load of laughs. 



'THE IRON HORSE' 

A GREAT SPECTACLE 

Historical and Entertaining Values 
Combined in Box Office Winner 

'THE IRON HORSE.' Fox Photoplay. Au- 
thors, Charles Kenyan and John Russell. 
Director, John Ford. Length, 11,335 Feet. 

CAST AND SYNOPSIS 

Davy Brandon (Aged Ten) Winston Miller 

Miriam Marsh (Aged Eight) .... Peggy Cartwright 

Miriam Marsh Madge Bellamy 

Davy Brandon George O'Brien 

Dave Brandon, Sr James Gordon 

Thomas Marsh Will Walling 

Deroux Fred Kohler 

Peter Jesson Cyril Chadwick 

Ruby Gladys Hulette 

Corporal Casey J. Farrell MacDonald 

The linking of East and West by the building of 
the transcontinental railroad and race between Cen- 
tral Pacific and Union Pacific to put their tracks 
across desert and mountain in order to win bonuses 
and land grants offered by Congress in 1865 forms 
the film's, chief theme. Davy Brandon's father is 
murdered by Indians under leadership of a white 
renegade. In later years Davy is helping to build 
the railroad. He meets again his childhood sweet- 
heart, Miriam Marsh, whose father is one of the 
leaders in the undertaking. After a medley of ro- 
mantic adventures he gets the best of the villain 
who slew his father and wins Miriam. 

By George T. Pardy 

A GREAT spectacular prduction and one 
that gives every indication of proving a 
box office winner in every section of the 
country. "The Iron Horse" proudly takes 
rank with such elaborate historical pictures 
as "The Birth Of A Nation," "America," 
"Abraham Lincoln" and "The Covered 
Wagon." 

It is distinctly a credit to the Fox organ- 
ization, beautifully photographed, crammed 
with vivid action and trenchant thrills, re- 
lieved by a gentle touch of romance as ex- 
emplified in the love story of hero Davy 
Brandon and his dainty childhood sweet- 
heart, Miriam Marsh. Skillfully woven into 
the narrative are striking incidents in the 
lives of such national figures as Abraham 
Lincoln, Buffalo Bill, Wild BilllHickok, Gen- 
eral Dodge, and others whose names are 
familiar to young and old from coast to 
coast. 

Considered as a historical document and 
educative force the importance of this fea- 
ture can hardly be overestimated, dealing 
as it does with the most dramatic period in 
the upbuilding and welding together of the 
good old U. S. The wonder is that so many 
hard facts could be assembled together and 
never lose the power to fascinate and en- 
tertain the spectators. 

Nothing more gripping can be imagined 
than that grim, foot by foot race between 
the rival railroads, with their recklessly 
courageous workmen, who alternately drove 
spikes and fought bands of marauding sav- 
ages, bathed in blood and sweat, jesting with 
death and ever "carrying on" until the final 
goal was attained. 

Director Jack Ford has accomplished a 
marvelous bit of work which places his name 
on an equality with the most distinguished 
of his contemporaries in the screen art. 

The romantic side of the story is well de- 
veloped, melodrama is nicely balanced by 
timely comedy and too much praise cannot 
be awarded the excellent acting of the cast. 

You can go the limit in exploiting this as 
one of the season's most remarkable pro- 
ductions, rich in thrills, romance and his- 
torical value and artistically, a real gem. It's 
a great picture for the juveniles as well as 
adults, and tie-ups with schools and educa- 
tional organizations can easily be arranged. 



ITALIAN PICTURE LACKS 
STORY FOUNDATION 

Elaborate Sets and Mob Scenes 

Well Done 

'MESSALINA .' _ Film Booking Offices. 
Story by Enrico Guaszoni. Directed by 
Enrico Guaszoni. Length 8,473 feet. 

CAST AND SYNOPSIS 

Messalina Rina Liguoro 

Princess Mirit Giovanna Terribili 

Ela Lucia Zamissi 

Ennio Gino Talamo 

Apolonius Gildo Bocci 

Marcus Alfredo De Felice 

Tigris Adolf o Trouche 

Claudius Augusto Mastripietri 

Ennio, a Persian slave owned by Apolonius, falls 
in love with a Greek slave of his master. Messalina, 
the empress and Princess Mirit are in love with 
Ennio who spurns them. Each plans revenge. The 
empress conspires to have him killed in a chariot 
race while the Princess attempts to kill his sweet- 
heart by turning lions loose on her. Ennio escapes 
in the race and rescues his sweetheart from the 
princess. The empress commits suicide. 

By Len Morgan 

• r p HIS Italian picture is said to have taken 
J- two years to produce at a cost of $2,000,- 
000, but it is certain the money was spent on 
the sets and not on the cast. Aside trom the 
wonderful sets and well conducted mob 
scenes, there is nothing of interest to the 
average theatre patron. 

The story is hard to follow and the con- 
tinuity leaves much to be desired. The story 
centers about three women who wish to win 
the love of a Persian slave and the schemes 
they cook up to win the lover will not appeal 
to movie fans in this country. There is not 
enough depth to the story to hold the inter- 
est and after trying to figure it all out one 
gives up in despair and spends his time ad- 
miring the sets. 

Corpulent vampires may be quite the thing 
in Italy but in this land of slender damsels 
the Italian stars will not go over so * big. 
The empress and princess each greatly overdo 
their acting and neither has any appeal. 

There are many favorable things to be said 
of the picture. Many of the sets are beauti- 
ful and it is too bad a better story could not 
have been woven about them. 

The Roman street scenes and the Circus 
Maximus, where the chariot races were held, 
can hardly be surpassed for beauty and de- 
tail. They almost take one back to the days 
of ancient Rome. 

The chariot race is a thriller and is the 
highlight of the picture. Four chariots dash 
madly around the arena and end in a spill 
in which horses and men are tangled. 

The gladiatorial contests are also very in- 
teresting. The powerful contestants battle 
for life while the great crowd turns "thumbs 
up" or "thumbs down" which might spell 
death or life to the combatants. 

There is nothing about this picture that 
will cause any great mental strain on the 
part of the audience, but it has exceptional 
entertaining value which is an essential point 
to the exhibitor. 

Miss Moore does some clever acting 
throughout the picture. She appears first 
as a temperamental theatrical star and goes 
into a fit of frenzy at the slightest provoca- 
tion. Later she is a demure little girl who 
tries to win the heart of Conway Tearle and 
in all her scenes she does exceedingly well. 

In advertising this picture it would be well 
to stress the wonderful mob rcenes, in which 
10,000 supers take part. Emphasize the char- 
iot races and huge set... The names of the 
cast will not have any value. It would be 
well to advertise the picture in foreign lan- 
guage papers in vicinities where there is a 
large foreign population. 



September 13, 1924 



Page 27 



SHOULD PROVE GOOD 

BOX-OFFICE ASSET 

'A Wise Son Excellent Attraction for 
the Family Circle 

'A WISE SON.' Max Graf Photoplay. Au- 
thor, Charles Sherman. Director, Phil 
Rosen. Length, 6,759 Feet. 

CAST AND SYNOPSIS 

Helen Maynard Estelle Taylor 

Timothy Marshall Payne Alec B. Francis 

Hal Whitney Brvant Washburn 

Elizabeth Whitney Eugenie Besserer 

Mrs. Whitney's Maid Ethel Wales 

Mrs. Haggerty Kate Price 

M iss Haggerty Lenore Casenova 

Horace Maynard Phillips Smallev 

Bill Frankie Darro 

Butler Sidney Bracey 

Hal Whitney, young- and wealthy, while going 
home from a gay party, runs across an ex-college 
professor who has become an alcoholic derelict 
and adopts him as his father. Hal's sweetheart is 
a guest on his yacht and when he introduces the 
former tramp to those assembled, the girl becomes 
indignant and leaves. Despite this Hal sticks by 
his new parent, whose philosophic outlook on life 
works a wonderful change in the youth. The girl 
repents her hasty action, begs the professor's par- 
don and is reconciled to Hal. The latter's mother 
weds the professor. 

By George T. Pardy 
A N unusual picture which gets out of 
the beaten track and affords very- 
pleasing entertainment! We believe that 
"A Wise Son" will be well received and 
score favorably at the box office wherever 
it is shown because of its cleverly devel- 
oped sympathetic lure, its freedom from 
cant or false sentimentality and the fact 
that is impresses one as a bit of real life 
translated to the screen. 

The story is a simple one and much of 
its dramatic strength is found in its 
straightforward simplicity, there is no 
striving for spectacular effect or glamorous 
sexual appeal, yet its clean sentiment and 
compellingly human atmosphere are quali- 
ties warranted to sway the sensibilities of 
young and old alike. It ranks as a feature 
especially adapted to the needs of the 
family circle, but sufficiently virile and 
imbued with powerful heart interest to 
grip and hold the attention of all classes 
of film patrons. 

There are many fine dramatic situations 
in evidence and not one that oversteps 
the bounds of possibility. The scene 
where Hal Whitney adopts the broken- 
down old chap -is his father and that in 
which he introduces him to the guests 
aboard the yacht are remarkably effective 
in that they are strikingly realistic and at 
the same time convincing. For that mat- 
ter, the whole narrative is strong from 
the conviction angle, thanks to Phil Ros- 
en's skillful direction and the splendid 
work of the players. Also, there is an 
abundance of crisp, bright humor which 
serves to balance the sentimental influence 
neatly, in fact the comedy relief con- 
tributes in no small degree to the pic- 
ture's success. 

There is no fault to be found with the 
camera technique, the lighting is excellent, 
exteriors and interiors are beautifully 
filmed, the settings appropriate and close- 
ups of the principals, clear, distinct and 
extremely well posed. 

That sterling veteran actor, Alec B. 
Francis, must be given credit for annexing 
the chief dramatic honors. His portrayal 
of the old derelict, Professor Timothy 
Marshall Payne, is a great bit of charac- 
ter work, as clean-cut as a cameo and 
wonderfully appealing. 

You can advertise this as a picture offer- 
ing a healthy moral lesson, without in the 
least stepping over the preaching border. 
Its romantic sides can be stressed without 
fear of disappointing your patrons, for 
the heart interest never misses fire. Play 
up Alec B. Francis, Estelle Taylor, Bryant 
Washburn and Eugenie Besserer, all 
names with a sure fan following, and go 
after the family trade. 



COLLEEN MOORE FINE 

IN NEW ROLE 

Noted Flapper Can Emote to Good 
Advantage 

'FLIRTING WITH LOVE.' First National 
Production. Adapted from LeRoy Scotfs 
novel "Counterfeit." Director, lohn Francis 
Dillon. Length 6,960 feet. 

CAST AND SYNOPSIS 

Gilda Lamont Colleen Moore 

Wade Cameron Conway Tearle 

Estelle Van Arden Winifred Bryson 

Mrs. Cameron Frances Raymond 

Dickie Harrison John Patrick 

Franklyn Stone Alan Roscoe 

John Williams William Gould 

Gilda Lamont, a stage star, is enraged at Wade 
Cameron, who as chairman of the Better Plays So- 
ciety, causes her show, "The Lost Kimona," to be 
stopped. She pretends she is suffering from amnesia 
and enters his home. She plans to make him ridicu- 
lous in the eyes of the friends. She falls in love 
with him and at the last minute relents. 

By Len Morgan 

pOLLEEN MOORE steps down from the 
flapper stage and shows that she is a 
real actress of ability in "Flirting With 
Love." In her former pictures she has had 
little opportunity to show any real emotion, 
and it was an agreeable surprise to find that' 
she can shed tears with the best of 
them. 

In this picture there is never any doubt as 
to how the story will end but there are many 
deft touches that keep the suspense up and 
add interest. It has the necessary ingredients 
for a successful box office attraction and the 
exhibitor will make no mistake in book- 
ing it. 

To Colleen Moore falls the job of support- 
ing the brunt but she proves herself capable 
and even though she is in a great number 
of scenes, one does not mind for her work 
is refreshing and will please her many ad- 
mirers and no doubt make many new Colleen 
fans. 

Conway Tearle, as Wade Cameron, author- 
ity on psychology, and a member of the Bet- 
ter Plays Society, is a serious minded indi- 
vidual, who is a decided contrast to Colleen 
with her effervescent manner. With these 
two stars in the same cast nothing could re- 
sult but a clever and unusual production. 

We must admit that when it comes to 
handling mob scenes, this director knows his 
business. The scenes where large numbers 
were assembled, (and they were numerous) 
are handled wonderfully well. 

The photography is much better than is 
usual i nforeign made pictures. The camera- 
men made their shots to the best advantage 
and this greatly helped the picture. 

John Francis Dillon, who directed the pic- 
ture, kept the box office angle in mind all 
the time and added many touches that put 
the picture over with a bang. There were 
many opportunities to overdo the acting in 
certain scenes, but he always kept within 
bounds of reason and has produced a picture 
that contains humor, suspense and human 
interest. 

The picture takes the audience back stage 
in a New York theatre and shows how things 
are conducted. It will prove interesting to 
patrons everywhere. 

There are no mechanical thrills in the pic- 
ture. The whole production depends entire- 
ly upon the acting of the well balanced cast 
and clever directing. The picture moves with 
wonderful smoothness and the photography 
gladdens the eye. 

Play up the names of Colleen Moore and 
Conway Tearle in the advertising and there 
should be little difficulty in crowding the the- 
atre to capacity. 



'AMERICAN MANNERS' 

ACROBATIC THRILLER 

Richard Talmadge Performs Amazing 
Stunts in a Lively Melodrama 

'AMERICAN MANNERS.' F. B. O. Photo- 
play. Author, Frank Howard Clark. Di- 
rector, James W. Home, Length, 5,200 
feet. 

CAST AND SYNOPSIS 

Roy Thomas Richard Talmadge 

Dan Thomas Marc Fenton 

Clyde Harvey Lee Shumway 

Bud George Warde 

Mike Barclay Pat Harmon 

Jonas Winthrop William Turner 

Conway Arthur Melette 

Gloria Winthrop Helen Lynch 

After studying in Paris Roy Thomas comes back 
home and makes his parents believe that he has be- 
come something of a giddy fool. His indignant 
father insists on Roy taking a job under him oh 
the docks. There he gets up against a smuggling 
gang the secret head of which is Clyde Harvey, 
employed as the elder Thomas' manager. Roy sets 
himself to uncover the inside graft of the gang and 
expose Harvey. The latter is in love with Gloria 
Winthrop, but Roy ultimately defeats the plans of 
the crooks and wins the girl. 

By George T. Pardy 

FOR those who like melodramatic thrills 
and action geared up to the highest speed 
notch, "American Manners" will undoubtedly 
prove as lively an hour's amusement as could 
be wished for. It's one of those harum- 
scarum plots that cannot be taken seriously, 
but there isn't a dull moment in the entire 
film and considered as an attraction for the 
hot weather period when one wants to be 
entertainment without having to think too 
hard, it ought to go over great in the aver- 
age house. 

Certainly Richard Talmadge, who has 
gained widespread renown as an acrobatic 
stunt performer of unusual merit, never 
demonstrated his extraordinary agility and 
dare-devil courage to greater advantage than 
he does in this feature. The manner in 
which he leaps, gyrates, swings m mid-air, 
bowls over opponents and risks his neck in 
a variety of dizzy evolutions must be seen 
to be appreciated. No mere word descrip- 
tion can do justice to the giddy gymnastics 
of this remarkable athlete, who seems to be 
constructed of rubber and whalebone, rather 
than ordinary flesh and blood. 

Also, it must be conceded that Mr. Tal- 
madge has been given a far better and more 
coherent story to illustrate than in any of 
his previous screen successes. His marvel- 
ous antics are of course the film's greatest 
drawing asset, but the tale of how the hero 
detects the schemes of the smuggler crooks 
is well worked out, the continuity is smooth 
and the romantic angle nicely stressed. 

A sailing vessel provides most of the back- 
ground for the narrative and hero Roy 
Thomas dashes about decks and rigging with 
the untamed velocity of a wildcat, engages 
in some vividly realistic scraps and covers 
himself with glory from start to finish. 

Suspense is craftily developed and main- 
tained, as in the sequences where Roy is en- 
deavoring to obtain evidence as to the in- 
side plotting of the gang and the smuggling 
activities which may send his papa to jail. 
There is some excellent comedy in evidence, 
most of which is supplied by Arthur Mel- 
ette in the role of a dumb secret service 
man. 

The star is well supported, Helen Lynch 
winning plenty of sympathy as heroine 
Gloria Winthrop Miss Lynch looks attrac- 
tive and is very effective in the emotional 
situations which fall to her share. 

There are many fine exterior shots, with 
excellent lighting distinguishing the entire 
production, and many well posed closeups of 
the principals. 

You can praise this as a snappy melo- 
drama, showing Richard Talmadge at his 
best. The latter has won quite a large fan- 
following as a stunt performer and you are 
justified in classing "American Manners" as 
his most remarkable acrobatic offering. 



Page 28 



Exhibitors Trade Review 



NUMEROUS THRILLS 

IN AUTO ROMANCE 

'Racing for Life' Should Draw Well 
in Average House 

' R i C , IN £, F0R LIFR ' C - B - C. Film 
Sales Photoplays'. Author, Wilfred Lucas 
Director, Henry A. McRae. Length 5 000 
Feet. 



CAST AND SYNOPSIS 



? a c a k Ce G^ ton Eva Novak 

Carl nrT William Fairbanks 

H a udfo?d ant .:. Philo McCollough 

xh . rt' ■ Wilfred Lucas 

The Chjmp™ Mph De Pain. 

& ST* Fra^l 

Hud ords Partner ^ Y W h itson 

* Harley Moore 

Jack Grant is in love with Grace Danton, daugh- 

fZ n a n n t^ aUt ° T e "? te - His brother Car ^ working 
for Danton, embezzles money Danton agrees not 
to prosecute on cond.t.on that Jack takes the place 
of his star dnyei wno has cancelled hi,, contract, 
in an international race. On the eve of the big 
event Jack is kidnapped by the opposition. Hi 

ET3w«. rtS 7 ' n SCape5 and reaches thf tra " ^ time 
Grace car t& victor}. He also wins 

By Georce T. Pardy. 

T HI , S Picture compares favorably with 
other features in which the big thrills 
are put across through the medium of an au- 
tomobile race The plot follows a familiar 
formula, but there are many exciting situa- 
tions the usual leaven of romance, fast action 
all the way and a satisfactory, if conventional 
climax. Properly exploited, "Racing For 
Lite ought to draw well in the average house 
and yield good box office returns 

At the start of things the hero is shown 
as a racing enthusiast with scant regard for 
the safety of his neck, so long as he sees a 
chance of smashing speed records ahead But 
entering a county contest, he is compelled to 
wreck his car in order to avoid killing a little 
chap who strays on to the track, and is con- 
siderably bunged up as a result of his self- 
sacrifice. This leads his anxious mother to 
make his promise that he will give un the 
racing game. y 

But in order to save his brother Carl 
from prison, the latter having embezzled 
money from the Danton automobile firm he 
agrees to take the place of Danton's driver 
in an international event, the latter having 
cancelled his contract. Brother Carl, who is 
a black sheep of dingiest hue, is at the bottom 
of all the trouble, and goes still further by 
having Jack kidnapped. 

Jack is in love with Danton's daughter and 
spurred to desperation by this outward com^ 
bmation of disaster, he fights free of the kid- 
nappers, hustles to the track, and gets there 
in time to drive to victory. His scrap with 
Carl s thugs is a mst vitrolic affair, but the 
real punch comes in the race scene, with the 
world-famous Ralph De Palma as one of his 
competitors This is an honest-to-goodness 
furious speed whirl, which is sure to win ap- 
plause wherever it is shown. True, the whole 
story is a bit obvious, but its melodramatic 
vigor compensates largely for this shortcom- 
ing, and Henry McRae deserves credit for 
having directed ,t with skill and good judg- 

William Fairbanks fits nicely into the role 
of the impetuous Jack Grant, which he plays 
with pleasing dash and gallantry, Eva No- 
vak as Grace Danton, looks like a girl well 
worth taking big risks for, Philo McCol 
lough scores as the bad brother and adequate 
supper is given the principals by other mem 

rJl J u dl s . eIected cast. The photog- 
raphy throughout is excellent 

Play up the thrill of the big race scene in 
your exploitation. In connection with this 

5S> "^v ° e l Pa, , ma ' S trance afa 
competitor. You should be able to interest 
some auto concerns in the picture and arrange 
tieups accordingly. Besides the star, Eva No- 
yak rs worfii advertising, as she has a strong 
tan following in various sections. 



'CYCLONE RIDER' 

A THRILL TRIUMPH 

Old Lincoln Carter Melodrama Trans- 
lated Into Wildly Exciting Film 

'THE CYCLONE RIDER.' Fox Photoplay. 
Author, Lincoln J. Carter. Director Buck- 
ingham, Length, 6,700 Feet. 

CAST AND SYNOPSIS 

Richard Armstrong Reed Howes 

Doris Steele Alma Bennett 

Reynard Trask William Bailey 

Mrs. Armstrong Margaret Mc Wade 

Robert Steele Frank Beal 

Weeping Wanda Evelyn Brent 

Eddie Eugene Pallatte 

Silent Dan Ben Decley 

Romus Charles Conklin 

Romulus Bud Jamison 

Taxi Driver Ben Hendricks, Jr. 

Richard Armstrong invents a carburetor which 
promises to make any car using it practically in- 
vincible in a race. He works on a skyscraper 
building for Richard Steele, mee's and falls in love 
with the latter's daughter, Doris. Steele favors 
the suit of Reynard Trask, a power in the under- 
world, who poses as a broker. In response to 
Richard's request for his daughter's hand, Steele 
tells him that if he can raise $5,000 cash in thirty 
days, he will listen to him. Richard loses the race, 
but wins the girl. 

By George T. Pardy. 

'T' HIS old-time Lincoln J. 'Carter melo- 
drama shows up as a bully attraction for 
the neighborhood and smaller houses. It is 
packed full of excitement from start to 
finish, the action sweeps along like a tidal 
wave, you don't stop to argue whether this 
or that incident is convincing or absurd, the 
film's lure lies in its gingery snap and punch 
and few folks who watch the seven reels 
unfold are likely to argue about its proba- 
bilities. For the most part, the fans will liter- 
ally "eat it up." 

At the beginning a grand thrill is pro- 
vided when the hero, hanging precariously to 
a steel beam in midair, rescues a chap who 
is about to fall from the ledge of a sky- 
scraper. But that's only one of the hair- 
raising episodes that combine to make "The 
Cyclone Rider" a real melodramatic gem. 

Take the auto racing stuff! There are 
stunts pulled off that will send chills down 
the spine of the most hardened cynic. The 
road race in particular is a classic of its 
kind. Then the scraps on the skyscraper 
and in the death shadows of the tunnels, 
the mad leap of the auto from the pier 
clean on to a ferry boat, covering all of 
fourteen feet — why we have seen serials that 
didn't come within touch of this feature for 
sheer dare-devil force and virile appeal. 

As a matter of fact, the whole thing has 
a serial suggestion about it, but the plot is 
coherent, well knit together and preserves 
unbroken continuity. 

Maybe the highbrows will sneer at the 
highly-spiced fare of "The Cyclone Rider," 
but we are willing to wager that it will get 
the money and win enthusiastic applause 
from ninety per cent of those who patronize 
the silent drama. There's always a ready 
market for pictures of this sort when well 
directed and acted. The Lincoln Carter 
type of melodrama never failed to win the 
approval of the masses as a form of stage 
entertainment, and bids fair to score a like 
success on the screen. 

Richard Armstrong heads the cast and 
proves himself to be an honest acrobat of 
extraordinary agility, as well as an emotion- 
al actor of no slight ability. You don't often 
run across a combination of this kind, but 
Mr. Armstrong fills the bill in both respects. 
Alma Bennett reigns as a pretty and very 
fascinating heroine, William Bailey wins 
scowls and hatred in the character of that 
designing ruffian Reynard Trask and the 
support is capital. 

Exploit this as a fast-moving melodrama 
with action and thrills in every foot. Play 
up Reed Howes and Alma Bennett, and ar- 
range tie-ups with automobile concerns. 



SHOOTS DIRECT 

AUDIENCE APPEAL 

'Breath of Scandal' Combines Jazzy 
Lure with Sympathetic Drag 

'THE BREATH OF SCANDAL.' B. P. 
Schulberg Productions Photoplay. Author, 
Edwin Barmer. Director, Louis Gasnier. 
Length, 6,500 Feet. 

CAST AND SYNOPSIS 

Sybil Russell Betty Blythe 

Marjory Hale Patsy Ruth Miller 

Bill Wallace Jack Mulhall 

Helen Hale Myrtle Stedman 

Charles Hale Lou Tellegen 

Gregg Mowbray Forrest Stanley 

Sybil's Husband ....Frank Leigh 

Clara Simmons Phyllis Haver 

Atherton Bruce Charles Carey 

Charles Hale is shot and wounded by the hus- 
band of Sybil Russell while visiting the latter. 
Hale's daughter, Marjorie, shocked by the incident, 
leaves her home and engages in settlement work 
in the slums. There Sybil becomes the center of 
an intrigue started by Sybil's husband with the 
intention of involving her in a scandal. But finally 
Hale abandons his mistress and daughter and father 
are reunited, while Sybil is united to the man she 
loves. 

By George T. Pardy. 

'"P HERE'S just sufficient flapper and jazz 
stuff in this picture to give it a thoroughly 
modern tone without offending the patrons 
who don't believe in stressing the rapid 
liquor flow and fast society theme. The 
director seems to have struck a hayyp bal- 
ance in filming this yarn of love and do- 
mestic troubles in high life, with the result 
that it registers as mighty good entertain- 
ment for all theatres. 

We are shown a well-to-do man of middle 
age whose wife has become so absorbed in 
social and civic activities that she drifts 
away from the domestic atmosphere. Nat- 
urally, he seeks consolation elsewhere and 
finds it in the person of a fascinating married 
woman whose affection for her spouse has 
chilled to the zero degree. The aggrieved 
spouse take a shot at the disturber of his 
peace, wounds him, and the daughter of the 
injured man is faced by the problem of try- 
ing to keep up mother in blissful ignorance 
of father's love affair. 

This leads up to some serious complica- 
tions, the most telling of which is the scene' 
where Marjory Hale, who has left her lux- 
urious home and temporarily cast in her 
lot with the slum dwellers, is caught in a 
raid staged by the district attorney to whom 
she is engaged. Her finance turns out to be 
rather a cad, but Marjorie ultimately finds 
happiness with a young lawyer who sticks to 
her through thick and thin, the mother never 
learns the truth of the matter and every- 
thing comes out all right at the finish. 

Such a theme could easily have been 
stressed to a point where it would have of- 
fended the moralists, but director Louis 
Gasnier, without spoiling his plot by milk- 
and-water effusions, has maintained its dra- 
matic interest, built up the situations in a 
perfectly logical fashion and worked the 
whole into , a plausible and pleasing finish. 

Patsy Ruth Miller carries off the chief 
dramatic honors by her sincere and appeal- 
ing portrayal of Marjorie Hale. But the cast 
is rich in talent. Betty Blythe, as the decora- 
tive and vampish Sybil Russell scores a dis- 
tinct hit, Jack Mulhall contributes an excel- 
lent character sketch in the party of Bill 
Wallace ; Myrtle Stedman, as Helen Hale, 
and Lou Tellegen, as Charles Hale win 
universal favor and the support is good. 

The camera work throughout is of first- 
class quality. The settings are handsome, 
deep sets are employed with striking effect 
in the interior shots and there are many 
artisic exteriors in evidence. 

Play this up as a modern society drama, 
with plenty of "kick," but telling a perfectly 
straight story, strong in human sympathy 
and sympathetic lure. Betty Blythe, Patsy 
Ruth Miller, Jack Mulhall, Myrtle Stedman 
and Lou Tellegen are all worth advertising. 



September 13, 1924 



Page 29 



REGISTERS STRONG 

EMOTIONAL APPEAL 

'Butterfly," Heart Drama Suitable for 

Theatres of All Classes 

'BUTTERFLY.' Universal Jewel Photoplay. 
Author, Kathleen N orris. Director Clar- 
ence Brown. Length, 7,472 Feet. 

CAST AND SYNOPSIS 

Dora Collier Lama La Plante 

Hilary Collier Ruth Clifford 

Craig Spaulding Kenneth Harlan 

Konrad Kronski Noiman Kerry 

Von Mandescheid , . . Cesare Gravina 

Violet Van De Wort Margaret Livingston 

Cecil Atherton Freeman Wood 

Cy Dwyer T. Roy Barnes 

Hilary Collier keeps a promise to a dying mother 
to cherish her little sister Dora, works to develop 
the latter's musical talent and even give, up Craig 
Spaulding, for whom she has affection, so that he 
can marry the younger girl. Dora becomes socially 
popular, decides that she no longer cares for her 
husband and endeavors to ensnare Konrad Kronski, 
a musician who loves Hilary. The elder sister then 
revolts. Dora's husband learns of his wife's in- 
fatuation. A visit to Konrad's apartment by the 
two girls brings the climax, but disaster is averted, 
Dora and her husband reconciled and Hilary faces 
a happy future with Konrad. 

By Glorge T. Pardy 
A N exceptionally good audience picture! 
-^*As an emotional drama of sterling- 
strength and wide appeal "Butterfly" ranks 
high and should prove an excellent box 
office asset for theatres of all classes. Also, 
the plot possesses the merit of originality, 
never wanders into obvious trails and 
maintains its suppense right up to an un- 
expected and thoroughly satisfactory cli- 
max. 

The keynote of the picture is that of 
self sacrifice, the devotion of Hilary Col- 
lier to her younger sister leading the for- 
mer to efface herself in every way in or- 
der that Dora may be happy. At one stage 
Hilary even suppresses her liking for Craig 
Spaulding because the spoiled darling 
wants him. Dora weds Craig, achieves 
social aspirations and has a giddy, jazzy, 
generally festive time of it, but when she 
wearies of her husband and demands that 
sister Hilary should surrender a musician 
named Kronski, whom she loves, to Dora's 
embraces, "the worm turns" and a revolt 
takes place. 

This scene where Hilary refuses reso- 
lutely to yield to Dora's modest request 
is undoubtedly the strongest in the pic- 
ture, and the finish, with both girls visit- 
ing Kronski's apartment, trailed by the 
younger's spouse, is as trenchantly effec- 
tive as it is surprising. After all the 
cross-fire of near tragedy, tangled loves 
and emotional stress, not the least aston- 
ishing thing about the film is that it ends 
happily, with all parties satisfied. 

Director Clarence Brown has managed 
to obtain some pleasing contrasts in at- 
mosphere and appeal. The totally opposite 
characters of the two sisters are brought 
out in bold relief, there are some good 
comedy touches to relieve the serious 
trend of the tale, the jazz party stuff is 
handled with brilliant effect and excellent 
continuity is maintained. The photography 
is superb and faultless lighting dis- 
tinguishes the entire productiou. 

Laura La Plante is very natural and pi- 
quant in the not altogether agreeable role 
of the pretty but selfish Dora. Ruth Clif- 
ford shares dramatic honors with the star 
by her sincere and artistic portrayal of 
Hilary; Norman Kerry shines in the diffi- 
cult part of the eccentric musician Kron- 
ski, and Kenneth Harlan gives a capable 
performance as Craig Spaulding. The 
support is smooth and well balanced, T. 
Roy Barnes deserving particular mention 
for his clever comedy work. 

You can bill this as an unusually appeal- 
ing heart drama with self sacrifice as its 
theme, dwell on the rivalry of the two 
sisters in a love affair and feature Laura 
La Plante, Ruth Clifford and Norman 
Kerry. 



BATTLING ORIOLES' 

SPLENDID COMEDY 

Tryons First Feature-length Comedy 
Enhanced by Baseball 
Background 

'THE BATTLING ORIOLES.' Hal Roach 
Photoplay Released by Pathe. Directed by 
Ted Wilde and Fred Guiol. Length 5600 

Feet. 

CAST AND SYNOPSIS 

Tommy Roosevelt Tucker Glenn Tryon 

Hope Stanton Blanche Mehaffey 

"Cappy" Wolfe John T. Prince 

Sid Stanton Noah Young 

"Jimmy the Mouse" Sam Lufkin 

Tommy Tucker is a barber in a small town. His 
fath er in the old days was a base ball player on 
the team of the Battling Orioles who were known 
for their fistic encounters on the diamond. Tom is 
recognized by the president of the Orioles as the 
son of their long lost teammate, and is invited to 
town where the president grants Tommy the freedom 
of the clubhouse. The present day organization com- 
prises the old team, but the members have grown 
old, wealthy and crabbed. On his arrival Tommy 
rouses things up so that he is ousted from the club 
but later upon the return of the president the club- 
members are told just who Tommy is ; they repent 
their hasty action and seek for him, finding him 
just in time to rescue him and his sweetheart from 
a den of thugs and roughnecks. 

By R. E. Copeland 

l^XCELLENTLY staged and almost per- 
feet from a comedy angle, the story has 
the quality to hold the attention, and at times, 
the breath of the audience. The picture should 
prove highly entertaining to almost any type 
of audience with neither class distinctions 
nor age limits. In fact, the older generation 
will be intensely intererted to see how the old 
"Orioles" laid cane and pills aside to aid the 
son of their former club fellow. 

The really fine acting of the players makes 
the whole thing a rather wholesome affair, 
and the background of baseball lends a human 
interest appeal that furnishes a tie up likely 
to meet with spontaneous audience appre- 
ciation. 

Glenn Tryon is just about being accepted 
by the public as a likely aspirant for feature 
comedy roles, and the drawing power of 
Glenn as a magnet is possibly going to be on 
the curiosity side rather than that of experi- 
ence-contact based upon his former successes. 
He has a pleasing personality and despite his 
youth, does "his stuff" in good old trouper 
fashion. Patrons like him, and the welcome 
accorded his name is growing stronger. 

The direction leaves little to be desired, as 
for instance the way the small town life is 
depicted. You really can picture the town 
and the barber shop and everything. The 
kids of "Our Gang" comedies have a minute 
or two— and get a hearty recognition. The 
club in the city is well appointed and in keep- 
ing with the best traditions. The cast 
throughout is well chosen, Blanche Mehaffey 
as Tommy's sweetheart having all too little 
to do. 

There is a scene in this comedy that will 
long be remembered by this reviewer. There 
is a fight — a rough and tumble affair. Though 
slapstick comedies come and go, and fights 
follow one another in the long procession of 
comedy fights there will be few to compare 
with this one. Tommy seeks out his sweet- 
heart in a dive run by thugs. They oppose 
his search — and at the right moment the old 
men who comprise the former "Orioles" 
arrive. They pitch in and help Tommy by 
holding the roughnecks at bay while Tommy 
goes upstairs. 

To see the fight that these old codgers put 
up — to realize to what ends they can go in 
ingenuity, is to see the last word in clever 
showmanship. Here's the big scene of course 
—but its a bigger scene than in any contem- 
porary comedy of its class. 

Exhibitors can book this feature comedy 
without provisions, without hesitancy, because 
there is an appeal here that is general, that is 
worth every exploitation effort. 



BOOTLEG TRAFFIC 

SEVERELY SLAMMED 

> W / ine' Showing Bootlegging Enter- 
prise and Rum-Running Activities 

'WINE' Universal Jewel Photoplay, Author, 
William Machlarg. Director, Louis Gas- 
nier. Length, 6,220 Feet 

CAST AND SYNOPSIS 

Angela Warriner Clara Bow 

Carl Graham Forrest Stanley 

John Warriner Huntley Gordon 

Mrs. Warriner Mrytle Stedman 

Harry Van Alstyne Robert Agnew 

Benedict Walter Long 

Mrs. Corwin Grace Carlisle 

Amoti Arthur Thalasso 

The Duke Leo White 

Revenue Officer 1 Walter Shumway 

John Warriner, threatened with bankruptcy, is 
persuaded by his wife to join one Benedict in a 
bootlegging enterprise, just as his daughter is about 
to make her social debut. Carl Graham, a square 
chap, loves the daughter, but she falls for the atten- 
tions of Van Alstyne, member of a fast set. She is 
trapped with Van Alstyne in a raid made by Federal 
officers on a cafe and rescued by Carl. Warriner 
goes to jail, his wife loses her sight as a result of 
drinking bad liquor, but he is finally released, his 
wife regains her eyesight and h's daughter marries 
Carl Graham. 

By George T. Pardy. 

THIS picture starts out by frankly stat- 
ing in a foreword that it is propaganda 
in favor of exterminating the bootlegger 
and those who aid in the dispensing of 
illicit liquor. But as a matter of fact it 
registers rather as plain melodrama, the 
plot of which pivots on rum-running and 
the consequences thereof, with jazz and 
flapper trimmings, the sort of thing which 
has served as screen material quite fre- 
quently of late. 

Viewed from any angle "Wine" cannot 
be classed as a film of extraordinary merit. 
It belongs in the program list, and should 
do pretty fair business in the average 
house, before an average audience. But 
on the whole it doesn't measure up to the 
high-water mark of the usual Jewel pro- 
ductions. 

Three members of the Warriner family 
suffer as a result of their connection with 
the purchase and absorbing of "hootch" in 
defiance of the Volstead decree. Papa 
Warriner gets in bad through partnership 
with a bootlegger, mother goes tempor- 
arily blind through overindulgence in the 
forbidden stuff, daughter "flaps" into an 
ugly mess of liquor and jazz complica- 
tions, and there is the customary round of 
gay parties and convivial excess with 
which movie fans are quite familiar. 

There are many exciting situations, 
among which may be mentioned the road- 
house raid and heroine's narrow escape 
from officers of the law, with her faithful 
lover coming to the rescue. Shots of a 
floating cafe in the shape of a vessel an- 
chored safely outside the twelve-mile limit 
and catering to thirsty Gothamites are 
very interesting, all the more so because 
a New York morning newspaper recently 
printed an article dealing with the activi- 
ties of a steamer engaged in such traffic 
just off Fire Island. 

The moral lesson the producers hint at 
in the foreword loses its edge somewhat 
when the climax presents the mother as 
recovering from her whiskey blindness, 
daughter happy with her fiance and father 
pulling loose from the clutches of the law. 
There is an abundance of fine photogra- 
phy, exteriors and interiors are skillfully 
filmed and excellent lighting prevails. 

Clara Bow is effective as the flapper 
heroine, Forrest Stanley not so convincing 
as the honest hero; Huntley Gordon fur- 
nishes a capital character sketch of John 
Warriner and the support is adequate. 

You can exploit this as an up-to-date 
melodrama with a modern theme. Play 
up the bootlegging angle and flapper stuff 
The names of Clara Bow, Forrest Stanley, 
Huntley Gordon and Myrtle Stedman are 
worth featuring. 



Page 30 



Exhibitors Trade Review 




The <Bic^ Little Feature 




PATHE PLANS DRIVE 
ON 'CHRONICLES' 

September has been selected as the 
month for the opening of Pathe's gen- 
eral sales drive on "Chronicles of 
America," and it is expected that the 
net results will equal the recent Pathe 
Storey Pennant Race. 

By Fall there will be thirteen two- 
reel "Chronicles" subjects on the mar- 
ket of the thirty-three that are to be 
produced. 

* * * 

'East of the Water Plug' 

Pathe 2 reels 

Ralph Graves is featured in the funniest 
two reeler that we have seen for a long 
time. Mack Sennett has taken a juvenile 
dramatic star and turned him into what we 
think one of the best slap-stick comedians 
on the screen to-day. Sennett has said 
he considers Graves a "find." 

The film is a burlesque based on the 
title of the feature-length drama "West of 
the Water Tower." The story concerns 
a clerk in a village store who has been 
bitten by the dramatic bug, and with 
others in the small town has developed 
a dramatic society that is a sort of Little 
Theatre movement all its own. 

The situations of the playlet they give 
are as funny as can be. The scenes and the 
costumes are screams, and the usual mis- 
haps of amateur dramatics take place with 
unlooked for regularity and pathetic re- 
sults. 

Here is humor — and more. 

The adults will to a man enjoy it. The 
children will laugh heartily at the fun. 
The adolescent juveniles will see them- 
selves as others see them, and should par- 
ticipate thoroughly in the fun and the 
gags. 

"East of the Water Plug" is not alone 
safe booking, it is a privilege that some 
audiences will enjoy when given the op- 
portunity of viewing it. Present it by all 
means. 

# * * 



Alexander Hamilton 



Pathe 



3 reels 

"Washington and his colleagues," of 
the Chronicles of America series, contin- 
ues with a presentation of Alexander 
Hamilton's life describing more particu- 
larly his work for his country. 

Pathe is indeed doing some excellent 
work in bringing to the screen these inti- 
mate stories of some of the great histor- 
ical high lights in the development of 
America. 

This film deals with the young man 
Hamilton. At this time he was perhaps 
one of the leading national figures; in mat- 
ters pertaining to funds for governmental 
purposes, and their collection too, he was 
a most valuable aid to our first adminis- 
tration. 



'SHORTS' 

A S one firm producing shorts calls 
•E \ them, they are indeed "the spice 
of the program." Give them con- 
sideration — and they will in turn in- 
crease your business. Further — ad- 
vertise them, for some times they 
will bring in business that the 
feature alone won't. 

Your patrons want an entertaining 
and varied program when they visit 
your theatre — therefore, careful se- 
lection of the short items will mean 
satisfaction — or otherwise. 

Watch the columns of Exhibitors 
Trade Review for suggestions, and 
read our criticisms of short subjects 
as released, each week. 



He held the post of Secretary of the 
Treasury under George Washington, and 
as a member of this immortal cabinet, his 
name goes down to posterity with great 
honor. 

Allan Connor plays the role of Hamil- 
ton giving a finely delicate rendition. 
George Nash, as Washington, gives color 
to the characterization. 

The other players include Mabel Tal- 
iaferro, Bradley Barker, Lyndall Olmstead 
and J. E. Poole. The company is well 
selected and all give excellent portrayals 
of their rolqs. 

The historical chapter depicted presents 
in a telling way the story of Hamilton's 



acceptance of the portfolio as Treasury 
head, and later, when money was required 
for Federal expenses, his imposition of the 
tax on whiskey and distilled spirits. This 
tax was later met with opposition on the 
part of some rebel spirits culminating in 
what was known as the "Whiskey Rebel- 
lion." 

Hamilton personally put this down, 
rather through reasoning than force of 
arms. 

On the whole such pictures give us all 
an excellent insight into the struggles of 
the early Fathers of the Nation. We of 
the twentieth century do well to know 
these struggles and to appreciate what has 
been accomplished for this wonderful 
country of ours. 

Audiences will like this entire series. For 
one thing, they are true to fact and his- 
tory. They are representative of Ameri- 
can tastes and manners. 

In the opinion of the writer they fill a 
large present day requirement in the gen- 
eral education of the public at large, and, 
as they fit into nearly any program, should 
be booked with the assurance of pleasing 
the greatest possible number. Here is en- 
tertainment, supreme. 

In certain communities, where the for- 
eign population is large exhibitors will 
find their patrons will crave these pictures, 
not alone for their entertainment value, 
but also for the educational qualities as 
well. 

We believe that the exhibitors will find 
these "Chronicles of America" worthy of 
any test. 




In Pathe's comedy. "Three Foolish Weeks," Ben Turpin is given some almost im- 
possible situations and handles them as adroitly as any dramatic star might. 



September 13, 1924 



Page 31 



Three Foolish Weeks 

Pathe 2 reels 

In this production by Mack Sennett, 
you will find Ben Turpin at his funniest. 

Not alone is he funny when you get a 
straight on view of him — but even from 
the back, sides, and sub-surface view, he 
is a scream. 

Not content to leave "Three Weeks" 
alone to the serious drama, Mack Sennett 
has burlesqued the feature-story so that 
it has no semblance of its original self. 
But, this doesn't matter. 

There are laughs aplenty in "Three 
Foolish Weeks," and that is what counts 
in comedy. 

As the Baron Sergius he rescues the 
Queen of Anchovia in a run-away acci- 
dent, and takes her to the Witch's Inn — 
the only place of refuge. Here many 
funny situations arise which call forth 
laughter even from hard-boiled critics of 
the screen. 

Turpin has the advantage of the best 
comedy direction available, and is sup- 
ported by an ideal cast of excellent play- 
ers. 

The exhibitor may book this comedy 
feeling certain that there will be a laugh 
extending down Main Street to where it 
crosses the Boulevard. 

Advertising such a funny comedy needs 
no guide. "Ben Turpin is here to-day" 
will practically fill the house. The S. R. O. 
sign needs burnishing up when you run 
"Three Foolish Weeks." The title will 
alone draw all the young ladies in town — 
thinking that perhaps Elinor Glyn has 
written a comedy. 

One-Third Off 

Pathe 2 Reels 

Pathe in this film leads the way in prov- 
ing the correctness of the theory, that the 
story is the thing — even in a comedy. 

In this instance the story is by Irvin 
Cobb. That should tell it all — but, added 
to that, Grantland Rice has collaborated 
in the writing, and no doubt in the pro- 
duction. 

The theme of a fat man trying to get 
thin, thereby gaining the favor of his 
sweetheart, is well told. The story is real 
because it might happen to any of us. It 
must be remembered, however, that the 
"realest" thing about it all is that today 
is an era of diets — and many a husband is 
on a diet unconsciously, mainly because 
his wife has determined to reduce. 

This bit of human interest alone assures 
the success of "One Third Off." 

The comedy depicts the various pro- 
cesses that the stout swain goes through 
to win his sweetheart. He goes to a 
health farm, where by such courses as star- 
vation and exercise of the perspiration in- 
ducing sort, he is well-nigh exhausted. 

He adds weight instead of reducing it 
and his lady love wants none of him — and 
the poor fellow is sure dejected. 

While trudging along the road he sees 
an auto accident and runs to aid the in- 
jured man. 

The ambulance doctor decides upon a 
"hypo," but by mistake pricks the arm of 
the fat man instead of that of the injured 
motorist. 

This starts the fun. The needle having 
given h : m nerve such as he never before 
possessed, he straightway goes to find his 
rival and finish him off; he rushes his 




In Pathe's "The Luck of the Foolish" 
Harry Langdon is indeed both lucky and 
foolish. As the night watchman, he 
proves himself a great screen comic. 

sweetheart right off her feet to the nearest 
minister. And all ends happily. 

If folks go to see a comedy to laugh 
— they'll like this one, because there are 
plenty of laughs and the antics in the 
health farm will give many a person food 
for thought. 

Exploitation need but feature Irvin 
Cobb, as author of the picture, for he is 
indeed in the front ranks of America's 
humorists. 

• . * * * ■ t 'te ; 

High Society 

Pathe 2 reels 

Whenever we see one of Hal Roach's 
"Our Gang" comedies, we repeat to our- 
selves again and again — "Here's the best 
troupe of untrained stars the screen ever 
saw." 

And each succeeding comedy only in- 
creases our interest to see others turned 
out by the "gang." 

We suppose that theatre patrons gener- 
ally are the same way. 

That they enjoy the funny antics of the 
crowd of kid-actors is indeed evidenced 
by their continued popularity, and the in- 
creased bookings as reported, which these 
comedies enjoy. 

In "High Society," director Robert Mc- 
Gowan has taken for his story a bit of 
pathos and a lot of smiles and cleverly 
wound them together. 

Mickey, the little freckle faced kid, who 
has been left an orphan is being brought 
up by his old Irish uncle, who though 
poor, has a big heart. 

By legal measures, the rich aunt of 
Mickey secures court authority to adopt 



him, and sends her summons through a 
court officer. The scene where the kid 
parts from his uncle is sad indeed, and in 
good contrast to the rest of the fun-pro- 
voking sequences. 

Arrived at the house of his rich rela- 
tives, Mickey proceeds at once to fight 
with his wealthy cousin, a "Lord Fauntle- 
roy" type of youngster — and between the 
two the house is partly shattered. 

However, the uncle calls on Mickey for 
a visit — and brings with him all the rest 
of the "gang." Then commences a most 
thorough job of house-wrecking, and the 
aunt returns home just in time to see the 
complete wreck. 

And, Mickey is made happy by being 
permitted to continue life with the poor 
but honest uncle. 

The exhibitor can well book this comedy 
— in fact this entire series, for they all 
have that precious factor in comedy: 
Humor! 

"Our Gang" comedies need little exploi- 
tation for they are popular everywhere — 
children, grown-ups, and all sorts and 
kinds of people like them and see them 
whenever shown. 

* * * 

Rough and Ready 

Educational 2 reels 

The usual recipe of slap stick comedy is 
followed in "Rough and Ready." 

Take a live comedian, build a lot of 
funny gags, mix well and shake before 
using — a sure cure for the blues. 

In this instance the live comedian is 
Lige Conley, who goes about his business 
creating fun whenever and wherever pos- 
sible. 

Lige gets a job in an auto school, and 
gives demonstrations to prospective pupils. 
His attempt to put up a one-man top in 
the rain — with real rain in the form of 
showers especially provided indoors by 
means of shower baths — is funnier than 
the usual joke about a Ford. 

In another demonstration he shows his 
young lady pupil how to take a care off 
the jack. It just happens however that 
his exhibition takes place when a green 
driver is being shown what to do while 
driving, and the rear wheels of his car 
have been especially jacked up for the 
moment. 

After wrecking everything in sight, Lige 
winds up as a taxi driver. He is engaged 
to drive an attractive young lady and her 
guardian, and overhears some of their con- 
versation. 

The picture proceeds to show how the 
young lady is forced to do things against 
her will by the guardian, and how 
Lige attempts to be a hero. 

While in the heat of being badly beaten 
up he awakes to find he had been dream- 
ing most of the story. 

Now the sum total of the value of such 
a film is about a hundred laughs — which 
taken end to end will traverse round the 
town. Lige Conley is quite a comedian and 
nearly any situation provided for him is 
improved by his rendition. 

With the type of picture of the sort of 
"Rough and Ready" exhibitors are safe in 
booking them for their laugh creative value 
alone. 

Further, in the case of where a comedian 
as well known as Lige Conley is fea- 
tured, exploitation should take the form of 
advertising the star, for there will always 
be found a large following who enjoy his 
particular type of comedy. 



Page 32 



Exhibitors Trade Review 



SHOWMANSHIP 



Showmanship— From a Different Angle 



THE mad scramble for 1924-1925 
playdates has already begun and 
Mr. Exhibitor, entrenched in his 
fortress, is being besieged on all sides 
with the product of at least twenty dif- 
ferent companies. The "Whosis" Com- 
pany with its lineup of 70 specials, the 
"Whatsis" Corporation with its 40 sup- 
ers, the Company, 

with its 58 gems, the 

Distributors with its 60 de luxers, 

the : Producers with 

38 knockouts and so on ad infinitum 
down to the little independent pro- 
ducer with his one super special 
-are all "stepping on the gas" to get 
Mr. Exhibitor to play his product 
Since Mr. Exhibitor is the pivot 
around which this highly complex 
industry revolves, the slogan in 
each of the releasing organizations 
—big or small — is "Make him sign 
for our product." 

With 803 pictures scheduled for 
release in 1924-1925 it stands to 
reason that even if Mr. Exhibitor 
were to play two different pictures 
each day, he could not play every 
one of the features made for the 
current season. The block-booking 
system is staring Mr. Exhibitor in 
the face. 

He wants to play "The Mystery 
of the Cotton Plantation," but he 
must take 39 others with it ; he has 
his eyes on those great money- 
makers "Sobbing Sue" and "Uke- 
lele Ike" but he has to take 68 oth- 
ers with them ; his patrons want to 
know when he is going to play "The 
Valley of Tears" and he finds that 19 
others must be contracted for in order 
to get it. 

WHAT is Mr. Exhibitor to do ? Mr. 
Releaser determines to solve that 
situation for him and what happens? 
Right at this point SHOWMANSHIP 
steps into the breach and lo behold ! 

Reams of attractive advertising and 
publicity material are conceived and 
each company's product becomes em- 
bellished by a flow of rhetorical and 
oratorical matter which conclusively 
proves that the lightweight 80 or the 
14 karat 60 is the exhibitor's best bet 
for a successful season. 

The national releasing organizations 
with their high-powered selling organ- 




By DAVID E. WESHNER 

Publicity Director, C. C. Burr 

izations coupled with their standard 
product and the highly effective aids 
they can offer Mr. Exhibitor finally 
convince him to buy the major portion 
of their product, and within a com- 
paratively short time Mr. Exhibitor's 
program is pretty nearly closed. 

All is well and good for Mr. National 



DAVE WESHNER 
says a w o r d on 
Showmanship — from 
the distributor's view- 
point. He indicates how 
the picture is exploited 
to the exhibitor. And the 
campaign he mentions 
might well be a pattern 
for showmen to follow in 
putting pictures over to 
the public. Showman- 
ship will bring patrons 
to the theatre just as it 
brings exhibitors to the 
exchanges. 



Releaser — but what about the consis- 
tent state-right producer who makes 
six or a dozen pictures a year? Where 
does he come in and what does he do 
to get his playdates ? Showmanship 
again ! 



TAKE the case of C. C. Burr and 
his present sales drive on Johnny 
Hines' three features, the first of which 
"The Speed Spook" has just been com- 
pleted. Realizing the situation so far 
as the market is concerned, Mr. Burr's 
advertising and publicity department 
set to work long before actual produc- 
tion was started to "educate" exhibi- 
tors and exchangemen to the fact that 
Johnny Hines was to make a series of 
three features on a bigger and more 
pretentious scale than anything he had 



previously attempted. With this idea 
in mind the wheels began to turn. The 
big idea behind this campaign was to 
so impress exhibitors and independent 
exchangemen with the Johnny Hines 
product that regardless of all other 
contracts made with national releasing 
organizations, first run playdates would 
be saved for C. C. Burr's output. 

Then began a cleverly devised 
campaign. First a set of six at- 
tractive cards mailed and bearing 
exhibitor comments comparing the 
work of Johnny Hines and another 
national known box-office star were 
sent to every person of importance 
in the industry. 

Following this series, a race- 
track betting formula cautioning ex- 
hibitors to play Johnny Hines' 
"Speed Spook" up, was sent broad- 
cast throughout the country. This 
in turn was followed by a folding 
broadside which contained highly 
laudatory exhibitor and exchange 
comments on Johnny Hines' five 
previous features and advising ex- 
hibitors that "The Speed Spook" 
would probably outrank each of his 
previous successes. Another nov- 
elty mailing piece followed with the 
caption, "Where There's Smoke 
There's Fire." This also contain- 
ed exhibitor reports on Hines' pre- 
vious productions in which Johnny's 
work was compared favorably with 
some of the other big comic satel- 
lites. 



NEXT in order was a pocket road- 
map which was effectively tied 
up with "The Speed Spook." By this 
time the production was completed. 
"The Speed Spook" was then given a 
preview at the Astor Hotel, where it 
received an enthusiastic welcome. 

The trade-paper reports, which ac- 
claimed this as Hines' greatest produc- 
tion, were gathered together and an- 
other broadside was issued with the re- 
views prominently played up. 

The result was heartening, for within 
a comparatively short time over 65 per- 
cent of all territories were sold to the 
independent market. Not only that, but 
exhibitors of first, second and third run 
theatres throughout the country re- 
sponded to the campaign almost imme- 
diately with requests for the series. 




Here's Your 
Big Special 



EXPLOITATION 
SECTION 

GOTHIC PICTURES' 

GORGEOUS SUPER- SPECIAL 







With a 
Distinguished 
Cast 




DISTRIBUTED BY 
FILM BOOKING OFFICES of AMERICA, INC. 

723 Seventh Ave., New York City, N. Y. — Exchanges Everywhere 
Sales Office, United Kingdom, R. C. Pictures Corp., 
26-27 D'Arblay Street, Wardour St., London, W. I., Eng. 




Constructive Incentives for 



nd Local Merchants 



Not 



Something for Nothing 



But 



A Chance to Trade Showmanship Enthusiasm for Box-Office Gold 



IN submitting to dealers your Na- 
tional Tie-Up plan for a co-opera- 
tive merchandising campaign you 
are presenting the strongest single sales 
promotion idea yet made available to 
retail merchants. 

You are offering them the possibility 
of obtaining free of charge all the 
benefit that must acrue from connec- 
tion with the world's most popular and 
appealing industry — motion pictures. 

The world over, names and faces of 
celluloid entertainers are better known 
and better loved than those of presi- 
dents or potentates. People will stop 
on Broadway, New York, or Broad- 
way, Babbittville, to glimpse the fea- 
tures of film favorites in window dis- 



plays, and the same folks wouldn't 
pause on their way back from lunch to 
see oil portraits of every King in 
Christendom. 

People are more interested in Harold 
Lloyd than in Lloyd-George, in Queen 
Mary of Hollywood, than in Queen 
Mary, of England, in Douglas Mac- 
Lean than in Ramsey MacDonald. And 
you are offering your tie-up partners a 
chance to form a close association be- 
tween their windows and these person- 
alities who have won the hearts of the 
populace — the dealers' patrons. 

NATIONAL TIE-UP window dis- 
plays will sell goods as surely as 
pedestrians have eyes to see through 





In this still— No. 42— you have tie-ups for all sorts of cosmetics, beautifiers, toilet 
articles, negligees, tea-wagons and a variety of house-furnishings. The picture was 
specially posed by Anna Q. Nilsson in "Vanity's Price," 1 1 



an F. B. O. release. 



Here is a tie-up for musical instrument 
shops that will help sell the dealer's goods 
and tickets for F. B. O.'s "Vanity's Price." 
This is still No. 190 of Stuart Holmes. 



plate glass. And these same windows 
will sell tickets for your attraction in 
greater number than any "stunt" ex- 
ploitation ever evolved. 

Go into this proposition whole-heart- 
edly, enthusiastically, and see to it that 
the dealer does likewise. Enthusiasm 
will move mountains. And that is all 
you need in this campaign — enthu- 
siasm. : There is no cost for the tie-ups, 
no charge for the display material. You 
get the windows free. And both you 
and the dealer will profit beyond your 
expectations if you will contribute that 
one element which you alone may sup- 
ply. Enthusiasm. 

PUT the thing to the acid test. Have 
your dealer "clock" his window 
some Saturday afternoon when he has 
merely the usual display. The follow- 
ing Saturday dress a window with the 
same product plus your National Tie- 
Up display material, stills, window 
cards, and so on. And don't be afraid 
of the result. Your display will win. 
There will be more persons pause to 
look — and more persons enter to buy 
goods — by a big percentage. And those 
who pause and buy, will also visit your 
theatre to satisfy the entertainment 
urge which your display has created. 




Page 35 



Still No. 36 offers possibilities of a beautifier tie-up on F. B. O.'s "Vanity's Price." 



'Vanity's Price' — A Showmanship Picture 

F. B. O. Release Has Title That Teems With Exploitation Possibilities 
and Specially Posed Stills for Window Displays 



THE story of "Vanity's Price" is 
that of a famous actress who at- 
tains middle age and suffers the 
loss of her youthful beauty. She de- 
termines to undergo the famous pro- 
cess of rejuvenation and journeys to 
Vienna to consult an eminent specialist. 
The experiment is successful and she 
returns home a triumph of youthful 
beauty. But she pays "Vanity's Price" 
in a number of ways, all of which help 
to make an absorbing photodrama of 
life. 

The scientists tell us that there is 
some foundation of fact in the theory 
of rejuvenation. Just how much is 
problematical. However, what we are 
interested in is securing free publicity 
for your attraction. And one way to 
get into the papers would be to have 
that reporter friend of yours interview 
the best physicians and surgeons in 
your town on the subject. 

As the price of vanity is often high, 
a series of articles showing the folly of 
great sacrifice because of vanity would 
prove to be popular reading, and would 
help the box-office materially. 

ANNA Q NILSSON takes the part 
of the actress. She is admittedly 
one of the most beautiful women of 
filmland. So in connection with your 
showing why would it not be a good 
idea to stage a beauty contest. Not for 
the flappers but for the mothers of your 
city. Get the newspaper to run the pic- 
tures of the entrants and let each sub- 
mit a few paragraphs giving her opin- 
ion on the girls of to-day or some 
similar topic of popular interest. 



Then you can easily convince the 
editors to run a series of short sketches 
giving the pet vanities of the promi- 
nent men and women in the vicinity. 



These will attract attention and help 
publicize the picture. 

THE split-a-page ad idea on "Van- 
ity's Price" is too good to miss. So 
good, in fact, that it is worth at least 
two double page spreads, and mer- 
chants who aren't willing to break in 
big should not be let in at all. 

There are all sorts of possibilities 
for newspaper articles that will aid 
your showing. The opinions of the 
residents gathered by an "inquiring re- 
porter" as to whether or not all people 
are vain — whether or not they are all 
willing to pay "Vanity's Price" — 
whether men or women are in reality 
most vain. 

TEASER ads asking "What is Van- 
ity's Price," and similar curiosity 
provoking queries will pave the way 
for a big opening. Contests offering 
prizes of tickets for the largest num- 
ber of famous quotations regarding 
vanity will receive response. Another 
would be the greatest number of words 
that may be evolved from the letters 
used in spelling "Vanity's Price." And 
an essay contest on the disastrous ef- 
fects of vanity upon historical charac- 
ters would also prove interesting — and 
help accomplish the main purpose of 
selling tickets to the show. 

You might run a special matinee for 
the club women of the city, and have 
the presidents of the important groups 
give their personal opinions of the pic- 
This still — No. 16 — may be us«d for lin- ture, and as to whether or no Vanna 
gerie and hosiery displays, as well as for Du Maurier, could in anyway be justi- 
cosmetics, hair-dressers and toilet articles. fied in paying "Vanity's Price." 




Paee 



SECTION 



Exhibitors Trade Keview 



"Vanity's Price" Brings Big 
Free Tie-Up Window Displays 



AS "Vanity's Price" centers about 
the life-drama of a beautiful 
woman, Vanna Du Maurier, the 
National Tie-Ups presented in this 
week's issue have to do essentially with 
articles of interest to the nation's fem- 
ininity. 

But as men, as well as the women 
themselves, are generally concerned 
with the beauty of the fair sex, you 
may draw universal ' attention to your 
showing of this absorbing photoplay 
with artistic, gaze-gathering window 
displays of products indicated in the 
section. 

There are, of course, some purely 
masculine tie-ups which will enable 
you to secure branch lobbies in the 
windows of men's furnishing shops, 
clothiers, cigar stores, hatters and 
other dealers catering to the stern sex. 



For instance, still No. 160 features 
cigarettes — whatever brand your tie-up 
dealer desires to push. This still may 
also be used effectively in windows dis- 
playing pearls, gowns, men's dinner 
clothes, and a variety of other products. 
The same applies to No. 77 and a num- 
ber of others. 

You are particularly fortunate in be- 
ing able to secure some specially posed 
pictures of Miss Nilsson, and other 
members of the cast, that were made 
specially for your benefit in taking ad- 
vantage of tie-up possibilities. 

YOU can arrange the finest cosmetic 
windows the town has ever seen. 
Ones that will make you a life-long 
friend of the druggists and beauty- 
shops with which you co-operate. You 
can guarantee yourself that the dis- 




There are tie-ups galore in F. B. O.'s "Vanity's Price." Still No. 87 may be used 
in window displays of hair-ornaments, jewels, gowns, perfume, cosmetics or any 
type of beautifier or toilet article. Tie-up windows will surely bring new patronage. 



plays will sell tickets for "Vanity's 
Price." 

To be brief — Still No. IS shows 
Anna Q. declining face powder ten- 
dered by her maid. The reason is, of 
course, that she uses only one brand — 
the one with which you are tying-up. 
Still No. 37 shows her applying it — 
quite contentedly. This picture is also 
applicable to house-furnishing and dec- 
orating tie-ups, lounging robes, and so 
on. 

Still No. 48 will prove conclusively 
to all window shoppers that Miss Nils- 
son is very partial to a certain skin 
cream. And where is the girl who will 
not strive to attain some degree of the 
blonde star's beauty by investing in a 
jar? 

Lipsticks — "kissproof," or whatever 
kind your friend desires to sell — will 
be in great demand by the girls who 
vision still No. 42. The picture of the 
story's heroine applying the cosmetic 
to her own lips will do the trick. This 
still also shows a luxurious interior 
which will help you with house furnish- 
ers. 

No. 171 shows Miss Nilsson as the 
perfect hostess. She is entertaining 
several friends who are quite obviously 
enjoying tea, coffee, chocolate, postum, 
or whatever beverage your grocer and 
tea-shop friends wish to display. No. 
172 will also help in this regard, as 
well as being useful for displays of 
silver-ware, china, glass-ware, pearls or 
sport clothes. 

GIVE the confectioners a chance, too. 
No. 6 shows Stuart Holmes prof- 
fering some sweets to Cissy Fitzgerald. 
And they are being declined because 
they are not the kind your candy store 
friend sells. No. 7 features a big box 
of chocolates. These two and others to- 
gether with an attractive display of the 
candy man's wares and a clever window 
card will help business for all con- 
cerned. 

Do not overlook the fact that the 
theme of the play has to do with the 
subject of rejuvenation. Still No. 50 
shows the world-worn actress consult- 
ing a mirror. She is not pleased with 
the unpleasant truth it tells her. But 
you, and your beauty-shop and drug- 
gist tie-up partners, may tell the world 
that the use of tie-up cosmetics plus a 
trip to your theatre, would make Me- 
thuseleh look and feel like a two year 
old. 

INF still No. 36, the actress, again beau- 
tiful, is showing Teddy the won- 
derful effects of some preparation 
which she has used to make her eyes 
yet more alluring. A window card 
will get the girls to try some of the eye- 
lash fixer — and also bring them into 
Flowers appear prominently in many 
your lobby. 



Pa^e 37 




Still No. 43 is a wonderful specially posed tie-up with beauty cream, powder, or any 
of the various toilet accessories. It will also serve well in hair-dressers' windows, 
or with a gown display in connection with F. B. O.'s production, "Vanity's Price." 



stills and offer you a chance to let your 
local florist convince folks to "say it 
with flowers" — and to see "Vanity's 
Price." So you won't waste time — ask 
to see Nos. 126 and 153 in this regard. 

THERE are enough shots of beauti- 
ful gowns to procure every mo- 
diste's window in town. There are far 
too many to detail — but take a look at 
Nos. 124, 162, 31, 77 and 18. 

The same thing goes for a pearl win- 
dow — such beautiful stills as No. 124 
being especially desirable. There is a 
Chinese girl who features in the picture 
and there are stills of her literally clad 
in pearls. Nos. 115 and 180 may prove 
useful for jewel displays. 

For a perfume tie-up you will find 
plenty of appropriate pictures. To 
mention just a few — Nos. 162, 158, 88, 
153, 161. These are so posed that they 
may also be used for cosmetics. 

Still No. 170 features a veritable host 
of beautifying contrivances. Every- 
thing from manicure instruments to 
hair-dryers and massage machines ap- 
pear. The picture is a bit of a bur- 
lesque — but a window card warning 
against the perils of home treatments 
will help business for the shops — and 
the laugh will send folks to the show. 

There is a corking good shoe store 
tie-up in still No. 25. And if by any 
chance you have in town some outfit 
dispensing ear-phones or some other 
medicine or invention to help the deaf, 
there are a number of stills showing one 



of the characters wearing a contrivance 
that helps the hearing. Nos. 47, 25, 18 
and others will give you the idea. 

No. 184 is one of several stills you 
may use in connection with a musical 
instrument tie-up, and there are lots of 
beautiful pictures which will help the 
"atmosphere" of your windows. 

The National Tie-Ups on "Vanity's 
Price" have been carefully selected and 
you should write for display materials 
on every one of them as soon as your 
playdates are known. 

BLUEBIRD" pearls, "Vanity Fair" 
underwear, "Pebeco" dentifrice, 
"Djer Kiss" powder, "Cappi" perfume, 
"Amami" shampoo, "Fashionette" hair- 
nets, "Chex," the delicate deodorant 
soap, and "Lashbrow," will all do their 
share to give you a record gross on 
"Vanity's Price," and the tie-up you 
give the dealers with the picture and 
your play-house is warranted to in- 
crease their bank deposits. 

In addition to the actual tie-ups with 
this picture do not overlook what may 
well be termed "thematic" tie-ups. In 
other words, the tie-ups that may be 
effected through the theme and title of 
the photoplay. 

"Vanity's Price" may be exploited 
in connection with almost any article 
it is possible to name. A dime may be 
"Vanity's Price," if the particular van- 
ity referred to happens to be that of 
neatly polished shoes. So far as pride 
of personal appearance is concerned 



any article of wear may be associated 
with the title of the picture. 

And taking a step further, the same 
idea may be applied to motor-cars, 
homes, insurance, savings bank tie-ups, 
building loan drives, or any other 
proposition that may be connected 
with the idea of pride of possession. 

The story is built around the idea of 
rejuvenation which has been so greatly 
discussed in the papers, and in scien- 
tific circles. This thought lends itself 
to tie-ups with any sort of enterprise 
that gives old things new life. For in- 
stance, furniture polish, dry cleaning 
establishments, house painters, garages, 
shoe repairers, rug and carpet cleaning 
shops, or any other business which de- 
rives its income from altering — repair- 
ing — "rejuvenating" half-worn articles 
which might otherwise be discarded in 
favor of new ones. 

THERE are no end of opportunities 
for catchy window cards featuring 
"Vanity's Price" as the cost of whatever 
product your dealer friend may wish 
to display. If you will give the tie-up 
possibilities your attention for a brief 
time you will find many ways in which 
you may increase patronage for your 
showing by co-operating with the local 
merchants. 

Every window in town should do its 
share toward pointing the way to your 
box-office, and your picture in turn will 
help sell goods for the merchants whom 
you choose to work with in the exploita- 
tion of "Vanity's Price." 




Here is a tie-up with pearls that will as- 
suredly boost business for the jeweler with 
whom you tie-up, and will also increase 
patronage for your theatre during the 
showing of F. B. O.'s "Vanity's Price." 



Page 38 



Exhibitors Trade Review 




Get This Real 



Display Material 



When You Show 



"Vanity's Price 



95 



A combination of fine toilet soap and deodorant, 
"Chex" is a big seller with leading drug stores. 




VOU may recure "Chex" display material 
for National Tie-Up Windows on any 
of the following pictures : "Vanity's Price" 
"Miami," "Her Own Free Will," "To 
The Ladies," "Men," "Triumph," "Big 
Brother," "The Bedroom Window." And 
a disp'ay of this product tied-up with cur 
attractive window-dressing materials and 
stills from any of the above photoplays will 
enable you to .make red letter days of your 
playdates. Clip the coupon and cash in. 



"YTOU can "clean-up" with a window com- 
- bining "Chex" display material tied-up 
with stills from your attractions. There is 
absolutely no cost, and our representatives 
will be only too happy to co-operate with 
you in every way for mutual business-boost- 
ing. Clip the coupon when you know your 
playdates and mail it to Exhibitors Trade 
Review. Display material will be forward- 
ed at once; you and our agents will profit. 



EXHIBITORS TRADE REVIEW, 
45 West 45th St., 
New York City. 



CLIP THIS COUPON 




display sets 



Name Theatre 



City State 

'Vanity's Price' No. of Window 

Play Dates Sets Desired . . . 



THE PIONEER PRODUCTS CO. 

Dayton, Ohio 




September 13, 1924 



NATIONAL 




SECTION 



Page 39 



Georgeous Displays 
For "Vanity's Price" 

UDLUEBIRD" PEARLS offer you a real happiness tie-up for your 
showing of "Vanity's Price," the F. B. O. film. Our new eight color, 
shadow-box, window display material has proven its tremendous drawing 
power for passing audiences.. It is yours for the asking — without cost. 

F\ON'T miss a really great National Tie-Up with' "Bluebird" Pearls 
when you book this picture. As soon as you know your playdates for 
"Vanity's Price" write Exhibitors Trade Review for "Bluebird" Pearl dis- 
play material, and secure the co-operation of our dealers. 

The Henshel Company, Inc. 

New York City 




'THERE was never a more logical 
•*■ National Tie-Up than this between 
"Bluebird" Pearls and "Vanity's 
Price." Clip the Coupon and you will 
receive cooperation that will make it a 
big business booster for your showing. 



CLIP THIS COUPON 



EXHIBITORS TRADE REVIEW, 
45 West 45th Street, New York City. 



Name 

Theatre 

Town and State 



"D LEASE have The Henshel Company, Inc., forward their 

special window display material so that I may take full I 

advantage of the National Tie-Up on "Bluebird" Pearls for | 

"Vanity's Price." I have listed below the playdates on the . "Vanity's Price" Playdates . 
picture and indicated the number of display sets I can use 

in connection with this co-operative merchandising campaign. | No. of Display Sets Desired 




SAM' 



T7 ANITY FAIR" 
"products and 
"Vanity s Price" picture 
— a National Tie-Up 
that will lure patronage 
to your theatre and to 
our dealers' shops. You 
may secure perfect win- 
dow display material 
for this showing free 
of charge. It is only 
necessary for you to 
advise Exhibitors Trade 
Review as to your dates. 



Write For Display Material 

the minute you know your playdates on "Vanity's 
Price." You can also get big free windows with 
"Vanity Fair" underwear and hosiery on "The Siren 
of Seville," "Her Own Free Will" and "The Shoot- 
ing of Dan McGrew." 

< Vcmity c fair 

HOSIERY 



+ — 



T~) J E R - 
^ KISS 
window d i s - 
play material 
will assure 
c r o w d e d 
houses £_o r 
your showing 
of "Vanity's 
Price 1 " and 
crowded stores 
for sellers of 
our products. 




T) J E R - 
L) KISS 
displays also 
available o n 
"Siren of Se- 
ville," "Shoot- 
ing of Dan 
McGrew," 
"Sherlo c k, 
Jr.,'' and 
"The Perfect 
Flapper. " 
Write E. T. 
R. today sure. 



Tell E. T. R. your "Vanity's Price" playdates 
Get the Fascinating Djer-Kiss window display material 



CAMTAG and Hilder Brothers, New 
° York manufacturers of FASHION- 
ETTE HAIR NETS, offer you attention- 
gripping windows free of charge for your 
showing of "Vanity's Price." Our window 
display material is second to none, and it 
has proven its ability to create business for 
your theatre and our dealers. 

WRITE PLAYDATES TO 
EXHIBITORS TRADE REVIEW 



Write it down on your cuff : 
the biggest money makers. 

any other season — From F. B. O. 




with a distinguished cast including 



Lucille Rickson— Arthur Rankin -Dot Farley 

Backed by a huge 

EXPLOITATION 



Ask your F. B. O. Salesman or 



"VANITY'S PRICE" is the first of a series of de luxe super specials from GOTHIC 
PICTURES, Inc., to be distributed throughout the world by FILM BOOKING OFFICES 
Of America, Inc. 

No more powerful story, no richer sets, no more gorgeous artistry in ANY big 
super special than in this Box Office sensation "VANITY'S PRICE." Every first run 
theatre in the world stands to clean up with this one. 



I gentlemen — Here's one of 
for exhibitors this season or 

1 who have given you many winners 




Stuart Holmes— Cissy Fitzgerald and others 

campaign of National 

EXTRAORDINAR Y 



Branch Manager for complete details 

It has the magic lure for women in that it is a story of physical rejuvenation. . . 
(how to be young again) ... It has everything, the tensest c(alibre of melodrama, 
gorgeous clothes, more gorgeous appointments plus exploitation, publicity, advertising 
and box office values than a dozen features put together. Take our real tip — contract 
for it NOW!!! from your nearest F. B. 0. Exchange. 



Page 42 




Brush Up Business by Building 
On This Big Advertising 

THE PEBECO STORY is told in big adver- 
tisements in The Saturday Evening Post, 
Literary Digest, Delineator, Designer, Ladies' 
Home Journal, Good Housekeeping, and American 
Magazine. Reap the cumulative benefit of this 
national advertising campaign by clipping and 
mailing the coupon as soon as you know your play 
dates. 

PEBECO Is Manufactured in U. S. A. Only By 

LEHN & FINK 

INC. 

New York 



A WINDOW display of this 
popular, nationally known 
arid recommended dentifrice coup- 
led with stills from your theatre's 
attraction will reap for you the 
benefits of coast to coast adver- 
tising in the very best mediums. 
PEBECO sales are jumping due 
to the public's realization that it 
is the one dentifrice that works 
after you brush your teeth. It 
stimulates the mouth glands so 
that they pour forth a protective 
cleansing flow of saliva long after. 



CLIP THIS COUPON 

EXHIBITORS TRADE REVIEW 
45 West 45th St., New York City. 

Please have the Lehn & Fink Company 
forward their special window display materfaJ 
on Pebeco Tooth Paste so that I can take 
advantage of this national tie-up on the F. B. 
O. picture "Vanity's Price," I have liste3 
herewith my playdates and the number of dis- 
plays I can use in my exploitation campaign. 



Name 



Theatre 

City 

Street 

"Into the Net" Playdates 
No. of Window Sets Desired 




--=- g 

■a 

QET window dis- 
p 1 a y materials 
on "Delical" products 
when you play "Van- 
ity's Price," "Siren 
of Seville," "Her 
Own Free Will," and 
•The Perfect Flapper.'" 
We will co-operate. 



aillllllllllllllllllllllllllllH 



WRITE FOR DISPLAYS 

LET Exhibitors Trade 
Review know your 
playdates as soon as you 
book "Vanity's Price." We 
will immediately forward 
our window-trim material 
and know that it will 
demonstrate its business- 
building worth for your 
attraction and our dealers. 
Count upon our one hun- 
dred percent co-operation. 

^Delica'^Brow 

The ORIGINAL Liquid Dressing 



i We Promise- 



"D IG BUSINESS for both theatres 
and dealers who co-operate in 
merchandising "AM AM I" shampoo in 
connection with F. B. O.'s "Vanity's 
Price." Write your playdates to Ex- 
hibitors Trade Review, and receive 
window display material by return mail. 



Also available on 
"The Shooting of 
Dan McGrew" 



Don't Forget "Cappi 



r HERAMY, Inc. 

have a c c o m - 
plished wonders for 
showmen on Na- 
tional Tie-Ups on 
"Miami" and other 
pictures. "Cappi" 
cleansing cream will 
eclipse all records 
for sales and atten- 
dance with its dis- 
plays for "Vanity's 
Price.." Write your 
playdates to Exhib- 
itors Trade Review. 

WRITE TODAY 
FOR DISPLAYS 



- 3&»si J! 




September 13, 1924 



NATIONAL 




SECTION 



Page 43 



TRY TO GO TO 

CLEVELAND, 0. 

) ou Will Learn About Selling Your 
Show Through W / indow Displays 

AT the Hotel Statler, Cleveland, 
Ohio, from September 29 to 
October 1, will be held the first 
annual convention of the Window 
Display Advertising- Association. It 
will be the greatest meeting ever 
held on the subject of selling goods 
by advertising under glass. 

Any showmen who can possibly 
get to Cleveland will be well repaid 
by what they will learn in connection 
with window display exploitation. 
Display specialists will address the 
delegates and guests, and there will 
be practical demonstrations of win- 
dow trim that will prove of greatest 
value. There will be contests on 
dressing windows to sell the most 
goods. 

Among other discussions will be 
such subjects as : "Nature and Hu- 
man Nature in Window Displays," 
"The Small City Dealer's View- 



point," ''Proper Window Illumina- 
tion," "Merchandising Through Win- 
dows," "Use of Emotional Appeal in 
Advertising," and similar matters 
equally interesting. 

If you can make it, write at once 
to Window Display Advertising 
Association, 1209 Sycamore Street, 
or P. O. Box 29, Cincinnati, Ohio, 
for additional information. And if 
you find it an utter impossibility to 
attend, you will do wisely to ask the 
Association for copies of the ad- 
dresses and any other literature they 
may be kind enough to furnish. 

THE science of selling motion pic- 
ture entertainment through many 
windows is exploitation so produc- 
tive that you cannot afford to over- 
look or neglect its careful study. 

Wonderful strides are being made in 
the art of putting pulling appeal in un- 
der-glass advertising, and the Cleveland 
convention will place you in full pos- 
session of just what progress has been 
made in this regard. 

If you can't make it yourself, at any 
rate be sure to tell your dealer friends. 



The Auto Vacuum 
Ice Cream Freezer 

Beats Alaska For 
Keeping You Cool 

'THE story of the Klondike — in the land of 
the Yukon — as told in "Chechahcos." so 
strongly suggests ths idea of keeping cool 
that it is extremely doubtful if, anywhere in 
the world, there oould be a better exploitation 
tie-up for you than that you can get from 
the Auto Vacuum Freezer Company through 
their 

'CHECHAHCOS' 

WINDOW DISPLAYS 

All you have to do is mark the spot in the 
"Chechahcos" coupon and the big co- 
operative merchandising ball will start roll- 
ing. You will then reap the benefit of all the 
national advertising on the greatest ice 
cream freezer in the world. 

Auto Vacuum Freezer Co,, Inc. 

220 West 42nd Street New York City 



National Tie-Up Windows Now Available 



"VANITY'S PRICE" 
144 — Vanity Fair Underwear ...Women's Wear 

143 — Djer-Kiss Powder Druggists 

142 — Fashionette Hairnets Druggists 

141 — Pebeco Toothpaste Druggists 

140 — Cappi Perfume Druggists 

139 — Amami Shampoo Druggists 

138 — Delicia Lashbrow Druggists 

1 3 7 — Chex Druggists 

136— Bluebird Pearls ....Jewelers 

"SIREN OF SEVILLE" 

135 — La Supreme Pearls Jewelers 

134 — Delicia Lipsticks Drug Stores 

133 — Vanity Fair Underwear ..Women's Wear 
132 — Criss-Cross Brassieres . . . .Women's Wear 

131 — Djer-Kiss Powder Drug Stores 

130 — Cappi Perfume Drug Stores 

"THE SPEED SPOOK" 
129 — Kleinerts Bathing Caps ..Women's Wear 

128 — Hollywood Hats Hat Sho^is 

127— G. G. G. Clothes Clothiers 

126 — Thermo Vests Sr>ort Goods 

125 — Gropper Knit Ties Haberdashers 

124— Fownes Gloves Men's Wear 

123 — El Producto Cigars Cigar Stores 

"NEVER SAY DIE" 

122 — Vogue Clothes Clothiers 

121 — Society Club Hats Hat ShoDS 

120 — Rit Druggists 

119 — Wahl Pens Dept. Stores 

"HER OWN FREE WILL" 
118 — Her Own Free Will Story ...Book Shops 

117— La Supreme Pearls Jewelers 

116 — Vanity Fair Underwear ...Women's Wear 

115 — Delicia Lipstick Beauty Shops 

114 — Delica-Brow Beauty Shops 

113 — Fashionette Hair Nets Drug Stores 

"INTO THE NET" 

112 — G. G. G. Clothes Clothing Stores 

111 — Hollywood Hats Hat Shop? 

110 — Gropper Knit Ties Haberdashers 

109 — El Producto Cigars Cigar Stores 

108 — Pebeco Dentrifice Drug Stores 

"THE ARAB" 

107 — Temple of Allah Incense Drug Stores 

106 — The Arab Song Music Stores 

105 — Gouraud*s Oriental Cream. ... Drug Stores 

104 — Sanka Coffee Grocers 

103 — Ramses Perfumes Drug Stores 

102 — Gulbenkian's Rugs House Furnishers 

"FIRST NATIONAL" TIE-UPS 

101 — Ashes of Vengeance Book ...Book Shops 
100 — Ashes of Vengeance Song ...Music Shops 



99 — Boy of Mine Song Music Shops 

98 — Ponjola Book Book Shops 

|97 — Penrod Clothes Clothing Stores 

96 — Sure-Fit Caps Hat Shops 

95 — Kleanet Hairnets Beauty Shops 

94 — Propper Hosiery Women's Wear 

"CAPTAIN JANUARY" 

93 — Baby Peggy Story Book Book Stores 

92 — Security Blanket Fasteners Children's Wear 
91 — Baby Peggy Stationery ..Stationery Stores 

90 — Westphal's Shampoo Drug Stores 

89 — Junior Coats and Suits .... Children's Wear 

88 — Wayne Knit Socks Children's Wear 

87 — Kummel Juvenile Dresses ..Children's Wear 

86 — Baty Peggy Dolls Toy Shops 

85 — Baby Peggy Underwear . . Children's Wear 

84-r-Baby Peggy Hats Millinery 

83 — Baby Peggy Handkerchiefs Children's Wear 
"FAMOUS" TIE-UPS 

82 — Garcia Grande Cigars Cigar Stores 

81 — Triumph Hosiery Women's Wear 

80 — Kleanet Drug Stores 

7:9 — Berklet Knit Ties Haberdashers 

78 — Aubry Sisters Beauty Shop 

77 — Coro Pearls Jeweler 

76 — Chex Drug Store 

"SHOOTING OF DAN McGREW" 
75 — Vanity Fair Underwear ....Women's Wear 

74 — Djer-Kiss Compacts Drug Stores 

73 — Victor Record (No. 55218) ..Music Stores 

72 — Richelieu Pearls Jewelers 

71 — Amami Shampoo Drug Stores 

70 — Fashionette Hair Nets Drug Stores 

"SHERLOCK, JR." 

69 — Fownes Gloves Haberdashers 

68 — Dier-K : ss Compacts Drug Stores 

67 — Melto Reducing Cream Drug Stores 

66 — Gage Hats Milliners 

65 — Regent Pearls Jewelers 

64 — El Producto Cigars Cigar S'ores 

63 — Pebeco Tooth Paste Drug Stores 

"MIAMI" 

62 — Gotham Gold Stripe Women's Wear 

61 — Rigaud's Talcum Drug Scores 

60 — Vogue Hair Nets D'ug Stores 

59 — Cappi Perfume Drug Store 

58 — C^an^el-Harms (Miami) ....Music Stores 

57 — Kleinert Bathine Caps Women's Wear 

56 — Jantzen Sw'mming S"its ..Women's Wear 
"ROY OF FLANDERS" 

55 — T ac kie Coopan Confectioners 

54 — Inge'-so 1 ! Watches ... Tpw~'e-« 

53 — Tack : e Concan Chocolates Confe<-Honers 

5*7 — Rn-H»n's Mi'lV (twv— 

51 — Tackie Ciocsn Hats Hat S>*ios 

50 — Gros<yt & Dunlap Book Dealers 



"THE SEA HAWK" 

49 — Tudor Silverware Jewelers 

48— Blue Bird Pearls Jewelers 

47_Van Raalte Apparel Women s Wear 

46 — Fownes Gloves Haberdashers 

45 — Conde Cosmetics Drug Stores 

44_Bonnie B Hair Nets Drug Stores 

43 — Old English Lavender Drug Stores 

42 — Mystikum Perfume Drug Stores 

41 — Jack Mills Music Music Stores 

40— Grossett & Dunlap Book Dealers 

"MTSSING DAUGHTERS" 

3B_Gordon Hosiery Women's Wear 

38 — Forest Mills Underwear Women's Wear 

37— Omar Pearls Jewelers 

36 — Pebeco Tooth Paste Drug Stores 

35 — Criss-Cross Brassieres Women's Wear 

34_Gage Hats Milliners 

33 — Wonderstoen Hair Eraser Drug Stores 

"PERFECT FLAPPER" 

32 — El Producto Cigars Cigar Stores 

31 — Winx Lash Nourishment ....Drug Stores 
30 — Wonderstoen Hair Eraser ....Drug S-tores 

29 — Hygienol Powder Puffs Drug Stores 

28 — Melto Reducing Cream Drug Stores 

27 — Vanity Fair Frocks Women's Wear 

26 — Pert Rouge Drug Stores 

25— Mineralava Drug Stores 

24 — Djer-Kiss Products Drug Stores 

23 — Regent Pearls Women's Wear 

22 — Frances Faire Frocks Drug Stores 

"CHECHAHCOS" 

20 — La Palina Cigars Cigar Stores 

19 — Thermo Sport Coats Men's Clothing 

18— Sterno Canned Heat Drug Stores 

17 — Borden's Condensed Milk Grocers 

16 — -Zepherized Knit Underwear Women's Wear 
15 — Auto Vacuum Freezer . . . . Housefurnishing 

"RECOIL" 

14 — Chinwah Perfumes Drug Stores 

13 — Nemo Corsets Women's Wear 

12 — Venida Hair Nets Drug Stores 

11 — Boncilla Beauty Clay Drug Stores 

10 — Deltah Pearls Jewelers 

9 — Inecto Hair Tint Drug Stores 

8 — Onyx Hosiery Women's Wear 

"BEAU BRUMMEL" 

7 — Sta-shape Hats Hat Shops 

6 — Vivaudou Drug Stores 

5 — Mineralava Drug Stores 

4 — Sampson Dress Jewelry Jewelers 

3 — Personality Clothes Men's Clothing 

2 — Fashionknit Ties Haberdashers 

1 — Glove Industries Women's Wear 



Name 
Theatre 



Town 
State 



Tie-Up Numbers 
Play Dates .... 



For goodness sake 
don't miss seeing the 
remarkable Press Book on 



this first de luxe Gothic Production 




Even if yon think this picture is too big for your house, don't fail to see the remarkable adver- 
tising campaign book issued by F. B. O. on "VANITY'S PRICE." 

Besides the National tie-ups described, advertised, and illustrated in this special exploitation sec- 
tion — ask for a copy of F. B. O.'s press book and see what it contains. 

The whole country is "nuts" over the subject picturized in this whale of a story — at least all the 
women, young girls and flappers are — and they are the ones who fill your house. 

Ask the F. B. O. salesman who calls on you to bring or send you a copy of the campaign book or 
write to the F. B. O. branch that serves you .... Tear out this special exploitation section, or better still, 
put this issue away in your desk for safe keeping so you'll have all the big tie-ups and exploitation when 
you do play the picture. Here's a winner if there ever was one. 

Film Booking Offices 

of America, Inc. 

723 Seventh Ave., N. Y. City, N. Y. 

Sales Office, United Kingdom, R-C Pictures 
26-27 D'Arblay St., Wardour St., London, W. I., England 



Exploitation Ideas 



Showmen Publicity Schemes That 
Build Up Big Audiences 



M. 



H. NEWMAN, manager of 
the "Columbia" theatre in Se- 
attle, Washington, writes in to 
tell of an idea he uses to help sell "The 
Signal Tower" to the Seattle public. 
Here's what he has to say. 

"Just before the rise of the main 
curtain, the drummer gives the effect 
of a departing train on his 
drum and as the sound of the 
train fades away, the curtain 
rises disclosing a drop curtain 
with a railroad yard, signal 
tower and a semaphore. 

The light on the semaphore 
changes from red to green 
and from one side of the 
stage a man dressed in over- 
alls and carrying a switch 
lantern and engages in con- 
versation with a man in the 
signal tower. 

"Another man, similarly at- 
tired and equipped, enters 
from the other side and the 
three get together in the cen- 
ter of the stage and sing. This 
trio has stopped the show at 

each performance." 
* * * 

SOUVENIR BOOKLET 

A 16-page booklet called 
"A Little Chat With Mae 
Murray," published by the 
Kingston Trust Company of 
Kingston, New York, testifies 
to the importance of motion 
pictures in daily commerce of 
the present time. 

The booklet, in reality a 
biography of Miss Murray's 
life and screen career, was 
published by the Kingston or- 
ganization independently of 
any tie-up, and on their own 
initiative. It is given away 
as a souvenir of the company. 

Particularly notable is that 
the booklet is in no way pro- 
paganda of any sort, as it 
contains not a single reference 
to financial matters or banking. The 
story holds a moral for exploiteers, for 
it proves that there are progressive busi- 1 
ness concerns throughout the country 
who would be interested to co-operate 
with motion picture men on a similar 
stunt. 



FOLLOWING THROUGH 

The very successful engagement of 
Norma Talmadge in "Secrets," released 
by First National, at the Lyric Theatre, 
Bridgeport, Conn., was materially aided 
by a thorough exploitation campaign. 

In addition to an unusually large 
newspaper showing in notices and spe- 
cial stories, the Bridgeport Star was 



tied up on a contest on the subject, 
"Should a Husband Keep Secrets from 
His Wife." Prizes of free tickets were 
offered for the best answers. The con- 
test ran for a week and brought out a 
great number of replies. It occupied 
more than half a column of space daily. 
The Star said the contest was the most 




An attention gripping display of books in connection with a 
showing of United Artists "Dorothy Vernon of Haddon Hall." 
This window was directly responsible for a greatly augmented 
sale of motion picture theatre tickets as well as of the novel. 



drawn by four horses, with a woman 
rider dressed in the mid-victorian cos- 
tume of the hoop skirt, and wearing a 
white wig. The ballyhoo was used for 
the first days of the showing and at- 
tracted much attention. Banners ap- 
peared on each horse advertising the 
screening. 

The ushers were costumed in hoop- 
skirts. The lobby and the canopy were 
tastefully decorated with cutouts and oil 
paintings. A huge banner was stretched 
across the main thoroughfare near the 
theatre. 

Cutouts of the head of Miss Tal- 
madge from the 24-sheet were placed 
in good locations throughout 
Bridgeport and made a very 
striking display. Three of 
these were used on the mar- 
quee and in the lobby, seven 
others being posted in various 
spots about town. 

* * * 

CIVIC TIE-UP 

The management of the 
Rex Theatre, Eugene, Ore., 
seized upon the water restric- 
tions and the appeals of the 
Eugene Water Board to citi- 
zens to divide themselves into 
two groups, those living in 
even numbered houses to use 
water for sprinkling purposes 
on even dates, odd numbered 
houses to use it on odd dates. 

The newspaper advertise- 
ments for "The Perfect Flap- 
per" were headed : "Don't 
sprinkle tonight! Save the 
water and see Colleen Moore 
in 'The Perfect Flapper.' " 

Heralds along similar lines 
were used : "Don't sprinkle 
tonight ! Because of the 
present shortage of water the 
board has requested sprinkl- 
ing of lawns to be confined to 
every other day. Help to re- 
move the danger in case of 
fire and — have time to go to 
the Rex and refresh yourself 
while watching 'The Perfect 
Flapper.' " A press book ad 
cut was reproduced on the 
herald. 



successful it had ever conducted with 
an outside stunt. 

A very successful stunt was worked 
through the telephone company by 
means of which 3000 out of 5000 tele- 
phone mouthpieces advertising the pic- 
ture were placed on telephone instru- 
ments throughout the city, the remain- 
ing 2000 being used as throwaways. 

Window tie-ups were made with two 
music stores, one featuring the song, 
"Memory Lane," the other "Secrets." 
A phonograph was borrowed from one 
of the stores and set up in the lobby of 
the Lyric where it ground out the 
strains of "Memory Lane" continu- 
ously. 

A dignified and effective street bally- 
hoo consisted of a victoria carriage, 



BOBBING BABIES 

Walter Batchellor, manager of the 
"Randolph" theatre in Chicago, reports 
a new Baby Peggy stunt which he put 
over for the premier in that theatre of 
"The Family Secret," Universal Jewel 
featuring the diminutive star. 

A Baby Peggy Barber Shop was 
opened in the lobby of the theatre be- 
tween the hours of 2 and 4 p. m. each 
day, where one Baby Peggy hair bob 
was given free to children with each 
ticket of admission to the theatre. 

The barber chair, mirror, wall rack, 
electric curler, hair tonics, creams and 
all other barber shop articles were 
furnished free by a Chicago Barber 
Supply Company because of the ad. 



Page 46 



Exhibitors Trade Review 



Another FAMOUS 



TY Hit! 



The sumptuous settings of a "Male and Female" and the 
hilarious comedy of a "Manhandled" — that's "Changing 
Husbands." No wonder it's doing so remarkably well! Noth- 
ing but glowing reports about this one from coast to coast. 
Read 'em on the right: 



PRESENTED BY 
ADOLPH 
JESSE L. LAS KY 



SUPERVISED BY 

CECIL B. 

De mille 




William Croucher 

(Crescent Theatre, 
Newark, N. Y.\) 

"Excellent entertain- 
ment. Acting very 
tine. A box office 
picture." (Exhibitors 
Herald report) 



Kansas City Post: 

"I laughed my fool 
head off. The titles 
are funny too." 

Los Angeles 
Times: 

"Six reels, a hundred 
laughs, and about 
nineteen gasps. Lea- 
trice Joy is marvel- 
ous." 



New York Times: 

"There is so much 
packed into this pic- 
ture that one leaves 
with the feeling of 
witnessing a comedy 
and a circus all in one 
afternoon." 



Motion Picture 
News: 

"Light comedy that 
swings along in 
sparkling fashion." 

Ren L. Morris 

(Temple Theatre, 
Bellaire O. : ) 

"One of the most de- 
light f ul comedy 
dramas we have had. 
Picture will please 
lots more than many 
you pay three times 
as much for. Pure 
entertainment from 
start to finish. Leaves 
everyone h a p p y." 
(Exhibitors Herald 
report) 

N. Y. Daily News: 

"You really ought to 
like 'Changing Hus- 
bands.' Good enter- 
tainment. All very 
amusing." 



September 13, 1924 



Page 47 



gUIIIIIIIIIIIIIIIHIIIIIIIIIIHIIIIIM 

| ^ried and Proved Pictures \ 

pmiui iiiiiiiiiiiiiiiiiiiiiiiiu^ iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiii 

They Liked the Show! 

/wst a Picture of What the Writer Saw When 
He Happened Into a Small Town Theatre 



THE other day, the writer dropped 
into a neighborhood theatre, in a 
suburban town close by a leading 
metropolis. The theatre and its patron- 
age so closely approximate the condi- 
tions prevailing on Main Street, Your 
City, that this story just had to be 
written. 

The admission price was low — IS 
cents, if I remember correctly, and I 
noticed especially that the population 
was more or less cosmopolitan. Diver- 
sity ruled, and the foreign element, 
while present, only served to lend color 
to the throng. 

Children occupied the most part of 
the first ten rows and howled aloud 
their approval of the antics of the 
comedians in the two reel comedy. The 
rest of the audience as I noticed com- 
prised some staid and solid individuals, 
but mostly the run of men and women 
of a fairly good strata of community 
life. 

Quite a number of college girls and 
schoolmaids were present, for there is 
a large school nearby — flappers I guess 
is the modern term for them ; and 
young men, seeking just a couple of 
hours of good entertainment. 

The news pictorial shown wasn't so 
old, nor yet so young, for that matter, 
but it served to please. 

Then the feature arrived. 

1KNOW I ought not to specify its 
title for fear of being accused of 
boosting one company's picture over the 
others. But, as this is a story of what 
happened, I must put in all the facts. 

The feature, then, was "Merry Go 
Round." 

It was met with that tense silence 
that seemed to shriek to the very corn- 
ers of the ceiling. You may remember 
the opening well, its very dramatic 
force was immediately caught by the 
audience. 

Any way, impressed upon my pass- 
ing train of thought was the idea that 
this was not the atmosphere perhaps 
that an "old" picture would be receiv- 
ed in. 

Usually, some people having seen a 
picture whisper to their neighbors some 
brief comment or even glimpses of the 
story. But here, quiet reigned. Not 



By JERRY GOULD 

even the restlessness often occasioned 
by familiar pictures. 

Evidently the picture was new to this 
audience — even though the writer re- 
members seeing it once before back in 
the early part of '23. 

And, as the story unwound in its 
telling on the screen, the writer was 
constrained to look about him, to note 
its acceptance. 

Now, this picture has a story, and 
also its moments of pathos. 

HOW surprised was I at the numer- 
ous handkerchiefs visible. Even, 
blatantly present in the hands of the 
giddy fun-seeking flappers that had 
been heretofore always connected in 
my mind with joy and mirth rather 
than feeling, and understanding oc- 
casioning tears. 

And the men. Here too I saw keen 
sympathy and even signs of personal 
regret at the heroines' unhappiness. 

These people were intensely inter- 
ested. Even the children remained re- 
spectfully awed by the romance and 
pathos. The circus scenes seemed to 



allow them a brief respite and freedom 
— but generally they fell back into their 
attitude of quiet contemplation of the 
story on the screen. 

NORMAN KERRY was holding the 
audience in his grasp. The little 
heroine, Mary Philbin, were she pres- 
ent, would have found herself the ob- 
ject of pity. The villain was all but 
hissed. 

And all of this, mind you, in the 
semi-dark quiet of a muffled theatre. 
The droning tick-tick of the projection 
machine and the vibrating low hum of 
the organ, alone breaking the silence. 

These people actually cared ! They 
followed the incidents and sequences 
with obvious interest. They were en- 
joying every minute of the picture. 

WHEN it was over, I left with the 
crowd. I listened to their com- 
ments. They all admitted that they 
liked it. That the story had a real ap- 
peal. I thought no greater apprecia- 
tion than this could any showman want. 
And, all this to a picture more than a 
year old. 

(Continued on page 55) 




A scene from Universal's "Merry Go Round," starring Norman Kerry and Mary 
Philbin. The sets closely followed the Continental locale of the story, as may be seen- 




BIG 
LITTLE 
FEATURES 



STANDARD 



FEATURETTES 



BIG 
LITTLE 
FEATURES 




STAND FOR 



TRIED and PROVED 
INSURANCE 

RIED and PROVED the first time when they were 
issued in feature lengths and played to sensational 
business. TRIED and PROVED again, now, when 
released as two thousand foot features, cut and edited 
to two reels of fast, dramatic action. That means 
TRIED and PROVED Twice, which is the most reliable 
box-office insurance in which you can possibly invest. 

featuring such stars as 

RUDOLPH VALENTINO 

CONSTANCE TALMADGE 

A , t CONWAY TEARLE 

and others of 

equal magnitude EUGENE O'BRIEN 



|IG LITTLE FEATURE INSURANCE is just as important as 
the selection of the main attraction itself. Showmanship 
means the perfect presentation of the entire program. And 
alert showmen know that STANDARD FEATURETTES mean 
Tried and Proved Stars in Tried and Proved Stories directed by 
Tried and Proved Directors. Which places their box-office value 
miles ahead of all other short features. 



SIX ALREADY COMPLETED 
ASK ANY SELZNICK OFFICE 



STANDARD 
CINEMA 

CORPORATION 


. ■ 




Releasing Thru 





September 13, 1924 



TRIED AND PROVED PICTURES 



Pa Se 49 



STUNTS That Are 
Building Patronage 



Appropriate 'Side Show' 
Exploitation 

IN Los Angeles, the Alhambra 
Theatre advertised Paramount's 
"The Side Show of Life" strictly 
from the circus angle. 

Their daily newspaper advertising 
looked like the midweek display of 
a circus, but it was the policy that 
they decided upon and they were 
thorough in following it out. 

Probably the best unit in the Al- 
hambra's campaign was the circus 
dodger printed in red ink on bright 
yellow new stock. It was headed at 
the top of the sheet that measured 
about eighteen inches long: "Circus 
Is in Town," and carried the stars' 
names in bold block letters. "A 3 
ring drama of the circus, and stage 
society" was the billing line. Circus 
stock cuts of clowns and animals 
completed the effect. 

* * * 

Issue Miniature Newspaper 

When "The Shooting of Dan Mc- 
grew" played the Grand Theatre, 
Columbus, Georgia, they staged an 
unusually effective campaign. 

Nearly any wide awake showman 
would be able to follow out the idea 
in the same way. 

Several thousand copies of a minia- 
ture newspaper called "The Grand 
News" were hawked about the streets 
by newsboys, yelling, "Extra, Extra, 



all about the Shooting of Dan 
McGrew." 

The newspaper itself was made up 
of a two column scare head across 
the front page reading: "The Shoot- 
ing of Dan McGrew Told in Detail." 
And story, every word of it, in fact 
all the material used, was taken from 
the producers Press Sheet issued on 
this picture. 

The stunt of course created a great 
deal of talk and brought much extra 
business to the Grand Theatre box 
office. 

i-e % 

Good Dodger For 

'Changing Husbands' 

One of the stock stunts devised 
for "Changing Husbands" by Les 
Whelan, Paramount Exploiteer for 
the Philadelphia territory is a small 
throw-away card about 6x4 which 
shows a cartoon of a dejected look- 
ing prisoner peeking oukbehind the 
bars with the copy : "ThiPis the only 
person in the city who will not see 
'Changing Husbands.' " 
* * * 

Window On Main Street Good 
Tie-Up Display 

A large window display on the 
main street of Chattanooga, Tenn., 
in conjunction with Pond's Cold 
Cream and a lobby display cutout 
made from the 24 sheet were exploi- 
tation methods employed to feature 
"Thy Name Is Woman." The cutout 




At the Lyric Theatre, Bridgeport, Conn., 
attractive lobby displays were fashioned 
out of cutouts from 24 sheet posters, to ex- 
ploit First National's picture, "Secrets." 

featured Barbara La Marr and Ra- 
mon Novarro as "the screen's most 
Perfect Lovers," and had four flood 
lights spotted on it. 

^ * ^ 

First Page Display 
for 'Thy Name Is Woman' 

For the first time in the history 
of Chattanooga newspaperdom, a 
motion picture exploitation stunt 
was carried on the first page of the 
news. 

The showman in this instance ar- 
ranged a tie-up with the newspapers, 
whereby free tickets to see "Thy 
Name Is Woman" at the Tivoli 
Theatre were distributed. The 
"Chattanooga News" carried a box 
on the first page for several days, 
featuring the announcement. 




Producers Dist. Corp.'s feature picture "Miami" receives In "Miami" this lobby display brought the ocean to the shore, 
everywhere splendid tie-up co-operation. Here's a window The showman used the poster with telling effect, with the 
in a Southern city, which has a 24 sheet poster for background. fetching picture of Betty Compson, Prod. Dist. Corp.'s star. 



Page 50 



TRIED AND PROVED PICTURES 



Exhibitors Trade Review 



Selected Headliners 

As Disclosed By Their Past Performances in 
the Box Office Hall of Records 



Universal 

A CHAPTER IN HER LIFE— 3,792 
Bookings. Child Love. Reviewed Jan. 26. 
BECAUSE the story has that universal ap- 
peal that goes straight to the hearts ot those 
compromising any audience. 

THE ACQUITTAL — 4,390 Bookings. 
Mystery Play. Reviewed Dec. 8. BECAUSE 
of the cast and the interesting story por- 
trayed so convincingly that the film is a box- 
office winner. 

A LADY OF QUALITY— 3,779 Bookings. 
Love Story. Reviewed Dec. 29. BECAUSE 
it is a corking good love story and boasts 
Milton Sills and Virginia Valli in the cast. 

DRIFTING — 4,229 Bookings. Action and 
Adventure. Reviewed Oct. 27. BECAUSE 
it is a stirring melodrama starring Priscilla 
Dean and having Wallace Beery and Matt 
Moore in the cast. 

THE FLIRT— Booked 6977 times. Love 
and Society Picture. Reviewed February 9. 
BECAUSE it numbers among the most 
popular pictures on the screen, and has a 
ready made audience waiting for a chance to 
see it. 

FOOLISH WIVES— Over 6,000 Bookings. 
Love and Intrigue. Reviewed Feb. 2. BE- 
CAUSE Erich Von Stroheim produced the 
picture and played the lead, and the story 
is of universal interest. 

HUNTING BIG GAME-4,873 Bookings. 
Adventure in the Wilds. Reviewed Feb. 9. 
BECAUSE it is a true adventure picture re- 
plete with real thrills and takes audiences 
on a personally conducted tour. 

THE LAW FORBIDS— 1,559 Bookings. 
Domestic Drama. Reviewed (?) - BE- 
CAUSE Baby Peggy heads a powerful cast, 
and the story has a strong theme built 
around the sanctity of the home. 

MERRY GO ROUND^l,916 Bookings. 
Love and War. Reviewed Jan. 19. BE- 
CAUSE Mary Philbin, Norman Kerry and 
the picture itself proved a box-office sensa- 
tion of 1923. 

THE STORM DAUGHTER— 1,601 Book- 
ings. Sea Story. Reviewed April 19. BE- 
CAUSE it is one of the outstanding box- 
of the ocean deeps starring Priscilla Dean 
and featuring Tom Santschi. 

THUNDERING DAWN^-,304 Bookings. 
Melodramatic Thriller. Reviewed Dec. 15. 
BECAUSE it stars Anna Q. Nilsson and J. 
Warren Kerrigan and shows the best Tidal 
Waves and typhoon scenes ever filmed. 

TRIFLING WITH HONOR-4,941 Book- 
ings. Baseball Story. Reviewed Jan. 26. 
BECAUSE the great national interest in the 
natical games makes this a sure-fire attrac- 
tio- . 

WHITE TIGER- -3,839 Bookings. Crook 
Melodrama. Reviewed April 19. BECAUSE 
Priscilla Dean stars, and the picture has 
proven appealing to audiences all over the 
country. 



Paramount 

THE PURPLE HIGHWAY— Whimsical 
Comedy. Reviewed April 19. BECAUSE it 
is an appealing story which Madge Kennedy 
carries across to real success and it has pro- 
vided good entertainment where it has been 
shown. 

THE WHITE FLOWER— Released March 
4, 1923. Tropical Love. Reviewed Febru- 
ary 2. BECAUSE it handles South Sea 
scenes with a delicacy and romance that gives 
Betty Compson an opportunity for some ex- 
ceptional interpretations. 

HER GILDED CAGE— Reviewed March 
8. Love Drama. BECAUSE it is an inti- 
mate pathetic story which touches the heart 
and appeals to the sophisticated and the sim- 
ple, and it presents Gloria Swanson in a 
role that her followers like and approve. 

BACK HOME AND BROKE— Comedy 
Drama. Reviewed March 1. BECAUSE it 
is a George Ade story of the highest type 
and it gives to Thomas Meighan a delightful 
role which he portrays capably and in a man- 
ner to please the most fastidious. 

TRAIL OF THE LONESOME PINE— 
Reviewed December 22. Family Feud. BE- 
CAUSE Antonio Mareno and Mary Miles 
Minter have made of this picture a highly 
interesting and entirely absorbing story that 
is liked everywhere. 

Selznick 

THE ROAD OF AMBITION— Rise of 
Youth. Reviewed December 29. BECAUSE 
it is a fine moral story in which Conway 
Tearle appears as a sympathetic character 
who more than pleases his audiences. 

LOVE IS AN AWFUL THING— Mar- 
riage Difficulties. Reviewed January 19. BE- 
CAUSE audiences cry with laughter when 
they see it and Owen Moore appears at his 
best in it. 

JUST A WIFE— Triangle Drama. Re- 
viewed December 15. BECAUSE it brings to 
the screen a sympathetic and clean story of 
the love and sacrifice of a woman and thus 
sounds the popular appeal. 

THE LAW OF COMPENSATION— 
Marriage Drama. Reviewed December 22. 
BECAUSE it has proved by its record that 
it is a story which gives Norma Talmadge 
a role she is well capable of handling and it 
pleases big city and small town audiences. 

A MAN'S HOME— Story of New Riches. 
Reviewed December 29. BECAUSE it snugly 
fits the public taste for average pictures and 
has proven its entertainment value by its rec- 
ord at the box office. 

THE CRICKET ON THE HEARTH— 
Romance. Reviewed February 16. BE- 
CAUSE it brings one of Charles Dickens 
most delightful stories to the screen in a 
presentation so charming and interesting that 
it has found a place for itself with everyone. 

REPORTED MISSING— Comedy Melo- 
drama. Reviewed January 12. BECAUSE 
comedy melodramas can always attract audi- 
ences and this is a particularly good one star- 
ring Owen Moore. 



ONE WEEK OF LOVE— Flapper Ro- 
mance. Reviewed December 22. BECAUSE 
it is a delightful light comedy with fast ac- 
tion, plenty of thrills and two very popular 
stars who inject the story with humane- 
ness and fire. 

A LADY'S NAME— Love Comedy. Re- 
viewed March 15. BECAUSE this delightful 
comedy besides its own inherent merit has 
big exploitation possibilities, which exhibitors 
have used extensively and found real money 
makers. 

First National 

FLAMING YOUTH— A startling expose 
of the woman of today. Reviewed Dec. 1. 
BECAUSE it gives Colleen Moore one of 
her greatest roles, and is a picture that the 
women revel in. 

PONJOLA — A kissless bride masquerades 
as a man, for love. Reviewed Dec. 1. BE- 
CAUSE its drama and passion have gripped 
film audiences all over the world, and Anna 
Q. Nilsson and James Kirkwood do the fin- 
est acting ^f their careers. 

BLACK OXEN— Gertrude Atherton's best 
seller novel of a woman who finds the secret 
of recovering her lost youth and beauty. Re- 
viewed Jan. 5. BECAUSE every woman in 
the world is vitally interested in the sub- 
ject, and the story has proved its worth in 
great business throughout the world. Corrine 
Griffith at her best. 

SMILIN' THROUGH— Made from the 
stage play that touched the heart of every- 
body., BECAUSE it has heart appeal in 
abundance, the humor that is close to tears 
and is superbly acted by Norma Talmadge. 
A masterpiece of love and youth. 

LILIES OF THE FIELD— The poignant 
drama bf the neglected wife. BECAUSE it 
is a woman's picture (as well as a man's) and 
reveals the pitfalls and follies that beset the 
woman who, neglected by her husband, looks 
outside the home for a man's attentions. 

POTASH AND PERLMUTTER— Made 
from the biggest stage hit of the decade. 
BECAUSE it set the whole world laughing, 
and its humor is of the kind that does not 

age. 

CIRCUS DAYS— A childhood classic 
brought to life on the screen. BECAUSE it 
gives the inimitable Jackie Coogan one of 
the most delightful roles he has ever had 
and has an appeal for everyone. 

THE HOTTENTOT— One of the biggest 
farce hits of stage and screen. BECAUSE 
it is acted to the fun limit by Douglas Mac- 
Lean and continues to do big business when- 
ever shown. 

C. C. Burr 

THE NEW SCHOOL TEACHER— Rural 
Romance. BECAUSE it features Russel 
Griffin in a part for which he is admirably 
suited and into which he injects a personal 
touch that cannot fail to get across to all 
audiences. 

RESTLESS WIVES— Matrimonial Prob- 
lem. BECAUSE it is a story with a strong 
appeal to both sexes and attempts to bring 
about a better understanding of the existing 
conditions in matrimonial life of the middle 
classes. 

THREE O'CLOCK IN THE MORNING 
— Modern Youth. Reviewed March 22. 
Booked 100 per cent States Rights. BE- 
CAUSE it has every element to please small 
and large town audiences interested in youth 
of the jazz age. 



September 13, 1924 



Page 51 



The Exhibitors Round Table 



McKelvey Loses 

Efforts of members of the Motion Picture 
Exhibitors League of St. Louis led by Presi- 
dent Joseph Mogler to nominate Director of 
Public Safety James N. McKelvey for sher- 
iff on the Republican ticket proved fruitless 
for AfcKelvey was defeated by City Marshall 
Anton Schuler at the primary election Au- 
gust 5, by about 3,500 votes. 

McKelvey was also supported by twenty- 
six of the twenty-eight Republican City 
Committeemen, Mayor Kiel, City Comp- 
troller, Louis Nolte and many other promi- 
nent office holders. But lost the independent 
votes in South and North St. Louis. 

* * * 

Exhibitor Robbed 

Robbers who broke into the home of Ed- 
ward L. Butler 6315 Washington Avenue, 
University City, Mo., manager of the Em- 
press Theatre, St. Louis, on Sunday night, 
August 3, carried off a safe containing jew- 
elry valued at $2500. Butler has offered a 
reward for the return of the jewelry, which 
included a finger watch said to be the only 
one of its kind in the world. It was given 
to him by his mother on her deathbed. It 
was made by a Swiss watchmaker who went 
blind after completing his work. It is about 
the size of a dime and one-quarter of an 
inch thick. 

* * * 
Morning Shows 

Two Topeka, Kas., theatres set a precedent 
last week by giving Saturday morning shows. 
At the Orpheum Theatre, a double bill of 
"The King of Wild Horses" and Doug- 
las MacLean's "Yankee Consul" drew good 
crowds, while at the Cozy Theatre Jackie 
Coogan's "A Boy of Flanders," boosted by 
the star's personal appearance, played to a 
crowded house. 

* * * 

Small Towns Important 

"Though the average playgoers fail to 
realize it, the small town theatres bear the 
important part of the film industry," Eugene 
Zukor, assistant to his father Adolph Zukor, 
president of Famous Players-Lasky, said last 
week while on a visit in Kansas City. "Pros- 
perity in the Kansas City territory, by virtue 
of a great wheat crop, will re-establish the 
theatre going habit in communities where 
the only amusement is the movies. The 
greatest decrease in movie attendance has 
been in the county districts." 

* * * 

Topeka Cuts Prices 

Following suit of other first run theatres 
in the territory, two Topeka, Kas., first run 
houses have reduced admission prices. The 
Orpheum Theatre 10 cents, charging 20 cents 
for matinees and 30 cents at night. Children 
will be admitted for 10 cents at all times, 
according to G. L. Hooper, manager. The 
Cozy Theatre, under the management of 
Lawrence Brueninger, has reduced prices to 
25 cents at night and 15 cents for matinees. 
The only motion picture houses in the city 
where no reduction has been made is the 
Isis Theatre operated by the National The- 
atres Co., which also controls the Orpheum, 
where reductions were made, which is main- 
taining a policy of week runs on feature pic- 
tures. The Isis prices are 40 cents at night 
and 25 cents for matinees. 

* ♦ ♦ 

Expanding Chain 

Henry B. Varner, the North Carolina mag- 
nate announces that he will build a new the- 
atre in Concord, North Carolina to add to 



his rapidly developing chain of Carolina 
houses. Plans for the building which will 
be located on Union Street are now being 
submitted to the insurance department at 
Raleigh and actual work will start as soon 
as they are approved so that the house will 
be ready for opening by January 1, 1925. 

The new theatre will give Mr. Varner six 
houses in North Carolina. In Lexington 
where he will continue to maintain executive 
offices, he has two houses — the Lexington 
and Young's ; in Salisbury the Strand ; in 




Eugene Zukor — son of Adolph Zukor, head 
of Famous Players-Lasky Corp., who 
spoke recently on small town theatres. 

Thomasville, the Palace ; in Badin, the Badin 
Theatre. 

The Concord house will be of brick, and 
will have a seating capacity of 600 or more 
with balcony. The stage will be large and 
thoroughly equipped. 



Goodales Injured 

Both Capt. Frank W. Goodale, manager 
of Loew's Ottawa Theatre and his wife, Mrs. 
Goodale, were injured in an automobile 
wreck on the Prescott Highway, within 20 
miles of Ottawa recently after they had 
driven from New York City. The car 
flopped into the ditch with resultant injuries 
to Capt. Goodale's arm and shoulder and 
bruises to the head and body of Mrs. Good- 
ale. 

The Captain remarked that it was singu- 
lar that he should have had this mishap 
after having served for over 5,000 hours in 
the air before and during the war as a bal- 
loonist and aviator with the Lmited States 
Army. 

* * * 

New Auburn Theatre 

A. A. Spitz of the Park Theatre Company, 
Inc., Providence, R. I., announces the open- 
ing of the New Park Theatre in Auburn, R. 
1., on November 12. The theatre which does 
riot contain a balcony, is to be equipped with 
about 1,000 Haywood-Wakefield opera chairs 
with slip seats. 



Seattle's Latest 

John Danz' Class A Theatre in Seattle's 
down-town district, will become the Capitol 
when it emerges from the chrysalis of its re- 
construction. Some time ago Mr. Danz 
purchased the other half of the building, and 
will throw the entire space into his enlarged 
house. The Class A will continue to operate 
until the wall has to be removed, throwing 
the house into one. Complete new decora- 
tions and furnishings, seating, etc., etc., will 
be used at a cost approximating $100,000. A 
first run feature policy will go into effect 
with the opening of the new house, and 
twenty-five cent admission charged. 

A big Kimball organ, the first of its type 
to be installed in down-town Seattle, will be 
a feature of the new house. It will be the 
third largest organ in a down-town motion 
picture theatre. Art Hile, who has had con- 
siderable experience in the management of 
houses in various parts of the Pacific North- 
west, will be house manager. An October 
first opening is planned. 



Publicity Stunt 

Do you know "How to Educate A Wife?" 
Seattle men and women were given a chance 
to air their theories on this subject through 
a local tie-up between the Star and the Coli- 
seum Theatre. The best opinions were re- 
paid with a number of merchandise orders 
contributed by local merchants. Good re- 
sults were obtained. 

% % 

New Theatre For Butte 

W. W. Wisner of Butte, Mont, was in 
Seattle for a few days last week. Mr. Wis- 
ner is manager of the new Temple Theatre, 
which is practically completed and will have 
its formal opening shortly. He renewed 
acquaintance with a number of old timers, 
for his theatrical experience dates back eigh- 
teen years. This is his first venture in the 
movies. The new Temple Theatre is a 
beautiful structure, substantially built, and 
plans call for a handsome decorative and' 
furnishing scheme. 

^ ^ ^ 

Super Adds Another 

Hector Pasmezoglu owner of the Congress, 
Criterion and Delmar Theatres has also pur- 
chased the Yale Theatre, 3700 Minnesota 
Avenue, St. Louis, which has a seating ca- 
pacity of 600. The purchase was made in 
the name of the Super Theatre Corporation, 
holding company for Pasmezoglu's interest. 
Pasmezoglu has also purchased the Plaza 
Theatre building on Etzel Avenue. 



Orpheum Reopens 

The Orpheum Theatre, Winnipeg, Manito- 
ba, has re-opened under the management of 
Earl Wadge with a combination policy run- 
ning to a programme of a feature picture, 
Pathe News Weekly, Topics of the Day, 
Aesop's Fables, and vaudeville, shows run- 
ning continuously from 1 to 11 P. M. from 
23 cents to 68 cents admission scale. A 
brand new feature of the theatre is a large 
pipe organ. Isadore Lav.itt has been ap- 
pointed director of the orchestra. 

* * * 

Rushing Work 

Work is being pushed on the Coffeyville, 
Kansas Memorial Auditorium, and it is ex- 
pected that the building will open on Sep- 
tember 1. It was previously announced that 
it would open on November 11. The build- 



Page 52 



Exhibitors Trade Review 



ing is municipally owned, and was built with 
the cooperation of all patriotic organizations 
in the city and their auxiliaries, and the Fed- 
eration of Womens' clubs. Its cost is 
$100,000. 

The building is equipped with 2,200 Hey- 
wood- Wakefield opera chairs. About 1,600 
of these are to be fastened to strippers, to 
facilitate removing the chairs from the main 
floor for dancing. The other 600 are fixed 
permanently in the balcony. The aisle seats 
will bear the initials "C. M. A." in gold 
finished letters. 

"U" Renews Lease 

Universal pictures corporation, operating 
the Olympic Theatre, Buffalo, has renewed 
their lease of the house for a period of 
two years. This announcement comes on 
the heels of the purchase of the theatre site, 
by the Buffalo Trust Company. The present 
lease held bv Universal was an agreement 
with the Monument Theatre corporation 
when the house was first secured, containing 
an option for a renewal of the present lease, 
which is due to expire November 1. This 
option when presented to the Monument 
Theatre corporation by Universal Pictures 
was accepted. Manager Edwin O. Weinberg 
of the Olympic says that a policy of highest 
grade motion picture presentation will be 
pursued. The photoplay house will be im- 
mediately overhauled and redecorated and a 
large orchestra installed. 

* * * 

Montreal Censor 

Martin Singher, a newspaperman of Mon- 
treal has been appointed to the Montreal Po- 
lice Board to have charge of the inspection 
and censoring of all moving picture posters. 
This appointment follows the order of the 
Montreal City Council for a more rigid ex- 
amination of theatrical posters. 

* * * 

Legal Mixup 

Miss Florence Ketchum, a public school 
teacher, has been operating the Plaza for 
several years, but several months ago got 
into a controversy with the owner of the 
building concerning a renewal of her lease. 
Much litigation has resulted. What effect 
the purchase of the building by Pasmezoglu 
will have remains to be seen. 

Miss Ketchum also had the Aubert and the 
Chippewa Theatres, the former on Easton 
Avenue near Aubert and the latter on Broad- 
way near Chippewa, but has given up both 
houses. On Saturday, August 24, Mr. and 
Mrs. E. J. Minnig, owners of the Aubert 
Theatre building took over the management 
of the theatre. The Chippewa is dark at 
present. 

* * * 

Round Table Briefs 

Jim Carney, assistant manager of the 
Olympic Theatre, Buffalo, has resigned to 
accept a position at the Broadway Strand 
in Detroit, according to an announcement by 
E. O. Weinberg, manager of the Olympic. 

* * * 

The Hi-Art Theatre in Lockport re-opened 
for the season this week with a benefit per- 
formance for the Lockport Hospital Aid 
Association. 

* ♦ 

A. N. Wolff has been named manager of 
the Grand Theatre in Rochester. The Schine 
Theatrical corporation of Gloversville has 
taken a ten year lease of the house which 
has been operated for years by T. G. 
Thompson. 

* * * 

George Paul is operating the Iris Theatre 
at Preston, Idaho, and reports very pleasing 
business. 

* * * 

Many out of town exhibitors came into 
Seattle for the M. P. T. O. of Washington 
luncheon at the Hotel Gowman. These affairs 



continue to bring the boys in, and are pro- 
viding a definite purpose for getting together 
to unrayel problems that confront the ex- 
hibitors. 

L. Warner of the Warner Drug Co., 
Hoxie, Ark., has purchased the Triangle 
Theatre, Hoxie, from G.' T. Lewis. Pictures 
will be the policy. 

The Rialto Theatre, Moberly, Mo., has 
been closed for the season. H. M. Forth, 
owner, contemplates several very important 
improvements for the Rialto during the off 
season. 

* * *" 

E. H. Budock has acquired the Palace 
Theate at Blackwell, Okla., from A. B. 
Woodringer. 

* * * 

The Majestic Theatre, Perry, 111., has been 
remodelled and completely repainted, and 
many novel features have been added to 
make the Majestic a strictly up-to-date mo- 
tion picture theatre. Paul Durbin is the 
manager. 

A. J. Jinks has opened his new Crystal 
Theatre at Ligonier, Ind. It is said to be 
one of the most complete and beautiful the- 
atres in this part of the State. Big feature 
pictures will be the policy of the manage- 
ment. 

* * * 

Jess Fiedler, former assistant manager and 
treasurer of the Orpheum Theatre, Wichita, 
Kan., has been appointed manager to suc- 
ceed Walter Crosbie. 

Noah Bloomer of Belleville, 111., is work- 
ing on plans for his new theatre which he 
is erecting here. Mr. Bloomer is now oper- 
ating an airdome in this city at the present 
time. 

* * * 

A new motion picture theatre is being 
erected at Longmont, Colo., by Harry Good- 
stein. Will be modern in every respect. 
Two Powers projectors and a motor gener- 
ator set is now being installed. Pictures will 
be presented as the present policy. 

James Alifer, manager of the American 
Theatre, Enid, Okla., reports that business 
is very good with pictures as the present 
policy. Stock and pictures will be the policy 
for the winter season. 

* * * 

Prices are to be raised week ends at the 
Dream, Port Angeles, Wash., according to 
report. Admissions have been ten cents, but 
are to be a quarter on Saturday, Sunday and 
Monday, during which time special features 
will be offered. Charles George is manager. 
Manager Huot of F. B. O. announces that 
the bulk of his product has been placed. 



W. P. Cuff of the Strand Theatre, Chilli- 
cothe, Mo., has completed construction of his 
new hotel, which adjoins the theatre, equip- 
ping each room with a radio headset for the 
entertainment of his guests. It helps busi- 
ness at the theatre, as well as the hotel, he 
says. 

* * * 

Buddy Paul of Mexico, Mo., plans to re- 
open his Grand Theatre on Labor Day with 
feature pictures and tab musical sets. 

* * * 

The Rialto Theatre, Moberly, Mo., is be- 
ing dismantled. 

sf: $ $ 

The Gem Theatre, Bowling Green, Mo., 
will be reopened on Labor Day. 

W. W. Armstrong, is building a house at 
24th Avenue and East Lynn Street, Seattle. 
It is planned to seat 580 people. Construc- 
tion will begin shortly. George Purvis of 
Seattle is architect. 

* * * 

Manager C. W. McKee, has a purple car 
out as a ballyhoo for "The Deep Purple" 
which is doing a big business at the Seattle 
Million Dollar Heilig this week. 

D. Constanti opened his Liberty Theatre, 
Puyallup on August 19. Invitations were 
issued to all of Film Row, and a good crowd 
went down for the ceremony. This makes 
Constanti's second house within six months. 
The Liberty, Sumner, built by him, was 
opened in the Spring. 

* * * 

Close on the heels of the Puyallup open- 
ing came the opening of S. R. Stalcup's 
Community Theatre at 56th and M. Streets, 
Tacoma. This is a cosy little suburban 
house. It opened on the 20. 

* * * 

The Garrick Theatre, Winnipeg, built and 
owned by many Winnipeg stockholders, is 
being continued without interruption in spite 
of the calling of a meeting of creditors re- 
cently, the theatre being under the direction 
of Manager Fisher. 

* * * 

Tacoma established a record by holding 
"The Covered Wagon" for two weeks at the 
Colonial. Manager H. T. Moors arranged 
a very effective lobby with cutout wagons, 
unusual lighting effects, etc., and did a record 
business. Tacoma is a orfe week town. 

* * * 

Ray Grombacher, owner of the Liberty 
Theatre, Spokane, Wash., spent four days in 
Seattle last week, attending the trustees' 
meeting of the M. P. T. O. and taking in 
the Warner banquet. Mr. Grombacher was 
the guest of manager Fred Sliter of First 
National. 




September 13, 1924 



Page 53 



k> IE 

Production Chart with Review Dates 



Here Will Be 
Reviewed 



Found the Essential Details of Productions That Have 
in the Columns of This Journal in Preceding Months, 
Including Name of Director and Length of Film. 



Been 




SEPTEMBER 



Feature 

A Soul's Awakening . . . Flora 

Empty Hands Jack 

Last of the Duanes, The Tom 

Lily of the Dust Pola 

Man Who Came Back, Geo. O'tsnen 



Star Distributor Length Reviewed 

Le Breton Cran.-Clark 6,000 Sept. 6 

Hoit Fam. Play. 

Mix Wm. Fox . 

Negri Fam. Play. 



Siren of Seville Priscilla Dean 



.Fox 8,293. 

. Pro. Dist. . . 6724 . 



7,048 Sept. 

.6,942 Sept. 

6,811 Sept. 



. Sept. 
.Sept. 



AUGUST 



Feature 

Against All Odds Buck 



5,000 Aug. 

. . 68195 

..4,650 Aug. 2 

.6,448 Aug. 16 

. .6;8UU Aug. 30 

6,500 Aug. '2 

Aug. 16 
. .Aug. 9 

Truart ....5,641 nus. 3u 

Fam. Players 

Universal ..4,491 Aug. 23 

First Nat'l 

Pathe Serial Aug. !2 

Universal ...5,508 ... .Aug. 30 

Met.-Gold. 12,000 

Pro. Dist. ..5875 Aug. 23 



Star Distributor Length Reviewed 

Jones Fox 4.809 Aug. 30 

Along Came Ruth Viola Liana Metro-Gold. 

Barbara Frietchie Vidor-Lowe Pro. Dist. 

Big Timber Wm. Desmond . . Universal 

Benold This Woman ..Irene Rich Vitagraph 

Being Respectable Blue-Rich Warner . 

Born Rich Windsor-Lytell . First Nat 1 

Bread Mae Busch Metro-Gold. 

Broken Barriers Kirkw'd-Shearer .Metro •• ••5.7 17 

Defiance Renee Adoree . .Brush Pro. 5,550 

Desert Sheik, The isarrie-Sneaier 

Empty Hands Holt-Shearer . . 

Fighting Fury Jack Hoxie . . . 

Flirting With Love Colleen Moore 

Into the Net Murphy-Mulhall 

Hit and Run Hoot Gibson . . 

Janice Meredith Marion Davies 

Legend of Hollywood . . Percy Marmont 

Lily of the Dust Pola Negri Fam. Players 

Little Robinson Crusoe .Jackie Coogan . Metro-Gold. 6,216 Aug. 

Love & Glory Bellamy-de Koche Universal . .7,/65 Aug. 23 

Love of Women Chadwick-Love .Selzn.ck ...5,500 Aug. 

Lure of the Yukon. The Novak-Bradford Lee-Brad. 

Manhandled Gloria Swanson Paramount 

Man Who Fights Alone. William Farnum .Paramount 
Monsieur Beaucaire ••■ Valentino-Daniels Paramount 

Neglected Women Torrence-Nilison F. B. O. 

Never Say Die Douglas MacLeanAsso. Ex. 

Sarin' to Go Buffalo Bill, Jr. Artclass 

Red Liiy, The Novarro-Bennett 

Side Snow ot Life, The Senna Owen . . . 

Siren of Seville Priscilla Dean . 

Speed Spook, The Johnny Hines .. 

Swords and the Woman Flora Le Breton 
Tess of D'Urbervilles . . Blanche Sweet . 

Tnat French Lady Snirley Mason ..Fox 6,4/u Aug. 

The Heart Buster ....Tom M.x box 4,500 Aug. 

Western Feuds Edmund Cobb ..Arrow 4,908 Aug. 

Western Vengeance Franklyn Farnum I ndep. Pic. 5,000 Aug. 

Who's Cheating Ralph Kellard ..Lee-Brad ..4 700 Aug. 

Wise Virgin, The Patsy Miller ....Pro. Dist 5 795 

Wolves of the North . . . Serial Universal 10 Epi Aug. 

Yankee Speed K. McDonald . . Aywon ....5.000 Aug. 



.5,170 Aug. 23 

.6„'998 Aug. 9 

6,00/ Aug. 9 

23 
16 
16 
<2 
16 
23 



.19,100 Au| 

^5,265 Aug. 

. j, 891 Aug. 

. .4,641 Aug. 

Metro-GoPa. 6,975 Aug. 

Paramount Aug. 



Pro. Dist. 
. EastCoast . 

F. B. O. 

Metro-Gold. 
. Fox 



6900 

.6,700 Aug. 30 

.6,000 Aug. 5 

7,500 Aug. 9 

30 
2 
2 
30 
>2 

30 
16 



JULY 



Feature Star 

Another Scandal Lois Wilson . . . 

Arab, The Novarro-Terry . 

Babbitt Louis-Alden . . . 

Behind the Curtains Ricksen-Harron 

Between Worlds Special Cast . . . 

Caotain January Baby Peggy ... 

Changing Husbands . . . Leatnce Joy . . . 
Code of the Wilderness . Bowers-Calhoun 

Daring Love Hammerstein . . 

Dark Stairways Dwyer-Rawlinson 

Don't Doubt Your 



Distributor Length Reviewed 

. Pro. Dist. . .5900 

.Metro-Gold. 6,710 July 

.Warner ...5,500 July 

.Universal ..4,820 July 

.Weiss Bros. 6,400 July 

.Principal ...6,194 July 

.Paramount .6,79)9 July 

.Vitagraph ..6,483 July 

.Truart 5,000 July 

Universal ..5,030 July 



Husband""^ Viola Dana Metro 5,510 July 

S.v'The Comp.-Marmont .Paramount .7.861 July 



Enemy Sex. 

Pooh in the Dark Miller-Moore 

Girl in Limousine Larry Semon ... 

Her Own Free Will . . . Helene Chadwick 
Napoleon & Josephine . Evans-Dibley ... 
One Law for the WomanHarris-Landis . . . 
Perfect Flapper Colleen Moore 



F. B. O. 
First Nat'l 
Pro. Dist. 
F. B. O. . 
Vitagraph 
First Nat'l 



Revelation 2^ a - B, " e . £? etr0 



Fox 4.741. 

Universal 
. First Nat'l 
Asso. Exhib. 
. Selznick 
F. B. O. 



7,702 July 

5,600 July 

.5875 

6.591 July 

5.800 July 

7,000 July 

7,762 July 



• July 



.5,509 July 



Romance Ranch GiVbert-Faire 

Sawdust Trail, The . . . . Gibson-Sedgwick 

Single Wives Gnffith-Sills ... 

Sixth Commandment . . . Wm. Faversham 
Stranger of the North .Travers-Dwyer . 
There's Millions in It . . Catherine Calvert 

TVinc Who Give Sweet-Love Ince I.A\£ 

T^r" Thompson ....... Carey-Clayton . . Pro Dist. . . 5,700 

Traffic in Hearts Fraser-Harris . ..C. B. U . 

Unguarded Women Damels-Dix Paramount 

Valley of Hate, The . . . Lucas-Yearsley .. Russell Pro. 

Wine of Youth Boardman-Lyon .Metro-Gold. 

Young Ideas LaPlante-Lyon . . Universal . 

JUNE 

Feature Star Distributor Length Reviewed 

Back Trail The Jack Hoxie Universal ..4,615 June 28 

Bedroom Window, The.. May McAvoy ...Paramount 6,550 June 28 



5,214 July 5 

.5,000 Julv "26 

.6,100 July 5 

..July V 
..July r 

5,548 Julv ^6 

6,051 July 5 

5,000 July 56 

6,600 July ^6 

4,095 Julv 56 



Feature 

Broadway or Bust 

Code of the Sea, The . . . 

Dangerous Crowd 

Dangerous Line, The . . . 
Daughters of Pleasure . • 

Family Secret, The 

Fighting Sap, The 

For Sale 

Gaiety Girl, The ■ ; 

Good Bad Boy, The 

Guilty One, The 

High Speed 

Hold Your Breath 

How To Educate a Wife 

In Fast Company 

Iron Man, The 

Lightning Rider, The . . 

Lily . of the Valley 

Lone Chance, The ...... 

Masked Dancer, The . . . 

Miami 

Pal O'Mine 

Paying the Limit 

Reckless . Age, The 

Sea Hawk, The 

Self Made Failure, The 
Spirit of the U. S. A. 

Spitfire, The 

Tiger Love 

Turmoil, The 

Unseen Hands 

Western Luck 

White Moth. The 



Star 

Gibson 

Logan 

Thompson-Keener 
Sessue Hayakawa 
Prevost-Blue . . . 

Baby Peggy 

Thomson-Keener 
Windsor-Menjou 
Mary Philbin . . 

Special 

Agnes Ayres 

Rawlinson 

Special 

Prevost-Blue . . . 
Talmadge-Harris 

Albertini 

Harry Carey . . . 

Jhrissie White 

Gilbert-Brent . . . 

Chadwick 

Betty Compson . 

Irene Rich 

Special 

Reg. Denny . . . 
Milton Sills . . . 
Miller-Moore . . . 
Walker- Carr . . . 
Blythe-Dexter 
Taylor-Moreno 
Hackathorne . . . 
Wallace Beery . 
Chas. Jones . . . 
LaMarr-Tearle 



■■1 s'sssjaw 

Distributor Length Reviewed 

Universal ..5,272 June 'Kl 

Paramount .5,800 June 14 

F. B. O. ..4,757 June 1.4 

F. B. O. ..5,406 June 7 

Principal ...6,000 June 14 

Universal ..5,676 June 28 

F. B. O. ..5,138 June 28 

First Nat'l .7,480 July 5 

Universal ..7,419 June 7 

Principal ...5,198 June 7 

Paramount 5,365 June 21 

Universal ..4J927 June i.8 

Pro. Dist. .6,000 June 7 

Warner 6,800 June 21 

Truart 5,411 June 7 

Uni.-Ser. 15 Epis June 28 

Pro. Dist June 28 

Hepworth ..5,580 June 28 

Fox 4,385 June 21 

Principal ...4,987 June 14 

Pro. Dist. ..5,989 June 14 

C. B. C. ..6,000 June 14 

Gerson 5,000 June ; : 7 

Universal . .6,954 June ' "7 

First Natl. 12,045 June 14 

First Nat.'l 7,345 June 28 

F. B. O. ..8,312 June 14 

Asso. Ex. ..6,109 June 14 

Paramount 5,325 Jun; 28 

Jewel 6,741 June 21 

.Asso. Ex. . v 5,392 June 7 

Fox 5,020 Jun; 28 

First Nat.'l 6,571 June 28 



MAY 



Feature 
Beloved Vagabond, The.. 

Bluff 

Borrowed Husbands .... 
Broadway After Dark... 

Chechahcos, The 

Circus Cowboy. The . . . 

Come on Cowboys 

Confidence Man, The... 
Crosses Trails . . . 

Cytherea 

Dangerous, The 

Dangerous Trails 

Darin*? Youth 

Dorothy Vernon 

Fighting American, The. 

Fire Patrol, The . .' 

Fortieth Door, The 

Forty Horse Hawkins.. 
Girl of the Limberlost . . 

Goldfish, The 

Hutch of the U. S. A. . 

Kentucky Days 

Lawless Men 

Listen Lester 

Lone Wolf. The 

Marriage Cheat, The . . . 

Men 

Mile-A-Minute Morgan . 

Missing Daughters 

Mile. Midnight 

Monmarte 

Night Hawk, The 

No Mother to Guide Her 

"ecoil 

R-iected Woman ....... 

Riders Up 

R'dgeway of Montana . . 

Sherlock. Tr. 

S'gnal Tower, The 

Son of Sahara, A ... 



Star Distributor 
C. Blackwell . . . F. B. O. . 

Ayers Paramount 

Flo. Vidor Vitagraph . 

Nilsson-Menjou ..Warners .. 
Eva Gordon .... Asso. Ex. . 

Chas. Jones .... Fox 

Dick Hatton Ar.-Wilson 

Thomas Meighan . Paramount 
Franklyn Farnum Independent 
Rubens-Stone . . . First Natl. 
Laura LePlante .. Universal 

Irene Rich Ambassador 

Daniels-Kerry ...Principal .. 
Mary Pickford . . United Art 

O'Malley Universal . 

Special Chadwick . 

Pathe 

Hoot Gibson . . . Universal . 

F. B. O. , 

Const. Talmadge . First Natl. 
Chas. Hutchison. Steiner .... 

Dustin Farnum .'.Fox 

Neal Hart Steiner 

Fazenda-Myers . . Principal . 

Holt-Dalton Asso. Ex. , 

L. Joy Paramount 

Pola Negri Paramount 

Mattv Mattison . Aywon 

E. Novak Selznick . . 

Mae Murray . . . Metro .... 

Pola Negri .Paramount 

Harry Carey .... Pro. Dist. 

Fox 

Tom M : x F. B. O. 

Blythe-Hami'ton Oo'd -Cos. 
Rubens-Nagel . . . Gold. -Cos. 

C. Hal* Universal 

T. Hoxie Universal 

Buster Keaton . . Metro-Gold 
Special Super-Jewel 



Length Reviewed 

.6,217 May 3 

.5,442 May 10 

.6,900 May 10 

.7,200 May 3 

.7,600. May 17 

.4,000 May 17 

.4,700 May 31 

.7,215 May 3 

4,900 May 10 

.6,500 May 3 

.4,9W May 31 

5,750 Mav 10 

. .5,300 Mav 17 

.19,500 May 17 

. .5,351 May 31 

. .6,600 May 31 

. Serial May 17 

..5.419 May 3 

..5,94? May 31 

.7,145 Mav 3 

. .4.890 May 31 

. .4.508 Mav 17 

. .4.816 .Mav 17 

. . 6.000 May 10 

. .5.460 Mav 24 

6.70« Me, ">:• 

.6 487' Mav 17 

. . 4.190^ Mav 10 

. .6.67P Mav " 

. .6.778. Mav 17 

.6.715 May 3 

Mav \ n 

. .6.6*0 May 24 

. .4.S58 Mav 24 

. .6.800 . .Mav 10 

. .7.760 Mav 10 

. .4,904 Mav 17 

. .4.843 May 24 

4 065 . . ... . .Mav 17 

6,714 May 31 



Coming Productions 



Features 



Star 



Distributor 



A Cafe in Cairo Priscilla Dean Prod. Dist. . . 

A Desperate Adventure Franklyn Farnum ....Independent . 

Adorable Scofflaw, The Bow-Harlan Preferred ... 

A Drama of the Night Cruze 

After a Million Kenneth McDonald ...Sunset Prod 

Age of Innocence, The Warner Bros. 

Alaskan. The Thomas Meighan Paramount 

Alibi, The Special Cast Vitagraph .., 

An Old Man's Darling Laura La Plante Pathe 

Another Man's Wife Kirkwood-Lee Prod. Dist. . 

A Prince of India A. K. Mozundar Excelsior 

Argentine Love Daniels- Cortez 

A Sainted Devil Valentino 

A Woman Under Oath Florence Reid Independent 



Page 54 



Exhibitors Trade Review 



Current Production Chart 



Coming Productions 



(Continued ) 



Features Star Distributor 

Barbara Frietchie Lumas 

Back of the Beyond Grand-Asher 

Baffled Franklyn Farnum ....Independent Pic. 

Bag and Baggage Special Cast Selznick 

Bandolero Special Cast Goldwyn-Cos. ... 

Baree, Son of Kazan Special Cast Vitagraph 

Beast, The Special Cast Fox 

Beggars on Horseback Blue-Prevost Warner Bros. ... 

Beloved Brute, The de la Motte Vitagraph 

Ben Hur Special Cast 

Black Lightning Lumas 

Blackmail Special Cast Universal ....... 

Boden's Boy Special Cast Hepworth Dist. 

Boomerang, The Special Cast Preferred Pic. . . . 

Border Legion, The Moreno 

Border Intrigue Franklyn Farnum .... Indep. Pic 

Breath of Scandal. The Special Cast Schulberg Prod. 

Bridge of Sighs, The Special Cast Warner Bros. . . . 

Broadway Butterfly, The Special Cast Warner Bros. . . 

Buddies Marion Davies Cosmo 

Butterfly Virginia Valli Universal 

Captain Blood Kerrigan-Paige Vitagraph 

Chalk Marks Special Cast Prod. Dist 

Circe Mae Murray Metro 

Circus Rider, The Charles Jones Fox 

Claim No. 1 Special Cast Universal 

Clean Heart Marmont-de la Motte Vitagraph 

Colorau John Gilbert Fox 

C»rsican Brothers Dustin Farnum Independent .... 

Covered Trail, The J. B. Warner Sunset Prod 

Courage Franklyn Farnum ....Indep. Pitt 

Cyclone Rider, The Fox 

Damaged Souls Fox 

Dancers. The Fox ;. 

Dangerous Money Daniels 

Dante's Inferno Special Cast Fox 

Dark Swan. The Cody-Prevost Warner Bros. . . . 

Daughters of the Night > ■ Fox 

Darwin Was Right Fox 

Deadwood Coach. The Fox 

Dear Pretender. The John Roche Warner Bros. 

Desert Outlaw, The Buck Jones Fox 

Dick Turpin Tom Mix Fox 

Dollar Down Ruth Roland 

Dollar Mark, The Mildred Harris-Fraser F. B. O 

Double Dealing Charles Jones Fox 

Driftwood Elaine Hammerstein ..Truart 

Druscilla With a Million Soecial Cast F. B. O 

Eleventh Virgin, The Special Cast Warner Bros. . . 

Empty Hands ■ Holt-Norma-Shearer 

Everyman's Wife Fox 

Every Woman's Secret „ l umas 

Eve's Lover -...Special Cast Warner Bros. .. 

Extra Man. The Universal 

Face to Face viola Dana Metro 

Faint Perfume ■. Special cast . Preferred 

Fast Set, The Compson-Menjou 

Female, The £ om £ so " ;;.„• 

Feet of Clay C. B. DeMille 

Fighting Tylers. The Special Cast Paramount 

Find Your Man Rin Tin Tin Warner Bros. . . . 

Fine and Dandy Tom Mix Fox ........... 

Fires of Fate J TuaT } R ) ' 

First Violin. The Grand-Asher 

Flames of Desire • • ■ •. Fox 

Flames of Romance ., Special Cast 

Flattery Special Cast C. R. C 

Follies Giri. The Margaret Livingston . Prod. Dist 

Fool. The Special Cast Fox 

Forbidden Paradise Negri • • 

Forbidden Lover, The Special Cast Selznick 

Furnace of Life. The Grand-Asher 

Garden of Luxury. The Compson 

Gerald Cranston's Lady Fox 

Getting Her Man Special Cast Fox 

Girl on the Stairs Special Cast Prod. Dist 

Gold Heels Fox 

Gold Rush. The • ••• Charlie Chaplin United Artists 

Good Men and Bad Soecial Cast F. W. Kraemer . 

Great Diamond Mystery. The . . . Shirley Mason Fox 

Greater Than Marriage Tellegen-Daw Vitagraph 

Greed Special Cast . . . Gold.-Cos 

Haunted Hours Olive Hammerstein ...Fred Welhl Prod. 

Hearts of Oak Fox 

"Heart Trouble" Constance Talmadge ..First Nat.' 1 <«.... 

Her Code of Honor Florence Reid 

Her Game Florence Reid Independent .... 

Her Love Story Swanson Independent .... 

House of Youth Jacqueline Logan .... Prod. Dist 

How Baxter Butted In Louis-Fazenda Warner Bros. . . . 

Human Mill The Special Cast Metro 

Hunted Woman. The Fox 

Hunting Wild Anima's in H'w'd Fox 

Husbands of Edith, The Reginald Denny Universal 

I Am The Man Barrymore-Owen Chadwick 

In H'w'd with Potash and Perl. Bernard-Carr First National . . 

In Love With Love i Fox 

In the Shadow of the Moon ...Dorothy Chappell ' -e-P--«"o-d 

Inner Sight. The Kirkwood-Lee Pro.-Dist 

Innocence Ann a Q Nilsson C. B. C 

Innocent Soecial Cast Universal 

It's a Boy Soecial Cast Weber and North 

Justice Raffles Gerald Ames Hepworth 

King's Jackal, The Edmund Lowe Fox 

Last of the Duanes Tom Mix Fox 

Last Man on Earth, The . , Fox . . . 

Law and the Lady, The AH Star Aywon Film Corp. 

Lend Me Your Husband Doris Kenyon Grand-Asher 

Let's Go FB O. 

Lighthouse by the Sea, The Rin Tin Tin Warner Bros. . . . 



Distributor 



Features Star 

Lily of the Dust Negri 

Lone Fighter, The J. B. Warner Sunset Prod. . . 

Lost Special Cast F. B. Q. 

Lost Lady, A Special Cast Warner Bros. . . 

Love Pirate. The Carmel Myers Fox 

Love Throne, The Edmund Lowe Grand-Asher . . . 

Love Trap. The Special Cast F. B. Q. 

Lover of Camille Blue-Prevost Warner Bros. . . 

Lover's Lane Special Cast Warner Bros. . . 

Loyalties Special Cast Fox 

Madame Satan Theda Bara 

Magnificent Ambersons, The ....Special Cast Vitagraph 

Man from Texas, The Harry Carey Prod. Dist 

Man Without a Conscience The.. Special Cast Warner Bros. .. 

Manhattan Dix 

Mansion of Aching Hearts Special Cast Preferred Pic. .. 

Mark of Cain John Gilbert Fox 

Mary Anne Pathe 

Mary the Third Eleanor Boardman ....Goldwyn-Cos 

Meddling Women Lionel Barrymore . . . Chadwick 

Mirage, The Florence Vidor Prod. Dist 

Missourian, The Reginald Denny Universal 

Mist in the Valley ...... Alma Taylor Hepworth 

My Ladies' Lips Preferred 

My Man Special Cast Vitagraph 

My Wife and I Special Cast Warner Bros. . . 

Narrow Street, The M. Prevost-W. Lewis Warner Bros. . . 

Neptune's Romance Fox 

Night Caa. The Special Cast Universal 

Night Ship. The Lumas 

No More Women M. Moore-Bellamy ...Allied P. & D. . 

North of 36 . Holt, Torrence, WilsonParamount 

Off the Highway Jacqueline Logan .... Prod. Dist 

Offenders, The Marjorie Wilson Independent ... 

Oh, Doctor Special Cast Universal 

Oh, You Tony! Tom Mix Fox 

On the Shelf Special Cast Prod. Dist 

One Night in Rome Laurette Taylor Metro 

Open All Niaht Dana-Goudal-Menjou 

Open Places John Lowell John Lowell ... 

Other Men's Daughters Special Cast Grand-Asher ... 

Outline of History J. R. Bray 

Painted Flapper Kirkwood-Garon Chadwick 

Painted Lady. The O'Brien-MacKaill Fox 

Pearl of Love All Star Lee-Bradford 

Peter Pan Daniels-Cortez 

Phantom of the Opera, The . . . Special Cast Universal 

Plugger. The Special Cast Fox 

Pony Exnress Soecial Cast Universal 

Prairie Wife. The Special Cast Gold.-Cos 

Price of Pleasure. The Special Cast Universal 

Rainbow Trail. The Tom Mix Fox 

Ramshackle House Betty Compson Prod. Dist 

Reckless Romance Special Cast Prod. Dist 

Re<-omnense Monte Blue-Irene Rich Warner Bros. 

Relativity Alma Rubens Goldwyn-Cos,..., 

Riders of the Purple Sage Tom Mix Fox .1., 

Rose of the Ghetto Marie Prevost Warner Bros. . . 

Roaring Rails Harry Carey Prod. Dist 

R^e Wolves Fox . . 

Sheriff of Tombstone Fred Thompson Monogram Pic. 

Sinners in Heaven Daniels-Dix Paramount ..... 

Skyline of Spruce. The .Special Cast Universal 

Rv w -<! T iahtninz Kenneth McDonald ..Sunset D rod. 

Soft Shoes Harry Carey Prod. Dist. . .' ." 

Southern Love Betty Blyt-he 

Ste->ninp Lively Richard Ta'madge . . . Truart 

Stolen H»arts Hebe" Rawlinson . . . Universal .... . 

Story Without a Name Ayres-Moreno 

Stranee Woman, The Shirley Mason Fox 

Strathmore Fox 

Superstition De la Motte-Bowers . Creative Prod 

Winner Tak» All Buck Tones Fox . 

Taming of The Shrew Bebe Daniels Principal Pic 

Tarnish Mav McAvoy First National 

Tarzan and the Golden Lion ...Elmo Lincoln Grand-Asher 

Teeth Tom Mix Fox 

Tenth Woman, The Specia' Cast Warner Bros."." 

The Monster Lon Chaney West. Prod ... 

This Woman Irene, Rich-John Roche Warner Bros. 

Thorns of Passion George O'Brien Fox 

Three Women Lew Cody-Mary Carr Warner Bros. 

Throwback. The O'Malley Universal '. 

Tongues of Flame Meighan 

Treasure Canyon , (. B. Warner Sunset Prod. 

Tree in the Garden Special Cast Goldwyn-Cosmo 

Triflers. The Special Cast P-eferred Pic '. 

Troubles of a Bride Fox 

Trouping with Ellen Helen Chadwick Prod. Dist 

Truth About Women Hope Hampton Banner Prod. . 

Ultimate Good. The K'aine Hammerstein ..Truart 

Unmarried Wives Mildred Harris Lumas 

Virtuous Crooks H. Rawlinson Universal 

Virtuous Laws Special Cast 

Visions United P. & D. 

Wages of Virtue Swanson 

Wanted by the Law J. B. Warner Sunset Prod. . . 

Warrens of Virginia Fox 

Way of All Flesh Grand-Asher . . 

Way of a Man Special Cast Pathe 

Weavers, The Goldwyn-Cosmo 

Week End Husbands A. Rubens-M. Love ..Kquity 

Welcome Stranger Florence Vidor Pro.-Dist 

Westbound J- B. Warner Sunset Prod. . . 

When Johnny Comes Marching . 

Home Special Cast Universal 

When a Woman Reaches Forty Preferred 

Winner Take All Buck Jones Fox 

Wise Son, The Soecial Cast Universal 

Winner Take All Buck Jones Fox 

Women and Gold Lumas 

Women Who Give Frank Keenan Metro 

World Struggle for Oil. The . . . Vidor- Lowe Selznick 

Worldlv Goods Ayres 

Yoke. The Special Cast Warner Bros. . . 

You Can't Fool a Woman Lumas 

You Can't Live on Love Reginald Denny Universal 



September 13, 1924 



Page 55 



Equipment Notes 



GILT PAINT 

Just because hot days are still with 
us, don't forget that cold weather will 
soon be here and the radiators will be- 
come prominent members of equipment. 
After a summer of gathering dust they 
likely present an appearance that is 
anything but beautiful. 

A can of gilt paint is one of the best 
little brighteners imaginable. Get the 
paint can and a brush and after clean- 
ing all dust off the radiators apply a 
coat of gilt and watch the startling re- 
sults. 

There are also steam pipes that need 
repainting. They can be made to add 
greatly to the appearance of your the- 
atre and will have a good effect on your 
patrons. Get busy and save yourself 
a heap of hustling when the cold spell 
arrives. 

* * * 

UNIFORMS 

In most of the small theatres it is 
unusual for the ushers and doorman 
to wear uniforms but exhibitors are 
gradually coming around to the point 
where they can see the advantage of 
a distinctive uniform. 

In the first place it makes it possible 
for the patron to be able to find an at- 
tendant at a glance. Second it gives 
the wearer a feeling of pride. It makes 
them stand erect instead of slouching 
and has the same psychological effect 
as does the uniform to a soldier. 

Uniforms cost little. It is not neces- 
sary to equip your employees with ex- 
pensive livery. The local tailor can 
make a uniform for your doorman at 
a very reasonable cost and the dress- 
maker can make simple dresses for the 
ushers. 

You will be surprised how this ad- 
dition will add to the prestige of your 
theatre. 

DOOR CLOSERS 

Has your theatre a reputation for its 
numerous draughts or is it a cozy place 
when the North winds start to howl ? 
For a nominal cost you can install au- 
tomatic closing devices that will close 
the doors. 

Many people are thoughtless and 
have a mania for leaving doors ajar, 
much to the discomfort of others. And 
one thing that will keep patrons from 
your theatre is a chill breeze blowing 
along the floor or across the shoulders 
of the audience. It will spoil the pic- 
ture and keep patrons away. 

Beat the North wind to it by install- 
ing the devices now and have them 
ready for the ushering in of the cold 
season. 



EMERGENCY COUCH 

In every theatre there comes a time 
when a patron will become faint or 
seriously ill during a show and it will 
be necessary to remove them to their 
homes. While waiting for a doctor 
there should be an emergency couch 
where the patient can lie until removed 
from the theatre. 

The ladies rest room is the proper 
place for this piece of furniture and 
can act as a settee. You will be amply 
repaid if this piece of furniture acts 
only once in a sickness or accident 
emergency, you will be fully repaid for 
the cost and trouble of installing it. 
* * * 

CHECK ROOM 

As a convenience to patrons and a 
source of revenue to yourself, a check- 
room offers a means. There is a place 
in every theatre that can be converted 
into a check-room without taking up 
much valuable space. In small the- 
atres several rows of hooks are all that 
are necessary and an attendant to look- 
after the apparel. 

It will soon be overcoat season and 
overcoats are bulky objects to keep on 
one's lap during a perfomance. Also 
there is a rainy period ahead and a 
dripping umbrella is not the nicest thing 
to park beside the seat. 

It is possible to obtain a set of brass 
checks cheaply or cards can be num- 
bered to answer the purpose. The idea 
is worth a trial and the check-room 
will no doubt be patronized. 

About Theatres — 
New and Old 



Belle Plain, Kan. — This city is to 
have a house of its own, fans hereto- 
fore having had to visit adjacent towns. 
Wheeler Bros, have leased the Opera 
House. 

* * * 

Plainfield, N. J. — Walter Reade is to 
erect a new theater on the site formerly 
occupied by the old Proctor. It will 
seat 3,000 and cost approximately $600,- 
000. 

* * * 

Mt. Vernon, N. Y. — Early in the 
spring of 1925, is the time set for the 
opening of the new theater being built 
at Roosevelt Square and North 7th Ave- 
nue. 

* * * 

Devils Lake, N. D. — The new theater 
now being erected by E. W. Gilbertson 
is fast nearing completion and is ex- 
pected to be ready September 1. 



Coshocton, O. — A new feature at 
Coshocton Lake Park will be open air 
shows. Seats to accommodate 1,000 
have been installed. 

Hammondsport, N. Y. — Construction 
on a new theater to seat between 700 
and 800 is about to begin heredwjthe 
Babcock Mfg. Co. 

Woodhaven, L. I. — Loew's new mo- 
tion picture theater, at 96th Street and 
Jamaica Ave., is to be known as Loew's 
Willard. 

* * * 

Lancaster, S. C. — The new picture 
house being erected by B. C. Hough is 
nearing completion. It will seat 2,500. 

* * * 

Oxnard, Cal. — Mark M. Hansen has 
purchased a new theater in San Pedro. 

* * * 

Midlothian, Tex.— Ernest and Willie 
Rockett have opened their new Crystal, 
with the former as manager. 

Putnam, Tex. — W. H. Mayhew has 
opened an airdome. It is reported that 
he will build a regular theater this win- 
ter on a lot adjoining the airdome. 

* * * 

Van Nuys, Cal. — The new Strand is 
rapidly being pushed to completion. B. 
R. Shacklett is behind the venture. N. 
Scheinberg, of Los Angeles, will man- 
age. 

* * * 

Portland, Ore. — Tourelotte & Hum- 
mell will erect a new picture and vaude- 
ville house at Myrtle Point, to cost $30,- 
000 and seat 700. 

* * * 

They Liked the Show! 

(Continued from page 47) 

Technically talking — just between 
ourselves as it were — as this was an 
"old" picture the audience shouldn't 
have liked it — shouldn't in fact even 
have come to see it. And the showman, 
why he never should have booked it. 
Why, man, it's more than a year old ! 

True. 

But what of it? 

THE play's the thing. The story, 
the players, the settings all weave 
a web of interest around the audience. 
Certainly, it is a finely spun thread. 
Likely to be severed at the least jostle. 
Yet, firm and strong as steel cable if 
it can hold the interest as long as the 
picture lasts. 

This showing of the old film, "Merry 
Go Round" was to us a perfect example 
of the "Tried and Proved" policy idea. 
The audience was entertained. The' 
showman was right. The box office 
bulged with receipts. Perfect example.- 



Page 56 



Exhibitors Trade Review 



Projection Hints 



■By WESLEY TROUT. 



Replacing a Sprocket 

Remember that the intermittent 
sprockets are always pinned on the star 
wheel shaft with small taper pins, the 
small end of the sprocket taper pin 
which should be marked with a center 
punch. If the sprocket does not hap- 
pen to be thus marked, and you can- 
notf tell which is the small end of the 
sprocket with the naked eye, you can 
very, easily tell by using a condenser 
lens for a magnifying glass. Usually 
the sprockets for the intermittent move- 
ment are now marked. 

Don't ever hammer on the small 
end of a taper pin with a steel hammer. 
You should either use a punch, or if 
the end of the pin may happen to pro- 
trude appreciably, then lay a piece of 
copper on the end of the pin and start 
it by tapping on the copper. 

The projectionist should always 
make sure in the replacing the sprocket 
that you get the big end of the hole in 
the shaft of the star wheel with large 
hole in the sprocket. Remember to not 
drive the pins in too tightly. Just set 
them up snug. The taper of the pins 
that go in the sprocket is very slight, 
hence it is a very powerful wedge. 

New Lubricating System 

A new lubricating system has been 
incorporated which helps greatly to pre- 
vent and minimize the binding of the 
star wheel against the cam and will in- 
sure oil reaching every part of the 
mechanism through a force feed sys- 
tem. Also all the oiling is from one 
point only, thus doing away with the 
oil tubes on the offside of the machine 
as heretofore. The oiling system is so 
arranged that the oil is fed through all 
the bearings continuously when the 
mechanism is in all framing positions. 

As a guide to determining whether 
the proper amount of oil is in the case, 
glass windows readily permit the pro- 
jectionist to read the proper high of the 
oil level, in this way eliminating any 
reason for permitting your oil supply 
from becoming too low. The rather in- 
genious oil pump which is contained 
on one end of the star wheel, thrusts 
oil away from the sprocket which, ac- 
tion, it is claimed, eliminates the chance 
of oil reaching the film. 



Classified Opportunities 



NEW EQUIPMENT 

WILL BRING 

NEW BUSINESS 

Follow the Equipment 
Section and Classified 
Opportunities in 

Exhibitors 
Trade Review 




General Supplies 



WELDED WIRE 
REELS 

For Sale by 

Howells Cine Equipment Co., 

740 7th Are.; Nev York 



Lobby Displays 



Who turns "on" and "oS" your 
lobby displays, electric signs, etc? 
Let me do it. I am a TORK 
CLOCK. I turn electric lights on 
and off regularly. Get description 
and prices by return mail. 
TORK COMPANY 
8 West 40th St., New York 




Hotel Accommodations 




54 - ST., AT BROADWAY 
NEW YORK CITY 

SINGLE ROOM WITH BATH $32? 
TWO ROOM SUITE $622 
EXCELLENT RESTAURANT 



Regular Display Rates are charged 
on all Classified Display Ad-lets. 



Local Films 



MOTION PICTURES made to order. Commercial, 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 
Ruby Film Company, 727 Seventh Avenue, New 
York. 



For Rent 

MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York 
City. 



F or Sale 



FEW TEXT BOOKS on Motion Picture Elec- 
tricity, Projection and Photography. Bargains. 
Howells Cine Equipment Co., 740 — 7th Ave., New 
York. N. Y. 

GENERAL THEATRE SUPPLIES— Greatly Re- 
duced prices on Supplies & Equipment. Film Ce- 
ment, oz. bottle 22c — Pint bottle $1.22 — Cinephor 
Parabolic Condensers, complete set $16. — Automa- 
tic Curtain machines prices on application. Trouco 
Arc Lamp Lubricant, per a large can 45c — Aisle- 
lites, Argus, each $2.78 — Peerless Arc Controls, 
each, new, $82.50 — -Trouco Admission Signs with 
ten price tags complete, each $3. — Round Belting 
1-4 inch po- a ft. 12 l-2c: Fl?t Powers Drive belts, 
f*ch 70 c — Simplex flat belts 70c each — Belt Coupl- 
ings, round, screw type each 20c — Steel Wire belt 
hooks, dozen 4c — Coin Changers, new, each $71.85 
— Best Carbon Savers, Extra Heavy for 3-4 and 
5-8" each 89c — Silvertip adapters, each 53c — Exit 
Sign Boxes complete $1.50 — Fort Wayne Compen- 
arcs for 110- volts $80; Mazda Transformers, GE, 
each $60. — Ticket Holders, single $1; double $1.23. 
— Best Heavy Brass Lugs for any size wire 73c — 
Radio Mat Slides, box 50, each $1.38 — Reel End 
Alarms $2.88 — Da-Lite Screens. Automatic Ticket 
Machines. Screen coating. WE PAY PARCEL 
POST AND EXPRESS ON ALL THE ABOVE 
SUPPLIES TO ANY THEATRE IN THE 
UNITED STATES.— W. TROUT THEATRE 
SUPPLY, Box No. 499, ENID. OKLAHOMA. 
(Branch). 

LENSES, CONDENSERS & SHUTTERS— Sun- 
Ray Condensers, any focus, Piano each $1.02 — 
Menicus or Bi Convex, any focus, each $1.45. Cine- 
phor Projection Lenses, any focus, Quarter size 
$28.75 ; Half size $53.25. The New Double Disc Shut- 
ter catalogue and free trial catalogue and prices sent 
free on request. Powers, Simplex Intermittent 
sprockets, each $3.95 ; Edison & Motiograph $4.22 
each. Takeup and Feed sprockets, each $2.78. 
CASH MUST BE SENT WITH ALL ORDERS 
Sent Postage Prepaid. W. TROUT THEATRE 
SUPPLY, ENID, OKLAHOMA. "The Reliable 
Theatre Supply House." 

I HAVE PLOTS FOR PHOTOPLAYS in the 

rough worth while having. I would like to get in 
touch with some one, who can assist me in turn- 
ing them over successfully. What have you to 
offer? A. C. R., Box 864 West Palm Beach, Fla. 



Mailing Lists 




ailing Lists 

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Send for FULiB catalog giving 
counts and prices on classified names 
of you rbest prospective customers— 
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The two words 



"EASTMAN" 




— in black letters in the film margin, 
identify the release print on Eastman 
Positive Film, the film that carries 
quality from studio to screen. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 




AMack Sennett Star Corned 

Two Reels 

East of the Water Plu 

with Ralph Graves 

1st Release, 1st Series, Mack Sennett Star Comedies 

The small town Romeo wants to play Romeo in 
amateur theatricals. 

And what a scream! 

This comedy establishes Ralph Graves as a real 
comedian and one who will be heard from. When 
he, the small town grocery clerk, struts across the 
stage in tights, all ye who have tears to shed pre- 
pare to shed them now. 

Made the Mack Sennett way with one of those 
great all round Sennett casts. 

Just see it; that's all.- 



Pafhecomecjy 

t§j 



National Tie-Ups for "What Shall I Do?" 



EXHIBITORS 

CTrade REVIEW 

9Ae Business Paper of the Motion ftcture Industry 



AOOLPH ZUKOR, JESSE L. LASKY P»£se«T 



CECIL B. DeMILLES 

PRODUCTIO N 




nclth 

Rocq ue, Vera Reynold s, 
rdo Correz, Julia Faye, 
odore Kosloff Robert Edeson 
and Victor Varconi- 

Udipted by Beulah Marie Dix 
and Bertram Millhauser 
From Margaretta Tuttlels nowl 

Qaramount (picture 





ice 20 cents 



In This Issue: SPECIAL SHOWMANSHIP FEATURES 



September 20, 1924 




Hope -Jones JUNIOR 





F.O.B. FACTORY 



LENIENT TERMS 



HILE theatres of moderate size are 
clamoring for increased patronage amid 
keen competition in their respective localities, 
along comes this amazing offer on the Wurlitzer 
Hope-Jones Junior Unit Organ. Those exhibitors with 
keen foresight who take advantage of this offer will immedi- 
ately lift their theatre from the commonplace and place it 
amongst the forerunners of the industry. Performance 
counts. Give it to your patrons and watch your attendance 
grow. Not only the price, but the new Wurlitzer Selling 
Plan now enables every exhibitor, regardless of the size 
of his house, to offer his patrons the highest type of perform- 
ance — good pictures properly interpreted by the inimitable 
music of the Wurlitzer Unit Organ. Act today. Be first 
in your community to take advantage of this great offer. 








The new Wurlitzer Selling Plan was 
recently devised to enable even the 
smallest exhibitor to reap the rich re- 
wards certain to follow the installation 
of a Wurlitzer Unit Organ. You want 
the crowds. The coupon below will 
bring complete details on how to get 
them. 






CLIP and MAIL 
COUPON TODAY 



Ok RUDOLPH WURLITZER & 

Executive Offices 

CINCINNATI 

121 East Fourth Street 

NEW YORK CHICAGO 

11Q C \A/»U„„U A..- 



The Rudolph Wurlitzer Co., 
121 East 4th Street, 
Cincinnati, Ohio. 

Send full details -.oi *>" 

gs^s^ plan - 

Theatre 

Seating Capacity 

\ 

Name 

. State. 

City 



SAN FRANCISCO 




VV/Z77 



Betty Blythe Lou Telle^en Patsy Ruth Miller 
Fewest Stanley Jack, Mulhall Phyllis Havei' 
M^i'tle Stedman Fran!?. Le^h Charles Clary 




IIAK 



Remember what Marion Davies did 
at the box-office in "When Knighthood 
Was In Flower" and "Little Old New 
York?" It will pay you to investi- 
gate what MARION DAVIES in 
"YOLANDA" is doing at the leading 
theatres throughout the country! 




Directed by 

ROBERT G. VIGNOL 



SI 




ION DAVIE S 



OLANDA 

the clean-up sensation 
of the new season I 

CALIFORNIA Theatre . Los Angeles, 

Now in its Second Week of capacity business* 
Booked by entire West Coast Theatre Circuit on 
the strength of phenomenal California showing* 

ADAMS Theatre Detroit; 

Now playing to packed houses for extended run* 

Opens soon for indefinite engagements at 

Roosevelt Theatre, Chicago, and Strand Theatre, 
Seattle, following sensational runs at T & D Theatre, 
Oakland, and Warfield Theatre, San Francisco* Opens 
Sunday at CAPITOL THEATRE, NEW YORK* 

mopolitan fivSsss?. < ^^ M u, <yn 

Adapted by Luther Reed from Charles Major's NoveL Settings by Joseph Urban 



BANNER 

PRODUCTIONS 



PRESENT 



BRADLEY 
BARKER 





KENNETH 
HARLAN 




WITHOUT A 




DIRECTED BY BURTON KINO 



BANNER PRODUCTIONS Inc. 
1540 Broadway New York 



Foreign Distributor: Inter-Ocean Corp., 218 West 42nd St., New York City. 



September 20, 1924 



Page 7 



Fall and Winter Line -Up of Producers 
Distributing Corporation is Proving the 
Sensation of the Season — 

A Few of the Reasons Why 



SAN FRANCISCO, CAL. 

California Theatre 



CHICAGO, ILL. 

Orpheum Theatre 



ATLANTIC CITY, N. J. 

Bijou Theatre 



PITTSBURGH, PA. 

New Schenley Theatre 



"Priscilla Dean's first Hunt Stromberg production 'THE SIREN OF 
SEVILLE' opened here Saturday to smashing record breaking business. 
Sunday even greater in proportion, and a hold out matinee Monday. 
Consider this the best thing Miss Dean ever did, and a production 
worthy of playing any theatre in this country." 

Herbert L. Rothchild Entertainments 
California Theatre, Nat. Holt, Mgr. 

"'HOLD YOUR BREATH' great thrill comedy. A solid knockout 
with Orpheum patrons. First three days' business equals previous 
house records, and looks good for extended run." 

( now in third week ) Aaron J. Jones 

"Opened with 'ANOTHER SCANDAL' Saturday. Picture one of the 
best box-office attractions played at Bijou this season. Usually change 
twice a week, but am holding 'ANOTHER SCANDAL' entire week to 
increasing business.'' 

P. Mortimer Lewis, Jr. 

"We are unanimous in our opinion that "WELCOME STRANGER' 
will prove one of the outstanding big successes of the season. This is 
the first one of your seventeen that we play, having booked them all, 
and if this is a sample, we are more than satisfied." 

Hunt B. Miller, President 
l\ew Schenley Theatre Corp. 



The greatest line-up of independent product on the market 

"Welcome Stranger," "Barbara Frietchie," "The Legend of Hollywood," "The Siren of 
Seville," "The Wise Virgin," "Another Man's Wife," "Chalk Marks," "Ramshackle 
House," "The House of Youth," "Trouping With Ellen," "Reckless Romance," "The 
Girl on the Stairs," "The Follies Girl," "A Cafe in Cairo," "The Mirage," "On the 
Shelf," "Off the Highway." 

NOW BOOKING 

Released by 

PRODUCERS DISTRIBUTING CORPORATION 

Foreign Distributor: Wm. Vogel Distributing Corp. 



SEASON 1924-25 THIRTY FIRSTRUIS PICTURES 



Exhibitors Trade Revieu 



'age (> 




Proof! 



'A 



. V. **** - 



THE 



B ®KMAN 



MONTHLY SCORE 



,^^5^^*^^ Dow 

■ TJib p„ I '"Won 

The Cathedra] 
One of o U r 3 



J ^es Oli ver J, er 

z °na Gale 
Hugh Walpou 
Wiu ° Cath, 



ir:4 



PAT O'MALLEY 

(HUSH EDWARDS) 



DOROTHY MACKAILL 

( M ARTA, ) 



CREIGHTON HALE 

(.SAINT JIMMY) 



ROBERT W.FRAZER 

( N ATACHEE.) 



September 20. 1924 



Page 9 





SOL LESSER presents 



Harold BcD WrisM's 



FINE ADVENTURE ROMANCE 




SAM WOOD 
PRODUCTION 




THE IRON DCOR 

PUBLISHED BY D. APPLETONt 6>dO. i — »' 2DOQOOO COPIES SOI D 



greeted by SAM WOOD 



WITH 



PAT dMALLEY, DOROTHY MACKAILL, ROBERT W. 
FRAZER, MARY CARR, CHARLES MURRAY, BERT 
WOODRUFF, CREIGHTON HALE, MITCHELL LEWIS 
AND RAYMOND HATTON . 

•A 0\lnclp>ai \PlctuAe4 Jxtcuii-eA 3\oolux>twm 




MARY CARR 

(MOTHER BURTON) 



MITCHELL LEWIS 

(SONORA JACK) 



RAYM ON D H ATTO N 

(th; lizard) 



CHARLES MURRAY AND 
BERT WOODRUFF 



_ THE 

MINT WITH 



Page 10 



Exhibitors Trade Review 



Are You Making the Money 

You Ought to Make ♦ 

If you are you're a lucky showman. Yes, indeed! 

If you are not it's a matter of ideas. Harness more brain 
power and hitch it to your house. 

This issue of Exhibitors Trade Review contains the ideas. 
You can convert them into CASH. 

Next week there will he more. And the week after. 
Every week, in fact, throughout the year. Fifty-two 
altogether. 

You buy them for $2. It's about the biggest buy in the 
business, because you can make a two-dollar subscription 
earn a hundred times its cost. 

It's merely a matter of applying to your own business the 
ideas provided in every issue. 

If you are not getting Exhibitors Trade Review regularly, 
better do something about it right now! That means use 
the coupon, of course. 

EXHIBITORS TRADE REVIEW 

45 WEST 45TH STREET, NEW YORK 




EXHIBITORS TRADE REVIEW, I 

45 West Forty-Fifth Street, I 
New York, N. Y. 

Yes. I can use ideas. Put me on the subscription list and send your bill 

for $2. Then come on with the stuff and show me how to make more money. | 

Make it snappy. . 

Name | 

Address I 



Can any circumstances, however bitter, justify 
a woman in selling her soul? 



Moralists would say "NO!" 

Consider the case of this woman in "The 
Chechahcos." Husband dead, baby lost, her 
only shelter the snowdrifts, her only covering 
the clothes on her back; penniless, hungry. 
Should she die, with honor, or live, at a price? 

That's the question that comes early in the 



picture, to be followed by a series of situations 
that fairly burn they are so dramatic. 

Surprising, grim scenery; stark drama that 
shakes you out of yourself ; that's this picture 
the first to come out of Alaska, the first to be 
taken in Alaska. 

No wonder that theatres like the California 
in Los Angeles, in hot weather, have been 
beating records made in cold weather! 



Associated Exhibitors 



PHYSICAL 0/8TP.I B UTOK 
PAT HE EXCHANGE ■ ,hc. 



ARTHUR S. KAN E • president 



FORE I ON KEPR£S£MfA-r/V£' 
S/DNEY GARRETT 



Kenma Corporation presents 



Three Miles Out" 



with 



Madge 




ENNEDY 



By John Emerson and Anita Loos 





Standing room business one of 
hottest weeks of the year! 

"We did a standing room business on Three 
Miles Out with Madge Kennedy at the New 
Theatre one of hottest weeks of year. Ex- 
hibitors who play this picture have wonder- 
ful possibilities for tie-ups with news- 
papers, etc." Thomas D. Sorerio, General 
Manager, Baltimore, Md. 

And in Washington they said; 

"Thrilling incidents, refreshing humor in 
'Three Miles Out' at Tivoli." Washington 
Star. 

'With a stream of the public's chuckles bubbl- 
ing in their wake, co-authors have, in 'Three 
Miles Out,' steamed into a rousing sea of 
melodramatic blood and thunder." Washing- 
ton Times. 



An Irvin Willat Production 



ASSOCIATED EXHIBITORS 



Physical Distributor 
Pathe Exchange, Inc. 



Arthur S. Kane, President 

Encore 
picture^ 



Foreign Representative 
Sidney Garrett 



iber 20, 1924 Page 13 

5Z5S5ZS2SHS25H52S25255525252S2525E532SSSE5ffi^ 



Announcing 

The Triumphant Return to the Screen 

of 

RHUBARB VASELINO 



in 

"Monsieur Don't Care" 

with 

STAN LAUREL 

— yes, 'tis he! 

as Vaselino — It's a Stan Laurel comedy 
produced by Joe Rock for 

STANDARD CINEMA CORPORATION 

and released through 

SELZNICK DISTRIBUTING CORPORATION 







FIRST NATIONAL PICTURES Inc. 

presentation 

FLIRTINGm/LOVE 



Colle en Moore m ConwayTearle 

Adapted from LeRoy Scott's g'reat novel "COUNTERFEIT" 

Directed by JOHN FRANCIS DILLON 




Photographed by T. D. M^CORD 
Art Director-MILTON MENASCO 
Film Editor- LeROY STONE 
Scenario by JOSEPH POLAND 
Editorial Direction-MARION FAIRFAX 
,— Produced under the supervision of 
EARL HUDSON 




The shortest route 
to big business is a 

FIRST NATIONAL CONTRACT ! 



SEP 151924 

September 20, 1924 



Page 15 



EXHIBITORS 

CTmde REVIEW 

Qhe Business fhper of the Motion Before Industry 

WILLARD C. HOWE, Editor 

H. K. CRUIKSHANK, Associate Editor 

LEN MORGAN, News Editor 
GEORGE T. PARDY, Reviews Editor 

EDDY ECKELS, General Manager 
J. A. CRON, Advertising Manager 

CONTENTS 

September 20, 1924 

EDITORIAL FEATURES 

America's Youncest Showman 18 

"Captain Blood" At The Astor 19 

Editorial '. "38 

HIGHLIGHTS IN THE NEWS 

Mich. M. P. T. O. Prepares For Convention 20 

Calamity Howlers Out Of Step 21 

Warner Bros. Announce $10,000,000 Building Program' 22 

Harry Warner Enroute To New York 23 

Heavy Production For Independents 24 

Preferred Pictures' Lineup 30 

German Company Opens New York Office 32 

Sidney Kent Promoted 33 

New Memphis Musicians' Scale 33 

PICTORIAL PRESENTATIONS 

"Captain Blood" Frontispiece 

First National Branch Managers 26-27 

"Wanderer Of The Wasteland" 39 

REGULAR DEPARTMENTS 

Exhibitors Round Table 36 

Box Office Reviews 40 

Big Little Features 44 

Showmanship 46 

National Tie-Up Section 57 

Tried And Proved Pictures 71 



Copyright 1924 by Exhibitors Review Publishing Corporation. 
Geo. C. Williams, President; Willard C. Howe, Vice President; 
F. Meyers, Treasurer; M. M. Fernsler. Executive and Editorial 
offices: Hearn Building, 45 West Forty-fifth street, New York- 
Telephone Bryant 6160. Address all communications to Execu- 
tive Offices. Published weekly at East Stroudsburg, Pa., by Exhibitors 
Review Publishing Corporation. Member Audit Bureau of Circulations. 
Subscription rates, postage paid, per year United States $2 ; Canada 
$3; Foreign $6; single copies 20 cents. Remit by check, money order, 
currency or postage. 

WEST COAST REPRESENTATIVE. GRACE M. 
ADAIR, 1606 HIGHLAND AVENUE. HOLLYWOOD 




yMS IN THE- All} 




I 
I 

i 
1 



STATION E. T. R., 
45 W. 45th Street, 
New York, broad- 
casting brief bits of 
business truths some of 
which are meant for 
you, no matter in what 
capacity you are con- 
nected with the motion 
picture industry. 



It is possible for some men to fool 
themselves all of the time — but even 
they can fool their employees but part 
of the time. To build success you must 
earn the respect and confidence of 
those who work for you and with you. 



A permanent job is one not wcrth 
having. The best kind is one where 
the chap under you is pushing hard for 
your job — so hard that he gets it — and 
forces you to the one higher up. 



If you have no enthusiasm for your 
work you are in the wrong field. 
Unless you enjoy your occupation 
you will never gain pre-eminence. 
So if you're not anxious to get on the 
job — look for a new one. 



Enthusiasm isn't the fireworks of 
hysteria. It is love of labor, and a 
steadfast determination to do your 
hest — and to make that best better. 



Ethics is business Christianity. A 
man who respects the ethical code of 
his profession will never go far wrong. 



An alibi is the easiest thing in the 

world to think up and the most 

difficult to make folks believe. You 
may excuse yourself, but others won't 
excuse you. 



This thing of getting experience at "the 
school of hard knocks" is the bunk. Let the 
dodo get the hard knocks. You profit by his 
experience. If mankind had continued to 
make the same errors generation after gen- 
eration zve'd still be hairy apes. 



Extravagance is not confined to the 
foolish expenditures of money. A man 
may be foolish enough to squander his 
health, his honor, his life, or his hopes 
of happiness. 



[Si 



Page 16 



Exhibitors Trade Review 




Warren Kerrigan, as "Captain 
Blood" the Beau Brummell 
buccaneer makes one of film- 
dom's most romantic figures. 
As a lover, he will thrill the 
girls; as a fighter, he tvill thrill 
the men ; and just as a pirate 
bold, he tvill thrill the children. 





6 Captain Blood' 



The spectacular Vitagraph success that con- 
tains every elemen t of appeal to the nation s 
picture patrons. Heart interest vies with the 
thrill of battle for pre-eminence, and dra- 
matic pathos is skillfully blended with a spice 
of subtle comedy. 



Jean Paige, as "Arabella Bis- 
hop," gentle lady who captures 
and holds the heart of Blood, 
will also captivate the affections 
of audiences that view Vita- 
graph's interest-gripping pro- 
duction. Her beauty and his- 
trionic talent help the picture. 




©C1B625164 



EXHIBITORS 

Vmde REVIEW 

%t Business fyper of the Motionftchmlndustrp 



NEWS AT A GLANCE 



Admission taxes collected in July totalled $6,226,088, an increase of $1,086,582 as 
compared with July 1923. 

The Lord's Day Alliance, led by Rev. Frederick Johnson, will make a fight to close picture shows 
in New Jersey on Sundays. 

William Nelson Brewer, president of the Otis Lithograph Company, of Cleveland, died on Septem- 
ber 6, after a lingering illness. No successor has been chosen. 

Famous Players Canadian Corporation will build a million dollar theatre in Ottawa. 

A message from Paris states that Carl Laemmle has made a verbal offer to Max Linder, famous 
comedian, for a series of pictures. 

The Golden State Theatre Corporation has been chartered in California with a capital of $1,600,000. 
Headquarters of the organization are in San Francisco. 

Julius and Abe Stern, of Century Comedies, have left Paris for New York. 

Bessie Love, Eileen Percy, Adolph Menou and Ricardo Cortez are enroute from Los Angeles to 
New York to appear in productions being made in the East. 

Henri Diamant Berger, the French producer, and Mrs. Berger, arrived in New York September 5 
for a brief visit. 

After working a fake advertising scheme throughout Kansas and cleaning up on merchants through 
a supposed theatre program, two sharks were caught and will spend the winter in jail. 

William Erk and his son, R. V. Erk, of Ilion, N. Y., have sold their holdings, including the Opera 
House and Temple theatre of that place. 

Louis B. Mayer, Metro vice president, is enroute to New York from Los Angeles, on his way to 
Europe where he will study conditions. 

"Greater Movie Week" has been launched in Atlanta. Mayor Sims thoroughly endorses the 
celebration. 

Radio Pictures Corporation has been chartered in Delaware capitalized at $1,000,000. 

Herbert Yates, vice president of Consolidated Film Industries, announces the closing of approxi- 
mately $6,000,000 worth of laboratory and producing contracts. 



Pag 



18 



Exhibitors Trade Review 



America's Youngest Exhibitor 



THE child is father to the man," 
is a phrase recurrent on the lips 
of thinking people ever since lov- 
ing papas have hem'd and haw'd around 
such questions as "Pa, what makes a 
pig's tail curl?", "What is the name of 
the man in the moon?", "How high up 
is the sky?", and so on. 

This is no attempt to spar for a lead 
into a discussion of child psychology. 
It is simply an introduction to a case 
which reveals that in the movie indus- 
try we have, in a manner of speaking, 
a child who is father to the modern 
showman. 

Enter here Ike Kaminkovitz, aged fif- 
teen ; vocation, high school student and 
manager of the Star Theatre, Sylvania, 
Georgia, a town which boasts in no 
modest way of its 2,000 inhabitants. 

Ike goes to school four days a week 
and runs his theatre three days a week, 
allowing neither occupation to conflict 
with the other nor ever conscripting 
the time necessary for the one, from 
the other. That is to say, though show- 
manship occupies the major portion of 
young Kaminkovitz' interests, he hasn't 
allowed it to take him away from a 
proper devotion to books, arithmetic, 
language, and so on. He realizes per- 
fectly how essential are these as a back- 
ground for tackling the bigger things of 
the future, and like the true showman 
that he is, Ike makes the investment in 
his studies pay the highest kind of divi- 
dends. 

Entire Boss Of The Works 

Before going any further let it be 
known, without reservation or qualifi- 
cation, that Ike is a real bona fide boss 
and manager so far as his relation to 
the Star theatre is concerned. His is 
not an arrangement in which a doting 
father, with money enough to satisfy a 
youth's whim, is the actual government 
behind the scenes. Kaminkovitz senior, 
well-known business man and merchant 
of Sylvania, was at one time personally 
active in the running of the Star, and 
young "Kammy" — as the boys call him 
— was for a while under the parental 
wing learning the details of house man- 
agement. It wasn't long before Ike 
showed a pronounced penchant for 
dressing up lobbies in tasteful, arrest- 
ing style ; for selecting appealing mu- 
sical programs and for keeping perfect 
order in the audience (the lad is physi- 
cally developed far in advance of his 
years). Kaminkovitz Sr., had other 
business interests which called to him 
more insistently than his picture house, 
so when in his estimation his son had 



reached a point where he had the run- 
ning of the house practically at his 
finger tips, he was glad to turn the place 
over to the young fellow. 

THE older Kaminkovitz had judged 
Ike as impersonally as only a busi- 
ness man can judge even his own, and 
found him ready to assume the whole 
burden of management, even to the 
buying of pictures. To Ike the so- 
called burden soon became a plaything 




This youngster is Ike Kaminkovitz, thea- 
tre manager and showman, of Sylvania, Ga. 

of love and inspiration. The first thing 
he capitalized was the quality of mind 
which his studies at high school en- 
dowed him with. He read the film 
trade papers and studied these with the 
same diligence that marked his atten- 
tion to history, composition, geogra- 
phy and the like at school. 



Getting the Facts 

The articles on showmanship made 
an indelible impression on his mind. In- 
spirational stories of exhibitors who 
started in the business with more guts 
than money, and who by dint of hard 
work, initiative and force had attained 
positions of affluence and respect, were 
digested by him with a glowing gusto. 

At an age when most boys were burn- 
ing incense on the shrine of Horatio 
Alger, "Kammy" sustained himself on 
a more practical diet of facts. Facts 
on program making, facts on picture 



buying, projection, exploitation, house 
management, and so on. He familiar- 
ized himself even with facts on studio 
production, on the players, and direc- 
tors, so as to have an intimate knowl- 
edge of the complete genesis of the 
picture business. 

Ike not only gathered facts as he 
read, but with the uncanny astuteness 
that has long been known as a heritage 
of his race, he culled ideas and sug- 
gestions and quickly set himself to turn 
them to profitable account. One of the 
first things to take fertile root in his 
mind was the value of Tried and Prov- 
ed pictures. He saw their economic 
appeal ; he recognized their strong sell- 
ing promise. Tried and Proved pic- 
tures was instituted as one of the poli- 
cies of the new management of the 
house. 

The Exploiting Urge 

With the institution of Tried and 
Proved films as a regular house policy, 
Ike commenced to spread his wings on 
exploitation. This is where he proved 
that the child is father to the showman 
and that Sylvania with its modest popu- 
lation of 2,000 is no less impressionable 
to the modern methods of merchandis- 
ing movies, than Boston with its cul- 
tured thousands, Chicago with, its busy, 
hurrying hordes, or any other place 
with types peculiar to itself. Witness, 
therefore, one bright, sunny day, house- 
wives leaving their kitchen utensils in 
the sink as they rush to the front-room 
window ; laborers pausing in the act of 
swinging shovel or pick as they look up 
with startled eyes ; and storekeepers 
running to the entrances of their shops, 
as an automobile drives up the village 
street, three-sheets plastered all over it 
and pennants flapping in the wind, while 
boys dressed up like budding, sheiks yell 
the attractions of a desert romance 
through vibrating megaphones, mean- 
while scattering circulars where they 
would do the most good. 

DID the folks line up at the box-office 
of the Star that evening and did by- 
standers and passersby who noted the 
realistic Arab tent rigged up in the 
lobby, turn their noses toward the en- 
trance to see what it was all about ? You 
can just bet a dollar against a last year's 
grasshopper they did ! And they did to 
such good purpose that Ike sold out his 
show three times that evening. 

With the highly imaginative attri- 
butes of youth, "Kammy" took more 
willingly to the sort of ballyhoo that 
suggested the character of his pictures 



September 20, 1 ( >24 

than to other forms of exploitation. 
Invariably he dressed up his ballyhoo- 
ers to represent types depicted in the 
plots, the appearance of which on the 
streets or in his lobby never failed to 
cause more or less of a sensation. 

Such words as "buying urge," "pull- 
ing power," and "sales stimuli," were 
literally not a part of his talking vo- 
cabulary, but schemes and thoughts 
provocative of results corresponding 
exactly in effect to the terms in ques- 
tion, were being evolved as effectively 
as though the youth had assimilated 
"salesmanship plus" with his A, B, Cs. 

Youth Is Expert Showman 

These above stunts were only the 
forerunners to others that followed and 
which have since established Ike as the 
Barnum of his county. Folks, both pa- 
trons and business neighbors, have a 
real fondness for Ike, not only because 
he serves them excellent motion picture 
entertainment, but because his Satur- 
day night ballyhoos have become an in- 
stitution in Sylvania that livens up the 
town and draws forth the people living 
in the meager little shacks on the out- 
lying hills. As a result, business has 
picked up all along the way. 

Asked what his plans are for the fu- 
ture, Ike answers: "For the present 
I intend continuing my present program 
of keeping up with my studies at high 
school and running the Star. I feel_ as 
though my future will be in the movies. 
Perhaps not permanently at the Star, 
but as I get older and acquire more 
experience and cash I shall be looking 
for a bigger field to conquer. 

Seeks Greater Fields 

"A first-run house in a larger city 
ought to be my ultimate goal, I suppose, 
but to be frank I'm pretty well satisfied 
and happy in a small community of this 
kind. I'm a neighbor to all the folks. 
I know their wants and I get a . lot of 
pleasure tending to their wants satisfac- 
torily. I like to experiment with the 
exploitation stunts I read about 1 in the 
trade journals, and I get lots of fun 
out of tinkering with stunts of my own. 

Young Leader in Industry 

"Whether it's show day or not I'm 
always thinking of my patrons — how I 
might surprise them, how I can play 
on their imagination and please them ; 
what kinds of films there are on the 
market that have made a hit somewhere 
else that will also give my own crowd 
a good time." 

Which goes to prove that if this en- 
terprising, youthful go-getter isn't, in a 
manner of speaking, father to the mod- 
ern showman, then he is a whole family 
all by himself. 



Pa^e 19 



Captain Blood' Opens 
at Astor Theatre 



A HARD-BOILED audience of 
writers and picture people were 
warmed up to the "Bravo!" 
point when "Captain Blood" had its 
premiere at the Astor Theatre, New 
York, last Monday night. 

Murmered approval during the open- 
ing scenes gave way to mighty appre- 
ciation during the battle scenes and the 
spectacular destruction of the enemy 
fleet. Settings, story, presentation and 
acting were all that could be desired. 

It is interesting to note a fact that 
may prove of some future significance. 
Although the picture at the Astor 
changed — the author remained. Rafael 
Sabatini wrote both "The Sea Hawk" 
and "Captain Blood." So it would ap- 
pear that, after all, the story is the 
thing. 

Both author and producer are for- 
tunate in having apparently enjoyed 
mutual co-operation. The picture ad- 
heres faithfully to the novel in all ma- 
jor details. The reconstruction of the 
West Indies' port where much of the 
action takes place was accomplished 
only after most painstaking research. 
Sabatini provided charts and maps that 
made accuracy possible, and the result 
is that we see the Barbadoes of the 
seventeenth century. 

An English shipwright assisted in the 
construction of the pirate galleons, pro- 
ducing ancient prints which were fol- 
lowed in all details. Every costume 
from the plumed velvet of the buc- 




David Smith, Vitagraph Director, who di- 
rected "Captain Blood," by Rafael Saba- 
tini, which opened at the Astor Theatre, 
New York City, on September 8th. 



caneer Beau Brummel to the piratical 
tawdry of the lowliest slave helped 
build atmosphere. 

The picture is spectacular. And yet 
it is not a spectacle in the sense of a 
hippodrome or three-ring circus. The 
hearts interest gets an even break, and 
is seldom entirely lost in the blaze of 
buccaneer cannon or the clash of pirate 
steel. 

The comedy element is well defined, 
and no opportunity is lost to present 
the droll humor of the Irish pirate- 
physician-slave, Captain Blood, when 
he finds himself in the ascendant. And 
the sight of the crew, so recently re- 
leased from serfdom, clad in the pur- 
loined purple of aristocracy, is suffi- 
cient to win the laughter of the most 
cynical. 

The desperate courage of the sea- 
rovers with a world of wealth to gain 
and only their lives to lose, is indeed 
epic. The scenes in which they aban- 
don their sinking craft to board the 
enemy is classic. And there has sel- 
dom been filmed a more effective bit 
than that depicting the intensity of 
these bloody bandits watching the 
plunge of their beloved galleon to a 
watery grave. 

Some recent pictures of the super- 
spectacle class have been all but de- 
void of love interest, and while the 
sophisticates may welcome the omis- 
sion, American audiences thrive on ro- 
mance. "Captain Blood" does not fea- 
ture Mars to the exclusion of Venus. 

And Venus in the person of Jean 
Paige is indeed most personable. Her 
blond beauty blends well with the pic- 
ture, and in the romantic costumes of 
the period she is a figure to win and 
hold the heart of any gallant. 

Presumably because of the length of 
the film as shown Monday night, there 
was no prelude. However, because of 
the interest in the feature the omission 
passed unnoticed. When the exhibitors 
get "Captain Blood" it will have been 
cut from some ten thousand feet to 
about eight thousand. 

James C. Bradford, who personally 
conducted the orchestra, is responsible 
for the musical presentation. The syn- 
chronization of melody with film action 
was one of the outstanding beauties of 
the premiere. And as Thematic Music 
Cue Sheets are to be supplied as an ac- 
cessory, every exhibitor may reap the 
benefit of the musical presentation that 
caused so much favorable comment at 
the Broadway opening. 

"Captain Blood" is a fine example of 
what may be done in producing pic- 
tures with a box-office angle, which at 
the same time strive and succeed in 
making forward strides toward produc- 
tion perfection. 



Page 20 

Michigan M. P. T. 0. Arranges 
For Annual Convention 



DESPITE the fact that for the 
coming year a greater and more 
varied program of activities are 
planned, at the meeting of the Ways and 
Means Committee of the Motion Pic- 
ture Theatre Owners of Michigan held 
September 3 and 4, is was decided to 
cut the dues of the Organization fifty 
percent. 

All the convention hurrah will be 
eliminated at the coming convention of 
the organization to be held at Saginaw, 
October 14 and 15. There will be no 
subscriptions of money made under the 
pressure of organization enthusiasm. 
There will be no urging theatre owners 
to "give till it hurts." 

The Ways and Means Committee 
found the Organization in such excel- 
lent financial condition that this step 
was to partially realize the ultimate 
goal of the Organization, the' time when 
memberships to the Organization can be 
secured for $1. 

In the new schedule for dues, 
extraordinary consideration is given the 
smaller theatres. The schedule which 
will be adopted is as follows: 

Theatres seating 250 and under $10 
a year. 

Theatres seating up to 500, $25 a 
year. 

Theatres seating from 500 to 1000, 
$50 a year. 

Theatres seating from 1000 to 1500, 
$75 a year. 



Theatres seating over 1500, $100 a 
year. 

For the past four years the dues 
have been based at ten cents a seat. 
However, now with the Organization 
future assured the Board felt that the 
work of organization in Michigan 
should be carried on at the minimum 
cost to the Theatre Owner, hence the 
adoption of the above schedule. 

The Ways and Means Committee 
found that the Organization will clo ;e 
the year with well over $20,000 as a 
cash balance in the treasury. Because 
of this and because of the fact that a 
large number of Theatre Owners have 
for some time been advocating the 
building of an exhibitors building, they 
are recommending to the organization 
the election of a Board of Trustees to 
be made up of the four past and act- 
ing presidents of the Organization, to 
have complete supervision over the sur- 
plus revenue of the Association over 
and above the yearly budget, which 
was also fixed by the Association. 

That the convention this year will be 
the largest ever held in the state is in- 
dicated by the varied program the Com- 
mittee and General Manager H. M. 
Richey are working out. In response 
to an invitation that he attend the con- 
vention, the Association has received 
assurance from Will H. Hays, Presi- 
dent of the Motion Picture Producers 
and Distribution of America, that he is 
planning on being present at the ban- 
quet on October 14. Mr. Hays will un- 
doubtedly be accompanied by Charles 



Exhibitors Trade Review 

C. Pettijohn, General Counsel, and W. 
R. Wilkinson, Assistant General Coun- 
sel, and a former Michigan man. 

The past year has been a wonderful 
year for the Michigan Organization. Its 
membership now embraces 468 the- 
atres who are paid members to the Or- 
ganization, out of a possible member- 
ship in the entire state of about 550. 
Many new members have been added 
and more have signified their intentions 
of becoming members. 

The Association as a souvenir of the 
Convention is now busy planning and 
will present to each Theatre Owner 
who attends the Convention a Booking 
Book, in a flexible leather folder, loose 
leaved, which in addition to containing 
a booking book, place for paper orders, 
etc., will contain valuable information 
such as rules of Arbitration, Copy of 
the Standard Contract, names and ad- 
dresses of exchanges, vaudeville agen- 
cies, high spots of the present con- 
tracts, a place where exhibitors can 
make a record of pictures under con- 
tract, etc. From time to time informa- 
tion of value will be sent to the exhib- 
itor to keep in his book. 

Eaeh book will have the exhibitor's 
name on in gold. The books will be 
given to each Theatre Owner absolute- 
ly free as a part of the service of the 
Association. 

The following Committees have been 
appointed : 

Budget Committee — James C. Ritter, 
Chairman, Blair McElroy, H. T. Hall, 
Fred DeLodder, A. J. Kleist. 

Constitution and By Laws — W. S. 
McLaren, Chairman, J. E. Niebes, E. 
S. Brewer, Vernon Locey. 

Ways and Means Committee — Blair 
McElroy Chairman, W. S. Butterfield, 
Ed. Kirchner, Claude Cady, Glenn 

Cross. 

Associat"on Activities — Charles Car- 
lisle, Chairman, Sam Ackerman, G. L. 
Wilier, P. C. Schram. 

* * * 

C. & C. SELLS MORE 
TERRITORY 

The balance of the territory for 
Cranfield & Clarke's Big Twelve are 
rapidly being closed. Ed. M. Hope- 
craft, general sales manager for Cran- 
field & Clarke, now on an "extensive 
sales trip through the Middle West, has 
just closed a deal with R. G. Hill En- 
terprises, Inc., with headquarters at 
1010 Forbes Street, Pittsburgh, Pa., 
for three of their exchanges to dis- 
tribute in their respective territories 
Cranfield & Clarke'; entire product for 
the season of 1924-25, which consists of 
twelve productions. The territories in- 
cluded in this deal are Western Penn- 
sylvania and West Virginia, State of 
Michigan excepting the northern pen- 
insula, and Ohio and Kentucky. 




Eva Novak and William Fairbanks in a scene from C. B. C.'s "A Fight for Honor." 



September 20, 1924 



Page 21 



Independent Calamity Howlers 
Out of Step, Says Briskin 



IT'S time for the independent oper- 
ator to stop crying 'wolf and to 
get down to business. Good pic- 
tures and not yells for help against an 
imaginary harbinger of bad times is 
what the independent needs today to 
solve most of his problems. Crying 
and whining about the outlook doesn't 
help a bit and only invites the 'wolf 
to come and make a meal of the 
howler." 

This is his parting advice to his fel- 
low independents of Samuel J. Bris- 
kin, with George H. Davis the direct- 
ing head of -Banner Productions, Inc., 
one of the most progressive young 
State Right distributing organizations 
in the industry, on the eve of his de- 
parture for a sales trip which will take 
in all the principal exchange centers of 
the country. 

"Personally, I am so fed up with the 
chorus of 'glooms' we have been hav- 
ing about the future of the State Right 
market," said Mr. Briskin, "that I feel 
somebody ought to call a halt to this 
clamor about 'hard times', present and 
coming, and offer a few constructive 
suggestions. 

"Of course, it isn't easy going for 
anyone in the independent field just 
now — but then it never has been, and 
as far as I am concerned, I don't want 
it to become so. On the other hand 
the big national organizations are not 
having it any easier than the rest of us, 
if that is any comfort, as the most 
casual survey of conditions will show. 

Conditions Acute 
"Right now competitive conditions 
are acute and they are probably going 
to become more so, judging by the vol- 
ume of product announced by all the 
companies for the coming year. But 
crying about it isn't going to help any 
and it is only what must be expected in 
any line of business, especially an in- 
dustry that is growing as rapidly as 
ours. 

"Necessarily, it is a question of the 
survival of the fittest and it is that 
very thing, to my mind, that makes the 
business worth while. As a matter of 
fact, in many territories today, the in- 
dependent is getting a better 'break' in 
bookings than the big national organ- 
izations. If you doubt it ask some of 
their exchange managers, if you know 
them well enough to get the facts. 

"The problems of the independent 
are no different than the problems of 
the other producing-distributing organ- 
izations in the industry or at least no 
more perplexing. Good pictures — in- 
telligently advertised and exploited — is 
the answer for most of them. 

"I maintain that with good pictures, 



the independent can get first runs in 
most territories and that the circuits — 
the alleged bugbear of the State Right 
operator — are every one of them ready 
to give bookings to the exchange that 
has the right product. 

Can Produce Cheaply 

"I contend — and we have to date 
demonstrated it in the Banner organ- 
ization — that the average independent 
can produce more cheaply than the big 
organization with its tremendous over- 
head can possibly make a production of 
similar quality. Consequently, we can 
compete with them effectually, in spite 
of their high-powered sales forces, and 
can make money, where they would 
suffer heavy loss. 

"To prove what I say, you have only 
to examine and contrast the record of 
business done, with the published state- 
ments of some of the loudest calamity 
howlers in the independent field. 

"One of them, who has been pre- 
dicting the direct future for everybody 
in the State Right branch of the indus- 
try, at the very time when his published 
utterances were gloomiest, secured a 
first run for one of his productions at 
a house in New York City, that had 
never previously played a State Right 
picture. And he got the booking be- 
cause the picture is a real box office at- 
traction. If it was otherwise, why 
should he reasonably expect to get a 
first run booking? 

"Another operator, who has been 
complaining that the circuit!", were 
crushing the independent and slowly 
starving him to death, a short time 
previously advertised a long list of cir- 




Carl Laemmle, Pres. of Universal Pictures 
Corporation,' with Andre Herriot, of 
France, discussing the film situation. 



cuits by name, who had booked his pic- 
tures to show what a wonderful line 
of product he had to offer. 

"I only mention these things because 
I feel that all this crepe-hanging talk 
is absolutely harmful and that, at bot- 
tom, there is no reason or excuse for it. 

"Selling pictures in the strenuous 
competitive conditions that exist, and 
which, in my poor opinion, are always 
going to exist in this business, is never 
going to be child's play — even with 
good pictures. But the concern that 
has the good pictures is going to win 
out, no matter whether it is an inde- 
pendent or a national distributing or- 
ganization." 

* * * 

UNIVERSAL EUROPEAN 
MANAGERS HERE 

Henry Henigson, European super- 
visor for Universal and A. B. Blofson, 
Universal Manager for Latin Europe, 
have just made a flying trip to New 
York for a conference with N. L. Man- 
heim, Universal Export Manager. They 
were called to the U. S. to discuss sales 
and also to review the completed pic- 
tures on the fall program. 

Henigson was enthusiastic over the 
progress Universal is making across the 
Atlantic. Today, he stated, Universal 
is leading all other companies in busi- 
ness abroad. Carl Laemmle's pictures 
are well liked and most in demand. 

Blofson has recently been promoted 
by Carl Laemmle to the managership 
of Latin Europe. For the past two 
years he has been manager of the Paris 
office where he made a splendid record. 
He, too, is very optimistic over next 
season's prospects. 

* * * 

SOUTH AMERICAN 
EXHIBITOR SAILS 

Henrique Blunt, American represen- 
tative of Companhia Brazil Cinemato- 
grapica, is returning from Brazil on 
September 20. He will be accompanied 
by Mr. Serrador, president of the com- 
pany, who will purchase programs for 
his list of theatres. 

The company is building five large 
theatres in Rio de Janerio and two in 
Sau Paulo with seating capacities of 
1,300 to 2,500 seats. 

* * * 

J. D. ON COAST 

J. D. Williams left a few days ago 
for Hollywood to join George Ullman, 
Valentino's personal business manager, 
to complete arrangements for the pro- 
duction of the star's first Ritz Picture 
which is to be made on the coast. 



Page 22 



Exhibitors Trade Review 



Warner Bros. Announce $10,000,000 
Theatre-Building Program 



WARNER BROS, pictures are go- 
ing to have outlets in the key 
cities, regardless of the dissenting 
views of some of the other distributing 
organizations. And wherever it is 
found necessary the Warner program 
provides for the building of the neces- 
sary theatres. 

In substantially these words Sam 
Warner summarized the ambitious pro- 
gram of his firm at a luncheon given 
by Warner Bros, at the Astor, New 
York, Monday of this week. Fifteen 
first-run houses are contemplated, with 
a probable expenditure of $10,000,000. 
One of the houses will go into New 
York City. 

The luncheon, at which representa- 
tives of the film press were guests, 
brought out the story of the recent 
Warner cross-country expedition, in the 
course of which Sam Warner, general 
sales manager, and Mrs. Pearl Keating, 
met and talked with 4,500 exhibitors in 
an endeavor to get the closest possible 
slant on what is what in pictures. 

Sam Warner said that the outcome 
of this investigation was somewhat con- 
fusing, due to the fact that a lot of ex- 
hibitors have found the public's ideas 
and their own in complete disagree- 
ment, with the result that pictures 
rated as great by the trade have flopped 



and pictures sent out with considerable 
fear and trembling have gone over big. 

In a cleverly done tabloid history of 
the film business, Mr. Warner related 
numerous pithy details, including the 





Sam Warner of Warner Bros. 



firm's experience with "My Four Years 
In Germany," which cost $55,000 and 
grossed $800,000, and "School Days," 
which on a cost of $45,000 did a gross 
of over $70,000. He told something, 
also of the firm's experience in pion- 
eering, during the days when financial 
uncertainty was the outstanding feature 
of the business, and expressed the 
opinion that the future progress of the 
Warner business will be inseparately 
linked with the welfare of exhibitors 
throughout the country. 

"One or two more consolidations," 
Mr. Warner declared, "will see the end 
of the business as far as independent 
production is concerned. And then, the 
logical move will be to reduce the num- 
ber of theatres. The big companies 
think there are too many theatres now. 
They argue that the public can be taken 
care of with less houses. This, of 
course, means the end of a lot of ex- 
hibitors. It is a fact that we are keep- 
ing the market open. If we were to 
go out of business the rest of the in- 
dependents would have to step out with 
us." 

Mrs. Keating discussed the difficulty 
of securing public acceptance for really 
good pictures and urged the active co- 
operation of the press in educating to a 
higher standard of appreciation. 




Left to Right: — H. M. Warner, Jack Warner and A. W. Warner, all composing the firm of Warner Bros. 



September 20, 1924 



Page 23 






Left to Right: — Sam E. Morris, General Sales Mgr.; Mrs. Pearl Keating, Scenario 
Editor; W. L. Parker, Advertising Mgr.; Lon Young, Director Adv. and Publicity. 

H. M. Warner to Complete Plans 



H M.WARNER, of Warner Bros., 
left Los Angeles, Cal., Monday 
• Sept. 8, on a tour of the prin- 
cipal cities eastward to New York for 
the purpose of selecting sites on which 
to build a string of first class theatres 
in which Warner Bros, in key cities 
product will be given first run presen- 
tations. Not only the important key 
cities but also New York is on the War- 
er Bros, construction list. Arrangements 
to finance the undertaking to the ex- 
tent of ten millions of dollars outside 
New York and another million dollars 
in the eastern metropolis have already 
been formulated. 

When Mr. Warner arrives at the 
Warner home office at 1600 Broadway- 
way he will hold final conference with 
Motley Flint, the company's financial 
adviser, and will be joined by F. M. 
Murphy and Lewis Gieb, respectively 
electrical engineer and technical direc- 
tor of the Warner organization who 
will go over with architects and build- 
ers the mammoth construction plan. 

Independent exhibitors and indepen- 
dent producers for some time have been 
genuinely alarmed at the progress which 
the big interlocked producing combina- 
tion have been making in gobbling up 
theatres throughout the country. The 
exhibitor who has been anxious to con- 
dust his business just as he saw fit play- 
ing those attractions which he thought 
best suited to his audiences regardless 
of who made them is very rapidly be- 
ing driven to the wall because of the 
sales methods of the producing and 
distributing companies who have at 
their command opposition theatres in 
almost every section of the country to 
use as a club in enforcing their regula- 
tions and demands, no matter how 
severe they may be. The independent 
producer has suffered — and is suffering 
they say, — because of the exhibitor's 
inability to consider the independent 
product purely on its own merits and 



without thought of what may happen 
to his investment if he shows a dis- 
position to do business according to the 
best dictates of his own business judg- 
ment. 

Before leaving Los Angeles on his 
present extraordinary trip, H. M. War- 
ner issued a statement in which he 
said : 

"First-runs for independent product 
have been becoming more and more dif- 
ficult to secure. Practically impossible 
in the larger cities for a long time, they 
are becoming almost as impossible in 
the smaller communities as the theatre- 
operating plan of the interlocked pro- 
ducers is being extended- 

"It has never been our wish — or a 
part of our plan — to engage in the ex- 
hibition end of the motion picture busi- 
ness. Today we would be perfectly 
satisfied to go on producing photoplays 
only if the exhibiting trade at large 
were in a position to give us what we 
consider a half-way run for our money. 
We have been making a line of photo- 
plays which are worthy of exhibition 
in the best theatres in the country — 
and we think any of them are a lot 
better, and more to the public's taste, 
than many others which are being given 
preferred bookings. 

"Our determination to build theatres 
wherever we find it necessary in order 
to get this 'half-way run for our money' 
is one that has been forced upon us by 
the same 'trust' practices which are har- 
rassing independent exhibitors through- 
out the country to death. For this rea- 
son we feel that we are in no sense 
deviating from our original policy 
which was to support the weaker mem- 
bers of the industry at large. We are 
taking off our coats to do battle — but 
in no sense can the exhibitors as a 
class be considered our adversaries. 

"We're going to fight the combina- 
tions which we are satisfied are out to 



ruin the industry for every one but 
themselves. And in many instances our 
operations in the exhibiting end of the 
business will bring to the independent 
exhibitor the strength he needs to stave, 
off destruction — and bring it just when 
he is beginning to fell the need of it 
most." 

Recent activities in Warner Bros, af- 
fairs have been calculated to make the 
trade accept their announcements at 
their face value. There has been a 
hum of activity on the Warner lot in 
Los Angeles for the past few months 
which has not been equalled elsewhere 
in the industry. It has taken plenty of 
money to keep four, five and six com- 
panies working on expensive produc- 
tions constantly and at the same time — 
and the money has been forthcoming 
with the result that the Warner produc- 
tions, twenty in number, for the season 
1924-25 are well along toward comple- 
tion with attractive contracts for their 
exhibition already signed. 

On numerous occasions, both in Los 
Angeles and in New York, there have 
been some particularly frank state- 
ments made by men of importance in 
the fiancial aims of the industry 
which could be interpreted to mean that 
Warner Bros, were in the field to do 
things— and that they had the financial 
strength to finish whatever they started. 



C. B. C. CHANGES 

Heath Cobb announces that Leslie G. 
Schaumann has joined the ranks of the 
C. B. C. Film sales corp., in the capac- 
ity of Publicity Director. This is Mr. 
Schaumann's first venture in the motion 
picture field. He is better known in 
the advertising field. Mr. Schaumann 
succeeds Sam Malchek who has re- 
turned to his former pastures in news- 
paper work and is now with the New 
ark Star. 



Page 24 



Exhibitors Trade Review 



Heavy Production Scheduled 
For Independent Companies 



AFTER all the agitation for an 
open market the exhibitor will 
quite naturally gather himself 
together and want to know what the 
independent producer has which 
would justify his plea for exhibitor 
support. In anticipation of this ques- 
tion C. B. C. has collected some very 
interesting information in reference 
to the actual investment of the inde- 
pendent producers in the pictures 
made for the season of 1924-1925. 

The reported number of independ- 
ent pictures to be released during 
the coming season is over 200. This 
represents a total cash outlay of ten 
to fifteen million dollars. In this 
group of 200 pictures as listed there 
are 100 special attractions. These 
are produced at an average cost of 
$100,000 per picture. The balance of 
production consists of the program 
pictures under various headings such 
as Westerns, society dramas, com- 
edies, serials and general short sub- 
jects. 

As an instance, one company, the 
C. B. C, will produce sixteen pic- 
tures. The Battling Fool, Racing for 
Life, Fight for Honor, Women First, 
The Beautiful Sinner, Tainted 
Money, Fearless Lover, Fatal Kiss, 
The Foolish Virgin, The Price She 
Paid, The Midnight Express, One 
Glorious Night, Who Cares, A Fool 
and His Money, After Business 
Hours, Fighting the Flames. 

These sixteen pictures will cost 
$986,652.70. This includes money 
expended for the purchase of the film 
rights to novels, the writing of con- 
tinuities, stars' salaries and all the 
technical department and studio oper- 
ation charges, also administrative 
offices in New York. 

An analysis of the figures submit- 
ted shows that in all the amounts 
mentioned there is excluded any item 
which does not have a direct result 
.on the screen. Every expenditure is 
made with the sole object of giving 
the exhibitor the best possible pro- 
duction with the big stars and stories 
and at the same time-keep- -t-he-neees- 
sary rentals down as low as possible, 
in consideration always of the type 
and size of the picture produced. 

As incontrovertible evidence of the 
faithful performance of the inde- 
pendent producer it has been esti- 
mated that by the 15th of September 
of this year more than 35 percent of 
the total production schedule will 
have been completed and stories and 
casts assigned to another 30 percent. 



This is all beside the preliminary 
work and expenditures which must 
be made before the camera has 
turned once or the company left for 
location. The balance of the pictures 
to be made are almost all in continu- 
ity form. Stories have been bought 
and definite financing arranged for, 
leaving no possible chance for inde- 
pendents who have promised a series 
of pictures for the season of 1924-25 
to fall down on the delivery promise 
which they have advertised. 



S. C. EXHIBITORS FIGHT 
FOR TAX REDUCTION 

South Carolina exhibitors, still la- 
boring under the burden of a ten per- 
cent admission tax, put on by their 
State revenue department, are conduct- 
ing a strong campaign of education in 
advance of their forthcoming statewide 
election, to select men for the Legisla- 
ture who will oppose the present bill 
and aid in securing its repeal. After 
months of bearing the double burden of 
a State and Federal tax, totalling twen- 
ty percent, theatre owners in this state 
are still collecting the state tax, having 
twice failed to have the nuisance abated 
at the hands of their lawmakers. Now, 
with a new election on, they hope to 
elect men to the General Assembly who 
will be favorably impressed with their 
just pleas for relief. 



FRANK CONKLIN TO 
DISTRIBUTE 

As announced earlier in the week the 
merger of the Standard Film Lab- 
oratories with the Consolidated Film 
Industries has changed the plans of the 
Standard in the East so that F. G. 
"Conk" Conklin will take over the of- 
fices at 250 West 57th Street, New 
York City, but he will not continue with 
the Standard Laboratories. He will 
give his entire attention to the distribu- 
tion of independent pictures such as 
"The Chechahcos," "Missing Daugh- 
ters," "Unseen Hands," "The Chase," 
etc. 

Mr. Conklin is Receiver for Pre- 
ferred Pictures under an order of ap- 
pointment by Judge Hand of June 9, 
1924. 

* * * 

STERNS OF CENTURY EN- 
ROUTE TO NEW YORK 

Julius and Abe Stern, president and 
vice-president of Century Comedies, 
have left Carlsbad, where they have 
been spending their vacation, and are 
on their way back to New York. 

Julius Stern left Carlsbad a few 
weeks ago and stopped in Paris to look 
over the comedy field for new material 
for his productions. He was joined 
there by his brother and after a few 
days in the French capital they left for 
home. 

On their arrival in New York it is 
expected they will have a few impor- 
tant announcements to make regarding 
their short subject product for next 
year. It is understood that Julius Stern 
has purchased several stories and is ne- 
gotiating with one of the members of 
the Follies Bergere to come to this 
country as a star in Century Comedies. 




Sid Grauman, showman extraordinary, with Mayor Cryer and his wife, Alice 
Terry, and George Walsh at the opening of Grauman's Hollywood Egyptian 
Theatre, with "The Thief of Bagdad" United Artists' picture with Doug Fairbanks. 



September 20, 1924 



Page 25 



Buffalo Zone Organization 
Meeting a Success 



THE organization meeting of the 
Buffalo zone of the motion pic- 
ure theatre owners of New York 
State, September 9 in the Hotel Statler, 
was the largest gathering of exhibitors 
ever held in western New York. 

The promise of William A. Calihan, 
prominent Rochester exhibitor to 
recommend that exhibitors of that city 
join up with the state organization 
brought the entire assemblage to its 
feet in rousing cheers. Mr. Calihan's 
promise came after the meeting had 
tinanimously voted to hold open a place 
for Rochester on the board of directors. 
Exhibitors in Buffalo and surrounding 
territory have been working for five 
years to try and get Rochester into the 
state organization, that aim may be in 
view. 

J. H. Michael, was elected chairman 
of the Buffalo zone, Arthur L. Skinner, 
secretary and Vincent R. McFaul, 
treasurer. Bill Dillon of Ithaca has re- 



signed from the board of directors, so 
it was necessary to name three more 




Doris Kenyon, who has recently been en- 
gaged by First National, for featured roles. 



men. Two of them are : Mike Woods 
of Jamestown, N. Y. and Sidney C. 
Allen, of Medina, N. Y. the third place 
is being held open in the hope that 
Rochester will come in. 

J. H. Michael acted as chairman of 
the meeting. Congressman S. Wallace 
Dempsey, was introduced and compli- 
mented the exhibitors on the splendid 
educational work they are doing and 
promised them every aid in their work. 
Michael Walsh of Yonkers, president 
of the state organization was present. 
He thanked the exhibitors for their dis- 
play of enthusiasm and intention to co- 
operate in putting the state organiza- 
tion over 100 percent. The board of 
directors are going to get to work to 
formulate an equitable dues plan for 
the Buffalo zone. One which will not 
work a hardship on the smaller houses 
in the towns. It is probable that a flat 
rate instead of five cents a seat may be 
worked out in some cases. 

Following the meeting everyone pres- 
ent not a member of the state organiza- 
tion, signified his intention of signing 
up and secretary Skinner was kept busy 
taking down the names of new mem- 
bers. The meeting was preceded by a 
luncheon. 



October Set As Eschmann Month 



In First National s Sales Drive 



FIRST National Pictures has des- 
ignated the month of October as 
Eschmann month and will conduct 
a sales contest with prizes of more 
than $8,000 in cash to the three 
branches having the highest standing. 
The prize-money will be divided among 
the three District Managers whose Di- 
visions rank highest, the managers of 
the three leading Branches and every 
member of their personnel. 

Eschmann month is a result of the 
sales achievements of E. A. Eschmann, 
General Manager of Distribution for 
First National Pictures, during his first 
year in that capacity. The plan orig- 
inated among his assistants in the Dis- 
tribution Department as a compliment 
to him and to show their appreciation 
of his conduct of the department and 
the greatly increased sales which have 
marked his year's regime. His con- 
tract with First National was recently 
renewed. 



The following "Proclamation to the 
First National Field Organization" has 
been issued by Mr. Eschmann's as- 
sistants in the Distribution Depart- 
ment : 

"Whereas, the personality and execu- 
tive ability of one man have dominated 
the distribution activities of this great 
organization of ours since July 1923, 
and 

"Whereas, we of the Department of 
Distribution are desirous of showing 
our appreciation of the accomplish- 
ment ; 

"Therefore, we decree a campaign 
for increased sales and billings to cul- 
minate during the month of October. 
"The man is E. A. Eschmann. 
"October will be designated as Esch- 
mann month. 

(Signed) W. J. Morgan 
S. W. Hatch 
A. W. Smith, Jr. 
Chas. M. Steele/' 



In order that the greatest sales mo- 
mentum may be developed in Esch- 
mann month — October — the Sales Con- 
test will start on September 14th and 
will continue for eight consecutive 
weeks, ending on Saturday, November 
8th. Sales efforts will be greatly stim- 
ulated through the fact that every em- 
ployee in the field has a chance to share 
in the -prize money, as the prizes will 
be awarded on a percentage basis in- 
stead of on a money basis. 

For the purpose of the contest, the 
quotas assigned to the various Branch 
Offices for the last quarter of 1924 will 
be used. Branches will be credited 
with sales as follows : 60 percent., sales 
or contracted business, including both 
open market contracts and franchise 
datings; 40 percent., billings— that is, 
{Continued on page 28) 



Page 26 



Exhibitors Trade Review 




First National's Sales Organization 



1 — B. D. Murphy, Toronto Exchange 

2 — E. C. Rhoden, Kansas City Exchange. 

3 — C. R. Beachan, Atlanta Exchange 

4 — A. J. Herman, Albany Exchange 

5 — R. C. Seery, Midwest District Manager 

6 — C. E. Bond, Chicago Exchange 

7 — Harry Weiss, St. Louis Exchange 



8 — Thomas B. Spry, Boston Exchange 

9 — E. H. Haines, Cincinnati Exchange 

10 — Floyd Brown, Indianapolis Exchange 

11 — E. A. Eschmann, Manager Sales Dept. 

12 — M. H. Keleher, New Haven Exchange 

13 — W. E. Knotts, Los Angeles Exchange 

14 — H. A. Bandy, Central District Manager 



15 — Frank L. Vaugn, Winnipeg Exchange 

16 — W. J. Heenan, Philadelphia Exchange 

17 — R S. Wehrle, Pittsburgh Exchange 

18 — A. Gorman, Montreal Exchange 

19 — H. H. Buxbaum, Eastern District M'g'r. 

20 — Leslie Wilkes, Dallas Exchange 

21 — Frank J. A. McCarthy, Buffalo Exchange 



September 20, 1924 



Page 27 




Inaugurate Great Drive in October 



22 — J- H. Ashby, Denver Exchange 

23 — N. H. Moray, Cleveland, O., Exchange 

24 — Paul E. Krieger, Louisville Exchange 

25 — Sam Coffland, Vancouver Exchange 

26 — E. J. Tilton, Des Moines Exchange 

27 — Anthony Ryan, Oklahoma City Exchange 

28 — L. L. Hall, Salt Lake City Exchange 



29 — Robert Smeltzer, Washington Exchange 

30 — L. O. Lukan, Minneapolis Exchange 

31 — C. W. Koerner, Portland Exchange 

32 — Floyd Brown, Indianapolis Exchange 

33 — Harry T. Rolan, Sub-Western Dist. M'g'r. 

34 — F. G. Sliter, Seattle Exchange 

35 — F. P. Brywn, Charlotte Exchange 

36 — L. J. McCarthy, Omaha Exchange 



37 — William J. Melody, St. John Exchange 

38 — H. J. Fitzgerald, Milwaukee Exchangei 

39 — Chas. Muehlman, San Francisco Exchange 

40 — F. E. North, Detroit Exchange 

41 — Joseph Skirboll, Western Dist. Manager 

42 — W. E. Gallaway, Southern Dist. Manager 

43 — Lucas Connor, New Orleans Exchange 



Page 28 



Exhibitors Trade Revieiv 



October Set as Eschmann Month in 
First National's Sales Drive 

(Continued from page 25) 

pictures actually played and paid for 
during the eight weeks of the contest. 

Sales, or contracted business, to be 
eligible in the contest, must bear a date 
between September 14th and November 
8th, inclusive, and must carry playdates 
maturing on or before January 31, 
1925. 

The winning Branches will be deter- 
mined by comparing the sales and bill- 
ings of each Branch during the eight 
weeks of the contest with their sales 
and billing quotas. The Branch hav- 
ing the highest standing will be ranked 
first, the one with second highest stand- 
ing second, and so on. 

The Districts will be ranked in the 
same manner as the Branches— the 
composite figures of the Branches 
within each District being used to de- 
termine the percentage standing of the 
District. 

• Fixed cash prizes will be awarded to 
the Managers of the three winning 
Divisions and Districts, to the assistant 
manager, each salesman, head booker, 
head cashier and bookkeeper of each 
Branch. The largest prizes, naturally, 
will go to the winners of the first prize. 
To all other employees in the Branch 
ranking first will be awarded a sum 
equal to a full week's salary; to other 
employees in the second Branch, a sum 
equal to 75 per cent, of a week's salary 
and to other employees in the Branch 
standing third, half of a week's salary. 
In case of ties, duplicate payments will 
be made. 




Henry Ginsberg, who makes his debut into 
the independent producing field, with 
Benny Leonard's two reel features. 



FLORIDA BOOMING 

Conditions in Florida are flourishing, 
even throughout the usually dully Sum- 
mer season, according to reports 
brought to Atlanta by J. H. Buettner. 
Due to good crops, and the many im- 
provements going on in preparation for 
the coming Winter tourist season, busi- 
ness has been better in Florida than 
ever before during the passing summer. 




Rudolph Valentino, soon to appear in Famous Players- Lasky's coming production, 
"A Sainted Devil," .enacts a love scene with Helen D'Algy in his inimitable way. 



MUSIC TAX BATTLE 
RESUMED IN K. C. 

Another attack was launched by three 
music companies in the music tax 
battle against exhibitors in Kansas City, 
Wednesday. Damages totaling $750 
are sought in suits filed against three 
exhibitors, the amounts being $250 
each. The exhibitors are L. J. Lenart, 
Roanoke Theatre ; J. W. Watson, Ben- 
ton Theatre, and Jack Roth, Strand 
Theatre. The music companies are Leo 
Feist, Charles K. Harris and Jerome H. 
Remick and Company, the suits being 
filed in the Federal Court. 

"These music companies are not fool- 
ing anybody," said T. M. Eisner, presi- 
dent of the M. P. T. O. Kansas City. 
"If they plan to frighten a few timid 
exhibitors, their plan may work, but if 
they expect to frighten more than about 
10 percent of exhibitors in Kansas City, 
they have undertaken a hopeless task. 

"I presume this is a follow up to the 
decision rendered in the Federal Court 
here this spring in suits against several 
Kansas City exhibitors. As unfavorable 
decisions to exhibitors previously had 
been made in other District Federal 
Courts, we were not expecting the court 
here to establish a precedent. We ap- 
pealed the cases and intend to take the 
matter to the Supreme Court of the 
United States, unless the decision in the 
circuit court of appeals is favorable to 
us." 

Judge VanValkenburgh, who ren- 
dered the decision several months ago, 
has been away from the city since the 
application for appeal was filed by Sam- 
uel S. Handy, attorney for the exhib- 
itors, and the appeal bond consequently 
has not yet been granted. However, 
as Judge VanValkenburgh returned 
this week, quick action is anticipated. 



KANSAS CITY SCHOOLS 
HAVE PICTURE COURSE 

Motion picture courses, termed "de- 
partment of visual education," have 
been established in Kansas City public 
schools. These departments supple- 
ment the textbook teaching of ge- 
ography, history, science and Latin to 
a great measure. 

"If there is one course in the public 
schools which comes near to being a 
universal favorite, it probably is that 
offered by the department of visual in- 
struction," says the Kansas City, in 
commenting on the new courses. 

♦ ♦ * 

NEW ARRIVAL 

Mrs. John G. Gilbert (Leatrice Joy) 
gave birth to an eight-pound daughter 
on September 7 in the Good Samaritan 
Hospital, Hollywood. Mother and baby 
are doing nicely. 



September 20, 1924 



Page 29 





Samuel J. Briskin, who with George H. 
Davis, are the directors of Banner Prod. 

ADLER TO REMAIN 
WITH 'BANDOLERO' 

In anticipation of an extensive ex- 
ploitation campaign that will embrace 
the principal theatres in leading cities 
of the country, Tom Terris Productions 
have retained the services of Bert Ad- 
ler in behalf of "The Bandolero," an 
early Metro-Goldwyn release. A dis- 
tinctive campaign is being worked out, 
based on the "different" locale of the 
story — Spain and Cuba. This is the 
second Metro-Goldwyn production this 
year having the special services of Ad- 
ler, who acted as special representative 
in the Spring for J. Ernest William- 
son's "Uninvited Guest," a Metro pic- 
ture. 



PUBLIC APPEARANCES 
FOR MARY KORNMAN 

The kids of Oakland, or at any rate 
those that are regular patrons of the 
American Theatre there, are keen spon- 
sors for "Our Gang" comedies since 
they feel that they have a personal in- 
terest in them through meeting the 
Queen of Hal Roach's rascals. The 
meeting took place recently when little 
Mary Kornman made a personal ap- 
pearance at the theatre as a guest of 
the Oakland California Tribune. 

Miss Kornman is the second member 
of "Our Gang" to make a personal ap- 
pearance during the vacation period. 
Joe Cobb, the chap who is fast falling 
away to a ton, recently appeared at a 
Seattle theatre while visiting relatives 
there. Mary is the daughter of Gene 
Kornman, still photographer for Harold 
Lloyd. 

* * * 

BEGGS DEFEATS BLUES 

The City of Beggs, Okla., will have 
Sunday Shows, that question was finally 
settled when Mayor T. A. Jones an- 
nounced his veto of the ordinance clos- 
ing the Sunday shows which was 
passed ten days ago by the council by 
a majority of 5 to 3. 



BRANCH MANAGERS 
ARE OPTIMISTIC 

Branch-Managers, reporting to the 
Pathe Home Office under that com- 
pany's policy of having its exchange 
managers spend a week in New York 
from time to time conferring with the 
sales executives, bring word of improv- 
ing conditions in their respective terri- 
tories. 




An interesting study of Robert Fraser who plays a leading role in C. B. C.s 

production, "The Foolish Virgin." 




Little Mary Kornman, Queen of the "Our 
Gang" bunch of juvenile comedians. 

The outlook in the South is declared 
by Paul Schmuck, the ISfew Orleans 
branch-manager, to be particularly fav- 
orable. The cotton crops are satisfac- 
tory, and this coupled with the fact 
that certain European markets closed 
since the World War are beginning to 
renew orders with something like their 
old-time proportions holds forth con- 
siderable promise for the principal in- 
dustry of the South. 

Other Branch-Managers who have 
reported to the Pathe Home Office dur- 
ing the past few weeks and brought 
word of generally sound business pros- 
pects for the coming season are O. J. 
Ruby of Cleveland, E. E. Heller of 
Charlotte, T. G. Meyers of Des Moines, 
and R. S. Ballantyne of Omaha. 
* # * 

INTERESTING RADIO 

INSTRUCTION BOOKLET 

An exceedingly comprehensive in- 
struction booklet has been issued by 
the Freed-Eisemann Radio Corpora- 
tion. The booklet contains 40 pages of 
matter and much of it is devoted to 
items of interest to the radio enthusi- 
ast. 

It includes such information as to 
how to string an aerial ; a list of 
"don'ts" ; broadcasting stations; com- 
mon difficulties explained ; and a log for 
stations that have been heard. 

It gives instruction in detail regard- 
ing the connecting and operating of the 
radio set and should prove a valuable 
handbook to any radio bug. 

Since the theatres have taken up the 
business of broadcasting their pro- 
grams, the air is full of melody and 
enthusiasts throughout the country are 
tuning in to receive the benefit of the 
world's greatest musical concerts- 



Page 30 



Exhibitors Trade Review 




Preferred Pictures Prepare 
Excellent Lineup 



EXHIBITORS can depend upon 
nine box-office pictures this year 
from B. P. Schulberg Produc- 
tions, is the promise of B. P. Schulberg 
who will continue to make Preferred 
Pictures for release on the independent 
market. 

The first of these, "The Breath of 
Scandal," is completed and prints are 
now in the Schulberg exchanges ready 
for immediate playdates. Eve Unsell 
adapted this story by Edwin Balmer 
and the direction is credited to Gasnier. 
In the cast are featured Betty Blythe, 
Lou Tellegen, Patsy Ruth Miller, For- 
rest Stanley, Jack Mulhall, Phyllis 
Haver, Myrtle Stedman, Charles Clary 
and Frank Leigh. 

The remaining eight productions 
listed by Mr. Schulberg are as follows : 

"White Man," an adventure story of 
the African jungles by George Agnew 
Chamberlain. 

"The Triflers," adapted from the so- 
ciety novel by Frederick Orin Bartlett. 

"The Boomerang," the David Belasco 
stage play by Winchell Smith and Vic- 
tor Mapes. 

"When A Woman Reaches Forty," 
story by Royal A. Baker, motion pic- 
ture censor for the City of Detroit. 

"Faint Perfume," Zona Gale's best 
selling novel of small town life. 

"My Lady's Lips," an original screen 
story by Eve Unsell. 

"The Mansion Of Aching Hearts," . 




J. G. Bachman, who believes "The Breath 
of Scandal," Preferred Pictures produc- 
tion is a real showmanship picture. 



based upon the famous song by Harry 
Von Tilzer and Arthur J. Lamb. 

"Frivolity," written directly for the 
screen by Larry Evans. 

" 'The Breath of Scandal' is the 
greatest box-office picture I have ever 
directed," says Gasnier who has just 
completed a screen version of Edwin 
Balmer's novel for B. P. Schulberg to 
be released as a Preferred Picture. 

For many seasons, Gasnier's name 
has been synonymous with box-office 
value. In his twenty years experience 
as a director, ever since the days when 
pictures were literally "in their infancy," 
Gasnier has furnished exhibitors with 
a consistent output of audience pictures. 

"The Butterfly Man," "The Cor- 
sican Brothers" and "Kismet" are a 
trio of his early productions that will 
be remembered as outstanding accom- 
plishments at the time they were re- 
leased. 

For more than two years Gasnier has 
been making his own productions Under 
the supervision of B. P. Schulberg and 
has released them as Preferred Pic- 
tures. His first such release, "Rich 
Men's Wives," was one of the most not- 
able box-office successes of 1922. He 
followed this with "Poor Men's 
Wives," "Daughters of the Rich," 
"Mothers-in-Law," "Maytime" and 
"Poisoned Paradise," all of which reg- 
istered with great success. 

* * * 

BURTON KING TO 
DIRECT FOR MAIDINA 

In connection with the production 
plans of Maidina Pictures, Inc., 987 
Eighth Avenue, New York, as recently 
announced in the trade press, the fol- 
lowing letter from Director Burton 
King, now under contract to Banner 
Productions, Inc., will serve to clarify 
a situation arising from a seeming con- 
flict between Director King's present 
contractual obligations and his connec- 
tions with Maidina Pictures Inc. 

Mr. King's letter follows: 

Maidina Pictures, Inc., 
987 Eighth A-. .nue, 
New York. 
Gentlemen : 

This is to advise you in accordance 
with our agreement, that I shall be pre- 
pared to begin production for you and 
direct such pictures as you may select, 
upon the conclusion of my present con- 
tract with Banner Productions, Inc., of 
1540 Broadway, New York. 

This contract calls for the production 
of four features, two of which, "The 
Truth About Women" and "The Man 



B. P. Schulberg, of Preferred Pictures, 
who has planned nine features for next year. 

Without A Heart," I have already com- 
pleted, and the third "Those Who 
Judge," is now in production. The 
fourth picture, which has already been 
selected, I expect to put into produc- 
tion early in November. 

At the conclusion of this series, pro- 
vided Banner Productions Inc., do not 
claim my services, under their option, 
for further pictures, if you are then 
ready to start production, I shall be 
glad to begin work for you under our 
agreement. 

If there should be further delay in 
completing our affiliation, each of us 
shall be free to arrange terms to meet 
our respective obligations. 

Trusting that this letter will clarify 
the misunderstanding which seems to 
have arisen regarding my connections 
with Banner Productions Inc., and 
Maidina Pictures Inc., I am 

Yours very truly, 
Burton King 

* * * 

MAY McAVOY IN 
'BEN HUR' CAST 

The much coveted role of Esther in 
the Metro-Goldwyn-Mayer production 
of Lew Wallace's "Ben Hur," which 
Fred Niblo is directing in Rome with 
Ramon Novarro in the title role, has 
finally been awarded to May McAvoy. 
This announcement comes after months 
of deliberation, during which practical- 
ly every leading actress in motion pic- 
tures was considered for the part. Irv- 
ing G. Thalberg, Metro-Goldwyn-May- 
er, executive, signed this popular player 
last week. Miss McAvoy will leave 
with her mother for Rome within the 
fortnight. 

With the signing of Miss McAvoy 
the cast of "Ben Hur" is practically 
complete. 



September 20, 1924 

New Producers 

Maidina Pictures Will Make 
First of Series in East 

Assembling about themselves a group 
of earnest men of wide motion picture 
experience Eugene di Napoli and Lewis 
I. Maisell, the founders of Maidina Pic- 
tures Inc., are laying a strong founda- 
tion in preparation of their entry into 
the producing field. 

Production activities will be centered 
in the East. Names of proven box- 
office value will assume the important 
roles in these pictures which will be 
made from stories written by authors 
who have already attained the rank of 
literary distinction. Distribution of this 
product will in all probability go 
through a well known distributing or- 
ganization. 

Filoteo Alberini, film pioneer and 
famed inventor of the Panoramic Mo- 
tion Picture Camera, who founded the 
Cines Company of Rome, Italy, is 
President and Technical Director. 

With Edison and the Lumiere 
Brothers of France, Alberini was one 
of the very first to invent apparatus for 
the photography and projection of Mo- 
tion Pictures. "The Father of the 
European Cinema Industry" is the dis- 
tinction that has been bestowed upon 
Alberini inasmuch as he was the first 
to give commercial impulse to the cine- 
matograph by opening the first theatre 
in Europe for the presentation of pic- 
tures at popular prices. 

Burton King, well known to the in- 
dustry as a feature director will handle 
the megaphone for this new company 
as soon as he is free from his con- 
tractual obligations to Banner Produc- 
tions Inc. 

And now from over the seven seas — 
from mystic India — comes the latest ad- 
dition to the Maidina staff, Edwin 
Meyers, the brilliant, young photoplay- 
wright who is now Scenario-Editor. 

Mr. Meyers has lately been associated 
with the Madan Theatres, Ltd., of Cal- 
cutta, India, the largest and most pow- 
erful producing and exhibiting organi- 
zation in the Orient, as chief of their 
Scenario Department. He has also 
written and produced a number of 
Oriental screen classics which have 
gained for him an enviable reputation 
in his native land. Mr. Meyers is a 
deep creative thinker and philosopher 
whose remarkable adaptability in mo- 
tion picture technique and screen story 
construction has aroused much atten- 
tion in American film circles. 

FAMOUS PLAYERS OF 
CANADA EXPANDS 

One of the most important or recent 
theatre transactions is reported at Mon- 
treal, Quebec, in the acquiring by the 




Gasnier, who is to direct "The Triflers" 
as his second Preferred picture. 

Famous Players Canadian Corporation, 
Limited, Toronto, of the chain of ex- 
cellent moving picture theatres operated 
in _ Montreal by Independent Amuse- 
ments, Limited, of which George Nich- 
olas of Montreal has been managing di- 
rector for a number of years. No less 
than six attractive houses figure in the 
deal, two of them being well-established 
down-town theatres. 

The list includes the Strand and Re- 
gent Theatres, which are centrally lo- 
cated, the Papineau, Belmont, Corona 
and Plaza all of which serve various 
definite districts of Canada's largest 
city. Incidentally, the four last named 
are comparatively new structures, the 



Page 31 

Corona and Plaza having been opened 
a little over a year ago. 

The absorption of the Montreal cir- 
cuit by Famous Players marks the dis- 
appearance of probably the most influ- 
ential group of independent moving pic- 
ture houses in Canada as such. At the 
same time, the ever-growing Famous 
Players Corporation is becoming 
stronger than ever, intimation being 
given by N. L. Nathanson of Toronto, 
managing director of the corporation, 
that Famous now controls upwards of 
70 high class moving picture and vaude- 
ville theatres in all the important cities 
of the Dominion. 

* * * 

"PETE" MILNE 

PUTS ONE OVER 

Without even whispering a word 
along Broadway, Peter J. Milne "Tele- 
graph" film writer folded his tent like 
a "Son of the Sahara" and slipped 
silently away to the "Little Church 
Around the Corner" last Sunday. 

As all filmdom knows "Pete" is a 
publicity man as well as a motion pic- 
ture writer, and this is the first time 
on record that he ever did anything 
silently. 

The girl who accepted "Pete's" chal- 
lenge is Janet Cruikshank, a raven 
haired beauty from Greenwich Village. 
"Larry" Reid, the critic, who is always 
in character, was best man. He says 
the bride was a "perfect picture." 

Incidentally, "Larry" is gathering a 
lot of valuable altar experience, this be- 
ing the third time this season he has 
done a friend a mean trick. 

The well wishes of all New York 
follow "Pete." And as for Janet — well 
her friends hope for the best. 




They try and they try but they can't make the laughmaker smile. The trials of a 
comedian are indicated here when the entire staff insists on trying to make 
Buster Keaton, Metro star, laugh — or even smile. His reputation is at stake. 



Page 32 



Exhibitors Trade Review 




Frank Mayo delivers a Dempsey, in this scene from Associated Exhibitor's pro- 
duction, "The Lawful Cheater." Raymond Griffith being the victim of the knock-out. 



ORMISTON SUCCEEDS 
PAUL PEREZ 

Harry Ormiston, the busiest publicist 
up in Universal working under genial 
Paul Gulick, has been appointed to suc- 
ceed Paul Perez, who left for London 
a few days ago. 

This means that Ormiston will assist 
Gulick with the preparation of the Uni- 
versal Weekly, besides continuing to 
supply the trade with Universal's ex- 
ploitation material. He has been in the 
"game" for nearly three years and dur- 
ing that time has made great strides 
as an exploiter and general press agent. 

Ormiston is also Director of Pub- 
licity for Century Comedies, having 
stepped into Dave Bader's place when 
he went to Europe last April. Since 
then he has been handling the destinies 
of Julius and Abe Stern's product. 

Exhibitor's Review wishes him the 
good luck he deserves. 



NEW THEATRES FOR 
NORTHERN NEW YORK 

Several new motion picture theatres 
in northern New York are scheduled to 
open this fall. In Messena Springs, 
Attorney Thomas E. Shean is erecting 
a theatre to be know as the Rialto, and 
which when completed will offer op- 
position to the house owned and oper 
ated by Vic Warren. 

In Potsdam, the house which is be- 
ing built by the Papayanakos brothers, 
and which will be managed by Harry 
Papayanakos, has reached the stage as- 
suring its opening not later than Oct. 1. 

The house is a large and attractive 
one and is extremely well located. The 



Strand, in Schenectady, which was 
quite badly damaged by fire the fore 
part of July, has been repaired, and re- 
opened during the past week wjth 
"The Covered Wagon" as the attrac- 
tion. 

There has been a change in the 
Strand in Scotia, which is now operated 
by John Myers, of the Star Theatre in 
Schenectady. 

Bob Landry's house known as the 
Strand, in Ogdensburg, is due to re- 
open October 1. Workmen have been 
employed on the house for several 
weeks in redecorating it and installing 
many improvements including some 
new crystal chandeliers in the lobby. 



JUNE MATHIS SIGNS 
WITH FIRST NATIONAL 

June Mathis has been signed by First 
National. 

Richard A. Rowland, general of First 
National Pictures, Inc., authorized the 
announcement in Los Angeles. 

Dominant thinker, iconaclast of 
screen tradition, woman of achievement, 
June Mathis becomes a member of the 
First National organization with her 
past successes an inspirational memory 
and the future unlimited before her. 

That, in brief, was Rowland's ap- 
praisal of his acquisition. 

"Miss Mathis," he continued, "disbe- 
lieves the theory that there are only 
thirty-two dramatic situations in life. 
She has sold us the thirty-third already. 
She is going to have a desk, a pencil 
and the resources of a great organiza- 
tion to capitalize her powers. 



GERMAN COMPANY 
OPENS OFFICE HERE 

The U. F. A. Company Union Film 
Alliance) of Germany has opened of- 
fices in the Loew State Theater Build- 
ing here. The purpose of the office 
will be to look after the sales and dis- 
tribution contracts of the features 
which the U. F. A. concern will export 
to this country beginning shortly. 

The office is in charge of Frederic 
Wynne-Jones, at one time associated 
with the D. W. Griffith enterprises here. 

Mr. Wynne-Jones recently returned 
from Europe, where he has been con- 
ferring with U. F. A. officials. He is 
not yet ready to make a statement re- 
garding the number of productions to 
be brought over by his company or the 
channels of their release, but expects 
to issue an official statement next week. 




Glenn Hunter in the picturized version of "Merton of the Movies" again lives the 
disappointed screen struck hero in Famous Players-Lasky Corp.'s production. 



September 20, 1924 



Page 33 




Sol Lesser of Principal Pictures uses the 
megaphone to telephone to Harold Bell 
Wright that his picture "The Mine with 
the Iron Door" is a great production. 

RED SEAL GETS 
C. & C. SHORTS 

Col. F. W. Clarke of Cranfield & 
Clarke announces that he has just 
closed a deal with Edwin Myles Fad- 
man of Red Seal Pictures Corporation 
for the latter to distribute the entire 
output of the Hepworth short subjects 
throughout the United States not in- 
cluding Canada which will be disposed 
shortly to another distributing organi- 
zation. 

The first ten subjects included in 
this deal have been announced as fol- 
lows : "Through Three Reigns," "A 
Peep in Puzzleland," "The Zoo's Who's 
Who," "Magic Hour," "If Matches 
Struck," "A Day With the Gypsies," 
"Do You Remember," "Stratford-On- 
Avon," "Rubbernecking in London" 
and "Up the River with Molly." 

"Through Three Reigns" the first 
subject to be released of the above 
mentioned batch, received its Ameri- 
can premiere at the Rivoli Theatre, 
New York, on the week of August 31, 
where it received the unanimous praise 
of the daily press. 

Contracts with the two foremost first 
run exhibitors in the country, Dr. Hugo 
Reisenfeld of the Rialto and Rivoli 
Theatres, New York, and Balaban and 
Katz of Chicago, have been signed for 
the entire batch of ten subjects just re- 
leased. 

* * * 

'SIREN OF SEVILLE' 
HAS WORLD PREMIERE 

The world premiere for the Hunt 
Stromberg production "The Siren of 
Seville" at the California Theatre in 
San Francisco last week resulted in a 
decided triumph in which the producer 
and Priscilla Dean shared equal honors. 

The newspaper criticisms without ex- 
ception seconded the expressions of the 
audience and Hunt Stromberg who per- 
sonally attended the opening returned 
to Los Angeles "satisfied and inspired." 



DUNLAP TO DIRECT 
NEW PICTURE 

C. B. C. announce in a special from 
their Western studios that Scotty Dun- 
lap has been signed to direct "One 
Glorious Night" a forthcoming story in 
their series of eight Columbia Produc- 
tions. Dunlap is best known for his 
production of "Robinson Crusoe, Jr.," 
for Jackie Coogan. The wire also an- 
nounces that George W. Hill will direct 
"The Midnight Express" another of 
the Columbia series. 



MEMPHIS MUSICIANS 
ACCEPT SCALE 

The musicians strike at Memphis, 
Tenn., has been settled temporarily. 
The finale adjustment depends upon 
the nation-wide negotiations now under 
way. The walkout of the Southland 
players took place on Labor Day, but 
they returned to work at Loew's State 
on Tuesday and at the Pantages on 
Wednesday, last. Loew's Palace is us- 
ing radio. 

A raise of $5 per week has been 
granted the stage hands employed by 
the Orpheum Theatre, Quincy, III., 
which opened for one season on Labor 
Day. 

* * * 

DESERVED PROMOTION 
FOR SIDNEY KENT 

At the regular monthly meeting of 
the Board of Directors of the Famous 




Sidney R. Kent, who has just been pro- 
moted to the office of General Manager of 
Famous Players-Lasky's Corporation. Mr. 
Kent formerly was Sales Manager. 



Players-Lasky Corporation, held Sep- 
tember 8, the office of General Man- 
ager was created, and Sidney R. Kent, 
elected to fill the position. It is under- 
stood that the office was created as a 
testimonial to Mr. Kent and as a mark 
of appreciation by the board, of the 
efficiency he has developed in the sales 
organiaztion. 




A tensely dramatic scene from Famous Players-Lasky's production of "Her Love 
Story." Gloria Swanson and Ian Keith play leading roles in this feature. 



Page 34 



Exhibitors Trade Review 



PRODUCTION HIGHLIGHTS 




Two shiny "Welcome Home" signs dec- 
orate the entrance to the Paramount West 
Coast studio. 

They are for Lois Wilson and Ernest 
Torrence, featured Paramount players, 
who have just returned home after a trip 
to Europe. 

Immediately after their arrival, both 
started work in "North of 36," the Emer- 
son Hough story which Irvin Willat is 
producing for Paramount. 

Roland T. Hill enterprises operating 
through Western Tennessee with headquarters 
in Tullanola, will add another link to its 
chain when the new theatre in Franklin, Tenn. 
is opened. It will conform to the other Hill 
houses in size and appointments and will be 
opened the latter part of August. 

* * * 

C. B. C. Film Sales are now considering 
Richard Harding Davis' story, "Vera the 
Medium," for possible production in place of 
Cosmo Hamilton's "Who Cares ?" in the pres- 
ent series of eight Columbia Productions. If 
the story be adopted the scenario will be 
written by Heath Cobb and Leslie Schaumann 
both of the C. B. C. organization. 

* * * 

Irving Cummings is to direct "Pandora 
La Croix," the film version of Gene 
Wright's exciting novel of Indian army 
life, for First National Productions, Inc. 
The announcement was made by Earl 
Hudson, under whose supervision the ad- 
venturous tale will reach the screen. 

* * * 

Pat O'Malley will make his debut under 
the Lasky banner next week in accordance 
with a contract which gives him the male 
lead opposite Agnes Ayres in the forth- 
coming picturization of "Worldly Goods," 
by Sophie Kerr. Paul Bern will direct. 

The production will mark the first ap- 
pearance together on the screen in over 
three years of Miss Ayres and Mr. O'Mal- 
ley. 

* * * 

Complete control of an invisible mob to 
synchronize with the scene being filmed a 
quarter of a mile away through the use 
of the radio was reported by Robert Z. 
Leonard, director of the First National 
drama, "Wilderness," in which Corinne 
Griffith is starring. 

Leonard's perfection of this new phase 
of radio utility was achieved on location 
on the Sacramento River, Northern Cali- 
fornia, where the "Wilderness" cast has 
been filming water scenes. 

* * * 

Tom Ince's first Charles Ray starring 
vehicle for Pathe titled "Dynamite 
Smith," in which Wallace Beery, Jacquel- 
ine Logan and Bessie Love are presented 
in the supporting cast, will have its first 
public showing in America at the Cali- 
fornia Theatre, Los Angeles, where it is 
booked for an indefinite run to open Oc- 
tober 11th. 



The Independent Pictures Corporation 
is about to place upon the State Right 
market the first of its society super spe- 
cials directed by Harry Revier to be re- 
leased under the title of "Dangerous 
Pleasure." 

This production was built upon a pre- 
tentious scale and is rated by Mr. Gold- 
burg, President of the Independent Pic- 
tures Corporation, as the outstanding 
feature of his organization produced this 
year. 

* * * 

Owing to the mass of unusual details 
involved in the production of "Barbara 
Frietchie" and the elaborations made on 
the Clyde Fitch play as originally written 
for the stage, the work of transferring this 
big American classic to the screen has far 
exceeded its time schedule, and the date 
of its release has been moved back from 
August 24 to September 14 by Producers 
Distributing Corporation. 

* * # 

In order to prepare for his most am- 
bitious schedule as an independent pro- 
ducer, Samuel Goldwyn today announced 
the enlargement of his scenario depart- 
ment with the appointment of Miss Sonya 
Levien as scenario editor. Miss Levien 
has just resigned as managing editor of 
McClure's Magazine. 

* * * 

Samuel Sax, president and general man- 
ager of the Lumas Film Corporation, dis- 
tributors of the Gotham Productions, an- 
nounces that production activities are now 
going at high speed at the Hollywood 
Studios in Hollywood under the direction 
of James P. Hogan. 

Of the series of six Gotham productions 
that will be released on the independent 
market by the Lumas Corporation, two 
have been completed and actual produc- 
tion has already been started on the 
third. 



Buster Keaton's latest picture "The 
Navigator" is said to be the most expen- 
sive comedy ever produced. It cost $500,- 
000. 

* * * 

On August 21 the cameras started to 
click on "The Beloved Brute" which is 
scheduled on Vitagraph's release chart for 
mid December. 

' '* f 2* !' •'* 

Principal Pictures Corporation, now in 
the last week of shooting on "The Mine 
With The Iron Door" — are already pre- 
paring the next of the Harold Bell Wright 
stories for immediate production. 

* * * 

Olga Printzlau, one of the highest priced 
scenario writers in the business, has again 
been signed by Warner Bros, to make 
the screen adaptation of Max Kretzer's 
"The Man Without a Conscience." 

* * * 

In "Here's How," a Universal-Jewel pro- 
duction, Alec B. Francis will make his 
first appearance in Universal pictures. He 
has been cast for the role of John Har- 
ring in this production which features May 
McAvoy. 

H* ^- 4 s 

Preparations for the picturization of Ed- 
gar Selwyn's sensational stage success 
"The Mirage" were started this week at 
The Thos. H. Ince Studio, immediately 
upon the completion of "Barbara Frietchie" 
which it will follow on the Producers Dis- 
tributing Corporation program. 

* * * 

Harmon Weight entered yesterday on 
the second week of work on the new As- 
sociated Arts' production "Hard Cash," 
slated for early autumn release by F. B. O. 
Production headquarters have been estab- 
lished at the F. B. O. Hollywood studios, 
where Messrs. Goebel and Erb intend to hold 
forth permanently as indepedent producers. 



September 20. 1<>24 



Page 35 



William F. Russell will interpret the 
title role of "The Beloved Brute," the mo- 
tion picture version of the Kenneth Per- 
kins novel which will be directed by Com- 
modore J. Stuart Blackton at the Vita- 
graph studios in Hollywood. Work on the 
production has just been begun. 

* * ' * 

Editorial work on "In Hollywood with 
Potash and Perlmutter" is practically fin- 
ished and Samuel Goldwyn, producer of 
this riotously funny First National pic- 
ture, will take it with him when he leaves 
for New York in the near future. 

* * * 

Edith Wharton Pulitzer's prize winning 
novel, "The Age of Innocence" is being 
rapidly whipped into production at the 
Warner Bros. West Coast studio with a 

cast of exceptional players. 

* * * 

Beverly Bayne, who recently signed a 
Warner contract, is co-starring with 
Elliott Dexter, thereby making a combina- 
tion of one of the most popular and ex- 
perienced leads in motion pictures. 

The cast of "Women First," the fourth 
of the Perfection Series just completed 
and on its way to the East is as follows: 
Eva Novak, William Fairbanks, Lloyd 
Whitlock, Lydia Knott, Bob Rhodes, Bill 
Dyer, Meta Sterling, Max Ascher, Andy 
Waldron, Dan Crimmins, Bill Carroll, 
Jack Richardson. 

* * * 

The shortest negotiations on record re- 
sulting in a motion picture contract took 
place today between Bessie Love and 
Paramount according to an announcement 
made by Jesse L. Lasky, first vice-presi- 
dent, in charge of production. At 9.30 
Miss Love entered the office of Charles 
Eyton, General Manager of the West 
Coast studio activities of the Famous 
Players-Lasky Corporation. By 11.30 she 
was on the transcontinental train bound 
for New York where she will play in 
Thomas Meighan's current starring pic- 
ture, "Tongues of Flame." 



Casting is being rushed on "Those Who 
Judge," the third feature offering in the 
Banner Big 4 Series, directed by Burton 
King, of which the first two were "The 
Truth About Women" and "The Man 
Without A Heart," according to an an- 
nouncement by George H. Davis and Sam- 
uel J. Briskin, directing heads of Banner 
Productions, Inc. 

Before leaving for Portland with his 
technical staff to start work on "The 
Greatest Thing," his next production for 
the Associated Exhibitors, Lewis Moo- 
maw, who wrote and directed Chechahcos, 
signed Jean Herfholt for one of the lead- 
ing roles in the picture. 

sis 

Pat O'Malley has been signed to play 
the lead opposite Agnes Ayres in her new 
starring picture, "Worldy Goods," accord- 
ing to an announcement by Jesse L. 
Lasky, first vice-president in charge of 
production of Famous Players-Lasky Cor- 
poration. 

* * * 

Viola Dana, whose transition from light 
comedy drama to the heavier medium of 
serious drama was an episode of recent 
film moment, has been signed by First Na- 
tional Productions to play the leading 
feminine role in "Pandora La Croix," 
which is about to go into production. 

* * * 

A dispatch from the West Coast to 
Vitagraph's general offices in Brooklyn, 
tells of a private showing of "The Clean 
Heart" given this week by J. Stuart Black- 
ton, the producer, with municipal officials 
on Santa Barbara and La Jolla as the 
principal guests. 

Frank Borzage has engaged little Edwin 
Hubbell, Wampas baby artist, for the cast 
of Norma Talmadge's latest photoplay, 
"The Lady." Little Edwin, sometimes 
known as "the sweetest child in pictures," 
las just finished an engagement with 
Jack Dempsey. 



C C BURR presents 




Johnny Hines 

m TheSPEED SPOOK 




Selznick's "The Passionate Adventurer" has been finished. Alice Joyce, Marjorie 
Daw and Director Graham Cutts, congratulate Cameraman Claude McDonnel 1 , 



"landless exploitation possibilities." 

— M. P. World, 
"fitfe and cast glitter with allurement." 

— Trade Review. 

"^^ill register before any sort of audi- 
ence." — Morning Telegraph. 

Produced and Distributed by 

EAST COAST FILMS 

Incorporated 
C. C. Burr, Managing Director 
133 West 44 St., New York City 

Foreign Rights controlled by 
Simmonds-Kann Ent., Inc. 
220 West 42nd St., N. Y. C. 



The road to stardom has been opened 
to Jane Winton, former Follies show girl, 
who has been appearing in Paramount pic- 
tures at the company's eastern studio. 

Miss Winton, who is now working in 
Babe Daniel's first starring picture, "Dan- 
gerous Money," has been assigned a role 
in Cecil B. DeMille's forthcoming produc- 
tion, "The Golden Bed," which will soon 
go into work. 

* * * 

Adolphe Menjou will go to New York 
immediately following the conclusion of 
his featured role in Pola Negri's current 
starring picture "Forbidden Paradise," to 
play opposite Elsie Ferguson in "The 
Swan," according to an announcement 
made by Jesse L. Lasky. 

* * * 

Samuel Goldwyn announces that he has 
just signed a contract with Ronald Col- 
man to appear under his banner for five 
years. Colman sprang to over-night fame 
in his first picture appearance in "The 
White Sister" and has just completed 
work in the Samuel Goldwyn-George 
Fitzmaurice production "Tarnish" released 
by First National. Colman was also loaned 
to Constance Talmadge by Mr. Goldwyn 
for her picture "Heart Trouble." 

* * * 

With the launching of the first Harry 
Garson-Lefty Flynn Western production 
"The Forbidden City" last week, produc- 
tion activities at the big Film Booking 
Offices plant in Hollywood began to hum 
merrily and the outlook, reported by Gen- 
eral Manager E. P. Fineman, indicates a 
busy autumn and winter among the inde- 
pendents quartered at Melrose and Gower. 



Page 36 



Exhibitors Trade Review 



The Exhibitors Round Table 



Manager Robbed 

When Maurice Stahl, manager of the Tiv- 
oli, which is owned by the St. Louis Amuse- 
ment Company, reached the theatre about 11 
a. m. Monday he found two armed rob- 
bers waiting in the lobby. They compelled 
him to walk to the office on the mezzanine 
floor and open the safe which contained the 
receipts of Saturday night and Sunday. 

Before leaving them they went into the 
auditorium of the theatre and captured a por- 
ter and two women helpers, taking them to 
the office also. They then tied Stahl and 
the help hand and foot, tore a telephone 
from the wall, locked the door from the 
outside and fled. Stahl managed to crawl 
to a window and broke the glass with the 
telephone, calling help. 



Exhibitor Honored 

At a special session of the Everett, Wash., 
lodge of Elks, attended by 600 of the Ever- 
ett brethern and numerous state officials, 
Walter Meier, new state president, presented 
Joe St. Peter, retiring president with a plati- 
num watch. Mr. St. Peter is owner and 
manager of the Rose theatre, Everett, and 
has for many years enjoyed the confidence 
and esteem of his patrons at the Rose. 



Ad Causes Trouble 

Because a dollar bill was reproduced in 
the picture, an advertising film shown at the 
Electric theatre, Kansas City, Kan., has been 
ordered withdrawn by O. Q. Claflin, United 
States commissioner. The film showed a man 
extracting a dollar bill from his wallet, 
which, a subtitle said, would establish credit 
at the store advertised. W. H. Davenport, 
head of the secret service bureau in Kansas 
City, sent to investigate the film, reported 
that it violated the law by reproducing 
United States currency. 

* * * 

Jones Returns to K. C. 

Raymond B. Jones again has resumed his 
position as publicity man for the National 
Theatres Company of Topeka, Kan. Mr. 
Jones, for the last year, has been advertis- 
ing manager of the Howard theatre, Atlan- 
ta, formerly having been connected with the 
Topeka concern for four years. 

* * * 

Theatre Changes 

The following new theatres and changes 
in management have been announced in the 
Kansas City territory: Central theatre, Ober- 
lin, Kan.; purchased by D. Dowden; Over- 
land theatre, Overland Park, Kan., pur- 
chased by George Tivianna; Orpheum thea- 
tre, Parsons, Kan., purchased by N.W. Hus- 
ton of Columbus, Kas. ; Byers theatre, Ex- 
celsior Springs, Mo., re-opened after having 
been dark all summer; opening date for 
New Grand theatre, Topeka, Kan., oper- 
ated by National Theatre Company, set 
for September 15. 

* * * 

Beauty Contests 

A series of four beauty contests has 
swelled the book office receipts at a quartet 
of Kansas City suburban theatres. The first 
contest was at the Gillham theatre, the sec- 
ond at the New Centre, the third at the 
Gladstone and the fourth at the Roanoke, 
each getting liberal press space and creating 
wide interest among the flapper element of 
the respective neighborhoods. 

* * * 

Kansas City Host 

Kansas City was host last week — almost 
unawares — to a party of Hollywood's best 
known stars, who were on their way to St. 
Louis, where they took part in the dedica- 
tion ceremonies of Marcus Loew's new 
Loew-State theatre. The party included Mae 
Murray, Herbert Rawlinson, George Hack- 
ethorne, Eleanore Broadman, Aileen Prin- 
gle, Walter Hires and Claire Windsor. 



Poure in New York 

Maurice Poure, director of the orchestra 
of the Palace Theatre, Calgary, Alberta, for 
the past 18 months, has resigned in order to 
move to New York City, where he is taking 
up special musical activities. Prior to his 
departure, the staff of this large moving pic- 
ture house and many friends gathered at the 
King George Hotel to give him a fond fare- 
well, a feature being the presentation to him 
of a handsome fountain pen and pencil set 
by Dr. H. M. Thurston, representing the Pal- 
ace Theatre Company. 

Toronto Tivoli Reopens 

The Tivoli Theatre, Toronto, one of the 
several leading downtown picture palaces of 
the Ontario Capital, was re-opened August 
30 as a "Twenty Five Cent Theatre" under 
the management of Will J. Stewart, former 
manager of the Rialto Theatre, Toronto, and 
a veteran exchange man. Mr. Stewart is in 
charge of the house for the shareholders and 
property holders. The Tivoli was formerly 
the Allen Theatre, and, as such, was the head 
theatre of the once glorious Allen Theatres, 
Limited, operating about 50 houses. The 
opening attraction was "The Lullaby." The 
policy of the house is to charge 25c for any 
seat at any time for adults and 15c to child- 
ren any time. The music is provided by a 
pipe organ. 

British Films Shown 

There is one spot in Canada at least where 
English-made film productions are enjoying 
a considerable sway. This is Vancouver, B. 
C, where, during the last week in August, 
no less than three of the largest downtown 
houses of the city were presenting special 
British pictures. These were: — Colonial 
Theatre, playing "Come On Loving Cup!", 
Globe Theatre, showing "Old Bill Through 
the Ages" and the Rex Theatre, offering 
"Out to Win." 

Watching Loew 

Prominent St. Louis bankers and down- 
town business men are watching with inter- 
est the success of the Loew State Theatre, 
Eighth street and Washington avenue, which 
is endeavoring to bring down-town night 
life. On August 27 Festus J. Wade, presi- 
dent of the Mercantile Trust Company, was 
host to 400 workers at a theatre party p 
Loew's. Other down-town business men are 
also helping to boost the receipts of the new, 
house. It will mean much to St. Louis if the' 
new theatre proves a winner. . 



* * * 

Doudlah a Fisherman 

W. L. Doudlah, of Wenatchee, Wash., has 
been fishing of late. He found the waters 
of Lake Chelan productive of much sport in 
the way of game fishing. His three largest 
fish totaled twenty-seven pounds. Perhaps 
"Dud" has had so much experience baiting 
film fans, that it enables him to hook the 
wary trout with ease. 

* * * 

Panic Avoided 

Failure on the part of several persons who 
saw heavy smoke belching from the rear 
windows of the Plaza Cafe, 13 East Elm 
street, Brockton, Mass., to sound an imme- 
diate alarm, allowed flames which had burst 
forth in the kitchen to gain considerable 
headway before apparatus from the Central 
and East Side stations responded recently. 

Next door a Majestic Theatre audience, 
suspicious of the smoke which seeped 
through the windows, was quieted by Mana- 
ger Jule E. Francke, and only half the crowd 
left when informed of the fire. There was 
no great rush for the doors, it was reported. 

* * * 

Walter Wilson Promoted 

Walter P. Wilson, who has been in the 
moving picture theatre business in Canada 
since he left England 15 years ago, has been 
appointed manager of the Capitol Theatre 
at Edmonton, Alberta, by Famous Players 
Canadian Corp. Mr. Wilson, who had been 
a prominent Kiwanian at Winnipeg, Mani- 
toba, started as manager of the Starland 
theatre and eventually became the director 
of a chain of houses in the Middle West. 
Later, he took over the management of the 
Lyceum Theatre for A. R. McNichol, the 
owner, but organized the Garrick Theatre in 
Winnipeg in 1920. Some months ago he dis- 
posed of his financial holdings in the new 
Garrick to return to the Lyceum for Mr. 
McNichol but the latter recently released the 
Lyceum to an American syndicate with the 
result that Mr. Wilson went with Famous 1 
Players. 

During the past year, Mr. Wilson had been 
president of the Manitoba Moving Picture 
Exhibitors Association. 




September 20. 1924 



Page 37 




Oa\er to Remodel 

R. D. Craver, of Charlotte, for many years 
a dominant factor in theatrical field of the 
South, has leased the old opera house at 
Charlotte and at an early date will begin to 
convert il into a modern motion picture thea- 
tre. It will be so re-arranged that there will 
be fourteen hundred advantageous seats and 
will be opened during the Christmas holiday 
seasons. 

Craver is also preparing plans for a mam- 
moth vaudeville theatre to be built in Char- 
lotte, construction on which will start within 
the next sixty days. 

* * . *. 

Epidemic Closes Theatres 

Because of tl\e prevalance of infantile 
paralysis, the authorities at Charlotte 
town, Prince Edward Island, took the un- 
usual step of ordering the local moving 
picture exhibitors to cancel all matinee 
performances for the first two weeks in 
September. And order was also issued to 
delay the opening of the public schools 
for the same period. Evening perfor- 
mances at the shows were crowded as a 
result. 

* * * 

Round Table Briefs 

Leonora Anderson, formerly of the staff 
of the Atlanta Constitution has joined the 
staff of the The Weekly Film Reznezv, At- 
lanta regional. 

* * * 

The Paramount Pep Club enjoyed an out- 
ing last week on the grounds of division 
manager Fred Creswell's estate on Roswell 
Road out of Atlanta, including banqueting, 
sports and dancing. 

* * * 

Cecil DeMille's "The Ten Commandments" 
formal'}' opened the season at the Atlanta 
Theatre, Atlanta, on September first, with a 
week's engagement to almost capacity busi- 
ness. 

* * * 

The newest theatre under the banner of 
E. J. Sparks Florida Enterprises, the Pal- 
ace, at Bradentown, Florida, was auspicious- 
ly opened on August 14. The Palace seats 
1200, nine hundred downstairs and three hun- 
dred in the balcony. 

* * * 

Mr. and Mrs. Thos. H. James are back at 
Loew's Grand, Atlanta, after a delightful 
vacation in the southern lake region of 
Louisiana. With abundant opportunity for 
hunting and fishing, sports they both enjoy, 
their two weeks was one round of pleasure. 

* * * 

Col. Thos. H. Orr is operating the theatres 
in Boaz, Alkertville and Huntersville, Ala- 
bama and was in Atlanta the past week ar- 
ranging bookings. 

* * * 

H. M. King, manager of the Palace Thea- 
tre, Inmon Park, Atlanta, was hurt last week 
when he dived into shallow water at Spillers 
Park. 

* * * 

Many exhibitors visited Atlanta's film row 
the past week. Among them were the fol- 
lowing: T. B. Grimes, Gordon, Ga. : Mr. and 
Mrs. Kenneth Richardson, Seneca Falls, S. 
C. ; Frank Miller, Augusta, Ga. : Sam Bor- 
isyk, American Theatre, Chattanooga ; W. D. 
Bucker, National theatre, Greensboro, N. C. : 
Mr. and Mrs. John Harriss. Fort Myers 
Theatre, Fort Myers, Fla. : George Denton, 
Lake Worth, Florida; R. B. Wilby, of Ala- 
bama. 

* * * 

Perry Spencer has joined the staff of the 
Howard Theatre, Atlanta, as director of pub- 
licity, succeeding Raymond Jones, resigned. 
Mr. Spencer brings to the position an ex- 
perience gained in fourteen years active as- 



sociation with almost every branch of the 
theatre and amusement game. 

He ^ S H 

Joe Hatcher, one of the representative ex- 
hibitors of Mississippi, of Tupelo, died last 
week. 

* # * 

Friends in Atlanta have received word of 
the safe arrival in Hamburg, of Mr. and 
Mrs. Sig Samuels, of Atlanta's Metropolitan 
theatre. Mr. and Mrs. Samuels are enroute 
the Breslau, for a family reunion. 

* * * 

The Dixie Theatre, Lewisburg, Tennessee, 
which was entirely destroyed by fire on July 
4th, will reopen in September. 

* * * 

E. J. Sparks, head of the E. J. Sparks 
Florida theatrical enterprises, has reached 
Seattle on the transcontinental motor trip 
which he started in June. 

* * * 

Howard Price Kingsmore, manager of the 
Howard, Atlanta, is on a vacation trip to 
Atlantic City. 

The Picher Theatre at Picher, Okla., has 
been opened for business. The theatre will 
seat about 1,200, and is modern and up-to- 
date. 

* * * 

Bill Bradley and Bill Finney have leased 
the Hollywood theatre at Stillwater, Okla. 

E. L. and Floyd Johnson have leased the 
Empress theatre at Enid, Okla., and after 
remodelling, will reopen at an early date 
with pictures at popular prices. 

* * * 

Sherman Alwees has purchased the Em- 
pire theatre at Eureka Springs, Ark. 

* * * . ' ■ . . 

Mrs. Minnie Heiser has purchased the local 
picture show at Green Forest, Ark., from E. 
O. Alfred and Charles Grim. 

* . * * 

The Campbell theatre has been opened at 
Denton, Texas, with Grover Campbell as 
manager. A prize of $10 gold was given 
for the title selected for the formal opening. 

* * * 

Four theatres, the Pearl, the Pike, the 
Liberty and the Wigwam were incorporated 
by the International Amusement Co. at San 
Antonio, Texas, with $10,000 capital. No 
improvements contemplated. 

Mrs. C. A. Kalbfeld, wife of the owner- 
manager of the Pauline Theatre, Northwest 
St. Louis, who was injured in a recent auto- 
mobile accident, has entirely recovered. 

* * * 

Friends of William Sohm, owner-manager 
of the Belasco Theatre, Quincy, 111., were 
pleased to learn that his wife is rapidly re- 
covering from her recent illness. 



Both Mi. and Mrs. I. W. Rodgers of 
Cairo, Dl., and Poplar Bluff, Mo., are ser- 
iously ill from an attack of stomach trouble. 
Bad water is believed to be the cause of their 
sickness. 

* * * 

The Pershing Theatre, Delmar boulevard, 
near Hamilton avenue, St. Louis, reopened 
September 6 as a dramatic stock house. The 
Woodward Players was the attraction. Last 
year this house was used only occasionally 
for de luxe showings of ;uper feature pic- 
tures. 

% # ^ 

Maurice Engel, publicity director for Co- 
lumbia Pictures Corporation, is a patient at 
the Missouri Baptist Sanitarium, St. Louis. 
A general breakdown due to overwork and 
rheumatism is the cause of his illness. His 
friends hope for his speedy recovery. Engel 
is the best known publicity man working out 
of St. Louis. 

* * * 

Out of town exhibitors in St. Louis dur- 
ing the past week included : H. A. Whitney, 
Liberty theatre, Mexico, Mo. ; John Sapuld- 
ing, Litchfield, 111. ; Mrs. Paul, Carlinville, 
111.; S. E. Pertle, Jerseyville, 111. ; Bill Kar- 
stetter, Columbia, Mo. ; Oscar Wesley, Gil- 
lespie, 111. ; Elvin Weeks, Staunton, 111. ; J. 

E. Richardson, Roodhouse, 111. ; J. Richards, 
Witt, 111. ; C. E. Brady, Cape Girardeau, 
Mo. ; Cle. Lilly, Hannival, Mo. ; Pete Sikes, 
Highland, 111. ; Buddy Paul, Mexico, Mo. ; 

F. L. Keuss, New Athens, 111. ; Sam Tay- 
lor, O'Fallon, 111.; O. L. Roman, Benld, 111.; 
J. A. Hickman, Puxico, Mo. : Charley Horse- 
field, Union, Mo., and C. A. Law, Bucner, 
111. 

* * * 

N. L. Royster, former manager of the 
Capitol theatre, Birmingham, Ala., has re- 
signed to take over the management of pub- 
licity for the new Temple theatre. For the 
past 16 years Mr. Royster has been connected 
with the amusement business and is a thor- 
oughly trained publicity man. 

* * * 

R. H. Cherry, assistant manager at Loew's 
Ottawa theatre for the past year, left Otta- 
wa September 3 for Buffalo, N. Y., to be- 
come assistant manager of Loew's State 
theatre there. 

* * * 

A big new pipe organ has been installed 
in the Pantagcs Theatre, Hamilton, On- 
tario, under the direction of Manager George 
Stroud. The organist is Leslie Somerville, 
who formerly played at the Savoy and Loew 
theatres in Hamilton and more recently pre- 
sided at the organ in the Capitol theatre. 
Montreal. 

* * * 

John Danz closed the Class A, Seattle, on 
Sunday, August 24, to remain closed until 
the crew of workmen have completed the 
job of converting it into a thoroughly up- 
to-date house with a much increased seating 
capac'ty. It will be called the Capitol. 



Page 38 



Exhibitors Trade Review 



■ Editorial n 



For Better Showmanship 

IF the typical exhibitor has a besetting business 
sin, it is his failure to take as seriously as he 
might his own business. Because it is entertain- 
ment he sells, rather than those more tangible 
things stocked by most of Main Street's business 
men, he sometimes imagines that other lines are 
more substantial and that his calling ranks as 
a game. 

Probably it is true that the selling of entertain- 
ment requires more ingenuity than the prosaic 
operation of "keeping store." But that merely 
affords practical testimony of the high order of 
ability required in this business. It does not sug- 
gest any reason why the motion picture merchant 
should be any less a business man than his neigh- 
bors. 

Some people have the notion that the successful 
showman must be a genius. And "genius" with 
them spells anything that is eccentric, freakish. 

Other people, perhaps, of a higher order of in- 
telligence, have come to appreciate the business 
side of showmanship and to rate the showman at 
his fair value as a business man. 

The exhibitor, however, seldom does his full 
duty by himself. He is tireless in his exploitation 
of everything except his own personality, his own 
part in the business life of his community. He is 
too modest in these things. His business has de- 
veloped rapidly. He has a house to fill. He has 
an ever-present problem of effective advertising 
and profitable exploitation, centering largely 
around the creations of others. So it isn't particu- 
larly surprising that -he often forgets or neglects 
the exploitation of his own creation — his business' 
—and of his individual personality on which the 
business is built. ' 

But that is enough of conversation in the third 
person. Let's be more specific : r 

You, if you are an exhibitor, will profit by tak- 
ing stock of your own status in the community 
you are serving. Do your customers know you as 
they should? Do they know what you are doing 
for them? Have you the same status in the public 
life of your community as other business men 
whose investments in legitimate enterprises are 
comparable with yours? Is your theatre an insti- 
tution? Or is it a hall where somebody's pictures 
are shown? 

Do you advertise a picture in bold-face and hide 
the name of your theatre in small type? 

Do your customers realize the lengths to which 
you are going to insure their convenience and 



comfort? Have they been educated to feel that 
they can trust you always to provide at least passa- 
ble entertainment, regardless of what they see in 
your lobby? 

If you can answer these questions to your own 
satisfaction, there's nothing more to be said. If 
you can not, there's something to be done. And 
that is Showmanship ! 

■5$: ^ff 

The Season's Big Job 

THE industry's best and busiest season is just 
ahead. 

Analyze as much as you please — there's no 
basis on which you can soundly arrive at any other 
conclusion. 

There will be plenty of pictures. Yes, plenty 
of good pictures. 

The radio has lost much of its novelty as a play- 
thing. It will be less of a competitor than a year 
ago. It is settling down to its legitimate place in 
the entertainment world. 

The public has ample money to spend. 

The screen will provide, for the majority, the 
best entertainment their money can buy. 

But there is one big job ahead. 

It is to convert that portion of the public which 
is not yet sold on the real worth of motion pictures. 
To increase the army of fans. To reach higher and 
/higher. 

The automobile made its first appeal to the 
wealthy. This year the average price of all" cars 
sold is approximately $800. 

Motion pictures started at the other extreme. 
But there is no one so wealthy, so exclusive, as to 
be beyond the reach of this - season's screen 
program. 

It is time to put on pressure to the limit. To go 
after a larger public. To sell the whole public on 
the real worth of the pictures that are coming. 

* * * 

A Deserved Promotion 

A QUIET announcement this week tells of the 
elevation of Sidney Kent to the office of gen- 
eral manager in the Famous Players-Lasky 
organization. As a reward for faithful effort and 
real accomplishment, back of which lies a con- 
structive spirit and an unswerving loyalty to the 
best interests of the industry, such recognition is 
pleasing to record. It is a sizeable job, for which 
Mr. Kent has demonstrated his fitness. 





77V 'Wanderer of the Waste 
-*- land" Jack Holt has the lead, 
supported by such noteworthy 
players as Billee Dove, 
Kathlyn Williams, and 
Noah Beery. 




E 



VEN in black 
and TP h i t e 
this picture, direct- 
ed by Irvin Willate for 
Paramount, would be a 
"nit." The addition of 
colors maizes each character 
and scene stand out effectively. 




' Wanderer of the Wasteland' 



The Technicolor Process Has Given to This Excellent Famous Players-Lasky 

Play the Grandeur of Natural Colors 



Page 40 



Exhibitors Trade Review 



BOX OFFICE REVIEWS 



'CAPTAIN BLOOD' HIGH 
IN BOX OFFICE VALUE 

VitagrapKs Picture-Drama of Saba- 
tints Novel Will Play Capacity 
Wherever Shown 

'CAPTAIN BLOOD'. A Vitagraph Pic- 
ture. Author, Rafael Sabatini. Director, 
David Smith. Length, About 8,500 Feet. 

CAST AND SYNOPSIS 

Captain Blood Warren Kerrigan 

Arabella Bishop Jean Paige 

Jeremy Pitt James Morrison 

Lord Julian Wade Allan Forrsst 

Mary Traill Charlotte Merrian 

Colonel Bishop Wil.'rid North 

Don Diego Bertman Grassby 

Corliss Otis Harlan 

Peter Blood, a young Irish physician, is sold into 
slavery in Barbadoes for dress'ng the wounds of 
rebels against King James II. Through strategy he 
and his fellow slaves take possession of a Spanish 
ship that attacks the city. As Captain Blood he be- 
comes the pirate scourge of the Spanish main, and 
after many adventures is pardoned by the new King, 
William, is made Governor of Jamaica, and marries 
the niece of his former owner. 

By Herbert K. Cruikshank 

TT will be a privilege for you to present 

"Captain Blood" to your patrons, and it 
will be a privilege for them to line up at 
your box-office for one of the greatest film 
treats ever screened. 

Here is a drama of cold steel and warm 
hearts, of soft words and hard eyes, of 
powder and lace, of cutlasses and velvet. 
It is the sort of story that will send the 
girls out of your theatre starry-eyed with 
dreams. The sort that will brighten the 
eyes and quicken the pulses of men. 

Directorial genius, tale-telling ability, 
sumptuous settings, and able characteriza- 
tions have combined to present an eye-fill- 
ing, attention-gripping production, equal to 
"My of its predecessors in popular appeal. 

Love interest is well defined, suspense 
cleverly sustained, there is a leaven of 
comedy, and thrills of combat that cause 
real shivers. 

The climax of the picture is attained 
in the boarding of the Spanish ships by 
Blood and his cut-throat crew of priva- 
teers, and the subsequent blowing up of 
the enemy vessels. 

Another deeply affecting shot is that in 
which the pirate vessel takes its final nose- 
dive to Davy Jones' locker, while the 
tattered but triumphant crew watch in 
rapt silence from the deck of their prize. 

Unfortunately there are one or two fool- 
ish bits, such as the sterling young pirate 
Jeremy Pitt chasing his sweetheart about 
a garden for a kiss in quite bucolic fashion. 
This dashing fellow should not act like 
an impassioned shepherd. Sea rovers should 
show sterner stuff. 

Kerrigan is a better pirate than pill- 
maker. In his embroidered elegance, be- 
decked with jewels and fine feathers, he is 
dream-rogue. If Kidd and Morgan arid 
Blackbeard and the rest weren't this type 
of pirate, they should have been. 

James Morrison, as first assistant buc- 
caneer scores a personal hit. Allan For- 
rest, as Lord Julian Wad.e, Wilfrid North, 
as vicious old Colonel Bishop, and Bertram 
Grassby, as Don Diego, are excellent. 
Jean Paige, as Arabella Bishop, had 
scarcely opportunity to display more than 
a flash of her histrionic talent. But she 
made the most of her part, and proved ca- 
pable of fatter roles. 



'POTASH & PERLMUTTER' 
WILL DO GOOD BUSINESS 

Goldwyn Comedy Depicts Their 
Adventures in Hollywood 

In Hollyzvood with "Potash & Perlmutter.' 
A Samuel Goldwyn Production. Author, 
Montague Glass. Adaptation, Frances Mar- 
ion. Director, Al Green. 

CAST AND SYNOPSIS 

Mawruss Perlmutter Alexander Carr 

Abe Potash George Sidney 

Rosie Potash Vera Gordon 

Ruth Perlmutter Belle Bennett 

Rita Sismondi ■. Betty Blythe 

Blanchard Anders Randolf 

Abe and Mawruss enter the "picture business" in 
Hollywood. Their first productions are awful flops. 
A banker offers a loan providing a famous "vamp" 
is starred. The partners accept, and almost lose 
their wives, their homes and their lives. But in 
the end all is well and they resume their peaceful 
quarrels. 

By Herbert K. Cruikshank 

'"PHIS is one of the cleverest comedies of 
-•-the year. If your audience has learned to 
love and laugh at Montague G!ass' stories, 
and the partners who have been transferred 
from print to celluloid by Alexander Carr 
and George Sidney, your theatre will be a 
mansion of mirth during the showing. 

The only time your audience won't be gig- 
gling is when the chuckles grow into veri- 
table roars of merriment. Not alone is the 
action funny, but the titles never fail to give 
a laugh. Each is written in the inimitable 
dialect of Abe and Mawruss, and they are all 
brimful of "nifties" and "wise cracks." 

The shots of the partners being "vamped" ■ 
by Norma and Constance Talmadge are 
gems. And you can imagine for yourself 
what happens when Abe kicks a real lion, 
which has been substituted for a made-up 
dog. The picture simply teems with such 
ludicrous situations, yet none of them are 
overdone. 

As we watched the antics of the former 
"cloak and suit" firm, we somehow couldn't 
help but think of the late Barney Bernard 
who made thousands laugh with his charac- 
terization of Abe. But George Sidney fills 
Abe's baggy suit to perfection, and we know 
Barney would be glad to have such a suc- 
cessor so ably "carry on" in making a sad 
world glad. 

As in all true comedy, there is the least 
suspicion of a tear to mingle with the smiles. 
But just as the pathos begins to register, one. 
of those titles comes along, and the tear 
dies aborning. 

Alexander Carr has become °.n institution. 
And will always remain so. He is doomed 
forever to be Mawruss Perlmutter — just as 
Joe Jefferson was Rip Van Winkle. 

Betty Blythe is particularly pleasing, as 
Rita Sismondi, the big hearted "vamp." Vera 
Gordon, as Mrs. Potash, is excellent, and the 
rest cf the cast is eminently satisfactory, in- 
cluding the two extra girls, Norma and Con- 
stance. '-SwimlSw- 

You need have no fears about getting in 
bad with your patrons on this 6ne A They Will 
enjoy every foot of film and ask for more.. 

A new and clever Way to advertise ' thisH 
picture would be; to "insert sayings ascribed? 
to Abe and Mawruss in the, newspapers, C.qjpj 
for such - ads With be- supplied *W*rW prefP 
book. The possibilities for a bally consist- 
ing o,f two men in character costumes are 
too widely varied to need more than men- 
tion. An inexpensive and effective prologue 
may be staged by arranging a "dumb act" 
showing a bit of action between the partners, 
thejr .wives and the "vamp." 



'FLYING FISTS' IS A 

BOX-OFFICE KNOCKOUT 

Clever Chapter Play Shows Light- 
weight Champ to Good 
Advantage 

'FLYING FISTS,' Ginsberg & Wilks Photo- 
play. Author, Sam Hellman. Director, 
Larry Window,. Six two reel productions 

CAST AND SYNOPSIS 

Benny Lane Benny Leonard 

The Girl Diana Allen 

The Manager Frank Allworth 

The Trainer Tammany Young 

The Rubber Billie Mitchell 

The series has to do with the adventures of 
Benny Lane, a bookkeeper, who takes up pugilism 
as a profession because of financial need. Each 
episode is complete in itself, yet together the six 
form a complete story. There are four or five 
rounds of fast boxing in each part. 

By Herbert K. Cruikshank 

\/ r OU can line up capacity crowds with 
"Flying Fists." They may see the first 
episode through curiosity, but they will awail 
the showing of eacn succeeding chapter in 
a fervor of anticipation. 

The gong has sounded on the third round 
of Lightweight Leonard's six stanza battle 
for film recognition. And already it is quite 
evident that Benny will be champ of his class 
in filmdom before "Flying Fists" goes the 
limit. 

Each cleverly titled episode is a Sam Hell- 
man Saturday Evening Post type tale com- 
plete in itself. Yet each arouses increased 
interest in what is to follow. Every chap- 
ter is liberal in its offering of romance, 
pathos, thrills and laughter. 

The kids will love "Flying Fists," men 
will hail an opportunity to see Leonard in 
action, and the girls will forget "Rudy" in 
watching the chiseled-featured champ win 
love and laurels through his skill in the 
manly art. Bring 'em in — and "Flying 
Fists" will send 'em out happy — happy to 
return next week. 

Frankly, we went to see this fighter's film 
as one might go to see the freaks in the side 
shows. But we stayed to applaud Benny 
Leonard, motion picture actor. Naturally, 
he is best inside the ring ropes — but there 
isn't a sequence in which he is not entirely 
adequate. 

Each episode features a few rounds of 
boxing, and the screen action shows Leo- 
nard's style and, speed better than one may 
visualize them from a ringside seat. The 
east is uniformly fine. Diana Allen, of flTe 
Follies, makes an eye and heart filling hero- 
ine. 

A lot of local color is lent by the antics 
of Tammany Young, the famous "gate crash- 
er" of spartdom, in the't^role of "Chuckles" 
the lugubrfo'us traine£.%'.!We hope that in the 
remaining r t ««»ds "Tarn's" part may be fat- 
tened. He »s the Ability to put across a 
corking characterization .that .will add inter- 
>ifest and harvest laughs. 

v s Exploration ? Leonard's ,,Wa r .i activities 
.. .shoiikl secure the sponsorship,. .of ;/ihe Ameri- 

: '''ca'ri' " LegfoVh Local a thief 3c clubs, men's 
c'ubs, boys' clubs, and sports organizations 
may be interested. The Boy Scouts should 
be played up. For . there is no reason why 
Benny, a clean-living, home-loving boy who 
has wrested wealth from a co-ordination of 
mental and physical effort, should not be 
held up as an ideal for American youth. 



September 20, 1924 



Page 41 



RANKS AS SURE-FIRE 

BOX OFFICE HIT 

'Morion of the Movies' Has Straight 
I n failing Audience Appeal 

'MERTON OF THE MOVIES.' Paramount 
Photoplay. Author. Harry Leon Wilson. 
Director, James Cruzc. Length, 7,655 feet 

CAST & SYNOPSIS 

Merton Gill Glenn Hunter 

Sally Montague Viola Dana 

Jeff Baird DeWitt Jennings 

Harold Parmalee Elliott Roth 

Mr. Montague Charles Ogle 

Mrs. Montague Ethel Wales 

Pete Gashwiler Charles Sellon 

Mrs. Gashwiler Sadie Gordon 

Tessie Kearns Gale Henry 

Merton is movie-struck. He works in a village 
store, but devotes all his spare time to studying act- 
ing for the screen. Finally he goes to Ho lywood, 
with his savings. He nearly starves, is aided by 
"Flips" Montague, a little comedienne, getc a part 
in what he supposes to be a serious feature, but 
which turns out to be the sort of burlesque comedy 
he despises. Merton is heart-broken at first, but the 
comedy makes a tremendous hit. He is compelled 
to believe that his talent lies in fun-making, is 
given a contract at $500 per week and wins Flips 
for his wife. 

By George T. Pardy 

A GREAT contribution to the screen, 
"Merton of the Movies" reflects credit 
on all concerned in its production and gives 
every indication of proving a sure-fire box 
office hit in every section of the country. 
Tames Cruze has directed this film gem with ' 
exquisite taste and good judgment, the star, 
Glenn Hunter, who created the role of Mer- 
ton on the legitimate stage, scores a distinct 
triumph and is loyally backed by the talented 
members of a carefully selected cast, each 
one of whom does his or her bit toward 
making this feature one of the outstanding 
productions of the season. 

In addition to its intense heart appeal, its 
delicious humor and satire, this picture pos- 
sesses the drawing power that attaches to a 
production giving an intimate look-in on 
studio life. It's all very realistically handled, 
Merton, fresh from the rustic burg, with all 
his hopes and ambitions bubbling over as he 
lands at the movie goal, is a very life-like 
character, one that gets your sympathy in 
bucketfuls, even while you are smiling over 
his serio-comic misfortunes. 

In one respect the writer is inclined to 
think that the screen version of Harry Leon's 
clever story outdoes the stage production. 
That is in the variety of detail, the accurate 
fashion in which everything pertaining to 
filmland and its inhabitants is set forth. It 
could hardly be otherwise in the case of a 
narrative dealing with the celluloid drama, 
for the stage necessarily has its limitations 
which do not handicap the camera. At all 
events, "Merton of the Movies" in film form 
must be classed as entertainment de luxe, 
with not a strained note or inch of wasted 
footage in the entire eight reels. 

The opening reel is extremely effective, 
showing Merton in the village store, having 
his photos taken in cowboy attire, being run 
away with by the old gray mare as the con- 
gregation is emerging from church. But the 
best bit of fun occurs in the scenes where 
he is cajoled into acting in what he supposes 
to be a serious feature, but which is really 
comedy of the burlesque order. This is 
wonderfully well handled, and another good 
situation is his horror when he views the 
result of his labors and realizes that he has 
been tricked. 

_ The romance with Flips Montague is pret- 
tily developed, Viola Dana giving one of the 
best performances of her career as the vola- 
tile Flips. Glenn Hunter is simply immense 
as Merton, a flawless portrayal of an ex- 
ceedingly difficult part, if ever there was one. 

You have both plav and book to fall back 
upon in exploiting this. Praise the picture 
to the limit, it will repay you. 



'VANITY'S PRICE' WILL 

PROVE A WINNER 

Rejuvenation Theme Makes Inter- 
esting Story 

'VANITY'S PRICE.' F.B.O. Production. 
Story by Paul Bern. Director, R. William 
Neil. 6124 feet. 

CAST AND SYNOPSIS 

Vanna Du Maurier Anna Q. Nilsson 

Henri De Greve Stuart Holmes 

Richard Dowling Wyndam Standing 

Teddy Arthur Rankin 

Sylvia Lucille Ricken 

Mrs. Connors Cissy Fitzgerald 

Katherine Dot Farley 

Vanna Du Maurier, a noted actress feels that she 
is losing her beauty. She learns of a doctor in 
Vienna who can restore youth. As she is about to 
leave for Vienna she meets her husband whom she 
has not seen for years. Her son, Teddy, does not 
know his father. Vanna's opera'ion is successful 
and she returns but her disposition has fchanged. 
Teddy resents her infatuation for De Greve, the 
husband, and in a scene in the mother's boudoir Ted- 
dy attacks De Greve and is knocked unconscious. 
Richard Dowling, admirer of Vanna, goes to De 
Greve's home and administers a terrific beating. 
Dowling marries Vanna, and Teddy marries S~y4via. 

By Len Morgan 
T N "Vanity's Price". F.B.O. has an excel- 
lent box office picture. It has those ele- 
ments that appeal to the women, who com- 
prise a great part of the American picture 
audience and it has everything for high pow- 
ered publicity and exploitation. 

The picture is of the "Black Oxen" type 
in which a woman fears age and is willing 
to sacrifice everything to have her youth 
restored. It offers many dramatic scenes 
that are well enacted and there is enough 
human interest and excitement injected to 
send the production over with a bang. 

Director Neil handled the picture well and 
made the most of his material. There is 
one scene, however, that would be just as 
well eliminated. After Standing leaves De 
Greve, after giving him a terrible beating, 
De Greve is shown with his face cut and 
bleeding and is shown lifting several teeth 
from his mouth. This may prove repulsive 
to many. 

Anna Q. Nilsson is wonderfully attractive. 
She wears her clothes well and carries the 
burden of the picture in a charming man- 
ner. She is called upon to do some heavy 
acting and her many followers will not be 
disappointed in her in this picture. 

Stuart Holmes is villainous to the nth de- 
gree. He has a hard part to portray and 
does well with .it. He is given a beating by 
Miss Nilsson that must have left many 
marks. She used a heavy quirt and beat him 
unmercifully. Standing also lays him low 
with many rights and lefts. 

Arthur Rankin, Lucille Ricksen and Dot 
Farley are well cast and aid greatly in mak- 
ing the picture a success. 

Advertise the rejuvenation angle of the 
picture and tht wonderful gowns worn by 
Miss Nilsson. The excellent cast is worthy 
of some heavy advertising also. 



A Correction 

In last week's issue of The Ex- 
hibitors Trade Review a trans- 
position of paragraphs of First Na- 
tional's "Flirting With Love" and 
F.B.O. 's "Messalina" was ' made in 
making up the review pages. 

The reviews would appear that 
First National's picture was a for- 
eign made production, with great 
mob scenes ; and that "Messalina" 
was a light farce. This should 
have been reversed. 

"Flirting with Love" is an excel- 
lent farce and well acted and "Mes- 
salina" contains some of the best 
mob scenes that we have ever 
seen enacted. 



CHARLES RAY STAGES 
EXCELLENT COMEBACK 

'Dynamite Smith' Proves Good 
Vehicle for Star 

'DYNAMITE SMITH.' Thomas Ince 
Photoplay released by Pathe. Director, 
Ralph Ince. Length, 6,400 feet. 

CAST AND SYNOPSIS 

Gladstone Smith Charles Ray 

Kitty Gray Jacqueline Logan 

Violet Bessie Love 

Slugger O'Rourke Wallace Beery 

Aunt Mehitable Lydia Knott 

Marshall, White City S. D. Wilcox 

Faro Dealer Jim Hart 

Colin MacClintock Russell Powell 

Dad Gray Adelbert Knott 

Gladstone Smith, 'Frisco newspaper reporter, is 
sent on an assignment on the Barbary Coast, meets 
Violet, wife of Slugger O'Rourke, keeper of a dive. 
Violet's tale of brutality works on Smith so that he 
writes a story which, results in the closing of 
O'Rourke's place. Smith takes violet to Alaska. 
O'Rourke tracks .them and makes life miserable for 
Smith, who is naturally timid. Violet dies. Smith, 
who has gained courage through association with 
Kitty, Gray, the girl he loves, wounds his leg with 
an axe, sets a bear trap for O'Rourke in which 
the latter is caught. Smith lights a dynamite fuse 
which will blow both of them up. Suddenly crazed 
with fear that Kitty, to whom ■ he has entrusted 
Violet's baby, will be hurt, Smith throws away the 
lighted fuse. It- explodes near the cabin, O'Rourke 
is killed, but Smith, the baby and the girl he loves 
are safe. . 

By George T. Pardy 

CHARLES RAY executes a brilliant 
"comeback" in this picture, reminding 
old-timers of the Triangie period, when 
Thomas Ince and Gardner Sullivan com- 
bined with Charles to put out features which 
went over with the proverbial bang where- 
ever they were shown Here we have the 
trio again, and we want to go on record as 
saying that it's a case of unity which wins. 

For "Dynamite Smith" is great entertain- 
ment ! With Ray as the star and a crack- 
ing good story to boot,, any exhibitor who 
shows this film will get the money. But the 
said exhibitor must make it plain that Ray 
is back in the sort of role which formerly 
made him famous from coast to coast, set- 
ting aside the unfortunate excursions he 
took into other film fields of poor pasturage. 

As the feature stands it looks as though 
it should meet with approval in all classes 
of theatres. There are no end of trenchant 
"wallops" in evidence from the melodramatic 
viewpoint. We see the hero, Gladstone 
Smith, a newspaper reporter of unusual 
timidity and modesty for one of that craft, 
yet there have been such submerged news- 
hounds, and Gladstone is so plausibly natural 
that you accept him as the real thing. 

He falls for an underworld lady who 
works on his sympathies to the extent of 
persuading him to skip to Alaska with her. 
Which he does, and Violet's rugged hubby, 
Slugger O'Rourke, irate because Smith had 
a hand in losing his Barbary Coast 
dump, goes on their trail. Thereafter 
O'Rourke leads Smith a dog's life, Violet 
dies, but leaves a baby behind her and the 
Slugger wreaks vengeance on Gladstone. 

Right here is where the film swings around 
a peculiar curve. Generally the hero turns 
at the last moment and beats blazes out of 
the pursuing villain. But Smith uses strategy, 
sets a bear trap for the Slugger, catches 
him and proceeds to blow him up with dyna- 
mite. Remembering that he has entrusted 
Violet's baby to the girl he loves, Kitty Gray, 
Gladstone throws away the fuse at the cru- 
cial moment, but it explodes close enough 
to exterminate O'Rourke, and all ends well. 

The picture is strong in the surprise ele- 
ment, you never can guess what is going to 
happen next, the action breezes along at a 
lively gait and there isn't an inch of lost 
motion in the entire seven reels. 

Exploit this as a Charles Ray "comeback," 
a picture in which the star excels himself 
and equals the best of the productions in 
which he earned screen fame. 



Page 42 



Exhibitors Trade Review 



BRITISH FEATURE 

' NATIVE FAULTS 

"Strangling" Threads" Handicapped 
By Poof Direction and Inferior 
Photography 

'STRANGLING THREADS.' Cranfield and 
Clark, Inc. Photoplay. Authors, Leon M. 
Lion & Cecil Hepworth. Director, Cecil M. 
Hepworth. Length, 5,000 Feet. 

CAST AND SYNOPSIS 

Stephen Mallard James Carew 

Irma Brian Alma Taylor 

Merton Forsdyke Campbell Gullen 

Mrs. Brian Gwynne Herbert 

Miss Debb Eileen Dennes 

Irma Brian weds wealthy Stephen Mallard in 
order to aid her mother, who is in financial diffi- 
culties. A woman accuses Irma of intimacy with a 
former lover but Stephen believes his wife faithful. 
Mallard is arrested on suspicion of killing a woman 
found dead on his estate. His wife's testimony frees 
him, although she thinks he is guilty and scorns 
him. Later the death of their child brings about 
an explanation. Mallard confesses that the dead 
woman was once his wife and the victim of a heart 
attack while he was talking to her. He offers Irma 
her freedom, but she admits that she loves him and 
they are reunited. 

By George T. Pardy. 

DRODUCED in England, "Strangling 
A Threads" falls short in a good many 
respects as regards the entertainment values 
demanded by average American audiences. 
Like the majority of British features it lacks 
decisive action, speed and coherent contin- 
unity, and is also handicapped by mediocre 
photography. As it stands, it may pass 
muster in houses where a frequent change of 
program occurs, but is not strong enough for 
a long-run schedule. 

The plot isn't weak, so far as material is 
concerned, but the director fails signally to 
develop its salient angles and link up the 
situations smoothly. The story "rambles" ; 
here and there a dramatic jolt is administered 
with good effect, but the effect isn't lasting, 
for usually there follows a gap in the action, 
bridged by more or less inconsequential de- 
tail. 

The opening reels deal with the domestic 
complications in the household of the Mal- 
lards, the heroine having, for her mother's 
sake, wedded a man she does not love, but 
to whom she remains faithful although a 
former lover lurks in the background. Irma 
Mallard is made the target of unjust sus- 
picions, but Stephen, the husband, believes in 
her loyalty. Stephen is a chap with ideas of 
his own regarding the operation of modern 
laws and rather inclined to be his own law- 
maker on occasions, a fact which doesn't help 
his cause any when he becomes involved in 
a murder charge. 

It is at this point that the film strikes its 
best gait and tightens the suspense, for the 
murder mystery stuff is pretty well handled 
and works up to a nifty situation when Irma, 
although subsequently convinced for awhile, 
that Stephen is really guilty, gives testimony 
in his favor which frees him. The trial 
scene is extremely effective, not too long- 
drawn out, and enlivened with some lively 
touches of humorous relief. 

Irma is given a chance to leave Mallard 
and join suitor number one legally. But the 
death of their child and Stephen's confession 
regarding the identity of the dead woman 
brings about a complete reconciliation between 
the couple, and the picture ends on a satis- 
factorily cheerful note. The photography 
suffers from poor lighting effects which mar 
both closeups and long shots considerably. 

Dramatic honors go to Alma Taylor, who 
displays adequate emotional ability and looks 
very attractive in the heroine role of Irma 
Brian. James Carew gives a solidly impres- 
sive characterization of the iron-willed Mal- 
lard, _ and capable support is rendered the 
principals by others in the cast. 

The best exploitation angle is the murder 
mystery, with stress laid on the husband's 
willingness to sacrifice himself in order to 
protect his wife from scandal. 



THE DESERT OUTLAW 

THRILLS AND WINS 

Sure Box Office Hit Wherever Wes- 
terners Are Popular 

'THE DESERT OUTLAW.' Fox Photo- 
play. Author, Charles Kenyon. Director, 
Edmund Mortimer. Length, 5,576 Feet. 

CAST AND SYNOPSIS 

Sam Langdon Buck Jones 

May Hallo way Evelyn Brent 

Doc McChesney DeWitt Jennings 

Tom Halloway William Haynes 

Black Loomis Claude Payton 

Sheriff William Gould 

Mad McTavish Bob Klein 

Young Tom Halloway gets into bad company and, 
as member of an Arizona bandit gang, robs the ex- 
press office on the day his sister arrives from the 
East. He is denounced by McTavish, the sheriff 
finds Tom's sister in the former's cabin, she hears 
the news, McTavish is murdered. May and Tom 
escape, Sam Langdon is mistaken for the robber, 
but breaks away successfully from the posse. Later 
Sam clears up matters after a medley of wild ad- 
ventures, Tom is pardoned and Sam weds Mav. 

By George T. Pardy. 

R UCK JONES gets away to a swinging 
start in this picture and keeps up a rat- 
tling pace to the finish. It's great stuff of 
its kind, a Western melodrama which should 
go over in crashing style wherever they like 
slap-dash action, unadulterated romance and 
thrills galore. Buck Jones' admirers are sure 
to pronounce the film a winner in every par- 
ticular and exhibitors whose patrons demand 
a meaty adventure diet will make no mistake 
in booking "The Desert Outlaw." 

The story values rank above those of the 
average Westerner because of the sympa- 
thetic interest aroused by the heroine's affec- 
tion for her young, erring brother. While 
Director Edmund Mortimer has fairly soak- 
ed the film with realistic atmosphere and load- 
ed it with pungent thrills, he has managed 
throughout to develop and maintain a strict- 
ly human appeal such as you seldom find in 
rip-roaring pictures of this type. 

Also, the spectacular incidents, nerve-rack- 
ing and colorful as they are, leave a plaus- 
ible impression behind, because of skillful 
handling, smooth continuity and refreshing 
lack of exaggeration. This is all the more 
surprising when one reflects upon the myriad 
complications which ensue from the time that 
Tom Halloway robs the express office, for the 
narrative twists and turns into altogether un- 
expected channels. 

Buck Jones, as the dashing Sam Langdon, 
rides like the born daredevil that he is, you 
see him go spinning down a steep mountain 
side, leaping from a high cliff into a foam- 
ing torrent, swimming while handcuffed, 
fighting with the villain under water — this 
last a whale of a scene that will make the 
most hard-boiled fan sit up and take notice. 

The rescue from the stage coach and the 
battle between the bandits and the sheriff's 
men are among the picture's big moments, nor 
should hero Sam's exploit when he gallops 
into a barroom and crowds his foemen into 
a corner, incidentally saving the gal, be for- 
gotten when enumerating the melodramatic 
punches. 

Artistically, the feature is a rare delight. 
The mountain scenery is exquisite. Seldom 
has the "great outdoors" been screened with 
such enthralling effect. It's 100 percent cam- 
era work, every inch of it. 

Buck Jones shows that he is quite some 
dramatic boy as well as stunt performer, by 
giving a very natural and appealing char- 
acterization as Sam Langdon. His leading 
lady, Evelyn Brent, is a charming heroine and 
has never appeared to better advantage than 
in the role of May Halloway. Bob Klein 
scores a hit as Mad McTavish and the sup- 
port is excellent. 

You can safely exploit this as a great 
Buck Jones picture. Praise the story to the 
limit as a whirlwind romantic melo and don't 
forget the remarkably fine scenic views. Eve- 
lyn Brent should be featured widely as well 
as the star. 



GOOD RIDING STUNT 

IN 'BATTLING BUDDY' 

Buddy Roosevelt in Lively Western 
Drama 

'BATTLING BUDDY.' Weiss Bros. Art- 
class Production. Author, Elisabeth Bur- 
bridge. Director, Richard Thorpe-. Length 
4,600 Feet. 

CAST AND SYNOPSIS 

Buddy West Buddy Roosevelt 

Dorothy Parker Violet La Pi ante 

Pete Hall William Lowery 

Ginger Kewpie King 

Dorothy Parker, the adopted daughter of a ranch 
owner, Daniel West, is bequeathed a half share of 
the ranch. The other half goes to his nephew, Buddy 
West, who has been away for years. The will had 
a provision, however, that if the nephew proved 
incompetent of running the ranch, his share was to 
go to Pete Hall, the foreman. Pete means to get 
his share, and has Buddy put in a sanitarium for 
the insane, as incompetent. Here Buddy's room- 
mate is Ginger, a good natured tramp. Together 
they contrive their escape. The boys return to the 
ranch, and though their cabin is burned while Dor- 
othy is in it, Buddy rescues her, giving Hall the 
thrashing of his life, and orders Hall and his men 
off the ranch. 

By R. E. Copeland 

FOR a real, "open-spaces" Western riding 
man, Buddy Roosevelt fits the picture 
to a nicety. He is one of those wide-smiling 
fellows that we all just naturally take a lik- 
ing to. At any rate, in the reviewer's opinion, 
Buddy will "get over," as his personality on 
the screen rates rather high. 

Generally speaking "Battling Buddy" 
should have good box office value for its 
very action alone. The scenes are particu- 
larly well chosen, and the whole picture 
seems to teem with life. 

The crowds like Western pictures. There's 
a sort of mass appeal in the romantic melo- 
drama of the plains. There are sure to be 
thrills ; and all these angles are present in 
good measure in this film. The cast support- 
ing Buddy Roosevelt are highly pleasing in- 
deed, with especial mention devoted to "Kew- 
pie" King, who takes the part of the good 
natured tramp. 

This picture abounds in fistic encounters, 
more particularly between Buddy and the vil- 
lain, and they certainly "mix" things up. 
Buddy Roosevelt is the average man's idea 
of a good scrapper and the average woman's 
ideal of a he-man, and surely gives a good 
account of himself, for he has a rather for- 
midable adversary in William Lowery, who 
plays the part of Peter Hall. 

To Violet LaPlante go the heroine honors, 
for she makes a delightful complement to the 
excellent Western scenery and is a highly 
decorative addition to the screen. 

There is a tense moment when the little 
cabin where Buddy and Ginger have taken 
up quarters is burned by the cowboys on the 
ranch, who fear it is inhabited by ghosts. 

At the time the fire is started, however, its 
regular occupants are down at the river wash- 
ing up, and Dorothy has called to talk to 
them. As she finds they are out, and at- 
tempts to leave, she is confronted by the 
sight of the cowboys making their way to 
the cabin. 

Returning quickly to the safety of the 
closed door of the shack, she is soon aware 
of the plan to burn it down and in short 
order is surrounded by the flames from the 
tinder like cabin. 

Here is where Buddy's riding serves him 
in good stead. Taking his excellent mount 
"Pardner," he runs up the nearby cliff and 
jumps his horse through the roof of the 
burning cabin. This is well staged and is a 
real thrill. On the whole the picture should 
please. 

Exploitation should really be done in the 
name of Buddy Roosevelt, as his name is 
getting to have more and more box office 
prestige. Practical ballyhoo ideas should not 
overlook the advertising angle of the obese 
tramp, locked in the sanitarium, and snapping 
at flies. Properly characterized this would 
attract wide attention. 



September 20, 1<>24 



Page 43 



AUDIENCE APPEAL 

IN 'K— THE UNKNOWN' 

Mystery and Romance Distinguish 
Film Version of Rinehart Novel 

'K—THE UNKNOWN.' Universal Jewel 
Photoplay. Author, Mary Roberts Rine- 
hart. Director, Harry Pollard. Length, 
8,146 Feet. 

CAST AND SYNOPSIS 

Sidney Page Virginia Valli 

"K" Le Moyne Percy Marmont 

Carlotta Harrison Margarita Fisher 

George "Slim" Benson Francis Feeney 

Dr. Max Wilson John Roche 

Joe Drummond Maurice Ryan 

Aunt Harriet Kennedy Myrtle Vane 

Dr. Ed Wilson William A. Carroll 

K. Le Moyne comes to board with aunt of Sidney 
Page, small-town belle. The latter, a probation 
nurse, is wooed by Dr. Max Wilson, who has an 
affair with Nurse Carlotta. Wilson is shot by Joe 
Drummond, one of Sidney's suitors. Carlotta, 
recognizing the mysterious K as the celebrated sur- 
geon Edwardes, persuades him to perform an oper- 
ation which saves Wilson's life. This revelation of 
Edwardes' identity leads to his arrest on a man- 
slaughter charge. But Carlotta confesses that she 
is responsible for the death for which Edwardes is 
wanted, having tried to discredit Edwardes in favor 
of a rival surgeon. Edwardes is freed and marries 
Sidney. 

By George T. Pardv. 

A GOOD audience picture which should 
**■ prove a profitable investment for any 
exhibitor! You can always depend upon a 
Mary Roberts Rinehart yarn to supply a gen- 
erous quantity of mytsery, thrills and romance 
and "K — The Unknown" is no exception to 
the rule. 

It isn't very difficult to guess early in the 
drama just who the strange boarder at the 
residence of the heroine's aunt really is. But 
the mystery thickens around the question of 
why the famous Dr. Edwardes is keeping 
under cover and what connection gay Dr. 
Wilson and nurse Carlotta have with the 
matter. All this is cleverly concealed right 
up toward the last, it is impossible to an- 
ticipate the action, with the result that the 
spectators are kept constantly on the alert 
and the finale comes as an agreeable sur- 
prise. 

There are four men in love with the hero- 
ine, and as might be expected, the compli- 
cations ensuing are many and at times highly 
humorous. If there be a fault in Harry 
Pollard's direction it is found in a tendency 
to over-stress the comedy relief. Some of 
the scenes in which Sidney Page's two 
youthful lovers figure are undeniably funny, 
but others degenerate into mere horse-play 
and are mere waste of footage, an error of 
judgment which is fortunately more than 
balanced by the film's general excellence. 

The strong point of the feature is its in- 
tense emotional appeal. Melodrama there is, 
but of a subdued nature, the thrills are more 
mental than physical, Mr. Pollard never sac- 
rifices the human side of the story to the 
temptation of putting over a theatrical punch. 

Events reach a high point of tension with 
the shooting of Dr. Wilson and the call for 
"K" to operate on the injured man. If he 
does so, he not only admits his identity, 
thereby placing himself within the clutches 
of the law, but has the poor consolation of 
knowing that he will restore to mischievous 
vigor a rival who will carry off the girl he 
loves. But he takes the righteous course and 
is rewarded when Sidney returns his affec- 
tion and he is cleared of the criminal charge 
hanging over him by nurse Carlotta's belated 
confession. 

Percy Marmont wins the principal dramatic 
honors by an exceedingly fine, natural, and 
in every way impressive portrayal of "K." 
Virginia Valli is excellent as the small-town 
belle heroine. 

Tieups with book stores on the Rinehart 
novel from which the film is produced should 
be arranged, as the author's fame as a popu- 
lar fiction writer is international. Play up 
Percy Marmont, Virginia Valli, and go the 
limit in praising the story's romantic and hu- 
man appeal. 



BETTY COMPSON AS 

A JUNGLE HEROINE 

"The Female" With Vivid African At- 
mosphere, a Fair A ttraction 

■THE FEMALE.' Famous Players-Lasky 
Corp. Photoplay. Author, Cynthia Stokle'y. 
Director, Sam Wood. Length, 6,167 Feet. 

CAST AND SYNOPSIS 



Dalla Betty Compson 

Colonel Valentia Warner Baxter 

Barend De Beer Noah Beery 

Coldah Harrison Dorothy Cummings 

Clon Biron Freeman Wood 

Laura Alcutt Helen Butler 

Mrs. Castigne Pauline French 

Clyde Wiel Edgar Norton 

Lady Malete Florence Wix 

Lost in African jungles when a baby, Dalla is 
nursed by lions and when found becomes known as 
"the lion cub," as it is popularly supposed she has 
absorbed the wild beast nature. She falls in love 



with Valentia, a hunter, but in a moment of pique 
marries her guardian De Beer, an elderly Boer. They 
make a compact that she is to be wife in name only 
for three years. She goes to England to be educated 
and returns a cultured woman. The three year per- 
iod is not quite up. De Beer is slain by Biron, 
in love with Dalla. The latter is accused of having 
fired the fatal shot, but is cleared and won by 
Valentia. 

By George T. Pardy. 

ON the strength of the animal stuff, good 
photography and star's popularity "The 
Female" ought to do fairly well as a box 
office attraction for the neighborhood and 
smaller houses. Betty Compson's name will 
draw them in, and although the film does 
not rank with the best of her screen con- 
tributions, it moves at a lively pace and offers 
a plot with enough unusual angles to hold 
an average audience's interest to the close. 

While this isn't a juvenile picture in 
any sense of the word, child patrons will 
no doubt be highly entertained by the hero- 
ine's adventures in infancy with a bunch of 
lions when she is lost in the jungle. Its 
appeal for adults lies chiefly in Dalla's 
tangled love affairs and her marital compact 
to remain "a wife in name only" until three 
years from the date of her wedding. 

Having been nursed by attentive lions for 
a week, the current belief among her ac- 
quaintances is that Dalla must be listed as a 
trifle ferocious, and as a matter of fact she 
grows up a very untameable sort of person, 
quite the wildest of Africa's younger gener- 
ation. It is in keeping with her early train- 
ing that she should fall in love with Valentia, 
a big game hunter of proven valor. But at a 
ball she overhears some uncomplimentary 
comments on her crude behavior made by a 
couple of scandal-mongering females, con- 
cludes that Valentia has been only amusing 
himself with her, and in a fit of anger mar- 
ries the elderly Boer, De Beer, who is her 
guardian. 

The three year compact follows and Dalla 
returns from an educational course in Eng- 
land completely renovated. The killing of 
De Beer by a chap infatuated with the young 
wife, and the flight of Dalla when suspect- 
ed of the crime are among the most sensa- 
tional incidents of the feature. Valentia's 
search for the girl terminates at a water 
hole, where a lion is about to eliminate him, 
when Dalla subdues the beast with the power 
of her eyes, another well-handled scene, 
which produces a distinct thrill. A happy 
climax is attained. 

Betty Compson's slender figure is seen to 
the best possible advantage in a number of 
stunning gowns which should arouse the ad- 
miring envy of all feminine fans, and her 
work as the lovely, untamed Dalla is re- 
markable for its fiery emotional appeal. 
Warner Baxter registers satisfactorily as the 
mighty hunter and heart-breaker, Colonel 
Valentia, Noah Beery is convincing as the 
rugged old De Beers and the support is ade- 
quate. 

Betty Compson is your best bet in ex- 
ploiting "The Female." Tell the women 
folks about her beautiful gowns, and there 
is a certain lure for the children in the wild 
beast exhibitions. 



SEX STUFF MIXED 

WITH HOKUM SALVE 

"Other Kind of Love" Unfit for the 
Family Circle 

'THE OTHER KIND OF LOVE.' Gold- 
stone Photoplay. Author, Bucleigh Fits 
Oxford. Director, Duke Wornc. Length, 
5,000 Feet. 

CAST AND SYNOPSIS 

Adam Benton William Fairbanks 

Elsie Brent Dorothy Revier 

Mary Benton Edith Yorke 

George Benton Robert Keith 

Chorus Girl Rhea Mitchell 

Elsie Brent, orphan, lives on a farm with Mrs. 
Benton and the latter's eldest son Adam. George, 
younger son, returns from college in trouble as 
resiult of having forged a check. Adam sacrifices 
his savings to square matters. George weds Elsie. 
Just as they have left the farm a girl arrives who 
proves to be George's wife. Adam rushes to the 
cabin where George and Elsie are staying. The 
brothers fight, Adam is knocked senseless. George, 
horrified, runs away and falls over a cliff. He is 
rescued by Adam. An all around reconciliation fol- 
lows. George reforms, makes good with his wife 
and Adam wins Elsie. 

By George T. Pardy. 

HP HEY'VE drawn liberally on the standby 
hokum stuff which tickled the sensibilities 
of folks who used to patronize the ten, 
twenty, thirty cent legitimate melodramas in 
bygone days, in filming this one. There's the 
old farmhouse, gentle widowed mother, hon- 
est elder son and scape-grace brother, lovely 
orphan in danger of betrayal by the latter, 
who is already possessed of a wife. All fa- 
miliar figures to the veteran playgoer! 

Mightn't be such a bad buy for the State 
Rights market, if the screen offering wasn't 
saturated with sex suggestion to a point 
where it is bound to prove offensive in many 
localities. Certainly, exhibitors who want to 
please the select or family trade, will do well 
to pass up "The Other Kind of Love." Where 
patrons are not too particular, the feature 
may fill the bill, but at its best, figures only 
as a one day attraction. 

None of the characters earn any great de- 
gree of sympathy. The strait-laced elder 
brother is rather a bonehead hero, the young- 
er one an awful swine, the heroine a simper- 
ing miss who doesn't know her own mind, 
limited as it is, and the good old mother 
merely exasperates the onlooker, as she lav- 
ishes her sentimental yearnings on the un- 
worthy black sheep son. 

With all the fuss made over mother love 
and the supposedly noble self-sacrifice of the 
older brother, the sexual urge is the main 
influence in the picture. Everything works 
up toward one definite idea, George Benton's 
intention to seduce Elsie Brent. True, he 
doesn't really get that far, but he goes the 
limit to the best of his ability, and when foil- 
ed at the crucial moment by brother Adam, 
tries energetically to knock the latter's brains 
loose from the pan. 

The manifestations of physical passion are 
voluptuously but crudely indicated, as in the 
scene where George proceeds to force his at- 
tentions on the girl who thinks she is his 
wife, and one can't help wondering why she 
waited until that particular time to show her 
dislike of him. But the whole thing is un- 
convincing. 

Except in the scrap with George and his 
subsequent rescue of that gent when he has 
fallen over a cliff, William Fairbanks has 
little to do in the role of Adam, but look 
ruggedly stern in a succession of closeups. 
He does that satisfactorily enough. Dorothy 
Revier isn't a bad-looking heroine and acts 
fairly well. Robert Keith labors hard but 
accomplishes little in the part of blackleg 
George, and the support is on a par with the 
work of the principals. The photography in- 
cludes some pretty exteriors and good light- 
ing prevails. 

There is really nothing to exploit in this 
picture outside of the sex atmosphere, which 
is about the last thing any exhibitor with 
common sense and a strain of decency would 
think of doing. 



Page 44 



Exhibitors Trade Review 




The <Biq Little Feature 




Larry Semon's Comedy Ready 

Larry Semon's first two-reel special 
comedy for Educational release is prac- 
tically completed. 

The four Larry Semon Special Com- 
edies planned for Educational distribu- 
tion, which are being produced by Se- 
mon and the Chadwick Pictures Cor- 
poration in Los Angeles, were designed 
to be the outstanding productions of the 
dare-devil comedian's career. Reports 
from the coast on the first of these four 
two-reel comedy "featurettes", entitled 
"Her Boy Eriend", indicate that this 
ambition is to be achieved. 

Dorothy Dwan, who has been seen in 
parts in "Shadows of Paris" with Pola 
Negri, "Feet of Clay," "Those Who 
Dance", and other feature pictures, is 
Semon's leading lady in "Her Boy 
Friend", and among the thrills is a par- 
ticularly hazardous stunt by Miss 
Dwan. "Her Boy Friend" is a story 
based to some extent on the experiences 
of a dare-devil newspaper reporter. 

The next Larry Semon Special Com- 
edy for Educational will go into pro- 
duction immediately after the shipping 
of "Her Boy Friend". This will be an 
auto race story entitled "The Speed 
Kid". 

* * * 

Hiers in 'Short Change' 

Walter Hiers is playing the part of 
a corpulent bank teller who would 
rather catch fish than cash checks, in 
his first two-reel comedy for Educa- 
tional, which is to be titled "Short 
Change." The picture is directed by 
Archie Mayo, who has attracted atten- 
tion through his work in directing three 
of the ; most popular of the Christie 
Comedies in the last season. 

Little befreckled Jack McHugh, who 
plays leading roles in Juvenile Come- 
dies, was "borrowed" by the Hiers 
Company to play .the part of a little 
pest who adds much to the many dis- 
comforts of the fat bank employe 
when he starts on his vacation. Duane 
Thompson is Hiers' leading lady. 
* * * 

SYNOPSIS OF INTER- 
NATIONAL NEWS NO. 74 

Atlantic City — Thousands gather to 
see fairest bathing beauty picked. 

Westbury, L. I. — On the polo danger 
line with the Prince of Wales. 

Hollywood, Cal. - - "Double" for 
movie heroes invents a new thriller. 

Colorado Springs, Col. ■ — Death 
curves defied in Pikes Peak climb. 



Mr. Rainier, Wash. — Use mountain 
snows as Summer ballroom. Fair dan- 
cers find Rainier's icy slopes ideal for 
rehearsal. 

Paris, France — Water titling stars 
battle for championship. 

Detroit, Mich. — Swiftest motorboats 
in gold cup classic. 

Baltimore, Md. — Swiftest scullers 
race in middle states regatta. Crescent 
Club wins junior doubles. 

Temple, Texas — Thousands call to 
cheer victorious "Ma" Ferguson. 
Woman victor in governorship pri- 
maries gets remarkable ovation. 

Hollywood, Cal. — New nose for 
Jack Dempsey as kid cupid lands K. O. 
World's champion pretties up just as 
papers announce he's engaged to wed. 

Indian Harbor, Laborador — U. S. 
Airmen circle the globe ! Our hero 
aviators return to North America con- 
tinent after epoch making flight ! 

* * * 

SYNOPSIS OF KINOGRAMS 
NO. 5011 

Yaqui Indians Make Some Good 
Medicine — Tucson, Ariz. — Ceremonial 
dances of the tribe bring out the young 
braves in niftiest togs. 

Prince Evades Mob to Watch Polo- 
ists — Westbury, N. Y. — Our royal visi- 
tor, with few of his friends, manages 
to see practice unnoticed. 

Lawn Bowlers Learn How to Roll 
Curves. - - Dorchester, Mass. — Best 
players in the country take part in Na- 
tional Tournament events. 




Autos Meet in Head-On Smash. — 
Oakland, Cal. — Offers the following as 
new way to get rid of an old car. 

All Nice People Must Learn This. — - 
Chicago. — Dancing masters so decree 
of newest dance step guaranteed to be 
very genteel. 

It Must Be That Autumn Ap- 
proaches. — Berkley, Cal. — Here's a 
sure sign — football practice begins, at 
Univ. of California. 

Big Bill Tilden Keeps His Title.— 
Forest Hills, N. Y.— Little Bill John- 
son and the champion again struggle 
for tennis crown. 

No Bobbed Hair for Mrs. Lydia Mc- 
Pherson. — Sacramento, Cal. — With 100 
other women she takes part in Samson 
style contest at fair. 

Army Fliers Reach America Again 
on Trip Round World. — Indian Har- 
bor. — Triumphal flight nearly over ! 
* * * 

LITTLE ROBINSON 
CORKSCREW 

Pathe 2 reels' 

Ralph Graves, as the hero, returns to his 
home town the village of Sleepy Hollow, as 
the agent for the "Ajax Muscle Builder." 
His sweetheart's dad allows him to use his 
window space for demonstration purposes, 
and the village does its daily dozen. During 
his exercises, he falls and causes serious 
damage to the shelves and fixings of the 
window. To repay the costs he takes a job 
in the store as a clerk, his wages paying off 
the damages. 

Widow Brown invites him to call at her 
home to give her private lessons with the 
exerciser, and while there she makes love to 
him. Susan his sweetheart, and her father 
see, and a substitute son-in-law is quickly ar- 
ranged for and in pique the father orders 
the marriage immediately. 

Susan's French maid walks into the room 
where the bride is dressing, and tries on the 
veil and dress. As the substitute groom had 
been making love to the maid, she deter- 
mines to take this opportunity to marry him. 
Hiding her face under the veil, she succeeds 
in being married to her sweetheart, leaving 
Susan for our hero Ralph. 



In Pathe's comedy "Outdoor Pajamas," 
Charley Case makes merry apparelled in 
only his boudoir costume and slippers. 



This is the second of the Ralph Graves 
comedies which Mack Sennett is producing. 
While Ralph Graves is good in the role of 
country bumpkin, yet it seems out of line for 
one so talented for dramatic roles, to take 
on this slapstick material. 

However that is another side of the ques- 
tion of whether or not this comedy will 
'produce' at the box-office. We think it 
should go well, because the laughs are al- 
most continuous, the action quite "peppy;" 
and that it therefore is safe booking. 

The entire cast of characters is good and 
the story runs along smoothly. 

Exploitation honors should be divided be- 
tween Ralph Graves the starred player and 
Mack Sennett who produces these comedies. 
There is a certain charm around the Sennett 
name that the public accepts as an assurance 
of good comedy. 



September 20, 1924 



Page 45 




Jack Dempsey, disguised as a Frenchman, 
in a scene from Universal's "So This Is 
Paris." He is accompanied by Hayden 
Stevenson and George Ovey, who are also 
in all of the "Fight and Win" series. 



THE SUN DOWN, LIMITED 

Pathe 2 reels 

SYNOPSIS 

For lack of play yards, "Our Gang" find 
their amusement in the Railroad yards 
where engines and trains come and go. They 
make friends with the engineers, and are 
frequently taken for rides in the engine 
cabs, until their familiarity gets them into 
trouble. While the engineer is having 
lunch, two of the kids decide to take a 
ride by themselves, and get aboard. They 
know how to start it but not how to stop 
it. After some time, running it back and 
forth to round house and yards, the en- 
gineer finds out what is going on, hops 
aboard and stops the engine. The kids are 
chased and warned never to return. In 
pique, they build their own railroad, using 
boilers and cans available, running it on an 
unused portion of track, outside the yards. 
"Toughey" of a competing gang has built 
his own train, which has taken the fancy of 
the feminine members of the gang. How- 
ever he loses his customers when the gang 
build their own. "Toughey" then tries to 
wreck the tracks, and the train runs amuck, 
and into town, getting the kids in trouble 
with the police. 

It should really suffice to say that this 
is one of the best "Our Gang" comedies 
produced. 

The theme is excellent and the kids un- 
usually clever. All in all there is a de- 
cided charm to all that the kids do. The 
train has all the accessories, such as depot, 
mail stand, watering spout and all, and 
much ingenuity is shown in the staging. 

There are tense moments of suspense 
when the boys run away with the real en- 
gine. They start it but cannot stop it. 
and at one time little dark skinned Farina 
has her foot caught in a rail frog. The 
engine comes thundering along, right 
down on her. With presence of mind, she 
lays flat on her back. Though this occurs 
several times, she emerges scared but un- 
bruised. 

Exhibitors know the box-office value of 
these juvenile comedies. There is a uni- 
versal appeal in them all, and Sun Down 
Limited has the edge on all of the others 
before it, for it is superlatively funny. 



"Our Gang" comedies are built to amuse 
children — but the adults as well are not 
denying their interest in these precocious 
kiddies. 

* # * 

DIRTY HANDS 

Educational 2 reels 

A juvenile comedy ; cast including Jack McHugh, 
James Hertz, Bird;e Fogel. Tom Hicks. 

SYNOPSIS 

Jack was the son of a poor family; he took 
care of the baby and delivered the washing. 
While doing his errands he finds his gang 
engaged in a baseball contest, which he joins. 
The game is broken up when a batted ball 
crashes through a neighboring pane of glass. 

Due to conditions, and her inability to sup- 
port him, Jack's mother decided to put him 
in an orphan home, but Jackie's poodle dog 
causes a great deal of trouble for Jack at 
the home. They send for the dog-catcher 
whose entire catch is released by Jack, while 
securing the liberty of ;his own dog. 

In a newspaper he notes that a whole ken- 
nel of blooded dogs have run away, and in 
his new charges he recognizes the lost 
brood. He returns them to their owners, re- 
ceives a large reward and his mother and he 
roll in prosperity. 



"Dirty Hands" is a right good little com- 
edy, for it possesses contrast and story. The 
audience will like the cast, and Jack Mc- 
Hugh is a freckle face well known to the 
movie going public. There are many good 
laughs, and a moment or two ' of pity for 
the kiddie being put away with the orphans. 

The action in the baseball game is good 
as are the captions. The way that team 
runs away when the window is broken is 
quite true to life. 

This should be a good comedy to book, 
for where there are a number of children 
and young folks, juvenile comedies always 
succeed in securing their cordial interest. 



STUPID BUT BRAVE 

Educational 2 reels 

SYNOPSIS 

Al St. John is a member of the tramp 
"idle-class." He seeks work, however, and 
is engaged by an importer, provided he joins 
him on the boat which sails three days lat- 
er, from a town four hundred miles away. 

Al goes via freight car as he has no fare, 
is forced to alight by railway watchmen. He 
is stripped of his clothes by jailbirds, enters 
into a cross-country run. He wins the prize 
of one hundred dollars. Proceeding down 
the road, he encounters a young woman 
motorist being held up by bandits. He res- 
cues her, and accepts her invitation to ride 
to San Pedro — where he is to meet his em- 
ployer — he finds, during the conversation that 
she is his "boss" daughter, and all ends 
happily. 



This comedy has a great many angles 
from which it might find favorable com- 
ment. The central character is played in his 
usually delightfully interesting way by Al 
St. John. 

There are few opportunities for genuine 
comedy, but the captions make up for that, 
as they are numerous and good. The gags 
and puns will sprinkle the audience with 
laughs. 

The barber-shop scene where Al goes to 
shave, knowing he hasn't the price — and see- 
ing others who are short in change, get 
beaten up, lends our hero an aura of sympa- 
thetic acceptance on the part of any audience. 

Al St. John is a known quantity as far as 
the public is concerned. He has been seen 
in some exceptionally good comedies. The 
present film is funny and should be a worth- 
while picture to book. Exploitation is easy,, 
for the cross-country race scene, and the 
thrilling rescue of the lady, are good bally- 
hoo, while the situations and the gags can 
be advertised with good effect. 




Page 46 



Exhibitors Trade Review 



SHOWMANSHIP 



Give Yourself An Even Break 



THE age-old query "What Is 
Showmanship" has never been an- 
swered. Or, to be more accurate, 
it has been answered in such a variety 
of ways, that one may either pay his 
money and take his choice, or spend a 
few quiet evenings at home figuring it 
all out as he would a Sam Lloyd puzzle. 

Someone once said that the 
world is composed of a number of 
things — or words to that general 
effect. And so it is with Show- 
manship. 

Showmanship is theatre manage- 
ment — good housekeeping. Show- 
manship stands forth in an alluring 
lobby. Showmanship is evident in 
window displays. Showmanship 
shrieks from every attention- 
gripping twenty-four sheet. Show- 
manship is exploitation — ballyhoo. 
Showmanship is advertising. Show- 
manship is good-fellowship on the 
part of the exhibitor. There is 
Showmanship in every effective 
prolog. And presentation plays an 
important part. The skillful selec- 
tion of a program is Showmanship 
— and so is the installation of 
proper equipment. Yes, Showman- 
ship covers a multitude of exhibi- 
tor activities. 

It is indeed a magic word. It is 
the "open sesame" that will swing 
wide the gateway of financial suc- 
cess for those who have faith — and 
prove it by their labors. 

Despite the actual benefit to be 
derived in cold cash by those who 
worship at this shrine, it is, per- 
haps, impossible for many exhibitors 
to be students of Showmanship in its 
many ramifications. It would be inter- 
esting and illuminating to peruse an 
encyclopedia from "Aam — an old 
Dutch liquid measure" right through 
to "Zythum — a kind of beer." One 
would doubtless gain much useful in- 
formation. But few have the time or 
inclination. 

HOWEVER, there is one variety of 
Showmanship that is imperative in 
its demands. Fortunately it is easy to 
practice. It is personal Showmanship, 
personal exploitation, personal building 
of good will, by you, for yourself and 
your theatre. 

You are a retailer of entertainment. 
A purveyor of products appealing di- 
rectly to the hearts and souls of your 
customers. You are selling love, laugh- 



ter, romance, adventure, tragedy, tears. 

And in many respects your merchan- 
dising problems are not so very differ- 
ent from those confronting your fel- 
low businessmen. You purchase your 
commodity from one source, and you 
sell it to another. It would perhaps 
seem, that so long as you buy a fine 




T^HE most important 
thing in the world to 
yon is — yourself. In the 
last analysis you, your- 
self, are responsible for 
your success or failure. 

Read this and see why 
you haven't been giving 
yourself a square deal, 
and how you can begin 
today to make yourself 
and your theatre famous. 



quality of goods, your chief concern 
should be with those to whom you sell 
— those who pay their money to you in 
exchange for your product. 

IF you have a grudge against some 
distributing company — no matter 
how much or little it may be justified 
— that company has an obstacle to 
overcome before it can even compete 
with other wholesalers for your patron- 
age on an even footing. If you person- 
ally dislike some certain film salesman 
or exchangeman, that individual is 
handicapped in his dealings with you 
no matter how fine a grade of mer- 
chandise he offers. 

Pause a moment. If these things be 
true — may not the same situation exist 
between you as the merchant and your 
potential patrons as the ultimate con- 
sumers of your wares ? 



Have you ever paused to think how 
they regard you — personally? And 
your theatre? Whatever you do — don't 
deceive yourself ! Look the proposition 
squarely in the face. And if the answer 
isn't to your liking — take steps to 
change the answer. Arthur Brisbane, 
who writes for millions of readers each 
day, says that if he didn't like what 
he saw in the mirror, he'd change 
his face— not break the glass. Do 
you likewise. 

By personal Showmanship we do 
not mean to array yourself in all 
your glory, and parade the lobby. 
It is not necessary to clout casual 
acquaintances on the shoulder in 
vociferous greeting. It is not es- 
sential to offer your cigars to every 
man you meet. Don't be notorious. 
This type of work is coarse. It is 
old stuff, and passed quietly out 
about the time P. T. got rid of the 
crowds by means of a sign over his 
exit reading "This Way to the 
Egress." 

One thing a showman mustn't be 
is old fashioned. And the 1924 
model exhibitor is vastly different 
from the sawdust "Joey." 

Be unostentatiously in evidence 
about your theatre. Let your 
mouth curve up instead of down. 
Earn the respect, confidence and co- 
operation of your employees. Give 
your patrons a hundred cents worth 
of entertainment for every dollar 
they leave you. Meet them socially 
through proper channels outside 
business hours. Join the men's clubs, 
the Board of Trade, the City Boosters, 
the church, the civic organizations. Be 
a useful member of the community. 



And make it a Showmanshiphouse 
as well as a showhouse. Boost your 
theatre into its niche just as you have 
boosted yourself. Make it clean, dig- 
nified, beautiful, comfortable — a local 
institution. When occasion offers turn 
it over to the Orphan Asylum for a 
day. If room is required for some 
civic gathering for the promotion of 
the city's interests — let it be known 
that your theatre is always at the dis- 
posal of a good cause. You'll lose a 
night's receipts. And you'll gain a 
hundred friends. Be far-sighted. Look 
ahead. It pays in the end. Be a show- 
man. And remember that Showman- 
ship, like charity, begins at home. 



September 20, 1924 



Page 47 



Make Your Theatre News 
for Newspapers 

By FRED E. HAMLIN 

Director of Publicity Mark Strand Theatre, N. Y. C. 



EXPLOITING a theatre along 
with the photoplays ! 
So, to escape the generalities and 
theories which may or may not be prac- 
ticable, let the records of the Mark 
Strand Theatre tell the story. 

In April 1924, as the publicity di- 
rector of the Mark Strand, I came into 
the organization fresh from the city 
desk of a New York newspaper and 
with the advantage and background of 
personal acquaintance with every New 
York newspaper man, his confidence 
in me and his good wishes. My busi- 
ness had been writing, my training had 
been in writing and it was quite natural 
that I leaned towards newspapers in ex- 
ploitation of the theatre. 

The first job was to stage the tenth 
anniversary celebration of the Mark 
Strand- The tenth anniversary of the 
Mark Strand, first million-dollar mo- 
tion picture theatre in the world; the 
pioneer in the present-day high artistic 
presentation of photoplays — something 
to write about and talk about. Sixty 
million paid admissions in ten years ! 
The first to score photoplays to music ! 

Newspaper training was put in prac- 
tice. Instead of mimographed copy, 
every article on the tenth anniversary 
was expressly written. Every story 
was written as a news story. News 
for newspapers written as a newspaper 
man wants it — that was the big idea ! 

Interviews with M'oe Mark, president 
and general manager of the Mark 
Strand theatres, about how he and his 
deceased brother Mitchell H. Mark, 
started the first motion picture theatre 
in the world in Buffalo years ago. 

Something to write about — news for 
newspapers ! For five years Joseph 
Plunkett was managing director of the 
Mark Strand. For five years he had 
been staging the prologues and feature 
settings for the theatre. He had won 
the theatre a steady patronage with dig- 
nified presentations. 

An elaborate souvenir program was 
compiled. There were reproduced let- 
ters from the Governor, the Mayor, 
the head of the motion picture industry, 
officers of the Mark Strand organiza- 
tion and others high in the film industry. 
The history of the Mark Strand was 
written in entertaining narrative news- 
paper style. The tenth anniversary was 
made AN EVENT in the motion pic- 
ture business, not just a celebration of 
the Mark Strand theatre. It was AN 
EVENT of interest to every person 
who had ever seen a motion picture. 



Seventy-five thousand programs were 
distributed to the theatre patrons, 
copies were mailed to the libraries in 
every leading city and town with an ex- 
planatory memo to the librarian that 
"this is the first authentic story of the 
first of the big motion picture theatres 
and a valuable work of reference." To 
15,000 exhibitors, distributors and pro- 
ducers copies were sent. 

"At the Sign of the Lipstick." 





Fred E. Hamlin, Director of Publicity 
Mark Strand Theatre, New York 

Every exhibitor undoubtedly has 
heard of "At The Sign of the Lip* 
stick," the first cosmetics suite for 
ladies in a theatre. Here's the secret : 
The Mark Strand built a very fine two- 
room ladies room off the orchestra lob- 
. by. It was indeed luxurious. Fine 
tapestries, carpets, genuine Louis XV 
furniture, beautiful mirrors set in the 
walls and rosewood and satinwood fin- 
ishing- The lavatory was a separate 
room entered through the Louis room. 

It was just a very expensive and elab- 
orate ladies rest room and lavatory. 
But would any newspaper print a story 
about a new "ladies room?" Hardly! 
So I gave it the trick name, "At The 
Sign of the Lipstick," and called it "the 
first cosmetics suite exclusively for 
Milady. I emphasized that Mere Man 
objected to Milady powdering and 



fussing with a lipstick while seated in 
the theatre, or stopping in front of a 
lobby or store mirror. 

To get the idea across to the news- 
papers and get the publicity, a Mark 
Strand artist made fifty hand-painted 
invitations to a "formal christening 
party of the first cosmetics suite." Rich- 
ard Barthelmess and Marion Coakley, 
playing in a film at the theatre at the 
time, agreed to attend an initiation cere- 
mony. A Fifth Avenue caterer was 
engaged to serve refreshments with all 
the trimmings of a Ritz party. 

Five girls of different types who 
didn't use rouge were used as models 
for the initiation. Miss Coakley showed 
the various make-ups-stage, street, eve- 
ning, etc. It made a great yarn for the 
newspapers and photographs of "the 
first cosmetics room," with Barthel- 
mess, Miss Coakley and the newspaper 
writers, some of national reputation, 
were broadcast through syndicates, 
newspaper rotogravure sections and 
magazines. A follow-up was an inter- 
view with the attendant, a white woman 
who was called "the cosmetics artiste, 
who, not using the lipstick herself, was 
an expert in its application." Her du- 
ties, it was emphasized were to politely 
assist Milady; to tell her, for example, 
that she had too much powder on her 
nose, or too smooth out the rouge. 

Promoting the Ballet. 

The Mark Strand theatre has a ballet 
corps of about twenty girls under the 
direction of a ballet master, Anatole 
Bourman, who was once in the Imper- 
ial Ballet of Petrograd. The ballet girls 
were pretty and graceful. They were 
first taken to bathing beaches to for- 
mally open the beach season. Incident- 
ally, they beat the Zeigfeld Follies to 
the newspapers. Rehearsals were 
staged atop the theatre on the roof in 
hot weather — and duly photographed. 
The ballet was taken with concert ar- 
tists to the hospitals to give dances and 
musical programs for the unfortunate 
youngsters and grown-ups who couldn't 
get to the theatre- 

A tie-up was affected with a New 
York morning newspaper to place fresh 
air fund collection boxes in the theatre 
lobby to help provide summer vaca- 
tions for poor children. More than 
$2500 has been raised so far by the 
patrons in nickles and dimes and quar- 
ters. No solicitation; just voluntary. 

The fund boxes provided back- 
ground for newspaper photographs. 



Page 48 



Exhibitors Trade Review 



If I Owned a Theatre — 



SHOWMANSHIP." 
A magic word. But just what 
does it really mean. 
All too often it simply means a clever 
advertising and exploitation campaign 
designed to sell a big picture to the pub- 
lic. And it is correctly used in that sense 
but to my way of thinking, this type 
of showmanship does not go far 
enough. 

If I owned or operated a theatre, I 
would apply my ideas of showmanship 
from the time I acquired the house un- 
til it ceased -doing business. 

I believe showmanship begins with 
the building of the theatre and never 
ceases as long as that theatre continues 
to exist as a place of entertainment. 

Showmanship starts before your pro- 
gram is selected. It is seen in a well 
ordered and comfortable or "homey" 
theatre. There is all the difference in 
the world between a house that has a 
pleasant atmosphere and one that is 
severe and cold : without the personality 
of the management evident. 

Showmanship should sell not your 
particular picture but your theatre to 
your community. It should make your 
house as much a part of the life of the 
city as the schools, churches, library or 
post office. It should so establish your 
house in the minds of your public that 
they will think of the theatre first and 
the picture secondly. Get them to- sav 
"Let's go to the Palace" instead of sav- 
ing "Let's go to the movies." 

AND you can do this if your show- 
manship starts with their buying a 
ticket and never lets up. A pleasant 
word and a smile from the cashier ; 
courteous treatment from the doorman 
and a cheerful and willing usher build 
good will and make people want to 
come to your theatre because they feel 
at home there. That's the start. Then 
give them good music, a good well bal- 
anced program in which no element is 
neglected and you will soon find your- 
self in a position where competition 
need not worry you. 

Of course advertising and publicitv 
play an important part in showman- 
ship. And advertising and publicity 
plus exploitation should be used bv 
every live exhibitor- But they should 
be used with caution and should all be 
gauged to build up the reputation of 
your house. 

The truth in advertising is all im- 
portant for misleading advertising never 
has and never will pay. You mav fool 
then once but they are bound to be af- 
fected by this kind of advertising and 
soon believe that they can not place 
any dependence in anything you may 
say. This type of advertising tends to 



By RAY JOHNSTON 

President Rayart Picture Corporation 




Ray Johnston, who is president of 
Rayart Pictures Corporation 



tear down rather than build ud and is 
fatal to a house. It is not good under 
any condition. Not even where you de- 
pend upon transient trade. And it is 
suicidal in a family or neighborhood 
house. 

Book the best pictures you can. Ad- 
vertise them as much as you can legiti- 
mately but do not mislead your patrons. 

Give them a bright cheerful theatre. 
Make them feel at home. Cooperate 
with local affairs. Lend your house for 
impoitant meetings occasionally. Don't 
fight the churches and reformers. Work 
with them. 

A SPECIAL Saturday morning ma- 
tinee for the children with a spe- 
cially selected program for them is one 
of the best builders of good will and 
once you get the children coming to 
your theatre, they "sell" their parents. 

But after all you must have the right 
kind of pictures for vour house or all 
your showmanship will go for naught. 
They will excuse an occasional bad pic- 
ture if you give them plenty of good 
ones for they know that every one can- 
not be a perfect picture. But vou can 
save the day by using judgment in se- 
lecting your program. If you feel that 
the feature is weak build up with short 
subjects of unusual nature. Manv a 
poor feature is saved bv its surround- 
ing proeram. 

But there is no need for showing a 
poor feature. With the number of pic- 
tures available today, you can if you 



have a daily change, select three hun- 
dred and sixty-five good pictures; that 
is IF you do not let yourself be tied up 
by block booking but keep your dates 
open so that you can select the cream of 
the market as you wish. This is the 
all important thing. Many an exhibitor 
has been compelled to pass up an attrac- 
tion that got a lot of money for his 
competitor simply because a smooth 
salesman had sold him a full line of 
product which left him no open dates. 
Showmanship also means keeping your 
booking open so that you can take ad- 
vantage of any special production that- 
may come along during the season. 

The price of showmanship, like Lib- 
erty, is eternal vigilance. 

rfc Sfr 

Make Your Theatre News 

(Continued from page 47) 
Baby Peggy was photographed drop- 
ping in her coins ; concert artists were 
photographed doing their bit for the 
poor, arid stories were written every 
few days in the newspaper about the 
Mark Strand's golden boxes. 

Invaluable Good Will ! 

As an offshoot of one of ihe hospital 
parties, the Mark Strand got from a 
radio manufacturer a radio set for the 
crippled children's ward. A local broad- 
casting station gives special bedtime 
stories for the children, mentioning the 
Mark Strand- The rest of the day the 
cripples can use scissors on movie stills 
sent over by the theatre after they have 
been used in the lobby displays. Photo- 
graphs galore in newspapers — good will 
for the theatre — a little trouble every 
week to mail the old stills to the hos- 
pital ! 

News for newspapers, then the photo- 
play will almost take care of itself. Of 
course, you can't ignore the photoplay 
at all, but it is just as important to the 
success of the theatre that it be ex- 
ploited intelligently as it is for the 
photoplay to be advertised. 

"You haven't seen New York if you 
haven't seen the Mark Strand." 

That's the Mark Strand's slogan 
along with "A National Institution" 
these days to cash on the advertising 
through broadcasting of musical pro- 
grams and special concerts by Mark 
Strand artists. 
' News for newspapers ! 

That's the big idea in exploiting the 
Mark Strand. 

Dodge the old circus press-agentry, 
the gushing adjectives ! 

Simple — isn't it? 



September 20, 1924 



Page 49 



Exploitation 



For the Picture, or 

For the Theatre ? 



By LON YOUNG 

Director of Advertising and Publicity, Warnsr Bros. 



THE head of this article would 
make a crackerjack subject for 
a debate, with unlimited argu- 
ments favorable to both sides and it 
would take some very impartial judges 
with an additional arbitration commit- 
tee to decide the winner. 

It is one of those things on which 
the view depends entirely upon where 
you sit — in the office of a theatre or in 
the organization of the film company. 

The best solution to the problem and 
its answer is both. 

Exploitation for the theatre should 
be a continual part of the manager's 
daily routine and worked out upon 
carefully pre-arranged plans and follow 
a definite program according to policy 
outlined, which should be done before 
the theatre has even opened its doors 
to the public for the first time. 

Exploitation for a given picture 
should start from the day the produc- 
tion is definitely booked and culminate 
in a big smash the day of its opening. 

Application, The Important Thing 

Having sat on both sides of the fence 
at different times, the writer has had 
opportunities to look at the situation 
from both angles and the answer, as it 
appears, may be summed up in that it 
does not matter so much where the ex- 
ploitation is applied, as long as it IS 
applied. 

The exhibitor should never lose sight 
of the fact that every bit of exploita- 
tion done for the picture is also valu- 
able publicity for the theatre, — provid- 
ing — and this is very important, that 
the picture exploited is worthy of the 
publicity given it. 

The kind of exploitation is also very 
important. 

A broken down motor truck with a 
few tattered posters or banners on it 
will certainly not create a very favor- 
able impression of either picture or 
tfieatre, but a cleverly worded and de- 
tigned advertisement, a novel stunt or 
even an old one well worded, will not 
only put the picture over, but keep the 
theatre on the map. 

Many motion picture exhibitors, 
whose experience in the business has 
been confined to the past few years, 
are under mistaken impression that ex- 
ploitation is something new. Any old 
timer in any branch of the show busi- 
ness can tell you that the contrary is 
the case. The word may be of recent 
origin and use, but the principle is as 
old as the business of entertainment 
itself. Exploitation may be applied 



LON YOUNG 

the brilliant exploiteer of War- 
ner Brothers was asked whether 
the theatre or the picture should 
receive the best showmanship 
efforts of the exhibitor, and he 

SAYS 

that the efficient way to sell mo- 
tion picture entertainment to 
America is by exploiting both 
playhouse and attraction on a 
basis that is strictly 

FIFTY-FIFTY 



with equally good results to almost any 
kind of business, provided it is handled 
in the manner most consistent with that 
business. An exhibitor can and the 
producers often do, take a leaf from 
the books of some of the great mer- 
chandizing concerns. 

Proper Limit To Advertising 

Over-exploitation is nearly but not 
quite, as bad as no exploitation at all, 
you can give the public "advertising 
indigestion" just as a man may die 
from overeating. He can also starve 
to death, the methods may be different 
but the result the same. 

It has often been the case, where a 
publicity man for a film company or 
a theatre, has gone to a newspaper 
editor to "sell" him an idea — which hap- 
pened to be a good one — the newspaper 
fell in line without a struggle — but then, 
the publicity hound not satisfied with 
winning his point, tried to amplify it 
beyond reason, and the entire deal was 
off. 

The exhibitor should never allow mis- 
representation to enter into any adver- 
tising which bears the name of his the- 
atre. It may not hurt the picture which 
perhaps will benefit by the temporarily 
increased attendance, but it will surely 
hurt the theatre which is a fixed propo- 
sition and not a "one night stand tent 
show." 

There is a marked tendency at the 
present time for the theatre manager to 
exaggerate, multiply the claims made 
for the picture by the producer, 
and otherwise try to "pep" up the ad- 
vertising. It may be quite possible to 
improve on any ad, made up for any 
picture but the producer usually knows 



how far to proceed with safety, where- 
as the exhibitor often begins where 
the producer leaves off. 

The best examples of this are shown 
in the fact that of all the samples of 
advertising receiving condemnation by 
a powerful social organization, not 
one of them originated in the office of 
the producer. 

Advertising the picture at the the- 
atre and the theatre at the same time, 
is simple. For instance, a house has a 
beautiful organ or orchestra. Good 
news copy — for the theatre. 

However, if the fact is made known 
that on this beautiful organ will be ren- 
dered an especially synchronized musi- 
cal score composed or arranged especi- 
ally for this particular picture, the copy 
is just twice as good, and both the pic- 
ture and the theatre benefit. 

Each House Individual Problem 

Every photoplay theatre is a prob- 
lem unto itself. Nearly every theatre 
has a majority of patrons who favor 
a particular type of picture. It is quite 
possible that there are not sufficient of 
this type of picture to provide a pro- 
gram every day, and even if there were 
enough they would most likely get mo- 
notonous. 

The solution therefore is to lend ex- 
tra exploitation effort to the type of 
pictures that are not the favorites and 
the others will take care of themselves. 

There is some element of entertain- 
ment in almost every film play made 
nowadays. The producers crystalize 
their "high spots" in the press books 
and other matters, it is up to the ex- 
hibitor to select the angles which suit 
his purpose best. 

Another point to remember is the 
fact that it sometimes is good business 
to book a certain picture which has out- 
standing merit even though it may be a 
foregone conclusion that it will not be 
profitable. 

When Warner Bros, made "Beau 
Brummel" with John Barrymore it was 
not with the thought of immense prof- 
its, but, because it was the type of pic- 
ture that should be made. 

The bigger producers can make pic- 
tures on a certain designated formula 
which time and experience have proven 
will both make money and satisfy. 

That is standing still and nothing can 
stand still indefinitely and survive. You 
must go either forward or back and 
those who go back, go out. 

Therefore every time an exhibitor 
properly exploits a picture for his the- 
atre he is also exploiting his theatre 
at the same time. 



Page 50 



Exhibitors Trade Review 



Human Nature's The Same Everywhere! 



By DAVID BADER 

Director of Exploitation, Ginsberg and Wilk. 



"Human nature's the same where'er 

you roam, 
Whether it be 'across the pond' — 

or home." 

WE believe the poet Edgar Guest 
wrote these few lines — but no 
matter who wrote them, a wealth 
of underlying psychology is found in 
them. In these lines can be found 
either the failure or the success of a 
showman, especially to the man who 
faces the stark realization of catering 
to different audiences from time to 
time. 

By this I mean, where a sex picture 
may attract one type of audience — a 
subtle society drama is sure to attract 
a different calibre of men and women. 

But it can be safely said that the 
same psychology of showmanship can 
come into play — only you must dish it 
so you won't even know it's the same. 
Some restaurants serve hash — but they 
use a foreign term that even the waiter 
can't pronounce, and the result is pleas- 
ant. 

Showmanship is a wonderful thing. 
It isn't born — it's made. Some of us 
require years of training, others have 
the knack and no matter what the pic- 
ture may be, we "bring 'em in." Still, 
it's a virile institution — virile, for only 
the strong ideas will live. 

Fool your townsfolk once or twice— 
and you may bring them in, but you 
don't want that kind of business. 

You want the kind that has built in- 
stitutions from a one to a ten story 
building. Pleasing, satisfying — these 
are the requisites. You may not al- 
ways have a remarkable picture to 
speak of — but then don't talk too much. 
Silence is golden ; be brief, tell your 
message straight-forwardly and then 
do your best to bolster up the program 
with good shorts and pleasant music. 

IF I were a showman and I played a 
heavy drama, I would accompany 
it with a short subject along the lines 
of Benny Leonard's two reel subjects, 
"Flying Fists" or "The Leather Push- 
ers," or a good two reel comedy such 
as Century, Educational, Pathe, etc. 
A new reel would help balance nicely. 
Thus — without resorting to trashy 
newspaper ads, such as Will Hays re- 
cently balked at, you could advise, your 
respective patrons, and your regular pa- 
trons, of a snappy little bill, giving them 
something along the lines of a maga- 
zine — a novelette or two, and some 
short stories, so to speak. 

Why jeopardize the good-will of your 
house because the picture is not a 
world-beater, and you want to make 




David Bader, who knows human natures 
discusses the question of showmanship 
from the exhibitors point of view. 

"them" think it is? It shouldn't be 
done ! 

When I was abroad recently, I 
learned that the Britons weren't so 
much against our ideas and schemes 
for success as they were against our 
methods of attracting attention to a cer- 
tain film. 

So I decided, since human nature's 
the same everywhere, to use my own 
ideas — but present them the way the 
English, Scots and Irish wanted to see 
them presented. 

My window placards were neat and 
dignified in every case, ballyhoos were 
taboo or muffled to a certain extent, 
newspapers stories were not exagger- 
ated, and street parading, etc., was for- 
gotten for the time being. I was in a 
land where different types of showman- 
ship were required, yet every idea I 
ever used here in America was suc- 
cessfully worked there. I only dressed 
my ideas differently. 

A GOOD housewife can use yester- 
day's turkey and make "doggone" 
good croquettes from it. The same pro- 
cedure is ours for the making if we but 
apply our ideas of showmanship in the 
manner called for. The psychology is 
the same no matter where you are, and 
most of us have pretty nearly the same 
likes and dislikes. 

If the people we deal with are con- 
servative, let our own thoughts be con- 
servative. If the sensationalism is the 
"bunk" — forget there ever was such a 



thing as a press book preaching sensa- 
tional stunts. Why talk to your people 
in the style of Witwer or Hellman, if 
what they want is Barrie or Conrad? 

IN exploiting Baby Peggy, Univer- 
sal always played for the refined 
baby angle. Dress shops, toys, bobbed 
hair, baby contests — always with the 
baby in mind. Even though there was 
a gang of crooks in one of her stories, 
"The Darling-of New York," they kept 
to the clean angle throughout. And it 
paid ! 

When Benny Leonard's "Flying 
Fists" are released, Henry Ginsberg and 
Jacob Wilk, the producers, won't play 
up the biff -bang-biff of the ring. They'll 
talk about Benny's clean reputation, his 
clean living, his personality as a ver- 
satile chap, his love of family life, etc. 

All this aids materially — and doesn't 
lower Leonard's prestige as a fighter by 
a whit. And the exhibitor who follows 
this thought will profit. Those who 
followed Stern Brothers' original Baby 
Peggy campaign profited, and the com- 
panies who have laid out excellent cam- 
paigns like F. B. O., etc., have helped 
exhibitors. 

But the showmanship 'touch' must be 
applied by you. No company in the 
business today knows your patrons 
better than you do — and if you use the 
"copy" their men give you, dressed with 
your own knowledge of wnat the cus- 
tomers want, you can't fail. 

FOR although human nature is the 
same no matter where you go — lo- 
cal psychology is always different 
What appeals to the small farmer may 
be "all wet" with the bigger farmer. 
What the citizens of an oil center may 
go into a frenzy over a city of non- 
factory workers may resent. And so it 
goes. 

YOU'VE got to know your people — 
and the quicker and more thorough 
you do, the more certain you are in 
knowing what to present for them, and * 
how to tell them what you've got — in 
a manner that can't fail but "bring 'em 
in." 

It's all in the knowing who you're 
dealing with — for after all, just be- 
cause you've made a success of a film 
in Squeedunk, you may fall down in 
Whonoseville unless you know how to 
serve the same ingredients you've been 
serving — in a new suit of clothes. In 
other words keep the soul of your idea 
intact — but for Gods sake disguise it 
if you feel it's necessary to get the 
"dough." And that goes where'er you 
roam — whether it be across the pond or 
home ! 



September 20, 1924 



Pagt 51 



What Should the Exhibitor Know 
About Showmanship? 

The Force That Sells the Picture to the Public Is Discussed 
For the Benefit of the Exhibitor 

By NAT G. ROTHSTEIN 

Director of Publicity, Advertising, and Exploitation for F. B. O. 



SHOWMANSHIP is as high as 
the sky and as wide as the Uni- 
verse. The subject of showman- 
ship is as huge a one as is salesmanship, 
the force that moves the industrial 
world. 

In the fewest words possible I'll give 
you my condensed version of show- 
manship as to my mind it should be ap- 
plied to the business of motion picture 
exhibition. 

Contact with theatres throughout the 
country on many trips that I have made 
has proven to me that the average ex- 
hibitor lacks those fundamental require- 
ments of showmanship so necessary 
now in these days of fierce competition. 

The average theatre owner books a 
picture, let us say for example, a good 
feature with outstanding advertising- 
possibilities. Does he study that pic- 
ture? Does he pick out its strong 
points — does he analyze its possibilities 
for novel advertising in newspapers, 
throwaways, letters, street exploitation, 
tie-ups, etc? He does not. By that I 
mean the average exhibitor. 

HE is content if he is a subsequent 
run exhibitor to rely on the public- 
ity the film has had in larger communi- 
ties or in whatever publicity his local 
newspapers have run, aside from any 
efforts of his own to publicise the pic- 
ture. 

I've found some who have paid, as 
high as $150.00 for a feature and who 
have been content to hang out a one 
sheet "out front," stick a few lobby 
photos in shabby frames and let it go 
at that. 

Exhibitors seem to forget that they 
are in "business" and a hard one at 
that. They seem to believe that there 
is a magic about show business that 
whispers to them — You don't have to 
think and work and plan — not at all — ■ 
people want movies so I'll get my share 
anyhow." 

Just kidding themselves, that's all. 

In one city I visited, having made a 
special trip to help a high priced pic- 
ture to be put over, I was astonished to 
hear the theatre owner tell me that — 
"You are the only advertising man that 
ever came out here who showed any 
pep." Said he — "Why man if I used 
all the stuff you've just suggested, my 
people wouldn't know what io make of 
the picture," — "they're not used to it." 
Said I — "Do you mean to tell me that 



you book high priced pictures and let 
them stand or fall without putting 
everything you have behind them." 

I was amazed to hear him tell me 
that he picked his pictures on the 
strength of what they had done else- 
where and on the strength of the ad- 
vance publicity the picture had had and 
play it without any efforts of his own. 

SAID I further — "Do you mean to 
tell me that you never use the 
ideas, ads, stories and high pressure 
material prepared by film companies for 
which is paid large sums to expert 
specialists in their line ?" Said he — "I 
haven't time." That flattered me. 

And that's the way the average ex- 
hibitor conducts his business, one of 
the most competitive businesses of the 
day. 

In F. B. O. we have a department 
that makes a sales analysis of every 
picture, large or small. The high points 
of the drama are picked out, boosted, 
written about, — and so laid out in the 
material prepared that any exhibitor 
has only to use the stuff to secure ab- 
solute sure-fire results, everything else 
being equal. 

Let me give you a striking example. 




Nat G. Rothstein, who, as director of ad- 
vertising and publicity for F. B. O. pro- 
ductions has an important message on 
the every-day need for show salesmanship. 



F. B. O. handled Mrs. Wallace Reid 
in "Human Wreckage." It was a nar- 
cotic picture. 

It had a sad theme. It was "sob" 
all throughout. 

It had no comedy relief. It was 
"suffering" entertainment. 

Nobody wanted to suffer through a 
picture, yet "Human Wreckage" played 
in more theatres and made more money 
for exhibitors than any comparable mo- 
tion picture released in the last ten 
years. Why? 

Because the sales analysis made of 
this picture and the showmanship we 
put behind it aroused the exhibitor to 
the tremendous possibilities of the pro- 
duction, and he came out of his leth- 
argy for a moment and pitched in. 

We showed the exhibitor that his 
local editor would help out with high 
powered editorials, directing people to 
see this picture and to take their fam- 
ilies to see it as a gripping lesson to the 
rising generation. 

To the editor we appealed with the 
material he wanted. 

We asked editors if they were for, or 
against, "dope." We asked them if they 
were or were not the guardians of the 
welfare of the people of their ' com- 
munities. Their only answer could be 
that they were. 

With that as a base we appealed to 
them to jump into this huge nation- 
wide campaign to stamp out narcotics, 
and use their editorial whips to arouse 
the people. They did. And in mag- 
nificent style. 

THE result was that millions 
-i- crowded their way into theatres to 
see "Human Wreckage," while an- 
other narcotic picture out ahead of 
"Human Wreckage" did a terrible 
flop. 

Did "Human Wreckage" have 
its effect? It did. It accomplished 
many things. It set the American 
people thinking. It drove home to them 
a lesson. And while doing so, gave 
them a drama of extraordinary propor- 
tions, that ordinarily handled wouldn't 
have drawn a corporal's guard. 

The methods F. B. O. used were 
"Showmanship" methods. We applied 
showmanship to every angle of adver- 
tising, publicity and exploitation in big 
and impressive style. 

The picture was a. huge success, — ex- 
hibitors made loads of money with it 



Page 52 



Exhibitors Trzde Review 



and the public was satisfied. Handled 
without the most cautious, most adroit, 
carefully prepared plans, the picture 
wouldn't have even reached first base, 
— the public would- have refused it and 
the exhibitors would have lost money 
with it and Mrs. Reid's noble efforts 
would have been lost. One mis-step 
wi^h this picture would have been fatal. 
No mis-steps were made, because show- 
manship was used. 

I can cite you a half dozen other pic- 
tures that F. B. O. has handled that 
have been put over by showmanship 
which exhibitors would do well to study 
and emulate. 

Showmanship consists of a whole lot 
more than "merely handing out a one 
sheet" and a few lobby photos. 

IT isn't enough that a theatre use 
posters, lobbies, well decorated 
fronts, good newspaper advertising, 
mailing lists, and stunts on unusual 
pictures. 

There are dozens of ideas that can 
be used with sure fire results and at 
small cost if the exhibitor will only 
take the trouble to study the average 
good press book prepared by the largei 
film companies. 

If that talent did not exist and if that 
talent was not available to exhibitors I 
would say that many exhibitors would 
have an alibi but with the vast amount 
of suggested ideas and ready prepared 
material, no exhibitor in the wide world 
has cause for an alibi in a picture not 
going over. 

Nine time out of ten you can lay it 
to lethargy on the part of the theatre 
owner. 

Given the same picture in two dif- 
ferent cities of the same size, one ex- 
hibitor makes a success of his ex- 
hibition and the other man flops. What's 
the reason? Nine times out of ten 
the man who flopped didn't do a single 
thing to put his picture over, while 
the other man made an effort. 

That "effort" makes a whale of a dif- 
ference on receipts in two similar com- 
munities with the same picture. 

IN every picture there's at least, one 
big exploitation idea. If the press 
books don't give it, a smart exhibitor 
can easily pick it out himself and lean 
on it, which backed up by the other 
material printed in press books assures 
success. 

Showmanship doesn't mean the ex- 
aggerated use of superlatives. It's bad 
business to advertise each picture you 
show as the biggest, greatest, finest, etc., ■ 
etc. 

The public don't believe you nor your " 
ads after a while. Team to tell them 
the truth. Neither is showmanship the 
use of salacious advertising. The pub- 
lic is getting sick of sex advertising. 

They're fed up on nasty movies. 
They're tired of suggestive publicity. 

If you have a picture based on a sex 
problem, don't scream in flagrant 
language the nastiness of your picture. 



It gets a few, and drives more away. 
Tell it to 'em in understandable lan- 
guage that dori't offend. 

And here let me say that through the 
efforts of Will Hays, producers are 
getting away from the nasty sex stuff 



(1 ONSIDER the Prince of Wales- 
He turned down his panama hat 
and changed a nation's style. 
There's a showman. 

Journalism has its greatest show- 
man in Brisbane. Politics has its 
Dawes and Al Smith; theatre, Morris 
Guest ; pictures, 'Roxy' and Sid 
Grauman — and there's a Reichenbach 
for the publicity men. 

Showmanship is a matter of per- 
sonality. That makes it an art. 

And being an art, showmanship 
deals with imagination, relying on 
originality, distinction and novelty 
for its achievements. 

Showmanship is a manifestation of 
ideas, expressed in some out of the 
ordinary manner. It must tempt, 
lure and attract. It must get and 
hold the sympathy of the thing being 
'showmanshipped.' It must lead 
thought to certain channels and 
action. 

The science of showmanship deals 
with rules and regulations of exploi- 
tation. But knowledge of the laws 
never made a showman, any more 
than it makes a trial lawyer. 

Personality must be the animating 
force behind any showman's cam- 
paign. Personality gives it punch, 
color and warmth. Add proper plan 
to personality, and it should draw 
crowds and put added money in the 
box-office. 

Showmanship does a thing as it 
has never been done before ! 

Showmanship says a thing as it 
has never been said before! — and 
shows it as it has never been shown 
shown before ! 

It may have been done before, but 
the art of the showman is to fire it 
in a distinctive way, revealing in it 
such an unusual manner that it seems 
absolutely new. That's what touches 
the imagination, p'itjues the interest 
and stimulates the' buying impulse. 

Ask showmen the whys of their 
success and here's their answer : 

Every picture has at least one 
basic idea in it that makes it an indi- 
vidualized creation. 

This different idea is the keynote. 
The balance of the campaign must 
hit a hamronious relation with it. 



and into c'erner, finer, higher, type of 
production; the only real saviour of the 
business for the future. 

My earnest advice to every exhibitor 
is to study the press books. See the 
showmanship theerin set forth. 




IVT ORRIS GUEST brought "Chauve 
■"J- Souris" to America and made 
American society part with Eleven Per 
seat per person and made them like it. 
His keynote was newspaper public- 
ity. With "The Thief of Bagdad" 
it was an advertised seat sale plus 
distinctive presentation. 

Grauman lined up some "paid" 
pioneers who brought their lunch and 
slept in the lobby the night before 
the opening of "The Covered 
Wagon." The Indian ballyhoo help- 
ed, but his pioneer gag won in Los 
Angeles. 

In New York, John Flinn's tie-up 
with the advance ticket agencies was 
a rare touch of showmanship. Reich- 
enbach's Fashion Parade during the 
showing of "Monsieur Beaucaire" at 
the Strand hit the fancy of the public 
and drew. 

Showmanship must take those dis- 
tinctive things from each picture and 
tempt the public with them. 

It must lure to the box-office by 
sheer originality and novelty. It may 
be in a prologue. It may be in a 
street stunt. It may be in a news ad. 
But no matter what it is — it's the 
unusual that makes "standing room" 
necessary in our biggest theatres 
today- . J,- >. . , 



Personality in Showmanship 

By VICTOR M. SHAPIRO 

Publicity Director, Samuel Goldvuyn 



September 20, 1924 



Page 53 




Gerald Gallagher, real show- 
man himself, pleads for the 
all-'round theatre manager, 
as showman of the future. 




Looking Forward — 

The Future of Theatre Management 



By GERALD GALLAGHER 

General Manager, Piccadilly Theatre 



THOUGH I started out to write 
about "Motion Picture Theatre 
Management," instead it may be 
preferable if I were to discuss "Mo- 
tion Picture Theatre Management of 
the Future." 

I now speak of that rather remote 
day when Jackie Coogan will be playing 
Theodore Roberts' roles. Somehow or 
other the word "future" always sug- 
gests "perfection," so, in the style of 
H. G. Wells, let's ruminate upon Mr. 
Theatre Executive of 1976. 

The manager of that day, must of 
necessity combine practical showman- 
ship with intellectual training of a very 
high order. He will be a college man 
who has lived in the atmosphere of 
the theatre. 

University Course Likely 

Probably some of the universities will 
have a special course in theatrical man- 
agement. At any rate, the ideal the- 
atre executive must have adequate in- 
struction in Science, Arts and Com- 
merce. 

The modern motion picture theatre's 
activities are, broadly speaking, divided 
into four divisions : Bookings, Presen- 
tation, Advertising, and, for want of a 
better word, Physical activities. The 
ideal manager must be able to actively 
supervise "these four departments. 

As regards bookings, he will need to 
be the rare combination of fastidious 



critic and intuitive box-office fortune 
teller. It follows that he should be a 
profound student of the various phases 
of Art, of the Drama, of Literature, of 
Photoplay Technique, and so forth. He 
must now allow this contact with ab- 
stract subjects, however, to alienate him 
from the "hard facts" as to just what 
the dear public will and will not pay to 
see. 

Knowledge of Presentation 

In the matter of Presentation, our 
manager of 1976 must know his stage 
and its mechanical problems. He 
should get his training in this matter 
from the hundreds, of books on the sub- 
ject as well as from personal contact 
with all the lighting and scenic details. 

He should also be sufficiently of a 
musician as to adequately supervise this 
part of the show. David Belasco and 
S. L. Rothafel may leave it to subor- 
dinates to work up the preliminary de- 
tails of a show, but you can bet your 
life that when it comes to the final re- 
hearsals each of them has complete say 
as to what goes in or out, and how. 
And that's why they are leaders in their 
respective fields. 

When it comes to advertising, you 
are dealing with the oxygen that keeps 
the theatre alive. You can do too little 
of it, and too much of it. 

The manager of . fifty years- hence 
must be able to tackk/uie merchandis- 
ing problems of his house in a thorough 



manner. He must not only have ideas, 
but must also have technical and sound 
training in this subject. 

Under the unsatisfactory heading of 
"Physical" house activities, fall all the 
remaining items that have to do with 
the operation of a theatre. I allude to 
personnel, maintenance, accounting, 
purchasing. Our manager must be a 
sound business man. 

There may be nothing new in the 
foregoing. You may argue that there 
are many such men in the exhibiting 
end today. I claim that there are less 
than half a dozen. We have hundreds 
of clever buyers of film and talent, who 
are unable to keep a clean house, and, 
also, many presentation experts who 
haven't the least idea about advertising. 

Hopes for Perfect Managers 

My plea is for all-round men. The 
theatre of the future will demand men 
who can take their places with the in- 
tellectual leaders of the community, and 
at the same time, not forget the sub- 
stantial fundamentals of the show busi- 
ness. Impossible? 

Perhaps ! 

Probably it's useless to worry about 
it at all, because, as I conclude this 
article, I see a headline of a newspaper 
which states that someone has perfected 
an invention to transmit motion pictures 
by radio. At any rate, it proves that 
the world is moving forward, and we 
ought to take our cue from that. 



Page 54 



Exhibitors Trade Review 



Good Judgment in Showmanship 



By J. K. ADAMS 

Director Publicity, Arrow Film Corporation 



SHOWMANSHIP! How easy to 
use that word and how much it 
is abused. Every one operating 
an attraction, from the freak side show 
to the big spectacular theatrical pro- 
duction, claims to be a "showman." 
Most of them have heard that P. T. 
Barnum was the world's greatest show- 
man, and many try to follow what 
they think were his methods of "bunk- 
ing" the public. 

They don't realize that Barnum's 
showmanship began with his judgment 
in selecting his attractions, and then 
cashed in through his wonderful ex- 
ploitation. He was a circus man and 
while a past master of "bunk" and 
"hokum" it must be remembered that 
the circus plays a town at most, once 
a season and people forget the "hok- 
um" in that time. 

Barnum pulled some publicity stunts 
that have never been surpassed. Prob- 
ably the most successful was when he 
brought the monster elephant "Jumbo" 
from the London Zoo. His press agent, 
than whom there never was a better, 
Harlan Page Hubbard, started a cam- 
paign in the English newspapers to 
have all the children in Great Britain 
contribute one penny each to make a 
fund to buy "Jumbo" back. This was 
an instantaneous success and the 
American papers gave column after 
column to accounts of its progress so 
that Barnum secured thousands of dol- 
lars worth of publicity. This was one 
development of his remarkable genius. 

THE showmanship displayed by the 
average motion picture theatre man- 
ager is improving, but there is still 
room for its betterment in many cases. 
This probably does not apply to the 
reader, but he can readily think of 
several of his fellow exhibitors whose 
showmanship is not all it might be. 

Good judgment in selection of at- 
tractions is the first requisite. Without 
that all your other abilities will fail to 
win lasting success. In picking pro- 
ductions, don't be satisfied to play any 
old thing that will get the money into 
the box office. Educate your public, 
little by little, to better pictures. Estab- 
lish in their minds that at your house 
they can always be sure of seeing a 
good picture. This reputation will help 
you many a time when you have a poor 
attraction. 



Exploit your pictures more thor- 
oughly and effectively. Spend some 
money for exploitation costumes and 
accessories and use them as you prob- 
ably have already done on Westerns. 

Exploitation angles occur in every 
picture that require only a little thought 
and a few dollars. Exploitation ac- 
cessories are a permanent investment 
that will pay good profits for months. 

Talk with, and get the ideas of some 
of the other live members of your State 
Association on exploitation and adver- 
tising. Call on your distributors for 
press matter that is not so full of ad- 
vertising "bunk" that no newspaper 
editor can use it. 

Editors cannot run advertising mat- 
ter in the news column, but they will 
use matter of interest to their readers 
even though it carries the name of the 
star and the attraction. 

Use more cutouts from the six sheets 
and the twenty-four sheets. They re- 
pay the cost over and over. 

Don't show a picture that you 
wouldn't be willing to take your own 
family to. Dirty pictures hold no box 




J. K. Adams, Director of Publicity of Arrow 
Film Corporation, stresses the need for 
exhibitor's judgment in showmanship. 



office records. The biggest money 
makers have been the clean pictures. 
Just think that over. 

YOU operate the world's most won- 
derful educational institution in 
your neighborhood. Are you taking 
pride in helping to make the young 
people in your audiences better men 
and women, or don't you care so long 
as you get yours? It don't cost you 
any more money. Just a little more 
care and thought on your part and you 
and your theatre will have a marked 
influence for good on the coming men 
and women of the community where 
you are making your living. 

House management success means 
just one thing — Service. It means 
making your patrons comfortable and 
happy while in your theatre. Courtesy 
and consideration begins with the man- 
agement and you cannot expect your 
employees to show it unless you set the 
example. Courtesy and consideration 
cost only the effort of thinking and do- 
ing. 

If your patrons are treated with 
politeness and consideration and are 
called "Sir" and "Madame" it will soon 
have its effect. You will get from 
your staff only the service you demand. 
If you go into a swell restaurant and 
the head waiter treats you like a dis- 
tinguished guest, you feel pretty good 
and you think, "Well, this is a regular 
place where I am appreciated." 

Does it cost you, your cashier, your 
doorman, and your ushers anything but 
thought to treat your patrons that way ? 
No brother, it don't but a lot of house 
managers are falling down on that very 
thing, even here in some of the big 
New York houses, where they should 
know better. Why? Carelessness. They 
think they're so good they can't lose. 
Maybe they won't have a losing week, 
but they'd have a bigger gross if they 
were more careful and made their staff 
toe the mark. 

Many men are running picture thea- 
tres who never had any showmanship 
experience. They have learned much 
in a short time and deserve great cred- 
it. This article is just an effort to 
help in emphasizing some of the more 
important necessities of that great call- 
ing styled "Showmanship." 



September 20. 1924 



Page 55 



"Tell Them What You've Got 



V) 



By L. H. MITCHELL 

In Charge of Trade Publicity for First National Pictures, Inc. 



THE exploitation of motion pictures 
is passing through — in fact, is al- 
most out of — its first phase and is 
entering a second stage that may be 
called "better exploitation." It may or 
may not be "bigger." 

"Get them in" was the slogan of the 
first phase, which still persists strongly 
with some exhibitors, the numbers of 
which, fortunately, is becoming fewer 
and fewer. This was the period of 
stepping on the gas in motion picture 
exploitation without any thought being 
given to the exhaust in case too much 
gas was applied. And almost invari- 
ably too much gas was used. Exploi- 
tation was regarded as a hill to be taken 
"on high" — something necessary to sur- 
mount on the road to bigger receipts. 

From "Get them in" to "Tell them 
what you've got" is a long stride, yet 
one that many exhibitors have taken in 
the past year or two — much to the 
credit of their standing in their own 
communities and much more to the 
good name of motion pictures. 

"Get them in" was the father of 
misleading statements in advertising 
and publicity — in many cases furnished 
by the producer and distributor — and 
the second cousin of dishonesty towards 
patrons of the "movies." Anything was 
allowable that attracted public attention 
to the theatres and the picture being 
shown. Advertisements promised sen- 
sational thrills, "spicy" sex themes and 
situations hot to be found in the pic- 
ture itself. One element of the public, 
the public that wants clean entertain- 
ment, was driven away. Another ele- 
ment was attracted, but dissatisfied be- 
cause its aroused appetite was not ca- 
tered to, and not so easy to coax back 
into the theatre on future occasions. 
The exhibitor was burning his candle 
at both ends. 

THIS was perhaps a necessary phase 
in the evolution of exploitation of 
pictures. The hurt to his pocket book 
soon convinced the wiser exhibitor that 
his first consideration if he, wanted to 
remain in the business was toward his 
public. He must build up a reputation 
for his theatre, build up a clientele on 
which he could depend. But he found 
that he could only do that by giving 
his patrons pictures on which they 
could depend — to which they could 
bring the entire family without any 
qualms as to its ultimate effect on the 
mind of adolescent Sammy and his sex- 
conscious older sister, Mary. 

Often times this exhibitor found that 




L. H. Mitchell, Director of Trade Press 
Publicity for First National pictures. 



he had to show some picture which 
would not appeal to his regular clien- 
tele — perhaps because of block booking. 
He wanted to keep his good name and 
his standing in the community and de- 
cided to tell his public just what the 
picture was and let them decide for 
themselves whether they wanted to see 
it. He may have kept some patrons 
away by his truthfulness, but he at least 
kept them for future occasions when 
he had pictures of a different charac- 
ter to show them ; they remained pa- 
trons of motion pictures, and of his 
theatre. 

Dishonest advertising and exploita- 
tion, due as often to the producer and 
distributor as to the exhibitor himself, 
drove the latter to build up a stand- 
ard for his theatre and a clientele 
which was steady because it had faith 
in the sort of photoplay it would offer 
them. The exhibitor began to spend 
time, thought and money to build up a 
good name for his theatre in the com- 
munity, convinced that it would pay in 
the long run. If he could not always 
select just the pictures he would wish, 
he could at least, through his adver- 
tising, tell his public what he had to 
offer them. That helped him to estab- 
lish a name for his theatre. It is a 
healthy and hopeful sign that more ex- 
hibitors are telling the public what 
they've got in picture fare ; it not only 
aids in establishing a standard for his 
theatre, but acts as check upon the pro- 
ducer who looks a little more carefully 



into the character of the picture before 
he starts production. 

THE exhibitor can not yet, probably 
will never be able to, pick his au- 
dience for any special picture ; he may 
always have to depend upon the repu- 
tation of his theatre for the patrons it 
draws. His life as an exhibitor de- 
pends on drawing a sufficiently large 
number of persons into the, theatre to 
make it a paying institution. To do 
that he must offer pictures that appeal 
to all tastes; his clientele is divided in 
its likes and dislikes. How shall he 
cater to all classes of patrons and yet 
build a sound reputation for his theatre 
and a high standard for the quality of 
the pictures he shows? 

"Tell them what you've got" is the 
best answer to that question that has 
yet been found. More and more, the 
exhibitor is practising the precept. He 
may be under contract to show all of 
the product of a big, established pro- 
ducing-distributing company, which 
also realizes that it must cater to all 
classes of patrons in order to establish 
and hold its own reputation as a leader 
in the industry and to derive the in- 
come needed to keep on making pic- 
tures and protect the money that is al- 
ready invested. If the exhibitor is al- 
lied with such a producing distributing 
concern as First National Pictures, 
Inc., or other leaders of the industry, 
his problem is greatly simplified. First 
National makes pictures about which 
the truth can be told in advertising and 
exploiting; the very trade mark of that 
producer-distributor help to establish a 
standard for the theatre. Due care and 
honesty on the part of the exhibitor in 
telling the public what he's got to offer 
it in each picture shown will keep the 
reputation of his house clear. 

The "Tell them what you've got" 
phase of motion picture exploitation 
has as yet but been scratched on the 
surface; careful tilling of the field will 
do much towards stabilizing the stand- 
ards of the industry and paring the 
claws of those clamoring for censor- 
ship of the screen. 



Page 56 



Exhibitors Trade Review 



Why Some Exhibitors Lose Money 

On Good Pictures 



By IRVING M. LESSER 

Vice President Principal Pictures Corporation 



SHOWMANSHIP is that rare 
quality possessed by a man in the 
.show business, of knowing how 
to do the right thing at the right time. 
The word "Showman" isn't in the 
Standard Dictionary. It has been coined 
and, like Topsy, it "just growed." 
Everybody knows that a "Show" is a 
form of entertainment; therefore a 
showman is one who presents a form 
of entertainment. And what is the art 
of presenting an entertainment ? It is : 
( 1 ) Knowing what the public wants ; 
(-2) Giving the public what it wants, 
keeping in mind the inherent American 
leaning toward decency; (3) Doing all 
of these things in such a way that fair 
profits will be made. 

Every business has its art. The rail- 
splitter must know his job. A plumber 
is a plumber; and a good plumber isn't 
the one who charges the highest prices, 
but the one who does the best work— 
who works for the love of his trade 
and the efficiency of what he turns out. 
To the same effect, the good showman, 
in motion pictures, is the one who dis- 
plays good showmanship. How? An- 
swer : 

(1) If he is a producer, by turning 
out only the best pictures with the best 
audience appeal. 

(2) If a salesman, by using discre- 
tion in dealing with exhibitors — by 
helping the theatre owner build up his 
business ; for only by aiding in the up- 
building of the motion picture theatre 
does the distributing organization lay 
the foundation of its own success. 

(3) If an exhibitor, by using good 
judgment in buying, and excellent 
judgment in advertising, publicising 
and exploiting his pictures. 

IN thus referring to producer, sales 
force, exhibitor as being showmen I 
am emphasizing one important fact in 
motion pictures which has been woe- 
fully neglected. The fact is that every 
branch of our industry in correlated, 
interlocked. And if we overlook this 
fact we are harming only ourselves. 
For the producer can't get along with- 
out his distributing organization, or 
sales force, producer and distributor 
can't get along without the exhibitor ; 
and exhibitor can't get along without 
producer and distributor. 

Let's assume that we all are working 
toward a common end. What is that 
end? Is it, first of all, to make money? 
Emphatically, no. We are, or should 



be, working to bring our shows, our 
industry, up to the highest point of 
popularity, because we know that when 
we have accomplished that, we are cer- 
tain to make money. Public favor 
means public patronage ; public patron- 
age means financial success. 

We still are bearing in mind that we 
are showmen — or, at least that we are 
trying to be. And a showman is one 
who presents a form of entertainment. 
What should that form of entertain- 
ment be ? What does the American 
public want? We judge that primarily 
bv the popularity of motion pictures 
which have been produced. But that 
should not be our sole basis of judg- 
ment. What then ? How will we use 
our sense of showmanship in seeking 
to give the public what it wants? By 
knowing our public intimately, by 




Irving M. Lesser, member of the Prin- 
cipal Pictures Corp., has learned the 
motion picture business from the 
ground up, and his message should in- 
terest all the nation's showmen. 



studying their life and habits and cus- 
toms. Moliere, the playwright, used 
to read his plays to his chambermaid. 
If they made her smile or weep he de- 
cided that they were fit to be produced. 
If they had no perceptible effect upon 
her he knew they had no "audience ap- 
peal." 

IN the same manner do exhibitors to- 
day, consciously or unconsciously, 
gauge the effect of motion pictures on 
their audiences. They have a test' 
method much more effective than that 



of Moliere. The West Coast Thea- 
tres, for instance, have a system of dis- 
tributing questionnaires to their audi- 
ences and thus gaining direct informa- 
tion as to the effect of picture on spec- 
tator. 

These questionnaires have shown 
that the public today wants virile Amer- 
ican stories of out-of-door life and 
adventure. Those are the stories you 
will see predominating on the screen. 
By sounding out audiences my brother, 
Sol Lesser, president of Principal Pic- 
tures and vice president of West Coast 
Theatres, Inc., concluded that fine Am- 
erican stories by fine American writers 
were what the public wanted, and so he 
obtained the motion picture rights to 
Harold Bell Wright's works. First we 
produced "When a Man's a Man," a 
First National release. It proved a tre- 
mendous success. Now we are offering 
Wright's "The Mine With the Iron 
Door," a Sam Wood Production with a 
splendid cast headed by Pat O'Malley, 
Dorothy Mackaill, Robert W. Frazer, 
Mary Carr. And Sol Lesser's judgment 
on this second Wright picture is being 
upheld all along the line. 

WHEN a picture succeeds producer, 
distributor, exhibitor shake hands 
all around and each gives the other the 
credit. When it fails each generally 
blames the other. The failure of a 
picture generally is laid at the door of 
the producer — in many cases placed 
there unjustly. For the best picture in 
the world can't succeed without proper 
advertising, exploitation, publicity. It 
must be shoved ahead so that the pub- 
lic will sit up and take notice. On the 
other hand all of the advertising, pub- 
licity and exploitation in the world 
can't make a success of a worthless 
production. 

The exhibitor should back up the 
producer or distributing organization in 
that advertising, and furthemore the 
exhibitor should do his own exploiting. 
Why? Because he knows his own peo- 
ple, his own community. 

Dealing in personalities generally is 
confined to confidential gatherings. In 
this connection I shall not mention 
names in print. If I did I could tell of 
houses showing good pictures whose 
owners are losing money and blaming 
the public, when the real blame rests 
at their own doors. They are not ad- 
vertising and exploiting the pictures 
properly — they are not displaying show- 
manship. 



tit 





With 



£)orothtf 
cMackaitt 



in a 



FRANK. 
E. WOODS 

Special (production^ 



John Harron, Louise Dresser 
and William V. Mong 
Directed by John G. Adolfi 
Story, Supervision and Editing by Frank Woods 


Released by 
PRODUCERS 
DISTRIBUTING 
CORPORATION 

Foreign Distributor 
WM. VOGEL, Distributing Corp. 




Season 1924-1925 — Thirty First-Run Pictures 





Page 58 



Exhibitors Trade Review 





'What Shall I Do?' 



This still of Dorothy Maekaill, who plays the 
jeminine lead in the Frank E. Woods production 
offered through Producers Distributing Cor- 
poration, has helped win fame for the photoplay 



September 20. 1924 



Page 59 




Every Week a Different 
Feature. Every Issue a 
Section of Opportunities 




Turn Window Shoppers 
Into Movie Patrons and 
You Fear no Competition 




Constructive Incentives for 



nd Local Merchants 



The Showmanship Answer 

to "What Shall I Do ? " 



UPON the verdict of the families" 
of your town rests the financial 
success or failure of your enter- 
prise. And in "What Shall I -Do?" you 
have a film that holds appeal for every 
member of the community. It is truly] 
a picture for the home. Its box-office 
return will prove conclusively the wis- 
dom of tossing the purple passion pic- 
tures into an irretrievable discard. 

The action centers about a youthful 
couple and their baby. The father suf- 
fers a loss of memory. The girl is 
left penniless, denied by her husband 
and with her child to care for. 

The situation offers splendid exploi- 
tation opportunities. For instance : 

Beautiful Baby Contest 

Start it off with pictures of the babv 
used in "What Shall I Do?" and offer 
prizes for the prettiest babies, the the- 
atre to offer part of the prizes and the 
newspaper to offer additional prizes 
and to print photographs of the con- 
testants and winners. 

To these an extra prize, or prizes 
should be offered by the Producers 
Distributing Corporation in the name 
of Frank Woods, the producer of 
"What Shall I Do?" These prizes 
should be awarded by a committee ap- 
pointed by the newspaper. 

The baby show should take place the 
afternoon of the opening day of the 
picture at the theatre. The babies en- 
tering the contest should have their 
names and photographs submitted to the 
newspaper any time in advance of the 
final day for judging the winners. 

These photographs the newspapers 
publish from day to day as they come 
in, and on the day when the picture is 
to open the babies in the contest should 
be presented in person at the matinee. 
The awards could be by committee or 
by votes ; the newspaper carrying voting 
coupons and the theatre audiences hav- 
ing voting coupons for each ticket sold. 

If the award is by popular vote, each 



baby contestant should be numbered 
and photographs published by the news- 
paper and displayed in the lobby of the 
theatre. The votes are to be counted 
after the final performance. 

Letter Contest 

Tie-up the theatre and a local news- 
paper in a prize contest for the best 
replies to "What Shall I Do With My 
Baby?" The "sob sister" of the news- 
paper should be interested in the propo- 
sition. The letters replying to the 
question should answer the problem 




Still No. 79 from Producers Distributing 
Corporation's pathos-picture "What Shall 
I Do?" offers a fine tie-up with the song- 
hit, for musical instruments or pearls. 

that confronts Jeanie Andrews, the : 
young deserted wife in "What Shall I 
Do ?" and should be limited to one hun-J 
dred words. 

The newspaper should print selected 
letters with comments from day to day, 
starting sometime before the picture 
appears at the theatre. The theatre 
in slides and a trailer of the picture 
should boost the contest simultaneously. 



The prizes should be awarded by a 
committee appointed by the newspaper 
and should be announced the last day 
of the showing. 

The prizes offered by the theatre, and 
the newspaper should be added to by 
Frank Woods, producer and author of 
the picture. 

Free Space 

A number of signed letters boosting 
the picture should be sent to the news- 
papers by individuals. One should 
stress the fact that this is the sort of 
picture decent folks desire. Another, 
from a young mother, make inquiries 
regarding day-nurseries in connection 
with the film. One from a physician 
offering congratulations on the manner 
in which the treatment of amnesia is 
portrayed. And another mentioning the 
floating clouds covered with babies, 
and asking about the photography. 

These are but suggestions. Manv 
more ideas will occur to you, and you 
should have a sufficient number of 
close friends to have the letters sent 
without any difficulty. 

Civic Tie-Up 

With the co-operation of the various 
women's clubs, and the civic author- 
ities, inaugurate a movement for the 
establishment of day-nurseries where 
working women may safely leave their 
kids. 

Interest the wealthy club-women in 
adopting an orphan, or a number of 
orphans, by contributing money to a 
fund that will make provision for the 
rearing and education of these unfor- 
tunate youngsters. 

Any charitable enterprise in connec- 
tion with children or destitute mothers 
will bring back the bread you cast upon 
the waters to your theatre in the form 
of box-office layer-cake. 

Never forget that a good deed adver- 
tises itself— either "on" or "off." 



Still No. 94 offers possibilities for windows on sport goods and sport clothes. 



Big Window Displays For 
Frank E. Woods' Big Film 

'What Shall I Do?" Offers Tie-Ups 
Different From Other Productions 



THE best windows for your show- 
ing of "What Shall I Do?" will 
be those tying-up your attraction 
with the babies of the town. Any and 
all sorts of products manufactured for 
infants may be logically featured. 

There is a wonderful opportunity to 
have the local dairy companies exploit 
their merchandise with the picture. This 
may be done in newspaper advertising, 
by posters on delivery wagons, or by 



hand-bills or other literature delivered 
by the drivers with the milk. 

There are dozens of stills that are 
applicable to baby windows, and each 
one of them has the irresistible appeal 
to all humanity found only in these 
"little bits of Heaven." 

SK to see Still No. 59 if you are 
arranging an infants' wear display. 
Nos. 53 and 54 will also help in this 



regard. They feature the wonderful 
kid appearing in the Frank Woods' pro- 
duction. He is all smiles and dimples. 
Happy as the day is long. Well-fed 
and well-dressed. Well taken care of 
in every way. In these stills he is 
shown in the last word in baby baskets 
— the very kind some enterprising mer- 
chant in your town is selling. 

In still Nos. 4 and 6 another child 
is shown. He is quite a contrast. And 
without doubt the reason is because he 
has not been fed, or clothed or cared 
for according to the specifications of 
your tie-up partners. 

NO 57 shows Johnny Harron, Dor- 
othy Mackaill and the featured 
players intent in the examination of a 
nursing bottle. The tie-up is obvious. 
Still No. 78 features four beautiful 
babies, and is a human interest photo- 
graph if ever one was taken. 

There are various other baby pic- 
tures, 55, 83, 66 and so on. They may 
all be used to great advantage in win- 
dow displays of infants' things. The 
title of the picture may be worked into 
window cards. For instance, "What 
Shall I Do?" may be the plaintive 
query of the mother of a child pining 
away from malnutrition — and the an- 
swer, of course, is feed the child Mel- 
lon's Food, or whatever food your tie- 
up dealer is merchandising. The same 
idea may be used in many other ways. 




4 



Page 61 



In addition to the baby tie-ups there 
are a number of other logical connec- 
tions between your theatre, "What 
Shall I Do?" and the merchants of the 
city. 

In the picture the boy who loses his 
memory is married to a poor girl. But 
he is wealthy, and his home is graced 
with all the beauties money furnishes. 
The women are well-apparelled, and 
adorned with pearls and other jewels. 

You have at your disposal a variety 
of stills suitable for gown and jewel 
displays, (dance at Nos- 82, 87, 91, 76, 
71, 72 and you will get the idea. 

You may also secure windows from 
house furnishings and interior decora- 
tors with such stills as Nos. 75, 88 and 
73, which show gorgeous draperies, 
rugs, pictures, trophies, and the many 
articles that go to make a home of re- 
finement and elegance. 

AS is usual when beautiful women 
appear in a production there are 
tie-ups with cosemetics, beautifiers, and 
so on. And alwavs bear in mind the title 
of the picture. ' "What Shall I Do ?" 
may be asked regarding a poor com- 
plexion, lustreless hair, or stained 
clothing. And the answer will be to 
buy "Helen's Complexion Cream," use 
"Burns' Hairbright," or take the spotted 
gown to the "Bambalina Dry Cleaning 
Establishment." 

A good part of the action takes place 
in the restaurant where the heroine is 
cashier. Beside arranging for window 
space, make it a point to see that the 
restaurant cashiers in your town have 
a few stills near the cash register. Lots 
of folks pause for a second at this 
strategical point, and the pictures of 
your attraction will grip attention. A 
pass t<> the check-taker may help con- 
siderably in making patrons for your 




Here is a tie-up for displays of office furniture, desk lights, filing cabinets, and 
all sorts of business equipment including stationery. The still is No. 67 from 
Producers Distributing Corporation's box-office success "What Shall I Do?" 



theatre of the restaurant's guests. A 
boost well placed often goes a long way. 

The stills that will prove appropriate 
for restaurant and lunch-room tie-ups 
are Nos. 15, 31, 28, 41, 27, 17, 16, 12, 
38, 21, 23, 26, 29, 11 and 10. 

THERE are some good fight scenes, 
and stills of them will help you in 
tie-ups with sporting goods dealers, 
gymnasiums, the Y. M. C. A. and simi- 
lar organizations. In this connection 
a^k to see 27, 43, 46 and 47. There are 
others, but these will convey the thought 




Still No. 92 may be used in a restaurant tie-up, or for any display of food-stuffs 
and beverages. It is one of the scenes in Producers Distributing Corporation's 
recent production, "What Shall I Do?" The hero feasts while his wife is starving. 



as to how this type of still may best be 
utilized. 

There are "theme" stills that convey 
impressions of the picture. They are 
not especially logical for use in tying 
up with any particular product, but they 
will attract interest in any window and 
it is recommended that each display 
carry a few of them. Nos. 25, 20, 14, 
65, 60, 77 and 1 are some of these. 

An idea for a rather unique window 
display of stills would be to tell the en- 
tire story of the photo-drama by means 
of an arrangement of stills in proper 
sequence. They are all there, and with 
a little care you can evolve an ingeni- 
ous display that is sure to attract atten- 
tion, and build patronage for you. 

A very important asset for your at- 
traction is Irving Berlin's big song hit, 
"What'll I Do?" It is tremendously 
popular, and somehow the plaintive 
melody seems to exactly fit the picture. 
By all means play it during the show- 
ing, and cooperate with music sellers 
and instrument shops to your mutual 
advantage. The cover of the song is 
Still No. 3 from the production, and it 
is known by folks in every town where 
music is sold. It is the theme song ot 
the production, and the cover says so. 
The still referred to has been selected 
as typical of "What Shall I Do?" and 
is the frontispiece of this week's Na- 
tional Tie-up Section. 

In this Frank E. Woods' production, 
Producers' Distributing Corporation 
has given exhibitors a wonderful photo- 
play. 



'WHAT 
SHALL 



A Great Human Drama With 
A Universal Appeal to Every 
Man, Woman and Child, With 
A Thousand Showmanship Angles 






The Critics are Unanimous 

"Your women patrons are going to enjoy this 
picture and likewise their male relatives, for 
there is something in it to entertain both 
sexes." — M. P. Nezvs 

"Looks like a sure box-office winner. Bound 
to hold the attention of the average spectator 
from start to finish." —Ex. Trade Review 

"Interest is held from the first foot to the last. 
Impresses as a picture that will appeal 
especially to women." — M. P. 

"You should be able to please them with this." 

— Film Daily 

"A deeply appealing picture. The actinp 
of Miss Mackaill is convincing and her 
sorrow is shared by the spectator." 

— Harrison's Reports 

'It should make money for the theatre 
cwner as well as fame for its star." 

— N. Y. Morning Tel graph 



A Box-Office Booster 

NOW BOOKING 




starring 





Dorothy 
Mackaill 



A Frank Woods Production 
with 

JOHN HARRON LOUISE DRESSER 
and WILLIAM V. MONG 

Directed by 
JOHN G. ADOLFI 

Story, supervision and editing by 
FRANK WOODS 



Released by 

Producers Distributing Corporatk&e 

Season 1924-1925 — Thirty First-Run Pictures 




Foreign Distributor 

WM.VOGEL 

Distributing" Corporation > 





Send for display material in 
connection with your show- 
ing of "The Chechahcos," 
"The Boy of Flanders" and 
"What Shall I Do?" as 
soon as you know your play- 
dates. 



EAGLE BRAND 



FOR sixty years the answer to the question of many frantic 
mothers: "What Shall I Do About My Baby?" has been 
answered by The Borden Company with its quality product, Eagle 
Brand preserved milk. 

To secure the benefit accruing from millions of dollars worth of 
national advertising, clip the coupon calling for display material 
for "What Shall I Do?" and be assured of our hearty co-operation 
in a mutual merchandising campaign. 



7Ac ISord&n, Gvm/tuwu 



EXHIBITORS TRADE REVIEW, 
45 West 45th Street, New York City. 

Please have The Borden Company forward its special window display material by return mail so that I may take advantage 
of the National Tie-Up offered with "What Shall I Do?" I have listed my playdates below, and have specified the num- 
ber of displays I shall require in connection with this showing. 

Name "What Shall I Do?" 

' Playdates 

Theatre 

Town No. Displays Required 



35E5252525252SESEE2525a5ffi25ffi^ 



^IIIIIIIIIIIIIIMIIIIIIIIIIH 




SAFETY FIRST! 



Take no chances on missing our special 
window display material for your tie-up 
windows on Producers Distributing Cor- 
poration's big picture "What Shall I Do?" 

Send a list of your playdates to Exhibi- 
tors Trade Review, and displays will be 
sent you at once together with the tie- 
up suggestions. Say how many you want. 

SECURITY BLANKET FASTENER CO., Inc., 
NEW YORK CITY 

National Tie-Up also available on "Captain January" 




J WRITE 

I EXHIBITORS TRADE REVIEW 

J FOR 

| WINDOW DISPLAY MATERIAL 

1 FROM 

| ALBERT LORSCH & CO., Inc. 

§§ ON 

| "WHAT SHALL I DO?" 

^iiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiM^ 




ARTISTIC WINDOWS 

FOR 

"WHAT SHALL I DO?" 
YARDLEY & CO., Ltd. 

Write Your Playdates to Exhibitors Trade Review 



September 20, 1924 



NATIONAL 




SECTION 



Page 65 



Call In the Coroner 

Or Come To 



For "What Shall I Do?" you might 
arrange a window showing a children's 
bedroom. Two beds. Wax figures of 



Life 



IT is necessary for you to tell folks 
about yourself and about what you 
are offering in the way of entertain- 
ment. The Review has given you a 
valuable medium through which to 
reach all of your potential patronage 
through National Tie-Up windows. The 
rest is up to you. This week's National 
Tie-Up picture would al- 
most seem to have been 
made to order by Frank E. 
Woods for window display 
purposes. Any number of 
strikingly original windows 
may be evolved from the 
subject matter of the pic- 
ture. And every one of 
them will bring a real big 
percentage of the window 
shoppers to your theatre. 

The products listed in the 
section include Borden's 
Milk, Safety Blanket Fas- 
tener, Chex, Kleinerts Rub- 
ber Goods, Regent Pearls 
El Producto Cigars, Ok 
English Lavender am I 
Pebeco Dentifrice. An ai - 
ray of nationally advertised 
wares whose publicity ap- 
propriations run into un- 
imaginable figures. And 
you are presented, free of 
charge, with the chance to 
line them all up for your 
showing of Producers' Dis- 
tributing Corporation's 
heart-drama "What Shall I 
Do?" 

There's easy money ly- 
ing right here for you to 
pick up. Get busy. First 
book the picture. Then call 
on the merchants who are 
alive enough to put a spar- 
kle in the eyes of their 
shops. 

Talk turkey. There is 
more interest in motion pic- 
tures today than there is in 
a presidential election or 
the Prince of Wales. They know it. 
Give them the chance to help them- 
selves by helping your show. 

WHEN you have lined up the best 
available windows, write to the 
Review giving full information about 
your playdates. State the numbers of 
the tie-ups you desire, and say how 
many sets of display material you wish. 

Promptly upon receipt of your letter, 
the Review will step on the gas, and 



ten-ton-truck publicity for your show- 
will get under way. 

In arranging with your dealer tie-up 
partners for types of displays, get un- 
usual window-trim ideas. You are a 
showman, your business is full of life, 
color, interest — make each and every 
window reflect these things. 



WHAT LL I DO 




^}tie featured sorb- 
in the 

NEW MUSIC 
BOX REVUE 

IDords and music hr^^ 

IRVING 
BERLIN 




^Jrie theme song" - in 

FRANK WOODS 1 

Motion Picture Production 

* WHAT 
SHALL I DO 

starimg 

DOROTHY MACKA1LL 

DISTRIBUTED BY HODKINSON 



gil IRVING BERLIN, INC. MUSIC PUBLISHERS 1607 D'WAY. N.Y. HFf 



This is a replica of the cover on "What'll I Do?" the big song hit 
tied-up with Producers Distributing Corporation's picture "What 
Shall I Do?" It is Still No. 3. 



Put action into your window dis- 
plays. A Times Square sporting goods 
dealer had to call the cops to make the 
crowds move away from his windows. 
Why? He fixed up a baseball window, 
put two kids behind the glass, gave 
them a rubber ball to play with — and 
let the kids do the rest. Bankers and 
boot-blacks stopped to look. And don't 
ever think that any gazer missed a de- 
tail of the display — or the tie-up with 
the picture that was thus exploited. 



kids in each. One is uncovered and 
half out of bed — the other is sleeping 
quietly, safely tucked in, and the blan- 
ket held in place by the fastener. 

FIX a window showing a home in- 
terior. Wax figures of mother, 
father and child clad as are the char- 
acters in "What Shall I Do?" Have 
them all looking happy because they 
use the National Tie-Up products- Or 
a window with an interior featuring an 
easy chair, slippers, dressing gown, and 
a dox of El Productos on 
the table. A card might 
read : "He has gone to the 
City Theatre to see "What 
Shall I Do?"— and after 
the show he'll be right back 
for an El Producto." 

Arrange a group around 
a piano with the song 
"What'll I Do?" promi- 
nently displayed. Arrange 
a local Victrola tie-up — 
and see that the record is 
featured together with your 
production stills. 

Get action in your win- 
dows — if you only put in 
two kittens and a ball of 
yarn. If you cannot get 
actual living moving things 
in the displays — indicate 
action. Make the window 
look as though some one 
had been there. 

In arranging the smaller 
window display be careful 
not to overcrowd them. Can 
you not visualize the artis- 
try and pulling power of 
a richly draped window 
with perhaps a single still 
or window card regarding 
"What Shall I Do?" and 
one package of Old Eng- 
lish Lavender. 

Or take the pearls. It 
would certainly be an error 
to arrange a window brim- 
ful of these gems. They 
wouldn't mean anything. 
There would be so many 
that they would appear 
cheap — and your picture 
would be cheapened accordingly. For 
merchandise, like men, is judged by the 
company it keeps. 

But how effective would be a single 
string of pearls — properly displayed, 
an artistic still from your attraction, 
and a card saying, for instance "What 
Shall I Do?" — about Her birthday. 
Regent Pearls and tickets to the City 
Theatre solve the question." 

Real National Tie-up window dis- 
plays will pay every time- 



Page 66 



NATIONAL 




A real National Tie- 
Up for INFANTS' 
WEAR WINDOWS on 
"What Shall I Do?" 



For A 



Money Making Window 

Write E. T. R. For Our Displays 




REG.U.S.PAT.OFF. 



Also available on 
other National Tie- 
Up pictures. 



Write to Exhibi- 
tors Trade Review 
for display ma- 
, terial. 



'Sis.... ; •: ,/MMtK 



Ch 



ex 



WINDOW DISPLAYS FOR 
"WHAT SHALL I DO"? 



SECTION 



Exhibitors Trade Review 




"What 
Shall 
I Do?" 



USE PEBECO 



Write 
Playdates 
to 

Exhibitors 
Trade 
Review 



The Pebeco story is told in big ad- 
vertisements regularly in Saturday 
Evening Post, Literary Digest, De- 
lineator, Designer, Ladies Home 
Journal, Good Housekeeping, and 
American Magazine. You can't af- 
ford to miss this big National Tie- 
Up. 



LEHN & FINK, Inc., New York 




The above cut is an actual reproduction of the display material whichyou may secure for National Tie-Un window disnlavs for vour showine 

of "WHAT SHALL I DO?" " 



As soon as you know your playdates of the Frank E. Woods Production, "WHAT SHALL I DO?" released 
through Producers Distributing Corporation, write immed iately to Exhibitors Trade Review, giving them the dates 
and stating the number of displays that you will require for your showing. Also do not forget that El Producto 
National Tie-Ups are available on "The Speed Spook," "Sherlock, Jr.," "Into the Net," and "The Perfect Flapper." 

G. H. P. CIGAR CO., Inc. 



September 20, 1924 



NATIONAL 




SECTION 



Page 67 



TELL THE OTHERS 

WHAT YOU DO 

Co-operate with Brother Shoicmen 
by Exchanging Ideas 

Exhibitors Trade Review is still 
offering one dollar each for 
photographs of National Tie-Up 
window displays submitted by exhib- 
itors and found suitable for publication. 

This latter phase means that the win- 
dow must have pulling power, and that 
the photographic tones must be such 
that a cut may be made of the picture. 

In making this offer the idea was not 
to tender any prize or anything of the 
sort, but merely to give showmen the 
opportunity to tell the world what they 
were doing to line crowds up at the box 
office through the medium of window 
display advertising. 

It is not necessary to have a profes- 
sional photographer do the work. Al- 
though of course a professional out- 
classes an amateur in any line of en- 
deavor. A well timed and developed 
snap shot may be equally acceptable, 
and among your friends there is doubt- 



less a 'camera bug' who will be happy 
to lend his cooperation. 

The National Tie-Up idea is getting 
bigger every day. It has become na- 
tionally recognized as a showmanship 
idea par excellence. It has proven it- 
self. It has brought results. It has 
sold goods for merchants — and it has 
boosted attendance at pictures by big 
percentages. 

Tell your fellow showmen today just 
what you have accomplished with Na- 
tional Tie-Up windows. And let photo- 
graphs help tell the story. 

And don't overlook a single bet in 
getting the windows of your town to 
sell your show. Utilize every National 
Tie-Up supplied by the Review, and in 
addition get every local tie-up that can 
be logically connected with your attrac- 
tion. 

At the Hotel Statler, Cleveland, Ohio, 
from September 29 to October 1, there 
will be held the first annual convention 
of the Window Display Advertising As- 
sociation. Try to attend. Get your 
dealer friends to attend. The business 
knowledge gained will repay the effort. 



The Auto Vacuum 
Ice Cream Freezer 

Beats Alaska For 
Keeping You Cool 

THE story of the Klondike— in the land of 
the Yukon — as told in "Chechahoos." so 
strongly suggests the idea of keeping cool 
that it is extremely doubtful if, anywhere in 
the world, there could be a better exploitation 
tie-up for you than that you can get from 
the Auto Vacuum Freezer Company through 
their 

'CHECHAHCOS' 

WINDOW DISPLAYS 

All you have to do is mark the spot in the 
"Chechahcos" coupon and the big co- 
operative merchandising ball will start roll- 
ing. You will then reap the benefit of all the 
national advertising on the greatest ice 
cream freezer in the world. 

Auto Vacuum Freezer Co., Inc. 

220 West 42nd Street New York City 



National Tie-Up Windows Now Available 



"WHAT SHALL I DO?" 

152 — Chex Druggists 

151 — Regent Pearls Jewelers 

150 — Bordens Milk Groceries 

149 — Pebeco Druggists 

148 — Kleinerts Products Infants' Wear 

147 — Old English Lavender Druggists 

146 — Security Blanket Fasteners. . Infants' Wear 

145 — El Producto Cigars Cigar Stores 

"VANITY'S PRICE" 
144 — Vanity Fair Underwear ...Women's Wear 

143 — Djer-Kiss Powder Druggists 

142 — Fashionette Hairnets Druggists 

141 — Pebeco Toothpaste Druggists 

140 — Cappi Perfume Druggists 

139 — Amami Shampoo Druggists 

138 — Delicia Lashbrow Druggists 

137 — Chex Druggists 

136 — Bluebird Pearls .... ^. . ....Jewelers 

"SIREN OF SEVILLE" 

135 — La Supreme Pearls Jewelers 

134 — Delicia Lipsticks Drug Stores 

133- — Vanity Fair Underwear ..Women's Wear 
132 — Criss-Cross Brassieres ....Women's Wear 

131 — Djer-Kiss Powder Drug Stores 

130 — Cappi Perfume Drug Stores 

"THE SPEED SPOOK" 
129 — Kleinerts Bathing Caps ..Women's Wear 

128 — Hollywood Hats Hat Sho'ps 

127— G. G. G. Clothes Clothiers 

126 — Thermo Vests Sport Goods 

125 — Gropper Knit Ties Haberdashers 

124 — Fownes Gloves Men's Wear 

123 — El Producto Cigars Cigar Stores 

"NEVER SAY DIE" 

122 — Vogue Clothes Clothiers 

121 — Society Club Hats Hat Shops 

120 — Rit Druggists 

119 — Wahl Pens Dept. Stores 

"HER OWN FREE WILL" 
118 — Her Own Free Will Story ...Book Shops 

117 — La Supreme Pearls Jewelers 

116 — Vanity Fair Underwear ... Women s Wear 

115 — Delicia Lipstick Beauty" Shops 

114 — Delica-Brow Beauty Shops 

113 — Fashionette Hair Nets Drug Stores 

"INTO THE NET" 

112— G. G. G. Clothes Clothing Stores 

111 — Hollywood Hats Hat Shops 

110 — Gropper Knit Ties Haberdashers 

109 — El Producto Cigars Cigar Stores 

108 — Pebeco Dentrifice Drug Stores 

"THE ARAB" 

107 — Temple of Allah Incense Drug Stores 

106 — The Arab Song Music Stores 

105 — Gouraud*s Oriental Cream Drug Stores 



104 — Sanka Coffee Grocers 

103 — Ramses Perfumes Drug Stores 

102 — Gulbenkian's Rugs House Furnishers 

"FIRST NATIONAL" TIE-UPS 
101 — Ashes of Vengeance Book ...Book Shops 
100 — Ashes of Vengeance Song ...Music Shops 

99 — Boy of Mine Song Music Shops 

98 — Ponjola Book , Book Shops 

,97 — Penrod Clothes Clothing Stores 

96 — Sure-Fit Caps Hat Shops 

95 — Kleanet Hairnets Beauty Shops 

94 — Propper Hosiery Women's Wear 

"CAPTAIN JANUARY" 

93 — Baby Peggy Story Book Book Stores 

92 — Security Blanket Fasteners Children's Wear 
91 — Baby Peggy Stationery ..Stationery Stores 

90 — Westphal's Shampoo Drug Stores 

89 — Junior Coats and Suits .... Children's Wear 

88 — Wayne Knit Socks Children's Wear 

87 — Kummel Juvenile Dresses ..Children's Wear 

86 — Baby Peggy Dolls Toy Shops 

85 — Baby Peggy Underwear ..Children's Wear 

84 — Baby Peggy Hats Millinery 

83 — Baby Peggy Handkerchiefs Children's Wear 
"FAMOUS" TIE-UPS 

82 — Garcia Grande Cigars Cigar Stores 

81 — Triumph Hosiery Women's Wear 

80 — Kleanet Drug Stores 

7,9 — Berklet Knit Ties Haberdashers 

78 — Aubry Sisters Beauty Shop 

77 — Coro Pearls Jeweler 

76 — Chex Drug Store 

"SHOOTING OF DAN McGREW" 
75 — Vanity Fair Underwear ....Women's Wear 

74 — Djer-Kiss Compacts Drug Stores 

73 — Victor Record (No. 55218) ..Music Stores 

72 — Richelieu Pearls Jewelers 

71 — Amami Shampoo Drug Stores 

70 — Fashionette Hair Nets Drug Stores 

"SHERLOCK. JR." 

69 — Fownes Gloves Haberdashers 

68 — Djer-K'ss Compacts Drug Stores 

67 — Melto Reducing Cream Drug Stores 

66 — Gage Hats Milliners 

65 — Regent Pearls Jewelers 

64 — El Producto Cigars Cigar Stores 

63 — Pebeco Tooth Paste Drug Stores 

"MIAMI" 

62 — Gotham Gold Stripe Women's Wear 

61 — Rigaud's Talcum Drug Stores 

60 — Vogue Hair Nets Drug Stores 

59 — Cappi Perfume Drug Store 

58 — Chappel-Harms (Miami) ....Music Stores 

57 — Kleinert Bathing Caps Women's Wear 

56 — Jantzen Swimming Suits ..Women's Wear 
"BOY OF FLANDERS" 

55 — Jackie Coogan ...Confectioners 

54 — Ingersoll Watches Jewelers 

53 — Jackie Coogan Chocolates Confectioners 



52 — Borden's Milk Grocers 

51 — Jackie Coogan Hats Hat Shops 

50 — Grosset & Dunlap Book Dealers 

"THE SEA HAWK" 

49 — Tudor Silverware Jewelers 

48 — Blue Bird Pearls Jewelers 

47 — Van Raalte Apparel Women's Wear 

46 — Fownes Gloves Haberdashers 

45 — Conde Cosmetics Drug Stores 

44 — Bonnie B Hair Nets Drug Stores 

43 — Old English Lavender Drug Stores 

42 — Mystikum Perfume Drug Stores 

41 — Jack Mills Music Music Stores 

40 — Grossett & Dunlap Book Dealers 

"MrSSING DAUGHTERS" 

3B — Gordon Hosiery Women's Wear 

38 — Forest Mills Underwear ....Women's Wear 

37 — Omar Pearls Jewelers 

36 — Pebeco Tooth Paste Drug Stores 

35 — Criss-Cross Brassieres Women s Wear 

34 — Gage Hats Milliners 

33 — Wonderstoen Hair Eraser Drug Stores 

"PERFECT FLAPPER" 

32 — El Producto Cigars Cigar Stores 

31 — Winx Lash Nourishment ....Drug Stores 
30 — Wonderstoen Hair Eraser .... Drug Stores 

2$ — Hygienol Powder Puffs Drug Stores 

28 — Melto Reducing Cream Drug Stores 

27 — Vanity Fair Frocks Women's Wear 

26 — Pert Rouge Drug Stores 

25 — Mineralava Drug Stores 

24 — Djer-Kiss Products Drug Stores 

23 — Regent Pearls Women's Wear 

22 — Frances Faire Frocks Drug Stores 

"CHECHAHCOS" 

20 — La Palina Cigars Cigar Stores 

19 — Thermo Sport Coats Men's Clothing 

18 — Sterno Canned Heat Drug Stores 

17 — Borden's Condensed Milk Grocers 

16 — Zepherized Knit Underwear Women's Wear 
15 — Auto Vacuum Freezer . . . . Housefurnishing 

"RECOIL" 

14 — Chinwah Perfumes Drug Stores 

13 — Nemo Corsets Women s Wear 

12 — Venida Hair Nets Drug Stores 

11 — Boncilla Beauty Clay Drug Stores 

10 — Deltah Pearls Jewelers 

9 — Inecto Hair Tint Drug Stores 

8 — Onyx Hosiery Womeirs Wear 

"BEAU BRUMMEL" 

7 — Sta-shape Hats Hat Shops 

6 — Vivaudou Drug Stores 

5— Mineralava Drug Stores 

4 — Sampson Dress Jewelry Jewelers 

3 — Personality Clothes Men's Clothing 

2 — Fashionknit Ties Haberdashers 

1 — Glove Industries Women's Wear 



Name 
Theatre 



Town 
State 



Tie-Up Numbers 
Play Dates 



WHAT SHALL 1 DO 



REPRODUCTION OF 
SONG COVE 





^[ac\aiU in 

"WHAT SHALL 
I DO" 



A Frank Woods Production 

WITH 

JOHN HARRON LOUISE DRESSER 
and WILLIAM V. MONG 




Starring 

£)orothu ^ckaill 



romy 

~~ ollei 



ers you an 
unprecedented 
tie-up with the 
most popular 

song hit oP the 

day 



IRVING BERLIN'S 

Sensational Success 

WHAT'LL I DO 



I/O 




RIDE IN ON THIS 
WAVE OF POPULARITY 

Every music dealer in your town is willing and eager 
to co-operate with you. As soon as you book the pic- 
ture, the Irving Berlin people will immediately ship free 
window displays to every song dealer in your town or 
neighborhood, advertising the song and picture. 

BOOK THE PICTURE NOW 

' and cash in on this big free tie~Uj 

Released by 

Producers Distributing Corporation 

Foreign Distributor 
WM. VOGEL 




Making big profits 

bigger-/ 



next week~this 
window display 
section back 
here ^ will be 
devoted to one 
of the biggest 
bring 'em in pict- 
ures of the year/ 



JOSEPH M. SCHENCK presents 



NORMA TALMADGE 



Leadership 

and 
Reason 
Whv 

No. j 



SECRETS" 

by RUDOLF BESIER and MAY EDINGTON 
based on the SAM H. HARRIS play 'SECRETS 

directed by FRANK BORZAGE 

Screen version by FRANCES MARION 



A 3*rat national Attraction 




Page 70 



Exhibitors Trade Review 



ADOLPH ZUKOR 
JESSE L. LA SKY 
PRESENT 



WANSON 




ALLAN DWAN 

P RODUCTION 



Tried and Proved To Be the Greatest 

Swanson Box Office Sensation of All! 



Cragin and Pike, Majestic 
Theatre, Las Vegas, Nev.: 
"Best Swanson to date in 
the ability shown in Gloria 
to act. Pleased 100 per 

cent and brought out rec- 
ord summer crowd." 



Howard Waugh, Loew , s 
Palace, Memphis, Tenn.: 
"Temperature 110, 'Man- 
handled' opened to better 
business than 'Humming 
Bird' or 'Society Scandal.' 
Tremendous week in spite 
of heat." 



"Manhandled" did $30,312 
in one week at McVickers, 
Chicago. In big towns or 
small, it's proven one of 
the season's best. Naturally 
it's one of Paramount's 
Famous Forty. 



By Arthur Stringer. Screen play by Frank W. Tuttle. 4-column Newspaper Cut or Mat above. 



September 20. 1924 



Page 71 



IlllllllllllllllllllllllllllllUllllllllllllllllllllllllllllllllllllllllllllllllllliy^ IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIH^ 

cfried and Proved Pictures 

^'l 11 l^l'' 1 1' I I ■! ^ ■! 1 I ! I I : : : , i I ! I- 1- 1. 1 !■ I i.'l I. :l M.H:!L I M li ■Il-i,:;, liM i' 1!^ I |- 1' I I I ' I ' 1 : 1 1 ■ I M ; 1 1 - ■ ■!! Illlhll M 'l-hh M'l-'l.'l-'l.'h.li-, ,11, .ir,li.liJi,l,.!i, i, ■ I.|:!|M '! '. ■ . - : " ' , . . i ■ ,. 



■ 



Bobby Burns" Jakobi Puts It Over 

And Tells How 

By H. I. B. JAKOBI 



LISTEN, you boys! I'm a smart 
feller. And I admit it- So does 
the rest of the burg to which I 
barnacled myself. I've made plenty of 
jack. And I started on a shoe string. 
Here's how ! 

Once I was one of the world's most 
useful citizens — an exploitation man. I 
worked for one of the big companies. 
I pulled some good stunts, and made a 
lot of exhibitor friends, by helping 
boost the box-office ball over the red 
ink line. 

If any of the members of this club 
want to know about those stunts and 
how — let 'em write me and I'll tell 'em 
through the exhib's best pal Exhibitors 
Trade Review. 

But as old boy Kipling says "that's 
another story" — or a series of 'em if 
you like. 

Anyhow I got fired. After this hap- 
pened the. big boss himself in the flesh 
came around and sang "I'm Sorry Now" 
all over the flat. But I had made so 
much dough for others I figured now 
was the time to make some for me. 
So I sang back "Oh How I Laugh 
When I Think That I Cried About 
You." 

Then I thought up how to open a 
showmanship house. Not a showhouse 
— a showmanship house. I had a bright 
thought (being, as I told you, a smart 
feller) but the old bank roll was almost 
as flat as a prairie mountain than 
which there are no whicher. 

WELL, I had an uncle. And he was 
a business bandit. And he was 
rich. And I promoted him. And that's 
that. Business went bad, and he's made 
more money from his loan to me than 
he ever made strutting his stuff as one 
of the James Boys. 

Next — location. I took me a trip. 
And look 'em over. And picked a town 
with a monoply house playing first 
runs. 

I hired a joint that was a cross be- 
tween a livery stable and a misbegotten 
garage. And I made a motion picture 
theatre of it. That's another story, too, 
and if you want it, ask for it. 

Then I looked over Nat Rothstein's 
book on "Showmanship" and I saw the 
next thing to do was to elect a policy. 
I'd played the game — but I'd never 
voted for one. 



I had a first run house to beat. They 
had a theatre with a capital T. And I 
had — well, it's better now. And they 
had the gang. I was the opposition. 
And I was a joke. They didn't take 
me seriously. Thank God ! 

1KEPT my face and conduct clean, 
and did the same for the "Play- 
house" — which was its name — and is. 
I licked two ticket takers and three 
ushers before I got a crew that would 
treat the customers like human beings. 

I personally picked the gum off the 
chairs, and saw to it that there was 
enough ventilation so the place wouldn't 
smell like something had died. I did a 
lot of stuff those days. That's a little 
time back. I'm sitting pretty now. And 
the idea did it all. You don't know 
about that yet. But be patient. It's com- 
ing. 

As I started to say when you insisted 
on buying — I had a first run house to 
beat. I went to their show regularly. 
And they ran some awful cheesecakes. 
You can't blame the men who make 
Somebody who shows up once 



Boys we need 
and the boys 



em. 

every two weeks says 
some of them things" 
say "Yes, Sir." Then after he steps 
out for a Tuesday to Sunday week- 
end, the boys holler downstairs, "Hey, 
Steve, get plot No. 42, call up cast No. 
53, change the setting from Eleventh 
Street, Greenwich Village to Lowrie 
Street, Long Island, give it a title that 
will just get by Will Hays, and call it a 
Super-something or other." And the 
fellows down stairs do it. And that 
first-run house paid for it — and so do 
you. 

I CONCLUDED I wouldn't be one of 
the fish. I wasn't. And it paid not 
to be. Just about now you're saying 
"Wotinell is this bird talking about — 
what is this idea that put him on the 
crest of the wave." Well, brethern, 
listen closely for here's the works — 

I played pictures that were tried and 
proved. As Eddie A. Poe says, "only 
that and nothing more." 

But that was plenty for me. And it 
will be for you if you'll listen to rea- 
son. Here's how I figured it. And I 
was in the same canoe that you're bail- 
ing out right now. 

Says I to Me, says I : "Bobby, you're 



down to your last couple of million. If 
you were in a crap game with the dice 
loaded against you — and you, yourself, 
had a couple of trained gallopers in 
your vest pocket right next to the rab- 
bit's foot — Bobby — I ask you — would 
you or wouldn't you." And I answered 
"Yes." 

So I looked up those box-office babies 
that had gone big all the way from 
Broadway to Bakersville. And I 
booked 'em. Cheap. The sellers were 
asleep at .the switch. I was buying old 
film — a lot of duds — anywhere from a 
few months to a couple of years old. 
But, sweet daddy, they sure breathed 
the breath of life into the expiring bank 
roll! 

IT was a sure bet. Just an idea — 
that's all. But a wow, right. The 
whole town had heard of my pictures. 
Friends from the big cities had written 
and told them. They had read the 
books. They had got the "word of 
mouth" stuff. Some had seen the show 
once at the "Paradise" — my first run 
opposition. And they wanted it again 
— so did their friends who had missed. 
They proved it. At the box-office. 
With the long green. 
It was a cinch. And is. 
According to Exhibitors Trade Re- 
view "Foolish Wives" has been booked 
over 6,000 times. And I made money 
with it three weeks ago. That's just an 
example. Consider "Lilies of the 
Field," "The White Flower," "Rou- 
lette." All old-timers. All tried and 
proved. And I've made money with 
'em all. If you're still a bit leary give 
a thought to "Beau Brummel" and kin- 
dred classics. 

Boys, honest, you can't miss. 
And by the way. The "Paradise" is 
out of business now. I bought it — and 
transferred the name of the original 
barn to the big theatre. Now it's the 
"Playhouse." There is a city fifty 
miles away which I will admit, in con- 
fidence, has a bigger population than 
we have. And they've got two theatres 
there. And before I write again I'm 
going to buy them both. 

I'm a smart feller. I admit it. My 
bank president and my bank account 
prove it. 

I play "Tried and Proved" pictures. 



We made it to make 'em laugh ~ 

IT MADE THEM ROAR/ 



HEB TEMPORARY HUSBAND. (6 723 

pet). Star. cast. One of the funniset pic- 
tures I ever ran. House in uproar of laughter 
Plough the entire picture. Will please any 
Stodience. Good attendance. Tone good 
Sunday, questionable. Fine audience appeal.' 
lown and country class, town of 1,780 Ad- 
mission 10-15, 10-20, 15-25. Herbert 'Tapp 
Hippodrome Theatre (460 seats), Sherldanl 
Indiana. 




First National Pictures, iwc. present^ 




HUSBAND 

with 

SYDNEY CHAPLIN OWEN MOORE 
SYLVIA BREAMER 

Suteri Cajst directed by JOHN F.McDER 

by Edward A. Paulton 

ography— S.E. Landers and Perry Evans Settings designed by Milton Menasc 

Edited by Edward McDermott Titled by Harvey Thew , 




m 








mm 




A cHzAt llatiotidl Picture 





/ft' proved its Value in 




September 20. 1024 



TRIED AND PROVED PICTURES 



Page 73 



STUNTS That Are 
Building Patronage 



Contest Not so Peaceful 

Would you like to start a riot ? Then 
run a beauty contest as one exhibitor 
did in a California oil town. 

However we would not like to 
recommend so strenuous a form of ex- 
ploitation ; however, we would suggest 
that you follow the adventure of this 
showman and learn just what hap- 
pened. 

Viola Dana is starring in a picture 
that is called "The Beauty Prize," and 
during the telling of the story on the 
screen there is held a beauty contest, 
from which the picture receives its 
title. In a central California town, 
called Taft, was recently held a beauty 
contest, which was started by a resi- 
dent of that town, who had just pre- 
viously been in Long Beach, Calif., 
where a real beauty contest was held. 
Fifty bathing beauties took part in the 
earlier competition, and with the idea 
in mind that the girls of his home vil- 
lage were as attractive as could be, he 
furthered the project. 

On the night selected, there were 
forty contestants who ascended the 
rostrum. Then the curtain was low- 
ered so that the faces could not be 
seen, and the judges were obliged to 
pass upon the loveliest example of 
feminine beauty of the ankles and 
lower limbs thus exposed to view. 

The contest broke up suddenly. The 
name of the winner is not yet an- 
nounced. The whole audience was in 
an uproar and the meeting nearly end- 
ed in shootings and feuds. 

The result of the contest was relayed 
on to Viola Dana, and when she was 
informed of the sensation, declined 
further invitations to judge beauties or 
award prizes. 



Post-cards 

Manager Ralph Thayer of the Des 
Moines Theatre, Des Moines, la., used 
a special post-card for First National's 
Goldwyn - Fitzmaurice production 
"Cytherea," which attracted much at- 
tention. Ten thousand of them were 
mailed to movie patrons. 

The advertising copy on the back of 
the card read: " 'Cytherea' (the goddess 
of love) from the novel by Joseph 
Hergesheimer, a powerful picture — a 
glowing romance, with Lewis Stone, 
Irene Rich, Alma Rubens, Norman 
Kerry, Constance Bennett." 



Across the upper left hand corner, in 
imitation hand-writing was : "Just to re- 
mind you that it starts Sunday," while 
across the lower right hand corner was 
written : "At the Des Moines of 
Course." 

Mr. Thayer started his advertising 
campaign with a series of three teaser 
ads on "Who is the Goddess of Love?" 
One teaser asked, "Is it Venus?" an- 
other, "Is it Cytherea?" and the third, 
"Is it Aphrodite?" Each teaser was re- 
peated three times in each paper, and 
then the display ad was increased to 
two columns in width and ten inches 
deep. 

* * * 

Inexpensive Fashion Show 

Merchants in Columbia, S. C, were 
cold on the subject of a ladies' fashion 
show, but one store which had a men's 
department offered to go into the propo- 
sition if Irvin would stage a men's show 
instead. So Irvin built his show on the 
fact that Allan Simpson who plays op- 
posite Gloria Swanson is a fashion-plate 
for clothes, hats, collars and scarfs. 

To make this style show an attraction 
instead of just an ad for the store, Ir- 



vin got the Glee Club Quartette from 
the University of South Carolina, to 
wear the clothes and sing the songs. 

A little boy five years old, who had 
sung for the Saturday morning mat- 
inees, was the hit of the show. 

Irvin's doorman, Sam Sammond, 
famous around Columbia as a burnt 
cork performer, worked out a little skit 
with the kid in which both had singing 
parts. 

The department store with which he 
tied up gave him twenty inches in the 
papers, paid the quartette fifty dollars, 
and paid for the rigging up of a few 
pieces of scenery. 

All it cost Irvin was $2.50, which he 
gave the little kid who sang. 

Mr. Mimnaueh, owner of the largest 
department store in South Carolina, 
saw the show and was so pleased with 
it he immediately made a deal with Ir- 
vin to put on his store's show at the 
theatre using New York models and 
gowns. 

* * * 

Large Posters Serve Many 
Purposes 

Use the posters that the producers 
have designed, to add to your adver- 
tising plans something of the true sales- 
manship every exhibitor is said to pos- 
sess. 

Poster lobbies are quite novel and 
effective, but the attractiveness is there 
— and the ad goes big. 




A model representing the star of Metro-Goldwyn's "The White Sister," was the 
center of an effective window display. The Rivera Theatre received excellent publicity. 



Page 74 



TRIED AND PROVED PICTURES Exhibitors Trade Review 



Selected Headliners 

As Disclosed By Their Past Performances in 
the Box Office Hall of Records 

Universal Paramount 



A CHAPTER IN HER LIFE— 3,792 
Bookings. Child Love. Reviewed Jan. 26. 
BECAUSE the story has that universal ap- 
peal that goes straight to the hearts ot those 
compromising any audience. 

THE ACQUITTAL — 4,390 Bookings. 
Mystery Play. Reviewed Dec. 8. BECAUSE 
of the cast and the interesting story por- 
trayed so convincingly that the film is a box- 
office winner. 

A LADY OF QUALITY — 3,779 Bookings. 
Love Story. Reviewed Dec. 29. BECAUSE 
it is a corking good love story and boasts 
Milton Sills and Virginia Valli in the cast. 

DRIFTING — 4,229 Bookings. Action and 
Adventure. Reviewed Oct. 27. BECAUSE 
it is a stirring melodrama starring Priscilla 
Dean and having Wallace Beery and Matt 
Moore in the cast. 

THE FLIRT— Booked 6,977 times. Love 
and Society Picture. Reviewed February 9. 
BECAUSE it numbers among the most 
popular pictures on the screen, and has a 
ready made audience waiting for a chance to 
see it. 

FOOLISH WIVES— Over 6,000 Bookings. 
Love and Intrigue. Reviewed Feb. 2. BE- 
CAUSE Erich Von Stroheim produced the 
picture and played the lead, and the story 
is of universal interest. 

HUNTING BIG GAME^1,873 Bookings. 
Adventure in the Wilds. Reviewed Feb. 9. 
BECAUSE it is a true adventure picture re- 
plete with real thrills and takes audiences 
on a personally conducted tour. 

THE LAW FORBIDS— 1,559 Bookings. 
Domestic Drama. Reviewed (?) . BE- 
CAUSE Baby Peggy heads a powerful cast, 
and the story has a strong theme built 
around the sanctity of the home. 

MERRY GO ROUND^,916 Bookings. 
Love and War. Reviewed Jan. 19. BE- 
CAUSE Mary Philbin, Norman Kerry and 
the picture itself proved a box-office sensa- 
tion of 1923. 

THE STORM DAUGHTER— 1,601 Book- 
ings. Sea Story. Reviewed April 19. BE- 
CAUSE it is one of the outstanding box- 
©f the ocean deeps starring Priscilla Dean 
and featuring Tom Santschi. 

THUNDERING DAWN— 4,304 Bookings. 
Melodramatic Thriller. Reviewed Dec. 15. 
BECAUSE it stars Anna Q. Nilsson and J. 
Warren Kerrigan and shows the best Tidal 
Waves and typhoon scenes ever filmed. 

TRIFLING WITH HONOR— 4,941 Book- 
ings. Baseball Story. Reviewed Jan. 26. 
BECAUSE the great national interest in the 
natical games makes this a sure-fire attrac- 
tio- , 

WHITE TIGER- -3,839 Bookings. Crook 
Melodrama. Reviewed April 19. BECAUSE 
Priscilla Dean stars, and the picture has 
proven appealing to audiences all over the 
country. 



THE PURPLE HIGHWAY— Whimsical 
Comedy. Reviewed April 19. BECAUSE it 
is an appealing story which Madge Kennedy 
carries across to real success and it has pro- 
vided good entertainment where it has been 
shown. 

THE WHITE FLOWER— Released March 
4, 1923. Tropical Love. Reviewed Febru- 
ary 2. BECAUSE it handles South Sea 
scenes with a delicacy and romance that gives 
Betty Compson an opportunity for some ex- 
ceptional interpretations. 

HER GILDED CAGE— Reviewed March 
8. Love Drama. BECAUSE it is an inti- 
mate pathetic story which touches the heart 
and appeals to the sophisticated and the sim- 
ple, and it presents Gloria Swanson in a 
role that her followers like and approve. 

BACK HOME AND BROKE— Comedy 
Drama. Reviewed March 1. BECAUSE it 
is a George Ade story of the highest type 
and it gives to Thomas Meighan a delightful 
role which he portrays capably and in a man- 
ner to please the most fastidious. 

TRAIL OF THE LONESOME PINE — 
Reviewed December 22. Family Feud. BE- 
CAUSE Antonio Mareno and Mary Miles 
Minter have made of this picture a highly 
interesting and entirely absorbing story that 
is liked everywhere. 

Selznick 

THE ROAD OF AMBITION— Rise of 
Youth. Reviewed December 29. BECAUSE 
it is a fine moral story in which Conway 
Tearle appears as a sympathetic character 
who more than pleases his audiences. 

LOVE IS AN AWFUL THING— Mar- 
riage Difficulties. Reviewed January 19. BE- 
CAUSE audiences cry with laughter when 
they see it 'and Owen Moore appears at his 
best in it. 

JUST A WIFE— Triangle Drama. Re- 
viewed December 15. BECAUSE it brings to 
the screen a sympathetic and clean story of 
the love and sacrifice of a woman and thus 
sounds the popular appeal. 

THE LAW OF COMPENSATION— 
Marriage Drama. Reviewed December 22. 
BECAUSE it has proved by its record that 
it is a story which gives Norma Talmadge 
a role she is well capable of handling and it 
pleases big city and small town audiences. 

A MAN'S HOME— Story of New Riches. 
Reviewed December 29. BECAUSE it snugly 
fits the public taste for average pictures and 
has proven its entertainment value by its rec- 
ord at the box office. 

THE CRICKET ON THE HEARTH— 
Romance. Reviewed February 16. BE- 
CAUSE it brings one of Charles Dickens 
most delightful stories to the screen in a 
presentation so charming and interesting that 
it has found a place for itself with everyone. 

REPORTED MISSING— Comedy Melo- 
drama. Reviewed January 12. BECAUSE 
comedy melodramas can always attract audi- 
ences and this is a particularly good one star- 
ring Owen Moore. 



ONE WEEK OF LOVE— Flapper Ro- 
mance. Reviewed December 22. BECAUSE 
it is a delightful light comedy with fast ac- 
tion, plenty of thrills and two very popular 
stars who inject the story with humane- 
ness and fire. 

A LADY'S NAME— Love Comedy. Re- 
viewed March 15. BECAUSE this delightful 
comedy besides its own inherent merit has 
big exploitation possibilities, which exhibitors 
have used extensively and found real money 
makers. 

First National 

FLAMING YOUTH— A startling expose 
of the woman of today. Reviewed Dec. 1. 
BECAUSE it gives Colleen Moore one of 
her greatest roles, and is a picture that the 
women revel in. 

PONJOLA — A kissless bride masquerades 
as a man, for love. Reviewed Dec. 1. BE- 
CAUSE its drama and passion have gripped 
film audiences all over the world, and Anna 
Q. Nilsson and James Kirkwood do the fin- 
est acting v.f their careers. 

BLACK OXEN— Gertrude Atherton's best 
seller novel of a woman who finds the secret 
of recovering her lost youth and beauty. Re- 
viewed Jan. 5. BECAUSE every woman in 
the world is vitally interested in the sub- 
ject, and the story has proved its worth in 
great business throughout the world. Corrine 
Griffith at her best. 

SMILIN' THROUGH— Made from the 
stage play that touched the heart of every- 
body. BECAUSE it has heart appeal in 
abundance, the humor that is close to tears 
and is superbly acted by Norma Talmadge. 
A masterpiece of love and youth. 

LILIES OF THE FIELD— The poignant 
drama of the neglected wife. BECAUSE it 
is a woman's picture (as well as a man's) and 
reveals the pitfalls and follies that beset the 
woman who, neglected by her husband, looks 
outside the home for a man's attentions. 

POTASH AND PERLMUTTER— Made 
from the biggest stage hit of the decade. 
BECAUSE it set the whole world laughing, 
and its humor is of the kind that does not 
age. 

CIRCUS DAYS— A childhood classic 
brought to life on the screen. BECAUSE it 
gives the inimitable Jackie Coogan one of 
the most delightful roles he has ever had 
and has an appeal for everyone. 

THE HOTTENTOT— One of the biggest 
farce hits of stage and screen. BECAUSE 
it is acted to the fun limit by Douglas Mac- 
Lean and continues to do big business when- 
ever shown. 

C. C. Burr 

THE NEW SCHOOL TEACHER— Rural 
Romance. BECAUSE it features Russel 
Griffin in a part for which he is admirably 
suited and into which he injects a personal 
touch that cannot fail to get across to all 
audiences. 

RESTLESS WIVES— Matrimonial Prob- 
lem. BECAUSE it is a story with a strong 
appeal to both sexes and attempts to bring 
about a better understanding of the existing 
conditions in matrimonial life of the middle 
classes. 

THREE O'CLOCK IN THE MORNING 
— Modern Youth. Reviewed March 22. i 
Booked 100 per cent States Rights. BE- ' 
CAUSE it has every element to please small 
and large town audiences interested in youth 
of the jazz age. 



September 20, 1924 



Page 75 



Equipment Notes 



TOOL KIT 

Nearly every small exhibitor is called 
upon to do more or less mechanical and 
carpentry work around his theater for 
he cannot afford to hire an odd-job 
man to take care of little details. 

To do efficient work it is necessary to 
have tools to work with. A screw re- 
placed or a nail placed at the right time 
will save many dollars. 

There is always something to be done 
and if one has a proper kit of tools 
any one with a little knowledge can 
have a heap of money do good work. 

Tool kits come in all sizes and a 
small, but a complete one can be pur- 
chased at a reasonable cost and will 
last indefinitely. 

* * * 

DISINFECTANT 

When your employees mop the floors 
if a small amount of disinfectant is 
placed in the water it will help cleanse 
the surface and at the same time kill 
any germs that may be making a home 
there. 

Any public place is in danger of har- 
boring disease germs for the audience 
is made up of every class of people and 
among them there is a possibility of a 
diseased person who might contaminate 
mam'. 

All surfaces that are washed should 
be treated with a germicide. The cost 
is small and there are many brands to 
choose from. 

Disinfectant will also entirely coun- 
teract a musty or stale tobacco odor 
which sometimes clings about a theatre. 

* * * 

ELECTRIC HEATER 

Did your cashier nearly freeze to 
death last winter in that little ticket 
booth, which has very little shelter from 
the wintry blasts? A great many ticket 
booths are placed in such a position 
that they get the play of the wind on 
three sides and as a rule the offices are 
not built to withstand extreme cold. 

There are several small electric 
heaters on the market that consume 
little electricity yet send forth a glow- 
ing heat that will give the cold a fight 
for its life. 

A cashier who is forced to sit in the 
booth for hours cannot do efficient work 
if her fingers are numbed with cold and 
she should not be required to do so 
when a remedy can be had at a very 
reasonable cost. 

* * * 

AIR BRUSH 

For the exhibitor who cannot afford 
to have an artist make his display cards 
and announcements for lobby, there is 
a very efficient devise known as an air 
brush, which can be made to take the 



place of a paint brush and give much 
better results. 

The t operation of the brush is simple 
and the brush itself is no larger than 
a heavy crayon yet it makes a heavy 
line that will attract attention and put 
your message over. 

One does not need to be an expert 
to operate the brush. Its mechanism is 
simple and with a little experimenting 
the average exhibitor can make his own 
cards and signs that will be a credit 
to his theatre. 

STAIR TREADS 

While patrons are in your theatre 
they are under your protection and you 
are obligated to use every means in your 
power to give them that protection. 
There are many small items that can 
be added to your list of equipment that 
will greatly aid in building patronage. 

According to insurance statistics, a 
great number of accidents are caused 
by persons falling down stairs. These 
accidents are, from many causes, but 
chiefly through a slight rip in the car- 
pet or a too smooth surface. 

These two causes can be eliminated 
by the use of stair treads and the cost 
of installation is small. The treads will 
also save wear and tear on the carpets 
and will soon pay for themselves. 



Projection Hints 

By WESLEY TROUT 

Powers New Aspheric Condenser 
Mount 

The Nicholas Powers Companv is 
putting out a new condenser mount 
called the Aspheric Condenser Mount 
which is designed to use the Cinephor 
condensers. This condenser is made 
of optical heat-resisting glass and is 
a two-element condensing system. An 
increase in illumination of approxi- 
mately fifty per cent, is secured by this 
system as compared with the prismatic 
condenser for mazda projection. The 
new mount has now been placed on the 
market by the N. Powers Comoanv. 
New York, N. Y.. at a reasonable 
price. 

* * * 

Very Good Screen Results with Mazda 

A few weeks back I visited the Bee- 
son Theatre at Dodge Chy, Kansas, 
and Mr. Beeson was using Mazda 
eauipment for projection. Powers 
6B's — two of them — and G. E. Mazda 
equipment with 900 watt bulbs are be- 
ing used very successfully. The screen 
result was very pleasing and the_ pic- 
ture was bright and clear at all times. 
The Mazda equipment was well han- 



dled by the projectionist. Change- 
overs were very good and made quick- 
ly. The Beeson Theatre is a very 
pretty little motion picture theatre and 
is doing a very good business. 

The Cozy Theatre, Dodge City, is 
also another very pretty little house for 
its size. Two Powers 6A's and a G. 
E. Motor Generator Set is the. projec- 
tion equipment. Projection was very 
good while I was there and the ma- 
chines were well handled by the pro- 
jectionist in charge. 

Should Be in Line 

It is very important that the sprock- 
ets of your projection machine be in 
perfect line with each other and with 
the aperture. With the modern pro- 
jection machine there is very little pos- 
sibility of getting the sprockets out of 
line. It is well, however, to test the 
matter when installing new sprockets. 

To see that you have the intermittent, 
upper and lower sprockets in line you 
should proceed as follows: Thread a 
piece of new film into the machine, en- 
gaging it with the teeth of the upper 
and lower sprockets and the intermit- 
tent sprockets, closing the idler rollers 
over each sprocket. Turn the flywheel 
of your projector mechanism back- 
wards until the film is stretched very 
tightly. If the upper and intermittent 
sprockets and the aperture are in line 
with each other, that fact will be 
evidenced by the film-edge being in line 
with the tracks on the aperture plate, 
or the aperture being out of center with 
the film. Now if the film seems to 
bear equally on both edges of both 
sprockets, and the aperture plate tracks 
are not straight with the film, it would 
then indicate the probability that the 
aperture plate itself is out of true. You 
should then straighten out the sprock- 
ets or the aperture plate that seems to 
be out of line. 

* * * 
A Few Important Tips 

When erecting a new projection room be 
sure that the floor is firm; that you have 
plenty of room to do your work in ; that you 
use the proper size wires; that the projec- 
tion machines are placed in the center with 
the screen; that the machines are not placed 
higher than the screen. For the very best 
results you should install the latest and best 
in projection room equipment. 

A test light should be in ever^ projection 
room, and be sure that you have plenty of 
fuses on hand at all times. 

Your projection screen should be cleaned 
off every week. A dirty projection screen 
surface will kill light for you. 

To secure best results in light you should 
use the proper size carbons, and be sure that 
you use enough amperage at the arc for 
the picture that you are projecting on the 
screen. 

In order that you can secure a bright and 
clear picture you must keep your projection 
lenses clean at all times. A projection lens 
should be cleaned every day. 



Page 76 



Exhibitors Trade Review 



PROJECTION HINTS 

(Continued) 
Correct Adjustment 

Now when the intermittent move- 
ment is on the "lock" its correct adjust- 
ment should be such that there will be 
very, very little circumferential move- 
ment in the intermittent sprocket of 
your projector, but great care must be 
exercised by the projectionist that the 
adjustment be not made too close or 
else there will be undue and unneces- 
sary friction of the parts. All adjust- 
ments are usually made when the pro- 
jector mechanism is cold, and it must 
be remembered that under the influence 
of the heat of the spot on the cooling 
plate of your projector, all the parts ex- 
pand more or less, and that fact must be 
taken into consideration in adjusting 
the intermittent movement parts of 
your projector mechanism. 

Remember that a very little circum- 
ferential play in the intermittent 
sprockets does no harm, in fact it is 
necessary; excessive motion, of course, 
will do a great deal of harm to your 
movement parts. 

The projectionist or exhibitor should 
never attempt to put in a new star and 
try to make it run with an old cam, or 
vice versa. Now if either a new cam 
or star is installed, I would by all 
means advise that the part it is to work 
with always be renewed also, and that 
the projectionist install new bearing- 
while he is at it. You will secure much 
better service from your intermittent 
movement if you will do this. 

Cleaning Your Projection Lens 

Nothing but a perfectly clean cham- 
ois skin, or soft, perfectly clean cotton 
cloths, such as an old handkerchief, 
should be used by the projectionist for 
cleaning his projection lenses. 

Saturate a cloth with the alcohol 
solution as above and wash lenses, and 
then quickly polish lens while still wet. 
It should be part of the daily duty of 
every projectionist to clean his lens 
every day regularly. It only takes a 
minute and you will secure much better 
results. 

The guiding rule in reassembling a 
lens is to place all lenses with their 
greatest convex side towards the pro- 
jection screen. 



NEW EQUIPMENT 

WILL BRING 

NEW BUSINESS 

Follow the Equipment Section 
and Classified Opportunities in 

Exhibitors Trade Review 



Classified Opportunities 



Slides & Announcement 



Radios-Mat 



WHITE, AMBER 



At your Dealer. 



is the Stationery of the Screen 



Mailing Lists 

Mailing Lists 

' Will help you increase sales 

Send for FUUE catalog grlving 
countsnnd prices on classified names 
or your lies t prospective customers— 
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WELDED WIRE 
REELS 

For Sale by 

Howell* Cine Equipment Co., 

740 7th Arc; N«W York 



Lobby Displays 



Who turns "on" and "off" your 
lobby displays, electric signs, etc? 
Let me do it. I am a TORK 
CLOCK. I turn electric lights on 
and off regularly. Get description 
and prices by return mail. 
TORK COMPANY 
"8 West 40th St., New York 




Hotel Accommodations 




]Botei5>ariittta 

54 - ST., AT BROADWAY 

NE W YORK C ITY 

SINGLE ROOM WITH BATH $32* 
TWO ROOM SUITE $629 
EXCELLENT RESTAURANT 



Regular Display Rates are charged 
on all Classified Display Ad-lets. 



Local Films 



MOTION PICTURES made to order. Commercial, 
Home or Industrial. We have excellent facilities, 
and the best cameramen. Our price 20c per foot. 
Ruby Film Company, 727 Seventh Avenue, New 
York. 



For Rent 



MOTION PICTURE and "Still" Cameras rented, 
sold and exchanged. Portable lights for sale and 
for rent. Keep us advised of your wants. Ruby 
Camera Exchange, 727 Seventh Ave., New York 
City. 



For Sale 



FEW TEXT BOOKS on Motion Picture Elec- 
tricity. Projection and Photography. Bargains. 
Howells Cine Equipment Co., 740 — 7th Ave., New 
York, N. Y. 

GENERAL THEATRE SUPPLIES— Greatly Re- 
duced prices on Supplies & Equipment. Film Ce- 
ment, oz. bottle 22c — Pint bottle $1.22 — Cinephor 
Parabolic Condensers, complete set $16. — Automa- 
tic Curtain machines prices on application. Trouco 
'Vrc Lamp Lubricant, per a large can 45c — Aisle- 
lites, Argus, each 352.78 — Peerless Arc Controls, 
each, new, $82.50 — Trouco Admission Signs with 
ten price tags complete, each $3. — Round Belting 
1-4 inch per a ft. 1° 1-?<*.: Fl't Powers Drive belts, 
"eh 70c — Simplex flat belts 70c each — Belt Coupl- 
ings, round, screw type each 20c — Steel Wire belt 
honks, dozen 4c — Coin Changers, new, each $71.85 
— Best Carbon Savers. Extra Heavy for 3-4 and 
5-8" each 89c — Silvertio adapters, each 53c — Exit 
Sign Boxes complete $1.50 — Fort Wayne Compen- 
arcs for 110-volts $80; Mazda Transformers, GE. 
each $60. — Ticket Holders, single $1; double $1.23. 
— Best Heavv Brass Lugs for any size wire 73c — 
Radio Mat Slides, box 50, each $1.38 — Reel End 
Alarms $2.88 — Da-Lite Screens. Automatic Ticket 
Machines. Screen coating. WE PAY PARCEL 
POST AND EXPRESS ON ALL THE ABOVE 
STIPPLTES TO ANY THEATRE IN THE 
UNITED STATES.— W. TROUT THEATRE 
SUPPLY, Box No. 499, ENID. OKLAHOMA. 
(Branch). 

LENSES, CONDENSERS & SHUTTERS— Sun- 
Ray Condensers, any focus, Piano each $1.02 — 
Menicus or Bi Convex, any focus, each $1.45. Cine- 
phor Projection Lenses, any focus, Quarter size 
$28.75 ; Half size $53.25. The New Double Disc Shut- 
ter catalogue and free trial catalogue and prices sent 
free on request. Powers, Simplex Intermittent 
sprockets, each $3.95 ; Edison & Motiograph $4.2-2 
each. Takeup and Feed sprockets, each $2.78. 
CASH MUST BE SENT WITH ALL ORDERS. 
Sent Postage Prepaid. W. TROUT THEATRE 
SUPPLY, ENID, OKLAHOMA. "The Reliable 
Theatre Supply House." 



Wanted 



"USED" 35 M/M SAFETY FILM. Large quan- 
tities. A. B. Cummings, Attleboro, Mass. 



At Liberty 



TRIO — VIOLIN, PIANO, DRUMS. Thor- 
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proposition too large. Will go anywhere. Address 
Trio, 2813 — 5th Ave., So. Minneapolis, Minn. 



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The two words — 

"EASTMAN" 

and 

"KODAK 

— in black letters in the film margin, 
identify the release print on Eastman 
Positive Film, the film that carries 
quality from studio to screen. 

EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 



HAL ROACH 



presents 



OUR GANG" 



m 



"High Society" and "The Sundown Limited" 

Two Reel Comedies 



The best known kids in the country are Hal 
Roach's Rascals who make the "Our Gang" Come- 
dies such riots of risibility. 
They are all little but they are giants in laughter 
making. 10,284 exhibitors ran these comedies last 
year, getting big laughs — and profits, from these 
little kids. 

In "High Society" the freckled-faced imp, 



"Micky," is adopted by a wealthy aunt and swaps 
Mulligan stew, corn< d-beef and cabbage, and 
such Irish delicacies for the fare of the rich. Micky 
doesn't like the change a bit and finds a way to 
get out of it. And the aunt suffers. In "The Sun 
Down Limited" the Gang try railroading. The 
laughter of your audiences will drown out the 
screech of a hundred locomotives! 

August and September Release. 



Pafhecomedy 




Farina, Micky and Mary in 
"High Society" 



National Tie-Ups for "Secrets" 





Says the carbon — 



"No MATTER how much money the producer has spent 
in studios and on location, after weeks and months of 
effort have passed by and the film is in your hands, its 
success as a money-maker for your theatre is up to you. 

"Pictures are only as good as the light behind them. 
Use National Projector Carbons — most projectionists 
do — and insure perfect results. Whatever the film, 
National Projector Carbons will get the most out of it." 

There's a correct National trim for every make of 
projection lamp, for every current, for every house; a 
correct trim that will give you the most light for your 
money and the best and purest light you can have — 
light that throws a picture natural in tone and eye-easy. 

Our service engineers are always at your call. 

Manufactured and guaranteed by 
NATIONAL CARBON CO., Inc., Cleveland, Ohio— San Francisco, Cal. 

Canadian National Carbon Co., Limited, Toronto, Ontario 

National 

Projector Carbons 



Published weekly by Exhibitors Review Publishing Corporation. Executive, Editorial Offices 45 West 45th St., New York City, Subscription 
$2.00 year. Entered as second-class matter, Aug. 25, 1922, at postoffice at East Stroudsburg, Pa., under act of March 3, 1879. 




Here is De Mille's successor to "The Ten Com- 
mandments". Bigger and better than "Manslaughter". 
The story of the flapper grown into the young wife 
but still retaining her love for pleasure and excite- 
ment, a craving that leads her into adventures and 
struggles. Produced on a more gorgeous scale than 
any other De Mille picture except "The Ten Com- 
mandments." 



De Mille promised you a $2 picture in "Feet of 
Clay". He has delivered! He has made a picture 
that establishes him more firmly than ever as the 
greatest showman-producer in the business and 
which guarantees record profits for every theatre 
showing it. See this amazing production at your 
Exchange at your first opportunity. Of course it's 
one of The Famous Forty. 



CECIL a. DeMIUE'S 

FEET OF CLAY 



"A PARAMOUNT 
PICTURE 




PRODUCTION 



FEE T of CLAY 

WITH 

ROD LA ROCOUE 
VERA REYNOLDS 
RICARDO CORTEZ 

JULIA FA YE 
THEODORE KOSLOFF 
ROBERT EDESON 
VICTOR VARCONI 

Adapted by Beulah Marie Dix and 
Bertram Millhauser from Margaretta 
Tuttle's popular Ladies Home Journal 
serial and novel. 

A PARAMOUNT PICTURE 



Previously 
Winomcecl 

—Rin- fin-Tin in "Find 

Your Man" 
—"The Lover of Camille' 

("Deburau") 
—"The Age of Innocence 
'—"Recompense" (Sequel 
to "Simon Called Peter* 
>—"The Dark Swan" 
—"The Eleventh Virgin" 
—"A lost Lady" 
—"Eve's Lover" 
—"This Woman'' 
—"The Narrow Street" 
—"The Dear Pretender" 

~-Rin-Tin-Tvnin"The 

Lighthouse by the Sea 
—Ernst Lubitsch's 

"Three Women" 
—"Bow Baxter Butted In" 
—"My Wife and I" 
—"Broadway Butterfly" 
-"The Bridge of Sighs" 
^—Second Ernst Lubitsch 
Production 

*—Rin-Tin Tin rroducttoi 



™! MAN WITHOUT 



n 




By MAX 



I on in every corner of the world. 

Max Kretzer has made it theioundati 
ant novel, "THE MAN WITHOUT, 
las pilloried "the man without a cor 
measures everything in dollars, infb 
man who misses the real things of 
me so blinded that he Ms to see ther 



nothing but " 
success just aro 
And then the 
Innocent suffer, 
flares when all 
assaulted. 



most intense in the story* It is a tale of* 
kings"* There is endless struggle, with 
he corner and failure ever lurking near, 
pathos— the pity that comes when the 
i for the one who reads there is rage that 
scent things of life are denied or brutally 



♦MM- 



Larely have Warner Bros* approached a story which has 
so much "strong red meat". It has been splendidly cast 
and admirably produced. It will create a sensation in the 
theatre. 

SaveTWENTY dates for the new Warner TWENTY. 



Jill 



iPSl 

H. Clay Miner 

presents v|illl 

A Whitman Bennett 
Production. 




1 * <\>itb 

HELENE CHADWICK 

and a notable supporting ca&^™ 

Selco Pictures Incorporated 



When are you married and not married 
at the same time? 

When you have an interlocutory divorce 
decree. 

An unusual motion picture woven around 
this unusual theme is " Love of 
Women. " 




Released through 




PRODUCERS DISTRIBUTING CORPORATION 





in She 

TIT^Y"* A T '\WaUace/ 
KJb VJjHlJLj /^Bee^ 

Production 



.CMatt 
(91oore 



(Chester 





Lrills abound intKis hidhly dramatic production wi 
JAMES KIRKWOOD, WALLACE BEERY and LI LA LEE • 




/*""*IVEN the combination of two of the finest actors 
\M on the screen today, a story that combines all the 
\J elements of strong, cumulative dramatic effect, 
and a director who has proved his craftsmanship in a 
long series of real box office successes, "Another 
Man's Wife" is, without doubt, a showmanship pic- 
ture of powerful appeal. 

James Kirkwood and Lila Lee co-star in this pic- 
ture. Each has a large personal following, and either 
one's name heading a cast is assurance that the pro- 
duction is of real money value to the exhibitor. Kirk- 
wood and Lee combined, prove a powerful combination, 
and the fact that they are newlyweds of the screen 
adds tremendously to their drawing power. 

Matt Moore, Wallace Beery, Chester Conklin and 
Zena Keefe, who support the stars, all have roles 
peculiarly fitted to their excellent abilities. 

"Another Man's Wife" offers an ideal dramatic 
vehicle for Kirkwood and Lee. Is there justice in the 
.."unwritten law?" Is it right that a man should be 
permitted to wreak his vengeance on the invader of 
his home ! This is the theme of this intensely dramatic 
story, which develops through a series of tense dra- 
matic situations to a thrilling climax. 

The action leads the three principal characters, John 
and Helen Brand and the love pirate who would steal 
Helen away from her husband, to the exotic and pic- 
turesque country beyond the Eio Grande — Mexico, 
where they experience many hair-raising adventures. 

A spectacular and graphic shipwreck at sea ; a des- 
perate hand-to-hand battle between Brand and a vil- 
lainous skipper who attacks Helen, and a reconcilia- 
tion between husband and wife, bring to a close a tense- 
photoplay that grips from the first scene to the final 
fadeout. 

The story was written by Elliott Claws on. Bruce 
Mitchell, who directed Kirkwood and Lee in "Love's 
Whirlpool," is responsible for this production. 



Foreign Distributor: Wm. 



Vogel 



Dist. Corp. 




SEASON 1924-25 — THIRTY FIRST-RUN PICTURES 



Page 6 



Exhibitors Trade Review 



Qut^they pop! hit after 




c the Great American (gveDra 

It's a pipirf ! 

Hits we made 'em! 
Hits they'll he! 



Better get this line-up boys for 

your c% That FIRST NATIONAL ] 
Contract removes competition; 




September 27. 1924 



£j(§M§]SIS!i)Kll)tgKl^ 

i 



Page 7 

BfSllHglHllgBHSHSIS® 



B 
1 



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1 
§ 
1) 
1 



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EXHIBITORS 
9We REVIEW 

9le Business %per of the Motion ftcture Industry 

WILLARD C. HOWE, Editor 

H. K. CRUIKSHANK, Associate Editor 

LEN MORGAN, News Editor 
GEORGE T. PARDY, Reviews Editor 

EDDY ECKELS, General Manager 
J. A. CRON, Advertising Manager 



CONTENTS 

September 27, 1924 

EDITORIAL FEATURES 

Securing Greater Patronage 10 

Editorials 28 

HIGHLIGHTS IN THE NEWS 

Botsford Heads A. M. P. A 12 

Mayer In N. Y. For Conference 13 

M. P. T. O. A. To Fight Censorship 11 

N. J. Exhibitors Praise Seider 15 

Barbara Frietchie Opens Piccadilly 16 

Edw. Saunders Celebrates 17 

Associated Exhib. Offers Prizes 18 

Marion Davies Film Popular In Pittsburg 19 

Germany To Send Best Features Here 20 

Exhibitors Protest Trailer Ruling 21 

Irving Lesser Sees Great Year 22 

Vitagraph Wins Suit 23 

McCormick Joins Pathe 24 

Independent Adopts New Booking Plan 25 

Production Highlights 26 

PICTORIAL PRESENTATIONS 

"The Sainted Devil"' Frontispiece 

Secrets 38 

REGULAR DEPARTMENTS 

Exhibitors Round Table 52 

Box Office Reviews 29 

Big Little Features 31 

Showmanship 34 

National Tie-Up Section 37 

Trw-d And Proved Pictures 49 



Copyright 1924 by Exhibitors Review Publishing Corporation. 
Geo. C. Williams, President; Willard C. Howe, Vice President: 
F. Meyers, Treasurer; M. M. Fernsler. Executive and Editorial 
offices: Hearn Building, 45 West Forty-fifth street, New York. 
Telephone Bryant 6160. Address all communications to Execu- 
tive Offices. Published weekly at East Stroudsburg, Pa., by Exhibitors 
Review Publishing Corporation. Member Audit Bureau of Circulations. 
Subscription rates, postage paid, per year United States $2 ; Canada 
$3 ; Foreign $6 ; single copies 20 cents. Remit by check, money order, 
currency or postage. 

WEST COAST REPRESENTATIVE, 
GRACE M. ADAIR, 
1606 HIGHLAND AVENUE, HOLLYWOOD 



ym$ IN THE All} 




STATION E. T. R. 
45 W. 45th Street, 
New York, broad- 
casting a column of 
comment that may be 
understood Avithou"- three 
stages of amplification. 
Sit up close and tune in. 



You, personally, would not pander to 
the vices or weaknesses of your fellow 
men. Then why prostitute your theatre 
by playing pictures that are beyond the 
pale ? It always pays best to be clean. 



When you make it unprofitable to 
produce undesirable pictures— they will 
cease to be made. So it's uj to you. 



Let the personal element enter in- 
to your bookings. Never sign up for 
a film that you would not wish your 
daughter to see — or your mother to 
know that her son would show it. 



The insect world contains both 
maggots and butterflies. Which do 
you prefer? Which do you believe 
your patrons prefer? It's the same 
with pictures. Guide yourself ac- 
cordingly. 



Harold Lloyd, Dong MacLean, Bus- 
ter Keaton, and a lot more film folk 
seem to be eating regularly from the 
proceeds of clean pictures. And so do 
their Producers. Think that one over. 



Why try to be naughty when it pays 
so well to be good? The easiest way 
is the beet way in this case. Play pic- 
tures that savor of sunshine not 

those that are murky with mire. 



The preponderance of your patronage is 
decent. Are you going to alienate affections 
from your theatre to cater to a few unmoral 
morons and nondescript ignoramuses? 



And it isn't quite sporting to play 
upon the weakness of licentious senility 
or the ignorant unsophistication of 
youth. Stick to the virile man and 
womanhood of the community for your 
customers and you won't go far wrong. 



la 

& 

n 

g 

i 



I 



Page 8 



Exhibitors Trade Review 




6 The Sainted Devil 



Rudolph Valentino reverts to type and once more — in Paramount 's forthcoming production 
— appears as a Spaniard, bold and fearless. His Tango dancing again lends 



d spirit of versatility to this players diverse accomplishments. 



CJ BG25805 C 



SEP 23 \m 



EXHIBITORS 
<U REVIEW 

Qfe Business Jhper of the Motionftcturdndustrf 



NEWS AT A GLANCE 



German producers are agitating against the importation of American films dur- 
ing 1925. They fear the "American invasion." 

English censor board gives final decision on Griffith's "America." The picture will not be alkwed 
to show in Great Britain. 

Utica, X. Y., exhibitors have reached an agreement with the musician's union. An increase of $2 a 
week has been granted. 

Montreal musicians have struck after a failure of the exhibitors and union men to reach an agreement. 

The M. P. T. O. of Southern California is trying to have an ordinance passed in Los Angeles to in- 
crease the license fees of all tent shows. 

W. A. Steffes, head of the Northwest exhibitors' organization, is in New York and claims conditions 
in his district are the best in five years due to record crops 

By a vote of 9 to 1, the city council of Carthage, Mo., buried an ordinance that would make the city 
"blue." 

Gabriel L. Hess, general counsel for Goldwyn Pictures and later with Metro-Goldwyn since the con- 
solidation, has joined the Hays organization as general counsel. 

Sid Grauman, one of America's greatest showmen, will build a neAv 2,500 seat theatre in Los Angeles. 

Oklahoma City exhibitors have decided to fight the union operators rather than sign a ruinous agree- 
ment and will put all houses on an open shopbasis. 

"Baby Peggy," internationally known starlett. has been released from her contract by Principal Pic- 
tures. It is understood she will accept a contract with a European company. 

The Allies Organization will meet in Topeka, Kas., Monday, September 22, at which time a chairman 
will be elected to succeed W. A. Steffes, who has tendered his resignation. 

The Detroit Motion Picture Corporation is facing receivership unless the stockholders raise $245,670 
to take care of the creditors. 



Page 10 



Exhibitors Trade Review 



Getting That Additional Patronage 

Give Shorts the Benefit of Your Showmanship Ability. 

By E. W. HAMMONS 



President Educational Film Exchanges, Inc. 



WHEN Ralph Ruffner of the 
Capitol Theatre, Vancouver, B. 
C, made the single reel picture, 
"Plastigrams," the third dimension 
movie, the chief attraction in his ad- 
vertising and exploitation, and, play- 
ing six days, came within $2,000 of the 
full week's receipts of the Broadway 
theatre which ran the same feature 
length subject without "Plastigrams," 
he added just one more big proof of 
the wisdom of greater exploitation of 
Short Subjects. And when we consider 
that the Capitol's admission prices are 
much below those of the big Broadway 
house, and that the Capitol broke all 
its own records for the season of the 
year, the feat seems all the more re- 
markable. 

Exploitation of short subjects today 
is a factor of proven value. It is no 
longer considered a gamble or an ex- 
periment. The old slogan that a pic- 
ture that is worth showing is worth 
advertising, applies to short subjects 
today just as it does to features. 

One of the most encouraging devel- 
opments of the last year has been the 
marked increase in advertising the 
whole show, which exhibitors have 
been doing more than ever before. This 
means 100 per cent advertising — adver- 
tising that appeals to every member of 
the family and to people of all types, 
because only when a variety of enter- 
tainment is offered can the exhibitor 
make his strongest appeal to people of 
varied tastes. 

THE old days when "and a comedy" 
was all most exhibitors thought was 
necessary in their newspaper advertis- 
ing, and when practically nothing was 
done in the way of general exploitation 
'on the comedy or other short subjects, 
are gone. The year 1924-1925 promises 
to see the nearest approach to 100 per 
cent advertising and exploitation that < 
the industry has ever seen. 

Ralph Ruffner's splendid work in es- 
tablishing a new house record with the 
short novelty "Plastigrams" is just one 
of many examples of increasing busi- 
ness with the aid of a one or two-reel 
picture. "Plastigrams" has been used 
universally as the principle attraction 
of the program. Full pages have been 
put over in big metropolitan dailies in 
a number of cities, and everywhere this 
short attraction has been credited with 
.big increases in box-office returns. 

"The Chase" is another short sub- 
ject special that has had similar special 
exploitation with excellent results. This 
subject, showing daredevil ski jumpers 



of the Alps in a picture of a thousand 
thrills, has had a big share of the news- 
paper space devoted to the program by 
many representative houses, and its ap- 
peal to the public's desire for the real 
wholesome thrill of such adventure has 
paid the exhibitor well for his efforts. 

BUT the exhibitor does not need to 
wait for the specials to exploit 
short subjects profitably. The come- 
dies which he runs regularly offer him 
a great source of profit if he will but 
make use of it. Many leading show- 
men have come to see the value of this 
regular exploitation of the comedy sub- 
jects, and the advertising and exploita- 
tion of the key theatres of the country 
are reflecting the policy of the great 
showmen who guide them by increased 
space devoted to the short subjects 
which add the spice and variety to the 
show. 

In the South not long ago one wide- 
awake showman made a two-reel com- 
edy based on the game of golf, produce 
more free publicity for his theatre than 
any feature had done for months. Not 
only was a general appeal made to the 
memberships of the golf clubs of the 
city, but the newspapers gave him space 
for special stories on the sporting pages 
in addition to the notices carried in 
the amusement section. 

IN many sections of the country, re- 
peated advertising and exploitation 
on various series of short subjects have 
worked up a clientele on the days on 
which a picture from any of these 
series is showing comparable to the 
clientele which follows the episodes of 
a serial. "Christie Comedy Night," or 
"Mermaid Comedy Night," after the 
idea has been properly sold by repeated 
advertising, has come to be a depend- 
able money-making feature of the 
week's program in hundreds of the- 
atres throughout the country. Exhibit- 
ors everywhere are finding that there is 
a ready-made patronage waiting for 
them when they advertise their comedy 
in addition to their longer picture. 

REPEATED occasions when the 
comedy has "saved the show" for 
the exhibitor when the feature failed 
to come up to expectations, and has 
satisfied countless patrons who have 
been disappointed in the feature only 
to find that the comedy alone was 
worth the price of admission, have 
given the exhibitor increasing confi- 
dence in the efficacy of short subject 
advertising. Although his patrons may 
expect to find a comedy on the bill, the 




E. W. Hammons, President of the Educa- 
tional Films Exchanges, Inc., has some 
pithy points to make in connection with 
Showmanship as applied to Short Subjects. 

exhibitor has found that by advertis- 
ing the comedy as one of the feature 
items of his program, his attendance is 
materially increased, his theatre gains 
in prestige, and a steadily increasing 
clientele is formed which insures the 
future success of his playhouse. 

A FTER all it is this future success 
for which the showman ought to 
be planning and working — permanent 
success, a "fifty-two week patronage, 
instead of the one-week kind," as Mr. 
A. C. Brailey so aptly puts it in his big 
newspaper advertisement announcing 
the season's policy and program of the 
Princess-Paramount Theatre, Toledo, 
Ohio. 

Mr. Brailey does what every live 
showman ought to do at this time who 
has had the foresight to insure for his 
theatre a supply of high quality short 
subjects. He not only tells his public 
about the fine features they may look 
forward to, but also assures them that 
on every program they will find a fine 
comedy. 

"Consistency in good features and 
comedies has always been a main factor 
in our programs and in our success," 
says the Princess announcement, "Ours 
is a 'fifty-two week' patronage rather 
than the 'one week' kind and after all 
it is this patronage which shapes our 
future policy. 



September 27, 1924 



Page 11 



M. P. T. 0. A. Will Fight 
Censorship Legislation 

Good Pictures Not Always the Result of 

Censorship 



THE censorship situation in Seattle 
is now to the front and is receiv- 
ing the consideration of all the 
Theatre Owners in that city and adjoin- 
ing sections. National President M. J- 
O'Toole of the Motion Picture Theatre 
Owners of America is aiding in every 
way possible to prevent any legislation 
that would be detrimental to the The- 
atre Owners there. The following are 
excerpts from statements Mr. O'Toole 
prepared for Mr. Hone, Treasurer of 
the Motion Picture Theatre Owners of 
Washington on the censorship situa- 
tion : 

"Most people confuse good pictures 
with censorship. The fact of the mat- 
ter is there never was and never can be 
any definite relationship between the 
two. Censorship represents in the es- 
sence the opinions of those who censor. 

"It cannot be made to represent the 
opinions of those who are in no way as- 
sociated with censorship. Hence it fol- 
lows that political or official censorship 
applied to any subject, whether it be 
a film, newspaper article, a speech, a 
sermon, or anything else, is represen- 
tative only of the commission or the 
person who is doing the censoring. It 
it not reasonable that the American 
public should be obliged to read only 
and see only and hear only the things 
that some other person officially desig- 
nated or otherwise feels disposed to 
permit them to enjoy- 

"There are manifestly some divisions 
of Government where regulation must 
be tolerated. But these have to do with 
the more perfect and concrete proposi- 
tions and are never applied within the 
degree of safety to matters affecting 
speech or any other element of public 
impression. 

"From the early days of our Repub- 
lic, the Press has been constitutionally 
free. This was the opinion of the 
Father of this Republic, expressed in 
fundamental law. At this time, they 
had only the primitive press of Benja- 
min Franklin, and he was the original 
American printer and editor. 

"There was a provisional thought 
resident in the minds of our Fathers 
that the press was a National safeguard 
for the liberties of the people. They 
saw the tyrant of but a few years ago 
suppressing free speech and a free 
press. They realized that this was one 
of the modes through which autocracy 



perpetuated itself and by which free 
government would most readily be de- 
stroyed. It was plain to them that any 
embargo on speech or written opinion 
respecting government or the things 
that in any sense appertained thereto, 
was a danger because it placed the right 
of utterance and expression within 
bounds which held back the mind and 
checked the imaginative powers of the 
people. 

"The latest, and we believe by far, 
one of the most potent phases of the 
American press is the Motion Picture 
Screen. It is the screen press of 



AFTER three years of consistent 
shooting of all his pictures at the 
Glendale Studio, Long Island, C. 
C. Burr, Managing Director of East 
Coast Films, Inc., made a radical change 
this week when he engaged the Jackson 
Studio in New York City as the locale 
for the next Johnny Hines feature, 
"The Early Bird" which goes into pro- 
duction this week. Mr. Burr was loathe 
to change studios, but due to the fact 
that "The Early Bird" calls for an in- 
numerable amount of large scenes, he 
finally thought it preferable to make 
use of the Jackson Studio facilities 
where Janice Meredith was made. 
Coupled with this, the fact that the 
studio is in New York City, makes it 
centrally available. 

The continuity and script on "The 
Early Bird" has already been prepared, 
with a cast lining up as follows : 

Edmund Breese, Wyndham Standing, 
Maude Turner Gordon and Bradley 
Barker. 



America, the great visualizing element 
of expression that not only brings the 
subject matter to the view of the be- 
holder in printed and pictured form, 
but through the processes of its mech- 
anism actually transfers the scene of 
action to the very feet of the beholder. 

"It is perfectly plain that this Mo- 
tion Picture Screen is the latest devel- 
opment of the American Press, as much 
a part of it as is the modern Newspaper 
and Magazine and entitled to all the 
liberties and freedom that the Press 
constitutionally enjoys and invested 
with all of the duties now borne by 
any other division of the Press. 

"This, in brief, is the position that 
we take on censorship in a fundamental 
way. We feel that the liberties of the 
American people are in danger of the 
species of official or political censorship. 
It matters little who the individuals 
may be. 

"The people are interested only in 
the institution. They want the medium 
of expression, represented in the screen, 
to be free for their use and the use of 
their children, and not held in leash by 
any system of political or other forms 
of Censorship." 



For the female lead, Mr. Burr is 
momentarily expected to close with one 
of screendom's most famous actresses. 

"The Early Bird" is reported to pos- 
sess a most ingeniously devised story 
which suits Johnny Hines to a nicety. 
It is the intention of both Producer 
Burr and the star to make this picture 
Hines' greatest achievement, and judg- 
ing from the amount of preparation 
given to the story, the unusual cast en- 
gaged to support the star and the 
amount of money to be expended on 
this latest Plines' feature, it will in all 
probability eclipse in screen value all 
of the previous Hines' successes. 

Charles Hines will direct, Chas. Gil- 
son and John Geisel will De first and 
second cameramen respectively, Benny 
Berk production manager, and the scen- 
ario by Richard Friek 

All indications point to a big produc- 
tion made on a lavish scale in which 
the inimitable Johnny Hines will prob- 
ably give another unusual screen char- 
acterization to the industry. 



C. C. Burr Leases Jackson 
Studio For Hines 

Forced to Secure Larger Studios For Johnny 
Hines New Laugh Features 



Page 12 



Exhibitors Trade Review 



A. M. Botsford Chosen 
President of A. M. P. A. 

Former Vice President Now Heads the Organization 



ON September 11. at Cafe Boule- 
vard, New York City, A. M. 
Botsford, director of advertising 
for Famous Players, was elected pres- 
ident of the A. M. P. A. Other officers 
elected were C. W. Barrell, vice pres- 
ident ; Glendon Allvine, treasurer and 
Walter Eberhardt, secretary. 

Following is a brief history of the 
notables : 

A. M. Botsford, newly elected pres- 
ident of the A. M. P. A., was born in 
Rockford, 111. Graduated from Wil- 
liams College, '06. Took to civil engi- 
neering and found it didn't take after 
he smelled printer's ink so he became 
city editor of the Quincy Herald, Quin- 
cy, 111. The diversified lines of talent 
took him on the stage where he was a 
member of a Buffalo Stock Company 
for two seasons, with John Barrymore, 
with the Little Theatre Company in 
"The Pigeon" and with Florence Reed 
in "The Master of His House." From 
the New York World he graduated to 
the publicity department of Famous 
Players, had charge of the trade paper 
advertising while John C. Flinn was di- 
rector of publicity and advertising and 
was made advertising manager in suc- 
cession to Jerome Beatty when the lat- 




ter acceded to Mr. Flinn's position. 
Has been director of advertising for 
rive years. Has always been an active 
worker in the A. M. P. A. and ascends 
to the presidency after serving a year 
as vice-president. 

C. W. Barrell 

C. W. Barrell, vice-president, is in 
charge of the motion picture depart- 
ment of the Western Electric Company. 
Before that he was associated with the 
publicity department of several motion 
picture producing companies. Has 
been in one position for eight years 
more or less and comes to the vice- 
presidency of the A. M. P. A. after 
serving a year as secretary and as a 
member of numerous committees. 

Glendon Allvine 

Glendon Allvine, treasurer, has been 
with Famous Players for four years, al- 
ternately in charge of out of town 
newspaper and fan magazine publicity 
until Mr. Flinn's affiliation with Pro- 
ducers' Distributing Corporation when 
Mr. Allvine took over the handling of 
special productions. Hails from the 
state of Kansas and is a holder of A. 
B. and LL. D. degrees from the Uni- 
versity of Kansas. 

Walter Eberhardt 

Walter F. Eberhardt, secretary, grad- 
uate Bowdoin College with a back- 
ground of newspaper work in Duluth, 
Winnipeg, Washington and New York. 
Entered the motion picture business via 
Famous Players in 1919 under John C. 
Flinn and transferred his activities to 
First National in 1921 and has been 
there ever since on the exploitation end. 
Has written several commerical maga- 
zine articles and novelized "Sundown," 
from Earl Hudson's picture for First 
National. 



Ethel Barrymore and Elinor Glyn visit at 
the Metro-Goldwyn-Mayer Studios. Mrs. 
Glyn is engaged in supervising produc- 
tions being made of several of her stories. 



Fore ! 

TACK DEMPSEY, heavyweight 
" champion of the world, and 
Benny Leonard, lightweight fistic 
champion, will oppose each other 
on the golf links at the Fall Film 
Tournament to be held on Tues- 
day September 23, at Great Neck, 
Long Island. 

Over 125 entries have been 
made to date and more coming in 
every minute. It looks like a big 
day for the followers of the an- 
cient and honorable game. 




A. M. Botsford, newly elected President 
of the A. M. P. A. has been advertising 
director for Paramount, receives the 
entire support of the industry. 

Eisner Resigns 

President of Kansas M.P.T.O. 
Leaves Exhibitor Field 

A. M- Eisner, president of the M. P. 
T. O. Kansas City, Mo., has resigned. 
His resignation, which was made at a 
meeting of the organization in Kansas 
City, September 10, will take effect at 
the next meeting of the Kansas City 
body in the near future. 

Mr. Eisner's resignation followed the 
sale of his Broadmour Theatre, Thirty- 
fourth and Broadway, one of the better 
suburban houses of the city, which was 
purchased by Weber & Crawford. 

"As I am no longer a theatre owner 
it is only fair that I withdraw to make 
room for some candidate," Mr. Eisner 
said. 

If a pending deal, with which Mr. 
Eisner is connected, materializes, he 
soon will be back in the exhibitor field, 
giving to Kansas City a novelty in the 
motion picture field. 

The next president of the M. P. T. 
O. Kansas City will serve only until a 
general election of the M. P. T. O- 
Midwest, the new merged organization 
of Western Missouri, Kansas City, Mo., 
and the State of Kansas, which will be 
perfected at the Allied-Kansas conven- 
tion in Topeka, Kas., September 22 and 
23. 

At the meeting it also was decided 
that Western Missouri and Kansas 
City exhibitors would attend the Allied- 
Kansas convention in a body, acting as 
a committee. It was unanimously 
agreed, also, to renew efforts in com- 
bating music tax suits now pending in 
Kansas City. 



September 27. 



Page 13 



Louis B. Mayer In New York 
For Conference 

Greatest Production Schedule Ever Atempted, Under Way at 

Metro's Enormous Plant 



LOUIS B. MAYER, vice-presi- 
dent in charge of production 
for the Metro-Goldwyn-Mayer 

organization, arrived in New York re- 
cently with Mrs. Mayer and their 
two daughters, Misses Edith and 
Irene. They are on their way to 
Europe where Mr. Mayer will visit and 
consult with Fred Niblo in Rome where 
he is directing the massive and elabo- 
rate production of "Ben Hur." 

Mr. Mayer will remain in New York 
for several days having important con- 
ferences scheduled with Mr. Marcus 
Loew, head of Metro-Goldwyn and 
other officials of the company. 

"Metro-Goldwyn-Mayer are in the 
midst of the most stupendous schedule 
of production ever attempted by any 
company at any time," declared Mr. 
Mayer on his arrival in the East. "We 
are far ahead of our schedule, twenty- 
four pictures have been completed, 
several of them not dated for release 
until late in November. Many others 
are in the course of production and our 
enormous plant at Culver City is oper- 
ating at full blast and will continue to 
do so for many months to come. 

"During my absence Irving G. Thal- 
berg and Harry Rapf will have charge 
of our studio activities and there will 
be no let up in the work. To date we 
have made a record in quality produc- 
tion and the short space of time devoted 
to each individual production, a record 
that will be very difficult to equal. It 
is a fact that never before have such a 
line of consistent box-office attractions 
ever been produced. 

"Of our pictures already completed 
or in production the greatest is, of 
course, "Ben Hur." Fred Niblo will 
make this the finest motion picture ever 
produced at any time. Stupendous 
scenes will be a feature of 'Ben Hur,' 
thousands of extras will be employed 
and a cast, carefully selected for both 
name, value and genuine adaptability 
for the role, has been chcsen. 

"Another of our pictures now in the 
course of production that will be an 
outstanding feature is 'He Who Gets 
Slapped.' Victor Seastrom has made 
this a picture that I am positive will 
rank with the finest ever produced. 

"Robert G. Vignola's production of 
'Mrs. Paramor' is another forthcoming 
Meiro-Goldwyn-Mayer production that 



is bound to make a hit with the pub- 
lic. 

"Hugo Ballin has completed his pro- 
duction of 'The Prairie Wife' and here 
is another of the Metro-Goldwyn-May- 
er consistent hits. 

"Jackie Coogan's next picture, 1 The 
Rag Man,' written by Willard Mack is 
by far the finest picture this young star 
has ever turned out- It should sweep 
the country and score an unqualified 
success. 

"Chester Franklin has produced in 
'The Silent Accuser' a picture thai will 
not only provide novelty, excellent act- 
ing and all the other attributes of a gen- 
uine success but will offer unheard of 
thrills as well. 

"William Vaughn Moody's great 
stage play 'The Great Divide' has been 
turned into what I believe to be the 
most thrilling Western story ever 
filmed. Reginald Barker has made a 
marvelous picture in 'The Great Divide' 
and has as his cast Alice Terry, Con- 
way Tearle, Wallace Beery, Huntly 
Gordon, Allan Forrest, George Cooper 
and Zasu Pitts," said Mr. Mayer. 

Continuing Mr. Mayer had this to 
say. "Monta Bell has just completed 



his first picture for Metro-Goldwyn- 
Mayer and this young director will very 
greatly add to his fame when 'The 
Snob' is released. 

"Hobart Henley is now cutting and 
editing his second production for us, 
'So This Is Marriage' and here is an- 
other picture that is going to give all 
who see it genuine satisfaction." 

Although no bookings have as yet 
been made it is expected that Mr. May- 
er, Mrs. Mayer and their two daughters 
will sail shortly. Mr. Mayer has not 
determined just how long he will re- 
main on the other side. 

* * * 

SPECIAL MEETING OF 
N. C. EXHIBITORS 

North Carolina theatre owners, 
through its secretary James E. Estridge 
has called a special meeting of the Ex- 
ecutive Committee to be held in Char- 
lotte at which time important matters 
will be taken up. First and foremost 
will come the matter of negotiations 
with the American Society of Com- 
posers, Authors and Publishers with a 
view of either renewing or cancelling 
the contract in force during the past 
twelve months with the Society where- 
by Carolina exhibitors have during the 
past year operated upon a hcense fee 
about fifty percent smaller than the 
standard rates charged for music li- 
cense. Another important matter will 
be consideration of the matter of better 
financing the association through the 
proposition of a film trailer service. 




This equestrian trio comprises Louis B. Mayer, vice president in charge of produc- 
tion, of Metro-Goldwyn-Mayer, and his daughters, the Misses Edith and Irene 
Mayer. They leave shortly for Europe to visit Fred Niblo and the company 

producing "Ben Hur" abroad. 



Page 14 



Exhibitors Trade Review 




D. W. Griffith who has just returned from 
Europe and announces that he is not 
bound by the "Big 4." 

gard to the future prosperity of the 
industry. The present activity in Hol- 
lywood is a sure indication of a 
health)^ demand of the public for good 
pictures. The constant activity of re- 
sponsible persons toward the end of 
better pictures is gradually, but none 
the less surely, having its effect. Ac- 
tive plans for possible production for 
next year will be started when Mr. 

Cohn arrives at the home office. 

* * * 

ARRANGE BENEFIT 
FOR H. YUDKIN 

Through the efforts of H. F. Jans, 
of Jans Production, and D. J. Hen- 
nessy, of the Rivoli Theatre, Newark, 
N. J., a benefit will be held for Herbert 
Yudkin, a well known film salesman, 
who is now convalescing from a serious 
illness. 

Mr. Yudkin is in a plaster cast, fol- 
lowing an operation by Dr. Lorenz, well 
known surgeon, and it will be months 
before the cast can be removed and 
Mr. Yudkin will be able to take up his 
duties again. 

The efforts are meeting with great 
success. Edward F. Albee, of the 
Keith organization was one of the first 
to respond. 

Tickets for the benefit are available 
through Mr. Jans or Mr. Hennessy. 

* * * 



REORGANIZATION OF 
SELZNICK REPORTED 

According to very persistent reports, 
Selznick Distributing Corporation is 
undergoing a reorganization with the 
co-operation of the two year note-hold- 
ers. 

With the co-operation of the note- 
holders whose paper falls due in March, 
it is reported that the plan concerns the 
extention of time and full payment of 
all current obligations incurred by the 
present organization. 

It is understood the payment of debts 
is progressing at a rate satisfactory to 
the officials. The approximate reduc- 
tion of secured and prior liabilities as 
of September 3, this year was $928,- 
184.06. The reduction of exhibitors 
advance payments of August 30 this 
year totaled $311,285.53, thus making 
a total in the debt reduction of $1,239,- 
469.59. 

* * * 

M. P. T. 0. A. TO HELP 
GET OUT VOTE 

Members of the New York Rotary 
Club are endeavoring to combine the 
energies of the Theatre Owners with 
their efforts in bringing out a record 
vote at the coming presidental and Gub- 
ernatorial election here. 

This form of cooperation will be ex- 
tended as far as possible to all parts of 
the Nation as it is in most relations a 
general Rotary-Motion Picture Theatre 
move. 

National President M. J. O'Toole 
and National Director Sydney S. Cohen 
of the Motion Picture Theatre Owners 
of America are now devising the most 
practical means of effecting this form 
of Rotary-Motion Picture Theatre 
demonstration of indifference to voting 
and urging all citizens for patriotic rea- 
sons to vote irrespective of party affil- 
iations- Mr. Cohen is a prominent 
member of the New York Rotary Club, 
being the Motion Picture Theatre rep- 
resentative there and very active in all 
its affairs. 

Theatre owners will be advised from 
National headquarters on the most 
effective way to appeal to the public. 



An Acknowledgment 

In reviewing Buster Keaton's lat- 
est Metro-Goldwyn pic f ure, "The 
Navigator," we neglected to give 
credit to the authors of the story. 
Buster's famous gag men, Jean C. 
Havez, Clyde Bruckman and Joe 
Mitr-Viell wprp resnonsihle for the 



GRIFFITH SAYS HE IS 
NOT BOUND BY 'BIG 4' 

D. W. Griffith, American producer, 
returned from Europe on September 16 
aboard the Scythia. He stated that he 
is still connected with the United 
Artists and that his latest picture 
"Dawn" will be distributed through 
that organization. 

In connection with the signing of a 
Famous Players-Lasky contract to pro- 
duce for that company, he stated that 
there had been some disturbing rumors 
concerning United Artists and he felt it 
was best to have the Griffith Pictures 
properly financed that Famous could 
amply care for them. 

He said his signature to the state- 
ment sent out some time ago by United 
Artists is not binding upon the D. W. 
Griffith's Corporation, as Mr. Griffith 
personally should not sign for the or- 
ganization. He also states he was told 
by his attorney that the statement did 
not act as a contract. 

What the outcome of the Famous 
Player-United Artists argument will 
be remains to be seen. 

Mr. Griffith finished practically all 
the exteriors of his latest picture 
"Dawn" in Europe. The interiors will 
be made at the Mamaroneck studios. 
* * * 

JACK COHN REPORTS 
ON C. B. C. PROGRAM 

A letter from Jack Cohn of C. B. C. 
announces his return from the coast 
in a short time. 

Mr Cohn has been out on the coast 
overseeing production for C. B. C. with 
his brother Harry Cohn. He states in 
his written report that the great amount 
of time spent in planning during the 
earlier part of the season is now show- 
ing results. 

"The alternation of directors and 
casts so that incidental scenes of sev- 
eral pictures could be shot in close or- 
der and the consequent elimination of 
dual studio facilities has been the great 
factor in our being so far ahead of our 
production schedule. 

"The whole series of eight Perfec- 
tion Pictures has been completed in all 
important parts. Production on 'One 
Glorious Night,' the fourth Columbia 
Picture is soon to be started. That 
leaves us only four more Columbias to 
do and our plans for those are all set. 
They will come in regular order and 
with so much leeway on our schedule 
we will have plenty of time to make 
them as carefully as we wish to. 

"Those people who always cast 
doubts on the announcements of pro- 
ducers as to the number of pictures 
they will have ready by a given time 
can not say anything about C. B. C. A 
promise with us is a promise lived up 
to. Do not listen to our talk. Our 
pictures speak for us." 

Mr. Cohn is very optimistic in re- 



EDWARD FOY DIES 

Edward (Eddie) Foy, 52, owner of 
the Foy chain of neighborhood theaters, 
died at Dallas, Texas, August 28, fol- 
lowing an illness of several years. 

His funeral was held at Dallas, Sat- 
urday afternoon, August 30, with many 
friends in attendance. 



story and the highly humorous sub- 
titles. It seems to us that all three, 
as well as Buster himself, are en- 
titled to no end of credit for "The 
Navigator," certainly one of the 
most amusing feature comedies we 
have ever seen and it is with regret 
that we failed to mention the three 
authors. 



September 27, 1 l )24 



Page 15 



New Jersey Exhibitors 
Praise Joseph Seider 

Board of Directors Pass Resolution Acknowledging 
Benefit of His Leadership 



THE BOARD OF DIRECTORS 
of the Motion Picture Theatre 
Owners of New Jersey met in 
Toms River on September 11 of last 
week and adopted a resolution praising 
the administration of State President 
Joseph M. Seider for his record of 
achievements since his election to suc- 
ceed R. F. Woodhull. 

Following his elevation to the State 
leadership, President Seider mapped 
out a program in which he embodied 
the principal needs of the New Jersey 
exhibitors and for more than four 
months he has been hammering away 
on his program. His efforts, reflected 
in many separate instances, resulted in 
the reading and adopting of the follow- 
ing resolution : 

Whereas Joseph M. Seider, President 
of the Motion Picture Theatre Owners 
of New Jersey, has led this association 
with undaunted courage, wise foresight 
and judicious tact, and has in every 
way strengthened this organization and 
has broadened its influence since his in- 
auguration, therefore be it resolved: 

That the Board of Directors, at a 
meeting held at Toms River, N. J., on 
this 11th day of September, 1924, take 
this means of acknowledging the organ- 
ization's indebtedness to his able lead- 
ership. 

Thursday's meeting, held at the 
Ocean House, Toms River, followed a 
meeting held the day before, when the 
theatre owners of Essex County met 
in the Robert Treat Hotel, Newark, 
with State President Seider in the chair 
and perfected an organization. The 
Essex County organization elected the 
following officers and directors : 

President, Louis Rosenthal (Palace) ; 
Vice-President, Richard A. Reilly 
(Strand) ; Secretary, Eugene Stein- 
hardt (De Luxe) ; Treasurer, Moe 
Kreidel (Grove) ; Sergeant-at-Arms, 
William F. Lessor (National) ; Board 
of Directors: Wally Wellinbrink (The 
Wellmont) ; David Mates (Lincoln) ; 
Jack Halperin (Savoy) ; David J. Hen- 
nessey (Rivoli) ; Henry Sabo (Clinton 
Square) ; Louis Gold (Treat) and 
Jacob Unger (Cort). The organization 
adopted the name of Motion Picture 
Theatre Owners of Essex County. It 
will be affiliated with the M. P. T. O. 
of N. J. Messrs. Reilly, Kreidel and 
Lessor were appointed to negotiate 
with the Public Service Corporation in 
the matter of charges for electric 
power. Messrs- Unger, Halperin and 



Mates were appointed to the Grievance 
Committee. The county body extended 
a vote of thanks to the State organiza- 
tion, and to President Seider, for as- 
sistance in perfecting the county organ- 
ization. 

The Toms River meeting was sched- 
uled by President Seider in his rotation 
chart for the September meeting. Each 
month the state directors meet in a city 
designated in advance. The meetings 
of the directors are open to all exhib- 




A friendly chat between Erich von Stro- 
heim and Monta Bell directors for Metro- 
Goldwyn-Mayer. Bell directed "The 
Snob" as his first picture for his new em- 
ployers. Stroheim has completed ''Greed." 

itors in the territory where the meeting 
is held. The members of the Board of 
Directors were the guests of exhibitor 
I. M. Hirshblond of Toms River at 
luncheon served in the Ocean House. 
Those present included Sidney Samuel- 
son, Chairman of the Board, who pre- 
sided ; State President Seider, William 
Keegan, Benjamin Shindler, Arthur B. 
Smith, Louis Rosenthal and Lea Jusko- 
witz, the latter serving as Secretary in 
the absence of Henry P. Nelson. 

"Si" Fabian of Newark, elected a 
member of the Board of Directors dur- 
ing the early summer, was dropped 
from the Board, in accordance with the 
constitution, for his failure to attend 
three consecutive meetings. His suc- 
cessor will be elected at the next meet- 
ing to be held in Salem, N. J., Thurs- 
day, October 9. 

State Treasurer Keegan reported on 
the finance of the organization. His 



report showed that the State body is 
in an excellent way financially. 

President Seider reported on book- 
ings of the industrial reel, "Flying 
Bandit." The bookings have been com- 
pleted. The State organization will re- 
ceive $741.00 as its share ot these book- 
ings. Mr. Seider reported that book- 
ings on "My Pal" are progressing sat- 
isfactorily. He also reported on the 
political, as well as the labor, situation 
in New Jersey. 

President Seider further reported 
that the State organization interceded 
in behalf of the theatre owners of Es- 
sex County in the recent conflict with 
the motion picture operators and as a 
result a satisfactory contract for two 
years was arranged. 

Progress has been made, Mr. Seider 
reported, on the testimonial dinner to 
former President R. F. Woodhull to 
be held during the winter at the Robert 
Treat Hotel in Newark. The dinner 
has been augmented by a ball sponsored 
by the newly formed theatre owners 
organization in Hudson County. 

The Board took unanimous action in 
requesting its membership not to book 
the industrial reel put out by the Lee 
Lash Studios pending the approval of 
the organization. 

The Legislative Committee of the 
State body will meet in Trenton, Sep- 
tember 20. 

Arthur B. Smith introduced the reso- 
lution praising President Seider, which 
resolution was seconded by the entire 
Board and unanimously adopted. 
* # * 

MANY FIRST RUNS ON 
'NEVER SAY DIE' 

Associated Exhibitors has girded the 
country from coast to coast with first 
run playing dates for Douglas Mac- 
Lean's latest comedy "Never Say Die." 
Following the world's premier at the 
California Theatre, Los Angeles, the 
picture has been booked to play pre- 
release engagements at Davis' Million 
Dollar Grand, Pittsburgh; Kunsky's 
Detroit, Mich.; Crandall's Metropol- 
itan, Washington, D. C. ; Sheas's Hip- 
podrome, Buffalo, N. Y. ; Guy Won- 
der's Rivoli, Baltimore, Md. ; New- 
man's Royal, Kansas City, Mo; Tal- 
bot's Colorado, Denver, Colo.; Ham- 
rick's Blue Mouse Theatres, at Seattle, 
Wash., Portland, Ore., and Tacoma^ 
Wash.; Ray Stinnett's Capitol, Dallas, 
Texas; King's and Rivoli (day and 
date), St. Louis, Mo.; Strand, Erie, 
Pa.; Desormeaux' Strand, Madison, 
Wis.; Allen's Temple, Birmingham, 
Ala.; Almo, Raleigh, N. C. ; Perry's 
Ogden, Utah. ; Martin's Dixie, Galves- 
ton, Texas.; Capitol, Elizabeth, N. J. ; 
Steege's Libertym, Great Falls, Mont.; 
Palace, Cedar Rapids, la.; Pastime, 
Iowa City, la. ; Crystal, Waterloo, la. ; 
Liberty, McKeesport, Pa.; Montauk, 
Passaic, N. J. ; Garden, Paterson, N. J. 



Page 16 

6 Barbara Frietchie' To Open 
New Broadway Theatre 

September 27th Announced as the Date of the Opening 
of the Piccadilly Theatre 



WITH VINCENT LOPEZ swing- 
ing his magic baton and his fa- 
mous orchestra rendering a 
special program of music. The Picca- 
dilly Theatre, New York City's newest 
motion picture palace, will be accorded 
a gala opening on September 27, with 
an audience composed of the elite of 
the motion picture world. 

"Barbara Frietchie," Thos. H. Ince ; 3 
big historical romance starring Florence 
Vidor and Edmund Lowe, will be the 
opening attraction, and it is expected 
that Ince will be present to witness the 
presentation of the first production 
bearing his name that has been released 
in the independent field. 

The new Piccadilly Theatre is located 
on Broadway in the very heart of New 
York's theatrical district where it will 
cater to the fastidious tastes of the 
most critical of audiences and compete 
for patronage with the finest offerings 
of the stage and screen. 

The theatre itself is the last word in 
decorative beauty trimmed in a pre- 
dominating tone of blue that shades into 
soft taupes and yellows and diminishes 
in gorgeous sand colors. The pros- 



THE ALASKAN' BREAKS 
RIVOLI RECORD 

Every record for attendance and re- 
ceipts broken — is the result of the open- 
ing day's business of Thomas Meighan 
in "The Alaskan" at the Rivoli Theatre, 
New York. At the supper show, on 
Sunday, usually the least attended of 
the six daily performances, the crowds 
in the theatre were so big that it be- 
came necessary to form two lines on 
Broadway in front of the Rivoli box- 
office. 

The Paramount picture was favored 
in making this record by good weather 
and an intelligent advertising campaign 
conducted by Harry Reichenback a 
week before the picture opened. 
% * % 

PARAMOUNT EUROPEAN 
BOARD A SUCCESS 

Announcements of the results ob- 
tained by the first session of the newly 
created European advisory board for 
Paramount pictures, received at the 
home office of the Famous Players-Las- 
ky Corporation, indicate the greatest 
year's business ever enjoyed by Para- 
mount during the coming twelve 
months. The advisory board, consist- 



cenium arch and the orchestra dome 
are in gold leaf from which a mam- 
moth cut glass chandelier is suspended. 

In addition to the music furnished 
by musical director Vincent Lopez, 
special organ numbers will be played by 
John Hammond, former organist of the 
model Eastman Theatre of Rochester, 
N. Y 

Lee A. Ochs, veteran showman and 
New York theatre owner, will guide 
the destiny of the Piccadilly as its Man- 
aging Director, and his selection of 
"Barbara Frietchie" as the opening at- 
traction brings to an end the keen ri- 
valry that has existed for the honor of 
supplying the initial presentation and it 
scores a triumph for Thos. H. Ince and 
Producers Distributing Corporation. 

Gerald T. Gallagher, general man- 
ager for the theatre, is enthusiastic over 
the selection as it affords a world pre- 
miere of a story already famous on 
Broadway as a stage play and an op- 
portunity for much favorable compari- 
son of the portrayal of the title role by 
Florence Vidor and the interpretation 
previously given by Julia Marlow. 



ing of the executives of the various 
European Paramount companies, was 
organized by E. E. Shauer, director of 
the foreign department, and the first 
session was held in the Paramount of- 
fices in Paris on Aug. 28-29, with Mr. 
Shauer in the chair. 

The principal business transacted at 
the first meeting of the board was a 
discussion of plans for the greater co- 
ordination of the company's distributing 
activities in Europe. General problems 
relating to the distribution of Para- 
mount pictures were considered, and a 
campaign outlined to make the coming 
year's European business the greatest 
in the history of the Paramount organ- 
ization. 

* * * 

CASTING DIRECTORY 
OPENS N. Y. OFFICE 

The Standard Casting Directory of 
Hollywood announce the opening of a 
New York office at 1650 Broadway 
with Frederic Arthur Mindlin in 
charge- 

This office will handle and list all the 
artists doing picture work in the East, 
thus making the Standard Casting Di- 
rectory a complete classified directory 
of Motion Picture Players. 



Exhibitors Trade Review 




Florence Vidor, was signally honored when 
her feature picture "Barbara Frietchie" for 
Producers Dist. Corp., was chosen to open 
the new Piccadilly Theatre, New York. 

EXHIBITORS TO FIGHT 
DAYLIGHT SAVING 

The Motion Picture Owners of 
America, through National President 
M. J. O'Toole, is sending to different 
parts of the country suggestions and ad- 
vice regarding Daylight Saving Cam- 
paigns. Motion picture owners through- 
out the country recognize the harm 
done by the Daylight Savings law in 
many cities and an organized effort will 
be made to put the country back on 
Standard time. 

Mr. O'Toole points out that Day- 
light Saving is contrary to nature and 
is a detriment to ligitimate business and 
should be abolished. It is particularly 
harmful to exhibitors and it is hoped 
that the campaign will have the desired 
result in getting back to normalcy. 

* * * 

N. C. EXHIBITORS PRE- j 
PARE FOR BATTLE 

Notice has been served upon exhib- 
itor leaders of North Carolina that the 
coming session of the North Carolina 
General Assembly will have both a 
state censorship and a state admission 
tax measure presented to it for con- 
sideration. President Henry B. Var- 
ner, of Lexington, is cognizant of the 
impending clouds and is building his 
fences throughout the state in antici- j 
pation of a hard fight before the next 
session of the legislature of the State. 



September 27, 1924 



Page 17 



Edward Saunders Celebrating 
Sixteenth Year In Industry 



EDWARD M. SAUNDERS, in 
charge of the Western Sales Di- 
vision for the Metro-Goldwyn 
Distributing Corporation, is about to 
celebrate his sixteenth year in the mo- 
tion picture industry, sixteen years that 
have made him one of the best in- 
formed men in the trade with an 
acquaintance among exhibitors and 
exchangemen that extends all over the 
civilized world. 

It was with Rowland and Clark that 
E. M. Saunders began the career that 
was eventually to land him at the top. 
He went to work for Richard A. Row- 
land in December 1906 and was soon 
made assistant to Mr. Rowland who 
handled the bookings for the firm. 

When Universal was organized thir- 
teen years ago, in 1911, Saunders came 
to New York where he opened the first 
branch office to be established by Uni- 
versal. This was located at 11 East 
14th street, at that time the center of 
the film renting business, with the orig- 
inal Biograph studio a few blocks away. 

After long service as manager of 
branch offices for Universal, Saunders 
resigned at the time when the state 
franchise plan first was contemplated. 

Seeing the possibilities in the fran- 
chise idea, Saunders obtained the New 
York State franchise of the Alco Film 



Corporation and took charge of their 
offices in New York, Albany and Buf- 
falo. 

Edward M. Saunders was one of the 
organizers of Metro Pictures Corpora- 




ED WARD M. SAUNDERS 
In charge of Metro-Goldwyn sales in 
western section of the United States and 
member Board of Directors Metro- 
Goldwyn Distributing Corporation, Inc. 



tion and became a part owner of the 
New York State franchise of the com- 
pany. In a very short time he was ap- 
pointed General Sales Manager for the 
United States and Canada and acted 
in that capacity for Metro until the 
merger with Goldwyn when he was 
placed at the head of the Western Sales 
Division of the new company. 

Sixteen highly successful years in 
what many are pleased to call the "in- 
fant industry" is rather out of the or- 
dinary. There are not many who can 
claim connection with the motion pic- 
ture business for such a length of time. 
Edward M. Saunders grew up with the 
business, the business never outgrew 
him, he was always a few steps ahead, 
always ready with innovations and 
probably has done more than any one 
other man to build up the elaborate 
selling methods as they exist today. To 
such men the entire industry owes a 
vote of thanks and should offer their 
heartiest congratulations on his six- 
teenth anniversary. 



PATHE WILL SHOW 
WHITE INDIANS 

The first of the feature-length sub- 
jects that will be screened in chapters 
under the new policy adopted by Pathe 
News is the recently discovered "White 
Indians" of Central America. This 
series is of timely and unusual interest 
due to the large amount of newspaper 
space given to the arrival recently of 
several of these unknown people in 
New York City accompanied by Rich- 
ard Marsh, who headed an expedition 
into the Darien Jungles to find them. 



Paramount Speeding Production 



Long Island Studios Hum With 
Increased Activity 



THE week of September 8 marked 
the beginning of a period of in- 
creased production activity at the 
Famous Players studio on Long Island. 
Four new Paramount pictures were 
launched on that date and the week 
following, and one picture now in 
work was completed. . 

The first picture scheduled to start 
is Thomas Meighan's starring vehicle, 
"Tongues of Flame," the last story 
written by Peter Clark MacFarlane, to 
be directed by Joseph Henabery. 

On September 15, Elsie Ferguson 
will return to the screen after an ab- 
sence of nearly two years, in "The 
Swan," by Molnar, the Broadway stage 
success which is to be made into a 
Paramount picture by Dimitri Bucho- 
wetzki. 

Another production now being pre- 
pared for the screen is Richard Dix's 



second Paramount starring picture, 
which is temporarily titled "Jungle 
Law." 

The fourth picture will be "Argen- 
tine Love," an original story by Vicente 
Blasco-Ibanez, to be made by Allan 
Dwan starring Bebe Daniels and fea- 
turing Ricardo Cortez. 

Bebe Daniels, Tom Moore and the 
company engaged in the filming of 
"Dangerous Money," under the direc- 
tion of Frank Tuttle, are working 
nights on the final scenes for this pic- 
ture, which is Miss Daniels' first stellar 
effort for Paramount. 

Pictures in the cutting room are 
Gloria Swanson's recently completed 
"Wages of Virtue," Richard Dix's first 
starring picture, "Manhattan," and Ru- 
dolph Valentino's latest Paramount pic- 
ture, "A Sainted Devil." 



CHICAGO FIRE HAS 
BEEN PICTURIZED 

The great Chicago fire of 1871, 
which almost completely wiped out the 
Middle West Metropolis and its two 
hundred and fifty thousand population, 
has been reproduced with thrilling 
realism, highly spectacular effects and 
dramatic touches in "Banders Burned 
Away ;" scheduled for release by As- 
sociated Exhibitors for early in the 
Fall. 



UNIVERSAL SIGNS 
STRONG MAN 

Joe Bonomo, famous as the world's 
champion strong man, and noted as 
professional wrestler, film stunt expert, 
and teacher of physical culture, has 
been signed for five years by Universal 
as a serial feature player. He will be- 
gin his first picture under the new con- 
tract when he appears in a forthcoming 
circus chapter play, in which he will 
play the strong man and lion tamer, the 
leading role in the piece. 



Page 18 



Exhibitors Trade Review 



Associated Offers Prizes 
In 'Spitfire' Drive 



ASSOCIATED EXHIBITORS 
start this week on what promises 
to be the most unique sales drive 
in the history of the film industry. It 
is unique because of the varied number 
of awards offered the exchange man- 
agers- The contest is to be known as 
"The Spitfire" contest, and the winners 
will be given their choice of ten dif- 
ferent bonuses. 

The ten awards of which the leading 
exchange managers will have his choice 
have an individual value of $2,500. 
These are : 

1. Household furnishings and fittings 
up to a total cost of $2500. The win- 
ner may furnish a home completely or 
he may put the whole amount into one 
rug, a painting, a player piano, a li- 
brary or any other item of furnishings 
or fittings. 

2. Choice of certain new models of 
the following automobiles : Anderson. 
Buick, Chandler, Chrysler, Cole, Davis, 
Flint, Hudson, Jordan, Kissel, Lexing- 
ton, Moon, Nash, Paige, Peerless, Reo, 
Rickenbacker, Stearns-Knight, Ster- 
ling-Knight, Studebaker, Stutz, Velie, 
Westcott and Willys-Knight. 

3. A Fay & Bowen power boat, the 
Junior Runabout, Design E-17, 24 feet 
over all, five-foot beam, equipped with 
a 23-horse-power engine, Boat makes a 
speed of sixteen miles an hour and has 



a cruising radius of ninety miles with- 
out refuelling. 

4. Twenty-year endowment policy 
in the New York Life (subject to win- 
ner's acceptance as a risk) paid up for 
5 vears, for the principal sum of from 
$7,000 to $10,000, according to age. 
This policy, for the best risks, also in- 
cludes disability provisions, providing 
a monthly income which does not re- 
duce the endowment or the amount 
payable at death. 

5. A building lot, not to exceed 
$2500 in cost, or the payment up to 
$2500 on a lot of greater cost. 

6. Twenty-five $100, five and one- 
half percent, guaranteed, first mortgage, 
coupon, registered Prudence bonds. 
These bonds are issued against a group 
of income-producing properties and be- 
sides this security are guaranteed by 
the Prudence Company. 

7. The payment of initiation fee and 
dues, up to $2500, in a country club, 
town club or both- This, of course, is 
conditional upon the winner's election 
to membership. 

8. Outfits of clothing for exchange 
manager and members of his family, 
up to a total cost of $2500. The whole 
amount, if desired, may be put into one 
item. 

9. Tuition and expenses, not ex- 
ceeding $2500, of a son, daughter or 
other relative in any college, university 




If the Movie could reproduce the sound of Irene Rich's singing, undoubtedly there 
would be added delight to her Warner Bros, feature picture "This Woman." 



or other school to which they obtain ad- 
mission. This would include expenses 
and private or other tuition in music or 
any other subject, either at home or 
elsewhere, up to the limit of $2500. 

10. An article or articles of jewelry, 
either for the winner or any membe 1 
of his family, to the amount of $2500- 

The contest is to end just before the 
holidays so that the bonuses wi'l be a 
Christmas present to the winning 
branch manager. 

•¥ afs 

ATLANTA RENEWS 
OPERATOR'S CONTRACTS 

Atlanta motion picture theatres have 
renewed contracts with the motion pic- 
ture operators for another year. The 
only change is an increase of $5 per 
week for the smaller second run houses, 
this increase having been waived a year 
ago with the provision that it would be 
allowed this year if the year showed a 
profit from operations. The Musicians 
Union has not yet made any demands 
and it is believed will operate on the old 
contract terms. The stage hands have 
not as yet come to a settlement. 



MEMPHIS THEATRES 
WITHOUT MUSIC 

Memphis, Tenn., theatres opened La- 
bor Day without a vestige of music, 
not even an organ being allowed to 
operate on account of a walk out of all 
union musicians after the theatres had 
refused to accede to their demands for 
a four instead of a five hour day. 

This virtually amounted to a demand 
for increase of twenty-five percent 
since the programs are so arranged that 
it requires actually five hours playing 
time and would necessitate securing an 
extra orchestra for the extra hour or 
the payment of overtime. 



ST LOUIS FILM MAN 
IN AUTO ACCIDENT 

Charles Gregg, 45 years old, salesman 
for the St. Louis Film Exchange, was 
killed instantly on Thursday, Septem- 
ber 11, when an automobile service car 
in which he was riding near East 
Prairie, 111., toppled into the ditch 
dongside the road. 

The funeral was held in Greenway, 
Ark., his former home, on Sunday, 
September 14, with Masons and Elks in 
charge. The St. Louis Film colony was 
represented by Harry Hynes, manager 
for the St. Louis Film Exchange ; 
Harry Strickland, salesman for United 
Artists, representing the St. Louis Film 
Salesmen's Club, and Guy I. Bradford, 
salesman for Producers Distributing 
Corporation, proxy for C. D. Hill, 
president of the St- Louis Film Board 
of Trade. 



September 27, 1924 



Page 19 



MARION DAVIES DRAWS 
HALF OF PLATTSBURGH 

More than one-half of the population 
of Plattsburgh, N. Y., saw Marion Da- 
vies in "Janice Meredith," at the Clin- 
ton Theatre in Plattsburgh during the 
week of August 2-5. 

The official population of Plattsburgh 
is 11,300. There were 6,747 paid ad- 
missions, and also the free admissions 
given to advertisers, city officials, army 
officers and newspapermen. The aver- 
age proprietor of a theatre is generally 
considered as doing well if he succeeds 
in attracting to his house 20 
percent of the population. 
But Plattsburgh reached the 
50 percent figure in spite of 
the fact that the price of ad- 
mission had been raised for 
this production from the usual 
10, 20 and 30 cent charges 
to a flat rate of 50 cents. 

This extraordinary result is 
to be credited chiefly to an in- 
tensive campaign instituted 
by the Metro-Goldwyn ex- 
ploitation executive in charge, 
who proceeded to remind the 
people of Plattsburgh in vig- 
orous fashion that the picture 
had been made for the most 
part in and about Plattsburgh 
the year before ; that many of 
its citizens had taken part in 
it, and that consequently the 
Cosmopolitan Corporation 
had granted the city the first 
showing of the picture out- 
side of its New York pre- 
miere at the Cosmopolitan 
Theatre. 

* * * 



sound proof and is designed for the 
convenience of mothers who bring their 
children with them. Should the child 
get fretful or cross during the perform- 
ance the mother can take him to the 
back of the auditorium where she can 
enjoy the rest of the program without 
having the other patrons annoyed. 

The theatre will be built without pil- 
lars or posts to allow for perfect vision 
from every seat. All the lighting will 
be indirect so that no lamps are ex- 
posed to the public view thus creating, 
a soft, pleasing effect which is much 
easier on the eyes than the sudden 



GOLDBURG FORMS 
BUILDING FIRM 

News has just been re- 
ceived from Hollywood that 
Jesse J. Goldburg, president 
of the Independent Pictures 
Corp., has formed a new sep- 
arate company for the pur- 
pose of building a theatre on 
Sunset Boulevard in Holly- 
wood. The plans for the the- 
atre are now being drawn but 
the exact location of the thea- 
tre will not be made known 
until the plans have been ap- 
proved by the building depart- 
ment. 

The theatre is to be com- 
prised of an enclosed audi- 
torium seating nine hundred 
and an elaborate and ultra 
modern roof garden seating six hun- 
dred. The plans provide for attractive, 
comfortable smoking rooms and lounge 
rooms, and a large restful foyer where 
patrons may sit and wait if they do 
not care to go into the theatre in the 
middle of the feature. 

There is also being considered, a spe- 
cial glass enclosed room which will be 




Marion Davies adroitly 
bribes the half-intoxi- 
cated British sergeant, 
W. C. Fields, in this 
scene from Cosmopoli- 
tan's "Janice Meredith." 



Just a bit indicative o£ 
the struggles of the 
American troops at 
Valley Forge, is this 
pathetic moment when 
Janice Meredith reaches 
the American camp, in 
Cosmopolitan's produc- 
tion of that name. 



bright lighting caused by exposed 
lam^ ^. 

The auditorium will be provided with 
a deep stage to allow plenty of space 
for prologues, etc., and the theatre will 
be equipped with a large modern or- 
gan. The decorations will be in French 
Renaissance style but will incorporate 
every feature of modern comfort. 



The theatre will house only first run 
pictures catering especially to indepen- 
dent releases, each picture to be given 
an elaborate presentation. The key- 
note of the theatre will be novelty atfd 
originality in every phase, and its chief 
purpose will be to provide particular 
patrons with something distinctly differ- 
ent. It is estimated that the structure 
alone will cost $200,000, excluding the 
cost of the land. 

BIG YEAR PLANNED 
FOR CENTURY 

With product for the next four 
months completed and already in 
Universal exchanges, Century 
Film Corporation, producers of 
Century Comedies, plans the 
greatest year in its history for 
1925. Productions scheduled for 
release up to the first of January, 
1925, were completed almost a 
month ago, and prints delivered 
to the exchanges, leaving the 
studio officials free to make plans 
for next year. The studios have 
been thoroughly repaired and en- 
arged sufficiently to provide for 
the heavy production schedule 
for next year. 

Pulius and Abe Stern, presi- 
dent and vice-president of the or- 
ganization, have been abroad dig- 
ging up novel material and taking 
a vacation at the same time. They 
are expected back at the end of 
this month at which time they will 
proceed directly to Hollywood 
where their studios are 
located in order to personally 
supervise the production for 
next year. 

* * * 

RAYART GIVES 
SERIAL LINEUP 

W. Ray Johnston, Presi- 
dent of the Rayart Pictures 
Corporation, this week an- 
nounced the lineup of their 
new serial, "Battling Brew- 
ster," which is going into pro- 
duction this week at the Rus- 
sell Studios in Hollywood. 

The new serial will be pro- 
duced by Imperial Produc- 
tions, Inc., a California cor- 
poration, and will be directed 
by Paul Hurst, who has not 
only a. great number of fea- 
tures but also a number of 
serials to his credit as direc- 
tor. Hurst will best be re- 
membered in serials by his direction of 
"Lightning Bryce." 

The story is .an original one by Lewis 
Weadock, a writer for some of the best 
magazines and, incidentally, the man 
who titled "The Covered Wagon." 

"Battling Brewster," which will be 
issued in fifteen episodes of two reels 
each, will be released October 15. 



Page 20 



Exhibitors Trade Review 



GERMANY TO SEND ITS 
BEST FEATURES HERE 

Following the opening at Room 1211, 
Loew State Theatre Building, on 
Broadway of offices for Ufa Films, 
Inc., the big association of Continental 
producing units, the following state- 
ment was issued by Frederic Wynne- 
Jones, American representative of the 
European concern. 

"Ufa does not contemplate producing 
any pictures in America, or producing 
any American pictures abroad- It will 
continue to use its two big studios at 
Templehof and at Neubabelsberg near 
Berlin, to produce stories of interna- 
tional interest, and to utilize its present 
cosmopolitan personnel. However, 
from time to time some American 
screen stars will be taken abroad to 
portray roles in Ufa productions. 

"Ufa plans to send to this country its 
biggest and best pictures, particularly 
those with an international atmosphere, 
such as could not be produced in this 
country. Many of its productions might 
be called world-themes, as for example 
'Siegfried,' the first film production of 
the Nibelung saga immortalized in 
Wagner's operas. 

"Having associated with it the lead- 
ing screen directors, stars and techni- 
cians of the Continent, Ufa will aim 
to familiarize this country with the best 
screen art of Europe, just as American 
publishers through translations have 
familiarized the American reading pub- 
lic with the best modern European lit- 
erature, and American theatrical pro- 
ducers, through importing plays and 
foreign stars, have familiarized the 
American theatre-goer with the best in 
European drama. 




Doris Kenyon arrives in Hollywood for 
the First National product'on "Idle Ton- 
gues"— she is greeted by John McCormick. 



"Ufa believes that the work of such 
directors as Franz Lang of such artists 
as Paul Richter, Hanna Ralph and Emil 
Jannings will win instant recognition by 
the motion picture-loving population of 
America. 

"To a very slight extent the Ameri- 
can public is already familiar with 
Ufa, 'Passion' is one of its productions 
was so successful here that Pola Negri, 
its star, and Lubitsch, its director was 
induced to leave Ufa and settle here. 

"Of the artistic value of Ufa pro- 
ducts and the artistry of its players, 
America will shortly have an opportun- 
ity to judge for itself. 

"That its producing facilities are 
worthy of its artists is indicated by the 
fact that several American producers 
have taken to making pictures abroad. 
'Decameron Nights' shortly to be seen 
here under other auspices was made at 
Ufa's Berlin studio, with an interna- 
tional cast, which includes Lionel Bar- 
ry mo re. 




Laurette Taylor whose new Metro- 
Goldwyn-Mayer production "One Night in 
Rome" has just been released. The mir- 
ror's easel is her leading man Tom Moore. 

NON-THEATRICAL UNITS 
HURT BUSINESS 

With many complaints from exhib- 
itors of Northwestern states of non- 
theatrical competition, this matter prob- 
ably will be among the foremost of sub- 
jects to be taken up at ;the Allied- Kan- 
sas State convention to Topeka, Sep- 
tember 22 and 23. 

"Community picture companies," 
which receive the cooperation of local 
merchants, who pay one dollar towards 
a "merchants' night," are said to be 
thriving in several adjacents to the 
Kansas City territory. The only earthly 
possessions or investments of those 
companies is a cheap portable outfit and 
a few reels of scrap film. The re- 
grettable phase of it is that thus far ex- 
hibitors have been unable to find any 
method of combating such competition, 
as the townspeople have been "falling" 
heavy for such enterprises. 

Although the plans are not yet com- 
pleted, the convention will end with a 
mammoth movie ball, to which the 
prizes will be awarded for the best cos- 
tumes in imitation of screen stars. 




Lovely Alice Lake, who has just been en- 
gaged to a star in the next Whitman-Ben- 
nett Production entitled "The Lost Chord." 
Success to Alice on her new association. 

With the order of business of the 
convention completed and all minor de- 
tails attended to, the meeting is ex- 
pected to be handled in court-like fash- 
ion. 

# # * 

ALBANY FILM MEN 
PLAN FROLIC 

What is expected to be the biggest 
gathering of exhibitors, film salesmen, 
exchange managers and others con- 
nected with the industry in the history 
of Albany and vicinity, is slated for 
Saturday afternoon, October 4, when 
the salesmen of the Capitol City will 
hold their first outing and clambake. 
Already several hundred tickets have 
been sold, including a half dozen to the 
Renown offices in New York City. 
There will be a luncheon at noon, fol- 
lowed by a clambake in the late after- 
noon. A program of races for both 
men and women, with a baseball game 
and dancing is being arranged. 

3fC 5{£ 

FLANNERY IS OMAHA 
4 BIG U' MANAGER 

Jack Flannery, veteran exchangeman, 
has returned to Omaha, to succeed H. 
F. Lefholtz resigned, in the manage- 
ment of the Universal branch. For 
some time he has been with the com- 
pany at St. Louis. He formerly man- 
aged the Omaha Hodkinson branch, 
prior to which he was a salesman for 
that firm in the Minneapolis territory. 
Lefholtz who managed the Universal 
exchange for ten years, now is Omaha 
manager for Producers Distributing 
Corporation. 



September 27, 1924 



Page 21 



EXHIBITORS PROTEST 
NEW TRAILER RULE 

At an executive meeting of the Mo- 
tion Picture Owners of Eastern Mis- 
souri and Southern Illinois held on Sep- 
tember third, the following resolution 
was adopted : 

WHEREAS , The Film Exchanges 
have been furnishing the Exhibitors 
with Trailers for many of their feature 
pictures gratis, which served to adver- 
tise the picture on the screen in ad- 
vance and proved a good medium for 
the Exchange as well as for the Ex- 
hibitor; and 

Now we are informed that the Ex- 
changes will discontinue Trailers and 
are urging the Exhibitor to buy them 
from the National Screen Service Com- 
pany of New York; 

We therefore desire to enter our pro- 
test against such action for the reason 
that the service furnished by the Na- 
tional Screen Service Company is not 
satisfactory, as it is regulation service 
only and does not individualize certain 
features which the exhibitor would 
want to heavily exploit without being 
compelled to contract for said National 
Screen Service. 

THEREFORE BE IT RESOLVED, 
by this Organization that we demand 
the restoration of Trailer Service by 
the Exchanges as heretofore. 

BE IT FURTHER RESOLVED, 
that a copy of this Resolution be sent 
to every Exhibitor in Eastern Missouri 
and Southern Illinois, and a copy be 
sent to the Trade Journal, the Hays 
Organization, the M. P. T. O. of A. 
and the St. Louis Film Board of Trade. 

I. W. Rogers, 
Pres. M. P. T. O. of E. Mo. & S. 111. 

* * * 

RENOWN HAS LIVE 
SALES STAFF 

Jack Bellman, the hustling manager 
of Renown Pictures, Inc., distributing 
Truart, Principal and other independent 
productions in New York and New Jer- 
sey, has surrounded himself with a sales 
staff that, judged by their records, 
ranks with the best in the field. Each 
and every man was selected not only 
because of his knowledge of the ter- 
ritory to which he is assigned, but also 
because of his personal popularity with 
the exhibitors in that territory. 

Lower Manhattan is covered by 
Charles Gould who also takes care of 
Staten Island. Fred Meyers handles 
Upper Manhattan and the Bronx, 
where he is well known. North and 
South Brooklyn exhibitors sign con- 
tracts for Dick Gledhill and Max 
Broad, respectively. Bert Freese is su- 
pervisor of the Jersey Territory where 
he has Lee Gainsberg and Sam Licht 



calling on the theatres and Irving 
Grossman is bringing in the business 
from Long Island and suburban New 
York as well as from up-state. A. Pol- 
lak is Bellman's assistant in the office, 
where he handles the innumerable de- 
tails of office management and super- 
vises the securing of dates. 

With such a staff, there is absolutely 
no reason for the proverbial dotted line 
to be without the signature of the live 
showmen of the district, for coupled 
with the ability of his men, Bellman 
has a line-up of features that any ex- 
change can well be proud of. 




Edith Thornton, featured player in Wil- 
liam Steiner productions, whose first 
"Virtue's Revolt" is soon to be released. 



WARNER SCHEDULE 
NEAR COMPLETION 

With the Warner Bros, "twenty for 
1924-25" well along toward completion 
and promised for delivery, in their en- 
tirety, to exchanges before March 1, 
1925, plans for the season to follow 
are beginning to crystallize with the an- 
nouncement of the purchase of new 
story material. 

In this connection it may be observed 
that the Warners have just acquired 
the screen rights to "The Golden Co- 
coon," by Ruth Cross, recently pub- 
lished by Harper Bros, and now selling 
in its first edition at a rate which in- 
dicates that it is destined to be one of 
the really big things of the current year. 
The deal was closed between Helen 
Hough, agent for the author and pub- 
lishers, and the Warner Brothers direct. 
The purchase price has not been an- 
nounced although the fact that the book 
was bought in competition with several 
other producing companies is the indi- 
cation that the figure was not a low one. 



HINES' FEATURE IS 
CLOSING TERRITORY 

Sales Manager William Wilkerson of 
East Coast Films, Inc., returned this 
week from a trip through the Middle 
West in behalf of Johnny Hines' new 
series of three features, the first of 
which, the "Speed Spook" has already 
been completed. 

Included among the sales made by 
Wilkerson were Wisconsin to John 
Ludwig, of Ludwig Film Exchanges, 
Film Bldg., Milwaukee, Wis., and 
Washintgon, D. C, to Trio Productions, 
Inc. The territories already sold on 
the Hines' features number as follows : 

Greater New York to San Zierler, 
Commonwealth Film Corporation, N. 
Y. City ; Eastern Pennsylvania and 
Southern New Jersey to Ben Amster- 
dam, Masterpiece Film Attractions 
Philadelphia, ,Pa. ; Ohio to Skirboll 
Gold Seal Productions, Cleveland ; 
New England to American Feature 
Film Company, Boston, Mass. ; the en- 
tire foreign rights to Simmonds-Kann 
Enterprises, N. Y. City; Minnesota and 
North and South Dakota to Fred Cub- 
berly, F. & R. Films, Loeb Arcade 
Bldg., Minneapolis, Minn. ; Wisconsin 
to John Ludwig, of Ludwig Film Ex- 
changes, Milwaukee, and Washington, 
D. C, to Trio Productions, New Jersey 
Ave., Washington, D. C. 

Pending negotiations on the Johnny 
Hines' series seem to indicate that the 
complete series will be sold practically 
100 percent within the next week. 

* * * 

SAVAGE SIGNS STAR 

Flora Le Breton, English picture star 
who has made a series for Cranfield & 
Clark, has been placed under contract 
by Henry W. Savage for a term of 
years. 




Irene Rich as a nightingale seems to 
charm Marc McDermott, in her latest 
Warner Bros, production, "This Woman." 



Page 22 




Pola Negri in her latest starring picture for Paramount "Forbidden Paradise" di- 
rected by Ernest Lubitsch. Rod La Rocque heads the supporting cast. 

Irving Lesser Sees Great 
Year In Industry 



RETURNING from the Pacific 
Coast where he made an inten- 
sive study of motion picture pro- 
duction and attended the semi-annual 
meeting of Principal Pictures Corpora- 
tion, Irving M. Lesser, vice president 
of that organization, says he found that 
big and powerful productions are the 
order of the day. Mr. Lesser, at his 
offices. 1540 Broadway, expressed 
great enthusiasm over the rapid strides 
forward being made in the industry. 

"Whether credit for all of this goes 
to the efforts of Will H. Hays, to a 
response by producers to public de- 
mand, the fact remains that motion pic- 
tures have reached a new epoch in their 
development," he said. "Producers, di- 
rectors, players are taking more pains 
with their work. The day of the so- 
called 'shooting gallery' picture has 
passed, and there has come the dawn- 
ing of pictures that tell a mighty story, 
produced with strength and with play- 
ers of proven merit. 

"In Los Angeles production is going 
along at fever heat. Every studio is 
engaged in turning out plays of real 
strength. The approaching season will 
prove a delightful and amazing one to 
patrons of motion pictures. Citing the 
program of Principal Pictures Cor- 
poration as a specific example of what 
is being done on the Coast, we have 
just finished HaFpld Bell Wright's 
"The Mine With the Iron Door" and 
the prints will be shipped from Los 
Angeles, Sept. 23. 

"When I saw the picture I was 
astounded by its magnitude. Sam Wood, 



the director, has done such great work- 
that my brother, Sol Lesser, has en- 
gaged him to picturize Mr. Wright's 
'The Re-Creation of Brian Kent.' 
Work on this will be started Oct. IS. I 
can say without reservation that 'The 
Mine With the Iron Door' is the great- 
est picture Principal ever has made, 
and in saying this I do not forget 
'When A Man's A Man' which is a 
great box-office success, or any of our 
Jackie Coogan productions, such as 
'Oliver Twist' and others. 'The Mine 
With The Iron Door,' one of our great- 
est American novels, is a contribution 
to the literature of the screen. 

"Not satisfied with this- Principal is 
going to produce Tolstoi's 'Resurrec- 
tion' — produce it in such a manner that 
it will be another contribution to screen 
literature. We will show the finer 
spirit of the imaginative, poetic, loyal 
and liberal Russian people. We will 
show the spirit that prevails through- 
out the world today — the spirit pos- 
sessed by Tolstoi himself, the spirit 
which arose, phoenix-like from the 
ashes of the World War — the spirit 
of the Bortherhood of Man. By this I 
do not mean the spirit of anarchy, of 
destruction of ideals and customs. Be- 
fore production is started it is our in- 
tention to work out the theme with the 
Hays office. And then when we begin 
we shall endeavor to produce something 
that will be aimed at the heart of every 
home-loving, generous minded man and 
woman. Our star will be one of the 
biggest dramatic actresses of the screen 
today. Our director is a man of world- 
wide renown." 



Exhibitors Trade Review 

'SCARAMOUCHE' BREAKS 
ALL PARIS RECORDS 

Unreservedly acknowledged to be the 
most sensational success among motion 
pictures that Paris has ever known, 
Rex Ingram's production of "Scara- 
mouche" has entered on a phenomenal 
run at the Madeleine Theatre there. 

Opening Sept. 4, "Scaramouche" 
drew 17,500 francs to the box-office, 
and on Sunday, three days later, 
achieved the unheard-of figure of 23,- 
230 francs, a record that unless broken 
by "Scaramouche" itself will stand in 
all likelihood for a long time to come. 

Paris critics were unlimited in the 
praise they lavished on the production, 
and the public has reacted to the big 
spectacle as the French public has to no 
other cinema achievement, this in con- 
sideration of the fact that the greatest 
American and foreign successes of the 
past and recent seasons have been 
shown in Paris. 

The reception of "Scaramouche" in 
the city of its original locale where it 
faced the judgment of what naturally 
was the most critical audience the pic- 
ture has yet played to, proved the ar- 
tistic worth of the special, and is an- 
other feather in the cap of its producer, 
Rex Ingram- 

* * * 

AMERICAN COMPANY TO 
BUILD IN PARIS 

Jules E. Mastbaum, President, Stan- 
ley Company of America, has joined in 
a project to build in Paris a modern 
motion picture palace to cost about 
$7,000,000. The house is to be on a 
site in the very heart of Paris — about 
a block away from the Opera — and it 
will probably be the finest house in the 
world. Frank Verity, architect, has 
just returned to Paris from a visit to 
the United States where he has given 
close study to American picture thea- 
tres. He has prepared plans for the 
Paris structure. 

Announcement of the intention of 
Mr. Mastbaum to associate himself 
with the Parisian enterprise came on 
the eve of his departure for America, 
following his extensive stay in Europe. 
He will sail today on the Majestic for 
New York and he is expected to ar- 
rive there next Tuesday. More re- 
garding his plan will then be available 
but he has already definitely announced 
his intention to give to Paris such a 
cinema theatre as only America now 
possesses. He will be associated in the 
enterprise with Captain Benjamin 
Hicks of London and Benjamin Blum- 
enthal, who conducts a number of thea- 
tres on the Continent. The intention is 
to erect a house with seating capacity 
of 3000. 



September 27, 1924 



Page 23 



VITAGRAPH WINS 
TITLE SUIT 

The following statement was issued 
last week from the general offices of 
Vitagraph, Inc., in Brooklyn: 

"On Monday, September 8, Justice 
James C. Cropsey, in the Supreme 
Court in Brooklyn, dismissed the tem- 
porary writ of injunction he had pre- 
viously granted, restraining Vitagraph, 
Inc., from the use of the title "Behold 
This Woman" on a motion picture pro- 
duction, which for several weeks it had 
been circulating widely. 

"The application for the temporary 
writ had been made by T. Everett 
Harre, author of a novel entitled "Be- 
hold the Woman" and the Macaulay 
Company, publishers. 

"No representation whatsoever had 
been made by the applicants for the 
writ that the film story was suggested 
by Mr. Harre's novel. On the contrary 
the production, 'Behold This Woman' 
was an adaptation of E. Phillips Op- 
penheim's novel, 'The Hillman,' and 
publicity material sent out by Vita- 
graph, Inc., in exploiting the produc- 
tion states this fact. 

"In a settlement with Mr. Harre 
effected at the time the writ of injunc- 
tion was vacated, Vitagraph, Inc., paid 
this author a nominal sum, $3,000, 
rather than take the film out of the 
theatres while awaiting a civil trial of 
the issue. The terms of that settle- 
ment set forth specifically that Vita- 
graph, Inc., admits no liability what- 
soever in the use of the title, 'Behold 
This Woman,' and full and undisputed 
right to which is restored by the dis- 
continuance of the action." 

* * * 

C. & C. SHORT SUBJECTS 
ON BROADWAY 

Cranfield & Clarke announce that 
they have closed a contract with Dr. 
Hugho Reisenfeld of the Rialto and 
Rivoli Theatres, New York City, for 
ten novelty one reel subjects for exhi- 
bition presentation at either of the the- 
atres under his supervision. The first 
one of the ten subjects, "Through 
Three Reigns," began a phenomenal en- 
gagement at the Rivoli Theatre on Au- 
gust 31. The daily press were unani- 
mous in their praise of this short sub- 
ject, which is apropos at this particular 
time with the Prince of Wales visiting 
this country. 

"Through Three Reigns" deals with 
the Coronations and demise of three of 
England's monarchs and leads up to the 
Prince of Wales as a child and as he 
looks today. The other nine subjects 
are : "A Peep in Puzzleland," "The 
Zoo's Who's Who," "Magic Hour," "If 
Matches Struck," "A Day With the 
Gypsies," "Do You Remember," 
"Stratford-on-Avon," "Rubbernecking 
in London" and "Up the River With 
Molly." 



F. N. FOR POLAND 

The Foreign Department of First 
National Pictures, Inc., recently made 
an arrangement with Polish exhibitors 
by which twenty of its current produc- 
tions will be distributed in various cities 
of Poland. The bookings will bf 
handled through First National's Ber- 
lin office. 

ALICE JOYCE SIGNS 
WITH SCHULBERG 

An important announcement con- 
cerning the forthcoming Preferred Pic- 
ture, "White Man," came this week 
when B. P. Schulberg made public that 
Alice Joyce, one of the most famous 
screen stars of all time, had been en- 
gaged for the leading feminine role. 

In "White Man" which Gasnier will 
direct, she will return to the screen 
after an absence of two years, her lat- 
est appearance having been in Gold- 
wyn's special "The Green Goddess." 
Since her withdrawal from film work, 
Miss Joyce has been the recipient of 
constant offers from producers. When 
it recently became known that she was 
again available several more overtures 
for her services were made, among 
them the offer of the lead in "White 
Man." 

Few screen names have ever meant 
more at the box-office than Alice Joyce. 
Every picture patron remembers her in 
numerous Vitagraph releases and Mr. 
Schulberg feels that he has added 
greatly to the advertising value of 
"White Man" by having secured her to 
head the cast. 

2^ * * * 

FINISH COOGAN SERIES 

With the completion of "The Rag 
Man," the fourth and last of the Jackie 
Coogan pictures for Metro-Goldwyn 
distribution is about ready for release. 



GERSON PICTURES FOR 
INDEPENDENTS 

B. Berger, general manager of Ger- 
son Pictures Corporation, with head- 
quarters and studios in San Francisco, 
announces that this corporation will 
produce eight feature productions dur- 
ing the season 1924-5. 

This series will be produced under 
the personal direction of Duke Worne 
and will be released as Duke Worne 
Productions. He is one of the most 
capable directors in the type of stories 
in which Richard Holt will appear, and 
has many creditable successes to his 
record of box-office attractions. 

General Manager Berger announces 
that this series of thrill dramas, which 
will not in any sense of the word be 
known as "westerns" but will be more 
in the class of society pictures, are to 
be franchised on the independent mar- 
ket. Berger has an entirely new and 
hitherto untried plan under which to 
distribute this series and expects to 
make announcement of this plan with- 
in the next few weeks. 

* * * 

FOREIGN TERRITORY 
FOR RAYART SOLD 

Richmount Pictures, Inc., of which 
D. J. Mountain is President, this week 
announces the consummation of nego- 
tiations with Rayart Pictures Corpora- 
tion for the exclusive distribution of 
the Rayart product for the entire for- 
eign market. 

The deal, which is one of the largest 
deals consummated in the Independent 
fielcl within the last two years, includes 
two serials, twelve westerns, twelve 
dramas and twelve specials. 

The first serial released will be 
"Battling Brewster" and the first 
special will be "The Street of Tears." 




When there's a kindly Sheriff, there's usually a way — as Eileen Percy 
finds. This scene from Truart's production entitled "Let's Go" is one 
of the highlights in a picture of excitement, romance and heart throbs. 



Page 24 



Exhibitors Trade Review 



S. BARRET McCORMICK 
JOINS PATHE 

S. Barret McCormick has been ap- 
pointed Special Exploitation Manager 
in charge of the two forthcoming Pathe 
features, "Dynamite Smith" and "The 
Battling Orioles." 

Mr. McCormick is one of the most 
widely known advertising and exploi- 
tation men in the motion picture busi- 
ness. He is equally as well known as 
an exhibitor, having served as Manag- 
ing Director of some of the largest 
theatres in the country. 

He was at one time a Denver news- 
paper man and entered the motion pic- 
ture field by managing two Denver the- 
atres. Since then he has managed the 
Circle Theatre at Indianapolis. He also 
managed the Allen Theatre at Cleve- 
land and opened the big McVickers 
Theatre at Chicago. He comes to the 
Pathe Exchanges, Inc., from the Tivoli 
Theatre at Washington. 



LLOYD'S LATEST FOR 
NOVEMBER RELEASE 

Harold Lloyd's latest screen pro- 
duction, "Hot Water," will be released 
November 2, according to an announce- 
ment made this week by the Pathe Ex- 
changes, Inc. 

His newest production is an entire 
departure from his most recent release, 
"Girl Shy," inasmuch as it carries no 
running story, and almost the entire ac- 
tion takes place within twenty-four 
hours. The basis of the picture is the 
troubles of a newlywed, a mother-in- 
law, a turkey won in a raffle, a brother- 
in-law, who was born lazy and hasn't 
changed a bit since the day of his birth. 

In Lloyd's newest production there 
are really only five outstanding charac- 
ters. In editing and cutting everything 



was sacrificed for laughs. The actual 
footage runs about five reels completely 
eliminating all unnecessary footage. 

Sam Taylor and Fred Newmeyer are 
responsible for the direction with the 
"gags" and titles handled by Tommy 
Gray and Tim Whalen. Tobyna Rals- 
ton again appears opposite Lloyd while 
Josephine Crowell enacts the next im- 
portant role, that of mother-in-law- 



F. B. 0. HOLDS SALES 
CONFERENCE 

A sales conference of division man- 
agers extending over a period of three 
days, starting Sunday, September 7, 
was held in the Home Office of F. B. 
O. The Division Managers who at- 
tended were C. E. Penrod, in charge of 
the Middle States Divisions, Cleve 
Adams, South Western States, Max 
Weisfeldt, Central West and E. J. 
Smith, Eastern States. 

Harry Berman, Sales Manager of F. 
B. O. presided, and sales policies in 
connection with F. B. O.'s forthcoming 
big releases, including "Vanity's Price," 
"Fools in the Dark," "Messalina," the 
new series of Thompson productions, 
the "Lefty" Flynn pictures, "The 
Prude," F. B- O.'s new short subjects, 
"The Go-Getters" and the new series of 
Westerns to be made by the Independ- 
ent Pictures Corporation were discus- 
sed. 



FAMOUS DIVIDEND 

At a meeting held Monday the Board 
of Directors of Famous Players-Lasky 
Corporation declared the regular quar- 
terly dividend of $2.00 per share on 
the preferred stock, payable November 
1, 1924, to stockholders of record at the 
close of business on October 15, 1924- 
The books will not close. 




Usually a scene of a scene has as much interest as the celluloid version itself. David 
Smith, director of Vitagraph's production "Captain Blood" stated, together with his 
principals! Allan Forrest and Jean Paige are snapped in Arthur Lett's beautiful garden. 



PEGGY HOPKINS JOYCE 
TO BECOME STAR 

Peggy Hopkins Joyce, the toast of 
the Riviera, Monte Carlo and the 
Broadway musical comedy stage, hav- 
ing tasted the bitter and the sweet of a 
crowded career of exciting events, does 
not believe that her cup of life will be 
full until she has appeared as a star in 
the movies. Toward this end, Countess 
Peggy Hopkins Joyce Morner, who re- 
cently hop-skipped in and out of royal- 
ty, has put her famous "Hancock" to 
a million-dollar contract to star in a 
series of motion picture productions. 

An announcement made at the execu- 
tive offices of J. M. Mullin, well known 
pioneer in motion picture circles, that 
he has signed Peggy Hopkins Joyce to 
star in a series of screen productions at 
a figure that reaches a high water 
mark, has created considerable interest 
throughout the realm of moviedom. 

Peggy Joyce's last theatrical appear- 
ance was as the star of Earl Carroll's 
"Vanities of 1923," which played the 
entire season on Broadway and enjoyed 
a successful tour of the large cities 
throughout the country. With the an- 
nouncement that she has signed a con- 
tract to appear on the screen, several 
Broadway theatrical producers have 
taken to the veil, inasmuch, as each one 
has been either clamoring or stating 
that he has Peggy under contract for 
his respective show. 

Preparations are already under way 
for the first production. Negotiations 
have been started for the purchase of a 
famous stage play to be adapted for 
screen use as Miss Joyce's initial film 
vehicle. Production activities will start 
early in October- 

* * * 

SULLIVAN TO PRODUCE 
SERIES FOR F. B. 0. 

C. Gardner Sullivan, veteran scenario 
writer and editor, has entered the pro- 
duction end of the motion picture busi- 
ness. His first picture, "Cheap Kisses," 
is now in production on the Thomas H. 
Ince "lot" at Culver City, California. 

The C. Gardner Sullivan Productions 
is the new company that will offer the 
finished product of Mr. Sullivan's fa- 
cile pen. Four productions, in all, are 
to be made in the first series of this 
organization with each of the stories 
written by Mr. Sullivan. 

John Ince, brother of Thomas H. 
Ince, the producer was chosen to direct 
the first of the Sullivan productions 
which will be released by F. B. O. 

* * * 

HUDSON COMES EAST 

Earl Hudson, production manager 
for First National, will move two units 
to New York, Oct. 15. 

One group will be headed by Corinne 
Griffith and will immediately start work 
upon "Declasse," while the other star 
to go east is Milton Sills. 



September 27, 1924 



Page 25 



INDEPENDENT ADOPTS 
NEW BOOKING PLAN 

In order to facilitate matters for the 
exhibitor and make more sure the ser- 
vice to him, Independent Pictures Corp. 
has adopted the policy of selling only 
one exchange in each territory and al- 
lowing them to handle the product ex- 
clusively. 

The plan met with the instant and 
complete approval of several exchanges 
prominent among which are Pioneer 
Films, of Boston, who holds the entire 
New England territory and who has 
purchased Independent product one 
hundred percent; the Rex Film Co., of 
Detroit, Sy Griever who controls 
Northern Illinois and Indiana, and the 
Independent Film Service of Dallas, 
Texas. 

Included in the one hundred percent 
bookings are the following pictures : 
new Franklin Farnum pictures (series 
of eight) ; Bill Cody series of eight 
pictures ; Desmond-Holmes productions 
(eight in series) ; "Dangerous Pleas- 
ure," a society drama with Dorothy 
Revier, Niles Welch and Theodore 
Lorch; "When Winter Went," a five 
reel comedy with Raymond Griffith and 
Charlotte Merriam ; "Woman Under 
Oath," "Her Game" and "Her Code of 
Honor" with Florence Reed ; "What 
Three Men Wanted" with Miss Du- 
pont. 

* * # 

STATE TAKES CONTROL 
OF 'AMBITION' 

Deputy Labor Commissioner Santee 
of the California State Department, of 
Labor has assumed control of funds 
guaranteed from the sale of the Grand 
Asher Distributing Corporation and the 
Motion Picture Producers' Association 
picture entitled "Ambition." 




Gloria Swanson not only acts in her pic- 
tures but also takes an active interest in the 
scenario. She is shown pondering over 
the script of a picture for Paramount. 




Anna May Wong is the first Chinese ac- 
tress to attract attention in pictures. She 
is now in demand for Oriental parts. The 
above is from Pathe's "The Fortieth Door." 

Complaints were lodged against ihc 
two companies by workmen, who 
claimed that they received worthless 
checks in payment of wages. They 
further presented evidence that the pic- 
ture had been sold for a figure approxi- 
mating $60,000. Of this amount $30,- 
000 will be paid over to the workmen 
and former employees. 

The other $30,000 will be used to de- 
fray property and material claims 
against the companies. 

* * * 

BUSTER KEATON RENEWS 
SCHENCK CONTRACT 

Buster Keaton and Joseph M. 
Schenck have signed new contracts 
calling for at least six feature comedies 
from the comedian at an approximate 
cost of $300,000 each. The distribu- 
tion of the productions will rest in 
Schenck's hands. 

The first picture under the new con- 
tract will be an adaptation of Roi 
Cooper Megrue's "Seven Chances." 

* * * 

PRIZE WINNING NOVEL 
FOR VITAGRAPH 

Another of Booth Tarkington's prize- 
winning novels will find its way to the 
screen this winter, when Anagraph re- 
leases "The Magnificent Ambersons." 
Jay Pilcher is now at work on the 
continuity for this production, and 
David Smith, who will direct, is con- 
sidering possible selections for the vari- 
ous roles. 

Like most of Mr. Tarkington's 
stories, "The Magnificent Ambersons" 
has to do with an interior American 
town, whose residents are very human 



persons, and deals with experiences 
that bring readers close to the grass- 
roots. Besides winning one of the an- 
nual Pulitzer prize awards, it has been 
one of the heaviest sellers of this novel- 
ist's many successes, and is admirably 
fitted for screen use. 

* * * 

'RESURRECTION' FOR 
PRINCIPAL 

Sol Lesser, president of Principal 
Pictures Corporation, announces that 
Principal will produce Tolstoi's "Resur- 
rection" on an elaborate scale. Pro- 
duction will be started within a few 
weeks. The stars and director will be 
of world-wide prominence. Technical 
men will be brought here from the Con- 
tinent to insure correctness of detail. 
Plans are also under way to send the 
principals to Russia for certain scenes 
impossible of reproduction here. 

"Resurrection" is one of the most 
absorbing of the great Russian's works, 
sets forth in detail those phases of 
Russian life which led up to the great 
revolution. 

* * * 

SYRACUSE AVERTS 
MUSICIAN'S STRIKE 

The threatened strike of musicians 
in the theatres of Syracuse was averted 
the past week when a compromise was 
brought about that will give the musi- 
cians $56 a week and leaders $85 a 
week. This represents an increase of 
$4 a week to the former and $5 a week 
to the latter, or just one half the 
amount originally demanded. In Al- 
bany the theatres met the musicians last 
week by giving them a three year agree- 
ment with the union and $48 a week, 
an increase of $3 over what has been 
paid. 




Miss Kathlyn Martyn, who will be seen in 
a prominent role in "The Sixth Command- 
ment," which will soon be released under 
the guidance of Associated Exhibitors. 



Page 26 



Exhibitors Trade Review 



PRODUCTION HIGHLIGHTS 



In addition to their three original units 
which are at the present time all working at 
top speed, the Independent Pictures Corp. 
has taken over a new unit to film a series 
of special Westerns which are to be released 
by one of the prominent releasing com- 
panies. 

* * * 

Walter Lantz, the cartoonist-creator of the 
new Bray cartoon character "Dinky Doodle," 
is at present putting the finishing touches to 
the second of the new series of animated 
cartoons in which the artist works in com- 
bination with the Cartoon character. 

. j(c % 

Chadwick Pictures Corporation announce 
that Mission Films have started production 
on "The Tom Boy" which they are making 
for them and that David Kirkland has been 
signed to direct the production with beauti- 
ful Madge Bellamy in the title part. 

* * * 

C. B. C. have another one of their Perfec- 
tion Series featuring Eva Novak and Wil- 
liam Fairbanks well on the way to comple- 
tion. It will be released as the fourth of 
the series and under the title of "The Beau- 
tiful Sinner." 

% & ^ 

Victor Seastrom is cutting and titling "He 
Who Gets Slapped," the Andreyev play 
which he has produced for Metro-Goldwyn 
from a Carey Wilson adaptation with Lon 
Chaney in the title role. 

s}: sjs 

Hobart Henley is using the Bible as his 
scenario for an important episode in the 
Metro-Goldwyn-Mayer production of "So 
This is Marriage" which he is directing. 
The scenes are for a Biblical insert into the 
ultra-modern Carey Wilson story, and are 
being photographed in their natural colors. 

* * * 

Nick Grinde has returned to picture mak- 
ing after having deserted the motion pic- 
ture industry for a brief period during which 
he directed stage productions. Grinde is now 
assistant to Monta Bell at the Metro-Gold- 
wyn-Mayer studio, where Bell is producing 
"The Snob" from the Helen R. Martin 
novel. 

•¥ 

Production work on "The Mirage," star- 
ring Florence Vidor, was gotten under way 
at the Thos. H. Ince studio this week with 
Clive Brook, Alan Roscoe, Vola Vale and 
Myrtle Vane in the leading roles of the sup- 
porting cast. 

sje ^ :f; 

Beverly Bayne has signed a long term con- 
tract with Warner Bros, making her the 
latest addition to a list of important screen 
players in the Warner string which has been 
growing at the rate of one or more a week 
for some time. 

•fc H* 

William de Mille is somewhere on the 
Pacific ocean with a fishing rod in his hand 
and the script of his next production 
"Locked Doors," in his pocket. He is work- 
ing out the final details of the new picture, 
which is from an original story by Clara 
Beranger. 



Hard-working Richard Dix, who has been 
playing in Paramount pictures without a rest 
period between roles, left the Long Island 
studio recently for a well-earned vacation at 
Lake Placid. 

*• * # 

"The River Boat," which Victor Fleming 
will produce for Paramount, will be started 
on September 22, according to an announce- 
ment made today by Jesse L. Lasky, first 
vice president in charge of production of 
Famous Players-Lasky. 

* * * 

The first of the season's Ernst Lubitsch 
productions for Warner Bros.' "Three 
Women," is just getting under way in the 
big theatres throughout the country which 
have been impatiently awaiting its release 
date. It is going into the Criterion in Los 
Angeles to follow "The Sea Hawk" which 
was on for an indefinite run. 

* * * 

Warner Baxter is to continue as a Thomas 
H. Ince featured player, according to an- 
nouncement from the Culver City studios. 
This sets at rest the report circulated that 
Baxter is no longer under the auspices of 
Thomas H. Ince, which started when he 
was engaged by Famous Players-Lasky to 
play in Betty Compson's "Garden of 
Weeds." As a matter of fact, he is still 
under contract to Mr. Ince and has only 
been lent to Famous for a single picture. 

* * * 

Olga Printzlau, one of the highest priced 
scenario writers in the business, has again 
been signed by Warner Bros, to make the 
screen adaptation of Max Kretzer's "The 
Man Without a Conscience." 




Molly O'Sullivan, Cosmopolitan player in 
"Janice Meredith," who played in the 
Chariot Revue, has returned to London. 



The task of organizing the cast which 
will support Gloria Swanson in "Madame 
Sans-Gene" has been completed. The cast 
includes some of the most noted actors and 
actresses of France. 

Charles de Roche, the only one besides 
Miss Swanson who has had motion picture 
experience in America, has the role of Le 
Febvre. Mr. de Roche needs no introduc- 
tion to the motion picture public. 

Zane Gray's "Code of the West," a great 
story of early pioneering days, will go into 
production for Paramount on September 22, 
according to an announcement made today 
by Jesse L. Lasky, first vice president in 
charge of production of Famous Players- 
Lasky Corporation. 

* * * 

Mabel Julienne Scott, Edward Connelly 
and Warner Oland have been engaged for 
important roles in the biblical insert in Ho- 
bart Henley's production of "So This is 
Marriage," which is being filmed at the Met- 
ro-Goldwyn-Mayer studio. Miss Scott has 
been cast for the role of Bath-Sheba, while 
Connelly will appear as Nathan the Prophet. 
Oland will play King David. 

Additions to the cast for Thomas Meig- 
han's newest Paramount picture, "Tongues 
of Flame," by Peter Clark MacFarlane, in- 
clude John Miltern in the role of "Scanlon," 
and the well known stage player. Burton 
Churchill as "John Boland." Joseph Hena- 
bery will direct from the adaptation by 
Townsend Martin. 

Adolphe Menjou will go to New York im- 
mediately following the conclusion of his 
featured role in Pola Negri's current star- 
ring picture, "Forbidden Paradise," to play 
opposite Elsie Ferguson in "The Swan," ac- 
cording to an announcement by Jesse L. 
Lasky, first vice president in charge of pro- 
duction of Famous Players-Lasky Corpora- 
tion. 

% % ♦ 

Players just engaged by First National 
to appear with Doris Kenyon, the featured 
player in "If I Marry Again," are Wallace 
Beery, Rosemary Theby, Norma Wills and 
Hector Sarno, with several important roles 
still to be filmed. 

Helen Gardner, famed from one end of 
the world to the other, as a Vitagraph star 
of several years ago, makes her appearance 
on the screen in "Sandra," the Sawyer-Lubin 
production for First National presenting 
Barbara La Marr and Bert Lytell. 

"Another Man's Wife" the third and final 
feature in the series starring Lila Lee and 
James Kirkwood, produced by Regal Pic- 
tures, was received this week by Producers 
Distributing Corporation and prints will be 
shipped immediately to all of the company's 
branches for screening prior to release on 
October 9. 



September 27, 1924 



Page 27 



A wire from the coast announces that 

C. B. C. added Phyllis Haver and Lloyd 
Whitlock to the cast of "The Midnight Ex- 
press," the third in the series of eight Co- 
lumbia Productions. This makes a very 
strong company to support Elaine Ham- 
merstein in the leading role. 

* * * 

The screen version of Howard Rockey's 
novel "This Woman" has recently been 
finished at the Warner Bros., West Coast 
studio. Phil Rosen, who directed, is at 
present busy at the studio laboratory edit- 
ing and titling his latest production. 

* * * 

The title of Emory Johnson's latest pro- 
duction for F. B. O. has been changed 
from "The Grandstand Play" to "Life's 
Greatest Game" is headed by Jane Thomas 
and Johnnie Walker, with Tom Santchi, 
Gertrude Olmstead and "Red" Kirby in 
support. 

* * * 

To date three well known players 
have been given parts in Willa Cather's 
"A Lost Lady" now in production at the 
Warner Bros.' West Coast studio. They 
are, Irene Rich, a Warner star, who will 
portray the part of Marion Forrester; Vic- 
tor Potel, a trouper of the old Essanay 
days, who will play Ivy Peters and George 
Fawcett, probably the best known of all 
character actors who has been signed to 
play the part of Captain Forrester. 

When the final scenes have been taken 
for a motion picture it used to be that 
there was a lapse of a month before the 
director was ready to have it seen by the 
executives and stars. It took him all that 
time to cut it and place the titles. 

* * * 

Harry Garson announced yesterday the 
complete cast for his first "Lefty" Flynn 
Western under the terms of his new six 
production contract with Film Booking Of- 
fices, work on which began last week at 
Rhyolite, Nevada. The cast includes, be- 
sides Mr. Flynh: Gloria Grey, Charles 
Crockett, Frederic Peters and Daddy Hoo- 
sier. 

if ip. H/i 

Joe Brandt ann^unc^ thq.t he has 
signed the novelty film "Hot Dog" a two- 
reel comedy acted entirely by animals 
with the DeLuxe Film Co., of Philadel- 
phia, for South New Jersey. Eastern Penn- 
sylvania, and Delaware and with the Ex- 
hibitors Film Exchange of Washington, 

D. C, for Maryland, Virginia and the 
District of Columbia. 

* * * 

Rudolph Valentino will see his work in 
"The Sainted Devil" in Juan Les Pins, An- 
tibes, France. 

Mr. Valentino sailed for Europe the day 
following the completion of the Paramount 
picture which was filmed under the direc- 
tion of Joseph Henabery. 

* * * 

Warner Bros., distributors throughout 
the country are receiving the first three 
releases of the 1924-25 product which are 
Ernst Lubitsch's "Three Women," Rin- 
Tin-Tin in "Find Your Man," and Monte 
Blue and Marie Prevost in "The Lover of 
Camille." 

Each one of these first three has so 
much special "kick" from the exhibitor's 
standpoint that playdates throughout the 
country have already been set through the 
various distributors. 




Helene D'Algy who plays an important 
role in Paramount's production, "The 
Sainted Devil" with Rudolph Valentino. 

With Milton Sills and Viola Dana head- 
ing the cast, filming of "Pandora La 
Croix," first of two new productions slated 
by First National this week, was launched 
at the United Studios yesterday. 

Irving Cummings, noted as a producer 
and director of dramatic spectacles of 
oriental locale, is handling the megaphone, 
with Earl Hudson, supervisor of the First 
National producing units, superintending 
the production. 

* * * 

The Warner (3ros.' executives at ihe 
west coast studio took advantage of the 
big public ball which was recentlv held 
at the Ambassador Hotel in Los Angeles 
that marked the close of one of Jnc great- 
est pageants ever held at the coast, by 
taking many scenes for their coming Clas- 
sics of the Screen. The first scene was for 
"The Narrow Street" adapted from Ed- 
win Bateman Morris' popular novel. 

* * * 

With the Warner Bros.' "twenty for 
1924-25" well along toward completion and 
promised for delivery, in their entirety, to 
exchanges before March 1, 1925, plans for 
the season to follow are beginning to crys- 
talize with the announcement of the pur- 
chase of new story material. 

In this connection it may be observed 
that the Warners have just acquired the 
screen rights to "The Golden Cocoon," by 
Ruth Cross. 

* # * 

That Regal Pictures, Inc., is carrying 
its desire for highly artistic productions to 
the last degree of detail is pointed out 
by the ever alert press agent who records 
the fact that one of the extras supporting 
Margaret Livingston in "The Follies Girl" 
bears the name of Adonis De Milo. 
^ * % 

Irving Cummings has taken the last scenes 
of "In Every Woman's Life," his first pro- 
duction for M. C. Levee for First National 
release and is now completing the cutting 
and titling of the picture. 

if if if 

The last frontier pistol has flashed; the 
last of the bandit tribe has been killed or 
put to rout, and Zane Grey's "The Border 
Legion" is now a completed motion picture. 



The scenic grandeur of Rainier National 
Park in Northwestern Washington is being 
woven into the background of J. K. Mc- 
Donald's forthcoming First National picture, 
"Frivolous Sal," which Victor Shertzinger 
is directing. Mr. McDonald chose for some 
of the exterior scenes of his photoplay one 
of the few spots in America where snow 
may be found the year round. 

* * * 

Vera Reynolds, Cecil B. DeMille's newest 
screen "find," has been placed under long 
term contract by Paramount according to an 
announcement today by Jesse L. Lasky, first 
vice president of the Famous Players-Lasky 
Corporation, in charge of production. 

The contract is in recognition of the bril- 
liant work done by Miss Reynolds in the 
leading feminine role in De Mille's newest 
production. 

if. % if. 

Edith Wharton's Pultizer prize winning 
novel, "The Age of Innocence" is being rap- 
idly whipped into production at the Warner 
Bros. West Coast studio with a cast of ex- 
ceptional players. 

Beverly Dawn, who recently signed a War- 
ner contract, is co-starring with Elliott Dex- 
ter, thereby making a combination of one 
of the most popular and experienced leads 
in motion pictures. 

# # * 

George Fitzmaurice, whose production of 
"Tarnish" is scheduled for early fall release 
by First National, is minus one vacation 
trip to Del Monte. The forthcoming depart- 
ure of Samuel Goldwyn, with whom Fitz- 
maurice is associated, for New York and 
Europe is responsible for the director's 
change of plans. 

Tom Forman who has just completed 
"Roaring Rails," starring Harry Carey, has 
been retained by Hunt Stromberg to direct 
Carey in his next production "The Man 
From Texas." 

if if if. 

No fewer than four Italian Counts, three 
Marquises, and two Princes are paying court 
to the charming Kathleen Key, who is in 
Rome playing the part of Tirzah in the Met- 
ro-Goldwyn production of "Ben Hur," which 
is being made under the direction of Fred 
Niblo. There is a current belief in Rome 
that Miss Key will return to Hollywood with 
one of the three aforementioned titles. 

+ ♦ ♦ 

"As Man Desires" is the title which has 
been selected by First National for its pic- 
turization of Gene Wright's novel of India 
Called "Pandora La Croix." This picture 
is now ready to go into production under 
the direction of Irving Cummings. The lead- 
ing roles will be played by Milton Sills, 
Viola Dana and Wallace Beery. 

Robert Edeson who has an enviable record 
both as a screen star and a legitimate stage 
actor has been cast for the part of the rail- 
road supervisor in "Blood and Steel," the 
new Desmond-Homes feature now being 
filmed on the Independent lot. 

if if if. 

Ray Foster has just completed the second 
issue of his new single reel series to be 
known at "Celebritypes," in which "famous 
people as you seldom see them" will be 
shown. "Celebritypes" should prove especial- 
ly interesting to those who have wanted to 
see, intimately, such well known personages. 



Page 28 



Exhibitors Trade Review 




Are More Theatres Needed? 

EXHIBITORS who remain on the fence in the 
face of the block-booking controversy may 
do well to consider this question: 
If independent distributors are forced into the 
building of theatres in key centers in order to 
secure first-run showings for their product, what 
will be the eventual effect on the small houses, 
both in and out of these centers? 

It is generally admitted that, with a few excep- 
tions adequately accounted for by local conditions, 
there are now plenty of theatres to take care of all 
of the public that thus far has been sold on 
motion pictures. It is decidedly hard to find 
any place where the public is being turned away 
for lack of seating capacity. 

As the industry develops and its product im- 
proves, there will be need of more theatres and, 
eventually, motion picture houses doubtless will 
divide into classes, according to the patronage 
sought. That this is something to come in the 
fairly distant future, rather than as an early out- 
growth of disagreements between distributors 
seems probable. 

On any other basis, a substantia] increase in 
the number of houses in the key cities may be 
expected to lead into new varieties of competition 
that will be hurtful to all classes of exhibitors. 
And it is certain that the distributors will gain 
nothing by pursuing tactics certain to react against 
themselves. 

No one need worry about difficulties that con- 
front newcomers in the distribution of pictures, 
as far as those difficulties will tend to discourage 
wildcat ventures of one sort or another. But 
as to those who are now established in the busi- 
ness as producers and distributors, an open door 
policy will benefit the entire industry. They have 
a right to take all reasonable steps to protect them- 
selves in the marketing of what they produce. If 
they are driven into the theatre business, the blame 
for any resulting over-capacity will rest on those 
who were so unwise as to try to close the door to 
the market. In the long run it can not be done. 



* 



Cynicism Cures Nothing 

BECAUSE certain producers show a disposi- 
tion to indulge in questionable methods, 
because an occasional press-book contains 
objectional exploitation suggestions, there is a dis- 



position in some quarters to sneer at the whole 
idea of keeping a clean house in this business. 

A cynical pose may be pleasing to a certain 
type of ego, but it accomplishes no good for 
anyone. 

When there is so much to be done, so much 
need of honest co-operation, it might be well to 
put aside the knowing looks and the sly smiles — 
to get down to business and help create a definite 
sentiment throughout the industry. That is the 
only thing which will bring results. 

Some men will break their pledges openly. 
Others will dodge an issue for profit. But none 
will intentionally flout public opinion for the sake 
of a money loss. When this industry formulates 
definitely and irrevocably its own opinion on these 
questions, it will cany public opinion with it. It 
Avill then have a clean house. 

But the professional cynics will have no part 
in the job. 

* * * 

The Phonofilm in Politics 

THE possibilities of the Phonofilm as a political 
instrument were interestingly demonstrated 
in a showing at the Rivoli theatre, New 
York, this week, presenting President Coolidge 
and candidates Davis and La Follette in brief cam- 
paign talks. 

As a basis for comparison of personalities, these 
pictures are bound to attract much attention. It 
is evident, however, that such reproduction of the 
speech of an individual does not always produce 
the exact impression which might be gained from 
seeing and hearing the speaker. 

To a considerable extent this fault, if it is a 
fault, may be corrected by improvement in loud- 
speaking apparatus which will minimize the nasal 
distortion of voices which already have too much 
nasal quality. It seems that some voices, partic- 
ularly those that are full but without excessive res- 
onance, come through the reproduction process 
unimpaired, while others largely lose their human 
characteristics and thereby their appeal. 

Perhaps a voice test as well as a screen test will 
be essentials with the national politician of the near 
future. 

One thing is certain, however. The Phonofilm 
goes a long step beyond radio as a political instru- 
ment. It is something to be reckoned with in a 
broad way in future campaigns and Avith some im- 
provements that will come out of experimentation 
it should become an important factor in motion 
picture entertainment. 



September 27, 1924 



Page 29 




'SINNERS IN SILK' 

LIVELY JAZZ FILM 

Clever Direction, Brilliant Settings 
Make Likely Box Office Asset 

•SINNERS IN SILK.' Metro-Goldwyn 
Photoplay. Author, Benjamin Glazer, Di- 
rector, Hobart Henley. Length, 5,750 Feet. 

CAST AND SYNOPSIS 

Merrill Adolphe Menjou 

Penelope Stevens Eleanor Boardman 

Brock Farley Conrad Nagel 

Dr. Eustace Jean Hersholt 

Bates Edward Connelly 

Mrs. Stevens Hedda Hopper 

Bowers John Patrick 

Ynez Miss Dupont 

Sir Donald Ramsey Frank Elliott 

Merrill, middle-aged and sickly, undergoes treat- 
ment which rejuvenates him. Returning from 
Europe he is attracted by Penelope Stevens, young 
and pretty. He visits her at home and attends a 
jazz party, afterwards persuading her to see him 
at his apartment. Finding that she is merely 
flirting and enjoying life without going beyond 
decent limits, thereupon Merrill gives her a lec- 
ture. Brock Farley, a youth in love with the girl, 
brings Merrill a letter from which he learns that 
Brock is his son. He resigns Penelope to Brock 
and leads the simple life for the future. 

By George T. Pardy. 

JAZZ, jazz and still more jazz, wild social 
activities, bathing parties, heavy drinking 
and love-making unlimited are jammed gen- 
erously into this film, which provides amus- 
ing entertainment, will please a majority of 
movie patrons, is perhaps better suited to 
the needs of large, than small communities, 
but at the same time avoids anything too 
brash in the line of risque situations. 

The picture is well directed, Hobart Hen- 
ley having shown good judgment in steering 
clear of stuff which might offend the moral- 
ists, while providing snappy action, luxuri- 
ous settings, brilliant backgrounds and a 
wealth of colorful atmosphere. 

And by the way, the scene in which Merrill 
decoys Penelope to his apartment and for a 
while deports himself as a regular melodra- 
matic villain, is probably the best in the film 
because of its original handling and the ex- 
cellent acting of Adolphe Menjou and Elea- 
nor Boardman. Incidentally there's a vein 
of irony running through this episode which 
removes it out of the conventionally the- 
atrical class, and an unexpected twist is neat- 
ly given the plot when it transpires that 
Penelope's most devoted young lover is 
really the son of her "rebuilt" admirer. 

The bathing pool scenes aboard the ocean 
liner and jazz festivities are beautifully 
staged, better photography could not be de- 
sired, and even if the narrative may appear 
a trifle light and unconvincing in spots, its 
giddy romance and whirl of gaiety can 
scarcely fail to entertain the on-lookers. 

Adolphe Menjou gives a masterly per- 
formance as Merrill, his transition from a 
worn-out elderly-looking roue to a dark- 
haired, youthful chap is oddly impressive, 
and his power of suggesting subtle sarcasm 
has never been demonstrated to better ad- 
vantage than when he lectures Penelope for 
the good of her soul and moralizes on the 
dangers of "playing with fire." Eleanor 
Boardman is a truly pert and wondrously 
pretty flapper in the role of Penelope, and 
the supporting cast does excellent work. 

There's an array of star talent which can 
be advantageously utilized in exploiting this 
picture. Besides Menjou and Miss Board- 
man, the names of Conrad Nagel, Jean Her- 
sholt, Hedda Hopper, Miss Dupont and 
Frank Elliott possess advertising value. The 
title has drawing power and you can play 
up the jazz stuff heavily. 



'OPEN ALL NIGHT' 

BRISK AND BREEZY 

Snappy, Sparkling French Farce Com- 
edy Should Prove Big Attraction 

'OPEN ALL NIGHT.' Paramount Photo- 
play. Author, Paul Morand. Director, 
Paul Bern, Length, 5,671 Feet. 

CAST AND SYNOPSIS 

Edmond Duverne Adolphe Menjou 

Therese Duverne Viola Dana 

Lea . . Jetta Goudal 

Igor Raymond Griffith 

Petit Mathieu Maurice B. Flynn 

Isabelle Fevre Gale Henry 

Von De Hoven Jack Giddings 

Bibendum Charles Puffy 

Therese Duverne, wearies of Edmond, her easy- 
going, polished hubby, longs for caveman love, 
thinks she has found it in the athletic person of 
champion bicycle rider Mathieu. Meanwhile Edmond 
becomes friendly with Mathieu's girl, Lea. A clash 
between Therese and Lea over Mathieu occurs. 
Therese promises to elope with Mathieu when he 
wins the big race at the Winter Circus next day. 
But he falls and loses. Therese also loses her 
sudden passion for him, while Lea is reconciled to 
the beaten rider. Edmond shows a flash of temper 
which stuns Therese, and she becomes convinced 
her husband is quite caveman enough for .her. 

By George T. Pardy. 
A LIVELY French comedy with lots of 
snap and sparkle about it, gingery, but 
not risque, "Open All Night" speeds along at 
a topping pace from beginning to end, is 
most amusing and has all the earmarks of a 
successful box office attraction which ought 
to do well at any theatre. 

The farcical atmosphere predominates, but 
at that there's quite a bit of drama in this 
tale of the wilful young wife who allowed 
her fancy to stray in the direction of a big 
athlete who shaped up like a modern cave- 
man, just because her hubby's courtesy and 
polish palled upon her. 

The plot is built around that great sport- 
ing event, the International Six Day Bicycle 
Race held in the Winter Circus, Paris, the 
filming of which provides a series of un- 
equalled thrills and balances nicely the brisk, 
breezy comedy situations with which the pic- 
ture abounds. The love affair between Lea 
and Mathieu, their quarrel and the row 
which takes place when Lea sees Therese 
mixing up with her champion rider all are 
scenes charged with pep and farcical humor, 
but undoubtedly the real hit of the feature 
is when Mathieu, loses the race, thereby win- 
ning back his lady-love, while Therese turns 
to the husband who suddenly proves himself 
her master. 

Much of the film's interest depends on the 
clever characterizations furnished by the 
leading players, and in this connection a 
world of credit is due the brilliant work of 
Adolphe Menjou as the aristocratic, suave 
Duverne ; Jetta Goudal, as Lea ; Viola Dana, 
as Therese ; and Lefty Flynn, in the role of 
athlete Mathieu. Raymond Griffith also con- 
tributes a notable portrayal of Igor, who 
comes from Hollywood to France for the 
purpose of absorbing atmosphere which will 
enable him to present the silent drama with 
a new species of love sheik. 

There is an abundance of fine photography, 
with the highlight of the gay French capital 
set forth in bold relief, exteriors and in- 
teriors are beautifully filmed and excellent 
lighting prevails. 

Bicycle window tie-ups are naturally sug- 
gested in exploiting this picture, the sports 
will be attracted by the mention of the six 
day championship affair, for the rest, you 
can praise the film's unadulterated fun and 
twisted romance, while featuring the work 
of Menjou, Viola Dana, Jetta Goudal, Ray- 
mond Griffith and Lefty Flynn. 



'SINNERS IN HEAVEN' 

HAS SCENIC CHARM 

Not a Record Breaker, But Should 
Yield Exhibitor Reasonable Profits 

'SINNERS IN HEAVEN.' Paramount 
Photoplay. Author, Clive Arden. Director 
Alan Crosland. Length, 6,768 Feet. 

CAST AND SYNOPSIS 

Barbara Stockley Bebe Daniels 

Alan Croft Richard Dix 

Hugh Rochedale Holmes Herbert 

Mrs. Madge Fields Florence Billings 

Native Girl Betty Hilburn 

Native Chief Montague Love 

Barbara Stockley, British girl, is persuaded by 
her friend, Mrs. Fields to accompany the latter's 
brother, Alan Croft, aviator, on a round-the-world 
flight. They are caught in a south-sea typhoon and 
wrecked on a tropical island inhabited by savages. 
Alan makes the natives believe he is a god. He and 
Barbara, realizing they are in love with each other, 
go through a marriage ceremony of their own and 
acknowledge the relationship of husband and wife. 
An aeroplane appears, Barbara is rescued, but Alan 
wounded by a native is left for dead. Barbara returns 
home to face unfavorable criticism of her uncon- 
ventional marriage. But Alan turns up and they 
renew their vows. 

By George T. Pardy. 
''THIS picture offers a good drawing title, 
exquisite scenic effects, some decisive 
thrills and all in all, classes as pretty fair en- 
tertainment. It isn't likely to break any box 
office records but should make a reasonable 
profit for any exhibitor booking it. 

The public is getting rather familiar with 
plots where hero and heroine are wrecked 
on a tropical isle and have a tough time 
fighting off mutual transports of physical 
passion, but if in some respects "Sinners in 
Heaven" follows a well-known trail, on the 
other hand its romance is cleverly fashioned 
and develops a streak of originality. 

For, so far as we know, this is the first 
time on record that screen lovers, lacking 
the benefit of clergy, resolved to carry out a 
marriage ceremony on their own account and 
pronounced themselves husband and wife 
in the sight of God. 

At all events, the adventures of Barbara 
Stockley and Alan Croft in a savage clime 
are sufficiently exciting and colorful to keep 
interest in the film alive to its close. And 
there can be no doubt as to its artistic beauty. 
The exteriors were taken in the West In- 
dies and the views thus acquired are aglow 
with the flaming glamor of the tropics, in 
fact the photography's radiant charm can 
scarcely be exaggerated in words. 

A big punch is achieved in the storm 
scene when the plane is wrecked and Bar- 
bara and Alan are the sole survivors of 
those who started on a round-the-world 
flight. Then follows Alan's tricking of the 
natives into the belief that he is a god, the 
ripening of love and marriage extraordinary 
between the pair, the fight against the sav- 
ages when they realize that the hero is only 
a man after all, and an elegant thrill when 
the relief aeroplane appears and carries off 
Barbara in triumph. Of course Alan, though 
left for dead, shows up later in England. 

Bebe Daniels does very satisfactory work 
in the heroine role, being quite equal to its 
emotional demands, besides, looking very 
cute and appealing. Richard Dix makes an 
agreeable impression as the dare-devil avi- 
ator lover, Mantague Love is a sufficiently 
terrifying cannibal chief, Betty Hilburn 
shows to good advantage in a native girl 
part and the support is adequate. 

You can exploit this as strong in scenic 
beauty, offering a colorful romance, thrills 
and some very novel situations. Bebe Dan- 
iels, Richard Dix and Montague Love should 
be featured. 



Page 30 



Exhibitors Trade Review 



WESTERN WITH 

HUMOROUS APPEAL 

'Rainbow Rangers' Stresses Comic Re- 
lief Which Outweighs Dramatic 
Sequences 

'RAINBOW RANGERS.' Goodman-Sheldon 
Photoplay. Released by Wm. Steiner. Au- 
thor, Not Credited. Director, Forrest Shel- 
don. Length, 5,000 Feet. 

CAST AND SYNOPSIS 

Buck Adams Pete Morrison 

Rose Warner Peggy Montgomery 

Manuel Lopez Lew Meehan 

Anteater Jake Eddie Dennis 

Deacon Slim Nelson McDowell 

English Charlie Milburn Morante 

Barbecue Sam Martin Turner 

Luke Warner L. S. McKee 

Frank Owens Victor Allan 

Tilly Rae Hampton 

Rose Warner and her father are attacked and 
taken captive by a gang of outlaws. They are res- 
oued by a band of rangers headed by Buck Adams, 
who appears just when Rose is at the mercy of the 
bandits. A series of more or less wild adventures 
is staged, with several savage rights taking place 
between Adams' men and the desperadoes. Buck 
and Rose fall in love, and finally he wins the girl. 

By George T. Pardy. 

HPHIS is a Western comedy-drama which 
differs somewhat from the stereotyped 
type of pictures dealing with wild adventure 
in the "wide open spaces" in that its comic 
appeal outweighs the melodramatic trend. 
While not likely to fill the entertainment de- 
mands of high-class audiences, it should do 
well as part of a double-feature day pro- 
gram or wherever the bill is frequently 
changed. 

So far as fast riding stunts and spectacular 
scraps are concerned "The Rainbow Rang- 
ers" is quite up to the standard set by the 
deeds performed in slashing style. 

But the comedy note provails, for these 
colorful rangers headed by Buck Adams who 
got on the trail of the bad guys who capture 
Rose Warner and her papa, are a dis- 
tinctly merry crew, including in their varie- 
gated ranks a former clergyman, A Brit- 
ish chappie, a negro cook and other types 
that don't usually figure in frontier tales. 

So it follows that even "in the midst of 
alarms" and go-as-you-please combats these 
funny fellows are perpetually pulling some 
diverting gags which tend to lighten the haze 
of adventure and make matters assume a 
strictly humorous aspect. Which is just as 
well, for the sake of a little variety in pro- 
ducing Western tales. 

Buck and his happy crowd always turn up 
when they are badly wanted to aid beauty 
and old age in dire distress, there are three 
pitched battles between the opposing forces, 
and each is staged with considerable dash 
and tremendous vigor by the combatants. 
Also, there are some single-handled fights 
not to be despised by admirers of the "red- 
blooded" stuff. The comedy lets up suffici- 
ently to allow of a romance developing be- 
tween Buck and heroine Rose near the close, 
and a satisfactory climax is achieved. 

Pete Morrison plays Buck in a good- 
natured careless way that has something very 
attractive about it. There is a refreshing 
lack of strained effort in his performance 
which one does not often find in the work of 
hard-riding gents cast for this sort of role, 
you can't help liking him and wishing him 
luck all the way through. Peggy Montgom- 
ery registers very effectively as Rose War- 
ner. She is a remarkably good-looking 
young person possessed of considerable dra- 
matic ability, whose talent and magnetic per- 
sonality augur well for her screen future. 

The photography includes a number of 
exceptionally fine exterior shots, showing 
enough from a scenic standpoint to merit 
mention in your exploitation. Pete Morrison 
is worth featuring, none of the other play- 
ers is well-known, but you can lay stress 
on the fact that this Westerner is out of 
the ordinary because it offers comedy of an 
unusual brand. 



SUSPENSE GRIPS IN 

'IT IS THE LAW' 

Unique Murder Mystery Melodrama 
Should Draw the Crowds Anywhere 

'IT IS THE LAW.' Fox Photoplay, Adapted 
From Stage Play By Elmer Rice. Director, 
I. Gordon Edwards. Length, 6,895 Feet. 

CAST AND SYNOPSIS 

Albert Woodruff Arthur Hohl 

"Sniffer" Arthur Hohl 

Justin Victor Herbert Hayes 

Ruth Allen Mimi Palmeri 

Inspector Dolan George Lessey 

Travers Robert Young 

Lillian Allen Florence Dixon 

Cummings , Byron Douglas 

Bernice : De Sascia Mooers 

Harley Byron Russell 

Albert Woodruff and Justin Victor are rivals for 
the hand of Ruth Allen. She weds Victor. Wood- 
ruff plans revenge. He dupes a drug fiend who 
resembles him strongly into taking his place, shoots 
and kills him and makes it appear that he is the 
victim, with Victor the assassin. The latter is 
tried and sentenced to prison, but released after a 
period of five years. Meanwhile Woodruff returns 
from Europe, still intent upon winning Ruth. But 
Victor meets and slays his betrayer. Tried for the 
killing he is given liberty because the law holds 
that a man cannot twice be convicted for the same 
crime. 

By George T. Pardy. 

A MURDER mystery melodrama of 
marked originality, "It is the Law" had 
an extraordinary successful run as a stage 
attraction and there is every reason for be- 
lieving that the silver sheet version will score 
heavily as popular entertainment wherever it 
is shown. Director J. Gordon Edwards has 
handled his material with rare craftmanship 
and a keen sense of the story's absorbing 
values. Frankly melodramatic, the situations 
are "put over" with such compelling force 
and smoothness that the most exciting se- 
quences convince while they thrill. 

Based upon a legal technicality that a de- 
fendant cannot be twice tried for the same 
offense, an intensely dramatic surprise is 
sprung at the close, when Justin Victor, hav- 
ing killed a man who was the cause of send- 
ing him to jail for a crime he didn't com- 
mit, is turned loose in court as a result of 
the judge's ruling that he must not again be 
put in jeopardy of his life. 

And, naturally, one is glad to see him 
freed, for sympathy piles up for Victor and 
his long-suffering wife from the moment 
when the malignant Woodruff plots success- 
fully against the man who won and married 
Ruth Allen. The suspense begins right at 
this point and never slackens its grip on the 
spectators up to the excellently staged and 
impressive climax. 

There is a great situation where Wood- 
ruff forces his drug-crazed double to pose 
for him, another when the luckless duplicate 
is slain ; but for that matter the picture is 
fairly crammed with exciting episodes, nor 
is the interest lessened by the fact that the 
on-lookers are hep to the mystery's secret, 
while the leading characters are mostly un- 
aware of the devilment accomplished by the 
sinister Mr. Woodruff. This is a new de- 
parture from the usual mystery melodra- 
ma formula. 

The work of Authur Hohl in the leading 
roles of Woodruff and "Sniffer" stands out 
as a remarkably vivid and artistic dual char- 
acterization. He registers as the very in- 
carnation of unstrained malice, a marvelous 
bit of pantomime which should go far toward 
establishing his reputation as a leading light 
of the screen. Mimi Palmeri, as Ruth, and 
Herbert Heyes as Justin Victor, give excel- 
lent performances. 

You can boost this as one of the most 
vividly appealing melodramas of the season, 
with a murder mystery and romance angle 
sure to keep the spectators on the keen edge 
of anticipation from start to finish. Feature 
Arthur Hohl's work, which is certain to 
make a hit with the fans, mention Mimi Pal- 
meri, Herbert Heyes and George Lessey. 



'ANOTHER SCANDAL' 

OFFERS SEX LURE 

Film Has Strong Sensual Appeal, Un- 
fit for Family Trade 

'ANOTHER SCANDAL.' Producers Dis- 
tributing Corp. (Hodkinson) Author, Cos- 
mo Hamilton, Director, E. H. Griffith. 
Length, 7,322 Feet; 

CAST AND SYNOPSIS 

Beatrix Lois Wilson 

Pelham Franklin Holmes Herbert 

Malcolm Fraser Ralph Bunker 

May Beamish Flora Le Breton 

Valentine Beamish Ralph W. Chambers 

Elizabeth Mackenzie Hedda Hopper 

Brownie Zeffie Tilbury 

Mitchell Burrows Bigelow Cooper 

Alec Greenwood Alan Simpson 

'Arry 'Arris Harry Grippe 

Just before her baby is born Beatrix Franklin 
induces her husband, Pelham, to take a yachting 
cruise. While on the trip Pelham becomes friendly 
with May Beamish, a young English woman, dis- 
satisfied with her husband and who tries to ensnare 
him. A quarrel between Beatrix and Pelham re- 
sults. The latter goes to stay in his New York 
apartment and relieves his loneliness by taking May 
around. May's husband, Valentine, arrives. May 
persuades him to allow her to compromise Pelham 
so that the latter will be divorced by Beatrix. Bea- 
trix makes her appearance in Pelham's flat just in 
time to spoil May's plan of having a detective 
catch her with Pelham and obtain evidence. Pel- 
ham and Beatrix are reconciled. 

By George T. Pardy. 

CEX appeal runs rampant throughout this 
^ piceure. It is well directed, cleverly 
acted and no doubt in certain localities will 
make money for the exhibitor. On the other 
hand it is equally certain to provoke hostile 
criticism in many quarters. ■ 

For juvenile audiences or the select family 
trade "Another Scandal" ranks as impossible 
entertainment. Whether an exhibitor should 
book it or not can only be answered through 
the medium of his knowledge of his patrons' 
tastes in such matters. 

Director E. H. Griffith is liberal with his 
footage when it comes to elaborating risque 
scenes, starting in early by giving some re- 
markably candid views of the adventures, 
May Beamish, in nightgown array and gen- 
erally speaking, keeping the sensual strings 
toned to concert pitch, ending in what you 
might call a full orchestral swell, when the 
lady in question does a daring disrobing act 
before occupying the bed of the chap she is 
trying to compromise. . 

Flora Le Breton, a British player, fills the 
role of May Beamish, possesses physical 
charms of peculiarly voluptuous type, all the 
more striking because of her frequent lack 
of concealing garments, and plays the part 
with seductive grace, mingled with impetuous 
fire. She is, in fact, a flapper whose fasci- 
nations few will deny, and an actress of no 
mean ability. 

Lois Wilson is exceedingly sweet and at- 
tractive as the wife Beatrix, whose inbred 
loyalty to her husband leads her to rescue 
him from the vamp's clutches at the eleventh 
hour. One of the best scenes is that in which 
Beatrix quarrels with Pelham and deliber- 
ately sets out to revenge herself by accepting 
attentions from a "bad egg" whom she knows 
he dislikes. Of course, the big punch is ad- 
ministered by Beatrix' entry into the room 
where May has cinched her husband, there- 
by spoiling the former's little game. 

Holmes Herbert has a rather colorless role 
as Pelham, but does commendable work and 
the support is smooth and well balanced. 
The photography offers some exteremely 
pretty exteriors and interiors, the Florida 
scenery being particularly charming. 

Tie-ups with book stores on Cosmo Ham- 
ilton's novel from which the film is adapted 
should figure in exploiting it. Play up Lois 
Wilson, she has a strong following, and you 
might work up interest in Flora Le Breton, 
as an English stage beauty, making her de- 
but in an American picture. 



September 27, 1924 



Page 31 



III The <BiG[ Little Feature 




Educational Announces 
Increased Program 

While production activity for some 
time has been at a fast pace at the 
Fine Arts Studio in Los Angeles, 
where Lloyd Hamilton, Juvenile and 
Cameo Comedies are produced for 
Educational, a further increase in the 
program of these units has just been 
planned. 

The new series of Mermaid Come- 
dies under way for 1924-1925 was or- 
iginally planned to number thirteen, 
but, according to a statement just is- 
sued by E. W. Hammons, president of 
Educational Film Exchanges, Inc., the 
demand for these fast-action laugh 
makers has been so great that it has 
been found advisable to increase this 
number to eighteen. 

The first of these eighteen Jack 
White Productions will be released the 
first week in September. It is called 
"Wild Game," and features Lige Con- 
ley in a rapid-fire comedy directed by 
Norman Taurog. The second subject, 
titled "Crime "Crushers," also directed 
by Taurog, is rapidly nearing comple- 
tion. 

Leading Circuits Book 

Dempsey Pictures 

Fred C. Quimby, sales manager for 
Short Product for the Universal Pic- 
tures Corporation, reports exceptional 
success with the Jack Dempsey "Fight 
and Win" series of two-reelers. One 
of the surprising features of the sale 
of these unusual short subjects is the 
extent to which they are being booked 
by the largest theatre circuits in the 
country. 

On top of the recent sale of the series 
of ten two-reelers to the entire chain of 
Famous Players houses in Canada, Uni- 
versal reports bookings on the Dempsey 
pictures by the following big circuits : 
Stanley Mastbaum circuit of Philadel- 
phia; the Sanger Amusements of New 
Orleans ; the Pantages Vaudeville cir- 
cuit of the west coast ; the Asher Broth- 
ers circuit of Chicago; the Lubliner & 
Trintz circuit of Chicago, and the West 
Coast Theatres, Inc. 

The fact that the big circuits have 
sewed up the Dempsey pictures is re- 
garded by the Universal sales executives 
as proof positive of the high box-office 
value of the series. 




In "Sweet Daddy" for Pathe, Charky 
Chase had the delightful occupation of be- 
ing chaperone to a sophisticated Miss from 
the city, much to Charley's chagrin. 

Quimby announces a large list of big 
theatres which have booked the Demp- 
sey series. 

* * * 

"Uncle's Reward" for Buddy 

Edward I. Luddy, Century comedy 
director, has started production on an- 
other picture starring Buddy Mes- 
singer. This picture is tentatively titled 
"Uncle's Reward" and features Hil- 
liard Karr in a supporting role. 



SHORTS 

nBSERVING exhibitors 
^ have found that good 
shorts are as important on 
their programs as good fea- 
tures are, because there are 
many patrons who find the 
short subjects the most enter- 
taining part of the program. 

Newsreels, especially in 
many out of the way places 
furnish the surrounding coun- 
tryside with the news of what 
is going on; the comedies, 
their only change from the 
drab routine of their lives. 

It is equally important there- 
fore, that careful selection be 
made of all short items for the 
screen just as it is necessary to 
choose big features judiciously. 

Watch the columns of Exhibi- 
tors Trade Review for sugges- 
tions, and read our criticisms of 
short subjects as released each 
week. 



New Short Product 
Managers 

Two more promotions have been 
made in the Universal sales department. 
Two new Exchange Short product 
managers have been created, according 
to the plan announced last week by 
Fred C. Quimby, general sales manager 
for Short Product. 

The new Short Product executives 
are A. L. Sugerman, of the Cincinnati 
Exchange, and John Mednikow, of the 
Chicago Exchange. Sugerman is one 
of the veteran employes of the Cincin- 
nati Exchange, and is well known 
among the exhibitors of that territory. 
Mednikow has an enviable record in the 
film selling game, and is an authority 
on Short Product. 

* * * 

Wanda Wiley Falls 
From Horse 

Wanda Wiley, Century star, was 
thrown from her horse the other day 
and is now in the hospital where it is 
expected she will have to remain for 
at least two weeks. 

Miss Wiley was riding her mount in 
a scene for "Oh Duty," her latest star- 
ring vehicle for Century, when it be- 
came frightened by the noise of a big 
wind machine on a nearby set, and 
bolted, throwing the young star to the 
ground and injuring her so painfully 
it was found necessary to rush her to 
the hospital. 

* * * 
Comedy Star and Extra 

in Fistic 'Accident* 

Lige Conley, star in Educational- 
Mermaid Comedies, is carrying his 
left hand in a bandage, and an extra 
is nursing a swollen jaw just because 
the extra was a poor judge of dis- 
tance. 

Norman Taurog was shooting a 
scene for a new Mermaid Comedy 
titled "Crime Crushers," in which Con- 
ley takes the part of an amateur de- 
tective. Conley, entering an under- 
world dive to rescue his sweetheart, 
had "knocked out" several "thugs" and 
was preparing to dispose of the last 
one. 

The distance was chalked off, so 
that the extra could appear to take 
Conley's blow without being hurt. 

But just as Lige swung a pretty 
"haymaker," the extra stepped a little 
too close, and he caught the blow full 
on his jaw. When he came to, he 
started to explain that the next time 
he would be more careful and not 
come too close. 



Page 32 



Exhibitors Trade Review 



News Reels in Brief 

International News No. 75 : Off San 
Francisco, Cal. — Plane shot from warship in 
fleet maneuvers. San Jose, Cal. — Speed re- 
cords in dirt track auto race. Ralph De Pal- 
ma wins in contest over perilous course. 
Atlantic City, N. J. — Queen of bathing girls 
chosen in beauty pageant. Miss Ruth Mal- 
colmson, of Philadelphia, crowned as Miss 
America, succeeding H. R. H. Kitty Campbell. 
Sacramento, California — Long-haired queens 
only reign at this show. Seven-foot crop of 
blond tresses displayed at gathering of foes 
of bobbed locks. Jamaica, N. Y. — Cops' 
dare-devil riding thrills great crowds. Rodeo 
stunts outdone in bluecoats' annual field day. 
Baltimore, Md. — Thousands see statue of 
Lafayette unveiled. President Coolidge 
speaks at impressive ceremonies in honor of 
French hero. Berkely, Cal. — College boys 
answer the call of the wild. Yearly brawl 
shows 'em in great form for fall studies. 
Friederichshaf en, Germany. — ZR3 ready for 
trip to U. S. after fine trial flight. Latest 
and greatest Zeppelin built for Uncle Sam 
makes fine showing in first sky journey. 
Boston, Mass. — International presents Ameri- 
ca's welcome to the world fliers. 

Kinograms No. 5013: President greets 
the world fliers — Washington — Mr. and Mrs. 
Coolidge go to Boiling Field to welcome the 
globe-circlers. After four hours' wait, due 
to fliers' forced landing in Maryland, the 
President and Secretaries Weeks and Hughes 
give them greeting. Metropolis welcomes our 
champion scouts — New York — Jamboree 
Troop, winners in Copenhagen contests, 
officially greeted at City Hall. Richard 
makes good on Davis cup team — Philadelphia 
.- — Young star on U. S. team defeats Wood 
of Australia in trophy play. General Persh- 
ing greets successor — Washington — Comman- 
der of A. E. F. retires and Maj. Gen. Hines 
becomes Chief of Staff. 12 year old sailor 
is oldest in race — Fishers Is., Conn. — Lads 
and lassies sail their boats like real tars. 
Blue blooded dogs seek blue ribbons — West- 
bury, L. I. — Society turns out for open air 
show to which Prince of Wales was invited. 
Spot, champion, does his stuff — Rochester, 
N. Y. — Premier sheep dog of England here 
for exhibition at big fair. Fair ballet maids 
take to the wilds — South Haven, Mich. — 
Serge Oukrainsky and his corps of dancers 
begin season's training. Lumberjacks meet 
for National title — Eau Clair, Wis. — Indian 
and white experts do amazing stunts in log- 
rolling contest. 

Fox News, Vol. 5. No. 101: Belmont 
Park — Mother Goose, Whitney stable 2- 
year-old, wins the historic Futurity in a 
field of 29 entrants. Garden City, L. I. — 
America's golf stars retain the Walker 



Cup, defeating English team in 6 of 8 
single matches. New York City — Peter J. 
Brady, labor leader and president of the 
Federation Bank, returns from Europe. 
Phialdelphia — Davis Cup stars in U. S. 
■ — Australians, Patterson and O'Hara- 
Wood, lose to Tilden and Johnson. Sharps- 
burg, Md. — Civil War veterans see U. S. 
Marines reenact the famous battle of An- 
tietam with modern weapons. Chicago^ 
111. — North Sides gets a jolt as old stone 
water crib in Lake Michigan, a menace to 
navigation, is blown up. America and 
England compete at Polo for International 
Cup at Meadowbrook Field. Society's 
most brilliant throng gathers to see the 
foremost horsemen of the two continents 
battle for supremacy. Prince of Wales, 
guest of honor, visits paddock to cheer his 
countrymen. 

* * * 

Gee Whiz, Genevieve 

Pathe 2 reels 

Jubilo is a tramp — and meets up with 
another son of rest in a small town. His 
companion has an idea and sends him to 
the. drugstore of the town with a request 
for the best small-pox remedy, and they 
are thus fed and housed for five weeks. 
In the meantime seeking the chance of 
food for the future, the companion tells 
Jubilo that he has a sister who owns a 
restaurant. The sister is a widow and might 
marry Jubilo and thereby assure his suste- 
nance at least. He agrees and they go to the 
town where Genevieve, the sister, has her 
food emporium. Though she has buried 
three husbands she undertakes the fourth 
and Jubilo is the victim. 



Will Rogers proves he is a true artist 
when it comes to comedy. In the part of 
the tramp Jubilo, he brings to the screen 
a real knowledge of what will make the 
public laugh. There is no sham or near- 
comedy. But the old fashioned laugh pro- 
voking ability so seldom found today on 
the screen. 

This is the thirteenth picture of the 
series that Will Rogers has made for 
Pathe. Many exhibitors would doubtless 
like to see another group following this — 
for these last were generally successful 
everywhere. 

The small-pox scare that they throw into 
the town causes quite some commotion 
and many funny situations. The colored 
porter gives a good contribution to the 
general fun. 



The scheme of the tramps to get three 
meals a day and the certainty of a home, 
through the stranger marrying the other's 
sister, is interesting — even though Gene- 
vieve is impossible. She is fat, over forty, 
and not so fair. 

An intelligent member of the cast is 
Jubilo's dog, for whom he marries in or- 
der to make a home for him. However 
when he sees his master married to Gene- 
vieve, he makes a rapid exit heading for 
the freight train leaving town. 

In every respect this is an audience pic- 
ture and the Follies comedian deserves 
every appreciation extended to him either 
in the form of laughs or applause. Surely 
the picture-going public will want to see 
this picture and the exhibitor wishing to 
satisfy his particular part of that public 
will book "Gee Whiz, Genevieve." 

^ ^ * 

Sittin' Pretty 

Pathe 1 reel 

Charley Chase, impersonating an officer 
in the uniform of his sweetheart's father, 
is dragged to the station house by a thief 
caught stealing his car. Just as they ar- 
rive, a hurry call comes in that a lunatic 
is at large and has barricaded himself, and 
all the police of the station are sent down. 
While rushing out, they take Charley 
along. When at the scene of the disturb- 
ance, Charley steps on an iron hoop and 
is forced to jump forward just when the 
captain asks for volunteers. He is sent in, 
pacifies the lunatic, and thus captures him. 
However he makes his disappearance 
quickly, but as the captain has noticed the 
officer's shield number he conveys the 
award to Charley's prospective father-in- 
law, and Charley get s the girl. 



All the needed elements of a good com- 
edy are in "Sittin' Pretty," which though 
short, has many laughs. There is an in- 
genious scene where Charley stands on 
one side of a mirrored door and the luna- 
tic on the other. Charley swings back the 
mirror and imitates every move of the 
crazy man just as if the mirror were there 
— until the lunatic is so enraged that he 
butts his head against the glass which has 
been swung back in time thus making the 
capture comparatively easy. 

As an exploitable comedy there is little 
in the story to advertise, but the name of 
Charley Case has quite a following among 
comedy fans. Even though "Sittin' Pretty" 
is a one reeler, yet laughs enough abound 
to make the exhibitor feel safe in booking 
this comedy. 

H< ^ 

Should Landlords Live? 

Pathe 2 reels 

Arthur Stone is clerk in a small town gen- 
eral store and feels the urge for the city and 
more room to move around in. His uncle in 
the city welcomes him and gives him employ- 
ment as rent collector. However his lack of 
success in this direction together with too 
much city sends him back to his small town 
clerkship, sadder but wiser. 

Hailed by Hal Roach as a star 'find,' Ar- 
thur Stone makes his first appearance in a 
new series of comedies. Stone has been se- 
cured from the ranks of vaudeville, and has 
all his screen future ahead of him. 



"Should Landlords Live?" is a fast moving 
comedy, but has nothing new in it, nor does 
Arthur Stone lend it anything beyond what 
scores of other comedians might in the same 




An example of the progress of short subjects from the position of "filler" to the 
rank of big little features. George Washington taking the oath of office as first 
President of the United States. A scene from "Alexander Hamilton," one of the 
"Chronicles of America" produced by Yale University Press and distributed by Pathe. 



September 27, 1924 



Page 33 



situation. Yet even so, there still remains 
the fact that this two reeler has many laughs 
even if the slapstick follows conventional 
lines. 

On the whole, for its amusing scenes this 
picture would be safe booking from the ex- 
hibitors standpoint, yet it is not any more 
to be desired than dozens of others. The 
advertising would necessitate much consid- 
eration, for the star is unknown to screen 
fans, though in some centers is known for 
his past vaudeville associations. 

Short Change 

Educational 2 reels 

Oswald Overton is chief teller in the First 
National Bank, and is planning to leave for 
his annual fishing trip. The Bank has re- 
ceived an urgent telegram from its branch to 
send fifty thousand dollars to stop the run on 
the branch. The messenger is dispatched 
and while saying goodbye to Oswald the trav- 
elling bags are mixed — and many unlooked 
for complications thereby arise. When Os- 
wald discovers the contents of his bag, he has 
already reached his destination, but takes the 
first train back home. In getting the money 
back to the bank he is frustrated many times 
by thugs and tough characters, yet finally 
restores the money to the bank's vault, and 
wins for his reward the president's daughter. 

Walter Hiers plays the part of Oswald 
Overton, and does so splendidly. He will 
surely "get over" big in this comedy, for he 
has that comedy manner so well sought for 
on the screen. He can look so simple and 
stupid ; merely looking at his fat moon face 
makes one laugh. 

The story is good and interspersed with 
interesting comedy. The scene where he is 
aboard the train and has as his seat compan- 
ion a mischievous child, who steals his pock- 
etbook and ticket throwing them out the 
window, gives him an excellent opportunity. 

If we were an exhibitor we would adver- 
tise this comedy regardless what the feature 
we were showing might be, for the feature 
of the bill would doubtless turn out to be 
Walter Hiers. 

When Walter Hiers, stout though he be, 
stuffs the numerous packages of money in his 
shirt front and walks through the streets, 
thinking that it will be unnoticed, he is a 
scream — and this by the way would be a good 
street ballyhoo for exploitation purposes. 

Bright Lights 

Educational 2 reels 

Bobby Vernon and his chum follow two 
attractive girls in a motor, along the country 
road. They take the wrong road and land 
in the lake. A neighboring farmer's wife 
gives them fresh clothes and they stay in 
town and take in the Barn dance. The girls 
are also there and one of them invites Bobby 
to call on her in the city where she is a 
dancer in a cabaret. Bobby comes to town 
but retains his country style of clothing and 
in visiting the girl gets into many scrapes. 
However, he is persistent and wins the girl. 

Bobby Vernon in 'Bright Lights' is a good 
comedy to book, for while it is the old fash- 
ioned slapstick and hokum, yet it is all nicely 
balanced and the situations laughable. 

Though a city chap, his ducking in the lake 
causes him to put on the only available cloth- 
ing which consists of a typically 'country' 
type outfit of apparel. 

The girl is of the quite sophisticated type 
and teases him into visiting her. 



He even interrupts the cabaret perform- 
ance and the manager calls the police. Then 
he dons the costume of the girls in the chorus 
and looks screamingly funny and acts the 
same way. 

Though the cabaret manager puts him out 
several times he makes good his return each 
time. 

. The sets are elaborate, and the comedy as 
a whole, worth while entertainment. 

* * * 

Her Boy Friend 

Educational 2 reels 

Larry Semon is the son of the chief of 
police in a small town that is infested with 
bootleggers, who ply their trade without re- 
gard to national law or local authorities. 

The main law breaking institution is the 
Dragem-Inn run by "Slim" Chance, and his 
silent partner "The Killer Kid." 

They are both much wanted by the police, 
but are wily enough to keep out of the 
law's grasp. Iva Method is a young woman 
detective, who goes to the cafe seeking evi- 
dence ; wh'le silting at a table she is recog- 
nized by Slim as a member of the police 
force. She is promptly but quietly kid- 
napped and taken to a room in the attic, 
where Larry later rescues her. 

He doesn't marry her however, tor the 
lady is already married to the chief detec- 
tive. 

* * * 

Low Bridge 

Universal-Century 2 reels 

Young Buddy during a motor ride with 
his sweetheart is taunted by h s hated rival, 
who tells the girl that he has not alone a 
fancier auto than Buddy, but a swift yacht 
that is at her disposal whenever she would 
a-sailing go. 

Little dark-skinned Bubbles, chauffeur to 
Buddy, speaks up seeing that this boast has 
made an impression on the young lady, and 
tells her that Buddy has the finest yacht on 
the lake. As Buddy has no yacht he is rath- 
er surprised at the boast. However as Mar- 
tha takes the boast ser ously and expresses 
a willingness to take the ride, Buddy and 
Bubbles must set about at once the construc- 
tion of the yacht. 

This they accomplish in Buddy's bath- 



room, though the filling of the room with 
water for the trial spin, and the subsequent 
deluge of the rest of the house, get Buddy 
and Bubbles into a deal of trouble. 



Here's a perfectly enjoyable comedy. 

There is an interest more or less general 
in juvenile comedies that should be capital- 
ized by exhibitors. While we do not wish 
to make specific comparisons between this 
company of juvenile actors and others, yet 
we find that there is many a good laugh 
in Buddy Messinger's comedies. 

The scene where he builds the boat in 
his home is great, as are the previous scenes 
of the way he gets his rival arrested for 
speeding and sent to jail. 

Buddy is quite a natural young actor and 
his plump good natured personality simply 
bubbles with mischief and innocent, harm- 
less pranks. 

"Low Bridge" is a good comedy to book, 
for it will have the audience laughing and 
leave them with a satisfied sort of feeling. 

Exploitation may take the form of a street 
bally. This might consist of a small steam 
launch on wheels, presided over by two 
youths in sailor costume — one of them a dark 
skinned sailor lad to emulate Bubbles — should 
attract wide attention. 



There is much action in this picture but 
with it all the comedy is light and rather of 
a farce type than a pure comedy. 

It is interesting withal. The scenes where 
Larry and the Chief of detectives dress lip 
in disguise consisting of whiskey boxes and 
fit themselves into the scenery where case 
upon case of similar boxes are piled thus 
avoiding detection, is ingenious indeed. 

Larry Semon has a new method that is 
better we think than the old slap stick stuff 
he formerly pulled. In "Her Boy Friend," 
he is deft and indirect rather than sharply 
direct — and the resultant effect, is enhanced, 
giving the picture both balance and body. 

Larry Semon is a well known enough 
name to feature, but Alma Bennet and Doro- 
thy Dwan are both known for previous hits. 
The Bootlegger end of the story lends itself 
excellently for ballyhoo exploitation. 




Page 34 



Exhibitors Trade Review 



SHOWMANSHIP 



WHEN YOU PLAY 

'Monsieur Beaucaire' 

Your Theatre May Assume the Atmosphere of the Pompadour 

Period Without Great Expense 



TO help a picture, advertising must 
be as much in keeping with the 
picture itself as the music score 
that is written around it. And because 
Famous Players have spent a huge for- 
tune to make "Monsieur Beaucaire" ar- 
tistically perfect, and have succeeded 
so amply in this direction, the first 
thought concerning the exploitation of 
the picture should be along lines 
suggesting the dignity of Rudolph Val- 
entino in "Monsieur Beaucaire." 

Because of the gorgeous costumes, 
it might be suggested that you try a 
costume dance with a loving cup as 
prize, but this is very difficult and the 
response is not likely to be as certain 
as if you stage a public dance contest 
at one of the local halls, 
or hotels and offer as a 
prize a silver "Monsieur 
Beaucaire" cup, stating 
when you make the prize 
offer that the cup was 
purchased by Rudolph 
Valentino and that a let- 
ter from the star will ac- 
company the award of 
the cup. You can arrange 
for the cup, and if you 
feel that it will help to 
have a letter written from 
the star to make the 
award more attractive, 
write to Claude Saunders, 
Director of the Division 
of Exploitation for Para- 
mount, who will see that 
a letter from Rudolph 
Valentino reaches you in 
time to present with the cherished prize. 

SUCH a dance might be made a lucky 
number contest or a legitimate com- 
petitive event with elimination contests 
for six nights before the prize is 
awarded. The way to eliminate is to 
hold out about fifteen couples each 
night for the final evening so that you 
are sure of a crowd the night that the 
prize is awarded. 

Such a contest was held with excel- 
lent results by Howard Waugh, man- 
ager of Loew's Palace Theatre, Mem- 
phis, Tennessee. 



In Brooklyn, N. Y., Edward L. Hy- 
man, Managing Director of the 
Mark Strand Theatre, broke a hard and 
fast rule when he had the big Brook- 
lyn Strand Symphony Orchestra in 
Louis XV costumes. 

The musicians wore dark velvet coats 
with ruffles and lace, while the conduc- 
tor of the orchestra was a striking fig- 
ure in white satin set off with gold 
brocade. The costumes were so attrac- 
tive and were worn so well by the 
musicians that the audiences were com- 
pletely delighted with the change. 

HYMAN'S reason for costuming the 
men, however, was to preserve a 
single note of harmony in the dressing 



(""• OSTUMED ush- 
ers and similar 
stunts are not neces- 
sary to the creation 
of atmosphere. Bor- 
rowed paintings of 
appropriate scenes, 
bits of brocade o r 
pieces of tapestry 
will prove equally ef- 
fective. And these 
may be secured gra- 
tis if you accord the 
lender the courtesy of 
a card. There is no 
reason why you should 
not have a waiting 
list of the town's 
merchants ready to 
dress your lobby and 
foyer in exchange for 
the valuable advertis- 
ing they will receive. 




of his set where he staged what was 
probably the finest prologue this picture 
has ever been given by any theatre. 

In many of the theatres, we find that 
the service staff has been costumed, 
and while the effect is very good, if the 
costumes are chosen with care and worn 
with taste, it is not a suggestion that 
every manager will readily pick up. 

"Red Red Rose," the song written by 
Mel Shauer for this picture, which 
forms the theme of the prepared music 
score is another avenue for dignified 
publicity. 

At Grauman's Metropolitan in Los 
Angeles, Al Kaufman had a booth in 
the lobby; the first booth of any kind 
that has ever been used in that theatre, 
with three salesmen doing a wonderful 
business selling copies of the song. 

THE local manager for the Empire 
Music company paid for the booth 
and the salaries of the three agents who 
were on duty during the two weeks 
that the picture was at that theatre. 

This is probably the first time in the 
history of motion picture theatre busi- 
ness that a booth of this kind has been 
erected in the lobby of a regular exhi- 
bition house. 

Florists should form partners in a 
cooperative arrangement that will per- 
mit the theatre to give every lady pa- 
tron on the opening night a flower or 
a small bunch of flowers with a small 
card attached stating that the flowers 
are the compliments of Valentino. 

Many of the Paramount Exploiteers 
in handling engagements, were called 
upon to get out special mailing litera- 
t u r e. Most of them hit on the 
idea for the mailing envelope or 
the front of a mailing folder: "The 
Perfect Lover is Back." One 
exploiteer used the 
idea for a folder and 
on the inside page had 
a description of Valen- 
tino a la Bertillion: 
Height, weight, com- 
plexion, i d e n tifying 
marks, etc. In some 
places this may be ef- 
f e c t i v e exploitation. 



FREE WINDOWS^ 

to m ake bigger profits 

bigger 



JOSEPH M. SCHENCK prtstnls 



fcy RUDOLF BESIER and MAY ED1NCTON 
Ixutdon Iht SAM H. HARRIS play 'SECRETS 

Mrtcttd by FRANK BORIAGE 




JOSEPH M. SCHENCK prtstnts 



NORMA 
TALMADGE 



*y RUDOLF BESIER. and MAY EDINGTON 
based on tht SAM H. HARRIS play 'SECRETS 

dincttdby FRANK BORZAGE 



WINDOWS-thousands of 
them made available for you 

o<v-> 





FREE WINDOWS^ 

to make bigger profits 

bi gg et 



JOSEPH M. SCHENCK presents 




by RUDOLF BESIER and MAY EDINCTON 
bajcdon the SAM H. HARRIS plu, 'SECRETS 

directed by FRANK BORZAGE 




?H M. SCHENCK presents 



NORMA 
TALMADGE 



6y RUDOLF BESIER and MAY EDINGTON 
basrdontht SAM H. HARRIS /j/oy 'SECRETS 

directed by FRANK BORZAGE 



WI NDOWS h thousands of 
them made available for you 





September 27, 1924 



Page 37 



^^^^^^^^^^^^^^ 
^^^^^^ ^^^^ 



Turn Window Shoppers 
Into Movie Patrons and 
You Fear no Competition 




Constructive Incentives for 



nd Local Merchants 



When You Have "Secrets' 

TELL THE TOWN 

Let Tie-Up Windows Tell When You Will Show the Picture 
and the Box-Office Will Take Care of Itself 



FIRST NATIONAL'S "Secrets" 
is a screen classic. It will surely 
make friends for your theatre. 
But it is essential that you let folks 
know when they are to have the oppor- 
tunity of enjoying this masterpiece. If 
you will do this, "Secrets" will enable 
you to ascertain just how many people 
your theatre will accomodate. For you 
will play capacity — sure. 

This photo-drama is replete with 
beauty and dignity, and is ideal from 
the point of exploitation through win- 
dow displays. A circus-type bally 
would be almost injurious, but artistic 
under-glass advertising will benefit the 
presentation and also the merchants. 



The Story 

Norma Talmadge is the star, 
gene O'Brien is her support, 
action covers four 
periods in their 
lives. First they are 
shown as lovers in 
1865; then as a 
youthful pioneer 
couple in the West 
of 1870. This epi- 
sode is followed by 
a picturization of 
them and their 
children in 1888; 
and finally they ap- 
pear in the seventh 
age in the year 
1923 — still lovers. 

The various per- 
iod costumes offer 
exceptional oppor- 
tunities for win- 
do w s comparing 
the styles — both 
masculine and 
feminine — during 
the times coveredby 
the picture. These 



Eu- 
The 



will prove of enormous interest, and 
the displays themselves may be made 
actual artistic creations. 

Selling the Idea 

In "selling" the window tie-up idea 
to the merchants controlling the win- 
dows you wish to secure, bear in mind 
that you are actually doing them a fa- 
vor in presenting a chance to associate 
their shops and their merchandise with 
a star such as Norma Talmadge, a 
company such as First National, and 
a photo-classic such as "Secrets." 

The connection will be worth actual 
dollars and cents to them, and you are 
offering it gratis, asking only their co- 
operation in a publicity campaign that 
will justify itself in sales. 

It may seem a far cry from the 
products of 1865 to those of 1924, but 




This is a "Secrets" window that did big business for the Circle Theatre, Indianapolis, 
Indiana, and the L. S. Ayres & Company department store, during the run of the 
First National picture. The window card starts off: "The Costumes Which in 
'Secrets' Mark the Passing of a Lifetime." The window attracted large crowds. 



a moment's thought will convince you 
of the utter charm and individuality 
which you may put in every window 
ad of your showing. 

Tie-Up Thoughts 

For instance, can you think of any- 
thing that will attract more attention 
than a comparison of the old bicycle 
and its six foot front wheel with the 
modern motorcycle — or the mile-a-min- 
ute speedster? 

Sporting goods stores may be inter- 
ested in displaying the antiquated fire 
arms of the Civil War period with the 
high-powered weapons of today. 

Two Angles 

There are just two angles to the 
National Tie-Up on "Secrets." One 
is that of making comparisons of all 
sorts showing the 
difference between 
1865 and 1924. 
The other is a gen- 
eral tie-up with 
beauty. 

"Secrets" is a 
pastel of lavender 
and old lace, and it 
fits in admirably 
with any product 
having anything to 
do with beauty and 
sentiment. 

Building on a 
foundation of com- 
parison and beauty 
you can tie-up 
every window you 
desire. Each will 
point the way to 
your box - office, 
and your stills, dis- 
play material, and 
window cards will 
help the merchants. 



I 



Page 38 



Exhibitors Trade Review 




These Stills from First National's 
"Secrets" — Nos. 54 and 38 — are typical 
of the 1865 sequences. They depict the 
elopement. Note tie-ups with traveling 
bags, bicycles, flowers, and clothing. 




The beauty of First Na- 
tional's "Secrets," and the 
opportunity for compari- 
son between old and new 
fashions, and methods, pre- 
sent countless chances for 
unique window tie-ups all 
over town. 




Window Displays For 



SECRETS 



Will Build Business 



First National's heart drama, "Secrets," with Norma Talmadge and Eugene O'Brien play 
ing the leading roles, will prove to be one of the season s biggest box-office win- 
ners. It will pay you to exert every ounce of your showmanslip 
, ability for your presentation of this great feature. 



Sept: rubor 27. 1 



NATIONAL 




SECTION 



After You Book the Picture 



'age 



39 



Quaint Windows in Old Fashioned Treatments Will Be 
Sufficiently "Different''' to Attract Attention 



WHEN you 
know vour 
" Secrets " 
olavdates, and have 
arranged for the 
best windows in 
town, write imme- 
diately to the Re- 
view. Plainly state 
your show dates, 
and specify how 
many sets of dis- 
play material you 
will require on 
each National Tie- 
Up. 

Each of the na- 
tional advertisers 
listed weekly in 
this section are 
full}' awake to the 
great business 
building potential- 
ities of the win- 
dow display tie-up 
idea. And each is 

pledged to accord you the fullest meas- 
ure of co-operation in the work of mu- 
tual exploitation. 

Not only will you be promptly in re- 
ceipt of the display material, but in 
many cases you will receive suggestions 
and information which will prove of 
very material aid in selling tickets for 
your show as well as merchandise for 
your dealer friend. 

Local Tie-Ups 

In your town there are doubtless 
many shops that enjoy great prestige 
locally. They may be tea-rooms, con- 
fectioners, shoe stores, florists, or other 
types, but they are identified with the 
town and its people. They are per- 
haps points of congregation — meeting 
places — for the inhabitants. 

And while these places are in no 
sense national in character, there win- 
dow cooperation will aid you immense- 
ly, and the shops will also gain associ- 
ation with your theatre and its attrac- 
tions. 

Building Good Will 

In tying up with these local estab- 
lishments for the purpose of increasing 
sales of their merchandise and your 
theatre tickets, you will be also building 
a foundation of friendship for yourself 
and your showhouse. 

They will gain through the associa- 
tion. And so will you. So by all means 
get every local tie-up in town for your 
shows. And start in "Secrets." 




Quite expressive of the beautiful 
settings of "Secrets" the First Na- 
tional feature, is this still which 
will greatly augment any decora- 
tive window display. 

Book Shops 

"Secrets" deals with the diary of a 
wife. In this closely guarded book she 
writes the "Secrets" of her life. There 
is therefore an opportunity for the lo- 
cal book shop or stationer to put on a 
special drive on the sale of diaries. 
Stills from the picture will help him, 
and the window display plus your 
"Secrets" window card will make them 
all want to see the picture. 

Leather Goods 

In the elopement scene, and in other 
sequences, old fashioned traveling bags 
appear. These stills, together with an 
attractive window display, and a clever 
card, are going to help the dealer to 
sell his goods. And you will get one 
more window to point the way to the 
box-office. 

Safety Vaults 

See the bank. Get it to boost your 
show in connection with a campaign 
for the rental of safety deposit vaults. 
The thought may be something along 
the line of keeping "Secrets" safe in de- 
posit boxes. 

The idea may be worked out to mu- 
tual benefit, and you will make a closer 
friend of your banker by showing that 
you have his interests at heart in offer- 



ing him an oppor- 
tunity to work 
with you on a prop- 
osition when the 
bank may benefit. 

Millinery 

From girlhood to 
old age women 
wear hats. Milli- 
nery is one of fem- 
ininity's chief con- 
cerns. And "Se- 
crets" offers amaz- 
ing possibilities in 
arranging millinery 
windows of un- 
usual appeal and 
interest. 

The picture shows 
Norma Talmadge, 
and other women, 
adorned with the 
creations of the 
different periods 
covered in the ac- 
comparison of these 
styles with the modern models will help 
the show — and the milliner. 



tion. And a 



If there is a real clever milliner in 
town, it is entirely possible to start a 
new style by creating a "Secrets" hat, 
by adapting one of the decidedly fetch- 
ing old time styles to 1924 require- 
ments. 

Shoe Shops 

Dainty displays of slippers, stockings, 
shoe buckles, and kindred products to- 
gether with appropriate stills from "Se- 
crets" will also arrest the gaze of pe- 
destrians. Again the comparison of 
styles may be exploited for the benefit 
of your show, and your tie-up partner's 
business. 

Modistes 

Perhaps the very best windows for 
"Secrets" will be those of dressmakers 
or department stores. In these the 
change in fashion may be clearly shown 
in an interesting way. 

That effective windows may be ar- 
ranged in such a tie-up has been demon- 
strated. In fact, one "Secrets" win- 
dow showing the antiquated costumes 
of the bygone years, was in such de- 
mand that several of the largest New 
York department stores clamored for 
it. And a "Secrets" window was a fea- 
ture in each of these establishments for 
many weeks. 



Page 40 



NATIONAL 




SECTION 



Exhibitors Trade 



Review 




One of many stills indi- 
cating the beauty and ro- 
mance to be found in 
First National's "Se- 
crets." No. 51 shows 
Norma Talmadge and 
Eugene O'Brien in the 
fashion of 1865. They 
are about to elope, start- 
ing together through the 
life that was to give them 
so many "Secrets." 



You remember the heavy, odd, anti- 
quated jewelry of your grandmother's 
time. It is prominently featured in 
the early sequences of "Secrets." These 
stills will enable you to arrange with a 
jeweler for a special display of old 
fashioned jewelry in comparison with 
up-to-the-minute settings. The result 
will be more business for the box-office. 

Florists 

Even if there were not a single still 
with flowers showing, "Secrets" would 
nevertheless offer a fine tie-up with 
blooms and blossoms. The atmos- 
phere of the picture is that of an old 
fashioned garden— 
a sort of "rosemary 
for remembrance" 
atmosphere that is 
always fascinating. 

However, there 
are plenty of appro- 
priate stills for a 
florist's window, and 
the best in town will 
be glad of the 
chance to t i e-u p 
with your attraction. 
Flowers have con- 
veyed the "Secrets" 
of lovers one to the 
other for countless 
centuries. And "if 
this window display 
fails to bring busi- 
ness to the lobby 
and to the bud-sell- 
er, it is because 
there are no lovers 
in your fair city. 

Music 

You have a 
double-barreled song 



tie-up for "Secrets." One is "Mem- 
ory Lane," an appealing ballad that 
gained instant popularity, and the other 
is "Secrets" which is no less beautiful 
or appropriate. 

The latter is dedicated to Miss Tal- 
madge, and bears her picture in cos- 
tume on its cover. Both have been 
featured with great success in prologs 
and presentations. 



Your music dealer will do well to in- 
crease his stock of both sheet music 
and records during your showing, for 
there will surely be an extra demand. 
He, in turn, will help you by stressing 
the songs and through window tie-ups. 




There were "vamps" in those days, too. Still No. 71 shows one who tries unsuc- 
cessfully to win the heroine's husband in First National's "Secrets." Note the tie-ups 

with clothes, jewels and flowers. 



Beauty Shops 

All recipes for beauty are "Secrets." 
And thus you are provided with an 
idea for window cards on your beauty 
shop tie-ups. Stills of the star, Norma 
Talmadge, may be associated with any 
beautifier, cosmetic, or other product 
calculated to enhance feminine charms. 
And the lure of Miss Talmadge's beau- 
ty will sell the goods and bring folks 
to the theatre. 

The idea of comparison of styles 
may also be used in hair dressing es- 
tablishments — even though bobbed hair 
wasn't quite the vogue in 1865. A 
clever hairdresser may well be able to 
establish a new style 
— a "Secrets" coif- 
fure. 

Furnishers 

Styles change in 
furniture as well as 
in c 1 o i h ing and 
other things. And a 
window comparing 
the now ludicrous 
furnishings of a 
home fifi:y years 
ago, with the mod- 
ern idea of comfort 
and beauty will at- 
tract the crowd. 

There are doubt- 
less stores in you*" 
vicinity that have 
been in business 
during the ; ime cov- 
ered in the picture, 
and a display cf old 
ledgers, old furni- 
ture — anything old 
will impress the pub- 
lic wi^h the solidity 
of the institution. 



i 



September 27, 1924 



NATIONAL 




SECTION 



Page 41 



Breaking the Records With 'Secrets' 



Get Behind This Big Picture With Every Ounce of Shoivmanship 
You Possess — It Will Be One of Your 
Box Office Successes 



Biggest 



THERE are a 
n u m ber of 
ideas that will 
help your "Secrets" 
showing. But you 
must be careful in 
the type of bally 
you use. The pic- 
ttct-e is a thing of 
dignity and beauty 
and should not be 
exploited in the 
same manner in 
which you might ad- 
vertise a farce. 

However, some 
eye attracting stunts 
will work out well, 
and these few sug- 
gestions will doubt- 
less bring many 
others to mind. 

Driving Bally 

Secure an old time 
"open face" car- 
riage, or coach if 
possible. Dress a man and a woman in 
the fashion of 1865, fix the coachman 
up likewise and have the rig drive 
through the streets of the city. It may 
arouse greater speculation if you repeat 
the stunt for several days without any 
signs referring to "Secrets." 

If you find it difficult to obtain ap- 
parel of the time mentioned, you can 
surely secure some clothing typical of 
the 1888 episode. And these habili- 
ments will be sufficiently different from 
the modern style to attract attention 
wherever they appear. 

Pedestrians 

Another idea along the same lines 
would be to have two girls or a man 
and a girl dressed in period clothes, 
walk through the streets. She might 
carry a paioiol on wh'ch your "Se- 
crets" announcement would appear 
when it was opened. 

If you cared to secure three or four 
couples you could feature the costumes 
of each period in the action of the 
photoplay. 

Bicycles 

If there is one of the old high 
wheeled "bikes" in town, by all means 
resurrect it, and get some one who can 
ride the thing to wheel about town. 

You can even attract attention by 
advertising for such a bicycle in the 




Window displays using still No. 106 
may tie-up with guns, hardware and 
sporting goods. There is a wealth of 
attraction-getting value in this dra- 
matic moment of First National's 
"Secrets." 

papers. And can create further interest 
by advertising a couple of weeks before 
opening for old fashioned costumes, 
and so on. 

Title Stunts 

The title "Secrets" gives you a fine 
chance to use throwaways. 

There may be "Secrets" of wealth, 
health or happiness. In fact any kind 
of "Secrets." You might tell your pa- 
trons "Secrets" a week or two before 
opening through the distribution of en- 
velopes marked "Personal" or "Pri- 
vate." Inside ask them if they can 
fceep "Secrets" — or if they have "Se- 
crets" — or if they like "Secrets," and 
tell them confidentially that you are go- 
ing to have Norma Talmadge's really 
great picture at your theatre. 

Photographs 

Offer prizes for old fashioned photo- 
graphs showing the towns folks in the 
old postures and costumes affected in 
the good old days. Select the best, 
and print them with your "Secrets" ad, 
inviting the folks in the picture to be 
your guests. 

You might arrange to have these old 



time pictures dis- 
played in the lobby, 
and if your friends 
don't object, put up 
signs something 
about "This is how 
Banker Jones looked 
at the time Mary 
married John Carl- 
ton in "Secrets." 

Newspapers 

There are a hun- 
dred different ways 
the newspapers can 
help your show and 
increase their circu- 
lation in connection 
with "Secrets." 

Letters from read- 
ers on the question 
of whether or not 
married folks should 
have "Secrets" from 
one another — the 
same idea on wheth- 
er or not it is a fact that everyone does 
have "Secrets." Letters on how much 
a wife should stand for from her hus- 
band — where her loyalty should end, if 
at all. 

Then there may be articles on "Se- 
crets" of success, or of happy mar- 
riage, or of any one of a limitless num- 
ber of things. Get together with the 
newspaper boys. They will help you 
by helping themselves. 

Split-a-Page 

Don't overlook the publicity your 
theatre and its attraction may get 
through combining the merchants of 
the town on the co-operative advertis- 
ing idea. 

Your merchant friends can feature 
"Secrets" of right buying — "Secrets" 
of economy — and each of the split-a- 
page men will receive the benefit accru- 
ing from a full page smash at a mere 
fraction of the cost. Better than all — 
your theatre will profit from the pub- 
licity each individual ad will give it. 

Prologs 

Effective prologs may be staged in- 
expensively for "Secrets." Just a 
scrim and a man and girl in period 
costumes. The song "Secrets," or 
"Memory Lane," well rendered, and 
the proper atmosphere is created. 

More elaborate prologs may be eas- 



Page 42 



NATIONAL 




SECTION 



Exhibitors Trade Review 



ily arranged, but it is doubtful if any 
would prove better suited to the pic- 
ture than the singing of one of these 
songs in the proper setting. 

The value of the prolog has been 
demonstrated by master showmen 
everywhere, and if it is at all possible 
you should stage one for "Secrets." 
You may combine the prolog idea with 
advertising by advertising for local 
talent to use in this connection. Select 
the best team and feature them in your 
ads. 

The monetary outlay will come back 
several times because of the interest 
aroused in the local entertainers. 

Presentation 

Why not arrange with some store to 
supply costumes for your usherettes 
during the showing of "Secrets" ? It 
would seem that some enterprising cos- 
tumer or merchant would be glad to 
co-operate in this manner for the sake 
of the publicity accruing to his estab- 
lishment. 

Costumed ushers will most certain- 



ly help your presentation, and - it is 
urged that you make every effort in 
this regard. "Secrets" is a really big 
picture, and your showing should be 
one of the biggest financial successes of 
the season. All that is needed to make 
it so is a bit of showmanship on your 
part. 

Give a thought to your lobby, also. 
And remember the two exploitation 
angles of the picture. One is its con- 
summate beauty. The other the idea 
of comparing old products of any sort 
with the 1924 variety. 

Word Contest 

Another good contest is the "scram- 
bled letters" idea. Simply supply the 
letters contained in the title of the pic- 
ture and Miss Talmadge's name. Prizes 
may be awarded to the contestants fig- 
uring out the largest number of words 
that may be evolved from the letters. 

Get newspaper co-operation on this 
one too. It has never failed to arouse 
interest, and the interest reacts at the 
pay-box in dollars and cents. Get be- 
hind "Secrets." You can cash in big. 



The Auto Vacuum 
Ice Cream Freezer 

Beats Alaska For 
Keeping You Cool 

fHE story of the Klondike — in the land of 
the Yukon — as told in "Chechahcos," so 
strongly suggests the idea of keeping cool 
that it is extremely doubtful if, anywhere in 
the world, there could be a better exploitation 
tie-up for you than that you can get from 
the Auto Vacuum Freezer Company through 
their 

'CHECHAHCOS' 

WINDOW DISPLAYS 

All you have to do is mark the spot in the 
"Chechahcos" coupon and the big co- 
operative merchandising ball will start roll- 
ing. You will then reap the benefit of all the 
national advertising on the greatest ice 
cream freezer in the world. 

Auto Vacuum Freezer Co., Inc. 



220 West 42nd Street 



New York City 



National Tie-Up Windows Now Available 



"SECRETS" 

160 — Gage Hats Milliners 

159 — Cappi Perfume Druggists 

158 — Criss-Cross Bassieres ....Women's Wear 

157 — Fashionette Hairnets Druggists 

1 56 — Amami Shampoo Druggists 

155 — Fownes Gloves Women's Wear 

154— Bluebird Pearls Jewelers 

153 — Vanity Fair Underwear ...Women's Wear 

"WHAT SHALL I DO?" 

1 52 — Chex Druggists 

151 — Regent Pearls Jewelers 

1 50 — Bordens Milk Groceries 

149 — Pebeco Druggists 

148 — Kleinerts Products Infants' Wear 

147 — Old English Lavender Druggists 

146 — Security Blanket Fasteners. . Infants' Wear 

145 — El Producto Cigars Cigar Stores 

"VANITY'S PRICE" 
144 — Vanity Fair Underwear ...Women's Wear 

143 — Djer-Kiss Powder Druggists 

142 — Fashionette Hairnets Druggists 

141 — Pebeco Toothpaste Druggists 

140 — Cappi Perfume Druggists 

139 — Amami Shampoo Druggists 

138 — Delicia Lashbrow Druggists 

137 — Chex Druggists 

136 — Bluebird Pearls ....Jewelers 

"SIREN OF SEVILLE" 

135 — La Supreme Pearls Jewelers 

134 — Delicia Lipsticks Drug Stores 

133 — Vanity Fair Underwear ..Women's Wear 
132 — Criss-Cross Brassieres ....Women's Wear 

131 — Djer-Kiss Powder Drug Stores 

130 — Cappi Perfume Drug Stores 

"THE SPEED SPOOK" 
129 — Kleinerts Bathing Caps ..Women's Wear 

128 — Hollywood Hats ..Hat Shdps 

127— G. G. G. Clothes Clothiers 

126 — Thermo Vests Sport Goods 

1*25 — Gropper Knit Ties Haberdashers 

124 — Fownes Gloves Men's Wear 

123 — El Producto Cigars Cigar Stores 

"NEVER SAY DIE" 

122 — Vogue Clothes Clothiers 

121 — Society Club Hats Hat Shops 

120 — Rit Druggists 

119 — Wahl Pens Dept. Stores 

"HER OWN FREE WILL" 
118 — Her Own Free Will Story ...Book Shops 

117 — La Supreme Pearls Jewelers 

116 — Vanity Fair Underwear ...Women's Wear 

115 — Delicia Lipstick Beauty* Shops 

114 — Delica-Brow Beauty Shops 

113 — Fashionette Hair Nets Drug Stores 

"INTO THE NET" 

112 — G. G. G. Clothes Clothing Stores 

111 — Hollywood Hats Hat Shops 



110 — Gropper Knit Ties Haberdashers 

109 — El Producto Cigars Cigar Stores 

108 — Pebeco Dentrifice Drug Stores 

"THE ARAB" 

107 — Temple of Allah Incense Drug Stores 

106 — The Arab Song Music Stores 

105 — Gouraud*s Oriental Cream. ... Drug Stores 

104 — Sanka Coffee Grocers 

103 — Ramses Perfumes Drug Stores 

102 — Gulbenkian's Rugs House Furnishers 

"FIRST NATIONAL" TIE-UPS 
101 — Ashes of Vengeance Book ...Book Shops 
100 — Ashes of Vengeance Song ...Music Shops 

99 — Boy of Mine Song Music Shops 

98 — Ponjola Book Book Shops 

"97 — Penrod Clothes Clothing Stores 

96 — Sure-Fit Caps Hat Shops 

95 — Kleanet Hairnets Beauty Shops 

94 — Propper Hosiery Women's Wear 

"CAPTAIN JANUARY" 

93 — Baby Peggy Story Book Book Stores 

92 — Security Blanket Fasteners Children's Wear 
91 — Baby Peggy Stationery ..Stationery Stores 

90 — Westphal's Shampoo Drug Stores 

89 — Junior Coats and Suits ....Children's Wear 

88 — Wayne Knit Socks Children's Wear 

87 — Kummel Juvenile Dresses ..Children's Wear 

86 — BaLy Peggy Dolls Toy Shops 

85 — Baby Peggy Underwear . . Children's Wear 

84 — Baby Peggy Hats Millinery 

83 — Baby Peggy Handkerchiefs Children's Wear 

"FAMOUS" TIE-UPS 

82 — Garcia Grande Cigars Cigar Stores 

81 — Triumph Hosiery Women's Wear 

80 — Kleanet Drug Stores 

7,9 — Berklet Knit Ties Haberdashers 

78 — Aubry Sisters Beauty Shop 

77 — Coro Pearls Jeweler 

76 — Chex Drug Store 

"SHOOTING OF DAN McGRfiW" 
75 — Vanity Fair Underwear .... Women's Wear 

74 — Djer-Kiss Compacts Drug Stores 

73 — Victor Record (No. 55218) ..Music Stores 

72 — Richelieu Pearls Jewelers 

71 — Amami Shampoo Drug Stores 

70 — Fashionette Hair Nets Drug Stores 

"SHERLOCK, JR." 

69 — Fownes Gloves Haberdashers 

68 — Djer-K'ss Compacts Drug Stores 

67 — Melto Reducing Cream Drug Stores 

66 — Gage Hats Milliners 

65 — Regent Pearls Jewelers 

64— El Producto Cigars Cigar Stores 

63 — Pebeco Tooth Paste Drug Stores 

"MIAMI" 

62 — Gotham Gold Stripe Women's Wear 

61 — Rigaud's Talcum Drug Stores 

60 — Vogue Hair Nets Drug Stores 

59 — Cappi Perfume Drug Store 

58 — Chappel-Harms (Miami) ....Music Stores 



57 — Kleinert Bathing Caps Women's Wear 

56 — Jantzen Swimming Suits . . Women's Wear 
"BOY OF FLANDERS" 

55 — Jackie Coogan Confectioners 

54 — Ingersoll Watches Jeweleis 

53 — Jackie Coogan Chocolates Confectioners 

52 — Borden's Milk Grocers 

51 — Jackie Coogan Hats Hat Shops 

50 — Grosset & Dunlap Book Dealers 

"THE SEA HAWK" 

49 — Tudor Silverware Jewelers 

48— Blue Bird Pearls Jewelers 

47 — Van Raalte Apparel Women's Wear 

46 — Fownes Gloves Haberdashers 

45 — Conde Cosmetics Drug Stores 

44 — Bonnie B Hair Nets Drug Stores 

43 — Old English Lavender Drug Stores 

42 — Mystikum Perfume Drug Stores 

41 — Jack Mills Music Music Stores 

40 — Grossett & Dunlap Book Dealers 

"MISSING DAUGHTERS" 

3B — Gordon Hosiery Women's Wear 

38 — Forest Mills Underwear ....Women's Wear 

37 — Omar Pearls Jewelers 

36 — Pebeco Tooth Paste Drug Stores 

35 — Criss-Cross Brassieres Women s Wear 

34 — Gage Hats Milliners 

33 — Wonderstoen Hair Eraser Drug Stores 

"PERFECT FLAPPER" 

32 — El Producto Cigars Cigar Stores 

31 — Winx Lash Nourishment ....Drug Stores 
30 — Wonderstoen Hair Eraser ....Drug Stores 

2fl— Hygienol Powder Puffs Drug Stores 

28 — Melto Reducing Cream Drug Stores 

"27 — Vanity Fair Frocks Women's Wear 

26 — Pert Rouge Drug Stores 

25 — Mineralava Drug Stores 

24 — Djer-Kiss Products Drug Stores 

23 — Regent Pearls Women's Wear 

22 — Frances Faire Frocks Drug Stores 

"CHECHAHCOS" 

20 — La Palina Cigars Cigar Stores 

19 — Thermo Sport Coats Men's Clothing 

18 — Sterno Canned Heat Drug Stores 

17 — Borden's Condensed Milk Grocers 

16 — Zepherized Knit Underwear Women's Wear 
15 — Auto Vacuum Freezer . . . . Housefurnishing 

"RECOIL" 

14 — Chinwah Perfumes Drug Stores 

13 — Nemo Corsets Women's Wear 

12 — Venida Hair Nets Drug Stores 

11 — Boncilla Beauty Clay Drug Stores 

10 — Deltah Pearls Jewelers 

9 — Inecto Hair Tint Drug Stores 

8 — Onyx Hosiery Women's Wear 

"BEAU BRUMMEL" 

7 — Sta-shape Hats Hat Shops 

6 — Vivaudou Drug Stores 

5 — Mineralava Drug Stores 

4 — Sampson Dress Jewelry Jewelers 

3 — Personality Clothes Men's Clothing 

2 — Fashionknit Ties Haberdashers 

1 — Glove Industries Women's Wear 



Name 
Theatre 



Town 
State 



Tie-Up Numbers 
Play Dates .... 



September 27. 1924 



NATIONAL 



g5E5H5H52SH525H52S25H5H5H525H5H5H5H52S2S25HSH5S5252525H52525H525E525HS25E5H525E5H5H525E5 




SECTION 



Page 43 



*)1 



Selling "Secrets 



through "AMAMI" Shampoo window 
displays assures your theatre and our 
dealers of big business. Write your play- 
dates to Exhibitors Trade Review and get 
window display material by return mail. 



"Secrets" 
"Vanity"s Price" 
"Shooting of Dan McGrew 




owneS 

LOVES 

— the Standard 
of Style — here 
and abroad. 



Write your playdates to Exhibitors Trade Review 
for this "Secrets" tie-up. 



o: 

Q 

o 



ocao 



o 

D 

o 



o 

a 

o 



1^ ATIONAL T i e- 
Ups for "Secrets," 
"Vanity's Price," and 
"The Sea Hawk." 
Write your playdates 
to Exhibitors Trade 
Review, and don't 
neglect to state how 
many sets of display 
material you require 
for your showing of 
"Secrets" or other 
"Bluebird" tie - ups. 




> "Secrets" and "Bluebirds" Bring 
Box-Office Happiness 



o 

n 

o 



There is sure pay-box happiness for you in the 
tie-up between "Secrets" and "Bluebird Pearls." 
Send today for our new eight color shadow-box 
window display material. It has proven a winner 
on other tie-ups, and wilr help make your showing 
of "Secrets" an unprecedented financial success. 



THE HENSHAL COMPANY, INC. 

NEW YORK CITY 



O 

n 

o 



OE30I 



IOE 



O 

D 

:o 



How to 
KEEP "SECRETS" 

Overtime 



If you want "Secrets" held over 
at your theatre, by popular demand, 
take full advantage of the co-opera- 
tion Vanity Fair is ready to extend 
for your showing of the picture. 

Vanity Fair windows attract 
crowds everywhere, and our dis- 
plays have proven their sales ability 
— both for your show and our deal- 
ers. Write today for this tie-up. 

Specify your playdates to the Review 
State number of windows 




Page 44 



NATIONAL 




SECTION 



Exhibitors Trade Review 



£5H5H5E5S5ZSS525E5H5S5S52S25E5EW5Z5^ 



THE special 
Fashionette dis- 
play material is now 
available o n Na- 
tional Tie-Ups with 
your showing of 
"The Shooting of 
Dan M c G r e w," 
"Her Own Free 
Will," and "Van- 
ity's Price," beside 
big window cam- 
paign for "Secrets." 



dashi 



lonette 

Invisible HAIR NETS 




WELL ARRANGED HAIR IS ALWAYS PRETTY 



YOU don't need blond curls to be 
known as a woman with pretty hair. 
Choose the style of coiffure most becoming to 
your face; arrange it carefully; protect it with 
a Fashionette, and its trim smartness will 
win you many a compliment on your hair. 

Fashionettes match every shade 
of hair and are made in shapes 
that preserve the naturalness of 
eveiy style of coiffure. 



Q>loriial©£Xiality 



Write 
Your 
Playdates 



on 



'Secrets" to Exhibitors Trade Review 



FA S HIONETTE 
Hairnets have 
disclosed to Amer- 
ican women the 
beauty "Secrets" of 
just how to keep 
unruly tresses al- 
ways under control. 
They are the bril- 
liant jewels that so 
a c c e n t u ate the 
charm of feminin- 
ity's crowning glory. 



J 



66 



SECRETS" 



VOUR Fashionette display material and stills from "Secrets" will attract attention from every window shopper in your town. 

Write Exhibitors Trade Review the day you know your playdates. We promise the kind of co-operation that will mean big 
sales for our dealers and increased patronage for your theatre. Indicate the number of window display sets you require. 




C' APPI products and displays afford you an 
opportunity to tie-up with the best mer- 
chants in your city for your showing of 
"Secrets." A window full of beauty and charm 
is the rule wherever Cappi products are shown. 

Let us know through Exhibitors 
Trade Review how many display sets 
you require, and remember that each 
Cappi window increases patronage. 

This National Tie-Up may also be had for 
your showing of the photoplays "Vanity's 
Price," "Miami," and "The Siren of Seville." 



CHERAMY, INC. 

New York 

Write Your Playdates to Exhibitors Trade Revietv 




* 



Don't Miss This 

chance to in- 
terest every 
woman in your 
showing of "Se- 
crets" by taking 
advantage of the 
co-operation w e 
offer in staging a 
mutual publicity 
campaign tnrough 
our dealers win- 
dows. Write your 
playdates to Ex- 
hibitors Trade Re- 
view and get this 

Big 

National Tie-Up 



A WONDERFUL op- 
portunity to tie-up the 
town by co-operating with 
Gage dealers for your 
showing o f "Secrets." 

Write Exhibitors Trade 
Review at once stating 
your playdates and dis- 
plays planned. You can 
guarantee yourself capac- 
ity business by advertis- 
i n g your attraction 
through Gage windows. 

You can tie-up Gage on 
"M i s s ing Daughters" 
and "Sherlock, Jr." 



i 




Sorset-^tassieres 



JOSEPH M. SCHENCK prtsinis 



Sign the coupons ~Get the 
displays the windows are 



waiting 



iy RUDOLF BESIER and MAY ED1NCTON 
button llu SAM H. HARRIS plaif 'SECRETS 

AVtfM *y FRANK BORZAGE 




It's a showmans go getter 
cjhese displays increase its 

(Value,! 



JOSEPH M. SCHENCK presents 

NORMA 
TALMADGE 



by RUDOLF BESIER end MAY EDINGTON 
based on the SAM H. HARRIS play 'SECRETS 

directed by FRANK BORZAGE 




September 27, 1924 



Page 47 



Showmanship in the Studio 

By V. T. MORRIS 

Publicity Director of B. P. Schulberg Productions, Inc. 



THE man who said that exploita- 
tion is eighty percent of the pic- 
ture's success, didn't tell the whole 
story. He forgot to say that the pic- 
ture is eighty percent of the exploita- 
tion's success. 

Real showmanship does not consist 
in an exploitation expert sitting at his 
desk three thousand miles from the 
studio and formulating new and fan- 
tastic ideas to seize the public's atten- 
tion. Nor does real showmanship con- 
stitute an exhibitor taking some unin- 
spiring title with whose story he is un- 
acquainted and working out stunts to 
arouse the interest of his customers. 

Showmanship should — and success- 
ful showmanship always does — begin 
about a year before the picture's re- 
lease. It begins when the producer sits 
down with his associates and plans his 
future program. Good exploitation 
lies as much in the choice of a story 
as it does in the decoration of a lobby 
front. 

The producer of great box-office at- 
tractions is one who doesn't leave the 
exploitation job to his advertising de- 
partment or to the exhibitor. He 
takes the showman's angle throughout 
the entire course of production. 

EXHIBITORS have always found 
pictures from the Schulberg studio 
easy to work with in devising exploita- 
tion. This is directly attributable to 
the fact that B. P. Schulberg himself 
was one of the foremost advertising 
men in the industry before he became 
a producer. Consequently, he has car- 
ried the exploitation viewpoint along 
with him to the studio. 

Mr. Schulberg is a strong advocate 
of the box-office title, — a title that 
catches the eye either because of its 
own phrasing or because of the popu- 
larity of the book or play it represents. 
His list of titles for this season is one 
that in every case makes the exhibitor's 
job easy. "The Breath of Scandal," 
'The Triflers," "My Lady's Lips," 
"Frivolity," "The Mansion of Aching 
Hearts" are all titles that arrest atten- 
tion and immediately suggest innumer- 
able ways of exploitation. 
^ Belasco's play "The Boomerang," 
Chamberlain's widely read book "White 
Man" and Zona Gale's novel, "Faint 
Perfume," offer no less valuable box- 
office titles because these properties 
were known by everyone in their origi- 
nal versions. They are valuable to the 
box-office just as "Black Oxen" or 
"The Virginian" proved their power. 

And following the choice of story 
and title Mr. Schulbe rg carries the same 
showman's discernment into the subse- 
quent stages of the picture's making. 



The selection of the cast in his opinion 
is the greatest single factor in making 
the picture attractive to the public. He 
claims that the fans' first inquiry is 
"Who's in it?" and that consequently 
the cast stands to them as indicative 
of the production's entertainment value. 



FOR "The Breath of Scandal," for 
instance, his first release this year, 
seven players all of whom have played 
leads in big productions, were gathered 
together for the first time into one pic- 
ture- They are Lou Tellegen, Betty 
Blythe, Patsy Ruth Miller, Forrest 
Stanley, Jack Mulhall, Phyllis Haver 
and Myrtle Stedman. These names, 
because they are such a tremendous 
selling asset to exhibitors are played up 
strong on all advertising for the pro- 
duction and are given a special exploi- 
tation significance on "twenty-fours." 



What Advertising 
' Sells' the Picture? 

By GRACE M. ADAIR 

West Coast Representative, Exhibitors Trade Review 



IN the past three months an inter- 
esting competition has been going on 
in the theatrical advertising field of 
Los Angeles. It began at the same 
time a new force entered the field to 
bat for Sid Grauman's "Egyptian The- 
atre," in Hollywood. The advertising 
for this celebrated playhouse suddenly 
took on an unusually quiet, repressed 
dignity; an inpressive style in keeping 
with the exceptional calibre of the 
"Egytian." The same force handled 
the opening of Douglas Fairbanks' 
"The Thief of Bagdad" in a manner be- 
fitting the announcement of a king. 

Now the peculiar, or rather revolu- 
tionary, thing about this is that the 
'Egyptian' has broken all previous rec- 
ords since this radical departure from 
the usual theatrical advertising. It is 
said that the business done at this the- 
atre in the past two months has never 
been equalled in the annals of the mo- 
tion picture industry. 

In all advertising and publicity sent 
out by the 'Egyptian Theatre' in its ad- 
vance campaign on "The Thief of Bag- 



dad" there was nothing flagrant, blat- 
ant, braggadocio, or cheap. The ads 
were set us in dignified style with no 
prominent display of either the star or 
the picture. And — this is most inter- 
esting — despite the fact that none of 
the newspaper ads or publicity an- 
nounced that "all the stars would be 
there" at the premiere, it is now history 
that the opening was the most brilliant 
in the history of the West. More real 
stars of the celluloid world were in at- 
tendance than is usually recorded. 

THIS fact in view of another's the- 
atre's announcement a few weeks 
later that "all the stars would be there" 
and its consequent "flop" seems to vin- 
dicate the "Egyptian" Theatre's policy 
of dignity, truth, and modesty in adver- 
tisements. 

On this page is a reproduction of an 
advertisement during the seventh week 
of "The Thief of Bagdad," when the 
"Egyptian" was still selling "S. R. O." 
for beauty, love, romance and advent- 
ure to capacity houses. 




Advertisement typical of the Grauman Egyptian Theatre campaign used during the 
showing of United Artists' feature "The Thief of Bagdad" with Douglas Fairbanks. 



Page 48 



Exhibitors Trade Review 




ADOLPH ZUKOR AND 
JESSE L.LASKY PRESENT A 

JAMES CRUZE 



production m\/ ^*\f " 

with BETTY COM PSON 



The boys are all finding "The Enemy Sex" 
one of the tip-toppers of the Famous Forty 
successes. Ben L. Morris, Temple theatre, 
Bellaire, O.. played it and writes to Exhibi- 
tors Herald: "Settings excellent and Betty 
Compson got a nice fat part. It is the type of 
picture that pleases the movie fans." Other 
exhibitors are even more flattering in their 
praise than Mr. Morris. 



Here are some newspaper opinions: "James 
Cruze has built a fine picture" — (N. Y. Daily 
News ) . "A most agreeable film. Far above 
the average. One of the best pictures we 
have seen in weeks, and its humor will be 
appreciated" — (N. Y. Times ) . "It is 
THERE. Betty Compson recreates her act- 
ing she did in 'The Miracle Man' — (Motion 
Picture News). Better book this one; the 
folks will enjoy it. 



Screen play by Walter Woods and Harvey Thew. From the novel "The Salamander" by Owen Johnson. 



Page 49 



September 27, 1924 

IjUillHIM Illlllllllllllllllllllll I Illllllllllllllll Illl illlllllilllllllllllllllllllllllllllllllllllllllllHIIIIIIIIIIII IIIIIIIIIIIIIIIIIIHIIIIIIIII IIIIIIIIIIHIlllllllHlillllllllllllllllllll 

| %ied and Proved Pictures 

ilOHIIIIIilllllllllllllllllllllllllllllll^ 

How Can You Take the Risk Out 

of Your Business ? 



By Following the Lead of Audience Approval- 
Though in Other Cities 



-Even 



WHAT is the rule, by which to 
measure in advance the public's 
reception of a picture? 
Or, rather — perhaps the question 
should be put this way : Is there a rule, 
which, in application, would eliminate 
all risk from the motion picture exhib- 
itor's business? 

Showmen of long standing are al- 
most unanimous in negative replies. 

There is no way to anticipate the 
public's acceptance, just as "there is 
no royal road to learning," as Shakes- 
peare said these many years ago. 

Critics, it is true, will sit through the 
premiere and write a critique of the 
play or picture. They invariably write 
their own opinions. The only guidance 
they can give, is whether or not they 
liked what they saw. 

They can talk at length and breadth 
and say the production is something 
that the public should like or not. But 
how many, many times have their pre- 
dictions failed the managers? How 
often were they wide of the mark? 
Frequently, indeed. 

And, then, the public is a rare bird. 
Never twice the same. Easily led 
like sheep to slaughter, on the one oc- 
casion — and as hard to budge as Mis- 
souri mules, upon another. 

And too, they are accused of being 
easily beguiled by sensational advertis- 
ing and exploitation. Maybe they are, 
but the greatest success in screen pro- 
ductions are not always the ones bla- 
tantly advertised. They simply had the 
quality of merit, and the folks came 
trooping down to see the grand show, 
— and told their friends to see it too. 

THEATRES are judged by the pic- 
tures they show — not only by the 
patrons they hold, and justification for 
showing "Tried and Proved" pictures 
lies usually in the general satisfaction 
they create with the audiences. 

These pictures if even shown once 
in a while, will give your patrons just 
so many occasions to be pleased with 
the entertainment fare you provide. 

We can't all live in "key" cities. Our 
audiences can't all be " metropolitan 
audiences. Our tastes can't all be alike. 



By JERRY GOULD 

If they were there'd be few small 
towns, and no small theatres. 

This diversity of audiences, tastes, 
and even communities in general, 
makes the exhibitor's problem a local 
one in many respects. 

Proven box-office winners are facts, 
not theory, and there is no better guide 
than the box-office. Sousa, bandmaster 
extraordinary and a universally known 
figure, once remarked that "movies 
speak an international language." 

TY7 HAT the public in California has 
liked the New York public at 
large, under similar circumstances, will 
also like. The small town and the large 
town folk are really sisters and broth- 
ers, and their mass-tastes are similar in 
many respects. 

The pictures that have "gone big" in 
five hundred towns will make good with 
you, and that's what is meant by the 
"Tried and Proved" policy of picture 
programs. 

Bring to your screen some real, good 
story. See how rapidly your audience 
takes to it. Regardless of what its first 
lelease date was, — it is a first-run pic- 
ture if you run it for the first time in 
your town. 



The other publics' seal of approval, 
should be sufficient guide as to its local 
acceptance — yet, as we said before, it 
has no set rule. 

PICTURES with 4,000 successful 
showings to their credit (and many 
have even more) would obviously show 
less risk for any exhibitor, than an un- 
tried and virgin product. 

This is so because there's this in 
common with all cities and communities 
— what has done well nationally, will 
do well locally. It requires no stretch 
of imagination for the exhibitor to 
realize that a picture that has pleased 
so many thousands of audiences would 
make a like impression on his audience. 

It is only an infrequent example, 
where a picture of some special appeal 
has found for itself only just such 
communities where it will be accept- 
able — without also finding ready oppo- 
sition in perhaps even more towns. 

As this opposition to unwholesome 
pictures is a fundamental trait in all 
American cities, it is very likely indeed 
that no picture meeting this opposition 
can survive, nor can in fact ever live 
through the mill to become a "Tried 
and Proved" picture — and that is the 
only guide we know to eliminate risk 
from the exhibitors' business. 



ibef <31o* THa u 




When the Vitagraph feature, "Let Not Man Put Asunder" was run at the 
Jewel Theatre, Beaumont, Texas, this display attracted a record audience. 



Page 50 



TRIED AND PROVED PICTURES 



Exhibitors Trade Review 



STUNTS That Are 
Building Patronage 



THERE is great need today for 
some consistent movement on the 
part of theatres to advertise 
themselves throughout their particular 
countryside. In this way the name of 
the house may be well established in 
the minds of the theatregoers without 
especial regard to the current showing. 

While it is at all times advisable to 
keep the public informed as to the pic- 
ture that is being presented, yet this is 
incidental in many cases to the need for 
the general exploitation of the theatre 
and its offerings week in and week out. 

Something along this line has been 
done by one of the theatres in Eugene, 
Ore. Extensively distributed along the 
public highways of the section, are dis- 
tinctive signs to bring the theatre to the 
attention of possible patrons. 

These signs are somewhat similar to 
the electric sign that decorates the front 
of the theatre, whose title, by the way, 
is "Rex." 

The advertising sign on the house 
consists of a large crown outlined in 
electric lights. Duplicating this same 
decorative scheme but raised on fifteen 
foot poles is the crown surmounted by 
a maltese cross. Painted across the 
whole is the slogan, "The Sign of a 
Good Show." 

Such advertising is sure to have its 
tangible results in the form of increas- 
ed patronage through the direct pub- 
licity the theatre receives — and when 
pictures are advertised in addition there 
is simply the additional urge to view 
the specific presentation, or production 
being shown. 

* * * 

'Babbittville' Realtors 

When a flashing 24-sheet stand plant- 
ed on location, announced to the world, 
last week, that George F. Babbitt was 
ready to sell lots in the new town of 
"Babbittville," and a real-estate office 
was erected for business, the surround- 
ing country flocked to "Babbittville" to 
hear the news. 

Innocent of any intent other than 
getting set on location to shoot the real- 
estate scenes in the Warner production 
"Babbitt," Harry Beaumont, directing 
this scene version of Sinclair Lewis' 
novel, was bewildered at the resulting 
publicity. 

From an adjoining tract came two 
enterprising agents who, fearing com- 
petition, rushed over to inquire who this 
Babbitt was, what the proposition 
meant, and "whoinell ever heard of 
'Babbittville.' " 

Cameraman David Abel, who happen- 



ed to be leaning in the doorway of the 
"Babbittville" headquarters, was hard 
put to it to explain the situation, but 
when others began to arrive on the 
scene, he decided to capitalize this un- 
usual opportunity for publicity. 

For the benefit of the onlookers, he 
went through the action of closing a 
deal for several "Babbittville" lots. 
Prospective customers came over to Mr. 
Beaumont, addressing him as "Mr. Bab- 
bitt," and sought detailed information. 

After a while, as the entire company 
came on the lot, it was explained that 
the whole outfit was just one of the 
scenes that would appear in the motion 
picture "Babbitt." 

* * * 

Blows Fog Horn for 
'Anna Christie' 

A clever way of getting attention 
centered on your showing on "Anna 
Christie" is to secure permission from 
the city authorities to mount a large 
searchlight and a fog horn on the top 
of your theatre building or some nearby 
high place. Play the searchlights over 
the crowds at night and blow the fog 
horn. You will find you will get almost 
immediate attention and you are at the 
same time suggesting the ship atmos- 
phere which is such an integral part 
of the picture. 

* * * 

Unique Display Features 
"Flowing Gold" 

To gain more than mere attention of 
the townsfolk, the manager of Madi- 
son Theatre, Peoria, 111., arranged an 
outdoor display in front of his theatre 
during the showing of "Flowing Gold." 

The co-operation of an oil company 
was secured^ for the subject of the title 
is really petroleum, — and large iron 
containers of gasoline were placed 
close to the curb, the full length of the 
theatre building. 

On each can were painted in large 
dimensions, a letter of the film's title, 
so that the entire name "Flowing 
Gold" could be spelled out from the 
street. Posters were placed on stands 
at either end and the announcement 
could be read from all sides. 

Hence a real tie-up and an appro- 
priate one. 

Publicity From Contest 

Resemblance to stars is a common 
occurrence, and nearlv every city has its 
quota of beauties who are considered 




Nashville's leading store extended real co- 
operation during the showing of First Na- 
tional's "Those Who Dance." Posters 
throughout the store tied up with the film. 

to closely follow in facial features 
some well known screen actress or 
other. 

Contests seeking out such remark- 
able likenesses are not new nor 
are they original — but the publicity that 
one theatre received through the ar- 
rangement of a star-resemblance con- 
test is noteworthy. 

Two weeks prior to the run of 
"Lilies of the Field" which featured 
Corinne Griffith, a two column photo- 
graph of the star was run in the daily 
newspapers of Des Moines. The con- 
test and prizes were announced, and 
articles and photographs appeared daily 
thereafter in its columns until the con- 
test closed with the opening of the 
picture. 

In all, the newspapers published fif- 
teen portraits of the star. 

A Party 

"The Nervous Wreck," which is be- 
ing serialized in Scripps papers in the 
Northwest at this time, furnished the 
background for a clever stunt at Neil 
& Allender's "Casino" theatre, Spo- 
kane, during the run of "Excitement." 

An invitation was extended by "The 
Nervous Wreck" for the fifteen win- 
ners of the contest: "The Most Ex- 
citing Moment I Ever Had," to an 
"Excitement Party" at the Casino. Re- 
sponse was excellent. 

* * * 

Stop — Go 

A very clever "Signal Tower" lobby 
arranged by Manager James Clemmer, 
of the "Columbia," Seattle, helped to 
make the second week's holdover of 
the picture a necessity. A huge signal 
was mounted atop the marquee, and at 
each corner, clear out at the curb, on 
the street level, smaller towers also 
carrying the automatic light shifts com