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Full text of "Exhibitor's Trade Review (May-Aug 1924)"

Book -1 

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COFXRIGHT DEPOSm 



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Scanned from the collections of 
The Library of Congress 




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



I 



EXHIBITORS 

'^rade RE VI E W 

%e Business Paper of the Motion 'Picture Industry 




c/InoiherTriumph^i 




A Magnificent Tribute to a Great Man 
THEODORE ROOSEVELT 

and to 

The World's Mightiest Organ 



The Roosevelt Memorial Park Association has 
given "Wurlitzer" an order for the largest Pipe Or- 
gan ever erected to be installed in the 

Roosevelt Memorial Park 

Los Angeles, California 

For months the Association's representatives searched among pipe organ 
builders of the world for an exceptional Voice of Music. The Mighty 
Wurlitzer was their unanimous final choice. 

To the builders of this beautiful memorial park will belong the honor o- 
having created the first living, sound memorial ever dedicated to the memory 
of a great American. 

Some years before his death Colonel Roosevelt remarked after Tstenine; 
reverently to the playing of "The Rosary" on a Wurlitzer Organ in Philadel- 
phia, "If I could hear that song played every day, I believe that I would be 
a better man." 

Every evening at sunset this great organ will play "The Rosary." Its 
voice will be heard within a radius of ZVz miles of the park, and a special 
radio broadcasting station is planned to pass it on to a listening outside 
world. 

This great Wurlitzer Organ will represent 
an investment upon completion of $150,000.00 
and will mark a new epoch in organ build- 
ing on a colossal scale. 



CINCINNATI 
121 E. 4th St. 

ite for particulars of New 
ling Plan. Learn how easy 
now is for even a small ex- 
itor to own a Wurlitzci . 



NEW YORK 
120 W. 42nd St. 



CHICAGO SAN FRANCISCO 

-9 S. Wabash Ave. 250 Stockton St. 



LOS ANGELES 
607 W. 7th St. 



By InviuUon Member 



Emblem of 
Business CHARACTER 








TMctLcabcra f^^^m 

NAME-PRCDUCT-rOua iX 




•I 



^ Playedtoover 




(From a 
wire received 
from HARRY 
C. ARTHUR, JR., 
General Manager 
WEST COAST 
THEATRES, INC.) 

"LAST Sunday we . . . 
PLAYED to more people 
AT LOEWS STATE . . . 
LOS ANGELES, than it has . 
BEEN our good fortune to ... . 

PLAY to since we have 

OPERATED the theatre 

WITH exception of one ! 

SATURDAY we did enormous .... 
BUSINESS and Monday was biggest . 
MONDAY in some time. We played to 



OVER 25,000 people in three days,which means 
CONSIDERABLE wear and tear on the seats! 

s. 

THIS picture is a riot from start to finish and has more . . 
REAL laughs to the foot than most comedies to the reel! 
PARTICULARLY pleasing is that situations and gags 

ARE entirely original. The chase is 

ONE of the fastest I have ever witnessed . . 
AND scene in movie theatre is a scream! . 



m3 





: V • . f 



mdldmesdiim 



SURE 



By George 1 ■ ^^^^ to 

^ i;*tle of everything picture, 
rpHEKE-S ^ °iar taste in this P . 

«onder!uUy thr.Us. senti™ 



^PP'^f,?: * rtSc .Ph°'°fSStal intet- 
wonderiuUy " . (hriUs. sent™ 

^liiiiiiwiiiiiiliiliirr . T 1 f l doesnt stKN cant 



We could write 
a wliole book about 
tbe ffood tbinf s in 

9/16 UNINVITED GUES1 

"'but see what 
tbe Exhibitor's 
Trade Review 
^into / 
376word8/ 



r;rs"ntitannn.. 





-dern«; grant r * J^ft 



leria-iTic. 
leDUtri 
■at 'Arit 
j.Manag, 



Ralph Ince 

CURTIS BENTON 

IN THE CAST 
MAURICE"LEFTY"FLVNN 
JEAM TOLLEY"' LOUIS WOLHEIM 
MARV MAC LAP-EW and 
WILI-IAM BAILEY - - - . 

(Pfodu-ced. hvi 

SUBMARINE FILM CORP. : 
und^rf/zc WILLIAMSON i 
patents... Natural coLoy scencb ! 

^jTECHNICOLORCORP 



c-^t?oVTea«-/or*^f,^S.^^^^^^^^^ 




A picture that appeals to the 
^^Main Streets of the world 



Murray Garsson 

presents 

BROADWAY 
BROKE 

by 

Earl Derr Diggers 

with a notable cast including 

PERCY MARMONT MARY CARR 

Gladys Leslie Dore Davidson 

Maclyn Arbuckle Macey Harlan 

Edward Earle Henrietta Grossman 

Sally Grute Pierre Gendron 

Billy Quirk Frederick Burton 

Directed by J. Searle Dawley 



A Broadway Story 
A Broadway Cast 
A Broadway Picture 
Thruout 



SELZNICK DISTRIBUTING CORPORATION 



Published weekly by Exhibitors Review Publishing Corporation. Executive, Editorial Offices 45 West 45th St . New York City. Suhs;oriptir>n 
$2.00 year. Entered as second-class matter. Aug. 25. 1922..__ajLJilfil^Jlfflc_e_. at.._East Stroudsbnre. Pn nndpr art nf i. is70 



A Cast YDur Public Knows 



Agnes Ayres 
Percy Marmont 
KatUyn Williams 
George Seigmann 
Robert M^'Kim 
Leon White 





Booking nofy for QuJck profits/ 

Associated Ex 

Physical Distrilfutor Pathe Fxchanffe,/»c. Arthur S. Kane, President 



Encore 



JD2)RS 

Foreign Repre^sentattve Sidney Garrea 



i 



i 



*^ says editorially: 



EXHIBITORS 

^rade REVIEW 



"Oh! Boy, 
What a Picture/" 



CROWDS, CROWDS, 

CROWDS which besieged the beau- 
tiful Cameo Theatre at the Broad- 
way Premiere proves 
paying public echoes the 
editorial tribute! 




Capt. Austin E.Lathrop 
presents 



Encore 





'Will Fill 
Any House" 

says M. P. NEWS, 

Louella Parsons, N. Y. American, wrote: 
"I advise all New York to see this picture, 
if only to see those glacier scenes." 




Exhibitors 

ARTHUR S. KANE ■ Pres/c/e»t 

PHYSICAL DISTRIBUTOR, 
PATHE EXCHANGE, INC. 




^ FOREIGN KSPK£S£^rrAr/V£ 

3!DNEY OAR. RETT 




MsfortheNewUlamrWENW 




Reason 
A 



Previously 
Unnouncea 

1- ^Rin-Tin-Tin in ''Get 

YouT Man** 

2- ''The Lover of CamilW 

("Deburau**) 

3- ''The Age of Innocence'' 



Since the publication of Robert Keable^s sensational novel 
* 'Simon Called Petei"'* ibe reading pubBc has been demanding in- 
sistently the completion of that remarkabJe story. Mr. Keable 
responds to this demand with a new novel, a sequel to "Simon 
Called Peter,** which critics pronounce even greater than its pre- 
decessor, and one of the most fascinating love stories of all time — 

"RECOMPENSE" 

By ROBERT KEABLE 

In "RECOMPENSE" the lives of Peter and Julie, familiar to 
Ae millions of readers of **Simon Called Peter," develop into a 
climax that is astonishing*— yet inevit^ible. It happily reflects all 
the bold courage in telling of life and love that made the author*s 
former novel a storm center of popularity- Frankly, it is the story 
of what followed that temp^uous week-end in London. And 
what a situation for the screen ! Few love stories are so alluring 
and unusual as this one. 

In its adaptation to the screen WARNER BROS, has added 
to the story's fine dtamatic strength a lavishness of photographic 
production that words alone could not describe. With players of 
national repute specially chosen for the many important roles and 
the usual Warner excellence in staging a production, this marvel- 
lous photoplay will rank second to none in the list of big pictures 
for the year 1924-25. Showmen who are confronted with the 
necessity of booking the season^s best can not afford to be 
without it 

SaveTWENJY dates for the new Warner TWENTY 



4- 

^ . 

ii- 
6 

7^ 
8- 
9. 

11 

12^ 

13. 

14. 
15. 

ie_ 

17. 
18. 
19, 
29. 



%NewYork 




"NOT 

omTo 

SPARC 

'directed bij Renaud. Hoj|mari. 

"PRODUCED By -J 

MADELINE BRANDEIS Productions 

The Wonder 
Picture Of^ 
The Year/// 



Reports 



A CONTRACT has been arranged by both the 
Loew and Fox circuits in the Metropohtan dis- 
trict for an early showing of Hodkinson^s 
newpicture/''N^/^ One to Spare". This production 
was recently put on by Hodkinsoii for a two 
weeks' run at the Cameo Theatre under the 
title of ''Which Shall It BeV since changed 
and although in no way a pretentious offering, 
received what is probably the most unanimous 
praise accorded a recent picture on Broadway. 
The Fox and Loew showings will be in the 
nature of a semi-prerelease run before general 
distribution. 





(DisMbuUd by HODKINSON 

FOR.EIGN DISTR.1BUTOR. 
VOGEL DISTRIBUTING COR.P 

Season I924''1925 Hiirfy First-Run Pictures 



9y&tweek 



in the- 



SECTION 



ne-ups* for 
the greatest 
Box-ofFice 
Picture of 

this or any 

year/ 





ined the m up at 11 AM 

«and the critics wild about it/ 

Chicago Tribune — 

"I'm keen for thz picture. It's a hand- 
ful of life. Not a dull moment. It intrigues 
you and I think you may want to see 
it again." 

— Mae I inee. 

Geor)^e Fitzmaurice's 

^ ^ O greatest achievement 




Chicago 
Theatre 

Chicago, 111, 



Chicago 
Daily Journal — 

"It's pictures like 'Cytherea' that 
mark the mileposts in motion pictures 
advance. " 

— Virginia Dale. 



From the vivid glowing novel 
JOSEPH HERGESHEIMER. 
Adapted for the screen 
By FRANCES MAaiON 

* Lewis Stone ^ Alma Rubens 
^ Norman Kerry 

Irene Rich and ★Constance Bennett 

A UtAt llational IHcttirg 



May 31, 1924 _ //fc Page ] 

©C1B619073 ffiP ^ 

jyhi5ig|xL»|«[)ttei>;te ftti>t |»te i ><tetei>d>tlM«l><Mte l h l MkM 



EXHIBITORS 

^rade REVIEW 

Business Paper of the Motion Ticturelndustr]^ 

GEORGE BLAISDELL. Editor 
EDDY ECKELS. Genera! Manager 
J. A. CRON, Advertising- Manager 
MICHAEL L. SIMMONS, Associate Editor 
GEORGE T. PARDY, Reviews Editor 
LEN MORGAN. News Editor 
IIENRIETTE SLOANE, Staff Editor 

CONTENTS 

May 31, 1924 
EDITORIAL FEATURES 



Ki, xxixc A Summer Show „ 

Interpretive ^Iusic for Mov'ies 

Oi.n Lady Astor 

Editorials — _ 

Leaders All — Richard A. Rowland _ _. 

. HIGHLIGHTS IX THE NEWS 

Ohio Exhibitors Lose Sunday Movies 

M.P.T.O.A. Problems _ 

Principal's New Distribution Plan _ 

^^^ARNER'S franchise CoN\'ENTION _ 

M.P.T.O. N. Y. Wins Victory 

Washington ^M.P.T.O. Meeting 

New Jersey Convention Announcement 

Texas Joins Allied Group _ - _.. 

Dr. Giannini Announces Bank Merger 

Carl Laemmle Announces One Price Sales Plan... 



PICTORIAL PRESENTATIONS 

'Missing' Daughters' _ ...Frontisp^it 

"Daughters of Pleasure' ._ 

'Hold Your Breath' _ ,. 

'Janice Meredith' _ 

'Blind Husbands' _ 

SHOWMANSHIP 

Increase Patronage With Advertising.. 

Advertising Aids „- 

Exploitation Ideas.. - - 

REGULAR DEPARTMENTS 

Box Office Reviews. 

Big Little Features 

Tried and Proved Pictures... . 

Current Production Chart _._ _ _ 



\GE 

4 
6 

7 

i6 
1/ 

9 
9 

10 
10 

II 
II 

12 
12 
13 
1.3 

cc 
8 
i8 

28 

45 

2Q 

33 

19 

23 
46 

51 



Copyright 1924 by Exhibitors Review Publishing Corporation. 
Geo. C. Williams, President; F. Meyers, Vice-President; John P 
Fernsler, Treasurer. Executive and Editorial offices: Hearn Building, 
45 West Forty-fifth street. New York. Telephone Bryant 6160. Ad- 
dress all Communications to Executive 0£Bces. Published weekly at 
E^t 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 U. S. 
postage stamps. 



fm'S INMAII) 




STATION E. T. R. 
pas.ses on ff>r, the 
entertainment ' o f 
its subscribers a bit of 
airy persiflage which it 
snatched from an atmos- 
phere still mildly vibrat- 
ing from a disturbance 
near the Great Lakes. 
It ran like this: 



One Irishman to Another 

George T. Pardy 

These one man reviezvs are not worth the pa- 
per they're printed on. . . .1 kuozv from experi- 
ence. — Exhibitors Herald. 

Ten wasted years, a solemn thought. 

On Life's rough, toilsome way! 
Had he but known as much as he 

Insists he knows to-day, 
Instead of handing out the bunk 

In many a rank review 
He might have proved The Showman's Friend, 

Unhappy Mr. O ! 

\\ hereas, in guileless ignorance 

He ladled out advice, 
For which the meek exhibitor 

Right gladly paid the price ; 
Until one day a horrid qualm 

His mighty mind oppressed — 
"Great Heavens! for a whole decade 

I've been a \'apid Jest ! 

"What am I but one simple soul 

Unable to perceive 
The worth or folly of a film, 

And must I still deceive 
Those chaps who in their innocence 

Regarded seriously 
The reams of hokum stuff I wrote 

And put their tru>t in me'' 

"Had I been born a Siamese twin 

Equipped with double brain, 
I could have spared myself and them 

Much needless w^rk and pain ; 
For then my vast intelligence 

Had never erred a jot 
In swiftly sensing black from white 

And things that Are and Xot." 

"Alas, it was not thus to be. 

In ashes I repent. 
My judgment, I now realize. 

Was never worth a cent." 

So, wailing, he confession made. 

Good friends, I conjure you : 
Let us forgive him, and forget— 

The chastened Mr O ! 




Page 2 



Exhibitors Trade Review 





"V^ITH the unsus- 
pected always hap- 
pening, the picture re- 
tains a high average of 
suspense and interest 
with perfect continuity 
so that the. audience is 
carried on from one in- 
cident to the next with- 
out any apparent effort 
to keep the interest 
at white heat. 




A LONG list of well 
known and appealing 
stars have been entrusted 
with the leading roles 
and the efficient man- 
ner in which they have 
handled their assign- 
ments adds appreciably 
to the high calibre of 
this feature. 



A Melodrama Tempered With Romance 

'Missing Daughters; Latest Selznick Film, Is Marked by a Note of Realism the Full Significance of Which 
Is Capably Conveyed by a Cast of Prominent Stars and Unsually Fine Settings 



May 31, 1924 



Page 3 



EXHIBITORS 

<^rade REVIEW 



9he dusbess l^per of the MotiaiJktuKlruiustrf 



THE 



NEWS AT A GLANCE 



Southern California will make a bid for the 1925 National M. P. T. 0. convention 
at the session in Boston. 



First National's great version of Sabatinis "The Sea Hawk" will open at the Astor Theatre, New 
York, on June 2. 

The Methodist church, in annual conference, adopted a report calling for the repeal of the ban on 
general amusements. 

Alice Joyce has arrived home from England after playing the lead in "The Passionate Adventurer" 
for Selznick. 

Carl Laemmle, at the Universal sales convention in Chicago, calls upon producers to make cleaner 
pictures. 

Fred Niblo has been loaned to Joseph Schenck by Louis B. Mayer, to direct one picture for Norma 
Talmadge. 

E. T. Craal has been re-elected president of the Virginia M. P. T. O. 
Mrs. Winifred Pike has been elected president of the Boston Film Club. 
A receiver has been appointed for Equity Pictures. 

Frederic G. Lee, chairman of the finance committee of Famous Players died at his home in Bronx- 
ville, N. Y., on May 16. 

Robert T. Kane, general manager for Famous Players, resigned and Avill spend the siynmer in E 

Loew's Inc., has declared a quarterly dividend of .50 cents per share on capital stock of the company, 
payable June 30. 

Howard Estabrook will make a series of pictures under liis own name for distribution through Asso- 
ciated Exhibitors. 

Harold Lloyd, star of "Girl Shy", is a proud father. An eight pound daughter arrived on jMay 21. 
Mother and child are doing nicely. 

Louis Baum has been elected president of the Goth ic Pictures Corporation. The company will dis- 
tribute through F. B. O. 

Seattle's censor board quits after disagreement with Mayor Brown. A new board is being organ- 
ized with Miss Mary Lewis as chairman. 

Raoul Walsh has left New York for the Coast where he will start his first jaroduction for Imperial 
release. 

"The Ten Commandments" passed its 300th performance on Broadway on May 19. 




Running a Summer Show All the Year 



THE smooth, even voice of the 
girl at the switchboard came over 
the wire, "Mr. Wilson and Mr. 
Morals of Jamaica to see you." 

Jamaica — Jamaica. . . .Reminiscent 
thoughts of pleasant vacation days 
spent On the rolling shores of Long Is- 
land Sound were filmed on the screen 
of our imagination as we told the girl 
to send the two gentlemen in. 

The two exhibitors — for that's what 
they were; showmen, every inch of 
them, as subsequent events proved, 
were from Jamaica. Jamaica, indeed, 
but oh, what a far throw from Long- 
Island! Jamaica, British West Indies, is i 
what we noted on the cards of the visi- 
tors, who are in control of the Palace 
Amusement Company, an organization 
running the Palace Theatre of Kings- 
ton, and "The Movies Theatre" of St. 
Andrew. And therein lies a story. 

To give their full names, Audley O. 
Morais, and William Wilson, J. P. O. 
B. E., (Justice of the Peace of the 
British Empire) are visiting New York, 
as is their wont once a year, to look 
around for something innovating to 
take back to Jamaica, that might raise 
the standard of the entertainment they 
furnish their patrons, and to arrange 
for the coming season's bookings. 

Mr. Morais is the active showman of 
the company, and as he seemed very 
naturally to assume the position of 
spokesman it was to him we directed 
sundry questions. It is interesting to 
note what this tropical showman had 
to say concerning conditions in his na- 
tive country and his methods of "put- 



ting his theatres over" in a land where 
out of a population of 75,000, only 
1,600 are potential movie patrons. He 
said : 

"Most folks, especially those whom 
we meet in New York and sell us films, 




AUDLEY O. MORAIS 

Active manager of the Palace Amusement 



Com- 



pany's two theatres in Jamaica, British West Indies. 



are peculiarly unaware of our native 
conditions. For example, the average 
rate of payment for labor is about sixty 
cents a day for men and twenty-five 
cents for women. These people have 
to clothe and feed themselves and their 
families and naturally have little to 
spare for amusements. We get the 
people in the higher circles of society, 
and since they are very much in the 
minority, that is what makes our per- 
centage of moviegoers so small. 

"Our Palace Theatre seats about 980, 
The Movies Theatre about 700. We 
have no floating trade, and since we 
ahvays get the same people we have to 
change the program every night. With 
this arrangement we have to book very 
heavilv with the American film com- 
panies. 

' Tiius far, we have used practically 
everything Famous Players has pro- 
duced up till 'The Covered Wagon' 
and 'The Ten Commandments.' We 
expect to use these two eventually. In 
fact, we use the best films on the mar- 
ket. 

"Practically everything that plays 
Broadway comes to the Palace and 
The Movies sooner or later. In order 
to show a wide variety of players and 
screen stories we deal also with First 
National, Goldwyn, Metro, Fox, Pathe, 
Hodkinson and LTnited Artists." 

SPEAKING of climatic conditions 
on the island Mr. Morais said : 
'People are prone to confuse condi- 
tions in Jamaica with those in the jun- 
gle tropics. To be sure there may be 



May 31, 1924 



Page 5 



somf places in the valleys that match 
the imaginations of critics so far as 
temperature is concerned. 

"Hut in Kingston and in St. Andrew 
and their env^irons the highest tempera- 
ture is never more than 92 degrees. It 
averages 78 to 90, and probably does 
not vary more than 12 degrees through 
the year." 

An interesting angle on the theatres 
managed by this sharp-visaged, sun- 
marked showman, is that the Palace, 
though seating only 980 persons, sup- 
ports an orchestra of ten pieces, and 
has twenty other employes, both for 
menial work and for acting as ushers. 
The Movie Theatre has an orchestra of 
five pieces and a working crew of fif- 
teen. The theatres can afiford to keep 
such large forces not only because of 
the low rate of pay which exists in the 
country but because the workers are 
employed only at night and work at 
other trades during the day. Thus, an 
usher averages about $2.50 a week. 

Another interesting point about The 
Movies Theatre is the fact that though 
it is an open air house its patrons are 
protected from rain by reason of the 
unique roof without walls, which covers 
the site. This roof is a perfectly water- 
proof and weatherproof affair sustained 
on slim poles, so arranged that these 
do not interfere with a clear view of 
the screen from any part of the house. 

ANOTHER interesting point, froni a 
showmanship angle, is that despite 
the fact that the Palace Amusement 
Company's Theatres have a confirmed 
following and patronage, Mr. Morals 
doesn't overlook the value of the power 
of suggestion in keeping the names of 
the theatres before the public. He 
never lets folks forget that the houses 
are "at the old stand" doing business 
from night to night. This he does 
through the medium of daily newspaper 
advertisements. 

IT is by reason of the courte- 
ous nature of the Interna- 
tional Newsreel that we are able 
to show the type of native with 
which our West Indian show- 
men have to deal. The scenic 
photograohs in the above are 
fi.rnished through the courtesy 
of Inter national Nevrereel. 





VIEW OF THE INTERIOR, JAMAICA. B. W. I. 



Explaining the reaction of his audi- 
ences to certain situations and dramatic 
nuances in the film .Mr. Morais said: 
"Erequently our people laugh at the 
wrong parts. Eor example, in tearful 
parts they usually laugh. And even 
when, as on rare occasions, we've had 
legitimate shows, the most harrowing 
parts of Macbeth and Madame X 
would bring a strained, curious laugh- 
ter as the emotional response of the 
audience. This is not because the spec- 
tators don't comprehend the drama. I 
think it is a sort of hysteria peculiar 
to the temperament of the tropics." 

In answer to a few concluding ques- 
tions Mr. Morais went on: "The Pal- 
ace Theatre and the Movies Theatre 
were two separate institutions twelve 
years ago. The Palace had just started 
then, while the Movies was two years 
old. 

"The combine was decided on after 
it was seen by both owners that Ja- 
maica could not adequately support both 
theatres, while each house had to pay 
for separate film service. The combine 
was based on pure economic expedi- 



ence, for then the two theatres could 
use films which were paid for on the 
principle of one service. We keep 
about a week's supply of film ahead 
and as fast as one house uses it, it is 
turned over to the other. 

"That is the only way we can make 
it pay. Before that, exhibiting in Ja- 
maica was an unprofitable proposition. 
This is proved in the fact that out of 
four or five owners who have tried to 
operate we are practically the only ones 
who have survived. At the present 
time another beginner has started, a 
Chinaman, and only time will tell 
whether Jamaica can support another 
theatre. 

"The margin of profit, when there is 
any, is very close, for our ticket selling 
possibilities average $40 a night at the 
Palace and less at the Movies Theatre. 
Saturday and Sunday nights are the 
best nights, of course, and even then 
we don't have more than One houseful 
for the full day's business. Our prices 
are 12, 25 and 37 cents. 

"Naturally, our low overhead makes 
it possible for us to continue profitably. 
At any rate we are not kicking and 
are looking forward to better times." 



Page 6 



Exhibitors Trade Review 



A Hot Weather Showman — He Does His 
Biggest Business in Summer 



NOTHING succeeds like success' 
might more aptly be put — nothing 
succeeds like service." This is 
the spoken sentiment of Harry Lewis, 
house manager of the Majestic Theatre 
— a neighborhood house situated in the 
far upper West Side of New York. 

"Yes," he continued, "serving the 
public is what keeps our little world 
'movieing' all the year around — but we 
really do our biggest busines in the 
summer," Mr. Lewis casually made this 
rather amazing statement, "and there's 
the trick that solves our hot weather 
problems like magic !" He snapped his 
fingers in the direction of a green-car- 
peted stairway in the far end of the 
lobby, leading to what I now learned 
was a roof -garden. 

"No, we haven't an elevator — not yet 
— but we're planning," Mr. Lewis smil- 
ingly assured, leading the way up. The 
rather steep climb, however, turns out 
1o be quite a pleasant adventure into 
Japanese realms, showing how well the 
management knows the value of atmor- 
phere for putting people in a receptive 
mood. 

The latticed walls are abloom, all the 
way up, with very real looking pink- 
blossoms, and one can almost hear the 
painted canaries calling from the cool 
green of the branches. 

On top, fifteen hundred seats under 
the open sky, fanned bv Hudson 
breezes speak very plainlv of 1500 
twenty-five cent pieces nightly, besides 
pulling power that gives enough over- 
flow to crowd the house below. 

That the Majestic bears the distinc- 
tion of beine the only theatre in all 
Washington Heights boasting of open 
air accommodations, only partly ex- 
plains the reason whv starting with 
Mav 30 when the roof begins function- 
in? in connection with the regular in- 
door performance, and continuing 
throueh the sweltering days of a citv 
summer, th's theatre often plays to an 
audience of three thousand. 

The real answer is rather to be found 
in Mr. Lewis' attitude towards his 
work. "In this eame," he said pursin? 
his lips thouehtfully, as he ushered me 
into the lobbv again, "there is no relax- 
ing. It is pIu? — you're it, or ouit- — 
vou're out." There is centainly no 
denving the fact that his formula is a 
good one for it must be by virtue of its 
application that the Majestic is today 
one of the most popular houses in the 
neiehborhood. 

Historically speaking, this theatre, 
originally christened "Life" invaded 
the upper heights about eight years ago. 
At a time when even two months' free 



By T. BROOK 

rental was insufficient inducement to 
populate the section north of 181st 
street, pioneering in an attitude of 
watchful waiting all the way up on 
185th Street proved its undoing. De- 
spite the promising name it was already 
breathing its last, when under a new, 
far-seeking management sometime lat- 
er it took on a new lease of life. 

'PO gain a new reputation, the new 
name — Majestic — blazed forth in 
brilliant lights shedding their rays up 
and down the long avenue. But light 
does not ravel around the corner, so a 
long mailing list and a daily column 
in the Heights News were established 
for the purpose. Before long every- 




MANAGER HARRY LEWIS 

body knew when they were having 
ruhat at the Majestic and talked about 
it. 

"Receiving an announcement meant 
much in those days," Mr. Lewis ex- 
plained. Naturally it would at a time 
when this was the only theatre, and 
people of necessity traveled great dis- 
tances to get there. Now there was no 
taking chances. You didn't need to 
walk ten blocks or so only to discover 
that you had either seen the picture 
downtown, or else that something you 
weren't interested in was being shown. 

On the other hand, when they knew 
what to expect, people didn't mind com- 
ing long distances to a place that aimed 
to give its patrons just a little more 
than was expected. They came all the 
way from Inwood, White Plains, Rye, 
and Mr. Lewis, justly proud of these 
achievements, mentioned that they still 
have quite a patronage from those out- 
lying districts. "That's what advertis- 
ing does," he nodded convincingly. 

Though a great believer in all kinds 
of advertising, Mr. Lewis feels that the 
most successful way of inflating the 



box-office coffers is using the mailing 
list. "Of course," he added quickly, 
"I am speaking of this neighborhood. 
We grew up with it," he smiled, "and 
we know exactly what it likes. We 
must have good clean pictures all the 
time. No ! None of the wild West stuff, 
either — that doesn't do around here," 
he added emphatically and turned to 
scan the announcements in the lobby. 
"Everybody is anxious to see this, and 
this," he pointed out "Beau Brummell," 
"Lillies of France," both scheduled for 
this week, "and now we don't need to 
keep them waiting long." 

]y[ R. LEWIS further explained that 
the exhibitors of Washington 
Heights combined to form what is now 
the Heights Theatres, Inc. 

A.sked why, he promptly replied, "In 
that way we can afford to give far 
more attractive and later programs to 
our people. As I told you, we have a 
discriminating public to keep, and must 
devise ways and means." Judging from 
the steady stream of coins that kept 
flowing in through the box-office win- 
dow while we talked, that end seemed 
well attained. 

Recently the need was felt for more 
suitable musical accompaniment. Out 
the back door went the piano, and 
a twenty thousand dollar organ was 
eiven a well deserved place of honor. 
This instrument not only contributes in 
a large measure to the general atmos- 
phere of the house and the harmony of 
the program, but — as may well be im- 
agined — adds considerably to the dailv 
receipts. Speaking about it Mr. Lewis 
said. "In a word — it pays." The most 
convincing thing that can be said for 
anv instrument. 

"Oh, here is something new we are 
doing — trying to reach the youngsters 
through the public school," with that he 
handed me a small poster captioned — 
"Free Prizes to the Boys and Girls of 
This School." It is put over by means 
of prize tickets given to each young- 
ster every day in the week. The luckv 
numbers are drawn on Saturday, and 
the prizes are thines that make a direct 
appeal to every healthy child heart ; 
baseballs, bats, gloves, roller skates and 
so forth. 



Q.EE ! It's great to watch their excite- 
ment when a winning number is 
pulled," the kindly manager beamed all 
over. "But don't give me full credit for 
the idea, Mr. Harmon YoflFa, our 
young president is responsible," he 
added modestly. 



May 31, 1924 



Page 7 



jy|ARSHALL NEILAN, director for Metro-Goldwyn- 
Mayer, is about to s.tart for England, where he will 
undergo an operation for stomach trouble. The local 
M.D. advises the director that the operation is an imme- 
diate necessity. Mr. Neilan has suffered two severe at- 
tacks from what was thought to be appendicitis, but at 
the time an operation was avoided. Now it develops 
the trouble is of a more serious nature. Mr. Neilan will 
be accompanied to London by Mrs. Neilan (Blanche 
Sweet). He is editing "Tess of the D'Ui-bervilles" and 
will go abroad when the work is completed. 

■gRNEST SHIPMAN has engaged Lawson David- 
son for the leading heavy role in "The River 
Road," 'he Hamilton Thompson novel, which Ken- 
neth O'Hara is directing at the Glendale Studios. 
Mr. Davidson, one of the popular screen stars of 
England, has been in the United States about four 
months, having come here immediately after his 
work in Betty Compson's British-made ' Woman to 
Woman." His first American picture was "Miami," 
another Compson feature. The cast of "The River 
Road," which is now complete, includes among others 
Mahlon Hamilton, May Allison, Fay Marbe and 
Flo. a Finch. 

T AY W. MACFARLAND, general manager for Uni- 
versal in Mexico, made a trip to New York to take 
back the prints containing the work of Jack Dempsey 
so as to be sure they were not "duped" en route. Mr. 
MacFarland is enthusiastic over the possibilities of the 
Jewel series of two-reelers, "Fight and Win," because 
of the Mexicans' fondness for thrillers and fast comedies. 
Universal's business in the southern republic has ex- 
tended so rapidly it has been found necessary to establish 
several offices in addition to the nine that were in 
existence. 

^NITA LOOS is back in New York from the 
coa<it, where she went to confer with Joseph M. 
Schenck and Constance Talmadge on "Learning to 
Love," a story vn-itten by Miss Loos and her hus. 
band, John Emerson. Production of the picture has 
been postponed until August IS, when the two writ- 
ers will return to Los Angeles to supervise the pro- 
duction. 

QEORGE MELFORD has been engaged to direct 
Barbara La Marr in "Sandra," the first of a series 
to be released through First National. Mi. Melford had 
been with Famious Players for ten years. During th's 
time he produced the large number of s,ixty-three pic- 
tures. Among these are "The Sheik," "Behold My Wife," 
"Everywoman," "Java Head" and "The Woman." Mr. 
Melford is now working with the Sawyer-Lubin forces 
on the preparation of the continuity of "Sandra." 

T'HE resignation is announced of W. F. Wood, 
general manager of United Producers and Dis- 
tributors of Hollywood. It took effect May 10. Dr. 
G. Roy Ringo is "pinch hitting" in that office just 
at present. 

XHAT pioneer Canadian exhibitor W. F. Sexton of 
the Family Theatre, Toronto, is in New York on 
his way to England. He was born in the latter country 
sixty-four years ago and early m life ran away to join 
the British Navy. Now he is going home to remain six 
months and visit relatives some of whom he has never 
s,een. Mr. Sexton bears the reputation of conducting 
the most charitable theatre in Canada. It is estimated 
that from five to fifteen thousand dollars is collected 
every year in his house for benevolent purposes. 



jyjARCUS LOEW announces the merging of Gold- 
wyn Ltd., of England and Jury Imperial Pictures 
Ltd., the latter distributing Metro productions in Great 
Britain. A company will be formed to be known as 
Jury-Metro-Goldwyn Ltd., and will act as distributors 
"for Metro-Goldwyn pictures in Great Britain. 

TJOPE HAMPTON, after a trip abroad with her 
husband, Jules Brulatour, is again working be- 
fore the camera. She is playing in "Women" at the 
Bennett Studios under the direction of Burton King. 
With her in the cast are Lowell Sherman, David 
Powell and Mary Thurman. A part of the busi- 
ness by Miss Hampton in the course of the picture 
will be the execution of a Pompadour dance with 
a specially designed costume. 

^ARL LAEMMLE, President of Universal, has offered 
a trip to New York and return and a ringside seat at 
the Dempsey-Wills fight for the member of the L^niversal 
exploitation force who does the best work between now and 
August 15. There are rwenty-five eligible candidates. The 
committee to choose the lucky man consists of the editors 
of the motion picture business papers, having regard for 
all around work on the part of the contestants. 

"Vf AL ST. CLAIR, whose "Fighting Blood" series 
has achieved such success, is now a member of 
the Warner Brothers' directing staff. Mr. St. Clair 
previously was responsible for the direction of 
"George Washington, Jr." at the Warner Brothers 
studios. 

J^OBERT T. KANE, for some time general production 
manager of Famous Players-Lasky, has resigned, effec- 
tive July 1. Mr. Lasky says no successor will be appointed. 
Mr. Kane will spend the summer in Europe in recreation 
and intimated that on his return he probably will organize 
a producing company. In announcing the resignation the 
production chief added that Mr. Kane's departure was a 
matter of great regret and that the best wishes of every- 
body in the Paramount organization for his future success 
would go with him. 

TOE WEIL, postcards from Paris, where he is 
arrangmg the premiere of "Notre Dame de Paris, 
as "The Hunchback" is called in France, for Uni- 
ve sa'- The production is expected to open at the 
Marivaux Theatre in the French capital about June 1. 

p RESIDENT COOLIDGE, after seeing and, of course, 
hearing Dr. Lee De Forest's phonofilm at a dinner, has 
written a letter to the inventor describing how intensely in- 
terested he was in the showing and said that he would 
preserve tne souvenir .strip of film given him "as a me- 
mento of an enjoyable evening, to which you contributed so 
much." The particular pictures seen by the President were 
those of Chauncey M. Depew. 

JJARRY ENNIS has joined Weiss Brothers Art- 
class Pictures Corporation as director of publicity. 
Mr. Ennis is an old time amusement man, having 
been with the New York Clipper for seven years and 
with Variety for the past five years. He has a wide 
acquaintance among screen and stage executives. 

L. SHELLABARGER. for several years in charge of 
* the publicity department of Associated Exhibitors, has 
joined the Selznick organization to handle special work in 
connection with the exploitation of "Missing Daughters." 
L. F. Guimond, Selznick advertising and publicity director, 
also announced that Harold Gutman has been added to his 
staff. 



KATHLEEN 
W I L LIAMS 

contributes rare 
charm and beauty 
and makes Percy 
Marmont's burden 
lots lighter to bear. 



-TH ERE are 
plenty of excit- 
ing love scenes in 
the film and Robert 
M c K i m figures 
prom inently in 
many of them. 




Agnes Ay res Scores Again In 'When a Woman Loves' 

Pathos and Romance Dominate This Victor Halpe rin Production Distributed by Associated Exhibitors 



May 31, 1924 



Page 9 



Ohio Exhibitors Lose Sunday Pictures 
By Supreme Court Decision 



SUNDAY movies in Ohio have been held 
illeg'al by the supreme court. 
The ''court held that motion picture 
shows are theatricals. 

Under the statute now on the books every 
owner or manager of a picture house open 
on any Sunday within the last twenty days 
Ts liable to a fine and a 3 ail sentence, but s 
entitled to a jury trial as imprisonment is 
a part of the penalty that niay be imposed. 

The law provides that "whoever on bun- 
day ' participates in or exhibits to the pub- 
lic with or without charge for admittance 
in a building, room, ground, garden or other 
place a theatrical or dramatic pertormance 
on complaint within twenty days thereafter, 
shall be fined not more than $100 01 im- 
prisoned in jail not more than six months or 

^^AUhough two lower courts had held mo- 
tion pictures to be theatrical performances, 
the question has never been decided by the 
supreme court and in most localities, picture 
houses were open or closed as local sentiment 
seemed to dictate. • • . • 1 

"Blue law" organizations and ministerial 
as-^ociations have frequently taken a stand 
against Sunday shows. The decision is a 
big stride toward "closed" Sundays generally 
throughout the state, as it opens the way for 
wholesale prosecutions by organizations or 
individuals interesting themselves. 

The case arose out of the arrest of Walter 
E. Richards, of Findlay, on the charge of 
operating a motion picture show on Sunday. 
He pleaded guilty and was fined $100 and ap- 
pealed the case on the grounds that the 
charge contained in the indictment against 
him did not constitute an of¥ense against the 
law against theatrical exhibitions on Sunday. 
The lower court was upheld by the court 
of appeals of Hancock county. 

Who is Richards, of Findlay 

The decision of the Ohio Supreme Court 
on May 13, against Exhibitor W. E. Rich- 
ards, of Findlay, O., which practically means 
the closing of all Ohio motion picture thea- 
tres on Sunday brings to light the fighting 
qualities of at least one of the many Buck- 
eye Exhibitors who take enough pride in 
their profession, to baick their belief to the 
limit. 

Richards is a fighter of that type who be- 
lieves he is right and proceeds accordingly. 
His belief is based upon the fact that the 
citizens of Findlay do not want to be de- 
prived of their favorite recreation— and noth- 
ing else. 

Richards talks almost in whispers, fights 
fair, and stays to the last round. 

It took the Supreme Court to knock him 
out — and he is still game for another fight 
in a "bigger ring" — the whole State of 
Ohio. 

Richards, like Cagney of Bryan; Murphy 
of Wilmington and many others in the fifty 
closed counties of Ohio has been arrested 
so often that he has lost count. He is the 
owner of the Majestic, a modern 1,000 seat 
house and the Royal of small capacity. While 
comparatively a young man he is an old 
timer and up-to-date in the business. What 
has urged him on in his fights covering a 
period of years is the fact that in test voting 
Findlay is recorded overwhelmingly in fa- 
vor of Sunday movies, but the persistency 
of the "outside" Lord's Day Alliance at- 
tacks has resulted in numerous prosecutions, 
and the result up to now has been a case of 
"in again, out again, Finnigan" with him. 

Richards openly states that the personal 
character of some of those who have led in 
prosecuting him will not stand scrutiny. He 



calls it "perselcution," and declares they 
dodge a local option vote on the question of 
Sunday movies at all times, preferring the 
easier method, at no expense only to the 
city, of making charges at regular intervals 
covering the past few years once landing him 
in jail. 

Richards is, and always has been a 100 
per cent member of the M.P.T.O. of A., and 
the State Association and he enjoyed one 
brief respite with his fellow exhibitors last 
fall when a State M.P.T.O. representative 
went into Findlay to "observe" a court pro- 
ceeding, at which time the blue-law fanatics 
apparently took fright, the case being post- 
poned by -the prosecution and for a time the 
"main drag" of Findlay was lined for a 
mile with autos on Sundays and the local 
hotels reported feeding 500 more visitors 
than on any Sunday when the "movies" weie 
fclosed ; there are five movies in Findlay. 
Richards has financed his own battles with- 
out complaining. 

He realized that with cases . in all fifty 
closed counties cropping out that the M.P. 
T.O. of Ohio could do little in that line 
beyond the fight made in the last legisla- 
ture in trying to pass a Sunday local option 
law which he says the Lord's Day Alliance 
throttled committee. 

He also realized that the State Association 
with a 100 per cent m.embership in the thirty- 
eight "open" counties €ould not risk offi- 



cially ordering a Supreme Court test inas- 
much as such might, in case of an adverse 
decision, automatically close all Ohio. This 
is just what happened on May 13. Paren- 
thetically, he remarks that there was noth- 
ing, however, to prevent the exhibitors in 
the fifty closed counties from chipping in 
to help him, but philosophically he accepts 
the result and says if the May 13 decision 
is an unlucky one for the thirty-eight open 
counties he had nothing to do with setting 
the date of the knockout, but he hopes that 
the "big city fellows" will now see the 
necessity for a real, fair and square fight 
through the referendum which the little or- 
ganized minority of fanatics so much fear. 

If not, Richards is satisfied to take his 
"gowf" on Sundays with the rest of ex- 
hibitors — and meal-ticket reformers ; the lat- 
ter of whom have been loudly proclaiming 
that producers and exhibitors of Ohio had 
barrels of money on tap for Sunday Movies. 

Richards says the exhibitors don't need 
money so much as "guts" to use their 
screens and lobbies for petitions with which 
to settle for all time the question of Sun- 
day Movies m Ohio and that decision by 
Ohio's millions should be satisfactory to all 
concerned. 

The world loves a fighter, and Richards 
of Findlay, has surely started something in 
a state where many exhibitors of Richards' 
type are awaiting word to "go" this fall. 



National M. P. T. 0. Convention 
To Face Important Problems 



T^O more definitely establish and protect 

the position and interests of the Theatre 
Owner against the constantly widening com- 
petition of producer-owned theatres and non- 
theatrical institutions of all kinds will be 
one of the bigger tasks to which the dele- 
gates to the coming National Convention of 
the Motion Picture Theatre Owners of 
America in Boston will address themselves. 

There is so much to he done and so short 
a time in which to do it that the program 
laid out for the convention has been revised 
by the National Officers and Board of Direc- 
tors so as to bring forward the highly 
important elements and thus have time to 
consider essentials. 

Every hour of the time in May 27, 28 and 
29 will be devoted to important exhibitor 
business at the Copley Plaza Hotel conven- 
tion hall. It is expected that a considerable 
portion of the work will come into the meet- 
ing fairly well shaped on account of having 
been considered so much in detail by the 
State and Regional bodies. 

National President Sidney S. Cohen de- 
sired as concrete an expression on the more 
important elements as possible and has 
transmitted to state officials and others the 
subjects likely to form the basis for definite 
action and asked that the same be considered 
carefully so as to arrive at entirely practical 
conclusions at the Boston meeting without 
unnecessary delay. 

The producer-owned theatre is one of the 
bigger contentions now within the industry 
and not only involves unfair competition, 
as Theatre Owners view it, but also brings 
to view a public menace in a possible cen- 
tralized control of such an important element 
of expression as the theatre screen. It is 
believed that very definite action will be 



taken on that subject by the convention del- 
egates. 

Another line of procedure will be the lay- 
ing of plans for the strengthening and de- 
velopment of state and regional bodies. 
With membership in the national organiza- 
tion direct and with strong affiliations in 
every state, through National Motion Pic- 
ture Day participation and other activities 
the work has finally assumed a complete na- 
tionwide aspect, and these new conditions 
must be met and processes evolved to keep 
pace with the latest developments. The util- 
ity of state and regional bodies must be 
brought to a higher standard in legislative 
rnatters especially to completely protect the 
interests of the theatre owner. 

The formation of grievance boards, to 
consider the direct complaints of theatre 
owners and suggest lines of action for state 
and regional bodies, will be one of the suh- 
iects discussed. This system is now operat- 
ing well in certain sections of the Middle 
West. 

Canad'an affiliation will be advanced to 
comprehend elements of international amity 
calculated to extend and develop the com- 
mercial and social relations between the 
people of the two great North American 
nations through screen publicity. A large 
delegation will be present from Canada and 
bring this message of good-will to the other 
exhibitors. 

New officers will he elected, many mes- 
sages of cheer and support will be given by 
high national and state officials, and the 
hope of the officers of the Motion Picture 
Theatre- Owners of America that this con- 
vention will be the greatest exhibitor gather- 
ing yet held in the country is now certaia 
to be fully realized. - ^ 



Page 10 



Exhibitors Trade Review 



New Distribution Plan Is 
Announced bv Lesser 



As the result of conferences in New Or- 
leans and New York between Sol Les- 
ser president of Principal Pictures, Irving 
Lesser, vice-president, and Mike Rosenberg, 
secretary of the organization, it has been 
determined that the corporation's product for 
1924 will be distributed through individually 
owned and operated exchanges. Thus one 
of the biggest products ever put out will be 
distributed through territorial franchises 
rather than states rights. 

The plans for the immediate future call 
for two Baby Peggy productions and two 
adaptations of the works of Harold Bell 
Wright. The stories of this most widely 
read author are the property of Principal 
Pictures — and because of the great popular- 
ity of the writer, they are a most valuable 
property. 

All of Wright's novels boiist circulations 
in excess of the million mark, and one, "The 
Winning of Barbara Worth," has run to 
2,800,000. The first of the two Harold Bell 
Wright productions will be "The Mine with 
the Iron Door." The second will be either 
"The Calling of Dan Mathews," with a cir- 
culation of 1,800,000, or "The Re-creation of 
Brian Kent," with 1,600,000 volumes to its 
credit. Adaptations of these novels are ex- 
pected to excel all records established by 
"When a Man's a. Man," the picture that 
broke all records in thirty cities. 

The Baby Peggy pictures will be adapta- 
tions of "Captain January," a book writ- 
ten by Laura Richards, daughter of Julia 
Ward Howe, which has gone to fifty-two edi- 
tions since 1890, and "Helen's Babies," a 
novel written years ago by John Habberton. 
The latter tome has a unique distinction. It 
is claimed that this volume has a world- 
circulation of some 13,000,000 copies, and has 
been translated into every civilized tongue. 

The pifctures are to be titled by Irvin S. 
Cobb, and the Baby is to be surrounded with 
a galaxy of stars including Hobart Bosworth, 
Irene Rich, Barbara Tennant, Clara Bowe, 
and others. "Captain January" will be 
directed by Ed Cline, who gained fame with 
"Circus Day;" and "When a Man's a Man," 




J. LAWRENCE WEBER 
Mr. Weber, president of ApoUo Exchange, Inc., 
has announced that his company will handle greater 
New York and Northern New Jersey territory for 
distribution of the Warner Brothers' entire output. 



while "Helen's Babies" will be under the 
direction of William Seiter. The former 
picture will appear at the Strand Theatre 
New York City, on -July 13, and the latter 
will b^ Teleased about October 1. 

September 1 is the date set for the release 
of Harold Bell Wright's "The Mine with the 
Iron Door," while the second Wright picture 
is scheduled for December 1. 

All territories are already pledged on the 
new distribution idea, and the product will 
receive the individual attention that such an 
individualized output deserves. The 1924 
program will be augmented by the production 
of a series of six other pictures. 

They are "Daring Youth," "Daughters of 
Pleasure," "Listen Lester," "Girls That Men 
Forget," "The Masked Dancer," and "The 
Good Bad Boy." Such stars as Bebe Dan- 
iels, Patsy Ruth Miller, Helene Chadwick, 
Marie Prevost, Louise Fazenda, Eva Novak, 
Norman Kerry, Monte Blue and Johnny 
Walker will appear. 

The territorial franchise holders may book 
any one or more pictures they desire. This 
does away with the block booking system. 
The slogan for the Peggy and Wright pro- 
ductions will be "Principal Pictures termed 
Master Attractions are Sol Lesser Produc- 
tions." 

Sol Lesser will be in charge of produc- 
tion, Irving will take care of distribution, 
and Mike Rosenberg is titled business mana- 
ger of productions. 

* * * 

APOLLO TO DISTRIBUTE WAR- 
NER PICTURES IN NEW YORK 

The most important link in the chain of 
franjchises for the distribution of the War- 
ner Brothers 1924-5 series of twenty pro- 
ductions was closed this week when L. Law- 
rence Weber and Bobby North signed con- 
tracts to handle the Warner output for the 
Greater New York and Northern New Jer- 
sey territories'. 

This is probably the most important mo- 
tion picture business transaction of the past 
week involving as it does the distribution 
and exploitation of twenty big feature pro- 
ductions in the most thickly populated re- 
gion in the United States. 

It was originally contemplated by Warner 
Brothers to handle their own product in the 
Metropoliran district, but the ambitious pro- 
duction schedule laid out for the coming sea- 
fon cnlled for the Concentration of every 
available ounce of energy in one direction. 

A very important factor in the consumma- 
tion of the deal was the fact that Messrs. 
Weber and North in their Apollo Exchange 
have built up a most compact, efficient and 
popular exchange under the general manage- 
ment of Henry Siegel, and were in a posi- 
tion to give the Warner program the very 
best representation. 

SELCO PICTURES TO STAR 
MARION DAVIES' SISTER 

J. W. Schleiff , who is in charge of the 
acquisition of product for Selco Pictures, 
Incorporated, announces that Selco has ob- 
tained, for release through the Selznick 
Distributing Corporation, a special produc- 
tion, to be made shortly, starring Rosfemary 
Davies, sister of Marion Davies, with a 
notable supporting cast. 

The production is to be filmed under the 
tentative title of "Souls Adrift," and is the 
first of a series of specials planned as star- 
ring vehicles for Miss Davies. 



WARNER CONVENTION IS 
SET FOR MAY 28 

Franchise Holders Will Meet in Los 
Angeles for Two Weeks Session 

ANNOUNCEMENT was made at the 
Warner Brothers' New York offices last 
week that the date definitely decided on for 
the annual convention of the franchise hold- 
ers, distributing Warner Brothers' Classics 
of the Screen was May 28. 

Arrangements have been completed where- 
by the exchange managers and owners from 
the east will meet the delegation from the 
Warner Brothers' New York office in Chi- 
cago and will there board a special train 
enroute for Los Angeles on May 25, sched- 
uled to arrive on the coast on May 28. 

The convention will decide many matters 
of importance during their stay at the War- 
ner Brothers' studios. Sales and distribution 
policies will be decided upon and synchron- 
ized so that each territory will work in 
harmony with the others. Advertising and 
exploftation plans will be discussed for the 
coming season. Production policies and re- 
lease dates will be settled for the coming 
year and a general business pow wow will 
be held. It will not be all strictly business, 
however, as the Warner Brothers' reputa- 
tion for entertaining will be held up and 
Jack Warner, who is supervising this im- 
portant part of the program, has stated that 
he is going to show the boys some real 
Western hospitality. 

Unusual interest is centered on this con- 
vention which is the only get-together of its 
kind being held by any individual producing 
organization in the independent field. 

Present plans call for the convention to 
last two weeks and some very important an- 
nouncements are promised from the Warner 
offices when the home office delegation re- 
turns. 

^ ^ ^ 

'HUTCH' ON WAY EAST 

Charles Hutchison, making a series of 
pictures for William Steiner, is on his way 
to New York from Holly wood,_to secure new 
stories for production. He will make his 
headquarters at Room 519, 220 West 42d 
Street, New York City, while here. 




HENRY SEIGEL 
Vice president of the ApoUo Exchange, Inc., who 
with president Weber signed the agreement for the 
distribution of Warner Brothers' pictures in N. Y. 



May 31, 1924 



Page 11 



NEW YORK STATE M.P.T.O. 
WINS VICTORY 

Norwich Referendum on Local Option 
Wins by Big Majority 

THE Motion Picture Theatre Owners of 
the State of New York have just won 
what they consider to be one of the biggest 
yictories since the inception of their organ- 
ization. 

Since the Sunday Local Option Law, giv- 
ing the right to municipalities to decide 
whether or not they should have Sunday 
movies, city after city has been opened up 
on Sunday but, for the first time since the 
law was written, the City of Norwich, at 
the request of the Reform Element placed 
a referendum for the repeal of Sunday 
movies before the citizens and, in one of the 
largest, most spirited and most heartily con- 
tested elections ever held in that city, the 
Norvvich residents went on record on Tues- 
day evening, May 6, favoring Sunday movies 
by a bigger vote than had ever been re- 
corded in the history of the city. 

The proposition was carried by a vote of 
1,621 to 1,246, a total of 2,867 votes being 
recorded. 

The Reform Element in Norwich had the 
complete backing of the reformers of the 
entire State and daily carried a full page ad- 
Tertisement in the newspapers in an appeal 
to have the citizens vote for the repeal of 
Simday movies. 

The Motion Picture Theatre Owners of 
New York State, in conjunction with J. 
Myer Schine and Ben Davis, local theatre 
owners of Norwich, carried on an extensive 
campaign in favor of Sunday movies, and 
that the contest was won is an indication 
of the effectiveness of the campaign they 
waged. 

If the referendum had been successful in 
repealing Sunday motion pictures in Nor- 
wich, it would only have been the first step 
to repeal Sunday movies in every city in 
the State of New York but, with the first 
attempt effectively blocked and the Referen- 
dum Element ranks broken, the exhibitors 
feel that for the time being any further at- 
tempts at repeal will not be made. 

* * * 

LEBBEUS MITCHELL JOINS 
FIRST NATIONAL 

Lebbeus H. Mitchell, who for the past 

four j-ears has been in charge of the mo- 
tion picture trade journal publicity for 
Goldwyn Pictures Corporation, has been en- 
gaged by First National Pictures Corpora- 
tion in the same capacity acid has already 
entered upon his duties with that concern. 
He succeeds Alatt Taylor, who has been 
transferred to the advertising department 
with added responsibilities. 

Mr. Mitchell has been engaged in news- 
paper and publicity work in New York City 
for the past twelve years — on the staffs of 
the New York Telegram, the Globe, and the 
New York World. On the latter paper he 
was dramatic editor. 

In the publicity field he has been, in addi- 
tion to his motion picture work, advance 
agent for Henry W. Savage, Henry B. 
Harris, etc., general press representative for 
Winthrop Ames and for Guthrie McClintic, 
in the United War Work Campaign and in 
several of the big financial drives which fol- 
lowed the war. 

^ 4^ ^ 
CENSORS ENJOINED 

The Board of Censors, in Chicago, has 
been restrained from interfering with the 
showing of "The Woman on the Jury," when 
attorneys for the Chicago theatre interests 
obtained an injunction. The censors refused 
to permit anyone under 21 years of age to 
view the performance. 




LEBBEUS MITCHELL 
Well known publicity writer who has resigned 
from Goldwyn Pictures to do trade journal publicity 
for First National. 



NO ORDER RESTRICTING FILM 
MEN AT CONVENTION 

An order supposedly coming from C. C. 
Pettijohn of the Hays organization, forbid- 
ding any salesmen connected with the Char- 
lotte film exchanges attending the North 
Carolina M. P. T. O. convention at More- 
head City on June 11 and 12, has been ex- 
citing considerable comment throughout the 
territory. Many exhibitors who have been 
approached on the subject are very much 
opposed to either the exhibitor or distribu- 
tor organizations attempting to take such 
drastic steps, and it is believed, if true, that 
it will very seriously affect attendance at the 
North Carolina gathering, many of the ex- 
hibitors taking advantage of conventions to 
come in personal contact with the fellows 
from whom they buy films, thus promoting 
a spirit of good fellowship that tends to 
make for closer co-operation in their deal- 
ings thereafter. 



C. C Pettijohn, of the Will Hays office, 
in a statement to Exhibitors Trade Review, 
says his office never sent out such a letter 
and he knows nothing of any such com- 
munication. He added that exchange mana- 
gers and salesmen are at liberty to do as 
they please in the matter. 

* * * 

VIRGINIA MEETING MAY 20 

The M. P. T. O. of Virginia it is an- 
nounced will hold their annual convention at 
the Arlington Hotel, Richmond, Va., May 20 
and 21. It is generally understood that this 
state organization is affiliated with the new- 
ly formed Allied States Organizations. 



WASHINGTON M.P.T.O. IS 
GROWING RAPIDLY 

Interesting Meeting Held in Seattle 
Is Very Encouraging 

AVERY healthy growth, in the six 
months it has been organized, was re- 
ve.aled at the meeting of the Motion Pic- 
ture Theatre Owners of Washington, in the 
Hudson Bay Room of the Hotel Gowman, 
May 6. The Association was organized last 
November, with a membership that em- 
braced 70 theatres. It now represents 132 
houses in seventy-five towns in the state, 
twenty-five in Eastern Washington, the oth- 
er fifty the West side of the mountains. Its 
membership is ninety. 

A delightful get-together luncheon, an 
inspiring address by Dr. W. J. Hindley, edu- 
cational director of the Washington State 
Retailers' Association, was part of the pro- 
gram. A trustees' meeting was held later. 
At this meeting Dr. Howard Clemmer, presi- 
dent, presided. Ed. Dolan, of the firm of 
Doian & Ripley of Aberdeen and Hoquiam, 
Wash., was unanimously elected a trustee, 
replacing G. G. Johnson, of Kelso, resigned. 
Ten new membership applications were voted 
upon and accepted, and various important 
matters were discussed 
Members present were: 
Dr. Clemmer, president, Spokane; L. A. 
Drinkwine, first vice president, Tacoma; F 
B. Walto, Bellingham; J. A. McGill, Port 
Orchard: C. A. Swanson, Everett; H. W. 
Bruen, John Danz, both of Seattle, trustees ; 
J. M. Hone, setretary-treasurer, Alice Mac- 
lean, assistant secretary; E. A. Zabel, Olym- 
pia; W. P. Armour, Montesano; Mrs. Wm 
Malone, Charleston; E. W. Grosbeck, Enum- 
claw; John Hamrick, Frank Edwards, R. W. 
Bender, Harry Carey, J. W. Barrows, E. H. 
Haubrook, James Burk, W. J. Petrie J R 
Beardsley and G. D. Srigley, of Seattle. 
* * * 

FLOOD WITH WARNER 

The latest acquisition of Warner Broth- 
ers is James Flood, who has just been signed 
to direct Warner Brothers' Classics of the 
Screen for a period of three years. 



LIFE 



Here's a picture 
based on life's 
greatest problem : 
How much does 
it cost you to 
live? They'll all 
be interested ini 
that. 



m 



NOWSELUNG 

Di^indivePidturts Corporaiion 

presents 

GeorgeArliss 
^20 WEEK" 

with TAYLOR HOLMES 

and EDITH ROBERTS 

Forrest Halsey's version of Edgar Franklin's "The 
Adopted Father." Directed by Harmon Weight. 

BOY rr from sEvmicK 



FORE! 

If you have not already entered your 
name for the Spring Golf Tourna- 
ment, to be held on June 4, you had 
better do so immediately. Up to the 
present time nearly two hundred en- 
try blanks have been signed on the 
dotted line. 

The committee in charge states that 
approximate scores will not be ac- 
cepted although affidavits will not be 
required with scorecards. 

Sign up and do your season's top- 
ping early. . 



Page 12 



Exhibitors Trade Reveiw 



NEW JERSEY CONVENTION 
ON JUNE 24-25-26 

Asbury Park Will Be Scene of Great 
Theatre Owners Gathering 

WHILE the plans ior the convention of 
the Motion Picture Theatre Owners^ of 
New Jersey are not sufficiently complete to 
permit of giving the detailed program for 
this very important Convention — important 
for numerous reasons : 

First : New Jersey has a real organiza- 
tion — an 87 per cent paid up membership. 

Second : Because activities have resulted 
in many benefits- to members. 

Third : Because Asbury Park will see the 
laying of the cornerstone for the founda- 
tion of the plan which will repeal the an- 
tiquated Blue Laws; and, not least of all, 
Jersey Theatre Owners, through a referen- 
dum are responsible for the selection of As- 
bury Park as the Convention City, which 
will insiure a record attendance. 

R. F. Woodhull, president, during whose 
administration the New Jersey organization 
has made such wonderful progress — will 
make a report of activities and recommenda- 
tions. 

Joseph M. Seider, chairman of the Boird 
of Directors, who has been a tireless worker 
and whose initiative has been in a great 
measure responsible for the success of the 
organization, because of the co-ordination es- 
tablished through his' efforts — will have much 
of interest to bring to the attention of Thea- 
tre Owners attending. 

Full credit to the officers and Board of 
Directors of the Jersey organization must 
be given, without whose co-operation and in- 
terest the organization could not have been 
succesrful. 

William Keegan, the "watchdog" of the 
Jersey Treastiry, will make a report, which 
will cause no end of satisfaction, and Secre- 
tary H. P. Nelson will also have a report 
which will prove most interesting. Nelson 
is at present arranging the details of the 
Convention program and will shortly an- 
nounce these details, which will in a manner 
be quite startling. 

All in all, the New Jersey Theatre Own- 
ers attending the Convention have much to 
look forward to — and everv Theatre Owner 
in New Jersey, who is at all interested in his 
business, should make it a point to be in 



Asbury Park on June 24, 25 and 26, to de- 
liberate on the many important issues, as 
well as availing himself of the diversion of- 
fered. 

The whole cost at Asbury Park, including 
hotel, meals, banquet, ball, mammoth motion 
picture carnival and numerous other enter- 
tainment features, will be so small as to be 
almost ridiculous. 

* * * 

'AFTER SIX DAYS' SCHEDULED 
FOR HUGE TABERNACLE 

The Cadle Tabernacle, Indianapolis, one of 
the largest auditoriums in the country, with 
a seating capacity of 8,000, is scheduled to 
initiate an indefinite engagement of Weis 
Brothers' Artclass Corporation's Biblical 
feature "After Six Days," on Sunday, June 1. 

An idea of the immensity of the Cadle 
Tabernacle's spacious interior may be gained 
from a comparison with the seating arrange- 
ments of Keith's Hippodrome, New York, 
which has a capacity of 6,000 and the Capi- 
tol, New York, with 5300 capacity. 

The June 1 opening marks the second en- 
gagement of the picture in Indianapolis, it 
having played for three weeks at the Eng- 
lish Opera House in the Hoosier capital some 
time previously. 

The churches of Indianapolis have ar- 
ranged to co-operate extensively in the sale 
of tickets for the run. A preliminary ad- 
vertising campaign that will embrace every 
known form of exploitation, combining for 
a thorough "circusfng" of Indianapolis has 
already been started, and will continue 
throughout the run of "After Six Days" at 
the Cadle Tabernacle. 

The deal for the Cadle run was efffi|:ted 
by Eddie Grossman of Epic Film Attrac- 
tions of Chicago, which controis the rights 
for the territory. 

* * * 

'FREE LOVE' CAST 

According to an announcement from Louis 
B. Mayer, Hobart Henley has sel^lcted the 
following players for "Free Love," his first 
production for Metro-Goldwyn-Mayer : Con- 
rad Nagel, Eleanor Boardman. Edward Con- 
nelly, Adolphe Menjou, Jean Hersholt, John 
Patrick, and D. R. O. Hatswell. Hedda Hop- 
per, X^irgmia Lee Corbin, Dorothy Dwan 
and Bradley Ward. 



TEXAS M. P. T. 0. UNITES 
WITH ALLIED GROUP 

H. A. Cole Re-elected President of 
Texas Organization 

"PilSPLAYING evidence of a wonderful 
growth since its' birth a year ago, the an- 
nual convention of the Motion Picture Thea- 
tre Owners of Texas, was held at the Jeffer- 
son Hotel in Dallas on May 6, 7 and 8 
with Colonel H. A. Cole of Marshall, presi- 
dent, in the chair. In May of last year a 
handful of men described as "The Old 
Faithful," gathered in the Jefferson Hotel 
and though the attendance was s-welled by 
the exchange cohorts, there was only a small 
number present. This year approximately 
100 Exhibitors, sold on the organization idea, 
went back to their shows imbued with a new 
spirit of confidence, co-operation and good 
fellowship. 

Perhaps one of the outstanding features 
of the convention was a resolution unani- 
mously adopted that the Texas Association 
ally itself with the associated states organ- 
ization of Theatre Owners. This' resolution, 
offered by President Cole, follows : 

''Whereas, it is the sense of this organ- 
ization that a strong working National Asso- 
ciation is needed, 

"And, whereas, Texas, is not allied with 
the M.P.T.O. of A., and does not feel dis- 
posed to become affiliated under its' present 
leadership ; 

"Therefore, be it resolved, that we ally 
ourselves with the associated states organ- 
ization of Theatre Owners, with the belief 
and hope that this organization can eventually 
bring about the formation of 'a nation-wide 
association which will reflect the ideals' of 
the various state units." 

Other resolutions adopted follow : 

"Opposed to censorship imposed by local, 
state or national governments, as' we Con- 
sider same un-American and contrary to the 
ideals of fee thinking people." 

"In favor of clean pictures only being 
shown on our screens, and we heartily in- 
vite criticism and constructive suggestions' 
from any individual or organization looking 
to the betterment of the industry as a whole, 
and for the individual theatre owner." 

"We oppose block bookings and a copy of 
this resolution is being sent to the Fed- 
eral Trade Commission in Washington." 

"Protecting against the unfair and uneth- 
ical practices of some exchanges, in making 
non-theatrical bookings, as being detrimental 
to the commercial success of various mem- 
bers of the association." 

In recognition of the splendid success 
which he has scored as president of the 
M.P.T.O. of Texas, spending much time and 
money away from his own business to fight 
its battles in Congres.s' and elsewhere. Col- 
onel H. A. Cole of Marshall, was re-elected 
president ; C. W. Batsell, Sherman, second 
vice-president, and E. L. Byar, Terrell, 
secretary-treasurer, and J. A. Holton. Port 
Arthur, first vice-president, were unanimous- 
ly re-elected. H. G. McNeese of Dallas, 
continues as business manager. 

The Board of Directors follows : W. R. 
(Billv) Fairman, Bryan; Homer Mulkev. 
Clarendon; H. H. Hoke, Taylor; H. t. 
Hodge, Abilene ; W. A. Stuckart, Brenham ; 
Henry S. Ford, Wichita Falls; H. H. 
Starche, Seguin ; John Paxton, Paris. 

Mayor Louis Blaylock of Dallas, welcomed 
the picture men to the "Queen City of the 
Southwest." At the opening of the conven- 
tion Tuesday morning. He was followed by 
President Cole, who submitted his annual 
report on the progress made by the theatre 
owners as a unit. He reviewed the status 
of the Tent Show bill. Admission Tax re- 
peal. National Organization of Theatre 
Owners, Insurance. The Film Board of 
Trade. Music Tax and plans for the coming 
year. 




IN THE GOOD OLD DAYS 
In United Artists "Dorothy Vernon of Haddon Hall" Mary Pick'ord has brought back the days of yore. 
Knights and ladies fair make one forget that there are such things as taxicabs and bootleggers. 



May 31, 1924 



Page 13 




DR. GIANNINI ANNOUNCES 
BANK MERGER 

Commercial National and East River 
National Consolidate 

A NNOUNCEMENT was made May 21 by 
Dr. A H. Giannini, of the merger of 
the Commercial National Bank, at 41st 
Street and Broadway, with the East River 
National Bank. The Commercial National 
Bank, formerly the Commercial Trust Com- 
pany, now becomes the main office of the 
East River National Bank and its big re- 
sources will help swell the millions now 
held by the East River institution, one of 
the oldest and soundest in the country. 

This announcement is of particular inter- 
est to theatrical and motion picture people 
as well as to big business circles, because 
the Commercial National Bank has always 
been patronized by those of the amusement 
world, and Dr. Giannini is one of the best 
friends of the stage and of the motion pic- 
ture industry. The re-organization does not 
affect the system of government of the two 
big institutions. Dr. Giannini, who has been 
serving as president of both banks, remains 
as president of the East River Bank and 
the officers and directors of the two institu- 
tions remain unchanged. 

Th':; East River National Bank, organized 
in 1852, formed part of the financial foun- 
dation of the United States nine years be- 
fore the Civil War, and during that most 
trying period in the country's history re- 
mained firm and did much to help maintain 
the Union. It now has a capital and sur- 
plus of $4,000,000.00 and resources of $40,- 
000,000.00. Before the merger announced 
yesterday it operated four banks, the main 
office being at 680 Broadway. Under the 
merger, with Dr. Giannini at its head, it 
will function with institutions as follows : 

Main oflfi(ce — 41st Street and Broadway, in 
the building of the old Commercial Na- 
tional Bank. East River Branch — 680 
Broadway. Bronx Branch — Third Avenue 
and 184th Street. Harlem Branch— First 
Avenue and 104th Street. Broome Street 
Branch — Broome and Bleecker Streets. 

Dr. Giannini who heads the merged insti- 
tutions, is one of the most picturesque and 
beloved characters in New York financial 
life. He came to New York five years 
ago from San Francisco, where he was vice- 
president of the Bank of Italy, one of the 
largest banking institution^ in the world. His 
policy has always been to place the hu- 
man element foremost in banking, A man's 
character to him is worth more than a first 
mortgage, and he never yet has been dis- 
•appointed in judging business people. He 
has always been one of the strongest cham- 
pions of the motion picture industry and 
much of the credit for the present sub- 
stantial position of the industry is due to 
bis moral and financial support. 

The name of Dr. Giannini figures in the 
upbuilding of every big producing and re- 
leasing organization , in motion pictures. He 
gave those organizations financial support 
when they needed funds and today he has 
bosts of friends and is without an enemv in 
the amusement field. 

* * * 

TERRITORY FOR FELIX SERIES 
SELLING RAPIDLY 

Margaret J. Winkler is a mighty busy 
young lady these days. In acknowledgment 
to the advertisements which have appeared in 
the Trade papers during the past two weeks 
— which announced the immediate release of 
the new series of 24 Felix the Cat comedies, 
wires and letters from all over the country 
have reached Miss Winkler not only from 
Exchanges but from exhibitors as well — 
and many from little hamlets asking where 
the new series of Felix comedies could be 
secured. 



LAEMMLE ADOPTS NEW ONE 
PRICE SALES POLICY 

Carl Laemmle has inaugurated a new sales 
poli^cy for Universal based on a "one price" 
system which promises to develop into a far- 
reaching innovation. As explained by Al 
Lichtman, general manager of exchanges for 
Universal, it will eliminate at least 90 per 
cent of the bickering and bad feeling engen- 
dered by the horse-trading and haggling 
methods of film selling now prevalent. 

Universal's new system is based on the 
theory that the salesmen ' who are in con- 
stant touch with exhibitors are in a de- 
cidedly better position to know what each 
exhibitor can afford to pay for pictures than 
the officials in the home office. 

This is the way it works : The lio~me office, 
after seeing each picture, establishes the 
quota for each exchange territory. The 
quota is based on the box office value of the 
picture and the various elements that enter 
into it, such as the star, the author, the 
story ,the direction, eSc. 

This quota is then apportioned to the in- 
dividual theatres by the division manager, 
the exchange manager and the salesmen. 

The quota for each theatre is based upon 
the salesmen's actual knowledge of the 
amount each theatre can afford to pay for 
each picture. A list of the prices estab- 
lished by the selling force will then be sent 
to the home office. These prices being defi- 
nitely established, any contract taken under 
them will be automatically considered and 
accepted. 

FILMING OF 'THE PASSIONATE 
ADVENTURE' COMPLETED 

Actual filming of "The Passionate Adven- 
ture," which is being made in England with 
an Americaiv" cast for release through the 
Selznick Distributing Corporation, has just 
been completed, according to a cable re- 
ceived here from Myron Selznick, who is 
personally supervising the entire production. 

It is planned that the Americans, includ- 
ing Alice Joyce, the star, Marjorie Daw. who 
is featured, and Mr. Selznick, will sail for 
home about June 1, after a fortnight has 
been spent in cutting and titling the picture. 

"The Passionate Adventure" will be nub- 
lished in book form by the Century Com- 
pany in this country in the late Summer. 



ARTCLASS WESTERN AND STUNT 
PICTURES IN DEMAND 

State right buyers from every section of 
the country have written in, according to 
Louis Weiss, executive of Artclass Pictures 
Corporation, commending Weiss Brothers' 
organization on its enterprise in offering the 
independent market two new series of pic- 
tures possessing brand titles of real exploi- 
tation value. 

These letters of praise refer to the series 
of Buddy Roosevelt productions, presenting 
eight Western features and the series known 
as Buffalo Bill, Jr., offering eight sensa- 
tional "stunt" outdoor features. 

Both of the names used on these films are 
internationally known to exhibitors and pub- 
lic alike and meet the present day need of 
the independent exchangeman to give exhibi- 
tors pictures on which to hang intelligent 
exploitation. 

The buyers who already have purchased 
these two series for their respective terri- 
tories, of Pittsburgh, are highly enthusiastic 
over the possibilities of the names featuring 
them. They state their exhibitors cannot 
fail to make excellent use of the names 
Buddy Roosevelt and Buffalo Bill, Jr., to 
attrr^t patronage to their houses. 

^ ^ ^ 

BANNER STARTS OPERATIONS 

Samuel J. Briskin and George H. Da\ns 
have opened new distributing offices under 
the firm name of Banner Productions. Inc., 
at 1540 Broadway. They will distribute a 
series of eight special features the fi'-st of 
which is now being produced under the di- 
rection of Burton King with an sll star cast 
including Hope Hampton. Lowell Sherman, 
Dav'd Pnwe'l and Marv Thurman. The title 
of the first picture will be announced at a 
later date. 

The firs^ four of the series will be made 
in the east and the other four on the west 
coast. 

« :)> * 

'DAUGHTERS OF TODAY' RECORD 

Selznick's "Daughters of Today" has just 
completed a run of three weeks at the Ran- 
dolph Theatre, Chicago. As the policy of 
this house frails for a weekly change of bill, 
it is a real tribute to the drawing power of 
the picture that it was twice held over, a 
record wlvch has not been equalled for the 
Randolph this season. 



Page 14 



Exhibitors Trade Review 



FIRST NATIONAL ADOPTS 
A NEW POLICY 

Conferences in England with 
Exhibitors Successful 

ASSOCIATED FIRST NATIONAL'S 
managing director in London has adopted 
a "get together" policy with the exhibitors 
on the continent and is urging that represen- 
tatives of other American producers in the 
foreign field adopt similar methods of deal- 
ing with their exhibitors. This "get to- 
gether" policy is to eliminate petty misun- 
derstandings which often times creates real 
distrust. 

These "get together" conferences have 
been held in such important cities as Bir- 
mingham, Liverpool, Cardiff, and Manches- 
ter and have proven a great success. They 
enable the representative exhibitors in each 
district to make a personal point of contact 
with the executive heads of the First Na- 
tional, Ltd., at which time there has been a 
reciprocal appreciation and understanding of 
the problems of both the renter and the ex- 
hibitor. 

There conferences are thoroughly informal 
as in many cases the real problems and the 
petty misunderstandings would be hidden. 

First National, Ltd., hold their conferences 
in two sessions. The talks are confined +o 
the actual problems confronting all those 
present, the representatives of First Nation- 
al giving their views on the merits of pub- 
licity, sales methods accounts, etc., and the 
exhibitors give their criticisms which are 
based on their experience with the British 
public. 

These conferences have done much to dis- 
abuse the exhibitor's mind on the subject of 
franchises. A recent offer of something 
approaching a franchise contract by the 
English Company was regarded by the trade 
as a form of the block-booking system 
which a year or two ago was held respon- 
sible for the perilous condition in which the 
British trade then found itself. 

The "get together" meetings have proved 
most beneficial to both sides in relieving 
to a large extent the respective ideas on 
the part of exhibitor and renter that it is 
"the other fellow" who is responsible for 
the oft complained of poor condition of prints. 
First National's system of systematically and 



periodically bringing prints into the recently 
established repairing and cleaning depart- 
ments in the respective branches is com- 
mended everywhere. A proposition to ap- 
point a number of traveling inspectors, these 
to be provided by the C. E. A. and the 
leading distributors jointly, is under consid- 
eration, at least insofar as the renters are 
concerned. An alternative suggestion aris- 
ing out of the First National gatherings 
is for each renter to provide its own inspec- 
tor who shall devote specific attention to 
such cinemas as are consistently reported to 
be mishandling film rather than a general 
system of inspection. 

Managing Director Pugh, originator of 
these "get together" conferences believes that 
similar meetings between other renters and 
their respective clientele cannot fail to prove 
to the good of the trade as a whole. 

* * * 

LUBITSCH WILL DIRECT ONE 
PICTURE FOR PARAMOUNT 

To correct any misunderstanding that may 
have arisen in the trade, Jesse L. Lasky, first 
vice-president of Famous Players-Lasky Cor- 
poration, in charge of production, has an- 
nounced that Ernst Lubitsch is to direct 
only one picture for Paramoimt, "Forbid- 
den Paradise," starring Pola Negri. Lubitsch 
has been lent to Paramount for this pur- 
pose through the courtesy of Warner Broth- 
ers, who have him under contract. 

After the completion of "Compromised," 
Miss Negri will do "Forbidden Paradise," 
under the direction of Mr. Lubitsch, and 
then will return to Mr. Buchowetski's di- 
rection for another picture, "A Woman 
Scorned." 

* * * 

CANADIAN TAX PROFIT 

Official announcement has been made by 
the Amusements Tax Branch of the On- 
tario Provincial Government, with head- 
quarters in Toronto, that the revenue de- 
rived from the tax on admission tickets at 
places of amusement in Ontario during 1923, 
other than fall fairs and patriotic or charity 
events, amounted to $1453,567.77, practically 
all of which was clear profit, the expense 
involved in the collection of this amount be- 
ing only $83,138.39. The profit to the Gov- 
ernment, therefore, was $1,379,429.39. 




BAL DES ARTISTES 

In fraternal organizations it is customary to ride 'he goat but in the artists ball riding the camel 
seems to be the thing. The scene is Bal des Artis es from First National s "The White Moth." 



COHEN TELLS A. M. P. A. 
HOW TO AID EXHIBITORS 

Small Exhibitor Needs Exploitation 
from Distributors 

SYDNEY S. COHEN, president of the 
M.P.T.O.A. drove home some very inter- 
esting and logical facts at the A.M.P.A. 
luncheon on May 13 when he told the pub- 
licity men how they can best aid the ex- 
hibitor. He spoke from the point of view 
of an exhibitor and told of the amount of 
valuable advertising space that is wasted in 
using the wrong material. He asked the 
writers to curb their tendency to place so 
much weight on the costs of a certain pro- 
duction and give more space to telling what 
the picture is really like and give facts con- 
cerning the entertaining value of the product. 

He emphasized the value of proper ex- 
ploitation and asked that more attention be 
given to the small town exhibitor who needs 
the exploitation. In order to learn the needs 
of the small exhibitor, he advised as many 
publicity men as possible to make a tour 
of the small towns and live with the ex- 
hibitor and by actual contact learn the needs 
and in that way become more useful. 

He estimated that there are several million 
people in this country who do not attend the 
movies but who could be made to do so 
through proper selection of pictures and the 
right kind of exploitation. 

In speaking of the small independent thea- 
tre owner, Mr. Cohen said he is invaluable 
in obtaining legislation favorable to the in- 
dustry. The small exhibitor as a rule knows 
his representatives in Congress personally 
and makes it a point to air his views, where- 
as the owner of a chain of theatres often 
does not even know the name of his con- 
gressmen and doesn't seem much interested. 
The independent theatre owners have proved 
such a strong combination they can now go 
to Washington and obtain their rights. 

In speaking of independent producers, Mr. 
Cohen stated that they are a great help to 
the industry, but that they must produce 
pictures that are worthwhile an^ they must 
not depend upon friendship to get by. The 
exhibitor is interested first in good products 
and he looks at the picture through the box 
office cash register. 

He spoke of the evil caused by the am- 
bitious press representatives who broadcast 
statements of huge salaries of stars and pro- 
ductions. This, he said, did not create very 
favorable impression in Washington and 
made it hard to obtain legislation for pro- 
tection. Officials were so accustomed to 
hearing of half million dollar salaries they 
became convinced that millions was being 
made by picture companies and they needed 
little help. 

Mr. Cohen's talk was timely and he had 
the faculty of making his statements clear 
and concise. As an exhibitor he knows what 
is needed most and there is no doubt his 
informal talk will bear fruit. 



'BEAU BRUMMEL' AIMING FOR 
RECORD BOOKING 

With four thousand theatres thrpughout 
the country contracted to play "Beau Brum- 
mel," the screen version of the Clyde Fitch 
play, starring John Barrymore, Warner 
Brothers are congratulating themselves on 
the high percentage they have to date scored. 
Bookings are still going strong, so strong 
in fact that the Warners believe they have 
one of the strongest drawing cards not only 
on their own list but of any representative 
list of productions. 

The estimates total of movie theatres in 
the United States is around the 15,000 mark. 
This makes a good batting average of one of 
every three theatres in the country for "Beau 
B'rummel." 



May 31, 1924 



Page 15 




ATLANTA BETTER FILMS OB- 
JECTS TO 'THREE WEEKS' 

The Metropolitan Theatre, Atlanta, of 
which "Pat" Patterson is manager, had quite 
a serious run-in with the Atlanta Better 
Films Committee, when that theatre pre- 
sented "Three Weeks" last week. Patterson 
is one of the guiding spirits in the Better 
Films organization of Atlanta, which is the 
parent committee of this movement which 
has spread over the entire Southeast, and 
is the only Atlanta manager outside of the 
Famous Players group, in Atlanta that has 
sponsored the Better Films movement and 
cooperated fully with them. Which makes 
it more singular that his theatre should have 
been the first to be attacked by an adverse 
decision of the Board. 

However, it was only a minority member- 
ship of two which objected to the showing 
of_ the Elinor Glyn picture in Atlanta and 
it is reported that these two applied to Mayor 
Sims of Atlanta to stop the showing without 
even consulting with the Aletropolitan man- 
agement, even though represented on the 
Committee membership. 

Mayor Sims, tliough.not indifferent to their 
protests, realized the limitations of his au- 
thority since a decision of the Georgia 
Supreme Court has given into the hands of 
the Atlanta Review Board appointed by the 
Mayor, sole and final authority in such mat- 
ters. Therefore the Mayor assembled the 
board and went with them to review the pic- 
ture, with the result that it was passed 
unanimously in its entirety, being a clear-cut 
and decisive victory for the theatre. The 
film played to capacity business all week. 

* * * 

O'LOGHLIN ON HIS OWN 

J. P. O'Loghlin, one of the leading ex- 
change men of Canada, has resigned as 
Montreal manager of Dominion Films, 
Ltd., an Allen organization, in order to 
go into_ the film business himself. Mr. 
O'Loghlin was formerly prominent with 
Pathe and with Regal Films, Limited. 

* * * 

CIRCUS HURTS PICTURES 

The mammoth F.Iks Circus staged in At- 
lanta during the past week cut serious in- 
roads in business at the theatres. The Cir- 
cus was staged on approved showmanship 
lines, sponsored by the five thousand mem- 
bers of the lodge in Atlanta and played to 
a daily average attendance of between eight 
and ten thousand. 

* * * 

LUCY FOX WITH HARRIS 

Lucy Fox, who distinguished herself in 
the second lead of "Miami" opposite Betty 
Compson has again been signed to appear in 
z Hodkinson release. Elmer Harris has 
signed her to appear in his production of 
"The Wise Virgin'' that is about to be started 
in his San Francisco studio for release by 
Hodkinson early in the Fall. 

* * ♦ 

'COMPROMISED' STARTED 

Camera work was started last week at the 
Lasky studio on Pola Negri's latest starring 
picture, "Compromised." Dimitri Buchowet- 
ski, the noted Russian director who produced 
Miss Negri's most recent Paramount pic- 
ture "Men," is again directing her. 
* * * 

NEW UTAH THEATRE 

The new Gem Theatre of Murry, Utah, 
was opened Sunday night. May 4, with Tony 
Duvall as operator and manager. The seat- 
ing accommodation of the house is 500 and 
structure has been artistically decorated in- 
side and out. Duvall also operates a motion 
picture house at Midvale, Utah. 



SUPPLE LEAVES FOR COAST 

Edmond F. Supple, publicity manager of 
Pathe Exchange, Inc., left for the Coast 
on May 16 to organize the national pub- 
licity campaign in behalf of the forthcom- 
ing Charles Ray series of seven features to 
be distributed by Pathe. 

Mr. Supple's trip to the Coast is t!ie first 
step in what promises to be the most ex- 
tensive and effe/:tive publicity campaign ever 
launched under the Pathe banner. 

* * * 

VARIETY FOR HACKATHORNE 

On May 15, probably the hottest day of 
the year, in California, George Hackathorne, 
who is playing the title role in the Fox 
production of "Checkers," had to unreel two 
fist fights before the camera, play a violin 
soulfully and then, in the afternoon, ride 
the winning mount in a horse race. Hack- 
athorne, an expert horseman, is riding the ac- 
tual race in this film, not merely the ap- 
proach and finish close-ups. 

* * * 

TROY ECONOMIZES 

It has been decided to do away 
with the orchestra in the Lincoln The- 
atre, in Troy, after May 29. This 
house was lately acquired by the same com- 
pany which operates the Troy Theatre. The 
orchestra at the American also in Troy, will 
be cut to four pieces and will be heard only 
evenings during the summer. At the Troy 
Theatre, there will be no music this sum- 
mer during the afternoons. 

* * * 

MARIE PREVOST FOR 'TARNISH' 

Samuel Goldwyn, through an arrangement 
with the Warner Brothers, has secured 
Marie Prevost to play a prominent role in 
ihe forthcoming George Fitzmaurice produc- 
tion, "Tarnish," an adaptation of Gilbert 
Emery's stage play by Frances Marion. 
"Tarnish" will be a First National Picture. 
Miss Prevost has been cast as a manicurist. 

* * * 

KUSCHNER PROMOTED 

Oscar Kuschner, who is well-known among 
exhibitors of the Indianapolis and Milwau- 
kee territories, has been appointed branch 
manager of Pathe's Milwaukee office. Mr. 
Kuschner entered actively upon his new du- 
ties on Monday, May 5. 



WILSON BRANCHES OUT 

Harry D. Wilson, publicity director for 
Principal Pictures Corporation, and presi- 
dent of the Western Motion Picture Adver- 
tisers, generally known as the Wampas, has 
decided to "branch out" in the publicity field 
of moviedom. 

While, through his new arrangement, he 
will still tell the awaiting world all about 
the Principal Pictures activities, Wilson feels 
there are a few stars left in Hollywood who 
can rise to greater heights via his noble type- 
writer. 

Wilson has been in the publicity work of 
the moving picture industry for many years, 
his present position with Sol Lesser of the 
Principal Pictures organization, covering a 
period of over six years. 

* * * 

MAE MURRAY AT WORK 

Louis B. Mayer announces that Mae Mur- 
ray's new Metro picture, "Circe," will begin 
to take concrete shape this week with the 
beginning of actual production on the coast, 
under the direction of Robert Z. Leonard. 

"Circe" is the story that was written es- 
pecially for Miss Murray by Vicente B^asco 
Tbanez, author of "The Four Horsemen of 
(he Apocalypse." 

* * * 

IRENE RICH RENEWS CONTRACT 

Warner Brothers added another screen 
luminary to their list of players under long 
term contracts when Irene Rich again signed 
up as a member of the Warner stock com- 
pany which includes such well known fa- 
vorites as Marie Prevost, Monte Blue, Louise 
Fazenda, Lillard Louis and other stars, di- 
rectors, writers, etc. 

* * * 

RAYMOND GRIFFITH SIGNS 

Further strengthening the Paramount stock 
company, Jesse L. Lasky, first vice-president 
of the Famous Players-Lasky Corporation, 
announced yesterday that he had signed 
Raymond Griffith to a long term contract to 
appear exclusively in Paramount pictures. 

* * * 

WEIL WITH BANNER 

Jesse Weil has been engaged as director 
of advertising and publicity by the Banner 
Productions, Inc. Mr. Weil who is well 
known in the business has already started on 
his new duties. 



Page 16 



Exhibitors Trade Reveitv 



The Delegates Gather 

ON Tuesday next delegates from jNIaine to Cal- 
ifornia will gather in Boston for the annual 
convention of the Motion Picture Theatre 
Owners of America. Indications are for a large 
convention, one of the largest in the history of 
exhibitor organization. 

It is to be hoped the result will match the ex- 
pectations. It is stated Wisconsin is sending a 
delegation of eighteen, and that they Avill bring 
credentials from officials and civic bodies asking 
that the next convention be held in ISIilwaukee. 

Los Angeles also is a contender for convention 
site honors in 1925, according to a telegram from 
the official representation which left the Southern 
California city May 22. 

The Greater New York division of the organiza- 
tion has chartered five cars to accommodate its 
members. Also there will be delegations from 
Central and Western Ncav York. 

Ohio announces forty delegates will be in Bos- 
ton, while Canada has sent Avord that it will be 
represented by a large number of exhibitors. 

Massachusetts has Avorked hard to make the 
visit of exhibitors an occasion that Avill be remem- 
bered. There aa^II be an opportunity for much 
constructiA^e Avork, the importance of Avhich cannot 
be overestimated. 

Get out the old traA^eling bag and join the bunch ! 
bunch ! 

^ ^ y 

Reviews Good and Bad 

TITE publisher of the Exhibitors Herald an- 
nounces that in the future no rcAacAvs of 
motion pictures aa^II be printed in that jour- 
nal. Mr. Quigley remarks that the department, 
"inherited as a trade paper custom in this field, is 
to be throAvn into the discard because its in*emoA^- 
able errors haA^e properly damned it." 

He adds that the Herald Avill no longer make 
the absurd pretense of rcAdcAving pictures from an 
entertainment standpoint for the business guid- 
ance of exhibitors because it cannot be done. 

We dispute the accuracy of the statement of 
the Herald that the foregoing "is a fact acknoAAd- 
edged by every intelligent person in the industry." 
Where the Exhibitors Trade ReA^eAv has heard 
from its exhibitor-subscribers the information al- 
most unanimously has been the rcA^erse. 

Not so long ago a questionnaire AA^as submitted 
to a number of our subscribers for the purjxjse 
among others of learning the attitude of exhibitors 
toAvard rcA^cAvs. 

The query Avas put flatly: "Do the revicAvs help 



you in booking?" Going back oA^er a good-sized 
list of these Ave find that 91 per cent of the exhib- 
itors ansAvered yes. There AA^ere no negatiAx Azotes 
recorded, the 9 per cent being blank on that ques- 
tion. 

^ ^ ^ 

pXHIBITORS TRADE REVIEW will abide 
by the decision of its oaa^u subscribers — and it 
Avill continue the printing of revicAvs of motion 
pictures. It Avill, in any cA^ent, until it gets Avord 
from its subscribers that they desire the contrary. 

While it is possible exhibitor opinion may be 
diA^ded as to the general proposition of the useful- 
ness of reA'ieAA^s and AA'hile ]Mr. Quigley may and 
probably Avill receiA'^e letters from his exhibitor- 
subscribers praising his innovation it may be set 
doAA'n as a fact that distributors of mediocre pictures 
AAall be for the omssion 100 per cent. 

The exhibitor aa'Iio is unable to Avitness "pre- 
revicAvs" in the exchanges is dependent on some 
one for ncAvs of pictures. It Avill be the aim of 
Exhibitors Trade RevicAv to supply these reA-^icAvs, 
in AA'hich Ave shall continue to strive — and Ave be- 
lieve successfully — constructiA'ely to analyze pic- 
tures in the language and from the A^icAA^point of 
the CA'eryday exhibitor. 

It can be done! 

^ ^ ^ 

Two More Milestones 

THESE milestones AAdiich are being set out 
along the rapidly extending pathAvay of the 
motion picture are becoming numerous. Tavo 
events the present Aveek substantiate the foregoing 
remark. Practically they came to the attention of 
the public on the same day, as "The Wanderer of 
the Wasteland" in colors Avas put on the screen of 
the NcAV York Rialto at a fcAv minutes before mid- 
night on Monday, and the tAA^o reels of "The Coa^- 
ered Wagon" AA^ith Phonofilm sATichronized or- 
chestral accompaniment Avere shoAvn Tuesday fore- 
noon at the Rivoli. 

The Paramount production of the Zane Grey 
story, presented Avith all the color and glamor of 
the desert, AA^as the subject of many exclamations 
of approval from the croAA^ded and discriminating- 
house. The applause at the conclusion Avas spon- 
taneous and of unprecedented A'olume. And 
applause at 1 o'clock in the morning is praise in- 
deed. 

The ShoAving of "The Covered Wagon" in small 
toAvns to the same music as that AAdiich accompanied 
the exhibition in its sixty- Aveek run at the Criterion 
in NeAv York Avill mean much. While this devel- 
opment of the phonograph has far to go before it 
may be said to be "set" ncA^ertheless already it has 
traveled far. Right noAV it is worth Avhile. 



May 31, 1924 



Page 17 



LEADERS ALL 

Richard A. Rowland, Picker of Winners 



A PICTURESQUE fig- 
ure in the motion pic- 
ture industry since its 
year 1, it may be said that at 
last after twenty-nine years 
Richard A. Rowland is hitting 
his real stride. The general 
manager of First National has 
been an important part of all 
the principal divisions of the 
business, beginning in his 
youth when upon the death of 
his father and following grad- 
uation from high school he 
took over the management of 
the Pittsburgh Calcium and 
Light Company. 

He has been through the 
motion picture mill — the sup- 
ply store, the exchange, the 
theatre, the office of chief ex- 
ecutive of a great producing 
and distributing company, and 
now as general manager of 
First National, with his atten- 
tion concentrated on produc- 
tion. 

It has been an interesting 
career, one that has bem 
filled with action and that ac- 
tion of a productive charac- 
ter. Unconsciously, perhaps, 
he has been preparing the 
stage for his present work, that of 
making pictures — pictures that catch 
the fancy of the multitude, pictures that 
simultaneously entertain the public and 
stir it. 

In the comparatively short time Mr. 
Rowland has been at the head of First 
National's production forces he has 
achieved a success that has captured the 
attention of the trade at large. 

JF it be possible to determine what 
particular factor in his mental equip- 
ment it is that has most surely con- 
tributed to creating the string of box 
office successes recently released by the 
company, to set apart one element from 
the others, undoubtedly it will be his 
ability to sense screen story values. 

As an example of the Rowland re- 
gime and what it is doing for the pa- 
trons of the photoplay the intimates of 
the producer point to "The Sea Hawk." 
which will go out to the public early in 
June. Thev declare that the Sabatini 
storv, which in book form had been 
available for motion picture production 
since its publication fifteen years ago, 
will as a great screen subject mark the 
peak attained by the producer up to this 
time. 

Mr. Rowland was born in Pittsburgh 
in 1880. He was educated in the schools 




in exchanges and since 1912 
in theatres has been main- 
tained without interruption to 
the present day, the chain of 
Rowland & Clark houses now 
numbering more than a dozen. 

With several offices in the 
home city it was not long be- 
fore there were exchanges in 
nine cities, extending as far 
west as Omaha. 

In 1910 these were bought 
by the General Film Com- 
pany. Following the sale Mr. 
Rowland became interested in 
the agency in Pittsburgh for 
Universal and for Mutual. 
These exchanges were sold to 
their respective companies 
about 1914. 



LEADERS ALL— RICHARD A. ROWLAND 
"DECAUSE from his youth he has studied at first 
hand the problems of the theatre ; because' he 
has faced and solved difficulties of making and dis- 
tributing pictures not only across his desk but in 
the field and on the lot ; because he is a practical 
advocate of selecting a screen story and then giving 
it an adequate setting ; because with a keenly devel- 
oped sense of humor he never loses his sense ol 
proportion ; because his frankness and demo- 
cratic ways bind tightly the loyalty of his associates. 



of that city. The death of his father 
blocked all plans for a college course, 
and caused the early advent of the high 
school graduate into the conduct of the 
business left by his father. 

His contact with the film business in 
those days, shortly after 1895, was in 
supplying oxygen and hydrogen gas for 
the projection machines employed in the 
showing of fifty-foot strips of film in 
church and other similar entertainment. 
This form of amusement was amplified 
by phonograph records. 

JT was about 1905 when all over there 
sprang up the nickelodeons, the store 
shows in other words. With these 
came the demand for film. The Pitts- 
burgh Calcium and Light Company 
branched out and in 1906 changed the 
name of the company to Pittsburgh 
Calcium, Light and Film Company. 

About a year after Mr. Rowland en- 
tered the film business he was joined 
by James B. Clai^k, an association which 



HEN Paramount was 
formed Rowland & Clark 
organized exchanges in the 
territories of Pittsburgh, Chi- 
cago and Detroit. 

Mr. Rowland became pi"esi- 
dent of Metro on its organiza- 
tion, in 1915, from which 
position he retired when the 
company was purchased by 
Marcus Loew. He came to 
First National in 1922. 
One of Mr. Rowland's largest 
achievements was the purchase of "The 
Four Horsemen." He had not read the 
book — and knowing it was a war story 
he did not dare to — but he knew over 
a million copies had been sold. 

He received from the Metro studio a 
wire that was absolutely in conformity 
with expert opinions : "Don't buy 'Four 
Horsemen.' You can't make a picture 
of it." He wired back: "I have bought 
it and we are going to make a picture 
of it." The rest is history. 

In his present position Mr. Rowland 
finds full opportunity for putting into 
practice the theories he long has enter- 
tained regarding the making of pic- 
tures, theories which when in control of 
Metro he subordinated largely to the 
views of his production staff. He has 
been quoted as saying he believes there 
is no excuse for a bad picture. 

As remarkable as has been the recent 
success of the pictures produced under 
the guidance of Mr. Rowland it cannot 
be said there is anything meteoric about 
it. It has been simply the capitalizing 
of the experience of more than a score 
of years of active participation in Sie 
various departments of the industry. 

In other words, he has finished his 
course at the training table and is now 
hitting his stride. 



Page 18 



Exhibitors Trade Review 




Fun Aplenty in 'Hold Your Breath' 



A Great Comedy Cast, Including Dorothy Devore and Walter Hiers, Adds Fun Galore to This 
Sparkling New Al Christie Feature to Be Released Very Soon by Hodkinson 



May 31, 1924 



Page \9 



BOX OFFICE REVIEWS 



I 



PARAMOUNT FILM 

WINS DEMONSTRATION 

Wanderer of the Wasteland,' Tech- 
nicolored Film, Marks Milestone 
in Picture Production 

WANDERER OF THE WASTELAND. 
A Paramount Picture. Author, Zane 
Grey. Adapted by George C. Hull and 
Victor Irvin. An Irvin Willat Produc- 
tion. Letigth, Sevm Reels. 

CAST AND SYNOPSIS 

Adam Larey jack Holt 

Dismukes . Noah Beery 

Magd^ene Virey Kathlyn Williams 

J*""- George Irving 

Ruth Virey ...Billie Dove 

Guerd Larey James Mason 

CoUishaw Richard R. Neill 

Alex MacKay James Gordon 

Merryvale WilUam Carroll 

Adam Larey, a mining engineer, shoots his ne'er- 
do-well brother, Guerd, in a quarrel, and blinds 
one eye of the "hanging sheriff" in effecting his 
escape. He wanders into the desert and is rescued 
from death by Dismukes, an old prospector. Adam 
has met and loved Ruth Virey, whose father is 
a mono-maniac harboring delusions as to his wife's 
infidelity. Ruth has gone to San Diego ; her parents 
burying themselves in the heart of the desert, 
to restore Virey's health. Adam, after severe 
hardships which reduce him to eating snakes and 
lizards to avoid starvation, becomes a desert knight 
devoting his life to righting the wrongs of otheis. 
Adam stumbles across the Virey shack but is im- 
able to prevent the madman from starting an ava- 
lanche which destroys both he and his wife. Adam 
journeys to San Diego to break the news to Ruth. 
She urges him to return to the scene of his oritme 
and atone, and then to return to her. He goes and 
finds that the "hanging sheriff" is dead, and that 
his brother had sustained only a minor injury in 
their fight. 

By Herbert K. Cruikshank 

IN the history of motion picture produc- 
tion "Wanderer of the Wasteland" 
stands alone. Another great forward stride 
has been made toward perfection. One of 
the most critical, difficult and hard-boiled 
audiences ever assembled gathered at mid- 
night to view this film. As the first few 
feet were projected, there was an audible 
intake of breath, then a spontaneous burst 
of applause that continued at brief inter- 
vals throughout the showing and culminated 
in a demonstration of enthusiasm at the 
final f'ade-out. 

Why? "The Wanderer" would have been 
a fine picture if it had been projected in the 
usual black, white and gray, but when desert 
mountain and stream are portrayed in all the 
splendid grandeur of their natural colors the 
resulting beauty is actually overwhelming. 
That's the answer. The picture is "Tech- 
nicolored." 

Everything from the repellant beauty of a 
gila monster, the mottled markings of a rat- 
tler, to the bronzed features of the men, the 
pale gold of Kathlyn Williams, and the rare 
loveliness of Billie Dove, fascinated the de- 
lighted eye in Nature's own pastels. The 
exquisite effect paralleled a dream of Para- 
dise 

Let no man ever again intimate that the 
production of motion pictures is not surely 
attaining the perfection for which the won- 
der-workers are constantly striving. This 
masterpiece is a magnificent work of sheer 
artistry. 

As to the rest — Jack Holt does the best 
work of his career; Noah Beery, as the 
desert rat, adds further laurels to his crown ; 
George Irving is almost shockingly realistic 
as a madman in the full o' the moon, and 
Billie Dove makes a picture of beauty which 
is unforgetable. Richard Neill was the sort 



of sheriff that made everyone agree with Dis- 
mukes, who hoped the law's bloodhound 
would lose his other eye. Kathlyn Wil- 
liams was, to the life, the broken, colorless, 
sacrificing wife. Jimmie Mason did all he 
could with his bit, and Will Carroll and 
James Gordon were completely in character. 

There will be few folks who see this film 
forget the scene where Jack Holt, starving, 
crawls toward a coiled rattlesnake in the 
hope of securing it for food. And if the host 
of screen-folk, and the usually blase critics, 
who saw that coiled snake strike, gave vent 
to startled exclamations, it is safe to say 
that your audience will have shivers run- 
ning up and down its spine. 

Then the fight. Adam and the bandits. 
.Dismukes, his friend, lashed to an ore- 
crusher, helpless to assist. Adam hurls one 
bandit head first int© the crusher, and with 
wild, primeval savagery, Dismukes operates 
the crude machinery that smashes him to 
pulp while red blood — red, mind you — runs 
through the sluice. 

These are thrills. If it's beauty you want 
-;-well, why paint the lily, or attempt "Tech- 
nicolor" description ! Beauty is what "Wan- 
derer of the Wasteland" has nothing else 
but. Comedy? Picture Noah Beery, the 
desert scorched miner, doing Paris in "soup 
and fish" with a couple of real "gold-dig- 
gers" — and — guess what? His old pipe! 

The picture has everything. It won't need 
exploitation. Just let the newspaper boys 
get a look, and you will be on the front 
page. That's what this picture is— News! 
The first message ever transmitted by tele- 
graph may well be repeated in connection 
with it. The words were "What Hath God 
Wrought." 



SELZNICK PHOTOPLAY HAS 
BOX-OFFICE TITLE 

'Missing Daughters' a National Tie- 
Up Picture, Provides Thrills and 
Points Moral 

MISSING DAUGHTERS. Sehnick Pho- 
toplay. Author and Dire'ctor. William H 
Clifford. Length, 6,676 Feet. 

CAST AND SYNOPSIS 

^ohn Novak 

John Rogers Rockliffe Fellowes 

Chief U. S. Secret Service Robert Edeson 

Eileen Allen EUeen Percy 

Pauhne Hinton PauUne Stark 

Guy Benson Walter Long 

Anthony Roche Chester Bishop 

Claire Mathers Claire Adams 

The Herrmt Walt Whitman 

John Rogers and Claire Mathers are secret service 
operatives hot on the trail of a hand of slavers 
headed by Roche and B enson. Rogers loves Eva 
Rivers, who with her friends Eileen and Pauline 
become entangled in the meshes of the slavers' 
net. One of Roche's dancing-men accomplices dis- 
covers that Claire is a detective. She is seized, and 
the other three girls are abducted in an aeroplane. 
Roche in another aeroplane hurries South to the 
"Rose Garden", cabaret conducted, by. Benson, 
whence the three girls are transported. He has 
learned that Eva is his own "Missing Daughter." 
In a fight Benson, not recognizing Roche, kills him. 
Rogers, and the girls flee in an aeroplane, and Ben- 
son pursues in another. Rogers shoots Bencon, who 
tumbles from the plane as it crashes into the sea. 
The gang Is captured and Eva finds permanent 
shelter in Roger's arms. 

By Herbert K. Cruikshank 

TTERE is 'a picture the title of which is 
going to attract atidiences everywhere. 
And none of the patrons will demand their 
money back after the show. It provides sat- 
isfactory entertainment, and points a moral. 



A difficult subject has been finely handled, 
and there is no trace of suggestiveness or 
coarseness to be found. Vice is made un- 
attractive, and the wisdom of not playing 
with fire is clearly indicated. 

The theme is the old one of poverty- . 
chained youth yearning to shed its shackles: 
and "step out." It does so and only the long 
arm of the law — and coincidence — prevents 
disastrous consequences. The scenes in 
"The Golden Calf" and "The Rose Gar- 
den," the notorious cabarets serving as head- 
quarters for the traffickers, are redolent with 
realistic atmosphere. The aeroplane episodes 
are decidedly thrilling. The suspense ele- 
ment is well-defined throughout. 

There never was a better rough-neck vil- 
lain than Walter Long, and Chester Bishop 
is satisfactory as the suave malefactor. Al- 
though it seems somewhat out of character 
for a slaver to have any of the finer qvral- 
ities of which Roche gives evidence. 

Eva Novak gives a good performance as 
Roche's "Missing Daughter," and Miles. 
Percy, Stark and Adams deserve a word. 
The work of Rockliffe Fellowes and Robert 
Edeson is too well known to require any 
encomium. We would have enjoyed more of 
Walt Whitman as "The Hermit." 

This being a National Tie-Up picture the 
exploitation is automatically taken care of 
through Exhibitors Trade Review National 
Tie-Up section this week. 

* * * 

AVERAGE WESTERN 

Impossible Situations Pull Against the 
Otherwise Interesting Picture 

COME ON COWBOYS. An Arrow-Ben 
Wilson Great Western. Directed by Ward 
Hayes. Length 4,700 feet. 

CAST AND SYNOPSIS 

Jim Cartwright Dick HattcHi 

Friscilla Worden Marilyn Mills 

Wallace Rampart Harry Fenwick 

F. Richard Worthington Phillip Sleeman 

Beverly, the Hero Horse Himself 

Wallace Rampart is compelled to favor Worthing- 
ton's suit for Priscilla's hand because of financial 
difficulties. The three journey to Priscilla's ranch 
and there she meets and loves Jim. the too cow- 
hand. Jim and Priscilla ride out and encounter three 
cattle rustler enemies, and fall over a cliff. They 
are rescued by Beverly, Jim's educated hor?e. 
Meantime Worthineton scnemes with the despera- 
dos to kill Jim. They try but are frustrated. The 
party return to New York, and Priscilla _ wires 
Jim she is being forced to marry Worthington. 
Jim and the cowboys ride up Park Avenue to tJie 
rescue. 

i?y Herbert K. Cruikshank 

HIS is a poor picture and will get b^- 
only among audiences who are "crazj^" 
about Westerns. At that they will have 
to be undiscriminating audiences. The 
trouble is with the direction. The absurd 
ease with which Dick vanquishes three un- 
disputably tough looking bandits is a bit 
too much. Moreover, who ever heard of 
bandits being unarmed or afraid to use 
their weapons and taking to their heels be- 
fore one lone pursuer. 

Phillip Sleeman plays the villain, and 
plays him badly. A little more and his 
characterization would have been a bur- 
lesque. He is a villain of the Sunday comic 
page. Whether he or the director 5s re- 
sponsible for his ten-twenty-thirty inter- 
pretation is problematical. 

As always when Nature is called upon 
to provide background, the scenery is won- 
derful. Marilvn Mills does some corking 
good work. So does Beverly, a beautiful 
and intelligent white horse. Dick Hatton 
gives an a.ctionful performance, and maK -~ 
a very likeable figure feature the horse. 



Page 20 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



'THE SIGNAL TOWER' 

IS SURE WINNER 

Splendid Railroad Melodrama Pos- 
sesses Unlimited Audience Appeal 
and Box-Office Value 

THE SIGNAL TOWER. Universal Super- 
Jewel Phoitoplay. Author, Wadsworth 
Camp. Director, Clarence L. Brown 
Length, 6,714 Feet. 

CAST AND SYNOPSIS 

Sally ToUiver Virginia Valli 

Dave ToIIiver Rockliffe Fellowes 

Sonny Tolliver Frankie Darro 

Joe Standish Wallace Beery 

Old Bill James O. Barrows 

Pete James F. MacDonald 

Gertie Dot Farley 

Dave Tolliver is tower signalman on a mountain 
stretch of railroad. Joe Standish, his relief man, 
comes to board with Dave and the latter's wife 
Sally. During a storm Standish gets drunk. Dave 
is compelled to stay on the job. Dave's little boy. 
Sonny, runs to tell him that Standish is attacking 
Sally. A runaway freight train imperils the ap- 
proaching Limited. Despite Sally's danger Dave 
sticks to his post, ditches the runaway and saves 
the express. Sally defends herself successfully by 
shooting Standish and all ends well. 

By George T. Pardy 

A RAILROAD melodrama in which sus- 
pense, gripping heart interest and won- 
derfully effective atmosphere are skillfully 
combined, "The Signal Tower" ranks as one 
of the best audience pictures of the season. 
It is a simple story, graphically outlined, 
rich in human values, even the so-called high- 
brow element cannot fail to be impressed 
by it, and viewed from the strictly commer- 
cial angle can be safely listed as a valuable 
box-office asset for any theatre. 

Allowance is generally made for a certain 
amount of exaggeration in screen melo- 
drama, but no such excuses are necessary 
in the case of "The Signal Tower." For the 
story carries conviction right from the start, 
you are touched by its natural Icharm, re- 
spond to its clean-cut, decisive thrills 'and 
glory in the crashing climax, when heroine 
Sally successfully defends her honor and 
husband Dave saves the Limited from being 
wrecked. 

This last-mentioned situation is gradually 
worked up to by a series of events regis- 
tering with ever increasing power until the 
big finale is attained. A true whirlwind fin- 
ish, this, and marvelously effective, with the 
devoted husband standing between love and 
duty, his wife in the hands of a remorse- 
less, drunken brute, a runaway freight dash- 
ing down the mountain grade, the Limited 
thundering to the doom he only can avert. 
He makes the agonizing decision to stick to 
his post, switches the runaway into the 
ditch and the express, with its burden of 
many pre/cious lives, roars by safely over 
a clear track. 

Meanwhile Sally points a gun she sup- 
poses to be empty at her assailant. But 
there is one cartridge in it which explodes 
and finishes off the villain, a most satisfac- 
tory termination and one that, in conjunc- 
tion with the vivid wrecking scene will 
stjrely keep spectators in a gasping state of 
high tension .wherever it is shown The 
photography rates A-1 all the way through, 
there are some marvelously impressive night 
shots, beautiful sunHght effects and fine 
closeups of the principals. 

Rockliffe Fellowes has never appeared to 
better advantage than as the staunch faith- 
ful Dave ; Virginia Valli is an appealing 
Sally; Wallace Beery plays the villain with 
his u?ual savage energy; Frankie Darro a 
promising juvenile, gives a tapable perform- 
ance as Sonny, and the support is adequate. 

Don t be afraid to praise this as a crock- 
ing fine melodrama, as full of heart inter- 
est as It IS of excitement. 



HAS SENTIMENTAL APPEAL 

'The Girl of the Limberlost" Should 
Win Widespread Popularity 

GIRL OF THE LIMBERLOST. F. B. O. 
Photoplay. Author, Gene Stratton-Por- 
ter. Director, James Leo Meehan. Length, 
5,942 Feet. 

CAST AND SYNOPSIS 

Elnora Comstock Gloria Grey 

Her Mother Emily Fitzroy 

Philip Ammon Raymond McKee 

Margaret Sinton Virginia Boardman 

Wesley Sinton Alfred Allen 

Eldith Carr Gertrude Olmsted 

Hart Henderson Cullen Landis 

Because her husband died tragically when her 
daughter E'lnora was born, Kate Comstock has an 
aversion; to the child. Later the dislike turns 
to love when she learns the dead man was uii- 
faithful. At high school Elnora and Philip Ammon 
fall in love. He is engaged to Edith Carr. Elnora 
leaves. Philip is taken ill, she returns and her 
presence wins him back to health. Edith breaks 
with Philip, leaving the lovers free to wed. 

By George T. Pardy 

TIERE is a strong sentimental appeal in 
this picture, which, with its artistic pho- 
tography and capable direction, ought to go 
far toward making the film popular, and a 
reliable drawing card for most theatres. Gene 
Stratton-Porter novels are well to the front 
as best sellers and the thousands who en- 
joyed "The Girl of the Limberlojt" in fic- 
tion form will not be disappointed with the 
screen version. 

The old fashioned love story has not lost 
its pov.'er to attract despite the rival lure 
of countless jazz and flapper tales and this 
simple romance of boy and girl sweethearts 
possesses a certain charm in its very sim- 
plicity and clean sentiment. In the present 
case sympathy has been craftily developed 
for the heroine early in the film, when she 
is shown as the object of her mother's dis- 
like, through no fault of her own. Her 
school days are also fraught with bitterness, 
due to the snobbish attitude of many of her 
associates, and her love affair with Philip 
Ammon approaches near tragedy, although all 
comes right in the end. 

Kate Comstock's attitude toward the unof- 
fending child whose birth she believes to 
have caused the death of a husband she pas- 
sionately loved, and her sudden reaction 
when she discovers that the man was false 
to her are important factors in adding to the 
picture's emotional urge, without, however, 
detracting from the interest of the main 
theme. In fact one of the feature's most 
dramatic moments is that in which Kate 
learns of her husband's perfidy and realizes 
how sadly she has wronged Elnora. 

Here and there a comedy note is injected 
which balances the narrative's ferious trend 
nicely, and we defy even a case-hardened 
cynic to gaze upon the episode of the hogs 
intoxicated by over-indulgence in a feed of 
grape-skins, without cravking a smile 

Gloria Grey contributes a charming char- 
acterization of Elnora, entirelv free from 
the curse of over-acting, unaffectedlv girl- 
ish and natural in appeal. Emily Fitzroy 
shares dramatic honors with the star by her 
sincere portrayal of the mother; Raymond 
McKee is a delightfully impetuous young 
lover in the role of Philip Ammon and other 
members of a carefully selected and compe- 
tent cast render satisfactory support. 

The strength of the title lies in the wide 
^ale the story had in novel form and tie- 
ups with book stores should follow as a 
matter of course. Gene Stratton-Porter has 
an immense following among fiction-lovers 
and the picture should benefit accordinelv. 
r.loria Grev Emily Fitzrov. Raymond Mc- 
Kee, Virginia Boardman, Alfred Allen and 
Gertrude Olmsted and Cullen Landis are 
names worth featuring in your advertising 
campaign for they bring returns. 



AMUSINGLY IMPOSSIBLE 
'The Fighting American' Takes Many 
Liberties With Story Writing 

THE FIGHTING AMERICAN. Universal 
Photoplay. Author, William Ellwell 
Oliver. Director, Tom Forman. Length 
5,351 Feet. 

CAST AND SYNOPSIS 

Bill Pendleton Q'Malley 

Mary Bramard Mary AstoV 

Danny Daynes Raymond Hatton 

Shing Warner Orland 

,9,"'^T. ^^^^7, Edwin Brady 

W. F. Pendletoti Taylor Carroll 

Bill Pendleton, college student is expelled from 
college for his wildness. His father disowns hi«rn 
and Bill goes to work on the docks. During his 
college days he met Mary Brainard, daughter of a 
missionary in China. Bill sees Mary board a boat for 
China and he stows away on the same boat. He 
arrives in China as the bandits are active. The 
bandits attack the mi.ssion of Mary's father and 
take them prisoners. Danny Daynes, a soldier of 
fortune friend of Bills, appears on the scene as a 
general in the Chinese army. Bill secures his aid 
and rescues Mary and obtains a contract for his 
father's company. He marries Mary and the elder 
Pendleton forgives Bill and takes him back in the 
fold. 

By Len Morgan 

THIS picture is from a prize winning story 
and, as Carl Laemmle says in a fore- 
word, "it is guaranteed not to make^nyone 
think." It lives up to that notice. It is 
a terribly impossible theme but if you abide 
by Mr. Laemmle's advise and don't think, 
you will find it an entertaining picture. It 
has many things to recommend it if you ac- 
cept the picture for pure entertainment value. 
If, however, it is to be shown before a 
critical audience there will no doubt be con- 
siderable comment. 

The picture is a comedy with melodra- 
matics injected to give it spice. The char- 
acters start in California and are moved to 
China on a moment's notice and take up their 
work without a hitch. The plot wanders 
rather aimlessly about and seems secondary 
to Raymond Hatton's 'airplane stunts and 
drunken scenes. The plot is childish in its 
absurd wandering, yet there is something 
about the picture that makes it interesting. 
There are many funny situations and very 
clever titles and this helps the picture to a 
great extent. 

Although Pat O'Malley and Mary Astor 
are the stars of the picture, Raymond Hatton 
easily walks away with all the honors. It 
is mo.-^tly through his excellent acting that 
the picture gets by 

The highlights of the picture are an air- 
plane crash by Pat O'Malley, in which his 
plane falls from a great height and crashes 
into a mass of wreckage on the college 
campus. There is also a plane duel be- 
tween Pat O'Malley and a Chinese aviator. 
Hatton is in O'Malley's plane and boards the 
Chinese plane in midair. It is a thrilling 
scene. 

Both O'Malley and Mary Astor are splen- 
did in the'r roles and contribute greatly to 
the picture. Warner Orland, as a Chinese 
rebel is very good. He starts out as the 
villain but_ due to the peculiarities of the 
plot he finishes up as a friend. 

This should make a good hot weather 
picture when patrons attend the theatre to 
be amused and are not required to think 
too hard. It has entertainment value and 
will no doubt be received favorably. 

The leading characters have large follow- 
ings and it would be well to give them good 
advertising. You might tie up with a local 
recruiting office with such posters as "When 
a man joins the army he becomes a 'Fight- 
ing American.'" A contest might be ar- 
ranged whereby tickets are awarded for the 
best list of "Fighting Americans" in history. 



May 31, 1924 



Page 21 



BOX OFFICE REVIEWS (Continued) 



CHAD WICK SCORES A 

PICTURE TRIUMPH 

'The Fire PatroV Is a Sure Winner 
for Exhibitor in Any Town 

THE FIRE PATROL. Chadwick Fictures 
Corporation. Adapted from the Play by 
Harkins and Barber. Directed bv Hunt 
Strombcrg. Length, 6,600 Feet. 

CAST AND SYNOPSIS 

Mary Ferguson Anna Q. Nilsson 

Capt. John Ferguson ... i William Jeffries 

( Spottiswoode Brandon 

Colin Ferguson | Dicky Brandon 

„_,,„,, 1 Johnny Harron 

Butch Anderson Jack Richardson 

Molly Thatcher Madge Bellamy 

Emma Thatcher Helen Jerome Eddy 

Fire Patrolmen J Chester Conklin 

I Bull Montana 

Captain Ferguson's ship sinks in a terrific storm. 
He, his wife and his baby boy are picked up by 
the pirate, "Butch" Anderson. After a fight in 
which Ferguson is blinded, he and his son are cast 
off in a lilfeboat. "Butch" retains thei woman for 
his own vicious purposes, but anticipating the fate 
in store for her, she kills herself. Eighteen years 
later Colin Ferguson is a member of the 
coast fire patroL He is engaged to Molly 
Thatcher, whom he loves. Her sister Emma, a 
love-starved plain girl, is in love with Colin. She 
"vamps" him and he succumbs to her wiles. While 
in her company there is a ship afire off shore and 
he fails in his duty as a fire patrolman. He is 
branded as a coward and confesses to his father 
the cause of his dereliction. His father insists 
that he marry E'mma, which he p^ans to do al- 
though both he and Molly are broken-hearted. 
"Butch" Anderson iis one of the passengers rescued 
from the burning ship. He attempts to as- 
sault Molly, and is recognized and killed by old 
Captain Fecguson. In the fight Emma is shot and 
mortally wounded, and her dying wi'sh for the 
happiness of Molly and Colin is granted. 

By Herbert K. Cruikshank 

HERE is one of the pictures of the sea- 
son. A melodrama chockful of thrills 
and heart throbs. An actionful page from 
the book of life. A photoplay that at times 
unfolds its wings and tears to the dramatic 
heights, and never falls lower than real 
melodrama de luxe. 

The prologue is an epic. The ship-wreck- 
ing sea storm, the pirates and their nefarious 
craft, the hus}>and's losing fight to save his 
wife, her suicide to escape dishonor — your 
audience will be clinging to the arms of 
its chairs in excitement. 

The picture itself does not attain the dra- 
matic stature of the prologue. But it is a 
fine piece of work and will thoroughly ful- 
fill the requirements of the most critical au- 
diences. There are fights far more thrilling 
than the Dempsey-Firpo debacle with its 
fifty-two rows of "ringside" seats. There are 
heart-breaking scenes that would wring tears 
from the Great Stone Face. There are shots! 
of a fury-lashed ocean, which bring realiza- 
tion of the satanic malevolence of what Eu- 
gene O'Neill has called "old devil sea." 

The weak point of the picture is its title. 
It seems to. us that in most communities the 
name of the production will require ex- 
planation. There are a thourand stronger 
titles which would tell the tale and impart 
the final punch for a box-office knockout. 
For instance "The Maelstrom," "The Vor- 
tex," "Shipwrecked Hearts." 

The cast acquits itself in great shape. 
From Anna Q. Nilsson to Bull Montana the 
characterizations are uniformly excellent. 
Special honors go to Misis Nilsson, William 
Jeffries, Jack Richardson, Helen Eddy, and 
that sterling oldster Spottiswoode Aiken. 
There, without meaning to, we have given 
special mention to almost the entire cast. 
But that is only fair for they all deserve it. 

The picture may be exploited from many 
angles. The highlights are the s)ea disasters. 
Coast exhibitors should tie-up with the coast 
guards. A fire department tie-up might be 
okeh, but do not create the impression that 



this is merely a fire fightnig film. One slant 
would be to feature the "romance of the 
plain girl," and how dearly she paid for her 
plunge into love'si whirlpool. Press clip- 
pings of ship wrecks and fires at sea would 
help, as would a lobby display reminiscent 
of the ocean. For instance — a lighthouse 
cut-out, or a bell-buoy, or even a tolling bell. 

The point to bring out is that this is a 
story of the sea — storm-tossed as are the 
hearts of the characters. A man in a 
sou'wester, sea hat, and boots, as a street 
bally or ticket-taker might help. Of course, 
you will feature the cast. They are all 
stars from Madge Bellamy to Chester Conk- 
lin- sK * * 

HUTCHISON PLEASES 

IN DUAL PORTRAYAL 

Steiners Stuntster Will Thrill His Fol- 
low e/rs in 'Hutch of the U. S. A.' 

HUTCH OF THE U. S. A. William 
Steiner Production. Sce-nario, Jack Mat- 
terford. Director, James Chapin. Length, 
4,890 Feet. 

CAST AND SYNOPSIS 

Capt. Juan de Rarcelo ) rv.,,i.„ u i-u _ 
"Hutch" of the U. S. A. J --^^^'^''^ Hutchinson 

Marquita Flores Edith Thornton 

General Moreno Frank Leigh 

Benito Ruiz Jack Mathis 

"Saturday" Ernest Adams 

Duenna Natalie Warfield 

President Bonnilla Alphonse Martell 

Grover Harrison Frederick Vroom 

Capt. de Barcelo, aspirant for the hand of Mar- 
quita, is executed by order of General Moreno, her 
guardian. Moreno heads the army of Guadala and 
is the strong man of a weak government. He is 
Marquita's guardian and plans to marry her against 
her will, and also to establish himself as dictator of 
the South American republic. "Hutch" of the U. 
S. A. is a star reporter sent to investigate the 
country, and his peculiar resemblance to Capt. de 
Barcelo leads him through many adventures to 
Marquita's arms. 

By Herbert K. Cruikshank 

HHERE we have an actionful picture- 
drama of love and revolution as it oc- 
curs South of the Panama Canal. Magnifi- 
cent background, the beauty of Edith Thorn- 
ton, the excellent comedy of Ernest Adams, 
the acting of Frank Leigh, and the thrill- 
ing stunts of "Hutch" himself, combine to 
make a photoplay which will win for the 
exhibitor the friendship of his patrons. 

Bounding from roof to roof, swinging on 
ropes, scaling castle walls which would cause 
a fly to slip, "Hutch" will lose none of his 
many admirers through his performance in 
this thriller. He thwarts the corrupt gov- 
ernment, flouts the villain, and wins the gal 
in true "hurricane" style. 

And the gal, played by Edith Thornton, 
is as worth while winning as any heroine 
ever screened. Frank Leigh is a good ac- 
tor, but he seemed miscast as a villian, and 
as a "strong" man he got rather wabbly 
after a cup or two of "grape juice." We'd 
like to see him cast as a hero — or at least 
a martyr. Ernest Adams, as a species of 
assistant-reporter, is a comedian who gets 
a laugh every time he steps into action. The 
rest of the cast is entirely adequate to the 
production. 

The vastness of the sets, the shots of 
vast mobs and an entire South American 
army in conflict, the nerve and ease with 
which "Hutch" does his stuff, should all 
be brought to the special attention of pros- 
pective patrons. One exploitation stunt 
would be to have a .'couple of men in gaudy 
uniforms, armed with guns, escort a char- 
acter made-up ala "Hutch," manacled, 
through the streets. The men might have 
cards on their backs reading : "Hutch of the 
U. S. A. Was Sentenced \o Be Shot! Then 
What Happened? Come to the City Thea-. 
tre and See." 



BRIGHT, AMUSING COMEDY 

'The Dangerous Blonde,' a Mixture of 
F un and Sensational Punches 

THE DANGEROUS' BLONDE. Universal 
Photoplay. Adapted from the Story by 
Hnlbert Footner. Director, Robert F 
Hill. Length, 4,919 Feet. 

CAST AND SYNOPSIS 

Diana Faraday Laura La Plante 

Royall Randall Edward Hearn 

Mr. Faraday" Arthur Hoyt 

Gerald Skinner Philo McCuUough 

Henry Rolfe Sedan 

Yvette Eve Southern 

Mrs. Faraday Margaret Campbell 

The Cop Dick Sutherland 

Roger Frederick Coie 

Yvette, adventuress, ho'.ds some compromising 
letters written to her by Colonel Faraday, a man 
much in awe of his wife. Diana, the Colonel's 
daughter, comes to her father's aid by trying to 
ensnare Yvette's partner. Skinner. Diana's lover, 
Randall, col'ege athlete, appears just as Skinner 
gives Diana the letters, and being naturally jealous, 
insists on the missives being given back. When he 
understands the matter, he becomes involved in a 
peck of trouble as a result of his efforts to secure 
the documents. He is successful at last and the 
Colonel, by opposing Diana's marriage to Randall, 
leads his contrary wife to consent to it. 

By George T. Pardy 
A PROGRAM picture which should make 
good as a box office asset wherever 
bright, amusing features are in demand ! 
There's just enough melodramatic seasoning 
to render "The Dangerous Blonde," accep- 
table to those who want their screen diet 
served with sensational sauce and, while the 
humorous element predominates, the film de- 
velops suspense to a rather surprising de- 
gree for a comedy offering. 

Also, Director Robert F. Hill has kept 
the action going at express speed all through 
the five reels, thereby leaving no time for 
critical argument on the part of the on- 
lookers as to whether the plot bulges over 
the probability border or not. Get an audi- 
ence in a laughing vein, let events move 
rapidly, and hostile criticism immediately 
takes a back seat. 

The fun starts with the subduing of Col- 
onel Faraday by his suspicious and exceed- 
ingly masterful wife, a woman of a reform- 
ing turn of mind. This makes a very ap- 
propriate lead for what follows, her hus- 
band's wild efforts to get possession of com- 
promising letters written by him to a schem- 
ing female. Because one can easily under- 
stand that Mrs. F is not a party to be 

safely trifled with ! 

Daughter Diana joins forces with her 
papa and flirts furiously with the vamp's 
partner, Gerald Skinner, but Diana's lover 
complicates: everything by butting in just as 
she has nearly achieved her object — the se- 
curing of daddy's epistles. The hero is a 
star football player, a fact which comes in 
very handy when he is compelled to mix 
in with a couple of fistic seances, and Ed- 
ward Hearn playsl this role with consider- 
able athletic fervor and dramatic snap. 

The star, Laura La Plante, is excellent in 
the character of Diana, appearing as a 
vivacious, good-looking lass who betrays un- 
usual skill in the successful use of coquet- 
tish tactics, Arthur Hoyt scores as her nerv- 
ous father and the support is capital. The 
photography inchides' some pleasing exteriors 
of the college campus and handsqme inter- 
iors, with a good cabaret set and fine lighting. 

You can promise your patrons acceptable 
and highly entertaining comedy when you ex- 
ploit "The Dangerous Blonde." The title 
should draw well and you will not be at 
fault in dwelling on the suspense of some of 
the scenes' and the continuous fast action. 
Laura La Plante is a new star, but already 
liked by the fans. Play her up and mention 
Edward Hearn, Arthur Hoyt. Philo AIc- 
Cullough, Dick Sutlierland and Eve South- 
ern. 



Page 22 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



TENDER APPEAL IN 

'WHAT SHALL I DO?' 

Natural Atmosphere and Babyhood 
Charm Factors in Making This 
Film Box Office Hit 

WHAT SHALL I DO? Hodkinson Pho- 
toplay. Author, Frank Woods. Direc- 
tor, John G. Adolfi. Length, 6,000 Feet. 
CAST AND SYNOPSIS 

Jeanie Andrews Dorothy MacKail 

Jack Nelson (Don McLean) John Harron 

Mrs. McLean V,r„^"'% M?" 

Henry McLean William V Mong 

Yi^rii Joan Standing 

JS"b„„„v.v 

Don McLean assumes the natne of Jack Nelson 
and goes to work in his stepfather s factory. He 
Ws Teanie Andrews, working girl, and a baby 

By George T. Pardy 
fTiHIS latest release of the Hodkinson 
T Corporation looks like a sure box office 
winner. Although the plot pivots on the 
Sewhat time-worn loss of. memory theme 
Sinai methods of handling, the superb 
work of a fine cast and thoroughly human 
atmosphere which Permeates the entire pic- 
ture combine to make "What Shall I Do ? 
entertainment of the kind bound to hold the 
attention of the average spectator from start 
to finish. The film registers as an attrac- 
tion which no exhibitor will make a mistake 

'"ato^uhJ mother and baby left to face the 
world alone are always a sure bet for awak- 
ening an audien,ce's emotional sensibihties, 
and the fascinating personality of heroine 
Jeanie Andrews, reinforced by one of the 
cutest kiddies that ever smiled before a 
camera, can be depended upon to capture 
the hearts of all beholders. 

And speaking of kiddies, there s a unique 
stunt put over in the opening reel that s 
sure to make a tremendous hit with the wom- 
en folks, when the chubby countenances ot 
some twenty odd baby beauties are flashed 
upon the screen. Genuine "heart stutt 
right from the beginning, which never loses 
its sway, and no overdone sentimental non- 
sense about it either! The scene where 
Jack Nelson is unable to recognize the vvife 
he loved so dearly is tragically impressive, 
his aCScident with the motor truck a trench- 
ant bit of realism, and as for thrill sea- 
soning, nothing could be better than the 
slashing glove fight between the hero and 
Big Jim Brown. 

The melodramatic sequences are splendidly 
developed, untainted by the least suggestion 
of theatrical effect, the characters strike you 
as perfectly natural, everyday folks _ and 
Dorothy MacKail puts a world of wistful 
appeal into the pitiful role pf the suffer- 
ing, poverty-stricken young wife. John Har- 
ron, as her husband, gives a wonderfully 
earnest and clean-cut performance and fault- 
less support is given the principals by their 
clever associates. 

The photography includes some ripping 
dance hall sicenes, and a tening_ contrast is 
obtained between the luxurious interiors of 
the wealthy MacLean's residence and the 
humble surroundings where Jeanie and her 
man have their love nest. 

The mother and baby angle is the most 
promising for exploitation purposes and cer- 
tain to interest your feminine patrons. But 
you need have no hesitation in extolling the 
story as a whole, for its unfailing heart- 
urge, tender romance and true-to-lifc atmos- 
phere will certainly put it across. 



FAIR PROGRAM ATTRACTION 

Wo Mother to Guide Her Should Sat- 
isfy Neigborhood Theatre Patrons 

NO MOTHER TO GUIDE HER. Fox 
Photoplay. Author, Lillian Mortimer. 
Director, Charles Horan. Length, 6,650 
Feet. 

CAST AND SYNOPSIS 

Charles Pearson John Webb Dillion 

Kathleen Pearson Dolores Rousse 

Jim Boyd Frank Wunderlee 

Mary Boyd Genevieve Tobin 

Donald Walling Jack McLean 

Billy Mills Irving Hartley 

Kathleen Pearson, self-willed, pleasure-seeking 
daughter of rich parents, contracts a secret mar- 
riage with Donald Walling. Later she hears from 
him that they were wed by a fake clergyman. She 
goes abroad, accompanied by her- staunch fnend, 
Mary Boyd and a baby is born. Returning, Mary 
shields Kathleen's name by acknowledging the child 
as her own. Walling is killed in a motor wreck, 
the marriage proved to be legal. Mary's name is 
cleared and she weds the man she loves. 

By George T. Pardy 

THIS version of an ancient stage play 
follows pretty closely the plot lines of the 
melodrama from which it is derived, but has 
been given an up-to-date polish, so far as 
settings and atmosphere are concerned. It 
registers as a fair program attraction which 
ought to bring respectable box office re- 
turns in the neighborhood and smaller thea- 
tres. , ' 
The story is a bit slow in getting under 
way, as too much footage is given to the 
outlining of the juvenile years of the prin- 
cipal characters. But once these people grow 
up some, there's action in plenty, both of the 
sportively jazz variety and, for contrast, the 
family troubles of the humble Boyds. 

It is from the latter strata of society that 
the heroine is taken, becoming the bosom 
friend of wealthy Kathleen Pearson, with 
whom she attended school. Discerning pa- 
trons may scout the probability of Mary 
Boyd being willing to sacrifice her own good 
name by acknowledging, the parentage of 
Kathleen's baby, when the latter is supposed 
to be the victim of a fake marriage, but 
apart from this unlikely incident, the yarn 
seems convincing enough and manages to 
pile up a whole lot of sympathy for the 
warm-hearted, if indiscreet Mary. 

The big thrill is put over when Donald, 
knowing that Kathleen has left a letter for 
his father telling the truth about their mar- 
riage, drives his car furiously in a race 
against the train on which the elder Walling 
is a passenger, hoping to get home first 
and destroy the damaging evidence. As he 
tries to beat the train at the crossing, the 
smash occurs and he is killed. 

The long arm of coincidence stretches con- 
siderably when it extracts from the very 
train that slew the erring Donald, the clergy- 
man v-'ho performed the marriage between 
the deceased and Kathleen, but something 
had to be done to straighten out matters, and 
those who enjoy "No Mother to Guide Her" 
are not likely to quarrel with a happy fin- 
ish. 

There is an abundance of good photog- 
raphy, with rich interiors 'and a number of 
pretty outdoor shots, Genevieve Tobin, as 
Mary Boyd, and Dolores Rousse as Kathleen 
Pearson, give excellent performances, Jack 
McLean furnishes an artistic character 
sketch of the dissipated Donald Walling, 
Irving Hartley wins favor as Billy Mills, 
several talented juveniles figure to advan- 
tage in the early portion of the feature 
and the support as a whole is satisfactory. 

The title possesses likely exploitation pos- 
sibilities. You can tell your patrons that 
the story depicts the dangers surrounding the 
reckless pursuit of pleasure by the young, 
offers a double love romance, suspense, 
thrills and beautiful photography. 



OFFERS RELIGIOUS THEME 
^Untamed Youth' Stages Conflict of 
_ Melodramatic Thrills and 
Spiritual Yearnings 

UNTAMED YOUTH. F. B .0. Photoplay. 
Author, G. Marion Burton. Director, 
Entile Chautard. Length, 4,558 Feet. 
CAST AND SYNOPSIS 

Marcheta Derelys Perdue 

Robert Ardis Lloyd Hughes 

Joe Ardis Ralph Lewis 

Emily Ardis Emily Fitzroy 

Jim Larson Tom O'Brien 

Ralph Mickey McBarr 

Rev. Mr. Loranger Joseph Dowling 

Pietro Joseph Swickaru 

Marcheta, gypsy girl, comes to the little town 
where Robert Ardis lives. He intends to become 
a minister, is attracted by Marcheta, but does 
not approve of her dancing. Her beauty arouses 
the envy of some of the women. Robert partially 
yields to her fascinations, but the fact that she does 
not believe in God keeps them apart. While Robert 
is crossing a bridge he falls into the river. Mar- 
cheta prays for help, a tree is thrown by the storm 
over the water and Marcheta saves him. She then 
admits her belief in God and thus removes the 
only obstacle to her happiness with the man she 
loves. 

By George T. Pardy 

JUST an average program attraction! 
There are some good melodramatic situa- 
tions in evidence and the love interest is 
fairly well maintained, but "Untamed Youth" 
as a whole registers as a rather uneven pro- 
duction of uncertain market value. 

A religious theme is ever a risky experi- 
ment to dress up in picture form, where it 
pleases one section of an audience, it in- 
variably leaves another either bored or hos- 
tile, so that when an exhibitor books a fea- 
ture of this type, whether the subject be 
well or poorly handled, he is pretty sure 
to be "given the cold eye" by some of his 
patrons. 

The title in this case is somewhat mis- 
leading, suggesting as it does sex revel, wild 
doings and a jazzy atmosphere. For "Un- 
tamed Youth" is really a film pointing an 
excellent moral, dealing with ai hero study- 
ing for the ministry, and gypsy heroine who 
refuses to believe in the existence of a God, 
until the climax, when in answer to her 
prayer she is enabled to rescue the student 
youth from a watery grave and is conse- 
quently converted. 

All through the feature the conflict be- 
tween spiritual and material influences goes 
on, with Robert Ardis sternly upholding the 
piety banner and gypsy lass Marcheta wor- 
shipping Dame Nature and aglow with the 
joy of life. The scene where the latter 
cures Robert's little sick brother with simple 
remedies, is attacked by the fanatical towns- 
folks as a witch and saved by the hero, 
stands out as the most dramatically effective 
episode, until the climax is reached. This is 
remarkably well staged and thrilling, what- 
everi one may think of its probability. 

Derelys Perdue, a piquantly charming dam- 
sel, plays the gypsy heroine with spirit and 
sympathetic appeal. Lloyd Hughes is pleas- 
ing in the divinity student role and the work 
of Ralph Lewas, Emily Fitzroy, Joseph 
Swickard and Joseph Dowling deserves com- 
mendation. The photography is artistic and 
the small tovra atmosphere colorful and con- 
vincing. 

Your best bet in exploiting this attraction 
is to play up the romantic side of the story. 
Whether you stress the religious ang'e or 
not depends altogether on your knowledge 
of your patrons' tastes. It is purely a mat- 
ter for individual judgment on the exhibitors' 
part. Derelys Perdue can be featured, and 
the names of Lloyd Hughes, Ralph Lewas, 
Emily Fitzroy and Joseph Swickard are 
worthy of mention. 

Plenty of stills of these various stars will 
help dress the lobby attractively and will 
invite attention to the picture. 



May 31, 1924 




The Little 



Page 23 




SHORTS PROVING THEIR 
ENTERTAINMENT VALUE 

That the exhibitor is tiring of pad- 
ded super-features is evidenced by the 
exhibitor himself in his appeal for 
shorter features. Producing companies 
are now heading the appeal and cut- 
ting down on footage. This will give 
more opportunity for the short subject 
and will no doubt make a better pro- 
gram and more satisfied patrons. 

The short subject is corning into its 
own in every way. It is being given 
treatment that is worthy of the fea- 
ture. The casts are chosen for ability 
and the stories are improving notic- 
ably. The single reel slapstick that had 
nothing to recommend it except the 
(custard pie marksmanship is fast fad- 
ing into the background and real hon- 
est-to-goodness stories are being por- 
trayed. 

Inquiry at the distributing offices of 
short subjects shows that the shorts 
are no longer chosen with careless 
abandon as in former days. The exhibi- 
tor must now be shown the value of 
the picture. The comedy stars are as 
well known as those in feature pictures 
and they have worked up a following. 

Theatre patrons are no longer will- 
ing to overlook bad shorts. They ex- 
pect entertainment, and the short sub- 
ject, if properly chosen, contains more 
entertainment per foot than the average 
feature. 

There was a time when there were 
no well known stars in short subjefcts. 
At present what movie fan does 
not know Neal Burns, Will Rogers, 
Ben Turpin, Billy Sullivan, Louise Fa- 
zenda, and a host of others. Each of 
these actors has a following that will 
prove an attraction at the box office. 
Their names spell entertainment value 
and that is the only language known to 
the box office cash register. 

A promenade down Broadway 
showed three of the largest theatres 
in New York City displaying the 
title of their short subject in electric 
lights. Electric lights cost money 
and New York theatres are not in 
the habit of throwing it away unless 
they can see a return. 




AIN'T LOVE GRAND 
These monks appear in Pathe's one reel comedies. 
They perform in miniature villages and are real actors. 

TOOTSIE WOOTSIE' 

Educational 2 Reels 

Neal Burns and Vera Steadman are the 
proud mother and father in this picture. They 
are happily married and blest with a child 
that demands attention. The only method 
of entertainment that will answer is jumping 
up and down on the part of the entertainer. 
The family on the floor below are not so 
keen about the process but are patient until 
their ceiling falls in. 

Neal keeps a row of photos on his office 
desk and makes himself a pest by talking in- 
cessantly of the youngster's linguistic abil- 
ity. Through a misunderstood telephone call 
he understands that something terrible has 
happened to the baby. He rushes madly 
through the streets to his home. The police 
thinking he is insane, Schase him and finally 
capture him in his home as he is in the 
process of jumping up and down. The po- 
lice enter into the spirit and jump with such 
vigor that the family below is driven to 
distraction. 

The baby, who is known on the program 
as Baby Jane, steals the picture. The young- 
ster is a wonder and succeeds in pulling 
laughs with his bored, sleepy expression. 



'CRADLE ROBBERS' 



Pat he 



2 Reels 



Every day in every way "Our Gang" seems 
to be getting better and better. In "Cradle 
Robbers" they succeed in arousing more 
laughter than in any one of their comedies 
tlius far. They act and go through their 
parts wonderfully well and enter into the 
spirit of fun-making with a vengeance. 

There is a baby show in town and they 
advertise $50 for the fattest baby. The 
gang needs the money badly and after much 
arguing induce Joe, the fat member of the 
gang, to allow himself to be entered. They 
dress him in infant clothing and sneak him 
into a baby basket in a prominent position 
at the show. Joe is a scream in his por- 
trayal of an infant. He goo-goo's and does 
cute baby antics in a way that gets over 
big. He draws the line at being kissed by 
fursy old ladies and finally^ jumps out of 
a window and escapes. 

The gang then decides to stage a baby 
contest of its own and they rig up a show 
p'ace in a barn and all the children in the 
neighborhood bring their younger brothers 
and sisters to compete. The show breaks up 
in a riot and the gang seek refuge in a 
gypsy wagon but are caught by irate par- 
ents with usual results. 

There is no doubt this fcomedy will go 
over big. It is a howling laugh from start 
to finish and the gang really outdoes itself 
to bring on hysterics. Don't miss this one. 



'BEFORE TAKING' 



Pathe 



1 Reel 



Earl Mohan and Billy Engle are the chief 
funmakers in this one. They are burglars 
by profession but are mistaken for medical 
specialists and are called upon to prescribe 
for a wealthy sufferer of gout. That the 
patient does not die is through no fault of 
theirs. They finally give him an injection 
of nitro-glycerine and he is ready to lick 
his weight m wildcats. 

The patient's wife, a beautiful young thing, 
catches them in the act of stealing the sil- 
verware and lectures them on tfie evils of 
stealing. They repent and live happy ever 
after. 

This is an average one reel comedy with 
little new stuf¥ injected. It will make a 
satisfactory filler. 




YO HEAVE HO AND A BOTTLE OF RUM 
Perhaps you have often wondered how the rum business is handled. Pathe's latest newsreel feature gives you the inside dope. The pictures left to right 
are: 1 — Boats of the rum fleet at anchor. 2 — A Pathe Cameraman using a telescopic lens to shoot the smugglers. 3 — Loading the camera outfit aboard. 
4 — Selling liquor over the rail. 5 — Millions of headaches piled along the deck for thirsty Americans. Many tiade secrets are exposed to public gaze. 




Page 24 

'BOSS OF THE BAR-20' 

Universal 2 Reels 

This short subject Western is jammed full 
of action. It has riding, gunplay, cattle 
thieves and everything that goes to make up 
a thriller. 

Jack Horton is falsely accused of cattle 
stealing but escapes from the sheriff and 
seeks refuge in a barn at the ranch of his 
sweetheart, Ruth. Logan, the ranch fore- 
man, in one of his drunken sprees attacks 
Ruth, owner of the ranch, but Jack appears 
-and gives the villain a beating and drives 
him off the ranch. Ruth offers to protect 
Jack and hides him in a cave until he can 
clear himself of the charge against him. 
Jack overhears a conversation between Lo- 
gan and his gang in which they plan to rob 
the ranch of a large amount of money. Jack 
is caught by the band and trussed up. The 
gang goes to the ranch and make away with 
the money but Jack in the meantime has 
loosened his bonds and when the gang re- 
turns to their hut he captures them and 
fastens the cattle stealing charge on them 
and is himself exonerated. 

The story runs along smoothly and shows 
good directin;^. The cast is excellent for a 
short picture and they work hard to put the 
picture over. 

This picture will go over good where 
Westerns are in demand. 

He ^ 4; 

'JUST WAITING' 

Educational 1 Reel 

This is one of the Bruce Wilderness se- 
ries and a small plot is worked into the 
picture to carry it along while excellent 
scenes' are shown. The story is a light little 
tale concerning a maid and a s'ailor. The 




GOING TO CONGRESS 
Will Rogers has now undertaken to burlesque the 
figures in Washington. He is shown in a Roger- 
esque scene from Pathe's "Going to Congress." 



sailor before leaving on a trip asks the 
maid to wait for him. She promises and 
he sails away. He is gone for twenty years 
but finally returns to find that the girl has 
kept her pledge and waited patiently.' 

The scenes are all ocean views and are 
beautiful. The photography is excellent and 
very interesting. This will make a very 
good filler. 

^ ^ ^ 

'TIRED BUSINESS MEN' 

Universal 2 Reels 

The Century Girls figure strongly in this 
picture. There is no plot but there are 
many funny situations brought about most- 
ly through the well known slap stick meth- 
ods. The picture is entertaining, however, 
and is full of laughs. 

Bill is escaping from the police, who are 
after him for flirting. Makes his way into 
an office and through mistaken identity is 
given a job. He spends most of his time 
flirting with the female employees and finally 
arranges a party at the camp of his friend. 
The boss discovers the trick but is pacified 
and induced to join the party. 

A hunting scene and terrific wind storm 
offer most of the excitement while the Cen- 
tury Girls, dressed as Boy Scouts, gladden 
the eye. 

This is an average picture with a few 
new stunts injected but it is entertaining 
and is safe booking. 

^ ^ ifi 

'ECHOES OF YOUTH' 

Educational 1 Reel 

This is one of the series of "Sing Them 
Again." The subjects are "Sally in Our Al- 
ley," "Little Old Log Cabin in the Lane" 
and "Auld Lang Syne." 

The scenes show how the division of 
Washington's army was! saved by a song. A 
girl sang a song to several British officers 
and held them long enough for the Amer- 
ican army to escape a trap that was set for 
them. Another scene is a little log cabin in 
the lane. This particular scene is espe- 
cially pretty. In "Auld Lang Syne" two 
Scots are picture reminiscing of other days 

* * * 

PATHE REVIEW 

Pathe I Reel 

Ihis short subject shows fire made by the 
use of chemicals and takes random shots at 
various subjects, among them, "The Valley 
of Indre" cloud effects and Hungarian folk 
dancing. It will make a good filler. 



'DELIVERING THE GOODS' 

Universal 2 Reels 

Pal, the dog-star, makes an interesting sub- 
ject for Century Comedies. Pal is the center 
of attraction at all times and he carries the 
weight of the picture. He is called upon to 
do many stunts that are far above the av- 
erage for canine actors but he delivers the 
goods. 

He works: in a grocery store and acts as 
assistant to "Spec," the delivery boy. A 
unique idea of delivery is arranged whereby 
packages are shot from a cannon to the win- 
dows of the various customers. Pal acts as 
gunner and his aim is unerrmg. 

The outstanding features of Pal's work in 
this picture are the stopping of a runaway ; 
handling canned goods in a store; and foil- 
ing the villian who tires to double cross the 
hero. The dog's intelligence is wonderful 
and he makes a very amusing picture. 

This subject will go over well with dog 
lovers and children and will fit nicely into 
any program. 

* * * 

'WHY PAY YOUR RENT' 

Universal 1 Reel 

If you are pestered with bill collectors and 
desire to find a method of foiling them don't 
fail to see "Why Pay Your Rent." Every 
conceivable method of dodging collectors is 
brought out but in the end the bill collect- 
ors win. 

Bert Roach is funny as usual and his 
work in trying to keep the furniture from 
being carried away are unusually good. He 
nails the tables and chairs to the floor but 
the strong arm movers manage to clean 
out the house. 

The most novel scene is dinner being 
served on the rear end of moving van. 
All the furniture has been taken but the 
family merely moves from the house to 
the van with hardly a delay in the prepar- 
ation of dinner. 

There is no plot to this picture but there 
are some unusual situations that will bring 
laughs. It will fit well in any program. 

* * * 

'FISHIN' FEVER' 

Pathe I Reel 

Grantlana Rice chooses fishing for his sub- 
ject. He shows the fishin' disease in its in- 
cipient stages, when a yonng.=ter takes the 
rod to the creek and carries one through the 
ailment to the chronic stage where he -how? 
game fishing in the gulf stream. 



May 31, 1924 



Page 25 



The Exhibitors Round Table 



Kansas City Film Board Meets 

At a meeting of the Kansas City Film 
Board of Trade Tuesday, Truly B. Wildman 
of the Enterprise Distributing Corporation 
was re-elected president. A. E. M;CLaughlin 
of Metro and Cecil G. Vaughan of Pathe 
were re-elected vice-president and secretary, 
respectively, while G. E. Metzger was added 
to the board of directors. The other members 
of the beard are Al Kahn of Crescent and 
Roy Churchill of F. B. O. 

Never before has the board accomplished 
•as much as in the last year. Cases which 
formerly brought ill feeling between ex- 
changes and exhibitors now are disposed of 
in the same clocklike manner as a polfce 
court handles a docket. 



Pleasure Before Business 

Business virtually has ceased to be the 
subject of conversation along Kansas City's 
movie row temporarily, at least. Mention 
that 6 to 3 victory of the First National 
baseball team over the Crescent-United Art- 
ists club and you might as well forget your 
bookings for the day and subdue yourself 
to a long winded conversation. And "Rube" 
Melcher, Manager of the Miscellaneous Ex- 
changes team, is voicing the assertion that 
the fact his team has gone unchallenged is 
proof enough that it is entitled to the cham- 
pionship, despite the fact that the team has 
been unable to play a game thus far. 



Book 'Dorothy Vernon' for Two Weeks 

THq Isis theatre, one of the largest sub- 
urban houses of Kansas City, attempts 
the unusual for a Kansas City suburban 
house when it began a fourteen-day run of 
"Dorothy Vernon of Haddon Hall," a United 
Artists production featuring Mary Pickford, 
on May 18, at an admission ranging 
from 55 cents to $1.65. United Artists will 
spend more money in the exploitation of the 
picture than it has ever before spent in the 
Kansas City territory, it is said. 



Theatre to Be Altered 

With the closing down of the Strand, in 
Ogdensburg, for alterations, the Star thea- 
tre of the same place has been put in order 
to handle the Strand patronage. When com- 
pleted, it is expected that the Strand will 
be one of the handsomest houses in north- 
ern New York. Fred Perry, owner of the 
Strand, in Watertown, recently purchased 
the Savoy of Northfield, Vt. Benjamin 
Smith, of Montreal, associated with Perry, 
will manage the houses. 



Determines to Keep Theatre Open 

Manager Arch McCallum of Fay's thea- 
tre, Rochester, announces that Edward M. 
Fay, proprietor of the house, as well as 
several other theatres in the circuit, has de- 
cided to keep the Kodak Town theatre open 
all summer. The excellent patronage, de- 
spite the arrival of warmer weather, is one 
of the reasons for the move. He has an- 
nounced a long list of excellent attractions 
to be shown during the summer. 



'Three Weeks' Gets Liberal Cutting 

The Goldwyn production, "Three Weeks," 
showing at Frank L. Newman's Royal theatre 
in Kansas City, was given a trimming Tues- 
day night, not figuratively, but literally. The 
elimination of several sicenes and the cutting 



of others to mere "flashes" followed protests 
of representatives of the Women's City Club 
and Parent-Teacher associations of the city. 
The chairmen of the motion picture com- 
mittees of the two organizations said they 
were "swamped" with protests, largely from 
mothers and fathers of the city, against the 
film's showing. The organizations represent 
more than 22,000 women of Kansas City, and 
William Jacobs, house manager of the Royal 
and W. E. Troug, division manager of Gold- 
wyn, were prompt to accede to the requests. 
* * * 

Mrs. Crowninshield Making Good 

As a booker and shrewd buyer of motion 
pictures, Mrs. Elmer Crowninshield, of 
Troy, is making a name for herself along 
Film Row these days, while Mr. Crownin- 
shield, who runs the Bijou theatre, as well 
as a moving picture supply house, is busy 
on the road. Mrs. Crowninshield has taken 




HAROLD P. DYGERT 
Resident and general manager of the Associated 
Theatres, Inc., which operates a chain of theatres 
in the smaller cities throughout New York State. 

over the booking of the theatre and is select- 
ing pictures which seem to please her audi- 
ences judging from the nightly crowds. 
^ ^ ^ 

Paramount Pep Club Busy Again 

In launching the Paramount Forty drive 
at the Buffalo ofSce the Paramount Pep club 
held an "Over the Top" ball which was also 
a celebration of the twelfth wedding anni- 
versary of Marvin W. Kempner, manager of 
the branch. Mr. and Mrs. Kempner re- 
ceived congratulations from the entire per- 
sonnel of 5ie office. 



Pathe to Elect Committees 

Floor and reception committees will be 
named at a meeting to be held at the Pathe 
offices in Albany, Sunday afternoon, 
for the dance to be given by the film 
salesmen of Albany at the Hotel Ten Eyck 
on May 26. The reception committee has al- 
ready extended invitations to the film sales- 
men of Buffalo and New York, and it is 
expected that the dance will be one of the 
social events of the season. 



Exchange Notes 

These exhibitors were visitors at Kansas 
City exchanges last week : G. L. Hooper and 
Maurice Jenks, Orpheum theatre, Topeka, 
Kas. ; T. C. Goodnight, Star theatre, War- 
rensburg, Mo.; N. W. Hubble, Trenton, 
Mo.; E. C. Terry, Green Valley, Mo.; 
George Montray, Park theatre, St. Joseph, 
Mo. ; E. E. Sprague, Lyric theatre. Good- 
land, Kas. ; C. M. Patee, Patee Theatre, 
Lawrence, Kas., and Lee Gunnison, Royal 
theatre, Atchison, Kas. 



There were two well known "fixtures" of 
Kansas City's movie row who were missing 
from their usual haunts last week. Al 
Kahn of Film Classics, Inc., and I. Wien- 
schienk, of the Penn Valley theatre, were 
confined within four walls, Al having taken 
his Scottish Rite and Wienschienk recover- 
ing from an attack of the mumps. 



Richard C. Fox has arrived in Buffalo to 
take over the management of the Selznick 
exchange, succeeding Lester Wolfe, who has 
been retained as a member of the sales 
staff. Al Barnett has resigned from Selz- 
nick to join Universal, covering the South- 
ern Tier. 

* * * 

After two years of efficient work, George 
Lodge of the Kansas City Hodkinson branch, 
has been promoted to booker. He will be 
succeeded by Robert Giles. 

* * * 

The Kansas City Universal office will hold 
a special screening in the near future of 
"The Signal Tower" for railroad men of the 
Kansas City territory. 

* * * 

J. M. Hicks, Manager of the Enterprise 
Distributing Corporation at Charlotte, N. C, 
has been transferred to Dallas, Texas, as 
branch manager, Vice-Resident Manager 
White, resigned, and L. J. Duncan of At- 
lanta, Ga., appointed salesman. 



LIFE 



Here's a picture 
based on life's 
greatest problem : 
How much does 
it cost you to 
live? They'll all 
be interested in 
that. 



m 



NOWSELUNG 

Di^ndive Pictures Ccrfiorafton 

presents 

GeorgeArliss 

with TAYLOR HOLMES 

and EDITH ROBERTS 

Forrest Halsey's version of Edgar Franklin's "The 
Adopted Father." Directed by Harmon Weight. 

BUynfromSBUNICK 



Page 26 



Exhibitors Trade Review 




A GLANCE FULL OF MEANING 
Adolphe Menjou, the cynic, gets only icy indif- 
ference from Anna Q. Nilsson with whom he is 
appearing in Warner's "Broadway After Dark." 



Dresses Up Lobby 

"Bill" Shirley, of the State Theatre, in 
Schenectady, has decided that the addition of 
a basket of cut flowers to the lobby of his 
theatre is an attractive feature that offsets 
any extravagance which may have been ap- 
parent when Mrs. Shirley first suggested the 
idea. Mr. Shirley has received many com- 
plimentary remarks on the flowers which are 
always in a fresh condition. 

* * * 

Theatre Changes Hands 

The Vine Street theatre, Twenty-fourth 
and Vine Streets, Kansas City, has been pur- 
chased by G. L. Rugg, formerly of Troy, 
Kas., from H. Costa, who will devote all of 
his time in the future to the Bonaventure 
theatre of Kansas City. Remodeling work 
on the Grand theatre, Wichita, Kas., has 
been completed, it was announced this week. 

^ ^ ^ 

'Wolfe and Montcalm' Well Received 

"Wolfe and Montcalm," one of the series 
of historical films produced recently by 
Yale UniversitJ^ will be given an attractive 
presentation at the Isis theatre, Kansas City, 
in a few days. An American Legion post 
is sponsoring the film as a part of its Am- 
ericanization program and will sell tickets 
for the performance. 

* * * 

Organist Making Good 

Henry B. Murtagh, formerly organist in 
chief at the Graumian and Metropolitan in 
Los Angeles has come to Buffalo as feature 
organist at the Lafayette Square theatre, 
where he already is one of the highlights 
of the program. 

* * * 

Exhibitor's Son Wins Violin 

Joseph Harding, son of Dave Harding, one 
of the owners of the Liberty theatre, Kan- 
sas City, has been awarded the Lyon and 
Healy violin in Chicago, as a result of his 



competition with two other prize winning 
violinists, according to word received by Mrs. 
Harding in Kansas City Wednesday. Mrs. 
Harding is one of the leading workers in a 
drive for a Kansas City symphony orchestra. 

^ :Jc Jjj 

Buys Himself a House 

Howard Jameyson, former Universal ex- 
ploitation representative and advertising 
manager of the Liberty and Doric theatres 
in Kansas City, has built himself a beautiful 
home in Wichita, Kas., where he is adver- 
tising manager of the Miller theatres. 

^ ^ ^ 

Sydney Sampson Re-elected 

Sydney Samson has been re-elected presi- 
dent of the Film Board of Trade of Buf- 
falo. Other new officers are : G. K. Rudolph 
Fox, vice president ; Bob Wagner, Hodkin- 
son, secretary ; Henry W. Kahn, Metro, 
treasurer ; board of directors, Howard F. 
Brink, Educational ; Vincent McCabe, Gold- 
wyn ; Marvin Kempner, Paramount ; Fred 
Zimmerman, F. B. O. ; G. K. Rudulph, Fox. 

* * * 

Garage to Be Converted for Movies 

Contracts have been let by the Schine The- 
atrical Enterprises of Gloversville, N. Y., for 
the remodeling of the old Niagara Garage 
and former Thurston Auditorium in Lock- 
port, N. Y., into a motion picture theatre. 

* * * 

Strongheart Visits Children 

In conjunction with the showing of the 
"The Love Master," a First National picture, 
at the Mainstreet theater, Kansas City, last 
week, Strongheart, the wonder dog, received 
liberal newspaper space when he was taken 
on a visit to children's hospital and orphans" 
homes to perform for them. 



Australia Representative Pays Visit 

John Hicks, general manager for Famous 
Players-Lasky in Australia, visited relatives 
in Kansas City last week. Mr. Hicks for- 
merly was branch manager for the General 
Film Company in Kansas City and also was 
branch manager for Paramount 

* * * 

Albany Business Reviving 

The past week brought a better attend- 
ance at the early shows in the Capital Dis- 
trict, following the slump which occurred 
with the adoption of daylight saving. This 
may possibly have been caused by the cold 
and rainy weather of the past few days. 

Exploitation Man Becomes Editor 

E. D. Kielmann, former exploitation rep- 
resentative of Goldwyn in the Kansas City 
territory, has accepted a position as motion 
picture editor of the Topeka Daily Capitol. 

R. A. Whyte, general sales manager of 
Fox, visited the Kansas City Fox branch 
last week and appeared more than satisfied 
with the summer business outlook. 

* * * 

Colorado Getting New Houses 

Many new and modern picture houses are 
now being erected in Colorado. Powers and 
Simplex projectors are the most used ma- 
chines in this State. The new theatres are 
installing very fine equipment, both in the 
projection roorn and in the theatre. Good- 
sized lobbies are being built. Business is 
reported to be very encouraging. 

* * 

Operators Purchase Stock 

Si Charninski and Ray Stinnett, who have 
been operating the Capitol Theatre, at Dal- 
las, Texas, have purchased all of the Capi- 
tol Amusement Company stock. 



BANNER PRODUCTIONS, Inc. 

SAM'L J. BRISKIN GEO. H. DAVIS 

ANNOUNCE 

—8— 

BIG SPECIALS 

with 

BOX OFFICE CASTS 

1540 Broadway, New York City 
Bryant 4714 

"Make This Your BANNER YEAR" 



May 31, 1924 



Page 27 



Forced Out by Competition 

Because he finds himself unable to com- 
pete further with the Soldiers' Home in 
Bath, i\. Y., Charlie Thomas has been forced 
to close his Gem Theatre in that town after 
running it for some ten years. The soldiers' 
home is showing films at ten cents and has 
no overhead. Mr. Thomas says he cannot 
compete with such conditions after being 
forced to also pay higher prices than the 
home for film. 

* * * 

English Program Presented 

A special All-English programme of pic- 
tures was presented at the Lyceum Theatre, 
Winnipeg, Manitoba, during the week of 
May 12 by Manager W. P. Wilson, the at- 
tractions being "A Couple of Down and 
Outs" and a short subject, "This England," 
both released in Canada with considerable 
success by Regal Films, Limited. 

=^ 

Round Table Briefs 

G. F. Walton, of Bellingham, has gone to 
Butte, to become booker of the Greater Fea- 
tures, Inc., exchange there. Walton is the 
son of Fred Walton, well known exhibitor 
and part owner of the Bellingham Theatres 
Company. 

^ ^ ^ 

The efficient work of William Andlauer, 
Kansas! City representative of Pathe, in the 
opening baseball ceremonies of the American 
Association in Kansas City last week, was 
productive of a good news story. 

•Manager John Hamrick is visiting his 
Blue Mouse Theatres in Portland, Tacoma 
and Seattle. 

jjj i{: s|s 

Sydney Rosenthal has been added to the 
sales' force of the Kansas City Universal 
office. He formerly was with Film Classics, 

Inc., in Kansas City. 

* * * 

Miss Agnes Straus, former secretary for 
Paramount in Kansas City and Oklahoma 
City, left last week with the Garden Players, 
stock company, for Wichita, Kas., and Dal- 
las, Texas, as secretary of the company. 

* * * 

The Hodkinson Kansas City sales force 
has been increased by the addition of W. 
P. Bernfield, former city salesman for Uni- 
versal in Kansas City. 

^ ^ ^ 

Among the exhibitors purchasing film 
along Kansas' City's movie row last week 
were : F. A. Robinson, La Harpe, Kas. ; 
C. L. McVey, Herrington, Kas. ; Ed. Fra- 
zier, Pittsburg, Kas.; E. S. Meyers, Princess 
Theatre, North Topeka, Kas.; M. A. Vliet, 
Rex Theatre, Joplin, Mo. 

* * * 

Maj. J. W. Quillian, vice-president of the 
Enterprise Disitributing Corporation, who 
was in Kansas', City last week, is contem- 
plating establishing exchanges in Des 
Moines, la., and Memphis, Tenn. He at 
present is making a tour of the Etnerprise 
offices. 

* * * 

The Kansas City Film Board of Trade has 
accepted James Poland, new manager of the 
Selznick Distributing Corporation, as a mem- 
ber of the board. 

A new film exchange has been established 
at Toronto, Ontario, under the title of Pop- 
ular Pictures, Limited, the new organization 
having secured a company charter from the 
Ontario Government. 

An automobile, driven by the nephew of 
Gasper Battaglia, owner of the Lansing and 
Monroe theatres, in Troy, figured in a col- 
lision near Saratoga last week, which re- 
sulted in the young man's death. 

* * * 

The Apollo, West Seattle, has also 
changed hands during the week. N. L. Cole, 
former owner, sold to A. M. Dunlop. 



Charlotte Auditorium Remodeled 

Theatrical and exchange circles in Char- 
lotte, N. C, were very much interested dur- 
ing the past week when it became known 
that Jake Wells is on a deal by which tie 
will take over the old Charlotte Auditorium 
and by spending a large amount of money, 
convert it into a modern, gorgeous and com- 
plete theatre. Wells, at one time the most 
dominant figure in theatre circles in the 
South has been in the background until re- 
cently when his "come back" was forecasted 
by the acquisition of several desirable the- 
atrical properties. 



Seattle Madison G its New Owner 

J W. La Vigne of Seattle, has purchased 
the Madjson Theatre at Broadway and Mad- 
ison, from Benjamin W. Fey. Mr. Fey goes 
East for the summer, and plans to invest 
in another hou;e upon his return. 



New Theatre Company Formed 

The Theatre and Exchange Company has 
been formed for the purpose of buying, sell- 
ing or building motion picture theatres, with 
offices at 2020 Third Avenue, Seattle, Go- 
wan and BeLsenger are owners. 




Clergymen Guests of Paramount 

More than 200 clergymen and their wives 
recently were guests of Paramount, at a spe- 
cial matinee of "The Ten Commandments'' 
at the Tremont Theatre, Boston. A printed 
questionnaire gave them opportunity to tell 
what they thought of the film, and of the 
answers so far returned it seems to have 
gone over with them. Some, however, took 
other viewpoints, just enough, as Paramount 
people put it, to make the thing interesting. 
^ ^ ^ 

Owners Sue Lessees 

Owner and lessees of the Jewel Theatre, 
Lowell, Mass., have got each other into 
court on cross actions of contract. The own- 
ers, Charles and Esther Harpootian, started 
the thing with action to recover alleged rent 
due and also $2,500 alleged due under agree- 
ment to deposit that sum for security. Wil- 
liam and Alexander Birnie in the cross ac- 
tion want to get $1,500, they say they have 
deposited for that purpose. 

^ ^ 

Former Movie Man Arrested 

Peter F. Griffin of Toronto, Ontario, for- 
mer head of a wide chain of moving picture 
theatres throughout Ontario and former 
head of an independent moving picture ex- 
change, was arrested in Detroit, Mich., on 
April 28, on the charge of fraud in con- 
nection with his alleged affiliation with a 
commercial school and its operation. Griffin, 
who was released on $15,000 bail, once had 
probably the largest string of theatres in 
Canada, but had disposed of them in suc- 
cession some months ago. Griffin went to 
Detroit from Toronto to surrender himself 
to the police there. 

^ :js ^ 

Warning to Exhibitors 

The Northwest is being victimized by a 
smooth talking, handsome, well dressed man, 
who passes himself off as a location man, 
for various leading Hollywood film corpora- 
tions, then when he has established an un- 
questionable 'identity, has a large check 
cashed, and moves on to another town. In 
Seattle he gave the name of R. W. Ray- 
mound, cashing a check for $85. In Port- 
land, where he stayed long enough tO; cash 
two checks amounting to $140, he was R. R. 
Ragan His checks are on the Hollywood 
State Bank, and bear the name of the com- 
pany he is representing with the apparent!}^ 
correct countersignatures. There is no such 
bank. The Burns Agency, working on the 
case hopes to show results. 



BUDDY ROOSEVELT, daredevil cowboy, is as 
much at home on a horse's saddle as is an old 
woman in a rocking chair. He is shown here 
"roughing it up" with some of the bos^s in shots 
taken from the first of the series of Buddy Roose- 
velt westerns which he is making for Artclass. 



28 



Exhibitors Trade Review 






History Again Repeats Itself In Picturesque 'Janice Meredith' 

Marion Davies Plays Title Role in a Colorful Historical Goldwyn-Cosmopolitan Production 
Which Is to Open in New York in June at the Cosmopolitan Theatre 



May 31, 1924 



Page 29 



SHOWMANSHIP 



How to Increase Patronage Through Advertising 

Expert Advice on Application of Basic Advertising Principles, and How to 
Analyze the Potential Patronage in Your Community 



THE purpose of these articles is to 
provide a text for individual instruc- 
tion. Throughout the work of com- 
pilation -we shall endeavor to keep strictly 
to this purpose. In the selection of ex- 
perience records it w^ill be our aim to make 
Gur choices primarily w^ith this object in 
mind. In a choice between two articles of 
equal value the availability of one or the 
other for individual instruction purposes 
will lead to its selection. 

The plan of these articles embraces 
the selection of records of experience 
showing how advertising activities- 
have been related to the selling results 
they are designed to produce. 

We shall aim to make the rjuala- 
tions tell their own story as far as 
possible. We believe that what we 
sacrifice in this way, in the matter of 
unity we shall gain in preservation of 
freshness and variety of viewpoint to 
say nothing of the preservation of the 
air of authority which can only come 
•from a much wider range of knowl- 
edge than any one person can possess. 

A CANNER of baked beans had 
•'^been advertising for years that his 
beans were the best canned beans that 
could be produced. In spite of care- 
ful devising and skilful execution of 
his advertising plans his sales in- 
creased only moderately. 

One day he — or his advertising agent 
for him — made an analysis of his mar- 
ket. His methods of analysis and his 
figures found something like this. About 
60 per cent of the families in "his mar- 
ket" did not use baked beans at all, as 
a regular part of their diet. About 20 
per cent preferred to bake their own 
beans and about 10 per cent were us- 
ing his beans, leaving 10 per cent of 
the possible trade in the hands of his 
competitors.. Then he saw the light. 
He had been advertising merely to 
keep the 10 per cent of the bean trade 
of his region which he had already 
and making no effective appeal to 80 per 
cent of the possible trade. He had ana- 
lyzed his product, but he had not made a 
study of his possible market. 

THE advertising plan was rearranged to 
appeal to the two great unreached 
classes — those wUo did not use baked 
beans and those who baked their own— 
and before long the resuUs were surpris- 
ingly good. And then the growth slack- 
ened. A leak had developed somewhere 
and only a small part of the expected et- 
fects of the advertising came back in the 
shape of business. Another investigation 
showed that the advertising appeal was not 
adequately co-ordinated with the distribu- 
tion system. These beans were not always 
"present" when consumer-interest became 
consumer-demand— ^hen Mrs. Consumer 
asked l.er grocer for a can of Mr. Adver- 
tiser's beans. 



By F. HEATH COBB 

Director of Advertising and Ptiblicity 
C. B. C. Film Sales' C-orporation 

This was a more difficult problem to 
solve than the other, and the manufacturer 
is not at all sure that he had it solved even 
yet. But he is sure that his advertising 
is giving him results far better than those 
he secured when he based his plans on 




H la 
.2 a 



City 

Town 

Country 

Local 

Territorial 

National 

Male 



"3 c „ 
■~.2 - 

ft TJ 

c c 5 
o a 



Female 

Frigid 

Temperate 

Tropical 

Length of 

Seasons 

Temperat're 

Rainfall 

Crops 
Mining 

Manufacturing 
Transportation 
"necu'-ation 
Prof. Services 

Railroads 
Water Routes 
Trolley 
Wagon 



Wealthy 

Well-to-do 

Poor 

Married 

Single 

Young 

Middle Aged 

Old 

Laborers — 

Farmers 

Mechanics 

Clerks 

Professions 



Rich 

Medium 

Poor 

Married 

Single 

Young 

Old 

Servants, 

Worker: 
Factory 
Office 
Trade 
Prof. 
Mothers 
Society 



Doctors 

Lawyers 

Ministers 

Dentists 

Mech. Engr. 

Elec. 

Civil 



Patronage 
Analysis 
to Check 
Up Your 
Theatre 



one or two instead of all three of the ele- 
ments of the situation— the goods, the mar- 
ket, and the system of distribution. He 
now sees advertising in its various aspects 
as a business force. 

The basic principals of advertising is the 
theme of this study. It is our plan to 
investigate this side of the subject bv ex- 
amining concrete cases chosen from such 
records as are available. Advertising tech- 
nique we shall study only incidentallv. 
leaving a detailed discussion to others. 

Furthermore, we shall seek to simplifv 
otir study confining problems connected 
with the sale of those articles which find 
their final outlet into consumption in small 
units — goods finally sold at retail. 

We shall try to find what is true in this 
field first, rather than to generalize over 
all the possible fields of advertisingr ac- 
tivity. If we can find how advertising- 
is tied up with the various steps in dis- 
tribution, we may establish principles which 



can be traced as working in community 
publicity, advertising, and the other fields 
where the desired ends are attained by 
more indirect methods. 

IN the field to which we are confining 
our attention — merchandise for individual 
consumption — this ultimate purpose takes 
the form of a large number of small sales 
to individual consumers. And the number 
must not only be large, but must have 
all the possible elements of permanence 
and stability. 

The channels through which these 
sales are to be executed beconie 
elements in every advertising plan in 
this field. The advertiser, whether he 
be a producer, distributor or a retailer, 
is obliged to lay out his attack on the 
consumer's buying desires with an eye 
to the means by which those desires 
are to be converted into sales. 

The article to be sold, the possible 
consumer, and the means by which the 
article is brought to the consumer are 
the three great factors in distribution ot' 
goods for retail consumption which 
bear on advertising. An analysis of 
these factors by some clear, logical 
method thus becomes not merely a val- 
uable adjunct of the advertising plan, 
but a necessary method of the bean- 
canner. The question is how is such 
analysis to be made? 

Suppose that after all this investiga- 
tion the bean-canner had found that it 
was going to cost him $200,000 to reach 
80 per cent of his market hitherto un- 
touched. 

What new elements discovered make 
it necessary for him to consider? At 
any rate who. paid for the advertising? 
Answer : His competitors. They lost 
their 10 per cent as well as 70 per cent 
at large. So the man who does not 
adzwrtise pays for it in the long run. 

And what applies to the manufactur- 
er of baked beans, applies equally well 
to the retailer, and what goes for the 
retailer of other merchandise goes equally 
well for you who are retailing entertain- 
ment. 



"Y"OU may be showing the very finest pic- 
ture in the world, but if your patrons 
are unaware of the fact you will play to 
empty chairs. Play good programs and — 
tell 'em about it. The shrinking violet 
never got anywhere, so toot your horn if 
you don't sell a clam! 

The accompanying chart will aid you in 
making a careful analysis of your market. 
Check yourself up. Check up your theatre 
and your potential patronage. Then plan 
your advertising campaign accordingly. And 
stick to your plan. Intelligent, consistent 
advertising is just as bound to bring re- 
sults to your box-office, as top-soil, water 
and sunlight will cause seed to grow into 
a beautiful plant, and the plant to flower. 

And the money you lay out will return 
a hundred fold in the end. 



Page 30 



Exhibitors Trade Review 




The Theatre in Shop Windows 

How Neiv York Exhibitors Publicized 'Beau BrummeV 
Through Window Display Tie-Hps 

axiom that "they buy through the 
eye" to the satisfaction of the theatre. 
And every one of the progressive 
merchants who Hned up with him on 
the picture, boasted increased busi- 
ness which put them one and all in 
complete accord with this thought. 

Everything, including traffic, was 
tied-up for the showing. Hat shops, 
clothing stores, pharmacies, show 
shops, confectionaries, automobile 
agencies, rrbillinery establishments, 
and many other dealers were glad 
to lend their windows in a co-opera- 



NEVER has there been a product 
holding the popular appeal of the 
merchandise you are selling — mo- 
tion pictures. And never has there been 
a more effective sales medium than 
the display of your goods in the shop 
windows of your city tied-up with the 
products of national manufacturers. 

There is something about stills 
from a picture production that will 
invariably cause the passerby to pause. 
And the message registered in his 
subconciousness will repeat insist- 
ently until his foot-steps lead into 
the theatre's, lobby, and the box-ofifice 
receives the benefit of window dis- 
play advertising. 

All this has again been conclusively 
demonstrated by the big business en- 
joyed by the Harlem Opera House 
during the run of the Warner Broth- 
ers' screen clas,sic, "Beau Brummel," 
so ably directed by Harry Beaumont. 
Manager Elarry Shififman, proved the 





tive campaign. Eighty or ninety 
windows told the tale, and at the 
Harlem Opera House the S. R. O. 
sign was hung out early every even- 
ing. It was a real "Beau Brummel" 
week for the theatre and for the mer- 
chants. 

The Chamber of Commicrce came 
right in, too. For eight blocks the 
street was, hung from side to side 
with manv hundreds of vari-colored 



electric lights. A seventy-five dollar 
suit was donated by a clothier to 
Harlem's best dressed man, and on 
the night when the Chamber of Com- 
merce presented the prize to the 
lucky hundred and twenty-fifth 
street "Beau Brummel," the police 
had to take care of the crowds that 
clamored in the lobby for admission. 

Of course with all this furore the 
local papers just had to come through 
with space in the news pages. They 
did so nobly, and helped to make the 
week one big success. Then there 
was the matter of the motor car pa- 
rade, when fourteen autorruobiles filed 
for several hours each day through 
the streets, proclaiming the arrival of 
"Beau Brummel" by means of huge 
banners. 

The sweet part of the whole thing 
is that all this wealth of publicity and 
advertising was effected entirely 
through tie-ups. The theatre ex- 
pended no money other than that 
called for by the regular advertising 
appropriation of the playhouse. 

The moral is, don't overlook an op- 
portunity for exploitation. Especially 
when it costs you nothing. Read the 
National Tie-Up Section. 




May 31, 1924 



Page 31 



BEATING BARNUM TO IT 

Pittsburgh inhabitants expected the circus, but Milt Crandall, Row- 
land and Clark Theatres, hitched four horses to a calliope and turned 
publicity guns on Goldwyn-Cosmopolitan production "Three Weeks." 



0- 




Exploitters 'Tie-Up' Town 

EVERYTHING but the kitchen sink was 
tied-up to the showing of a First Na- 
tional picture at Loew's State Theatre, Los 
Angeles. Why they overlooked the sink is 
unknown, for surely a kitchen sink stacked 
full of dirty dishes would be an excellent 
tie-up for "Why Men Leave Home." 

Booklets, police tags, post cards, radio, am- 
bulances, shops and dance halls were but a 
few of the media through which the An- 
gelinos were magnetized to the State's 
lobby. 

Brochures were p-inted and distributed 
giving reasons for the deflection of mascu- 
linity from the fire-side from the viewpoint 
of the flapper and the philosopher, the wife 
and the "other woman." 

Imitation police tags were hitched to 
steering wheels of parked cars, and the re- 
cipients were so glad that they were not 
real that many a motorist deposited his 
"bail" at the box-office. 

The St. Francis Hotel, San Francisco, sup- 
plied some 5,000 post cards which were for- 
warded to a selected mailing list, and 6,000 
slip sheets were inserted between shirts by 
the Diamond Laundry Company 

Judge J. W. Summerfield, who hears the 
divorce actions, radioed his ideas on the sub- 
ject "Why Men Leave Home" and also about 
the picture. A dinner and loving cup sub- 
sequently tendered him at the Cinderella 
Roof received due notice in the public prints. 

The roof stepping-palace was also the 
scene of a "prettiest ankle contest." The 
inference that ankles are one reason 
why the poor dubs throw away their latch 
keys. 

An idea rather more complimentary to the 
male of the genus homo, was the utilization 
of the Navy Recruiting bulletins blaming the 
beckoning of the bounding main for the 
forsaking of many an easy chair and house 
slipper. 

Flying to the defense of the defenseless 
he-creature, and giving a tip to the wives 
of erring husbands, a chain of groceries ad- 
vertised fifty-seven reasons why men do not 
leave home. Of course the numerals ap- 
plied to Mr. Heinz' well known appetizers. 
There were other merchandise tie-ups ga- 
lore, and of course the "inquiring reporter" 
buifst into print with the ideas of casual 
passersby on "Why Men Leave Home." 

To fittingly finish the story a reference to 
the receipts is in order. An armored car, 
armed guards and police, backed up to the 



EXPLOITATION 
IDEAS 

bank, while "shillabers" in the crowd whis- 
pered that the money bags contained the 
first day's rejceipts on the picture. 

Everything considered, our guess as to 
"Why Men Leave Home" is that they did so 
in Los Angeles in order to visit the State 
Theatre and see the show. 

^ ^ 

'The Ten-o-see Ten' 

There is a wealth of potential exploita- 
tion wrapped up in the diminutive body of 
the average small boy. There is a band ot 
pickaninnies that makes periodical raids 
from one of New York's lesser "black belts" 
into Broadway, and never fails to return 
laden with the smaller coin of the realm. 

So well is this gang known, that the side- 
walk habitues of the "Roaring Forties" refer 
to them as "The Ten-o-see Ten." We paused 
in our nocturnal ramble around Times 
Square the other night to toss them tribute 
of dimes and nickels — and to watch their au- 
dience and their show. 

Looking for all the world like black-faced 
Jaickie Coogans, the kids post look-outs at 
each corner and stage their act in the middle 
of the block. They stand in a semi-circle 
clapping their hands rhythmically and inton- 
ing the family darkey "eeph-eiph." When 
the proper degree of fervor is attained — and 
the crowd sufficiently large — one prances out 
and goes into his dance. 

From then on each does a turn. They 
shuffle, shimmy and strut. Tap dances or 
buck-and-wings come with equal facility. 



The crowd of on-lookers invariably blocks 
traffic, tosses its coin and is finally dispersed 
by the "cops." This latter process is not the 
least of the fun. The Times Square John 
Laws are in the spirit of the thing, and tem- 
per justice with mercy. A shrill whistle will 
announce the law's slow and majestic ap- 
proach. Then to see those "smokes" scatter 
is a scream. In a trice not an "eight-ball" 
is visible, and the crowd laughs and goes its 
way. 

As we locked up the Square for the night, 
we wondered how many showmen are capi- 
talizing the kids. If you can get a crowd 
of urchins like "The Ten-o-see Ten," to 
gather a crowd, do their stuff and distribute 
heralds for your show, you will start people 
talking, whether they be Broadwayites or 
Main Streeters. 

Light on 'Chechahcos' 

New York knows that "The Chechahcos" 
is playing at the Cameo Theatre. Three- 
sheeting the town is scarcely the proper 
phraseology. AsscKciated Exhibitors used 190 
sheets in the form of a twenty-four foot 
square - screen over the marquee. 

From a building across the street a hun- 
dred ampere projector threw slides on the 
sheet showing the glowing criticisms re- 
ceived by the picture from the press. 

A hundred and fifty ampere searchlight 
covered with a four color revolving mask 
threw varied color lights into the lobby. 
Tie-ups with the Wurlitzer Company and 
Wanamaker's Department Store secured 
space for art cards displayed around a large 
radio set, the - type used by the "The 
Chefchahcos" company in Alaska. 



LIFE 



Here's a picture 
based on life's 
greatest problem : 
How much does 

it cost you to 
live? They'll all 
be interested in 
■ that. 



NOWSELUNG 

DisJindive Pictures Cerporcdion 

presents ' 

GeorgeArlissin 
2^20 WEEK' 

with TAYLOR HOLMES 

and EDITH ROBERTS 

Forrest Halsey's version of Edgar Franklin's "The 
Adopted Father." Directed by Harmon Weight. 

BOyiTfromSBimCK 



Page 32 



Exhibitors Trade Review 



'T'HE Lyric Theatre, Jackson, Tenn., don't 
-■- believe in doing things by halves. "A 
Society Scandal," the Paramount picture 
featuring Glorious Gloria, recently put in a 
brief two days at the southern playhouse. 
The exploitation was worthy of a longer 
run — but we can't think of anything more 
that could have been accomplished in the 
way of creating lobby lure. 

In the lobby was a twenty-four sheet cut- 
out against a special purple background. In 
the streets i,ooo roto sheets were wrapped 
around morning newspapers, 
l.ooo heralds slip-sheeted into 
evening papers, 1,000 heralds 
from the theatre, and the 
title and play-date featured 
on the menus of two leading 
cafes. 

Window tie-ups were not 
neglected. An optician's win- 
dow carried a card declaring 
that the way some folks 
neglected their eyes was "A 
Society Scandal," while re- 
tail stores slammed competi- 




ADVERTISING 
AIDS 



the picture. The fact that the composei 
was on hand to play it lent additional ex- 
ploitation value to the idea. As usual, the 
music company was able to report a huge 
per cent increase in demands for the song 
as the result of the picture tie-up. 



"I7"INDLY helps can drop 
■'-^out of the sky, provided 
one makes friends of the 
newspapers. Recently one of 
the leading newspapers re- 
ceived a syndicated magazine 
feature article headed : "Eng- 
land's Silly Notions About 
Our Flaming Youth." 



This display just couldn't help 
pulling patrons into the thea- 
tre. It attracts attention and 
makes movie fans want to see 
the First National picture. 




tion with the statement that some trades- 
men's prices were "A Society Scandal" 
while theirs were a never-failing pleasure. 

Newspaper publicity was covered by a 
front page box three days in advance, and 
a tie-up on a name stunt in the want ad 
columns. On the screen itself radio mat 
slides carrying teaser copy were flashed » 
week ahead. 

This is what we call putting a picture over 
from street to screen. 



The Sunday magazine editor was a good 
friend of George Schade, owner, of the 
Schade Theatre, Sandusky, Ohio. He called 
Schade up and between them they evolved 
a plan to hold the feature article over until 
the day before the opening of First Na- 
tional's "Flaming Youth." 
Schade up and between thern they evolved 
licity"; but it was worth a lot to the_ news- 
papers too, for the advance advertising on 



"Flaming Youth" made people turn to the 
magazine feature as soon as they saw the 
two words in the title. 

* * * 

Tjr/^HEN the Chamber of Commerce mem- 
bers turn sandwich-men to publicize a 
picture — that's advertising ! This very thing 
happened when "The Hunchback of Notre 
Dame" played in Tulsa, Oklahoma. All mem- 
bers paraded with one-sheets advertising the 
showing of the picture. 

And that isn't all. The newspapers ran 
special sections using the rotos connected 
with the Universal production. And besides 
there was a special section of co-operative 
advertising obtained through tie-ups with 
both the Chamber of Commerce and the 
Junior body of that organization. This sec- 
tion contained eight pages of advertising, 
and each ad carried a reference to "The 
Hunchback." 

The Mayor wrote a commendatory letter 
about the picture, congratulated the presi- 
dent of the C. of C. on boosting it, and the 
Junior Chamber secured for Tulsa the 1925 
convention of the National Junior Chambers 
of Commerce through the picture. It is 
scarcely necessary to say that "The Hunch- 
back" hung out another box-office record in 
Tulsa. 

'T'HERE must be an American exploitation 
man in Madrid, for recently the Empress 
Sagarra circuit startled the Castilian capitol 
with its publicity on a current attraction. 

Not only was the picture widely adver- 
tised in the press, but some sixty horsemen 
paraded the streets with heralds. There were 
b'g posters on all street cars ; arrows, painted 
on the pavement, pointed the way to the 
theatre; there were many balloons releasing 
throwaways, and twenty motor-cars paraded 
with posters. 

* * * 

CAPTAIN ALFRED DAVIS put over 
Universal's "Sporting Youth" in great 
shape when he played the Reginald Denny 
picture at his Marble Arch Pavillion, Lon- 
don. 

His opening date coincided with the Brook- 
lands Race Meet, one of the biggest events 
of British motordom. So the Cap got the 
racing club to inaugurate a special "Sport- 
ing Youth" event — cup and everything. 

The race was open to all "sporting 
youths" under twenty-five years old and of 
simon-pure amateur standing. Classes and 
masses attended the races and later saw the 
picture. Count Zborowski won the cup. 



XT ERE CROOKER, the original demon 
press-agent, has put across some good 
ones for "When a Girl Loves," the Victor 
Halperin Production released through As- 
sociated Exhibitors. His fine exploiteering 
hand is plainly visible in the elaborate press- 
book which tells exhibitors how to do it. 

Teaser campaigns, tie-ups, "split-a-page" 
ads, news features, nifties, and everything 
of value in the way of showmanship ideas 
is lucidly set forth to aid the exhibitor. 

Striking posters, unusual cut-outs and eye- 
catching cuts and mats have been prepared. 
Properly used the ideas contained in these 
thirteen pages will cause the inmates of a 
deaf and dumb asylum to shout "It's a 
Wow !" 



'T'HE song tie-up on First National's 
"Black Oxen," being unavailable the man- 
ager of Loew's Vendome Theatre, Nash- 
ville, Tenn., made his own tie-up when he 
played the picture. He "borrowed" the win- 
dow of the Standard Music Company, "bor- 
rowed" their song "Shadows Across My 
Heart," put in his own "Black Oxen" frame 
and called it a good piece of exploitation. 

Subsequently the song "Shadows Across 
My Heart" was introduced into th<" pro- 
gram of the Vendome as a prologue for 




EXCEPTIONAL LOBBY DISPLAY 
This striking lobby display was arranged by the Majestic theatre, Portland, Ore., for its screening of 
Hal Roach's "The Call of the Wild," which was released by Pathe. The display brought 'em in. 



CO-OPERATIVE 



Turn Window Shoppers 
Into Movie Patrons and 
You Fear no Competition 




Constructive Incentives for 



nd Local Merchants 



BIG BUSINESS' BACKS SHOWMEN 
ON 'MISSING DAUGHTERS' 



WHAT happened to Dorothy 
Arnold? Who killed Dot King 
and Louise Lawson? Why did 
Renee Harris and Vallie Martin com- 
mit suicide ? How did Dixie Dixon fall 
to the fearful fate of a drug addict? 

What becomes to all the "Missing 
Daughters" listed in the police records 
of the nation as lost persons ? 

These chilling questions clutch at 
' the hearts of the fathers and mothers 
of America. And Selznick's masterful 
photoplay presented as this week's Na- 
tional Tie-Up picture, vividly visualizes 
some of the things that happen to 
the "Missing Daughters" of the world. 

Dramatic Expose 

What a title ! Just those two words 
are sufficient to guarantee the enthu- 
siastic reception of this dramatic ex- 
pose by audiences everywhere. Plus a 
box-office picture — plus National Tie- 
Up exploitation — and you have a three 
way show that will surely ring the bell 
on your cash register. 

The cast includes Eva Novak, Rock- 
cliffe Fellows, Robert Edeson, Walter 
Long, and others whose names 
known to every picture fan. 

The tale is a thriller. It 
has to do with the splen- 
didly successful efiforts of 
United States Secret Ser- 
vice to shatter a vicious 
band of slavers who prey 
upon the frailties of foolish 
virgins. 

Human Spiders 

These human spiders 
weave a wicked web, but 
just as it appears that the 
fragile butterflies must suc- 
cumb to their Machiavel- 
lian machinations, villany 
is thwarted by the govern- 
ment operatives, and the 
"Missing Daughters" are 
restored to the arms of 
their loved ones. 



are 



All the agencies perverted to further 
the purposes of vice are pointedly por- 
trayed. The infamous cafe rounde- 
vous, the "Golden Calf," and the hectic 
life of its heelers, are stripped of their 
glamour and shown to be but tawdry 
tinsel. 

Wages of Sin 

The arch - villain receives the 
wage of sin — a leaden pellet through 
a heart seared with sorrow by the 
knowledge that his own "Missing 
Daughter" has been selected as one of 
the gang's victims. 

The complicated m.echanism of the 
underworld Juggernaut is realistically 
revealed, and it is to be hoped that this 
mighty moral melodrama may be in- 
strumental in guiding the daughters of 
America past primrose paths and along 
the lane of love which is every wo- 
man's heritage. 

Aeroplane Abduction 

The public prints teem with tales of 
motor-cars cruising on nefarious busi- 
ness. But these venal vampires hurtle 
through space in powerful planes, the 
despairing shrieks of the disillusioned 



daughters drowned in the roar of the 
engines. 

True, Ihe girls are saved, but only 
after a thrilling pursuit and a battle in 
the clouds. It is great to see the driver 
dashed to death a mile below, and his 
plane fall in flames. He was the mag- 
got-like creature who coiled veno- 
mously in the heart of the "Rose Gar- 
den," another cabaret interested in 
the traffic in human hearts and souls. 

Love 

Of course there is love interest in 
addition to heart-rending pathos, and 
hair-raising thrills. The Secret Service 
operative is deeply enamoured of one 
of the girls entangled in the meshes of 
malevolence. He was born brave, 
but when the leprous fingers of vice 
claw at the throat of his beloved, his 
desperate daring is inspiring. 

Against tremendous odds he works 
alone — and triumphs. These "Miss- 
ing Daughters" are saved. But how 
many are lost forever? The theme is 
one of national interest — interest that 
centers in the souls of those who would 
preserve the sanctity of blossoming 
womanhood. 























































WHAT A WORLD OF REGRET, DISILLUSIONMENT AND DIS- 
MAY IS DEPICTED IN THE CCWJNTENANCES OF THESE 
"MISSING DAUGHTERS." BUT IN THE END THEY ARE SAVED. 



Tie-Up Treasure Trove 

And so again National 
advertisers have been quick 
to seize the opportunity to 
tie-up their products with 
your theatre's attraction 
through the interest-com- 
pelling medium of displays 
in the nation's shop win- 
dows. 

Take full advantage of 
the p o w e r ful publicity 
which has been arranged 
for you through Exhibi- 
tors Trade Review. It Is 
all free — just a part of the 
exhibitor service your busi- 
ness paper oflfers. 

Here are the partners 
who are going to help you 



Page 34 





SECTION 



make your theatre and your show the talk 
of the town. 

Gage Hats 

For sixty-six years the Gage organization 
has supphed the nation's women with chic 
xhapeaux — smart millinery specially designed 
to meet the varied requirements of particular 
American femininity. 

On every avenue from Broadway to Main 
Street, dainty daughters, and their mothers 
and their sisters and their aunts demand 
Gage Hats. Without doubt Gage Brothers 
is the best known millinery concern in the 
country. 

. To judge the magnetic power of this win- 
dow" display, just remember that women will 
look at hats first — anything else later. They 
will purchase headwear finery and come to 
see your show. 

"Buy Them Gage Hats and There Will 
Be Xo 'Missing Daughters.'" 

Model Brassieres 

This feminine garment intime is next to 
the hearts of American -vomanhood. Half 
a million women are wearing the new Criss- 
Cross Model, and telling friends of their en- 
thusiastic satisfaction. 

This brassiere, designed by style artists 
and health experts, offers the vogue of slen- 
der silhouette plus perfect freedom of ac- 
tion, and comfort in dress. It is advertised 
nationally through mediums reaching mil- 
lions. 

Remember that the purchasing power of 
the nation is in the purses of women. A 
window artful with feminine allurement will 
increase your dealer-partner's sales and boost 
your attraction. 

"Teach your daughter to be attractive the 
right way, and she will never be one of the 
"Missing Daughters." Criss-Cross Model 
brassieres will do the trick." 

Omar Pearls 

The Fatin sheen and luminous lustre of 
.these color-blended gems have held irresis- 
tible attraction for beaut>--lovers through- 
out the centuries. Men and women have 
not changed since the days when Cleopatra 
dissolved pearls in wine. The lure is still 
confined in their creamy charm. 

But had Glee's jewels been Omar Pearls, 
she could have had her gems and her am- 
brosia too — for Omars are indestructible. A 
fascinating window display may be arranged 
linking these globules of oriental splendor 



with your theatre's attraction. They are 
known to readers of Theatre, Vogue, 
Screenland, Motion Pictures, Good House- 
keeping, \'anity Fair and other national pub- 
lications. Make the most of this cumula- 
tive publicity. 

"All girls deserve Omar Pearls, and every 
daughter deserves the warning given by 
"Missing Daughters." 

Gordon Hosiery 

Wherever McCall's, Harpers Bazar, \"ogue. 
Woman's Companion or Ladies Home Jour- 
nal are read, Gordon Hosiery is known — well 
known and known well. 

They are made to fit every occasion just 
■as they are fashioned to tfie curve of ever\- 
ankle — perfectly. They are the last word 
of fashion in style and shade, and, as you 
know, hats and hose are the prime requisites 
of the well-dres-ed woman. 

Tied-up with appropriate stills from the 
picture, this window will be a lobby-magnet 
second to none. A window card might read : 



" 'Missing Daughters' left home to seek 
happiness. Make your daughter happy at 
home with Gordon Hosiery." 

Pebeco Tooth Paste 

Nothing is more attractive — nothing more 
vital to health — than sound, shining teeth. 
This paste, the nation's dentifrice, is recom- 
mended by thousands of dentists, and hun- 
dreds of thousands of users. 

With stills showing the dimpling smiles, 
and gleaming teeth of the beautiful girls in 
this production, the Pebeco tie-up will at- 
tract both men and women to the store win- 
dow — aind to your theatre. 

"Protect your teeth from decay with Pe- 
beco — and your daughter from the fate of 
'Missing Daughters.' " 

Forest Mills Underwear 

Nationally advertised form-fitting body 
garments, offering protection against the 
chilly winds of autumn and winter, and giv- 
ing that comfort and freedom of action so 
essential to participation in the out-of-doors 
sports of Spring and Sum.mer. 

A window dressed with summer-girl stills 
from "Missing Daughters," and an artistic- 
ally attractive arrangement of these daintily 
luxurious necessities, will line up daughters 
and their mothers at both your lobbies. The 
one in the dealer's window, and the one at 
your theatre. 

"It is vour duty to provide your daughter 
Forest Hills Underwear and to let her learn 
the lesson taught by 'Missing Daughters." " 

Free Exploitation 

And there they are. Six of the best known 
national manufacturers right behind you to 
make "Missing Daughters" one of the big- 
gest box-office pictures ever shown at your 
theatre. All this co-operative exploitation 
does not cost you one cent. It is free. 

Be sure, therefore, that you take full ad- 
vantage of the opportunities presented to 
make your theatre and your attraction the 
subject of conversation at every breakfast, 
dinner and supper table in your city. 

On page forty-three you will find sorne 
additional ideas and suggestions which will 
help you to accomplish this purpose. 




May 31, 1924 



Page 35 



NATIONAL 




SECTION 



A Pebeco Smile is Captivating 



WHICH is dem- 
o n s t rated by 
Eva Novak in the 
accompanying scene 
from "Missing 
Daughters." Claire 
Adams' and Rock- 
cliffe Fellowes' ex. 
pressions show how 
they are captivated 
by her fascinating 
PEBECO smile. 




Beautiful Girls Have 
Beautiful Teeth 




CLIP 



EXHIBITORS TRADE 

REVIEW 
45 West 45th St., 
New York City. 

Please have the Lehn & 
Fink Company forward their 
special window display ma- 
terial on Pebeco Tooth 
Paste so that I can take ad. 
vantage of this national tie- 
up on "Missing Daughters." 
I have listed herewith my 
play dates and the number 
of displays I can use in my 
exploitation campaign. 



THIS COUPON 

Name 



Theatre 



City 



Street 



All Over America They Are Using 
Pebeco Because It Keeps 
Teeth Clean 

jpEBECO sales are jumping, due to the 
public's realization that it is the one 
dentifice that works after you brush 
your teeth. It stimulates, the mouth 
glands so that they pour forth a protec- 
tive, cleansing flow of saliva long after 
your teeth are brushed. 

The PEBECO STORY is told in 
big advertisements regularly in: 
Saturday Evening Post, Literary 
Digest, Delineator, Designer, Ladies 
Home Journal Good Housekeep- 
ing, American Magazine. 



Missing Daughters 
Play Dates 



No. of Window 
Sets Desired . . 



PEBECO Is Manufactured In U. S. 
Only by 

LEHN & FINK, Inc. 

NEW YORK 



A. 



Page 36 



Exhibitors Trade Review 



NATIONAL 




SECTION 




Sign Up for Tie-up on 
* Missing Daughters ' 



CLIP THIS COUPON 

Exhibitors Trade Review, 
45 West 45th Street, 
New York City. 

Please have the Forest Mills Underwear cotn. 
pany forward their special window display ma. 
tenal with the Selznick tie-up card so that I 
can take advantage of this national tie up on 
"Missing Daughters." I have listed below my 
play dates and the number of display sets I 
can make use of. 



Name 

Theatre 

City 

Missing Daughter 
Play Dates 

No. of Display H 
Sets Desired 




UNDERWEAR 

Co-Operative Exploitation 

T> Y using the tie-up card furnished by the Selznick Pictures Corporation and 
^ the Forest Mills Underwear window Display every showman playing 
"Missing Daughters" will attract the attention of every girl and woman in his 
community. Sign the coupon above as soon as you book the picture and take 
advantage of this co-operative exploitation. 



A REWARD 

of Freedom in Action for 

The Summer Girl 
To Enjoy Out-door Sports 
is Found in 

FOREST MILLS 

Underwear 

For Imformation 

Concerning the Dangers 

Leading To 

Her Moral Freedom, See 

*Missing Daughters' 

at the 

(Name of your theatre) 




t/MDBBWBA.1% 



PEBECO LENDS IMPETUS 
TO FILM INTEREST 

Celebrated Tooth Paste Displays to 
Exploit 'Missing Daughters' 

'1"'HE word Pebeco doesn't have to be ac- 
companied with the words, tooth paste, in 
order to convey the meaning of that prod- 
uct to most Enghsh reading people. 

Pebeco immediately conjures in the minds 
of folks, a set of pearly-white teeth, free 
from the taints and disorders of those less 
fortunate in their selection of a proper 
cleanser with which to keep the teeth in 
a desirable condition. 

National publications, booklets on the care 
of the teeth, recommendations frorn dentists 
all over the country have adequately estab- 
lished the value and desirabiHty of the Pe- 
beco product for discriminating, well-mean- 
ing people. 

The announcement that Lehn and Fink of 
New York, who distribute Pebeco Tooth 
Paste, have stepped aboard the National Tie- 
Up project on Selznick's "Missing Daugh- 
ters" should be hailed as a hoUday gift for 
showmen booking the engaging attraction. 
Here is a chance — unusual in the extreme 
for capitalizing on the thousands and thou- 
sands of dollars of advertising spent to 
broadcast the message of Pebeco. 

Picture a window display with Eva Novak, 
she of the beautiful, blond hair and ex- 
quisite pearly teeth, alongside of an exhibit 
on Pebeco which adequately suggests the 
importance of the tooth paste as an aid to 
the smiling beauty of the screen star, and 
you have something which gives the on- 
looker an irresistible urge to go down to the 
local theatre and see what the story of "Miss- 
ing Daughters" is all about. 

The moment showmen book this film they 
should take immediate steps to avail them- 
selves of the free advertising that a Pebeco 
window tie-up offers. This can be done by 
clipping the coupon in the Pebeco ad and 
sending it to the RE^^EW. 

Do not forget that all this exploitation is 
absolutely "free, gratis and for nothing" — 
simply a part of the exhibitor service ren- 
dered to its friends by Exhibitors Trade 
Review. 




The Secret Service Man, disguised as a lunatic, 
rescues his colleague trom the den of the girl 
traffixckers. One of the tense moments in Selz- 
nick's "Missing Daughters." 



May 31, 1924 



Page 37 



NATIONAL 





SECTION 



CLIP THIS 




COUPON 



Exhibitors Trade Review, 

45 West 4Sth St., New York City. 

Please have the Model Brassiere Co. forward their special 
Criss Cross Brassiere Window Display material so that 
I can take advantage of this national tie-up on "Missing 
Daughters." I have listed below" my play dates and 
the number of sets I can make use of. 



Name 

Theatre 

Town State 

Missing Daughters No. of Displays 
Play Dates Needed 



A Girl May Attract 
Considera hie A tten tion 
BUT— 




Criss Cross Brassieres Make Girls 
Attractive the Right Way! 




SEE— 



^Missing 

Daughters^ 



AND YOU WILL UNDER- 
STAND THE EXACTING 

CARE A GIRL MUST USE 
IN DRESS AND HABITS 




I HERE is nothing so gaily expressive of youth and beauty as a 
I slender, rythmical figure. It is the essence of attractiveness- 
And the Criss Cross Brassiere Window Displays represeint 
just that! They will attract attention to the above caption copy 
which is the suggested tie-up for you when you play "Missing Daugh- 
ters." The Selznick Window Card with Similar Copy is an Integral 
Part of the Tie-up Display. Sign the coupon at the top of this page 
as soon as you book the picture. Then, let us do the rest for you. 



Her Mirror Tells Her 

'J'HERE is a peculiarly simple guarantee 
behind every Criss Cross Brassiere. All 
a girl needs to do is let her mirror decide. 
If the ugly and the suggestive curves have 
not been eliminated, the beauty of her 
natural figure accentuated — all she has to do 
is to take the brassiere back and her money 
will be refunded. This fact sells thousands 
of Criss Cross Brassieres but you can use it 
wisely to sell more seats for your showing 
of "Missing Daughters." Cash in on this. 



TJtTHAT makes this an important, out- 
standing part of your exploitation 



campaign for this picture is the fact 
that a vast majority of the stage and 
screen stars have adopted CRISS 



CROSS as the one foundation garment 
that successfully produces the correct 
form and holds the figure under all 
conditions. There is a style for every 
figure, small or large, for every occasion 



PARIS 



200 FIFTH AVENUE 
NEW YORK 



LONDON 



Page 38 



Exhibitors Trade Review 



NATIONAL 



FOREST MILLS UNDERWEAR TO 
HELP ALERT SHOWMEN 

The Brown Durrell Company of New 
York are creating a steadily increasing de- 
mand for their Forest Mills Underwear in 
every town in the United States. Taken with , 
the fact that Forest Mills Underwear has 
been conscripted through the National Tie- 
Ups to exploit Selznick's absorbing screen 
drama, "Missing Daughters," the first state- 
ment bristles with significant meaning for 
the showmen booking that picture. 

It has been estimated that five out of 
eight of the best families in every community 
read of Forest Mills Underwear in the ad- 
vertisements of leading women's publications. 

It is a wise showman indeed, who will 
lose not a moment's time in availing himself 
of a sparkling window display, free, as soon 
as he has booked the film. The coupon in 
the Forest Mills Underwear ad invitingly 
awaits his asking, and every exhibitor should 
immediately fill this in and send it to the 
Exhibitor Trade RE\^EW. Get busy on this 
story. 




SECTION 



■MISSING DAUGHTERS' 
Lovely Eva Novak and Aileen Percy give a meri- 
toiious and convincing performance as two of the 
missing daughters in Selznick's absorbing attraction 
now being extensively exploited by this well known 
company. 



WONDERSTOEN A DRAWING 
CARD FOR SELZNICK FILM 

A window display that is bound to be of 

important interest to hundreds of women in 
every local community is that offered show- 
men playing Selznick's absorbing film drama, 
"Mitsing Daughters," by Bellin's Wonder- 
stoen Company of New York. 

The product the concern handles, and 
which is merchandized on a national scale ; 
is a magic little impact that removes super- 
fluous hair. Thousands of women have used 
it for the past fifteen years and continue to 
indorse it. 

There is no question but that a window 
display of this commodity linked with 'an 
exploitation blurb on "Missing Daughters," 
will turn many, many window shoppers into 
movie patrons 

Showmen playing the Selznick attraction, 
should not let another moment go by with- 
out giving their immediate attention to the 
specifications in the Wonderstoen ad. 

Then, with the coupon on its way, the ex- 
hibitor can really comfort himself with the 
thought that free advertising really worthy 
of the name is working for him. 



START YOUR DAUGHTER 
RIGHT BY WEARING 

GORDON SILK HOSIER Y 

AND SHE WILL 

Be in Style on All Occasions. 

AVOID 

The Danger of Temptation By Showing Her 

THE FATE OF 
'MISSING DAUGHTERS' 



at the (name of your theatre 1 




This Window Display 
Will Pull Patrons 

g ILK Hosiery like Gordon's always attract 
the feminine fans of your neighborhood. 
By using the tie-up card above, which is fur- 
nished gratis by the Selznick Pictures Cor- 
poration, you make doubly sure that every 
one who sees the window display sees the 
play dates of "Missing Daughters" at your 
theatre. You are bound to "pull" scores of 
patrons through this channel of exploitation. 
Sign the coupon in this ad as soon as you 
book the picture. 




oraorv 




CLIP TfflS COUPON 

EXHIBITORS TRADE REVIEW, 
45 West 45th Street, 
New York City. 

Please have the Gordon Silk Hosiery company forward 
their special window display material with the Selznick 
Tie-Up Card so that I can take advantage of this Na- 
tional Tie-Upi on "Missing Daughters." I have listed 
below my olay dates and the number of displays I can 
make use of. 



I 
I 

I 
I 
I 

L 



Name . 
Theatre 
City . . . 



Street 

Missing Daughters No. of Display 

Play Dates Sets Desired . 



May 31, 1924 



Page 39 



NATIONAL 




SECTION 





WHOSE daughter in the land does not 
long to add that charm to her appear- 
ance that can only come with the beauty 
of Pearls? Appeal to the Mothers and 
Fathers as well as the Daughters through 
a window display of OMAR PEARLS, the 
sensibly priced strands of gems she wants. 



Beautiful Girls Are Always 
Made More Beautiful By 

OMAR PEARLS 
SEE 

"MISSING DAUGHTERS" 

Now plasnng at the 
(Name of your theatre) 



An Omar Pearl Window Display Means 
Attracting Evety Girl In Town 



J^EEN showmen — here is your chance! Acn 
opportunity for your local jeweler and de- 
partment store and an unusual .tie-up for you. 
What daughter does not want a string of 
pearls? Why? Because OMAR PEARLS 
appeal to the young girl as they express s.o 
much romance, beautv and art. 



Pearls are worn by both young and old 
and there is nothing more beautiful or attrac- 
tive than a window display of these jewels. 
Sign the coupon below and let OMAR 
PEARLS help you put over "Missing Daugh- 
ters" 100%. Such co-operative exploitation 
helps both you and our merchant. 




EXHIBITORS TRADE REVIEW (-ij yu- fminnn 

45 West 45th Street, ^"P l^OUpOD 

New York City. 

Please have Indra Pearl Company, Inc., forward their special window display 
material so that I can take advantag - of 'his national tie-up with "Missing 
Daughters." I have listed herewith my play dates and the number of display 
sets I can use. 

Name 

Theatre 

Towm .,'..t.f,iti.. State 

"Missing Daughters" No. of Displays 

Play Dates Desired 



Trade Mark Reg. U. S. Pat. Office 

INDRA PEARL COMPANY, Inc. 

392 Fifth Ave., New York 



Barcelona 



Page. 40 



Exhibitors Trade Review 



NATIONAL 




SECTION 




AM 

ASafe 



afe Vleasant Way 
to'BamshNeedk^Min 



On the dressing table of 
thousands of lovely women 
is the little pink disc that 
whisks away Needless Hair 
as if it were a pencil mark. 
No more acids, or messy 
mixing, no annoying odor, 
ripping out or burning. 

Bellin's Wonderstoen is a magic 
litde compaa, dainty, effective, 
safe, and is actually good for 
the skin. 

lail 




BELLIN'S ■■ """'nwiiimv'F""' 



All Daughters Made 
Contented With 
Wonderstoen 



jgVERY WOMAN knows there is 
just one thing which will tell her 
when her appearance is right and 
that is — her mirror! And when her 
mirror reveals needless or superfluous 
hair she knows that she must have 
Wonderstoen to really erase the im- 
perfection. 

A window display tie-up with Wonder- 
stoen means a magical entree for you 
to the attention of not only the 
younger set but women of all types. 
For Wonderstoen has removed the 
worries of the burning and messy 
method of removing superfluous hair. 
It actually erases the hair as easily and 
daintily as the powdering her face. 



CLIP THIS COUPON 

EXHIBITORS TRADE REVIEW 
45 West 45th St., New York City. 



Please have Bellin's Wonderstoen Co. 
forward their special window display 
material so that I can take advantage 
of this national tie-up on "Missing 
Daughters." 1 have listed below my 
play dates on the picture and the num- 
ber of disP'Iay sets I can use in con- 
nection witn my exploitation campaign. 



Name 



Theatre 

Town State 

'Missing Daughters' Play Dates. 
No. of Display Sets Desired.... 



Bellin's Wonderstoen Co. 
500 Fifth Ave., New York City 




GORDON HOSIERY BOOSTS 
'MISSING DAUGHTERS' 

Famous Footwear Displays Available 
to Alert Exhibitors 

OUT of every four people in your town 
who paid liieir income taxes three will 
read the advertisements of Gordon Hosiery, 
distributed by the Brown Durrell Company 
of New York City. 

What significance this statement holds for 
exhibitors is immediately seen in the an- 
nouncement that the Brown Durrell Com- 
pany have joined hands with the Review's 
National Tie-Ups on Selznick's fascinating 
screen story, "Missing Daughters." 

What a tremendous opportunity this is for 
showmen booking the above feature, to avail 
themselves of free, high-power publicity the 
like of which may not be had for many 
thousands of dollars, and perhaps for no 
amount of money at all. By this we mean 
that money alone could not purchase the 
exploitation value of this tie-up, and only the 
National Tie-Up project as effected by the 
Review, for the purpose of turning window 
shoppers into movie patrons, makes it pos- 
sible for exhibitors to enjoy these invaluable 
advantages. 

The Brown Durrell Company is creating a 
steady demand for Gordon Hosiery, having 
selected its advertising mediums the leading 
women's pubhcations which are going into at 
least five out of every eight of the best 
families in your community. 

Breathes there a member of the fair sex 
with desires so warped that the sight of 
beautiful hose, alluringly displayed in your 
local merchant's window, won't make her stop 
off to look, admire and want. The fact this 
display stimulates in her an unusual buying 
urge augers well for your box-office if part 
of that display publicizes the fact that Selz- 
nick's absorbing picture, "Missing Daugh- 
ters," is playing at your house. 

Lose no time, when you have booked the 
picture, in sending in the coupon which will 
be found in the Gordon Hosiery ad. The 
Review will do the rest. 




Robert Edeson as the Chief of the Secret Service, 
and Claire Adams, as his agent, watch the rescue 
of the "Missing Daughters" by John Rogers, 
played by Rockliffe Fellows. 



May 31, 1924 



Page 41 



NATIONAL 






SECTION 




You Attract All Girls 

With a GAGE Display 

HEN you tie-up v/ith hats you have 
laid the foundation of interesting every 
girl in town. When you tie-up with a Gage 
display you know you have built your entire 
exploitation structure. There is no way of 
more vitally appealing to the feminine fans 
of your community. A bat is a girl's pet 
hobby. Most of them would like a different 
one for each day of the week. And if they 
had that opportunity they would, in a 
vast majority of cases, prefer seven Gage 
hats. And the main reason for that is they 
have been taught that Gage hats are always 
the chic, new-style hats that are per- 
manently the fashion. Capitalize on this fact. 



Wearers of Gage 
Hats Are Daughters 
Of Satisfaction 

'Missing Daughters' Are Usually 
Those Who Crave and Cant 
Have a Gage Hat! 

MOST every girl long-s to wear 
one of those chic Gage hats that 
are SO DIFFERENT AND DIS- 
TINCTIVE. They all know it is the 
first step in being well dressed. Buy- 
ing her a Gage is one of the quickest 
and surest ways of making her happy 
and contented. And therein lies the 
great tie-up possibility with the pho- 
toplay, "Missing Daughters," because 
it so aptly shows how discontented 
daughters are unfortunately too often 
listed among the "missing daughters." 



DADDY! 
Buy Her a GAGE Hat 
And Make Her Happy 

THEN— 
Take Her to See 

'MISSING 
DAUGHTERS' 

at the 
(Name of Tlieatre I 
(Play Days Here; 
(Play Dates Here) 




The Mothers and Fathers 
Are Equally Interested 

fJ^HIS day and age has brought mothers 
and fathers closer to their daughters than 
ever before. Daddy must be a pal today. 
Mother isn't much different than a sister. 
Their daughter's interest is their interest. If 
you doubt that, just watch the groups which 
stop and carefully look over every Gage 
window display. That means that an exploi- 
tation tie-up vdth the pic t u r e, "Missing 
Daughters," is a sure-fire pubUcity "stunt" 
which is bound to assist materially in in- 
creasing theatre patronage and box-o£fice 
dollars. The moment you book the picture 
sign the attached coupon and take advan- 
tage of this tie-up. Don't delay — act at once. 



Exhibitors Trade Review, 
45 West 45th St. 
New York City. 

Please have forwarded to me the 
Gage Hat Window Display material 
and Tie-Up card so that I can take 
advantage of this National Tie-Up 
on "Missing Daughters." I have 



CLIP THIS COUPON 



listed below my play dates and the 
number of window display sets I can 
make use of in my exploitation cam- 
paign. 



Name 



Theatre 

Town 

State 

Missing Daughters 

Play Dates 

No. of Display Sets 
Desired 



THE Gage merchant in your 
^ community will be notified of 
your request immediately upon 
receipt of yi>ur signed coupon. 
That means that you may both 
meet on a co-operative ground 
of sound, mutual understanding. 




J^VERY Gage window display 
tie-up means another well 
dressed lobby of exploitation on 
your theatre program. It means 
getting your prospective patrons 
wnth a dignified and direct ap. 
peal. It means increased profits. 



Page 42 



Exhibitors Trade Review 




NATIONAL 



SECTION 



Additional Exploitation Suggestions 
On ^Missing Daughters' 

Ideas for Contests, Teaser Ads, Split-a-Page Co-operative Ads, Style Shows, 
and Other Exploitation Aids That Will Help Your Box-Office. 
Read 'em and Heed 'em! 



AFTER you have booked "Missing 
Daughters," and in doing so have au- 
tomatically received the million dollar 
publicity which comes to you absolutely free 
with every National Tie-Up picture, don't 
overlook the other angles by which the Na- 
tional Tie-Up idea lends itself to adaptation 
for other exploitation stunts. 

For instance, this thought of the "split- 
a-page" ad is really a big one quite worthy 
of the small effort required to appraise your 
dealer tie-up partners of their opportunity. 
Once they know what you plan they will 
jump at the chance to secure publicity for 
their products which pays them many fold 
what they expend. 

Split-a-Page Ads 

Think it over. This "split-a-page" ad, 
which may also be a double truck, gives each 
of your co-operators a full page publicity 
smash for a mere fraction of what such ad- 
vertising would ordinarily cost. In the pres- 
ent case one-seventh of the expense attached 
to full page advertising will scicure for your 
merchant friends the attention-compelling 
publicity of a real splashing splurge on an 
entire page. 

The co-operative lay-out is but a sug- 
gestion. It is planned to give your theatre 
and it's ultimate attraction "Missing Daugh- 
ters" a maximum of publicity. It is sate to 
say that anyone even glancing once at this 
"split-'a-page" layout will not forget that 
your show is on the map. If you prefer 
some other plan, take the matter up with 
the local newspaper, and their experts will 
"be only to happy to render you every possi- 
ble assistance. 

In addition to the "split-a-page," exercise 
your ingenuity to accomplish the purpose of 
making your theatre's lobby look like old 
home week. It won't be hard, and the re- 
sult in good American cash will justify a 
few moments of thought on the subject. 

Window Contest 

They aren't hard to think up. For in- 
stance, you might get together with the mer- 
chants and run a Window Display Idea Con- 
test. There are lots of folks in your town 
who believe implicitly in their ability to build 
attractive and artistic windows. And doubt- 
less some of them can do so. Perhaps the 
merchants may locate a new displayman 
through your assistance. 

Run an ad in the paper announcing a con- 
test on ideas for window displays on "Miss- 
ing Daughters," and linking-up the tie-up 
prodtjcts with the picture. The best ones 
may be used, and prizes, donated by the mer- 
chants, will be given to the displaymen or 
women who originate the best ideas. 

In this contest a lot of publicity will be 
directed to your theatre, your attraction and 
the stores and store windows connected with 
the contest. If you run a "split-a-page" a 
week ahead of showing, the prize contest 
may be incorporated in this advertisement. 
And your dealers will be only to happy to 
come right along with you. 

Smiles Win 

The Pebeco contest would be another way 
to arouse the interest of the town. Who has 
the prettiest teeth and the most alluring smile 



in your town? Co-operate with the drug- 
stores and dentists and have the girls submit 
smiling photographs. These may be hung 
in your lobby, or displayed together with 
stills from "Missing Daughters" in the tie- 
up window. The decision may be made by 
ballot — every ten cent purchase entitling the 
buyer to one vote for his choice. You can 
double up by having the prize a Gage Hat, 
donated by the dealer in exchange for extra 
publicity. 

Prettiest ankle contests have been staged 
with much success in theatres from coast to 
coast. They will certainly arouse interest 
wherever put on. You might try one. Offer 
a prize as usual, and let the applause of the 
audience determine the winner. Advertise 
that the only requisites to enter the contest 
are shapely ankles clad in Gordon Hosiery. 

Pretty Milliners 

Fashion shows, as such, are rather over 
done, although they seem to retain their 



RESOUNDING CHEERS FROM 
TEN MORE STATES 

Last week we told you, about 
the exhibitors from twenty 
states who had given three hearty 
cheers for Exhibitors Trade 
Review and the National Tie-Up 
Section. We told you of the 
tidal wave of poularity which had 
swept showmen from coast to 
coast. We told you that this free 
million dollar exploitation was at- 
tracting more and more atten- 
tion each day. It continues to do 
so ! 

The twenty states have in- 
creased to thirty and more. The 
number of exhibitors interested 
in the plan to publicize pictures 
through the nation's shop w in- 
dows grows steadily greater. In 
addition to the wide-awake ex- 
hibitors of New York, New Jer- 
sey, Pennsylvania, Massachuetts, 
Connecticut, South Dakota, Ala- 
bama, Maine — and the rest of 
last week's "Tie-Up Twenty," 
add live showmen from Louis- 
iana, Maryland, Vermont, Il- 
linois, Rhode Island, Texas, Dis- 
trict of Columbia, New Hamp- 
shire, Oklahoma, Idaho and 
Florida. 

The plan is truly blanketing the 
country. Our prophecy that the 
idea heralded through many win- 
dows would prove a stupendous 
showinanship success, has been 
more than confirmed. 



popularity. However, we have never heard 
of a Hat Show, and millinery shops have just 
as pretty merchandise and hat models, as 
the gown and tailleur establishments with 
their stately manequins. Why not stage a mil- 
linery show? It could be done in a variety 
of unique ways. One might be to have the 
girls "framed" on the stage. Have some 
frames artistically draped, and simply show 
the girls' heads and shoulders. Have them 
discovered as pictures, play the spot on each, 
and then have them turn and display the 
chapeaux from all angles. Even one frame 
and one girl would be enough. The various 
hats could be titled, and a page boy could 
change cards before the frame, a drape be- 
ing lowered to allow the model time to 
change. Give the millinery girls a play. The 
girls will hold the interest of your mascu- 
line patrons, and their hats — Gage Hats — 
will prove the cynosure of feminine orbs. 

Teasers 

Another stunt would be a set of teaser ads. 
For these you can also get the co-operation 
of your tie-up partners. Insert an ad in the 
Lost and Found columns or among the Per- 
sonals. One might read like this : 
Missing Daughters: Information re- 
garding whereabouts of Eva Rivers, 
Eileen Allen and Pauline Hinton re- 
ported to be in this city. Girls are beauti- 
ful blondes about twenty years old. When 
last seen they were very well dressed and 
wearing stylish Gage Hats. Jewelry consisted 
principally of strings of Omar Pearls. They 
wore the latest shade of Gordon Hosiery, 
Forest Mills Underwear and Criss-Cross 
Brassieres. Eva Rivers, who has an unmis- 
takable smile, and beautiful teeth, ' always 
carries Pebeco Tooth Paste. If located re- 
port at once to John Rogers, Secret Service, 
or City Theatre." 

Or an ad appealing to the polite to "Ar- 
rest on sight Anthony Roche and Guy Ben- 
son, wanted by Secret Service in connec- 
tion with Missing Daughters. Fugitives for- 
merly operated Golden Calf and Rose Gar- 
den cabarets South of this city. All in- 
formation to Clare Mathers, Operative 26, 
Secret Service, or City Theatre." 

Think It Over 

There are a thousand ads thaj:-will make 
'em wonder what all the shootin' is for. And 
when you finally tell them, they'll all come 
to see the show. 

Sit down and have a good smoke — on us — 
and let your mind run along these channels. 
You vvill have on enjoyable hour with your- 
self, and you'll think of more exploitation 
on "Missing Daughters" than you could use 
if you ran the picture a year. And if you 
take full advantage of the ideas in Ex- 
hibitors Trade Review National Tie-Up 
Section — you may run the film twice as long 
as you plan by "popular demand." 

Write In 

Let us hear which of these suggestions you 
use, or how you adapt them. Tell us of 
any additional stunts that you originate, so 
that your brother exhibitor may profit by 
your showmanship ingenuity. 

Do not forget that the exploitation help 
extended through the columns of the Na- 
tional Tie-Up Section is devised for your 
benefit. Let us know how it may be im- 
proved. Tell us your ideas on what may 
be done by the national manufa,cturer, the 
producer, the dealer. Exhibitors Trade Re- 
view, to make the plan easier for you, or 
bigger, or better in any way. 

And never overlook the importance of 
reading every line of the National Tie-L^p 
Section every week. 



May 31, 1924 



Page 43 



NATIONAL 



OMAR PEARLS A BOOSTER 
FOR SELZNICK FILM 

World Famous Gemcraft Products to 
Exploit ^Missing Daughters' 

'T^ O the beauty, distinction and high qual- 
ity of Omar Pearls is added the seUinsj 
advantage of a big and important national 
advertising campaign in a carefully chosen 
group of high type national magazines reach- 
ing millions of interested women. 

This announcement comes a£ an impor- 
tant piece of news to showmen playing the 
absorbing Selznick screen attraction, "Aliss- 
ing Daughters" for it means that all the 
prestige and influence of this comprehensive 
campaign are added to the window displays 
which are being offered in connection with 
the National Window Tie-Ups. 

Pearls have long been identified with a 
power for human appeal that have made 
them the priceless perennial of the writer, 
the fictionist, the dramatist, and authors of 
various description. That alone insures the 
window displaying them in adequate fashion, 
a window-shopping patronage that is prob- 
ably second to none. When, moreover, as in 
the case of Omar Pearls, the waim-tinted 
gems have a reputation based on years of 
trade good will, large advertisements in 
such magazines as Harper's Bazar, Good 
Housekeeping, Theatre Magazine, Screen- 
land, Vogue, Motion Picture, Vanitj' Fair, 
and selling messages broadcasted through a 
variety of other mediums then one can say, 
without feeling guilty of extravagance, that 
Omar Pearls are half sold before the buy- 
ers actually see them. 

The Indra Pearl Company, of New York, 
who distribute the Omar product, are at 
present carrying on a highly concentrated, 
intensive dealer-help campaign which reaches 
merchants in practically every nook and 
cranny of America, and which is a for- 
tunate endowment for the tie-up on "Aliss- 
ing Daughters." 

^Merchants all over the land are being 
molded to the appreciation of Pearl window 
displays. They are being told how the In- 
dra Pearl Company are "carrying on" in 
order to put extra profits in the dealer's 
cash register, a fact that is being borne out 
not only in words but in proof-bearing ac- 
tion. \Vhat applies to the dealer applies two- 
fold to the exhibitor. There are extra 
profits and a world of community prestige 
for the showman who gets aboard an Omar 
Pearl window display. This he can do 
without expense and any trouble on his part 
by clipping the coupon in the Omar ad, fill- 
ing it out, and sending it in to the Ex- 
hibitors Trade Review. _ Immediately upon 
receipt of this magic wonder worker, the 
subtle forces of National Tie-Up co-opera- 
tion commence to function and the summer 
slump becomes a dead term for the ex- 
hibitor in question. 

* * * 

GAGE HAT DISPLAYS FREE TO 
ALERT SHOWMEN 

Gage Hats, the mere mention of which, 
figuratively starts the ladies' mouths awater- 
ing, has been added to the list of national 
tie-ups on Selznick's thrilling screen attrac- 
tion, "Missing Daughters." 

Gage Brothers of New York, who dis- 
tribute the celebrated women's headwear, is 
a fashion-famous house, conscious that the 
modern spirit tends to freshness and youth, 
and designs its merchandise with that 
thought in back of its policy. This nat- 
urally results in a class of patronage that 
simply "swear" by the product, and whose 
representatives may be counted in even,- state 
in the union. 




SECTION 



John Rogcs (Rjckliffe Fellows), and Eva Rivers 
(Eva Novak) at bay before the hoard of leering, 
' whl.e s.a\er3" a tense moment in "Missing 
Daughters." 

All the models are simple, yet each style 
lifts itself above the monotony of ordinary 
hats by some small detail that contributes 
charm. There is no question but that a win- 
dow display on Gage Hats is well calculated 
to stop off the members of the fair sex, 
and make them look long and lovingly. 

The significance of such a display to show- 
men playing the Selznick attraction may be 
seen in the fact that the Gage display will 
adequately exploit by catchlines, stills of the 
lovely principals in the photoplay, and other 
devices, the exhibitor's show. It is a wise 
showman who will avail himself this oppor- 
tunity for free sparkling advertising. 



CRISS-CROSS BRASSIERE 
HELPS SHOWMEN 

Nationally Advertised Product Tied 
With 'Missing Daughters' 

nn HE Criss-Cross Brassiere has made wo- 
men happy for years, and now the prod- 
uct is instrumental in bringing happiness to 
showmen who know the value of seizing on 
a sure-fire subject of human interest to ex- 
ploit the attractions playing at their thea- 
tres. 

This opportunity is now at hand fot 
showmen playing the highly interesting and 
entertaining Selznick screen feature, "Miss- 
ing Daughters." The Model Brassiere Com- 
pany of New York, national distributors of 
this celebrated product have stepped aboard 
the National Window Display Tie-Ups pro- 
ject effected by the Review, a fact which 
marks sparkling free advertising opportunity^ 
for the showmen in question. 

The Criss-Cross Brassiere makes its tre- 
mendous appeal to the feminine desire, for 
it connotes the gay expressiveness of youth 
in a slender, rythmical figure. It means the 
quintessence of attractiveness. 

The clinging softness of the Criss-Cross 
Brassiere cause even the more mature fig- 
ures to lose those discouraging, unsightly 
lines so needlessly the despair of middle age. 
There is a style for every figure — for every 
occasion. And that means that women of 
all ages and figures are the potential pa- 
trons of the theatre that figures in the win- 
dow display of a Criss-Cross exhibit. 

And don't forget that the potential buy- 
ing power of this entire nation is controlled 
in great degree by the wives and daughters 
— the women of the nation. 

To reap the rewards of this tremendous 
drawing card as a high-power advertisement 
for his show the exhibitor has but to take 
proper hold on a pair of shears, clip the 
coupon in the Criss-Cross Brassiere ad and 
send this little magic slip of printed matter 
to the Review. The Tie-Up Editors will do 
the rest. Could anvone ask for more I 




THE 'MISSING^DAUGHTERS' PUT UP A STAUNCH DEFENSE 
The sinister cave into which many had gone, but out of which none had returned until ^ohn 
Rogers, government sleuth took a hand. There after there were no more "Missing Daughters." 



Page 44 



Exhibitors Trade Review 



NATIONAL 




SECTION 



'BEAU BRUMMEL' 
TIE-UP COUPON 


Check 

Tie-Ups 

Wanted 


NAME OF TIE-UP 


Am't. of 
Displays 
Wanted 




Glove Industries 






Fashionknit Ties 






Personality Clothes 






Sampson's Jewelry 






Mineralava 






Vivaudou 






Sta -Shape Hats 























'The Perfect Flapper' 
TIE-UP COUPON 



Check 
Tie-Ups 
Wanted 


NAME OF TIE-UP 


Am.'t of 
Displays 
Wanted 




EI Producto Cigars 






Frances Faire Frocks 






Regent Pearls 






Mineralava 






Wonderstoen 






Meito Reducing Cream 






Vanity Fair Underwear 






Pert Rouge 






Winx Eye Lash Aid 






Hygienol Powder Puffs 






DjerKiss Compact 





Manager 
Theatre . . . 

City 

Play Dates 



TIE-UP COUPON 
on 'CHECHAHCOS' 


Check 
Tie-Up 
Wanteo 


NAME OF TIE-UP 


Am't. of 
Display 
Wanted 




Borden's Condensed Milk 






Zepherized Knit Underwear 






Auto Vacuum Ice Cream 
Freezer 






Sterno Canned Heat 






Thermo Sport Coats 






La Palina Cigars 























Lest You Forget! Four Corking Pictures, Each 
With Sparkling Array of National Tie-Up 



'T'HE Review takes this occasion to re- 
mind exliibitors wiio liave bool<ed any of 
the pictures tliat have appeared in the Na- 
tional Tie-Up Section that the displays prom- 
ised in connection with these films are avail- 
able and may not be overlooked with im- 
punity. 

Here they are, as promising a line-up as 
ever confronted the eyes of the man in the 
trade and one from which emanates a strong 
element of sales power and prestige. 

'Beau Brummel' Tie-Ups 

The Warner Brothers' classic has a splen- 
did line-up of national advertisers who are 
ready to co-operate with the showman in 
every detail as already explained on several 
occasions in the editorial columns of the Na- 
tional Tie-Up Section. These are, Glove 
Industries, Fashionknit Ties, Perjonality 
Clothes, Sampson's Jewelry, Mineralava, 
Vivaudou and Sta-Shape Hats. With this 
lot, the exhibitor should experience not the 
slightest trouble in turning many, many win- 
dow shoppers into movie patrons. Clip the 
coupon for National Tie-Ups on "Beau 
Brummel." 

'Recoil' Tie-Ups 

The tie-ups effected with the dramatic ac- 
tion picture released by Goldwyn-Cosmopol- 
itan offer rich rewards to the exhibitor wise 
enough to avail himself of them the mo- 
ment he has booked this interesting screen 
feature. 

These tie-ups embrace free window dts- 
plays on the products of such live national 
advertisers as. Onyx Hosiery, fnect Hair 
Tint, Deltah Pearls, Boncilla Clay, Venida 
Hair Nets, Nemo Corsets, and Chinwah Per- 
fume. The coupon at the bottom of the 
page will do the trick for the exhibitor de- 



The Auto Vacuum 
Ice Cream Freezer 

Beats Alaska For 
Keeping You Cool 



TTHE 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 wil then reap the benefit of all the 
national advertising on the greatest ice 
cream freezer in the world. 

Auto Vacuum Freezer Co* Jnc. 

220 West 42nd Street New York City 



siring a "Recoil" string of tie-ups. 

'Chechahcos' Tie-Ups 

"Chechahcos," that wonder picture of the 
North, into which Associated Exhibitors has 
instilled something new in the line film mas- 
tery, offers many unusual exploitation oppor- 
tunities for the showmen who bill this at- 
traction. 

Keeping pace with the national advertising 
done for the picture are such celebrated com- 
modities as Borden's Condensed Milk, 
Zepherized Knit Underwear, Aut Vacuum 
Ice Cream Freezer, Sterno Canned Heat, 
Thermo Sport Coats and La Palina Cigars. 
A goodly line-up and one, which comprises 
so many additional free lobbies for the show- 
man availing himself of the displays which 
will figure therein. 

'Perfect Flapper' Tie-Ups 

An embarrassment of riches is a term 
which may well be applied to the scintillating 
group of national tie-ups available to ex- 
hibitors playing the rollicking First National 
attraction. Here they are — read 'em and 
heed 'em— El Producto Cigars, Frances Faire 
Frocks, Regent Pearls, Mineralava, Wonder- 
stoen, Melto Reducing Cream, Vanity Fair 
Underwear, Pert Rouge, Winx Eye Lash 
Aid, Hygienol Powder Puffs, and Djer- 
Kiss Compaft. To dwell on the pulling 
power of these is to bring in the superflu- 
ous. Suffice it to say that the exhibitor can 
have displays on every single one of them. 
The coupon above awaits his bidding. 

Week by week this list grows and adds 
a big factor to the money making possi- 
bilities for the showman. You should file 
these tie-ups for future use. The issues will 
prove invaluable to you and should be con- 
sulted. Don't lag behind in this tie-up cam- 
paign. Other exhibitors are making money 
from the free exploitation so step in and get 
your share of prosperity. 



TIE-UP COUPON 
on 'RECOIL' 


Check 
Tie-Ups 
Wanted 


NAME OF TIE-UP 


Am't. of 
Display 
Wanted 




Onyx Hosiery 






Inecto Rapid 






Deltah Pearls 






Boncilla Clay 






Venida Hair Nets 






Nemo Corsets 






Chinwah Perfume 




Theatre 



















May 31, 1924 



Page 45 

I 



A S the Austrian lieutenant, Eric 
^ Von Stroheim, director and 
star of the production, makes a 
very charming lover and a gay 
deceiver who gets his just pun- 
ishment when he falls from the 
summit of a mountain. 




Universal Features Revival of 'Blind Husbands' 



Exhibitor Demand Prompted the Rejival of This Intensely Human Drama of Two Men and a Neglected Wife 
in a Stage Setting of Alpine Scenery Garnished With Adventure and Thrills 



Page 46 



Exhibitors Trade Review 




i 



Bi?f ones now 



Eamous Players-LaskyCobe 



I 



now 
now 

Cecil RDe Mi lie's 

^TRIUMPH''' 

With Leatrice Joy, Rod La Rocque and big all-star cast. 
Screen play by Jeanie Macp hereon, based on May Edgin- 
ton's popular novel. A gorgeous modem love story. 

Gloria Swanson 

in'ASociety Scandal'' 

ALLAN DWAN Production from Alfred Sutro's play, 
"The Laughing Lady." Screen play by Forrest Halsey. 
Now making even better records than "The Humming 
Bird"! 

Thomas Mei^han 

in^The Confidence Man 

As usual, a great big hit ! From the story by L. Y. Erskine 
and Robert H. Davis. Directed by Victor Heerman. 
Adapted by Paul Sloane. Titles by George Ade. 

Cparamount Q>ictures 



May 31, 1924 



Page 47 



TRIED AND PROVED PICTURES 




\ N Army Airplane flew 
over the city and laid 
3 rmoke screen over low- 
er M-anhattan. Interna- 
tional News, released by 
Un'versal, caught the 
plane just as it was 
laying th^ dense smoke. 





'Tea With a Kick' Receiving Heavy Booking 

Playing Return Engagem nts With Exhibitors Who Declare It 
Is an Ideal Production for Summer Months 

By HERBERT CROCKER 



THE Victor Halpenn Production, 
"Tea With a Kick," released 
through Associated Exhibitors, is 
receiving a new impetus of bookings 
this spring by exhibitors who declare 
that it is an ideal photoplay to draw 
crowds to their houses during the warm 
summer months. In many cases, show- 
men who exhibited this picture pre- 
viously are rebooking it because of its 
proved drawing power. 

According to statements from these 
exhibitors, who are representative 
showmen in all territories, "Tea With 
a Kick" has every element to please 
the summer audience. Its all-star cast, 
including twelve famous comedians, 
five leading ladies, ten dramatic celebri- 
ties, ten prize winning beauties, one 
hundred Hollywood heartbreakers and 
the Golden Gown Revue, in Avhich 
$100,000 worth of Paris modes are dis- 
played, guarantees crowded houses 
where the usual feature production 
would perhaps be overlooked. 

Because of these exceptional ele- 
ments and the wide advertising cam- 
paign with the different tie-ups, the ex- 
ploitation possibilities of "Tea A\'ith a 
Kick" are enormous. The cast alone 
includes such important names as : 
Doris INIay, Creighton Hale, Louise Fa- 
zenda, Chester Conklin, Hank Mann, 



Zasu Pitts, Rosemary Theby, Dot Far- 
ley, Earl Alontgomery, Stuart Holmes, 
and others of importance. 

In presenting "Tea With a Kick," 
exhibitors have found they have con- 
tracted for a full-fledged revue of the 
elaborate musical variety in celluloid 
form. 

The new bookings and the diiterent 
return play dates bear testimony that 
"Tea W^ith a Kick" is a photoplay that 
can stand up in hot weather and fill 
houses as well as it did in more favor- 




able theatre weather. Pergola, Allen- 
town, Pa. ; Palace, Athens, Ga. ; Barnes, 
Elwood City, Pa. ; ^Modern, Providence, 
R. I. ; Poll, Harrisburg, Pa. ; Rex, Bel- 
leville, 111.; Casino, Spokane, Wash.; 
Babcock, Billings, Mont.; Rialto, Pet- 
ersburg, Ya. ; Capitol, Lansing, [Mich. ; 
A\'uerth, Annarbor, ]\Iich. ; Auditorium, 
Traverse City, ]Mich. ; Rex, Ironwood, 
]\Iich. ; Capitol, New Britain, Conn. ; 
Stratford, Stratford, Conn.; Strand, 
Meridan, Miss. ; Bijou, Woonsocket, R. 
[. ; Opera House, Barre, Vt. ; Palace, 
Clean, N. Y. and Linds, Freeport, 111. 

In conjunction with these bookings, 
A'ictor Halperin's organization and As- 
sociated Exhibitors are combining and 
preparing new advertising aids which 
will react in a way that will be bene- 
ficial to exhibitors and which will stim- 
ulate sales in the different sections. 




AU lower Manhattan was obscured by the smoke 
war experiment instigated by International News, 



screen which was laid by the Army Airplane as a 
who got exclusive pictures of the test at the time. 



Page 48 



Exhibitors Trade Review 



In the Tried and Proved Hall of Fame 

Here Is a Selected List of Pictures Chosen on Their Merits as the Kind of Theatre Attractions Which Answer 
the Public Demand. Not on the Say-So of Their Sponsors, but on the Unusual Box-Office Records They 
Have Established. This List Is Offered as the Most Reliable Criterion by Which to Select 
Dependable First Rate Attractions for Showing on Special Tried and Proved Nights 



Universal 

THE ABYSMAL BRUTE— Caveman Ro- 
mance. Reviewed March 8. BECAUSE it is 
a Jack London story told with a forcefulness 
and conviction that has carried it across to un- 
believable success on both first and second 
showings. 

THE FLAME OF LIFE— Mine Tragedy. 
Reviewed March 15. BECAUSE it is a 
thriller that really thrills and it has found 
many an audience on the edge of its seats 
and breathless when the final scene had been 
concluded. 

WHITE TIGER— Crook Melodrama. Re- 
viewed April 19. BECAUSE Priscilla Dean 
has been cast in a part she is fully capable 
of filling and has brought to the picture an 
interest and character which has made it ex- 
ceedingly popular and well liked. 

THE ACQUITTAL— Mystery Play. Re- 
viewed December 8. BECAUSE the court 
scenes are interesting and convincing and have 
elevated the picture to an enviable position 
from a box office point of view. 

THE FLIRT— Booked 6,665 times. Love 
and Society Picture. Reviewed February 9. 
BECAUSE it numbers among the most popu- 
lar pictures on the screen, and has a ready 
made audience waiting for a chance to see it. 

HUNTING BIG GAME IN AFRICA— 
Booked 4,621 times. Adventure Film. Re- 
viewed February 9. BECAUSE it is a true 
adventure picture and gives people an oppor- 
tunity of practically taking personally, a trip 
which they will never make. 

FOOLISH WIVES— Booked 5,800 times. 
Foreign Intrigue and Love. Reviewed Febru- 
ary 2. BECAUSE Erich Von Stroheim pro- 
duced and took the leading part in it and it 
handles a problem of universal interest. 

THE STORM— Booked 8,437 times. Tri- 
angle Melodrama. Reviewed February 2. BE- 
CAUSE it is one of the oustanding box office 
successes of all time and has broken book- 
ing records. 

BAVU— Released May 7, 1923. Booked 
3,928 times. Foreign Intrigue. Reviewed 
January 26. BECAUSE there is a vogue 
for Russian entertainment in this country and 
the story is a fascinating one. 

TRIFLING WITH HONOR— Released 
June 4, 1923. Booked 4,241 times. Baseball 
Romance. Reviewed January 26. BECAUSE 
baseball fans throughout the country will eat 
it up and it's a sure money-maker. 

A CHAPTER IN HER LIFE— Released 
September 17, 1923. Booked 2.410 times. 
Child Love. Reviewed January 26. BECAUSE 
the story is one that goes straight to the 
hearts of every home loving audience. 

MERRY-GO-ROUND — War Romance. 
Reviewed January 19. BECAUSE it is con- 
sidered one of the best pictures of 1923 and 
has a wonderful box office record. 

Paramount 

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. 

WHAT'S YOUR HURRY?— Reviewed 



March 15. Auto Comedy. BECAUSE there 
are great numbers of Wallace Reid admirers 
who want to see his pictures again and this 
one is no doubt one of his best. 

BACK HOME AND BROKE— Comedy 
Drama. Reviewed March L 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. 

THE GREAT IMPERSONATION— 
Mystery Drama. Reviewed February 23. 
BECAUSE its past record has shown it to be 
a record breaker in both large and small 
theatres and it is cleverly acted by two popu- 
lar stars — James Kirkwood and Ann Forest. 

BLUEBEARD'S EIGHTH \yiFE— Re- 
viewed February 16. Matrimonial Tangle. 
BECAUSE Gloria Swanson infuses the pic- 
ture with a subtle humor and a droll pathos 
that make of it an intensely interesting story. 

THE OLD HOMESTEAD— Reviewed 
March 22. Small Town Life. BECAUSE 
it is a James Cruze picture that has been 
phenomenally successful in large cities and 
small towns and it has still a strong appeal. 

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. 

TO HAVE AND TO HOLD— Reviewed 
March 22. Historical Romance. BECAUSE 
it is rife with excitement of the highest type 
and its story is of the substantial class which 
never goes out of style. 

THE LAW AND THE WOMAN— Re- 
viewed March 8. Murder Mystery. BE- 
CAUSE the highly dramatic scenes, espe- 
cially the court scene give Betty Compson 
a chance to appear to good advantage and to 
get across big with her audiences. 

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. 

MY AMERICAN WIFE— Released Feb- 
ruary 11, 1923. Sport Romance. Reviewed 
February 9. BECAUSE Gloria Swanson 
appears in it in a role that will thrill and 
satisfy her most ardent admirers. 

IS MATRIMONY A FAILURE— Re- 
leased April 23, 1922. Farce Comedy. Re- 
viewed February 2. BECAUSE it is a catchy 
light-hearted picture that sends audiences 
away pleased and happy. 

Selznick 

JUST A WIFE— Triangle Drama. Re- 
viewed December IS. 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. 

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 humaness and 
fire. 

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 LADY'S NAME— Love Comedy. Re- 
viewed March 15. BECAUSE this delightful 
comedy besides its own inherent merit has 
big exploitation ptossibilities, which exhibitors 
have used extensively and found real money 
makers. 

THE HEART OF WETONA— Indian 
Drama. Reviewed January 19. BECAUSE 
Norma Talmadge who stars in it is enough 
to fill any house and besides that Thomas 
Meighan is in the cast. 

LOVE IS AN A\VFUL 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. 

REPORTED MISSSING— 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. 

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 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. 

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. 

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. 

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. 

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. 



May 31, 1924 



Page 49 



Iried 

and 

proved 

Jewels 

always 

get the 

money ! 





MERRY GO ROUND 



The Year s Surprise Sensation, with Norman Kerry, Mary 
Pnilbin and George Hackathorne. Directed by Rupert Julian. 



DRIFTING 



A Stirring Melodrama of unusual adventure and thrilling action 
starring Priscilla Dean, with Wallace Beery and Matt Moore. 
Directed by Tod Browning. 



THUNDERING DAWN 



A Melodramatic Thriller with the greatest tidal wave and 
typhoon scenes ever filmed, with J. Warren Kerrigan, Anna Q. 
Nilsson and Tom Santschi. Directed by Harry Garson. 



THE ACQUITTAL 



The Year's Supreme Mystery Play with Norman Kerry, Claire 
Windsor, Richard Travers and Barbara Bedford. Directed by 
Clarence Brown. 



The DARLING of NEW YORK 



An entertaining combination of pathos, comedy and drama, with 
a great cast including Baby Peggy, Gladys Brockwell. Pat 
Hartigan, Carl Stockdale, Sheldon Lewis and Max Davidson. 
Directed by King Baggot. 



WHITE TIGER 



A Thrilling Drama of International Crookdom starring Priscilla 
Dean, supported by Wallace Beery, Matt Moore and Ray 
Griffith. Directed by Tod Browning. 



A LADY of QUALITY 



The Screen's Most Beautiful Love Story, starring Virginia 
Valli, with Milton Sills and an extraordinary cast. Directed 
by Hobart Henley. 



SPORTING YOUTH 



The Great American Speed Picture, starring Reginald Denny, 
supported by Laura La Plante and an extraordinary cast. Byron 
Morgan's dazzling story of the Younger Set, directed by 
Harry Pollard. 



FOOLS HIGHWAY 



Mary Philbin's second great starring vehicle and her greatest 
role. A story of the lights and loves of the great city — New 
York. The supporting cast includes Pat O'Malley, Kate Price, 
Charles Murray and others. 



THE STORM DAUGHTER 



Dynamic, tempestuous Priscilla Dean starring in this great 
sea story. The splendid supporting cast includes Tom Santschi, 
Bert Roach, J. Farrell MacDonald and others. Directed by 
Geo. Archainbaud. 



THE LAW FORBIDS 



A gripping domestic drama of the lights and loves of Broa(iway 
versus the strength of home ties with a powerful 
cast headed by Baby Peggy, Edward Earle, Gladys Hulette, 
Frank Currier, Joe Dowling and others. 




QO say exhibitors everywhere ! Up and down the 
whole country exhibitors know that Universal 
Jewels are based on popular appeal, that their stars, 
stories and casts are those that draw every variety 
of picture patron to the theatre showing them. 
Their experience is that they cannot go wrong on 
a "Tried and Proved" Jewel — that "Tried and 
Proved " Jewels always get the money ! 



UNIVERSAL 



JEWELS ^''Tr' 



CARL LAEMMLE 



Page 50 



Exhibitors Trade Review 



TRIED AND PROVED PICTURES 



'Thundering Dawn' 

Plantation Story Released by Universal 

BRIEF: A young man on the eve of his marriage 
leaves for Java in order to help his father retrieve 
his fortune. He falls into the hands of a tricky;, 
scheming planter and is almost ruined by a con- 
trindng woman when his fiancee arrives and succeeds 
in taking him back to the States. 

'y HE background of "Thundering Dawn" 

offers you many ideas of novel exploita- 
tion. Your lobby, which is most always the 
main attraction of a picture can be set up 
like a Java plantation with all of the at- 
mosphere of the tropical locale. This is al- 
ways interesting to the public. 

Interest arousers in the way of red arrows 
with the dates of the showing at your thea- 



Dust Off The Old 

S, R. O. Sign 
Before You Book 




Starring 
BETTY COMPSON 

You II Stand Them Up 
At Every Performance 
Just As The Others Did 

It's One of the Biggest 
Box Office Pictures 
of the Year — And A 

SELZNICK TRIED 
AND PROVED 



"The prints are in 
FINE CONDITION" 



tre can be used to great advantage. These 
can be used as posters' tacked everywhere. 
The name of the picture can ajDpear on the 
arrows but to arouse the curiosity of your 
patrons its elimination will have a good ef- 
fect. You can have printed on the arrows 
the following "Follow this arrow to the.... 
Theatre (date of showing)." 

A good catch for chance passersby is to 
have a boy made up in native costume strum- 
ming on a drum in front of the theatre. 

A good tie-up is with a jeweler who wants 
to display alarm clocks. He can have a 
window display of alarm clocks and set them 
so' as to have them go off two or three 
times during the evening and afternoon. 
With attractive posters you will furnish him 
it will draw a good crowd for both the 
jeweler and your picture. 

Stills and posters from the picture dis- 
played in your lobby and conspicuous places 
of your neighbor make excellent interest 
arousers so get busy and start your ex- 
ploitation with a bang. 

This picture is a real thriller and is 
jcrowded with many tense situations, heart 
throbs and great suspense, all of which you 
will find of tremendous assistance in exploit- 
ing the film. 

This Tried and Proved Picture will help 
swell your box receipts for the summer. 
Concentrate on proper exploitation in order 
to get all you possibly can out of it. 



Prodigal Daughters 



Flapper Story 



Released by Paranwunt 



BRAY WINNERS 

COL. HEEZA LIAR 
CARTOON COMEDIES 

BRAY MAGAZINES 

BRAY NATURE 
PICTURES 

PROVED AND TRIED 



KENTUCKY DERBY 

GOLDEN JUBILEE 
—IIS— 

INTERNATIONAL 
NEWS— NO. 43 

A score of cameramen photo- 
graphed this famous race — 
From the air — From the 
ground — Stirring scenes and 
thrilling finish. Entire race 
analyzed in remarkable slow 
motion pictures. 

AN 

INTERNATIONAL 
SPECIAL 

Released by Universal 



BRIEF: With the war bringing' riches to her 
father, Swiftie becomes a flapper and lives a life of 
unrestrained pleasure. She is loved by Roger Cor- 
bin, an aviator and Garside, a wealthy gambler. 
Her sister, Marjorie, takes up the same life and, 
when the father wants to -restrain them they pro- 
test and leave home. The girls go to Greenwich 
Village and lead the life of their choice. Their 
father upset and in great despair leaves his busi- 
ness in the hands of Corbin. In Garside's gambling 
den Swiftie loses all and plays for a canceHation 
of her debts against her marriage to Garside. Sht 
loses and must marry in sixty days. Garside Is 
killed in an auto by a new locomotive designed by 
Swiftie's father. Corbin goes after her in an aero- 
plane and rescues her and they are married. 







NE of the most talked of subjects of the 
day is the Flapper, and "Prodigal Daugh- 
ters" is a very appropos subject to show now. 
The flapper has been discussed in every form 
imaginable, through the newspapers, various 
periodicals and even by the different clubs. 
All sorts of people have discussed the flap- 
per and all are interested. 

One of your best bets for exploitation is 
through the newspaper as there are innumer- 
able stories you can get over that will be 
of intense interest to the public, particuarly 
the mothers of your girls. Some of the sub- 
jects that could be brought up are "How auc.-. 
the modern girl compare with the uemure 
old fashioned l.ass? i'he morals ot a tlap- 
per," "The college flapper." Ijie newspapers 
crave this kind of material and this will 
fill your hou:e to overflowing. 

You can get two young girls to dress up 
as the flapper and the old fashioned girl and 
stand in the lobby or even walk through the 
city. This will cause a great deal of 'com- 
ment and incidentally your picture will be the 
talk of the town If possible get a girl who 
resembles Gloria Swanson as the flapper. 

Tie-up with some drygoods store on a flap- 
per costume and get a good window display. 
Most any store can be tied-up on this as 
the flapper clothes for the young girls are 
very much in vogue and every young girl 
wants to be a flapper. 

A good street bally would be to fit up an 
automobile as an aeroplane and have an avi- 
ator and a flapper in it. You can tie-up some 
auto company for this as there is an auto- 
mobile in the picture. Or, if the automo- 
bile company doesn't want to have_ it's car 
fixed up as an aeroplane cover it with post- 
ers and fill it up with a bunch of flappers. 

One of your greatest pulling powers is the 
name of Gloria Swanson who is one of the 
best known and best liked screen stars today 
and the part of a flapper is ideal for her. 
"Prodigal Daughters" has enjoyed a tremen- 
dous run and a revival of it in any city will 
be welcome. 

Flapper stories are very popular now and 
a continuous demand for them has been felt 
on account of the problem of the young girl 
of today. Now is the time to cash in on 
this popularity. And "Prodigal Daughters" is 
the ideal picture to use for this purpose. 




For the 

DIVERSIFIED PROGRAM 

COMEDIES 
NOVELTIES 
OUTDOOR DRAMAS 
SHORT SUBJECT SPECIALS 



May 31, 1924 



Page 51 



Production Chart with Review Dates 

In This Department Is Delivered to You in Condensed Form the Data on All Current and Coming Productions. 
Features Available for Booking Are Arranged by Months. Future Releases Are Listed With Distributors' 
Names. Included, also, are the current short sub ject releases with the date of release and length. 



.7,500 

. . Thornby '. . . . . Principal . . . 6,000 
"idney Olcott . Goldwyn ... 9, 100 
. Not credited .Fox 5,000 



SEPTEMBER 

Feature Star Director Distributor Length 

Age of Desire All Star First Nat.'l 5,174 

Barefoot Boy All Star Kirland C. B. C 5,800 

Blinky Hoot Gibson ....Not credited .Universal ...6,000 

Bluebeard's Eighth Wife. Gloria Swanson . . S. Wood .. Paramount ..5,960 

Bright Lights of B'way.All Star Campbell ...Principal ...6,765 

Broadway Gold E. Hammerstein .. Dillon Truart 6,814 

Call of the Wild, The.. Buck Fred JacksonPathe 8,000 

Chapter, in Her Life, A. All Star Lois Wilson .Universal ...6,330 

Cheat, The Negri-Holt Fitzmaurice .Paramount ..7,413 

Clean Up, The H. Ravflinson ...Parke Universal ...5,000 

Covered Wagon, The ..Special Cast Jas. Cruze ..Paramount .10,000 

Daytime Wives Dereljrs Perdue! ..Not credited. F. B. O. ..6,051 

Drivin' Fool Wally Van Hodkinson ..5,779 

Eleventh Hour, The . . . .Mason-Jones Durning .... Fox 

Enemies of Women . . . . L. Barr5anore ...Crosland Goldwyn ..10,501 

Eternal Three, The Special Cast M. Neilan .. Goldwryn ...6,845 

Exiles, The Doug MacLean . Not credited Goldwyn . . 10,000 

Fair Cheat, The All Star King F. B. O. ..6,000 

Fighting Blade, The ...Rich. Barthlemess First Nat.'l 8,729 

French Doll, The Mae Murray R. Z. Leonard Metro 7,000 

Going Up Ingraham ... Asso. Exhib. 6,053 

Gold Diggers, The Hope Hampton ..Beaumont ...Warners .. 

Gold Madness Guy B. Post . 

Green Goddess, The .... Special Cast . . 
Gun Fighter. "The William Farnum 

Haldane of the Sec. Serv.Houdini Houdini F. B. O. ..5,000 

HeU's Hole Chas. Jones Not credited . 5,000 

Her Reputation Special Cast T. Wray First Nat'! .6,566 

H'unchback of Notre DameLon Chaney . . . . W. Worsley .Universal .12,000 

Lawful Larceny Gray-Naldi-Nagle Allan Dwan ..Paramount .5,503 

Lone Star Ranger Tom Mix Not credited .Fox 6,000 

Main Street Blue-Vidor Beaumont ...Warners ...8,000 

Marriage Maker, The . . Asrres-Holt Wm. deMille . Paramount .6,295 

Merry Go Round Philbin-Kerry . . . R. Julian Universal .10,000 

Mine to Keen Grand Asher .... 

Monna Vanna Lee Parry .Eichberg Fox 8,000 

Mothers-In-Law York-Clifford-Glass Gasnier Preferred ..6,725 

Potash-Perlmutter Bernard-Carr Badger First Nat'l 7,000 

Puritan Passions Glenn Hunter . . . Tuttle Hodkinson .6,600 

Red Lights Special Cast C. Badger ..Goldwyn ...6.841 

Roughed Lips Dana Metro 6,000 

Silent Partner, The ... Moore- Joy M.Tgne Paramount .5.000 

Spoilers, The Snecial Cast Gold -Cos. .8.028 

Strangers of Night Moore-Bennett Metro 7,800 

Three Ages B. Keaton Merro 6,000 

Three Wise Fools Eleanor Boardraan Gold.-Cos. ..6,946 

To The Last Man Special Cast Paramount ..6,000 

OCTOBER 

April Showers Harlan C. Moore. Tom Sorman Preferred ...6 

Ashes of Vengeance Norma Talmadge. Frank Lloyd .First Nat'l 10 

Bad Man, The Holbrook Blinn . . EMm Carew .First Nat'l .7 

Big Dan Charles Jones . . .Wm WeUmanFoK 5 

Cameo Kirby John Gilbert Jack Ford . . . Fox 6 

Country Kid Wesley Barry Warner 6, 

Dancer of the Nile, The. Special Cast Wm. P. EarleF. B. O. ..6, 

Day of Faith, The Special Cast Brownint^ Goldwyn ...6 

Desire Special Cast ..... Rowland U. SeeMetro 7 

Does It Pay? Hope Hampton ..Charles HoranFox 7 

Devil's Dooryard All Star Lewis^King ..Arrow 5 



Tod BrowningUniversal ... 7 
S. Franklin ..First Nat'l .7 

Edw. Sloman . Metro 7 

Reg. Barker . Metro 

E. Mortimer . Fox 6 

Frank Crane . Asso. Ex. . . 6 

Harry MillardPox 6 

Campbell .... Fox 5 



I Geo. Marshall Universal 
Van Dyke . . . Asso. Ex. 

Horan pox 

David Smith .yitagraph 



Drifting PrisciUa Dean 

Dulcy C. Talmadge 

Eagle's Feather, The . . Special Cast . 
Eternal Struggle, The . . Special Cast . 

Exiles. The John Gilbert 

Foolish Parents Special Cast . 

Governor's Lady, The . . Special Cast . 
Grail, The Dustin Farnum _ 

In the Palace of the KingB. Sweet ■ Gold.-Cos. . .7 

Lights Out Ruth Stonehouse. Fanpe" ■ • ■ F. B. O. ..6 

Lone Fighter. The J. B. Warner . . Not credited Sunset 5, 

Love Trap, The •.„■ '^""'^ Asher . 

Marriage Maker All Star wm. D MeiUeparamount 

Meanest Man in World .Special Cast F'"?' Natl 

Men in the Raw Tack Hoxie . . . 

Miracle Makers . Soecial Cast . . . 

No Mother to Guide Her . Genevieve Tobin 

Pioneer Trails Special Cast .... . - - = . 

Ponjola Special Cast Donald Cnst . First Nat'l 

Prince of a King. A . .Dinkv Albert Austin Selznick .. 

Printer's Devil. The ...Wesley Barry ..Wm. Baudine Warners ... 

'uritan Passions Soecial Cast .... Frank Tuttle -Hodkinson . 

Ramblin' Kid. The Hoot Gibson E. Sedgewick Universal . . 

Rendezvous, The Conrad Nagel . . Gold -Cos. 

Rosita Pickf ord Lubitsch United Art. 

Ruggles of Red Gap . . All Star Jas. Cruze . Paramount 

Shattered Faith Snecial Cast J. J. Ormont Independent 

Six Days Griffith Brabin Goldwyn-Cos.8, 

Six-Fiftv The Welsh-Adoree ... Nat Ross ....Universal . 5, 

Slave of Desire Special Cast G. V. Baker . Goldwjm ...7 

Social Code .'Dana Metro 

Steadfast Heart. The ... Snecial Cast .... Sheridan Hal'Goldwyn . . 7,000 

Stinp of the Scorpion Edmund Cobb .. Rich. Hatton Arrow 5,000 

rhundergate .. SneHal Cast T De Grasse .First Nat'l .7,000 

Times Have Changed ..AH Star Fleming Paramount .6,000 

Untameable All Star Blache Sunset .... 5,000 

Way of Transffressor ..All Star Craft Independent 5,000 

What Love Will Do Cenneth McDonald Not Credited Indep 5,000 

Where Is West Hoxie Marshall Universal .. 5,000 



,000 
,000 
,000 
,934 
,931 
200 
000 
000 
,000 
,000 
000 
000 
OOO 
,000 
,000 
.000 
OOO 
,000 
,000 
453 
590 
000 

,295 
000 
000 
000 
000 
000 
000 
.000 
,000 
000 
000 
415 
800 
590 
000 
000 
000 
.000 



NOVEMBER 

Feature Star Distributor Length Reviewed 

April Showers Harlan-Moore . . . Pref . Pic. ..6350 Nov. 

Bag and Baggage All Star Selznick ...6,338 

Blow Your Own Horn .Lewis-Perdue F. B. O. ..6,000 Nov. 

Bright Lights of B' way .All Star Prin. Pic... 6700 Nov. 

Cameo Kirby Special Cast Fox 6931 Oct. 

Crooked Alley Special Cast Universal ..4,900 Nov. 

Cyclone Jones Williams Aywon 5,000 Oct. 

Dangerous Maid, The ..C. Talmadge First Nat'l .7,337 Dec. 

Eternal Flame ' Bosworth-WindsorGoldwyn 6,000 Sept. 30 

Flaming Waters Eddie Hearn F. B. O. . 



Forgive and Forget Pauline Garon ...Apollo 5,877 

Harbor Lights Tom Moore Asso. Exhib. 5,200 

Held To Answer Special Cast Metro 6,000 

His Children's Children ,.AU Star Paramount ..8,338 

Huntress C. Moore First Nat'l 7,000 

Jealous Husbands Special Cast First Nat.'l .8.000 

Kentucky Dajrs Dustin Farnum ..Fox 6,000 



1, . . 




1 






24 






10 






17 






27 




Dec. 


15 



Leavenworth 'Case Special Cast Vitagraph 

Light That Failed AU Star Paramount 

Little Old New York ..Marion Davies ..Goldwyn . 
Long Live the King ...Jackie Coogan ...Metro ... 
Million to Burn, A ... Herbert RawlinsonUniversal . . 

Monna Vanna All Star Fox ... 

On Banks of Wabash ..Special Cast Vitagraph .. 

Other Men's Daughters Grand Asher . . . 

Our Hospitality Keaton Metro 6,220 

Pleasure Mad Special Cast Metro ..... 7,547 

Scars «rf Hate Jack Livingston .Independent S.OOO 



24 



.6,000 Nov. 

.7,013 Dec. IS 

9,000 Aug. 11 

.]9,364 

5,000 .Nov. 10 

.8,648" Oct. 6 

• 7,000 . . .'. .Nov. 10 



.Dec. 1 
.Nov. 24 



Shattered Reputations . .Johnny Walker . . Lee-Brad 

Shifting Sands Special Cast Hodkmson 

Spanish Dancer Pola Negri Paramount 

Stephen Steps Out D. Fairbanks, Jr. . Paramount 

Thundering Dawn Kerrigan-Nilsson .Universal 

Thy Name Is Woman. . Special Cast Metro .. „ , 

Tipped Off Special Cast P' goers Pic. 4,284 

Unseeing Eyes Barrymore-Owen .Goldwyn ...8,500 Nov. lu 

Wanters, The Special Cart ... .First Nat'l . .6,000 Jan. 12 

DECEMBER 



.4,800 Nov. 10 

.6,000 Nov. 3 

.8,434 Oct. 20 

.5,652 Dec. 8 

7,000 

.9,087 . . 



.7,631 Dec tS 

.6,523 Nov. 3 



.6,338 

.4,800 

.7,080 Jan. 

, . .Dec. 



Anna Christie Blanche Sweet . First Nat. 

Acquittal All Star Universal . 

Around the World in 

Speejacks Special Cast Paramount 

Beaten Jack Livingston . Ind. Pict. 

Big Brother Thomas Meighan . Paramount 

Big Dan Jones-Nixon Fox 5,934 

Rif, ....Red Seal ...5.000 

ciun^'v ■ Kid.' : : : : : . . .Barry Warners . .5,686 Nov 17 

Call of Canyon Dix-Wilson Paramount ..6993 Jan. 5 

Chastity ... K. MacDonald ..First Nafl 6,000 

Cupfd's Fireman Charles Jones ... Fox ... . 4,200 Jai^ 2 

Dancer of Nile C. Myers F. B. O. ..5,787 Dec 15 

Darling of N. Y Baby Peggy ....Umv. 6,239 Nov. 10 

David Copperfield All Star As^o. Ex. ..6,282 Nov. 24 

Defyi.i? DeSiny AU Star feWk . .5,663 Nov. 24 

Devil's Partner Norman Shearer .Inde. Pict. .4,900. 

Don't Call It Love ....Special Cast ....Paramount .6,457 Ja^^ l» 

Eternal City LaMarr-BarrymoreFirst Nat. ..7,800 Nov. 24 

Extra Girt Normand Asso. Ex. . .5,700. -Nov. lo 

Eyes of the Forest Tom Mix Fox nll'S; 

Fashion Row Murray ^"J? -A" ' ' 'HSS Se? Is 

Fashionable Fakers All Star F. B. O ..4,869 Dec 15 

Fighting Blade Barthelmess First Nat. ..8,000 Nov. 17 

Flfminl Passions Irene Rich Warner .7,500 Dec. 29 

Gold Madness Pnst Pnn. Pic. ..6.068 nuv. 

Her Temnorary HusbandViola Dana First Nat.'l 6.700 

In Search of a Thrill... AU Star Metro . .5,500, 

Lady of QuaUt* Valli-SiUs Umversal ..8,000 

Let's Go ..." R. Talmadge . . . . Tniart 6,000 

Lone Fighter J. B Warner ...Sunset •••••S.OOO 

Loyal Lives Special Cast ... .Vitagraph .. .6,000 ■••• 

Lucretia Lombard Irene Rich Warner ... .7,500 Dec. 

Mail Man All Star F. B. O. ..6,800 Dec. 

Man From Brodneys ...Snecial Cast ....Vitagraph ••7,100 Dec. 

Man Life Passed By. AU Star Metro 6,208 Jm- 

Mask of Lopez •.•••• Monogram ..5,000 Det. 

Masters of Men Special Cast ....Vitagraph •••6,900 •■•• 

Maytime Ford-Shannon ...Preferred ...7,500 Dec. 

Modern Matrimony ... .Moore- Lake Select ......4,960 Nov. 

Near Lady All Star Universal ..4,812 Dec. 

...Special Cast Fox 6,135 .Jan. 

...Special Cast Vitagraph ..6,900 Dec. 

...Special Cast Hodkinson .6,147 

. . . Nilsson First Nat. .. 6,500 Dec. 

,.. Wesley Barry ...Warner 5,000 Feb. 

Pure Grit '. Roy Stewart Universal ..4,571 Jan. 

Red Warning J. Hoxie Universal ..4,795 Dec. 

Reno All Star Goldwyn ...6,600 Dec. 

Richard the Lion HeartedBeerv Asso. Auth. 8,000 Nov. 

Satin Girl, The All Star Grand Asher li ' Vn 

Second Hand Love Tones Fox 6.000 Nov. 10 

Tiger Rose Lenore Ulrich ...Warner 7,400 Dea 15 

Shattered Faith Soecial Cast Ind. Pict. ..5,000 

Six Cylinder Love Truex Fox 7,000 Jan. 12 

Temple of Venus All Star Fox 8,000 Nov. 24 

This Freedom All Star . Pox 7,000 Dec. 22 

Thundergate O. Moore First Nat'l ..6.665 Dec. 29 

To The Ladies Special Cast Paramount ..6.268 Dec 8 



..Dec 29 
..Nov. 17 



Net, The 

"Ninety and Nine . . 
Old, Fool, The .. 

Poniola 

Printer 'r Devil, The 



Page 52 



Exhibitors Trade Review 



Current Production Chart 



JANUARY 



.Fox 

. Paramount 

. Fox 

. Selznick . . . 



Feature Star Distributor 

After the Ball Glass-Cooper .... Anderson . 

Age of Desire Select Cast First Nat'l 

Black Oxen C. Griffith First Nat'l . 

Boy of Mine Alexander First Nat'l . 

Breaking Into Society . . Special Cast F. B. O. . 

Broadway Broke ... All Star Selznick . . . 

Condemned 

Conductor 1492 Johnny Hines ...Warner ... 

Courtship Myles Standish Chas. Ray Asso. Exhib. 

Danger Ahead Richard TalmadgeGoldstone . 

Eterna City, The La Marr-Lytell .First Nat. 'I 

Fool's Awakening Ford-Bennett . . . Metro . . . . 

Exiles Bouton-Gilbert 

Fiaming Barrriers Logan-Moreno 

Gentle Julia Bessie Love . 

Good Men and Bad Mann Sais 

Oovernor's Lady Jane Grey Fox 

Grit Olenn Hunter . . . Hodkinson . 

Half "a Dollar Bill Nilsson Metro 

Heart Bandit Viola Dana Metro 

Heritage of the Desert . . Bebe Daniels Paramount 

His Mystery Girl .. Rawlinson Universal 

Hoodman Blind Gladys Hulette..Fox 

Hook and li^dder .. H. Gibson Universal .. 

Humming Bird Gloria Swanson .Paramount . 

In the Spiders Web Special Cast Ind Pict. 

Judgment cf Storm Special Cast F. B. O. . 

Just Off Broadway . . John Gilbert . . Fox 

Lady of Monsoreau . AH Star Klein 

Let Not Man Put 

Asunder Tellegen-Fred'ci. .Vitagraph . . 

Love Pirate All Star F. B. O. . 

Love Bandit Doris Kenyon . . . Vitagraph . 

Loving Lies Brent-Blue Asso. Auth. 

LuUaby Jane Novak . . . . F. B. O. . 

Marriage Market ... All Star C. B. C. . . 

Man from Wyoming. J. Hoxie Universal .. 

Mask of Lopez Fred Thomson . . . F. B. O. . 

Mine to Keep Washburn Grand-Asher 

Monkey's Paw Special Cast Selznick . . . 

Name the Man Special Cast ....Gold-Cos. .. 

No More Women Bellamy-Moore ..Asso. Auth. 

Not a Drum Was HeardCharles Jones ...Fox 

Old Fool All Star Hodkinson 

Other Men's Daughters .Wa<;hburn Gr -Asher 

Painted People Colleen Moore ...First Nat.'l 

Phantom Justice Soecial Cast . . . . F. B. O. . 

Prince of a King Dinky Dean Selznick . . . 

Satin Girl All Star Grand-Asher 

Shadow of the East Mayo-Harris ....Fox 

Shepherd King All Star Fox 

Norma Talmadge.lst NatL .. 

Shirley Mason . . Fox 

Mary Alden .Distinctive . 

Special Cast . . Fox 

The Wildcat Robert Gordon . Inde. Pic. . 

Three Days to Live . . . Ora Carew Gerson . . . . 

Three Miles Out Madge Kennedy . Kenma .... 

Three Weeks "-ia' Cast ....Golcwyn ... 

Thrill Chaser Hoot Gibson .... Universal . 

Through the Dark Colleen Moore . . joldwyn ... 

Toilers of the Sea Special Cast Selznick . . . 

Treasure Canyon J. B Warner ...Sunset .... 

Trouble Trail Gerber-Hatton . . Arrow 

Westbound J. B Warner . . . Sunset .... 

West of Water Tower . . All star Paramount 

What Three Men Wanted Miss DuPont Inde. Pic. , 

What Love Will Do . . Ken. McDonald . Sunset . . . 

When Odds are Even . Russell Fox 

Whispered Name . . . All Star Universal 

Wife in Name Only . . . Soecial Cast Selznick . . 

Woman to Woman Betty Compson . Selznick . . 

You Can't Get Away 
With It Marmont Fox 



Length 
.7,000. . 
.5,174 . 
.6,000 . . 
.6,000 .. 
.4,112 . . 
.6,000. . 



Reviewed 
...Jan. 5 



.Jan. 19 

.Jan. 5 

.Jan. 26 

.Dec. 8 



Song of Love 

South Sea Love 

Steadfast Heart . 
The Arizona Express 



.6,500 . 

9,000 
,5,000 

8,000 , 
.5,763 . 
6,100 . 
.5,770 . 

5,731. 
,3,926 . 
.7,669 
.5.800 
,5,700 

5,000. 

5,741 . 

4,487. 

5,434.. 

.6000 

,7,490.. 

5,120 . 

6,329. 

5,544 . 

5,500 . 

8,000 . 
.4750 . 

,5,800 
6,526. 
4,750. . 
6,297. . 
.4.719 . 
,5,000. . 
5,317 . 
5,194. 
.7,771 . 
,6,181 . 
4,823 . 
6,147. 
, .■! O'fi . 
6.000. . 
6.238 . 
.6,000 
5,691 . 
.5.874 . 
8,000. 
.8,000 . 
,4,168. 
7,012. . 
8,000 . 
,5,000 



.Feb. 2 
.Jan. 12 
.Jan. 12 



..Jan. 19 

Feb. 9 

..Jan. 19 

.Jan. 26 

. .Jan. 12 

..Jan. 12 



Jan. 19 
.Feb. 2 
. . Jan. 5 
.Jan- 26 
.Jan. 12 
.Jan. 26 



..Jan. 19 
. .Feb. 2 
.Dec. 29 



.Dec. 8 
. .Jan. 12 
. . Tan. 19 
. ..Tan. 26 
..Jan. 26 
. . Feb. 2 



.Dec. 29 
..Jan. 19 
.Jan. 26 
..Feb. 2 
. Feb. 9 
. . . Tan. 5 
. . Feb. 2 



..Feb. 2 
. .Jan. 12 
.Dec. 8 
.Feb. 16 
.Dec. 29 

• Jan. 26 
. . . Jan. 5 
. .Jan. 25 



5,700 

8,000. 

5.196 . 

7,999. 

5,128. 

5,000 



.Jan. 12 



.Dec 8 
..Jan. 19 
. .Jan. 19 



.5,000 . 
.6,500. 
.5,000 
.5,000 . 
.4,284 . 
.5,000 . 
.4.8(8 . 
.6,994 . 



.Jan. 19 



.Dec. 8 

.Jan. 26 

. Jan. 26 

. Jan. 26 



6,052 Dec 15 



FEBRUARY 



Alimony Darmond-Baxter 

Average Women Garon-Powell . . . 

Baffled Franklyn Farnum 

Blizzard, The Foreign Cast . . 

Breathless Moment ....Wm. Desmond . 

Cause For Divorce . Brunette-Butler . 

Chastity Kath. M'Donald 

Covered Trail J. B Warner .. 

Daddies Mae Marsh . . . 

Eyes of the Forest . . . .Tom Mix 

Flaming Barriers Logan-Moreno .. 

Floodgates Lowell-Russell . 

Flowing Gold Anna Q. Nilsson 

Gambling Wives Marjorie Daw . . . 

Geo. Washington Jr Wesley Barry . . 

Great White Way .... Anita Stewart . . 

Happiness Laurette Taylor 

Hill Blly Jack PicHord .. 

Hoosier Schoolmaster . . Special Cast . . . 

Innocence Anna Q. Nilsson 

Jack O' Clubs Rawlinson 

Lily of the Alley Edwards- White . 

Love Letters Shirley Mason . 

Love Master Strongheart .... 

Leave It to Jerry Billie Rhodes . . 

Ladies to Board Tom Mix 

Marry in Haste Wm. Fairbanks . 

Marriage Circle Marie Prevost . . 

My Man Famum-Miller .. 

Nellie.Beautiful Model ..AH Star 

Next Corner Special Cast . . . 

Night Hawk, The Harry Carey . . . 

Nort of Hudson Bay . . Tom Mix 

Painted Peoole Colleen Moore . 

Pied Piper Malone .... Thos. Meighan 

Poisoned Paradise Harlan-Bow . . . 

Restless Wives All Star 



. F. B. O. ..6,917 Feb. 9 

.C. C. Burr .6.021 Feb. 23 

.Inde. Pic. ..5,000 

.Fox 5,890 March 8 

.Universal ..5,556 Feb. 16 

.Selznick 7,132 Mar. 1 

.First Nat'l .6,008 Feb. 16 

. Sunset 5,000 

.Warner 6,500 Feb. 23 

• Fox 4,408 Feb. 23 

.Paramount ..5,770 Feb. 9 

. Lowell 6,435 March 8 

.First Nat'l .8,005 March 8 

.Arrow 6,438 March 8 

.Warner 6,100 Feb. 23 

. Gold.-Cos. .10,000 

.Metro 7,700 March 8 

.Allied Prod. 5,734 March 8 

Hodkinson 

.5,920 Feb. 9 

.4,717 Feb. 16 



. C. B. C. 
. Universal 
, Hepworth 

.Fox 4,749 March 8 

.First Nat'l .6,799 Feb. 2 

. Grand Asher 5,748 

.Fox 6,112 \.Feh. 23 

. Goldstone ..5,000 Feb. 23 

.Warner 8,300 Fe(b. 16 

.Vitagraph ..6,800 Feb. 23 

.Gold.-Cos. ..6,098 Mar. 22 

.Paramount .6,985 Feb. 23 

. Hodkinson . . 5,000 

.Fox 4,973.. Mar. 1 

.First Nafl .6,897 Feb. 9 

.Paramount .7,264 Feb. 9 

. Preferred . . . 6,800 Mar. 15 

. . Burr 6,317 Mai . 



.4,850 Mar. 1 

10,000 Oct. 13 

.6,673 

.6,440 Mar. 1 

.Sunset 5,000 

.Paramount .6,515 Feb. 16 

.Universal ..6,712 Feb. 16 

Burr 6,293 Mar. 1 



, .Paramount 



PJH. TT^/v T „ Distributor Length Reviewed 

Kide For Your Life ...Hoot Gibson ...Universal ..5,310 March 8 

Roulette . All Star Selznick . 

Scaramouche AU Star Metro .. 

Second Youth Special Cast .... Gold.-Cos. 

Shadovtrs of Pans Pola Negri . . . 

Slow as Lightning Ken. McDonald 

Stranger Special Cast .. 

Sporting Youth Denny-LaPlante 

Three O'clock in Morn. . Binney-Breese _ _ 

Thy Name is Woman ..All Star Metro' I.'.' ."9,'087.V.V.VM^c'h 8 

Love-Moore First Nat.'l 6,000- 

Under the Red Robe .... Special Cast . . . Goldwyn ... 8,000 Dec 1 

w .•••J ---^'""'' Pathe 8.816 Mar. 1 

Week End Husbands . . Speaal Cast Equity 6,450... Mar 1 

Western Feuds Edmund Cobb ..Arrow 5,000.. 

ijil^-" A Man's A Man .. Bowers- La Motte. First Nafl ..6,910. Feb 16 

White Panther Rex Baker Goldstone ...sioOO M^'. 1 

Wnite Sm Special Cast . . . . F. B. O. ..6.237. 

White Sister Lillian Gish ... Metra 12,000 

Y«lrH""^*«r; Mayo-ValU Goldwyn . . . 6,837 Feb. 16 

J.V^^f^^ y^^' i"^'"', C. B. C. ..5,847 Feb. 9 

Ifankee Consul Douglas MacLean. Asso. Exhib. 6,148 Feb. 23 

MARCH 

Arizona Express Special Cast Fox Mar. 23 

Beware The Woman Derelys Perdue . F. B. O 

Blasted Hopes Edmund Cobb ..Arrow 



. March 8 



By Divine Right Dexter-Harris . . . F. B. O 

Crossed Trails Franklyn Famumlnd. Pict. 



Nov. If 



. .F. B. O. 

.Selznick . 
, . Principal 
, . Columbia 
. . Metro . . 

.Truart 6,529 



.7,541. 

.4,500 

.6,154... 

. 7,280 

.6,000 

.5,421 Mar. IS 



.Mar. 22 



.Mar.. 29 



Damaged Hearts Mary Can- 
Daughters of Today P. Ruth Miller 

Daring Youths Eebe Daniels , 

Discontented Husbands . . Jas. Kirkwood 
Don't Doubt Y'r HusbandViola Dana 

Drums of Jeopardy E. Hammerstein 

Enchanted Cottage, The Rich. Barthlemess First Nat'l 

Fair Week Walter Hiers Paramount .4,636. 

Fighting Coward Ernest Torrence Paramount 

Fine and Dandy Tom Mix Fox 

Fools Highway Philbin-O'Malley . Universal ..7,431. 

Flapper Wives May Allison Selznick 

Flattery Bowers-LaMotte . C. B. C. . . 

Galloping Ace Jack Hoxie Universal . 

Galloping Gallagher Fred Thomson . . F. B. O. . 

Galloping Fish 3. ChapUn-FazendaFirst Nat'l , 

Gold Fish e. Talmadge First Nat'l 

Great White Way Anita Stewart . . . Cosmo Mar. 9 

His Darker Self Lloyd Hamilton .Hodkinson ..5,000. Apr. .5 

Icebound Dix-Wilson Paramount .6,471. 



, .4,560 April 12 

,.4,819 April 5 

. .6,000 Apr. .5 



.Universal ..6,203 Mar. 15 

. First Nat'l Apr. .5 

. Asso. Exhib 

.App'd Pict. 6,028 Mar. .29 

..Fox 5,041 Mar. 16 



Law Forbids Baby Peggy 

Lilies of The Field Griffith-Tearle 

Lone Wolf Dalton-Holt . 

Love's Whirlpool Kirkwood-Lee 

Man's Mate John Gilbert 

Mrs. Erricker's ReputatiA. Taylor Hepworth . . .' Apr. .5 

Nellie, the Beautiful 

Cloak Model Claire Windsor ..Goldwyn Mar. 2 

Night Message All Star Universal ...4,590 April 5 

North of Nevada Fred Thomson . . . F. B. O. ..4,929 

On Time R. Talmadge ...Truart 6,030 

Pagan Passions Standing-Theby . Selznick ... 

Pal O' Mine Irene Rich C B. C 

Phantom Horseman ....Jack Hoxie Universal .4,319'9 Apr. .5 

Plunderer, The F. Mayo Fox 5,812 Mar. 30 

Sage Brush Gospel ....Gerber-Hatton ...Arrow 5,000, 

Sheriff of Tombstone . . Fred Thomson . . F. B. O 

Sherlock Junior Buster Keaton . . Metro 

Shooting of Dan McGrewLaMarr-Marmont. Metro 6,318 April 19 

Singer Jim McKee Wm._ S. Hart Paramount .6,433 Apr.. 5 

Society Scandal Gloria Swanson . . Paramount 

Speak No Evil Alma Taylor Hepworth Mar. 22 

Stolen Secrets Rawlinson Universal 

Three Weeks Aileen Pringle . . Goldwyn Mar. 23 

Torment Special Cast First Nat'l Mar. .29 

Try and Get It Washbum-Dove .Hodkinson ..5,770 April 19 

Two Fisted Tenderfoot . Franklyn Farnumind Pict. .4,800. 

Vagabond Trail Charles Jones ..Fox 4,302 Mar. 9 

What 3 Men Wanted ... Miss DuPont ...Inde. Pic. .5,200 

Why Get Married . . . .Andree Lafayette .Asso. Exhib. 5,091 April 12 

Why Men Leave Home . AU Star First Nat'l 8,000 

Wolf Man John Gilbert Fox 5,145 Feb. 17 

Woman and Her Man . Renee Adoree . . Metro 

Woman's Secret Mae Marsh Allied P., D. 9,787 Mar. .29 

Women Who Give Soecial Cast ....Metro 

Woman Who Sinned .. Wallace- Rich Fox 6.500 

Yankee Madness Larkin-B. Dov* .F. B. 4,680 April 12 

Yolando Marion Davies . . Gold.-Cos 



. Metro 

. Warner April 12 

. Principal 

.Metro 7,018 .Apr. .5 

. Warner 

. Warner 

. Paramount 

Principal . . . 6,000 



APRIL 

Arab, The Terry-Novarro 

Beau Brummel John Barrymore 

Beggars on Horseback . . Prevost-Blue . . 

Boy of Flanders Jackie Coogan 

B 'way After Dark Special Cast .. 

Babbitt Special Cast . . , 

Confidence Man Thomas Meighan 

Captain January Baby Peggy . . 

Crossed Trails Franklin Farnum . Inde. Pic. 

Dawn of A Tomorrow ..Jacqueline Logan .Paramount .6,010 Apr. .5 

Dancing Cheat Rawlinson-Lake . Universal 

Excitement Laura La Plante .Univesal 4,913 April 19 

Giri Shy Harold Lloyd ..Pathe 7,600 April 12 

Girl of the Limberlost . . Gloria Grey . . . . F. B. O 

His Forgotten Wife Madge Bellamy . . F. B. O. ..6,500 April 19 

King of Wild Horses ..Special Cast Pathe 4,611 April S 

Listen Lester Paz.-Novak-Myers Principal ...6,000 

Marriage Cheat Mait,-Joy-Menjou . First Nat'l 

Masked Dancer Chadwick-Lowell . Sher.-Principal 

Miami Betty Compson ..Hodkinson .5,000 

Mile. Midnight Murray-Blue . . .Metro 

Lord's Referee Charles Jones . . . Fox 5,000 

Peter The Great Emil Jannings . . Paramount 



May 31, 1924 



Page 53 



Current Production Chart 



Rpes of Pan Alma Tavlor ... 

Recoil Betty Bl/the ... 

Right of the Strongest .E. K. Lincoln .. 

Second Youth Special Cast . . . 

Silent Stranger Fred Thomson . . 

Son of the Sahara . . . . AU Star 

Souvenir Ayres-Marmont 

Triumph Joy-La Rocque . 

Those Who Dance Special Cast . . . 

Traf&c in Hearts (Not mentioned) 

True As Steel Aileen Pringle . 

Wandering Husbands . . Lee-Kirkwood . . 
Woman on the Jury .... Special Cast . . . 
$20 a Week George Arliss . . . 

MAY 

Amazing Guest AU Star Hepworth ... 

Breaking Point Nita Naldi Paramount . . . 

BluS Ayres-Moreno . . Paramount . . . 

B'way After Dark Special Cast ....Warner , 

Cytherea Stone- Rubens .... Universal . . . 

Clay of C'lina Rawlinson Ind. Pic . . . . 

Desperate Advenure .... Franklyn FarnumFirst National 

For Sale Corrine Griffith ..Hodkinson ... 

Hold Your Breath Special Cast .... Hodkinson 

How to Educate a Wife . Special Cast .... Warner . 
Lightning Rider, The . . Harry Carey . 
John Forrest Finds H's'lf Edwards- White 
Lightening Rider, The .Harry Carey . 

Lone Chance, The John Gilbert . 

Moral Sinners Dorothy Dalton 



. Hepworth 

.J. Parker Read April 27 

. Selznick 6.240 

.Gold.-Cos. ..6,169 April 19 

.F. B. O 

. First Nat'l 

. Asso. Exhib 

. Paramount 

. First Nat'l 

.a B. C 

.Goldwyn April 20 

.Hodkinson .5,000. 

. First Nat'l 

.Selznick . . .5,990 



6.O00 



Hodkinson .5,000 

Hepworth 

Hodkinson 

. Fox 

Paramount ..5,437 April 19 



Men Pola Negri Paramount 



Selznick 

Metro 

First Nat.'l 

Gold.-Cos April 19 

Selznick . . .6,240 



Missing Daughters Special Cast 

One Night in Rome .... Laurette Taylor 
Perfect Flapper, The . . . CoUeen Moore . 
Rejected Woman, The . Rubens-Nagel . 
Right of the Strongest . E. K. Lincoln 

fliders Up Universal ..5,000 

Robinson Crusoe, Jr. . . . Jackie Coogan . . . Metro 

Storm Daughter, The ..Special Cast Universal ..5,303 April 19 

Trouble Shooter, The ..Tom Mix Fox 

Untamed Youth F. B. O 

What Shall I Do? Dorothy Mackaill Hodkinson 

Virtuous Liars M. Costello Vitagraph ...5,800 April 19 

What Shall I Do? .... Dorothy Mackaill .Hodkinson ..500-0 

White Moth LaMarr-Teatle . . . First Nat'l 

White Shadows Betty Compson . Selznick 

Woman Who Sinned F. B. O 



JUNE 



. Hodkinson 



Another Scandal Lois Wilson 

Babbit Special Cast 

Back Trail. The Jack Hoxie Universal 

Bedroom Window, The . All Star Fam. Players 

Calibre Forty-Five Franklyn Farnumlnde. Pict -.ial Cast 

Code of the Sea All Star Fam. Players 6,038 

Fools in the Dark George O'Hara . . F. B. O 

For Sale All Star First Nat.'l 

Guilty One, The Ayres Fam Players 5,365 

Her Own Free Will . . . .Helene Chadwick .Hodkinson 

Helen's Babies Baby Peggy .... Principal 

Husbands and Lovers ..Florence Vidor ..First Nat'l 

Mist in the Valley Ames-Dennes . . . Hepworth 

Montmartre Poll Negri Fam. Players 6,715 

Never Say Die Douglas McLean .Asso. Exhib 

Not One to Spare Hodkinson .4,500 

Passionate Adventurer . Alice Joyce Selznick 

Ragged Messenger First Nat'l 

Ridgewav Montana .... Jack Hoxie Universal 

Self Made Failure, The.. Ben Alexander .First Nat.'l 

Sundown All Star First Nat'l 

Tigrer Lover Taylor-Moreno ...Fam. Players 5,328 

Tiger Thomoson Harry Carey . 

Those Whs Dance Special Cast . . 

Traffic in Hearts John Bowers 

Which Shall It Be? Ethel Wales . . 



First National 

. C. B. C 

.Hodkinson April 19 



Short Subject Releases 



Title 

An Ideal Farm 

April Fool 

A Trip to the Pole 

Bie Moments from Little Pic, 

Birds of Passage 

Black Oxfords 

Bottle Babies 

Brothers Under the Chin . . . . 

Commencement Day 

Dirty Little Half-Breed 

Don't Forget 

Flickering Youth 

Fields of Glory 

Fishin' Fever 

Friend Husband 

Gateway to the West 

Get Busy 

Hard Knocks 

High Brow Stu£F 

Hit The High Spots 

Homeless Pups 

Hunters Bold 

If Noah Lived Today 

King of WUd Horses 

Love's Detour 

Near Dublin 

North of Fifty-Fifty 

One At a Time 



PATHE 

Series 

Aesop Fable 2 

Roach 2, 

Aesop Fable 1 

WiU Rogers 2 

3 



Release Date 

50O April 27 

000 April 20 

500 May 18 

,000 Mar. 30 

000 



Mack Sennett 2,000. 

Spat Family 2,000. 

Stan Laurel 2,000. 

Our Gang 2,000. 

Frontier Series 2,000. 

Charles Chase 1,000. 

Mack Sennett 2,000. 

"SportUghtf' 1,000. 

Sportlinght 1,000. 

PoUardi 2,000. 

Chronicles 3,000. 

Roach 1,000. 

Charles Chase 1,000. 

Will Rogers 2 

Spat Family 2 

Aesop Fables 2 

Spat Family 2 

Terry Cartoon 1 

Murphy-B arry 5 

Charles Chase 2 

RoaiOh 2 

Dippy Do Dad 1 

Roach 1 



.May 18 

.May 18 

.April 13 

. May 4 

.Mar. 30 

.Mar. 23 

.April 27 

.Mar. 23 

.May 18 

. April 5 

.April 20 

.April 27 
.April 



.000 April 27 

,000 April 20 

,500 May 4 

,000 Mar. 23 

,000 April 13 

,000 April 13 

000 Mar. 23 

000 May 11 

000 May 11 



,000. 



.April 20 



Short Subject Releases 



Our Little Nell "Dippy Doo Dad" 1,000 April 13 

Out of the Storm Leatherstocking 2,000 May 11 

Paleface Law Leatherstocking 2,000 April 13 

Publicity's Pays Roach 1,000 May 4 

Ransom Leatherstocking 2,000 April 20 

Rivenoak's Revenge Leatherstocking 2,000 May 4 

Running Wild 1,000 April 5 

Seeing Things 2,000 April S 

Shanghaied Lovers Langdon 2,000 Mar. 30 

Sporting Speed Sportlight 1,000 May 4 

Sun and Snow Sportlight 1,000 April 20 

The Betrayal Leatherstocking 2,000 April 27 

The Champion Terry Cartoon 1,000 Mar. 29 

The Fraidy Cat Charles Chase 1,000 Mar. 30 

The Guest Nigh Smith 1,000 April 27 

The Hollywood Kid Mack Sennett 2,000 April 20 

The Jealous Fisherman Aesop Fable 2,500 May 18 

The Medicine Hat Frontier Series 2,000 April 13 

The Panther Leatherstocking 2,000 May 18 

The Pilgrims Chronicles 3,000 May 18 

The Swift and Strong 1,000 April 5 

Way of a Man Serial Chapter 15 2,Q00 Mar. 23 

When Winter Comes Aesop Fables 2,500 May 11 

Wolfe and Montcalm The Last Stand aS Pe<i Man Mar. 22 

EDUCATIONAL 

A Tiny Tour of U. S. A. Hodge-Podge 1, 

Air Pockets Mermaid Comedy 2, 

Cornfed Christie Comedy 2, 

Dandy Lions Neal Burns 2 

Flowers of Hate Wilderness Tales 1, 

Fold Up Bowes-Vance 1 

Fun Shop Fun Shop 1 

Going Fast Hamilton Comedy 2, 

Heart Throbs Sing Them Again 1 

Junior Partner Juvenile Comedy 2 

Jiimping Jacks Hodge Podge 1 

Killing Time Lloyd Hamilton 2 

Lady Bird, The Secrets of Life 1 

Lang Aga Sing Them Again 1, 

Lost Chords Sing Them Again 1. 

Lon Some Lloyd Hamilton 2 

Midnight Blues Lige Conley 2, 

Misfit, The Clyde Cook 2, 

Nerve Tonic Christie Comedy 2 

Out Bound Cameo Comedy 1 

Plastigrams Third Dimension 1 

Powder Marks Cameo Comedy 1 

Reno or Bust Bobby Vernon 2 

Safe and Sane Jimmie Adams 2 

The Fly 1 

The Bonehead Tuxedo Comedy 2 

There He Goes Lige Conley 2 

Trader Keeps Moving Wilderness Tales 1 

UNIVERSAL 

Checking Out Chap. 5 "Fast Express" 2 

Cipher Message Chap. 6 "Fast Express" 2 

Bandit Raiders Chap. 7 "Fast Express" 2 

Big Boy Blue Leather Pusher 2 

Face to Face Chapter 15 "Ghost City" 2 

Facing the Crisis Chap. 1 "Fast Express" 2 

Flames of Vengeance Chapter 14 "Ghost City" 2 

Green Grocers Slim Summerville 1, 

Haunted House Chap. 4 "Fast Express" 2 

Hit 'em Hard Earle-McCoy 2 

Keep Healthy Slim Summerville-Dunn . 1 

Marry When Young Neely Edwards 2 

Miscarried Plan 2 

Nobody to Love Roach-Edwards 1, 

One Wet Night Neely Edwards 1 

Perils of the City Neely Edwards 1 

Politics Slim Summerville 1 

Pretty Plungers Gentry Follies Girls .... 2 

Unknown Boy (not mentioned) 2 

Racing Kid Buddy Messinger 2 

Ship Ahoy Slim SumervUle- Dunn . 1 

Should Poker Players Marry . Roach-Edwards 1 

Society Sensation 2 

Sons-in-Law Jack Earle-McCoy 2 

Spring of 1964 Harry Sweet and Pal ..2, 

Swing Bad the Sailor Billy Sullivan 2 

That Oriental Game Pal the Dog 2 

Tough Tenderfoot 2 

Vanishing Diamonds : . Chap. 2 "Fast Express" 2 

Western Skies Jack Mower 2 

Woman of Mystery Chap. 3 "Fast Express" 2 

Young Tenderfoot Buddy Messinger 2 

FOX 

A New England Farm Educational 1 000 

Be Yourself AL St. John 2.000 

Etiquette Sunshine 2,000. 

Feathered Fisherman Educational 1,000 Mar 

He's My Pal Imperial 2,000 

On the Job Animal comedy 2,000 

Rivers of Song Educational 1,090 

Sculptors of Paradise Educational 1,000 

Shppery Decks Educational 1,000 

The Cowboys Imperial 2.000 

The Jazz Weekly Sunshine 2.000 Mar. 21 

The Weakling Sunshine 2,000 Feb. 10 

CENTURY 

A Lofty Marriage Earle-Murdock 2,000 April IS 

Checking Out "Pal" 1,000 April 12 

Hit •Him Hard Earle-McCoy 1,000.. April 12 

Preetv Plungers Cent. FoUies Girls 1,000 April 12 

The Racing Kid Buddy Messenger 2,000 April 12 



OOO May 18 

,000 May 25 

,000 May 4 

,000 April 20 

,000 May 11 

,000 April 27 

,000 May 4 

,000 May 11 

,000 April 20 

,000 May 25 

000 Mar. 23 

,000 Mar. 27 

OOO May 11 

000 Mar. 23 

OOO May 18 

,000 Mar. 27 

000 April 13 

000 Mar. 23 

,000 May 18 

000 May 11 

OOO Mar. 23 

000 May 25 

000 Mar. 23 

000 April 6 

,000 Mar. 25 

,000 May 18 

,000 April 27 

000 April 20 



OOO April 7 

000 April 14 

000 April 21 

000 Mar. 10 

000 Mar. 10 

,000 Mar. IQ 

000 Mar. 3 

000 April 21 

,000 Mar. 31 

,000 April 2 

.000 Mar. 10 

,000 

,000 Feb. 2 

OOO Mar. 17 

000 April 14 

,000 April 7 

OOO April 28 

000 April 23 

000 Mar. 26 

,060 April 16 

000 Mar 24 

,000 Mar. 3 

000 Mar. 1 

000 Mar. 5 

000 April 9 

,000 Mar. 8 

.000 Mar. 12 

OOO Feb. 22 

,000 Mar. 17 

.000 

000 Mar 24 

000 Mar. 19 



Mar. 30 
Feb. 10 
Feb. 24 
16 

April 6 
Mar. 9 
Mar. 2 
Feb. 17 
April 13 
Feb. 10 



Page 54 



Exhibitors Trade Review 



Coming Productions 



Features Star Distributor 

A Desperate Adventure Franklyn Famum .... Independent 

Adorable Scofflaw, The Bow-Harlan Preferred 

After a Million Kenneth McDonald . . . Sunset Prod 

Against the Grain Special Cast First National . . . 

Age of Innocence, The Special Cast Warner Bros 

Alaskan, The Thomas Meighan Paramount 

Alibi, The Special Cast Vitagraph 

Along Came Ruth Viola Dana Metro 

America Special Cast United Artists . . 

An Old Man's Darling Laura La Plante Pathe 

Another Scandal Special Cast .Paramount 

A Prince of India A. K. Mozundar ....Excelsior 

Arab, The Special Cast Metro 

A Woman Under Oath Florence Reid Independent 

Back of the Beyond Grand-Asher 

Baffled Franklyn Farnum Independent Pic. 

Bag and Baggage Special Cast Selznick 

Bandolero Special Cast Goldwyn- Cos. . . 

Barbara Freitchis Special Cast First National . . . 

Beast, The Special Cast Fox 

Beggar of St. Sulpice, The Special Cast Vitagraph 

Beggars on Horseback Blue-Prevost Warner Bros 

Ben Hur Special Cast Goldwyn-Cos. . . . 

Between Friends Special Cast Vitagraph 

Beyond the Last Frontier Special Cast Paramount 

Bird of Paradise, The Special Cast First National ... 

Backmail Special Cast Universal 

Bluff ^yres-Moreno Paramount 

Boden's Boy Special Cast Hepw/orth Dist. . . 

Boomerang, The Special Cast Preferred Pic 

Border Intrigue Franklyn Farnum ....tndep. Pict 

Borrowed Husbands Florence Vidor Vitagraph 

Breiad Special Cast Metro 

Breaking Point, The Special Cast Paramount 

Breath of Scandal, The Special Cast Preferred Pic. . . . 

Broken Barriers Special Cast Metro 

Buddies Marion Davies Cosmo 

Butterfly Virp-inia Valli Universal 

Captain January Baby Peggy Principal Pic. . . 

Cause for Divorce Special Cast Selznick 

Checahcos Eva Gordon Asso. Exhib 

Circe Mae Murray Metro 

Circus Rider, The Charles Tones Fox 

Claim No. 1 Special Cast Universal 

Clean Heart Vitagraph 

Code of the Sea Rod La Rocque Paramount 

Colorau John Gilbert Fox 

Corsican Brothers Dustin Farnum Independent 

Covered Trail, The T. B. Warner Sunset Prod 

Courage Franklyn Farnum Indep. Pict 

Crash, The Special Cast Vitagraph 

Dante's Inferno Special Cast Fox 

Desert Rose, The Harry Carey Hodkinson 

Discontented Husbands Special Cast C. B. C. (S. R.) 

Dorothy Vernon of Haddon HallMary Pickford United Artists . . 

Dollar Down Ruth Roland 

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

Double Dealing Charles Jones Fox 

Driftwood Elaine Hammerstein ..Truart 

DrusciIIa With a Million Special Cast Film Book. Offices 

Dust in the Doorway Special Cast First National . . . 

Enemy Sex, The Betty Compson Paramount 

Extra Man, The Universal 

Face to Face Viola Dana Metro 

Faint Perfume Special Cast Preferred 

Feet of Clay L. Joy-R. La Rocque . . Paramount 

Fighting Tylers, The Special Cast Hal. Roach 

Fme and Dandy Tom Mix Fox 

Fire Patrol, The Madge Bellamy Chadwick Pic. . . . 

Fires of Fate Truart (S. R.) . 

First Violin. The Grand-Asher 

Flames of Romance Special Cast 

Klattervr Special Cast C. B. C 

Fool, The c-.,,^;,, c-g,^ 

Fools in the Dark M, Moore-P. R. Miller. F. B. O 

Forbidden Lover, The Special Cast Selznick 

Forgive and Forget Special' Cast C. B. C. (S. R.) 

Forty-Horse Hawkins Hoot Gibson Universal 

Furnace of Life, The Grajidl-iA shell . . . 

Getting Her Man Special Cast Gerson Pic 

Girl in the Limousine Larry Semon Truart 

Goldfish, Th? Constance Talmadge . . First Nat'l 

Gold Rush, The Charlie Chaplin United Artists . . . 

Good Bad Boy. The Principal Pic 

Good Men and Bad Special Cast F. W. Kraemer . . 

Goof. The =;-i«.c!->1 Cast First National ... 

Greed Special Cast Gold.-Cos 

Guilty One. The A^nes Ayres Paramount 

Haunted Hours Olive Hammerstein . . . . ^red Welhl Prod- 
Hearts of Oak Fox 

Her Game Florence Reid Indeoendent 

Her Own Free Will Helene Chadwick .... Hodkinson 

Her Code of Honor Florence Reid Independent 

Hill BiUy. The Jack Pickford AlUed P. & D. . . 

How to Educate a Wife ^J-^-ciil fast Warner Bros. . . . 

House of Youi-h Norma Talmadge First Nat'l 

Human Mill, The Special Cast Metro 

Hunt^ed Woman, The Fox 

If Winter Comes Raymond Griffith ....Independent 

In Fast Company Richard Talmadge .... Truart 

In the Shadow of the Moon ....Dorothy Chappell ....Lee-Bradford .... 

Inner Sight, The Kirkwood-Lee Hodkinson 

Innocence Anna Q. Nilsson C B. C.-S. R. .. 

Innocent Sneciil Cast Universal 

It Is the Law Snecial Cast Fox 

It's a Bov Snecial Cast Weber and North 

Jack O' Clubs vi»rH.rt Rawlinson . . Universal 

Janice Meredith Marion Davies Goldwyn-Cos. . . . 

Justice Raffles Gerald Ames Hepworth 

Leave It to Gerry Snecial Cast 

Last Frontier, The Special Cast First National . . . 



Lend Me Your Husband Doris Kenyon Grand-Asher 

Let's Go p B o 

Listen Lester Special Cast Phil Goldst'cme ' , 

Lone Fighter, The J. B. Warner Sunset Piod. .. 

Special Cast F. B. O 

Love Pirate, The Carmel Myers F. B. O 

Lover's Lane Special Cast Warner Bros. .. 

Love Trap, The Special Cast Grand-Asher 

Loyalties Special Cast Fox . 

Man Who Came Back, The ,.. Pox 

Madame Satan Theda Bara 

Mademoiselle Midnight Mae Murray Metro" 

Man From Wyoming, The Jack Hoxie . . . . Universal . . . . . . 

Manhandled Gloria Swanson Paramount'!!!! 

Mansion of Aching Hearts Special Cast Preferred Pic! ! 

Mark of Cain John Gilbert Fox !.!! 

Mary Anne Pathe 

Mary the Third Eleanor Boardman Goldwyn-Coc. .. 

Men Pola Negri Paramount 

Montmarte Pola Negri Paramount 

Merton of the Movies Glenn Hunter Paramount 

Miami Betty Composn Hodkinson 

Missourian, The Reginald Denny Universal 

Mist in the Valley Alma Taylor Hepworth 

Misunderstood Special Cast First National . . 

Monsieur Beaucaire Rudolph Valentino 

Mountebank, The Torrence- Nilsson Paramount 

My Ladies' Lips Preferred 

My Man Special Cast Vitagraph 

Never Say Die Douglas McLean Asso. Exhib. ... 

No More Women M. Moore-Bellamy Allied P. & D. . 

North of 36 Special Cast Paramount 

Offenders, The Marjorie Wilson Independent 

One Law For the Woman Harris-Landis Vitagraph 

One Night in Rome Laurette Taylor Metro 

Open Places John Lowell John Lowell 

Other Mens Daughters Special Cast Grand-Asher 

Outline of History J. R. Bray 

Painted Woman, The Kirkwood-Lee Hodkinson 

Passionate Adventurer Alice Joyce Selznick 

Plaster Saints Betty Blythe Asso. Exhib. . . . 

Plugger, The Special Cast Fox 

Pony Express Snecial Cast Universal 

Potash and Perlmutter in HoUsrw'dBernard-Carr First National . 

Prairie Wife, The ■- Special Cast Gold.-Cos. 

Reckless Age, The Reginald Denny Universal 

Relativity Alma Rubens Goldwyn-Cosmo. 

Restless Wives Doris Kenyon Mastodon 

Ridgeway of Montana Jack Hoxie Universal 

Romola Gish Sisters Inspiration 

Rose of the Ghetto Marie Prevost Warner Bros. . . 

Sands of Time Snecial Cast First National . 

Sea Hawk, The Milton Sills First Nat'l 

Sheriff of Tombstone Fred Thomson Monogram Pic. . 

Signal Tower, The Special Cast Universal 

Singer Jim McKee William S. Hart Paramount 

Sinners in Heaven Special Cast Paramount 

Skyline of Spruce, The Special Cast Universal 

Slow as Lightning Kenneth McDonald . . . Sunset Prod. . . . 

Southern Love Betty Blythe 

Stepping Lively Richard Talmadge .... Truart 

Stolen Hearts Hei bert Rawlinson Universal 

Strange Woman, The Shirley Mason Fox 

Strathmore Fox 

Superstition De la Motte-Bowers . . Creative Prod. . . 

Taming of The Shrew Bebe Daniels Principal Pic. . . 

Tarnish May McAvoy Paramount 

Tarzan and the Golden Lion Elmo Lincoln Grand-Asher . . . 

Tenth Woman, The Snecial Cast Warner Bros. . 

Tess of the D'Urbervilles Snecial Cast Goldwyn-Cosmo. 

Ten Commandments Special Cast Paramount 

Thief of Bagdad, The Douglas Fairbanks . . . United Artists . 

Tiger Love Special Cast Paramount 

Tiger Thompson Harry Carey Hodkinson 

Trouble Shooter, The Tom Mix Fox 

Throwback, The Pat O'Malley Universal 

Treasure Canyon J. B. Warner Sunset Prod. ... 

Tree in the Garden Special Cast Goldwyn-Cosmo. 

Trifiers, The Special Cast Preferred Pic. . . 

Trouble Shooter, The Tom Mix '''ox 

Tumoil, The George Hackathorne . Universal 

Ultimate Good, The Elame Hammerstein . . Truart 

Unseen Hands Wallace Beery Asso. Exhib. . . . 

Virtuous Crooks H. Rawlinson Universal 

Virtuous Laws Special Cast 

Visions United P. & D. . 

Wanderer of the Wasteland Paramount 

Wandering Husbands Kirkwood-Lee Hodkinson 

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 . . Equity 

Welcome Stranger ^Special Cast 

Westbound J. B. Warner Sunset Prod. . . 

Western Vengeance Franklyn Farnum ....[ndep. Pict 

What Shall I Do Dorothy Mackail HodJcinson 

When a Girl Loves Agnes Ayres Asso. Exhib, . . . 

When Johnny Comes Marching 

Home Special Cast Universal 

When a Woman Reaches Forty Preferred 

Whippmg Boss, The Special Cast Monogram 

Wise Son, The Special Cast Universal 

Women Who Give Frank Keenan '. . .Metro 

Woman Between Friends, A .... Special Cast Vitagraph 

Women Who Give Snecial Cast Metro 

Yoke. The Special Cast Warner Bros. . . 

You Can't Live on Love Reginald Denny Universal 

Youth to Sell Special Cast C. C. Burr 



May 31, 1924 



Page 55 



$85.00 

Easy Terms 




IVIL 



Impatient Feet 

Fifteen hundred patrons mean fifteen hundred 
chances for youi cashier to make errors. It 
means wasted time and impatient feet while she 
is handling fifteen hundred head and hand trans- 
actions. 

Brandt Universe 

changes it all. Makes change instantaneously, 
quick as one finger can press the key. No errors, 
no worry, no waiting. Let us put a Brandt ra 
your bo.x office on free trial. It must sell itself to 
you as a time and money saver. A proven 
product. Satisfaction guaranteed. 

BRANDT AUTOMATIC 
CASHIER CO. 

Dept. U, Watertown, Wis. 




Ill 






I Brandt Automatic Cashier Co. ^ 

1 Dept. U, Watertown, Wis. | 

1 Send me complete description and 1 

1 free trial offer on a Brandt Universe | 

I 



Name 



Address 



Comfort for Theatre Patrons 
Laundered Atmosphere 

HORACE L. SMITH, JR., Engineer 

C. K. Howell Inc., Theatre Architects, Richmond, Va. 



that the average city air contains from 
100,000 to 1,500,000 dust particles per cubic 
feet, and as high as 100 counts of bacteria. 
A well designed air washer will remove from 
90 to 98% of air dust, bacteria, and other 
impurities contained in the air. In Public 
School No. 6, Brooklyn, N. Y., five buckets 
of mud, soot, and other disease breeding filth 
were removed from the air washer within 
one week. 



AIR contains varying amounts of mois- 
ture and for any temperature (dry 
bulb), there is a maximum amount of 
moisture that the air will absorb and hold, 
this is called the saturation point. When the 
amount of moisture contained is less than the 
saturation point for any temperature, it is de- 
noted as a percentage of the total amount pos- 
sible for the air to hold at this temperature. 
An example will make this better understood ; 
a cubic foot of air at 40°F. may contain 1.7 
grains of moisture, whereas the maximum 
amount that air at 40°F. will hold is 2.9 
grains, therefore we speak of the air hav- 
ing a relative humiditv of 60% (approxi- 
mately). If the temperature of this cubic 
foot of air is now raised to 70''F. the amount 
of moisture contained will be the same, i. e. 
1.7 grains, but the relative humidity is now 
only 21%, for at 70°F. air will hold 8 grains 
of moisture. 

The ideal condition for maximum comfort 
is a temperature of from 67° to 70°F. (dry 
bulb) and 50% relative humidity. We now 
see that air at 70 °F. and 50% relative hu- 
midity contains 4 grains of moisture per cu. 
ft. — so it is necessary to add 2.3 grs. to the 
1.7 grains originally contained, in order to 
make the air ideal for comfort. An increase 
of the moisture content of 75%. 

The usual type of heating plant only in- 
creases the temperature without adding mois- 
ture to the air, therefore, it decreases the 
relative humidity as the temperature is raised. 
This very dry air is very harmful, as it dries 
up the skin, causes rapid evaporation of the 
skin moisture, thereby requiring a much 
higher temperature for comfort, and is very 
enervating. Parched, prickly skin, and dis- 
eases caused by irritation of the mucus mem- 
brane in the throat and lungs, from lack of 
humidity, are directly traceable to the heat- 
ing plant. In fact there is no way of tell- 
ing how serious may be the efTects of this 
extreme dryness upon the human system. 

In order to again emphasize the extreme 
dryness of the air in a heated buikhng, an 
example will be given: Smarting with zero 
temperature outdoors, we find that saturated 
air (containing the maximum possible amount 
of moisture) contains onlv one-half of a 
grain of moisture per cu. ft. If the air is 



now heated to 70° F. the weight of moisture 
in the air remains the same but the capacity 
of the air to absorb moisture at 70' 
F. is 8 grains per cu. ft., and the relative 
humidity is now only 6%. The importance 
of this is apparent when it is realized that 
the relative humidity of the arid desert air 
is from twelve to tzvcnty-fivc percent — from 
twice to four times as much as the air in 
the building just considered. 

It is hoped that conclusive evidence has 
been presented to bear out the statement that 
it is very essential to introduce moisture into 
air that is used in heating buildings. The 
next and opposite phase to be considered is 
the treatment of air under summer condi- 
tions. 

When moisture is evaporated, it requires 
heat, and this heat is absorbed from the sur- 
rounding matter. The camper and soldier 
(especially those that served in warm cli- 
mates) are familiar with the expedient of 
wetting the outside covering of canteens and 
then hanging them in the wind. The moving 
current of air caused the evaporation of the 
moisture on the outside, and in evaporating, 
heat is absorbed from the contents of the 
canteen, thus cooling the water. 

'T'HE cooling efifect of evaporating moisture 
is sometimes very useful. If we pass a cur- 
rent of air through a fine mist or spray of 
water, part of the water is evaporated and 
absorbed by the air and the temperature of 
the remaining water is materially lowered. 
If the remaining water is now used again 
as a spray its temperature is lowered even 
more, until it reaches a point known as the 
wet bulb temperature. If we now add a 
constant supply of water equal to the amount 
evaporated, we will have a constant spray of 
water that is much cooler than the incoming 
water, and that reduces the temperature of 
the air passing through the spray. 

In this arrangement we have what is known 
as an air, washer. It lowers the tempera- 
ture of the air passing through it, and at 
the same time removes all suspended dust, 
bacteria, gasses. ac'd fumes, etc. It also 
dissipates electrostatic charges, so as to re- 
duce nervous irritation, and facilitates the 
precipitation of indror dust. Bear in mind 



TP HERE is also of course the ulterior sav- 
ing resulting from washed air, in the less 
cleaning required, less depreciation of decora- 
tions, draperies, etc. 

_We nov^ realize that the problem of proper 
air conditioning is very important. The re- 
quirements of proper ventilation are : 

1. Correct amount of air, properly dis- 
tributed. In theatres this should be at least 
1,000 cu. ft. per person per hour. 

2. The temperature must be maintained 
within close limits and be subject to proper 
regulation and control. 

3 The humidity should be properly regu- 
lated by means of a properly designed and 
installed air washer. It should be controlled 
by a humido'stat (a device for automaticallv 
regulating the humidity of the surrounding- 
air by controlling the air washer). 

4. The velocity of the air must not be 
too great, as drafts are very disagreeable. 
By jH-oper design of ducts, grilles, etc., the 
velocTty can be kept within the permissible 
limits, 2 ft. per sec. is the maximum. 

5. There_ should be no offensive odors in- 
troduced with the air. An air washer will 
eliminate all odors. 

6. The dust suspended in the incoming air 
must be removed as far as possible. A well 
designed air washer will remove from 95 to 
98% of all suspended dust. 

7. The bacteria count must be kept to the 
absolute minimum. 

The well designed heating and ventilating 
plant of a theatre works as follows : 

The air is drawn in from the outside and 
then passfd over a few heating coils to raise 
its temperature so that it will not cause freez- 
ing of spray water in the air washer. These 
coils are called tempering coils. The air then 
passes through a mist of water caused by a 
number of spray nozzles that create a very 
dense fog. It is here that the dust, odors, 
gasscs. bacteria, etc., arc removed, and the 
humidity increased. The air absorbs mois- 
ture from the spray water and is cooled there- 
by. It then passes through a series of sheet 
iron bafHes that remove all suspended and 
entrained' moisture. The air next passes 
through the bank of heating roils that raise 
its temoerature to the required degree. From 
here it is distributed through a proper sys- 



Page 56 



Exhibitors Trade Review 



tern of ducts so that every part of the house 
receives the same proposition of new air. The 
old air is exhausted by fans, and is either 
discharged out doors, or in cold weather, part 
of it is recirculated, being mixed with the 
new air entering the air washer, in order to 
save fuel. 

Please read carefully the following state- 
ment. It deserves the earnest consideration 
of every theatre owner and manager. It is 
possible with a well designed ventilating sys- 
tem equipped with a properly designed air 
washer to maintain a temperature at least 
10°F. lower throughout the summer months 
than the outside dry bulb temperature in 
practically every part of this country. Is 
there a theatre in the country that would 
not be packed throughout the hot summer 
days and nights if it was ten degrees cooler 
than the outside? This, regardless of the 
quality of the show too. It may be well to 
state here that a difference in temperature be- 
tween inside and outside of more than ten 
degrees becomes uncomfortable and is not 
desired. 

Cannot the live and progressive showman 
see the advantage in making capital of the 
very air that permeates his theatre by increas- 
ing the comfort, health, and enjoyment of his 
patrons thereby, and thus creating widespread 
publicity and good will ? 

The public has demanded better, finer, and 
more costly theatres, they have demanded bet- 



ter shows — and their demands have had to 
be met. The public is now becoming educated 
as to what constitutes health and comfort in 
theatre air conditioning, and they will make 
their wants known in no uncertain terms. 

Why not provide your patrons with a laun- 
dered atmosphere — anticipate their wants and 
win their approval and patronage ! 



CLASSIFIED AD 
DEPARTMENT 

Rates, 2 cents a word. Cash with copy 



CAMERA EXCHANGE 

Motion Pictures made to order. Commercial, Home 
or Industrial. We have excellent facilities, and the 
best oameramen. Our price 20c per foot. Ruby 
Film Company, 727 Seventh Avenue, New York. 
Motion Picture and "Still" Cameras rented, sold 
aod exchanged. Portable lights for sale and foi 
rent. Keep us advised of your wants. Ruby Camera 
Exchange. 727 Seventh Ave.. New York City. 

A NO. 1 ORGANIST 

Available excellent library twelve years' experi- 
ence playing pictures. Good references wire or 
write. Organist, 8021 Melrose Ave., Cleveland, 
Ohio. 

FOR SALE 

Completely equipped theatre live town drawing 
3500 population. Address Playhouse, Randleman, 
No. Carolina. 



RED HOT OFF THE PRESS— MY LATEST 
PRICES ON THEATRE SUPPLIES. THE 
REAL BARGAIN LIST. NO OTHER 
HOUSE CAN COMPETE WITH US ON 
PRICES. SEND TODAY, Exhibitor, Projec- 
tionist. Yours for the asking. 10 years in 
supply business. 



Regular Powers, Simplex, Motiograph, Edi- 
son, Intermittent Sprocket?, our special prices 
for the next thirty days only, each $3.74 



Takeup and Feed Sprockets for any of the 
above machines, our special prices, each.. $2. 7 5 

(CASH WITH ORDER or if supplies are to 
be sent C. O. D. then send 25% of total amount 
with your order.) NOTE: We pay Postage on 
all supplies, that is why you should send your 
order to us. 



I go anywhere and install projection room 
equipment. Carry complete set of tools, shut- 
ters, change-over devices, etc. TE'RMS are $10 
per a day and expenses. 15 years installing 
projection room equipment. Have your equip- 
ment ins,talled RIGHT by an EXPERT. I can 
save you 



WESLEY TROUT 

(Consulting Projection Engineer) 
"The Reliable Theatre Supply Dealer" 
P. O. Box No. 4919 ENID, OKLAHOMA. 
"Goods of Merit Only" 



Want Ads Fill Wants 



HELIOS REFLECTOR LAMP 

FOR BETTER PROJECTION 

D. C. OR A. C. CURRENT 




WITH AUTOMATIC ARC 
CONTROL 

^ f 70% in CARBONS 

X Oil I 70-80% in CURRENT 

AND 100% IN CONDENSERS 
OBTAIN SHARPER DEFINITION TO THE PIC- 
TURE MAKING THE OBJECTS STAND 
OUT MORE CLEARLY 

DEALERS write for our proposition 
SOLE DISTRIBUTORS 

WARREN PRODUCTS CO. 



265 CANAL ST. 



NEW YORK 



WORLD'S LARGEST EXCLUSJVt AMUSEMENT TICKET PLANT 



TO BE SOLD BY AUCTION 
On Thursday, June lOth^ 1924 

BY DIRECTION OF THE RECEFVER 
Alliance Film Corporation Ltd. 
(in Voluntary Liquidation). 
MOST COMPLETELY EQUIPPED 

FILM STUDIOS 

ST. MARGARETS-on-THAMES. 
ENGLAND 

The accommodation includes: — 
SPACIOUS & LOFTY STUDIO 
Developing, Printing & Drying Rooms, 47 Dressing rooms 
and offices, warehouse, storerooms. Repair and Workshops. 

PROJECTING THEATRE 
Heating, Lighting, and Power Houses, &c. 
Fully equipped with costly 

STAGE PROPERTY OF EVERY DESCRIPTION 
COMPLETE PHOTOGRAPHIC PLANT 

UP TO DATE ELECTRICAL INSTALLATION 
Office furniture and a quantity of materials. 

This Sale presents a unique opportunity to secure on favorable terms 
the most perfectly and completely equipped Film Studios ready in every 
detail for immediate business. 

Particulars, Plans, Inventory & Conditions of sale may be obtained 
upon appUcation to The Dorland Agency, Ltd., 244, Madison Avenue, 
New York City, N. Y., or to the Auctioneers. 

GODDARD & SMITH 
22 King Street, St. James' London, S. W. I. 
(Telephones Gerrard 2727 (three lines) 
Receiver and Liquidaor. Howard Button, Esq., C. B. E. 
(Messrs CHANTREY BUTTON & CO.) 61 & 62, Lincolns Inn 
^ ■ Fields, London, W. C. 2 

Solicitors, Messrs. AMERY PARKES & CO., 18 Fleet Street 
London, E. L. 4. 



TWENTY- E16HT YEARS EXPERIENCE AT YOUR SERVICE 

(«™) FOLDED 



ROLL «:^n") rOLL 

TICKETS 



CHfCAGO, ILLINOIS 



BEST fOR TMf LEAST MONEY 



QUICKfSr DtllVERY 



rORRECTNtSS vUAr>lNr[fD 




special Window Cards With Copy Similar 
To Those Listed Below Are Furnished Free 
BySelznick To All Who Use National Tie-Ups 




^ade P^^^^^l contented. 



By 



, ^ Strand ana ^ ^^^py 





Found! 

The Secret of Beauty- 
The 

PEBECO SMILE 

For the Daughters 
of the Nation 
See- 



sstng 
Daughters ^' 

at the (Name of Your Theatre 
and Dates) 



Buy Her a 
GAGE HAT 
And Make Her Happy 
Then Take Her to See 

Missing 
Daughters'' 

at the (Name of Thea- 
tre and Dates) 




■ ^ ^^SSr Sports ^""^rner n- 

^^^^ 7> ^^^o,? co,,^^ 



For Superfluous Hair — There Is Only 
One Way To Stop It— Erase It With 

BELLIN'S W ONDERSTOEN 

For 

Every Woman And Her Daughters 
Then Be Sure You See — 

'^Missing Daughters'' 

(Name of Theatre and Play Dates) 



re/eo -ention, But 

your theatre and dates) 




Her Risht 



•^^^■^ GORDON HOSIERY 

And She Will 



■Dp in 

A.U Occasions. 

^•^r,<i bv Showing Her 

"Missing p^f:'^::!^^^'^^ 

a, the (Name ot Vout 




^ I 'HE preceding pages clearly indicate the 
^ tremendous tie-up possibilities of "Missing 
Daughters", A Choice Production presented by 
Selco Pictures and distributed by Selznick 
Distributing Corporation. Exploitation oppor- 
tunities are almost limitless. 

MISSING DAUGHTERS" 

offers you 



A business-attracting title; 

Wonderful exploitation angles; 

An unusual story; 

An outstanding cast of players; 

Flawless direction; 

Superb production quality; 

It's a real hundred percent boxoffice picture. 

Distributing thru 

SELZNICK 

DISTRIBUTING CORPORATION 



4.y 




EASTMAN 
POSITIVE FILM 



Make sure the release print is on Eastman 
Positive Film and you make sure that the 
photographic quality of the negative is car- 
ried through to the screen for your audiences 
to enjoy. 

Look for the identification '^Eastman" 
^'Kodak'' in black letters in the film margin. 



Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y, 




MACK 
BEN 



S E N N E TT 

presents 

TURPIN 



tn 






ON JAKE' 



a two reel comedy 



Again he tells the cockeyed world! 



With every two reel Ben Turpiii Comedy, Mack Sennett tells the whole cock- 
eyed Avorld that a ncAV reservoir of laughter is ready to he tapped. 

Turpin invades the land of snow in this, l)ut cold as it is you and your patrons 
will perspire laughter. 

No chance for cold feet with "Yukon Jake"; you'll feel warm and good all 
over as you hear the chortles and cachin nations of your happy audiences. 



Path^comedy 



TRADE 



MARK 



In This Issue-BOSTON CONVENTION -Report Number 






YOU CAN TELL The WORLD 

I SAID SO— Says Eddie Boms 

When We Asked If We Had His Permission to Repeat 
. \ \ \ the Good Things He Had to Say in the Following Letter: 



\ ND SO — we are printing here- 
with his entire letter that the 
entire fihn world may know just 
how Mr. Bonns, who is Goldwyn's 
Showmanship Authority, found the 
Remarkable Field Results on the — 



NATIONAL 

TIE-UP 
SECTION 

Every Week in 

EXHIBITORS 
TRADE REVIEW 



— The only department of its kind 
in any motion picture trade paper 
that actually helps the exhibitor to 
bigger business and actually gets it! 



GOLDWYN 
COSMOPOLITAN 

Distributing Corporation 

Mav 22. 1924 

EXHIBITORS TRADE REVIEW, 
45 West 45th Street, 
New York City. 
Gentlemen : 

During my recent trip to the small towns, I spokt 
with many Exhibitors about your National Tie-Up Sec- 
tion. It will no doubt interest 3-ou to know that Exhibi- 
tors everywhere are very enthusiastic about j'our co- 
iiperative service. 

Your service is unusual because by filling out a 
C'upon which appears weekly in the Exhibitors Trade 
Review and mailing same to your office, you assist the 
Fxhibitor in liis exploitation campaign by seeing that 
the window displays are sent to the merchants of his 
U wn who handle nationally' advertised product. 

One Exhibitor who was running our picture. Rex 
Beach's RECOIL, was so enthusiastic over the window 
displays he secured, that he walked me around the 
l-irincipal streets and pointed out six window tie-ups in 
the most important stores and locations of the town. 
He mentioned that it was the first time that he v>-as 
successful in securing window displays in these promi- 
nent stores. 

More power to you. This is real Exhibitor co-opera- 
tion and helps the Distributor as well as the Exhibitor. 
With best wishes. I am 

Sincerely yours. 
(Signed) EDDIE BONXS. 

Manager of Exploilafion 



Now Turn to Pages 37-57 of This Issue 







"f 



$238,000' 



SCARAMOUCHE RETURI 



'eel 



imving tremendous r 
^ay at leg tmiate J ^^^^^ ^ 
l^agement at popma ^ 

Capitol last wf^^*^' ,,_„iog and nd 
picture a coikmg prolog ^^||!^^ 

c^fflTTE aSTEir' WDJ 
$11,000 W 890-SEIITER 

List of '^Names" Failed to 
Attract Last Week in 
Kansas City 



$27,000 TOPS DETROIT 

, „ I _-,rfc — Business 
"S'^^'-^G^cd-Three^Hlldovers 



Detsoit, April 29. 
Business ^^^^^^^.^CJ^^, 
rh?ee>Wsare being held 

C^amouche." at the Adam 

r t nvpr exceptionally well, ex 
Jfent over excepi _ 

l:?:;.^ th? 1 "t ^eU and 

¥he Four Horsen.en,- all release 
through Metro. 

Estimates for Last Wfek 
Adams - "Scaramouche .•• Metio 
prices. 85.C. Big houses all 

^ e " ""■lililiii wimiiiii|Miji \y}[:X\. Way . 

Madison — " V, pverv 
Admission. COc. CapacU> ever> 
night ior both per£or«nances. Esu 



Kansas City. April 29, 
The Week's .Estimates 

50-75). Lilhan G.sn ^ ^ ,. ^^e 

HinWe in a prgog, ij^^^j^i,,^;,, ^^ , - r1 - 

added little Nev 

thronsi*«r to ^tl^^^r'ng at an 
hou^allweek Stait.ng 

running continuous un ^.^^ 
night, ^^f aly DeSite the sn. 
-^S^ v close to 

Meighan. .^ceK s t ■ ■ 

^iA, ^^^^ 
office s)- 



mated receipts weeKs." 
Broadway-Strand- and 

^^^rmatrees." Admission. 75c. Re- 



IHgton, April 29. 
The past week was a g^^at one 
Jthe motion Picture houses^ The 
town with one exception, was en 
Sly pictures, each vying for at- 
tention and. what is more, 
doing excet^dingly well. 

Estimates on the past week. 

.11 T^oew s Palace 

"Scaramouche — . ^al 

' o the largest gross of ^ne^ 
Uager 'Beatus /-<^^f^\^^ffects 
.hestra. had «Pe?^^^"2^n a par 

and gave ^ ^^^^^^f^^ltfact^on was 
with that whent^ttra 
at the Belasjp^an to a g 
*''/^?i^l!!CRialto. Right on the 

Miss Xei,ri 
day teca-' - 
but the 
the w, 
dow 




Man" 
rh^amas 
not 




Follow 
the Leader! 

Grosses tell their own story. Grosses 
prove that Rex higram's "SCARA- 
MOUCHE" and ULUAN GISH in 
Henry King^s "THE WHITE SISTER" 
are your best bet today— tomorrow— 
and the next day! Play them once and 
you'll play them again. 

Because theyVe hits that repeat every time. 
That s what they're doing now, and going over 
just as big and bigger on return engagements 
as the first time! Twins that make their own 
welcome in any house! 





jarylr^pe^icdyicturesXtd.. C:ccLuUve Oistrihubors fhr^oui 



xfiuttAelrcfs 

^%d JbiinffUed finest 

/payi th e revOp f the 
' ^ tkeaire 



i;« Tenants 



2 Alont«»^ , ^ St 

- -^. Q]ire 01 Cases 



v>ho is 

Mil 

each y J 
Tin 

Ition at 



mycr Slice 0)^ -^1 Cases 

Make Up Your Mind 
About One Thing! — 

If there^s such a thing as a "summer picture," 
here it is! 

This one will pull them in during the warm- 
weather months. It's the year's outstanding 
novelty, the first time that two marvels of 
screen photography — natural colors and under- 
sea pictures — have been combined in one pro- 
duction! 

What's more, it's a fast-moving adventure 
drama that "stands on its own," full of love in- 
terest, with plenty of fighting and action with a 
thrill to every foot. A South Seas background 
of rolling oceans, sunken ships and pearl treas- 
ure — what could be sweeter for summer exploi- 
tation? Yes, sir, "THE UNINVITED GUEST" 
is a cinch for showmen! 



e is a 
i pays ^ 
retvter 



jury Imperial .Pictures 
Cid..SxcLusLve Di 
tributors fkrougkout 
9rea-i SWiba, Lh ■■Sir Wn 
^u.ry,MaKa^iyuiMrector * 



Estate! 
tenant t 




J.E.WILLIMASON 

\- THE 

UNIMVrrED 
GUEST 

7)irect£'£L by 

RALPH INCE 

, story by CURTIS BmrOH 

INT THE CAST 
MAURICE"LEFTY"FLYNM 
JEAN TOLLEY 
LOUIS WOLHEIM«"» 
MARY MAC LAREN- 
WILUAM BAILEV'-- 

Vraducedhy SUBMARINE 
FILM CORP., UM,deT ike 
= WILLIAMSON i^^^^K^^.. 
t^'^a-ttirnL Color Scenes by^s 
TECHNICOLOR CORP.. 



t 



That Won't Cost 
You a Nickel ! 

That's the kind of exploitation that 
puts pictures over to a healthy 
prof it for Mr. Exhibitor. 

That's the kind of national ready- 
made tie-ups, reaching into every 
home throughout the country by 
every conceivable medium, and at 
no cost to yourself, that we put at 

your service for 

J ACKIE fOOGAN 

in 

"A Boy of Flanders" 



— Watch! — 

THE NATIONAL TIE-UP SECTION 

in the 

EXHIBITORS TRADE REVIEW 



for the complete story of how other 
exhibitors are putting over this 
Coogan knock-out, and how you 
can utilize all the free advertising 
mediums that we offer you to put it 
over to record summer-breaking 
business! 



Coming 




Screen Dramatization 
By GERALD C. DUFFY 



June 7, 1924 



Page 5 

E5E5SSJSESEWSESS5B5HSESESBSH52SH5HS2SS5SSHSESESES2SESHSESH52S3ESSS2S2SES5SHS2S2SESESSSESE5^ 



Big entertainment value in a small package 



Two reels containing — 

— a complete feature plot 
— concentrated speed and action 
noted stars 

It all there in 

THE WONDERFUL CHANCE 

with 

RUDOLPH VALENTINO 



and 

EUGfiNE O 



RIEN 



"The Wonderful Chance" is first of a series of twelve 

FEATURETTES 

made from the cream of Selznick productions, edited 
down to two reels chock-full of action, and entertain- 
ment, idea for Summer and every other time. 



STANDARD CINEMA CORPORATION 

Released through 

SELZNICK DISTRIBUTING CORPORATION 



^H5E25E5E52SE5E525E5H5H5E5E5a5SS2S2SH5H5E52SSSHSESE52SH5a5E52525E5E5ESHSE525H5ESH5ESESESE52525E5E525ESH5H52^^ 



Should net tidy box-^ 
office retuirnS// 




M. C. LEVEE presents 

^MauriceToumeui* 

PELODUCTION 

WHITE 
MOTH 

IZOLA FORRESTER 
with 

Barbara LaMarr, 
Conway Tearle 

CHARLES DeROCHE 
and BEN LYON 

Peisonallx directed hy MAURICE TOURNEUR 



and continuing say:— 

"Maurice Tourneur at his 
best. Because of its color 
^md incident, to say noth- 
ing of its mounting — and 
t he work of the cast— this 
should cater to all houses— 
should net tidy box- 
'^(r office returns." 




A Jirjbt llati ondl IHcture 

' w 



June 7, 1924 



©C1B619074 



Page 7 



EXHIBITORS 

<^mde REVIEW 

%e Business fiiper of the J^otion lecture Industry 

GEORGE BLAISDELL, Editor 
EDDY ECKELS, General Manager 
J. A. CRON, Advertising Manager 
H. K. CRUIKSHAXK, Associate Editor 
GEORGE T. PARDY, Reviews Editor 
LEN MORGAN, News Editor 

CONTENTS 

June 7, 1924 
EDITORIAL FEATURES 

Page 

P. T. O. A. Convention 10 

Old Lady Astor 16 

Editorial 18 

Leaders All — W. Ray Johnston......... 21 

HIGHLIGHTS IX THE NEWS 

\'itagraph Sales Convention 23 

Principal Eorms Own Exchange 23 

X. Y. Convention Committees 24 

Jersey Committee Entertained 24 

John Flinn Optimistic :.. 25 

T. O. C. C. Installation 25 

Century Program 26 

'Sea Hawk' Premiere June 2 25 

Kansas Has New Financing Plan... 26 

Mason Litson with Frank Lloyd . 25 

Syracuse Wins Victory 28 

PICTORIAL PRESENTATIONS 

Michael J. O'Toole -. Frontispiece 

'The Sea Hawk' 17 

Paramount , 22 

Lobbyology 34 

SHOW^MANSHIP 

Work Makes Success.... 35 

Ain-ERTisiNG Aids 36 

'Sea Hawk' Captures Tie-Ups 39 

REGULAR DEPARTMENTS 

Box Office Reviews 29 

Big' Little Features 32 

Exhibitors Round Table 63 

Production Chart 66 

Modern Theatre 69 



Copyright 1J924 by Exhibitors Review Publishing Corpo ation. ^ 
Geo. C. Williams, President ; F. Meyers, Vice Presiden' ; John P. 
Fernsler, Treasurer. Executive and Editorial offices : Hearn Building, 
45 West Forty-fifth street. New York. Telephone Bryant 6160. Ad- 
dress all communications to Executive 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 S3; Foreign $6; single 
copies 20 cents. Remit by check, money order, currency or postage. 

WEST COAST REPRESENTATIVE, GRACE M. ADAIR, 
U. P. D. BUILDING, HIGHLAND AVE., HOLLYWOOD. 



%m'S INTHEAil{ 




s 



TATIOX E. T. R., 
45 West 4oth St., 
Xew York, broad- 
casting bits on this and 
that from here and 
there. A little sense, a 
lot of nonsense, some 
'dos,' and 'don'ts' — 
whys and wherefores. 
Read it at your leisure 
J for your pleasure — and 
jerhaps profit. 



The Corona Kid says her idea of a 
tough job is a sculptor trying to make a 
statue of the Prince of Wales on horse- 
back. She wants to know if "The Sea 
Hawk" is another of "them animal pic- 
tures." 



Eight thousand weekly readers proclaim 
Exhibitors Trade Review the most helpful 
publication in the industry because it is 
the onlv constructive business paper in 
the field. 



A bird in Arkansas hailed his wife 
to Court because she went to the 
pictures each night with a different 
man. He didn't ask for a divorce. 
He wanted an injunction. 

To make the appeal of your lobbv 
so alluring that the casual passerby 
unconsciously pauses, curiously 
enters, interestedly scans your pro- 
gram displays, then eagerly buys at 
the box office with the satisfied air 
of one who had left home to Co 
nothing else but — 

That's LobbyologA'. "Showman- 
ship" tells you how to do it. 

S'gns of the times: "I ascribe my schojl 
girl complexion to the constant use of 
'Cu:ie Beauty Cream.' (Signed) Jack Demp- 
sey ' ; "Mr hair nez-er gets mussed because 
I use 'Hair-tight.' (Signed) Benny Leonard." 



The showman who overlooks 
the bDx-olflce exploitation offered 
free in the National Tie-Vp Sec- 
tion is on his way to a job reiiuir- 
ijig no brains and a strong back. 



A-e you ge t'ng fat on your job? Which are you 
outgr;w'ng, your hat or your chair? Its bad busi- 
r.e3s on eit'ier end. 



"There are three reasons why I can't 
take yon to see 'Tlie Chechahcos' to- 
night, dear," said the guy zvho aki'oys 
spent the eveni)ig — and notJiing else. 
"One is because I have no money." 

"Never m i n d the other tivo," 
ansivcrcd tlie Corona Kid as she tele- 
phoned her other szveetie. 



Page 8 



Exhibitors Trade Review 




M. J . O'Toole, new president of M. P. T. O. A.. 

He Is a Strong Advocate of Public Service and of Co-operation 
by the Theatre Owners with Civic Bodies 



June 7, 1924 



Page 9 



EXHIBITORS 

c^rarfe REVIEW 



^ Sminessfaper of the Motion jMinlndusti/y 




NEWS AT A GLANCE 



Montreal city council has made a ruling that traveling* shows and carnivals must 
pay a fee of $1,000 a day to show in that city. 

Motion Picture Directors Association will make 16 pictures a year for Grand- Asher. 

The National Congress of Mothers and Parent-Teachers Association of Detroit, attacks the present 
epidemic of sex pictures. 

Bob McGowan, director of "Our Gang" is recovering from injuries received when a platform 
collapsed with him. 

Popular Pictures has been chartered in Delaware with a capital of $5,000,000. 
Albion, Neb., has voted two to one in favor of Sunday shows. 

George Van Vlack, chief engineer of Eastman Kodak Company, died on May 23 from injuries re- 
ceived in a motor accident in Rochester. 

Fred Niblo, director, has renewed his contract with Louis B. Mayer. . 

T. B. Wildman has been elected president of the Kansas City Film Board of Trade. 

The community theatre, owned and operated by the city of Harbor Beach, Mich., showed a profit 
of $2,457 for 1923. 

Charles H. Christie is in New York conferring with Hodkinson regarding Christie features. 

F. B. O, will hold its annual sales convention at the Drake Hotel in Chicago on June 14 and 15. 

Clara Bow, famous little flapper actress, Avas painfully burned by electricity at Universal City a few 
days ago. 

Catherine Curtis, pioneer woman film producer, and Joseph O'Neil, of Baltimore, Avere married on 
April 17 and just announced the event, 

Marcus Locav will sail for a month's business trip to Europe on June 7. 

A B. C. Dohrmann and Will Connery have leased the Pacific Studios, in San Francisco, and will pro- 
duce pictures for Hodkinson release. 

Seattle's censorship board has quit owing to difficulties with the Mayor Avho said they must also act 
as dance hall inspectors. - • ; 

Jack Arthur, Famous Players Canadian Corporation, has turned down New York Cosmopolitan thea- 
tre offer of $30,000 as manager. 



Page 10 



Exhibitors Trade Review 




COPLEY PLAZA HOTEL, BOSTON, HEADQUARTERS OF THE M. P. T. O. A. CONVENTION FOR 1971 

Exhibitors Make Solid Progress at 
Annual Convention 



THE Motion Picture Theatre Own- 
ers of America, which on May 29 
closed its fifth annual convention 
after a three-day session at the Copley 
Plaza Hotel in Boston, made substantial 
progress in exhibitor organization. 

It changed the business method of 
the body by turning over its affairs to 
a board of twenty-one members with 
authority to transact all business and 
to elect its own officers. 

As a result of the adoption of that 
shift M. J. O'Toole, who has been 
closely affiliated with Sydney S. Cohen, 
the retiring president, for three years, 
was elected president, but he is not a 
member of the board. 

R. F. Woodhull, of Dover, N. J., the 
president of the New Jersey state body, 
was elected chairman of the board of 
directors. 

There was a bit of excitement on 
Wednesday when Lee Ochs of New 
York, a former president of the na- 
tional body, assailed Loew Incorpora- 
ted, charging monopolistic tendencies, 
and was followed by M. J. White of 
Dover, N. H., who said Maine and 
New Hampshire were in the grip of 
two interests and that it was impossible 
for him to secure film that he wanted 
to get for his patrons. 

Harry Davis of Pittsburgh, again a 
factor in the national body, stirred the 
delegates when he made an eloquent 
plea for adequate financing of the body 
and for the employment of eminent 
counsel to fight the battles of the 
organization. 



Mr. Davis announced $50,000 had 
been subscribed as a neucleus for a 
treasury. . 

Mr. Cohen was the recipient of sev- 
eral substantial presents at the banquet 



Officers for 1924-5 of 
the M. P. T. 0. A. 

President 

M. J. O'Toole of Pennsylvania 

Chairman of Directors 
R. F. Woodhull of New Jersey 

Vice Presidents 
Eli Whitney Collins of Arkansas 

Joe Mogler of Missouri 
Dennis A. Harris of Pennsylvania 
John C. Brady of Toronto 

Treasurer 

Louis M. Sagal, Connecticut 

Recording Secretary 
George Aarons, Pennsylvania 
Board of Directors 
A. A. Elliot, Hudson, N. Y.; M. E. Com- 
erford, Scranton, Pa.; Harry Davis, Pitts- 
burgh; Martin G. Smith, Toledo; John A. 
Schwalm, Hamilton; Fred Seegert, Mil- 
waukee; Joseph W. Walsh, Hartford; 
Louis M. Sagal, New Haven; C. A. Lick, 
Fort Smith, Ark.; A. Julian Brylawski, 
Washington; R. F. Woodhull, Dover, N. 
J.; Glenn Harper, Los Angeles; J. H. 
Whitehurst, Baltimore; Ernest Horstmann, 
Boston; I. W. Rodgers, Carruthersville, 
Mo.; E. M. Fay, Providence; W. W. 
Watts, Springfield, 111.; Sydney S. Cohen, 
New York; Hector M. E. Pazmezoglu, St. 
Louis; Fred Dolle, Louisville; E. P. 
White, Livingston, Mont. 



and at the final session. In the latter 
instance he was plainly overcome. 

The weather — and it has had in many 
previous conventions a decidedly deter- 
rent effect on the spirits of the dele- 
gates — was ideal. In fact, on the open- 
ing day the steam was on in the con- 
vention hotel. 

The delegates were entertained by 
trips to Lexington and Concord and by 
a trip down the harbor. 

Throng at Banqxiet 

There was a largely attended banquet 
Wednesday evening, at which speakers 
represented the state and city, the 
army, the Red Cross and the organiza- 
tion at large. 

The convention, too, was notable for 
the attendance of a delegation from 
Canada, and incidentally they were 
made to feel at home. 

The 1925 convention will be held in 
Milwaukee, which city was selected 
after a spirited discussion, other can- 
didates being Los Angeles and Mon- 
treal. 

The delegates believe that in the 
change of the government from the 
convention to the directorate system 
they have made a move that will in the 
course of the coming months show sub- 
stantial results in the way of increased 
efficiency of operation and will elimi- 
nate much of the politics which in pre- 
vious administrations has had a blight- 
ing influence. 

In other words, the board of direc- 
tors has full power and may even re- 
move the officers they have elected. 



June 7, 1924 



Page 11 



Tuesday's Session 



THE opening session of the fifth annual 
convention of the Motion Picture Thea- 
tre Owners of America was (called to 
order m the Copley Plaza Hotel at 11:23 on 
the morning of May 27, bv Vice-president 
Joseph Walsh of Hartford. 

There was a large attendance of delegates 
who gave a hearty greeting to President 
Cohen when he was escorted to the platform. 

The session was notable for its attention 
to busmess, there being no- adjournment for 
luncheon, the delegates remaining from the 
openmg until nearly 4 o'clock. 

The more than four hours were devoted 
to the reading of reports and appointment of 
committees following the addresses of wel- 
come by J. Douglas Flattery, representing 
Mayor James AI. Curley, of Boston, and 
Chairman Wasserman of the Entertainment 
Committee, representing the Bay State Thea- 
tre Owners. 

Mr. Flattery presented the delegates with 
a key to the city— a big key it was, too, and 
all dolled up in a silk-lined leather case. 

Of outstanding importance was the an- 
nouncement by Mr. Cohen of the result of 
the all day and evening session of the of- 
f/:ers on Alonday. Amendments were made 
and adopted to the laws governing the or- 
ganization by which- there will be elected a 
board of directors of twentv-one, of whom 
not more than two shall be from one state 
which will control the organization and elect 
all officers from the president down. 

Mr. Cohen also urged the appointment of 
a paid executive secretary and of a Wash- 
ington representative. 

Among the reports submitted were those 
of the president : of the board of directors, 
by K. b. U oodhull; of activities in Wash- 
ington, by Henry A. Staab, executive sec- 
retary of the Wisconsin Theatre Owners - a 
special report on national legislation, 'bv 
(jeorge P. Aarons, national recording secre- 
tary ; on the non- theatrical situation, bv Mar- 
tin C. Smith, president of Ohio Theatre 
Owners: on exhibitor service and adjustment 
bureau, by Joseph W. Walsh, president of 
Connecticut Theatre Owners, and on the 
new Canadian Division of Theatre Owners 
bodv secretary of the Canadian 

Cementing the Organization 

Among the committees appointed were 
those on credentials, rules, business relations 
and motion .picture day. Of the latter bodv 
Harry Davis of Pittsburgh was named 
chairman. 

"For the fijst time in the history of ex- 



V 



MR. COOLIDGE SENDS 
HIS REGRETS 

The White House, Washington. 

May 13, 1924. 
My dear Mr. Cohen: 

It is with real regret that I 
find myself unable to be present 
at the convention uf the Motion 
Picture Theatre Owners of Amer- 
ica, for I know that I should 
find both profit and pleasure in 
meeting the men who play such a 
large part in providing the people 
of America with clean and in- 
structive amusement. 

The influence which the motion 
picture has is unquestioned, and I 
am glad to say thai with the rec- 
ognition of this influence has 
come a clearer realization of the 
attendant responsibility. 

Every appeal on behalf of dis- 
tress and for the futherance of 
great movements for the public 
welfare has met a ready response 
from the Theatre owners, but 
there are still endless opportuni- 
ties for bringing to the attention 
of your audiences other fields for 
service. I am confident that we 
can look to the motion picture in- 
dustry to play its part as an up- 
lifting force in each community. 

CALVIN COOLIDGE. 

Mr. Sydney S. Cohen, President 
Motion Picture Theatre Owners 
of America, New York. 



I 



SYDNEY S. COHEN 
The retiring president, who was the recipient of 
many tokens o-' rega-d from convention delegates. 



hibitor organization in the United States we 
are going into our fifth annual convention 
as an organized body," said temporary 
Chairman Walsh in opening. "Great (credit 
for this is due not alone to the national of- 
ficers and directors but to the rank and file 
of exhibitors throughout the country. 

"You are going to hear of things that I 
think will cement our organization and make 
it the strongest factor in the industry. For 
ten hours yesterday the national board sat in 
session and made some radical changes in 
the government of this organization that to 
my mind is going to prove a bomb-shell." 

A. C. Wasserman, chairman of the Massa- 
chusetts convention committee, then intro- 
duced Mr. Flattery as an exhibitor and 
theatre owner familiar with exhibitor prob- 
lems who would speak for the Mayor. 

"If we compete unfairly among ourselves," 
said Mr. Flattery, "it is going to redound 
to the benefit of the people who are selling 
us. You know our costs have gone up. The 
raise in salaries and other factors have helped 
to hold us up to public condemnation. 

"We have seen a girl ordinarily worth $50 
a week in a chorus suddenly worth four or 
five thousand and we have to charge our 
people in proportion to that. The manu- 
facturers must and will co-operate with us 
if we stand together. If we do that we 
can't be made to pav $15,000 for pictures 
worth $2,000." 

Speaking as an expert on copyright law- 
Mr. Flattery paid his respects to the music 
tax, saying exhibitors were being held up in 



just as cold-blooded a fashion as ever had 
been recorded in history. 

"Not one in fifty of these composers can 
col'ect on the ground of originality," said 
Mr. Flattery. "The difificulty is that it is 
practically impossible to fir.d a lawyer to 
try a copyright case. Not one in a' thou- 
sand is equipped for it, as he must be either 
a composer or have a knowledge of music." 

Cohen Reviews Work 

Escorted to the platform by a committee, 
President Cohen immediately began the read- 
ing of his annual report. It comprised ap- 
proximatp'y 12,000 words and required more 
than an hour in the delivery. 

"In delivering to you what will be my 
final annual address as the president of the 
Motion Picture Theatre Owners of America 
I am possessed by two controlling impulses," 
said Mr. Cohen in opening. 

"One is to cause you fully to understand 
and appreciate the wonderful service the 
Motion Picture Theatre Owners has been to 
the exhibitor and our industry generally, and 
the other that every Theatre Owner who 
participated in this movement has been a 
component part in these accomplishments, 
and that without this general co-operation 
none of the gratifying results we view today 
would have been humanly possible." 

The president referred to the birth of the 
organization at a time when, he declared, 
there were moves on foot to effect a monopoly 
not only of production but of theatre con- 
trol. 

"One of its first moves was to strike a 
blow at this iniquity," said the speaker, "and 
this battle for freedom was carried on suc- 
cessfully until at Minneapolis we were able 
to bring the projector of these moves into 
temporary subjection at least." 

The president charged that those who were 
aiming to centralize control tried to destro}'' 
the organization, and that exhibitor organ- 
ization constituted the only formidable bar- 
rier to that eiid and the driving of thousands 
of independent theatre owners out of busi- 
ness. 

Saving $6,700,000 Yearly 

He said some of the producer elements 
have experienced a change of heart and ow- 
ing to fear of some of their own depart 
ments of 'the industry "appear inclined to 
honorable courses and honest business 
processes." 

"The honestly disposed producer who wants 
a square deal himself and is willing to give 
it to others sees the need for dealing fairly 




R. F. WOODHULL 
Big thertre man in a small town who was elected to 
be chairman of newly elected board of directors. 



Page 12 



Exhibitors Trade Review 



with the Theatre Owners," continued the 
speaker. 

"Recent developments in hearings in 
Washington auger no good for motion pic- 
ture producer combinations. The power of 
the screen is now everywhere recognized in 
governmental and congressional circles." 

Mr. Cohen declared it to be a fact that the 
power of organized Theatre Owners brought 
about the repeal of the 5 percent film rental 
tax in a previous Congress which up to date 
has saved exhibitors about §15, 000,000 and 
continues to save them $6,700,000 a year. 

The report quoted Treasury experts as 
estimating that oui of the §72,000,000 amuse- 
ment tax collected approximately $55,000,000 
of it was paid by motion picture theatre 
owners. The speaker went at length into the 
work of the organization in Washington. 
He related how it had been necessary to 
show to the members of the national legis- 
lature that the exhibitors were not respon- 
sible for the high salaries of stars so pro- 
vocative of concern on the part of the Con- 
gressional mind, and how these explanations 
changed the Congressional attitude. 

Mr. Cohen told of hearings attended by 
the officers in Washington in which the 
position of Theatre Owners regarding the 
music tax was made clear. While it was un- 
likely there would be any relief during the 
present session the president believed a dis- 
tinct advance had been made. 

The acquisition of theatres by producer 
interests has reached an alarming stage, Mr. 
Cohen said. "This producer ownership of 
theatres is wrong," he declared. "It is a 
perversion of good business ethJcs. 

"It should stop at once or we Theatre 
Owners should decide on one of two courses, 
either stop it by and through entirely ade- 
quate legal processes or a concentration of 
buying power for protective purposes and 
throw down the gauntlet to those producer 
monopolists and arrange with independent 
producers to back their efforts by taking 
their product." 

The president declared the need of an 
executive secretary, "adequately compen- 
sated, who will have a strong grasp on the 
work," and recommended that arrangements 
be made to provide funds for such an of- 
ficial's salary. 

Calls for Budget 

He favored the creation of a budget sys- 
tem and of the appointment and mainte- 
nance of a permanent representative in 
Washington. Also he called for the re- 
establishment of a bulletin service, to func- 
tion fortnightly or weekly. As to Urban 




ELI WHITNEY COLLINS 
President of Arkansas Theatre Owners, elected as 
one of the regional vice presidents of the body. 



Movie Chats he said there would be a spe- 
cial report on those. He drew attention to 
the need of having associated with the na- 
tional body an able lawyer and advocate as 
general counsel. 

Non-theatrical competition Mr. Cohen de- 
clared one of the real dangers which men- 
ace the Theatre Owner. He said, too, he 
believed so far as practicable there should 
be paid organizers in assigned territories. 

"It should stop at once or we Theatre 
in different sections by producing elements 
has the effect of holding in check the en- 
ergies of independent theatre owners along 
organization lines, the speaker said, through 
fear of reprisals. He told of the work of 
the adjustment bureau and tited some of its 
achievements. 

"Your officers have taken you out of the 
forest," said Mr. Cohen when he had 
ceased reading. "They have removed the 
barbed wire that kept you hedged in and 
have brought you out on the main avenue. 
You can secure relief and a fairly decent op- 
portunity of getting a return on your in- 
vestment in this industry providing you con- 
tinue to support the national organization, 
providing you will apply the same intelli- 
gence, business acumen and showmans'iip that 
you give to the running of your theatre. 

"We do not represent all the Theatre Own- 
ers in the United States and we never will, 
because certain houses are owned by pro- 
ducers certain exhibitors are under financial 
obligations to producers, and you can't ex- 
pect that these people will come along. 

"This industry was never meant to have 
one or two men in the City of New York 
own and control it, and the sooner these 
men know it the better it is going to be." 

"There are some Theatre Owners in this 
country who are not here who I know we 
all would like to see here," said Mr. Cohen, 
referring especially to the state of Michi- 
gan, to the work of which body he paid 
tribute. 

Wants Undivided Streingth 

"I am sorry these fine fellows are not 
with us. I want to say what we have been 
doing has been for their good. We want 
them to be with us again. We want the un- 
divided motion picture strength of the coun- 
try to be in the organization, to help make 
it stronger, to help it to function better. 

"To these friends not with us now for one, 
reason or another, mostly exaggerated, we 
say to them all we have nothing but the 
kindliest feelings. We want to help them 
and we want them to help us and to make the 
Theatre Owners more^ serviceable to the en- 
tire industry." - 

Mr. Woodhull, in the course of his review 
of the activities of the board of directors, 
said the members had attended the meetings 
during the year at their own expense. In 
some instances, he said, this necessitated ab- 
sence from business for a week or ten days. 

Mr. Aarons attacked Toseph R. Dennison, 
president of the Michigan Theatre Owners, 
for statements he was alleged to have made 
in Washington before a congressional com- 
mittee. Mr. Dennison was thus quoted : 

"We are not asking for a repeal of the 
seating tax because we feel that the seating 
-tax is comparative to the table tax that a 
poolroom pays, and in that way we are pay- 
ing our proportionate share of taxes that 
other industries of an amusement nature 
pay.' 

In response to a question by a <:ongress- 
man if the cost of pictures to exhibitors had 
gone up Mr. Dennison was quoted as say- 
ing : "Well, they have advanced from year 
to year until the last one or two years. I 
do not believe the price of films has ad- 
vanced any to the exhibitor within the last 
year or two." 

Mr. Walsh reported that the exhibitor 
service and adjustment bureau had made a 
large number of important adjustments for 
exhibitors all over the country. 

As an example of the work of the bureau 



Mr. Walsh cited the supplying of trailers 
to the Theatre Owners of Milwaukee for use 
in their "splendidly conducted and success- 
ful fight" for the elimination of daylight 
saving. 

Miss Lewis spoke at length in describing 
the situation in Canada, saying there had 
been an effort to disrupt the exhibitor or- 
ganization there, but that it had failed ut- 
terly. She blamed a former pres'dent of the 
body for the situation and told how that 
official had been asked to resign. 

The convention adjourned in order that 
the delegates might accent the hnspitahty of 
the Grand-Asher Distributing Corporation, 
which had provided a score of conveyances, 
many of them of large capacity, to make the 
long trip to Concord and Lexington. There 
were several hundred in the party, which 
got awav at 4:45.. 



Wednesday 



LEE OCHS, the stormy petrel of other 
days and a former president of the 
national exhibitors league, took the 
platform at the afternoon session of Wed- 
nesday and opened a large package of 
fireworks. 

The delegates during the sessions of 
Tuesday and Wednesday morning had been 
quietly transacting routine business such 
times as they were not listening to ad- 
dresses or reports. They had settled down 
in a humdrum mood, taking it for granted 
that the old machine, well oiled and ex- 
pertly guided, would move along quietly, 
do the work outHned, and some time on 
Thursday would be peacefully put to sleep 
for another year. 

First along came Lee, with the turbulent 
scenes of Chicago in 1918 securely packed 
away in the limbo of forgotten conven- 
tions, and threw a monkey wrench into 
the peacefully functioning works. He sav- 
agely attacked Loew, Incorporated, which 
he charged is practically in control of the 
New York territory, and asked the dele- 
gates to give heed to the complaint ot 
the New York men, declaring it was only 
a question of time before the "menace," 
as he described it, would invade their own 
bailiwick. 

After other delegates had taken strong 
stand along similar lines, one of the more 
forceful of the speakers being M. J. White 
of Dover, N. H., who declared Maine and 
New Hampshire exhibitors were finding 
that no town w-as too small for distributor 
competition, a resolution was adopted in- 




JOE MOGLER 

Prominent Missouri exhibitoi who was selected to 
serve as another of the regional vice presidents. 



June 7, 1924 



Page 13 




A. JULIAN BRYLAWSKI 
Theatre Owner of the Capital City who was elected 
again to serve as a member of board of directors. 



structing the board of directors to take 
steps to curb the "efiforts of Loew to 
monopolize all branches of our industry"; 
which it condemned, and instructed the 
board to employ counsel for that purpose. 
Before the delegates had got back into 
their former quietude Harrj' Davis of Pitts- 
burgh, who in recent months has been a 
bitter antagonist of President Cohen, took 
the floor and called upon the delegates to 
finance their organization in a big way. 

Contributes $5,000 

Incidentally Mr. Davis revealed that at 
a meeting of the board of directors the 
night before more than $50,000 had been 
pledged as the nucleus of a treasury for 
the Theatre Owners of America. 

The Pittsburgh showman said this sum 
was not pledged with the idea that it 
would serve other than as a beginning, 
and he urged upon all the delegates to 
contribute, when the time came, according 
to their means. 

Without any intention of doing anything 
other than to show his faith in the organ- 
ization and his realization of the necessity 
for a strong treasury he said he personally 
had pledged himself for $5,000 of the sum 
named. 

Mr. Davis was heartily applauded when 
he paid his respects to the retiring presi- 
dent and added: "If I have said anything 
to hurt his feelings I apologize to him 
now for it." WKen he could be heard 
Mr. Qavis continued: "He knows I am in 
earnest." 

The morning session was without partic- 
ular incident and ran according to the out- 
line<i*program. M. J. O'Toole submitted 
his_ report as chairman of the committee 
on'tJtiblic service. Brigadier General Mal- 
verr^^Hill Barnum spoke on the work of 
the 'ftational training camps and he was 
followed very briefly and most apprecia- 
tively by Major General A. W. Brewster, 
cornmander of the corps area, who was to 
be one of the stated speakers at the ban- 
quet in the evening. 

Testimonial for Cohen 

Louella O. Parsons, editor of the mo- 
tion picture department of the New York 
American; Tom Hanly, who fills the same 
job on the Morning Telegraph; Douglas 
Griesemes, - director of - public information 
of the American Red Cross; Mms. Renee 
Batigne, of the Radio Mat Slide, were 
other speakers. 

A. Julian Brylawski of Washington City, 



submitted the report of the board of direc- 
tors regarding changes in the constitution 
which turned the control of the body over 
to a board of directors of twenty-one. 
These were adopted unanimously, as well 
as many other amendments made necessary 
by this change. Those who spoke on the 
general question were Messrs. Levinson, 
Stern, Posner, Bullock, Goldberg and 
Pasmezoglu. 

At the afternoon session resolutions of 
regret were adopted on the deaths of Vic- 
tor Herbert and Dr. Francis A. Holley. 
Joseph Seiter made a report on motion pic- 
ture day and Peter J. Brady, bank presi- 
dent and also chairman of the committee 
on education of the American Federation 
of Labor, talked of co-operation between 
the forces of labor and the exhibitors. 

In the absence of President Cohen from 
the room a committee was appointed to 
secure a testimonial for the retiring execu- 
tive and Mr. Brylawski invited those who 
cared to participate in it to lay their money 
on the table. It was laid there in quan- 
tities. The committee named by the chair 
to take charge of the testimonial were 
Messrs. Brylawski, Woodhull, Fay, Walsh 
and Comerford. 

Morning Session 

President Cohen introduced AI. J. 
O'Toole, chairman of the committee on 






HARRY I. WASSERMAN 
Who as chairman of Boston Convention Committee 
contributed materially to the visitors' enjoyment. 

public service. The president remarked 
that Mr. O'Toole of all the men in the 
organization had been the closest to him, 
and that he had been at his side nights, 
Sundays and holidays. He praised Mr. 
O'Toole, and said he would be remiss in 
his duty if he did not do so. 

Mr. O'Toole made many suggestions as 
to ways in which exhibitors could co-oper- 
ate with the civic forces of their communi- 
ties and also told of what the organization 
was doing to maintain close contact with 
government departments. 

General Barnum addressed the delegates 
on the work of the national training camps 
and asked their co-operation in keeping the 
project before the public. He said an ap- 
peal had been made to producers to make 
pictures showing the benefits of the camps 
to the young manhood of the country and 
he asked the theatre owners to show these 
pictures when made. ^ 

Major General A. W. Brewster, who was 
announced as one of the speakers at the 




M. E. COMERFORD 
One of the real powers in the national body, again 
selected as a member of the board of directors. 

banquet the same evening, said as a public 
servant for forty years he had been very 
much impressed and deeply touched by 
the address of Mr. O'Toole. 

Tom Hanly, editor of the motion picture 
department of the Morning Telegraph, 
made a short address. In opening he re- 
ferred to the boat ride scheduled for the 
afternoon, remarking he took it for granted 
the delegates would prefer the breeze over 
the harbor than wind from the fat reporter. 
He said it never could be expected that 
buyer and seller could agree, that it had 
been so ever since in the dawn of history 
two tribesmen consummated the first busi- 
ness transaction by swapping goats. 

Ratify Amendments 

Louella O. Parsons entertained the dele- 
gates in a sparkling talk about events with- 
in the industry in the past as well as in 
the present. She outlined some of her 
experiences as scenario editor for Essanay 
and told of the remonstrances she encoun- 
tered from the powers when she expended 
$75 for a story by Rupert Hughes. Inci- 
dentally a few years later the author had 
ofifered several thousand to get the same 
tale again in his possession. 

Miss Parsons, although convalescing 
from a recent visit to a hospital and taking 
the platform against the orders of her doc- 
tor, was the recipient of unusual applause 
at the close of her remarks, which plainly 
had made a hit. 

Mr. Brylawski presented the report of 
the directors on the change in the constitu- 
tion, under which the election of president 
will be withdrawn from the general body 
and " placed in the hands of the board of 
twenty-one directors, to be elected an- 
nually. He characterized it as radical. 
After considerable discussion it was ac- 
cepted unanimously, together vsHith all the 
amendments made necessary by the change. 
In the course of the debate, Mr. Bullock 
referred to the time when he made_ a 
speech of thirty words at the Hotel Hin- 
ton convention in Cleveland "when we 
elected the Broadway kid to lead us." 

"Make this one thirty also, Mr. Bullock," 
admonished the president. 

"No, Syd," said the man on the floor. 
"I am going to make this one forty-five." 

"It has been charged that we have a 
one-man organization," said Mr. Bullock, 
resuming. "If you adopt this amendment 
3'ou will have a twenty-one man organiza- 
tion." 



Exhibitors Trade Review 




JOSEPH W. WALSH 

President of Connecticut Theatre Owners who was 
re-elected to serve as member of national directors. 



Provision was made for admission as 
national members for the representation of 
these in conventions in any states where 
the national organization from any reason 
is not functioning. 

Afternoon Session 

Mr. Seiter, in his report on Motion Pic- 
ture Day, recommended on behalf of the 
committee having it in charge that it be 
changed to Motion Picture Week. Prop- 
erly managed and exploited, he said, it 
would have an "appeal that will bring to 
the theatre many hundreds of persons who 
are not now attending and also make them 
regular movie fans. "Also," he added, "it 
will give to the organization sufficient 
funds to carry on its work. 

"Many Theatre Owners reported that the 
amount remaining in their possession after 
deducting the percentage for the national 
organization was larger than usual." 

Mr. Brady told how organized labor had 
opposed censorship in co-operation with 
motion picture men and how it was 
against Sunday closing and in favor of 
Sunday opening. He said that as a matter 
of fact there was a great mutuality of in- 
terest between the exhibitors and the labor 
men. 

Incidentally Mr. Brady referred to the 
benefit to Theatre Owners resulting from 
the shorter hours and the higher wages 
of the men affiliated with labor organiza- 
tions. 

Mr. Ochs was recognized by the chair 
and began his talk from the floor. There 
were calls that he take the platform. 

"A menace faces us in New York," said 
Mr. Ochs. "We came here to ask the dele- 
gates to help us because we believe that- 
eventually this menace is going to reach 
into your territory. Some time ago an 
issue was made of this before our organiza- 
tion in New York. 

"I am now speaking of the Loew Incor- 
porated. 

"That company is getting stronger and 
stronger, in leaps and bounds, every min- 
ute — so much so that in New York, that 
every territory in New York, is now prac- 
tically controlled by this organization. It 
is not only affecting us as exhibitors, but 
it is destroying almost every other element 
in our industry, not forgetting the interests 
of the general public. 

"We are patronizing the very organiza- 
tion that is putting us out of business. And, 
Mr. President, on behalf of New York, 1 



want to say to you just what New York 
means to you and you to us. We sat here 
and listened to your wonderful opening 
report. We think it is great. 

Calls for Action 

"If we don't put a stop to this menace 
we won't have. I can't see for the life 
of me why w eshould finance the build- 
ing of theatres to put us out of business. 
It has been said in New York that the 
members of our organization built the 
Loew Thea;tre — that something like a mil- 
lion dollars was invested by local exhibi- 
tors to build the menace. 

"I want to say here that in no other ii,. 
dustry would the retailer have permitted 
a manufacturer to put him out of business. 
We did that in millions. 

"We know of circuits of theatres costing 
from $200,000 to a million each. We know 
of one circuit of six houses, and if Mr. 
Loew went into the territory tomorrow 
where the theatres are situated they would 
get no film they want. Then the brick and 
mortar would become a liability instead of 
an asset, would not be worth 50 cents on 
the dollar. 

"The exhibitor out of town will say 




ERNEST H. HORSTMANN 
Pioneer in exhibitor organization chosen to repre- 
sent Massachusetts in the new national directorate. 



Loew does not reach into your territory. 
But Loew will reach into your territory. 

"There must be some way of curbing 
this, and that way is by united action- 
but not when you leave this convention 
by forgetting about it. 

"There are some circuits working, and 
working out to the advantage of the ex~ 
hibitor. It's a good thing. From an eco- 
nomical standpoint I don't blame Mr. Loew 
for acquiring theatres. That is his busi- 
ness. But I blame you for patronizing 
him, to give him money to build new ones. 
It doesn't affect me personally not one 
iota. 

"It doesn't affect me because I take the 
leavings and have to take them, and will 
continue to take them. I am not here to 
advertise myself, gentlemen, but I have 
said this for you. 

"In Minneapolis your president did 
wonderful work when he told Mr. Zukor 
where he got off. Mr. Zukor has done 
more for the exhibitors in this_ room by 
giving them good sustained product than 
Mr. Loew would ever do — and"I am not 
a user of Paramoimt — because I can't get 
it. (Laughter.) 



"You are still swapping goats," he re- 
marked amid the laughter of the delegates. 

"We have a perfect right to get togethe^ 
and do as we see fit. And take it from 
me, with the affiliations that Loew has 
every territory is affected. New York 
four years ago was a 12% per cent terri- 
tory, but because of the acquiring of more 
houses it is now a 9% per cent territory. 

"I want to say to you that the territory 
in and around New York is just as badly 
affected." 

Says Territory Is Reduced 

Mr. Ochs talked of Peekskill, saying that 
Loew with a $35,000 or $40,000 house near- 
ly put out of business a theatre costing 
$198,000, which was saved by the courts. 
. "I am glad that the exhibitors are united 
and are going to stick together," continued 
the speaker. (Cheers.) "I am glad that 
Sydney is going to stay on with j'ou, be- 
cause there is going to be a big battle, 
bigger than any. you have won, bigger than 
the amusement tax. 

"Make up your minds to battle this octo- 
pus. Don't let him forget that the inde- 
pendents are a damned sight bigger than 
he will ever be. Don't forget it. Decided 
action has got to be taken at this conven- 
tion. Start the ball rolling." (Cheers.) 

M. J. White, of Dover, N. H., declared 
that today the states of Maine and New 
Hampshire were in the hands of two in- 
terests. 

"I have come from my home sixty-eight 
miles awaj' and gone through the film dis- 
trict, sometimes several days in succession, 
onh' to get films that I would spurn if 1 
had any choice," said Mr. White. "I want 
to say with all the strength of my being 
that this organization is going to continue 
to exist. We have got to adopt the good 
advice of Brother Ochs. Those of you 
wdio have the power of selection will use 
that right to purchase films of decent pro- 
ducers and not from those who are crowd- 
ing you out. 

Hits Loew, Int. 

The following offered by W. W. Farley 
of Schenectady was referred to the resolu- 
tions committee and adopted Thursday in 
this form: 

"Whereas, the present attitude of Loew 
Incorporated in attempting to monopolize 
all branches of the motion picture industry 
is fast becoming a menace to the best in- 
terests of all concerned; 




MARTIN G. SMITH 
President of Ohio Theatre Owners who will in com- 
ing year be member of directorate of twenty-one. 



June 7, 1924 



Page 15 



"Resolved, that the board of directors 
inquire into and careful!}' examine receni 
moves made by Loew Incorporated and 
other allied producing companies and take 
such action in the premises as in their 
judgment will properly safeguard exhibitor 
interests and prevent such injury as ma.y 
follow this or any other combination of 
producers." 

"I have listened with a great deal of 
attention to the many things that have 
been said yesterday and today." said ^Ir. 
Davis, "being chairman of the committee 
on ways and means, which I think is a 
very important part of this convention, be- 
cause after all without ways and means 
we cannot combat the enemy, no matter 
who he is or where he is. 

Funds for Counsel 

"I am going to go a little contrary to 
the president under the circumstances that 
have developed today. A letter was sent 
out to the delegates stating that no collec- 
tions or contributions would be taken up. 
It strikes me that there is no time like 
the present, and there never was a time 
in the history of the moving picture busi- 
ness when an insurance policy was so nec- 
essary for your continuance in this busi- 
ness as it is today. 

"Now. gentlemen, we met for two days, 
seven and eight hours a daA\ trying to de- 
vise ways and means to secure the funCs* 
necessary to emploj- and pay counsel of a 
type and character that can represent a 
proposition as big and as important as this. 

"Because the other side have the monej- 
they can employ counsel by the year, and 
they have the best counsel procurable, and 
they have Mr. Will H. Hays, who was 
the postmaster general of the UniteG 
States, without any knowledge of the mo- 
tion picture business, to represent them — 
for what? 

"Was it because of his knowledge of the 
motion picture business or of the law? 1 
say it was because of his knowledge or 
the influences he could convey to these 
men if they did anj'thing in restraint of 
trade. 

"Now, gentlemen, I know human nature 
pretty well. I have been in the business 
1 hate to tell you how long. I have he^u 
with the big legitimate producers for forty 
3'ears, and I have found it necessary to 
get into fights to protect what I had not 
from any desire to get what the other fel- 
low had, but to protect what I had.'' 




GLENN HARPER 
Again member of directoratt, who made sportsman- 
like but losing fight for 1 925 session for Lcs Angeles 



Air. Davis told of controversies with the 
Shuberts, and said the onlj- waj- he re- 
mained in business was through organiza- 
tion and because there has been a will- 
ingness to go down in their pockets to pro- 
vide the funds to carry on. 

"It is all well enough to talk about 
leaving it to the big fellows," continued 
the speaker, "but because they are the big 
fellows as you call them you must noi 
expect them to do it all. You have got 
to contribute according to j'our means. 

"You must have pictures. You must 
support the independent man who is mak- 
ing pictures. Let us take the practical side 
of this thing, gentlemen. I am not an 
orator, not a great man, just one with 
common serse and of b tter experience. I 
have been through the mill and nothing 
will do and nothing will help but for you 
to go down in j-our pockets and supply the 
funds, not a few hundreds but the several 
hundred thousand dollars necessary to 
make these people stop the things they are 
doing. You may get them in restraint 6i 
trade, but it will take you several years 
to get them. Every one of you would be 
broke if you waited for the Federal Trade 
Commission. 




JOHN A. SCKWALM 
Ohio Theatre Owner who again will serve his state 
as a member of the national board of directors. 

"I know the Haj-s organization is not 
with us. It is with us onh- so long as they 
can use us and destroy us. We have got 
ten thousand times more influence if we 
but tie together." 

Air. Davis emphasized the necessitj- of 
supporting " the independent producer. 
"Don't ask anybody to give something for 
nothing," he urged. "You know j'ou can- 
not depend on the product i'ou are now 
getting," he said. 

Thursday's Sessions 

'X'HE election of members of the board 
of directors and the choice in turn by 
that body of the officers of the organiza- 
tion was the principal event of the session 
Thursday. 

R. F. Woodhull. of Dover, N. J., was 
elected chairman of the board of directors 
and M. J. O'Toole president of the or- 
ganization. 

Louis AI. Sagal of New Haven was 
elected treasurer. The directors and other 
officers will be found in another column. 

There was a fight over the convention 
city for 1925, Milwaukee winning over Los 
Angeles and Montreal withdrawing. 




W. W. WATTS 

Former member of executive committee who will in 
coming year again officiate as a national director. 



Harry Davis announced that $50,000 had 
been definitely pledged as a fund to start 
the organization on its new path. 

For the board of directors Air. Brylaw- 
ski outlined a plan which, although ' in a 
tentative state, was adopted as the basis 
of financing the body. It provides that i:- 
small town houses of any size and in oth- 
ers seating 500 or less would pay $1 a 
week. Between that and 1000 the dues 
would be $2 weekly and above that sum $3. 

On behalf of the delegates Air. Brylawski 
presented Air. Cohen with a plaque, the 
money for which was subscribed bv the 
delegates the afternoon before. The retir- 
ing president replied briefly, but was over- 
come. 

Resolutions were adopted praising the 
arrangement for and the handling of the 
convention by the Massachusetts commit- 
tee: indorsing the work of the Red Cross, 
pledging co-operation with the Post Office 
Department; condemning the action of 
newspapers in magnifying unpleasant hap- 
penings in the industry: thanking Grand- 
Asher for the courtesies extended: con- 
demning the action of the producers in 
supph-ing films to non-theatrical centers. 

Woodliull Heads Board 

Air. Woodhull. as the chairman of the 
new board, announced the election of Air. 
O'Toole as president; of Eli Whitney Col- 
lins of Arkansas. Joe Alogler. of Ali'ssouri. 
Dennis A. Harris of Pennsj-lvania and J. 
C. Brady of Toronto as regional ^-ice 
presidents; of Air.- Segal as treasurer and 
George Aarons of Pennsylvania as record- 
ing secretary. 

There v/as a bit of controversy over the 
appHcation of Los Angeles for the 1925 
convention. After the application had been 
received from Glenn Harper of that city. 
Thomas Goldburg of Alaryland moved 
that the selection be left to the directors. 

Several members of the board expressed 
a willingness that the delegates themselves 
should settle the question on account of 
the expense and time involved in the trip 
to the west coast. 

When it finally was decided to open up 
the question and permit the delegates to 
decide Alilwaukee made a strong bid. fol- 
lowed by Alontreal. which latter city, by 
the way and for some apparently unre- 
vealed reason, was the recipient of applause 
and even cheers. 

Alilwaukee won on the showdown and 
hands down. 



Page 16 



Exhibitors Trade Review 



Old J2tdy^^storSqys 




IJEADQUARTERS of the Motion Picture Owners of 
1 America was a lively place on the eve of the conven- 
tion. The afternoon of Monday was not far advanced 
when more than 100 registrations were recorded— and it 
was noted in examining the cards that practically the entire 
number represented exhibitors. The exceptions were the 
wives of the delegates and a half dozen upholders of the 
motion picture press. The number exceeded 140 before 
the close of the room at 6 o'clock. 



J^AY LEWIS, editor of the Canadian Digest and 
secretary of the Dominion Theatre Owners, was 
the first of the women representatives of the press 
to register. She cam« in with a groupl of nine from 
across the border, headed by John C. Brady, vice 
president of the Canadian Theatre Owners. It was 
reported several of the men from the north were 
motoring to Boston, while still a third section was 
coming by wny of New York. 

HERE there have been conventions in which the major 
part of the visitors were of the selling forces of the 
industry that is not the case with the Boston party— not 
tea party, please take note. There is nothing but exhibitors 
seemingly in sight, although Tuesday morning will be 
pretty sure to bring a throng. While the producers and 
distributors may hold aloof when it comes to putting up 
oodles of money to bring stars to a convention city, there 
is no counting of the expense when there is an opportunity 
for the men of the selling end to rub elbows with hundreds 
of exhibitors. 

JJARRY DAVIS, of Pittsburgh, one of the national 
board of directors, was an early arrival on Mon- 
day. When asked what or who was in the wind he 
said he was not in the know, but had come to the 
convention as a delegate from Western Pennsylvania. 
Until recently Mr. Davis was one of the prominent 
figures of the administration. He is one of the most 
widely respected theatre owners in the country. Later 
in the afternoon he sat silently for hours in an 
executive meeting, and then made a financing 
proposition that is described as a "humdinger." 

J£ ECTOR PASMEZOGLU, "the handsome Greek" of St. 

Louis, one of the executive committee at large, wires 
in he is on his way and will be accompanied by Mrs. Pas- 
mezoglu. The St. Louis Theatre Owner always is a figure 
at national conventions, and incidentally never misses one 
of them. 

gEN AMSTERDAM, the Philadelphia independent 
distributor, is very much present. He has a 
corner suite on the top floor, of the Plaza, where he 
entertained his friends. Some of the visitors were 
very much interested in a perfectly good deck ot 
cards, which measured 4 by 6 inches. If you don't 
think that is a handful just mark off a card of that 
size. Ben took in the baU game on Monday, accom- 
panied by Messrs. Schad and Cook of his home state, 
and declared afterward he never had more fun in 
looking on the national game. 

'PHE lobbies of the headquarters hotel took on sudden 
Q^n^^^" ^^"^^ contingent came in with a rush 

at 8 :30 on convention eve. Almost in the van were Paul 
Mooney, Hodkinson vice president, and James Grainger 
and Eddie Saunders of the Metro-Goldwyn forces They 
were practically the first of the executives of the old line 
companies to enter an appearance. 



John BRADY is the boss of the Madison Theatre of To- 
ronto, a suburban house of over a thousand seats. 
When asked if he made it a point to read reviews in the 
motion picture business papers he replied that he did. 
"Suppose a chap comes along and tells you he has got a 
picture that will jam your house — how are you going to 
know," said Mr. Brady, "if you don't have the opinion of 
some one who has seen the picture, whether the salesman is 
giving you the right kind of information? If a paper 
doesn't print the reviews you can't wire an editor and expect 
him to find time to answer you and a lot of others seeking 
the same kind of data. A man does not have to be abso- 
lutely guided by what he gets in a review, but he can at 
least use it as a help." Mr. Brady said Toronto is over- 
seated at present. 

JOSEPH W. WALSH, of Connecticut, president of 
^ that state's branch, drove into Boston from Hart- 

ford. Mr. Walsh was accompanied by Mrs. Walsh 
and their very young daughter — so young, in fact, 
she did not seem to understand what it was all about, 
and at the moment of observation so exceedingly 
sleepy she didn't care. Mr. Walsh remarked that he 
believed the way to end the Theatre Owners' troubles 
would be to divide the country into zones — possibly 
fifteen — each one to be under its own board. Then 
he would make the president more of an honorary 
officer, permitting a man of large responsibiUtes to 
accept the position, the actual work to be done by 
an executive from the outside. 

J^RNEST H. HORSTMANN, executive secretary of 
Massachusetts and the man on whom has fallen much 
of the real preparation for the convention, was the third 
member of the party. He could not repress a smile. He 
asked this writer to bear witness that on the desk of the 
editor of the Trade Review was a letter in which the 
speaker had urged practically the same remedy, with the 
exception that he would make it four zones instead of 
fifteen. 

'pHE evening of Monday brought the information 
that the executive committee had taken action on a 
proposition to reorganize and mainly to finance the 
body, in which a paid executive would be one of the 
principal features.. 

■p RED HERRINGTON, the War Horse of the Alle- 
ghenies, and the four times consecutive executive secre- 
tary of Western Pennsylvania, is on the job. If you want 
to know what kind of an organization he represents or what 
a forceful character and all-around square shooter is Harry 
Davis— just in case there may be any lingering doubt in 
your mind — ask him, that is, in case he does not beat you 
to it. Fred, which is the only way his friends know him, 
is a former president of the Motion Picture Exhibitors 
League, having laid down the reins of office in San Fran- 
cisco in 1915. When he deals in exhibitor poUtics he sinks 
personalities and thinks and talks in terms of organization. 

p RESIDENT 'PETE' WOODHULL, of the New 
' Jersey exhibitors and a member of the national 

board of directors made a stirring speech at the 
opening session of the convention. After submitting 
his formal report for his fellow-directors he paid his 
respects to the memory of the late Charles E. White- 
hurst of Baltimore. He referred feelingly to the sin- 
cerity, the ability and thfe-.tharming personality of his 
fellow-director. "Over aflid- .above- ^all these -things / 
Charley always kept his feet on the ground when wo 
had a problem to solve," said Mr. WoodhulL "When 
his advice was asked for after a matter had been 
discussed thoroughly ' it was found thit ninety-nine 
times in a hundred he would be right.""' 



June 7, 1924 



Page 17 



A CRY from the crows-nest — 
" "Sail Ahoy!" And then the 
decks were cleared for action. 
All sail was set, and the pirate 
sea-scourge swept down upon 
some luckless galleon wallowing 
in the trough of the sea and laden 
to the scuppers with a burden 
of gold. And soon the hap- 
less prize ran red with blood. 




J' HE SEA HAWK" is a glamor- 
ous story of the corsairs — gentle- 
men buccaneers, bold and daring 
rovers of the seas, licensed by 
kings to pillage and plunder. An 
odd assortment of brigands and 
noble adventurers always ready for 
either fight or frolic — gallant rascals 
who enjoyed a battle to the death. 



A Stirring Story of Piracy, Plunder and a Woman's Love 

In First NationaVs "The Sea Hawk," Milton Sills Is a Christian Nobleman 
Who Turns Mohammedan Pirate Because of a Brother s Perfidy 



Page 18 



Exhibitors Trade Review, 



Making Progress 



THE JNIotion Picture Theatre OAvners of Amer- 
ica have made substantial progress in its devel- 
opment of a business organization. The dele- 
gates to its fifth annual convention have taken the 
control of the body out of the hands of the mem- 
bers and placed it in a board of tAventy-one Theatre 
OAvners. 

This action Avill go far toAvard the establish- 
ment of a really constructive body and directly 
will eliminate a large measure of the politics of a 
disconcerting kind — the politics Avhich formed so 
dominating a part of the thoughts of a fcAV but 
influential members. 

The national organization so far as it is able has 
done its best to eliminate the star question. 

As Avas remarked by a delegate from Ohio the 
shift in the constitution makes the association a 
tAventy-one-man body — no longer is it open to the 
charge of being a one-man organization. 

Mr. Cohen continues as a member of the board, 
AA^hich means the board and the Theatre OAvners as 
a Avhole Avill have the advantage of his experience 
of four years. 

* * * 

TJ ARRY DAVIS, of Pittsburgh, one of the 
most prominent members again is in harness 
after a fcAV months' inactivity, and his return Avill 
be hailed with delight by the members. Mr. 
Davis, Avhile one of the most prominent operators, 
never loses sight of the man in the small toAvn and 
of his importance to the organization. 

Neither does he fail to look at Theatre OAvner 
organization as a big business proposition, one 
that requires for proper administration ample 
funds to carry on the Avork. That is attested by 
his oAvn contribution of $5,000 toAvard the fund 
Avhich shall serve as a nucleus for a treasury. 

Mr. O'Toole, the ncAV president, is a man of 
Avide experience in public affairs and of large ac- 
quaintance with men of national prominence. He 
knoAvs Washington and the officials Avho conduct 
the Avork of the nation. 

He admits that he is a "nut" on public serAace. 
He has conducted as chairman of the committee 
devoted to that department a Adgorous and efi'ec- 
tiA^e campaign. He has eliminated much opposition 
or indifi'erence to that factor of the organization's 
A\'ork, and in many cases has converted it to en- 
thusiastic support. 

The appearance at the convention as speakers 
of representatives of the United States Army, one 
of them Major General BrcAvster, self-described as 
a "public servant of forty years' standing," and 
of the American Red Cross bear testimony to the 



fruitfulness of the seed that has been planted by 
the public service department. 

R. F, Woodhull, chairman of the board of 
(iiiectors, and under the ncAV order a man of Avide 
influence in the aft'airs of the body. Theatre 
OAvners throughout the countn.^ have an oft'icial of 
Avhom they may be proud. He is above all a 
"mixer," and can hold his own in any company 
with credit to those Avhom he represents. 

The new chairman is a poAver in the afi^airs of 
his OAvn community, having been foremost in all 
civic movements. His abilities and his public ser- 
vice have been recognized by his fellow-towns- 
men of Dover, N. J., on many occasions and he 
has been urged to accept the highest honor in the 
gift of his city. 

The members of the board of directors form a 
representative group of the nation's Theatre 
Owners. The same remark applies with equal 
force to the vice presidents and the treasurer and 
secretary. 

One of the notable phases of the convention 
Avas the harmony of the proceedings. In that re- 
spect it Avas much like the function at Avhich the 
present body Avas born, that at Cleveland. The 
reason is not far to seek : The machinery by Avhich 
the movements of the delegates Avere guided Avas 
representatiA^e of the country. 

^ ^ ¥ 

npHE conferences Avere controlled by the spirit 
oi consideration tor tne body as a wnoie, Avith 
the result that Avhen measures Avere proposed on 
the floor the delegates accepted them almost Avith- 
out question. 

The only real controversy Avas as to the next 
place for the holding of the conA^ention, and the 
board purposely had throAvn that decision to the 
delegates in order that there might be no question 
as to the point preferred. 

The many tributes paid to Sydney S. Cohen, 
retiring president, Avere impressiA^e and demon- 
strative of the aftection of his felloAv-delegates. 

It is the feeling of Exhibitors Trade RevieAv 
that the Boston Convention of 1924 is the most 
constructiA^e gathering that has yet been held 
under the auspices of Theatre OAvners. It Avon't 
suit every one, and it cannot be expected so to do. 

But it has made progress. We believe that its 
new method of p-overnment Avill appeal to the 
groups of Theatre Owners not at present allied 
Avith the national orpanization. 



HAL ROACH 

presents 

Cradle Robbers 

Two Reels 

An "Our Gang" Comedy 




When the fat boy is entered by "the gang" in the prize baby 
contest — 

When, in his absurd baby clothes, he goes and prattles prettily 
so as to qualify for the handsome prize — 

When "the gang," inspired to enthusiasm by the showing of 
their entry, get all tangled up in all sorts of funny happen- 
ings— 

And when he, disgusted with the way things are going, says 
"Aw, this is the bunk; let's go fishing!" — 

You'll agree that Hal Roach has produced another classic 
of comicality in the remarkable "Our Gang" series. 

Path^comedy 

TRADE (^^^^ MARK ■""^"■^^^^ 



HAL ROACH presents 



The King of Wild Horses 



Directed by 

Fred Jackman 
Story by 

Hal Roach; 



NOTICE 
BEWARE OF FILM PIRATEI ^ 

id »'t NEVER SOLD Th* njthr to uk lOth pfim* cjb be k(<ll» 



1 lutfmi to cODvictico cd 4oy ptnoa tiulmj 



A Feature 




Filled with surprises 

How many persons have seen two wild 
stallions fighting for the ownership of 
the herd? 

Have you -ever seen a horse leap a tre- 
mendous chasm twice, first -for his own 
safety, alone, and secondly with a rider 
for the rider's safety? 

Have you ever seen a picture dominated 



by a horse from beginning to end, a horse 
so intelligent, so beautiful, so courageous, 
that he wins you completely, and holds 
your attention just the way a great actor 
holds it? 

That's this great feature, declared by 
every reviewer to be an outstanding nov- 
elty, and certain to hold and arouse any 
audience. It's filled with surprises. 



June 7, 1924 



Page 21 



LEADERS ALL 

W. Ray Johnston, 'Independent' States Righter 



ANOTHER of the young- 
er men who have earned 
recognition in the mo- 
tion picture trade is W. Ray 
Johns,ton, vice president and 
general manager of Arrow 
Film Corporation. Mr. John- 
ston has been an active part 
of the business for ten years. 

The Arrow executive is 
one of the few men sitting at 
a desk who has had actual ex- 
perience in front of the cam- 
era. It all came about in an 
unusual way and was caused 
by the desire of the very 
thorough Edwin Thanhouser 
that Mr. Johnston should 
know more of the actual 
workings of a studio. 

In the course of three 
moxths Mr. Johnston was 
featured in nearly a dozen 
one and two reel subjects. 
Some of the friends of the 
executive recently obtained 
a print of one of these and 
had it titled in modern fash- 
ion, but after their own 
ideas. It is said the revised 
version really is satirical in 
vein, s,o much so it is un- 
likely it will be generally distributed. 

It remains only to be added that in 
this phase of Mr. Johnston's career, he 
soon decided he would leave the acting 
side to others and would confine his 
own activities, to other channels, but 
this experience had been worth while. 

]yjR. JOHNSTON was born in 
Janesville, Iowa, thirty-two years 
ago. His first connection with the "pic- 
ture business" was when at the age of 
thirteen, with other boys, he contrived 
a projection "machine" from plans 
printed in the Scientific American. 

The contraption was a small box 
lined with colored cheesecloth and con- 
taining candles to light the "screen." 
Then long strips of Buster Brown car- 
toons extracted from the newspapers, 
accompanied by appropriate titles, were 
rolled between spools, across the so- 
called "screen." 

At a public show the gate receipts 
were 98 cents. 

Following his graduation from high 
school and later the Waterloo College 
of Commerce the young man was em- 
ployed on the Waterloo Daily Reporter. 
Here for a year on the news staff he 
handled matter from suburban towns 
and did general work. 

Then an opening as secretary for a 




LEADERS ALL— W. RAY JOHNSTON 
T>ECAUSE he brings to his work an intimate 
knowledge of banking problems ; because he has 
had actual experience in nearly all essential depart- 
ments of picturemaking and distribution; because to 
these possessions there is joined a frank and likable 
personality and a faculty for making strong 
friends to whom he sticks and who stick to him. 

local banker was quickly accepted. The 
affiliation of several years standing 
brought opportunities for acquiring an 
insight into general banking as well as 
the financial side of real estate. Among 
the responsibilities among others was 
that of secretary and treasurer of the 
Western Realty and Development Cor- 
poration. 

Associated with Mr. Johnston's em- 
ployer was Wilbert Shallenberger, 
brother of Dr. W. E. Shallenberger, 
who later was to start Arrow. The 
brothers also were interested in the 
Thanhonser Company with Charles J. 
Hite, who had taken over this pioneer 
independent concern O'^ the first re- 
tirement of its founder 

jy/J R. HITE desired a secretary who 
had knowledge of banking and 
general finance and asked Mr. Johnston 
to join him. The invitation was ac- 
cepted and the young lowan came to 
New York. This was in 1914, when 
Mr. Johnston was twenty-two yearb 
old. 

Within two months the new-comer 



was made treasurer of the 
Syndicate Film Company, 
which made "The Million 
Dollar Mystery." Then he 
was elected president of the 
Big Productions Film Cor- 
poration, the concern which 
distributed the Hite Indepen- 
dent product, not released 
through Mutual Films Co. 

Among the subjects made 
were "Beating Back," featur- 
ing Al Jennings, who at that 
time was much in the public 
eye by reason of his smashing 
but unsuccessful campaign 
for the governorship of Ok- 
lahoma. 

Among the properties 
owned by Mr. Hite was the 
North Avenue Theatre in 
New Rochelle, which had the 
unpleasant distinction at the 
time of being its owner's only 
"lemon," or losing possession. 
The management was wished 
on to Mr. Johnston, with the 
understanding that if he 
could make any money out of 
the picture house it should go 
to the manager. 

The experience, although 
somewhat rough in spots, was of the 
utmost benefit in the end. It gave 
Johnston a new angle on the picture 
business. The house was brought to 
the stage where the losses were con- 
verted into a small profit — averaging 
perhaps $10 weekly. 

J\/[ R. JOHNSTON then was brought 
back to the distribution side of 
the industry and was made secretary of 
the Thanhouser Syndicate Corporation, 
which was issuing "Zudora," a twenty- 
episode serial which it was believed 
would be a worthy successor of "The 
Million Dollar Mystery." 

Following Mr. Hite's tragic death, 
Mr. Thanhouser, who emerged from 
his retirement again to take charge of 
the company bearing his name, sent 
Mr. Johnston to Florida to manage the 
studio in Jacksonville. He remained 
here eight months. 

When the compan}' was brought back 
to New York Mr. Johnston became 
treasurer of the Thanhouser company, 
which position he retained until its 
liquidation, in 1917. 

Immediately upon the winding up of 
the company's business Mr. Johnston 
was made secretary of Arrow, and very 
shortly afterward was promoted to his 
present position as vice president. 



Page 22 



Exhibitors Trade Revieu- 




"EARNEST TOR- 
RENCE as The 
Montebank' is as 
popular with the 
circus folk in the 
Brenon production 
as with the fans. In 
the oval : A dra- 
matic role again 
becomes the share 
of Gloria Swanson 
in Allan Dwan's 
"Man handle d." 



Four Paramount Winners 

y ariety is the keynote of the Paramount release schedule for the coming 
year. Each of these four films is based on a distinctly individual theme. 



June 7, 1924 



Page 23 



Confidence and Optimism Shown at Vitagraph 
First General Sales Convention 



OPTIMISM and confidence in the mo- 
tion picture industry generally and 
predictions for the biggest year that 
\'^itagraph has ever known in its twenty-six 
years of the production and distribution of 
pictures comprised the key note of the first 
general sales convention of this company in 
SIX years at Chicago May 23-24. All of 
the executive officers, division chiefs and 
branch managers attended. The sessions 
were held at the Drake Hotel where head- 
quarters were established. 

President Albert E. Smith emphasized in 
his brief address, Vitagraph's policy of "live 
and let live" in its relations with exhibitors. 
The successful bookings of Vitagraph pro- 
duction during the season just passed has led 
Mr. Smith to announce twenty-four super- 
specials for the season of 1924-5. These 
stories are to be pictures of big drama with 
punch and action. 

It was the consensus that the so called 
society play and the sex story has no place 
in Vitagraph's plans. The branch managers 
agreed with Mr. Smith that the clean action 
story with big sets, action and punch are the 
money makers of the coming year. TJiese 
active sales heads predicted that the sex 
drama on the screen would go the way of 
the hundreds of so called "vampire" pic- 
tures of the past — on to the shelves. 

John B. Rock, general manager, predicted 
an abandonment by producers generally of 
the excessively costly picture so that exhib- 
itors may oiTer the public entertainment on 
honest rentals and honest admission prices. 
He told the assembled salesmen that Vita- 
graph had had its second biggest year in 
1923. He attributed this amazing volume of 
business to the everlasting policy of noth- 
ing but "safe and sane" productions. He re- 
marked that the reputation for sound busi- 



ness dealings which Vitagraph has established 
was again reaping its reward in the foreign 
markets. For years prior to the war Vita- 
graph stood practically alone in supplying 
these markets. As the countries abroad come 
back to normal and the people are turning 
to amusements the bookers abroad are de- 
manding Vitagraph productions. Incidentally 
he remarked that the foreign movie fans 
seem to be more loyal to screen favorites 
than the American public which seeks the 
new rather than the tried. He also revealed 
the amazing fact that Vitagraph has produced 
and released more than 15,000 motion pic- 
tures. 

President Smith went to the convention 
from Los Angeles where he is giving his 
personal attention to the making of Saba- 
tini's "Captain Blood," which David Smith 
is directing. He was accompanied by Mr. 
Rock who had reached California on a trip 
which included all of Vitagraph's western 
exchanges. The others who were at the con- 
vention were A. Victor Smith, A. J. Uel- 
son, assistant general manager; A. I. Siegel, 
secretary of Vitagraph Inc.; Walter Bon- 



yun, in charge of foreign sales ; A. C. Brau'n- 
inger, of the sales promotion department, 
and W. Wallace Ham, director of publicity, 
all of the general offices ; George A. Bals- 
don, special representative with headquarters 
at Albany, New York; J. M. Duncan, Chi- 
cago, H. Bradley Fish, Los Angeles, Thomas 

G. Guinan, Atlanta, division managers; J. 
S. Steinson, Chicago, S. N. Burns, Albany, 
C. W. Anthony, Buffalo; J. N. Naulty, New 
York City ; C. W. Sawin, Boston ; Robert 
S. Horsley, Philadelphia; Stanley Spoehr, 
Washington, F. W. Redfield, Pittsburgh; B. 
A. Gibbons, Montreal ; S. Romney, St. John ; 
A. S. Clatworthy, Winnipeg ; Frank Meyers, 
Toronto ; Ira P. Stone, Atlanta ; J. E. Huey, 
Dallas ; M. W. Osborn, New Orleans ; A. 
J. Beck, Oklahoma City; A. Danke, St. 
Louis; C. A. Schultz, Kansas City; Fred' 

H. Knispel, Minneapolis; J. H. Young, De- 
troit ; C. L. Kendall, Cincinnati ; J. E. Beck, 
Cleveland ; Frank E. Hickey, Denver ; C. P. 
Nedley, Omaha ; R. S. Stackhouse, Salt Lake 
City; C. N. Hill, Los Angeles; W. C. 
Wheeler, San Francisco, and H. A. Black, 
Seattle branch managers. 



Principal to Form Exchange System 
for Own Distribution 



PRINCIPAL 



PICTURES CORPORA- 
TION contemplates the immediate form- 
ing of an exchange system for the distribu- 
tion of their productions. 

This announcement comes from Sol Les- 
ser, president of the organization, just re- 
turned from an extended visit throughout 
the East, where he made a careful survey of 




Terpsichore Has 
a Rival 

n ASTON GLASS in F. 

^ B. O.'s "After the Ball" 
demonstrates his ability to 
trip the light fantastic. 
With a partner as fair as 
Gaston's who couldn't rival 

VIis3 Terpsichore herself? 



the film conditions for the coming season. 

It is the intention, according to the film 
executive, to establish an exchange for Prin- 
cipal Pictures in all key cities and sell the 
product of the Principal organization direct 
to the theatre owners. 

Michael Rosenberg, secretary of Principal 
Pictures Pictures, will leave Los Angeles 
this week. He will meet with Irving M. 
Lesser, vice-president of the organization, 
in Chicago and will immediately begin the 
formation of the new exchange system. 

According to Lesser, twenty-eight branch 
offices will be formed at once. These will 
be in all large cities, chief among which are 
Chicago, Minneapolis, New York, Denver, 
Des Moines, Louisville, Philadelphia, Detroit, 
New Orleans, Cleveland, Boston, St. Louis, 
Seattle, San Francisco, Portland, Indian- 
apolis, Pittsburgh, and others of equal im- 
portance throughout the country. 

Heretofore, Principal Pictures Corporation 
have released its product through large dis- 
tributing oganizations. The new p'an is a 
radical departure from the customary sys- 
tem of film distribution. 

Chief among the films that will be dis- 
tributed in this new method are the Harold 
Bell Wright series with "The Mine with 
the Iron Door" now ready for filming. There 
are nine Wright stories to be made by Prin- 
cipal Pictures Corporation. Other produc- 
tions will include the Baby Peggy series, 
two of which are already completed, "Captain 
January" and "Helen's Babies." These are 
in feature length, adapted from world fa- 
mous juvenile books. 

The new plan is an important move in 
the film world. The money derived from the 
sale of the produtt will immediately revert 
back to Los Angeles and be used in the 
production of additional films at the Prin- 
cipal plant. 

Principal Pictures Corporation have pro- 
duced many of the outstanding features dur- 
ing the past few years, chief among which 
have been "The Meanest Man in the World," 
Harold Bell Wright's "When a Man's a 
Man," all of the Jackie Coogan pictures_ 
prior to his association with ^letro. chief 
of which were "Peck's Bad Boy," "My 
Boy," "Trouble," "Oliver Twist," etc. 



Page 24 



Exhibitors Trade Revieut 




COMMITTEE NAMED FOR 
N. Y. CONVENTION 

Hotel Statler Will Be Scene of 
M.P.T.O. Session 

JH. MICHAEL, chairman of the execu- 
• tive committee of the Motion Picture 
Theatre Owners of New York, Inc., and gen- 
eral chairman of the convention to be held 
in the Hotel Statler, Buffalo, July 7 to 11, 
has announced the following committees to 
arrange the details of what is expected to 
be the largest and most successful gathering 
in the history of the state organization : 

Charles Hayman, president. Cataract 
Amusement Company, operating the Strand 
and Cataract theatres, Niagara Falls, assist- 
ant general chairman. 

Reception committee : Exhibitors, Fred- 
eric Ullman, Mr. and Mrs. A. C. Behling, 
Mrs. George Haney, Mrs. C. B, Darrow, 
James Cardina, J. D. Parmele, Nikitas Dip- 
son, Batavia; Sidney Allen, Medina; N. Ko- 
zanowski, James Cooban, A. J. Koch, Robert 
Albert, Lancaster ; Charles Bowe, Charles 
Riehl; Members of the Film Board of Trade, 
Sydney Samson, James Norman Speer, How- 
ard F. Brink, Fred M. Zimmerman, Marvin 
Kempner, Frank J. McCarthy, Gerald K. 
Rudulph, Vincent McCabe, Bob Wagner, 
Henry W. Kahn, Basil Brady, Joe Miller, 
Richard C. Fox, Earl Kramer and C. W. 
Anthony. 

Automobile committee : Arthur L. Skin- 
ner, chairman: Joseph A. Schuchert, Jr., 
and James Wallingford. 

Decoration committee : Vincent R. Mc- 
Faul, chairman; Louis Eisenberg and E. O. 
Weinberg. 

River and Lakes trips committee: George 
Hall, chairman; George Haney. 

Theatrical entertainment: Henry Carr, 
chairman; M. Slotkin and Fred M. Shafer. 

Press committee: Al Beckerich, chairman; 
Charles B. Taylor, Gerald K. Rudulph and 
Joseph A. Schuchert, Sr. 

Niagara Falls and Gorge route committee: 
A. C. Hayman, chairman ; Herman Lorence, 
M. Atlas 'dud John Amendola. 

Registration committee : Sam Berman, 
chairman ; Miss L. Silver and A. C. Hayman. 

Finance committee : A. C. Hayrnan, chair- 
man ; Sam Berman and William Dillon. 

Ex-officio members: William Brandt, 
president, M.P.T.O. of N, Y., Inc., and 
Charles O'Reilly, president Theatre Owners 
Chaniber of Commerce. 

In addition to the above, the following 
committeemen will be appointed : 

William Calahan, Rochester; Lally Broth- 
ers, Dunkirk; Nikitas Dipson, Batavia, 
Peterson and Woods, Jamestown ; Sidney C. 
Allen, Medina; Henry Thurston, Lockport; 
Ben Davis, Gloversville ; George Roberts, 
Elmira ; George Tooker, Elmira, Dave Cohen, 
Binghamton; Ned Kornblite, Binghamton ; 
Sam Suckno, Albany; Jack Breslin, Auburn; 
Walter Bengough, Auburn; Sol Schaeffer, 
Oswego; Charles Smith, Hornell, F. F. 
Peters, Hornell; Frank Martin, Syracuse; 
Harry Gilbert. Syracuse; William Dillon, 
Ithaca ; William S. Hurley, Schenectady ; 
Mr. Erk, Illion; Nate Robbins, Utica ; Harry 
Lux, Utka ; Barney Lumberg, _Utica ; Wil- 
liam Biiettner, Cohoes ; William Benton, Syr- 
acuse ; Bobby Landry, Ogdenburg,; Doc. Wil- 
son, Watertown ; Sol Manheimer. Water- 
town ; Vic Warren, Messina and Sam Mo- 
rass, Theatre Owners Chamber of Com- 
merce, Times Building, New York City. 

Already reservations are coming in at the 
Hotel Statler, Buffalo, from the convention 
and Mr. Michael urges delegates to engage 
rooms at their earliest opportunities. The 
slogan, "With Niagara Falls at her Door, 
Buffalo Is Vacation Land," is being used to 
boost the convention and exhibitors are again 
urged to plan their vacations for the week 
of July 7 so that they can attend the con- 
vention in the Queen City of the lakes. 
The Film Board of Trade of Buffalo is 



to take an active part in entertaining the 
delegates and a committee has already been 
appointed to plan a big outing. Next week 
Mr. Michael expects to have the complete 
program ready and it will keep delegates busy 
all week. The Buffalo Chamber of Com- 
merce and Mayor Frank X. Schwab and city 
officials are giving enthusiastic support to 
the convention. Free parking has been ar- 
ranged for delegates in the mammoth new 
Hotel Statler garage. One of the features 
of the convention will be the lake and river 
rides and the trips to Niagara Falls and 
around the Gorge, all of which will be free 
to delegates and their families. There is 
expected also to be several big theatre 
parties. 

MARGARET WINKLER PLANS TO 
ACQUIRE NEW SERIES 

Margaret J. Winkler left on May 26 
for Los Angeles. While there she plans to 
acquire several series of short subjects, 
and incidentally meet the Warner Fran- 
chise holders for any number of them are 
now handling her Felix Cartoons and the 
Alice Comedies. She hopes, immediately 
upon her return to make an announcement 
of unusual interest to the independent ex- 
changes of the country, inasmuch as a deal 
should be consummated that she has been 
working out for quite sometime for the 
release of a series of two reel comedies 
with one of the best known comediennes 
of the screen. 

Miss Winkler is very enthused over the 
prospects for the coming year. With Felix 
set in practically every territory in the en- 
tire world — and the Alice comedies— if 
they continue to be produced as well as 
the first four and there is no good reason 
why they should not be better — bids fair 
to even outdo Felix — and that's saying 
something. Because of this and the fur- 
ther acquisition of new material, for Miss 
Winkler plans to have at least six units 
producing for her during the coming year, 
she has engaged Mr. Nat Levine to handle 
all sales. Mr. Levine is well known in 
the industry, particularly amongst the inde- 
pendent exchangemen, he having distrib- 
uted pictures through his own organiza- 
tion for four years. 



HOTEL MEN ENTERTAIN 
JERSEY COMMITTEE 

Members of Convention Committee 
Dine and Golf at Asbury Park 

A MOST elaborate luncheon was tendered 
the members of the Motion Picture The- 
atre Owners of New Jersey, Board of Di- 
rgctors and the Members of the Convention 
Committee by Mr. Reeves, the popular host 
of the Metropolitan Hotel of Asbury Park. 

The luncheon was in charge of Dennis 
Sherman of the New Monterey Hotel, where 
this year's convention is to be held and 
George Crawford, proprietor of the Ocean 
Hotel and president of the Hotel Men's As- 
sociation of Asbury Park. 

Mayor Hettrick who was confined to his 
bed, sent his welcome to the members by 
Mr. Crawford and through Mr. Crawford 
offered his entire co-operation to help make 
the convention and carnival a success. 

Those present at the luncheon were R. F. 
WoodhuU, state president ; Henry P. Nel- 
son, state secretary ; David J. Hennessey, na- 
tional committeeman ; Joseph Seider, chair- 
man of board of directors; Peter Adams, 
Harry Manus, John Squires, and Herman F. 
Jans. 

Immediately after the luncheon and brief 
business session the entire committee motored 
over to the Deal Golf links where they 
indulged in the pleasant pastime of swat- 
ting the pill. 

Henry P. Nelson, who is an ardent sup- 
porter of the Greens concentrated muchly on 
the game that was played b} Herman F 
Jans and John Squires. 

In spite of the ocean still being wet a 
dry time was had by all, and after •thecking 
up on the people everybody reported as hav- 
ing returned home safely. 

Herman F. Jans, the rival of Marcus Loew 
for the Golf championship of the moving 
picture field, reports having lost three golf 
balls in the skirmish. No other fatalities. 

It looks as if the meetings will be held 
oftener from now on at Asbury till the date 
of the convention which is to be held this 
year June 24-26 at the New Monterey. — 
There is a reason. 



June 7, 1924 



Page 25 



JOHN FLINN OPTIMISTIC 
ON FALL PROGRAM 

Hodkinson Vice-president Expects 
Record Breaking Year 

JOHN C. FLINN, vice-president of Hod- 
kinson who has been in California for 
the past three weeks conferring with the 
many prominent independent producers whose 
pictures will icomprise the Hodkinson pro- 
gram, returned to New York this week bub- 
bling with enthusiasm over the production 
outlook for the coming Fall and Winter 
season. 

"I found all of our producers working 
with a spirit of enthusiastic confidence, in- 
spired by the splendid belief that success in 
the coming season depends only upon pro- 
duction quality and impelled by that belief 
they are marshalling every facility of splen- 
didly equipped studios to turn out product 
that will excel any of their previous efforts. 

"While at the Ince studio in CuVer C'ty, 
I saw part of 'The Siren of Seville' that 
Hunt Stromberg is supervising and I pre- 
dict that it will be a positive sensation. It 
is the story of a primitive woman in a gor- 
geous setting that fights like a tiger for 
the man she loves and the work of Priscilla 
Dean in the stellar role is a revelation in 
the heights of emotional artistry. 

"Stromberg is also personally supervising 
the Harry Carey series of Westerns and a 
rough print of 'Tiger Thompson' that I saw 
in the studio projection room is one of the 
greatest Westerns I have ever seen. 

"I found almost the entire technical staff 
of Regal Pictures at the Ince Studio work- 
ing on preparations for 'Barbara Fretchie.' " 
said Mr. Flinn, "and actual shooting on this 
big special from the CVde Fitch play, will 
begin this week with Florence Vidor as the 
star under Lambert Hillyer's direction. This 
will be followed by a series of especially big 
productions including 'The Mirage' based on 
Edgar Selwyn's great play. 

"The most important addition to the list 
of Hodkinson productions is 'The House of 
Youth' adapted by C. Gardner Sullivan, fea- 
turing Jacqueline Logan, whose services are 
in great demand by the producers on the 
West Coast. This production will be made 
at the Ince Studio. 

"Frank E. Woods and Elmer Harris are 
permanently estabHshed at the Peninsula 
studios, at San Mateo, near San Francisco, 




BEN ALEXANDER 

This youngster has leaped into fame in a remark- 
able short time. His latest appearance is in First 
National's "The Dub," in which he has an impor- 
tant role. He has a bright future ahead of him. 



where Patsy Ruth Miller, Matt Moore, Edith 
Chapman, Allan Forest, Edith Taylor, and 
other favorites are wnrk'rcr 

"Eastern Productions, Inc., and the Til- 
ford Cinema Corporation are well under way 
with the produjctions of Helene Chadwick 
in 'Her Own Free Will' and Betty Compson 
in 'All for Love' respectively. 

"I cannot find words to adequately ex- 
press my intense enthusiasm over the ac- 
tivities of the producing organizations and 
the new pictures for Hodkinson release," 
said Mr. Flinn, "but I am confident that 
the exhibitors will reflect my enthusiasm 
when we announce our complete line up of 
productions for the coming season. This an- 
nouncement will be given to the trade within 
the next two weeks." 

* * * 

MUSIC PUBLISHERS WIN SUIT 
AGAINST EXHIBITOR 

A suit which has been pending in the 
South Carolina courts for two years brought 
by the American Society of Composers, Au- 
thors and Publishers against the Albert So- 
tille Enterprises for infringement of copy- 
right, was decided week before last in favor 
of the Society and Mr. Sotille was taxed with 
damages to the amount of PSO, fees of $100 
to the plaintiff's attorneys and all costs of 
court. 

The suit was brought for the playing of 
a portion of the chorus of "Kiss Me Again" 
by the Pastime Theatre orchestra, some two 
years ago, suit being brought by M. Witmark 
and Sons, its publishers. The defendent 
claimed not to be guilty of any infringe- 
ment because the organist played only a por- 
tion of the chorus and did not use the printed 
copy but merely played it "by ear." The 
defense also contended that the organist was 
an independent contractor, over whose ac- 
tions while playing the defendent had no 
control. It was further contended that there 
had been no performance for profit and no 
charge was made for the music or for the 
privilege of listening to it, a'l of these con- 
tentions being denied by the court. 



METRO HAS IMPOSING LINEUP 
OF PROMINENT STARS 

Louis B. Mayer, vice-president in charge 
of production for the Metro-Goldwyn-Mayer 
Company at the Culver City studios, recently 
announced that the finest casts obtainable 
would be used in all the company's pictures 
for the coming season. He was emphatic in 
the statement that this policy wou^d be strictly 
followed and his determination to do so can 
be more fully appreciated by reading over 
the list of well known players that have been 
put under contract and who, with additions 
from time to time, will form a stock com- 
pany from which carts will be selected. 

The imposing list of players includes suich 
prominent actors and actresses as Renee 
Adoree, Mabel Ballin, Mae Busch, Eleanor 
Bcardman, Lew Cody, Edward Connelly, 
Nigel De Brulier, Robert Frazer, John Gil- 
bert, Huntly Gordon, Hedda Hopper, Wil- 
liam Haines, Kathleen Key, Kate Lester, Car- 
mel Myers, Conrad Nagel, Gertrude Olmsted, 
Aileen Pringle, Norma Shearer, Claire Wind- 
sor, and George Walsh. 

* % 

ACTRESS INJURED 

Miss Jean Hartce, moving picture ac- 
tress, assisting in making a wild west pic- 
ture in the Otoe Indian reservation, near 
Red Rock, Okla., was thrown from her 
horse May 9 and seriously injured. Phy- 
sicians state that she suffered from a frac- 
ture of the skull, a broken shoulder and 
a broken wrist, but that she will recover. 



T. 0. C. C. INSTALLS ITS 
OLD OFFICERS ANEW 

Ritz-Carlton Scene of Annual Banquet 
and Installation Ceremony 

ON the night of May 24 and the morn- 
ing of May 25, members of the Theatre 
Owners Chamber of Commerce held forth at 
the Ritz-Carlton. The evening was devoted 
to dining, speech making, presentations, and 
the like. But the morning into the wee 
sma' hours was taken up entirely with danc- 
ing. 

President Charles L. O'Reilly was pre- 
sented with a silver service worthy of both 
recipient and donors, and he accepted it right 
graciously in a speech of just the proper 
length. 

The 'ceremony of presenting the re-elected 
officers with their various insignia of office, 
gavels, books, records and so on, completed 
the real business of the occasion. 

There was some mighty good vaudeville 
entertainment, and some corking good talks 
by Senator Jimmy Walker, Judge John J. 
Freschi, Nathan Burkan, Peter J. Brady and 
others. 

Harry Reichenbach, toastmaster, took as 
his key-note "Better and briefer speeches." 
They were. Judge Freschi, who presides 
over a criminal court, said he had enjoyed 
himself so greatly that he hoped to see all 
the exhibitors in his court soon. Wonder 
what he meant. 

Nathan Burkan seemed to feel a bit gloomy 
as he spoke seriously of the radio competi- 
tion, but apprehension was speedily dispelled 
by Senator Walker. The Senator is as fine 
a speaker as one might wish to hear, and 
is as popular as any man in the state. Ev- 
erybody knows Jimmy. During the evening 
he was nominated variously for every office 
within the gift of the "common peepul" from 
Mayor to President. 

This was the fifth annual Installation, 
dinner and dance given by the Chamber, and 
was just as successful and just as happy 
an occasiofi as any of the other four. 

The local exchanges were strongly repre- 
sented, and a large number of important ex- 
hibitors were in evidence. At the speakers 
table were Harry Reichenbach, Charles 
Steiner. Peter J. Brady, Henry W. Herbert, 
Jack Connolly, Nathan Burkan, Peter 
Schmuck, Senator Walker, Judge Frerchi, 
Charles Pettijohn, Joseph D. Kelly, J. J. 
Unger, Joseph Jame. and Charles L. 
O'Reilly. 




HOWARD MERRILL 
This youngster who plays for First National has 
had sc-ne important parts in recent pictures. His 
last appearance was in "Enchanted Cottage." 



Page 26 



Exhibitors Trade Review 





MASON LITSON 
He has been appointed to succeed Harry Weil as 
general manager for Frank Lloyd Productions. He 
is well known and popular in the industry. 

CENTURY COMEDIES HAS 
AMBITIOUS PROGRAM 

Julius Stern Announces Plans of 
Company for Season 

JULIUS STERN, president of the Cen- 
tury Film Corporation, now supervising 
activities at the New York office and pre- 
paring for his annual European trip, has an- 
nounced the Fall program of Century prod- 
uct. 

In speaking of his company's program, Mr. 
Stern said, "It is the most ambitious pro- 
gram that Century has had the honor to 
announce, and every picture has been made 
with an eye to the eventual recognition of 
short product as the backbone of every thea- 
tre's program." 

The Stern Brothers, as heads of the Cen- 
tury organization have long been pioneers 
in the introduction of new and novel ideas 
in the production of comedies, and a care- 
ful survey of this year's program shows that 
they are still leaders in this field. 

The fifty-two productions that will con- 
stitute the program, have been made wit!i 
such stars as Waunda Wiley, Buddy Mes- 
singer, Arthur Trimble, Al Alt, Henry Mur- 
dock, Hilliard Karr, Harry McCoy, Jack 
Earle, "Spec" O'Donnel, "Bubbles," "Pa'," 
the dog and the Century Follies Girls. There 
will also be a series of pictures featuring 
the "Century Kids," a group of the most 
talented screen children. Directors engaged 
in the making of the productions include 
such well known and competent men as Al 
Herman, Arvid Gilstrom, Harry Edwards, 
Noel Smith, Edward I. Luddy, and Charles 
Lament. 

Century's Fall announcement is headed by 
"Traffic Jams," "Mind the Baby," "Low 
Bridges." and "Sahara Blues." "Low 
Bridges" will star Buddy Messinger. "Sa- 
hara Blues." will feature an all star cast 
including Al Alt, Hilliard Karr, Jack Earle 
and the Century Follies Girls under the able 
direction of Noel Smith. 

Abe Stern, vice-president of Century will 
remain on the coast to supervise the com- 
pletion of the product as now maoped out. 
Julius Stern will remain in New York until 
the end of Tune when he will leave with 
Carl Laemmle, president of Universal for an 
extended trin abroad. He will take with 
him. Max Alexander, his assistant stud'O 
manager who is now in New York. While 
in Europe Mr. Stern will be on the lookout 
for new material and hopes to secure some. 



KANSAS HAS PLAN FOR 
NEW FINANCING 

Theatre Owners Plan Subject to 
Repeal lof Admission Tax 

nPHE long vexing problem of obtaining 
a logical plan of financing an exhibitors' 
organization appears to be settled as far as 
Western Missouri and Kansas City, theatre 
owners are concerned. 

A plan announced this week by A. M. 
Eisner, president of the Kansas City Motion 
Picture Theatre Owners' Association, will 
be submitted, to the directors of that body 
for approval at a regular meeting next 
month. The plan, it is understood, also will 
apply to the M.P.T.O. Western Missouri, al- 
though preliminary re-organization work in 
that body is not yet completed. 

The plan, which hinges on the repeal of the 
pending admission tax law, provides for the 
payment, two months of each year, of one 
cent on each ticket at theatres where ad- 
mission is up to thirty cents and two cents 
on each ticket at houses where admission is 
between 31 and 50 cents. This will be in 
addition to a regular membership fee of $25 
annually, the amount received on tickets be- 
ing equivalent to dues and assessments. The 
two months of the year, probably December 
and July, will be decided later. Payment 
from ticket sales would be due September 
1 and February I. 

"There is no sane reason why such a plan 
cannot be operated successfully," Mr. Eisner 
said. "It would mean $10,000 a year to 
Kansas City. Mo., alone to say nothing of 
Western Missouri. Think what it would 
mean with the consolidation of Western Mis- 
souri, Kansas City, Mo., and the state of 
Kansas. From some exhibitors there will 
be objection. Many theatre owners now 
charging an even amount for admission will 
retain the same price after the repeal of 
the admission tax measure. To such exhib- 
itors we will offer the proposition of pay- 
ing a flat sum each year, in addition to mem- 
bership fee. Figuring the who'e thing out. 
on a general basis, exhibitors will be asked 
to pay only one-twenty-fourth of the amount 
whi'ch will have been saved them, should the 
admission tax be repealed — and we are con- 
fident that it will." 

* * * 

M. N. LITSON SUCCEEDS WEIL 

WITH FRANK LLOYD 

Mason N. Litson has succeeded Harry E. 
Weil as general manager for the Frank 
Lloyd Productions, Inc., of Hollywood, ad- 
vises from the Coast inform us. Mr. Lit- 
son entered motion picture work i8 years 
ago with D. W. Griffith and has been active 
in the direction and supervision of studio 
work on both coasts. He directed the 
Johnny Jones-Booth Tarkington series of 
children stories for Goldwyn several years 
ago and following three years as director 
of production for the Goldwyn studios 
joined the J. K. MacDonald-First Nptional 
producing unit from which organization he 
resigned to become affiliated with Frank 
Lloyd. * * * 

SELZNICK TO PRESENT NOVEL 
FEATURETTE SERIES 

"The Wonderful Chance," featuring Ru- 
dolph Valentino and Eugene O'Brien, will 
be presented by Standard Cinema Corpora- 
tion PS the first of a series of twelve two- 
reel featurettes, to start release shortly 
through the Selznick Distributing Corpora- 
tion, according to an announcement just 
made. 

The series will include the best of the 
Selznick pictures, reduced in length from 
six or seven reels to two. In this form, 
it is claimed that none of the story is lost. 



COLONEL BROMHEAD 
CoL A. C. Bromhead has closed a deal for Gau- 
mont, i-td., with Warner Brothers for British dis- 
tribution of Warner Brothers' screen classics. 

'SEA HAWK' PREMIERE 
SET FOR JUNE 2 

Sea Feature Will Open at Astor 
For Extended Run 

JUNE 2, will see the world's premiere of 
"The Sea Hawk," the Sabatini novel 
which has been completed by Frank Lloyd 
Productions, Inc., after seven months of in- 
tensive work. 

Arrangements have been completed by 
First National Pictures, distributors of this 
big production, for an extended run at the 
Astor Theatre, New York, beginning on the 
above date. The picture, in twelve reels, 
will be presented twice daily in a manner 
that is likely to set new standards in the art 
of picture presentation. 

The production of "The Sea Hawk" began 
in October of last year. Frank Lloyd, after 
completing "Black Oxen" for First National, 
selected this Sabatini novel as one which of- 
fered possibilities of a picture absolutely 
unique. The story is laid in the sixteenth 
century and much of the action takes place 
aboard the picturesque galleys and frigates 
of that period. Lloyd's unswerving devotion 
to realism in these sequences is expected to 
make "The Sea Hawk" stand as an epic 
among sea stories. 

Milton Sills is cast in the title role, and 
Enid Bennett has the principal feminine role. 
Wallace Beery has one of his most colorful 
characterizations, and others in the large 
cast include Lloyd Hughes, Marc MfDer- 
mott, Wallace McDonaM, Frank Currier, 
William Collier. Jr., Lionel Belmore. Kath- 
leen Key, Kate Price. Al Jennings and others. 

It is the intention of First National to 
dignify the premiere, showing it in a man- 
ner befitting the production. An advance 
campaign will cover the entire city and a re- 
constructed lobby will be among the most 
attractive Broadway has ever seen. 

'THE BATTLING FOOL' CAST 

C. B. C. announces that the cast has 
been comnleteH on "Thp Battling F-^ol" 
starring Eva Novak and William Fair- 
banks. This is the first of the series of 
eight Perfection Pictures to be produced 
by C. B. C. The release date of this picture 
will be in the near future. Cast includes 
Fred J. Butler, Laura Winston, Mark Fen- 
ton, Catherine Craig, and others. 



June 7, 1924 



Page 27 



PARAMO UNT'S FAxMOUS FORTY 
ESTABLISHING RECORDS 

"Paramount's Famous Forty are sweeping 
the country in one of the greatest demon- 
strations of exhibitors' enthusiasm I have 
ever seen in the history of this business." 

This was a statement made yesterday by 
S. R. Kent, general manager of Paramount's 
distribution department, who returned to New 
York after having been away more than a 
month visiting the more important centers of 
the country. Mr. Kent, after holding the 
annual Paramount sales conventions in New 
York, Chicago and San Francisco, spent 
some time in Los Angeles, San Francisco, 
Chicago and other points. 

"Reports I have received from all sections 
of the country indicate that exhibitors every- 
where are signing up for all of our new 
Fall product with an eagerness that is with- 
out parallel in my sales experience," said 
Mr. Kent. "J have received hundreds of 
telegrams and letters, and I have beeri told 
personally by some of the shrewdest exhibi- 
tors in the business, that the Famous Forty, 
in stories, titles, direction and casts, repre- 
sent the strongest box office program that 
has ever been offered motion picture theatres. 

"Proof of this widespread enthusiasm is 
shown in contracts which have been made 
with an amazingly large number of first-run 
houses." 

* * * 

'THIS WOMAN' FOR WARNER 

The latest story secured by Warner Broth- 
ers' for screen production, Howard Rockey's 
novel, say it is one of the most popular books 
indictment of the divorce-mad post-war smart 
set who have made a jest of prohibition and 
conventionality. 

The Macauley Company, publishers of this 
novel, say it is one of the most popular books 
on their lists. 

* * * 

MISS TAYLOR FOR 'ALASKAN' 

Determined to make James Oliver Cur- 
wood's story, "The Alaskan," the biggest 
Thomas Meighan production since "Man- 
slaughter," Jesse L. Lasky, first vice-presi- 
dent of the Famous Players-Lasky Corpora- 
tion, has announced that Estelle Taylor had 
been engaged to p'fiv the lead'ng feminine 
role opposite Mr. Meighan. 



NEW-COMER IN STUNTS 

In bringing "Buffalo Bill, Jr.," to the 
screen, Weiss Brothers' Artclass Pictures 
Corporation is presenting a new type of 
western stunt feature, that will be crammed 
with action, pep and thrills. 

A brand new personality casts his som- 
brero into the film ring when "Buffalo Bill, 
Jr," makes his bow in a series of eight pro- 
ductions that will be distributed on the state 
right market. 

The first of the "Buffalo Bill, Jr." series 
is scheduled for release July 1. It is called 
"Rarin' to Go." Each will be five reels in 
length, with releases at six weeks intervals, 
following the initial one. 

Lester Scott, Jr., is the producer and the 
pictures will be made in Hollywood. 

The stories of the series will :arry the 
names of well known authors, known for 
their success in creating true to life pictures 
of the west. 

* * * 

KAUFMAN ON VISIT 

Albert A. Kaufman, managing director of 
the Famous Players' Theatres, Metropolitan, 
Rialto, and Grauman's Million Dollar in Los 
Angeles, is leaving for his first eastern trip 
since having taken over the management of 
the houses. The purpose of his trip is to 
select acts, to confer with Paramount offi- 
cials, as well as to line up other Independ- 
ent film productions for presentation during 
the year at the Million Dollar Theatre. 

* * * 

CLIFTON LEAVES FOR INDIA 

Elmer Clifton leaves for India the first 
week in June where he is to start making 
an independent production wich A. G. Pen- 
rod, who photographed "Down to the Sea in 
Ships." Both Mr. Clifton and Mr. Penrod 
will also charter a vessel and go to the 
South Seas in search of backgrounds and 
native casts. 

% ^ ^ 

JACQUELINE LOGAN WITH RAY 

Jacqueline Logan, who has achieved an 
enviable reputation for her work before the 
camera, has been signed for an important 
role in the new Charles Ray picture 
"Smith" work on which has already started. 



NEW STAR TO SHINE 

In the belief that he has made the great- 
est screen find of years, Cecil B. De Mille, 
producer of "The Ten Commandments" and 
the man who brought to film fame such out- 
standing stars as Gloria Swanson, Bebe 
Daniels, Agnes Ayres and Leatrice Joy, has 
engaged Vera Reynolds, nineteen, petite and 
the personification of the 1924 flapper, to 
play the feminine lead in his next Paramount 
picture, "Feet of Clay." Production began 
last week with a motorboat race at Catalina 
Island, California. 

So enthusiastic is Mr. De Mille over his 
discovery that he is planning to give Miss 
Reynolds an elaborate campaign of exploita- 
tion in this picture and every opportunity to 
develop into one of the screen's foremost 
stars. 

* * * 

ROBERTS TO RETURN 

The thousands of theatregoers who have 
been watching with sympathetic interest the 
progress of Theodore Roberts' illness and 
recovery, will undoubtedly be glad to know 
that his return to the screen will be in "Feet 
of Clay," Cecil B. De Mille's current Para- 
mount picture. 

Mr. Roberts is still convalescent and is 
far from his normal strength, but as there 
was a suitable ro'e in "Feet of Clay" which 
required little activity from this popular 
player, Mr. Roberts asked as a special favor 
that he be allowed to play it. 

* « * 

BANNER PICTURE PROGRESSING 

Of interest to state right buyers is the 
announcement from the offices of the Banner 
Productions, Inc., that the first picture of 
the series of eight specials has about been 
completed and will shortly be ready for 
screening. This picture made under the 
working title of "Women," was produced at 
the Whitman Bennett studios under the di- 
rection of Burton King and boasts of a cast 
that is far and away above the usual. Hope 
Hampton who has just returned from a world 
wide tour has the leading feminine role. 

* * * 

IJONEL BARRYMORE AT WORK 

Production was started this week by 
Chadwick Pictures Corporation on the sec- 
(ind Lionel Barrymore Special, "T Am the 
"^^-^■n" at the Tec-Art Studios, New York 
City. 

Prominent in the cast is Seena Owen, 
who is featured and will play opposite Mr. 
Barrvmore. Miss Owen was Mr. Barry- 
piore's leading lady in "Unseeing Eyes" and 
this engagement will act as a re-union foi 
the two stars. 

* * * 

'HIS HOUR' CAST 

The complete cast for "His Hour," the 
Elinor Glyn feature for Metro-Goldwyn- 
Mayer according to an announcement from 
Louis B. Mayer, vice-president, includes John 
Gilbert, Dale Fuller, Bertram Grassby, Jac- 
queline Gadson, Mario Carillo, Emily Fitz- 
roy, Carrie Clark Ward, Laurence Grant, 
Captain Gough. Bert Sprotte, George Wag- 
goner and David Muir. 

"His Hour" will be directed bv King 
Vidor. 

^ ^ ^ 

SUMMER ECONOMY 

Two weeks' notice has been given the 
musicians at the State, Albany. and 
Strand theatres in Schenectady, and it is 
expected that during the summer months 
these houses will depend upon the organs 
to furnish their musical program. The 
orchestt-a at the State consists of six musi- 
cians, the Strand five, and the Albany four. 




Page 28 



Exhibitors Trade Review 




SPRING FEVER 

While director Edward Cline explained the script of Metro's "Along Came Ruth," the members of 
the cast quietly slept. Viola Dana, leaning against the camera, has just finished housecleanin^^. 



NEW THEATRE FOR BALTIMORE 

Baltimore is to have another handsome 
new motion picture theatre, according to an- 
nouncement just made. It will be known 
as the Astoria and will be built at 2418 St. 
Paul Street, largely a residential section of 
the city. The building will cost about $350,- 
000 and will be erected by Edw-ard Hanzsche, 
who owns the lot, and Nathan J. Myerberg, 
210 North Calvert Street, builder and real 
estate operator. 

The Astoria will have a seating capacity 
of from 1,500 to 1,800 and will show first- 
run pictures. Arrangements also will be 
made for a large orchestra. The plans are 
being prepared by Lucius R. White, Jr., ar- 
chitect, Maryland Casualty Tower Building, 
■and will call for a three-story structure with 
stone front. 



LA SKY AUDITOR TURNS ACTOR 

Robert Howard, for two years Famous- 
Lasky's youngest traveling auditor, has 
turned screen actor and has joined the Hol- 
lywood film colony. A Paramount official 
in New York suggested to Howard that he 
was a good screen type, and gave him an 
opportunity to work in three pictures at the 
Long Island studios during his vacation. He 
displayed co'fsiderable promise and was ad- 
vised that there was an excellent future in 
store for him. Howard was on the road 
for Lasky for two years and enjoys a large 
exhibitor and exchange acquaintance. 



PROJECTOR FOR SCHOOL 

Adams, Mass., is up and coming in the 
matter of schools. They have ordered, and 
the equipment has been delivered though not 
set up yet, a complete projection layout from 
the Exhibitors Supply Company, Boston, the 
order having been given by Supt. of Schools 
F. C. Bagnell, of Adams, for the new high 
school building. The equipment is a 6B im- 
proved Powers with G.E. Cinephore Mazda 
and stereopticon incorporated in the mach'ne 
to go with a Wertzner special mazda screen. 

* * * 

SYRACUSE WINS VICTORY 

The motion picture theatres of Syracuse 
put up such a good fight last week that they 
were successful in defeating a campaign to 
bring about daylight saving in that city^^ The 
campaign, as well as a poll was conducted 
by one of the city's newspapers. The thea- 
tres used slides to present their arguments. 
When the common council voted on the prop- 
osition, there were eleven against daylight 
saving to five in favor. 

* * * 

NEW EXPORT COMPANY 

Two of the most important figures in the 
international field of motion picture sales 
and exploitation — Joseph Simmonds and 
George E. Kann — have formed a corporation 
to engage in film export and import in all 
its branches. 

The new firm will be known as t'.ie Sim- 
monds-Kann Enterprises, Inc., with the main 
offices at 220 West 42nd Street. 



CAREWE AT WORK AGAIN 



COMPSON TITLE CHANGED 



OTTAWA AUDITORIUM WILL 
OFFER COMPETITION 

The large new Auditorium at Ottawa, the 
Canadian Capital, is in the market for spe- 
cial film productions and announcement is 
made by Manager Tommy Gorman of the 
Auditorium that negotiations have been con- 
cluded for the first run of "The Covered 
Wagon" during the week of June 2. Mana- 
ger Gorman has also made an of¥er for the 
Canadian premiere of the "Ten Command- 
ments." The Auditorium has a seating 
capacity of ii,ooo persons. Although it is 
largely used in the winter months for pro- 
fessional hockey, the new structure has a 
large stage on which symphony orchestras, 
dancing features and concerts have beea 
presented with success. The auditorium also 
has a smaller concert hall for the presen- 
tation of less important attractions. 

* * * 

SELLS MORE FRANCHISES 

An announcement made this week by I. 
E. Chadwick, president of Chadwick Pic- 
tures Corporatoin, that several franchises 
have been sold for the Block of Nine Chad- 
wick Specials to be released through the In- 
dependent Market during the season of 
1924-25. 

Some of the distributors who have ac- 
quired the Chadwick Products are Com- 
monwealth Film Corp., New York City ; 
Masterpiece Film Attractions, Philadelphia, 
Pa. ; Trio Productions, Washington, D. C. : 
Independent Films, Inc., Boston, Mass. ; 
Celebrated Players Film Corp., Chicago, 111. 
« * • 

NEW TURPIN SERIES 

Mack Sennett, the well-known producer 
of Pathe comedies, in an announcement from 
the Coast makes it known that he will star 
Ben Turpin in two new screen burlesques. 

The first of these, which is already in 
production, is a travesty on Romeo and Juliet 
with Turpin in the role of Romeo and Nat- 
alie Kingston in the part of the ill-fated 
heroine. Ben's Romeo is expected to give 
the critics and Shakespearean devotees some- 
thing to think about. 

The burlesque to follow "Romeo and Ju- 
liet" will be a take-ofT on Elinor Glyn's 
romance, "Three Weeks." Ben will appear 
as Paul and Madeline Hurlock will play the 
Lady of the plot. The comedy will be 
titled "Two Weeks and a Half." 

* * * 

OLD SUIT SETTLED 

A suit which has been pending in the 
Florida courts for almost two years, was 
settled a week ago with the result that C. 
E. Baffin has secured a choice lot on a main 
street in Tallahassee on which he will im- 
mediately erect a new house to be the equal 
of any theatre in Florida. The deal also 
includes his present theatre and buildings on 
each side, all of which property has been long 
tied-up by this pending litigation. Dr. Baffin 
has long contemplated the improvements as 
soon as the suit was settled and will im 
mediately get work under way. 

NEW HODKINSON MANAGER 

Paul Mooney, vice-president of the Hod- 
kinson Corporation, announces the appoint- 
ment of C. F. Parr, as branch manager at 
Salt Lake City, replacing W. B. Corby, 
whose resignation became effective on May 
17. 

VALENTINO AT WORK AGAIN 

Production work on "A Sainted Bevil," 
the new Rudolph Valentino picture for Para- 
mount, was started this week at the Fa- 
mous Players Long Island studio. 



Now that he has had a few weeks of rest 
since his return from Africa, Edwin Carewe 
has re-opened his offices at the United Stu- 
dios, where he will shortly begin work on 
another series of pictures for the First Na- 
tional. 

With his staff Carewe has begun the prep- 
aration of a new scenario. 

WRIGHT IN HOLLYWOOD 

Harold Bell Wright, the famous author, 
is in Hollywood. Wright is spending a 
few days at the Principal Pictures plant, 
where he is busily engaged brushing up 
the script for "The Mine With the Iron 
Door," his latest story. 



W. C. J. Doolittle, President of the Selz- 
nick Distributing Corporation, announces 
that the title of Betty Compson's next Selz- 
nick release has been changed from "White 
Shadows" to "The White Shadow." The 
change in name is made voluntarily, it is 
stated, in order not to conflict with the title 
of a motion picture to be produced and re- 
l^sed by another organization. 

* *, * 

'RECOMPENSE' FOR WARNER 

Warner Brothers have obtained the screen 
rights to "Recompense," a sequel to "Simon 
Call Peter," which was one of the best sell- 
ers a few years ago. The novel is by Rob- 
ert Keable. 



June 7, 1924 



Page 29 




LOOKS GOOD FOR 

BOX OFFICE PULL 

Daring Theme of 'Daughters of Pleas- 
ure' Developed Into Film With 
Big Drawing Possibilities 

DAUGHTERS OF PLEASURE. Princi- 
pal Pictures Corporation Photoplay. Au- 
thor, Caleb Proctor. Director, William 
Beaudine. Length, 6,ooo Feet. 

CAST AND SYNOPSIS 

Marjory Hadley Marie Prevost 

Kent Merrill Monte Blue 

Lilla Millas Clara Bow 

Mrs. Hadley Edyth Chapman 

Mark Hadley Wilfred Lucas 

Wealth comes unexpectedly to the Hadley family. 
The father, Mark Hadley, under a false name, be- 
comes involved in a love affair with Lilla Miliar. 
Marjory, the daughter, leads a gay life and indulges 
in a fervid flirtation with Kent Merrill. Lilla ttu-ns 
out to be a school chum of Marjory's. The latter 
discovers the intrigue, upbraids her father and goes 
in an auto with Kent to his country place. An acci- 
dent brings Marjory and Kent to their senses. They 
marry. Mark Hadley confesses all to his wife and 
is forgiven. 

By George T. Pardy 

"TJIRECTOR WILLIAM BEAUDINE has 
^ taken a daring theme of modern tone 
and, by dint of good judgment and sheer 
•artistic craft, produced a picture which 
ranks as first class entertainment in every 
sense of the phrase. There are big box 
office possibilities in "Daughters of Pleas- 
ure," which no exhibitor can afford to over- 
look. 

It would have been fatally easy to stress 
the sex appeal beyond the danger mark in 
this feature and throw an artificial jazz 
glamor around the situations by playing up 
the "wild life" side of things. But Mr. 
Beaudine has wisely avoided such pitfalls 
and by depending solely on clever charac- 
ter-drawing and the story's dramatic 
strength, presents a film which points a 
strong moral lesson, without undue preach- 
ments. 

What strikes the spectator most forcibly 
is the fact that the complications following 
upon the sudden rise, to wealth of the Had- 
ley family appear quite natural. 

The "big punch" is administered with tre- 
mendous impact in the scene where Mar- 
jory, during her own pursuit of pleasure, 
is suddenly brought face to face with the 
discovery of her father's intrigue with her 
school chum. Thereupon, she turns loose 
the batteries of unconcealed scorn upon him, 
avows her intention of throwing all conven- 
tions to the winds, and starts off on an auto 
whirl with Kent Merrill, which comes with- 
in an ace of windmg up tragically. But 
both father and daughter come to their 
senses in time to dodge serious consequences, 
and a satisfactory climax is attained. 

Marie Prevost ^carries off the dramatic 
honors by her excellent performance as Mar- 
jory Hadley, Monte Blue is convincing as 
her young society lover, Wilfred Lucas is 
effective in the father role, with Edyth Chap- 
man and Clara Bow winning favor respec- 
tively as the wife and "other girl." The 
photography is faultless, including many 
handsome interiors and pleasing scenic shots. 

For exploitation purposes, play up all the 
players mentioned in the cast, each of whom 
is well known to the fans. The title has 
drawing power and you can praise the story 
as a "human document" of enthralling in- 
terest, with a sympathetic modern theme. 



SOMETHING DIFFERENT HERE 

'The Dangerous Line' Offers Unique 
Plot of Sterling Interest 

THE DANGER LINE. F. B. O. Photoplay. 
Adapted from Claude Farrere's Novel, 
"The Battle." Director, E. E. Violet. 
Length, 5,406 Feet. 

CAST AND SYNOPSIS 

Marquis Yorisaka Sessue Hayakav/a 

Marquise Yorisaka Tsuri Aoki 

Mrs. Hockey Gina Palerme 

Miss Vane Cady Winter 

Captain Herbert Fergan Felix Ford 

During the absence of the Marquis Yorisaka, 
Mrs. Hockey, wealthy American, initiates the Mar- 
quise into Western customs, while Captain Fergan, 
British attache, becomes infatuated with the Jap- 
anese beauty. Yorisaka returns, does not like the 
trend of events, Fergan accompanies him aboard 
his ship and a battle takes place. Yorisaka, 
wounded, insists on Fergan assuming command, he 
does, wins a victory, but dies. Yorisaka rejoins his 
wife and accejrts her explanation. They conclude 
to follow their own customs in future. 

By George T. Pardy 

A N excellent example of the "something 
^ different" type of picture, so much de- 
sired and so rarely achieved! In orig- 
inality of plot and handling "The Danger 
Line" stands head and shoulders over the 
average film, it is entertainment of a kind 
warranted to appeal alike to the ultra 
critical element and those who merely 
want to be amused, for the story is so 
well constructed and easy to follow that 
its appeal is liniversal. Exhibitors in gen- 
eral should find this a sterling box office 
asset. 

The feature was made in France and 
compares favorably with the best Ameri- 
can productions, which is more than can be 
said for the majority of foreign films. 
Also, it marks the reappearance on the 
screen in this country of the noted Japan- 
ese stars, Sessue Hayakawa, and his wife, 
Tsuri Aoki, after an absence of several 
years. 

The love theme is beautifully developed, 
its sentimental lure maintaining that deli- 
cate emotional impress so different of 
attainment on the screen without overleap- 
ing the boundaries of common sense. The 
same even balance is preserved in outlin- 
ing the melodramatic situations. Nothing 
is stressed to absurd limits, the thrills are 
there, but put across in logical fashion, and 
we question if ever a marine battle has 
been filmed with- such brilliant success as 
that in which the Japanese warships tri- 
umph over their enemies. 

The settings are oriental, colorful in the 
extreme, the camera offering a number 01 
exquisite interior and exterior views, the 
shading and lighting of which is delightful. 

It is unnecessary to go into detail re- 
garding the work of Sessue Hayakawa and 
Tsuri Aoki in the leading roles. It is suf- 
ficent to say that they live up to the 
high artistic standard of their previous 
successes in the silent drama, and are loy- 
ally supported by their clever associates. 

The Hayakawas are your best bet in ex- 
ploiting this picture. Inform your patrons 
that these well-known stars are again to 
the front in a feature which contains un- 
limited thrills, dramatic power and ro- 
mance of unfailing heart interest. Nor 
can you go wrong in stressing the arfis- 
tic beauty of the production, for "The 
Danger Line" will stand the test unflinch- 
ingly, and will surely please your patrons. 



REGINALD DENNY 

IN WINNING ROLE 

Star of 'Reckless Age' Scores Big Hit 
as Hero of Rattling Farce Comedy 

THE RECKLESS AGE. Universal Jewel 
Photoplay. Adapted from Earl Derr 
Bigge/s Story, "Love Insurance." Direc- 
tor, Harry Pollard. Length, 6,954 Feet. 
CAST AND SYNOPSIS 

Cynthia Meyrick Ruth Dwyer 

Richard Minot Reginald Denny 

Manuel Goozale Fred Malatesta 

Martin Wall Tom McGuire 

Lord Harrowby William Austin 

Spencer Meyrick John Steppling 

Lord Harrowby takes out insurance against 
failure of his match with an American heiress. 
Cynthia Meyrick. The insurance company assigns 
Richard Minot to see that the marriage takes place. 
En route to Florida Minot meets and falls in love 
with Cynthia, but determines to do his duty. An- 
other man appears and claims falsely to be Lord 
Harrowby and Minot has him kidnapped and held 
aboard a yacht. After many bewildering adven- 
tures, Minot succeeds in protecting his employers' 
interests, but wins the girl himself. 

By George T. Pardy 

A RATTLING good farce comedy which 
should swell box office receipts where- 
ever it is shown, "The Reckless Age" 
registers as a worthy successor to "Sport- 
ing Youth," in which Reginald Denny 
scored such a hit, and the many admirers 
of the popular star will wax just as en- 
thusiastic over this feature. 

The picture is a riot of laughs from be- 
ginning to end, moves at top-speed all 
through its seven reels, is well directed, 
photographed and presented by a clever 
cast. When a British Insurance Company 
issues a policy covering the possible failure 
of a match between Lord Harrowby and 
an American heiress, Richard Minot is sent 
to keep a watchful eye on the proceed- 
ings and hasten the wedding along. Com- 
plications set in when he falls in love 
with the prospective bride, but struggles 
desperately to do his duty. 

One can imagine the farcical possibilities 
in a theme of this kind, and we'll say they 
have been taken advantage of to the limit. 
From the initial meeting aboard the Flor- 
ida-bound train between hero and heroine, 
the fun comes thick and fast, never for 
an instant does the whirling action slacken, 
and as for suspense — there are few screen 
comedies to be compared with "The Reck- 
less Age," so far as ability to keep an au- 
dience guessing is concerned. Certainly 
Director Harry Pollard and his players de- 
serve unstinted credit for the brisk work- 
manlike way they have put this picture 
over. 

Richard Denny plays the part of Rich- 
ard Minot with tremendous dash and vig- 
or, as though his whole heart was in the 
role, a natural and pleasing performance 
sure to add fresh lustre to his reputation. 
Ruth Dwyer is a fascinating heroine and 
every member of the supporting cast con- 
tributes heavily to the film's success. 
Clear, distinct photography, with many 
beautiful exteriors, is in evidence. 

You can safely exploit this as a real 
cure for the blues, a comedy with fun in 
every foot, offering a good love story and 
great acting. Besides the principals, the 
names of Fred Malatesta, Tom McGuire. 
Hayden Steven.son, May Wallace and Wil- 
liam Austin are worth featuring in your 
advertising campaign. 



Page 30 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



KID STARS HAVE 

SURE APPEAL 

Loveahle Characters Make 'Good Bad 
Boy' a Safe Box-Office Bet 

THE GOOD BAD BOY. Principal Pic- 
tures Corporation. B. F. Zeidman Pro- 
duction. Director, Eddie Cline. Length, 
5,198 Feet. 

CAST AND SYNOPSIS 

Billy Benson Joe Butterworth 

Judge Fawcett's Daughter Mary Jane Irving 

John Benson Forrest Robinson 

Mrs. Benson Lucy Beaumont 

Sidney Marvin Arthur Hull 

Walter Howe Richard Wayne 

Judge' Fawcett EMwards Davis 

Brownie Himself 

Billy Benson is a good boy who gets a "bad" 
reputation because sensi-tiveness regarding poverty 
and a hard-drinking father leads him to take a 
punch at the unfortunate kids whom he even sus- 
pects of derogatory deed or word. His father is an 
unsuccessful inventor who has fal'en victim to an 
alcoholic appetite. Mr. Benson's invention finally 
proves marketable, and the idea is stolen by a 
crooked lawyer, Sidney Marvin, and his accom- 
plice, Walter Howe. Benson is arrested on a 
trumped-up charge, and Mrs. Benson is desperately 
ill in a hospital. In searching the house for the 
"papers" Howe starts a fire. Judge Fawcett's 
little daughter, Billy's playmate, has hidden in a 
closet, and is rescued from the flames by Billy. 
Billy summons his Boy Scout troop, and the young- 
sters trail the villain to the hiUs where he ts 
accidentally killed. Benson is released from jail, 
Mrs. Benson recovers, and the little family live 
happily on the fortune derived from the invention. 

By Herbert K. Cruikshank 

'T'HE never-failing appeal of the "regular 
boy" to women, men, and the kids them- 
selves, makes this picture a sure winner with 
audiences of assorted ages. The Boy Scouts 
and all the other boys and girls, will pub- 
licize the show at home, and the "old folks" 
will surely attend. They, too, will follow 
with interest the adventures of the kids, and 
the story of married love entwined through 
the lives of the loveable "old soak" inventor 
and his long suffering spouse. 

The fire-rescue scene, and the summoning 
of the scouts by Billy is great stuff for ex- 
citement. And there is a world of pathos 
in the struggles of the unworldly old 
dreamer, and the sweet faced wife who takes 
in washing to hold together the remnants 
of a home. 

Billy Benson is a regular boy if there 
ever was one. He is the kind of kid you'd 
like to take to the circus, or fishing, or 
just rambling along through the woods. And 
if you took Billy you'd have to take his 
dog. And you'd like that too. 

Little Mary Jane Irving, is most appeal- 
ing as Judge Fawcett's daughter. If you're 
the kind of chap who would enjoy taking 
Billy for a hike through the countryside, 
you would also find happiness in cuddling 
Mary Jane on your knee 'and telling her all 
you could remember of Grim's Fairy Tales. 
If you couldn't remember enough, you'd 
make some up. 

By all means feature the kids on this 
one. Tie-up with the local Boy Scouts, and 
with every small boy who owns a dog that 
thinks it is a Boston terrier. Hold a spe- 
cial matinee for boys with pups. Have the 
muts tethered in the lobby. And you'll m'ake 
the town talk. Advertise a free pass for 
any boy who shows up with a black eye. 
Stake a freckle contest. Have a little girl 
ride through town on a pony ala Mary Jane 
Irving. Get some publicity through the juv- 
enile court judee. Tie-up with the schools. 
Have the teachers furnish you with the 
names of the "bad" boys in their classes 
who try to be "good." There are a thou- 
sand stunts. But the main idea is to get 
next to the kids. They are the greatest ex- 
ploiteers in the world. 



AN ENTERTAINING DRAMA 
'The Gaiety GirV Has All the Ele- 
ments That Make an Interesting 
Picture 

THE GAIETY GIRL. Universal Jewel. 
From a Novel by I. A. R. IVylie. Adapted 
by Bernard McConville. Director, King 
Baggot. Length, 7,419 Feet. 

CAST AND SYNOPSIS 

Eirein Rudut Tudor Mary Philbin 

William Tudor Joseph J. Dowling 

Owen Tudor Will.am Haines 

Evan Evans Otto Hoffman 

Juckins James O. Barrows 

John Kershaw DeWitte Jennings 

Christopher "Kit" Kershaw .... Freeman S. Wood 

The o'd Tudor Castle Pencarreg has been in the 
family of the Tudors for 900 years but debts have 
piled up so heavily the mortgages have been fore- 
closed and WiJliam Tudor and his granddaughter, 
Eirein are forced to leave. John Kershaw, a new 
rich muKi-millionaire, buys the castle in hopes that 
his son "Kit" will marry and settle down. The 
Tudors go to London, where Eirein gets work in 
the chorus of the Gaiety theatre. She hopes that her 
lover, Owen, who has gone to Africa to work a 
mine, will return and purchase the castle from the 
Kenshaws. Through a mistake she receives word that 
Owen has been killed. She accepts "Kit's" offer of 
marriage in order that her grandfather may end 
his days in the old castle. "Kit" intercepts a cable 
from Owen and marries Eirein. On the wedding 
night "Kit" becomes drunk and Owen appears on 
the scene and saves Eirein from the beast. "Kit" 
falls asleep on a couch and a heavy chande'ier 
falls on him and kills him. 

By Len Morgan 

'T'HIS is a picture of modern English life 
and is filled with heart interest and sac- 
rifice. It is a smooth running story filled 
with tense situations and ends with an un- 
usual climax. The acting is flawless and 
the staging is perfect. In all, it is an ex- 
cellent attraction, suitable for all classes 
of theatres. 

This picture takes one from the blare of 
trumpets and rattle of brass that confronts 
one in so many portrayals of modern life, 
and sets one down in a quiet English 
countryside where the air is clean and 
scenery beautiful. That, in itself, is some- 
thing in favor of this Jewel. The pic- 
ture is free of thrills. It depends entirely 
on its merit and proves that pictures can be 
made clean and still lose nothing of their 
entertainment value. 

Mary Philbin proves herself a finished 
actress. Her part is a difficult one and the 
success of the picture depended upon her 
ability to carry the burden. As a sacri- 
ficing girl, who is willing to give up ev- 
erything to bring happiness to her grand- 
father, she outdoes herself. She has charm, 
appeal and beauty coupled with emotional 
ability. She was cast perfectly as Eirein, 
the aristocrat. 

Joseph Dowling, as William Tudor, was 
very good. He was called upon, in several 
scenes, to give an ipiportant twist to the 
story and succeeded nobly. Freeman S. 
Wood, as "Kit," the renegade son of a 
millionaire, was good. His role was a 
difficult one but he portrayed his part in 
a very capable manner. James O. Bar- 
rows, as Juckin, the old servant, was well 
fitted to the part. His facial expressions 
are very humorous. 

There is no doubt that "The Gaiety 
Girl" will prove a good box office attrac- 
traction. It has all the elements that go 
to make a good picture and it is sure to 
find favor. 

You may advertise the cast in this pic- 
ture and also the wonderful English set- 
tings. The story is good enough to bear 
strong advertising. 



ACROBATIC THRILLER 

AND LAUGHS GALORE 

'Hold Your Breath' Abounds in Rol- 
licking Entertainment Values 

HOLD YOUR BREATH. An Al Christie 
Feature. Distributed by the W. W. Hod- 
kinson Corporation. Story by Frand Ro- 
land Conklin. Directed by Scott Sidney. 
Length, 6,000 Feet. 

CAST AND SYNOPSIS 



The Girl Dorothy Devorc 

Her Fiance Walter Hiers 

The Eccentric Collector TuUy Marshall 

Proprietor of Beauty Parlor Jimmie Adams 

The Sister Priscilla Bonner 



Dorothy, who is trying to make good as a news- 
paper reporter, is assigned to get a story from 
Blake, an eccentric millionaire collector, who has 
a priceless bracelet in his possession. After 
donning several disguises and being thrown out 01 
the office several times, Dorothy finally gains an 
audience with Blake. He allows her to examine 
the bracelet. She places it on a chair while she 
interviews him. In the meantime an organ-grinder's, 
monkey comes in the window, seizes the bracelet 
and runs up the side of the building. Blake 
accuses Dorothy and phones for the police. 
Dorothy, in desperation goes out of the window in 
pursuit of the monkey. After many narrow escapes 
she is hauled in by the police with the bracelet 
retrieved. 

By Michael L. Simmons 

HTHE old ones, the young ones, the elite 
■■■ and proletarian alike, are going to like 
this picture. And, as the title implies, 
they'll hold their breaths many times at the 
antics of the irrepressible Dorothy. 

Talk about thrills ; talk about laughs ; talk 
about entertaining situations of all sorts : 
"Hold Your Breath" simply abounds in 
them. Verily, this film is a neat, tight ver- 
sion of the modern feature comedy vehicle, 
studded with gags that promise no end of 
mirth, merriment and interest wherever it 
will be shown. 

A line-up of talent whose names stand 
for numerous praiseworthy achievements iin 
the silver sheet, help carry a "jood comedy 
script to a still more comic conclusion. The 
stunts beam with the glow of originality. 
The action is blessed with smoothness and 
dispat.ch which only the finest kind of di- 
rection could have achieved. And the story 
is a real sugar-coated concoction of whole- 
some fun. 

Dorothy Devoro as the heroic reporter 
trying to make good on her brother's job 
carries off the honors in a role that asks 
for everything and in which she misses noth- 
ing. The way she sidles up the sheer wall 
of a skyscraper is a caution and has the 
crowd below hypnotized in well-justified 
fear. In fact so real is this that only one 
whose emotions are not a'ptually frozen will 
fail to be carried away by the spirit of this 
terrifying spectacle. 

All in all "Hold Your Breath" is screen 
entertainment of the highest comedy order. 
It seems to offer itself in particular as a 
good number for a Summer program, that 
season of the year when the respected ticket 
buyers would rather laugh than be carried 
away by some spectacle of poignant grief. 

Make the most of the cast in advertis- 
ing this picture. Go the limit assuring the 
public of the essential merits of the picture 
for it will surely live up to the highest 
promises you can make. A cut-out of Dor- 
othy Devore swinging from the top-most 
structure of your building, and so arranged 
that it will dangle in the wind, will appro- 
priately exploit the nature of the picture and 
probably draw people from afar. Also you 
may say it is made by the same craftsmen 
who in their shorter comedies have con- 
tributed for a long time to the entertain- 
ment of photoplaygoers. 



June 7, 1924 



Page 31 



BOX OFFICE REVIEWS (Continued) 



ANOTHER STUNT THRILLER 

'In Fast Company' Presents Richard 
Talmadge as Dare Devil 
Extraordinary 

IN FAST COMPANY. Truart Photoplay. 
Author, Alfred A. Cohn. Director, James 
W. Home. Length, 5,411 Feet. 

CAST AND SYNOPSIS 

Perry Whitman, Jr Richard Talmadge 

Barbara Belden Mildred Harris 

Drexel Craig Sheldon Lewis 

Reginald Chichester Douglas Gerrard 

Maid Lydia Yeamans Titus 

Mike Ricketts Snit2 Edwards 

Perry Whitman, Sr Charles Ciary 

Perry Whitman's wild conduct results in his ex- 
pulsion from col'.ege. He celebrates by hoMing u 
riotous party to which he invites the members of 
a theatrical troupe in financial difficulties. His 
father d'sowns Perry and turns him adrift with a 
$100 bil'. This he loses, and in trjnng to recover 
the money gets mixed up in matrimonial tangle and 
all k'nds of dizzy adventures. Finally he wins the 
girl in the case and gains his father's forgiveness. 

By George T. Pardy 

A MEDLEY of astonishing "stunt" 
thrills and go-as-you-please melodra- 
matic action of the strictly dynamic va- 
riety, "In Fast Company" lives up to its 
title, so far as speed is concerned. One 
might "fancy that it was conceived and 
staged solely on a serial pattern, and then 
cut and hammered down to six reels. 

It isn't the sort of entertainment likely 
to satisfy audiences demanding anything 
resembling logic or a faint trace of prob- 
abihty in a picture, for the story is a 
harum-scarum, madcap affair, amusing 
enough, but not to be taken seriously at 
any time. Yet, there's a market for just 
such films in sections where patrons con- 
sider story values of less importance than 
superabundant thrills, hairbreadth escaped 
and exciting situations keyed up to concert 
pitch and something over. 

Assuredly the star earns his money, and 
despite his past record as a dare-devil of 
the films, there is excellent cause for be- 
lieving that he has never before crammed 
so many extraordinary feats of agility and 
athletic hardihood into a feature. Space 
does not permit of a detailed description 
of Talmadge's sincere and successful at- 
tempts to dodge death by the closest of 
shaves, he dives, leaps, cavorts through the 
air, battles like a crazed wildcat, brings 
your heart into your mouth when he 
dangles over a precipice by a cable, pro- 
ceeding gaily hand-over-hand; one gets 
the definite impression that through some 
freak of Nature, the man's physical make- 
up consists largely of rubber and steel. 

There's only one Talmadge in his own 
particular field, he isn't called upon to do 
much acting, which is perhaps just as well, 
for his drawing powers lie solely in the 
stunt line, Mildred Harris plays the hero- 
ine, Barbara Belden, is exceedingly good to 
look upon, and the other members of the 
cast work like Trojans to keep up with 
their fast-flying male principal. It's action 
plus all the way and the photography 
offers some bully exteriors and clear light- 
ing effects. 

Play up Richard Talmadge in your ex- 
ploitation. Tell your patrons this is the 
biggest thing he has ever done in the way 
of frenzied, sensational stunt thrills. The 
press sheet issued by the producers should 
aid materially in helping you to describe 
the exciting antics of the only Richard, 
and you can rest assured that none of the 
spectators will accuse you of exaggeration 
in this respect. Don't forget Mildred 
Harris' name, as she is widely known. 



CRUDE MELODRAMA HERE 

'Paying the Limit' Unsuited for More 
Critical Audiences 

PAYING THE LIMIT. Gerson Pictures 
Corporation Photoplay. Author and Direc- 
tor, Tom ab:)on. Length, 5,000 Feet. 

CAST AND SYNOPSIS 

The Girl Ora Carew 

The Man Jay Morley 

Jean Hal Stephens 

Ole Swanson Stanley Sanford 

Lowden Eddie O'Brien 

Boden Dick La Reno 

May Helen Howell 

Davis George Wellington 

"The Firefly," a clever young girl crook, serves 
a sentence and at its close, re-enters the world 
determined to live an honest life. She succeeds 11. 
her search for a job, when engaged by the Lowden 
family as maid. The scheme of two plotters arc 
detected by her, one by a chap named Boden to 
seize rich timber lands belonging to Lowden the 
other Davis' attempt to wed the daughter of the 
house and thereby secure Loden's fortune. Aided 
by the man she loves. The Firefly, after many 
adventures, defeats the swindlers and faces a happy 
future with her sweetheart. 

By George T. Pardy 

IN small theatres, or wherever the bill is 
frequently changed this film may pass 
muster, but it is decidedly not the sort of 
entertainment likely to win favor with criti- 
cal audiences. For heroine we are presented 
with a damsel who needs no introduction to 
the confirmed movie fan— the crook lady 
with a variegated repord, who suddenly de- 
cides to reform and has a hectic time there- 
after, while nobly engaged in foiling the 
villainous plans of her old-time pals. 

Viewed from any angle "Paying the Lim- 
it" must be listed as crude melodrama, strung 
out to the edge of absurdity, and bearing 
about as much resemblance to actual life 
as the rapid-fire events of a blood and thun- 
der serial. The director's chief desire seems 
to have been the maintenance of high speed 
action, and the characters certainly keep 
moving at a lively rate^. hurrying to and 
fro and yon, without appearing to get any- 
where in particular. 

The plot, generally speaking, is vague and 
"twisty," the principal situations where 
thrill fireworks are supposed to explode be- 
ing the "framing" of the heroine for steal- 
ing valuable papers, her smart getaway, and 
the strap between the hero and the arch 
villain in a motor dashing furiously along a 
mountain trail. 

These episodes don't convince, but may 
serve to amuse and perhaps some unsophis- 
ticated souls will get a mental kick out of 
them, yet there is really no suspense or 
sympathetic lure developed. The main 
trouble with "Paying the Limit" is its ar- 
tificial atmosphere 'and painfully obvious 
story, which winds into a conventional cli- 
max. 

Ora Carew does her best in the heroine 
role and looks very attractive. Jay Morley 
registers well as her lover, but not much can 
be said in favor of the supporting plavers, 
who pose in peculiarly mechanical fashion. 
The photography is adequate. There are 
many fine exteriors, the mountain back- 
grounds and atmosphere register as true 
scenic dehghts, the long shots are skillfully 
executed and some exquisite light and shad- 
ing eff^ects achieved- Deep sets have been 
utilized to good advantage in filming the in- 
teriors. 

In exploiting this film you can bill it as 
a fast-moving melodrama, but be careful not 
to boost the story to any great extent, else 
its after eff^ect on your business may be the 
reverse of agreeable. You should play up 
Ora Carew, but outside "bf the star in ques- 
tion, the cast offers no names with adver- 
tising value. 



PRESENTS A MORBID PLOT 

'Unseen Hands' Not Likely to Please 
Patrons of Critical Taste 

UNSEEN HANDS. Encore Photoplay. Re- 
leased by Associated Exhibitors. Author, 
Walker Coleman Graves, Jr. Director, 
Jacques Jaccard. Length, 5,382 Feet. 
CAST AND SYNOPSIS 

Jean Scholast Wallace Be«ry 

Madame Le Quintrec Fontaine La Rue 

Nola Jamie Grey 

Wapita Jim Corey 

Georges Le Quintrec Joseph Dowling 

Armand Le Quintrec Jack Rollins 

Matoaka Cleo Madison 

Le Quintrec, wealthy mine-owner of northern 
France, undergoes an operation during which the 
electric lights are lowered by Jean Scholast, caus- 
ing the patient's death. Scholast weds the widow, 
sells ofT the property and flees to Arizona. He 16 
dontinually haunted by "unseen hands" and takes 
a squaw wife. Le Quintrec's son pursues him, 
they meet in deadly combat. Scholast is winning, 
when the surgeon's spirit appears, and he dies of 
heart failure. The younger Le Quintrec marries 
the squaw's daughter. 

By George T. Pardy 

A RATHER mediocre picture which may 
serve as a program attraction, but will 
not pass muster as entertainment for crit- 
ical patrons. The subject is not an agree- 
able one, dealing as it does with the mor- 
bid self-consciousness of a murderous thief 
haunted continually by spectres of his imag- 
ination nor is this far-fetched theme han- 
dled after a fashion likely to carry con- 
viction. 

In endeavoring to instill "creepy" atmos- 
phere and put across thrills Director Jac- 
card seems to have overshot his mark. The 
situations are strained and excessively the- 
atrical, and if it were not for the excel- 
lent acting of Wallace Beery the produc- 
tion's power to grip one's attention would 
register at zero mark. 

It is worthy of note that "Unseen Hands" 
strikes a comparatively new screen trail in 
that the spotlight of interest centers mostly 
on the villain. For outside of Jean 
Scholast's successful plotting to kill off Le 
Quintrec the elder, wed the widow and de- 
camp with her fortune, and his subsequent 
misadventures with reproachful ghosts ; 
there is little else of importance to the story. 
The aftermath of love between the younger 
Le Quintrec and the squaw's daughter is a 
minor detail, which looks as though it were 
tacked on in an attempt to take the curse 
off the preceding gloom and provide the 
time-honored "happy ending." 

The big scenes are the operation when the 
mine-owner dies as Scholast turns out the 
lights at the crucial moment, the latter's 
savage scrap with an Indian, and his battle 
with Le Quintrec's son, which is brought to 
a sudden conclusion, as the guilty man 
fanc'es, he sees the surgeon's spirit and dies 
from heartfailure. 

Wallace Beery is at his best in such situa- 
tions, and gives a fine portrayal of the ter- 
ror-stricken Jean Scholast, driven frantic by 
menacing hands clutching at him from Spir- 
itland, and as might be expected, his work 
in the combat stuff registers splendidly. The 
support is adequate and scenic effects pleas- 
ing. 

The Western locations are well chosen and 
attractive, in point of photography the pic- 
ture registers well, beginning with some 
pretty scene? in rural France, and shifting to 
the rolling plains of Arizona. The lighting 
is at all times clear and distinct. 

Play up Wallace Beery in exploiting the 
picture, others in the cast worthy of men- 
tion are Cleo Madison, Joseph Dowling and 
Jack Rollins. The story's ghostly trend mav 
interest some of your patrons, but it doesn't 
warrant boosting to any great degree. 



Pane 32 



Exhibitors Trade Review 




The 'Bi^ Little Feature 




TRY THIS 

YjrriTH the announcements from 
" producers of short subjects con- 
cerning their schedule of productions 
for next season, is shown the greater 
variety of short subject films and 
more elaborate preparation than ever 
before. The producers are aware of 
the increased popularity of the short 
picture and they are taking advan- 
tage to give the public what it wants. 

In the olden days the exhibitor 
could shut his eyes and draw his 
short subject, knowing one was as 
good as another, but times have 
changed and there is fully as wide a 
range of shorts as of features. The 
variety is becoming greater each 
year and the time is not far distant 
when the short subject will be on an 
equal footing with the feature. 

The all short subject program for 
summer is being inaugurated in 
many theatres throughout the coun- 
try. One of the latest first rui« 
houses to try out the plan is the 
Allen, one of the largest theatres in 
Cleveland and the plan proved a 
great success. In many theatres one 
day each week is set aside for short 
subjects entirely and reports show 
that in every case, the public has put 
the stamp of approval on the ven- 
ture. 

The exhibitor should take the 
trouble to discover the tastes of his 
patrons. It would cost little to have 
small questionnaires printed and 
passed out to patrons as they enter 
the theatre. The card could have a 
small pencil attached, similar to that 
used on a dance program. The cards 
should cost less than one cent each 
and with the pencil in hand the psy- 
chology of humans would cause the 
holder to scribble his views and drop 
the card in a box in the lobby. 

An announcement could be thrown 
on the screen that the lights would 
be flashed on while the questionnaires 
were being filled out and the organ- 
ist could give a recital in the mean- 
time. 



'FEARLESS FOOLS' 

Universal 2 Reels 

Harry McCoy and his pal are car wash- 
ers in an automobile shop and while work- 
ing on one the jack gives way and the car 
starts off with one of the washers still work- 
ing on the windows. The two washers lose 
their jobs in the g-arage and are shown buried 
in newspapers looking through the ads. Not 
finding anything to suit their wants they de- 
cide to go out. 

As they are about to close their door they 
meet their neighbor's wife who has been 
locked out. One of them tries to assist her 
and her husband comes out and finds her 
on top of one of their backs, trying to get 
in the transom. He is accused of flirting ' 
with the wife. He chases both the boys 
through the apartment and they finally get 
beyond his reach only to find themselves 
on the outside ledge of their window sev- 
eral stories in the air. At this point there 
is quite a bit of suspense as the many slips 



taken by the boys and climbing around the 
ledge cause a great deal of excitement. They 
finally manage to get back into their room 
and slip out from the enraged husband. 

There is a knock at the door and think- 
ing It is the husband open the door wide 
enough for a messenger to slip a telegram 
saying that an uncle died suddenly and left 
them his fortune with the understanding 
they retain the chauffeur. The chauffeur 
proves to be the husband of the girl they 
tried to assist. When he finds out who 
his new bosses are he takes them for a 
ride they will never forget. This ride gives 
many thrills, and ends at the bottom of a 
huge cliff where they landed in a dilapidated 
heap but none the worse for wear. 

This picture is a good one and is safe 
to book. 



TN A DROP OF WATER' 

Educational 1 Reel 

This picture demonstrates the wonders of 
science and its methods of securing almost 
unbelievable information. It analyzes a drop 
of water down to the most minute drop. 
Specimens of water are taken from a stag- 
nant pool of water and some of each are 
shown under the highly powered microscope. 
The scientist then heats two glass tubes over 
a flame imtil the ends melt and they are 
put together and then are pulled out to the 
thickness of a fine hair. This hair tube of 
glass draws some of this stagnant water 
into it by capillary attraction and the micro- 
scope shows how freely life moves in such 
a small space. 

A drop of caustic soda is injected in the 
water between the two plates of glass and 
the effect of it is like an explorion and 
life is destroyed. 

This educational picture should be of great 
value on any program in any locality and 
is a safe bet to book. 




^YUKON JAKE' 



Pathe 



2 Reels 



This is a Mack Sennett comedy featuring 
Ben Turpin and makes very good enter- 
tainment. Ben is known as "Cyclone Bill," 
a two gun sheriff who falls in love with the 
mayor's daughter. The daughter is kid- 
napped by a roughneck gang of thugs. "Yu- 
kon Jake" takes the girl to his mountain 
cabin in Alaska and Bill pursues and rescues 
the fair damsel after a fearful struggle 
against rough men and nature. 

There are many funny situations in this 
picture. One amusing stunt shows a sign 
post. On one side is the sign "North of 
57" and on the other "South of 57." North 
of the line there are feet of snow and a 
howling blizzard, while a few incfies away, 
on the South side are palm trees and orange 
groves. 

Sennett's well known bathing beauties are 
found even in the frozen North. They are 
shown diving through holes in the ice and 
wandering around the frozen landscape clad 
in filmy bathing suits. The whole picture is 
a burlesque of the wild and wooly western 
pictures. 

Ben Turpin, as usual, is a scream. He 
misbehaving eyes are used to good advan- 
tage, especially when he tells of his burn- 
ing love. He is ably supported by a good 
cast. 

The picture is exceptionally funny and 
you will make no mistake in booking it. 



'RUPERT OF HEE-HAW 



Pathe 



2 Reels 



Stan Laurel burlesques "Rupert of Hent- 
,zau" and assumes a dual role. The staging 
of this short picture is elaborate and far 
above that of the ordinary comedy. The di- 
recting is also good and as a result Hal 
Roach has produced a laugh provoking sub- 
ject. 

Stan takes the part of a king whose fond- 
ness for strong drink finally leads to his 
death, which is applauded by all his faith- 
ful subjects and especially the Princess who 
was to have married him. 

The story centers about a letter written 
by the Princess to her sweetie. The letter 
is intercepted and Stan is commissioned to 
find it. He uses much brute forte and many 
ruses to obtain the incriminating letter and 
finally obtains it to find that it is written 
to him tellirg him that the Princess has 
given him the air. 

There is considerable slap stick in this 
but it all he'ps to add fun to the picture. 
There are many funny situations and as a 
whole the picture has real value. 

You can book this one safe'y and give it 
good advertising. 



'THE MAGIC CARPET' 



Pathe 



I Reel 



SAILOR MAIDS 

This scene from "Sailor Maids" shows the Century 
Follies Girls in an artistic pose. This is a good ad 
for the navy and should get many recruits. 



Paul Terry takes his characters on a tour 
with the magic carpet. They float over Tur- 
key when something goes wrong with the 
mechanism and they fall into a prison. They 
have many harrowing escapes from the 
guards of the harem. Some of the views 
are extremely funny as only Paul Terry 
can make them. 

This picture is up to Paul Terry's ufual 
high standard and you can't go wrong in 
booking it. 



June 7, 1924 



Page 33 



CU N SHINE," of 
the well known 
Gang, is shown with 
a new recruit for the 
gang in P a t h e ' s 
"Cradle Robbers," in 
which the gang stages 
a baby contest with 
unusual results. This 
is one of the entries. 




HOT AIR' 

Educational 2 Reels 

Lee Moran has the role of a lawyer, which 
ability he inherited but his landlady is tired 
of waiting for her rent and tells him he 
must get out. He starts out and tries his 
best to get a case. In his search of work 
he comes across a young man who is going 
to commit suicide by jumping from a bridge 
and Lee is just in time to save him and 
present his card asking that he settle the 
estate — when advised there isn't one he lets 
the fellow drop into the water. The next 
lead is when he runs into a cop chasing 
an outlaw. He catches up to the outlaw 
and tells him he is a lawyer and will help 
him out of his difRculties, but must have an 
advance retainer which he gets and then 
runs the outlaw right into the city jail. He 
at last secures a case to serve divorce papers 
on a man and it is too much for him and 
gives it up. This sequence offers some good 
laughs. 

He finally gets a case to protect an in- 
ventor and the court room scenes are a 
scream. After a lot of arguments and ex- 
planations to the jury the court room is put 
in an uproar on account of a juror throw- 
ing a piece of gum on the floor and the 
prosecuting attorney steps on it. Then a 
parrot and its comical antics hold your at- 
tention. After trying to catch the parrot 
which flies from one juror's head to the 
other and the prosecuting attorney chasing 
it with a hammer it finally lands on his 
head and he knocks himself out and the 
parrot gets away. Then one of the wit- 
nesses advises the court room that the ^lock 
which was invented by Lee's client had a 
bomb in it. The court room is vacated in 
but a few moments and the clock is thrown 
around from the judge to the various at- 
tendants of the courtroom and finally e.K- 
plodes in the Judges' room and blows out 
the colored porter into the court room turn- 
ing him white. 

This is a very good comedy full of many 
comic situations und you can safely book 
it on any program. 

* * * 

'UP AND AT 'EM' 

Pathe 2 Reels 

This is one of the series of Dippy-Doo- 
Dads, animal pictures in which the charac- 
ters perform in a miniature village. The story 
is of a farmboy who goes to the city and 
obtains a job as messenger in a bank. While 
delivering a package of money he is held 
up and robbed. The bandits escape in a 
car but the messenger commandeers an air- 
plane and captures the bandits and wins his 
sweetheart. 

The acting of the monkeys in this, picture 
is nothing short of marvelous. They are 
so natural one forgets they are not hu- 
mans. They go through their stunts without 
a flaw and there is no camera shyness or 
hesitancy on their part. 

The village is complete in miniature. 
Small street cars, autos, buildings and tele- 
phone poles are in proportion to the size 
of the characters and add considerably to 
the effect. 

This picture will go over strong with any 
audience. 

* * * 

'BUILDING WINNERS' 

Pathe 1 Reel 

Grantland Rice offers an excellent one 
reel feature. He shows athletes in training 
to emphasize the necessity of hard work in 
order to arrive at the top in any under- 
taking. His subjects are Jack Dempsey, 
Walter Hoover, Olympic oarsman, Syra- 
cuse football team and Aileen Riggin, fancy 
diver. 

This is a very good subject and your au- 
d'ence will like it. 



'REST IN PIECES' 

Universal 1 Reel 

Billy Bletcher is the manager of a boiler 
works with his ofiice in the open air which 
is lci|cated in the center of the works. He 
is a nervous wreck and has a bad headache 
from the constant and terrific noise. Not 
being able to stand the noise any longer he 
calls up his wife to tell her he is coming 
home to rest. 

His wife is in the midst of her Spring 
cleaning when he arrives. The butler, Bert 
Roach, is assisting her and with the carpet 
cleaning, picture hanging, hammering, and 
the neighbors' children parading up and 
down in front of the house with drums the 
husband has a hard time to get any rest. 

After going from one room to another 
at home and being annoyed with the Spring 
cleaning decides that the boiler works was 
the best plaice to rest so goes back and puts 
up a bed right next to his office and lies 
down. 

This is a good clean comedy and is safe 
booking. 

'ONE GOOD TURN' 

Pathe 1 Reel 

Paul Terry shows what a little kindness 
may lead to. His dog has had the misfor- 
ture to have a can tied to its tail. The pup 
suffers intensely until a mouse comes along 
and unties the can. Later the mouse is pur- 
sued by a gang of cats and the pup arrives 
in the nick of time to save the life of the 
mouse. There are many laughable situa- 
tions in this short subject. It is up to Paul 
Terry's usual high standard. 

^ ^ ^ 

PATHE REVIEW 

Pathe 1 Reel 

Making antiques is one of the most in- 
teresting subjects of this one. It shows the 
manner of making imitation antiques from 
old master pieces. Casts are made of the 
originals and the plaster of paris is coated 
with bronze and painted in such a ^vay as to 
almost defy detection. Defying the law of 
gravitation shows a prominent dancer in 
slow motion pictures. 

This picture will make an excellent filler 
and your patrons will like it. 



'THE POWERFUL EYE' 

Universal 2 Reels 

Hurley, a master magician, and the pos- 
sessor of the powerful eye is coming to the 
local theatre with his show. Dud Rawlins, 
Pete Morrison, decks out in his best and 
calls for his sweetheart at the hotel where 
she is a waitress. While he is waiting for 
her his rival rides up and also waits for 
her to come out. When the girls arrives 
she decides to go with both the fellows. 
She sits between the two and when the ma- 
gician starts his show he calls for a subject 
and picks out Dud's rival. He goes up on 
the stage and the magician tells him he would 
make a good bootlegger. The girl is dis- 
gusted with him to think the magician should 
read such a profession from the bumps on 
his head. Dud is the next subject and the 
magician takes his hat and tells the audi- 
erifce that he can tell them the thoughts of 
the owner from the inside of the hat. 

Dud buys a book from the magician which 
is guaranteed to teach him the secret of 
hypnotism. The ranch mule is his first sub- 
ject then he puts to sleep a bunch of cow- 
boys who are shooting crap and after suc- 
ceeding he brings them all back. They sug- 
gest that he try his hypnotL-^m on the rival. 
He rides into town, followed by his pals and 
meets his rival in the hotel dining room. 
He makes every effort to put his rival to 
sleep but the rival knocks him down and 
there is a fight. 

This picture is a good two reeler and is 
safe for booking. 

* * H< 

'CASE DISMISSED' 

Universal - 1 Reel 

In this one Slim Summerville and Bobby 
Dunn wade through a reel of shopworn stuff 
that will do well to get a chuckle. It is 
nothing but rehashed ideas and is far below 
their usual stuff. 

The story — what there is of it — deals with 
a judge, a hard boiled criminal and a court 
attendant. The judge orders the attendant 
to bring the hard boiled guy in court and a 
mixup follows and the usual chase ensues. 
It is doubtful if any audience will find any- 
thins: amusinsr in this conglomeration. 

Summerville and Dunn are wasted in this 
picture which does not nearly approach their 
usual standard. 



ge 34 



Exhibitors Trade Review 





Lobbyology That Lures and Sells 




XT/ HEN Fimt Na- 
Vr tianal's 'Enchanted 
Cottage' played the Tri- 
anom Theatre of Birm- 
ingham the manager of 
that house set his artis- 
tic wits aworking with 
the result as seen in the 
upper picture. Needless 
to say the net effect on 
the box-office was fine. 




7 HE picture at the 
left shows to what 
good effect the manager 
of the Fifth Avenue 
Theatre of Nashville 
used poster cut-outs, 
banners and signis, when 
'The Wanters,' also a 
First National film, 
played his house. Folks 
stopped off and bought. 



June 7, 1924 



Page 35 



SHOWMANSHIP 



Work Makes Success Your Box-Office Patron 

The Motion Picture Industry Starts and Finishes With the Box Office 
But Your Personal Work Guarantees the Dollars 



THE motion picture industry is a vast 
workshop for creating the nation's 
playgrounds. Your theatre is one ot 
these playgrounds. You alone determine 
its value to your community. You are the 
absolute master. Your reward is in exact 
proportion to what you personally contrib- 
ute toward making your theatre-play- 
ground a success. 

You are part and parcel of a marvellous 
piece of machinery. Every cog and 
wheel in this wonder-machine of the 
age has been scientifically adjusted to 
enable you to properly present the 
finished product. Thousands of work- 
ers from the studio to the screen toil 
to enable you to successfully complete 
the giant work that can only be given 
to the world through your Showman- 
ship. 

Sit back and grasp the full signifi- 
cance of your commanding position in 
the industry. All the wheels are set 
in motion for you to do the final bit. 
The manner in which you conduct 
your theatre-playground can make or 
mar the entire motion picture field so 
far as your community is concerned. 

TT is a great responsibility. A price- 
less trust has been laid in the hol- 
low of your hand. And the entire 
world of the screen is watching you 
bearing onward and upward the for- 
tunes and prestige of us all. 

For you exhibitors are going for- 
ward. Never a backward step. It is 
a steady, ceaseless march of trium- 
phant progress compared to which the 
sweep of conquering armies through- 
out history becomes a puny matter. 

Why? Because you are building 
where they only destroyed. This thea- 
tre-playground of yours is doing far 
more than merely presenting enter- 
tainment and amusement. Step be- 
hind the scenes a moment and view 
the things which the motion picture 
is doing for humanity. 

It is educating all people whether of high 
or low degree. It is teaching the love of 
Art and Beauty. If it did nothing else, 
this alone would entitle it to a place as one 
of the great forces of all time in molding 
human destiny. 

TTISTORY'S record will prove that 
"■"J- statement to be absolutely correct. 
Since civilization began countless nations 
have run their course and passed into 
oblivion. And what survives? What has 
come down to us from them to sing their 
praises? What remains to tell us of their 
struggles, hopes, desires and achievements? 
Nothing but a few solitary examples of 
Art and Beauty. 

A massive pyramid of Egypt's titanic 
effort. An epic poem of ancient Greece. 
A Roman structure of beautiful broken 
marble columns. An Italian frescoed paint- 
ing of unmatched lines and color on a ca- 
thedral wall. 



These alone survive. The only visible 
proof that such great civilizations actually 
passed across the pages of history. Art — 
Beauty. That's all we can place our finger 
on and say with positive conviction of the 
eye's testimony: "They lived, loved, strug- 
gled and died — but they left us these to tell 
their glory." 

Stupendous thought! More overwhelm- 
ing is the fact that even the uncivilized 




Box Office Genius 

^RT and Beauty are the only vis- 
ible survivors of Time's withering 
touch. Master Showmen of the ages 
have preserved these in painting, song 
and sculpture. 

This Art and Beauty are the result 
of work magnificently performed. The 
world bows its head to these master- 
pieces and calls them — Genius. The 
modern Showman's business is to pre- 
sent Art and Beauty to the world. 
You, the Exhibitor, assure the sur- 
vival of these by your work and en- 
terprise. 

Countless workers in the industry 
bring this Art and Beauty to your 
screen. But you detemiine by your 
own effort just how big the money re- 
ward shall be. The surest definition 
of box-office success is : WORK. 



nations have left us nothing but works of 
Art and Beauty. Crude they may be — but 
they are, nevertheless, creations of artistry 
and beauty. A piece of Aztec pottery. A 
Druid mound of stones. A woven Indian 
rug. An Alaskan totem-pole. 

And when this twentieth century has 
passed into the discard a future age will 
find the record of our achievement in cellu- 
loid reels carefully preserved in indestruc- 
tible vaults of museums and libraries. 

Art — Beauty. They alone survive. And 
you, the modern showman, are day by day 
assuring the survival of these by your 
work and enterprise. 

Work! That is the keynote. Art and 
Beauty are merely the result of work so 
well performed that the world bows its 
head in tribute and crown it — Genius. 

"What is genius?" asked Alexander 
Hamilton, the great American. "Men give 
me credit for some genius. All the genius 



I have lies in this: When I have a subject 
in hand, I study it profoundly. Day and 
night it is before me. I explore it in all its 
bearings. My mind becomes pervaded with 
it. Then the effort which I have made is 
what people are pleased to call the fruit of 
genius. It is the fruit of labor and 
thought." 

That's all it is — labor and thought. If 
Alexander Hamilton were alive today he 
could deliver an undying eulogy dedi- 

— cated to the motion picture industry 
on this theme of Work. 

No other modern enterprise sur- 
passes it for gigantic effort, thought 
and achievement. It is one of the few 
human activities in any field that is 
alive, pulsating, instinct with energy 
and growth. It is plastic. It is ever 
moving forward. There is nothing cut 
and dried about it. 

The photoplay carries on its pic- 
tured page the hopes, desires and 
yearnings of humanity struggling to 
express itself. There is no other en- 
terprise today that is doing this with 
such overwhelming success. That is 
why 10,000,000 people crowd the thea- 
tres daily to feast their eyes and hearts 
and souls on that which . everybody 
craves — Art, Beauty. 

This nation has been built by master 
showmen, from Alexander Hamilton 
down to this very day. And you, the 
modern showman, are now carrying 
forward the great work. Hamilton 
gave the world a moving picture — 
moving in the sense that it fires the 
imagination — when he welded together 
the struggling colonies under one fed- 
erated control. That picture became 
America. It has been playing before 
the world ever since. All the result of 
thought changed to achievement by 
untiring work. 

- That's why "The Birth of a Nation" 
and "The Covered Wagon" will go 

down in screen history. They represent 
the labor and thought of workers who pre- 
sented to a nation the living, vital pictures 
of its ideals. 

■pVERYWHERE you turn you will find 
^ these workers laboring ceaselessly in 
your industry. Hays, Griffith, De Mille. 
Lasky, Loew, Lesser, Warner, Rowland, 
Chadwick — and all the rest of the army 
from studio to screen. They are all work- 
ers. They alone survive who strive and 
accomplish through the genius of Work. 

These countless workers have placed 
all the machinery at your disposal. It is 
complete. It covers every need of your 
theatre. Learn how to get the utmost out 
of them. Lobby, tie-ups, newspapers, press 
books — all are working with you. And al- 
ways at your elbow you have Exhibitors" 
Trade Review, your business paper. It 
gives you weekly the best ideas, exploita- 
tion, news and complete data. 



Page 36 



Exhibitors Trade Review 




CARMEL MYERS 

CURIOSITY killed the cat, so they say. 
But mankind refuses to profit by the 
warning. Once aroused, that inward 
querying voice may not be stilled except by 
receipt of the answer. 

One of the most interesting things in the 
world is a door. Just a plain ordinary ev- 
ery-day door — on your house or that of 
your neighbor. Why interesting ? Because 
of the speculation which it must arouse in 
every inquiring mind as to what may 
be taking place behind the closed 
portal. 

Why not capitalize the natural 
curiosity of humanity? Give a 
thought to ways and means of arous- 



ADVERTISING 
AIDS 



star-shaped pictures of stars and have them 
dangling from wires or cords from your 
marquee and through the lobby. Fix them 
so that each vagrant breeze will cause them 
to swing, whirl and flutter. Moving objects 
will always attract the eye and arrert the 
attention. 

17VERY0NE who passes your showhouse 
will pause to see what its all about. 
They will gaze upon the fairness of Car- 
mel Myers, the blare countenance of 
"Adolphe" Menjou, the blonde pulchritude 
of Anna Nilsson, and Norma Shearer. 
They will have to smile at the expression 
on Williard Louis' countenance, and they 
will be attracted by the earnest frankness 
of Ed Burns. 

Then they'll wonder "what's all the shoot- 
in' for"— curiosity will be aroused. They'll 
look to see the name of the attraction boast- 
ing this star aggregation. And they'll read 
of "New York's Monster Midnight Melo- 




ADOLPHE MENJOU 

A TTRACTIX'E paper comes with almost 
^ every picture you book for your thea- 
tre. Every one-sheet — three-sheet — six-sheet 
is planned and executed with a special eye 
to its adaptability to your uses. Exercise 
your ingenuity. Think up stunts that will 
arouse the curiosity of your potential pa- 
trons. Use cut-outs, shadow boxes, posters, 
every showmanship aid that you can devise. 
Your pocket will profit. 



^^^^^^ 



mi)' a. t^^^^^^^K -f^^^^^^^B^ ^^^^^^^^m carhel 

[he Girt '^^^r^^^*'^ ';J|^^'eDWARO BURNS ' ^ 

and the famous Shining Stars of Broadway 

MA'^MHSTHACTORS-EaUITYBALL . ^ 

. • all in New York's Monsfer Midnight Melodrama 




EDWARD BURNS 



ing the curiosity of passersby so 
that every man and woman who 
passes your theatre will have no 
peace of mind until they discover for 
themselves what is going on inside. 

Create lobby lure, and the town 
will line up at your box ofiice to satisfy its 
curiosity. 

For instance, here is a six sheet issued 
by Warner Brothers as an advertising aid 
for their screen classic "Broadway After 
Dark." How will you use it? By way of 
illustrating one manner of obtaining results, 
we have pictured the paper with the like- 
nesses of the production's stars cut-out. 

Just suppose you treated the poster, or 
several of them in this way. Back up these 



iROADWAY 
AFTER DARK 



MONTA BELL owen"'oav.s 



HARRY RAPF 
PROPUCTION- . 




ANNA Q. NILSSON 



drama." And if they have the time they'll 
step right in to see just how it looks on 
"Broadway After Dark." 

And if they haven't time they'll pass on 
their ways — but always through the day 
memories of those fluttering stars will crowd 
into busy brains. The curiosity must be sat- 
isfied, and when night comes they'll wander 
back willing patrons of the desire you have 
created. 

You need not destroy the remainder of 
the six-sheet. Frame it. Stick it up out 
front or in the lobby. Its gaping emptiness 
will again accomplish your purpose. Why 
the holes? What's the idea? Whose pic- 
tures were there? 

Curiosity. They'll scan the paper to see 
the names of the stars. Eyes will wander 
from the name of Anna Nilsson to where 
the beauty's swinging picture flutters in the 
breeze. Gazes will stray from the names 
of the actors to their pictures, back to the 
cash getting title of the attraction, and then 
to the box-office. 

Never forget that they buy through the 
eye. Attract the eye. Foot-steps will fol- 
low the direction of the gaze, and hands 
automatically will seek pockets or open un- 
der-the-arm bags for the 'coin necessary to 
satisfy curiosity. 



NORMA SHEARER 

'T' HE unique arrangement of the 
star cut-outs from this striking six 
sheet offer themselves very invitingly 
to a boys' parade street ballyhoo. 
For example, when the stars have 
been cut out and backed up with 
compo board they should be mounted 
on long sticks. Have some small 
boys parade up and down the streets 
with the sticks slung over their 
shoulders like muskets. The attention 
this spectacle will attract will prob- 
ably more than justify the cost of 
the stunt. 



T NTEREST can be heightened in this stunt 
at night by rubbing the cut-outs with an 
application of phosphorescent, sufficient 
amount of which may be purthased at the 
corner drug store for a negligible sum. 

Thus it will be seen what possibilities there 
are in one single six for attracting public 
attention via the scissors, paste and compo- 
board route. One stunt suggests another. 
Get yourself into the habit of cutting out 
figures from posters and your advertising 
overhead will drop accordingly. . , 




WILLIARD LOUIS 



June 7, 1924 



Page 39 




Constructive Increntives for 



nd Local Merchants 



THE 'SEA HAWK' CAPTURES 
TEN PRIZE TIE-UPS 



A DRAMA of Old England and 
the Spanish Main. A slashing 
panorama of life in days when 
Romance beckoned to high adventure 
on the bounding seas. An age when a 
gentleman's only passport was a ready 
sword. With his flashing blade Sir 
Oliver Tressilian hewed a path from 
his quiet ancestral halls in Merrie Eng- 
land onto the high seas. Here he 
reigned supreme as the Sea Hawk, tri- 
umphing over Corsair ships and Span- 
ish galleons laden with gold ; then 
passed on to further stirring adventures 
midst Algerian courts and harems. 

This First National presentation, 
"The Sea Hawk," is the National Tie-. 
Up we ofifer you this week. It is 
adapted from the book by Rafael 
Sabatini, the bronzed Briton with the 
Latin name. His stories of bygone 
days have swept nations in a tremen- 
dous wave of popularity. You can ride 
on the crest of the wave by booking 
his greatest story — "The Sea Hawk." 

Sensational Sea Scenic 

Here is a photoplay done in wonder- 
ful high lights. A thrilling tale of 
daring sea-rovers, having the ocean's 
expanse and the colorful settings of Al- 
geria for background. From the very 
first shot the picture rushes onward 
with a sweep that holds you spellbound 
in the fascinating grip of ever mount- 
ing action. It has a breath-taking trick 
of clutching at your throat. You ac- 
tually live the picture. 

Realism 

It gets you. It will get your audi- 
ence. They will themselves row with 



the sweating galley slaves on the in- 
famous Spanish galleon. They will in- 
•Siinctively cringe as the lash of the 
captor's whip sears livid welts across 
quivering, crimsoned flesh. T^ey 
will stand beside Sir Oliver, sc?.nnmg 
the far horizon for a Sea Haw^,;*s mor- 
sel. They will revel in his savage joy 
as he sights a sail and overwhelms the 
unfortunate victim with his dusky 
crew of infidel cutthroats, cutlasses in 
hand. When in the light of the moon 
the ghost-pirate-ship Ues athwart the 
quiet English landscape, your audience 
will creep with the swift, sinister shadl- 
©ws to the ancestral hall. They will 
burst in upon the wedding of the Scan 
Hawk's loved one, Rosamond, to the 
treacherous would-be bridegroom who 
had caused the hero to be shanghaied. 

An Interrupted Wedding 

Your patrons will experience the 
thrill of personal participation in ro- 
mantic adventure as bride and groom 
are borne prisoners back to the pirate 
ship. They will set sail for Algeria, 
where a swirl of astounding experi- 
ences await them. Finall)', they will 
stand beside the Sea Hawk in the lav- 
ish court as the Mohammedan prince 
casts longing eyes on Rosamond, now 
a slave. Every woman in the audience 
will sit tense with tingling nerves as 
the Corsair chieftain outbids his duskv 
sovereign with a fabulous price, ancL 
saves the girl. 

Sets High Mark 

Realism! This picture will make 
your first night audience feel that they 
are a part of it all. You know what 



that means. Word-rjf-mouth advertis- 
ing. You'll play t o a crowded house 
ioT the run ol this National Tie-Up 
feature. 

"The Sea ^Hawk" sets a new high 
mark. It '.s one of those "tell-your- 
friend" attractions that start the whole 
town tal'icing. A cunningly contrived 
screeu magnet loaded with all the pop- 
ular Appeals. An array of marvellous 
settTngs and gorgeous scenery clothing 
a. liigh-tension dramatic story colored 
with thrills, suspense and romance. ^, 

The Cast 

"Masterful direction by Frank Lloyd 
crauses "The Sea Hawk" to soar. Act- 
ing par excellence creates scenes that 
literally glow. Sure box-ofiice boomers 
in this cast. Milton Sills is the Sea 
Hawk, the gentleman buccaneer who 
fights with equal enthusiasm for love 
or _ booty. The perennially popular 
Enid Bennett is the Rosamond whose 
romance upsets two countries and keeps 
the very seas in commotion. Wallace 
Beery, that box-office attraction in 
forty states, is the roistering prince of 
pillage and plunder who can make a 
plank-walking pirate laugh. Lloyd 
Hughes is the villainous near-bride- 
groom who redeems himself in sacri- 
ficial death. 

Windows Work Wonders 

The AVonder-Workers are ready 
waiting for you. Ten National Tie-Up 
wmdows contributed bv the miracle 
men of the mercantile display worid 
Scientifically planned windows, that pre- 
sent enticingly your stills in harmon- 
ious relation to their merchandise It 



Page 40 



Exhibitors Trade Review 



NATIONAL 




SECTION 



1 



' 'HI' 




'By Rafxcl Sabatini 

IlOlO. 



A great pictwe has bceii made 
/rom this thailling bodky 



When You Book a 'Book Title' Picture 
Remember the bookseller in Your Town 



Obviously, a Tie-Up should be established on 'The Sea Hawk' between Publisher, 
Exhibitor and Bookseller. Here It Is — All Ready for Free Delivery 



E cannot urge you too strongly to link 
up j^our "Sea Hawk" publicity with 
your local booksellers. Perhaps you 
have tried it before on other pictures with 
indifferent success. However, don't be dis- 
couraged by that. We have been hammering 
awaj^ on this thing for a long time ourselves. 
But now things are beginning to hum. 
Through the remarkable section of Exhibi- 
tors Trade Review devoted to assisting the 
exhibitor in getting national tie-up window 
displays there is offered to you the last bind- 
ing link you needed. The merchant — in our 



case, the bookseller — is strong for it. He is 
beginning to see a light. Go and see him the 
same day you book the picture. He has just 
received a big broadside from us with similar 
copy to this on the value of the "Sea Hawk" 
tie-up. There are many things you can talk 
over that will be of mutual interest and profit. 
Tell him about the book "contest" as described 
on another page of this section. And, above 
all, be sure you fill out and mail the attached 
coupon to Exhibitors Trade Review so they 
can help you speed things up. The moment 
yoiu' coupon arrives we get together. Let's go ! 



As a matter of good business the Bookseller wants to feature your 'Showing' 
of 'The Sea Hawk' with his books in Counter and Window Displays 



GROSSET & DDNLAP r 



New York City 



PUBLISHERS 



■CLIP THIS COUPON — 



EXHIBITORS TRADE REVIEW, 
45 West 45th St., New York City. 

Please have Grosset & Dunlap Book 
Publishers forward to me the neces- 
sary material for handling the book 
tie-up on my showing of "The Sea 
Hawk." I would also like to receive 
all suggestions for the book contest 
and circulars on other book title tie- 
ups which Grosset and Dunlap may 
have for other film productions. 







Theatre 




Town 


State 


My 'Sea Hawk' 




Number of Tie-Ups 
I Would Like To Get 






June 7, 1924 



Page 41 



NATIONAL 



is the fine art of indirectly advertising your 
feature, "The Sea Hawk." And don't for- 
get that indirect advertising is one of the 
surest wdys to start patronage toward your 
box-office. 

Be kind to yourself. Clip the coupons: 
You can't lose. It's all free— and there are 
no blanks. Every window will shout for 
you. Just so many additional lobbies lead- 
ing to your theatre. Look them over — and 
judge for yourself. 

The Book 

Before "The Sea Hawk" was released, 
'Grosset & Dunlap mailed a special an- 
nouncement to the book dealers urging 
them to feature the photoplay edition of 
the book. It is now on sale at your local 
book-dealers' stores. 

Book lovers are all possible patrons of 
your theatre. Sabatini, the author, is a 
name to conjure with. You can play it up 
as you would the name of any international 
celebrity — for that is just what he is. Here 
is a splendid chance to favorably impress 
the best people in your city — the intelli- 
gentsia who read the finest literature. Let 
them see you know how to cater to their 
literary taste. 

The book dealer will be with you strong 
on this one. He knows that the tie-up 
with "Scaramouche" by the same author 
sold 500 copies in five days on one window 
display. When he ties up with you on 
■"The Sea Hawk" he can duplicate that 
record. 

Not only the window display, but an in- 
terior display in the front part of the store, 
with an assortment of stills, will get the 
book lovers into your theatre. "Make Mo- 
tion Picture Families of Book Families." 
The Song 

"Sea Hawk" is featured in delicious 
•dance music with catchy words abour 
pirates, love and adventure. Jack Mills 
Music Publishing Company have a big 
popular hit in this one. 

A tie-up with the music store on this 
romantic ballad fox trot will have the 
whole town streaming into your theatre 
through lure of the witching melody. Just 
a little team-work between you and the 
music dealer will result in introducing 
this song at every public and private en- 
tertainment weeks before you show the pic- 
ture. 

Result : Young and old will be dancing 
it, humming it in their hearts — and they 
-will not miss your picture that is a song 
and dance craze. 




SECTION 



Mystikum Perfume 

This toilet exquisite is known 
woman. It is advertised as Eu- 
rope's premier perfume, and is 
the essence of romance distilled 
from the mystery of flowers. 

Mystikum is a perfect tie-up 
with "The Sea Hawk." They 
both breathe the fragrance of 
romance. The Scherk Import- 
ing Company, creators of this 
line of boudoir necessities, have 
extended themselves to the limit 
■on a co-operative campaign with 
your theatre. Their window dis- 
play department have originated 
attractive combinations of their 
products which combined with 
stills of the picture will appeal 
to ever}' feminine heart. 

The complete line includes 
toilet water, sachet, face pow- 
der, rouge, hair tonic, talc, soap 



to every 



and bath salts. Stills that carry an oriental 
atmosphere will tie up remarkably well 
with this display. 

Old EngUsh Lavender 

Here is a window partner for you whose 
product has been going strong in public 
favor for over 150 years. Yardley & Com- 
pany, of London, are known the world 
over for their famous toilet products. They 
feature Old English Lavender Soap, which 
is almost a British tradition. When an 
Englishman takes his daily bath, and 
there is no Old English Lavender m the 
soap dish, the whole day is just ruined for 
him. , 

This tie-up was made to order for 'The 
Sea Hawk." Old English is stamped on 
both of them. Sweet lavender! The very 
name brings visions of romance and senti- 
ment. The druggist cooperating with you 
on this display can make of his window 
a picture that will successfully sell soap 
and screen. "Old English Lavender." 
Those words on a display card will make 
many an old-timer who does not patronize 
motion pictures wend his way eagerly to 
your box-office. 

Bonnie B Hair Nets 

As the Sea Haivk ruled the waves along 
the Barbary Coast, so your dealer-partner 
can emphasize the fact that Bonnie B Hair 
nets rule the waves that crown milady's 
beauty. 

It will make a good summer window dis- 
play. The dealer can show a still of the 
heroine on the buccaneer's ship contrast- 
ing with a present-day picture of a girl 



on a yacht. The modern girl will of course, 
be featured with a hair net. 

The display card might read: "In olden 
days "The Sea Hawk" ruled the waves of 
Barbary. Today Bonnie B Hair Nets rule 
the waves of Beauty." 

Conde Cosmetics 

Here is a strong display for this week's 
national tie-up — a three-in-one vanity out- 
fit that summer sun and ocean wave can- 
not mar. It consists of rouge, lipstick and 
powder. They are all weather proof. 

This is a Conde product, nationally ad- 
vertised in women's publications that are 
subscribed for in five out of every eight 
families in the United States. Can you ask 
for more? Every maid and matron will 
find in this triple beautifier that which she 
has long sought. She can go on summer's 
outings, whether on land or sea, fair 
weather or foul, serene in the knowledge 
that she need not worry about her facial 
appearance. 

An appropriate still of rough seas can 
go with this dealer's show card: "Com- 
plexion Confidence is yours with Conde 
cosmetics. They are as vvreather proof as 
that gentleman-buccaneer — "The Sea 
Hawk." 

Fownes Gloves 

Another sturdy English product to match 
the sturdiness of the British buccaneer 
Everybody knows Fownes Gloves. 

To tie up your showing with this master 
product of the glovemaker's art is to reap 
the revenue from million-dollar window 
display publicitj'. We are proud to be able 
to offer you this co-operation with the local 
Fownes dealer. The manufacturer has 
been piling up publicity for both of you 
since 1777. "That's all you need to know 
about a glove." 




Van Raalte Apparel 

The makers of the famous veilings have 
a superb offering of summer intimate gar- 
ments for the girl of daintiness. All the 
fair sex crave the delight of being clothed 
in these silken exquisites. 

The fashion shop fortunate enough to be 
given this opportunity for class publicity 
can contrast the coarseness of mildaj-'s 
garments of ye olden days of "The Sea 
Hawk" with this modern miracle of silken 
loveliness. 

Blue Bird Pearls 

What more appropriate window display 
for the buccaneer tale than pearls? They 
are always associated together. 

Blue Bird Pearls carry the 
idea perfectly. This showcard 
will capture attention: "Pirates 
and Pearls. "The Sea Hawk' 
found his pearl in Ro.miiioud. but 
he lived too soon to make her 
happy with Blue Bird Pearls." 

Tudor Silverware 

Merely to state that this beau- 
tiful buffet set is a product of the 
Oneida Community, craftsmen in 
silver service, is to tell the story. 

These master workers in ster- 
ling ware have made Oneida. 
N. Y., more than famous. There 
is not a jeweler in the United 
States who does not welcome 
the opportunity to display their 
latest design. 



Page 42 



Exhibitors Trade Review 



Are ijou a 
Decided 
Blonde? 

Buy ihf QimbinBllm Pdcb^ 





The Most Beautiful Display in the Toilet Goods Business Easily Adapted for Tie-Up Purposes on 'The Sea Hawk" 



Will Show You The Way To 
More ^Sea Hawk ^ Patrons 




•^HE beauty of the center paint- 
ing in the above display will 
draw crowds to the windows just 
as it has to dealers in New York 
and other cities, and the photo- 
graphs in the side panels can easily 
be changed to "Sea Hawk" still 
photos and brought out clearly in 
the display. It will bring women 
who have seen our striking adver- 
tisements in Harpers Bazar, Vogue 
and Le Costume Royal, to a dead 
stop and close attention and that 
means prospects for your box office 
when you play the picture. Get it 
FREE by signing coupon below. 



YOU know that the dealer who makes the most profits is the one 
who sells lines for which every woman who comes into his 
store is a prospect — that pay a good profit — ^have real merit in 
themselves — are attractively packed and are sold on a basicly new 
idea — something that his customers will accept as soon as they see it. 

Well, Conde is the one line that includes all these things and 
it is with this line we are offering you the tie-iup in window display 
exploitation. The profit possibilities in new patrons to you are un- 
usually large — the displays really help to sell the merchandise in the 
stores and we certainly stand ready to help both you and your local 
merchant in any way toward that end. Sign the coupon below as 
soon as you book "The Sea Hawk." 



224 jfourtl) abe. iSeto ^orfe 




Exhibitors 
Trade 
Review, 
45 West 45th 
Street, 
New York City 



Please have The Conde Products 
forward their special window dis- 
play material so that I can take 
advantage of this national tie-up 
with "The Sea Hawk." I have 
listed herewith my play dates and 
the number of play sets I can use. 



I Name 
I 

I Theatre 



Town State 



Sea Hawk No. of Displays 
Play Dates Desired 



June 7, 1924 



Page 43 



NATIONAL 




SECTION 



^The Sea Hawk' Is Alive 
With Exploitation 

All Varieties of Contests and Stunts Aid Selling 
Appeal of Tie-Up IVindows 



THIS week's National Tie-Up, "The 
Sea Hawk," offers many possibilties for 
exploitation in addition to the ten tie- 
xips with the leaders in the various mercan- 
tile fields. 

You can make the windows of your dealer- 
partners far more effective by employing the 
suggestions presented herewith. Every addi- 
tional stunt keeps pyramiding the publicity. 

«^ONG CONTEST 

The romantic ballad fox-trot, "Sea 
Hawk," specially written for this feature bj 
Modest Altschuler and J. L. Johnston, is 
produced by Jack Mills Music Publishing 
Company. The lyrics are catchy, and with 
the. tuneful melodv will make this number 

hit. 

Get the music dealer to help you stage 
a contest. Offer prizes for original verses 
They can be top;col, or of local interest. 
Parodies also are in order. Hold the con- 
test in your theatre, having local talent sing 
the contest contributions. Popular applause 
will decide the winners. 

A dance contset can also be staged to the 
accompaniment of the "Sea Hawk" melody. 
Suggest to the music dealer the idea of hav- 
ing a dancing couple dressed as a pirate and 
his lass, give exhibitions at some dance hall 
or other place of public entertainment. It 
would certainly be a nice bit of publicity 
for both you and the dealer. 

SCHOOL CONTEST 

Arrange a school contest for essays on 
"The Sea Hawk,*" and present copies of the 
book to the winners. You might extend the 
idea by suggesting to the dealers co-operat- 
ing on the tie-ups that they advertise contests 
for show cards connecting their display 
with "The Sea Hawk." 

The best contributions could be placed in 
the window, with the contestants' names at- 
tached. This would arouse a lot of favor- 
able publicity. 

SPLIT-A-PAGE ADS 

You have ten beautiful prospects for a co- 
operative ad featured on a full page of the 
newspaper. All you need is six of them. 

It would be cheap publicity for the deal- 
ers who came in with you. They would be 
getting big publicity for their products at a 
minimum cost. Your attraction would oc- 
cupy a prominent place in this tie-up adver- 
tising, and it would double the value of the 
window display.s for aM concerned. 

Refer to recent issues of Exhibitors 
Trade Review for details as to just how ef- 
fectively this "split-a-page Ad can be put 
over. Line up the advertising man on the 
newspaper. Give him the plan, and he will 
be only too pleased to go out and promote 
the dealers in order to sign up a full page 
smash. 

WINDOW CONTEST 

The Board of Trade or Retailers Asso- 
ciation could be interested in announcmg a 
Window Display Contest. It would be a 
■fine piece of promotion for booming the en- 
tire retail trade of your city. 



Such contests have been recently held in 
wide awake cities and have done much to 
help the local dealers generally. It results 
in the public taking a keen interest and pride 
in the stores of their community. 

An evening is selected when the windows 
are to be shown. The Merchants Associa- 
tion advertises it and gets a local board to 
lend a carnival air to the proceedings. 

The judges pass from one window to an- 
other, the crowds following the band. Where 
you as exhibitor benefit is by arranging for 
the awards to be made in your theatre. 

That brings the windup of the festivities 
directly to your box-office. If you can't col- 
lect on this one it will be because the mer- 
chants association in your city is dead to 
its own self interest. This Better Window 
Display idea can be worked on any National 
Tie-Up feature, for it is a safe bet that 
your dealer-partners with their special dis- 
plays will come pretty close to capturing the 
prizes. Another example of that indirect 
publicity that we are always emphasizing for 
your benefit. 

HIDDEN TREASURE STUNT 

Here is a novelty that will cause you to 
break into the front page of the newspaper, 
if the editor knows a bit of live news when 
it is shoved under his nose. 

Run an ad in the paper before your show- 
ing of "The Sea Hawk," announcing that 
"Sir Oliver Tressilian. the Sea Hawk, fa- 
mous pirate of the Barbary Coast, will ap- 
pear in public on a certain evening. He 
will walk through the streets, and at one 
particular point in his journey will make a 
secret signal as he indicates the Hidden 
Treasure of his pirate's loot. The spec- 
tator who catches this signal, names the ar- 
ticle, and who is the first to send in the 
correct answer to the newspaper will be 
awarded the treasure." 

The hidden treasure will be one of the 
articles in the window tie-ups, which he will 
point at as he passes the dealer's window. 
It might be the Blue Bird Pearls, Fownes 
Gloves, Conde cosmetics, or some other of 
the ten articles in the tie-ups. The dealer 
whose product was selected would award the 
article as a prize, and be glad to do it for 
the advertising. The newspaper would bene- 
fit, and all concerned would find the stunt 
highly diverting. 

ANIMATED WINDOW 

Merchandise displaymen will tell you that 
one of the most effective ideas for a win- 
dow novelty display is to feature a child 
in some interesting manner. The antics of 
the youngster in sight of the passing crowds 
will result in blocking traffic and calling out 
the police to clear the sidewalk, if the stunt 
is done with a little cleverness. 

This can be accomplished on "The Sea 
Hawk." The book dealer is the logical choice 
for the animated window, but it can be em- 
ployed by any one of the ten dealers as- 
sociated with National Tie-Ups. 

The dealer has a "pirate's den" erected 
at the back of his window platform. A few 
rough boards will do the trick. Anv car- 



penter can build it. Such props as a black 
flap with skull and crossbones, an old bat- 
tered trunk to represent a treasure chest, a 
powder keg, an old blunderbuss, and ar- 
ticles suggesting life aboard ship, are scat- 
tered round. In the center a youngster of 
five years, dressed a la pirate, is seated be- 
fore a pile of sand. Provide him with a 
pail and shovej and he'll play by the hour. 
This live infant stunt never fails to work. 
It will stop traffic on any Main Street. 
The window card can read : 
Sea Hawk, Jr. 
See Hawk Himself 
in 

"The Sea Hawk" 
at the City Theatre 

ADDITIONAL AIDS 

The above are a few suggestions more or 
less directly connected with the window dis- 
plays presented in the National Tie-Up. The 
publicity possibilties through your other me- 
diums of exploitation are limitless. Space 
will not permit us to present more. With 
these as a starter, you can work out many 
others. 

Don't overlook your lobby. A few rough- 
boards in front of your box-office will give 
it the appearance of a pirate's cabin aboard 
ship. You know the props to go along with 
it. You might place exhibits in your lobby 
labeled : "Pirate's Plunder." These of course 
would be samples of the various merchandise 
of the nat'.onal advertisers associated in the 
tie-ups. 

Some novelty prologues can be arranged 
at nominal expense. Just one for example : 
A pirate appears before the screen show- 
ing, reading from a parchment. It is an 
announcement in a few words of the theme 
of the picture. This can be obtained from 
the press book or First National exploita- 
tion service will be glad to give you some- 
thing special. 




THE GUARDIAN OF THE HAREM 

He is endeavorirg to buy Rosamond, the beautiful 
white captive, in the slave market — a tense scene in 
First National's latest production, "The Sea Hawk." 



Exhibitors Trade Review 




SECTION 




In Ye Sea Hawk Days of Old — 



TN few things does a woman demand more of 
beauty and charm than in the appointment of 
her table. Small wonder that everywhere Tudor 
Plate has been accorded such instant approval. No 
passing woman will be able to resist the lure of 
a Tudor window display. 



i 




Clip This 
Coupon 



EXHIBITORS TRADE REVIEW. 
45 West 45th St., New York City. 

Please have the Oneida Community, Lmiited, for- 
ward their special window display material as soon 
as possible so that I can take advantage of this na- 
tional tie-up with "The Sea Hawk." I have listed 
below my play dates and the number of wmdow 
display sets I can use in my exploitation campaign 

Name 



Theatre 


Town 


State 


Sea Hawk 
Play Dates 


Number of Dis- 
play Sets Desired 



w 



'OMEN of "Ye Old Sea Hawk Days" as well 
as the correct up-to-date matron of today 
have an inherent love of distinctive, well-appointed 
silver plate. Wise is that showman who figures in 
a display of Tudor Plate. At a moment when 
Tudor products heighten interest and buying desire 
a new movie patron is in the making. That patron 
can be yours if you clip the coupon above. 




A 

TIE-UP 

That Means 

EXTRA 
DOLLARS 

at the 
Box-Office 



CONDE PRODUCTS BOOST 
'THE SEA HAWK' 

When it comes to window displays the 
Conde exhibits can hold their heads up high 
in every circle that contributes to the selling 
appeal, adverii'^ing message and drawing 
power of a merchandised article. 

This statement would be interesting in any 
event. But coming as it does in connection 
with the announcement that the nationally ad- 
vertised Conde products have been conscript- 
ed as exploitation partners for all showmen 
playing the unique First National screen 
version of Rafael Sabatini's widely read 
"The Sea Hawk," the aforegoing on Conde 
window displays carries a heightened sig- 
nificance. 

Conde gets out what is known as the 
Three-In-One Perfect Complexion, a combi- 
nation as well known to most women as 
Gillette Safety Razors are to most men. 
This combination embraces a packet of Conde 
Glo-d'Or a new powder of chiffon lightness, 
which, because of its day cream base, really 
adheres to the skin. This helps mightily to 
sell the Three-In-One alluded to. 

The two other parts of the combination 
are, Conde Glo-d'Or Lip Stick, which is 
waterproof and pleasant tasting. Then there 
is the Conde Glo-d'Or Rouge, supplied in all 
the new complexion tints. 

With this well advertised Conde combi- 
nation as a side partner in an advertise- 
ment under glass, the exhibitor booking the 
First National attraction has something 
which represents one fine bet for turning 
window shoppers into movie oatrons. It 
should not be overlooked that the Conde prod- 
ucts are widely heralded to the great read- 
ing public in popular national publications, a 
fact which means that thousands of dollars 
of free advertising and trade prestige lend 
their weight for calling the public's atten- 
tion to the screen version of 'The Sea 
Hawk'. The coupon in the Conde ad will 
do the trick. 

* * * 

HAIR NET DISPLAYS TO MOVE 
SHOPPERS TO THEATRES 

Showmen booking First National's excel- 
lent screen version of Rafael Sabatini's cele- 
brated 'The Sea Hawk' should certainly not 
overlook the many advantages offered them 
in free window displays by the nationally 
advertised Bonnie-B New Full Fashioned 
Hair Net. 

There are, as any person knows, few 
women who are not interested in hair nets. 
Even the bob-haired girlie keeps a spare hair- 
net with her, when horsebax;k riding or mo- 
toring is on the program. In fact, one of the 
main selling points of the Bonnie-B Hair 
Net is that it is particularly adapted for 
bobbed hair. 

For every girl or woman in your town who 
is in one way or another concerned with one 
of the best known and economical hair nets 
on the market, there is a potential patron 
for your house. Lose no time in stepping 
aboard this Bonnie-B window display offer. 
The girls — and their name is legion — 'are 
most mightily interested with a commodity 
that promises their marcel waves immunity 
to the ravages of the hat and the overnight 
ruffling of a head during sleep. They'll 
simply stop in droves to read the mes- 
sage of a Bonnie-B window displav, and 
naturally if your theatre is publicized in that 
display you may judge for yourself just 
how much you benefit. 

There's a coupon in the Bonnie-B ad for 
your convenience if you want more patron- 
age through these hair net window displays. 
Go to it. Clip the coupon and cash in big. 



I 



June 7, 1924 



Page 45 




146 West 4-6*-}^ St.-New Yof k City 



You Can Get Your Whole 
Town Singing ^Sea Hawk^ 

Get Them Dancing Too — To the Tune of This Romantic Ballad- 
Fox Trot Which Has Already Become a Smashing Hit on Broadway 

T^HERE is no better way in the world of exploiting a big picture than a 
tie-up with a song. And especially is this true of 'The Sea Hawk," around 
the title and pirate atmosphere of which Johnston and Altschuler have writ- 
ten one of the swingiest, teasingest, hauntingest one-two-three step melo- 
dies ever conceived. Everybody on Broadway is singing it and dancing to 
it. The same thing will happen in your community the moment they hear it. 

Your local music dealer will help with window and counter displays the 
moment you suggest that you will boost the song in conjunction with your 

showing of the picture. All you have 
to do is show that you want to co-oper- 
ate. Think what this will mean to you 
at the box-office if you only will make 
up your mind to do it now. Don't delay. 

A Contest for Lyric Writers 

JUST to make sure you get one hundred per cent value 
out of this tie-up, we urge you and stand willing > 




to co-operate with you to the limit on a song contest 
for lyric aspirants. Get all the "poets" of your ^/ 
community to compete for the best parody or / 
set of words that will fit the "Sea Hawk" / ^©'^ 
melody, using a few free passes for the >^ -v 
1 hen have your ■< 



prize winning lyrics. 



regular singer or any local favorite / ^ 
sing the winners as a part of your /^y^ ^-^^ 
regular "Sea Hawk" perfor- .^J^ 
mance. Read the details / <^VVV 
of this contest elsewhere / ^5'^'' .'^o 

in this section. Then / -J^ c^"^ ^' $• ''^ 
get busy with the / ci^^^ J^'^^ 4>''^°'^^ .■ ' 



newspaper 
your town. 
Let's go! ^/ 



Page 46 



Exhibitors Trade Review 



NATIONAL 




SECTION 




This is a reproduction of our new eight (8) color window display 

*The Sea Hawk * and ^Bluebird Pearls ' 
A Tie-Up of Profit and Beauty 



HE lure of well-displayed pearls is never lost on the feminine 
desire for fine things. This is your grand opportunity to 
capitalize on the tremendous drawing power which a "Bluebird 
Pearls" display has for passing pedestrians. In signing the cou- 
pon below you win yourself practically another lobby to the one 
you have in front of your theatre. And one which will help 
mightily to fill those extra seats in your theatre. 



Jor^iHappimss 



The HENSHEL COMPANY in 

10 East 34th St., New York City 



C. 



Clip This Coupon 

EXHIBITORS TRADE REVIEW 

45 West 45th St., New York City. 

Please have The Henshel Co. Inc., 
forward their special window display 
material so that I can take advantage 
of this national tie-up on "The 
Sea Hawk." I have listed below my 
play dates on the picture and the num- 
ber of display sets 1 can use in con. 
nection witn my exploitation campaign. 

Name 

Theatre 

Town State 

'Sea Hawk' 

Play Dates 

No. of Display Sets Desired 



June 7, 1924 



Page 47 



NATIONAL 




SECTION 



"'liii iiiiir 



□□□ 




Window Display of Herman Strauss & Sons Co., Louisville, Ky. during "Derby" Week, 1924 

We Are Handing You Patrons When We Say: | 



Sea Hawk 

Exhibitors will secure unusual window display 
co-operaion from the merchant who sells 




Mystikum 



Its the combination of the fragrant odors of na- 
ture's most wonderful creations — flowers — 
blended into a perfect bouquet, available in 
Perfume, Toilet Water, Bath Salts, Talc, Face 
Powders, Rouges, Soap, Sachet, Lipsticks and 
Creme. Tie-up with your ballyhoo which is 
explained elsewhere in this section. 



M 



ysii 

I PAR 



CLIP THIS COUPON 

EXHIBITORS TRADE REVIEW, 
45 West 45th Street, 
New York City. 

Please have the Scherk Importing Company forward 
their special window display material so that I can take 
advantage of this National Tie-Up on "The Sea Hawk." 
I have listed below my play dates and the number of 
displays I can make use of. 



1 PARFUM ^ 

MySTlRUM - Luropeii Premier Perfume tXJ 

in Extract.ToiletWeiter.Seichetrace Powder ^«*'^ 

RouOe,HcvirTonic,1bLlc,5o&p e.ndBa.th Salts scherk 

AT THE BETTER STORES 

SCHERK IMPORTING CO., 47 We5t47"'5t,NewYorhCtty 



Name 

Theatre 

City 

Street 

Sea Hawk' No. of Display 

Play Dates Sets Desired . 



liiSilliiiiiiiliiailiPliiliM 



I 



Page 48 



Exhibitors Trade Review 



NATIONAL 





SECTION 




AlILTON SILLS, as a Barbary pirate prince in First National's "The Sea 
Hawk," gives a performance in this distinctive role which once and for 
all time establishes him as a screen artist of the first magnitude. 



Fall in Line! Win Dollar Success 
With National Tie-Ups 



1%T0W that the National Tie-Up service 

^ has swept from coast to coast, evoking 
' enthusiastic approval from exhibitors 
everywhere, these live showmen are begin- 
ning to realize that a new era in the motion 
picture industry has dawned. 

The outstanding fact as far as the ex- 
hibitor is concerned is that when he books a 
National Tie-Up feature he automatically se- 
cures a complete campaign for exploiting it 
to the utmost. And there is no premium 
that he is forced to pay for the service. 
It is a free will offering from Exhibitors 
Trade Review.. It is our contribution toward 
lightening the theatre owners burden ; our 
original idea embodying a practical plan for 
furnishing him made-to-order exploitation. 

It is the first time in the history of the 
industry that a workable system has been 
evolved for scientifically retailing to the con- 
suming public the entertainment that they 
can only purchase in your theatre. 

The need for such a system has been a 
long felt want since the far-ofif days of the 
Nickelodeon. With each new prograjii from 
week to week the exhibitor was confronted 
with the task of working up his exploitation 
to fit the screen showing and the particular 
conditions governing his community. Pro- 
ducers and distributors supplied him with all 
possible exploitation. But the hitch has~al- 
ways been that he haci tn dig out from the 
mass of material f;irnished the ideas that 
were practical for him. 

He did not always have time to do this. 
The natural resu't was that his exploitation 
was all too frequently a h't or m'ss affair. 
Some times it worked. All too frequentlv 
it was a sorry failure. And when he flunked, 
everybody suffered, from producer to mo- 
tion picture public. 



Then came the National Tie-Up service. 
And with it came Standardized Publicity. 
Words to conjure with! Do not underesti- 
mate their importance. 

What did it actually mean? That t'-.e re- 
tailing of motion pictures to the public had 
been placed on a sound, sc'entific merchan- 
dising basis like every other we'_l_ regulated 
industry that must sell its product to the 
ultimate consumer. It had to come. The law 
of progress and the demands of economy 
made it inevitable. We are properly grateful 
and justifiably proud of the fact that your 
business paper came through triumphantly 
with the solution of the vexing prob'em. 

But we are not resting on our laurels. Our 
work has but commenced. We have a few 
ideas up our sleeve that we Confidently ex- 
pect will make National Tie-Ups as indis- 
pensable to the showman as his projection 
machine that illuminates his screen. There 
is a happy thought. Consider this National 
Tie-Up Section your projection machine that 
throws forth its white light of publicity so 
that all in your city may see what you have 
to offer them. 

Through many windows — the best windows 
in your community — you can talk to the en- 
tire city. Just so many extra lobbies leading 
to your theatre. And the only price you 
pay is your whole-hearted support. Put your 
shoulders to the good work, and he'p us 
make the service continuously and progres- 
sively better. Is that too much to ask? Then 
c^me on, fellows. Show us you're with us. 
Clip the Coupons. Send in photos of tie- 
up windows. Tell the rest of the exhibitors 
what this Standardized Publicity is doing for 
you. Give us your ideas. We'll give you 
full credit. All for one — one for all. That's 
the spirit of National Tie-Ups. 



THIS CO-OPERATIVE PLAN 
WITH THE DEALERS 

Sells Your Theatre Tickets and 
Their Merchandise 

/^N original co-operative scheme can be ar- 
^ ranged with the dealers in the tie-ups on 
your showing of "The Sea Hawk." 

There are ten of them, and every one is 
an article of universal appeal to all wo- 
men. If the idea is properly handled, it 
will result in tangible profit to every dealer. 
It will provide him with actual evidence that 
the window display he has given you has 
paid him handsom.ely. If you can put this 
one over successfully, it means that on any 
future tie-up campaign every dealer in your 
city will be more th~an anxious to come in 
with you. 

The plan is to announce to your patrons to 
retain their ticket stubs, which will be good 
for a substantial discount on merchandise 
purchased during the run of "The Sea 
Hawk" from the various stores featuring 
window displays. 

You can arrange with the merchants that 
they allow a certain percentage of discount 
from the tie-up article alone. Or else if 
they so desire they can extend the discount 
to any merchandise in their store. 

Here is where your chance comes in to 
put over the "split-a-page" ad, and sell the 
newspaper advertising splurge to your dealer- 
partners. They will want to give the theatre 
ticket discount plan proper publicity, and the 
only way to do it is through the columns 
of the newspaper. 

Women are perennial bargain hunters. This 
opportunity to get a discount from ten dif- 
ferent stores for ten different articles will 
make a hit with every feminine heart. 

A supplementary plan to boom the ticket 
sales for "The Sea Hawk" can be worked. 
Pass out with each ticket numbered slips of 
paper. Numbers will run 1, 2, 3, and so 
on to the limit of your seating capacity. 
You supply yourself with a duplicate set of 
numbered slips. Before the showing of the 
feature, have some girl from the audience 
come to the stage and pick out the slips 
from a hat. As many slips are selected as 
there are dealers in your tie-up. 




En'd Bennett, the charming feminine principal in 
First National's "The Sea Hawk" gives a convinc- 
ing performance in this greatest of sea pictures. 



June 7, 1924 



Page 49 




SECTION 



ITS A 

^ FOWNES 





<^ S. PA'' 



Thats all you 
need to know 
about a GLOVE. 



TTHE SEA HAWK" 
was monarch of the 
seas in his day. He 
was supreme and just 
as popular. Just so 
are Fownes Gloves 
today and have been 
since 1777. There 
must be good reasons 
when a glove main- 
tains its leadership for 
a century and a half. 



Another 




pOWNES GLOVES 
set the fashion from 
New York to London 
and from Melbourne 
to Buenos Aires. If 
it's a Fownes — that's 
all you need to know 
about a glove. They 
are a regular man's 
glove such as the 
"Sea Hawk" would 
wear today — Nuf Ced. 



Leader 



Clip This Coupon 



As Popular As 'The Sea Hawk' 

MILTON SILLS, portraying the role of the "Sea Hawk," stands 
for leadership, a man who dominated by his superior qualities 
mentally and physically — a monarch both popular and pow- 
erful. Fownes Gloves easily carry away the same honors in their 
field — leadership in popularity and dominating by superior qualities 
possessed by no other glove. 

Stop and think what this means to you Mr. Showman from the 
angle of window display tie-ups. Statistics compiled by one of our 
large.st stores show that 87 out of every 100 sales are directly trace- 
able to the attraction of sight — through advertising and the compell- 
ing power of window and show card displays. 



Established 
In 1777 



1 GLOVES <J 



354 Fourth Av, 
New York 



EXHIBITORS TRADE REVIEW 
45 West 45th St., N. Y. City 

Please have the Fownes Glove Co. for- 
ward their special window display ma- 
terial as soon as possible so that I can 
take advantage of this national tie-up 
with "The Sea Hawk." I have listed 
below my play dates and the number 
of window display sets I can use in 
my exploitation campaign. 

Manager's 
Name 



Theatre 



Town 



State 



"Sea Hawk' 
Play Dates 



No. of Sets 
Desired 



Page 50 



Exhibitors Trade Review 



NATIONAL 




SECTION 




R NET 



now 10^ 

Double Mesh 15<each-2/5v-25* 



you am sure of a perfect Nef 



Book The Picture, then 

Clip This Coupon 

EXHIBITORS TRADE REVIEW, 
45 West 45th St., New York City. 

Please have Bonnie-B Hair Net Co. 
forward their special window display 
material so that I can take advantagi 
of this national tie-up on 'The Sea 
Hawk.' I have listed below my play 
dates on the picture and the number 
of display sets I can use in connection 
with my exploitation campaign. 



Name 



Theatre ; . 

Town State . 

'Sea Hawk' Play Dates 

No. of Display Sets Desired 



Yesterday-'Switches ' 
Today 'Bonnie-B* 



"ICJST as the "Sea Hawk" ruled the 
J waves of yesterday, when women 
wore switches and wigs and braided 
strands of "extra" hair, today the 
BONNIE-B Hair Net rules the Marcel 
Waves and keeps them safe for the 
lady who desires to look as beautiful 
tomorrow as she does today. It keeps 
every hair and every wave in place 
because it is Pull Fashioned by hand 
to fit the human head. It beautifies 
the hair by day and saves the waves 
by night. 

And by tying up with window and 
counter displays of BONNIE-B Hair 
Nets, every exhibitor will be attract- 
ing the attention of every woman and 
bobbed haired fiapper — for they all 
wear 'em. There is no necessity to 
add (but we will) that every woman 
so attracted will be Interested highly 
in the adapted "Sea Hawk" scenes 
which you can sprinkle in and about 
the BQNNIE-B displays. 



The 




Co. 



INCORPORATED 



222 Fourth Ave. 



New York City 



MAKING MOVIE FAMILIES 
OF BOOK READERS 

Publishers of 'Sea Hawk' Offer Free 

Exploitation to Showmen 

C UPPOSING it were possible to advertise 
picture in your town by great smash- 
ing billboard posters, by big advertisements 
in your local papers, by cards in trolley 
cars, by tremendous illuminated signs at 
night ! Wouldn't you make a heroic attempt 
to book the picture that was heir to such 
high-power advertising ? 

You can just bet you would ! 

Your great chance to get thousands and 
thousands of dollars of advertising free is 
now at hand if you have booked First Na- 
tional's illuminating picturization of the cele- 
brated Rafael Sabatini story, "The Sea 
Hawk." Grosset and Dunlap, of New York, 
world famous as publishers of the Popular 
Fiction Editions of Feature Photoplays, have 
stepped aboard the Review's National Tie- 
Up project and offer window displays which 
embrace all the advantages in exploitation 
and advertising as inferred in the opening 
paragraph to those showmen booking the 
First National film. 

This is a supreme opportunity to make 
movie families out of thousands of book- 
reading families. Certainly their name is 
legion. All over this broad land folks have 
become familiar with the Grosset and Dun- 
lap edition of feature photoplays, owing to 
the prices which make it pos.sbile for all 
to purchase and read. 

National campaigns of the most tremen- 
dous proportions have emblazened forth the 
message of the Grosset and Dunlap products, 
and this window display tie-up offers every 
showman playing a "Sea Hawk" date a bona 
fide gift of all the campaigning and broad- 
casting which has given wholesale popular- 
ity to the name of the author. 

It is as though the exhibitor has paid for 
this sparkling publicity to exploit his indi- 
vidual show in his home town, with the 
difference that all these advantages actual'y 
cost him nothing. Nothing but the time and 
trouble it takes to clip the coupon in the 
Grosset and Dunlap ad and send it to the 
Review. The Review pulls the subtle strings 
of co-operation for the showman with the 
result that every window disp'aj' effected for 
him acts as an additional lobby for turn- 
ing people towards nis ticket window. 



lyriLTON SILLS, 
hero of the screen 
version of the "Sea 
Hawk," is seen here 
lost in rapt attention 
to Rafael Sabatini's 
world-famous story. 





June 7, 1924 



Page 



NATIONAL 




SECTION 





The Old English Story 
of 'The Sea Hawk 'Makes 
All of These Articles 
Logical Tie-Ups 

The "Sea Hawk" started in Old England — his love 
was in Old England — and he returned to Old 
England. Your first Tie-Ups therefore, should all be 
Old EngHsh — which means Yardley Products. 



mh Sngltfilf 

LAVENDER SOAP 

YARD LEY'S Lavender 
Water Soap is, supermilled 
without trace of impurity. The 
delicate lavender fragrance, 
with its fine air of daintiness 
■and restraint is particularly 
grateful in the soap. The re- 
freshing qualities of the laven- 
der itself are enhanced by a 
soft, rich lather that cleanses 
and soothes the tenderest skin. 



POWDER COMPACTS 

THIS smart gun-metal van- 
ity case, with its charming 
medallion in colors, contains, a 
very liberal disc of Yardley's 
superfine English powder, vel- 
vet smooth and rightly cling- 
ing. The delightful fragrance 
of lavender is delicately pres- 
ent. In single or double com- 
pact, with or without rouge. 
The very smartest thing in 
compacts. Ask any woman. 



LAVENDER SHAMPOO 

THIS delightful shampoo 
powder possesses all the 
cleanly, invigorating qualities 
of Lavender. A shampoo with 
Yardley's Old English Laven- 
der Shampoo Powder leaves 
the hair and s.calp clean, healthy 
and fragrant. Yardley's Old 
English Lavender Shampoo 
Powder is packed in unique 
transparent individual contain- 
ers. It makes a great tie-up. 



All 'Sea Hawk'-Yardley Window Displays Are Sure-Fire 

Box-Off ice Magnets — An Opportunity to Co-operate 

With Your Local Merchants and Boost Your Profits 



EXHIBITORS TRADE REVIEW, 
45 West 45th St., 
New York City. 



Clip This Coupon 



i I 



Please have Yardley & Co., Ltd., forward their special window display material so 
that I can take advantage of their national tie-up products, with Frank Lloyd's 
latest production, "The Sea Hawk." I have listed below my play dates and the 
number of display sets I can make use of in my exploitation campaign. 

Name Theatre 



City . .State 

"Sea Hawk" No. of Window 

Play Dates Sets Desired . . . 




Page 52 



Exhibitors Trade Review 



NATIONAL 



ROMANTIC FOX TROT TO 
BOOST 'SEA HAWK' 

Lilting Dance Ballad Titled 'Sea Hawk' 
Will Make Nation Hum Refrain 

■pVERYONE knows that "Music hath 
charms," and with a theme like "The 
Sea Hawk" it is small wonder that Modest 
Ahschuler was inspired to write a melody 
that will make audiences everywhere leave 
the theatres humming the refrain. 

I'he lyrics are from the rhyming pen 
of J. L. Johnson. They closely follow the 
spirit of the melody and of the picture. 
It is difficult to color a song on paper. If 
you could hear the lilting melody of this 
romantic ballad fox-trot you would agree 
that Jack Mills Music Publishing Com- 
pany has put over a three-bagger. 

This is the way the words run. Before 
Jong you, and your town will be singing 
them or whistling the tune. 

"THE SEA HAWK" 
I've often dreamed of pirates who 

Lived long ago, 
But never knew it was true 

Pirates lived today. 
My Poor heart's been stolen 

By a buccaneer, 
I've been captured, so enraptured, 

My love song you'll hear. 

Chorus 

Sea Hawk, Sea Hawk, across the sea, 
Sail on, sail on, to victory, 

For your return each night I yearn, 
Days seem eternity. 

Sea Hawk, Sea Hawk, the stars above 
Each night, so bright, reflect my love. 

They'll be your guide across the sea, 
Sea Hawk, so dear to me. 

Outward appearances count for much, 
and the cover of the song is a knock-out. 
The appearance of the sheet will sell the 
aiumber like the proverbial hot-cakes, and 




SECTION 



THE SCOURGE OF THE SEAS 
Once a British gentleman, now a Barbary pirate, 
the Sea Hawk clad in the habiliments of a Mo- 
hammedan prince, makes his terrible name rightfully 
feared by every navigator on the seven seas. 

the music itself will be played and sung 
everywhere. 

The tie-up will prove second to none in 
importance on your ultimate attraction 
"The Sea Hawk." It will gain you all 
sorts of word-of-mouth publicity. Tie-upa 
with your music sellers will give you a 
most attractive window, and a prologue 
featuring the song in connection with the 
showing will aid you in putting over a 
corking presentation. 

Elsewhere you will find the details of a 
song contest which will further publicize 
your theatre and arouse a world of interest 
among the budding singers, lyricists, music 
writers, and dancers of your town. 




AT THE MERCY OF A WOMAN 
The soaring Sea Hawk with his wings clipped at last. The fearless pirate with unhumbled pride awaits tr.e 
adjustment of the rope from which he is condemned to dangle at the vessel's yard arm. But love 
triumphs and his fair haired Rosamond keeps him as the captive of her heart in happiness everafter. 



IT'S FOWNES— THAT'S ALL 
YOU NEED KNOW 

Gloves Famous on Three Continents 

Tied-Up With 'Sea Hawk' 
'p.HE makers of Fownes Gloves are 
backing you up in a campaign to make 
'The Sea Hawk" the very biggest attrac- 
tion you ever booked. These necessary 
accessories of dress are known wherever 
mankind has emerged from the stone age 
period of sartorial development. 

For many years the product has been 
worn by men who really deserve the appli- 
cation of the much abused word "gentle- 
men." On the continent of Europe, in the 
British Isles, in the gold laden cities of 
South America, and here in our own United 
States, appreciative men agree with the 
slogan— "It's Fownes — That's All You 
Need To Know About A Glove." 

The Sea Hawk was a regular battling 
bearcat, six feet of two fisted masculinity. 
He could pull an oar in a galley with the 
most muscular of his fellow prisoners, he 
had a strong wrist and a quick thrust. He 
was used to hardship of many sorts. But 
when he gained power on the seas he clad 
himself in silk and the finest raiment he 
could pillage from the Spanish galleons. 
If he ever captured ai ship with a con- 
signment of Fownes gloves, it is safe to 
say he would have been so pleased that he 
would have spared the lives of the con- 
quered sea-farers rather than prodding 
them down the plank to the waiting 
sharks. 

Fownes have made gloves since 1777, 
and since that date their product has been 
nationally advertised by word-of-mouth 
and in the publications having access to 
the great mass of humanity. Cash in on 
this cumulative publicity by clipping the 
coupon and thus gaining the benefits to be 
derived from this "Sea Hawk" tie-up. 
* ^ ❖ 

SUBTLE ORIENTAL PERFUME 
CAPTURED FOR 'SEA HAWK' 

The Scherk Importing Company has 
brought to America for the delectation of 
the nation's discriminating women the pre- 
mier perfume of Europe. This daintily, 
haunting fragrance culled from the hearts 
of many flowers is called Mystikum Par- 
fum. And it is tied-up with "The Sea 
Hawk." 

The elusive lure of delicate scent is irre- 
sistible to the feminine heart. And when 
an attractive window display linking up 
the various luxurious necessities far famed 
under the name of Mystikum, with your 
theatre and its attraction "The Sea Hawk," 
both friend, dealer and yourself will have 
augmented bank accounts. 

In the picture are scenes showing the 
harem beauties of a Barbary Prince. Beau- 
tiful houris purchased in the slave marts of 
the Orient — taken as prizes by pillaging 
pirates and sold for gold. There are pic- 
tures of Enid Bennett, as Rosamond, the 
heroine of the action-drama, she narrowly 
escapes the fate of an inmate of a Sultan's 
zenana. There are pictures showing the 
soft luxuriousness of the East. Oriental 
rugs from Kurdestan and Persia. And 
throughout the picture there is an atmos- 
phere of rare perfume and incense. 

The Mystikum window with its extracts, 
toilet waters, sachets, face powder, rouge, 
hair tonic, talc, soap, bath salts, and the 
many appropriate stills from "The Sea 
Hawk," will be the talk of the town. 



June 7, 1924 



Page 53 



NATIONAL 




SECTION 



VANRAALTE 

Silk<§:lmkmgs 




Compare The Women 



— As They Dressed 
Yesterday and Today 



'The Sea Hawk ' Offers Fine 
Window Display Comparisons 



BE she young or old, a Van Raalte silk stocking 
window display will make her stop to look — 
and hold her attention in rapt admiration. The 
showman who figures in such a display profits by 
a merchandising appeal that never fails to whet 
the appetite of onlookers. Don't miss the oppor- 
tunity to increase your profits. From window 
shopper to movie patron is a short step when a 
Van Raalte display supplies the urge. Sign the 
coupon below and let's get together. 




\*»mLTE 
Silk Stockings 

(FuU Fashioned) 



Silk Stockings 

in Newest Shades 



rp VERY costume for day 
or evening will find in 
our display of Van Raalte 
Silk Stockings just the right 
color to complete it. 
Plain, Paris clocked — heavy 
or beautifully sheer — all 
Van Raalte Silk Stockings 
are designed to wash and 
wear rvell — they are made 
especially for "women who 
love nice things." 

DEALERS NAME 
AND ADDRESS 



COME in and see how reasonably 

you can fill in your supply of DEALERS NAME 

undergarments from our smart new y^^^y^ AT^r.t.ircc 

styles in Van Raalte Glove Silk AND ADDRESS 
Underwear. 




VAN RmLTE 

0/ove SilliUticlerwear 



mN RAALTE 



Exhibitors 
Trade 
Review, 
45 W. 45th Street, 
New York City 



Please have the Van Raalte Co. for- ' 

ward their special window display ' 

material so that I can take advantage , 

of this national tie-up with "The Sea j 

Hawk." I have listed herewith my | 

play dates and the number of display , 

sets I can use in my exploitation, t 



Name 
Theatre 



Town State 

'Sea Hawk' No. of Displays 
Play Dates Desired 



Page 54 



Exhibitors Trade Review 



NATIONAL 




SECTION 




THE SLAVE GIRL 
Reared in wealth and luxury but now a slave living 
at the whim of the Mohammedan sheik who may 
purchase her for so much gold. The Barbary pirates 
sold beautiful womanhood captured from luckless 
victim vessels on the bounding Spanish main. 



VAN RAALTE PRODUCTS 
BOOST 'SEA HAWK' 

Manufacturers of Silk Things Tie-Up 
With First National Picture 

BECAUSE they love nice things" people 
are going to look more than twice at 
this window display. Then they are going 
to buy Van Raalte products for themselves 
and friends — and for the same reason are 
going to see "The Sea Hawk" at your 
theatre. 

Quality always counts whether it be a 
question of photoplay or attractions of silk 
hosiery. And in both "The Sea Hawk' 
and Van Raalte products you have quality 
with a capital Q! Quality — nothing else 
but! 

The national manufacturers of nationally 
known products are famous where women 
wear sheer silky things — gloves — underwear 
— stockings — veils. Women insist upon 
them. The Van Raalte name on merchan- 
dise means what sterling signifies on silver 
or a karat mark on gold. 

In the "Sea Hawk" there are many 
shots of alluring women — and there are a 
great number of stills showing the various 
beautiful girls captured by the bold buc- 
canneers and either held as captives or 
sold into the harems of oriental potentates. 

Line these pictures up with an artistic 
window, display of Van Raalte products 
and you will stop the passersby dead in 
their tracks. They'll scrutinize the win- 
dow, patronize your tie-up dealei" and see 
your picture. 

Don't miss this coupon. It is as valuable 
to you as one attached to a Liberty Bond. 
Clip it now and take full advantage of the 
million dollar exploitation which is offered 
to you free, gratis and for nothing. 



FAMOUS YARDLEY SOAP 
SELLS 'SEA HAWK' 

Old English Lavender Product a Boon 
to Enterprising Showmen 

TN the early morn, to old London Town, 

came lavender vendors with the quaint 
cry, "Who'll buy my lavender?" Ladies of 
high degree and courtly beauties eagerly 
sought the choice blossoms. 

Even then Yardley's Old English Lav- 
ender Soap was famed for its wholsesome 
purity and fragrance of lavender. Today, 
discriminating women the world over, 
choose Yardley's Lavender productions 
for the various nuances of the toilet. 

This is the background of fame and pres- 
tige offered the showmen playing First 
National's excellent screen version of Ra- 
fael Sabatini's story, "The Sea Hawk," in 
connection with unique window displays 
which will exploit both the Yardley pro- 
ducts and the film attraction. 

The Yardley products include toilet 
soap, toilet water, bath salts, shampoo, face 
powder, compacts and talc. These have 
had their message broadcasted to feminine 
humanity through the sort of national pub- 
lications that reach about five out of every 
ten homes of the best families. The fact 
is, not only is the Yardley name a house- 
hold term of national scope, but rather 
its field is limited to no single country. 
In 1770 it was appointed by royal warrant 
to H. R. H., the Prince of Wales, and has 
been foremost in the households of the 
civilized countries of the world ever since. - 

Women know that the soap is a very 
charming concoction, giving forth a full 
creamy lather, soft and velvety to the skin. 
Its soothing delight, rich with clean lav- 
ender fragrance, is redolent of the English 
countryside from whence it comes. 

A window display of this internationally 
advertised product will have the certain 
effect of drawing the gaze of the members 
of the fair sex in your local community. 
They'll be mightily interested in what Yard- 
ley Soap can do for their skin and what 
the meaning of "The Sea Hawk," which 
will be advertised as being shown at your 
theatre conveys. It's going to put all the 
ladies in a curious, buying mood. 

Do you get the significance of such mag- 
nificent exploitation? Lose no time then 
in availing yourself of the advantages of- 
fered in this window tie-up by sending in 
the Yardley ad coupon to the Review with- 
out further delav. 



BLUEBIRD PEARLS TIE-UP 
AIDS 'SEA HAWK' 

Pearls for "The Sea Hawk!" Shimmer- 
ing, sheenful bits of iridescent splendor! 
Bluebird Pearls! Their lustrous beauty, 
their soft hues, their cream or rose tinted 
opalescence, would bring happiness to the 
heart of a Rajah's favorite, a pirate's bride 
or the sweethearts of the hundreds who 
will gaze through many windows at this 
luring jewel tie-up with your theatre's at- 
traction. 

Bluebird Pearls, the product of the Hen- 
shel Company, New York, differ from the 
Oriental gems only in regard to price, ac- 
cessibility and name. For Bluebirds have 
been publicised where their foreign com- 
petitors have never been heard of. 

In the volumes of Saturday Evening 
Post, Cosmopolitan, Vogue, Metropolitan, 
Hearst's International, Red Book, Harp- 



er's, Review of Reviews, Atlantic Monthly, 
Scribner's, Century, World's Work and 
Munsey's, a total of 24,302,522 readers have 
familiarized themselves with the merits of 
Bluebird Pearls. 

Will they stop at this window? Will 
they buy pearls and see your picture? You 
won't be able to keep 'em out! This Blue- 
bird tie-up is a "bird" — one that will bring 
Bluebird happiness to j'our dealer friend 
and your pocketbook. 

* * * 

THE SEA HAWK CAPTURES 
TUDOR PLATE TIE-UP 

W orld F amous Oneida Community 
Craftsmen Back Up Showmen 

W/HAT more appropriate tie-up for a. 

pirate picture than the silver for which 
the buccaneers searched the seas and met 
death with a smile and a curse? And or 
all the silver plate in the world, what more 
appropriate than Tudor plate? The very 
name is redolent of old England! 

One conjures up images of vast baronial 
halls — of turreted castles, ivy grown, and a 
port-cullis clothed in moss. Such, indeed 
was the ancestral home of Sir Oliver Tres- 
silian before he slashed a path to fame and 
riches in the guise of the Sea Hawk, a 
Barbary pirate prince. 

Every one of many million readers of 
Saturday Evening Post and other national 
periodicals is familiar with the products of 
the Oneida Community. These master 
craftsmen have for years cunningly con- 
trived tableware which graces the lily-like 
linen of countless homes. Oneida Com- 
munity Plate — Tudor Plate — is known 
wherever people have risen above the stage 
of eating with their fingers. 

Beautifully heavy table implements heav- 
ily plated with the precious metal, attrac- 
tively wrought, and executed in a manner 
that at once suggests the appropriateness 
of the honored name of British royalty — 
Tudor. 




ESCAPES FROM THE GALLEYS 
The Sea Hawk finally contrives to escape from the 
galleys where the cruel lashes of the overseers whip 
left his bare back striped in blood. Soon he arose 
to heights of afi'luence and power and became the 
feared and hated scourge of the Spanish Main. 



I' 



Clip the cou|)ons and dominate 
your city with tlie greatest 
box-office attracflion of this 
or anyyear. 





Having its World Premiere 

ASTOR THEATRE 

New \ork City 
June^Ad 



■'mi 



June 7, 1924 



Page 57 



NATIONAL 



Win Rich Rewards with 
National Tie-Ups 

'THE Review takes this occasion to re- 
mind the exhibitor who has booked any 
of the pictures that have appeared in the 
National Tie-up Section that the displays 
promised in connection with these films 
are available and may not be overlooked 
with impunity. 

Warner Brothers "Beau Brummel" is 
tied up with The Glove Industry, Fashion- 
knit Ties, Personality Clothes, Sampson's 
Jewelry, Alineralava, Vivaudou and Sta- 
Shape Hats. 

Goldwyn-Cosmopolitan's "Recoil" em- 
braces Onyx Hosiery, Inecto Hair Tint, 
Deltah Pearls, Boncilla, Venida Hair Nets, 
Nemo Corsets and Chinwah Perfume. 

Associated Exhibitors "Chechahcos" has 
a tie-up with Borden's Condensed Milk, 
Zepherized Knit Underwear, Auto Vacuum 
Ice Cream Freezer, Sterno Canned Heat, 
Thermo Sport Coats, La Palina Cigars. 

First National's "Perfect Flapper" offers 
a tie-up with El Producto Cigars, Frances 
Faire Frocks, Regent Pearls, Mineralava, 
Wonderstoen, Melto Reducing Cream, 
Vanity Fair Underwear, Pert Rouge, Winx 
Eye Lash Aid, Hygienol Powder Puffs, 
and Djer-Kiss Compact. 

Selznick offers exhibitors an unusual na- 
tional tie-up opportunity with its sprakling 
array on "Missing Daughters." The line-up 
on this picture includes. Gage Hats, Criss- 
Cross Brassieres, Pebaco Tooth Paste, Omar 
Pearls, Forest Mills Underwear, Gordon 
Hosiery, and Wonderstoen Hair Eraser. 

Showman alert to the advantages offered 
in these national window display tie-ups 
would do well if they haven't booked any 
of the pictures mentioned in this list to look 
over the selective list on the right and choose 
now, so that they may earn the right to 
figure in an exploitation deal that ha,s in- 
creased profits as its keynote. 



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 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« Jnc. 

22D West 4'2nd Street New York City 




SECTION 



GENERAL SELECTIVE TIE-UP SERVICE BALLOT 



Name 
of 
Picture 



Check 
Tie-Ups 
Wanted 



Name of Tie-Up 



Am't. of 
Displays 
Wanted 



Put Your 
Play Dates 
Here 



- 6 



^1 
C3 W 



Auto Vacuum Freezer 



I Zepherized Knit Underwear 



I Borden's Condensed Milk 



I Sterno Canned Heat 



I 

] Thermo Sport Coats 



I La Palina Cigars 



U 

u « 
O E "ra 

ll?H .2 

fl - « 



H 



21 

22 
23 
24 

25 

26 

27 

'28 

219 
30 

31 
32 



I Perfect Flapper Contest 



Frances Faire Frocks 



I Regent Pearls 



I 

I Djer-Kiss Products 



] Mineralava 



Pert Rouge 



j Vanity Fair Underwear 



Melto Reducing Cream 



Hygienol Powder Puffs 



I Wonderstoen Hair Eraser 



I Winx Lash Nourishment 



El Producto Cigars 



CQ 
U 



0) 



Wonderstoen Hair Eraser 



I Gage Hats 



I Criss-Cross Brassieres 



I Pebeco Tooth. Paste 



Omar Pearls 



Forest Mills Underwear 



I Gordon Hosiery 





1 


1 1 
1 Glove Industries | 








b « 




1 1 








■rymc 
1111 111 

Bros.) 


2 


1 Fashionknit Ties | 








3 


1 1 
1 Personality Clothes | 








John Bat 

in 

'Beau Bn 

(Warner 


4 


1 ^ 1 
1 Sampson's Dress Jewelry | 


>. 






S 


1 1 
1 Mineralava | 


m 
Q 






6 


1 Vivaudou | 


'o 


CA 
OJ 


7 


'l Sta-Shape Hats 'l 


o' 
2 


CO 

Q 




1 1 
8 1 Onyx Hosiery | 








r Blythe 

;x Beach's 

ecoil' 

-Cosmopolitan 


'9 


1 1 
I Inecto Hair Tint | 








10 


1 1 
1 Deltah Pearls I 








11 


1 ■ 1 
1 Boncilla Beauty Clay i 


CO 
>. 








12 


1 Venida Hair Nets | 


n 

Q 






o 


13 


! 1 

1 Nemo Corsets I 


"o 
o' 


Dates 




14 


■'l Chinwah Perfumes I 


2 



re 
Q 



Name Theatre 

Address ^ Town State 



Page 58 



Exhibitors Trade Review 



Paramount Spring Clean-ups! 



mmmmm 



V 



Meighan rings the bell again! 
By L. Y. Erskine and R. 'H. 
Davis. Scenario by Paul Sloane. 
Directed by Victor Heerman. 
Titles by George Ade. 



AOOLPH ZUKOB. AND 
JESSE L. LASKY PRESENT 



THOMAS 

MEIGHAN 



IN 



(X QammounlQicture 



and an unbroken chain of other Paramount hits ! 



ICEBOUND 

William de Mille's splen- 
did production with Rich- 
ard Dix, Lois Wilson. 



DAWN OF A TOMORROW 

Geo. Melford's picturiza- 
tion' of the famous story, 
with Jacqueline Logan. 



BLUFF 

Agnes Ayres in a spark- 
ling comedy by Rita Wei- 
man and Josephine Quirk. 



A SOCIETY SCANDAL 



TRIUMPH THE BREAKING POINT 



Gloria Swanson's gorge- 
ous gown-divorce drama. 
Dwan prod. 



Cecil B. DeMille returns 
with an ultra-modern hit! 



Herbert Brenon's produc- 
tion with Nita Naldi and 
all-star cast. 



paramount Q>ictures 



June 7, 1924 



Page 59 



^ried and Proved Pictures 



A Discussion of the Tried 
and Proved Pictures 

By CARL LAEMMLE 

President Universal Pictures Corporation 



EACH year sees a new generation 
of movie fans — people who have 
seen only an occasional picture, 
or perhaps none at all. Others who 
have arrived at an age when they are 
better able to appreciate the drama. 
And still others who have scoffed at 
the pictures as "low brow" entertain- 
ment, but have finally come to realize 
their importance, not only as entertain- 
ment but as a great factor in the edu- 
cation of the country's citizens. These 
people come to your theatre. If they 
are pleased they come again and keep 
coming. 

These three classes, added to that 
class of your patronage which enjoys 
seeing a good picture more than once, 
make up a larger part of your daily 
or weekly audience than you perhaps 
realize. They also present an oppor- 
tunity which you can hardly afford to 
overlook. 

Tust because six months or a year or 
two years ago, you played a successful 
picture is, therefore, no reason why 
you can't draw just as big a box-office 
with that same picture today. And since 
the cost is infinitely smaller than when 
you played it first, your profits will be 



just that much greater when you play 
it today. Your patrons will thank you 
for showing them a picture they have 
wanted to see but didn't know where to 
find. 

Another important phase of the 
"tried and proved" picture is to be 
found with your opposition house. 
Among your patrons are a large num- 
ber of fans who come to your house 
because it is your house. This is a 
clientele which you have built up by 
showing a good picture at practically 
every performance, and by making your 
audience feel at home with the many 
conveniences and added attractions 
which are always available for the wide 
awake exhibitor. These patrons invari- 
ably go to your theatre whenever they 
"go to the movies" and of course do 
not see many pictures that your opposi- 
tion is running-. 

MANY of these pictures are just as 
good and perhaps, in some cases 
better than those you have run and 
are at a later date just as good for 
those who have not seen them. Another 
opportunity for you to cash in on and 
at the same time please your customers. 





'THE MAN YOU LOVE TO HATE" 
The great Austrian actor-director is, as usual, well hated in the typical part he plays in Universal's Tried 
and Proved picture "Blind Husbands." People will travel miles to see Eric Von Stroheim in this picture. 



IN THE VILLAIN'S CLUTCHES 
As evil and as fascinating as a rattle-snake, the 
villainous Austrian lieutenant will cause your audi- 
ence to shudder. Eric Von Stroheim plays the 
part wonderfully in Universal's "Blind Husbanda." 



One very striking example of what 
the tried and proved picture can do for 
the exhibitor is "A Society Sensation," 
a production made some years ago and 
in which Rudolph Valentino was fea- 
tured. I had this picture recut so that 
it was in only two-reels. Fresh "paper," 
new slides, trailers and other acces- 
sories were made for it and it was re- 
leased at a time when there were no 
other pictures featuring the popular 
idol available, although the papers and 
magazines were giving him as much, if 
not more publicity and advertising than 
he had ever before received. Most of 
you are familiar with the result because 
3'ou have already cleaned up on the pic- 
ture. Many of you were far sighted 
enough to bill it above your feature. 

SEVERAL years ago Von Stroheim 
made what is considered his great- 
est picture, "Blind Husbands," for L'ni- 
versal, and because of repeated requests 
from exhibitors and from many read- 
ers of our Saturday Evening Post ads 
I am reissuing it. It has been recut 
and retitled; new slides, trailers and 
posters have been made for it and fresh 
prints are being shipped to the ex- 
changes. This picture was a tremen- 
dous success when it was first released. 
Thousands upon thousands saw it and 
not only enjoyed it but learned a great 
lesson from it. Today it will reach as 
many if not more people and will be 
enjoyed just as much. Exhibitors will 
clean up on it. 



Page 60 



Exhibitors Trade Review 



In the Tried and Proved Hall of Fame 

Here Is a Selected List of Pictures Chosen on Their Merits as the Kind of Theatre Attractions Which Answer 
the Public Demand. Not on the Say-So of Their Sponsors, but on the Unusual Box-Office Records They 
Have Established. This List Is Offered as the Most Reliable Criterion by Which to Select 
Dependable First Rate Attractions for Showing on Special Tried and Proved Nights 



Universal 

THE ABYSMAL BRUTE— Caveman Ro- 
mance. Reviewed March 8. BECAUSE it is 
a Jack London story told with a forcefulness 
and conviction that has carried it across to un- 
behevable success on both first and second 
showings. 

THE FLAME OF LIFE— Mine Tragedy. 
Reviewed March 15. BECAUSE it is a 
thriller that really thrills and it has found 
many an audience on the edge of its seats 
and breathless when the final scene had been 
^:oncluded. 

i WHITE TIGER— Crook Melodrama. Re- 
Viewed April 19. BECAUSE Priscilla Dean 
has been cast in a part she is fully capable 
of filling and has brought to the picture an 
interest and character which has made it ex- 
ceedingly popular and well liked. 

THE ACQUITTAI^Mystery Play. Re- 
viewed December 8. BECAUSE the court 
scenes are interesting and convincing and have 
elevated the picture to an enviable position 
from a box office point of view. 

THE FLIRT— Booked 6,665 times. Love 
and Society Picture. Reviewed February 9. 
BECAUSE it numbers among the most popu- 
lar pictures on the screen, and has a ready 
made audience waiting for a chance to see it. 

HUNTING BIG GAME IN AFRICA— 
Booked 4,621 times. Adventure Film. Re- 
viewed February 9. BECAUSE it is a true 
adventure picture and gives people an oppor- 
tunity of practically taking personally, a trip 
which they will never make. 

FOOLISH WIVES— Booked 5,800 times. 
Foreign Intrigue and Love. Reviewed Febru- 
ary 2. BECAUSE Erich Von Stroheim pro- 
duced and took the leading part in it and it 
handles a problem of universal interest. 

THE STORM— Booked 8,437 times. Tri- 
angle Melodrama. Reviewed February 2. BE- 
CAUSE it is one of the oustanding box office 
successes of all time and has broken book- 
ing records. 

BAVU— Released May 7, 1923. Booked 
3,928 times. Foreign Intrigue. Reviewed 
January 26. BECAUSE there is a vogue 
for Russian entertainment in this country and 
the story is a fascinating one. 

TRIFLING WITH HONOR— Released 
June 4, 1923. Booked 4,241 times. Baseball 
Romance. Reviewed January 26. BECAUSE 
baseball fans throughout the country will eat 
it up and it's a sure money-maker. 

A CHAPTER IN HER LIFE— Released 
September 17, 1923. Booked 2.410 times. 
Child Love. Reviewed January 26. BECAUSE 
the story is one that goes straight to the 
hearts of every home loving audience. 

MERRY-GO-ROUND — War Romance. 
Reviewed January 19. BECAUSE it is con- 
sidered one of the best pictures of 1923 and 
has a wonderful box office record. 

Paramount 

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 
rele that her followers like and approve. 

WHAT'S YOUR HURRY ?— Reviewed 



March 15. Auto Comedy. BECAUSE there 
are great numbers of Wallace Reid admirers 
who want to see his pictures again and this 
one is no doubt one of his best. 

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. 

THE GREAT IMPERSONATION— 
Mystery Drama. Reviewed February 23. 
BECAUSE its past record has shown it to be 
a record breaker in both large and small 
theatres and it is cleverly acted by two popu- 
lar stars — James Kirkwood and Ann Forest. 

BLUEBEARD'S EIGHTH \yiFE— Re- . 
viewed February 16. Matrimonial Tangle. 
BECAUSE Gloria Swanson infuses the pic- 
ture with a subtle humor and a droll pathos 
that make of it an intensely interesting story. 

THE OLD HOMESTEAD— Reviewed 
March 22. Small Town Life. BECAUSE 
it is a James Cruze picture that has been 
phenomenally successful in large cities and 
small towns and it has still a strong appeal. 

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. 

TO HAVE AND TO HOLD— Reviewed 
March 22. Historical Romance. BECAUSE 
it is rife with excitement of the highest type 
and its story is of the substantial class which 
never goes out of style. 

THE LAW AND THE WOMAN— Re- 
viewed March 8. Murder Mystery. BE- 
CAUSE the highly dramatic scenes, espe- 
cially the court scene give Betty Compson 
a chance to appear to good advantage and to 
get across big with her audiences. 

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. 

MY AMERICAN WIFE— Released Feb- 
ruary 11, 1923. Sport Romance. Reviewed 
February 9. BECAUSE Gloria Swanson 
appears in it in a role that will thrill and 
satisfy her most ardent admirers. 

IS MATRIMONY A FAILURE— Re- 
leased April 23, 1922. Farce Comedy. Re- 
viewed February 2. BECAUSE it is a catchy 
light-hearted picture that sends audiences 
away pleased and happy. 

Selznick 

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. 

ONE WEEK OF LOVE— Flapper Ro- 
mance. Reviewed December 22. BECAUSE 
it is a delightful light comedy with fast ac- 
tion, plenty of tfiriUs and two very popular 
stars who inject the story with humaness and 
fire. 

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 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. 

THE HEART OF WETONA— Indian 
Drama. Reviewed January 19. BECAUSE 
Norma Talmadge who stars in it is enough 
to fill any house and besides that Thomas 
Meighan is in the cast. 

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. 

REPORTED MISSSING— 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. 

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 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. 

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. 

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. 

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. 

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. 



June 7, 1924 



Page 61 




CRACK the summer bugaboo! Make the summer slump a myth! 
Play pictures that are tried and proved — the kind that have 
records of big business; the kind that are backed with national 
advertising, that bring everything you need to your program when 
you need it. Here are tried and proved Universal Jewels-part and 
parcel of Universal's Great Summer Drive. Don't waste time! 
Don't shop and worry and try to out-guess your public. These 
pictures stand on their record. Box office records! Give them what 
they are waiting for. Pick the ones you have not played. Each is a 
money-getter. 



TRIED AND PROVED UNIVERSAL JEWELS 



NAME 


CAST 


TYPE 
OF STORY 


WHAT CRITICS AND 
EXHIBITORS SAY 


Merry Go Round 


Mary Philbin 


The most stupen- 
dous love story 
ever told. 


"Everything that you claim it to 
be." — Jack Cairns, Mgr., Brook- 
lyn Theatre, Detroit, Mich. 


A Chapter in Her Life 


All-Star 


A gripping drama of 
family life. 


"A good one." — F. N. Harris, 
Mgr., Amuse Theatre, Hart, 
Mich. 


Thundering Dawn 


J. Warren Kerrigan 
Anna 0. Nilsson 


Thrilling melodrama. 


"What an audience picture 'Thun- 
dering Dawn has turned out to 
be!" — Walter Reade. Mgr., 
Reade's Hippodrome, Cleveland, 
Ohio. 


The Acquittal 


Claire Windsor 
Norman Kerry 


Sensational mystery. 


"Big business with this one." — 
C. W. Irwin, Mgr., Imperial 
Theatre, Columbia, S. C. 


A Lady of Quality 


Virginia Valli 


An adventuresome 
romance. 


"Magnificent." — Washington ( D . 
C.) Times. 


The Storm Daughter 

Drifting 

White Tiger 


Priscilla Dean 


Action and thrills. 


"Real Motion Picture thriller." 
— N. Y. Telegram. 


Darling of New York 


Baby Peggy 
and big cast 


Thrilling melodrama. 


"Phenomenal!" — R. W. Bender, 
Mgr., Columbia Theatre, Seattle, 
Wash. 


The Law Forbids 


Baby Peggy 
and big cast 


Melodrama with big 
climax. 


"Don't miss it!" — N. Y. Morning 
Telegraph. 


Fools Highway 


Mary Philbin 


Youth and romance 
in old New York. 


"Amazingly good entertainment." 
— N. Y. Evening Journal. 


Sporting Youth 


Reginald Denny 
Laura La Plante 


A speed picture of 
American youth 
today. 


"Best thing th^ writer can ever 
recall." — C. H. Power?. Mgr., 
Strand Theatre, Dunsmuir, Cal. 



PRESENTED BY CARL LAEMMLE 



Page 62 



Exhibitors Trade Review 



'Reported Missing' 



Comedy Drama 



Released by Selziiick 



BRIEF : Richard Boyd inherits the Boyd Shipping 
Uoinpany, but being a young man his mind is not 
on business and takes no interest in it. An Oriental 
shipping magnate is anxious to get the fleet owned 
by Boyd and influences him to give him an option, 
i^aulme Dunn, Boyd's sweetheart, objects to Boyd's 
giving the option and makes him promise not to 
allow the option to go through. The Oriental mag- 
nate kidnaps the two young people hoping to keep 
Boyd until the expiration of the option. The ship 
is wrecked and they escape. Boyd kills the Orien- 
tal ie his home and rescues Pauline and the path 
is clear for a happy marriage. 

"DEPORTED MISSING" has a lot of 
genuine humor, the Owen Aloore type 
and is generously sprinkled with a quantity 
of tense situations and real thrills which 
make the comedy parts even more obvious. 
Some of these include a race between a hy- 
droplane and a hydroaeroplane, a rough and 



JIMMIE AUBREY 

Has the Faculty 
of Producing 

LAUGHS 

That's All! 
But, — 

That's Plenty 

JIMMIE AUBREY 
COMEDIES 

Released By 

STANDARD CINEMA 
CORPORATION 

Through 




"The prints are in 
FINE CONDITION" 



tumble fight in the villain's house, a series 
of comedy scenes and elaborate gowns are 
worn by Nita Naldi and Pauline Garon, the 
flapper. 

In the exploitation of this film a number 
and variety of novelties have been secured to 
broadcast the title of the picture and impress 
it on the consciousness of the public. These 
novelties include goggles and a nose flap on 
which are printed "Owen Moore in 'Reported 
Missing.' " Kids eat up these novelties and 
it is a sure bet to get the name of your pic- 
ture before the whole household. These nov- 
elties will be a good thing to distribute to 
everyone as they leave the theatre. 

You can tie-up with some modiste or some 
women's apparci house for a display of flap- 
pers' outfits and some of their exquisite 
gowns. You can furnish a bunch of attrac- 
tive stills to go along with this display. 

The reward stunt would be a knockout for 
exploiting this picture as it would affect a 
keen interest. Tack up signs in every con- 
spicuous and available place reading: "Rich- 
ard Boyd and Pauline Dale reported missing. 
S500 reward for any information leading to 
the whereabouts of these two." Replace these 
signs with som.e new ones stating that these 
^ people have been found and can be seen 

m Theatre any afternoon or 

J evening during (date of showing). 
J A good ballyhoo would be to have a boy 
M made up as 'a town crier and have him go 
g through the streets on horseback calling out 
I "Reported Missing, Richard Boyd and 
1 Pauline Dale." You can pull this prior to 
J your showing then during the showing this 
g same fellow can call out "Found, Richard 
m Boyd and Pauline Dale Reported Missing. 

m Be sure to see them now at the 

1 Theatre." 

m Selznick exchanges have a very complete 
m press book and you can get additional ideas 
m for resultful exploitation. 
J * * * 

I 'Big Brother' 

S East Side Melodrama Released by Paramount 

g BRIEF: Jimmy Donovan, leader of the Car Barn 

^ Gangsters, promises one of his pals killed in a 

= dance hall raid to be a big brother to his little 

g brother, Midge. Jimmy goes straight for Midge's 

g sake but Probation Officer Dryea takes Midge 

g away while Jimmy is at work. Jimmy finding the 

g kid gone vows he is through with society but 

g Father Dan and Kitty, influences him to be 

g straight. Kitty and Jim are arrested for a payroll 

g theft. Jim breaks away and goes to Cokey Joe who 

g did the job and after a shooting aflPray gets the 

g payroll. Jim is taken to the hospital and in his 

g delirium keeps asking for Midge. Father Dan 

= gets Midge and Jim is advised that all he has to au 

g is get well. Kitty asks him to live for her sake 

g and he does. 

M 'T' HIS story has so many true to life sit- 

J uations in it that any exhibitor would be 

g able to show it to a big house. The sit- 

g uations in "Big Brother" can be found in 

E any city of any size, as it has made a record 

g run to big houses. 

M Your best bet for the most successful ex- 

g ploitation is' a good lobby display of stills 

g and posters. Tom Moore, alone, is a draw- 

g ing card and you can play him up with at- 

g tractive posters in his characterizations of 

g this picture. 

- Two big tie-ups any exhibitor can get in 

g his city are the "Big Brother Movement" 

g which is international, and the Boy Scouts, 

g Every Boy Scout is taught to help one an- 

g other and "Big Brother" is a great ex'ample 

g for them. 

g You can tie up a local book store and 

J get a big window display of the novel "Big 

g Brother," which has been published by Har- 

g per and Brothers of New York. Give them 

g some of the attractive stills and posters which 

g you can obtain from Paramount for just 

J such window displays. 

g The big song hit "Big Brother" by Wat- 

3 erson, Berlin and Synder has had tremendous 

a national exploitation and should be a knock- 

m out for a tie-up with your local music dealer, 

g Everyone looks' forward to getting the song 

Si^ hits with the pictures or plays shown and 



you can place a good bet on this for resultful 
exploitation. 

Every youngster in the neighborhood has 
his wild oats years — give a prize to the one 
who can make up best for the character of 
Midge, the east side kid. Pick a bunch of 
the kids with the prize winner as the leader 
and have them walk through the streets and 
sing "Big Brother," or have them standing 
around in the lobby. These kids will at- 
tract a lot of attention and will help put 
over your picture. 

Paramount has issued a very thorough 
press sheet and unusually attractive posters 
with "Big Brother" and with a couple of 
tie-ups and exploitation features such as we 
have outlined here you can't help but show 
this picture to full houses. 

'Three O'Clock in the Morning' 

Night Life Story Released by C. C. Burr 

BRIEF: Elizabeth Winthrop's fascinatton for the 
cabarets and night life is brought to task by her 
parents which she resents. She has a quarrel with 
her fiance. Clayton, over the attentions shown her 
by Hugo Von Strohm, a man around the town she 
met at one of the cabarets. She returns his ring 
and leaves for New York to be on her own re- 
source. After walking the streets in search of em- 
ployment in the various theatres finally is compelled 
to take a job as waitress. Von Strohm runs into 
her and offers her a job dancing. Clayton seeing 
her picture in the papers goes to N. Y. and receives 
a cold reception, but they go driving and hit a 
crippled news boy. Clayton is arrested. Von 
Strohm invites her to dine at a road house and 
her parents seeing her go in i nsh after her^ and are 
just in time to save her from Von Strohm's forced 
attentions. They take her home and show her a 
letter from Clayton saying he was released and leav- 
ing for South America. She rushes to the wharf in 
time to see him pulling out and after signaling she 
loved him he jumps overboard and swims to her 
and they embrace oblivious to the spectators. 

THIS Story of the night life in the cab- 
arets featuring Constance Binney is a pic- 
ture always welcome in any city. Constance 
Binney is now playing on Broadway in "The 
Good Little Devil," one of the big hits in 
the musical comedy hits. Her support in 
the persons of such well known screen celeb- 
rities as Mary Carr and Edmund Breeze 
is an assurance that not only the young peo- 
ple but the old as well will enjoy "Three 
O'clock in the Morning." 

With the oil paintings, attractive posters 
and stills you can have a very attractive 
lobby display. The lobby can be fitted up 
»s the stage of a cabaret and with a good 
band playing some of the popular hits can't 
help but give this picture a rousing send 
off. One of the pieces to be featured is 
the song hit which is tied up with the pic- 
ture should be "Three O'Clock in the Morn- 
ing." Your music store should be tied-up 
and give a good window display of this song 
with some of the attractive posters and stills 
vou will furnish. 

A big face of a clock set at 3 electric 
lighted in the front of your theatre or on a 
ballyhoo will have a lasting effect. With the 
ballyhoo you could arrange for two face 
clodcs on each side of the vehicle and have 
them lighted at night and on the top of them 
have several chorus girls in ballet dresses. 
Everyone likes this stuff and falls for it. 

A good tie-up would be with your shoe 
store on ballet shoes. Every mother's aim 
is to have her little girl a dancer. This will 
be a good chance for the shoe man to ad- 
vertise his ballet shoes and you can furnish 
him with stills- of the chorus in the cabaret. 
This chorus is the famous Bambalina girls of 
"Wild Flower," one of the biggest hits on 
Broadway this season. 

Mary Carr, made famous by her mother 
role in "Over the Hill," is a drawing card 
and can be pla3'ed up heavily. Mary Carr's ■ 
natural interpretation of motherhood in 
"Three O'Clock in the Morning" has a strong 
appeal and you can't make any mistake in 
playing her up big. 

The press sheet and exploitation matter 
accompanying this picture will give you some 
live leads to follow in making this picture 
go over 100 per cent. 



June 7, 1924 



Page 63 



The Exhibitors Round Table 



'Dorothy Vernon' Controversy 

The United Artists production, "Dorothy 
Vernon of Haddon Hall," now showing at 
the Isis Theatre, a suburban house of Kansas 
City, for two weeks at prices ranging up to 
|1.50, has stirred up a conflict of more than 
one phase. It has brought on a newspaper 
argument of whether or not a picture at such 
prices is logical — whether fans will pay the 
price or not. 

The Kansas City Star points to the fact 
that more than 9,000 persons saw the picture 
the first four days and assert that there no 
longer is any doubt but that Kansas Citians 
will support feature pictures that combine 
higher qualities. 

The Kansas City Journal-Post, on the other 
hand, devotes a half-column under a large 
heading "Pickford Film Suffers Flop," and 
asserts that the picture, which Frank L. New- 
man refused to raise his prices for, conse- 
quently not booking it. is conclusive proof 
that "Kansas Citians do not care to spend 
more than the regulation movie admission 
to see motion pictures." 

Then, the management : "It simply is a 
case of the Journal-Post trying to 'hit back' 
because we do not advertise in that naper." 
Sig Cohen of the Isis Theatre said, "The pro- 
duction played to about 9,000 persons in the 
first four days and we are more than satis- 
fied with our two-week policy adopted with 
the picture." 

* * * 
Stenogs Lost 

An unusual and humorous situation pre- 
vailed in Kansas City's movie colony Monday 
morning. Stenographers and other office as- 
sistants were scurrying about in blind fash- 
ion in search of the Goldwyn office. It had 
been generally understood among the male 
members of the force, following the consoH- 
dation of Goldwyn and Metro, that the equip- 
ment of the Goldwyn office would be moved 
into the Metro office at 1706-8 Wyandotte 
Street Sunday night, but many of the gen- 
tler sex were not informed of the plans. As 
a result they were found in a vacant office 
Monday morning, their fair faces shrouded 
in perplexity, wondering if they still were 
employed or unem.ployed. They soon were 
"steered" on the right track, howevei, and 
all enjoyed a good laugh. L. B. Metzger 
is in charge of the new consolidated office. 
Most of the sales forces of both offices will 
be retained, temporarily, at least, it was an- 
nounced. 

* * * 
Metro Moves Office 

The Buffalo office of Metro Pictures 
Corporation has moved into the Goldwyn 
exchange in the Beyer Film building. North 
Pearl street, and is now operating under 
the name of Metro-Goldv^ryn, with Henry 
W. Kahn as manager of the combined com- 
panies. Vincent AfcCabe, former Goldwyn 
manager, is remaining as a special repre- 
sentative and the entire sales and office 
forces of both companies is being retained 
intact. Sam Eckmann Jr. and Tom Con- 
nors were in town the other day com- 
pleting details of the moving. 

* * * 

Kansas City Changes 
Quite a number of changes in the person- 
nels of Kansas City exchanges occurred last 
week. Lew Nathanson, who formerly rep- 
resented Selznick, now is selling Associated 
Exhibitors product, while R". H. Jones, for- 
merly with Universal at Oklahoma City, is 
the new booker at the A. H. Blank Enter- 
prises office. A new sales representative 
for F. B. O. is J. Morrisy, formerly with 



Metro. C. W. \^idor who, for seven years 
has been with Fox in Chicago, now is work- 
ing out of the Kansas City Fox office, while 
E. A. Westcott has resigned as salesman for 
Educational. Irma Boyle and Frances Smith 
have been added to the \^itagraph office, be- 
ing stenographer and assistant inspector, re- 
spectively. 

* * * 
To Honor Sheehan 

A big welcome home banquet is being 
arranged by G. K. Rudulph, manager of 
Buffalo Fox office and the Film Board of 
Trade in honor of Clayton P. Sheehan, 
district manager lor Fox who has just re- 
turned from an extended business trip in 
Europe. The banquet will be held Thurs- 
day evening, June 12 and will be staged in 
the Hotel Statler. City officials, members 
of the press. Film Board and invited 
guests, will attend. Mr. Sheehan is ex- 
pected to give some interesting facts on 
conditions overseas. 




FRANK C. PARKER 

Stockton, Cal., is fortunate in having an exhibitor 
as progressive as Mr. Parker He is on his toes 
at all times and all the big pictures may be seen 
at the Lyric theatre. He is a real showman. 



Plan Outing 

One of the big events of the convention 
of the M. P. T. O. of N. Y., Inc., at Buf- 
falo the week of July 7 will be the outing 
staged by the Film Board of Trade of 
Buffalo. President Sydney Samson of the 
Film Board has appointed the following 
committee to work out the details of the 
picnic : Henry W. Kahn, Metro, chairman ; 
Fred M. Zimmerman, F. B. O. ; G. K. Ru- 
dulph, Fox ; Colonel Howard F. Brink, Edu- 
cational and !Mr. Sampson, ex-officio. 
# ^ ^ 

Exhibitors Fined 

Two Buffalo exhibitors were arrested 
last week and fined $25 each when con- 
victed on charges of admitting children 
under J 6 to their theatres and unaccom- 
panied by parents or guardians. The two 
managers were Walter Maxwell, manager 
of the Marlowe on Virginia street and 
Nicholas Vassiliadis, manager of the 
Strand in Clinton street. Both were ar- 
raigned in adult's part of children court. 



Preview for 'Chronicles' Series 

More than 1,000 invitations have been 
issued to a preview showing in Kansas 
City of the film, "A Frontier Woman" and 
"Wolfe and Alontcalm" by 150 members 
of the Yale Club. The films are a part of 
a series of fifty historical pictures pro- 
duced recently by Yale University in or- 
der to interest Americans more in their 
country. 

* * * 

Film Men Elect 

The following officers of the Kansas 
City Film Salesmen's Club have been se- 
lected: Charles W. Russell, president; j. 
Edwin Dodson, M. E. Williams, Stanley 
Mayer, M. Van Praag, W. P. Bernfield and 
Roy Young. The first regular meeting, at 
which routine business was transacted, was 
held April 26 at the Film Board of Trade. 

* ^ * 

New Theatre for Westfield 

The J. G. Carlson Realty Corporation has 
been organized with a capital of $75.09° 
to build a new motion picture theatre m 
Westfield, N. Y., which will be operated 
by the Zicofe corporation of Buffalo, the 
officers being Fred M. Zimmerman, M. 
Cohen and George Ferguson. 

* * * 

Theatre Purchased 

The equipment of the Burg Theatre, Coun- 
cil Groves, Kas., has been purchased by \V. 
R Bratton from the Citizens' State Bank 
of that city. Mr. Bratton is contemplatmg 
the sale of the theatre, which is closed, as he 
intends to enter the amusement park busi- 
ness in Florida. 

+ ❖ * 

Summer Carnival Revives Business 

With the arrival of the summer carnival, 
George Tetrault running the Grand Theatre 
in Watervliet, decided to open his house 
four davs a week instead of seven, anticipat- 
ing the 'slump of business which occurs every 
year with the arrival of the summer carni- 
vals. The past week, however, proved a rainy 
one, and with the house dark on three nights, 
the rain al;0 caused a slump in whatever 
business the carnival might ordinarily attract. 

* * * 

Purchase Theatre 

The Grand theatre building in Batavia, 
N. Y., has been purchased by IMorris and 
Henry Gorman, of Buffalo, from Jacob and 
Charles Gann, of Oakfield, N. Y. The Gor- 
man Brothers are buying the property pure- 
ly as an investment and will make no 
changes at present. 

* * * 

New Coast Theatres 
Three new houses opened in the Pacific 
Northwest this week. The first was the D. 
and R. Theatre in Aberdeen, Wash., fully 
equipped to care for both roadshows and 
pictures. . It opened May 8, to a large audi- 
ence, and is a distinct credit to the com- 
munity. It was built by Dolan and Ripley 
who own a number of other houses. 

* * * 

To Protect Films 

Stickers for the protection of new prints 
have been printed by the Kansas City Film 
Board of Trade. The stickers read : 

"Notice — This is a new print. Please loosen 
tension spring or adjust your machine so 
as not to damage film." 



Page 64 

Round Table Briefs 

Greater Features, Inc., has purchased Cap- 
tain Kleinschmidt's "Adventures in the Far 
North," for the eight states of the Pacific 
Northwest. 

* * * 

Work on the Oregon Theatre at 22nd Ave- 
nue, and Madison St., Portland, started May 
6. It is to be a 500 ^eat house, built in 
connection with a group of five stores. An- 
derson and Frazer are owners. It will open 
September first. 

* * * 

J. W. Almos, of the Almo Theatre, Pouls- 
bo. Wash., joined the ranks of the benedicts 
this' week when he married Miss lima' To- 
lonen. They are enroute for Chicago on 
their honeymoon. 

The South Park Theatre, Seattle, has been 
sold by Rocco Battiifca to Rainford and 
Cayffman. 

* * * 

Five of the new features for next season's 
release, have already been received at the 
Seattle Universal exchange and are being 
screened for exhibitors. 

* * * 

Western Film Corporation, of Seattle, an- 
nounces! the booking of the Independent Pic- 
tures Corporation, product for first runs by 
Neil and Allender's circuit of Spokane thea- 
tres. 

* ❖ * 

The Market Theatre, Seattle, has been sold 
by M. Kamia, to Johnson and Winkler. 

Bert Edwards, formerly manager of the 
Kansas City Fox branch office and recently 
a salesman for Selznick, has joined the Metro 
sales force in Kansas City. 

Another addition to the F. B. O. sales 
staff in Kansas City is George Reap, for- 
merly assistant manager of the Kansas City 
Fox branth office. 

^ jfi 

Monty Salmon, floor manager of the 
Howard Theatre, Atlanta, is recovering 
nicely from an accident when he fell in the 
lobby of the theatre, sustaining a broken 
knee cap, broken wrist and a fractured rib. 
He will probably be confined to the his- 
pital for three months or more, however. 

* * * 

Lewis Kalbfield, manager and owner of 
the Grand Theatre, Palatka, Florida, was 
an Atlanta visitor last week. 

^ ^ 

Jensen & Von Herberg, according to re- 
port, have taken over the Highway thea- 
tre, Portland, Ore. W. E. Tibbitts will 
continue to manage the house. 

^ ^ 

The Moore Amusement Co., of Tacoma, 
Wash, is reported to have taken over 
the Rex, operated by Martin Steffen, and 
the Orpheum in South Tacoma. Moore 
Amusement is the Tacoma Jensen-Von 
Herberg unit. 

* * * 

The Columbia, Seattle, is out with a 
brand new house organ, a snappy little pa- 
per called the Columbiagram. Interesting 
little notes about the stars, facts about 
coming pictures, and a bit of personal 
news about theatres are included. 

^ ^ ^ 

J. E. Wallace has opened a new theatre 
in Stanley Creek, North Carolina. 

^ 

Dr. R. E. Blanchard of Alexandria, La., 
has recently completed a beautiful little 
theatre in that town, to be opened within 
the near future. 



Joe Brandt, president of the C. B. C. Film 
Sales Company has returned to New York 
after a successful business trip to Oklahoma 
Texas and other southwestern states. 

* * * 

The Famous Players-Lasky Corporation is 
erecting a $20,000 exchange building at San 
Antonio, Texas. 

* * * 

E. G. Spomentarger opened his new thea- 
tre at Arkansas City, Ark., March 28. 

H. H. Elliott will open a new airdome 
with 1000 seating capacity at Corpus Chris- 
tie, Texas, about June 15, with 5 and 10 
cent admission prices. 




BEAUTIFUL BETTY 
Betty, as above, is seen in Selznick's "Woman to 
Woman" and should a cut-out of Betty, as shown, 
be placed in front of your lobby, who could resist 
entering the theatre. 

Redecorating and furnishings, amounting 
to $6,000, and other improvements have been 
made at the Warwick Theatre, Kansas City. 
A new lighting system and a general spring 
"clean-up" was ordered not long ago by 
Manager Walker. 

* * * 

If rumors afloat on Kansas City's movie 
row are true, Gerald Akers, Universal di- 
vision manager, is taking aviation lessons 
and soon will pilot a Universal plane between 
Kansas City and St. Louis. 



Exhibitors Trade Review 

After lagging behind several weeks in the 
national Educational drive, the Kansas City 
branch "came back" last week and established 
a new sales record. Fifty-five out of fifty- 
nine theatres in Kansas City, Mo., and ten 
out of twelve houses in Kansas City, Kas., 
was the new high mark. 

* * * 

A ball park at Forty-seventh Street and 
Bellview Avenue, Kansas City, has been 
leased by the Pathe-Crescent team and will 
be known as Hollywood Park. The formal 
opening will be Sunday, when the Pathe- 
Crescents play the First National Braves and 
the Film Service team meets the Hollywood 
All Stars in a twin bill. 

Exchange representatives who were visitors 
in Kansas City last week were: S. A. Shir- 
ley, district manager of Metro ; E. A. 
Schuster, traveling auditor for Vitagraph; 
Oswald Brooks, serial sales manager for 
Pathe ; Lloyd Willys, special Selznick repre- 
sentative, and Oscar Morgan, special Pathe 
representative. 

Among out-of-town exhibitors were : 
George H. Merriam, Miami, Okla. ; Ben 
Levy, Joplin ; S. E. Swann, Salina, Kas. ; 
John Tackett, Coffeyville, Kas., and Herbert 
Thatcher, Abilene, Kas. 

^ ^ ^ 

Paul Hoff^man, former owner of the Cir- 
cle Theatre, Kansas City, has deserted the 
exhibitor's end of the industry and accepted 
a position as city salesman for Selznick. 

* * * 

While scaffolding and heavy canvas looms 
about the ceiling and above the stage of 
the Newman theatre, Kansas City, pending 
the progress of $25,000 improvements, there 
is not one whit of interference with regular 
performances, the work being done at night. 
The lobby, stage and other parts of the house 
are being altered. H. Alexander Drake of 
Kansas City is the architect. 

4: * * 

The Circle Theatre of Kansas City has 
been purchased by E. G. Benham from John 
Smolinisky. Both parties in the deal were 
represented by the National Realty~Company. 

* * * 

John Plumb, it was announced last week, 
has been appointed publicity director of the 
Orpheum and Grand Theatres in Topeka, 
Kas. 

* * * 

Jean Belasco, Universal exploitation repre- 
sentative now in Kansas City, had as his 
guest last week, Claude Saunders, Paramount 
exploitation chief, who was in Kansas City 
arranging plans for the annual Paramount 
Week drive. 

Here is one way for an exchange to "stand 
in" with an exhibitor — Mrs. L. B. Lewis, 
booker for the Kansas City Selznick office, 
sang at the opening of the new Orpheum 
Theatre at Lawrence Kas., and, according to 
reports, went over great. Mrs. Lewis fre- 
quently has sung before the public in Kan- 
sas City. 

* * * 

Rain and inclement weather did not stop 
C. F. Senning, Educational branch manager 
at Kansas City, from his visit to the terri- 
tory last week. 

* * * 

W. Millington and "Kit" Carson of the 
Empress Theatre, Osowatomie, Kas., who 
were in Kansas City last week, are consid- 
ering several new locations for a theatre. 



June 7, 19Z4 



Page 65 



Round Table Briefs 

James Cardina will close his Kensington 
theatre on Grider street, Buffalo, June i, for 
several weeks during which time he will 
make extensive alterations and install a new 
Marr & Colton orchestral organ. 

* * !(: 

William F'ox, New York millionaire 
magnate was in Tulsa, Okla., on a visit to 
his daughter, Mrs. Herman Livingston, 
who lives in Tulsa, and stated that he con- 
templated building a new theatre building 
in Tulsa, to be modelled after the new Fox 
theatre in Philadelphia. 

^ ^ ^ 

The Folly theatre at Drumright, Okla., 
has been closed for an indefinite time. 

^ ^ 

E. O. and O. T. Hagee are erecting a 
new theatre at Willow, Okla., which will 
be modern and up to date. 

* * * 

Ed Collins has been appointed manager 
of the Tremont and Queen theatres at 
Galveston, Texas, succeeding Charles 
Sasseen, resigned. 

^ ^ ^ 

T. A. Howell, contractor, is erecting a 
new theatre at Orange, Texas. 

* * * 

Gene Fagan, of Oklahoma City, has pur- 
chased the American Theatre at Corsi- 
cana, Texas and changed its name to the 
Isis. Admission prices reduced to ten 
cents. 

^ ^ 'j^ 

Ben B. Lewis, pioneer exhibitor of ET 
Paso, Texas, died at that place May 9th. 

^ ^ ^ 

Claude E. Ezzell has been appointed by 
Selznick Pictures Corporation as district 
manager with headquarters at Dallas, 
Texas. 

* * * 

Smithey has remodeled a building at 
Hammon, Okla., which will be turned into 
a movie theatre soon. 



Max Brock, film man of Dallas, Texas, 
and Miss Lorene Yates of Arlington, 
Texas, were married at the home of the 
bride in Arlington, May 10th. 

* * 5{J 

The Strand Theatre, Greensboro, North 
Carolina, is the latest acquisition by S. S. 
Stevenson's Carolina chain of ten cent 
theatres. The Strand was re-christened 
"Everybody's Theatre" upon being taken 
over by Mr. Stevenson. 

^ ^ 

John B. Snider, of the Grand Theatre. 
Bessemer City, Alabama, has been elected 
president of the Bessemer City Chamber of 
Commerce. 

A. R. Ninninger, formerly salesman for 
Progress Pictures out of Atlanta, has taken 
over the management of J. W. Phillip's 
theatres in Oscala, Florida. 

^ 

C. R. Beacham, Atlanta manager for 
First National, has been very ill at his 
home for two weeks but is reported as re- 
covering. 

* * * 

Howard Waugh, who is now manager 
of Loew's Palace theatre, Memphis, Tenn., 
brings to his new position a wide experi- 
ence, having started as an usher with Jules 
Delmar in Celoron Park, N. Y. Later he 
joined Hagenbeck and Wallace's circus and 
trouped with them for six years. Within the 
past few years he has been connected with 
a half dozen theatrical enterprises through- 
out the country, mostly in New York 
state. 

^ ^ 

The Forsyth, Atlanta, will close its sea- 
son of Keith vaudeville and pictures on 
Saturday, May 31. The following week 
permanent stock will be inaugurated there 
for the summer. 

jjj :{c I}: 

The Beachman Theatre, Orlando, Flor- 
ida, has been closed for extensive altera- 
tions. During the interim the Beacham ar- 
tractions liavc been transferred to the Phil- 
lips theatre. 



Fred Martin, well known Southern 
showman and film man, has opened the 
Orpheum Theatre, Nashville, with per- 
manent stock. It was formerly a Sudekim 
house. 

^ 

R. J. McAdam, proprietor of the Casino 
moving picture theatre of Halifax, N. S., 
and identified with the presentation of 
films for years, was recently married to 
Miss A. McSweeny. The couple spent 
their honeymoon in New York City. 

* * * 

The St. John Opera House of St. John, 
N. B., has returned to the policy of pre- 
senting moving pictures exclusively. The 
first pictures to be booked being "The 
White Rose," •'Rosita" and "A Woman 
of Paris." 

* * * 

Famous Players Canadian Corporation, 
Limited, Toronto, has declared and paid 
a dividend of $2.00 per share for the first 
quarter of 1924 on the first preferred stock 
of the company, according to an announce- 
ment by N. L. Nathanson, managing di- 
rector of the Canadian company. 

* * * 

Announcement has been made by James 
Gorman, of Montreal, that Associated 
First National Pictures will release "Abra- 
ham Lincoln" as a special production in 
the Dominion of Canada. Mr. Gorman is 
in charge of the First National office at 
Montreal. 

* ❖ 

Walter H. Golding, manager of the Im- 
perial Theatre, St. John, N. B., which is 
owned by E. F. Albee, recently gave ad- 
dresses on the subject of "Publicity" be- 
fore both the Rotary Club and the Gyro 
Club of St. John. 

^ ^ ^ 

Harry Pyfinch, formerly with the Met- 
ropolitan Theatre, Winnipeg, Manitoba, 
which is operated by Famous Players, has 
become manager of the Theatorium in 
Hollywood. Calif. Miller Stewart, former- 
ly in charge of the Wjnnipeg Metropolitan, 
is now manager of the De Luxe Theatre, 
Los Angeles. 




In First National's 



HOME FIRES ARE BURNING 
'Enchanted Cottage," Richard Barthelmess and May McAvoy are at their best. The 
scene shows them reminiscencing before the fire. 



J. H. Thompson is installing a new theatre 
at Stamford, Texas, to be named the Toy- 
land. 

jji ^ ^ 

L. E. Brewer, of Duncan, Okla., has pur- 
chased the Criterion Theatre at El Reno, 
Okla., from Shuttee & Cole. 

* * * 

The Princess Theatre at Denton, Texas, 
was destroyed by fire last week. Grover 
Campbell, the owner, announces that he will 
rebuild in the near future. 



Bert King, former branch manager for 
Vitagraph at Dallas, Texas, has purchased 
half interest in the Hodge Theatre at Stam- 
ford, Texas, and will manage same. 



The new Home Theatre was opened at 
Blytheville, Ark., last week. The theatre is 
modern and up-to-date in every particular. 



L. Stevens will erect a new airdome at 
Picher, Okla., in near future. 

* ^ ^ 

Two new theatres are being opened at 
Sand Springs, Okla. One owned by Fred 
F. Ganei, seats 350, and the other owned by 
T. A. Burton, seats 350. 



Page 66 



Exhibitors Trade Review 



Production Chart with Review Dates 

In This Department Is Delivered to You in Condensed Form the Data on All Current and Coming Productions. 
Features Available for Booking Are Arranged by Months. Future Releases Are Listed With Distributors' 
Names. Included, also, are the current short sub ject releases with the date of release and length. 



SEPTEMBER 

Feature Star Director Distributor Length 

Age of Desire All Star First Nat.'l 5,174 

Barefoot Boy All Star Kirland C. B. C 5,800 

BUnky Hoot Gibson ....Not credited .Universal ...6,000 

Bluebeard's Eighth Wife. Gloria Swanson . . S. Wood .. Paramount ..5,960 

Bright Lights of B'way.All Star Campbell ...Principal ...6,765 

Broadway Gold E. Hammerstein. . Dillon Truart 6.814 

Call of the Wild, The.. Buck Fred JacksonPathe 8,000 

Chapter, in Her Life, A. All Star Lois Wilson .Universal ...6,330 

Cheat, The Negri-Holt Fitzmaurice .Paramount ..7,413 

Clean Up, The H. Rawlinson ...Parke Universal ...5,000 

C<yvered Wagon, The ..Special Cast Jas. Cruze ..Paramount .10.000 

Daytime Wives Derelys Perdue) ..Not credited. F. B. O. ..6,051 

Drivin' Fool Wally Van Hodkinson ..5,779 

E^enthj Hour, The Mason-Jones Durning .... Fox 

Enemies of Women . . . . L. Barrymore ...Crosland Goldvvyn ..10,501 

Eternal Three, The Special Cast M. Neilan . . Goldvsyn ...6,845 

Exiles, The Doug MacLean . Not credited Goldwyn ..10,00-0 

Fair Cheat, The All Star King F. B. O. ..6,000 

Fighting Blade, The . . . Rich. Barthlemess First Nat.'l 8,729 

French Doll, The Mae Murray R. Z. Leonard Metro 7,000 

Going Up Ingraham . . . Asso. Exhib. 6,053 

Gold Diggers, The Hope Hampton ..Beaumont ...Warners .. .7,500 

Gold Madness Guy B. Post ...Thornby Principal ...6,000 

Green Goddess, The ....Special Cast "idney Olcott. Goldwyn ...9,100 

Gun Fighter. The William Farnum .Not credited .Fox 5,000 

Haldane of the Sec. Serv. Houdini Houdini F. B. O. ..5,000 

HeU's Hole Chas. Jones Not credited . Fox 5.000 

Her Reputation Special Cast ....J. Wray ....First Nat'l .6,566 

H»inthback of Notre Dame Lon Chaney . . . . W. Worsley .Universal .12,000 

Lawful Larceny Gray-Naldi-Nagle Allan Dwan ..Paramount .5,503 

Lone Star Ranger Tom Mix Not credited .Fox 6,000 

Main Street Blue-Vidor Beaumont ...Warners ...8,000 

Marriage Maker, The . . Ayres-Holt Wm. deMille Paramount .6,295 

Merry Go Round Philbin-Kerry . . . R. Julian ....Universal .10,000 

Mine to Keep Grand Asher .... 

Monna Vanna Lee Parry Eichberg Fox 8,000 

Mothers-In-Law York-Clifford-Glass Gasnier Preferred ..6,725 

Potash- Perlmutter Bernard-Carr Badger First Nat'l 7,000 

Puritan Passions Glenn Hunter . . , Tuttle Hodkinson .6,600 

Red Lights Special Cast C. Badger ..Goldwyn ...6,841 

Roughed Lips Dana Metro 6,000 

Silent Partner, The ...Moore-Joy M.l'gne Paramount .5.000 

Spoilers, The Special Cast Gold -Cos. .8,028 

Strangers of Night Moore-Bennett .. Metro 7,800 

Three Ages B. Keaton Merro 6,000 

Three Wise Fools Eleanor Boardman Gold.-Cos. ..6.946 

To The Last Man Special Cast Paramount ..6,000 

OCTOBER 



April Showers Harlan C. Moore 

Ashes of Vengeance .... Norma Talmadge 

Bad Man, The Holbrook Blinn . 

Big Dan Charles Jones . . 

Cameo Kirby John Gilbert . . . 

Country Kid Wesley Barry . , 

Dsicer o{ the Nile, The. Special Cast .... 

Day of Faith, The Special Cast 

Desire Special Cast 

Does It Pay? Hope Hampton . 

Devil's Dooryard All Star 

Drifting PrisciUa Dean . 

Dulcy C. Talmadge . . 

Eagle's Feather, The . . Special Cast 

Eternal Struggle, The . . Special Cast . . . 

Exiles, The John Gilbert . . 

Foolish Parents Special Cast ... 

Governor's Lady, The . . Special Cast . . . 

Grail, The Dustin Farnum . 

In the Palace of the KingB. Sweet 

Lights Out Ruth Stonehouse 

Lone Fighter. The J. B. Warner . 

Love Trap. The 

Marriage Maker All Star 

Meanest Man in World . Special Cast .... 

Men In the Raw Jack Hoxie .... 

Miracle Makers Special Cast .... 

No Mother to Guide Her . Genevieve Tobin 

Pioneer Trails Special Cast . . . . 

Ponjola Special Cast 

Prince of a King, A . .Dinky 

Printer's Devil. "The ...Wesley Barry 

'»uritan Passions Soecial Cast 

Ramblin' Kid. The .... Hoot Gibson .... 

Rendezvous, The Conrad Nage! . . 

Rosita Pickford 

Rnggles of Red Gap . . All Star 

Shattered Faith Special Cast .... 

Six Days Griffith 

Six-Fifty, The Welsh-Adoree ... 

Slave of Desire Special Cast 

Social Code Dana 

Steadfast Heart, The . . . Soecial Cast 

Sting of the Scorpion . . Edmund Cobb . . 

rhundergate Snecial Cast 

Times Have Changed ..All Star 

Untameable All Star 

Way of Transgressor ..All Star 

What Love Will Do Cenneth McDonald 

Where Is West Hoxie 



. Tom Sorman Preferred . . . 6,000 
. Frank Lloyd . First Nat'l 10,000 
. Edm. Carew .First Nat'l .7.000 

.Wm WellmanFox 5,934 

. Jack Ford . . .Fox 6,931 

Warner 6,200 

. Wm. P. EarleF. B. O. ..6.000 
. Brownine ■ Goldwyn . . .6,000 

, Rowland U. SeeMetro 7,000 

.Charles HoranFox 7,000 

. Lewis King . .Arrow 5,000 

.Tod BrowningUniversal ...7,000 
S. Franklin ..First Nat'l .7,000 

. Edw. Sloman. Metro 7,000 

.Reg. Barker .Metro 8,000 

. E. Mortimer. Fox 6,000 

.Frank Crane. Asso. Ex. ..6,000 

.Harry MillardPox 6,000 

.Campbell ....Fox 5,000 

Gold.-Cos. . .7,453 

. FanpeU p. B. O. ..6,590 

. Not credited Sunset 5,000 

Grand Asher .... 

Wm. D Meille Paramount .6,295 
Eddie Kline . First Nat'l 5,000 
Geo. Marshall Universal . . 5,000 
Van Dyke . . . Asso. Ex. . . 6,000 

Horan . . pox 7,000 

David Smith -Vitagraph . 7,000 
. Donald Crist -First Nat'l .7,000 
. Albert Austin Selznick ...6.000 

Wm. Baudine Warners 6.000 

Frank Tuttle -Hodkinson . 8,000 
E. Sedgewick Universal . . 6,000 

Gold -Cos. .7,415 

Lubitsch United Art. 8.800 

Jas. Cruze .-Paramount .7,590 
J. J. Ormont Independent 6,000 

Brabin Goldwyn-Cos.8.000 

Nat Ross ....Universal . 5.000 
. G. V. Baker . Goldwyn . . . 7,000 

Metro 

Sheridan HallGoldwyn . . 7,000 

RicK Hatton. Arrow 5,000 

J. De Grasse .First Nat'l .7.000 

Fleming Paramount .6,000 

Blache Sunset 5,000 

Craft Independent 5,000 

Not Credited . Indep 5,000 

Marshall Universal . . 5,000 



Feature 



NOVEMBER 

Distributor Length 



Star 



Reviewed 



April Showers Harlan-Moore . . . Pref. Pic. 

Bag and Baggage .... All Star Selznick 

Blow Your Own Horn . Lewis- Perdue F. B. O. 

Bright Lights of B'way .All Star Prin. Pic. 

Cameo Kirby Special Cast Fox 

Crooked Alley Special Cast Universal ..4,900 Nov. 24 

Cyclone Jones Williams Aywon S,OW Oct. 27 

Dangerous Maid, The ..C. Talmadge First Nat'l .7,337 Dec. 22 

Eternal Flame ' Bosworth-WindsorGoldwyn ....6,000 Sept. 30 

Flaming Waters Eddie Hearn F. B. O. ..6,000 

Flaming 'Youth Colleen Moore ...First Nat'l ..8,434 Dec 1 

Forgive and Forget .... Pauline Garon ...Apollo 5,877 Nov. 24 

Harbor Lights Tom Moore Asso. Exhib. 5,200 Nov. 10 

Held To Answer Special Cast ....Metro 6,000 

His Children's Children ,A1I Star Paramount ..8,338 Nov. 17 

Huntress C. Moore First Nat'l 7,000 Oct 27 

Jealous Husbands Special Cast ....First Nat.'l .6.000 Dec- IS 

Kentucky Days Dustin Farnum ..Fox 6,008 

Leavenworth Case Special Cast ....Vitagraph ...6,000 Nov. 24 

Light That Failed All Star Paramount ..7,013 Dec. IS 

Little Old New York ..Marion Davies ..Goldwyn . 
Long Live the King ...Jackie Coogan ...Metro ... 
Million to Burn, A ... Herbert RawlinsonUniversal 

Monna Vanna AH Star Fox .... 

On Banks of Wabash ..Special Cast Vitagraph 



. .6350 Nov. 17 

.6,338 

.6,000 Nov. 10 

6700 Nov. 17 

6931 Oct 27 



9,000 Aug. 

. . .19,364 

. . S,O00 Nov. 

. . .8,648 Oct 

. . 7,000 . . . Nov. 



11 



.7,631 Dec. 15 

.6,523 Nov. 3 

.6,338 

.4,800 

.7.080 Jan. 5 

.5.934 Dec. 8 

.5.000 



Other Men's Daughters Grand Asher 

Our Hospitality Keaton Metro 6,220 Dec. 1 

Pleasure Mad Special Cast Metro 7,547 Nov. 24 

Scars of Hate Jack Livingston .Independent 5,000 

Shattered Reputations .. Johnny Walker ..Lee-Brad. ..4,800 Nov. 10 

Shifting Sands .Special Cast Hodkinson ..6,000 Nov. 3 

Spanish Dancer Pola Negri Paramount ..8,434 Oct 20 

Stephen Steps Out D. Fairbanks, Jr. . Paramount .5,652 Dec. 8 

Thundering Dawn Kerrigan-Nilsson . Universal . . 7,000 

Thy Name Is Woman. . Special Cast Metro 9,087 

Tipped Off Special Cast P'goers Pic. 4,284 Nov. 3 

Unseeing Eyes Barrymore-Owen .Goldwjm ...8,500 Nov. 10 

Wanters. The Special Cast First Nat'l ..6,000 Jan. 12 

DECEMBER 

Anna Christie Blanche Sweet . First Nat. 

Acquittal All Star Universal . 

Around the World in 

Speejacks Special Cast .... Paramount 

Beaten Jack Livingston . Ind. Pict. 

Big Brother Thomas Meighan . Paramount 

Big Dan Jones-Nixon Fox 

Bill Red Seal . 

Countrv Kid Barry Warners ...5,686 Nov. 17 

Call of Canyon .... Dix- Wilson Paramount ..6993 Jan. S 

Chastity K. MacDonald . . First Nat'l 6.000 

Cupid's Fireman Charles Jones ...Fox 4,200 Jan. 12 

Dancer of Nile C. Myers F. B. O. ..5,787 Dec 15 

Darling of N. Y Baby Peggy Univ. ......6,239 Nov. 10 

David Copperfield All Star Asso. Ex. ..6,282 Nov. 24 

Defyi.ig Destiny All Star Selznick 5,663 Nov. 24 

Devil's Partner Norman Shearer . Inde. Pict. 

Don't Call It Love ....Special Cast ....Paramount 

Eternal City t4iMarr-Barr3rmors First Nat 

Extra Girl Normand Asso. Ex. 

Eyes of the Forest Tom Mix Fox 

Fashion Row Murray Metro 7,300 Dec 22 

Fashionable Fakers All Star F. B. O. ..4,869 Dec. 15 

Fighting Blade Barthelmess First Nat ..8,000 Nov. 17 

Flaming Passions Irene Rich Warner ....7,500 Dec. 29 

Gold Madneis Post Prin. Pic. ..6,068 Nov. 10 

Her Temoorary Husband Viola Dana First Nat.'l 6,700 

In Search of a Thrill... All Star Metro 5,500 

Lady of Quality Valli-Sills Universal ..8,000 Dec 29 

Let's Go R. Talmadge Truart 6,000 Nov. 17 

Lone Fighter J. B Warner . . . Sunset 5,000 

Loyal Lives Special Cast Vitagraph ...6,000 

Lucretia Lombard Irene Rich Warner 7,500 Dec. 29 

Mail Man All Star F. B. O. ..6,800 Dec. 8 

Man From Brodneys ...Soecial Cast ....Vitagraph ..7,100 Dec. 8 

Man Life Passed By All Star Metro 6,208 Jan. S 

Mask of Lopez Monogram ..5.000 Deft. 1 

Masters of Men Special Cast Vitagraph ...6,900 

Maytime Ford-Shannon ...Preferred ...7,500 Dec. 22 

Modern Matrimony Moore-Lake Select 4,960 Nov. 3 

Near Lady All Star Universal ..4,812 Dec. 

Net, The Special Cast Pox 

Ninety and Nine Special Cast Vitagraph 

Old, Fool, The Special Cast .... Hodkinson 

Poniola Nilsson First Nat. 

Printer'r Devil, The ....Wesley Barry 
Pure Grit Roy Stewart 



4,900. 

.6,457 Jan. 19 

.7,800 Nov. 24 

.5,700 Nov. 10 



.6,135 Jan. 26 

,.6,900 Dec. 30 

.6,147 

..6,500 Dec. 1 

, .Warner 5,000 Feb. 9 

.Universal ..4,571 Jan. 19 



Red Warning J. Hoxie Universal ..4,795 Dec 

Reno All Star Goldwyn ...6.600 Dec 1 

Richard the Lion HeartedBeerv Asso. Auth. 8,000 Nov. 3 

Satin Girl, The All Star Grand Asher 

Second Hand Love Tones Fox 6,000 Nov. 10 

Tiger Rose Lenore Ulrich ...Warner 7.400 Dec IS 

Shattered Faith Special Cast Ind. Pict. . . 5 000 

Six Cylinder Love Truex Fox 7.000 Jan. 12 

Temple of Venus A11 Star Fox 8.000 Nov. 24 

This Freedom All Star ... Pox 7.000 Dec. 22 

Thundergate O. Moore First Nat'l ..6.665 Dec. 29 

To The Ladies Special Cast Paramount ..6,268 Dec 8 



June 7, 1924 



Page 67 



Current Production Chart 



JANUARY 



Feature Star Distributor 

After the Ball Glass-Cooper .... Anderson 

Age of Desire Select Cast First Nat'l 

Black Oxen C. Griffith First Nat'l , 

Boy of Mine Alexander First Nat'l . 

Breaking Into Society . . Special Cast . . . . F. B. O. . 

Broadway Broke . . . All Star Selznick . . . 

Condemned 

Conductor 1492 Johnny Hines ...Warner ... 

Courtship Alyles Standish Chas. Ray Asso. Exhib. 

Danger Ahead Richard TalmadgeGoldstone . 

Eterna City, The La Marr-Lytell . First Nat.'l 

Fool's Awakening Ford-Bennett ...Metro 

Exiles Bouton-Gilbert 

Fiaming Barrriers Logan-Moreno 

Gentle Julia Bessie Love . 

Good Men and Bad .... Marin Sais . 

Governor's Lady Jane Grey . . . 

Grit Glenn Hunter ...Hodkinson 

Half a Dollar Bill Nilsson Metro ..... 

Heart Bandit Viola Dana Metro 

Heritage of the Desert ..Bebe Daniels ....Paramount 

His Mystery Girl .. Rawlinson Universal . 

Hoodman Blind Gladys Hulette..Fox 

Hook luid Ladder .. H. Gibson Universal .. 

Humming Bird ..Gloria Svranson .Paramount . 

In the Spider* Web Special Cast Ind. Pict. 

Judgment of Storm ....Special Cast F. B. O. . 

John Gilbert . . Fox 

All Star Klein 



Length 
.7,000. . 
.5,174 . 
.6,000 ., 
.6,000 . . 
.4,112 . . 
.6,000.. 



Reviewed 
...Jan. 5 



.Jan. 19 

. Jan. 5 

.Jan. 26 

.Dec. 8 



.Fox 
. Paramount 

. Fox 

. Selznick . . 
Fox 



Just Off Broadway 
Lady of Monsoreau 
Let Not Man Put 

Asunder Tellegen-Fred'cJs. . Vitagraph .. 

Love Pirate All Star F. B. O. . 

Love Bandit Doris Kenyon . . . Vitagraph . 

Loving Lies Brent-Blue Asso. Auth. 

Lullaby Jane Novak F. B. O. . 

Marriage Market All Star C. B. C. . . 

Man from Wyoming . J. Hoxie Universal . . 

Mask of Lopez Fred Thomson . . . F. B. O. . 

Mine to Keep Washburn Grand-Asher 

Monkey's Paw Special Cast Selznick ... 

Name the Man Special Cast ....Gold-Cos. .. 

No More Women Bellamy-Moore ..Asso. Auth. 

Not a Drum Was HeardCharles Jones ...Fox 

Old Fool All Star Hodkinson 

Other Men's Daughters .Washburn Gr.-Asher 

Painted People Colleen Moore ...First Nat.'l 

Phantom Justice Special Cast . . . . F. B. O. . 

Prince of a King Dinky Dean Selznick . . . 

Satin Girl All Star Grand-Asher 

Shadow of the East Mayo-Harris ....Fox 

An Star Fox 

Norma Talmadge.lst NatL .. 

Shirley Mason . . Fox 

Mary Alden .... Distinctive . 

Special Cast . . Fox 

The Wildcat . . ." Robert Gordon ..Inde. Pic. . 

Three Days to Live . . . Ora Carew Gerson . . . . 

Three Miles Out Madge Kennedy . Kenma .... 

Three Weeks R-iecia' Cast ....Goldwyn ... 

Thrill Chaser Hoot Gibson .... Universal . 

Through the Dark Colleen Moore ..joldwyn ... 

Toilers of the Sea Special Cast Selznick . . . 

Treasure Canyon J. B Warner . . . Sunset .... 

Trouble Trail Gerber-Hatton . . Arrow 

Westbound J. B Warner . . . Sunset .... 

West of Water Tower . . All star Paramount 

What Three Men Wanted Miss DuPont Inde. Pic. .. 

What Love Will Do ..Ken. McDonald .Sunset 

When Odds are Even . Russell Fox 

Whispered Name . . . All Star Universal . 

Wife in Name Only . . Soecial Cast .... Selznick . . . 

Woman to Woman Betty Compson . Selznick . . . 

You Can't Get Away 

With It Marmont Fox 



6,500 . 
9,000 
5.000 
8,000 , 
.5,763 . 
6,100. 
5.770 . 
5,731. 
3,926 . 
7,669 
5.800 
5,700 
5,000. 
5,741 . 
4,487. 
5,434.. 
.6000 
7,490.. 
5,120 . 
6,329. 
5,544 . 
5,500 . 



.Feb. 2 
.Tan. 12 
.Jan. 12- 



, .Jan. 19 

Feb. 9 

, .Jan. 19 

.Jan. 26 

.Jan. 12 

.Jan. 12 



Jan. 19 
.Feb. 2 
. . Jan. 5 
.Jan. 26 
.Jan. 12 
.Jan. 26 



..Jan. 19 
. . Feb. 2 
.Dec. 29 



Shepherd King 

Song of Love 

South Sea Love 

Steadfast Heart .... 
The Arizona Express 



8,000 . 
.4750. 

5,800 
6,526. 
4,750. 
6,297. 
.4,719 . 
.5,000., 
5,317. 
5,194. 
.7,771 . 
,6,181 . 
4,823 
6,147. 
,5.936 . 
6,000 
,6,238 . 
.6,000 
5,691 . 
.5,874 
8.000 . 
.8,000 . 
.4,168. 
.7,012. 
,8,000 , 
.5,000 



. Dec. 8 
. .Jan. 12 
. .Jan. 19 
. .Jan. 26 
..Jan. 26 
..Feb. 2 



.Dec. 29 
. .Jan. 19 
.Jan. 26 
..Feb. 2 
. Feb. 9 
. . . Jan. 5 
..Feb. 2 



..Feb. 2 
. .Jan. 12 
.Dec. 8 
.Feb. 16 
.Dec. 29 
.Jan. 26 
. . . Jan. 5 
..Jan. 25 



5,700 
8,000. 
5,196 . 
7,999. 
5,128. 
5,000 , 



.Jan. 12 



.Dec. 8 
. .Jan. 19 
. .Jan. 19 



5,000 . 
6,500. 
5,000 
5,000 . 
4,284 . 
5,800 . 
4,868 . 
6,994 . 

6,052. 



.Jan. 19 



.Dec. 8 

. Jan. 26 

.Jan. 26 

. Jan. 26 



.Dec. 15 



FEBRUARY 

Alimony Darmond-Baxter . F. B. O. ..6,917 Feb. 9 

Average Women Garon-PoweU C. C. Burr .6,021 Feb. 23 

Baffled Franklyn Farnum.Inde. He. ..5,000 

Blizzard, The Foreign Cast . . . Fox 5,890 March 8 

Breathless Moment ....Wm. Desmond ..Universal ..5,556 Feb. 16 

Cause For Divorce ....Brunette-Butler ..Selznick ....7,132 Mar. 1 

Chastity Kath. M'Donald .First Nat'l .6,008.. Feb. 16 

Covered Trail J. B Warner ...Sunset 5,000 

Daddies Mae Marsh Warner 6,500 Feb. 23 

Eyes of the Forest Tom Mix Fox 4,408 Feb. 23 

Flaming Barriers Logan-Moreno ...Paramount ..5,770 Feb. 9 

Floodgates Lowell-Russell ..Lowell 6,435 March 8 

Flowing Gold Anna Q. Nilsson .First Nat'l .8,005 March 8 

Gambling Wives Marjorie Daw ....Arrow 6,438 March 8 

Geo. Washington Jr Wesley Barry ...Warner 6,100 Feb. 23 

Great White Way Anita Stewart . . . Gold.-Cos. .10,000 

Happiness Laurette Taylor .Metro 7,700 March 8 

HiU BHy Jack Pickford ... Allied Prod. 5,734 March 8 

Hoosier Schoolmaster ..Special Cast ....Hodkinson 

Innocence Anna Q. NUsson . C. B. C. ..5,920 Feb. 9 

Jack O' Clubs Rawlinson Universal ..4,717 Feb. 16 

Lily of the Alley Edwards- White . . Hepworth 

Love Letters Shirley Mason ..Fox 4,749 March 8 

Love Master Strongheart First Nat'l .6,799 Feb. 2 

Leave It to Jerry Billie Rhodes . . . Grand Asher 5,748 

Ladies to Board Tom Mix Fox 6,112 Feb. 23 

Marry in Haste Wm. Fairbanks . . Goldstone ..5,000 Feb. 23 

Marriage Circle Marie Prevost ...Warner 8,300 Feb. 16 

My Man Famum-Miller ...Vitagraph ..6,800 Feb. 23 

NelUe, Beautiful Model ..AH Star Gold.-Cos. ..6,098 Mar. 22 

Next Comer Special Cast ....Paramount .6,985 Feb. 23 

Night Hawk, The Harry Carey Hodkinson ..5,000 

Nort of Hudson Bay ..Tom Mix Fox 4,973 Mar. 



Painted People Colleen Moore 

Ked Piper Malone .... Thos. Meighan 

Poisoned Paradise Harlan-Bow . . 

Restless Wives All Star 



..First Nafl .6,897 Feb. 

. Paramount . 7,264 Feb. 

..Preferred ...6,800 Mar. 

Burr 6,317 Mai. 



Feature Star 
Ride For Your Life ...Hoot Gibson .. 

Roulette All Star 

Scaramouche All Star 

Second Youth Special Cast . . . 

Shadows of Paris Pola Negri .... 

Slow as Lightning .... Ken. McDonald 

Stranger Special Cast . . . 

Sporting Youth Denny- La PI ante 

Three O 'Clock in Morn. . Binney-Breese .. 

Thy Name is Woman ..AH Star 

Torment Love-Moore . . . . 

Under the Red Robe .... Special Cast . . 

Way of a Man AUene Ray .... 

Week End Husbands . . Special Cast . . . 

Western Feuds Edmund Cobb . 

When A Man's A Man . . Bowers-La Motte 

White Panther Rex Baker 

White Sin Special Cast . . . 

The White Sister Lillian Gish . . . 

Wild Oranges Mayo-Valli 

Yesterday's Wife Irene Rich .... 

ifankee Consul Douglas MacLean 



Distributor Length Reviewed 

.Universal ..5,310 March 8 

.Selznick 4,850 Mar. 1 

.Metro 10,000 Oct. 13 

.Gold.-Cos. .6,673 

.Paramount ..6,440 Mar. 1 

. Sunset 5,000 

.Paramount .6,515 Feb. 16 

.Universal ..6,712 Feb. 16 

.Burr 6,293 Mar. 1 

.Metro 9,087 March 8 

. First Nat.'l 6,0OQ-. 

.Goldwyn ...8,000 Dec. 1 

. Pathe 8,816 Mar. 1 

.Equity 6,450 Mar. 1 

. Arrow 5,000 

.First Nat'l . .6,910 Feb. 16 

.Goldstone ...5,000 Mar. 1 

. F. B. O. ..6,237 March 8 

Metra 12,000 

. Goldwyn . . . 6,837 Feb. 16 

. C. B. C. ..5,847 Feb. 9 

.Asso. Exhib. 6,148 Feb. 23 



MARCH 



.Mar. 23 



. . Principal 
, . Columbia 
, . Metro . . 
.Truart 6,529 



.7,541 Nov. 17 

.4,500 

.6,154... 

.7,280 

.6,000 

.5,421 Mar. IS 



.Mar. 22 



. . First Nat'l Apr. .5 

, . Asso. Exhib 

, .App'd Pict. 6,028 Mar.. 29 

..Fox 5,041 Mar. 16 

..Hepworth Apr. .5 



Arizona Express Special Cast .... Fox 

Beware The Woman Derelys Perdue . F. B. O. 

Blasted Hopes Edmund Cobb . . Arrow . . . 

By Divine Right Dexter-Harris . . . F. B. O. 

Crossed Trails Franklyn Farnumlnd. Pict. 

Damaged Hearts Mary Carr F. B. O. 

Daughters of Today .... P. Ruth Miller . Selznick 

Daring Youths Bebe Daniels . 

Discontented Husbands ..Jas. Kirkwood 
Don't Doubt Y'r HusbandViola Dana . . 
Drums of Jeopardy . . . . E. Hammerstein 

Enchanted Cottage, The Rich. Barthlemess First Nat.'l 

Fair Week Walter Hiers ....Paramount .4,636 

Fighting Coward Ernest Torrence .Paramount Mar. .29 

Fine and Dandy Tom Mix Fox 

Fools Highway Philbin-O'Malley .. Universal ..7,431 

Flapper Wives May Allison .... Selznick 

Flattery Bowers-LaMotte . C. B. C • • • • 

Galloping Ace Jack Hoxie Universal ..4,560 Apnl 12 

Galloping Gallagher Fred Thomson ... F. B. O. ..4,819 April 5 

Galloping Fish 3. Chaplin-FazendaFirst Nat'l . .6,000 Apr.. 5 

Gold Fish C. TaJmadge First Nat'l 

Great White Way Anita Stewart . . . Cosmo Mar. 9 

His Darker Self Lloyd Hamilton .Hodkinson ..5,000 Apr. .5 

Icebound Dix-Wilson Paramount .6,471 

Law Forbids Baby Peggy ...Universal ..6,203 Mar. 15 

Lilies of The Field Griffith-Tearle 

Lone Wolf Dalton-Holt . 

Love's Whirlpool Kirkwood-Lee 

Man's Mate John Gilbert . 

Mrs. Erricker's ReputatiA. Taylor ... 
Nellie, the Beautiful 

Cloak Model Claire Windsor ..Goldwyn Mar. 2 

Night Message All Star Universal ...4,590 April 5 

North of Nevada Fred Thomson . . . F. B. O. ..4,929 

On Time R Talmadge ...Truart 6,030 

Pagan Passions Standing-Theby . Selznick 

Pal O' Mine Irene Rich C B. C • • 

Phantom Horseman Jack Hoxie Universal .4,3199 P'' „ 

Plunderer, The F. Mayo Fox 5,812 Mar. 30 

Sage Brush Gospel Gerber-Hatton ...Arrow 5,000, 

Sheriff of Tombstone . . Fred Thomson . . F. B. O 

Sherlock Junior Buster Keaton ..Metro VWVr> 

Shooting of Dan McGrewLaMarr-Marmont. Metro 6,318 Apnl 19 

Singer Jim McKee Wm. S. Hart Paramount .6,433 Apr. .5 

Society Scandal Gloria Swanson . . Paramount 

Speak No Evil Alma Taylor Hepworth Mar. 22 

Stolen Secrets Rawlinson Universal 

Three Weeks Aileen Pringle ..Goldwryn Mar. 23 

Torment Special Cast First Nat'l Mar. .29 

Try and Get It Washbum-Dove .Hodkinson ..5,770 April 19 

Two Fisted Tenderfoot . Franklyn Farnumlnd Pict. .4,800. 

Vagabond Trail Charles Jones ..Fox 4,302 Mar. 9 

What 3 Men Wanted ... Miss DuPont ...Inde. Pic. .5,200 

Why Get Married Andree Lafayette .Asso. Exhib. 5,0^1 April 12 

Why Men Leave Home . All Star First Nafl 8,000 

Wolf Man John Gilbert Fox 5,145 Feb. 17 

Woman and Her Man . Renee Adoree . . Metro . 

Woman's Secret Mae Marsh Allied P., D. 9,787 Mar.. 29 

Women Who Give Special Cast Metro 

Woman Who Sinned .. Wallace- Rich Fox 6.500 

Yankee Madness Larkin-B. Dov» .F. B. 4,680 April 12 

Yolando Marion Davies . . Gold.-Cos 

APRIL 

Arab, The Terry-Novarro . . Metro 

Beau Brummel John Barrjnnore .Warner April 12 

Beggars on Horseback . . Prevost-Blue .... Principal 

Boy of Flanders Jackie Coogan ..Metro 7,018 Apr. 5 

B 'way After Dark Special Cast ....Warner 

Babbitt Special Cast Warner 

Confidence Man Thomas Meighan .Paramount 

Captain January Baby Peggy .... Principal . 

Crossed Trails Franklin Farnum . Inde. Pic. 

Dawn of A Tomorrow . .Jacqueline Logan . Paramount 

Dancing Cheat Rawlinson-Lake 

Excitement Laura La Plante 

Girl Shy Harold Lloyd , 

Girl of the Limberlost . . Gloria Grey . . , 

His Forgotten Wife Madge Bellamy , 

King of Wild Horses . . Special Cast . . 

Listen Lester Faz.-Novak-MyersPrincipal 

Marriage Cheat Maiv-Joy-Menjou . First Nat'l 

Masked Dancer Chadwick- Lowell . Sher.-Prindpal 

^iami Betty Compson 

Mile. Midnight Murray-Blue 

Lord's Referee Charles .'ones 

Peter The Great Emil Jannines 



.6,000 



.6,010 Apr.. 5 

Universal 
.Univesal . 

.Pathe 7,600 , 

. F. B. O 

. F. B. O. ..6,500 April 19 

.Pathe 4,611 April S 

" 6,000 



, . .4.913 April 19 

.April 12 



.5,000. 



. . Hodkinson 
. .Metro 

..Fox 5,000. 

. . Paramount 



Page 68 



Exhibitors Trade Review 



Current Production Chart 



. Hepworth 

.J. Parker Read April 27 

. Selznick 6,240 

.GolA-Coa. ..6,169 April 19 

.P. B. O 

. First Nat'l 

.Asso. Exhib 

. Paramount 

.First Nat'l 

.C B. C 

.Goldwyn April 20 

. Hodkinson . 5,000. 

. First Nat'l 

. Selznick . . . 5,990 



. Hodkinson 
. Hepworth . 
. Hodkinson 
. . Fox 



.6,000 



.5,000 . 



, .5,437 April 19 



Pipes of Pan Alma Taylor . . . 

Recoil Betty Blythe . . . 

Right of the Strongest . E. K. Lincoln . . 

Second Youth Special Cast . . . 

Silent Stranger Fred Thomson . . 

Son of the Sahara All Star 

Souvenir Ayres-Marmont 

Triumph Joy- La Rocque . 

Those Who Dance Special Cast . . . 

Traffic in Hearts (Not mentioned) 

True As Steel Aileen Pringle . 

Wandering Husbands . . Lee-Kirkwood .. 

Woman on the Jury Special Cast . . . 

$20 a Week George Arliss . , . 

MAY 

Amazing Guest All Star Hepworth . . . , 

Breaking Point Nita Naldi Paramount . . , 

Bluff Ayres-Moreno . . Paramount . . . 

B'way After Dark Special Cast Warner 

Cytherea Stone-Rubens .... Universal .... 

Clay of C'lina Rawlinson Ind. Pic .... 

Desperate Advenure .... Franklyn Farnum First National 

For Sale Corrine Griffith . . Hodkinson . . . 

Hold Your Breath Special Cast .... Hodkinson 

How to Educate a Wife. Special Cast ....Warner 
Lightning Rider, The . . Harry Carey . . 
John Forrest Finds H's'lf Edwards- White 
Lightening Rider, The . Harry Carey . , 

Lone Chance, The John Gilbert . 

Moral Sinners Dorothy Dalton .Paramount 

Men Pola Negri Paramount 

Missing Daughters Special Cast .... Selznick 

One Night in Rome . . . . Laurette Taylor .Metro 

Perfect Flapper, The ...CoUeen Moore ...First Nat.'l 

Rejected Woman, The . Rubens-Nagel . . . Gold.-Cos April 19 

Right of the Strongest . E. K. Lincoln . . Selznick . . . 6,240 

Riders Up Universal . . 5,000 

Robinson Crusoe, Jr. ...Jackie Coogan ...Metro 

Storm Daughter, The ..Special Cast Universal ..5,303 April 19 

Trouble Shooter, The ..Tom Mix Fox 

Untamed Youth F. B. O 

What Shall I Do? Dorothy Mackaill Hodkinson 

Virtuous Liars M. Costello Vitagraph . 

What Shall I Do? Dorothy Mackaill .Hodkinson 

White Moth LaMarr-Tearle . . . First Nat'l 

White Shadows Betty Compson . Selznick 

Woman Who Sinned F. B. O 

JUNE 

Another Scandal Lois Wilson ....Hodkinson 

Babbit Special Cast 

Back Trail, The Jack Hoxie Universal 

Bedroom Window, The .All Star Fam. Players 

Calibre Forty-Five Franklyn Farnum I nde. Pict .... cial Cast .... 

Code of the Sea All Star Fam. Players 6,038 

Fools in the Dark George O'Hara . . F. B. O 

For Sale All Star First Nat.'l 

Guilty On?, The Ayres Fam Players 5,365 

Her Own Free Will . . . .Helene Chadwick . Hodkinson 

Helen's Babies Baby Pegey .... Principal 

Husbands and Lovers ..Florence Vidor ..First Nat.'l 

Mist in the Valley Ames-Dennes . . . Hepworth 

Montmartre Poll Negri Fam. Players 6,715 

Never Say Die Douglas McLean .Asso. Exhib 

Not One to Spare Hodkinson .4,500 

Passionate Adventurer . Alice Joyce Selznick 

Ragged Messenger First Nat'l 

Ridgeway Montana ... .Jack Hoxie Universal 

Self Made Failure, The.. Ben Alexander .First Nat.'l 

Sundown All Star First Nat'l 

Tiger Lover Taylor-Moreno ...Fam. Players 5,328 

Tiger Thompson Harry Carey ....Hodkinson 

Those Who Dance Special Cast .... First National 

Traffic in Hearts John Bowers C. B. C , 

Which Shall It Be? Ethel Wales Hodkinson April 19 

Short Subject Releases 



.5,800 April 19 

.5000 



Title 

An Ideal Farm 

April Fool 

A Trip to the Pole 

Bie Moments from Little Pic, 

Birds of Passage 

Black Oxfords 

Bottle Babies 

Brothers Under the Chin . . . . 

Commencement Day 

Dirty Little Halt-Breed 

Don't Forget 

Flickering Youth 

Fields of Glory 

Fishln' Fever 

Friend Husband 

Gateway to the West 

Get Busy 

Hard Knocks 

High Brow Stuff 

Hit The High Spots 

Homeless Pups 

Hunters Bold 

If Noah Lived "Today 

King of Wild Horses 

Love's Detour 

Near Dublin 

North of Fifty-Fifty 

One At a Time 



PAT HE 

Series 

Aesop Fable 2 

Roach 2 

Aesop Fable 1 

Will Rogers 2, 

3 



Mack Sennett 2 

Spat Family 2, 

Stan Laurel 2 

Our Gang 2 

Frontier Series 2 

Charles Chase 1 

Mack Sennett 2 

"Sportlightf • 1 

Sportllnght 1 

PoUardi 2 

Chronicles 3 

Roach) 1 

Charles Chase 1 

WUl Rogers 2 

Spat Family 2 

Aesop Fables 2 

Spat Family 2 

Terry Cartoon 1 

Murphy-Barry 5, 

Charles Chase 2 

Rioaidh 2, 

Dippy Do Dad 1 

Roach 1 



Release Date 

500 April 27 

,000 April 20 

500 May 18 

OOO Mar. 30 

.000 

000 May 18 

000 May 18 

,000 April 13 

OOO May 4 

,000 Mar. 30 

000 Mar. 23 

,000 April 27 

0001 Mar. 23 

,000 May 18 

000 April 5 

,000 April 20 

000 April 27 

,000 April 6 

OOO April 27 

000 April 20 

,500 May 4 

000 Mar. 23 

,000 April 13 

000 April 13 

,000 Mar. 23 

000 May 11 

000 May 11 

OOO April 20 



Short Subject Releases 



Our Little Nell "Dippy Doo Dad" 1,000 April 13 

Out of the Storm Leatherstocking 2,000 May 1 1 

Paleface Law Leatherstocking 2,000 April 13 

Publicity's Pays Roach 1,000 May 4 

Ransom Leatherstocking 2,000 April 20 

Rivenoak's Revenge Leatherstocking 2,000 May 4 

Running WUd 1,000 April 5 

Seeing Things 2,000 April 5 

Shanghaied Lovers Langdon 2,000 Mar. 30 

Sporting Speed Sportlight 1,000 May 4 

Sun and Snow Sportlight 1,000 April 20 

The Betrayal Leatherstocking 2,000 April 27 

The Champion Terry Cartoon 1,000 Mar. 29 

The Fraidy Cat Charles Chase 1,000 Mar. 30 

The Guest Nigh Smith 1,000 April 27 

The Hollywood Kid Mack Sennett 2,000 April 20 

The Jealous Fisherman Aesop Fable 2,500 May 18 

The Medicine Hat Frontier Series 2,000 April 13 

The Panther Leatherstocking 2,000 May 18 

The Pilgrims Chronicles 3,000 May 18 

The Swift and Strong 1,000 April 5 

Way of a Man Serial Chapter IS 2,000 Mar. 23 

When Winter Comes Aesop Fables 2,500 May 11 

Wolfe and Montcalm The Last Stand «£ Pod Man Mar. 22 

EDUCATIONAL 

A Tiny Tour of U. S. A Hodge-Podge 1,000. 

Air Pockets Mermaid Comedy 2,000 . 

Cornfed Christie Comedy 2,000 . 

Dandy Lions Neal Burns 2,000. 

Flowers of Hate WUdemess Tales 1,000. 

Fold Up Bowes-Vance 1,000. 



.May 18 
May 25 
, May 
April 
.May 
April 



4 

20 
II 
27 
4 
11 
20 
25 
23 
27 
11 
23 
18 
27 
13 
23 
18 
11 
23 
25 
23 
6 
25 

la. 

27 
20 



Fun Shop Fun Shop 1,000 May 

Going Fast Hamilton Comedy 2,000 May 

Heart Throbs Sing Them Again 1,000 April 

Junior Partner Juvenile Comedy 2,000 May 

Jumping Jacks Hodge Podge 1,000 Mar. 

Killing Time Lloyd Hamilton 2,000 Mar. 

Lady Bird, The Secrets of Life 1,000 May 

Lang Aga sing Them Again 1,000 Mar. 

Lost Chords Sing Them Again 1,000 May 

Lon Some Llovd Hamilton 2,000 Mar. 

Midnight Blues Lige Conley 2,000 April 

Misfit, The Clyde Cook 2,000 Mar. 

Nerve Tonic .Christie Comedy 2,000 May 

Out Bound Cameo Comedy 1,000 May 

Plastigrams Third Dimension 1,000 Mar. 

Powder Marks Cameo Comedy 1,000 May 

Reno or Bust Bobby Vernon 2,000 Mar. 

Safe and Sane Jimmie Adams 2,000 April 

The Fly i,fl00 Mar. 

The Bonehead Tuxedo Comedy 2,000 May 

There He Goes Lige Conley 2,000 April 

Trader Keeps Moving Wilderness Tales 1,000 April 

UNIVERSAL 

Checking Out Chap. 5 "Fast Express" 2,000 April 

Cipher Message Chap. 6 "Fast Express" 2,000 April 

Cry Baby, The Universal Comedy 1,000 

Bandit Raiders Chap. 7 "Fast Express" 2,000 April 

Big Boy Blue Leather Pusher 2,000 Mar. 

Face to Face Chapter 15 "Ghost City" 2,000 Mar. 

Facing the Crisis Chap. 1 "Fast Express" 2,000 Mar. 

Flames of Vengeance Chapter 14 "Ghost City" 2,000 Mar. 

Green Grocers Slim Summerville 1,000 April 

Haunted House Chap. 4 "Fast Express" 2,000 Mar. 

Hit 'em Hard Earle-McCoy 2.000 April 

Iron Man, The Universal Serial 2,-000 

Keep Healthy Slim Summerville-Dunn .1,000 Mar. 

Lost Control Century Comedy 2,000 July 2 

Marry When Young Neely Edwards 2,000 

Miscarried Plan 2,000 Feb. 2 

Nobodv to Love Roach-Edwards 1,000 Mar. 17 

One Wet Night Neely Edwards 1,000 April 14 

Perils of the City Neely Edwards 1,000 April 7 

Politics Slim Summerville 1,000 ..April 28 

Pretty Plungers Gentry Follies Girls 2,000 April 23 

Unknown BoyI (not mentioned) 2,000 Mar. 26 

Racine Kid Buddy Messinger 2,000 April 16 

Ship Ahoy Slim SumerviUe- Dunn .1,000 Mar 24 

Should Poker Players Marry .Roach-Edwards 1,000 Mar. 3 

Society Sensation 2,000 ..... .Mar. 1 

Sons-in-Law Jack Earle-McCoy 2,000 Mar. 5 

Spring of 1964 Harry Sweet and Pal ..2,000 April 9 

Svring Bad the Sailor Billy Sullivan 2,000 Mar. 8 

Tempest Codv Turns the TablesTwo-Reel Feature 2,000 July 5 

That Orientaf Game Pal the Dog 2,000 Mar. 12 

Tough Tenderfoot 2,000 Feb. 22 

Vanishing Diamonds Chap. 2 "Fast Express" 2,000 Mar. 17 

Western Skies Jack Mower 2,000 

Woman of Mystery Chap. 3 "Fast Express" 2,000 Mar 24 

Young Tenderfoot Buddy Messinger 2,000 Mar. 19 

FOX 

A New England Farm Educational 1,000 Mar. 30 

Be Yourself Al. St. John 2,000 Feb. 10 

Etiquette Sunshine 2,000 Feb. 24 

Feathered Fisherman Educational 1,000 Mar. 16 

He's My Pal Imperial 2,000 April 6 

On the Job Animal comedy 2,000 Mar. 9 

Rivers of Song Educational 1,000 Mar. 2 

Sculptors of Paradise Educational 1,000 Feb. 17 

Slippery Decks Educational 1,000 April 13 

The Cowboys Imperial 2,000 Feb. 10 

The Jazz Weekly Sunshine 2,000 Mar. 21 

The WeakUng Sunshine 2,000 Feb. 10 

CENTURY 

A Lofty Marriage Earle-Murdock 2,000 April 15 

Checking Out "Pal" 1,000 April 12 

Hit Him Hard Earle-McCoy 1,000 April 12 

Preety Plungers Cent. Follies Girls 1,000 April 12 

The Racing Kid Buddy Messenger 2,000 April 12 



June 7, 1924 



Page 69 




THE NEW JOHNSON & MOSES STATEN ISLAND, N. Y., PLAYHOUSE APPROPRIATELY CALLED THE "RITZ." 

New Picture Theatre for Staten Island 

Johnson and Moses Theatrical Company, Operators, Dedicate Their 'Ritz 
Theatre' Having Two Thousand Capacity 



THE new Ritz Theatre recently opened 
is the largest, as well as the finest in 
Staten Island. It accommodates more 
than 2,000 persons. The entertainment policy 
will be the same as that which is followed 
at their Liberty Theatre — vaudeville and fea- 
ture pictures. 

The opening program included many fea- 
tures besides the customary entertainment — 
especially addresses by distinguished men and 
women in the community life of Staten Isl- 
and. 

The Ritz Theatre is a new departure in 
modern theatre design, executed in Italian 
Renaissance. The facades are of glazed 
terra cotta and impervious pressed brick, en- 
riched with classic pilasters. They support 
a well proportioned and attractive terra 
icotta frieze, the center portion of which 
is carried up forming a pediment with a 
classic panel. This portrays Apollo and the 
Nine Muses, executed in rich scraffito. 

The inferior is of the Adams style of ar- 
chitecture, most attractively rendered with 
rich paneled side walls and Tapestry panels 
extending to cornice. The ceiling, beauti- 
fully paneled, gracefully splays to a large 
dome, fifty feet in diameter, enriched with 
ornaments and provided at the base with an 
ornamental cove containing a concealed 
lighting system in which two thousand elec- 
tric lights are used. 

The proscenium arch, fifty feet in width, 
is in ornamental plaster. In the center is 
a large cartouche. On each side of the 



proscenium arch are two tiers of boxes, 
placed on a rake insuring perfect vision of 
the stage. An ornamental arch is extended 
over the boxes, providing for a large or- 
gan chamber on each side of the proscenium. 

On the mezzanine floor is a large lounge, 
paneled and having a groined ceiling On one 
side is an attractive fire place with cast 
stone mantel piece. Directly in the tenter 
of the lounge is a large well hole surrounded 
with balustrade of classic design. 

'T'HE balcony is entered directly from the 
mezzanine through vomitories on either 
side. The first five rows of the balcony are 
arranged for leges, beautifully carpeted, and 
equipped with tapestry upholstered seats. 
The ladies' parlor and men's smoking room 
are on the mezzanine floor. 

The lobby, which is of generous dimen- 
sions, is provided with Tino's marble wains- 
coting with light colored Italian marble, 
paneled side walls above extending to the 
ceiling with marble pilasters and classic capi- 
tols. The ceiling is ornamental plaster with 
deep panels or coffers enriched with orna- 
mental mouldings. On either side of the 
lobby, also at each end of the mezzanine, 
are large mirror panels in metal settings. 

The stairs throughout the building, are of 
Italian marble with marble and ornamental 
iron railings. 

The main chandelier is ten feet in di- 
ameter, of solid crystal. ^This toegther with 
the main dome is lighted in four colors. 
Eafch color being controlled with a separate 



set of dimmers so that the building can be 
lighted in any color, starting with a very 
dim light and gradually growing into a most 
brilliant lighting effect, or, if desired, a com- 
bination of colors can be used. 

The building is provided with one of the 
largest and best pipe organs furnished by the 
Skinner Organ Company. 

Marble drinking fountains are throughout 
the building and every convenience for the 
comfort of the patrons has been carefully 
provided. 

The building is absolutely fireproof 
throughout and is provided with every mod- 
ern fire appliance including stand' pipes, 
sprinklers and portable fire equipment. 

'T'HE stage is equipped for any kind of a 
production. On the left side a three story 
extension is provided in which there are 
twenty dressing rooms and large chorus 
room. 

The building is heated with a blower sys- 
tem of steam heat, insuring a generous sup- 
ply of clean, warm, fresh air. I^ is ven- 
tilated by two exhaust fans, eight feet in 
diameter, placed well above the ceiling line 
of the auditorium. These draw the air 
through perforated panels in the ceiling, and 
insure constant circulation. 

No expense has been spared by the own- 
ers to make the Ritz Theatre one of the 
best and most attractive in the Citv of New 
York. 



Page 70 



Exhibitors Trade Review 




ORGANIST ALBERT F. BROWN REPLACING TEN PIECE ORCHESTRA 

Organist Recalled By Petition 
Of Theatre Patrons 



WHEN Albert F. Brown left Long Island 
" for a Southern tour, the patrons of the 
Forest Hills Theatre, Forest Hills, Long 
Island, found that the attractions at the se- 
lect community playhouse lost much of their 
charm. 

Not to be deprived of the pleasure added 
to pictures by proper musical presentation, 
a petition signed by hundreds of residents 
of the exclusive colony demanded the prompt 
recall of the popular musician. Such a sum- 
mons must be obeyed, so the brilliant young 
musician is again seated at the organ console. 

Forest Hills, Long Island, is considered one 
of the finest residential communities in the 
East, and the Forest Hills Theatre is quite 
in keeping with the rest of the settlement. 
It is _ a magnificent structure, catering to its 
discriminating patronage with exclusively 
photoplay entertainment. 

Mr. Brown, as chief organist has added 
much to the programs with his consistent and 
novel presentations. He is a believer in 
absolute musical synchronization for films, 
and his patrons approve his policy. 

During twelve years Mr. Brown has been 
prominent in procuring better music for mo- 
tion pictures, and his experience covers all 
classes of show-houses from the obsolete 
nickelodeon to Poll's Million Dollar Majestic 
Theatre, Bridgeport, Connecticut. Mr. 
Brown was associated with N. C. Lund, man- 
ager of Poll's for many years. 

The Forest Hills organ was speciallv built 
for the theatre by the Smith Unit Organ 
Company. It has seventeen ranks of pipes, 
unified, and placed in six large chambers, 
and an echo_ organ in the ceiling, tjne hun- 
dred and sixty-six stop keys on the four 
manual console help to make this instrument 
one of the finest organs in the countr}'. 
* * * 

ILLUMINATION AND SCREEN 

The Eastman Kodak Company of Roch- 
ester, N. Y.. comes to the fore with a 
booklet on "The Afotion Picture Theatre. 
Its Interior Illumination and the Selection 
of the Screen," whith is as incisive and 



edifying a document as one could conceive 
on the subject. The book has been written 
for Motion Theatre Owners and Alana- 
gers, and it were a pity for any executive 
m the trade not to avail himself of the 
opportunity to obtain this little pamphlet. 

* * 5k 

STANLEY COMPAxNY ACTIVITIES 

"The Stanley Company of America has 
opened offices at the Palace Theatre Build- 
ing, New York, which are now being fitted 
up and which is the first step in an ambitious 
plan of becoming a national organization 
along the lines of Loew, Inc. Negotiations 
are now on for the purchase of two groups 
of theatres, one of them in Chicago'ferritory. 
It is also reported that negotiations were re- 
cently carried on for the purchase of the 
Fay houses but that these negotiations have 
been practically abandoned. The activities of 
the New York Stanley offices will not in- 
clude the booking of pictures. 

"Several years ago the Stanley Company 
attempted an elaborate plan to make its book- 
ing activities nation wide. Offices were 
opened in New York in charge of Bill Heen- 
on. Considerable opposition, however, de- 
veloped to the scheme and the plan died 
a-borning. Recently the directors of the 
Stanley Company revived the expansion idea 
along the lines of acquiring theatres in other 
territories and the opening of the New York 
offices in charge of John ]^IcGuirk and Abe 
Sablosky is the first step in that direction." 



WHITE LIGHT CONVERTING 

Another valuable pamphlet handsomely 
arranged, is the brochure on Light for Mo- 
tion Pictures Projection published by The 
Wagner Electric Manufacturing Company 
of Saint Louis. It is called Bulletin, num- 
ber 130 and gives pertinent facts and sug- 
gestions regarding all phases of interior 
lighting, current variations, white h'ght 
converters and other points. Diagrams and 
photographs of equipment accompany the 
descriptions. ' 



About Theatres — 
New and Old 



The Rex Theatre at Pond Creek, Okla., 
reports that business is very good. This 
theatre has been erected only a very short 

* * * 

William Mcllhern has opened his new Gar- 
den Theatre at Wichita Falls, Texas. 

* * * 

Dave Morrison is the live wire manager 
of the Rex Theatre at Greeley, Colorado. 
This is one of the finest motion picture thea- 
tres in this part of the State. 

* * * 

B. Morgan has taken over the active man- 
agement of the Yale and Morgan theatres at 
Henryetta, Okla. 

* * * 

Mrs. Richard Houston has leased the 
Pastime Theatre, at Gage, Okla. 

* * * 

The People's Theatre at Spickard, Mo., 
has been purchased by Silver & Son of 
Princeton, Mo., from Ira D. Cooley. The 
Orpheum Theatre at Parsons, Kas., has been 
opened by C. A. Smith of Chanute, Kas. 

* * * 

The remodeling and redecorating of the 
Roanoke Theatre, a suburban house of Kan- 
sas City, has been completed. The seating 
capacity has been increased from 550 to 800. 
the front has been remodeled and a mar- 
quise built on. The lighting system also has 
been improved and a large foyer added to 
take care of overflow patronage. Lloyd Len- 
hart is manager. 

* * * 

Closing an option which he held on the 
stock of Saul S. Harris in Arkansas Enter- 
prises, Inc., Ike Kempner comes into local 
control of the Kempner, Gem and Rialto 
Theatres at Little Rock, Ark. No plans 
announced as to management, or policies 
to be pursued. 

* * * 

The Palace and Jefferson Theatres at 
Dallas, Texas, have installed new Powers 

Projectors recently. 

* * * 

Effective at once, H. C. Houston, former 
owner of the Gem Theatre, Sherman, Texas, 
has purchased the Gem at Houston, Texas, 
and also the Travis from the L. L. Dent, 
Inc., interests. 

* * * 

The Hamley Theatre at El Rino, Okla.. 
was opened for business last week. 

V- * * 

J. D. Lindbej', owner of the B. & R. Lind- 
sey Theatre at Lubbock, Texas, announces 
that he will build a new theatre at Lubbock 
in the near future. 

sf: * * 

J. B. Elliott has been appointed manager 
of the Elks Theatre at Port Arthur, Texas. 
» * * 

^Manager Harper of the Leopard Street 
Theatre at Corpus Christie Theatre, Texas, 
has recently completed an airdome adjoining 
the play house, with a combined seating ca- 
pacity of 1,800, and will conduct the two un- 
der the name of Leopold Street Theatre ana 
Airdome. 

J. P. Pittman will remodel a building at 
Port Arthur, Texas, in near future, as a 
moving picture theatre. Among the features 
will be a pipe organ, special coojing system 
and latest tvpes of projectors and screens. 

* * * 

The New Theatre at Little Rock, Ark., has 
purchased a S4,000 Photo-player and the 
Yale Theatre at Cleburne. Texas, a S6,7S0 
instrument, through the J. D. Wheelan Organ 
Company of Dallas, Texas. 



June 7, 1924 



Page 71 




ATMOSPHERIC 'BEAU BRUMMEL' PROLOGUE 
^hen Warner Brothers' screen classic "Beau Brummel" played the Brooklyn Mark Strand Theatre 
Manager Edward L. Hyman arranged a unique prologue wliich coherently carried out the atmosphere. 



Prologue of Atmosphere and Beauty to 'Beau 
Brummel' at Brooklyn Mark Strand 



The Modern Operator 
On Fire Traps 

THE old adage that familiarity breeds 
contempt would seem to hold true reg-ard- 
ing the attitude taken by some operators 
toward the danger of fire. 

Film traps on fire boxes, if neglected, are 
capable of doing much more damage to film 
than any other part of the outfit. 

Many times in the course of a tour I 
find operators who do not seem to place 
much importance on the proper care of them. 
One of the most serious faults is that care 
is not taken to see that they are in line with 
the sprqcket. 

It is courting trouble to take for granted 
the fact of the makers having seen to it, 
for many a new rnachine is installed with 
the film traps considerably out of line. 

Quite recently I took a look over a brand 
new machine, and found the traps quite 
three-eighths of an inch out. So the oper- 
ator who is in the habit of taking things 
for granted will sooner or later strike trouble 
in this direction. 

I remember an instance where, in a coun- 
try town, I found that new sprockets were 
required. I ordered them, and on my re- 
turn trip called to see if the work had been 
carried out properly. The operator replied 
to my query that he had prevailed upon 
his manager to purchase a new machine, 
and have done with all trouble. Had I not 
taken a look over the machine, he would 
have had serious trouble the very first night, 
for the traps were three-eighths of an inch 
out. He was intensely surprised, and told 
me he would never have troubled to look 
for faults on a brand new machine. 

The only way they can be adjusted is to 
drill fresh holes, or slot the old one, so as 
the traps can be moved over. The spools 
are very often out of line with the traps, 
but can be easily lined up by moving them 
back or forward, or by placing a washer 
behind or in front of the spool. 

Spools out of line are the cause of_ the 
traps being cut in on the sides, and at times 
cut right through. When only cut in, they 
can be filled out, but always make sure the 
rollers are taken out before you commence 
filing. If you file while the rollers are in, 
you take the risk — and a serious one — of 
making the roller rough. 

Some traps are by no means perfectly 
constructed. I have seen rollers below the 
level of the trap. The film, in such cases 
must rub on the channel, and naturally be- 
comes scratched. Another cause of films 
rubbing is a spool that is bent, or one with 
too large a centre. Such a spool allows the 
film to rub against the edge of the trap, 
and naturally it cuts in on the sides. 

So, seeing that the fire box and the film 
trap are both essential for the safety of all 
concerned, care should be taken to see that 
such an effective safety device is not al- 
lowed to interfere with proper projection. 
* * * 

PRESS SHEET FOR NOVELTIES 

The Weshner-Davidson Company of 
New York, which has as its business slo- 
gan, "The Novelty Clearing House for the 
Motion Picture Industry," issues a press 
sheet somewhat similar to those published 
by the press departments of the produc- 
ing companies. The sheet is called a Nov- 
elty Exploitation Bulletin and contains de- 
scriptions and cuts of the various nickna,cks 
handled by the concern. One accustomed 
to perusing regular motion picture press 
sheets will find a striking similarity in the 
way this one is gotten up, though adapted 
to the requirements of exploiting novelties 
instead of exploiting pictures. 



iVTANAGING DIRECTOR EDWARD 
J"-*- L. HYMAN of the Brooklyn Mark 
Strand staged an efifective atmospheric 
prologue to "Beau Brummel," the Warner 
Brothers' Classic of the Screen, starrmg 
John Barrymore, during its showing there. 
This was the only musical presentation on 
the program, with the exception of the 
musical score for the photoplay. 

The prologue employed a contralto cos- 
tumed in the wedding robes of Mary Astor 
as she appears in the picture; a tenor 
dressed as John Barrymore as a Captain 
of the Tenth Hussars, and five members of 
the ballet in dresses of the period. The 
setting consisted of an old English Gar- 
den back drop with a set house to one side 
and a set fountain to the left, resembling 
greatly the garden in the picture. 

The selections for the prologue included 
Friedman's "Liebestraum," played by the 
orchestra as an overture (brief) and then 
the tenor singing the same number. This 
was followed by a polka danced by the bal- 
let to music from "When Knighthood Was 
in Flower," and the prologue with "O 
Promise Me" as a duet by tenor and con- 
tralto. A scrim was over the production 
stage upon which the film was thrown be- 
fore the motion picture screen was lowered. 

The lighting for the overture-opening 
consisted of two deep violet Mestrum floods 
on the musicians from the dome. Entrance 
spots from either side, of magenta arc 
green, crossed on the fabric canopy above 
the musicians. Red coves, and blue inside 
strips ; green foots. When the gold draw 
curtains parted for the first song lights for 
the set included green and deep blue open 
box lamps flooding the whole ; two orange 
bridge spots, one for the fountain and other 
for the singer ; a combination of two am- 
ber, two orange, two magenta and two 
green side spots to augment the other 
lights. Two overhead light blue spots were 
also used during the dance. 

To accommodate its constantly increas- 
ing supply of drops, sets, stage properties 
and lighting accessories, the Brooklyn 



Mark Strand Theatre has purchased ground 
adjoining the theatre in the rear and has 
built a structure large enough to store it all 
for some time to come. This scene dock 
is systemitized in such a way as to greatly 
facilitate the handling of all properties neces- 
sary. On the average of five scene changes 
are made weekly by Managing Director Ed- 
ward L. Hyman, in the course of the two- 
hour photoplay and musical program. 
* ^ * 

ORGAN MUSIC BROADCASTED 

The Cameo Theatre, Pittsburgh, which is 
operated by the Universal Film Company, 
has gained considerable attention in the 
smoky city and its environs by sending or- 
g-an music over the air route. 

Every Friday evening from 6:15 to 7:15 
p. M., Daylight Saving Time, Organist Paul 
E. Fleeger broadcasts from station KDKA. 
His programs are well diversified and finely 
rendered, and the weekly organ concerts are 
growing constantly in popularity with the 
radio fans. 

PERKINS ELECTRIC MOVES 

Perkins Electric Limited moved their 
Toronto offices on May i. The old address 
was 11 Temperance Street, and the new one 
is 21 East Dundas Street, Toronto. 

The new location is much more spacious. 
The store is situated on the ground floor 
of the building in which most of the film 
exchanges are located. 

As the machine shop is much larger and 
new equipment is being -added, a larger vol- 
ume of repair work may be handled with 
greater facility than formerly. 

^ 4: ^ 

NEW THEATRE CORPORATION 

David Sommers, E. S. Straus, L. Acker- 
man, E. A. Frendregen, Sam Kopler, Sam 
Lewis and Lambert Walther, have incor- 
porated the Metropolitan Theatre Corpora- 
tion with a capital of $600,000. 

The company will build William Gold- 
man's big theatre, work on which has already 
been started. 



Page 72 



Exhibitors Trade Review 



The Film Track is 
Important 

This week let me deal with one of the 
most important parts of the projector, the 
film track. There are many thmgs connected 
with it that the operator must look to 
before he can say with safety that it is "m 
order." 

We will start from the top of the tire- 
box. First be sure to see that the film track 
on the fire-box is in exact line with the top 
sprocket. Important as the other things 
connected with the film track are, they CAN- 
NOT be right unless it is in line. Then 
come the rollers. See that they revolve 
freely, and not in too tight or too loose con- 
tact with the film, as either fault will surely 
damage the film. All rollers should be ad- 
justed about two thicknesses of film away 
from the sprocket, or so that they may be 
turned around by the weight of the finger. 

All sprockets should be examined fre- 
quently, so that "hooked" or worn teeth are 
not allowed to remain. At times sprockets 
are not too far gone to reverse them, but 
if very badly worn, the only way out is to 
procure new ones without delay. 

* * * 

DON'T DO IT! 

DON'T fail to regularly examine the film 
track, such as sprockets, gate runners and 
rollers, especially the film tracks on fire 
boxes. 

DON'T smoke or allow smoking in the 
operating box or rewinding' room. There 
has been many a serious accident caused by 
this practice. 

DON'T fail to keep all fi.m not in use 
out of the operating box. Keep it in trunks 
OUTSIDE. 

DON'T start machines suddenly by motor. 
Always commence slowly by hand before 
switching on the power. 

DON'T fail to constantly examine the 
film, and watch for scratches, or raised and 
broken sprockets. Examine it as it leaves 
the top box, and as it leaves the bottom 
sprockets. If damage is noticed after leav- 
ing bottom sprocket, and it is not on the 
film before the top sprocket, you will know 
that YOU are doing the damage. Stop at 



once, and rectify. This would prevent many 
thousands of feet being damaged. 

DON'T use sugar bags for switching. 

DON'T allow switch boy to carry films 
uncovered. 

DON'T blame the show you are switch- 
ing with for damage YOU have done. 

DON'T allow any other person to break 
up your program. You should know in what 
condition you are returning it. 

DON'T fail to place all spacing, parts and 
ends on the RIGHT reels when breaking 
up. 



CLASSIFIED AD 
DEPARTMENT 

Rates, 2 cents a word. Cash with copy 



CAMERA EXCHANGE 

Klotion Pictures made to order. Commercial, Home 
or Industrial. We have excelleat facilities, and the 
best cameramen. Our price 20c per foot. Ruby 
Film Company. 727 Seventh Avenue, New York. 
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 Citv 

A NO. 1 ORGANIST 

Available excellent library twelve years' experi- 
ence playing pictures. Good references wire or 
vyrite. Organist, 8021 Melrose Ave., Cleveland, 
Ohio. 

FOR SALE 

Completely equipped theatre live town drawing 
3500 population. Address Playhouse, Randleman, 
No. Carolina. 





Radio- -Mat 




1 


r 1 






90 BADIO-kATS 






fEm, IMEEB or GBBSai.. 






fl.SO 




i 


4t jronr Sealtr*- ^ 












isiHt STATfOHERY OF THE Screen 





National 

Projector Carbons 

throw on the screen 
all that is in 
the picture. 

Pictures in light — these are your stock in trade. 
The best film in the world is only as good as the 
light you project through it to the screen. Na- 
tional Projector Carbons produce a light that is 
steady, brilliant, and gives the film its full value. 

Use National Carbons 

National Carbon Co., Inc., Cleveland, Ohio ; San Francisco, Cal. 

Canadian National Carbon Co., Limited. Factory and Offices: Toronto, Ontario 



WANT 
ADS 
FILL 

WANTS 



BOOK "MAKING MOVIES" 

It's an on and off stage exhibiton of movie 
studio life, action and detaoL 

YOUR THEATRE A BEE-HIVE 

A movie picture made right on your stage in 
front of your audience, produced with local 
players and scenes one week, and shown next. 
For details write Box 1053, Exhibitors Trade 
Review. 




and upward ^ 

I i3 one reason for the rapidly 
I growing popularity of the 
I Hotel Martinique. 
I Another is the consistent 
I economy of the entire estab- 
I lishment. Here you may enjoy 
I a Club Breakfast at 45c., con- 
I sisting of Fruit or Cereal, Bacon 
I and Egg, and Rolls and Coffee 
j — 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 a dozen blocks from the 
Opera and the leading Theatres 
— and directly connected with 
the Subway to any part of the 
I City you wish to reach. 

^ Hotel ^ 

oiffiliaied with J/otel 3iUlpin, 

Broadway-32-/(?33-St& 

^ NEW YORK 

A. E.SihgTetori. cManagen 



J 



1896 LEWIS 1923 

THEATRE BROKERS 

The intelligent service we have rendered to the profession has been 
appreciated by thousands of our clients. 
The same service will be given to you in 



BUYING 



SELLING 

Consultations 



and 



LEASING 

Advice Free. 



We Are Specialists. 

THOUSANDS OF TESTIMONIALS 

Offices, 1002 Mutual Life Bldg., Buffalo, N. Y. 



WORLD'S LARGEST EXCIUSIVE AMUSfMENT TICKET PLANT / TWENTY- EICHT YEARS EXPERIENCE AT YOUR SERVICf 

A ocusTTcKFrr "^^"-l (^ra poldep 

/ ^ 352 N. ASHLAND AVENUE < Co— TICKETS— = 

CHICAGO, ILLINOIS best fOR the least money QUICKfST DtlivtRY CORRECTNISS GUA'^^NIflD , 



Photographic quality has a definite box-office 
value— your audiences appreciate it. 



EASTMAN 
POSITIVE FILM 

With its wide latitude and long scale East- 
man Positive Film reproduces every gradation 
of tone from highest light to deepest shadow 
that the skill of the photographer has secured 
in the negative — it carries quality from 
studio to screen. 

Look for "Eastman" and "Kodak'' in black 
letters in the film margin. 

Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 




Yale University Press, Inc., presents 



THE 




The authentic account of the voyagers in the Mayflower 

One of the Chronicles of America Series 

What does our country mean to you? 

Every person liAdng in our country today should kno^\' the true story of its birth 
and growth. ' 

For the first time absokitely authentic, realistically truthful motion pictures of 
the high lights of our history are available. They are interesting, inspiring and 
entertainmg. 

Tbe house shoAving them gets tbe good will and Ihe patronage of a new class 
of theatre goers, witbout losing the old! , 
"The Pilgrims" is the latest of this epochal series. 




Thematic Music Cue Sheet 

Available on All 
Chronicles of America Pictures 



HOT WEATHER NUMBER 



EXHIBITORS 

CTrade RE VI E W 



%e Business Paper of the Motion Jicture Industry 




m 



Greatest oi\ the Eartl}^''^ii\tl}eAir 






K Y W (Westinghouse) Radio Station, Chicago, 
reports the Mighty WurHtzer Organ played by 
W. Remington Welch, and broadcasted by them 
from McVicker's Theatre, Chicago, is the 

"Finest Organ They Ever Put on the Air!" 



Here are a few telegrams received by K Y 
W about the organ's music: "Never heard 
such music as Wurlitzer Organ" — Milwau- 
kee. "Pipe Organ at McVickers best we 
ever heard by radio" — Fulton, 111. 



"Has all Los Angeles talking" — Los Angeles 
"Finest stuff over the radio" — Chicago. "My 
wife just called 'Ain't you ever coming to 
bed? Just a minute dear, as soon as Welch 
finishes with the Mighty Wurlitzer" — Chi- 
cago. 



Have You TUNED IN with a MIGHTY WURLITZER? 

You will never cash in on the full possibilities of your tlieatre until you 
install Wurlitzer music. All the big exhibitors— all the thinkers in show 

business admit that music as produced by the Wur- 
litzer Unit Organ is a twin attraction with their 
pictures. 

If you already know this, call or write us and let 
us give you a recommendation for your special needs. 

If you don't know what Wurlitzer music 
means to you, let us show you. In either case 
investigate now — decide later. Sign the cou- 
pon — mail to the nearest Wurlitzer Branch. 




MAIL COUPON TO NEAREST WURLITZER BRANCH 



A R.Welch 

itening ty radx :^ 
le broadcasting of h 



CINCINNATI 

121 East Fourth St. 
NEW YORK 
1'20 W. 42nd St. 
CHICAGO 
329 S. Wabash Ave. 
SAN FRANCISCO 

250 Stockton St. 
LOS ANGELES 

607 W. Seventh St. 
CLEVELAND 

1017 Euclid Ave. 
PHILADELPHIA 

1031 Chestnut St. 
PITTSBURGH 

615 Liberty Ave. 
BUFFALO 

674 Main St. 
DETROIT 

339 State St. 



"WURLITZER" 

Send information about Wurl| 
Unit Organ. 

Theatre 

Seating Capacity 

Name 

City 



^nmuncea 

—Rin'TinrTin in **Get 
Your Man'' 

2— "The Lover of Camille" 

3 — ''The -Age of Innocence'' 

4— ''Recompense'' (Sequel 
to ''Simon Called Peter") 

5— "The Dark Swan'' 

6 ■ 



S 



10. 

11- 



X, 




By DOROTHY DAY 

Moss Aiappiiy choseii as the title for a bcok, ^*THE ELEV- 
ENTH VIRGIN^' v/iil at once appeal to motion picture e^dbibitors 
as a photoplay title which will stop every solitary pedestrian th&t 
passes their doors. 

The oook spraiig into instant favor when published early in 
1924 because of its title — and those who were curious to read it 
were loud m thei ■ piaises of the strengtli and daring of its plot. 
It was inevitable^ then, that it^should establish a record for quick 
selling throisghout the country; it is muck too early to do justice 
to it as a **best-£eller" since it is appeurent that before the current 
summer is over it iviil have been read by at least ninety per cent 
of the people who are listed as regular readers of current fiction. 

Tliere were ten virgins iri the Bible story — ^five wise who 
kept their lamps bumisig against the comiaig of the bridegroom 
and five f&oUsh who were unprepared v/hen the honored guest 
atrived. "THE ELEVENTH VIRGiN" h the embodiment of the 
modem venturesome young American giil who is driving her 
elders to disfeaction these days because of her absolute disregard 
fcr cen^&mioBS and her determination to get ail her knowledge 
at first caiid. 

There t aoGc:? situalibsis galore in this striking story by 
DorotJr/ pay wMch need only tha careful treatment for which 
&e WARNER BROS, producing organization is celebrated to 

translaie tnsKi mto moti^>n picture ontertauirocat of ilie high^ 

Sm^e-^WEWIY DaUsfor the tiew Warner TWENTY 




MOTION PICTURE 



A N N O U N 



e coming of Blue 



The entry into the field of production of the 

Motion Picture Directors Ass n 

marks the most significant action in the interests of the 

Practical Manufacture of Motion Pictures 

since the inception of the industry 
HERE ARE THE SALIENT FACTS: 

The M. P. D. A. will produce its OWN feature pictures under the consoHdation 
of its membership into a separate production unit to be known as the Mo- 
tion Picture Directors Holding Corporation. 

Sixteen to eighteen features per year will be the schedule of production. Of 
these, sixteen will cost approximately $100,000 each and two will ba super- 
special exploitation features which will cost in excess of $200,000 each. 

The productions will be made by the Producing organization of the Directors' 
Association, with Phil. E. Rosen as President, Roy S. Clements, Vice Presi- 
dent and George L. Sargent, Secretary. The directors include the above and, 
in addition, Clarence Badgsr, Reginald Barker, William Beaudine, Joseph De- 
Grasse and Paul Powell. 

Assignments for the direction of the earlier pictures have been made to the fol- 
lowing members: Paul Powell, William Beaudine, Roy S. Clements, Joseph 
D^Grasse, Philip E. Rosen, William Russell, George L. Sargent, Wallace Wors- 
ley, etc. Further Assignments for the direction of the balance of the years 
output will be announced later. 

All productions will be sold under the banner of BLUE RIBBON PICTURES 
and will be exclusively reserved for INDEPENDENT DISTRIBUTION on a 
franchise basis. 

The director, who is unquestionably the greatest individual creative element in 
the industry, will be given the first chance he has had to function freely for 
his own profit and advancement ! 

The talent. . . .the brains, that has been subsidised and capitalized for profit 
of the larger interests, will be diverted for the first time into independent 
motion picture channels! 

The consolidation of Directorial talent into a business organization for the Pro- 
duction of a Product they alone know how to create will result in the 
best THE MARKET AFFORDS in stars, in story material, in technical detail 
and mechanical requirements. 



Details of Stars, Stories and Directors Assignments for the 

Communicate with GRAND-ASHER 

1650 BROADWAY, 



DIRECTORS ASSN 



CEMENT 



Ribbon Pictures 



PHILIP E. ROSEN. PRESrDEN 
ROY S. CLEMENTS. VicE-Pri 
GEORGE L. SARGENT. SeC 1 
GLEN BEHYMER. ATTORNEY. 




MOTION PICTURE DIRECTORS 
HOLDING CORPORATION 

(PRODUCING UNIT) 

MOTION PICTURE DIRECTORS' ASSOCIATION 



M. P D. A. BUILDING 
1925 NORTH WILCOX AVE.. 
HOLLYWOOD. CALIF- 
PHONE -- HCLY 9423 




29th,1924. 

Grand-Asher SistrilmtiBg Coiporatlon, 
1650 Broadway, 
Hew lork City* N.Y. 

Gentleaen:- 

tCbis Is our pledge, not merely • promise* Ve guarantee the trade and the 
exhibitors through you that the Kotion Picture Directors* Association will deliver for 
the season of 1924-1925, sixteen superb produotloas, based upon the following principles: 

USQUALIFIEB FIHIDCIAL S1BMGTH, H^^BSIfNESS mi ABILIITI fO IROIXJCS, COOOSCIALLY 
PBOFITABLE fBOnjCXIORS, BOX OFFICE 7ALUSS BUILT UP BY BIG AUmORS' HiUBS, SUBE FIRE 
PUBLISHED 9TQBIES, EKUEFTIOIIAL CASTS m> CAPABLE QIBECTIOH. 

In the matter of preparedness, the 1I.P.D*A. has been investigating, studying, 
and preparing for nearly four years to meUsa notion pictures that would in every sense be 
their own. We have carefully thou^t out eveiy minute detail in advance and are now 
ready to proceed. The production ability of okcc organlssation will be maintained to a 
high standard by every maeber of the Association* The market Is assxired by actual test 
records of the integrity and reputation of our members* 

It is apparent to every one that the great value of this move will be the ability 
of our Assoola(ldn to oapitalize Its relationship with stare and players* fhe entire mar- 
ket and all its essential needs are at the cosmand of this organization. Every production 
is assured of wonderful casts and stories that will not only set new standards In picture 
making, but will sixpply the Independent market with a much needed stimulant. 

A oooomittee coaprislng the shrewdest and most sucoessfol directors of our group 
will select stories proilslng Infallible box office winners* 

This project, after long and wei^ty oonslderatlon, has been voted on step by 
step by all members of the K*P.D*A«, therefore the united sttpport in supervising, editing 
and titling, assures workmanship and finish that will be without parallel in the bualneas, 
The financing of the entire production plan is underwritten by one of the strongest inter* 
national group of capitalists, therefore eliminating any necessity of eoonany at the ex- 
pense of production. The financial policy will mean profitable productions and avoidance 
of costly ruinous waste, and only a director who is making his own pictures will know how 
to avoid these pitfalls. This move brings motion plotiires directly from their creative 
souross to the independent exhibitors with a fuller value than they could ever hope to re- 
ceive otherwise. 



G.L.S./F. 



Yours very truly, 

MOTIOH PICTURE DIRECTOBS HOLDlHG^^mPOR^ON 
iProduoing \iT>\X\^fC/>^^y 

MOTIOH PIC TUBE DIBECTOaS* AS30GIATI0H 



First Unit of Four Productions Will Be Announced Shortly 

DISTRIBUTING CORPORATION 

NEW YORK 



PA "J' 



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RT50N 



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U5SE 



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SA 



RGENTT. 



5CA 



Hills 



HAW 



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Associate d 

Physical Distributor •• PatVie Exchange, Inc. 



Published weekly by Exhibitors Review Publishing Corporation. Executive, Editorial Offices 45 West 45th St., New York City. Subscription 
$2.i<0 year. Enteied as second-class matter, Aug^. 25, 1922, at post office at East Stroudsburg, Pa., under act of March 3, 1879. 



Action / That's the hot 

weather appeal/ 



Retribution that 

reacKed out from 
the grave through 
the hands oP a wronge 
man's, son. 



i 

Wallace BeerY"^ 




Associated Exhibitors 

Ph/sical Distributor Pathe £xchange,/nc. Arthur S. Kctne, President Foreign Representative Sidney Garrett 



^^^is is little Buddy Smiti 

He is the answer to the 
question 

WhyGetMarrie 

^at££rr/2/ Andrea Lafayette 

And this appeal to 
'mothers is one of the 
numerom reasons why 
Exhibitors are doings 
good business with 
this Laval Photoplay 
Production 

Encore 

Associated Exhibitor 

Pathe Sxchanffejac. Arthur S. /(ano. President Foreign /iepresffntattve St'ciney. Cai 




Coming Soon 




STAiiaiNG 




PATSy RUTH 
MILLER. 

MATT MOORE 



AN ELMER HARRIS 
SPECIAL PttOOUCTION 



Sis/ribuied tJf 

HODKINSON 

Season 1924 "1926 -■ 
50 first -run pictures 



66 

OUT OF EVERY 

100 

EXHIBITORS IN NEW YORK STATE 
ARE SUBSCRIBERS TO 

EXHIBITORS 
TRADE REVIEW 



There s 
More 
Than 
One 

Reason 

t 



Looking Ahead 

With Exhibitors 

^ Statement by .^W^ 



(^XHIBITORS have never approached 
O a new season with more security in 
the abundance of good pictures coming 
than in 1924-25. 

The merging of the tremendous picture- 
making resources of Metro, Goldwyn and 
Louis B. Mayer is assurance not alone of 
a volume of pictures to draw from, but 
more than that, of pictures which are the 
individual creation of three seasoned pro- 
ducers now united into one great company. 

Many of our pictures for distribution in 
1924-25 are already completed. We are 
proud of the quality of each separate attrac- 
tion. Of the pictures now in production 
and those projected for the coming months 
we can only look ahead with exhibitors 
and state our belief that from their stories, 
from their directors, and their casts we are 
justified in predictingreally great attractions. 



Judge for yourself. Here are a few of the 
stars and directors who have been brought 
together in the merger of Metro-Goldwyn- 
Mayer. These names mean money to 
exhibitors: Jackie Coogan Productions, 
Mae Murray Productions, Ramon Novarro 
Productions, Buster Keaton Productions, 
Marion Davies Productions, Rex Ingram 
Productions, Fred Niblo Productions, 
Marshall Neilan Productions, Reginald 
Barker Productions, Frank Borzage Pro- 
ductions, Von Stroheim Productions, King 
Vidor ProductionSjRupert Hughes Produc- 
tions, Hobart Henley Productions, Robert 
Vignola Productions, Charles Brabin 
Productions, Elinor Glyn Productions, 
Victor Seastrom Productions, Henry King- 
Dorothy Gish Productions. 

And this is just part of the promise for 
1924-25 from Metro-Goldwyn-Mayer. 



METRO 





GOLDVW) 




LOUIS B. 

MAYER 






with 



LEATFLICE JOY 
PERCY MAFIMONT 
ADOLPUE MENJOU 

A liTAt llatiottdl Attraction 

.. ■ ■ , . ^i™»-»<l*.-V>;,'»: '-'-ir- - * , 




June 14, 1924 ©C1B619075 



Page 11 



•^igiiiisiiiiiiiiiiHHisiassiisiiiHaiaii®!!® 



EXHIBITORS 

<^rade REVIEW 

9Af Business fiiper of the potion ficturt Industry 

GEORGE BLAISDELL, Editor 
EDDY ECKELS, General Manager 
J. A. CRON, Advertising Manager 
H. K. CRUIKSHANK, Associate Editor 
GEORGE T. PARDY, Reviews Editor 
LEN MORGAN, News Editor 



CONTENTS 

June 14, 1924 

EDITORIAL FEATURES 

Keeping 'Em Cool 14 

M. J. O'TooLE 15 

Ohxi Lady Astor 17 

Convention Sidelights 26 

Leaders All — Jack Cchn 27 

Editorial 28 

The Tropical Exhibitor • 55 

HIGHLIGHTS IN THE NEWS 

Battle Heat With Good Pictures 19 

Spring Golf Tournament 19 

Ince Renews Contract 20 

Chicago as Film Center 20 

Directors' Association to Produce 21 

Nazimova Under First National Banner 21 

Dempsey Screens Like Real Star 22 

Ticket Speculator Hit 22 

Metro-Goldwyn Convention 23 

PICTORIAL PRESENTATIONS 
'A Boy of Flanders' rronfisj>{cce 

Educational 18 

SHOWMANSHIP 

Summer Ideas 33 

RoTHSTEiN Ties Up 'U. S. A.' 34 

Advertising Aids 36 

Exploitation Ideas , 35 

REGULAR DEPARTMENTS 

Box Office Reviews 29 

National Tie-Up Section 37 

Exhibitors Round Table 54 

Big Little Features 56 

Tried and Proved 59 

Current Production Chart : 63 



Copyright 11924 by Exhibitors Review Publishing Corporation. 
Geo. C. Williams, President; P. Meyers, Vice President; John P. 
Femsler, Treasurer. Executive and Editorial offices : Hearn Building, 
45 West Forty-fifth street. New York. Telephone Bryant 616a. Ad- 
dress all communications to Executive 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, 
U. P. D. BUILDING, HIGHLAND AVE., HOLLYWOOD. 



^m'S INTHEAIIt 




STATION E. T. R., 
45 West 45th St., 
New York, broad- 
casting a few "do you 
knows." Pertinent facts 
regarding your business 
and ours. Interesting 
information about the 
nation's eighth most im- 
portant industry. 



Each week some fifty million people 
attend America's picture theatres, paying 
an average admission of twenty-five cents 
apiece The annual total box office re- 
ceipts come to about half a billion dollars. 



The investment in the motion picture 
industry approximates $1,500,000,000 and 
300,000 persons are permanently employed 
in all its branches. 



Nine thousand theatres run six or 
seven days each week; fifteen hun- 
dred are open four or five days and 
forty-five hundred show from one to 
three days. A hundred million dollars 
was expended on new theatres; in 
1923, and there will be an increase 
this year. 



The cost of producing a picture 
ranges from $50,000 to over $1,000,- 
000, with a probable average of 
$175,000. The general annual out- 
put of feature pictures is about 700. 



Producers spend anniially seven million 
dollars for cuts, slides, lithographs and 
other accessories, and together with the ex- 
hibitors, five million dollars more for news- 
paper and magazine advertising. 



One of the leading picture cor- 
poration.s lias a gross income of a 
million dollars a week. 



Will H. Hays' Committee on Public 
Relations lists representatives from 
eighty educational, social welfare and 
civic organisations having a combined 
membership of over thirty million 
American citizens. 



Now aren't you proud to be a member 
of an industry of this magnitude? In less 
than twenty years motion pictures have 
risen from the penny- peep-show stage to 
a position of magnificence and power. 
Boost the industry and the industry wfill 
boost you. Do your knocking in private, 
not in the press. 



^ggigggi]llillMSSIl®llHgll§)Hll® 



Page 12 



Exhibitors Trade Review 




"JTHE iniiiiitabic appeal of 
pathetic wistfiihiess de- 
picted in Jackie's mobile coun- 
tenance proves "the kid" sec- 
ond to none in the art of pan- 
tomime. In Metre's "A Boy 
of Flanders," he doffs the ha- 
biliment's of royalty and is back 
to tears and tatters. A tiny 
pariah of Flanders fields, his 
high heart and unshaken faith 
carry him triumphantly throng ii 
poverty, abuse and false ac- 
cusation. Through a storm of 
heartaches he follows the 
rainbow of dreams to the end, 
and finds the reward of true 
happiness. A story of a small 
boy and a big dog zvho zvere 
all the ivorld to one another. 



A LL the music in tlie world is 
but discord compared to child- 
hood's happy laughter. And here, 
through tears of joy, "the kid's" 
bright! smile reflects a gladsome 
heart. In Metro's touching tale 
of Flanders fields the starlet, with 
consummate artistry, plays on 
human heart-strings as a great 
violinist plays on his instrximent. 



Jackie Brings Smiles and Sighs in 'A Boy of Flanders.' 



Jun,; 14, 1924 



Page 13 



EXHIBITORS 
%i<fe REVIEW 

^ dusim $iper of the Motion dcture Industry 

THE NEWS AT A GLANCE 

President Coolidge has signed the Tax Revision Bill which provides for the elim- 
ination of admission taxes on tickets up to 50 cents. 

A censorship bill is expected to come up at the next session of North Carolina legislature. The 
M. P. T. O. will fight the bill. 

Captain of Police Ed Schubert, of Indianapolis, has been reduced to lieutenant by Mayor Shank be- 
cause he stopped the showing of "Three Weeks" without authorization. 

Exhibitors of Massilon, Ohio have been notified to keep their theatres closed on Sundays. The blue 
law is being put into action. 

The Women's Protective Association is asking for censors for the city of Cleveland. 

Jesse Lasky has sailed for England to confer with Barrie regarding the production of "Peter Pan." 

Riverview Park in Des Moines is showing free motion pictures. 

Marguerite Clayton, after an absence of several years, will return to the screen in support of Harry 
Carey for Hodkinson. 

San Francisco newspapers ban picture ads that are too highly colored. 

Leo Loeb has entered suit in New York against Charles Chaplin, charging plagiarism in "Shoulder 
Arms." He asks $50,000. 

Louis B. Mayer announces that Metro-Goldwyn will spend $15,000,000 on productions this year. 

W. M. Thomas of the Standard Laboratory, Los Angeles, and Foster I^eanoard claim to have per- 
fected a new color process for films to be knoAvn as "Specrocolor." 

John J. Iris, head of the Iris Film Exchange, died on June 28 from pneumonia. He was 50 years old, 

A bill aimed at ticket speculation is up before the Massachusetts legislature and is expected to pass. 

F. B. O. will hold a national sales convention in Chicago on June 14 and 15. 

Hotel Monterey has been chosen for headquarters for New Jersey >JM. P. T. O. during their convention 
in Asbury Park on June 26-7-8. 

Strovan Productions, Inc., Avith headquarters in Los Angeles, has been incorporated. The company 
will produce pictures. John E. Kevan is president. 

District Attorney Banton, of New York, has started a war against fake motion picture schools. 



Page 14 



Exhibitors Trade Review 



Keeping 'Ein Cool ? — If s Easy When 
You Know How! 



By ARTHUR E. WELD 

Mmiager Strand Theatre, Waterloo, Iowa 



GEE, ain't it hot!" exclaims Mr. 
Customer as he saunters up to 
the Strand box office, mopping 
perspiration from his ruddy brow. 

'Tt was yesterday, but it's fine to- 
day," replies Edythe Spears, flashing a 
winsome smile upon him as she presses 
the ticket register with one hand and 
the change machine with the other. 

"How in hek do you folks keep 
lookin' so cool when it's so blasted 
hot?" inquires the crimson-faced one as 
he hands his ticket to Ted Decker, the 
dignified doorman. 

"You can't help being cool in the 
Strand," replies the custodian of the 
ticket chopper, "the manager won't 
permit his patrons to become over- 
heated." ■ "j 
By this time the heat-evader is in the 
hands of Mazie Monahan, attired in a 
neat, summery creation of the modiste's 
art — also cool and smiling. "Wonder- 
ful day, isn't it; so cool and refresh- 
ing," remarks the charming traffic reg- 
ulator, and then turning to Mary Jur- 
gensen : "Be sure to seat the gentle- 
man where it's nice and comfy." 

"I've got one all picked out where 
it's next thing to chilly," beams the 
aisle pilot. She knows her stuff! Near 
an oscillating fan she finds a chair with 
a vacant seat on either side where body 
heat will not generate by crowding, and 
into this she invites Mr. Customer. 

"Gosh, it is cool in here, ain't it?" 
whispers the heat-pestered individual. 

"I know you'll enjoy the show," 
farewells the usherette in an under- 
tone. 

The job is done — well done, too. 
Nine times out of ten Mr. Customer 
is going to feel cool because four 
people who know human nature have 




worked psychologically upon him and 
through their appearance and conversa- 
tion have placed him mentally in an ex- 
pectant mood for genuine comfort. He 
is sold on the idea that it is cool in the 
Strand — and it is ! His mentality, how- 
ever, greatly aids his physical percep- 
tion of the temperature and he becomes 
imbued with the idea that the Strand 
is an oasis when he desires to avoid 
the torridity outside. 

Sweltering cashiers, limp-collared 
doormen and perspiring usherettes are 
not on the Strand payroll. A fan or 
other symbol of heat suggestion must 
never be in evidence. The cashier must 
look cool at all costs, even if it is neces- 
sary to varnish her face and paint it, 
then compel her to sit in a hidden re- 
frigerator with fans (sight unseen) fo- 
cused upon her. The only warm thing 
about the box office in the summer is 
her smile of greeting. Other methods 
equally drastic may be employed to con- 
dition the ticket taker and seat escorts. 

Every one of my employees has been 
thoroughly schooled to meet the patron 
properly. My cashier and two doormen 
have served the Strand for three years 
and the head usherette for two years. 
Several of my aisle workers have near- 
ly two years each to their service rec- 
ords. 

Lobby Is Essential 

IF heat is responsible for lack of pa- 
tronage, let's battle the heat ! Hyp- 
notizing the customer is only one means 
of overcoming the hot weather slump. 
A potential customer must be enticed 
to the box office before the cashier and 
the others can coue-ize his bodily tem- 
perature into getting "cooler and cool- 



pICTURES of ice blocks in the 
Strand's lobby help convey an 
atmosphere of inviting coolness 
that is rarely lost on passersby 
wrhen the sun's rays are highest. 




A RTHUR E. WELD, Manager of the 
Strand of Waterloo, Iowa, is one of the 
rare kind of showmen you read about in 
inspirational stories. Sixteen years of news- 
paper work before he entered the exhibitor 
field prepared him with no mean equipment 
for really understanding the public's wants. 



er." Therefore we make our lobby in- 
viting to the passerby by converting it 
into something that suggests running 
water, cooling caverns, verdant trees 
or flowering gardens. 

Two of my summer lobbies became 
such by accident — at least they were 
not premeditatedly designed for the 
purpose. One was made to exploit 
"Beyond the Rocks" and represented 
huge boulders and piles of rock thai 
completely concealed the box office and 
entrance to the auditorium. 

Poor policy to hide those two very 
important adjuncts to a theatre, eh? 
Not at all. Prizes for which one must 
strive are appreciated more than those 
showered upon us, you know. 

Anyway, this lobby looked so cool 
and inviting with the green canopy 
lights reflected upon it that it remained 
up several weeks. 

Another creation "discovered" as an- 
tagonistic to hot weather was the one 
used for "Smilin' Thru." A brick gar- 
den wall with potted plants and flower 
beds, together with a live tree trans- 
planted from a nearby woods, spelled 

(Continued on page 68) 



June 14, 1924 



Page 15 



O'Toole Is Old-Time Newspaper Man 

Neiv Executive of Theatre Owners Has Spent Larger Part of His Life 
as Editor of Pennsylvania Newspapers 



THE new President of the Motion 
Picture Theatre Owners of Amer- 
ica, M. J. O'Toole, acquired the 
largest part of his education in the 
school of hard knocks. When he was 
barely more than twelve years old he 
entered the locomotive shops of the 
Lackawanna Railroad in Scranton, Pa., 
in which city he was raised, and began 
an apprenticeship of six years. At the 
age of nineteen he carried out what had 
for some time been in his mind, that of 
passing up his trade as a machinist and 
locomotive builder and entering a news- 
paper office. 

He joined up with the Scranton Re- 
publican as a reporter. Six months 
later, through the sudden departure of 
the city editor, he was shoved tempor- 
arily into the breach. He made good 
and continued at the desk. Eventually 
he became editor of that journal. 

Then he was city editor and again in 
turn editor of the Scranton Times. His 
next newspaper engagement was with 
the Lancaster News, a morning paper 
which he converted into an evening 
journal. After that Mr. OToole went 
to the 'Lancaster News- Journal, a morn- 
ing newspaper. Then he went to the 
Scranton Daily News as a special 
writer. 

Mr. O'Toole acquired the ownership 
of the Victory Theatre and an interest 
in the Gem Theatre, both of Scranton. 
Later these were merged with the prop- 
erty of the Comerford Amusement 
Company. Mr. O'Toole has been con- 
nected with the Comerford organiza- 
tion ever since, and is now a director 
of the corporation. 

It was three years ago that he be- 
came associated with the natiojial head- 
quarters of the Theatre Owners, a 
short time after his joining being in- 
stalled as chairman of the PubUc Ser- 
vice Department. 

Interested in Politics 

Mr. O'Toole always has taken a 
lively interest in politics, although he 
never has held public office, either 
appointive or elective. Recently, through 
his efforts, in conjunction with other 
theatre owners of Pennsylvania, the 
governor of that state has appointed an 
auxiliary committee to work with the 
censor board in order to -give the mem- 
bers of that body a better understand- 
ing of the problems of the industry and 
to help the censors in any way possible. 

In his home state, too, Mr. O'Toole 
has been able to put into eflfect many 
elements of screen public service. One 
of these is affording a medium for the 
governor and the heads of the various 



state departments to speak directly to 
. the people of the state by way of the 
screen on subjects of state wide impor- 
tance. 

Special attention has been paid to the 
development of educational work in co- 
operation with the State Department of 
Public Instruction. 

Another phase of the work has been 
the featuring on the screen of particu- 
larly successful work in any school 
jurisdiction for the beneht of educators 
and teachers in other counties of the 
commonwealth. 

Mr. O'Toole is married and has two 
sons and two daughters. The two sons 




M. J. O'TOOLE 

New President of Theatre Owners has a wide ac- 
quaintance among men prominent in the affairs of 
the nation, gained during a hfetime in politics 
and is an active worker on Pennsylvania newspapers. 

are now at college, one at the Univer- 
sity of Pennsylvania and the other at 
Villa Nova. 

Many Things to Be Done 

On his return from Bcston when Mr. 
O'Toole was asked as to the future 
work of his office he made the follow- 
ing statement : 

"I naturally feel much gratified over 
the result of the Boston convention of 
the Motion Picture Theatre Owners of 
America, M^hich, entirely apart from 
my election as President, I believe was 
a verv' constructive meeting and means 
much to the theatre owners all over the 
nation along the lines which will add 
to their advancement and in the pros- 
pei^ty of the entire industry. 

"There are many things to be done 
which will require serious consideration 
on the part of all our ^national offi- 
cers as the industry is faced with prob- 



lems of different kinds, all of whicn 
must be solved in a constructive way. 
We have made much progress in the 
past and the future holds out for our 
organization possibilities of a very pro- 
nounced kind which I feel certain we 
will realize to a great extent. 

"As National President I will work 
zealously toward bringing about better 
understandings within our industry so 
that the welfare of the Theatre Owner 
especially and the business as a whole 
may be fully conserved. 

"I welcome suggestions of all kinds 
from theatre owners and all others in- 
terested in the development of our in- 
dustry, as the work at hand is multud- 
inous in character and to achieve suc- 
cess we must have as complete co-op- 
eration as possible. 

Will Seek Co-operation 

We will address ourselves to the 
different problems presented so as to 
bring about solutions which will help 
all around. There are lines of business 
honesty, square dealing and wholesome 
regard for the rights of others to which 
all concerned will conform when forms 
of procedure are set in motion which 
fully comprehend all of these phases. 

"I am particularly pleased with the 
new fiscal policy of our national or- 
ganization, which of)ens up the way for 
complete nationwide activity on the 
part of all theatre owners. The direc- 
tors are men of integrity and business 
probity whose co-operation will make 
the work devolving upon me easier to 
carry out with a certainty of results. 

"It is especially gratifying to me that 
my predecessor in the national presi- 
dency, Sydney S. Cohen, accepted a 
place on the board of directors, as his 
extensive knowledge of motion picture 
theatre affairs and wide experience 
will make his activities of great value 
to our organization and the industry 
generally. 

"I earnestly look for the complete co- 
operation of all theatre o^\'ners in this 
work. The tasks are many and the 
path may be a little har3 to travel. But 
we have definite purposes in view, and 
these comprehend real business ad- 
vances to all concerned. AVith co-op- 
eration and helpful activity on the part 
of all we certainly will reach construc- 
tive ends. 

"Theatre Owners will be kept in 
close touch with the development of 
this work, which has already started in 
the first and second meetings of the 
board of directors and the third meet- 
ing held in the National headquarters 
Tune 2." 



Page 16 



Exhibitors Trade Review 



Interpretive Music For the Movies 

A Plaint From the Man With the Baton 



WE are not going to pan house 
managers in this little discussion, 
but if this should happen to 
catch the eye cf any H. M. and he 
should find anything in the situation 
herein described that fits his particular 
case, let him not get het up and rant, 
rather let him cogitate awhile, and give 
his decision in the light of cool, and 
collective reasoning. 
And that's that. Let's go. 
If a house manager — it is to be un- 
derstood that we are talking of the or- 
dinary house manager, and not of any 
one person who may happen to be a 
musical genius, as well as a good theatre 
manager — will stick to his last, and al- 
low the orchestra leader to do most of 
the trying work of selecting music that 
fits we will soon have better music in 
our movie houses. 

This phase of the art of fitting pic- 
tures with music has come under our 
notice no less than six times within the 
past two months. And mind you we 
were not seeking for the information at 
that. Conversation among musicians 
brought the fact to light that house 
managers are seemingly determined to 
run the theatre from the placing of 
posters to the exit march. Now this 
is perfectly all right IF the H. M. hap- 
pens to possess certain qualifications — 
but the trouble lies in the circumstance 
that not one ordinary theatre manager 
in fifty knows anything about the musi- 
cal end of the business. Possibly he 
can whistle a mammy song, or the lat- 
est fruit shortage blurb, or Hail, Hail, 
the Gang's All Here, and that about 
lets him out so far as any real knowl- 
edge of music is concerned. Yet he 
will stick around during rehearsal an^ 
bother the life out of the leader, and 
even on occasion go so far as to sug- 
gest various things to the members of 
the orchestra. All this, mind you, 
despite the fact that such things are 
not supposed to be. 

* * * 

A MUSICIAN as a rule is a person 
of fine sensibilities— I do not mean 
temperamental, that's all bunk, but he, 
or she is generally more or less high 
strung. The little petty annoyances 
that are forgotten in a moment by the 
doorman, or the operator, will often 
cause the musician much mental unrest, 
and this in spite of all efforts that Jie 
may make to the contrary. We h^ve 
seen an- orchestra of twelve men so 
cut up over the fact that the H. M. 
had insisted that a certain number be 
played where it didn't belong, that the 
whole first show went flop from cur- 
tain to curtain. Of course the trouble 
in this case had been brewing for some 
time, but the H. M. couldn't sense it. 



By JOSEPH FOX 

Any sensible leader is at all times 
willing, nay — eager to do anything 
within reason to put the show over big, 
and some of our acquaintances go to 
infinite pains to bring this desired re- 
sult. But no real leader will take or- 
ders from a man who does not know 
the difference between a bull fiddle and 
a cello. 

To fit a picture with the proper 
atmospheric music is something that 
very few men can do rightly, and it is 
never a two man job. If the H. M. 
finds that the musical settings for his 
various pictorial offerings do not please 
him, he should get another leader in the 
pit. Crabbing, and rubbing a leader's 
fur the wrong way, is about the best 



Theatre Managers and 
Musical Directors 

1%/fR. FOX, the author of the 
accompanying article, is an 
authority on musical showman- 
ship. What he has to say about 
house managers and musical di- 
rectors comes from a broad and 
comprehensive experience in the 
subject of which he treats. In 
what he says there is much truth. 
This we know from our own per- 
sonal experience in these matters. 
However, in presenting his case 
we should like to impress upon 
our readers that happily we are 
acquainted with a great number 
of showmen who do not come 
within the category of his remarks. 



method we ever heard of to gum a 
show up in first class style. 

Mind you I am not saying that the 
H. M. should not have a word to say 
about what sort of music he is paying 
good money out for. Not at all, but he 
should approach his leader as man to 
man, not as master to servant. We 
personally know several managers who 
from time to time suggest this or that 
composition, or effect, and the real 
leader is ever ready to lend an ear — 
sometimes both of them — to any sug- 
gestion that makes for better, and more 
eftective picture presentation. No lead- 
er knows it all, and no one man will 
ever be able to fit every picture any- 
where near perfect, not even though he 
should fit ninety-nine per cent. 



We know of one very fine musician 
who used to put on one of the finest 
musical interpretations that ever ac- 
companied a picture. This man has 
time without number actually- made a 
mediocre picture register with the cus- 
tomers, just because he took such pains 
to put the right piece of music in the 
right place. But there came a change 
in theatre owners and the new H. M. 
just couldn't keep his neck in. lie 
made Hfe for the leader, and side men, 
one squabble after another, until one 
day Mr. Manager found that he didn't 
have any orchestra. And that house 
has lost money ever since. Incidentally 
after the damage was done, the man- 
ager lost his job too. 

A real director of music has spent 
many long years at his art, and thou- 
sand's of dollars for his library of 
music. So in the face of these facts it 
seems only reasonable to suppose that 
such a man knows considerably more 
about music than a man who never 
studied the art of Pan a day in his life. 
* * * 

T'HE mere circumstance that a certain 
man happens to be given the job of 
manager in a show house does not — 
and as a matter of straight truth, very 
seldom does — imply that he immediate- 
ly, by some magic process, becomes 
familiar with music. Yet some such 
belief must exist judging by the actions 
of quite a few newly appointed picture 
show managers. The moment they don 
the soup and fish they begin to pestei 
the orchestra leader and his men. If 
they do not get the necessary rise out 
of this part of the music, they go over 
and tackle the organist. When they 
are feeling real fussy, such managers 
take on b«th orchestra, and organist at 
once, and a good time is had by all- 
except the sidemen, the leader, and the 
organists. 

Now as we stated at the begmnmg 
of this little talk, we do not mean this 
as a panning for house managers— nor 
do Ave claim that all orchestra leaders 
are proficient at their chosen vocation. 
Far from it. There are probably just 
as many leaders who should be house 
managers as H. M.'s who would fit into 
the pit. 

The point we are trying to 
make is this: If a picture is to have 
real music that means more than a suc- 
cession of notes that harmonize, house 
managers, and leaders must get to- 
gether, and keep their minds open. 
When this happy combination obtains, 
the public — who by the way makes both 
H. M.'s and musicians' jobs possible-— 
will get a whole lot more for thefr 
pieces of eight. 



June 14, 1924 



Page 17 




j^'ED HOLMES has returned to New York from Wash- 
ington, where with Allen Glenn and Nelson R. Bell of 
the Crandall staff he started on its course "Abraham 
Lincoln," which was shown at Harry Crandall's Met- 
ropolitan Theatre. The formal opening was preceded by a 
showing at the New Willard Hotel. Prior to the screening 
of the picture there was a dinner given at the Washington 
Hotel to a number of well known residents and to repre- 
sentatives of the New York motion picture business publi- 
cations. The picture opened well and Mr. Holmes reports 
that the houses have been steadily increasing in size from 
the initial showing. 

A/TR. CRANDALL said that the Metropolitan 
Theatre, where the Lincoln picture is now being 
shown, abuts the party wall of the old Ford Thea- 
tre, the house in which Lincoln was shot. 

(]HARLES CHRISTIE, the business end of the Christie 
Brothers, comedy makers, is in New York for a fort- 
night for conferences with the officials of the Hodkinson 
Corporation which is releasing "Hold Your Breath." Mr. 
Christie while here will secure the rights to one or more 
Stage comedies and also participate in the spring golf tour- 
nament, which may be something else again. 

JOHN J. IRIS, operating the Iris Film Exchange 
and one of the well known New York exchange- 
men, died suddenly May 27 following an attack of 
pneumonia. He was fifty years old. 

gAM BULLOCK, head of the Theatre Owners Public 
Service Departmentof Ohio, stopped over in New York 
the production chief of Famous Players, has sailed for 
P^ngland, where he will submit the script of "Peter Pan" 
to Mr. Barrie. With him he will take tests of all the play- 
ers who have been considered for the role. Mr. Lasky 
while abroad also will confer with novelists and dramatists 
regarding the purchase of screen material. 

TRENE RICH, who is in England, where she will 
play the leading feminine role in "What the But- 
ler Saw," writes home that she is the recipient of 
many pleasant attentions in that country. 

gNOWDEN H. SUMMERS, known to New York news- 
paper men generally as "Sum" and who for three years 
has been assistant to Charles E. Moyer, advertising manager 
of United Artists, will become editor of the New York 
Evening Bulletin. This journal will begin publication about 
the middle of the present month. Mr. Summers is a south- 
erner, a graduate of Nebraska State University and did his 
first newspaper work in Chicago. He was on the Eve- 
ning Telegram in New York for fourteen years. 



"yHE Motion Picture Theatre Owners of Michigan 
opened their new headquarters on June 4. They 
are situated on the mezzanine floor of the Hotel Wol- 
verine in Detroit. 



B 



ARBARA LA MARR was a guest of honor at the 
opening of First National's "Sea Hawk" at the Astor 
Theatre, June 2. Miss La Marr occupied a box with Ar- 
thur H. Sawyer and George Melford. Miss La Marr is in 
New York to appear in "Sandra," which will be directed 
b}' Mr. Melford under the management of Mr. Sawyer and 
will be released bv First National. 



(]APTAIN LESLIE PEACOCKE, director of produc- 
tions of the New Orleans Feature Film Corporation, is 
in New York. The Captain has finished "Prohibition?" 
which recently has completed a successful two weeks run in 
New Orleans. He reports his organization is rapidly 
assurning definite shape and that he expects during his stay 
"m New York to gather about him the elements now lacking 
in his organization. Among these will be two directors. 
The company has offices at 347 Carbondale street, in New 
Orleans, and intends erecting a studio later in the summer. 
The concern is backed by half a dozen prominent residents 
of the southern city who have every belief in the avail- 
ability of their community for a motion picture production 
center. 

T GUIS B. MAYER, vice-president in charge of pro- 
duction for Metro-Goldwyn-Mayer, announces 
that Lon Chaney will portray the title role of Leonid 
Andreyev's play, "He Who Gets Slapped," which will 
go into production shortly under the direction of 
Victor Seastrom. The play scored a hit on Broadway 
last season. Richard Bennett played the title role. 

g\M BULLOCK, head of the Theatre Owners PubHc 
Service Department of Ohio, stopped over in New York 
on his way home from the Boston Convention. He made a 
trip to New Jersey to his old home. Mr. Bullock in other 
days was a member of the New Jersey legislature. It may 
have been in that body he acquired his large information 
as to ways that axe dark and tricks that are vain in the 
legislative body generally, all of which are employed in his 
home state for the advantage of the theatre owners. Mr. 
Bullock is a tough antagonist for those who would reform 
the men who operate theatres. As a result Ohio is com- 
paratively free from the pinpricks of the long-haired gentry^ 



JOHN G. ADOLFI, who directed "What Shall I 
Do," for Frank Woods, has been engaged to 
make a second picture under the same auspices and 
to be released by Hodkinson. It will be made in San 
Francisco. The subject will be "Beauty and the 
Bad Man." 



M 



-ONAGER LOTHIAN, of the Colonial, Boston, which 
is the home of Douglas Fairbanks in "The Thief of 
Bagdad," reports capacity audiences. He says the house 
is sold out every night, and that the orchestra seats, at 
$1.50, are the first to go, forcing the later comers into the 
balcony. The matinees also are heavy, by reason of the 
strong attraction of the show for the children. Mr. Lothian 
says the house is drawing on its regular clientele as well as 
cn motion picture followers, and that he looks for a con- 
tinuance of the run right through the summer. And that is 
an achievement in Boston, for any kind of a show, espec- 
ially in a house containing 1604 seats. It was just prior to 
the closing when we looked in on the manager, and after a 
short chat he suggested we take a look at the house. Every 
last seat in the great orchestra was filled. And it was a 
^Monday night. 



gRUCE JOHNSON, manager of First National's 
foreign department, sails June 7 for a tour of the 
foreign oflices of that company. Among his objec- 
tives will be ten exchanges in the British Isles. Also 
he will visit France, Italy, Belgium, Portugal. Ger- 
many, as well as the Scandinavian countries. Mr. 
Johnson's trip, as have been those of preceding years, 
is mainly for the purpose of cementing relations be- 
tween the home and foreign offices. 



Page 18 



Exhibitors Trade Review 



QHORT SUB- 
LJJECTS are to 

a motion picture 
program 
seasoning 
food. 
Little 
adds a 
something 



zv It a t 
is to 
■I Big 
Feature 
subtle 
ivilh- 



oiit which the 
theatre patron i< 
left puith a bad 
taste. Care in se- 
lecting this part 
of the pragraiu 
will pay mightily. 




Educational Shorts 
Have Pulling 
Power 



Sprinkle Your Summer Pro- 
grams With Big Little 
Features 



LITTLE introduction is 
necessary for Lloyd 
Hamilton. His appearance 
on the screen in Educational 
comedies, is always a sign 
that a treat is in store. On 
the left he is shown in the 
role of a doughboy in "My 
Friend." His pathetic ex- 
pression has made him one 
of the best known short sub- 
ject artists on the screen. 



June 14, 1924 



Page 19 



First National To Battle Summer Slump 
With Exceptional Productions 



WITH eleven productions of widely 
divergent type, now ready, nearing 
completion or actively in work, and 
designed especially as summer attractions. 
First National executives are looking for- 
ward to the customarily dreaded summer 
slump with a spirit of confidence and opti- 
mism that is very unusual for this time of 
year. The cause of this optimism and faith 
is the quality and diversity of the eleven 
pictures' which have been selected for release 
during June, July and August. 

Exhibitors who have booked the group of 
pictures share the confidence of the big dis- 
tributing and producing organization m the 
money-making qualities of the productions. 
Each one has been made with a view to the 
summer requirements of the average exhib- 
itor. They include some of the most impor- 
tant productions in First National's sched- 
ule for the coming year; they have been 
made on as big scale and with just as much 
care and thought as though they were to 
be released in the height of the season in- 
stead of in the slack months. 

In the eleven pictures now under way are 
starring vehicles for First National's own 
stars, special pictures being made as First 
National Productions, Inc., and the efforts of 
independent producers releasing through 
First National. R. A. Rowland, general 
manager of First National, has approved and 
announced the lineup following. 

Colleen Moore's "The Perfect Flapper" 
will be released in time for early June 
brides. The little star, it is promised, wijI 
have a characterization to parallel in its dar- 
ing and charm that of Pat in "Flaming 
Youth" John Francis Dillon, who directed 
the latter picture guided Miss Moore through 
the dramatic intricacies of "The Perfect 
Flapper." 

"A Self-Made Failure," a J. K. McDon- 
ald production, is next on the list with a 
release on June 15. Ben Alexander, featured 
in "Penrod and Sam" and "Boy of Mine" 
under McDonald's supervision, heads the cast 
and shares honors with Lloyd Hamilton, 
Matt Moore and Patsy Ruth Miller. 

"For Sale," is a third June release. It 
is a society drama with Claire Windsor, 
Adolph Menjou, Robert Ellis, Mary Carr 
'and Tully Marshall, directed by George Ar- 
chainbaud. 

A new John M. Stahl production, "Hus- 
bands and Lovers," will also be released 
in June. It is presented by Louis B. Mayer 
through First National, and the trio of prm- 
cipals will be Lewis Stone, Lew Cody and 
Florence Vidor. 

In July there will be a new Colleen Moore 
picture, "Temperament," with Conway Tearle 
sharing honors with the winsome star. 

"Born Rich," the initial production of Gar- 
fick Pictures Corporation fot First Na- 
tional, is also a July resease. "Born Rich" 
is a syndicated novel dealing with the upper 
strata of society. Claire Windsor and Bert 
Lytell will play the leading roles and ^^'ill 
Nigh is to direct. 

Corinne Griffith's contribution to the eleven 
big pictures will be "Single W'ives," an orig- 
inal story by Earl Hudson. Milton Sills is 
to play the leading masculine role. 

"Sundown," the First National special 
which has been in work for the past five 
months and which is expected to prove one 
of the biggest outdoor dramas of all time, 
is an August release. This is a story of 
modern times built around the retreat of the 
huge herds of cattle on the last of the open 
ranges before the advance of the homestead- 



ers. The cast interpreting Earl_ Hudson's 
story consists of Roy Stewart, Hobart Bos- 
worth, Bessie Love, Arthur Hoyt, Charles 
Murray, Charles Sellon, Hal Wilson, Wil- 
fred North and Bernard Randall. 

Thomas H. Ince wi!il present "Christine 
of the Hungry Heart" during August. This 
is from a novel by Kathleen Norris. 

One of First National's biggest specials of 



OSWALD BROOKS, Pathe Serial 
Sales Manager, returned this week 
following an extensive trip through 
the south and midwest, his itinerary taking 
him to the exchange cities of Indianapolis, 
St. Louis, Dallas, Oklahoma City, Kansas 
City, Omaha, Des Moines and Chicago. The 
object of Mr. Brooks' trip was to carry the 
news personally to the Pathe field force and 
to prominent first run exhibitors in the ter- 
ritories through whith he passed, of the re- 
markable progress made in the Pathe pro- 
duction of "greater, newer and better se- 
rials." 

"More than ever are chapter stories of the 
new order in demand," said Mr. Brooks on 
his return to the Pathe home office. 

"Three serials made from literary classics 
and modern literature have been launched 
under this new order. The first of these, 
'The Way of a Man,' adapted for the screen 
from the book of the same name by Emer- 
son Hough, has swept the country by storm 
and has had a sale that is almost unnre- 
cedented in the history of the serial. Then 
followed 'Leatherstocking,' taken from the 
classics of James Fenimore Cooppr, 'The 
Pathfinder,' 'The Deers'ayer' and 'The Last 



COLONEL BOGIE was master of cere- 
monies at the annual Spring Golf 
Tournament, held at Sound View 
Country Club, Great Neck, L. I., on June 4. 
The event was a grand success from every 
point of view. 

The golfers, nearly two hundred strong, 
entered into the game with a determination 
to win one of the handsome prizes and 
friendship ceased from the first tee. 

Despite the rain which fell in the after- 
noon, the ardor of those on the links was 
not dampened. 

The highlight of the outing was the din- 
ner in the evening, after which the prizes 
were awarded. There was a prize for nearly 
every second golfer. 

Folwwing is the list of winners : 
Low net (Reuben Samuels, Inc. Trophy) 
Rudy Cameron, net-score of 74. 

Low net runner-up (Pathe Exchange. Inc. 
Trophy) Oscar Shaw, net score of 74. 

Low gross (Warner Brothers Trophy) 
John Mears, with a low score of 77 for 18 
holes. V 

Low gross runner-up (Motion Picture 
News Trophy) Oscar Shaw, with a score of 
74. 



the year will be "The Lost World," a mas- 
sive spectacle to be adapted to the screen 
from Sir Arthur Conan Doyle's popular 
novel. 

The last of the eleven summer pictures 
vvill be a new Levee-Tourneur production, 
directed by Maurice Tourneur. It is "Belong- 
ing," from a society romance by Olive Wads- 
ley. 



of the Mohicans.' It proved one of the great- 
est drawing cards of the season, the New- 
man Theatre, in Kansas City, one of the 
most important of first run houses playing 
the release to capacity houses throughout the 
run of the film. So successful was this ven- 
ture that the Newman, to satisfy the demand 
of its audiences, booked the third of the 
Pathe serials, 'The Fortieth Door,' the first 
chapters of which have but recently been 
released. 'The Fortieth Door' is now play- 
ing to capacity audiences at the Missouri 
Theatre in St. Louis, one of the ranking 
first run houses of the country. With every 
performance the house is packed. 

"Pathe is to release a fourth mystery se- 
rial 'Wanted by the Police' in which the 
police of a great metropolis will play an im- 
portant part. This newest of serials is dif- 
ferent from anything yet produced, is abso- 
lutely authentic, and is replete with thrills, 
hairbreadth escapes and mystery. 'Wanted 
by the Police' is based on actual experience 
and holds more surprises than anything ever 
culled from the imaginat'on of man. The 
first chapters will soon be available. The 
film will undoubtedly prove one of the great- 
est box office attractions ever yet presented." 



Winner of Jules Mastbaum Trophy for 
lowest score by exhibitor player. Tom 
l^oore, net score, 80. 

Winner of Exhibitors Herald Special Cup, 
Richard Brady, for a hole in one at the 
ninth hole. 

Winner of leg on Film Daily Trophy, Rudy 
Cameron with a net score of 74. 

F. O. B. "Birdie" Trophy to Stanley B. 
W^aite. 

Specia!i prizes drawn for in blind compe- 
tition as follows : Watterson R. Rothacker 
Cup, A. O. Dillenbeck; Jack Cosman Cup. 
J. Richey; Arthur W. Stebbins Cup, J. 
Boycc Smith: Hirlagraph prize (Sept cam- 
era), \'ictor Shapiro: Eastman prize (a 
Kodak), Alilton B'.umberg : Du Pont prize 
(Mali Jongg set), John \\'. Noble: Jules 
Brulatour prize (trave)ing bag), Stanley B. 
Waite ; Pathfe "Baby" camera. Joe Lcblang. 

Mctor Shapiro won the Duffer's prize, a 
Ladies Bicycle, with a score of 207. Lester 
Sternberg won the duflfer's runner-up an 
iron bedstead, with a score of 190. George 
Blaisdell won the third duffer's trophy, a 
duniniv for window displav, with a ;Core of 
185. 



Annual Spring Golf Tournament 
Surpasses Former Events 



Pathe Serial Sales Manager Sees Big 
Demand For Patheserials 



Page 20 



Exhibitors Trade Review 



INCE RENEWS CONTRACT 
WITH FIRST NATIONAL 

Noted Director Will Make Series 
of Six Pictures This Year 

CONTRACTS have been signed, whereby 
Thomas H. Ince, the noted producer, re- 
news his distribution arrangement with First 
National Pictures, Inc. The new contrac4 
covers a third year of cordial affiliation be- 
tween Mr. Ince and First National. 

Negotiations which have been in progress 
for several weeks between Mr. Ince and the 
Board of Directors of First National at 
New Orleans late in April although the . for- 
mal contracts have been signed by Robert 
Lieber, President of First National and Col- 
vin Brown, Eastern Representative of Mr. 
Ince and Vice-president of the Ince Cor- 
poration. 

The 'contract ca'is for six Tom H. Ince 
special productions for delivery during the 
coming season. Two of the stories have al- 
ready been selected by Mr. Ince. They will 
be Kathleen Norris' big novel, "Christine of 
the Hungry Heart" and "Dr. Nye," the new 
and popular story from the pen of Joseph 
Lincoln. "Christine" is generally conceded to 
be one of Mrs. Norris' most popular stories 
and "Dr. Nye" is reported by the biggest 
seller of Joceph Linco'm's career. 

The consummation of the contract between 
Mr. Ince and First National indifcates the 
most active year in the history of the big 
Ince Studios at Culver City, California, for 
in addition to the six First National spe- 
cials, Mr. Ince will make "The Last Fron- 
tier" from Courtney Riley Cooper's story of 
the American west, and possibly one other 
picture of the same proportions. In addi- 
tion to these productions, Mr. Ince will pro- 
duce four Charles Ray Pictures, and there 
wil') be operating at the Ince Studios, three 
additional independent units producing four 
pictures eafch. 

^ ^ ^ 

BEN WILSON CONFERS WITH 

ARROW EXECUTIVES 

Ben Wilson, screen star, director and pro- 
ducer, whose supervision made such recent 
winners as "Gambling Wives", "The Santa 
Fe Trail", and the new Arrow-Ben Wilson 
Super Chapter-Play "Days of '49" is on 
from the Coast for conference with W. E. 
Shallenberger, President and W. Ray John- 
ton, Vice-President of the Arrow Film Cor- 
poration. 

The announced line-up of Arrow releases 
for 1924-5 indicates a degree of production 
activity in number, size and quality of attrac- 
tions that will tax even Ben Wilson's splen- 
did reputation as a producer of large calibre 
and great accuracy in hitting the public taste 
whether it be for comedy, Western, Super- 
Spelcial or big dynamic chapter-play. 

Messrs. Shallenberger and Johnston are 
very close observers of the picture audiences' 
tastes, so that their election of stories and 
names, together with Ben Wilson's ability to 
get the very best out of his plots and actors, 
assures the independent field of a supply of 
attractions under the Arrow banner that will 
far surpass last season's list. 



MUSICAL FILMS A REALITY 
AS PHONOFILM PROVES 

Another step forward in the motion pic- 
ture progress was made when Dr. Lee De- 
Forest demonstrated the possibilities of syn- 
chronizing music with the films. A demon- 
tration was made at a special showing at 
the Rivoli theatre. New York, on May 19. 
The "Covered Wagon"- was the subject and 
the Criterion orchestra was used to record 
the music on the film. 

In a brief speech before the showing of 
the pfcture, Dr. DeForest stated that it was 



not the intention of the Phonofilm to put 
all orchestras out of business. Rather it was 
to benefit the theatre patrons in small towns 
and give them the same music that is en- 
joyed by the public in the Metropolis. 

The demonstration clearly shows the rapid 
progress being made in pictures. The music 
synchronized perfectly and was clearly audi- 
ble in all parts of the theatre. For the first 
few minutes of the film one was conscious 
of the metallic sound of the music, but alter 
the first few scenes one forgot that the musi,c 
was "canned" and the sensation was as 
though an orchestra was really playing in 
the pit. 

Only two reels of picture was shown but 
this was enough to demonstrate that the day 
is not far distant when small theatres in the 
remote districts will be able to enjoy a musi- 
cal program with their pictures that will be 
unexcelled even in New York. 

* * * 

BEVERLY BAYNE SIGNED BY 
WARNER BROTHERS 

A most important announcement that will 
be welcomed by screen followers through- 
out the country is that Beverly Bayne will 
return to the silent drama as the fem.inine 
lead in "Her Marriage Vow," which the 
Warner Brothers are making. She will ap- 
pear opposite Monte Blue. 

For the past few seasons, since her tem- 
porary retirement from the cinema field, the 
talented actress has toured the Orpheum and 
Keith circuits as a headline attraction. She 
has been resting in Los Angeles for several 
months and it is because of her individual 
style and her likeness to the part in "Her 
Marriage Vow" that she was finally induced 
to return to pictures in this important role 




SUMMER COSTUME 

Indications point to the bathing suit as the most 
popular costume to battle the heat. The above 
mermaid is one of the aquatic stars in First Na- 
tional's production, "A Self Made Failure." 



PREDICTS CHICAGO WILL 
BE FILM CENTER 

J. A. Koerpel Says It Would Greatly 
Facilitate Distribution 

^^HICAGO as the central distributing depot 
^ of film shipments for the United States 
is the prediction of J. A. Koerpei, recently 
appointed Assistant to President W. C. J. 
Doolittle of the Selznick Distribution Cor- 
poration 

Mr. Koerpel is now making a tour of in- 
spection of Selznick exiChanges. 

"Chicago as the new center of national 
distribution would completely revolutionize 
the physical handling of film," he said. "It 
is only a question of time before more speedy 
methods of shipment wili be adopted. Aerial 
transportation has long been under consid- 
eration because of the tremendous saving in 
time effected. 

"Midway between coasts, Chicago has ad- 
vantages that no other city can offer. Lo- 
cation of home offices and main artery of 
distribution in Chicago will effect a saving 
of many millions annually in overhead, which 
will undoubtedly mean greater and better 
things from our producers, who can well 
utilize funds now wasted in uneconomic dis- 
tribution." 

* * * 

ASSOCIATED EXHIBITORS ARE 
RELEASING 'SPITFIRE' 

One of the important releases in the list 
of Associated Exhibitors for the current 
month is "The Spitfire," a Murraly W. Gars- 
son adapted from the renown novel "Plaster 
Saints" by Frederic Arnold Kumner, which 
was made under the direction of William 
Christy Cabanne. 

For this release Associated Exhibitors has 
issued an exceptionally complete and attrac- 
tive campaign book replete with suggestions 
of every type for use of the exhibitor in 
putting over the picture. 

* * * 

NOTED EUROPEAN DIRECTOR 
FOR UNIVERSAL 

Sven Gade, celebrated continental stage and 
screen director, has been engaged by Carl 
Laemmle to direct pictures for the Universal 
Pictures Corporation. His first producti-n 
at Universal City probably will be "The Best 
m Life," a new Jewel scheduled for Mary 
Phi'bin, the star of "Merry Go Round," "The 
Gaiety Girl" and "The Rore of Paris." 

Gade is one of the best known theatrical 
figures in the continental world. He has 
been in the game for twenty-five years, start- 
ing as a scenic artist at the Royal Academy 
of Copenhagen, his home. 

* * * 

ARLISS PREMIERE JUNE 8 

The Selznick-Distinctive production 
"Twenty a Week," with George Arliss, Edith 
Roberts and Taylor Holmes heading the 
cast, has its Broadway premiere on June 8, 
when it opens an engagement at the Mark 
Strand Theatre. The appearance of Arliss 
at the Alark Strand continues an association 
of long standing success between the noted 
actor and the Broadway house. Arliss' 
"Disraeli" played two weeks at the Mark 
Strand several years ago, followed by "Rul- 
ing Passion" and "The Man Who Played 
God" at the same theatre. 

* * * 

TOM BAILEY PROMOTED 

Tom Bailey, formerly Paramount branch 
manager at Portland, Ore., has been ap- 
pointed branch manager at San Francisco, 
succeeding O. B. Traggardh, who will short- 
ly assume an important executive position in 
another department of the Paramount or- 
ganization. 



June 14, 1924 



Page 21 




DIRECTORS' ASSOCIATION 
TO BECOME PRODUCERS 

To Make Eighteen Pictures a Year 
for Grand-Asher 

T)Y affixing their names to a contract with 
Grand-Asher, officials of the Motion Pic- 
ture Directors' Association after negotiations 
with Samuel Bischoff, general manager of the 
former organization, today formally entered 
the Association in the field of motion picture 
production, according to ant.ouncement by 
Phil Rosen, George L. Sargent, Paul Powell 
and others of the Directors' body. 

Sixteen to eighteen features per year will 
be the schedule of production. Of these, 
sixteen will cost approximately $100;000 each 
and two will be super-special exploitation 
features which will cost in excess of $200- 
000 each. 

The production will be made by the Pro- 
ducing organization of the Directors' As- 
sociation, with Philip E. Rosen, as president: 
Roy S. Clements, vice-president and George 
L. Sargent, secretary. The directors include 
the above and, in addition, Clarence Badger, 
Reginald Barker, William Beaudine, Joseph 
De Grasse and Paul Powell. 

The first year's output will be directed by 
such members of the Association as Paul 
Powell, William Beaudine, Roy S. Clements, 
Joseph De Grasse, Philip E. Rosen, William 
Russell, George L. Sargent, and Wallace 
Worsley. 

* * * 

PRINCIPAL FINDS FRANCHISE 
SYSTEM IS IDEAL 

An article which appeared in Exhibitors 
Trade RE\aEW last week stated that Prin- 
cipal Pictures Corporation "contemplates the 
immediate forming of an exchange system 
for the distribution of their productions." 
Irving M. Lesser, vice-president of and gen- 
eral manager of distribution for Principal, 
pointed out that this article is misleading. 

"Principal Pictures is not contemplating a 
system of exchanges," said Mr. Lesser. "As 
previously published in trade publications, we 
are handling our product under the terri- 
torial franchise system. Under this system 
we will release Baby Peggy in 'Captain 
January' ; Baby Peggy in 'Helen's Babies' ; 
Harold Bell Wright's 'When a Man's a 
Man,' all of them as Principal Pfctures Mas- 
ter Productions, and also Principal's Big 6. 

We believe the territorial franchise sys- 
tem is the ideal method of distribution, be- 
cause it assures our product not only of 
big first runs, and at the same time the ex- 
hibitor showing our pictures gets absolute 
co-operation of advertising, publicity and ex- 
ploitation. Thus far the plan is working ad- 
mirably and franchise holders and exhibitors 
are enthusiastic over it." 

^ * ^ 

KEITH MAY TAKE OVER LOEW 
THEATRE IN OTTAWA 
Mr. E. F. Albee of New York, head of the 
B. F. .Keith interests, visited Ottawa, On- 
tario, a few days ago to examine the local 
developments in connection with the estab- 
lishment of the chain of houses under the 
auspices of the new B. F. Keith Company 
of Canada, Limited, headquarters, Montreal. 
Mr. Albee conferred with J. M. Franklin, 
proprietor of the Franklin Theatre, Ottawa, 
who is a director of the new Keith Canadian 
Companv, and others in the Canadian capi- 
tal. 

Following the visit of Mr. Albee, an- 
nouncement was made that an offer had been 
made for Loew's Ottawa Theatre and a spe- 
cial meeting of directors of Loew's Ottawa 
Theatres, Limited, was called by President 
E. R. Fisher to [consider the offer. After 
this meeting had been held, announcement 
was made that a statement would not be 



forthcoming until some days later because 
of the necessity of communicating with New 
York City. 

^ ^ ^ 

PARAMOUNT GETS RIGHTS TO 
FUTURE GREY STORIES 

Under the terms of one of the most re- 
markable contracts ever drawn between mo- 
tion picture producer and author, Para- 
mount today acquired the screen rights to 
all future story material from the versatile 
and prolific pen of America's mo.t popular 
fiction writer, Zane Grey, according to Jes- 
se L. Lasky, first vice-president in charge 
of production. 

One of the distinctive clauses of both the 
previous contract and the new agreement 
specifies that all stories must be filmed in 
the exact locations of the author's stories. 
All four of the Zane Grey novels which 
have been fi'med by Paramount to date have 
been photographed in the particular sections 
of California, Arizona and Utah which the 
author knows so well and describes so 
vividly. 

* * * 

GREAT CAST FOR CAREWE 

^lilton Sills and Nazimo^ja have been 
signed for the leads in Edwin Carewe's next 
picture for First National release, "Ma- 
donna of the Streets," which is the screen 
title for W. B. Maxwell's popular novel, 
"The Ragged Messenger" The rights to this 
English novel were obtained by Mr. Carewe 
on his trip abroad for the filming of "A Son 
of the Sahara" in Algiers and in Paris. Al- 
though "Madonna of the Streets" also has a 
foreign background, the director will not go 
to England to film the exteriors, but will 
make the entire picture at the United Stu- 
dios 

* * * 

BRANDT BACK 

"The Independent has come into his own," 
Joe Brandt declares. 

Joe Brandt, President of C. B. C. Fi'm 
Sales Corporation has just returned from a 
two months' tour of the ke.v cities and de- 
clares that the Independent Producer and 
Distributor has every reason to look for- 
ward to a period of unprecedented prosper- 
ity. This makes the out'ook encouraging. 



NAZIMOVA TO RETURN UNDER 
FIRST NATIONAL BANNER 

Nazimova, who has been absent from the 
screen for several seasons, is going to re- 
turn to motion pictures. This will be good 
news to her large following and to the 
exhibitors of the country. 

Richard A. Rowland, general manager of 
First National Pictures, Inc., announced 
this week that he had signed a contract 
with Nazimova to appear in a story by a 
foreign author which will be made in Los 
Angeles in the near future. 

Negotiations between Nazimova and 
National have been in progress for some 
time. She decided to give up her vaude- 
ville engagements to return to the screen 
because she believes the leading role in 
the vehicle for which she has been en- 
gaged, will give her a great part — one of 
the finest in which she has appeared on 
the screen. Mme. Nazimova recently com- 
pleted a long tour with the leading vaude- 
ville circuits and had other tours awaiting 
her signature. 

The name of the story in which Mme. 
Nazimova will appear for First National 
is "Madonna of the Streets." It is an adapta- 
tion of W. B. Maxwell's novel "The Ragged 
Messenger." 

* * * 

C. B. C. CLOSES TERRITORY 

C. B. C. Film Sales Corporation announces 
this week that it has disposed of the ter- 
ritorial rights on the Eight Columbia and 
Eight Perfection Pictures to the Columbia 
Pictures Corporation of St. Louis Mo., for 
the territory of Eastern Missouri and South- 
ern Illinois. 

Both these series of C. B. C. productions 
are being lined up very quickV as is ap- 
parent from the territories closed so far. 

* * * 

APPOINTMENT FOR KOERPEL 

J. A. Koerpel has been appointed assis- 
tant to President W. C. J. Doolittle of the 
Selznick Distributing Corporation, accord- 
ing to an announcement emanating from 
the Selznick offices. Mr. Koerpel. it is 
stat'.'d. will act as Home Office representa- 
tive, concentrating on national sales. 



Page 22 



I 



Exhibitors Trade Review 



PATHE SHOWS WORKINGS 
OF RUM RUNNERS 

Remarkable Series Taken at 12 Mile 
Limit Exposes Secrets 

nPHE Pathe News this_week announces a 
"scoop" of a most unusual character and 
one that may have a wide influence upon the 
poHcy of the country with regard to the Vol- 
stead Law and its enforcement. 

Beginning with issue No. 41 Pathe News 
will show, in successive installments, the in- 
side unvarnished story of the rum runners, 
complete from start to finish, taken without 
bias or without motive save to enlighten the 
public with the facts. 

It is not too much to say thaj: it is the 
most widely discussed topic of the day. 

With these facts m mind the Pathe News 
set out to throw aside the curtain of con- 
cealment, and to lay bare the whole traffic. 

The first installment of the story, as shown 
in issue No. 41, is notably interesting. Char- 
tering a fi ling schooner, Editor Emanuel 
Cohen and a large staffs of cameramen went 
fifteen miles out, off^ the coast of Massa- 
chusetts, and visited the fleet of rum run- 
ners there anchored. The true character of 
his vessel was carefully disguised. The cam- 
eramen were hidden under tarpaulins and the 
like ; all were dressed in slickers and hip 
boots, like the crew of their vessel. So suc- 
cessful was the disguise that not once did 
the rum runners suspect they were under 
observation ; and pictures were secured show- 
ing the disposal of 1200 cases of liquor from 
one vessel alone; a cargo of 10,000 cases on 
another ship ; and five other vessels loaded 
to the guards with like contraband. 

Future installments will show similar ac- 
tivities in Canada, Scotland, the Bahamas, 
Cuba, and Florida. Rum running across the 
Canadian line will also receive a full share 
of attention. All these pictures are now 
made; and taken, as a whole give an ex- 
ceedingly graphic picture of the way in which 
the law is being evaded. It is not too much 
to say that it is quite within the bounds 
of possibility that the pictures will arouse 
so much public discussion that it will be 
necessary for Congress to review the whole 
situation; for it is manifestly impossible for 
present conditions to last much longer. 




SUMMER IS HERE ^ " 

Viola Dana demonstrates the new beach base- 
ball costume. She has just completed Metro's 
"Crinoline and Romance," soon to be released. 



'ALASKAN' CAST LEAVES FOR 
ALASKA FOR SCENES 

Northward bound for Alaska, Thomas 
Meighan and Producer H;rbert Breiion laft 
Los Angeles recently to film the exteriors 
for "The Alaskan," in the picturesque country 
described in James Oliver Curwood's famous 
novel. 

Weeks of preparation at the Paramount 
West Coast Stud'o culminated when the 
entire company, including E^t^lle Taylor, 
who plays the lead opposite Meigh n, cm- 
barked on its three thousand mile journey 
along the West Coast of No'-th America. 

The company was scheduled to tranship 
at Seattle, where a number of scenes will be 
made on the docks. 




CURE FOR HOT WEATHER 
If you have the hot weather blues and can't get to the beach try this ice idea of Sylvia Breamer, First 
National star. It is guaranteed to get good results, even during the hottest days of mid-summer. 



JACK DEMPSEY SCREENS 
LIKE REAL STAR 

First Three of Fight and Win Series 
Full of Action and Humor 

REVIEWERS rubbed shoulders with crit- 
ics, fight promoters, screen actors, pugi- 
lists and prominent men about town at the 
preview of the first three of Universal's 
"Fight and Win" series, starring Jack Demp- 
sey, heavyweight champion of the world. The 
showing took place in Wurlitzer's music 
auditorium, just off Times Square. 

The first few feet of celluloid had no 
more than passed the projection shutter than 
a perceptible gasp of surprise rent the at- 
mosphere of the hall. Jack Dempsey, super- 
caveman of the ring, with his square-cut, 
box-like face, cut a figure of which a Regi- 
nald Denny or a Richard Dix might be justly 
proud. This goes for facial appearance as 
well as for general all-around screenability. 

There is no question but that in the "Fight 
and Win" series Jack Dempsey makes good 
as a screen actor. He was real every minute 
of the way; he was convincing and what is 
probably most important he has screen per- 
sonality. 

Each unit of this series of two-reelers has 
as its integral substance a story which leads 
up to a fight. Here, of course, one finds 
Dempsey in his own "bailiwick" and the 
way he makes his flailing fists behave is 
something that wiM have the gentle ticket 
buyers pulsating in wild enthusiasm to the 
exploits of the greatest ringman tHat ever 
drew on a padded glove. 

These two-reelers make excellent enter- 
tainment, viewing them from every angle by 
which films are judged. There are splen- 
did comedy touches, and in the third of the 
series in particular Jack wins some real his- 
trionic spurs by the manner in which he 
carries off his part in a bout full of bur- 
jesque, high humor and human interest. As 
a movie actor Jack Dempsey has made good. 
* * * 

TICKET SPECULATORS HIT BY 
SUPREME COURT 

The Committee on legal affairs of Mas- 
sachusetts Legislature recently ruled that the 
law-nrakers of the state did not have the 
right to regulate the sale of theatre tickets, 
but the state Supreme Judicial Court, in an 
advisory opinion handed down at the end 
of the week, found otherwise. As a result 
the "specs" hereabouts are in a fair way of 
having their earnings seriously cut. 

Senator Warren of Arlington has offered 
the bill of Representative Richard D. Crock- 
well, of Medford, as substitute for the com- 
mittee report. This bill would place ticket 
regulations under the direction of Col. Foote, 
commissioner of public safety, and head of 
the state police, and if adopted will limit the 
charge on all tickets over the face value to 
fifty cents. The matter will come up before 
the Senate. 

^ ^ ^ 

BRANDT CLOSING TERRITORY 
ON C. B. C. PRODUCTS 

C. B. C. Film Sales Corporation reports 
that Joe Brandt is closing all territories 
very rapidly on their new lineup of Eight 
Columbia and Eight Perfection Produc- 
tions. 

Renown Pictures, Inc., has closed nego- 
tiations for the series of Columbia and 
Perfection Pictures for the Northern Ill- 
inois territory. 

Friedman Film Corporation has also 
signed up for both series of pictures for 
the territory of Minnesota, North and 
South Dakota and Upper Michigan Penin- 
sula. The sixteen pictures are all reported to 
be sure-fire box-office attractions, and the 
exhibitors expect to cash in on each one. 



June 14, 1924 



Page 23 




INCREASED ADMISSIONS 
FOR F. N. SPECIALS 

Five Outstanding Productions to 
Be Given Long Runs 

"PIRST NATI9NAL pictures has arranged 
for the showing at increased admissions 
and for long runs in a number of cities of 
its five big outstanding productions in ac- 
cordance with its recently announced plan of 
handling "The Sea Hawk," ''Secrets," "Abra- 
ham Lincoln," "Sundown" and "The Lost 
World." 

A. W. Smith, who was designated Dy E. 
A. Eschmann, general manager of distribu- 
tion, to supervise the sale of these produc- 
tions, has returned from a ten day trip to 
the field arranging for the carrying out of 
the marketing policy. Contracts have already 
been closed with the Adams Theatre in De- 
troit, the Roosevelt in Chicago, the Wiscon- 
sin in Milwaukee, the Garrick and the State 
in Alinneapolis, the Capitol in St. Paul and 
the Des Moines which will play the picture 
at increased admissions and lengthened runs. 

In the marketing of "The Sea Hawk," 
"Secrets," "Abraham Lincoln," "Sundown" 
and "The Lost World," First National pro- 
poses to make use of the already established 
motion picture theatre and not to "road- 
show" in the "legitimate" theatres. It is 
proposed to let the exhibitor, rather than 
the manager of legitimate theatres, get "first 
crack" at the big receipts which these pro- 
ductions are expected to attract. First Na- 
tional believes that this will redound to the 
profit of itself and of the exhibitors. 
* * * 

BIG PRODUCTION PROGRAM FOR 
UNITED STUDIOS 

The month of May has u:hered in the 
beginning of increased producing activities 
at the United Studios and June will see 
eleven producing companies at work there, 
M. C. Levee, president, has just announced. 
This means an unparalleled amount of pro- 
duction for the summer, the studio head de- 
clared. 

\{ost of the larger independent producers 
have their headquarters at L^nited, a studio 
which leases facilities for picture-making to 
all-comers. Though five or six companies 
have been making pictures there all winter 
the spring has seen a slump of actual pro- 
duction while they were busy cutting and 
editing completed pictures and preparing for 
new productions. 

"The hoof-and-mouth disease, tight-money, 
a lack of rainfall and a score of other con- 
ditions may have alarmed the rest of Cali- 
fornia but they haven't affected the motion 
picture industry." Mr. Levee said. "We will 
make more pictures on the United lot this 
summer than ever before — all_ for First Na- 
tional release." 

^ ^ ^ 

VITAGRAPH TO HELP OVERCOME 
SUMMER SLUMP 

John B. Rock, general manager of Vita- 
graph, in a bul'ietin issued to all branch man- 
agers last week .^tated the policy of Vita- 
graph toward exhibitors during the summer 
season. The bulletin read : 

"Vitagraph believes this is the season when 
all possible must be done for our friends, 
the exhibitors, to help them over the slim 
summer season. 

"The exhibitors need the best the pro- 
ducers can give them — this is no time to 
hold out big ones for the easj' days. 

"Therefore, you may release for immediate 
summer booking contracts, 'The Code of the 
Wilderness,' by Charles Alder 'Seltzer and 
'Behold This Woman,' by E. Philips Op- 
penheim which are now being completed by 
David Smith and J. Stuart Blackton, re- 
spectively, at our Hollywood studios." 



BEL GEDDES DESERTS STAGE 
CRAFT FOR PICTURES 

Latest of famous artisans of the theatre 
to desert the stage for the screen is Norman 
Bel Geddes, who has come from widely-her- 
alded success on Broadway, New York, to 
learn the art of motion picture directing 
from Cecil B. DeMille, with whom he will 
be associated during the making of that pro- 
ducer's new Paramount picture, "Feet of 
Clay," adapted by Beulah Marie Dix and 
Bertram Millhauser from Margaretta Tut- 
tle's novel. 

Norman Bel Geddes startled the world 
during this past theatrical season by his 
amazing innovations of changing not only the 
stage but the auditorium of the Century thea- 
tre into the semblance of a great cathedral 
for the now famous spectacle, "The Miracle." 
Mr, DeMille believes that the ability of Mr. 
Bel Geddes to treate such a splendid illu- 
sion can be admirably utilized in motion pic- 
tures. While learning the technique of the 
studio from Mr. De Mille, Mr. Bel Geddes 
will design two elaborate sets for "Feet of 
Clay." 

* * * 

'THE GIRL IN THE LIMOUSINE' 
FOR LARRY SEMON 

A wire received from the coast that I. 
E. Chadwick, president of Chadwick Pic- 
tures Corporation, to the effect that he has 
acquired the screen rights of "The Girl in 
the Limousine." for Larry Semon's first 
five reel comedy' vehicle. 

This production will be adapted for the 
screen from the famous A. H. \\'oods' 
stage success of the same name, which was 
written bv Wilson Collison and Averv Hop- 
wood. Following "The Girl in the Limou- 
sine," will come other adaptations ol famous 
stage plays which will be announced shortly. 
All these new five reel de luxe comedies 
will be produced under the personal super- 
vision of Leon Lee. 

Claire Adams has been signed as leading 
lady to play opnosite Larry Semon. Charlie 
Murray, the well known comedian, has also 
been signed to contribute to fun making of 
"The Girl in the Limousine." 

The picture should enioy as great a suc- 
cess a= d'd the stage play of the sanT^ n^ni" 



METRO-GOLDWYN SALES 
CONVENTION JUNE 4 

Branch and District Managers Will 
Attend One of Three Sessions 

T'HE Metro-Goldwyn Distributing Cor- 
-•- poration will hold a series of sales con- 
ventions in New York, Chicago and San 
Francisco beginning this Thursday, June 5, 
when the branch and district managers of 
the East will convene at the Hotel Astor. 
E. M. Saunders and James R. Grainger will 
preside at the meetings as well as those to 
be held later at Chicago and San Francisco. 

The purpose of the three conventions is 
to thoroughly acquaint the men in the field 
with the exceedingly high quality and wide 
variety of the ^letro-Goldwyn product for 
the coming season. 

The District Managers who will attend the 
New York Convention include S. Eckman, 
Jr., of New York: E. A. Golden, New Eng- 
land : F. Mendelssohn, in charge of the Phila- 
delphia territory ; and the following Branch 
Managers, A. Abeles, New York: ^I. Hil', 
Boston : R. Lynch, Philadelphia ; J. T. 
]Maloney, Pittsburgh : G. Fuller, Washing- 
ton ; A". McCabe, Albany : H. W. Kahii Buf- 
falo ; R. Berger, Charlotte and Wm. Scully. 
New Haven. 

Beginning on Monday, June 9, the follow- 
ing District Managers and Branch Mana- 
gers wi'l meet in Chicago ; S. A. Shirley of 
the Chicago territory; W. C. Sachmeyer of 
Cincinnati and C. E. Kessnich of Atlanta : 
L. Rozelle, Chicago : S. Shurman, ^lilwau- 
kee : Jos. Klein, Cincinnati ; J. J. Burke, Jr., 
Atlanta: C. T. Briant, Nev.^ Orleans: L. 
Bickel, Dallas: C. T. Lynch, Omaha: C E. 
Almy, Cleveland; L, Sturm Drtro-t; W 
Wilman, Indianapolis : A. H. Fischer of 
Minneapolis ; W. E. Banford, Des Aloines ; 
L. B. Ivlctzger, Kansas City and C. Werner, 
St. Louis. 

At San Francisco beginning Monday, June 
16, Mr. Saunders and Air. Grainger will 
meet with the following \\'estcrn District 
Managers and Branch Managers : J. E. 
Flynn of San Francisfo; H. Lustig of Los 
Angeles and C. Stcarn, Seattle : L. Amach- 
er, Portland : F. P. Brown, Denver : G. L. 
Cloward, Salt Lake : B. F. Rosenberg, Los 
Angeles and F W. V-')igt, San Francisco. 



Page 24 



Exhibitors Trade Review 



UNIVERSAl. SHORTS 

The week of June 8 finds Universal's 
schedule of Short Subject releases an un- 
usually strong one, totalling eleven reels of 
comedies, western dramas, lierial chapters 
and news reels. 

Outstanding o:i the program is a two-reel 
western drama featuring Herbert Heyes and 
Fritzi Ridgeway. It is a fast moving pic- 
ture, with plot enough for five reels crowded 
into its 2000 feet. 

One of the features of the week's releases 
will be a Special Baby Peggy Two-reeler, 
the third of the five two-reel Specials be- 
ing released by Universal with this little 
star. 

COHOES THEATRE DESTROYED 

The Majestic Theatre, in Cohoes, N. Y., 
was destroyed by fire on the night of May 
22. The theatre was owned by Walter H. 
Wertime and has been operated by the Cohoes 
Amusement Company, of which Louis A. 
Buettner is the head. The loss was esti- 
mated at $40,000. The origin of the fire is 
a mystery. Smoke was discovered issuing 
from windows a few minutes after night 
crowds had left the theatre. So rapidly did 
the flames spread that the entire structure 
was ab'aze within a short time, necessitating 
calling out the entire fire department. 
^ ^ ^ 

PROTEST CENSOR RULINGS 

Colonel John Cooper of Toronto, secietary 
of the Canadian Moving Picture Distributors 
Association, has placed a protest in behalf 
of Canadian exchanges, along with one from 
the Canadian M.P.T.O., with Premier 
Taschereau of the Quebec Provincial govern- 
ment regarding the decisions of the Quebec 
Board of Moving Picture Censors, Montreal, 
which have been disturbing the film men of 
Quebec for a long time past. 

^ ^ ^ 

TWO REELERS FOR HIERS 

Walter Hiers, until recently a star in 
Paramount features, will make a series of 
two-reel comedies for distribution through 
Educational Fi'm Exchanges, Inc., accordmg 
to an announcement just made by E. W. 
Hammons, president of Ed'jcaTional. 



The series will consist of six two-reel 
comedies with Walter Hiers as star. They 
will be directed by the best comedy directors 
obtainable, and the stories will be especially 
written. 

Hiers is one of the best known comedy 
characters on the screen. He has been ap- 
pearing in Paramount length productions for 
over seven years, first appearing in support 
of Jack Pickford and Louise Huff in "Sev- 
enteen." 

* * * 

'FLYING FISTS' PROGRESSING 

The first three pictures of "Flying Fists," 
a series of twelve two-reelers in which Benny 
Leonard, lightweight champion of the world, 
is starred, are now being titled by Sam Hell- 
man, sports writer and humorist who wrote 
the stories for the champion. The pictures 
will be released within several days under the 
titles of "Ham and Eggers," "Making the 
Grade" and "Through the Rough." Leonard 
has suspended studio work for seven weeks 
during which time he' will defend his light- 
weight crown. 

* * * 

ALBANY THEATRE CHANGES 

An important motion picture theatrical deal 
was consummated in Albany the past week, 
whereby Abe Stone, of Sfchenectady, acquires 
the Arbor and the Delaware theatres in Al- 
bany, of Samuel Suckno who has been op- 
erating the two houses for several years 
past. Both are neighborhood theatres. Mr. 
Suckno will continue to run the Albany and 
the Regent theatres. 

^ ^ ^ 

CHANGE SWANSON TITLE 

Gloria Swanson's new Paramount picture, 
which has been called "A Woman of Fire," 
will have the new title, "Her Love Story." 
The s-;reen story was adapted by Frank 
Tuttle from Mary Roberts Rinehart's new 
rhagaz'ne story, "Her Majesty, the Queen." 

* * * 

SAM POLO IN -U' SERIAL 

Sam Polo, brother of Eddie Polo, serial 
star, will play one of the supporting roles 
with Jack Daugherty and Eileen Sedgwick 
in Universal's newest chapterplay, "Fighting 
Fate," which Jay Marchant is to direct. 



EDWARD HALPEREV IN EAST TO 
COMPLETE CONTRACTS 

Important announcements to motion pic- 
ture exhibitors and the trade in general will 
be issued shortly regarding fijture produc- 
tions under the Victor Hugo Halperin ban- 
ner. 

Edward Halperin, brother of the author- 
director-producer, is now in New York pur- 
chasing stories and completing contracts for 
the forthcoming Halperin Productions. It is 
his plan to produce pictures in New York as 
well as on the West Coast and an expansive 
program is promised. 

Victor Halperin is making his headquar- 
ters in Hollywood and is busily engaged at 
the present time in preparing continuities for 
his West Coast unit. The productions will 
be made on the same high standard with all- 
star casts similar to "Tea With a Kick" and 
"When a Girl Loves," both released by As- 
sociated Exhibitors. 

* * * 

LIFT LA MARR BAN 

The office of Sawyer-Lubin, producers of 
Barbara La Marr pictures have been offi- 
cially advised by the Women's Council of 
Sacramento that that organiz'ation has re- 
moved the ban placed by it on productions 
starring Miss La Marr. This temporary ban 
was caused through the publication of an 
erroneous interview credited to Miss La Marr 
in which several amazing statements were 
ascribed to her. 

^ ^ 5k 

KANSAS MEMBERSHIP DRIVE 

The M.P.T.O. Kansas membership cam- 
paign, with 350 members as the goal, now 
is under way. 

"We have set our goal at a minimum," 
C. E. Cook, business manager, said, "be- 
cause we intend to reach the goal. Of course, 
we hope for many more than 350 members, 
as the field in Kansas more than justifies 
that, but we are going to be modest in our 
estimates and reserve the cheering until after 
things have been accomplished." 

* * * 

ESTABROOK BEGINS SERIES 

Howard Estabrook announces that he will 
produce a series of pictures under his own 
name. His initial production will be "The 
Price of a Party," from the Cosmopolitan 
Magazine story by William MacHarg. 

Mr. Estabrook, who has been connected 
with Distinctive Pictures as Production Ex- 
ecutive, is now President of Creation Pic- 
tures Corporation. 

* * * 

CHRISTIE SEEKING PLAYS 

Charles H. Christie is in New York this 
week negotiating for two stage farces which 
are to be used in the program of Al Christie 
features which his company is to produce this 
year. No announcement of the names of the 
plays has been made but will soon be forth- 
coming, as soon as deals are closed for the 
purchase rights. 

* * * 

STAFF COMPLETE FOR 'SANDRA' 

Arthur H. Sawyer, supervising director of 
Sawyer-Lubin productions announfces this 
week that the complete staff for the filming 
of the first Barbara La Marr vehicle 
"Sandra" has now been engaged. The or- 
ganization will work at the Fox studios in 
New York. 

SUNDAY PICTURES FOR ADA 

After a five year battle, Ada, Minn., voters 
have won a fight for Sunday motion pic-- 
tures. This is indeed a popular triumph. 




SPEAKING OF HOT WEATHER 
y|f/HEN hot wsather hits you just look at the above picture and shivver. It is a scene from Associated 
" Exhibitors "Chechahoos" and shows that somewhere in this wide world there is someone who would 
appreciate the heat we are kic'cing about. He has never asked anyone "Is it hot enough for you?" 



June 14, 1924 



Page 25 



KANSAS EXHIBITORS CLAIM 
TAXES TOO HIGH 

Kansas City's movie row was thrown into 
figurative hysterics May 26, when the county 
court, through daily newspapers, announced 
a new schedule of licenses on motion, pic- 
ture theatres as being ^100 a month for all 
houses of more than 800 seating capacity, $5 
a month for houses of less than 800 and $3 
for theatres in the county. 

There was a breathing of relief when it 
was learned the announcement was an error 
on the part of the court, which intended the 
tax to be $100 a year— not a month— for 
houses of more than 800 seats. However, 
Kansas City exhibitors still are dissatisfied 
and will appear before the court to urge a 
reduction in the schedule. 
_ "The Federal government is showing an 
mclmation to reduce the taxation burden of 
the theatre owner," A. M. Eisner, president 
of the Kansas Ciiy M.P.T.O.A., said. "There 
IS no just excuse for such taxation by a 
county. We are taxed and taxed untifthe 
burden is becommg too heavy to bear The 
war has been over a long time. Let's for- 
get It. The motion picture theatre is not a 
money mint, but merely a hard working time 
taking legitimate business. Under the new 
tax schedule circuses will pay $200 less than 
lormerly, while exhibitors remain about the 
S'ame. Exhibitors are public spirited citizens 
of Kansas City. The personnels of circuses 
are not. Why the discrimination? That's 
what 1 want to know." 




MISSING DAUGHTERS KEEPING COOL 



When hot weather hits the cities, many daughters will be missing. They will be found at the beaches 
keeping cool in the rolling surf and ocean breezes. The scene is from Selznick's "Missing Daughters." 



f REE PICTURES FOR DALLAS 

The park board free pictures at Dallas 
iexas, will begin June 2, and will be shown 

Zym'f^'^^^^^ ^^'^f 3 co-^t of about 

$4,200 for film rental. The pictures, consist- 
mg of feature, animal and educational films 
will be shown in each park three times a 
week, on dates to be announced later The 
free pictures in the Dallas parks were shown 
to about 960,000 persons last vear 



SERIES FOR BANNER 

Banner Productions, Inc., has just closed 
a contract with Ben Verschleiser, formerly 
general manager of the Grand Asher studios 
for four feature productions to be made ou 
the west coast. 

The first of the series, which is now in 
production is Evelyn Campbeli's Cosmopoli- 
tan Magazine story "Empty Hearts," und 
the d:rection of Al Santelle. 



TAX EVADERS FINED 

Edward and :Morris Dubinsky, former 
Kansas City exhibitors, who now are in St. 
Joseph, Mo., pleaded guilty in the federal 
court at Kansas City Monday to misde- 
meanor charges in connection with the de- 
fault payment of $6,ooo theatre tax to the 
government during the season of 1920 and 
1921. Edward Dubinsky was fined $7,000 
on eight charges and Morris Dubinsky was 
fined $500 on one charge. The fines were 
paid. 



STUCKEL APPOINTED 

J. S. Woody, general manager of Asso- 
ciated Exhibitors, announces the appointment 
of H. Elliott Stuckel as Director of Adver- 
tising, Publicity and Exploitation. 

^ ^ ^ 

JACKSON RESIGNS 

Joe Jackson has resigned as director of 
publicity at the Metro-Goldwyn studios in 
Los Angeles. 



'CAPTAIN BLOOD' STARTED 

The first scenes in "Captain Blood," the 
picturization of the novel by Rafael Sab- 
atini which David Smith is directing at the 
Vitagraph studios in Hollywood which mark 
the return of Jean Paige to the screen, were 
shot last week upon the return of President 
Albert E. Smith from the general sales con- 
vention in Chicago. 



MONTY BANKS IN NEW YORK 

Monty Banks, whose first five-reel comedy 
"Racing Luck" was produced by Grand- 
Asher and distributed by Associated Ex- 
hibitors, is at present in New York in con- 
ference with the officials of the Associated 
Exhibitors with reference to plans for h's 
forthcoming productions. 



ILLEGAL CENSORS REPLACED 

Because appointments to the censorship 
board by ex-Mayor Cromwell were found to 
be illegal, Dall Kiezer and Mrs. George 
Whyte will be appointed members of the 
new board as soon as legal formalties will 
permit. 



BURR FEATURE COMPLETED 

"Youth for Sale," C. C. Burr's latest spe- 
cial with May Allison, Sigrid Holmquist, 
Charles Mack and Richard Bennett in the 
title roles has just been completed at Burr's 
Glendale Studio and should shortly be ready 
for distribution. "Youth for Sale" completes 
Burr's 1923-4 production plans. 

* * * 



BLACKTON CHOOSES STORY 

"The Beloved Brute" by Kenneth Perkins 
has been selected as J. Stuart Blackton's 
forthcoming production for Vitagraph. This 
is a story in which a youth icared in the 
sturdy environment of the West gains spir- 
itual redemption by ofTcring his life to save 
that of the man whom he had come to hate, 
f.fr. Blacktop is vow selecting his cast. 



TAYLOR FORMS UNIT 

John H. Taylor, who has confined his 
activities in the foreign field to the United 
Kingdom, very largely has formed the John 
H. Taylor Film Corporation, with offices in 
the Candler Building, to distribute in South 
America and the Far East. 

Among the product controlled by the cor- 
poration is the new program of the Arrow 
— twenty-six Westerns, twelve features and a 
new serial for the United Kingdom and other 
Arrow pictures in France, Belgium, Spain, 
Portugal, Switzerland, Holland and Italy. 
Taylor has also secured William Steiner's 
productions, starring Neal Hart, ^eo Ma- 
loney, and Charles Hutchison and the two- 
reel Jimmey Aubrey comedies. 

J. H. HofTberg, for the past five years in 
charge of the South American and Far East- 
ern business for Goldwyn-Cosmopolitati, has 
resigned, effective June 2, and joins the new 
Taylor company as vice-president and gen- 
eral manager. 



LATHROP IN SEATTLE 

Captain Austin E. Lathrop, is back i^i 
Seattle after several months in the South and 
East, relative to distribution plans of the 
"Chechahcos," produced by him in Alaska. 
Captain Lathrop is buying product there, and 
will leave shortly for Alaska. 



'LONE WOLF' ON CIRCUIT 

"The Lone Wolf" an S. E. Taylor 
production, starring Dorothy Dalton and Jack 
Hon, which had its premier showing at the 
Rivoli Theatre, New York, during May, is 
now playing over the entire Moss-Keith- 
Proctor circuit in the metropolitan district. 



OGDEN THEATRE PROGRESSEN'G 

The beautiful new Egyptian Theatre of 
Ogden, Utah, being erected by the Peery in- 
terests of that city, will be ready about 
July I, architects state. The new picture 
house will occupy one of the finest locations 
on A'a;hington Avenue 



Page 26 



Exhibitors Trade Review 



Interesting Moments at the Convention 



WHAT a man says under stress of emo- 
tion usually makes interesting reading 
to those who know him even more so 
than it does to those who don't. Whi»e the 
election of M. J. O'Toole as president of 
the Alotion Picture Theatre Owners of Amer- 
ica could have been no surprise to him — 
it had been reported in New York prior to 
the convention that he would be the next 
president — nevertheless every one knows that 
"the best laid plans" do not always come 
through as intended 

So it may be assumed there was a cer- 
tain measure of satisfaction on the part of 
Mr. O'Toole when he took up the gavel from 
the hand of "Pete" Woodhull, chairman of 
the board of directors, following the an- 
nouncement of the former's selection. 

"I desire to assure you and to assure you 
the board of directors of this organization," 
said Mr. O'Toole when the applause had 
subsided, "I am sincerely and heartily appre- 
ciative of this great honor you have con- 
ferred upon me. 

"I desire to supplement that statement by 
another : That I hope when the year rolls 
around and the time comes to make another 
selection you will be satisfied you acted wisely 
today, because I will endeavor to do every- 
thing I can to add to the general advance- 
ment and development of our industry in al!: 
its relations. 

"There are a great many things to be 
done. This year will be a strenuous year, 
so many things are coming up. 

"I have gone over a great many of these 
problems and discussed them in detail in my 
report. You have heard me on many occa- 
sions tell what ought to be done, so 1 feel 
now I will be able in a general way in an 
executive capacity to carry into efifect many 
of these propositions which we have been 
working on during the past three or four 
years. 

"It is a pleasure to be able to say that on 
your board Mr. Cohen remains as a di- 
rector. No man in the United States knows 
him better than I do in an organization 
way. He remains today one of the squarest 
shooters, one of the best executive officers, I 
have been connected with. Mr. Cohen in 
many ways supersedes all of them." 



Cohen Deeply Moved 

IT was just after Mr. O'Toole ceased 
speaking that A. Julian Brylawski of 
^^'ashington City walked over to a front 
seat at the right of the platform and faced 
Sydney S. Cohen, who had just stepped out 
of office after an incumbency of four years. 

Mr. Cohen listened very intently to the 
praise bestowed upon him by Mr. Brylawski 
and was plainly moved. As the speaker con- 
cluded and handed him the design of a 
plaque which was to be forwarded later there 
were calls for the retiring president to take 
the platform. He slowly left his chair and 
again was facing the delegates. It was sev- 
eral seconds before he spoke. 

"I can generally take care of myself," he 
said finall)', "but it is mighty hard now." 

"It always has been known, at least to 
myself," he continued after another pause, 
"that I had the courag^of my convictions; 
that I would assert myself on any matter 
where a principle was involved and a wrong 
had to be changed. 

"I never hesitated as your national presi- 
dent to assert myself regardless of who was 
concerned. Whether the company had forty 
million dollars capital or whether the party 
concerned was the smallest state righter in 
this country to me made no dif¥erence. The 
one thing that interested me was whether it 
was right: whether it was the proper thing or 
whether the practice ought to be changed. 



"As your leader I have had occasion, and 
the organization has, to make some mistakes, 
but we have done some good work. 

"I have never made a move without first 
consulting with the board of directors and 
getting a consensus of opinion. While I 
don't in any way want to pass the buck to 
the board for any act that was done that 
perhaps should not have been done, now that 
I am in retirement I want to assume full re- 
sponsibility for everj-thing that was done that 
wasn't so good. But if anything of that sort 
was done it was from the head and not 
from the heart. 

"I am overwhelmed," continued the former 
president after a pause. "It is taking quite 
a bit of control to get myself together. I 
appreciate this and shall always treasure it 
and keep it. All I ask is that you men con- 
tinually work for the organization and sup- 
port the president and our cause." 

Mr. Cohen stopped abruptly and resumed 
his seat in the body of the house. Some 
of the members crowded about him, but he 
was doing no talking. 

"I can understand why Cohen is crying" 
said one red-eyed man vigorously using h's 
handkerchief, "but I can't see why I should 
be doing that, too." 

Sign of the Times 

/"JNTE of the signs of the times in Boston's 
^ film row was noted at 39 Church Street : 
"Goldwyn-Cosmopolitan Distributing Cor- 
poration has moved to Aletro-Goldwyn, 60 
Church Street." 

Brady Complains of Peace 

DETER J. BRADY, president of the new 
labor bank in New York and a close fol- 
lower of motion picture conventions, made a 
characteristic speech. He blamed the pro- 
ducers for the failure to eliminate censorship 
in New York, and said if any one cared to 
debate the subject he would be glad to dis- 
cuss it with him. 

"This convention seems to be altogether too 
peaceful," said Mr. Brady. "I have attended 
some others and really enjoyed them. I seem 
to be lost — I see no one with a chip on his 
shoulder. 

"It probably means that as a result of 



efforts to better conditions you have decided 
that factional quarrels have not been bene- 
ficial to you and have decided upon the pol- 
icy of settling them in executive session." 



War Department's Thanks 

^AJOR GENERAL BREWSTER, speak- 
•'-'J-ing at the banquet, said he had come as 
a representative of Secretary of War Weeks, 
to bring his greetings and expression of 
gratitude and appreciation "for the support 
that you have given not only in war but in 
peace." 

"First let me thank you for the pleasure 
of being with you," said the general in open- 
ing. "I want to thank you for the privilege 
of being present at your meeting today, of 
listening to that wonderful speech of Mr. 
O'Toole. His report gave me a great deal 
to think of. It turned up a great many 
points." 

* * * 

Lionize Miss Lewis 

ON'E of the bright lights of the convention 
was Ray Lewis, editor of the Canadian 
Digest and secretary of the Canadian Thea- 
tre Owners. Almost always she was the se- 
lected "spokesman" of the delegation from 
across the border, and when she talked the 
bunch was all attention. 

The young woman was at her happiest — 
and her wittiest — when she presented the 
claims of Montreal as the convention city 
for 1925. 

"Think what a star you have when you 
mention J^Iontreal," she said to the delegates, 
noisly manifesting their interest. "Like the 
camels on the desert," she continued, "said 
to be able to go seven days without drink- 
ing — but for the seventh day you ought to 
give them a chante." 

It looked for a moment as if she would 
stampede the crowd into declaring for IMon- 
treal for 1925, but the plea that the midwest 
was entitled to it carried the day. 

Miss Lewis was a welcome addition to 
the regulars around the press table, and it 
was noted she paid close attention to the 
proceedings. 

In a speech to the delegates on Wednesday 
she went at length into the situation of exhib- 
itor organization in the Dominion of Canada. 




ANOTHER BOSTON TEA PARTY 
Realism is one of the outstanding characteristics of Goldwyn-Cosraopolitan's "Janice Merideth." The 
above scene shows the Boston Tea Party reproduced. The picture abounds w^th historical events. 



June 14, 1924 



Page 27 



LEADERS ALL 

Jack Cohn, Graduate Film Man 



IT is almost sixteen 3-ears 
since Jack Cohn, the initial 
"C" of C. B. C. Film Sales 
Corporation, entered the new 
works of Carl Laemmle's In- 
dependent Motion Picture 
Company, which organization 
later was to become famous 
as the Imp. 

There were four employes 
at the little plant in Four- 
teenth street, New York, in 
the fall of 1908 when young 
Cohn, after a half dozen years 
in the magazine offices of the 
Hamptons, decided to cast his 
lot with the extremely young 
motion picture business. 

Hardships were the usual 
rule in those days, what with 
trying to make pictures with 
crude cameras and at the 
same time keep these archaic 
instruments out of the 
clutches of the Patents Com- 
pany. 

It is difficult to realize the 
handicaps under which inde- 
pendents' laboratory work 
was done in those days. The 
developing and printing ma- 
chinery practically were all 
foreign and very crude. 

The raw stock was almost 
impossible, and could be obtained only 
in limited quantities and as a rule in 
extremely short lengths. Following the 
arrival in port of a foreign steamer 
representatives of the few independent 
companies would be camped on the 
doorsteps of Jules Brulatour, the Amer- 
ican agent at that time of Lumiere 
Film, in an effort to get the first break. 

'pHE lengths were from 50 to 195 
feet generally, but sometimes even 
less than the minimum stated. In cases 
of this sort it was necessary to patch 
the film in order to obtain the desired 
length. 

Laboratory troubles reached their cli- 
max when the Imp companies departed 
suddenly for Cuba in order to protect 
their cameras. When the negative be- 
gan coming in to New York it was dis- 
covered there were no cameras for pho- 
tographing titles. 

In this emergency an evening visit 
would be made to Long Island, where 
a camera would be borrowed from a 
studio, the titles made, and the instru- 
ment returned before daylight. 

In the small developing room in the 
Fourteenth street quarters frequently 
it was necessary to stop work in order 
to permit the film to dry. On damp 
davs no work was done. 




LEADERS ALL— JACK COHN 
gECAUSE he had the advantage of working with 
the crudest tools in the early days and acquir- 
ing hrst hand an intimate knowledge of the making 
of motion pictures under difficulties; because in his 
ong contact with exhibitors and the trade he has 
learned much as to what the public likes not only 
in senous entertainment but especially in com-- 
dies and novelties; and because he knows making 
and selling of motion pictures from the ground up. 

The drying room also was the pro- 
jection room. When it was necessary 
to show what had been printed a sheet 
would be suspended on a wall, the lab- 
oratory work stopped, and the picture 
shown to the assembled players. 

In those days the developing was in 
charge of Tony Guadio, now one of 
the world's foremost cameramen. 

The titles were made from individual 
letters, such as were and are employed 
to print on a bulletin the names of 
occupants of buildings. 

]yfR. COHN quickly and naturally de- 
V veloped into a cutter and editor of 
films. The earlier pictures were of but 
a half reel in length. Two of these, 
one a "dramatic" or comedv subject 
and the other a "scenic," would be 
joined. 

One of the earliest of the two-reelers 
was "From the Bottom of the Sea." 
When Mr. Cohn had finished cutting 
the subject, which was made with the 
aid of a submarine vessel he decided 



it was good entertainment at 
2,000 feet. Mr. Laemmle 
agreed with him. 

Then came the question of 
selling it. The head of the 
Imp took it for his own ex- 
changes. Mr. Cohn put the 
film in a suitcase and went to 
Philadelphia. Buyers laughed 
at him; they refused even to 
look at the film. Exhibitors 
would buy four single reels, 
he was told, but they would 
insist on four subjects and 
would not take three. 

It was perhaps the first pic- 
ture on which a three-sheet 
was employed to exploit it. It 
may be said that eventually 
the subject went over and 
made money. 

One of Mr. Cohn's notable 
successes was his work on 
"Traffic in Souls," on the 
story of which he collabor- 
ated with George Loane 
Tucker, who directed it. The 
subject was one of the early 
melodramas. 

One of the most effective 
bits of realism in the stirring 
tale was the raid of the police. 
Mr. Cohn, raised on the east 
side of New York, was able 
to outline this to Mr. Tucker with ab- 
solute fidelity to the life. 

During a large part of the dozen 
3-ears Mr. Cohn was with Universal he 
was actively in charge of Universal 
Weekly and brought it to a high state 
of efficienc}'. 

QNE of his "scoops" was the arrival 
of Pershing in France. The film 
went over the U. B. O. as a vaudeville 
sketch. 

Another of Mr. Cohn's achievements 
was "Crashing Through to Berlin." It 
was a collection of material that had 
been gathered all during the progress 
of the war to that time, and the knowl- 
edge of which was stowed away in the 
back of the weekly editor's head. The 
picture did a big business right up to 
the signing of the armistice. 

During the war Mr. Cohn was a dol- 
lar a year man and contributed sub- 
stantial service in the organization of 
the photographic division. 

When he resigned from U^niversal 
Mr. Cohn took up the making of come- 
dies and novelty releases, and not long 
after, in July, 1920, took part in the 
organization of C. B. C. 

Mr. Cohn is one of the prominent 
members of the new Independent Asso- 
ciation. 



Page 28 Exhibitors Trade Review 



Good-bye Tax 

WHEN President Coolidge on June 2 affixed 
his signature to the new revenue measure 
he brought to an end a campaign for relief 
on the part of Theatre Owners that has extended 
over several years. 

While it is true the elimination of admission 
taxes applies only to charges of 50 cents and under 
at the same time the benefits are substantial and 
will affect the houses that were most seriously hit 
b}^ the war impost. 

Cbngratulations are due to those high and low 
who have contributed to doing away with the major 
part of the admission taxes. 

^ "H^ ■5^ 

Building an Organization 

THE Motion Picture Theatre Owners of 
America emerge from a convention in better 
form and spirit than at any time in the pre- 
ceeding three years, two years surely. There was 
dissension in Washington in 1922 and there were 
controversies in Chicago in 1923. In Boston, in 
1924, with ranks reduced by missing states, there 
was complete harmony and also there was con- 
structive legislation. 

Best of all, the convention added no fuel to any 
blaze that may be smoldering. On the other hand, 
there was plainly an effort to conciliate those states 
Avhich now are not on the roster. 

Perhaps it is too much to expect the response 
Avill be immediate. There will be a convention 
next week of the Allied States Organization, at 
which time it is to be expected there will be dis- 
cussion among the delegates of the work done in 
Boston. 

One of the officers of the Theatre Owners this 
week called attention to the co-operation between 
the two bodies recently in Washington during a 
hearing on the tax. Sitting around the same table, 
in consultation and even eating together, were 
Messrs. Cohen and O 'Toole of the Theatre Owners 
and Messrs. Varner and Steffes of the Allied 
Organization. 

Which shows that after all when it comes to an 
essential the two bodies are close together. 

* * * 

TIIE reorganization whereby the business of the 
Theatre Owners will be conducted by a board 
of twenty-one directors, with authority to elect and 
remove oft'icers, is a step distinctly in advance and 
is based on the experiences of preceding years. 
In a measure it is meeting the action of the 



Allied Organization, which has got around the 
presidential bugbear by selecting a chairman to 
officiate but two months. 

The raising of the nucleus of a treasury and the 
adoption of a plan of definite financing, distributed 
over theatres of all sizes, were other steps marking- 
progress. 

The decision to hold the next convention in 
Milwaukee, in a central film point, and putting 
behind them the allurements of Los Angeles and 
also of Montreal, showed that the delegates had 
their feet on the ground and were keeping in front 
the best interests of the organization. 

As one off'icial pointed out, "The thought of 
Los Angeles had a mighty appeal for us, but we 
are not yet big enough to attempt it. The distance 
Avould have debarred too many of the men we need 
to have with us in 192.5." 

Just in case there may be any doubt as to the 
identity of the new treasurer of the Theatre Own- 
ers, Louis M. Sagal of Connecticut, it may be said 
he is a prominent offical of the Poli interests of the 
Xutmeg State and a high-powered executive. 

So' by and large indications point to a period of 
constructive organization building by Theatre 
Owners. 

* * * 

Another Super 

THE formal starting on its way of "The Sea 
Hawk," the Frank Lloyd Production which 
will be distributed by First National, brings 
before the public another picture which easily will 
rank as a "super." There should be only one lim- 
itation on the number or frequency of these expen- 
sive pictures, and that is the ability of the market 
to absorb them. 

Of course, too, the quality should be of a meas- 
ure to match the size of the negative bill. We 
believe there will be no question that in the pres- 
ent instance the corresponding quality is present. 

There have been complaints that pictures were 
made with too large a regard for the likes and dis- 
likes of female patrons of the photoplay. Tliat 
soft impeachment will not be laid at the door of 
"The Sea Hawk." It is a man's picture from the 
flash of the initial title, because it is of men mainlj 
and women only incidentally. 

Right here Ave may be falling into a trap. Very 
likely the cynic Avill remark without getting out of 
his chair that if it is about men mainly that will be 
enough to interest w^omen. 

Frankly, Ave doubt if any human being can fail 
to be highly interested in the remarkable portrayal 
of the title role, just to mention one of several un- 
usual characterizations. It is a treat to follow it. 



June 14, 1924 



Page 29 



BOX OFFICE REVIEWS 



'THE SEA HAWK' SOARS 

TO A HIGH PLACE 

Directorial Genius, Wonderful Settings 
and Fine Characterization Make a 
Noteworthy Picture 

THE SEA HAWK. First National Pic-^ 
tiire\s, Inc. Author, Rafael Sabaiini. 
Director, Frank Lloyd. Length, 12,045 
Feet. 

CAST AND SYNOPSIS 

f'^ °,''^^u Tres™^" „ , \ Milton Sills 

Sakr-el-Bahr, the Sea Hawk ) 

Jasper Leigh, a freebooter Wallace Beery 

Lionel Tresillian Lloyd Hughes 

Rosamund Godolphin Enid Bennett 

Asad-ed-Din, Basha of Algiers Frank Currier 

Marzak, his son William Collier, Jr. 

Yusef Albert Frisco 

Sir John Killigrew Marc MacDermott 

Peter Godolphin Wallace MacDonald 

Ayoub Robert Bolder 

Sir Oliver Tresillian is shanghaied at the instiga- 
tion of his half-brother Lionel, so that Oliver will 
be blamed for the death of Peter Godolphin, brother 
of Oliver's fiancee, whom Lionel has slain. Oliver 
is captured and chained in the galley of a Spanisn 
ship. Here he turns Mohammedan because of 
Christian inhumanity. He escapes to a Moorish 
vessel, and becomes that scourge of Christendom, 
"The Sea Hawk." Learning of the approacning 
marriage of the false brother to Rosamund Godol- 
phin, he kidnaps both, buys the girl as his slave 
and puts the brother in the galleys. To save Rosa- 
mund from the harem of the Basha of Algiers he 
surrenders to a British ship. Rosamund saves his 
life and marries him, while the brother redeems 
himself through a sacrificial death. 

By Herbert K. Cruikshank 

A RAJAH'S ransom would scarce suffice 
to meet the cost of producing the fine 
photoplay which has been evolved from 
Rafael Sabatini's sea-salted novel known to 
the reading multitude under the interest in- 
triguing title "The Sea Hawk." 

Given a story from the virile pen of the 
bronzed Britain with the Latin name, the 
scintillating directorial genius of a Lloyd, 
the magnificent interpretive abi'ity of a 
Sills and a Beery, the spacious production 
facilities of First National, and if the fin- 
ished article does not approximate perfec- 
tion there must be a trick in it. 

Once the foundation is laid, the story 
sweeps onward in stupendous strides gather- 
ing impetus with every shot until a climactic 
pinnacle is attained. Although twelve thou- 
sand feet of film may seem a long stretch, 
there is not a bit of action that fails to 
keep the eye, the m.ind, the heart of an 
audience enthralled. 

The thrills we registered were the thrills 
of battle — the blood lust of conflict — the wild 
joy of conquest as on the screen was pic- 
tured a gorgeous panarania of colorful life 
showing everywhere the touch of a master 
■ hand. 

The sweating blood-striped galley slaves 
straining in chains at the oars: the heart- 
stopping battles of the galleons ; the barbaric 
splendors of a Moorish court: the languor- 
ous lights and shadows of a Saracenic se- 
raglio; the stirring return of the triumphant 
"Sea Hawk" with coundess captives and glit- 
tering gold: the sale of fair flesh in the 
slave market — these are episodes of reaf-"m 
which will haunt the memory for many a 
dav. 

The shots of turret-topped Algiers 
have been made in Algiers whether they were 
or not! Every background is vitally real — 
vibrant with being. The maiestic gall'^ons 
nropelled by sweeping oars fibres the long- 
ing for the wild freedom of a privateer. 
And swarthv visaged Mos>m hordes swarm- 



ing aboard their hapless prize makes one 
wish to out cutlass and join in the welkin- 
ringing battle cry "Allah Y' Allah !" 

"The Sea Hawk" is more than a photo- 
drama. It is a superb, kaleidoscopic spec- 
tacle which will bring thrills to the hearts 
of discriminating theatregoers jn town, vil- 
lage 'and metropolis in every state in the 
Union, and in every country of the world. 

Get upon the highest hilltop in your town 
and shout out loud. Tell the world — teM 
your potential patrons — that you have some- 
thing to rave over. If a blind man who can't 
hear enters your theatre during the showing 
of your ultimate attraction, "The Sea Hawk," 
he will sense the excitement in the hearts 
of your spectators. 

And in addition to a box-office title, a 
picture publicized through a popular book. 
First National exploitation," Exhibitors 
Trade Review National Tie-Ups — consider 
the cast ! 

Milton Sills as Sakr-el-Bahr, the "Sea 
Hawk," tops the histrionic heights by far 
eclipsing anything he has ever done. He 
plays as one inspired, with an artistic fervor 
and a change of pace which mark him in- 
delibly with the brand of screen genius. 

And as wonderful as is Sills' portrayal he 
must share honors with Wallace Beery, who 
scores an outstanding personal hit as a craven 
swashbuckler, who supplies brilliant gems of 
comedy relief. At the world premiere of 
the picture at the Astor Theatre, New York 
City, a highly critical professional audience 
viewed the film with approval and appre- 
ciation. There was round after round of 
spontaneous applause. And it was interest- 
ing to note that Wallace Beery received a 
genuine ovation when his first shot was pro- 
jected upon the screen. It seemed a bit out 
of order to picture such a desperate brute 
as freebooter Jasper Leigh as so utterly lack- 
ing in courage. But as this is the charac- 
ter, Beery's interpretation is superb. 

Lloyd Hughes, as the perfidious brother, 
has a difficult role. Perhaps it is impossi- 
ble to lend strength and color to a weak and 
pale part. And we are inclined to believe 
that the characterization of Lionel, the weak- 
kneed, weak-spined, weak-hearted traitor was 
about as fine as it could be made. It was 
noticeable, however, that even the boy's sacri- 
ficial death failed to arouse the sympathy 
generalV felt for a penitent erring 3'oungster- 

\A'hat Enid Bennett had to do as Rosa- 
mund she did according to Hoyle. Her 
type is well-suited to the background and 
atmosphere of the tale, and she made an ap- 
pealing figure in the costumes of the period. 

William Collier, Jr., deserves praise for 
his excellent work in the bit of Marzak, the 
product of the Basha's harem. He is to the 
very life the effeminate son of the favorite 
wife, reared in the confines of the womens' 
quarters and betraying in every glance and 
gesture the subtle, intriguing mind of fem- 
ininitj'. 

Albert Frisco, as Yosef, the Moslem prin- 
ce'iing who toils beside the "Sea Hawk" in 
the cruel Spanish galleys, most assuredly 
looks the part and adds a further touch of 
realism in a performance of genuine merit. 
The remainder of the fine cast is entirely 
adequate. 

"The Sea Hawk" is a National Tie-L^p 
picture which means that there is made to 
order exploitation in quantity and quality 
sufficient to guarantee the publicizing of the 
picture to all j'our theatre's potential patrons. 
The tie-ups, contests. stQnts, etc.. are set 
forth in detail in Exhibitors Tr.\de Re- 
view issue of June 7. 



MAKES A DOUBLE APPEAL 

'Dangerous Coward' Will Please Both 
Western Fans and Sports 

THE DANGEROUS COWARD. F. B. 0. 
Photoplay. Autlwr, Marion Jackson. Di- 
rector, Albert Rogell. Length, 4,757 Feet. 

CAST AND SYNOPSIS 

Bob Trent Fred Thompson 

May McGinn Hazel Keener 

The Horse Silver King 

Wildcat Rea Frank Hagney 

The Weasel Andrew Arbuckle 

Conchita ■. Lillian Adr;an 

Battling Benson Al Kaufman 

Red O'Hara David Kirby 

Thinking he has crippled for life a ring oppo- 
nent known as The Weasel, Lightning Kid gives up 
fighting and goes west under the name of Bob 
Trent. He becomes a rival of promoter Wildcat Rea 
for the hand of May McGinn. The Weasel appears. 
Bob learns that Rea has arranged a crooked box- 
ing bout in which one of the principals has no 
chance to win, also that The Weasel has been fak- 
ing and is not crippled. Bob substitutes tor the 
fighter who is scheduled to lose, knocks out bis 
opponent, recovers the money wagered on the battle 
and wins May McGinn. 

By George T. Pardy 

CJERE is a picture with a double melo- 
dramatic appeal— one that will catch the 
fancy of ail admirers of Western films and 
draw the fight fans in as well. Theatres 
catering heavily to lovers of adventure in 
the open ought to make money with this 
feature, which puts over a lot of good cow- 
boy stuff, riding stunts extraordinary, an ex- 
citing rodeo, a prizefight of gorgeous slug- 
ging proportions, sure to please the sporting 
contingent, and doesn't neglect the love in- 
terest they all look for. 

Viewed from every angle "The Dangerous 
Coward" lines up as the most satisfactory 
vehicle so far provided for Fred Thomson 
and his inseparable four-footed pal — the beau- 
tiful horse. Silver King. The latter plays a 
prominent part in the action, behaving with 
his usual wonderful intelligence, an equine 
actor the fans never grow tired of seeing. 

Also, the plot is out of the ordinary, hard 
to anticipate, remarkably well developed, there 
is no attempt at padding. Director Rogell 
having packed the five reels with situations 
which hold the suspense and dovetail one 
into the other with refreshing smoothness. 
The story is replete with trenchmant thrills, 
the most exciting incidents being the color- 
ful rodeo, the spectacular four round battle 
between Bob Trent and Battling Benson, and 
the former's dashing ride on Silver King 
after the auto in which the thieves have 
absconded with the box receipts. This last 
episode culminates in a savage fight between 
the occupants of the machine and Trent, with 
the car toppling over a precipice and the 
death of the crooks, while Bob escapes by 
the narrowest of margins. 

Fred Thomson excels all his previous dar- 
ing feats of agility and athletic prowess in 
portraying the gallant Bob Trent, Hazel 
Keener scores a decided h't as the heroine; 
Frank Hagney, as Wildcat Rea. Jim Corey, 
as the Weasel, and David Kirby, as Red 
O'Hara, giving excellent performance. 

You can play this up as a ^^'estern with 
all the familiar type of thrill stuff prominently 
stressed, but altogether difl!'erent in plot and 
appeal from the usual thmg. Feature S:lv r 
King and his daring rider, and above all, 
don't forget to emphasize the prize fight, 
which ought to bring the sporting enthusiasts 
in full forte. In this connection, mention the 
fact that Al Kaufmann, the one-tim= Pac'fic 
coast hea^•3,•weight crack, appears as the star's 
oppone.it in the glove bout. 



Page 30 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



GOOD ATTRACTION 

FOR SUMMER TRADE 

Scenic Charms of Florida Resort and 
Snappy Story Unite to Make 
'Miami' Popular Film 

MIAMI. Hodkinson Photoplay. Author, 
John Lynch. Director, Alan Crosland. 
Length, 5,989 Feet 

CAST AND SYNOPSIS 

Joan Bruce Betty Compson 

Ransom Tate Lawford Davidson 

Mary Tate • Hedda Hopper 

David Forbes J- Barney Sherry 

Veronica Forbes Lucy Fox 

Grant North Benjamin F. Finney, Jr. 

Joan Bruce, visiting her friend Veronica Forbes 
at Miami, falls in love with Grant North, but scan- 
dal has linked her name with Ransom Tate, mar- 
ried and a bootlegger. Tate tricks her into a com- 
promising situation. Grant ignores her and she 
accompanies Tate to an island where he has estab- 
lished headquarters. Attacked by Tate, Joan touches 
off a rocket summoning the coast guards. Ciranc 
appears and rescues her before the revenue n.en 
come. They are united. 

By George T. Pardy 

A GOOD attraction for the summer trade! 
Here's a yarn of light construction, war- 
ranted not to strain the thinking apparatus 
of those who watch it unfold on the silver 
sheet, but put through with amazing dash and 
vivacity, beautifully photographed and well 
directed. Jazz, flirtations, -a revel of gay 
society outlined against the tropical beauty 
of this famous Florida seaside resort, all 
worked up to a snappy melodramatic climax, 
such are the ingredients sure to make "Mi- 
ami" a likely drawing card for all classes 
of theatres. 

Its scenic loveliness is undisputable Di- 
rector Alan Crosland had the real thing in 
atmosphere to build with and certainly made 
the most of his opportunities. The marine 
shots are exquisite examples of perfect cam- 
era technique, one seems almost to hear the 
surge of waves on the broad expanse of 
beach, the rush of aquaplanes and surf-board 
riders through the silvery waters, so vivid 
an impression do these charming nature views 
make on the senses. 

The story is strictly ultra-modern, its hero- 
ine a care-free, pleasure-loving lass with a 
taste ior breaking conventional rules and 
having a good time of it generally. Her reck- 
less career is checked by contact with a 
grave young engineer whose affection she 
wins, and nearly loses through the efforts of 
another man to compromise her. But all 
comes right in the end, after a busy round 
of events, with rum runners operating by 
sea and air and Uncle Sam's coast guards 
crowditig in on a hurricane finish. 

This climax is well handled and. includes a 
fight in which the hero, aided by his huge, 
faithful dog, gets the better of the villain 
and one of the latter's henchman, and spirits 
the girl away before the revenue men ar- 
rive, thereby avoiding unnecessary scandal. 
The bathing scenes are sure to "get a hand" 
wherever the picture is shown, not the least 
of the aquatic thrills being a diving stunt by 
Betty Compson, as Joan Bruce; an evening 
gown at first adorning her shapely person, but 
finally cast aside in favor of more intimate 
garments. The settings are elaborate, both 
exteriors and interiors skillfully photo- 
graphed, and superb lighting effects achieved. 

Betty Compson wears bathing costumes and 
royally handsome gowns with equal grace and 
plays the part of heroine charmingly. Law- 
ford Davidson shares dramatic honors with 
the star, giving an excellent performance as 
the designing unscrupulous Ranson Tate. 
Benjamin Finney Jr., a new film acquisition, 
is cast as Joan's lover and fills the role 



fair»y well for an amateur. The support 
is adequate. 

\ ou can exploit this as very seasonable 
entertamment for the torrid days^ Tell 
your patrons all about the natural beauties 
of Miami, that fairy playground for the rich 
and make it plain that the picture was filmed 
exactly where the story's action takes place. 
Play up the bathing scenes, the jazz parties, 
the romantic angle, the rum running and 
melodramatic thrills. Betty Compson and J. 
Barney Sherry are the players best known to 
the fans, and should be featured accord- 
ingly. 

LOOKS LIKE REAL 

BOX OFFICE HIT 

S ntimental Lure and Patriotic Thrills 
in 'Spirit of the U. S. A.' Register 
Great Audience Appeal 

THE SPIRIT OF THE U. S. A. F. B. O. 
Photoplay. Author, Emilie Johnson. Di- 
rector, Emory Johnson. Length, 8,312 
Feet. \ 
CAST AND SYNOPSIS 

Johnny Gains Johnny Walker 

Thomas Gains Carl Stockdale 

Mary Gains Mary Carr 

Jim Fuller Dave Kirby 

J. J. Burrows ; Mark Fenton 

Zelda Burrows Rosemary Cooper 

Otto Schultz W. S. Hooser 

Gretchen Schultz Gloria Grey 

The Gains boys, Johnny and Silas, grow up on 
a farm. When the war breaks out Johnny tries to 
enter the army, is rejected because of imperfect 
eyesight, but goes to France with the Salvation 
Army. S.ilas is finally induced to enlist, and is 
found dying on the battlefield by his brother. The 
elder Gains are driven from home by the dead son's 
wife. Johnny returns, defeats the schemes of the 
plotters against his parents, restores the old folks 
to the farm and weds the girl who has waited lor 
him. 

By George T. Pardy 

'T'HIS looks like a winning box office at- 
traction ! While "The Spirit of the U. 
S. A." registers as frank out-and-out melo 
drama, with flag-waving and sentimental 
agony piled on to the limit, it is none the 
less the type of picture which can be de- 
pended upon to hit the emotional target right 
square in the center, drawing sympathetic 
tears by the bucketful and putting over 
thrills in plenty. 

It's a good audience feature beyond doubt, 
due mainly to competent direction and bril- 
liant acting by an extremely talented cast of 
players, and should give satisfaction wherever 
it is shown. Heart interest is neatly built 
up from the beginning, as the characters 
of the two Gains boys develop, the one self- 
sacrificing, patriotic, ambitious ; the other in- 
dolent and weak. We are shown the some- 
what grouchy, half pacifist father, his kindly 
wife, the schemer, trying to get possession 
of the farm, with the aid of a daughter 
who weds young Silas Gains, then comes 
the war, with Johnny, rejected for active 
service, going abroad with the Salvation 
Army, Silas enlisting later and meeting death 
on the battlefield. On his return, Johnny 
finds his parents ousted by their unnatural 
daughter-in-law, whereupon, he assumes con- 
trol of and straightens matters out in truly 
heroic fashion. 

All of which is old-fashioned melodramatic 
material, with the single exception of the in- 
troduction of the Salvation Army as an ac- 
tive factor in the story. But it merely goes 
to prove that with proper handling these 
familiar elements can be moulded into enter- 
tainment making a sure-fire appeal to the 
majority of film fans. Even the World War, 
so often denounced by certain critics as "a 
drug on the screen market," provides an ex- 
cellent background and ofTers a telling cn- 



trast to the quiet, rural life of the Gains 
family. In this latter connection it is worthy 
of note that Director Emory Johnson gets a 
heap of realism into his battle stuff by deftly 
sandwiching in strips of film from the news 
weeklies, which color the action immensely. 

Johnny Walker fits the role of hero as 
though the character were especially created 
for his benefit, giving an appealing and re- 
freshingly natural performance. Gloria 
Grey is charming as his sweetheart, Mary 
Carr registers as a sweetly loveable mother, 
Rosemary Cooper makes an artistically sin- 
ister impression in the part of the vindictive 
Zelda Burrows and the support as a whole 
deserves unstinted praise. 

There's big exploitation possibilities in the 
title. Tie-ups with American Legion organ- 
izations, recruiting posts and the Salvation 
Army are in order. The players mentioned 
above are all worth featuring, and you should 
obtain golden results from the big adver- 
tising campaign with which F. B. O. is back- 
ing up the picture. 

^ ^ ^ 

EXCELLENT DRAMA 
Good Cast in L nusual Story of Jeal- 
ousy and Domestic Sacrifice 

PAL 0' MINE. Columbia Picture. Author, 
Edith Kennedy. Director, Edward J. Le 
Saint. Length, 6,000 Feet. 

CAST AND SYNOPSIS 

Julia Montforte Irene Rich 

Verdugo Josef Swickard 

Sam Hermann Willard Louis 

Frank Travers Al Roscoe 

Babette Pauline Garon 

George Mendoza Jean de Briac 

Julia Montforte, an opera singer marries Frank 
Traver e and gives up her operatic career. Shortly 
after. Frank loses his job and his wife goes back 
on the stage but Frank tours with the show. He 
becomes dissatisfied that his wife is supporting them 
both and she noticing the change, arranges with her 
manager to pay her husband a salary out of her 
income. George Mendoza f.^lU in love with the 
manager's wife and knowing of the secret pact to 
pay Julia's husband threatens to tell the husband 
unless Julia arranges to have the manager dis- 
charged. She refuses. Frank discovers the pact 
but forgives. 

By Len Morgan 

TPHIS is a strong drama that will appeal 
to everyone. It is strong in heart appeal 
and strikes pretty close to home for many 
people. It is a clean logical story thai 
might happen in any American home and 
will no doubt prove a good box office at- 
traction. It has all the elements that go to 
make up a good picvUre and it is played 
by an exceptionally well balanced cast. 

Irene Rich as Julia Montforte is very 
good. She has all the appeal and charm 
necessary to carry out her part. She is 
called upon for considerable dramatic act- 
ing and it is upon her that the weight of 
the play falls. She is ideally cast. 

Babette, played by Pauline Garon has a 
difficult role but her flapper acting carries 
her over fine. She is an ex-dancer and 
her husband, Sam Hermann, played by \M1- 
lard Louis, stage some amusing scenes. 

Al Roscoe as Frank Travers, husband of 
Julia, does well with the parts assigned 
him. Jean de Briac and Joseph Swickard 
complete the excellent cast. 

There are no outstanding scenes in this 
picture. The story takes several peculiar 
turns that keep ones interest sustainea. 
The scene in the bedroom where Frank 
feels that he has been double crossed h\ 
his wife is a strong one and the fight be- 
tween Mendoza and Hermann is very good. 

There is ample opportunity to exploit 
this picture. The cast should, in itself, 
prove a big drawing attraction. The C. B. 
C. press book issued on this production is 
complete and ofTers several novel stunts, 
among them a contest for hooking up fa- 
mous pals in histori' and offering rewards 
for the best answers. 



June 14, 1924 



Page 31 



MAGNETIC PULL 

IN -THE SPITFIRE^ 

Cabanne Production Offers Sure-Fire 
Entertainment Registering as a 
Likely Box Office Asset 

THE SPITFIRE. Murray IV. Garsson Pho- 
toplay. Released by Assodated Exhib- 
itors. Boised on Frederick Arnold Kuiii- 
mer's Novel, "Plaster Saints." Director, 
William Christy Cabanne. Length, 6,109 
Feet. 

CAST AND SYNOPSIS 

Jean Bronson Betty Blythe 

Douglas Kenyon Elliot Dexter 

Oliver Blair Robert Warwick 

Horace Fleming Lowell Sherman 

Marcia Walsh Pauline Garon 

Joshua Carrington Burr Mcintosh 

Abel Carrington Jack Donovan 

Mrs. Henry Hammil Ray Allen 

After a wild party Douglas Kenyon acts as es- 
cort to a showgirl, ilarcia Walsh, whom he won in 
a poker game. Being somewhat fuddled, the takes 
her to his apartment, gives her his room and sleeps 
on a divan. He is discharged from the bank where he 
works when the story leaks out and temporarily 
separated from his sweetheart, Jean Bronson. Ken- 
yon goes to work for Blair, who gave the party. 
Jean becomes an actress and breaks with Douglas, 
when she learns that he means to prosecute her 
grandfather. But after many complications, includ- 
ing a rescue of Jean by Douglas from an unscrup- 
ulous theatrical producer, the lovers are united. 

By George T. Pardy 

A BOX-OFFICE magnet of undeniable 
drawing power ! It s a sate bet tnat 
"The bpithre will run up a good box-otnce 
score wnerever it is shown, for the action is 
snappy, the piot original, just daring enougn 
in theme to supply peppery seasoning, witn- 
out offending "particular ' patrons, and holds 
the interest from first to last with never a 
dull moment intervening. 

Director William Christy Cabanne has han- 
dled his literary material like the wily, far- 
seeing screen veteran that he is. Aloulded 
by a less experienced hand, some of the situa- 
tions in "The Spitfire" would inevitably have 
erred on the side of coarseness, but the Ca- 
banne touch is plainly manifest, craftily deli- 
cate and efficient in the fine art of getting 
all the spice and thrills out of this extremely 
modern tale, yet keeping on the right of the 
moral fence. 

The festive party scene is a cracker jack 
of hilarious appeal and the back stage shots, 
with the rehears'al stuff in full swing, are 
calculated to arouse enthusiasm in any au- 
dience. An unusually clever bit of by-play 
is that in which the bewildered hero awakens 
in the wee, small hours of dawn to discover 
that he has unwittingly brought a ggod-look- 
ing chorus-girl to his apartment. Another 
sharp situation is the stormy interview be- 
tween Carrington and Blair, when the lat- 
ter tells the broker he "has the goods on 
him" as regards Carrington's move to con- 
trol the sugar market. 

There are many tense dramatic moments 
besides the foregoing, and not the least of 
the picture's attractive qualities is the smooth, 
irresistible flow of its narrative, the continuity 
of which is remarkably well knitted together 
and preserved intact to the finish. For cli- 
max, we have the red-hot scrap between the 
hero and Horace Fleming, staged on the 
theatre roof, a very nifty and thoroughly 
satisfactory windup. 

Superb photography distinguishes the en- 
tire production, the settings are lavish yet 
not exaggerated, there are many handsome 
interiors faultless lighting and a display of 
gowns that will surely win the admiration 
of the women folk. 

Bett3- Blythe acquits herself creditabh" as 
the heroine, wearing a rich variety of charm- 
ing costumes with easy grace, Elliot Dexter 
gives an excellent performance in the role of 
Douglas Kenyon, that sterhng old-time fa- 
vorite, Robert Warwick, comes back to the 
films and scores a distinct hit as Oliver Blair, 



while Lowell Sherman, Pauline Garon, Burr 
}iIcIntosh and other members of the cast con- 
tribute heavily to the feature's success. 

A fashion prologue, if possible, and store 
tie-up on the strength of the gowns worn 
by the star and her feminine associates is 
suggested for exploitation purposes. Besides 
the principals, the cast names mentioned 
above are worth advertising. 



IS FAIR NAUTICAL DRA.MA 

'Code of the Sea' Scores Best in 
Ocean Storm Scenes 

THE CODE OF THE SEA. Paramount 
Photoplay. Author, Byron Morgan. Direc- 
tor, Victor Fleming. Length 5,800 feet. 
CAST AND SYNOPSIS 

Bruce McDow Rod La Rocque 

Jenny Hayden Jacqueline Logan 

Captain iHayden George Fawcett 

Ewart Radcliff Maurice Flynn 

Captain Jonas Luke Cosgrave 

Mrs. McDow Lillian Leighton 

John Swayne Sam Appell 

John Mc'Dow, lightship captain, deserts his post 
during a storm, causing a wreck. Twenty years 
later his son Bruce believes himself to be a \-ictim 
of hereditary cowardice and only his sweetheart, 
Jenny Hayden, believes in him. While in com- 
mand of the lightship, with a terrific gale raging, 
Bruce is tempted to slip anchor in defiance of 
orders and go to the rescue of a wrecked yacht 
because Jenny is aboard. Instead, he launches a 
boat and saves her and the passengers. Supposec: 
to be drowned, he drifts safely ashore and the 
lovers are united. 

By George T. P.\rdy 

AI'AIR program picture, whose best draw- 
ing qualities are contained in its scenic 
beauty and the pungent thrills imparted by 
the sight of a huge liner battling with a 
gale, the wreck of the yacht Neroid and 
other fine marine shots. 

The story does not lack interest, although 
the fact that the hero figures through five 
reels as a constitutional coward helps to cre- 
ate a sort of pitying contempt for that young 
gentleman, an impression which isn't re- 
moved until well toward the finale. Of 
course, first mate Bruce McDow redeems 
himself at the finish by risking his life in a 
successful attempt to succor a vessel in dis- 
tress, with his sweetheart aboard, and there- 
by a happy ending is achieved. 

Its good sea atmosphere will probably 
please many folks who delight in films giv- 
ing a colorful portrayal of Old Ocean in. 
a rage, but the chief weakness of "The Code 
of the Sea" lies in the failure to awaken 
the slightest feeling of sympathy for ^e 
male lead until the greater portion of the 
picture has been shown. 

The scene in which Bruce McDow braves 
the fury of the gale in a small boat to rescue 
the passengers of the Neroid "gets afcross" 
in fine melodramatic style, and the transfer 
of the imperiled men and women to the beach 
via the "breeches buoy" is aglow with spec- 
tacular detail. Better photography could not 
be desired, there are many excellent long 
shots, and the dissolving views of shadow}-, 
leering faces, haunting and mocking the 
luckless lad who thinks he has inherited his 
father's timidity, are remarkably effective. 
Rod La Rocque has a rather unpleasant role 
to play as the fear-stricken young sailor, 
but he registers well, and toward the last 
manages to gain the good-will pf the audi- 
ence. Jacqueline Logan is a sweet and ap- 
pealing heroine. Lefty Flynn has little to do 
except strut around in consequential fashion, 
other members of the company render sat- 
isfactory support and the little seaport types 
are true to life. 

You may advertise this as a melodrama of 
the sea, with considerable romantic interest, 
some trenchant thrills, as set forth in the 
storm scenes and highly artistic photography. 
Rod La Rocque and Jacqueline Logan are 
well known and descrvedly^Dopular, play them 
both up in your exploitation, and mention 
Ce-^-ge Fawcett and Leftv Flvnn. 



COLORFUL AND AMUSING 

'The Masked Dancer Offers a Lively, 
Though Unconvincing Story 

THE MASKED DANCER. Principal Pic- 
tures Photoplay. Author, Rodolph Lothar. 
Director, Bnrt0)i King. Length, 4,987 
Feet. 

CAST AND SYNOPSIS 

Mrs. Robert Powell Helene Chadwick 

Prince Azhar Lowell Sherman 

Robert Powell Leslie Austen 

Fred Sinclair Joseph King 

Club Royal Manager Arthur Housman 

Cigarette Girl Helene Ward 

Dancer Mme. Andree 

Powell Housekeeper Dorothy Kingdon 

§tage Door Johnny Charles Craig 

Young Mrs. Robert Powell, belifving her hus- 
band's affections have strayed from her, becomes a 
masked dancer in a big Broadway cabaret. Prince 
Azhar of India becomes infatuated with her. He 
places a mansion at her disposal, which she agrees 
to inhabit one night, but alone-. There her hus- 
band visits the unknown masked beauty and telJs 
his love. In the morning she invites hi'm to elope 
with her. Powell confesses he is married. She 
unmasks. The Prince arrives, his attendants seize 
Powell. Sinclair, a mutual friend, appears and 
exp.ains matters. The Prince relents and the 
Powe.ls are reunited. 

By George T. P.\rdy 

/^ABARET color galore, breezy action and 
^ sensational atmosphere combine to make 
"The Alasked Dancer ' amusing entertain- 
ment. It isnt quite up to the standard of 
the high-class houses, where stories with solid 
foundation are looked for under regular 
drama guise, but in some neighborhood and 
smaller theatres, where "snappy stuff " is all 
the vogue and lack of logic doesn't offend 
the patrons, "The Masked Dancer" ought to 
do good business. 

The picture starts off at a lively clip, 
arousing interest in the fortunes of young 
Mrs. Powell and her singular scheme for 
winning back the affections of a hubby who 
has ceased to pay her due attention. \Vhere- 
fore, the lady dons a mask and rapidly be- 
comes the talk of the town arid._jTiain at- 
traction of a gilded resort. 

Right here it becomes evident to the nor- 
mally-minded spectator that the yarn cannot 
be taken seriously. The whole idea has a 
distinct comedy tinge, and we are inclined 
to think could have been developed into a 
better film along such lines. Most any kind 
of a plot is excusable where fun ranks 
as the chief objective. But it's asking a bit 
too much of intelligent folks to believe that 
a man can go gaily along making love to a 
masked dame without ever suspecting that he 
is being fooled by his own wife, until she 
sees fit to reveal the imposture. 

However, there's plenty of go and ginger 
to_ the proceedings, the cabaret scenes glow 
with ornate settings, the interior of the pal- 
ace sponsored by the Indian Prince is the 
last word in luxurious surroundings, and if 
you accept the melodramatic situations as 
they appear, dismissing the reflection that 
nothing of the sort could possibly happen in 
actual life, "The J,Iasked Daricer" won't 
seem such a bad investment for your money. 

Excellent photography distinguishes the 
whole production, Helene Chadwick charms 
the eye as an extremely bewitching siren 
in the heroine role. Leslie Austen plays the- 
chuckle-headed husband convincingly and Jo- 
seph King, as Sinclair, Lowell Sherman," as 
the Prince, give capable performances. 

The title has a zippy twang to it which 
should serve to draw the crowds. You can 
emphasize the sensational trend of the stor>- 
in its exploitation play up Helen Chadwick 
in her dancing attire, and mention Lowell 
Sh erman, Joseph King and Leslie Austen, 
each of whom is known favorably to the 
fans. 

Masks of paper might make good throw- 
aways, and the idea of what there may b» 
"behind the mask" may be developed in ad- 
vert' sin t copy and teaser ad campaigns. 



Page 32 



Exhibitors Trade Review 





yHIS attractive front made a corking summer lure for passersby, as proved by 
■■■ the Liberty Theatre, Portland, Ore., in featuring Metro's production, "Circus 
Days," with Jackie Coogan. Its suggestion of inviting coolness and out-of-doors 
atmosphere will make this an ideal permanent summer dress for your theatre. 



W/" HEN First National's 
"Song of Love " played 
the Meserole Theatre of 
Brooklyn, N. Y., this is the 
unique manner in which the 
house manager dressed up 
his theatre front to convey 
the atmosphere of the film 
and interest the passersby. 





T OIS WILSON again in a Covered Wagon. 

This time a real one which will be used as 
\ ballyhoo for the latest Hodkinson release, 
"Another Scandal." This covered gasoline 
wagon made its appearance in Miami, Fla., dur- 
ing the "shooting" of this picture. 



Showmanship For Summer Shows 



The Summer Sun Is A'of Invincible to the Showman Who Will Exercise His Ingenuity to Originate or 
Adapt Exploitation Ideas That Will Attract His Patrons from the Brutal Glaring Heat of 
the Streets or the Country to the Quiet Coolness of His Theatre. Your Theatre 
Really Is One of the Coolest Places in Toivn. Tell 'Em So and Prove It. 



J. 



June 14, 1924 



Page 33 



SHOWMANSHIP 



Cash In on These Summer Seat Selling Ideas 

You Can Sell Your Town the Idea That Your Theatre Is an Attractive Place During 
Warm Weather by Putting These Live Novelties Across 



THE Old Summer Bug-aboo is here. He 
a^^i^■es a little late. But he'll probablj' 
make up for it by giving Exhibitors a 
hotter time than usual. 

Exhibitors think that they get the worst 
breaks on this warm weather season. But 
consider the coal dealer — or the fellow who 
sells furnaces and radiators. It might be 
worse. The hot spell certainly nicks your 
box-office, but it does not put it out of the 
running entire!}'. 

There are just two things to do. Close 
down for a few of the sizzling weeks 
and take a vacation, or use every pos- 
sible idea and device to overcome the 
slump in attendance as much as possi- 
ble. 

Take a lesson from the fur dealer. 
He solved the problem of selling his 
product in summer. Think of it I Furs 
in summer. The fur manufacturers sim- 
ply exploited the idea of wearing furs 
in stimmer. Fashion did the rest. 

Summer styles in motion pictures can 
be made just as popular — and profitable. 
Nothing is impossible nowadays in the 
field of merchandising, whether you 
are selling ermine Or entertainment. All 
any product needs is national exploita- 
tion. 

Some day the big producers are going 
to tumble to this idea. They will put it 
over. Is not Will Hays successful'y 
putting over just as tough a proposition 
right now? He is forcing the enemies 
of motion pictures to realize that they 
are not only fighting the industry, but 
also the public's most popoular source of 
entertainment. He is making our fight 
the public's fight. 

So you see this business of making 
warm weather attendance popular is not 
beyond the realm of the possible. But 
until it becomes the style, it is up to you, 
the individual Exhibitor, to start the ball 
rolling. The warm weather weeks are 
upon you. No time like the present to 
start. 

How? Well, one way is to get a 
Little Thought circulating in your city. If 
you can get others thinking and talking it, 
the idea will grow. And pretty soon people 
will begin to act on it — and start coming to 
your warm weather showings. 

The Little Thought is this : Heat is en- 
ergy. Sun and atmosphere are overloaded 
with it. Americans don't know how to over- 
come it. They fight it. When a Japanese 
wrestler is locked in the grip of an opponent, 
he doesn't fight. He relaxes. This gives him 
enough free play to break the other's grip. 
That is the way to beat heat. Relax. Keep 
quiet. Rest. Don't move around in the sun. 
Above all — get your mind off heat. Cool the 
mind and you cool the bodj'. Think cool 
thoughts. Think of anything entertaining. 
See something entertaining — pictures. Motion 
pictures. They take you out of yourself — 
away from heat. 

National exploitation could sell this idea 
to the nation. But you can start now and 
sell it to your town. 

South American coffee planters are suc- 



cessfully selling the idea that coffee is not in- 
jurious. The reason people thought it was 
is largely due to the fact that a cereal manu- 
fatturer has spent millions in advertising to 
tell the nation that coffee injures them. The 
joker is — he is selling an imitation coffee. 
Now the coffee men are waking up and sell- 
ing the idea that their staple is not injurious. 
They are succeeding fine. 

Your town can likewise be sold the idea 




Hot Dollars 

TttEY are waiting for the Show- 
■nan with warm weather ideas. You 
can pull them out of the summer fur- 
nace. Heat makes folks spend freely 
on anything that offers reUef from its 
discomfort. 

Don't start the sizzling season with 
the notion that your box-office is go- 
ing to be lonesome. That all depends 
on you. Folks will part with hot dol- 
lars for cool comfort. 

But you've got to show them some- 
thing more cooling than glaring elec- 
tric lights and warm-colored posters 
on your theatre front. That's enough 
to make every perspiring citizen blame 
his personal heat waves on you. 
Some cooling stunts here. 



that hot weather is less injurious and un- 
comfortable when sitting resting in j^our 
theatre than when dashing madly to sizzling 
summer resorts or wandering wearily along 
heat-laden city pavements. 

CUMMER resorts have sold the public the 
^ idea that they monopolize coolness and 
comfort. Why don't the exploitation experts 
of the motion picture industry show up this 
"bunk" ? They can do it with a punch along, 
these lines : "Folks jam sweltering into 
crowded cars to go to the beach. They mill 
up and down scorching boardwalks. They 
parboil themselves on hot, sandy beaches. The 
sun blisters them. And then they stagger 
home to the cool comfort of their front 
porch. Joke: They have been avoiding the 
heat." 

Changing public thought on this warm 
weather proposition takes time. It took a 
lot of time to convince the wofld that slavery 
was keeping civilization from jumping for- 
ward. The world was a slave to the idea 



of slavery. Right now America is a slave 
to wrong notions on how to be happy though 
hot. You will live to see the day when peo- 
ple will crowd your theatre on the hottest 
night. Of course science is going to help a 
lot with air-cooling inventions at economical 
cost. 

Meanwhile it is up to you to get the right 
slant on the warm weather wheeze. Start 
talking the Little Thought mentioned pre- 
viously. You will find it mighty inter- 
esting to hear your friends selling some- 
one else the idea — as if it was their own. 

Now let us look at some warm 
weather seat-selling ideas that will 
bear immediate results. They will 
boom your theatre the same day you 
put them to work. « 

CTAGE a Sport Girl Show contest. 
'^Advertise it to everj- girls club, also 
church organizations. Make it a matter 
of rivalry between them to enter their 
favorite. All their friends will come. 

Get the department store owner to 
loan the sport clothes. The sporting 
goods dealer will loan the golf sticks, 
tennis racquets, archery sets, etc. You 
will have the Bathing Girl, the Golf 
Girl, the Tennis Girl, the Archery Girl, 
the Canoe Girl, the Yachting Girl, the 
Fencing Girl, and every other sport you 
can think of. 

Contestants can parade singly across 
the stage. Applause of the audience 
will decide the winners. A little musi- 
cal number could be worked up to put 
it over as a regular act. Or tableaus 
might be given, grouping various Sport 
Girls. The sporting goods dealer will 
contribute the athletic equipment as 
prizes to the winners. You give the 
department store full credit for the loan 
of the sport clothes. They will gladly 
co-operate. 

Similar warm weather features can be 
working up with a Bathing Beaut\- Show 
and a Summer Hat Show. A Flapper 
Show can be put over big with the as- 
sistance of the fashion shop loaning cos- 
tumes, and the furniture dealer supph'ing the 
setting for a drawing room. All types of 
flappers can be shown in "party"' poses. 

Also stage an amateur night This is al- 
ways a drawing card .Local talent will 
swarm out to do their turns. It gives the 
audience many a good laugh. 

A knockout feature would be a Popular 
Kid Contest. Have fome local orator with 
a good line of comedy who knows the con- 
testants, introduce each one as he appears. 
The kids in the audience will yell their heads 
off for the champion of their particular 
"gang." This contest will put you on top 
with every boy in town. 

Organize an outing for the kids. Get the 
leading merchants to help. At the picnic 
grounds have speeches, games. Get acquainted 
with the kids. Bring them all back to your 
theatre for a free show. You'll have the 
whole town talking on this one. 

If j'ou don't find this line of warm weather 
helps meets your needs, turn to Advertising 
Aids. Some there for every Showman. 



Page 34 



Exhibitors Trade Review 



Nat Rothstein Ties Up 
'U. S. a; for F. B. 0. 

ISational Guard and Babe Ruth Conscripted to 
Exploit 'The Spirit of the U. S. A.' 

TIMES SQUARE has been advertised, exploited, bally- 
hooed. Native New Yorkers have sung its praises in 
the far corners of Timbuctoo and Afghanistan. Sports 
from Buenos Aires have traveled thousands of miles to paint 
it cerise and then lock it up for the night — if they didn't 
get locked up first. But it took Nat Rothstein of the vol- 
canic vocabulary to stake out a claim in the very center of 
the old Square and put a fence around it. Not only that, 
but he got a detail of the 104th Field Artillery with 75- 
millimeter guns to guard it for him while he went off to dig 
up some more publicity with that pleasing box-office echo for 
F. B. O. and "The Spirit of the U. S. A." 

When you consider that Times Square advertising space 
is sold by the fraction of an inch, and commercial bid post- 
ing concerns fight to pay fabulous prices for it, you will 
realize that F. B. O. accomplished a feat. In fact 119 feet 
was boarded upon both siaes of the long 
triangle, and the name of the patriotic fea- 
ture pasted up for tlie entire length. It 
could be read for blocks. 

Of course there is a trick in it. The 
campaign of publicity on this picture is a 
tie-up with the National Guard. It 
offers wonderful opportunities for recruit- 
ing. As shown in the accompanying illus- 
tration "Babe" Ruth appeared in Times 
Square and was sworn in as a member of 
the New York National Guard. Of course 
thousands of baseball fans were on hand to 
cheer the Sheik of Swat. And maybe the 
Lyric Theatre showing "The Spirit of the 
U. S. A.," just off the Square did a poor 
business after all this unusual exploitation. 
Maybe — huh ! 

An artillery unit with French field pieces 
mounted on gun wagons drawn by six-horse 
teams was kept continuously passing up and 
down the avenues of Gotham, spreading the 
recruiting idea. A large double-faced sign 
on the gun wagons urged folks to see Emory 
Johnson's patriotic drama. 



Tf VERY newspaper in New York ^las 
given news space to this' t'e-up with the 
local units of the National Guard. This 
is almost a record in itself. If editors in 



JJUMAN 

shown 



interest high h'ghts as 
below are inte-Foers'-d 
throughout the F. B. O. picture. 
"The Spirit of the U. S. A.," in 
which Mary Carr and Joh-n'e Wa ke 
.a.e bot!i featured to good advantage. 



(Rcprodiiclioii of 
Ne-cu York 




Press Notic 
American) 



Babe Ruth Will 
Open Army Drive 
by Joining Guard 

BABE RUTH will doff his base- 
ball uniform for a few hours on 
Tuesday and don the uniform of the 
National Guard. The ceremony of 
swearing him in as a member of the 
One Hundred and Fourth Field Ar- 
tillery will be conducted by Colonel 
James A. Austin at noon. 

This is part of the special recruit- 
ing drive by the Regular Army and 
the National Guard. 

For the next two weeks, while the 
drive is on, the motion picture, "The 
Spirit of the U. S. A.," will be shown 
at the Lyric Theatre, an encampment 
will be held in Times Square, and 
2,000 soldiers, with tanks and other 
modern fighting equipment, will pa- 
rade the streets of New York. 



"yWO Bambinos working here in exploiting F. B. 

O.'s "Spirit of the U. S. A." The Yankee's demon 
slugger scores a pubUcity home run for the film 
right on Times Squa:e, when he signed up as a 
National Guardsman. Nat G. Rothstein, standing 
at the left of Ruth, director of advertising for 
F. B. O., maneuvered the stunt into great success. 

the Big Town will give it space, it can break 
into newspapers everywhere. 

Matinee business was increased materially 
by setting aside certain afternoons for vari- 
ous organizations such as the Gold Star 
Mothers and Daughters of the American 
Revolution. 

The N. V. A. parade in Philadelphia was 
practically turned into a demonstration for 
"The Spirit of the U. S. A." The 108th 
Field Artillery loaned twelve tractors, 
manned and mounted. Signs on the tractors 
announced the picture and suggested enlist- 
ment in the city's crack unit. Thousands of 
heralds were distributed to the spectators 
along the line of march. 

New York and Philadelphia have thus 
given a conclusive demonstration that the lo- 
cal National Guard units are ready and 
eager to co-operate on this timely showing. 
The commander of the National Guard unit 
in any locality will be glad to hook up his 
organization with the picture. There is a 
slump in recruiting at this time, and the 
F. B. O. feature gives just the proper zest 
to stimulate the desire to join the army, 
navy or marines. 

nPHE reprint in the center of this page 
is from the Nczv York American, which 
is a fine example of the way big editors 
will get in back of this picture. Babe Ruth 
was the feature, of course. But any local 
celebrity who signs up for the army will 
be given just as much of a send-off. This 
means your theatre, too. 

Bov Scouts, military schools, athletic clubs 
will boost this picture the same as the Na- 
tional Guard is doing. The patriotic appeal 
is universal. And don't overlook the try- 
outs for the Olympic Games. They are all 
good publicity prospects. 

Last, but not least of all, don't forget 
that the names of Mary Carr and Johnnie 
Walker properly displayed and advertised 
will mean something to the followers of the 
destinies of screen players — and their name 
is legion. Poster cut-outs and electric lights 
should be put to their utmost in broadcasting 
the <'act that these players figure prominently 
in this unusual film. 




June 14, 1924 



Page 35 



Unique Radio Ballyhoo 

Two years ago when the radio became 
rampant there was much muttering and wag- 
ging of heads ; here was a new thunderbolt 
lodged against the supremacy of the screen 
as a popular entertainer. But when show- 
men learn what G. E. Brown, manager of the 
Imperial Theatre of Charlotte, N. C, did 
with the offending thunderbolt, they'll learn 
how this device can be harnessed to the in- 
genuity of showmanship and made to per- 
form a constructive work for the theatre 
owner. 

Here's what Brown did : He set up a 
receiving set with a loud speaker on Char- 
lotte's busiest corner. A sign nearby invited 
passersby to listen in on the Imperial pro- 
gram and especially to stand by for the out- 
bursts of applause and 'laughter that at- 
tended the showing of Pathe's "Why Worry," 
starring Harold Lloyd. 

There is a thought in the narration of this 
stunt for a showman who has a keen de- 
sire to do noble battle with the proverbial 
summer slump. A three tube set on a busy 
Corner nowadays attract almost as much at- 
tention as a one-lung "devil wagon" did 
back in the days of 1905. Laughter like the 
measles is contagious. It is a profound 
effect on the invisible audience, -.ind offers it- 
self as one of the finest forms of ballyhoo 
imaginable, when the sun is high and folks 
on the hot pavements are temperamentally 
attuned to the advantages of a cool, seques- 
tred, comfortable seat. 



Putting Summer Slump on Ice 

Alert exhibitors can get their cue for live 
summer exploitation from the fact that the 
hot season of the year is commonly known to 
merchants and other business men as the 
dollar's dog days. Here is a fine oppor- 
tunity to put your shoulder to the wheel 
and get everlasting fame and the gratitude 
of the community by organizing a campaign 
for combating the proverbial summer slump. 
The first point ot contact for such a pro- 
ject are the business men's clubs, !ike the 
Rotary, Kiwanis, Lions and so forth. 

Unquestionably, the showman who comes 
forward with this idea will gain respectful 
attention and constructive help from the busi- 
ness men in question. No newspaper, with 
any real interest in the welfare of the com- 
munity will fail to back up such a con- 
structive course of action with the kind of 
press notices that will give the proper im- 
petus to the enterprise. 



EXPLOITATION 
IDEAS 



Then, there is the Chamber of Commerce, 
who for obvious reasons, can be expected 
to lend a willing ear to a plan for putting 
Old Summer Slump on ice for good and 
for all. This short article needn't deal with 
the various devices for broadcasting the 
message of the campaign in question. When 
organization has been effected on a sound, 
logical basis, it is natural to infer that such 
things as parades, speeches, and placards in 
all merchants' windows, carrying the slogan 
of the campaign, \vi\l figure prominently in 
the carrying out of the good work. 

The exhibitor should constantly run slides 
with catch-lines anent the object of the cam- 
paign, and in his regular newspaper advertise- 
ments he should devote some space to the 
part he is playing in trying to ^ffect a new 
era of prosperity for the community. In 
various ways he should apply himself to the 
attainment of the proposition always doing 
this in a manner that identifies him before 
the public as the real skipper at the helm of 
the expedition. 

^ ^ ^ 

Barber Shop Exploitation 

Sii^ce summer is a time when folks have 
their hair cut more frequent!}' than usual, 
the exhibitor may find his cue for some bar- 
ber shop exploitation in the case of G. L. 
Shields, manager of the Modjestka Thea- 
tre, Augusta, Ga. When "Ponjola" played 
his theatre, ShieMs had a sign on every 
shearing shop in town, reading, "Anna Q. 
Nilsson got $10,000 for cutting her hair, but 
we give you a $10,000 hair cut for fifty 
cents." 

* if- * 
Use of Mailing List 

An opportune moment for putting your 
mailing list to good account is during the 
school vacation days,. when the young folks 
have to look about for something with which 
to occupy themselves. Here is j'our chance 
to get on the right side of mothers and 
fathers by calling their attention to the ad- 
vantages of keeping the kiddies off the hot 
streets, out of the way of darting automo- 
biles and other pitfalls replete with mischief 
and dire consequences. 

Tell them how your theatre promises sev- 



eral hours of cool, quiet repose with rol- 
licking entertainment. But most emphatically 
make a point of having the parents con- 
sider your theatre as a sort of rendezvous 
for the youngsters, during that season of the 
year when every precaution should be taken 
for minimizing the dangers of too much 
sun, over-exertion, and other insidious effects 
of the hot weather. 



Battling the Heat 

If heat is responsible for lack of patron- 
age don't harangue your patrons — battle the 
heat ! For example one enterprising show- 
man in the far West country, where heat 
is really heat with a capital H, uses a sort 
of hypnotic psychology, which rarely fails of 
its mark. He has schooled his entire staff, 
from the cashier down to the ushers in a 
line of conversation in accosting a patron 
which sells him on the idea that his theatre 
is the coolest, most refreshing place in town. 

To enhance this impression the employees 
are dressed in particularly cool looking gar- 
ments. Sweltering cashiers, limp-colored 
doormen, and perspiring usherettes are not 
on his payroll. No sj'mbol of heat sugges- 
tion is ever in evidence. As he says it, "The 
cashier must look cool at all costs, even if 
it is necessary to varnish her face and paint 
it, then compel her to sit in a hidden re- 
frigerator with fans focused on her." 



Cool Lobbyology 

Make your summer lobbies inviting by con- 
verting them into something that suggests 
running water, cooling caverns, verdant trees 
or flowering gardens. This is not as hard as 
it sounds, nor need it incur unreasonable ex- 
penditures. 

Poster cut-outs help nobly to dress up a 
lobby front inexpensivelv. Green crepe-paper 
properly draped gives a cool-looking back- 
ground soothing to the eyes and inviting to 
the senses. Posters from such pictures as 
Associated Exhibitors' "Chechahcos" or 
Pathe's "Nanook of the North" offer them- 
selves very nicely to lobby dress that will 
make your theatre front abound in ice and 
glacial scenes. 

Buy the posters outright, whether you use 
the pictures or not, and with the proper use 
of scissors and comoo-board von can have a 
Northern looking lobby that will last you all 
through the dog days. This will help might- 
ily to render Old Summer Slump hors de 
combat. 




r N this twenty-four sheet First National offers a distinctive examj^le of poster art. The picture of Norma Talmadge, star of "Secrets." has all the 
a.luring grace and charm of a iiainted portrait; the few artistic touches w; ich fiame in the picture are simple but striking. It is a poster of which 
any sh.ywman might be proud and can be adapted to a variety of forms of d.splay of which, billboard, pennant, and cut-out are excellent examples. 



Page 36 



Exhibitors Trade Review 



NOW is the time to get in your first punch 
at Old Man Warm Weather. Don't wait 
till he wallops you. Here you will find cool 
and soothing tonics for your warm weather 
patrons. They will help make your theatre 
a welcome refuge from the dog days— and 
nights. And you don't have to mortgage 
your house to exploit them. Small expense 
—that's their chief attraction. 

ji; sj: ^ 

MAKE the outside of your theatre the cool- 
est looking spot in town. You can do 
it in several ways, at small expense. Here 
are a few suggestions: Paint it in black 
and white. Disguise your box-office to rep- 
resent the window of a log cabm m the 
mountains, with a pair of snowshoes hung 
outside. Rig the box-office in imitation of 
the wheelhouse on a yacht, with a girl cash- 
ier dressed in breezy yachting costume. 

* * * 

SFVERAL large tubs with good sized 
"Shrubbery can be rented for a few weeks 
from a greenhouse or nursery. In fact it 
you arranged to give yotir florist a permanent 
framed advertising card in your lobby e 
would no doubt secure these for you for the 
summer weeks without a cent of cost The e 
<.reen plants in front of the house w 11 create 
I cool refreshing appearance. Or else deco- 
rate the front with imitation palm eaves. 
Another cooling suggestion is to display an 
aquarium with gold fish m yo/^'- l°bby so 
it can be seen from the sidewalk. Sujound 
it with green plants, and suspend a bird cage 
above it containing a real warbler, and you ve 
got a hot-weather knockout. 

* * * 

VOU can give your lobby a touch of cool 
Y^n^ountain atmosphere by buying enough 
secoiTd hand lumber to build a rustic bridge^ 
Take your flivver out into tVie country 'and 
you can pick up all the tree branches you need 
to form the rustic sides of the bridge. It 
will ru^ from sidewalk to entrance, directly 
Zouo-h center of lobby. On both sides of 
S"e the entire lobby can be camouflaged 
to carrv out the effect of mountain scenery 
Small boulders, with here and there a patch 
of evergreen moss which will stay [ resh f or 
weeks with a little watering. Your box office 
w 11 epresent the window of- a rustic cabin. 
On the other side of the bridge a portion of 
a fallen tree trunk. "Atmosphere Props can 
be changed weekly. One week 't w.l be 
"Fishing." Rod and reel, a can of bait a 
hand net resting against the tree trunk An- 
other week an urchins tattered clothes thrown 
over the trunk carelessly. A sign alongside. 
"To the Old Swimming Hole.' Or dse : No 
Swimming Allowed. Cy Hicks." The next 
wlek a iun, with a hunter's coat thrown 
over the log. And then again a man s straw 
hat a girl's vanity case and summer scart, 
an 'open magazine. A sign PO-ting mto 
your theatre tells the story: "To Lovers 
Lane" Your local sporting goods man will 
be giad to loan the fishing and hunting ar- 
ticles for a little advertising you can give 

him. , . 

* * * 

GIVE your lobby an ocean air with a gang 
plank running from sidewalk to entrance. 
Your box-office is converted into a yacht 
cabin The cashier is dressed as a yachting 
girl Life belts, a coil of rope, a pair ot 
oars, and a string of small flag pennants give 
the proper atmosphere. A sign on the side- 
walk can be adapted to any picture you are 
showing. "AH Aboard for tj^e Pirate Ship 
'The Sea Hawk.' " "Take a Cool Trip With 
'Icebound.'" "Take an Ocean Voyage to 
Alaska With 'Chechahcos.' " 

* * * 

IF you want to stick to your regular lobby, 
you can give it a cool and inviting ap- 
pearance with a string of Japanese glass 
chimes across the front, which cost a few 
pennies apiece. A small electric fan placed at 
one end will keep the chimes tinkling for 
all the world like a bunch of good fellows 



ADVERTISING 
AIDS 

rolling the ice around in their highballs. Ar- 
tificial flower streamers can be used in place 
of the glass chimes. With the electric fan 
keeping them swaying, they will impart a re- 
freshing, inviting atmosphere to your thea- 
tre on the hottest night. 

* * * 

INSIDE the theatre, don't overlook the old 
reliable methods that have always helped 
exhibitors through the hot spell. In the 
use of fans it is well to have them placed 
near some light summer draperies. When 



THEATRE 



a 

Q>aramount 
Qicliwe 




William de Mi'lle 



PRODUCTION 

WITH 

RICHARD DIX, LOIS WILSON 
<<T CEBOUND" 



I 



won the Pulitzer 
prize for the best 
American play. Now 
it finds new laurels in 
screenland's Hall of 
Fame. See it and 
know why! 



Fro VI the play by Oiuen Davis 
Screen play by Clara Beranger 



these sway in the breeze, they will do more 
than any other feature to create an air of 
coolness in your house. Your seats can be 
covered with creton slips. These can often 
be rented. Don't forget subdued lights. Blue 
and green create the best impression of cool- 
ness. Dress the ushers in light summer attire. 



A VOID hot weather atmosphere in your 
bookings. Showing South Sea Island 
pictures, for instance, doesn't bring any rous- 
ing cheers from folks melting in their seats. 
"Chechahcos" is an ideal warm weather show- 
ing — icebergs, snow storms, and feLows in 
furs freezing in blizzards. But you don't 
have to stick to pictures with a frozen north 
setting. Any picture that absorbs the inter- 
test of your audience is a good summer show, 
whether it be melodrama, romance or com- 
edy. If it grips attention it will make them 
forget the discomforts of a soaring ther- 
mometer. Run as many short subjects as 
possible. Pass up extra long features, unless 
they are screen classics that everybody is 
talking about. 

if: ^ ^ 

IN your advertising — newspaper, mailing 
list, lobby announcements, throwaways — 
emphasize first, last and all the time that you 
have the coolest place in town outside the 
ice factory. Tell them of any of these fea- 
tures you use to back up your claim. The 
illustration on this page is from Paramount's 
press book, "Icebound." Just to look at it 
makes people forget the heat waves. This 
press book has other "coolful" newspaper ads 
and heralds that will bring 'em in on the 
hottest night. Get your summer lobby cards 
up with a similar touch of ice in the 'let- 
tering and illustrations. It will be cheap and 
profitable publicity for the hot weeks ahead. 

* * * 

COACH your house staffs, especially the 
ushers, to sidestep "gosh ain't it warm'' 
conversation with patrons. An usher who 
can show a customer to his seat with an air 
of taking him on a sleigh ride deserves to 
have his salary raised. He will more than 
earn the raise before the warm weather is 
over. Cold weather conversation put over 
with a warm smile should be a part of your 
training of ushers right through the season 
till the mercury drops. It's the cheapest and 
best investment you can make. "Sell coolness 
to warm patrons." Tell that to the ushers 
before every performance. 

* * * 

"Dun a wire from your theatre roof to the 
building directly across the street. On 
this wire string toy balloons on a good length 
of cord. Have them sufficiently far apart so 
they will not get tangled in the breeze. Sus- 
pend a white cloth banner from the center 
of the wire, with this black lettering upon it : 



As 



Airy 



'J'HIS ad from Paramount's pressbook on "Ice- 
bound" is ideal for selling coolness and comfort 
to warm weather patrons, for it just breathes ice. 



Cool and 
As A 
Balloon 
The City Theatre 

If your lobby is large enough to permit, set 
aside a far corner for a Visitor's Rest. All 
you need is a few large potted shrubs or 
palm leaves to enclose the space. Several 
easy chairs and a small writing table is all 
you require. Feature it in your advertising 
and mail announcements : "When on shop- 
ping tour, drop into our cool lobby and re- 
lax a few minutes in our Visitor's Rest. Ar- 
range appointments with friends here." 

Keep your lobby always cool and attrac- 
tive. Growing plants produce the effect. Even 
artificial flowers give an inviting appearance. 

Summer Showmanship has its handicaps, 
but exercising yx)ur wits a'(ong lines sug- 
gested above will help you through the warm 
weeks. All these suggestions are economical. 
You don't have to invest your bank roll to 
put them to work. Try 'em. 



June 14, 1924 



Page 37 




Constructive Increntives for 



nd Local Merchants 



THIS TIE-UP SMASH BRINGS YOU 
SURE SUMMER CASH 

Jackie Coogan's Genius Brings Clear Laughter or Real Tears, 
The Secret Is-^He Thrills You With Touch of Tender Years. 



JACKIE COOGAN is back with his 
best box-office bet — tattered togs. 
Back in a Metro masterpiece of 
honest-to-goodness boy appeal. 

As Nello, the immortal hero of 
Ouida's undying story, he presents in 
"A Boy of Flanders" a youthful Bel- 
gian who glorifies your laughter in 
tears. In baggy trousers, patched 
jacket, and wearing his cap as only 
Jackie can wear it, he will clatter his 
way into the hearts of your patrons on 
his clumsy wooden shoes. And the 
echo will remain there in haunting 
memories for many a long day. 

A Child Classic 

A sweet, wholesome story of a boy's 
struggle against bitter circumstance. It 
is colored with the moving drama of 
his joys, hopes, sorrows and heart 
yearnings. Through it all runs a pic- 
turesque background of the peaceful 
fields of Flanders dotted with canals, 
dykes, windmills and poplars. 

An ideal summer showing, this. It 
will make your theatre seem as cool as 
the breezes that lazily move the giant 
arms of the windmills above the rustic 
landscape. 

A Poignant Picture 

A story of a boy's brave struggle, left 
alone in the world with only a Great 
Dane as a companion. The devotion 
of boy and dog in a multitude of mov- 
ing scenes build this photoplay into a 
picturization. of poignant reality. • 

'And there is Aibis, the daughter of 
the wealthy miller, Cogez. Possessed 
of artistic talent, Nello delights to 
sketch his little girl playmate. 

The Outcast 

The little waif is left out in the cold 
when the other youngsters are invited 



to Alois' birthday party. Cogez, the 
grouchy miller, looks upon the orphan 
as riff-raff. 

Then comes an exquisite bit of tragi- 
comedy. The girl aids the hero to at- 
tend the party disguised as a girl. He 
is the life of the party. But alas! His 
trousers slip from beneath their female 
disguise. The tyrant father "gives him 
the gate," as parents have done since 
gates were invented, and so puts a 
crimp in love's young dream. 

Calamity 

The mill owned by Cogez burns. He 
unjustly accuses the boy. To avoid be- 
ing committed to an institution, Nello 
secrets himself under a hayrick with his 
faithful dog. 

His only relative, his old blind grand- 
father, dies. Broken-hearted, the hoy 
wanders off to Antwerp. 

Heart Throbs 

Throughout the remainder of the 
story your audience will sit with 
breathless interest. There is a heart- 
rending scene where the outcast goes 
with his faithful dog to die in the 




snowdrifts. Meanwhile it is discovered 
that his painting of Alois holds the 
magic touch of genius. 

Frantic search discovers the hapless 
waif. He is adopted by a great painter, 
along with his dog companion. 

A simple story — a great picture. The 
kind that children take their parents to 
see. They too will become as little chil- 
dren as they smile and weep through 
it. After all, that is the finest tribute 
to any pictured story — it makes 'em 
smile through tears. 

The Art of Youth 

Jackie Coogan at the height of his 
youthful art. The genius of artless 
youthfulness — the sincerity and sim- 
plicity of a child's heart that makes 
studied art seem counterfeit. 

A story as tremendously tender as 
a wisp of baby hair. 

Ready Made Audiences 

When you book this picture, you 
are booking more than a photo play. 
You are bringing an international 
celebrity to town. You become the 
celebrated host of Jackie Coogan, the 
youngster with million dollar ready 
made publicity in back of him. 

His friends are -legion. And this 
means grown-ups as well as every kid 
in your neighborhood. Your theatre is 
his home for the length of his tri- 
umphal visit. All his friends must 
come to your box-office to see him. 

That is only half the story. Jackie 
Coogan comes to your theatre with an 
Impressive fanfare of trumpets sound- 
ed bv national advertisers. They have 
organized a publicity parade to bring 
the citv streaming to your screen. They 
have something to sell — their merchan- 
ilise. But they must sell it through the 



Page 38 



NATIONAL 




SECTION 




National Tie-Up with Jackie appearing only 
at your theatre. 

Your Dollar Machinery 

The tremendous publicity machinery of 
the world of merchandising is set working 
to pour the dollars into your money chest. 
Don't forget that the fortunes spent by 
national advertisers in magazines and 
newspapers all year round has only one 
object in view. That is to send the pub- 
lic to local dealers to buy the merchandise 
they sell. 

And statistics prove that 87 out of every 
100 retail purchases are directly due to 
eye-selling. People are sold by advertis- 
ing. And the windows of local merchants 
are the biggest and most powerful factor 
in causing folks "to buy through the eye." 

Tie-Up Your Town 

Each week the Review is presenting 
to you in this section the very best win- 
dows in your city. Your cut-and-dried 
exploitation is delivered at your door. 
These windows bloom for you — a harvest 
of dollars that any merchant's window 
brings when featuring your tie-up with 
nationally known merchandise. 

People see it. They can't pass by un- 
heeding. Your stills are there. The name 
of your theatre is there. It costs our as- 
sociated manufacturer-advertisers thou- 
sands of dollars to advertise their goods 
through many windows. 

The Book 

The photoplay edition published by Grosset 
and Dunlap is bound to bring the book lov- 
ers to your theatre. Having read the book, 
statistics prove that the majority of readers 
come to see the film. This being a boy's 
, story, you can get together with the book 
dealer and feature a prize contest in the 
public school. 

Not only youngsters will be interested. 
Grown-upf will want to read this new version 
of the immortal story from the pen of 
Ouida. You can certainly make motion pic- 
ture patrons of booklovers on this one. Play 
up the name of Ouida, the creator of this 
chiVl classic. It will help both you and the 
book dealer. 

Caps and Hats 

The Frank P. Heid Company, manufac- 
turers of Jackie Coogan caps and hats, ha^'e 
extended themselves to give you a smashing 
tie-up on their specially trade-marked head- 
wear. This line is heavily advertised every- 
where. It has real class, and it should cap- 
ture one of the mo.st distinctive and attractive 
windows in your city. 



TUST a homeless kid and his one friend clinging 
together for warmth and protection from the 
storm. This is one of the tearful situations in 
Metro's late production, "A Boy of Flanders." 
On the left is the old miller who turned the 
pathetic little orphan out in the cold, and the 
kind-faced frau mothered him through hard times. 




A novelty piece of advertising in connec- 
tion with these hats and caps is a booklet 
entitled "Jackie and His Magic Cap." It 
will prove a winner in creating interest not 
only with the kids, but a'eo their parents. 

Borden's Milk 

This tie-up with the famous House of Bor- 
den brings with it 50 years ol^ advertising 
prestige. Borden's is a household word. The 





THE KID DISGUISED 
r~JNE of the humorous touches in Metro's "A 
Boy of Flanders" is Jackie disguised as a girl. 
Comedy becrmes tragedy, '^wever when the heart- 
less miller discovers the kid's trousers beneath the 
petticoats and tu.ns him a.o.;e invo a cruel world. 



principal food of children certainly is a logi- 
cal product to feature with "A Boy of Flan- 
ders." 

The story has a plot that calls for many 
shots of the hero's milk cart drawn by his 
dog companion. So you can readily see 
just how powerful the window display can 
be made. Your stiVls, Borden's prestige 
coupled with that of Jackie Coogan is a 
three-time tie-up triumph. The Near East 
Relief campaign also comes to your city to 
make this window display one of jthe^ strong- 
est box-office magnets you will ever have. 

Jackie Coogan Candy 

Very seldom is it possible to give you a 
window disp'ay on a candy proposition that 
fits in so close with your picture showing as 
in this case The chocolate candy in this 
tie-up consists of a reproduction of Jackie's 
head. Properly exploited by the dealer, this 
candy can be made a regular fad with kids, 
the same "Kewpie," and similar trade- 
marked novelties. 

You can make a deal with the store fea- 
turing this candy whereby you can dis- 
tribute these confections to the kids who 
attend a rartirrl-ir .showing. It will be a big 
time Ad for both of you. 

Ingersoll Watches 

An ideal window display on a boy pic- 
ture. If there is one thing a boy craves 
most it is to own a watch. With this thought 
in mind, get some prize idea working with 
the dealer, and you wiH attract the atten- 
tion of every kid in the community. You 
know what that means. The kids will pub- 
licize you from the housetops, and the grown- 
ups won't have a minute's rest until a watch 
i-- won and your show is seen. 

Ingersol'i watches are known wherever 
time counts for anything. And in thi= land 
o' liberty time is money. In this case Inger- 
.soll time pieces are going to mean money 
for you and your dealer partner. 

.lacki-^ Coogan Peanuts 

And here's a knockout ! The Kellv Com- 
pany, _ of Cleveland, Ohio, visualizing the 
potential exploitation wrapped up in a tie- 
up between "the kid" and their product, have 
put out a most attractive package called 
"Jackie Coogan Salted Peanuts" and have 
adopted as a slogan just two words — 
"They're Great." 

The dealer will provide sample packages 
which may be used as advertising, or may be 
distributed among your audience. The tangy 
taste of these lucious goobers is going to 
make folks think of the name. And when 
they think of Tackie Coogan they will come 
to see your sho^v. 



June 14, 1924 



Page 39 




SECTION 



Newspaper Stories and Campaigns 
Bring Big Money Tie- Up 



'A Boy of Flanders^ Is Enjoyed 

By Children and Grown-Ups 

The New Jackie Coogan Film Has a Wide Appeal 
Because of Its Pathos and Humor 



{This article, ufith above headings, is an 
ideal reznew story from Metro's Press Sheet 
to hand to your ne\ivspaper. It'J short and 
interesting.) 

LAST night's audience at the City Thea- 
tre seemed unanimously agreed that 
Jackie's latest Metro picture, "A Boy 
of Flanders," will exert a wide circle of 
appeal — it is so human, so homely, so full 
of those touches of tenderness and pathos 
that make the whole world kin. 

Throughout the fetory, even in the moments 
of its mischief and fun — and they are many 
and reassuring — the characterization given by 
little Jackie is imbued with a fine spiritual- 
ity of infinite appeal alike to children and 
grown-ups. 

Gone are the forma'i, braided and militant 
garments of "Long Live the King." Instead 
there is little Ncllo in the poverty stricken 
hut of Jehmi Daas, who ekes out a wretched 
living as a carrier of milk from the small 
farmers of St. Agneten to dealers in Ant- 
werp. 

The picture is replete with scenes of in- 
spiring beauty. Homeless Ncllo (Jackie) 
wandering aimless in the fa'ce of a blinding 
snowstorm constitutes one of ihe most poig- 
nant episodes on which the eye of a motion 
picture camera was ever turned. No one 
who witnes.'^es the rescue by the dog, Pet- 
rasche, of his little master, will ever forget 
the tear-evoking power of this episode. 

Marian Jackson adapted the story to the 



screen. Walter Anthony wrote the con- 
tinuity. They have both caught the ma- 
jestic sweep of Ouida's story. Victor Schert- 
zinger, the director, has filmed a real mas- 
terpiece. 




NEWSPAPER CAMPAIGN 

FOR COOGAN CONTEST 

Metro has prepared a corking press book 
for "A Boy in Flanders." It gives in detail 
a campaign for staging a Jackie Coogan 
Similarity Contest in co-operation with your 
local newspaper. 

All the details are worked out. An entry 
blank is published in the newspaper the day 
before the contest opens. The children are 
urged to get their costumes ready, sign and 
'mail in the coupon. They are matched from 
the newspaper office to the theatre to see the 
picture. The best impersonations win cash 
prizes. 

In addition, free tickets are given to aM 
children who clip coupons from the paper, 
and a special showing is given for them. A 
Jackie Coogan Club is also formed in addi- 
tion to the contest. Membership is' gained 
by clipping a coupon from the newspaper, 
which entitles the youngster to a Jackie 
Coogan button. 

If a similar contest has not been run in 
your town, here's your chance. It will bring 
every kid to your theatre. Also their parents. 



NEWSY STORIES FOR 

HARD BOILED EDITORS 

A collection of advance stories for news- 
paper u:e are contained in the Metro press 
sheet which will get by the editor. They 
have such a "newsy" angle and are so aliv ■ 
with human interest that any editor would 
think twice before turning them down. 

One is an amusing story of how Jackie 
was bribed with candy by Director Victor 
Schertzinger to properly pin over a b'g scene. 
He promised the youthful star six juicy gum 
droDs if he would extend hims'elf. 

The scene is that where he is looking with 
longing and hungry gaze at the cakes and 
cookies prepared for the birthdav party from 
which he has been excluded. When the di- 
rector cabled camera, Jackie failed to reg- 
ister hunger for sweets. He finalV con- 
fessed that he had "pinched" the gum drons. 
So they couldn't rhoot the scene until Jackie 
was 'again hungry for candv. 

Another storv tells about thp three Tack 
Coogans — son. father and grpnJ father. Mrs. 
Cnogan has an 'titerrst'Ti<T talk to mothers. 
She tells of difficulties in making juvenile 



stars. She tells some timely truths to moth- 
ers who think that their sons wou'd be 
Jackie Coogans if given half a chance. Jack 
Coogan, Sr., contributes an articje on why 
the title of Ouida's immortal short story, 
"A Dog of Flanders," had to be changed to 
"A Boy of Flanders" to fit the screen. 



NEAR EAST RELIEF 

MILK FUND DRIVE 

In addition to the splendid window dis- 
plays offered you in the National Tie-Ups 
on 'A Boy of Flanders," a countrywide milk 
fund gives you a wonderful chance for pub- 
licity. _ 

It is known as the Jackie Coogan Million 
Dollar Milk Ship and Alilk Trains Campaign. 
A ship's cargo of milk, flour and clothing 
will be collected in 48 states in the next four 
months. By booking this picture, you can be- 
come the leading factor in putting this cam- 
paign over locally. 

Special exploitation features have been 
worked out, insuring the co-operation of the 
local newspapers, agencies of the big milk 
distributors, the Director of your Near East 
Re«ef State branch office, and the exploita- 
tion department of Metro. 

Jackie Coogan's personal activities in this 
tampaign are shown in special publicity stills. 
A?' soon as you book this feature, notify the 
Director of the Near East Relief of your 
State. He will at once start the publicity 
in your territory. 

Full details of this campaign are given 
elsewhere in this section. Read all about it. 
Don't miss this one. 

Every resident in your community will be 
interested in the campaign to secure much 
needed nutriment for the poor youngsters 
of othei- lands. 

And your theatre will profit according'y 
through the great publicity gained for you 
by Jackie and "A Boy of Flanders." 




Page 40 



Exhibitors Trade Review 



NATIONAL 




SECTION 



IN thinking of lobbyology for 
Metro's "A Boy of Flanders," 
starring the diminutive Jackie 
Coogan, one mustn't overlook the 
tremendous possibilities in working 
the posters on this picture for all 
their worth. And they are worth 
a lot. 



Jackie Coogan 
Lobbyology 



Take for example, the three-sheet ; 
shown below, Jackie and his faithful 
dog standing in front of the warm look- 
ing house, giving up the wallet he has 
found in the snow. The composition 
on this poster is such that even though 
it is not used for cut-out, it presents 
a striking appearance with all the hu- 
man interest elements that make for 
drawing power. As a cut-out it would 
be even more striking, for the wistful- 
ness of the principal figure, which is 
that of Jackie, of course, would be en- 
hanced. There is dramatic power of 
no mean quality in this Uthograph and 
it should not be overlooked as likely 
piece of lobby dress. 

'pHE three-sheet on the right hand 
side of the page fairly invites the 
use of scissors, paste and compo board. 
Here is a cut-out, if strategically 
placed in your lobby, or better still on 



top of the marquee will hit folks be- 
tween the eyes, not with the effect of 
confounding the eyesight but with the 
strong irresistible appeal of masterfully 
portrayed emotions transferred to pa- 
per and printers' ink. The fact that 
the picture is a close-up widens the 
range of its pulling power, for people 
will be able to see it from afar and 
they'll need no explanatory matter to 
tell them that a Coogan picture is in 
the offering. 





0\i\hh!S "a ooo 01 n/\NBeus~ 

A METRO PICTURE 




'pHE picture in the middle column is 
taken from a still any number of 
which may be had from the Metro 
Company. It is a fair sample of what 
may be had for dressing up the inside 
of the lobby or for a layout on a cab- 
inet frame. Needless to say this photo 
has all the sweetness of tone and ar- 
tistry that will ride straight into the 
sympathies of onlookers. The picture 
shown here in particular has an allur- 
ing softness and portrait quality which 
engraving reproduction here belies. 
Its moving quality constitutes it a veri- 
table business puller. There is no ques- 
tion but that when folks' eyes light on 
this distinctive sample of portrait pho- 



tography they're going to have a 
powerful desire to step inside and 
find out just what it is that the 
little fellow does. 

'P HERE are many more atten- 
tion arresters in the form of 
posters and lobby accessories that 
will help sell the picture to pass- 
ersby and curious gazers. Some 
of the one sheets adaptable to cut- 
out show striking figures of Jackie 
in various poses, all having more or 
less of that touch which impels folks to 
buy tickets in order to see what all 
the shooting's about. 
J N the twenty-four sheet there is 
compelling figure of Jackie, the 
dog and a can of milk which makes a 
fine ballyhoo unit for a smashing 
display on the canopy or over the en- 
trance. It makes an irresistible sell- 
ing argument. A series of lobby cards 
contain many elements that move the 
heart and start a line moving toward 
the box-office. These contain some 
beautiful color wrork, and have glow- 
ing backgrounds that reflect the rich 
beauty of Flanders and the atmos- 
phere of the story. 



JACKIE 

COOGAN 

A60Y°/|ANDERS 





A METRO PICTURE 








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PICTURES 



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JDCrected bif 

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vi^fe^^yWM-TBR ANTHONY 
/row OTlinArS "A DOG 
OF FLANDERS" ^ ^ 

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Distrihvitors tkvuou.t 9irea.t'3viba^L.t^ 
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June 14, 1924 



Pase 43 




NATIONAL 



SECTION 



Here Are Tie-Ups and Exploitation Stunts 
That Will Make Money Anywhere 



JACKIE COOGAN suits and overcoats 
have gained amazing popularity with both 
youngsters and parents in a remarkably 
short time. They are soid everywhere there 
are boys — and that's covering a lot of ter- 
ritory. 

The coats give double service. They are 
light weight rain protectors to save the little 
fellows from Spring and Summer showers, 
yet warm enough to keep the boys comfort- 
able on the coolest days we will know next 
Fall. 

The very minute you book "A Boy of 
Flanders" you will automatically receive the 
display material which will enable you to ar- 
range a corking window which will help your 
dealer-partner sell Jackie Coogan coats and 
suits, and will line the kids and their parents 
before your box-office in a reglar scramble 
to see the picture. 

This is' a utility tie-up from every point 
or view. Even boys must wear clothes as 
little as they like them. And these products 
are good looking and serviceable — a combina- 
tion of qualities that will interest parents 
on every street in your town and every town. 

Not on!,y is this' tie-up for windows, but 
if you stage a similarity contest or any other 
of the numerous contests outlined in the 
Metro Press Book or in the National Tie- 
Up Section, you will doubtless be able to 
make a mutually profitable arrangement with 
the dealer to offer either a suit or a coat as 
a Jackie Coogan prize. 

These articles are real Jackie Coogan gar- 
ments. They are named for the "kid" and 
handsomely labe'ed with that name. Tied-uo 
in a window with stills of "the kid" in the 
ragged raiment of litt'e Nclln. the Be^ff'an 
boy hero of the famous novel from wh'ch 
the picture is adanted, a contrast wil' b" 
pointed that is simply bound to sell merchan- 
dis'e for the store and tickets lor your thea- 
tre. 

A Tie-Up That Will 
Win Patrons 

Small boys and salted peanuts ! There is 
a tie-up as logical as the famous tie-up be- 
tween ham and eggs ! The box says : 
"Jackie Coogan says 'They're Great,' " and 
both you and your dealer friend are going to 
agree that this is a reaFy great tie-up when 
you see the oodles of salted peanuts that are 
going to be sold through this window dis- 




/~\NE of the excellent bit3 of c' arac-er inte'p e'a- 
ti:)ns that abound in Metro's picture "A Boy of 
Flanders" in which Jackie Coogan stars again. 

play, and see the line of patrons before your 
box-offi'Ce They come in buckets too. And 
there are big handsome display cards which 
will draw crowds to your window lobby like 
LUgar draws flies. 

The Ke ly Company, of Cleveland, Ohio, 
IS the rationally known concern possessing 
the keenness of perception to see the great 
benefit to be mutually derived through a tie- 
up with exhibitors showing the ]\Ietro pic- 
ture. They are all prepared to do things 
in a big way, and stand ready to back you up 
in every possible way. 

In booking the picture you receive this ad- 
ditional exploitation absolutely free.^ And 
you will admit that such publicity is abso- 
lute'y priceless. The Kelly Company has 
made up special accessories which are noth- 

A GENIUS is alwa'-s without 
honor at botre. and so little 
Jackie, who plays Nel'o in Me^ro^'s 
"A Boy of Flanders," i'; abu-ed 
ami accused by the hard-heaned 

villain in this great production. 




ing short of elaborate. There are window 
trims, large counter display boxes', special 
sample envelope containers, "beautebox" 
pails, and a host of well thought out helps 
that will coin money wherever shown. 

Don't confine yourself to the window dis- 
p'lay. Arrangements can be made with the 
dealer to supply small sample packages which 
may be distributed free in the streets, sent 
through the mails, given as souvenirs at the 
show, or used in a numberless' variety of 
ways. 

Additional Stunts for 
'Boy of Flanders' 

There are more stunts that suggest them- 
selves in connection with Jackie Coogan and 
the Metro picture "A Boy of Flanders" than 
any exhibitor could use if the picture ran a 
year. And incidentally if you will profit by 
the suggestions and ideas contained in this 
National Tie-Up Section the chances are a'l 
that you will have to extend your booking 
"by popular demand." 

For instarce, in "A Boy of Flanders," 
Jackie as Ah-llo the little pathetic Belg-lan 
orphan, has just one friend in all the world. 
That pal is a huge dog — a Great Dane — and 
they are inseparable. They starve together 
during the daytime and hudd'e together at 
night to escape the cold. Do you see what 
this suggests? 

No more or less than a dog show. Not 
high-brow pedigreed beasts all scented up and 
blanketed, but regular dogs. The Icind that 
every boy has and that every boy loves. 
Do you mean to say that the local papers 
won't gather around and beg you to let them 
write up this stunt? 

And for additional space just call the edi- 
tor's attention to the interesting thought of 
what Jackie will do when he grows up. Of 
course, if he was that kind of a boy he 
wouldn't have to do anything. Jackie has 
made a lot of dollars in the few years he 
has lived. But he wants to "be something" 
when he grows to manhood, and there is a 
lot of specu'ation on just what he will be. 



ir ^^^^ 



Tie Up With 
JACKIE COOGAN 
HATS and CAPS 
And Sell More Seats 



BIG PROFITS don't "just happen." You've got to make them happen. 
You can do it on every Jackie Coogan picture you shov? if you tic 
up to the highly popular Jackie Coogan Hats and Caps, exploited by 
Frank P. Heid & Co., leading manufacturers of hats and caps. 

How? Merely fill in and mail the attached coupon to the Alfred Austin 
Advertising Agency, 116 West 32nd Street, New York City, the minute 
you book ANY Jackie Coogan picture. 

At no cost to you they will start the ball rolling. They will notify you 
who the Heid dealers in your city are. They will urge them to co- 
operate with you. They will supply them with attractive window and 
show-case displays. They will send them suggested tie-up copy for 
newspaper ads and mailing matter together with cuts and mats for 
same, and a special slide for use in your theatre. 

Work with your local dealer. Give him as much co-operation in your 
theatre as he is ready to give you in his store and you'll have a double- 
barreled merchandising smash that will bring both of you BIG 
PROFITS AND NEW CUSTOMERS. 



EXHIBITORS: 

Send 
This 

Coupon NOW 




Alfred Austin Advertising Agency, 
116 West 32nd Street, 
New York, N. Y. 

I want to tie up with Jackie Coogan Hats and Caps. 
Please start the ball rolling without obligation or cost to me. 



I am going to play . 
On 



(Title of picture) 
(Date) 



Name . , 
Theatre 
City ... 




Page 45. 



SECTION 



JACKIE AS A BELGIAN MILKMAN IN METRO'S "A BOY OF FLANDERS 



Window Tie-Ups For Every Type 
of Shop in Your Town 



FROAI the great variety of tie-ups effect- 
ed, with Jackie Coogan and the sure 
fire box-office picture Metro lias 
evolved from Ouida's famous novel "A Boy 
of Flanders," it certainly looks as though the 
enterprising exhibitor who takes the small 
trouble necessary to "clip the coupons" can 
have all Main Street shouting from its shop 
windows for the town to see your show. 

The 'Buy' Word 

For 75 cents Grosset and Dunlap, the na- 
tionally known publishers of nhotoplay edi- 
tions, offer to the public in book form the 
story of "A Boy of Flanders." The volume 
teems with illustrations and every sirgle one 
of them is a still from the picture that will 
be shown at your theatre. 

"Read the book and see the picture" is the 
by-word. And "buy" word is right ! For 
whoever sees the picture will read the book, 
,.and whoever reads the book wi'i surely see 
' the picture. Here is a chance for the strong- 
er! kind of co-operation between you and 
' the wide-awake publishers who have proven 
J to the tune of jingling gold that they appre- 
fciait the great lure of motion pictures for 
1^ every man, woman and child in the country. 
V 'This tie-up window will put your theatre 
Is so well in the lime-light that you will bene- 
fit not only at the time of showing this par- 
ticular picture but for a 'long time afterward. 

And for hot weather it's a knockout ! Just 
for instance — picture a window alluringly 
dressed in cooling colors, and .'Uggesting in 
J any of a variety of ways the dolcc of nienta 
' (which means the sweetness of loafing) so 
dear to ail of us during the warm spell. It 
• might be a hammock, or just a cosy nook, or 
a bench, or even a table with the bookf and 
stills from the production featured. PeopV 
will stop, buy the book, read it in the after- 
noon and come to your show in the evening. 

Healthy Tie-Up 

Borden's milk brings health and wealth. 
^Por over half a century this liquid nutri- 
ment has built strong youngsters brimful of 
the joy of living. And for over half a cen- 
tury the Borden product has made money 



for dealers. Novi' it will make money for 
you through the window dir-play tie-up which 
links Borden s muk, the best friend of 
all kids, to Jackie Coogan, the kid himself, 
and the heart throb drama which Metro has 
adapted from Ouida's world read novel "A 
Boy of Flanders." 

The Borden Company product is known to 
every mother and every chi d in America. 
The child saving campa'gn conducted in bj- 
half of the six mil don children suffering 
from malnutrition right here in these United 
States is backed up with all the faith and 
impetus inspired by a quarter of a million 
dollars spent in advertising. 

And this benefit is what the showman will 
reap in clipping the Dorden coupon and get- 
ting tl e very finest pulihcity for his theatre 




TV/ HEN Jackie fina'ly wins out iti Mct o's drama 
" "A Boy of Flandeis ' he does not forget the 
canine pa! who stu'-k ilore 'o b m th-o fii many 
hungry days and cold n ghSs wlien h ; was friendless. 



and his show through the Tackie Coogan- 

Borden Company Tie-Up. 

And don't forget Jackie figures most 
prominently in the Near East Relief cam- 
paign to secure mi!ik for the kids less for- 
tunate than ours here under the protection 
of the Stars and Stripes. 

Detailed information of how best to utilize 
the publicity accruing to the child star 
through his efforts for th^ otTier children in 
connection with the Alilk Fund will be found 
elJewhere. 

The Candy Kid 

What better tie-up with Jackie Coogan and 
"The Boy of Flanders" than chocolate 
goodies actually named after the princehng 
player? Here is a National Tie-Up effected 
with a prominent confectioner that is bound 
to create a universal appeal. 

The Jackie Coogan Candy is a chocolate 
confection actually molded in a replica of 
the head of the boy star ! And Jackie 
Coogan eats it himself, and this information 
is stamped on the candy. 

The kids will go wild over this one. And 
don't think for a minute that the older folks 
won't indulge a sweet tooth and_ a'iso a de- 
sire to see the boy who has made a million 
dollars in the first few years of his life. 

This will be a jim-dandy window — but 
don't let it stop there. Think of the chance 
to offer a Jackie Coogan chocolate to every 
kid that comes to a special matinee. There 
are a dozen different ways that you can pub- 
licize your theatre and its attraction through 
this tie-up, and any one of them wil'i get 
the kids working for you. 

And don't forget that the small boy — or 
girl — is the greatest exploiteer in the world. 
The kids cover a lot of mileage every day 
both with their little busy feet and their 
busy little tongues. With this one you will 
have them walking and ta'iking for you and 
"The Boy of Flanders." 

Caps the Climax 

Here indeed is a "crowning" tie-up! No 
le:s than the Jackie Coogan Caps and Hats 
specially produced for a tie-up with "the 
kid" by a national leader in the manufacture 
of boyish head gear. 

At absolutely no cost to you other than 
the stamp necessary to carrv the clipped 
couoon to its destination, you may secure 
publicity for your show and your hat-dealer 
friend that will bring every kid and every 
parent in town to the door of the hat shop 
and to your theatre's box-office. 

The Frank P. Heid Company is all set to 
co-operate with you to the Nth degree. At- 
tractive window and show case displays, tie- 
up copy for newspaper ads, snappy stuff for 
your mailing list, cuts and mats and special 
s'ides for use in the theatre. 

Realizing the great potentialities of the Na- 
t'onal Tie-Up with a star of the great mag- 
nitude Jackie has obtained, this fore-sighted 
firm has arranged for you a double-barreled 
merchandisina" smash that will bring both you 
and frierd dealer big profits and new cus- 
tomers. 

Ths merchandise is sold by the best and 
biggest stores of the country, it is a star 
j.rnduct named for a star, and you will cer- 
tainly mark "The Boy of Flanders" play date 
with a big star on your calendar after you 
count the gate. 

Another a'd i«: a verv attractive little book- 
let entitled "Jackie and His Magic Cap." It's 
as sweet a fairy- tale as was ever told. 
Your announcement of the show ap- 
pearing in the booklet will make Ma and the 
kid lead fa'h.cr gently to the box-office. 



Page 46 



Exhibitor), Trade Rcvicvc 



NATIONAL 




SECTION 



T3QKl£4ti Means Healthier Children 

The Window Tie-Up Means Healthier Profits! 




BORDEN'S 
EAGLE BRAND 
has been handled by 
dealers the country 
over Av i t h consider- 
able profit for over 60 
years. This means 
that its life in the average home 
has been about one year for each 
child. 

Borden didn't stop there. In 
looking for even further sales 
fields to conquer, the company 
experimented for two years and 
found that over six million chil- 
dren in the United States were 
suffering from malnutrition. It 
Avas found that Eagle Brand cor- 
rected this condition more quick- 
ly and effectively than any other 
product. 

These malnutrition campaigns 
are now going on with all the 
faith and impetus of a quarter of 
a million dollars of advertising 
l)ehind them. It means that the 
sale of Eagle Brand will be 
doubled or tripled or quadrupled 
— multiplied we don't know how 
many times. 

What a whale of a merchandis- 
ing opportunity for you, Mr. 
Showman, if your attraction is 
featured in any of our window 
displays! No passing mother or 
father will fail to be an interested 
spectator to a display that broad- 
casts such a vital, child-saving 
message as Borden's. Every such 
spectator is a potential patron of 
your theatre if you clip the cou- 
jjj^oji in the rig-ht hand comer. 




NEAR EAST RELIEF DISPLAY IN MINNEAPOLIS 

Your Chance to Turn Milk 
Fans Into Screen Fans! 



WITH Jackie Coogan, star of "A 
Boy of Flanders," figuring prom- 
inently in the country wide campaign 
to conscript milk for the Near East 
Relief, showmen playing the screen 
attraction are in a splendid position 
to profit by the tremendous interest 
which is being centered on the scar- 
let's constructive work. 

Jackie will personally accompany 
the milk train which will pick up the 
donated milk from various parts of 
the country. Stops will be made at 
the more important ^ cities and rail- 
road junctions. Mass meetings,, post- 
ers and newspapers will herald the 
fact that the magic name of Coogan 
will be responsible for a great meas- 
ure of the success of the project. 

Jackie's name will be on tne lips 
of thousands, ot milk fans. From milk 
fan to screen fan is a--.step easily 



bridged with the proper use of the 
coupon, here for your convenience. 



7Ae l3cfrde/pt Con^ta^ptf 



CLIP THIS COUPON 

EXHIBITORS TRADE REVIEW, 
45 West 45th St., X. Y. Cty. 

Pleise have the Borden Company forward 
its special window display materia! as soon 
as possible so that I can take advantage of 
tli;s national tie-up with "The Boy of Flanders. ' 
I have listed below my play dates and the num- 
be" of w"ndow display sets I can use. 

Manager's 
Xane 



T' ctre 



Town 



StatP 



The Boy oi 
P.av Dates 



inlanders 



Xuifiber of 
Window 
Display Sets 
l)esii-ed 



".g. p.sLftt-ty. 





June 14, 1924 



Page 4T 




SECTION 



JACKIE'S RELIEF WORK 
OFFERS EXPLOITATION 

Milk Ship Fund Will Be Known in 
Every City and Hamlet 

UNDER the caption of Jackie Coogan's 
Near East Relief Mi'iiion Dollar Milk 
Ship and Milk Trains Campaign, has been 
inaugurated one of the biggett drives of this 
nature ever recorded. 

By arrangement with John H. Coogan, Sr., 
Jackie Coogan's name and whole-hearted 
support has been given this most worthy ap- 
peal. The affection in which the little mo- 
tion picture star is held all over the United 
States assures this milk campaign a joyful 
success. The purpose of the Million Dollar 
Milk Ship and Milk Trains Campaign is to 
secure within the next four months a ship's 
cargo consisting of at least loo carloads 
of condensed milk, flour, clothing and qui- 
nine for the relief of the orphan children 
now being cared for bv the Near East Re- 
lief. 

The train will be made up of approxi- 
mately 60 cars of mi^k, 20 of flour, 28 of 
worn clothing and 2 of quinine. Dividing 
the loading of this train among 48 states 
makes it possible for each stare to do its 
part easily and right here is where the ex- 
hibitor in every city, town and hamlet who 
books "A Boy of Flanders" can become the 
leading factor in his community by putting 
his campaign over locally, as special exploita- 
tion and publicity features have been con- 
summated, insuring the co-operation of the 
locaj newspapers, local agencies of the big- 
ger milk distributors, the director and his 
associates of your Near East Relief state 
branch office and the Exploitation Depart- 
ment of Metro Pictures Corporation through 
the branch manager of your Metro Exchange. 

In addition to unprecedented publicity and 
patronage which this publicity will mean for 
your "A Boy of Flanders" engagement, you 
will have contributed to one of the mort 
worthy charitable movements ever conceived 
for the relief of the distressed, thereby gain- 
ing the good will of your pub'dc and adding 
to the prestige of your theatre. 

One of the main reasons that Jackie fig- 
ures so prominently is due to the fact that 
he will personally conduct the famous milk 
train from the coast to New York and as the 
personal representative of the 'children of 
America, accompany the milk ship to its des- 
tination in the countries of the Near East 
vvhere the cargo will be distributed under 
his supervision. 

Special publicity stills showing Jackie 
Coogan's personal activities' are available at 
your nearest office of your state director of 
the Near East and your Metro Exchange. 
These are to be used for special newspapers 
or lobby displays with explanatory sign cards. 

The minute the director of the Near Ea'^t 
Relief of your state hears of your "A Boy 
of Flanders" booking, they will start work- 
.ing with you hand in hand, help lay out your 
expbitation campaigns, begin releasing their 
Jackie Coogan tie-up publicity in your terri- 
tory and of course will, expect your whole- 
hearted co-operation as well. 

All sorts of advertising tie-up features and 
ballyhoos will be outlined and many unique 
and effective methods of operation put up 
to you. 

This Np-''- Fast Relief Fund will gain you 
and your theatre a great deal of favorable 
publicity. 

Every man and woman in your community 
will be interested in the idea. 

And the kids themselves can easily be con- 
scripted to aid the children abroad — and in- 
cidentally your theatre and its ultimate at- 
traction "A Boy of Flanders." 





Jackie Coogan Eats It! 



THAT'S what Blumenthal Brothers put on ev- 
ery piece of the famous Jackie Coogan choc- 
olate drops. The chocolate is made up in the very 
image of the little star. The kids will simply go 
wild over the prospect of winning these alluring 
sweets. You can't beat this for supreme, high- 
power drawing power. 



EXHIBITORS TRADE REVIEW. 
45 West 45th St., New York City. 



Clip This 
Coupon 



Please have Blumenthal Brothers forward infor- 
mation and particulars concerning a "Jackie Coogan" 
chocolate_ matinee and prize contest. I have listed 
below my play dates. 

Name 



I 



Theatre 
Town 

A Boy of Flanders 
Play Dates 



State 

Number of Dis- 
play Sets Desired 



T IVES there a child in any part of this broad 
land who won't want to win a box of Jackie 
Coogan Chocolates — Free! Shovraien, here's a 
chance for you to pull the best exploitation stunt 
of the year. Run' a Jackie Coogan chocolate mati- 
nee with free boxes of chocolates to the kiddies 
holding lucky numbers. When you get the pat- 
ronage of kiddies it means the whole family comes 
to your house with themt But enough — just send 
the coupon for particulars. 




A 

TIE-UP 

That Means 

EXTRA 
DOLLARS 

at the 
Box-Office 




Page 48 



Exhibitors Trade Rtwiew 




SECTION 




INGERSOLL DISPLAYS ARE A DIRECT ROAD TO SALES 



(ere's a Big ^Time* Tie- Up For You! 




Clip This Coupon 

EXHIBITORS TRADE REVIEV/ 
45 West 45th St., New York City. 

Please have The IngersoU Co. forward 
their special window display material 
so that I can take advantage of this 
national tie-up on "A Boy of Fland- 
ers." I have listed below , rny play 
dates on the picture and the number 
of display sets I can use in connection 
with my exploitation campa'gn. 



Name 



Theatre 



Town . State 

'Boy of Flanders' 

Play Dates 



I No. of Display Sets Desired. 



IngersoU Offers You a Chance to Cash In on 
Its IS ational Prestige — Free! 

TiNGERSOLL dealers always enjoy an extra fine IngersoU busin ss in 
the Summer season. On top of the regular demand from farni.rs, 
motorists and boys, comes the demand from men who want an extra 
watch for knockabout use. The attractive free Summer window displays 
have caught the fancy of merchants all over the country. This m lans 
thousands of folks will be seeing and thinking IngersoU. In your own 
community our market is your market. You can profit by all this 
advertising and trade good-will by clipping the coupon. Then watch 
the constructive powers of co-operation work for you. 




June 14, 1924 



Page 49 



NATIONAL 



Buywords 



Jackie Coogan restored to his en- 
dearing rags in the sweetest story ever 
lold. 

Back to tears and tatters, but still a 
princeling of the screen. 

The miller had riches but Jackie was 
richer, for he had the heart of the mil- 
Jer's daughter. 



Jackie Coogan — an institution glori- 
fying childhood. 



A little boy and a big dog — you can't 
heat that for friendship. 



Jackie Coogan's portrayal of Nello, 
the orphan hero of Ouida's story, "A 
Boy of Flanders" will be an inspira- 
tion to American youths. 



Though you'll cry for the boy, you'll 
iaugh for joy. 



The most beautiful picture of the 
reason. 

Someone once said, "To see better 
pictures is to become a better man." 
Come and see Jackie Coogan in "A Boy 
of Flanders" and you'll feel 100% 
better. 



You'll be thrilled as you were never 
thrilled before when you see Teddy, 
the wonder dog, go into the terrific 
l^lizzard that sweeps Antwerpian fields 
and rescue his little master. 



■. Beautiful in its conception, brilHant 
in its execution, faithful in character 
portrayal, and replete with unadulterat- 
ed dramatic punches^ — Jackie Coogan in 
-Metro's contribution, "A Boy of Flan- 
ders" will live in your memory. 



The miller, wealthiest man in St. 
Agneten, hated him because he scorned 
money for a sketch he drew of the 
miller's daughter. When the millhouse 
burned Jackie was accused. The cus- 
toiTiers of his milk route deserted him. 
Friendless — but for his great Flemish 
dog. You'll ]ove Jackie Coogan as 
3iever before in "A Bov of Flanders." 




SECTION 



They're Great! 



JACKIE 
COOGAN 

SALTED 
PEANUTS 



TAKE ADVANTAGE OF 
THIS NATIONAL TIE-UP 

THE KELLY COMPANY, manufacturers of psanut products, have 
entered into a national tieup with Jackie Coogan productions, and 
stand ready to co-operate in every way with all exhibitors. Send 
in your play-dates on "A Boy of Flanders" to THE KELLEY COM- 
PANY, 755-761 CENTRAL AVE., S. E., CLEVELAND, OHIO, 
and they will immediately get in touch with their dealers in your city 
and urge 100 percent co-operation. The Kelly Company have gotten 
out special accessories featuring Jackie Coogan, including window 
trim, large counter display boxes, and special sample envelope con- 
tainers for their various products which comprise Salted Peanuts, Al- 
monds and Pecans. They also put out very attractive "Beautebox" 
pails as shown in the illustration which contains their brand of peanuts 
and peanut butter. The cut at right depicts one of many effective 
window displays that can be put over in connection with this tieup. 
With your local dealer you can also work out many angles, whereby 
small bags of this product can be given out to all kiddies who attend; 
co-operative newspaper advertising and many other stunts. 
DON'T LET THIS NATIONAL TIE-UP GET AWAY FROM YOU 

Those who desire may handle this tie-up in conjunction 
with the others you select in this section by signing this 
coupon and mailing it to EXHIBITORS TRADE REVIEW . 

I CLIP THIS COUPON | 

I EXHIBITORS TRADE , 

REVIEW Name 1 

I 45 West 45th St., 

1 New York City. Theatre | 

I Please have the Kelly Com- 

I pany get in touch with their City I 

dealers in my community so 

I that I can take advantage of Street | 

this national tie-up on Jackie 

, Coogan. I have listed here- -Coogan 

I w;th my play dates. P'^y "^tes | 

I i 

THE KELLY COMPANY 

CLEVELAND, OHIO. 



Page 50 



Exhibitors Trade Review 



NATIONAL 




SECTION 



The New Jackie Coogan Edition Now Ready 

For One of the Most Popular Books of the Year 



* A BOY OF 
FLANDERS ' 



NOW 



75 



c. 



When You Book a 'Book Title' Picture 
Remember the bookseller in Your Town 



Obviously, a Tie-Up Should Be Established on 'A Boy of Flanders' Between Publisher, 
Exhibitor and Bookseller. Here It Is — All Ready for Free Delivery 



E cannot urge you too strongly to link 
up your "Coogan" publicity with 
your local booksellers. Perhaps you 
have tried it before on other pictures ^^'ith 
indifferent success. However, don't be dis- 
couraged by that. We have been hammering 
away on this thing for a long time ourselves. 
But noAv things are beginning to hum. 
Through the remarkable section of Exhibi- 
tors Trade Review devoted to assisting the 
exhibitor in getting national tie-up Avindow 
displays there is offered to you the last bind- 
ing link you needed. The merchant — in our 



case, the bookseller — is strong for it. He is 
beginning to see a light. Go and see him the 
same day you book the picture. He has just 
received a big broadside from us with similar 
copy to this on the value of the "Coogan" 
tie-up. There are many things you can talk 
over that will be of mutual interest and profit. 
Tell him about the book "contest" as described 
on another page of this section. And, aboA'-e 
all, be sure you fill out and mail the attached 
coupon to Exhibitors Trade Review so they 
can help you speed things up. The moment 
your coupon arrives Ave get together. Let's go ! 



As a matter of good business the Bookseller wants to feature your 'Showing' 
of 'A Boy of Flanders' with his books in Window Displays 



GROSSET & DUNLAP 



1140 Broadway 
New York City 



PUBLISHERS 



EXHIBITORS TRADE REVIEW, 
45 West 45th St., New York City. 

Please have Grosset & Dunlap Book 
Publishers forward to me the neces- 
sary material for handling the book 
tie-up on my showing of "A Boy of 
Flanders." I would also like to re- 
ceive all suggestions for the book con- 
test and circulars on other book title 
tie-ups which Grosset & Dunlap may 
have for other film productions. 



CLIP THIS COUPON' 



Name 




Theatre 








My "Flanders" 




Number of Tie-Ups 
I Would L ke To Get 






I 



o strings to 
Tfce^e Tie-ups 




JACKIE 

in 

A BoYdF 



The most PttUicised 
tor in his absolute 
mph 

^ouwon^have 
to put it over 
it's over' / 
ah'eady / 



ifa^ .PICTURES 







I 



You 'II Not Only 

tie up with the best 
box-office pictures 
available next season, 
with money-making 
stars, directors and 
stories, but you'll tie 
up with national 
advertising tie-ups 
to put those pictures 
over — free ! 

The exploitation we give 
you on 

Jackie Coogan in 

''A Boy of Flanders'' 

outlined in the foregoing 
pages, is typical of the 
service that's yours on 
every Metro-Goldwyn 
picture. 



Goldwyn 



.PICTURES 



'jiLrJe Distvlhtdors tlvi'-- 



NATIONAL 




it 



ADVERTISING FREE! PUBLICITY FREE! 
JUST CLIP AND SEND THE COlJP(iNS 

Ualj a Hundred Tie-Ups With Natioimlly Advertised Products 
Available to Alert Showmen 



HERE is a beautiful line-up of mil- 
lion dollar names to tickle the 
heart of every exhibitor. Look 
them over. They represent the names 
of leaders in the biggest merchandising 
fields. Names that are household words 
everywhere. 

Six tremendous National Tie-Ups. 
And six is the smallest number of tie- 
ups on any one of these feature pic- 
tures. For six short weeks' work, you 
must admit that we have piled up some 
staggering exploitation for your theatre 
when you book these pictures. 

This National Tie-Up Service has 
rung the bell. And the sound is echo- 
ing all over the industry from coast to 
coast. Everybody is talking about it. 
As we predicted in our first announce- 
ment of this super-service, it was des- 
tined to mark a new era in the motion 
picture industry. It has. 

Not only that, but those hard headed 
captains of industry who are at the 
helm of these gigantic manufacturing 
concerns are already shouting that this 
National Tie-Up proposition is going to 
revolutionize the distribution of their 
merchandise. The official association 
of national displaymen are featuring it 
in their pubUcation. Every displayman 
who dresses the windows of your 



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 m 
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 aU the 
national advertising on the greatest ice 
cream freezer in the world. 

Auto Vacuum Freezer Co., Inc. 

220 West Wnd Street New York City 



town's best windows is being told what 
a wonderful service is at his disposal 
in connection with vour theatre. 

Can you ask for more? Now run 
your eye down the list of merchandis- 
ing aces all waiting to boast for your 
theatre from the best windows on your 
Main Street. If that is not a cinvinc- 
ing piece of evidence as to what your 
trade paper is doing for you — then we 
ask you to tell us frankly just what 
we have missed. 

Gloves — ties — clothes — jewelry 
— perfumes • — hats — hosiery — cor- 
sets — underwear • — food products — 
cigars • — silverware. 

Warner Brothers "Beau Brummel" is 
tied up with The Glove Industry, Fash- 
ion-knit Ties, Personality Clothes, 
Sampson's Jewelry, Mineralava, Vivau- 
dou and Sta-Shape Hats. 

Gold wyn-Cosmopolitan^ "Recoil" 
embraces Onyx Hosiery, Inecto Hair 
Tint, Deltah Pearls, Boncilla, Venida 
Hair Nets, Nemo Corsets and Chinwah 
Perfume. 

Associated Exhibitors "Chechahcos" 
has a tie-up with Borden's Condensed 
Milk, Zepherized Knit Underwear, 
Auto Vacuum Ice Cream Freezer, 
Sterno Canned Heat, Thermo Sport 
Coats, La Palina Cigars. 

First National's "Perfect Flapper" 
offers a tie-up with El Producto Cigars, 
Frances Fair Frocks, Regent Pearls, 
Mineralava, Wonderstoen, Melto Re- 
ducing Cream, Vanity Fair Underwear, 
Pert Rouge, Winx Eye Lash Aid, Hy- 
gienol Powder Puffs, and Djer-Kiss 
Compact. 

Selznick offers exhibitors an unusual 
national tie-up opportunity with its 
sparkling display on "Missing Daugh- 
ters." The line-up for this picture in- 
cludes. Gage Hats, Criss-Cross Bras- 
sieres, Pebeco Tooth Paste, Omar 
Pearls, Forest Mills Underwear, Gor- 
don Hosiery, and Wonderstoen Hair 
Eraser. 

Showmen alert to the advantages of- 
fered in these national window display 
tie-ups, would do well if they haven't 
booked any of the pictures mentioned 
in this list to look over the selective list 
on the right and choose now, so that 
tKey may earn the right to figure in an 
exploitation deal that has increased 
profits as its keynote. 



GENERAL SELECTIVE 
TIE-UP SERVICE BALLOT 


'BEAU BRUMMEL' 

(Warner Bros.) 


Check 

Tie-Ups 

Wanted 


NAME OF 
TIE-UP 


Am't. of 
Displays 
Wanted 


1 


j G;ove Industries 


1 


,2 


1 Fashionknit Ties 


1 ' 


3 


1 Personality Clothes 


1 


4 


Sampson's Dress Jewelry 




5 


[ Mineralava 


1 


6 


1 Vivaudou 


1 


7 


[ Sta-Shape Hats 


! 


'RECOIL' 

( Goldwy n- Cosmopolitan ) 


8 j Onyx Hosiery | 


9 


j Inecto Hair Tint 


1 


10 


1 Deltah Pearls 


1 


11 


1 Boncilla Beauty Clay 




12 


i Venida Hair Nets 


1 


13 


] Nemo Corsets 


1 


14 


Chinwah Perfumes 


1 




'CHECHAHCOS' 

(Associated Exhibitors) 


15 


i Auti) Vacuum Freezer 


1 


16 


1 Zepherized Knit Underwear 


1 


17 


1 Borden's Condensed Milk 


1 


18 


j Sterno Canned Heat 


1 


19 


1 Thermo Sport Coats 


1 


20 


! La Palina Cigars 


1 




'THE PERFECT FLAPPER' 

(First National) 


21 


1 Perfect Flapper Contest 


1 


22 


j Frances Faire Frocks 


1 


23 


1 Regent Pearls 


1 


'24 


1 


Djer-Kiss Products 


1 


25 


1 Mineralava 




26 


1 Pert Rouge 


1 


27 


1 


Vanity Fair Underwear 


1 


28 


1 


Melto Reducing Cream 


1 


29 


1 Hygienol Powder Puffs 


1 


30 


1 Wonderstoen Hair Eraser 


1 


31 


1 Winx Lash Nourishment 


1 


32 




El Producto Cigars 


1 


'MISSING DAUGHTERS' 

(Selznick Dis. Corp.) 


33 




Wonderstoen Hair Eraser 


1 


34 


1 


Gage Hats 


1 


35 


1 


Criss-Cross Brassieres 


1 


36 


1 


Pebeco Tooth Paste 


! 


37 


1 


Omar Pearls 


1 


38 


1 


Forest Mills Underwear 


1 


39 


1 


Gordon Hosiery 


1 


'THE SEA HAWK' 

(First National) 


40 


1 


Grosset and Dunlap 


1 


41 


I 


Jack Mills Music Co. 


1 


42 


i 


Mystikum Perfume 


1 


43 




Old English Lavender 


1 


44 




Bonnie B Hairnets 


1 


45 


1 


Conde Cosmetics 


1 


46 




Fownes Gloves 


1 


47 


! 


Van Raalte Apparel 


1 


48 




Blue Bird Pearls 


1 


49 




Tudor Silverware 


1 



Play Dates 

Beau Brummel 

Recoil 

Chechahcos 

The Perfect Flapper 

Missing Daughters 

The Sea Hawk 



Name Theatre 

Address Town . . 



Page 54 



Exhibitors Trade Review 



The Exhibitors Round Table 



Asks Senators' Help 

With the passage of the bonus bill by 
congress Western Missouri and Kansas ex- 
hibitors anxiously are awaiting the next 
course of action. 

The M.P.T.O. Kansas City, this week will 
send letters to Senators Reed and Spencer 
and Representative Jost, urging unqualified 
support of the bills, which would revise the 
status of the music tax, now in congress. 
The decision to send such an appeal to the 
Missouri representatives came at a regular 
meeting of the Kansas City organization last 
Friday, at which Samuel A. Handy, attor- 
ney for Western Missouri and Kansas ex- 
hibitors, was present and again assured ex- 
hibitors that victory is in sight. No decision 
has yet been rendered in the Federal court 
in Kansas City in that music tax test case 
of several publishers against a number of 
exhibitors, but a ruling from Judge Arba S. 
Van Vaulkenburgh is expected soon. 
^ ^ ^ 

Winnipeg Price Cut 

Winnipeg, Manitoba, now has one of its 
large downtown moving picture theatres on 
a "ten cent policy," this being the Domin- 
ion Theatre, one of the well-known central 
houses which has had a checkered career. 
The Dominion was re-opened May 5 under 
the management of E. E. McLaskey, who 
had been conductor of the orchestra at the 
Winnipeg Orpheum Theatre for years. An- 
nouncement is made that Fred Young will 
preside at the organ to provide musical ac- 
companiment. Programs will change twice 
weekly and pictures will be screened from 
11 A. M. to 11 p. M. The Dominion will 
specialize with selected second-run pictures 
and started off with "Black Beauty" and 
"The Kid," during its first week. 

Bendell Re-elected 

Tiobert S. Bendell was re-elected president 
of the Albany Film Board of Trade at the 
recent election. J. H. Maclntyre was re- 
elected vj,ce-president and G. A. Woodard 
as treasurer, Miss Jane Halloran remaining 
as secretary. The board of directors con- 
sisting of Howard Morgan, A. J. Herman 
and Messrs. Woodard and Bendell was re- 
elected. 

* * * 

; Albany Wedding 

Wedding bells chimed in the Universal ex- 
change in Albany last week, when Miss Helen 
Feinglass, cashier, became the bride of Jack 
Newell, of Cohoes. Miss Caroline Good- 
man, of the Selznick exchange and Miss 
Estelle Lieberman, of the Universal ex- 
change, acted as bridesmaids. 

^ >N ^ 



Violates Bond 

Roscoe Russell, whose conviction on a 
charge of grand larceny for the illegal sale 
of rights in motion pictures, and who 
is on appeal to the state supreme court, 
was arrested in Butte, Mont., last week, on 
the comp'iaint of his bondsmen that he had 
violated his bond by leaving the state. He 
will be returned to Sealtb. 

Played British Production 

The Tivoli Theatre, Toronto's two-a-day 
moving picture theatre, played a special Brit- 
ish production, "Love, Life and Laughter," 
starring Betty Balfour, during the week of 
May 19, with good results. This feature is 
being released in Canada by Regal Films, 
Limited, Toronto. Ben Cronk is manager of 
the Tivoli. 




JAMES F. JACKSON 
Progressive manager of the Tudor Theatre in At- 
lanta who is one of the best showmen in the South. 



Round Table Briefs 

Cooper Brothers have installed two new 
Powers projectors and a Minusa screen for 
their theatre at Norphlet, Ark. 



Manager D. E. L. Fisher, of the Garrick 
Theatre, Winnipeg, Manitoba, has made a 
valuable co-operative arrangement with the 
Winnipeg Tribune whereby the names of 
five Winnipeg people are scattered in the 
Want Ad section of the newspaper each 
Saturday, and those whose names appear 
are entitled to a double pass to the Gar- 
rick if they get wise to their published 
names. The Tribune has been playing up 
the stunt in its own advertising displays, 
mentioning the name of the theatre. 

* * * 

Bill Kalisha, one of Atlanta's best known 
showmen, formerly for many years mana- 
ger of the Rialto, has been named manager 
of the Atlanta Theatre. 

* * * 

Lewis Wener, formerly F. B. O. shipper 
in Jacksonville, has gone to Ontario, Can- 
ada, w-here he has secured a theatre in the 
town of Cornwell. 

* * * 

A. C. Melvin, formerly of Washington. 
D. C, is manager of the Charlotte Fox 
office. He succeeds Robert J. Murray, 
transferred to the Boston territory as spe- 
cial salesman. 

* * * 

Ford Anderson, Georgia Supervisor of 
Theatres for Famous Players, has just re- 
turned from a "swing round the circle." 

Georgia's youngest exhibitor is Ike 
Kaminkovitz, W'ho runs the Star theatre at 
Sylvania, Ga. He is just fourteen years of 
age and goes to high school. He is open 
three nights a week. 

* * * 

The Queen Theatre, at Cuero, Texas, has 
installed a new piano and the Dreamland at 
the same place a new pipe organ, the latter 
to be played either by hand or power. 

^ % ^ 

Frank Smallwood announces that he will 
erect a $100,000 theatre in Seattle, Wash. 

Robert T. Murphy has resigned from the 
sales staff of Buffalo Hodkinson Pictures 
Corporation and has joined Associated Ex- 
hibitors in the Syracuse district. 

* * * 

The Alamo Theatre at Bartlett, Texas, 
has installed a new pipe organ, weighing 
over 5,000 pounds. 

The Star Theatre at West, Texas, has 
erected a new electric sign. 

* * * 

The Blizzard Sales Company at Dallas, 
Texas, has moved to a new location at 
1913-A Commerce Street, with E. H. Scott 
as manager. 

* 

President ^Manager Leslie Wilkes of First 
National at Dallas, Texas, has gone to New- 
York City for a visit with the home office. 

* * * 

Louis Santikos of the Rialto and Queen 
Theatres at Dallas, Texas, has left for a 
visit with relatives in Greece, his native 
land. He will be gone for several months. 



Sign Wrecks Lobby 

A scare was occasioned at the Globe 
Theatre, 75 Queen Street, West Toronto, 
Ontario, on the evening of May 19 when 
a high wind blew down a permanent sign 
on the upper part of the building, wreck- 
ing a portion of the theatre lobby. Some 
damage was done to the frames and other 
display features. The audience was not 
disturbed. 

^ '¥ 

Ministers as Special Guests 

Ministers of Kansas City and members 
of the Rotary Club attended a special 
showing of "Boy of Mine," a First Na- 
tional production, Tuesday morning at the 
Main street theatre and voiced their ap- 
proval of the picture. 



* * * 

The Majestic Theatre at Louann, Ark., 
has installed a new Misesa screen. 

li: ❖ * 

The Gem Theatre at Dumas, Ark., has 
installed two new Powers projectors and a 
Mazda equipment. 

* * * 

Major H. S. Cole has taken over the op- 
eration of the American ard Lyric Theatres 
at Ronham, Texas. 

* * * 

Max Brock of the Hodkinson Exchange at 
Dallas, Texas, and Miss Lorene Yates were 
married at Dallas, May 5. The couple left 
on their honeymoon via the Automobile 
Route. 



June 14, 1924 



Page 55 




C OUTH AMERICA can boast of a num- 
ber of very modem cities with theatres 
comparing favorably with those in United 
States. Above is a view of Valparaiso, 
Chile, the largest city on the West Coast. 
At the right is a street scene in a typical 
interior city of tropical South America. 



Pity the Tropical Exhibitor 



WITH the coming of hot weather 
most exhibitors in this country 
are turning their thought? on 
how to keep the box office receipts 
from becoming almost invisible. This 
is an annual problem and lasts perhaps 
three months, but think of the fellows 
who must endure this the year 'round. 

In tropical and semi-tropical coun- 
tries the exhibitor has. through years 
of observation, learned to combat the 
heat in many ways. Of course the pa- 
trons of theatres in the tropics are ac- 
customed to heat and are willing to 
undergo more or less discomfort to see 
their favorites on the screen, while au- 
diences in this country would howl to 
the heavens if they were required to 
endure the same temperature. 

In South America picture theatres 
thrive in spite of hot weathe^-. In the 
countries on the West Coast — Ecua- 
dor, Peru and Chile — where rainfall is 
scant, open air theatres are the most 
common type. In the larger cities, 
however, enclosed theatres, very much 
like those in this country, are popular. 

J N some of the small towns through- 
out South America, there are little 
theatres resembling those of the early 
days in this country. There is no ven- 
tilation whatever and as Barnum would 
have advertised, there is the most var- 
ied assortment of smells ever assembled 
under one roof. In larger cities pa- 
trons will not stand for this. 

Buenos Aires, the most modern city 
in South America, has theatres that 



compare favorably with those in this 
country. The climate is very much like 
that of our Southern states and patrons 
demand comfort with their pictures. 

There are several large open air thea- 
tres in the city, the largest being located 
in Palermo Park, on the waterfront. 
Here pictures are thrown on the screen 
while the patrons sit at tables and con- 
sume huge mugs of beer. American ex- 
hibitors could no doubt pack their thea- 
tres by offering the same inducements. 

In the city there is a large theatre 
that is a combination airdrome and en- 
closed strudure. Half of the roof is 
arranged on rollers in such a way that 
when the heat becomes too strong the 
roof is rolled back and the audience 
may gaze at the picture or the stars. 
When clouds gather and rain threatens, 
the roof slides back into place. 

'J^HIS form of theatre is popular with 
tenants in the surrounding buildings. 
They bring out chairs and sit on 
adjoining roofs and enjoy the perfor- 
mance. Of course there is great indig- 
nation when the roof rolls back into 
place and shuts off the view. 

In one of the larger theatres in Bue- 
nos Aires the management tries to keep 
his theatre filled by running three dif- 
ferent shows each evening When one 
enters the theatre, if he wishes to wit- 
ness the whole entertainment, he buy^s 
a ticket that looks like a roll of wall 
paper. The first show might be a Wes- 
tern picture, which is'' run oft' in an 
hour. A collector then comes around 



and tears a strip off the ticket and those 
whose ticket calls for only one show 
are gently but firmly informed that 
they must move. 

The next show is an entirely differ- 
ent one and the third show of another 
variety. In this way one may chose 
the picture to his liking and not be com- 
pelled to sit through the heat looking' 
at something that does not interest him. 
The first show starts at 19 o'clock. The 
second at 21 o'clock and the last show 
at 23 o'clock. 

'J^HE writer attended a movie in a 
small town in Chile, near the Peru- 
vian frontier. The feeling between the 
Chilians and Peruvians is proverbially 
antagonistic. On a sign above the 
ticket window was the friendly legend 
"Dogs and Peruvians Keep Out." This 
helps keep up delightful existing con- 
ditions. 

On entering this theatre one gets 
the idea that neither dog nor Peruvian 
would care to attend the shows. There 
is absolutely no ventilation. The air is 
thick with bad tobacco smoke and an 
odor of garlic and beer that fortunate- 
ly places one in semi-consciousness and 
causes the foreigner to remain in a 
state of coma until the last clinch of 
the hero and heroine. 

It is only in the modern cities that 
much of an attempt is made to combat 
the heat element. In Rio de Tanerio, 
A'alparaiso, Buenos Aires and Lima the 
theatres are equipped with .American 
(Continued on Page 6S) 



Page 56 



Exhibitors Trade Review 



The 'Biq Little FeoJaire 

" ; ir^km. "i.T - if 



Kid Originality Knocks Oftf %ld Man 
Humidity In First Kbund 



WHEN the summer slump hits your thea- 
tre don't look across th,; street at the 
competing theatre and blame that thea- 
tre's competition for the falKng off .n jou' 
box office receipts. 1 he chances are the 
manager looks across the stieet and thinks 
the same about you. 

The summer competition comes from bath- 
ing beaches, automobiles, outdon;- anus m nt 
parks and front porch swings. If y u c?.n 
make your theatre attractive and otfer an m- 
ducement for patrons your box office should 
take care of itself. 

The manager of the New Lyceum Theatre, 
in San Francisco, found his attendance slip- 
ping. He decided that something was neces- 
sary to counteract the outside competition 
and appealed to Walter W. Kofelt, Pathe 
branch manager in San Francisco. The pair 
got their heads together and framed up a 
stunt that could be used in any theatre and 
give old man humidity a terrific battle. 

First of all the manager obtained a num- 
ber of one-sheets from Pathe. The sheets 
are specially prepared for short subject pro- 
grams. They are in color and at the top 
is Comedy Carnival in big letters. The rest 
of the sheet is blank, to be filled in with 
the program. These sheets were distributed 
about the city. The program consisted en- 
tirely of short subject comedies. 

Handbills announcing the Carnival were 
scattered about the city. The bills announced 
that there would be a big serpentine battle 
royal, cash prizes for original costumes and 
flashlight photos of the big event. The pa- 
trons were assured of "A Riot of Joy." 

On the afternoon of the Carnival the thea- 
tre was closed. The outside was billed heavily 
announcing the big attraction and the inter- 
ior was decorated appropriately. Wires were 



Pathe 



Paul Terry shows what can be done with a 
flivver. His cartoon is extremely funny. 
Flivver owners will especially like this as 
many of the workings of the tin can are 
shown to the public. This flivver climbs up 
the sides of mountains; jumps canyons and 
dive.s in rivers. In fact it is the nth degree 
of flivvering. 

The most outstanding scene in this car- 
toon is the flivver going down a perpendicular 
IclifT. One almost instinctively grasps the 
chair to keep from falling out. 




strung* ;a|:ro§_s the interior and each" person 
enteriiig the^theatre was given several rolls 
of serpentini confetti and following tH'e run 
of the pictures the colored paper ribbons were 
thrown over ihe wires and the theatre was 
a riot of color. 

The original idea proved to be a winner and 
that demonstrates that summer slump is a 
state of mind. It is merely a matter of com- 
petition with outside amusements and the the- 
atre that offers something novel need not 
worry about the falling off in business. 

Day by day in every way the short subject 
is proving its value to the exhibitor. Instead 
of a filler it is becoming a life saver. Give 
*^^hem a chance and let them help you. There 
is wide enough range to fill every need and 
the short subject program is certainly worth 
a trial. 

The program used at the Comedy Carnival 
included "Flip Flops," "Before the Public," 
"The Bar Fly," "Over the Fence," "The For- 
tune Teller," "April Fool" and "School 
Pals." 



'THAT OLD CAN OF MINE' 



1 Reel 



Bring on your hot weather! Ben Turpin's igloo and Mack Bennett's bathing beauties will dispel 
the torrid temperature. The above scene is from Pathe's "Yukon Jake," which abounds in ice. 



^^Stifferiifg Shakespeare' 

Pathe 2 Reels 

. The Sl^wksbury family decides to put on 
an amateur' show for a charity benefit. 
Brother Ambrose is director, leading actor 
and general supervisor of everything. Mrs. 
vjShrewksbury is the heroine and general dis- 
rupter of action. - Mr. Shrewksbury is merely 
one of those who manage to do everything 
backwards and in the, end crabs the show. 

Anyone who has had 'anything to do with 
amateur theatricals will appreciate this pic- 
ture. The actors are also the stage hands 
and their efforts at shifting scenery is worth 
a good laugh. They do most everything back- 
wards and as a result the scenery fails over 
at the psychological moment. 

A souse in the audience adds merriment 
to the picture. His antics are very funny. 
The audience is made up of persons of 
refinement and the drunken visitor drives 
them home. 

_ The "Spat" family does noble with this 
picture. They take advantage of every op- 
portunity to bring forth a laugh and their 
efforts are successful. This is probably their 
best picture thus far. 

This picture should be placed on your pro- 
gram. Few persons have the distinction of 
never having been impli'cated in an amateur 
show in some capacity and it will bring fond 
memories of those days. 

The "Spats" are well known and have a 
large following. You can give them good 
advertising. 



'FAST BLACK' 

Pathe 1 Reel 

Some people will do anything for money 
as is shown in "Fast Black" when Earl Mo- 
han accepts a position as pullman porter. He 
and his pal find that one of them must get 
a job and Earl is the victim. He sits near 
a flivver to ponder and when the car starts 
the smoke from the exhaust paints him a 
fast black and he gets a job on a train. 

Earl's friend expects to travel on the train 
and Earl makes an effort to hide him but a 
railroad detective discovers the ruse and the 
inevitable chase follows. 

Many of the situations are new and funny. 
There is less slap-stick in this than in most 
one reel comedies, but the laughter is there 
and the action is fast moving. 

This is an ex'ceptionally good single reel 
subject. 



'ON GUARD' 

Pathe 1 Reel 

Grantland Rice shows how since time be- 
gan, men learned to be on guard ag-ainst ene- 
mies. He shows the cave man protecting his 
food with the use of a war club. Next he 
shovvs the dueling in the good old days. The 
dueling scenes are excellent and wonderful 
swordsmanship is displayed. 

Last he shows how men in these days of 
padded mitts conduct themselves and protect 
their person by guarding. James Corbett, 
one time heavyweight champion, shows the 
most famous punches in history and methods 
of blocking. The slow motion camera is 
brought to play and it makes an interesting 
scene. 

This is one of Grantland Rice's most in- 
teresting subjects and has a popular appeal. 
It teaches the art of self defense without 
formality of tin ears. 

You can't go wrong with this one. Your 
patrons will like it. 



June -14; 1951 



■rJIOT weather has 
no terrors for 
.this crowd of dan- 
"cers. The filmy 
costume is a sure 
armor against 
heat. The scene 
is from Pathe's 
"The Lion and 
the Souse," pro- 
duced by Sennett. 




THE LION AND THE SOUSE 

Pathe 2 Reels 

This Mack Sennett comedy shows the hor- 
rors connected with an effort of amateurs 
to produce a motion picture. The picture is 
sponsored by a society dame who takes the 
leading part. The scenes are shot on the 
lawn of her summer home and most of the 
scenes are devoted to dancing by spritely 
maids. When the society leader tries to em- 
mulate their antics she has poor success. 

When the picture is completed it is given 
a preview at her home. A large crowd is 
assembled and in the midst of the picture 
an assistant director arrives, leading a lion. 
There is a lion flashed on the screen and 
the !jve animal starts on a rampage. 

The guests are chased from room to room 
and many of the male characters are given 
some rough treatment by the beast. The 
animal is finally overicome when a skunk is 
placed in a chest with him. 

This is a typical Sennett comedy. It has 
all the things that go to make laughter. 
There is considerable slapstick but it is not 
overdone. 

The lion is a wonder in this picture. He 
looks like business and he treats his fellow 
actors with such vim it is remarkable that 
they get away alive. 

Slow camera work is used to good advan- 
tage in this. In several scenes the slow mo- 
tion brings out wonderful results. In the 
scene of the dancing sprites the camera work 
is especially good. 

You can book this one safely and give it 
good advertising. 

* * * 

'Declaration of Independence' 

Pathe 3 Reels 

This is the .tenth of the "Chronicles of 
America" series and it is a fine presenta- 
tion of an important episode in American his- 
tory. In this picture many of America's 
greatest characters are portrayed. When 
Benjaman Franklin appears on the screen, 
the resemblance is so great no caption is 
needed to enlighten the audience. 

The picture shows the events leading up 
to and the signing of the Declaration of In- 
dependence. It shows the split in political 
parties prior to the memorable Fourth of 
July. 

The scene in the Continental Congress on 
the day of the adopting of the Declaration is 
thrilling and thf? climax comes when Con- 
gressman Rodney arrives on the =cene after 
an all night ride and is just in time to an- 
swer roll call in favor of the document, 



which threw Delaware to the side of Liberty. 

The street scenes about Philadelphia dur- 
ing the trying days before the declaration are 
well done and show just what our forefathers 
had to contend in taking such a step as 
breaking with the mother country. 

The characters shown in this picture are 
Thomas Jefferson, father of the Declaration, 
Ben Franklin, John Adams, and John Han- 
cock. 

This picture should be shown in the schools 
and other public educational centers. It 
would be a good thing if everyone could see 
it and realize the obstacles that had to be 
overcome before the colonies were able to 
present a unanimous vote when the roll was 
called in Congress. 

Book this one by all means. 

* * * 

NEW PATHESERIAL IS BEING 
MADE IN EAST 

Another important step in the prosecution 
of the Pathe policy of "greater and better 
serials" was taken list week with the launch- 
ing of a new Patheserial production at the 
Fort Lee Studios, New Jersey, qnder the 
working title of "The Golden Panther." This 
is the fourth chapter-picture in the Pathe 
campaign of bigger and greater serials, which 
was inaugurated with the release of "The 
Way of a Man," followed by "Leatherstock- 
ing" and the forthcoming release of "The 
Fortieth Door," on May 25. 

George B. Seitz. who directed each of the 
three serials already produced under the new 
Pathe policy, will again wield the meeaphone 
for "The Golden Panther." Mr. Seitz, fol- 
lowing the completion of "The Fortieth 
Door" on the West Coast, came East a few 
weeks ago and has been busy since his ar- 
rival with the preliminaries for the filming 
of the new Patheserial, which will be made 
entirely in the East. 

* :i: :t: 

'PATHE REVIEW 

Pathe 1 Reel 

This reel shows the making of linoleum 
from the covering of felt with asphalt to the 
cutting. It is an interesting subject and since 
linoleum is a commodity that we see every 
day it is of unusual interest. The human hair 
is shown under the microscope and demon- 
strates why some rersonsvhave curly hair and 
others hair that is straight. This will be 
of interest to women. 

This subject will make a good filler. 



CHRISTIE STUDIOS STARTING 
NEW PRODUCT 

Completing production of the 1923-4 
series of comedies last week, the studio 
organization has immediately plunged into 
the making of the first of the new series 
of release for fall, with no lay-off period 
for the actors and staff. 

Vernon now has his unit for the making 
of a series of six comedies for the season 
of 1924-5, and while Al Christie has been 
devoting most of his time for the past year 
to supervising and assisting the four direc- 
tors on his staff with pictures, selection of 
people and editing of pictures, he was on 
to direct the first Vernon Comedy which will 
be on a big scale and the opening battery 
of the laugh brigade for the fall season. 

Plans are now being made for a big com- 
edy program from the Christie Studio in 
addition to the series of Vernon Comedies, 
and Charles H. Christie will be in New 
York next week working out the final de- 
tails of the year's product with E. W. Ham- 
mons, head of Educational, which will re- 
lease all of the two-reel subjects for the 
fifth consecutive year. 

In the meantime there is a string line 
of comedies ready for release during the 
summer months, the Christie two-reelers 
being Bobby Vernon in "Cornfed," Jimmje 
Adams in "Nerve Tonic," Neal Bums in 
"Tootsie Wootsie" and Kathleen Qifford in 
"Grandpa's Girl." 

* * * 

'SAILOR MAIDS' 

Universal 2 Reels 

The Century Follies Girls enliven this com- 
edy. This bevy of peaches could make an 
interesting picture by merely parading^ in 
front of the camera, but in "Sailor Maids" 
they follow a real honest to goodness plot 
and an entertaining picture is the result. 

A standed show troupe broke, trave's by 
freight. The chorus girls hide in a bagg-age 
fear and discover a bandit about to rob tlie 
safe. They set an alarm but are accused of 
the job. They hide in a packing case and 
at the end of the train ride they are placed 
aboard a boat and finally discovered by the 
captain. They vamp him and manage to get 
to their destination. 

There is fun galore in this picture. The 
Century Follies Girls are well known and 
have a large following. Give the picture good 
advertising and use lobby displays unspar- 
ingly. 




DeMILLES 
QTilUMPH" 

Tvith LEATRICE JOY and ROD LA ROCQUE 

Cast includes Victor Varconi, Charles Ogle, Julia Faye, Theodore 
Kosloff, Robert Edeson, Zasu Pitts, George Fawcett, Raymond Hatton. 
Screen play by Jeanie Macpherson from the novel by May Edginton. 



PRODUCED BV 



C£ Q>aramount Q>icture 



June 14, 1924 



Page 59 



9r/e J and Proved Pictures 




TN Selznick's "Reported Miss- 
ing" Owen Moore becomes 
so hungry he gets ready to as- 
similate the proverbial boot. A 
good summer number, full of 
sea scenes, torrential rains, 
laughs and scintillating thrills. 



TN "Isle of Conquest" Selznick 
offers showmen a Tried and 
Proved Norma Talmadge picture 
that reflects the cooling atmos- 
phere of palm and brine. Fine 
star interest and summer atmos- 
phere to battle hot weather. 



Tried And Proved Summer Business 

By L. F. GUIMOND 

Director of Advertising and Publicity Selznick Distributing Corporation 



THE problem of keeping the movie 
theatre open and on a paying ba- 
sis throughout the summer is once 
more at hand, and this year the wide- 
awake showman, from all indications, 
is going to make extraordinary efforts 
to convert the season from one of utter 
dullness to active interest, instead of, 
as in the past, giving it up as a bad job 
before starting. 

The man who says that you can't 
make a picture house pay during the 
summer, including hot and other varie- 
ties of weather, is half beaten before 
he starts. There are various ways of 
putting pep into summer showmanship, 
and the most important of them is the 
Tried and Proved picture. 

Why do people stay away from mo- 
tion-picture theatres in the summer 
time? If a full and accurate answer 
is obtained to that question, you would 
be on the road to a solution of the 
problem that is plaguing the showman. 

In the first place, the attraction of 
out-of-doors entertainment and amuse- 
ments is strongest at this season of the 
3^ear. Swimming, athletic sport?., the 
thousand and one diversions of the 
country, are calling. 

The showman would be foolish if he 
attempted to compete actively with thi» 
program. But he can run his theatre 
so as to fit with it perfectly, and make 



the visit to the movies a pleasant part 
of the round of pleasures. 

For it is a well known fact that the 
movie habit, contracted by untold mil- 
lions throughout the year, is most diffi- 
cult to break, and it is only when little 
attention is paid to their comfort and 
interests that fans break this habit in 
the summer. 

As summer is the time for lighter 
diversions, make it a part of every pro- 
gram to have a lighter bit of entertain- 
ment. A Jimmy Aubrey comedy, with 
its outdoor setting, refreshing antics 
and general hilarity, will be welcomed 
as much as an ocean breeze after a 
long day of either work or play. A 
Colonel Heeza Liar cartoon, with its 
fantastic adventures amon^ strang& 
people, will send audiences away feel- 
ing cheerier. 

As for the meat of the program, the 
feature, it must be of absolutely the 
first quality — sure-fire — in order to 
please summer audiences. People will 
not stand for an ordinary picture — 
their minds and thoughts will wander 
to the other attractions of summer, and 
it will be difficult to get them back. 

That has been the chief difficulty with 
summer business in the past. With 
only a few exceptions, distributors have 
not put out big new productions in the 
summer, preferring to hold out finished 



productions until the fall. What was 
left were mediocre productions, with 
little interest for anybody at any time, 
and particularly undesirable in summer. 

All this is remedied effectively by the 
use of Tried and Proved pictures. Hert- 
are productions which have demori- 
strated their success before every type 
of audience in every part of the coun- 
try. They are big productions like "Ru- 
pert of Hentzau, "The Common Law," 
with flawless direction and exceptional 
casts. 

To the pictures of this type summer 
has no terrors. But the showman must 
put at least the same amount of care 
and expenditure in the advertising anq 
exploitation as at any other time of the 
year. He must play up the big names 
in the cast, use his posters to the best 
effect, have teaser and other interest^ 
getting campaigns — all based on the 
angle of appealing to people out of 
doors and getting them to come inside. 
Make the theatre comfortable — have it 
cool and airy at all times, and make it 
look cool, inside and out. Summer cov- 
ering on the seats are good, and the 
application of fresh paint in some sum- 
mer color like green, white, etc., on 
the outside, all tend to make your house 
inviting. Once inside, there will be no 
kick against the sort of program it is 
possible for every showman to give. 



Exhibitors Trade Review 



In the Tried^and Pr6ved Hall of Fame 



Here Is a Selected List of Pictures Chosen on Their Merits as the Kind of Theatre Attractions Which Answer 
the=£ublic Demand. Not on the Say-So of Their Sponsors, but on the Unusual Box-Office Records They 
Have Established. This List Is Offered as the Most Reliable Criterion by Which to Select 
Dependable First Rate Attractions for Showing on Special Tried and Proved Nights 



Universal 

THE ABYSMAL BRUTE— Caveman Ro- 
mance. Reviewed March 8. BECAUSE it is 
a Jack Lbndon story told with a forcefulness 
and conviction that has carried it across to un- 
believable success on both first and- second 
showings. 

THE FLAME OF LIFE— Mine Tragedy. 
Reviewed March 15. BECAUSE it is a 
thriller that "really thrills and it has found 
many an audience on the edge of its seats 
and breathless when the final scene had been 
concluded. 

WHITE TIGER— Crook Melodrama. Re- 
viewed April 19. BECAUSE Priscilla Dean 
has been cast in a part she is fully capable 
of filling and has brought to the picture an 
interest and character which has made it ex- 
ceedingly popular and well liked. 

THE ACQUITTAI^Mystery Play. Re- 
viewed December 8. BECAUSE the court 
scenes are interesting and convincing and have 
elevated the picture to an enviable position 
from a box office point of view. 

THE FLIRT— Booked 6,665 times. Love 
and Society Picture. Reviewed February 9. 
BECAUSE it numbers among the most popu- 
lar pictures on the screen, and has a ready 
made audience waiting for a chance to see it. 

HUNTING BIG GAME IN AFRICA— 
Booked 4,621 times. Adventure Film. Re- 
viewed February 9. BECAUSE it is a true 
adventure picture and gives people an oppor- 
tunity of practically taking personally, a trip 
which they will never make. 

FOOLISH WIVES— Booked 5,800 times. 
Foreign Intrigue and Love. Reviewed Febru- 
ary 2. BECAUSE Erich Von Stroheim pro- 
duced and took the leading part in it and it 
handles a problem of universal interest. 

THE STORM— Booked 8,437 times. Tri- 
angle Melodrama. Reviewed February 2. BE- 
CAUSE it is one of the oustanding box office 
successes of all time and has broken book» 
ing records. 

BAVU— Released May 7, 1923. Booked 
3,928 times. Foreign Intrigue. Reviewed 
January 26. BECAUSE there is a vogue 
for Russian entertainment in this country and 
the story is a fascinating one. 

TRIFLING WITH HONOR— Released 
June 4, 1923. Booked 4,241 times. Baseball 
Romance. Reviewed January 26. BECAUSE 
baseball fans throughout the country will eat 
it up and it's a sure money-maker. 

A CHAPTER IN HER LIFE— Released 
September 17, 1923. Booked 2.410 times. 
Child Love._ Reviewed January 26. BECAUSE 
the story is one that goes straight to the 
hearts of every home loving audience. 

MERRY-GO-ROUND — War Romance. 
Reviewed January 19. BECAUSE it is con- 
sidered one of the best pictures of 1923 and 
has a wonderful box office record. 

Paramount 

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. 

WHAT'S YOUR HURRY ?— Reviewed 



March 15. Auto Comedy. BECAUSE there 
are great numbers of Wallace Reid admirers 
who want to see his pictures again and this 
one is no doubt one of his best. 

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. 

THE GREAT IMPERSONATION— 
Mystery Drama. Reviewed February 23. 
BECAUSE its past record has shown it to be 
a record breaker in both large and small 
theatres and it is cleverly acted by two popu- 
lar stars — James Kirkwood and Ann Forest. 

BLUEBEARD'S EIGHTH WIFE— Re- 
viewed February 16. Matrimonial Tangle. 
BECAUSE Gloria Swanson infuses the pic- 
ture with a subtle humor and a droll pathos 
that make of it an intensely interesting story. 

THE OLD HOMESTEAD— Reviewed 
March 22. Small Town Life. BECAUSE 
it is a James Cruze picture that has been 
phenomenally successful in large cities and 
small towns and it has still a strong appeal. 

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. 

TO HAVE AND TO HOLD— Reviewed 
March 22. Historical Romance. BECAUSE 
it is rife with excitement of the highest type 
and its story is of the substantial class which 
never goes out of style. 

THE LAW AND THE WOMAN— Re- 
viewed March 8. Murder Mystery. BE- 
CAUSE the highly dramatic scenes, espe- 
cially the court scene give Betty Compson 
a chance to appear to good advantage and to 
get across big with her audiences. 

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. 

MY AMERICAN WIFE— Released Feb- 
ruary 11, 1923. Sport Romance. Reviewed 
February 9. BECAUSE Gloria Swanson 
appears in it in a role that will thrill and 
satisfy her most ardent admirers. 

IS MATRIMONY A FAILURE— Re- 
leased April 23, 1922. Farce Comedy. Re- 
viewed February 2. BECAUSE it is a catchy 
light-hearted picture that sends audiences 
away pleased and happy. 

Selznick 

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. 

ONE WEEK OF LOVE— Flapper Ro- 
mance. Reviewed December 22. BECAUSE 
it is a delightful li^ht comedy with fast ac- 
tion, plenty of thrills and two very popular 
stars who inject the story with humaness and 
fire. 

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 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. 

THE HEART OF WETONA— Indian 
Drama. Reviewed January 19. BECAUSE 
Norma Talmadge who stars in it is enough 
to fill any house and besides that Thomas 
Meighan is in the cast. 

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. 

REPORTED MISSSING— 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. 

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 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. 

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. 

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. 

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. 

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. 



ice window! 



.1 




WHEN a picture has passed the box-office win- 
dow test, it is a safe picture for you to book. 
These Universal Chapter plays have been "proved 
up" by exhibitors all over the United States, in 
theatres of all sizes, under all sorts of conditions. 
They have produced a steady business and have 
established regular patrons wherever shown. 



"BEASTS of PARADISE" 

starring WILLIAM DESMOND 

Directed by WILLIAM CRAFT 

"The best serial I have run so far, full of action and getting 
me good money. Don't fail to book it!" 

Rialto Theatre — Toledo, Ohio. 

"The GHOST CITY" 

starring PETE MORRISON 

and MARGARET MORRIS 

Directed by JAY MARCHANT 

"A good serial. Holding out fine. If your people like 
Western serials give them this one." 

Russell Theatre — Barnesboro, Pa. 

"The FAST EXPRESS" 

starring WILLIAM DUNCAN 

"This serial is going over big. Duncan is a great drawing 
card. The serial has a lot of pep and that's what the people 
want. Had capacity attendance." 

Ballard Theatre — Seattle, Washington. 

NOW BOOKING 

"The IRON MAN 

starring ALBERTINI 

with a gre.it cast including 
MARGARET MORRIS and JACK DOUGHERTY 
Directed by JAY MARCHANT 




UNIVERSAL CHAPTER PLAYS 





Page 62 



Exhibitors Trade Revietc 



TRIED AND PROVED PICTURES 



'The Flame of Life' 

Mine Tragedy Released by Universal 

BRIE'F: Fighting against her environment, and 
seeking to place herself on a higher plane, the 
delicately sensitive girl who toils daily in the coal 
mines, finds life almost unbearable. She finally 
proves a real heroine, when she does some bril- 
liant rescue work when the mine blows up. Among 
those she saves, is an overseer whom she loves and 
finally marries. 

rPHE purpose of producing this story was 
■■• to provide the rather jaded fan with a 
real thrill, a satisfying love theme, and a 
heartfelt pathos. In none of these details has 
the film fallen short. Time has proven that 
the story, complete as it is in every detail, 
has a wide appeal and a satisfying interest^ 

^IHIilllllllllllllllllllllllllllllllllllllljllllllllllllllllllllllllllllllliiiHii^^ 

I COOL LA UGHS | 

I for I 

I HOT NIGHTS \ 

I COLONEL I 
I HEEZA LIAR | 
I COMEDIES I 

I The I 

I Novelty Pictures | 
I With I 

I The Humor of | 
i Newspaper Comics | 

I Presented by | 
I BRAY STUDIOS, Inc. I 

j STANDARD CINEMA | 
I CORPORATION I 



Thru 




■ "The prints are in | 
I FINE CONDITION" | 

fiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^ 



and that it has by no means exhausted its 
drawing power as yet. 

Priscilla Dean probably does some of the 
fiijest ,work of her career in these few reels, 
and the. public is duly appreciative of this 
fact. Hence the continued interest in a film 
that has been on the market a considerable 
length of time. And it still presents a wealth 
of new exploitation stunts which serve to 
give the picture a new aspect. 

Merely using the title as a catch line you 
should be able to effect a number, of clever 
stunts. Arrange with the city or town offi- 
cials to allow you to place on every traffic 
sign or at each street crossing, a sign which 
reads : "Drive carefully. The 'Flame of 
Life' is a privilege bestowed upon pedestrians 
as well as autoists. Give the man on foot a 
chance." 

If any charitable organization is making a 
drive at this time, and there is one such at 
all times, you could give these organizations 
ideas for ads like this : " 'The Flame of 
Life' is a precious thing. Help us to sustain 
it, and make life more livable for the less 
fortunate who are finding life almost too 
hard to bear, by contributing to the. . . .fund." 

Then, too, there is this rather unique 
scheme which should certainly attract atten- 
tion to your showing. Costume a man in a 
uniform fashioned after the one worn by em- 
ployees of the gas company. Have the words 
"Gas Tester" on his sleeve and his cap. Let 
him go from door to door and as each door- 
bell is answered have him ask how the gas 
is working. In most cases he will probably 
receive complaints on how the bills are over- 
large for the service received. Then hand the 
person an envelope in which is contained a 
facsimile gas bill on which is printed : "This 
is not a gas bill. It is an announcement that 

'The Flame of Life' opens at the 

Theatre (date)." This stunt is sure to get 
the housewives talking, which means the 
whole town will soon know of the coming 
attraction. 

To attract attention to the theatre at the 
time the picture is running it is a good idea 
to burn vari-colored street torches, such as 
are w^ed for political campaigns. These flares 
are visible for great distances and will bring 
a large number of persons to your door. 
Oncp you have them there it is comparatively 
simple to get them. 

^ 

'What's Your Hurry' 

Auto Picture Released by Paramount 

BRIEF: Dusty Rhoades. a racing driver, loves the 
daughter of an auto truck manufacturer, but the old 
man will not consent to the marriage because he 
does not like racing cars and racing drivers. Finally, 
however, when the father and daughter are in dan- 
ger of destruction through a flood, the young man 
arrives with a fleet of trucks, whereby he saves the 
endangered valley. He not only wins publicity for 
the trucks, but the hand of the girl he loves and a 
job as general manager for the old man. 

XT ERE is a picture with a made-to-order 
title and a screen star who has put the 
picture across to many a capacity house. The 
scene in which he rushes, the trucks to the 
scene of the threatened disaster and saves 
the day is a humdinger. It's the sort of these 
that gets the audiences on the edge of their 
seats and has them kaving the theatres with 
smiles of content. 

And the title ! Could one ask for an easier 
exploitation vehicle. In the first p'ace the 
logical tie-up is with the road authorities 
who can make sp'endid use of "What's Your 
Hurry" as a slogan to discourasre fast and 
careless driving. Get the -permission of the 
authorities to placard the roads with signs 
bearing this messaee and also the announce- 
ment of the showing of the picture at your 
theatre. 

Then go to the agents for some racine car 
and the dealer in auto trucks and arranp'e for 
a display using stills taken from the picture. 



'A Lady's Name' 

Love Comedy Released by Selznick 

BRIEF: A young authoress, a bit f ed . up with 
the routine of affairs, advertises for a Husband. One 
of the candidates is a disguised butler who invites 
her the next day to tea. During the repast the 
master walks in. She caps the climax by marrying 
the master. 

HERE is another Norma Talmadge picture 
with a title that is easy to exploit. 
Crowd in the name of Norjna Talmadge 
wherever you can. Especially now that her 
latest picture has already become tremendous- 
ly popular, it is a good time to show any of 
her pictures, since the public is keen to see 
her. 

For this type of picture, which is comic 
in its make-up and whose name is interest 
arousing, the teaser ad is the best bet. Just 
get a good number of signs made such as 
these : " 'A Lady's Name' is her fortune" ; 
"The most sacred possession of all — 'A 
Lady's Name' " ; " 'A Lady's Name' has 
wrecked many a home." These should be 
widely distributed in the neighborhood sev- 
eral days or even a week in advance of the 
showing. 

You might also be able to arrange a tie-up 
with the local engraver, whereby for the 
added advertising which you will give him 
by means of the scheme, he will consent to 
make visiting cards for a reduced rate. Then 
you can arrange with him to send out form 
letters to women on your mailing list- an- 
nouncing that they can have cards made at 

's shop at a reduced price during 

the showing of "A Lady's Name" at the 
Theatre. 

The merchant tie-ups may also be profit- 
ably worked in connection with some special 
window displays. The scene in the home of 
the man who finally becomes Norma's hus- 
band, shows a beautifully furnished drawing 
room. Stills from this scene would make 
splendid material for a background in a fur-_ 
niture window. You should have no diffi- 
culty in arranging this type of tie-up. 

You might also try the stunt of sending 
out letters to the men on your mailing list, 
asking them to take the undersigned out on 
such and such a night. The place of meet- 
ing shouTd be designed as yoi;r theatre, and 
the letter should be signed with a fictitious 
name. The men will probably soon start 
comparing notes, and what's more, some of 
the wives will start tongues wageing. The 
result will probably be increased busmess. 
* * * 

'The Sagebrusher' 

Blind Love Released by Hodkinson 

BRIEF: Wid GardlRer, friend of a lazy farmer in 
Montana put an ad in the paper for a wife sign- 
ing the name of his friend. Annia Squires, in 
Cleveland sees the ad and answers it in her friend's 
name. Finally a meeting is arranged and Annie 
takes Mary to Montana to meet the prospective 
husband. Mary is blind due to eye strain and 
does not see her crude fiance. While the two men 
go for a minister, Mary is stolen and the house 
burned down. She is finally rescued but the man 
she was to marry is killed. Her sight is restored 
by a handsome young physician with whom she falls 
in love and marries. The two friends who were 
responsible for the whole thing also marry. 

A BIG forest fire, and a spectacular flood 
■'^ scene are undeniably the headlights of 
this Margaret La Mott vehicle. 

Before going to Montana the two girls 
tvere clerks in a Cleveland department store. 
It would be a good idea, on the strength of 
this, to appeal to the clerks in your vicinity 
through a letter which makes plain the fact 
that the picture will be of interest to them 
because the heroine held the same position 
they do. 

You might find it worth while to run ads 
which seemingly are inserted by the state 
conservation commission, in which you urge 
the reader to help avoid forest fires. 



June 14, 1924 



Page 63 




Production Chart with Review Dates 



In This Department Is Delivered to You in Condensed Form the Data on All Current and Coming Productions. 
Features Available for Booking Are Arranged by Months. Future Releases Are Listed With Distributors' 
Names. Included, also, are the current short sub ject releases with the date of release and l^gth. 



OCTOBER 



Feature Star 

Apcil Showers Harlan C. Moore 

Ashes of Vengeance .... Norma Talmadge 

Bad Man. The Holbrook Blinn . 

Big Dan Charles Jones .. 

Cameo Kirby John Gilbert . . . 

Country Kid Wesley Barry . 

Dancer ol the Nile, The. Special Cast 

Day of Faitli, The Special Cast 

Desire Special Cast .... 

Does It Pay? Hope Hampton . 

Devil's Door3rard All Star 

I>Tlfting Priscilla Dean . 

2"'<=y C. Talmadge .. 

Eagle's Feather, The . . Special Cast . . . 
Eternal Struggle, The . . Special Cast . . . 

Exiles, The John Gilbert .. 

Foolish Parents Special Cast . . . 

Governor's Lady, The . . Special Cast . . . 

Grail, The Dustin Farnum . 

In the Palace of the KingB. Sweet 

Ughts Out Ruth Stonehouse 

Lone Fighter. The J. B. Warner . 

Love Trap, The 

Marriage Maker AH Star 

Meanest Man in World .Special Cast 

Men in the Raw Jack Hoxie 

Miracle Makers Special Cast 

No Mother to Guide Her . Genevieve Tobin 

Koneer Trails Spedal Cast 

Ponjola Special Cast 

Prince of a King, A . .Dinky 
Printer's Devil, The . . . Wesley Barry '. 

»uritan Passions Spedal Cast 

RambKn' Kid, The Hoot Gibson 

Rendezvous, The Conrad Nagel . . 

Rosita Pickford 

Rnggles of Red Gap ..All Star 

Shattered Faith Spedal Cast 

Six Days Griffith 

Six-Fifty, The Welsh-Adoree ... 

Slave of Desire Special Cast 

Social Code Dana 

Steadfast Heart, The . . . Spedal Cast 

Sting of the Scorpion ..Edmund Cobb .. 

rhundergate Special Cast 

Times Have Changed ..All Star 

Untameable All Star 

Way of Transgressor ..All Star 

What Love Will Do Cenneth McDonald 

Where Is West Hoxie 



Director Distributor length 
. Tom Sorman Preferred . . . 6,000 
. Frank Lloyd . First Nat'l 10,000 
. Edm. Carew First Nat'l .7,000 

.Wm WellmanPor 5,934 

.Jack Ford ...Fox 6,931 

Warner 6,200 

. Wm. P. EarleF. B. O. ..6,000 
. Browninp Goldwyn . . . 6,000 

. Rowland U. SMMetro 7,000 

. Charles HoranFox 7,000 

. Lewis King ..Arrow 5,000 

. Tod BrowningUniversal . . . 7,000 
S. Franklin . . First Nat'l . 7,000 

. Edw. Sloman. Metro 7,000 

. Reg. Barker . Metro 8,000 

. E. Mortimer. Fox 6,000 

. Frank Crane . Asso. Ex. . . 6,000 

.Harry Millardpox 6,000 

Campbell .... Fox 5,000 

.' Gold.-Cos. . .7,453 

. Fanpell p. B. O. ..6,590 

. Not credited . Sunset 5,000 

Grand Asher .... 

. Wm. D Meille Paramount .6,295 
Eddie Kline -First Nat'l 5,000 
Geo. Marshall Universal . . 5,000 
Van Dyke . . . ftsso. Ex. . . 6,000 

Horan ... 7,000 

David Smith -vitagraph . 7,000 
. Donald Crist - First Nat'l .7,000 
Albert Austin Selznick . . . 6,000 

Wm. Baudine Warners 6.000 

Frank Tuttle -Hodkinson . 8,000 
E. Sedgewick Universal .. 6,000 

Gold.-Cos. .7,415 

Lubitsch United Art. 8,800 

Jas. Cruze .-Paramount .7,590 



J. J. Ormont Independent 6.000 

Brabin Goldwyn-Cos. 8,000 

Nat Ross ....Universal . 5,000 
G. V. Baker . Goldwyn . . . 7,000 

Metro 

Sheridan HallGoldwyn . . 7.000 
Rich. Hatton. Arrow .... 5,000 
J- De Grasse - First Nat'l -7,000 

Fleming Paramount .6,000 

Blache Sunset .... 5,000 

Craft Independent 5,000 

Not Credited Indep 5,000 

Marshall Universal . . 5,000 



NOVEMBER 

April Showers Harlan-Moore . . . Pref. Pic. 

Bag and Baggage All Star Sdznick . 

Blow Your Own Horn . Lewis- Perdue ...,F. B. O. 

Bright Lights of B'way .All Star Prin. Pic. 

Cameo Kirby Spedal Cast Fox 

Crooked ADey Special Cut Universal 



. .6350 Nov. 17 

. .6.338 

..8.000 Nov. to 

. 6700 Nov. 17 

. .6931 Oct 27 

..4.900 Nov. 24 



Cyclone Jones Williams Avwon 5,000 Oct. 27 

Dangerous Maid, The .-C. Talmadge First Nat'l .7.337 Dec 22 

Eternal Flame ■ Bosworth-WindsorGoldwyn 6.800 Sept. 30 

Flaming Waters Eddie Hearn F. B. O. ..6.000 

Flaming Youth Colleen Moore ...First Nat'l ..8,434 Dec 1 

Forgive and Forget... Pauline Garon . . . ' -^-^H" 5-877 Nov. 24 

Harbor Lights Tom Moore Asso. Exhib. 5.200 Nov. 10 

Held To Answer Special Cast Metro 6,000 

His Childrer'5 Children -All Star Paramount ..8,338 Nov. 17 

Huntress C. Moore First Nat'l 7,000 Oct 2? 

Jealous Husbands Spedal Cast First Natl .0.000 Dec IS 

Kentucky Days Dustin Farnum ..Pox 6,000 

Leavenworth Case Special Cast Vitagraph ..-6,000 Nov. 24 

Light That Failed All Star Paramount ..7.013 Dec. IS 

Little Old New York ..Marion Davies ..Goldwyn .. 9.000 Aug. U 

Long Live the King ...Jackie Coogan ...Metro 19,364. 

Million to Bum, A ... Herbert RawlinsonUniveraal . . S.OOO . . . Uov. 10 

Monna Vanna AH Star Fox Oct 6 

On Banks of WabaA ..Special Cast Vitagraph ..7,000 " Nov. 10 

Other Men's Daughters Grand Asher --. 

Our Hospitality Keaton Metro 6-220. ..... .Dec. 1 

Pleasure Mad Special Cast Metro 7.S47 '.'.'.'.".'. Nov.' 24 

Scars of Hate Jack Livingston .Independent S.OOO 

Shattered Reputations .. Johnnv Walker ..Lee-Brad. ..4,800 .'Nov. 10 

Shifting Sands Special Cast ....Hodkinson .-6,000 Nov- 3 

Spanish Dancer Pola Negri Paramount ..8.434 Oct. 20 

Stephen Steps Out D. Fairbanks. Jr- . Paramount .S.652 Dec. 8 

Thundering Dawn Kerrigan-Nilsson .Universal .. 7,000 

Thy Name Is Woman. . Special Cast Metro 9,087 

Tipped Off Special Cast P'goers Pic. 4.284 Nov. 3 

Unseeing Eyes Barrjrmore-Owen .Goldwvn ...8.500 Nov. 10 

Wanters. The Special Cast First Nat'l ..6,000 Jan. 12 

DECEMBER 

Anna Christie Blanche Sweet . First Nat 

Acquittal All Star Universal , 

Around the World in 

Speejacks Special Cast .... Paramount 

Beaten Jack Livingston . Ind. Pict. 

Big Brother Thomas Meighan -Paramount .7,080 Jan. 5 

Big Dan Jones-Nixon Fox 5,934 Dec 8 



.7,631 Dec 15 

.8,523 Nov. 3 

.6,338 

-4,800 



Feature Sur Distributor Length Reviewed 

Bill Red Seal . . .5.000 

Country Kid Barry Warners ...5,818 Nov. 17 

Call of Canyon .... Dix- Wilson Paramaoiit ..fMS Jan. 5 

Chastity K. MacDonald . . First Nat'l 6,000 

Cupid's Fireman Charles Jones ...Pox 4,200 Jan. 12 

Dancer of NUe C. Myers F. B. O. ..5,787 Dec 15 

Darling of N. Y Baby Peggy Univ 6,239 Nov. 10 

David Copperfield All Star Asso. Ex. ..8,282 Nov. 24 

Defyi.ig Destiny AU Star Selznick 5,863 Nov. 24 

Devil's Partner Norman Shearer . Inde. Pict. -4,900 

Don't Call It Love Special Cast Paramount .6,457 Jan. 19 

Eternal City LaMarr-BarrymoreFirst Nat. ..7,800 Nov. 24 

Extra Girl Normand Asso. Ex. ..5,700 Nov. 10 

Eyes of the Forest Tom Mix Fox 

Fashion Row Murray Metro 7,300 Dec 22 

Fashionable Fakers All Star F. B. O. ..4,869 Dec 15 

Fighting Blade Barthelmess First Nat ..8,000 Nov. 17 

Flaming Passions Irene Rich Warner 7,500 Dec. 29 

Gold Madneis Post Priiu Pic. ..6,068 Nov. 10 

Her Temporary Husband Viola Dana First Nat.'l 6,700 



In Search of a Thrill... AU Star 

Lady of Quality ValH-Sills .- 

Let's Go R. Talmadge 

Lone Fighter J. B Warner 

Loyal Lives Special Cast „ . 

Lucretia Lombard Irene Rich Warner 7,500 Dec. 

Mail Man All Star F. B. O. ..6,800 Dec. 

Man From Brodneys ...Special Cast ....Vitagraph ..7,100 Dec 

Man Life Passed By AU Star Metro 6,208 Jan. 

Mask of Lopez Monogram ..5,000 Dec. 

Masters of Men Special Cast ....Vitagraph ...6,900 



Metro 5,500. 

- Universal . . 8,000 Dec 29 

. Truart 6,000 Nov. 17 

- Sunset 5,000 

■ Vitagraph . . -6,000 • 

— 29 
8 
8 
S 
1 



Maytime Ford-Shannon ...Preferred ..-7,500 Dec. 22 

Modern Matrimony ....Moore-Lake Select 4,960 Nov. 3 

Near Lady All Star Universal ..4,812 Dec. 15 

Net The Spedal Cast Fox 6,135 Jan. 26 

Ninety and Nine Special Cast Vitagraph .-6,900 Dec. 30 

Old, Fool, The Special Cast Hodkinson -6,147, 



. .6,000 Jan. 

, .6,000 Jan. 

..4,112 Jan. 

, .6,000 Dec. 



Poniola Nilsson First Nat. ..6.500 Dec. 

Printer'r Devil, The Wesley Barry ...Warner 5,000 Feb. 

Pure Grit Roy Stewart Universal ..4,571 Jan. 

Red Warning J. Hoxie Universal ..4,795 Dec. 

Reno All Star Goldwyn ..-6,600 Dec. 

Richard the Lion HeartedBeerv Asso. Auth. 8,000 Nov, 

Satin Girl, The All Star Grand Asher 

Second Hand Love Jones Fox 6,000 Nov. 10 

Tiger Rose Lenore Ulrich ...Warner 7,400. Dec 15 

Shattered Faith. Special Cast Ind. Pict ..5,000. 

Six Cylinder Love Truex Fox 7,000 Jan. 12 

Temple of Venus All Star Fox 8,000 Nov. 24 

This Freedom All Star Pox 7,000 Dec 22 

Thundergate O. Moore ..First Nat'l ..6,665 Dec 29 

To The Ladies Special Cast Paramount ..6,268 Dec 8 

JANUARY 

After the Ball Glass-Cooper ....Anderson ..7.000 Jan. 5 

Age of Desire Select Cast First Nat'l .5,174 

Black Oxen C- Griffitli First Nat'l 

Boy of Mine Alexander First Nat'l 

Breaking Into Society . . Special Cast F- B. O. 

Broadway Broke ... All Star Selznick . . 

Condemned 

Conductor 1492 Johnny Hines ...Warner 6,500 Feb. 2 

Courtship Myles Standish Chas. Ray Asso. Exhib. 9,000 Jan. 12 

Danger Ahead Richard TalmadgeGoldstone ..5.000 Jan. 12 

Eterna City, The La Marr-Lytell . First Nat'l 8,000 

Fool's Awakening Ford-Bennett ...Metro 5,763 

Exiles Bouton-Gilbert 

Flaming Barrriers Logan-Moreno 

Gentle Julia Bessie Love . 

Good Men and Bad .... Marin Sais 

Governor's Lady Jane Grey Fox 7,669 Jan- 12 

Grit Glenn Hunter ...Hodkinson ..5,800 Jan. 12 

Half a Dollar Bill Nilsson Metro 5,700 

Heart Bandit Viola Dana Metro 5,000 Jan- 19 

Heritage of the Desert ..Bebe Daniels Paramount .5,741 Feb. 2 

His Mysterv Girl .. Rawlinson Universal ..4.487 Jan. 5 

Hoodman Blind Glady^ Hulette..Fox 5.434 Jan. 26 

Hook and Ladder .. H. Gibson Universal ...8000 Jan. 12 

Humning Bird Gloria Swanson .Paramount ..7.490 Jan. 26 

In the Spiders Web Special Cast Ind Pict. -5,120 

Judgment of Storm Special Cast F. B. O. ..6,329 Jan. 19 

Tust Off Broadway .. John Gilbert ..Fox 5,544 Feb- 2 

Lady of Monsoreau - All Star Klein 5,500 Dec 29 

Let Not Man Put 

Asunder Tellegen-Fnsd'ck. .Vitagraph 

Love Pirate All Star F. B. O. 

Love Bandit Doris Kenyon . . . Vitagraph . 

Loving Lies Brent-Blue Asso. Auth. 

Lullaby Jane Novak F. B. O 

Marriage Market - - All Star C- B- C- 

Man from Wyoming- J. Hoxie Universal 

Mask of Lopez Fred Thomson . . . F. B- O, 

Mine to Keep Washburn Grand-Asher 5,317 Dec 

Monkey's Paw Special Cast Selznick 5,194 Jan. 

Name the Man Special Cast Gold-Cos. ...7,771 Jan. 

No More Women Bellamy-Moore ..Asso. Auth. .6.181 Feb 

Not a Drum Was HeardCharles Jones ...Fox 4,823 Feb. 

Old Fool All Star Hodkinson .6,147 Jan. 5 

Other Men's Daughters .Washburn Gr.-Asher ..5.936 Feb- 2 

Painted People Colleen Moore ...First Nat'l 6.000 

Phantom Justice Special Cast F. B. O. ..6-238 Feb. 2 

Prince of a King Dinky Dtan Selznick 8,000 Jan. 12 



.Fox 6,100 Jan. 19 

..Paramount .5,770 Feb. 9 

.Fox 5,731 Jan- 19 

-Selznick 3,926 Jan. 26 



, .8.000 

..47S0 Dec 8 

.5,800 Jan- 12 

6,526 Jan. 19 

..4,750 Jan. 26 

-6,297 Jan. 26 

-4.719 Feb- 2 

.-5,000, 

29 
19 
26 
2 
9 



Page 64 



Exhibitors' Trade Review 



Current Production Chart 



Distributor Length (Reviewed ^ / 



Feature . ' ; Star 

Satin Girl ~ 1 All Star .. /.i. .. Grand'-Asher^ 5,691 ^.Dei. 's' 

Shadow of the East Mayo-Harris ....Fox 5,874 Feb. 16 

Shepherd King AH Star Fox 8,000 Dec. 29 

Song of Love Norma Talraadge.lst NatL ...8,000. Jan. 26 

South Sea Love Shirley Mason ..Fox ...4,168.... Jan. 5 

Steadfast Heart Mary Alden Distinctive ..7,012 .Jan. 25 

The Arizona Express Special Cast .. Fox 8,000 

The Wildcat Robert Gordon . . Inde. Pic. . . 5.000 .' 

Three Days to Live . . . Ora Carew Gerson 

Three Miles Out Madge Kennedy . Kenma 5,700 Jan 12 

Three Weeks ^Inecial Cast Gol&wyn ....8,000 

Thrill Chaser Hoot Gibson Universal ..5,196 .... Dec 8 

Through the Dark Colleen Moore . .joldwryn 7,999 Jan 19 

Toilers of the Sea Special Cast Selznick 5,128 Jan. 19 

Treasure Canyon J. B Warner ...Sunset 5,000 

Trouble Trail Gerber-Hatton ..Arrow 

Westbound J. B Warner . . . Sunset 5,000 

West of Water Tower ..AH star Paramount .6,500 Jan. 19 

What Three Men Wanted Miss DuPont Inde. Pic. ...5,000 

What Love Will Do . . Ken. McDonald . Sunset 5,000 

When Odds are Even. Russell Fox 4,284... Dec 8 

Whispered Name ... All Star Universal ..5,000 Jan. 26 

Wife in Name Only ...Special Cast Selznick 4,868 Jan. 26 

Woman to Woman Betty Compson .Selznick 6,994 Tan. 26 

You Can't Get Away 
With It Marmont Fox 6,052 Dec. 15 

FEBRUARY 

Alimony Darmond-Baxter . F. B. O. ..6,917 Feb. 9 

Average Women Garon-Powell C. C. Burr .6,021 Feb. 23 

Baffled Franklyn Farnum.Inde. Pic. ..5,000 

Blizzard, The Foreign Cast . . . Fox 5,890 March 8 

Breathless Moment Wm. Desmond ..Universal ..5,556 Feb. 16 

Cause For Divorce ....Brunette-Butler ..Selznick ....7,132 Mar. 1 

Chastity Kath. M'Donald .First Nat'l .6,008 Feb. 16 

Covered Trail J. B Warner . . . Sunset 5,000 

Daddies .". Mae Marsh Warner 6,500 Feb. 23 

Eyes of the Forest Tom Mix Fox 4,408 Feb. 23 

Flaming Barriers Logan-Moreno ...Paramount ..5,770 Feb. 9 

Floodgates Lowell-Russell . . Lowell 6,435 March 8 

Flowing Gold Anna Q. Nilsson .First Nat'l .8,005 March 8 

Gambling Wives Marjorie Daw Arrow 6,438 March 8 

Geo. Washington Jr. Wesley Barry ...Warner 6,100 Feb. 23 

Great White Way Anita Stewart . . . Gold.-Cos. .10,000 

Happiness Laurette Taylor .Metro 7,700 March 8 

HiU BHy Jack Pickford ...Allied Prod. 5,734 March 8 

Hoosier Schoolmaster . . Special Cast Hodkinson 

Innocence Anna Q. Nilsson . C. B. C. ..5,920 Feb. 9 

Jack O* Clubs Rawlinson Universal ..4,717 Feb. 16 

Lily of the Alley Edwards- White . . Hepworth 

Love Letters Shirley Mason ..Fox 4,749 March 8 

Love Master Strongheart First Nat'l .6,799 Feb. 2 

Leave It to Jerry Billie Rhodes . . . Grand Asher 5,748 

Ladies to Board Tom Mix Fox 6,112 Feb. 23 

Marry in Haste Wm. Fairbanks . . G<rfdstone . . 5,080 Feb. 23 

Marriage Circle Marie Prevost ...Warner 8,300 Feib. 16 

My Man Famum-Miller ...Vitagraph ..6,800 Feb. 23 

Nellie, Beautiful Model ..All Star Gold-Cos. ..6,098 Mar. 22 

Next Corner Special Cast Paramount .6,985 Feb. 23 

Night Hawk, The ......Harry Carey Hodkinson ..5,000 

Nort of Hudson Bay ..Tom Mix Fox 4,973 Mar. 1 

Painted People Colleen Moore ..First Nafl .6,»97 Feb. 9 

Pied Piper Malone Thos. Meighan . Paramount . 7,264 Feb. 9 

Poisoned Paradise Harlan-Bow Preferred ...6,800 Mar. 15 

Restless Wives All Star Burr 6,317 Mar. 1 

Ride For Your Life ...Hoot Gibson ...Universal ..5,310 March 8 

Roulette All Star Selznick 4,850 Mar. 1 

Scaramouche AU Star Metro 10,000 Oct. 13 

Second Youth Special Cast Gold.-Cos. .6,673 

Shadows of Paris Pola Negri Paramount ..6,440 Mar. 1 

Slow as Lightning Ken. McDonald . Sunset 5,000 

Stranger Special Cast Paramount .6,515 Feb. 16 

Sporting Youth Denny- LaPlante .Universal ..6,712 Feb. 16 

Three O'clock in Morn. . Binney-Breese ...Burr 6,293 Mar. 1 

Thy Name is Woman ..All Star Metro 9,087 March 8 

Torment Love-Moore First Nat.'l 6,000-. 

Under the Red Robe Special Cast . . . Goldwyn . . . 8,000 Dec 1 

Way of a Man AUene Ray Pathe .....8,816 Mar. 1 

Week End Husbands . . Special Cast .... Equity 6,450 Mar. I 

Western Feuds Edmuad Cobb ..Arrow 5,000...'..'.....".. 

When A Man's A Man . . Bowers-La Motte .First Nat'l ..6.910 .'Peb! 16 

White Panther Rex Baker Goldstone ...5,000 Mar 1 

Special Cast ....F B. O. ..6,237 ....Marc'h 8 

The White Sister Lillian Gish ... Metra 12,000 

Wild Oranges i Mayo-Valli Goldwyn ... 6,837 ..... . Feb. 16 

Yesterday's Wife Irene Rich C. B. C. . . 5,847 Feb 9 

Yankee Consul Douglas MacLean. Asse. Exhib. 6,148 .. Feb' 23 

MARCH 

Arizona Express Special Cast Fox Mar 23 

Beware The Woman Derelys Perdue . F. B. O 

Blasted Hopes Edmund Cobb . . Arrow ... "....'..'.'"" 

By Divine Right Dexter-Harris . . . F. B. O. ..7.541 Nov 17 

Crossed Trails Franklyn Farnumlnd. Pict. ..4.500 

Damaged Hearts Mary Carr F. B. O. . . 6 154 

Daughters of Today P. Ruth Miller .Selznick 7,280 ...'.'. 

Daring Youths Bebe Daniels . . . Principal . . . 6,000 

Discontented Husbands .. Jas. Kirkwood ..Columbia ..5,421 Mar. IS 

Don't Doubt Y'r HusbandViola Dana Metro 

Drums of Jeopardy E. Hammerstein .Truart 6,529 Mar. 22 

Enchanted Cottage, The Ricji. Barthlemess First Nat'l 

Fair Week ....Walter Hiers Paramount .4,636 

Fighting Coward Ernest Torrence .Paramount Mar. .29 

Fine and Dandy Tom Mix Fox 

Fools Highway Philbin-O'Malley. . Universal ..7,431 

Flapper Wives May Allison Selznick 

Flattery Bowers-LaMotte . C. B. C 

Galloping Ace Jack Hoxie Universal ..4,560 April 12 

Galloping Gallagher Fred Thomson . . . F. B. O. ..4,819 April 5 

Galloping Fish 5. Chaplin-FazendaFirst Nat'l ..6,000 Apr. .5 

Gold Fish C TaJmadge First Nat'l 

Great White Way Anita Stewart . . . Cosmo. Mar. 9 

His Darker Self Lloyd Hamilton .Hodkinson ..5,000 Apr. .5 

Icebound Dix-Wilson Paramount .6,471 

Law Forbids Baby Peggy ...Universal ..6,203 Mar. 15 

Lilies of The Field Griffith-Tearle ... First Nat'l Apr. .5 



Feature | Star bi»tribut<«r length Reviewed 

Lone Wolf Dalt<^n-Holt Asso. Exhib. T.'- 

Love's Whirlpool Kirkwood-Lee ..App'd Pict. 6,028 Mar. .29 

Man's Mate John Gilbert Fox 5,041 Mar. 16 

Mrs. Erricker's ReputatiA. Taylor Hepworth .....Apr. .5 

NelUe, the Beautiful • . 

Cloak Model Claire Windsor ..Goldwyn Mar. 2 

Night Message .All Star Universal .. .4,590 ..... .April 5 

North of Nevada Fred Thomson . . . F. B. O. ..4,929 

On Time R. Talmadge ...Truart 6,030 

Pagan Passions Standing-Theby . Selznick 

Pal O' Mine Irene Rich C B. C , 

Phantom Horseman ... .Jack Hoxie Univereal .4,3W Apr. .5 

Plunderer, The F. Mayo Fox 5,812 Mar. 30 

Sage Brush Gospel ....Gerber-Hatton ...Arrow 5,000,» 

Sheriff of Tombstone . . Fred Thomson . . F. B. O 

Sherlock Junior Buster Keaton . . Metro 

Shooting of Dan McGrewLaMarr-Marmont. Metro 6,318 ..... .April 19 

Singer Jim McKee ....Wm. S. Hart Paramount .6,433 Apr. .5 

Society Scandal Gloria Swanson . . Paramount t 

Speak No Evil Alma Taylor Hepworth Mar. 22 

Stolen Secrets Rawlinson Universal 

Three Weeks Aileen Pringle . . Goldwyn Mar. 23 

Torment Special Cast First Nat'l Mar.. 29 

Try and Get It Washbum-Dove .Hodkinson ..5,770 April 19 

Two Fisted Tenderfoot . Franklyn Farnumlnd. Pict. .4,800> 

Vagabond Trail Charles Jones ..Fox 4,302 Mar. 9 

What 3 Men Wanted ... Miss DuPont ...Inde. Pic. .5,200 

Why Get Married Andree Lafayette .Asso. Exhib. 5,091 April 12 

Why Men Leave Home .All Star First Nat'l 8,000 

Wolf Man John Gilbert Fox 5,145 Feb. 17 

Woman and Her Man . Renee Adoree . . Metro 

Woman's Secret Mae Marsh Allied P., D. 9,787 Mar.. 29 

Women Who Give Special Cast .... Metro 

Woman Who Sinned .. Wallace- Rich Fox 6,500 

Yankee Madness Larkin-B. Dov» .F. B. 4,680 April 12 

Yolando Marion Davies . . Gold.-Cos 

APRIL 

Arab, The Terry-Novarro . . Metro 

Beau Brummel John Barrjmiore .Warner April 12 

Beggars on Horseback . . Prevost-Blue .... Principal 

Boy of Flanders Jackie Coogan ..Metro 7,018 Apr.. 5 

B'way After Dark Special Cast . Warner 

Babbitt Special Cast Warner 

Confidence Man Thomas Meighan .Paramount .' . . 

Captain January Baby Peggy .... Principal . . . 6,000 

Crossed Trails Franklin Farnum . Inde. Pic 

Dawn of A Tomorrow ..Jacqueline Logan .Paramount .6,010 Apr., 9 

Dancing Cheat Rawlinson- Lake . Universal 

Excitement Laura La Plante .Univesal ....4,913 April 1* 

Giri Shy Harold Lloyd ..Pathe 7,600 April 12 

Girl of the Limberlost . . Gloria Grey . . . . F. B. O 

His Forgotten Wife Madge Bellamy . . F. B. O. ..6,500 April 19 

King of Wild Horses ..Special Cast Pathe 4,611 April S 

Listen Lester Paz.-Novak-Myers Principal ...6,000 

Marriage Cheat MaB,^Joy-Menjou . First Nat'l 

Masked Dancer Chadwick- Lowell . Sher.-Prindpd 

Miami Betty Compson . . Hodkinson . 5,000 

Mile. Midnight Murray-Blue . . .Metro 

Lord's Referee Charles Jones ...Fox 5,000 

Peter The Great Emil Jannings . . Paramount 

Pipes <^ Pan Alma Taylor .... Hepworth 

Recoil Betty Bijrthe J. Parker Read AprS 27 

Right of the Strongest .E. K. Lincoln ...Selznick 6,240 

Second Youth Special Cast Gold.-Cos. ..6,169 April 19 

Silent Stranger Fred Thomson . . . F. B. O 

Son of the Sahara AU Star First Natl 

Souvenir Ayres-Marmont .Asso. Exhib 

Triumph Joy- La Rocque . . Paramount 

Those Who Dance Special Cast First Nat'l 

Traffic in Hearts (Not mentioned) .C B. C 

True As Steel Aileen Pringle ..Goldwyn April ZO 

Wandering Husbands . . Lee-Kirkwood . . . Hodkinson . 5,000. 

Woman on the Jury .... Special Cast .... First Nat'l 

$20 a Week George Arliss Selznick ...5,990 

MAY 

Amazing Guest ..... All Star Hepworth 

Breaking Point Nita Naldi Paramount 

Bluff Ayfres-Moreno . . Paramount 

B'way After Dark ..... Special Cast Warner 

Cytherea Stone-Rubens ....Universal 

Clay of C'Una ,, Rawlinson Ind. Pic 

Desperate Advenure .... Franklyn Farnum First National 

For Sale Corrine Griffith ..Hodkinson « /.-.a;,- •• 

Hold Your Breath Special Cast Hodkinson .6,000 ' ' ' ' ' ' ' ' 

How to Educate a Wife. Special Cast ....Warner , .• 

Lightning Rider, The . . Harry Carey Hodkinson . 5,000 , 

John Forrest Finds H's'lfEJdwards- White .Hepworth 

Lightening Rider, The .Harry Carey ....Hodkinson 

Lone Chance, The John Gilbert .... Fox • • ■ • 

Moral Sinners Dorothy Dalton .Paramount ..5,437 April 19 

Men Pola Negri Paramount • 

Missing Daughters Special Cast .... Selznick 

One Night in Rome . ..Laurette Taylor .Metro 

Perfect Flapper, The . . . Colleen Moore . . . First Nat.'l 

Rejected Woman, The . Rubens-Nagel ...Gold.-Cos April 19 

Right of the Strongest . E. K. Lincoln ..Selznick ...6,240 

Riders Up Universal . .5,000 ■ ■ - ■ 

Robinson Crusoe, Jr. ... Jackie Coogan ...Metro 

Storm Daughter, The .. Special Cast ....Universal ..5,303 April 19 

Trouble Shooter, The ..Tom Mix Fox 

Untamed Youth F. B. O 

What Shall I Do? Dorothy Mackaill Hodkinson 

Virtuous Liars M. Costello Vitagraph ...5,800 April 19 

What Shall I Do? Dorothy Mackaill .Hodkinson ..5000 

White Moth LaMarr-Tearle ...First Nat'l 

White Shadows Betty Compson . Selznick 

Woman Who Sinned F. B. O 

JUNE 

Another Scandal Lois Wilson ....Hodkinson 

Babbit Special Cast 

Back Trail, The Jack Hoxie Universal 



June 14, 1924 



Page 65 



Current Production Chart 



Bedroom Window, The .All Star Fam. Players 

Calibre Forty- Five Franklyn Farnumlnde. Pict -.iii Cast 

Code of the Sea All Star .. ..Fam, Players 6,038 

Fools in the Dark George O'Hara . . F. B. O 

For Sale All Star First Nat.'l 

Guilty One, The Ayres Fam Players 5,365 ... V . . . 

Her Own Free Will . . . .Helene Chadwick .Hodkinson 

Helen's Babies Baby Peggy .... Principal 

Husbands and Lovers . . Florence Vidor . . First Nat.'l 

Mist in the Valley Ames-Dennes . . . Hepworth 

Montmartre Poli Negri T. '. . . Fam. Players 6,715 

Never Say Die Douglas McLean . Asso. Exhib 

Not One to Spare Hodkinson .4,500 

Passionate Adventurer .Alice Joyce Selznick 

Ragged Messenger First Nat'l 

Ridgeway Montana . . . . Jack Hoxie Universal 

Self Made Failure, The.. Ben Alexander .First Nat.l 

Sundowm All Star First Nat'l 

Tiger Lover Taylor-Moreno ...Fam. Players 5,328 

Tiger Thompson Harry Carey ....Hodkinson 

Those Who Dance Special Cast 

"Traffic in Hearts John Bowers 

Which ShaU It Be? Ethel Wales . 



First National 

.C. B. C 1 

Hodkinson April IS 



Young Ideas Laura La Plante Universal 

JULY 

Calibre Forty-Five Franklin Farnum Inde. Pict.-S. R 

Code of the Wilderness .. Bowers-Colhoun Vitagraph 

Counterfeit Coleen Moore . . . First National 

Born Rich Lytell-Windsor ..First National July 21 

Bread All-Star Metro-Goldwyn ....August 4 

Broken Barriers All-Star Metro-Goldwyn ....August 25 

Fools in the Dark George O'Hara . . F. B. O 

Her Own Free Will ....Helene Chadwick Hodkinson 

I Wll Repay Holmes Herbert F. B. O 

Little Robinson Crusoe Jackie Coogan . . Metro-Goldvyyn ....August 18 

Mist in the Valley Ames-Dennes . . . Hepworth 

Revelation AU-Star Metro-Goldvfyn July 28 

Romance Ranch John Gilbert ....Fox 

Single Wives Corrinne Griffith First National 

Tess of the D'Ubervilles Blanche Sweet ..Metro-Goldwyn ...August 11 

The Arab Novarro-Terry ..Metro-Goldwyn July 28 

Tiger Thompson Harry Carey ....Hodkinson , 

Young Ideas Laura La Plante Universal 

AUGUST 

Belonging First Natonal 

Christine of the Hungry First National 

Heart 

Great Will, The Seena Owen F. B. O Sept. 1 

Lost World, The First National 

Sundown Special Cast First National . . 

SEPTEMBER 

Circe Mae Murray Metro-Goldv?yn Sept. 15 

Mary the Third AU-Star Metro-Goldwyn i^^P*- ? 

Navigator, The Buster Keaton . . Metro-Goldwfyn Sept. 22 

One Night in Rome .... Laurette Taylor . Metro-Goldwyn Sept. 219 

Red Lily, The Novarro-Bennett Metro-Goldviryn bept. 1 

Short Subject Releases 



Title 

An Ideal Farm 

April Fool 

A Trip to the Pole 

Bie Moments from Little Pic, 

Birds of Passage 

Black Oxfords 

Bottle Babies 

Brothers Under the Chin 

Commencement Day 

Dirtv Little Half-Breed 

Don't Forget 

Flickering Youth 

Fields of Glory 

Fishin' Fever 

Friend Husband 

Gateway to the West 

Get Busy 

Hard Knocks 

High Brow Stuff 

Hit The High Spots 

Homeless Pups 

Hunters Bold 

If Noah Lived Today 

King of Wild Horses 

Love's Detour 

Near Dublin 

North of Fifty-Fifty 

One At a Time 

Our Little Nell 

Out of the Storm 

Paleface Law 

Publicity's Pays 

Ransom 

Rivenoak's Revenge 

Running Wild 

Seeing Things 

Shanghaied Lovers 

Sporting Speed 

Sun and Snow 

The Betrayal 

The Champion 

The Fraidy Cat 

The Guest 

The Hollywood Kid 

The Jealous Fisherman 



PATHE 

Series 
Aesop Fable . . 
Roach 

Aesop Fable . . 
Will Rogers . . 



Mack Sennett .... 

Spat Family 

Stan Laurel .... 

Our Gang 

Frontier Series . . 
Charles Chase . . . 
Mack Sennett . . . 

"Sgortlightf' 

Sportlinght 

PolOard 

Chronicles 

Roach, 

Charles Chase .... 

Will Rogers 

Spat Family .... 
Aesop Fables .... 
Spat Family .... 
Terry Cartoon . . . 
Murphy-Barry .... 
Charles Chase . . . 

Roaidh 

Dippy Do Dad . . . 

Roach 

"Dippy Doo Dad" 
Leatherstocking . . 
Leatherstocking . . 

Roach 

Leatherstocking . . 
Leatherstocking . . 



Langdon 

Sportlight 

Sportlight 

Leatherstocking 
Terry Cartoon . 
Charles Chase . 
Nigh Smith . . . 
Mack Sennett 
Aesop Fable . 



Release Date 

,500 April 27 

000 April 20 

,500 May 18 

000 Mar. 30 

,000 

000 May 18 

000 May 18 

OOO April 13 

000 May 4 

,000 Mar. 30 

,000 Mar. 23 

000 April 27 

OOO Mar. 23 

,000 May 18 

,000 April S 

,000 April 20 

000 April 27 

,000 April 6 

000 April 27 

000 April 20 

,500 May 4 

000 Mar. 23 

,000 April 13 

,000 April 13 

000 Mar. 23 

000 May 11 

,000 May 11 

000 April 20 

,000 April 13 

,000 May 11 

000 April 13 

000 May 4 

000 April 20 

000 May 4 

,000 April 5 

000 April 5 

000 Mar. 30 

,000 May 4 

,000 April 20 

,000 April 27 

,000 Mar. 29 

,000 Mar. 30 

,000 April 27 

,000 April 20 

,500 May 18 



Short Subject Releases 



The Medicine Hat Frontier Series 2,000.. 

The Panther Leatherstocking 2,000. 

The Pilgrims Chronicles 3,000. 

The Swift and Strong 1,000. 

Way of a Man Serial Chapter 15 2,000.. 

When Winter Comes Aesop Fables 2,500. 

Wolfe and Montcalm The Last Stand Ped Man . . 

EDUCATIONAL 

A Tiny Tour of U. S. A Hodge-Podge 1,000.. 

Air Pockets Mermaid Comedy 2,000. 

Cornfed Christie Comedy 2,000. 

Dandy Lions Neal Burns 2,000.. 

Flowers of Hate Wilderness Tales 1,000. 

Fold Up Bowes-Vance 1,000. . 

Fun Shop Fun Shop 1,000. 

Going Fast Hamilton Comedy 2,000. 

Heart Throbs Sing Them Again 1,000.. 

Junior Partner Juvenile Comedy 2,000. 

Jumping Jacks Hodge Podge 1,000. 

Killing Time Lloyd Hamilton 2,000. 

Lady Bird, The Secrets of Life 1,000. 

Lang Aga Sing Them Again 1,000., 

Lost Chords Sing Them Again 1,000. 

Lon Some Lloyd Hamilton 2,000. 

Midnight Blues Lige Conley 2,000.. 

Misfit, The Clyde Cook 2,000. 

Nerve Tonic Christie Comedy 2,000. 

Out Bound Cameo Comedy 1,000. 

Plastigrams Third Dimension 1,000 , 

Powder Marks Cameo Comedy 1,000. 

Reno or Bust Bobby Vernon 2,000., 

Safe and Sane Jimmie Adams 2,000.. 

The Fly 1,000. 

The Bonehead Tuxedo Comedy 2,000. 

There He Goes Lige Conley 2,000., 

Trader Keeps Moving Wilderness Tales 1,000. . 

UNIVERSAL 

A Society Knockout Jack Dempsey 2,000. 

Checking Out Chap, 5 "Fast Express" 2,000. 

Cipher Message Chap. 6 "Fast Express" 2,000. , 

Cry Baby, The Universal Comedy 1,000 

Bandit Raiders Chap. 7 "Fast Express" 2,000. . 

Big Boy Blue Leather Pusher 2,000. 

Face to Face Chapter 15 "Ghost City" 2,000. 

Facing the Crisis Chap. 1 "Fast Express" 2,000. 

Flames of Vengeance Chapter 14 "Ghost City" 2,000 

Green Grocers Slim Summerville 1,000., 

Haunted House Chap. 4 "Fast Express" 2,000. 

Hit 'em Hard Earle-McCoy 2.0O0. , 

Iron Man, The Chap. 1 "Wings Aflame" 2,000 . 

Jack and the Beanstalk Baby Peggy 2,000. 

Keep Healthy Slim Summerville-Dunn .1,000. 

Lost Control Century Comedy 2,000. 

Marry When Young Neely Edwards 2,000 . 

Miscarried Plan 2,000 . 

Nobody to Love Roach-Edwards 1,000. 

One Wet Night Neely Edwards 1,000., 

Pathching Things Up Howel 1,000. 

Perils of the City Neely Edwards 1,000. 

Politics Slim Summerville 1,000.. 

Pretty Plungers Gentry Follies Girls 2,000., 

Unknown Boy (not mentioned) 2,000. 

Racing Kid Buddy Messinger 2.000. 

Red Raymond's Girl Pete Morrison 2,000. 

Ship Ahoy Slim Sumerville- Dunn . 1,000. 

Should Poker Players Marry .Roach-Edwards 1,000. 

Society Sensation 2,000. 

Sons-in-Law Jack Earle-McCoy 2,000. 

Spring of 1964 Harry Sweet and Pal ..2,000. 

Starving Beauties Cen. FoUies-Bonner ....2,00-0. 

Svring Bad the Sailor Billy Sullivan 2.000. 

Tempest Cody Turns the TablesTwo-Reel Feature 2,000. 

That Oriental Game Pal the Dog 2,000. 

The Gumps Universal 2,000. 

The Hot Dog Special Fast Steppers 2,000. 

Tough Tenderfoot 2,000. 

Vanishing Diamonds Chap. 2 "Fast Express" 2,000. 

Western Skies Jack Mower 2,000. 

Woman of Mystery Chap. 3 "Fast Express" 2.000. 

Young Tenderfoot Buddy Messinger 2,000. 

FOX 

A New England Farm Educational 1,000. 

Be Yourself AL St. John 2,000 . 

Etiquette Sunshine 2.000.. 

Feathered Fisherman Educational 1.000. 

He's My Pal Imperial 2,000. 

On the Job Animal comedy 2.000. 

Rivers of Song Educational 1,000. 

Sculptors of Paradise Educational 1,000. 

Slippery Decks Educational 1,000. 

The Cowbojrs Imperial 2,000 . 

The Jazz Weekly Sunshine 2,000 . 

The Weakling Sunshine 2,000. 

CENTURY 

A Lofty Marriage Earle-Murdock 2,000. 

Checking Out "Pal" 1,000. 

Hit Him Hard Earle-McCoy 1,000. 

Pretty Plungers Cent. Follies Girls 1,000. 

The Racing Kid Buddy Messenger 2,000. 

STANDARD CINEMA 

A Fishy Tale Jinmiy Aubrey 2,000 . 

A Scarey Night Jimmy Aubrey 1,000. 

Ancestors Colonel Heeza Liar ....1,000, 

Colonel Heez Liar's KnighthoodBray 1,000., 

Holl5rwood Comedies Chester Conklin 2,000 . 

Just a Litte Late Club Bruce Barton 1,000. 

May,serious Case. The Colonel Heeza Liar ....1,000. 

One Day in Hollywood Chester Conklin 2 000.. 

The Mechanic Jimmy Aubrey 1,000.. 



.April 13 

.May 18 

.May 18 

.April 5 

.Mar. 23 

-. May 1 1 

.Mar. 22 



. .May 18 

.May 25 

. May 4 

.April 20 

.May 11 

.April 27 

. May 4 

.May 11 

.April 20 

.May 25 

.Mar. 23 

, .Mar. 27 

.May 11 

.Mar. 23 

.May 18 

. .Mar. 27 

.April 13 

. IVIar. 23 

.May 18 

.May 11 

.Mar. 23 

.May 25 

.Mar. 23 

.April 6 

, . Mar. 25 

.May 18 

.April 27 

.April 20 



..July 7 
.April 7 
.April 14 

.April 21 
.Mar. 10 
.Mar. 10 
.Mar. 10 
.Mar. 3 
.April 21 
.Mar. 31 
.April 2 
..J'-ily 7 
..July 7 
.Mar. 10 
...July 2 



. . Feb. 2 
.Mar. 17 
.April 14 
...July 7 
.April 7 
.April 28 
.AprU 23 
.Mar. 26 
.April 16 
.July 12 
.Mar 24 
. Mar. 3 
. Mar. 1 
.Mar. 5 
.April 9 
...July 9 
.Mar. 8 
...July 5 
.Mar. 12 
..July 7 
..July 7 
.Feb. 22 
.Mar. 17 



.Mar 24 
.Mar. 19 



.Mar. 30 

.Feb. 10 

.Feb. 24 

.Mar. 16 

. April 6 

.Mar. 9 

. Mar. 2 

.Feb. 17 

.April 13 

.Feb. 10 

.Mar. 21 

.Feb. 10 



.April 15 
.April 12 
.April 12 
.April 12 
.April 12 



. Feb. 1 

.May 1 

. Mar. 1 

.April 1 

.Feb. IS 

.Mar. IS 

.Feb. I 

.April 15 

.April 1 



Page 66 



Exhibitors Trade Review 



Coming Productions 



Features Star Distributor 

A Desperate Adventure Pranklyn Famum .... Independent 

Adorable Scofflaw, The Bow-Harlan Preferred 

After a Million Kenneth McDonald . . . Sunset Prod 

Against the Grain Special Cast First National . . . 

Age of Innocence, The Special Cast Warner Bros 

Alaskan, The Thomas Meighan Paramount 

Alibi, The Special Cast Vitagraph 

Along Came Ruth Viola Dana Metro 

America Special Cast United Artists . . 

An Old Man's Darling Laura La Plante Pathe 

Another Scandal Special Cast Paramount 

A Prince of India A. K. Mozundar Excelsior 

Arab, The Special Cast Metro 

A Woman Under Oath Florence Reid Independent 

Back of the Beyond Grand-Asher 

Baffled Frankly n Farnum Independent Pic. 

Bag and Baggage Special Cast SeUnick 

Bandolero Special Cast Goldwyn- Cos. . . 

Barbara Freitchie Special Cast First National . . . 

Beast, The Special Cast Fox 

Beggar of St Sulpice, The Special Cast Vitagraph 

Beggars on Horseback Blue-Prevost Warner Bros 

Ben Hur Special Cast Goldwyn-Cos. . . . 

Between Friends Special Cast Vitagraph 

Beyond the Last Frontier Special Cast Paramount 

Bird of Paradise, The Special Cast First National . . . 

Backmail Special Cast Universal 

Bluff ^yres-Moreno Paramount 

Boden's Boy Special Cast Hepworth Dist. . . 

Boomerang, The Special Cast Preferred Pic 

Border Intrigue Frankljm Farnum Indep. Pict 

Borrowed Husbands Florence Vidor Vitagraph 

Breiad Special Cast Metro 

Breaking Point, The Special Cast Paramount 

Breath of Scandal, The Special Cast Preferred Pic. . . . 

Broken Barriers Special Cast Metro 

Buddies Marion Davies Cosmo 

Butterfly Virginia Valli Universal 

Captain January Baby Peggy Principal Pic. . . 

Cause for Divorce Special Cast Selznick 

Checahcos Eva Gordon Asso. Exhib 

Circe Mae Murray Metro 

Circus Rider, The Charles Tones Fox 

Claim No. 1 Special Cast Universal 

Clean Heart Vitagraph 

Code of the Sea Rod La Rocque Paramount 

Colorau John Gilbert Fox 

Corsican Brothers Dustin Farnum Independent 

Covered Trail, The J. B. Warner Sunset Prod 

Courage Franklyn Farnum .... Indep. Pict 

Crash, The Special Cast Vitagraph 

Dante's Inferno Special Cast Fox 

Desert Rose, The Harry Carey Hodkinson 

Discontented Husbands Special Cast C. B. C. (S. R.) 

Dorothy Vernon of Haddon HallMary Pickford United Artists . . 

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 Special Cast Film Book. OfSces 

Dust in the Doorway Special Cast First National . . . 

Enemy Sex, The Betty Compson Paramount 

Extra Man, The Universal 

Face to Face Viola Dana Metro 

Faint Perfume Special Cast Preferred 

Feet of Clay L. Joy-R. La Rocque . . Paramount 

Fighting Tylers, The Special Cast Hal. Roach 

Fine and Dandy Tom Mix Fox 

Fire Patrol, The Madge Bellamy Chadwick Pic. . . . 

Fires of Fate Truart (S. R.) . 

First Violin, The Grand-Asher 

Flames of Romance Special Cast 

Flattery Special Cast C. B. C 

Fool, The <;-^f.riil Cast Fox 

Fools in the Dark M. Moore-P. R. Miller. F. B. O 

Forbidden Lover, The Special Cast Selznick 

Forgive and Forget Special Cast C. B. C. (S. R.) 

Forty-Horse Hawkins Hoot Gibson Universal 

Furnace of Life, The Grajidl-IAshei' . . . 

Getting Her Man Special Cast Gerson Pic 

Girl in the Limousine Liarry Semon Chadwick 

Goldfish, The Constance Talmadge . . First Nat'l 

Gold Rush, The Charlie Chaplin United Artists . . . 

Good Bad Boy, The Principal Pic 

Good Men and Bad Special Cast F. W. Kraemer . . 

Goof, The «:-.»ci-'l Cast First National ... 

Greed Special Cast ..Gold.-Cos 

Guilty One. The Agnes Ayres Paramount 

Haunted Hours Olive Hammerstein Fred Welhl Prod- 
Hearts of Oak Fox 

Her Game Florence Reid Independent 

Her Own Free Will Helene Chadwick Hodkinson 

Her Code of Honor Florence Reid Independent 

Hill BiUy. The Jack Pickford Allied P. & D. .. 

How to Educate a Wife ''-^«■c^-^l Tpst Warner Bros. ... 

House of Youth Norma Talmadge .... First Nat'l 

Human Mill, The Special Cast Metro 

Hunted Woman, The Fox 

I Am The Man Barrymore-Owen Chadwick 

If Winter Comes Raymond Griffith Independent 

In Fast Company Richard Talmadge Truart 

In the Shadow of the Moon .... Dorothy Chappell Lee-Bradford 

Inner Sight, The Kirkwood-Lee Hodkinson 

Innocence Anna Q. Nilsson C. B. C.-S. R. .. 

Innocent Snecial Cast Universal 

It Is the Law Special Cast Fox 

It's a Boy Special Cast Weber and North 

Jack O' Clubs Herbert RawMnson . . Universal 

Janice Meredith Marion Davies Goldwyn-Cos. . . . 

Justice Raffles Gerald Ames Hepworth 

Leave It to Gerry Special Cast 



Last Frontier, The Special Cast First National . 

Lend Me Your Husfaand Doris Kenyon Grand-Asher . . 

Let's Go p. B. o. 

Listen Lester Special Cast Phil GoldMOM ', 

Lone Fighter, The J. B. Warner Sunset Piod. .. 

Lost Special Cast P. B. O 

Love Pirate, The Carmel Myers F. B. O 

Lover's Lane SpecUl Cast Warner Bros. .. 

Love Trap, The Special Cast Grand-Asher ... 

Loyalties Special Cast Fox 

Man Who Came Back, The Fox , 

Madame Satan Theda Bara '. '. . 

Mademoiselle Midnight Mae Murray Metro , 

Man From Wyoming, The Jack Hoxie Universal 

Manhandled Gloria Swanson Paramount .... 

Mansion of Aching Hearts Special Cast Preferred Pic. 

Mark of Cain John Gilbert Fox '. . 

Mary Anne Pathe 

Mary the Third Eleanor Boardman . . . . Goldwyn-Coc. ... 

Meddling Women Lionel Barrymore .... Chadwick 

Men Pola Negri Paramount . . . . . 

Montmarte Pola Negri Paramount 

Merton of the Movies Glenn Hunter Paramount 

Miami Betty Composn Hodkinson 

Missourian, The Reginald Denny Universal 

Mist in the Valley Alma Taylor Hepworth 

Misunderstood Special Cast First National . . 

Monsieur Beaucaire Rudolph Valentino 

Mountebank, The Torrence-Nilsson Paramount 

My Ladies' Lips Preferred 

My Man Special Cast Vitagraph 

Never Say Die Douglas McLean Asso. ExhIb. ... 

No More Women M. Moore-Bellamy Allied P. & D. . 

North of 36 Special Cast Paramount 

Offenders, The Marjorie Wilson Independent 

One Law For the Woman H arris- Landis Vitagraph 

One Night in Rome Laurette Taylor Metro 

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 Woman, The Kirkwood-Lee Hodkinson 

Passionate Adventurer Alice Joyce Selznick 

Plaster Saints Betty Blythe Asso. Exhib. . . . 

Plugger, The Special Cast Fox 

Pony Express Special Cast Universal 

Potash and Perlmutter in HoUyw'dBernard-Carr First National . 

Prairie Wife, The Special Cast Gold.-Cos. 

Reckless Age, The Reginald Denny Universal 

Relativity Alma Rubens Goldwyn-Cosmo. 

Restless Wives Doris Kenyon Mastodon 

Ridgeway of Montana Jack Hoxie Universal 

Romola Gish Sisters Inspiration 

Rose of the Ghetto Marie Prevost Warner Bros. . . 

Sands of Time Special Cast First National . 

Sea Hawk, The Milton SiUs First Nat'l 

Sheriff of Tombstone Fred Thomson Monogram Pic . 

Signal Tower, The Special Cast Universal 

Singer Jim McKee William S. Hart Paramount 

Sinners in Heaven Special Cast Paramount 

Skyline of Spruce, The Special Cast Universal 

Slow as Lightning Kenneth McDonald . . . Sunset Prod. . . . 

Southern Love Betty Blythe 

Stepping Lively Richard Talmadge Truart 

Stolen Hearts Hei bert Rawlinson Universal 

Strange Woman, The Shirley Mason Fox 

Strathmore Fox 

Superstition De la Motte-Bowers . . Creative Prod. . . 

Taming of The Shrew Bebe Daniels Principal Pic . . 

Tarnish May McAvoy Paramount 

Tarzan and the Golden Lion Elmo Lincoln Grand-Asher . . . 

Tenth Woman, The - S-ipcial Cast Warner Bros. . 

Tess of the D'Urbervilles Soecial Cast Goldwyn-Cosmo. 

Ten Commandments Special Cast Paramount 

Thief of Bagdad, The Douglas Fairbanks . . . United Artists . 

Tiger Love Special Cast Paramount 

Tfger Thompson Harry Carey Hodkinson 

Trouble Shooter, The Tom Mix Fox 

Throwback, The Pa* O'Malley Universal 

Treasure Canyon J. B. Warner Sunset Prod. ... 

Tree in the Garden Special Cast Goldwyn-Cosmo. 

Triflers, The Special Cast Preferred Pic. . . 

Trouble Shooter, The Tom Mix ^ox 

Tumoil, The George Hackathome . Umversal 

Ultimate Good, The Elaine Hammerstein . . Truart 

Unseen Hands Wallace Beery Asso. Exhib. . . . 

Virtuous Crooks H. Rawlinson Universal 

Virtuous Laws Special Cast •• 

Visions United P. & D. . 

Wanderer of the Wasteland Paramount 

Wandering Husbands Kirkwood-Lee Hodkinson 

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 . . Ekjuity 

Welcome Stranger .»Special Cast 

Westbound J. B. Warner Sunset Prod. . . 

Western Vengeance Frankljm Farnum .... Indep. Pict 

What Shall I Do Dorothy Mackail Hodkinson 

When a Girl Loves Agnes Ajn-es Asso. Exhib. . . . 

When Johnny Comes Marching 

Home Special Cast Universal 

When a Woman Reaches Forty Preferred 

Whipping Boss, The Special Cast Monogram 

Wise Son, The Special Cast Universal 

Women Who Give Frank Keenan Metro 

Woman Between Friends, A .... Special Cast Vitagraph 

Women Who Give Special Cast Metro 

Yoke, The Special Cast Warner Bros. . . 

You Can't Live on Love Reginald Denny Universal 



June 14, 1924 



Page 67 



Projection Hints 

By WESLEY TROUT 

Over-Speeding Your Frojection 
Machine 

'T'HE over-speeding of a projection ma- 
chine is an outrage to the pubHc ; it is 
an outrage to the producer; an outrage on 
the film exchange as any time you speed a 
poor film you are sure to tear it up so badly 
that the next projectionist that may have to 
run it will have some time in trying to get 
it through. It is not fair and it is an out-- 
rage that should be stopped. There is and 
can be no excuse for it — absolutely none 
whatever. 

If you have a crowded house it would be 
much better to cut the reel of the show out 
and run your machines at a standard speed 
than to butcher the whole performance. Some 
scenes will call for more speed than others 
and it is up to the projectionist to operate 
his machine at the speed that will give cor- 
rect presentation of the picture projected on 
the screen. The standard speed of a machine 
is about fifteen minutes to a thousand feet 
of film. This speed will vary according to 
the action of the picture projection. 

The correct speed of projection is the speed 
at which each individual scene was taken, 
which speed may, and very often does, vary 
widely. One of the very highest functions of 
projection is to watch the screen and regu- 
late the speed of the projection to synchron- 
ize with the speed of taking. 

The writer recently visited Cincinnati,- 
Ohio, and found that projection was very 
pleasing in most all of the theatres. I was 
in the Palace Theatre and found screen re- 
sults far above the average for a house 
running vaudeville and pictures. The change- 
overs were very good and the light was nice 
and even at all times. The projection in 
most all the theatres was very good as to 
proper speed, good light and a steady pic- 
ture. The projection rooms were all well 
equipped and kept up in A-1 shape. Cin- 
cinnati has a live wire bunch of projection- 
ists' and I hope that it will be my pleasure 
to visit Cincinnati soon again. 

Oiling the Projection Machine 

The one important rule that the projec- 
tionist should keep in mind when oiling his 
projection machine is that never, under any 
circumstances, use more than one drop of 
oil in any moving picture projector bearing. 
Remember that one drop of oil in each bear- 
ing will lubricate your projector just as well 
as pouring a half oil can in each bearing. 
The bearing of a projection machine will take 
so much oil and no more, the rest you pour 
in is a WASTE. 

In many of my previous articles on oil- 
ing and projection I have always recom- 
mended a good grade of light dynamo oil 
for the lubrication of the projector bearings 
and I see no reason for the changing of this 
recommendation. This oil you can very eas- 
ily secure, in bulk, from any dealer in oils 
at a very reasonable price, but I do recom- 
mend that you purchase, where it is possi- 
ble, from your ideal light plant, because you 
know that they purchase only the very high- 
est grade of oil to use for the bearings of 
their dynamo. 

I believe that nearly all the manufacturers 
of motion picture machines sell a projector 
oil that they recommend for the use on their 
projector. I can safely recommend these oils 
because, in the very nature of things, the 
projector manufacturers would not select an 
bil for the use on their machines which 
would not give good results. I recommend 



that the exhibitor and projectionist purchase 
this oil direct from the maker of your pro- 
jector^ These oils are sold at very rea- 
sonable prices. 

For the lubrication of your intermittent 
movement I recommend that you use a heavy 
bodied, non-carbon oil, such as a heavy dy- 
namo oil, still in this particu(ar thing I ad- 
vise the projectionist that you implicitly fol- 
low the instructions of the projector manu- 
facturer with regard to the proper lubrication 
of your intermittent movement. Remember 
that all the old oil should be cleaned out of 
the intermittent movement once a month and 
new oil put in to secure the very best results. 

Your Own Projection Screen 

A variation of the painted projection 
screen which I can recommend is the cover- 
ing of either cloth, plaster or cement with 
one of the patent white kalsomines, such as 
alabastine or muralite, which the exhibitor or 
projectionist may secure from his local paint 
store dealer at a very small price. Most any 
projectionist or exhibitor may apply this coat- 
ing with a little practice, though it is of 
course, always better to have this work done 
by a competent painter. 

This surface will form a very good screen 
surface and will give you dandy screen re- 
sults. Use a large paint brush when apply- 
ing this and be careful to paint same on as 
even as possible. A shadow box of dead black 
.should be painted aroiTnd the screen after 
you have all the white painted on. Project 
your light on the screen while painting the 
shadow box around the picture. 

Theatre Equipment 
for Hot Weather 



Ventilating and Cooling 

WHY pay drug store prices for ventilat- 
ing and cooling?" asks James M. Sey- 
more, of Newark, N. J., who claims to be 
able to instruct house managers where and 
how to buy the necessary motors at first 
cost. Seymore gives a variety of service 
on installing fans and motors. His an- 
nouncements says : "Thirty-six years ex- 
perience in bui'iding Air Moving Machinery 
and installing Ventilating Apparatus is 
at your disposal for the asking. Send your 
plans and I will send you specifications for 
your requirements. Your local sheet metal 
worker or carpenter can assemble and erect 
a cooling system from the plans furnished 
as well as it can be done by men sent hun- 
dreds of miles to do this work." 

^ ^ ^ 

Dixie Cups 

With the coming of warmer weather one 
might naturally expect a greater frequency 
on the part of audiences for a trip to the 
water cooler. The modern manager, actuat- 
ed by a resolve to give his patrons a sani- 
tary drinking service can consider Dixie 
Cups as a product that will pertinently fill 
the bill. The Individual Drinking Cup Com- 
pany, of Easton, Pa., and New York City 
merchandise these cups, together with a 
penny vending machine, which maintains it- 
self without cost and yields a revenue to 
the house. Silently, throughout performance 
and intermission alike, these machines pro- 
vide patrons with white, round, unwaxed 
Dixie Cups. * * * 

Typhoon Fans 

A cooling system which is easily installed 
and when in commission works noiselessly 
and unobtrusively is that announced by the 
Typhoon Fan Company of New York, with 
branch offices in Philadelphia, Jacksonville, 
New Orleans, Dallas and Los Angeles. Pros- 
pects are advised by this^firm to write for 
booklet 32. 



About Theatres- 
New and Old 



PLANS for a new modern $2,000,000 mo- 
tion picture theatre to occupy the site 
of the old Grand Theatre in Worcester, 
Mass., have been very recently announced 
by S. Z. Poli. The new house will seat 
about 1,900. The latest type in equipment 
will be installed. Work will be rushed in 
order to have the new house completed at 
an early date. 

The little town of Whiting, Ind., can now 
boast of one of the finest and prettiest mo- 
tion picture theatres in the central west 
States. The New Hoosier, which opened its 
doors to the public on February 1st, stands 
as a model theatre for other small towns 
to copy from. The theatre will seat about 
1,000 people, has a nice large stage, good 
dressing rooms, and is complete in every re- 
spect from the projection room to the stage. 

The New Hoosier theatre is very tastily 
decorated in tan, ivory and burnt orange, 
with deep carpets on the foyer, very tasty 
wicker chairs in the main lobby and in the 
mezzanine boxes. The seats were installed 
by Heywood- Wakefield. 

The projection room is large and very 
roomy, the very finest in motion picture pro- 
jection machines have been installed. Pro- 
jection is as near perfect as can be had with 
up-to-date equipment. Two late model pro- 
jection machines are used with direct cur- 
rent motor generator set. 

The new house is under the very capable 
management of Mrs. Marget V. Bennett, who 
formerly operated the Princess Theatre, 
Whiting. The staf¥ assisting Mrs. Bennett 
is Mrs. Ann Grogan, treasurer ; John Schach, 
chief projectionist; Paul Voulges, house man. 
^ ^ ^ 

C. D. Buss has recently purchased the old 
Randolph Hotel at St. Petersburg, Fla., and 
has announced plans for the erection of a 
modern theatre on this site. Mr. Buss also 
owns several theatres at Easton, Pa. 

* * * 

J. U. McCormick, of the Carolina Thea- 
tre Supply Company, announces that he is 
at present equipping theatres to open soon 
in Pineville, Stanley Creek and Fayetteville, 
North Carolina. 

* * * 

Messrs. Brock and Borden, of the Grand, 
Oklahoma, Mississippi, have recently in- 
stalled new Simplex projectors. 

* * --^ 

The new Lyric Theatre at Brownwood, 
Tex., recently opened to a very pleasing 
business, with pictures as the present policy. 

* * * 

The Liberty Theatre, Bailey, Okla., is be- 
ing very thoroughly remodeled by the man- 
agement and pictures will be the policy when 
the Liberty re-opens. 

^ ^ 3jc 

It is reported that L. F. Brower has just 
rc*cently purchased the new Criterion Thea- 
tre at El Reno, Okla., and will present pic- 
tures as the new policy of this theatre. 

* * * 

From Texas comes the report that busi- 
ness is greatly improving at niost all the 
theatres. Many new motion picture and 
vaudeville theatres are being erected. At 
Galveston, Tex., the Queen Theatre is be- 
ing remodeled and completely re-equipped, 
and will b'fe reopened at an early date with 
pictures as the opening policy. Fjom Port 
Arthur, Texas, comes the news that a new 
$3,500 pipe organ is being installed in the 
Liberty Theatre. R. Thrash, who has a 
large theatre supply house in Dallas, reports 
that he is installing quite a number of new 
Motiograph machines in Texas 



Page 68 



Exhibitors Trade Rkvimu' 



f ISCHER OPENS NEW THEATRE 
\ AT WEST ALLIS, WIS. ; 

! George Fischer, -manager of the New : 
jjk'Jilwaukee : Theatre, • in Milwaukee, opened j- 
the 1200,000 Capitol Theatre and Recrea- • 
tion Building in West AUis, Wis., a few 
nights ago and made the occasion of the 
formal dedication a gala one. He opened 
the show with Associated Exhibitors' "Go- 
ing Up." 

To mark the event a special eight page 
newspaper, describing the theatre and its 
policy was issued several days in advance. 
The business men of the town gave splen- 
did support to the enterprise, filling six of 
the eight pages with advertisements. This 
announcement of the new house and the 
management's plans was published : 

"The handsome new theatre wilj serve 
not only the large and prosperous section 
of West Allis, a community of homes, pop- 
ulated by families whose members like to 
take their pleasure together, old and young, 
but will also make it appeal to the resi- 
dents of adjoining communities. The new 
Capitol has been established to fill the 
wants of the community and will do so to 
the fullest of its capacity." 

* * * 

Lamp Coloring 

The Austin Brand Lamp Coloring of 
New York have perfected a type of lamp 
coloring which has stood all the tests and 
is in many ways superior to the various 
other lamp colorings on the market. This 
concern is always glad to re(ceive requests 
for particulars and invites equipment deal- 
ers to write in for jobber's prices. The 
variety of colors included in the lamp 
tints are, red, light blue, vio'ct, deep blue 
yellow, green, amber, orange, canary, sun- 
set glow, milk white and golden glow. 

* * * 
'Haftone' Screens 

The Raven Screen Corporation of New 
York City announces its peculiar type of 
"Stay Put" screen which has won distinc- 
tion in being used by Famous Players for 
"The Covered Wagon," "Ten^ Command- 
ments" and other super productions. Thea- 
tre owners and house managers are invited 
to write in to the Raven concern for fur- 
ther information and particulars. 

* • * 

Roll or Folded Tickets 

What purports to be the world's largest 
exclusive amusement ticket plant is run by 
the Arcus Ticket Company of Chicago. 
This firm has been engaged in the manu- 
facture of theatre and other amusement 
tickets for twenty-eight years and offers 
the full weight of its experience and knowl- 
edge of the showman's requirements in ren- 
dering service to clients. 

Stage Lighting in Detail 

Edison Lamp Works have a bulletin of 
lighting data concerning stage lighting that 
covers the field in every detail, from 
swit'chboard and wiring, "effect" apparatus, 
production or colored light, footlights, 
border lights, bunch or flood lamps, spot 
lamps, to the effect of co'^or on appearance 
of objects. To make your atmospheric pro- 
logues a complete success it would be well 



to read what they have to say concerning 
colors best reflecting light and lights best 
to use for said colors. ' ' 



Side Line to Aid Profits 

If you are looking about, with the idea 
of utilizing space and making your profits 
larger it would be worth your while to 
get the advertising literature of the Hol- 
comb & Hoke Manufacturing Co., Indian- 
apolis, Ind. They manufacture the "But- 
ter-Kist," corn popping machine and ad- 
vantages of use in a theatre lobby are obvi- 
ous, as people like sweets of some sort, 
while attending the performance. 



Keeping 'Em Cool 

(Continued from page 14) 

cool atmosphere. This lobby was kept 
for a period following exhibition of the 
picture. 

You Have to Make Good 
But— 

You can't Barnum-ize the public all 
the time — and we don't. At four in 
the morning, when Iowa air is coolest, 
Lacey Smith, three years custodian of 
the Strand, opens the doors wide and circul- 
ates the air throughout the theatre. At 
sunrise the doors are closed and remain thus 
until after sundown. 

With the canopy hanging with foliage 
and the lights in the auditorium and foyer 
in a delicate green, the lobby suggestive of 
shady nooks, the attendants properly 
schooled, we make our bid against outdoor 
attractions as a purveyor of genuine com- 
forts as well as entertainment. 

The Strand uses a whole bag o' tricks 
to get them in during hot weather but our 
chief aim is to keep them cool, physically 
as well as mentally, so they will come back 
again and again. 

"Gosh, it was nice in there and a darned 
good show, too," chuckles Mr. Customer 
as he leaves. 

And the manager chalks up another vic- 
tory over Old Sol and his beaming co- 
horts. 



Pity the Tropical Exhibitor 

{Continued on page 55); ' | 



f 



ventilating systems and the air is clean \ 
and cool. Aside from these cities, how- ^ 
ever, one must be content to let nature 
take its course and suffer in a worthy 
cause. 

No special treatment is given -films in. 
the tropic. In a few instances a heavier 
container is used but in most parts the 
films are shipped in the same manner as 
in this country. 

The only hot country requiring special 
containers is Japan. There is a national, 
law that requires films to be wrapped in 
burlap sacks and packed in straw. No one 
has ever been able to learn just why this 
law was passed but it is on the books and 
every film entering that country is packed 
according to law. 

The tropics is not neglected as far as cam- 
eramen are concerned. The" International 
News Reel seekers of the unusual penetrate 
the deepest parts of the jungle and show 
tropical theatre patrons views of their own 
country of which they would be otherwise 
ignorant. The photos in this story are fur- 
nished bv courtesy of the International News 
Reel. 



CLASSIFIED AD 
DEPARTMENT 

Rates, 2 cents a word. Cash with copy 



CAMERA EXCHANGE 



Motion lectures made to order. Commercial, Home 
or Industrial. We haye excelleat facilities, and the 
best camcamen. Our price 20c per foot. Rnb^ 
Ftlm Company, 727 Seventh Avenue, New York. 

Motion Picture and "Still" Cameras rented, aold 
and tecahaagoA. PcH-table lights for sale and for 
rent. Keep us advised of your wants. Ruby Camera 
Exchange. 727 Seventh Ave., New York City. 

FOR SALE 

Completely equipped theatre live town drawing 
SSflO population. Address Playhouse, Randleman, 
No. Carolina. 



Have You 
an Equipment 
or Accessory 
Service for 
Exhibitors? 
A Classified 
Ad Will Bring 
It to Their 
Notice and 
Help Move the 
Merchandise 
Off Your 
Shelves. 



AUSTIN CHEMICAL CO., Inc. 
AUSTIN BRAND LAMP COLORING 



Weatherproof 
and 
Waterproof 



1692 Boston Road Put up in over- 
BRONX, NEW YORK '^^^^l 



PHONE INTERVALE 2625 



rectly into the can 



The Austin Chemical Company has perfected a new type of 
LAMP COLORING which has stood all tests and is in many waj^ 
superior to the various other lamp colorings on the market Keith, 
Moss -and Loew Theatres are using this coloring. The following 
colors are in stock ; Transparent Colors : Red, Light Blue, Violet, Deep 
Blue, Yellow, Green, Amber. Opaque Colors: Red, Green, Blue, 
Orange, Canary, Sunset Glow, Milk White, Golden Glow, Amber. 

EQUIPMENT DEALERS ARE INVITED TO WRITE 
FOR JOBBER'S PRICES. 



WORLD'S lARGEST EXCLUSIVE AMUSEMENT TICKET PLANT TWENTY- ElCHT YEARS EXPERIENCE AT YOUR SERVICf 

ROLL ("SK) rOLDED 



A^CUSTTCKET/S 

/ 352 N. ASHLAND AVENUE \V 



TICKETS 



CHICAGO, ILLINOIS best eor the least money - quickest duivlry correctness oUAfiiNTEfo 



Photographic quality has a definite box-office 
value— your audiences appreciate it. 

EASTMAN 
POSITIVE FILM 

With its wide latitude and long scale East- 
man Positive Film reproduces every gradation 
of tone from highest light to deepest shadow 
that the skill of the photographer has secured 
in the negative — it carries quality from 
studio to screen. 

Look for '^Eastman" and ^^Kodak'' in hlack 
letters in the film margin. 

Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 



HAL ROACH presents 



The King of Wild Horses 



A Feature 



N d T t c e 

REWARE OF FILM PIFATEI ^ 




Directed by 

Fred Jack man 

Story by 
Hal Roach 



Filled with surprises 

How many persons have seen two wild 
stallions fighting for the ownership of 
the herd? 

Have you ever seen a horse leap a tre- 
mendous chasm t'wice, first for his own 
safety, alone, and secondly with a rider 
for the rider's safety? 

Have you ever seen a picture dominated 



by a horse from beginning to end, a horse 
so intelligent, so beautiful, so courageous, 
that he wins you completely, and holds 
your attention just the way a great actor 
holds it? 

That's this great feature, declared by 
every reviewer to be an outstanding nov- 
elty, and certain to hold and arouse any 
audience. . It's filled with surprises. 



National Tie-Up Section Page 33 



EXHIBITORS 

CTrade RE VI E W 

9Ae Business Paper of the Motion Picture Industry 




479 e 7 NL 

SANFRANCISCO CALIP 3 

SIDNEY R KEIW 

465 FIFTH AVE lEWYORK NY 

VG HAD AliGADY SESII THE ENEMY SEX AND lAST NIGHT SCREENED BOTH 

WANDERER WASTELAI© AND MANHANDIED IF THESE PICTURES ARE ANY 

CRITERION OF YOUR FORTY REIEASES FOR THIS SEASON WE UNQUESTIONABLY 

PEEL THAT YOU HAVE THE GREATEST LINE UP TEAT HAS EVER BEEN OFFERED 

TO THE MOTION PICTURE WORLD STOP IN UANHAJIDIED MISS SWANSON GIVES 

US EVERYTHING THAT ONE COULD POSSIBLY H0P3 FOR AND THE ACTING 

ST CRY PHOTOGIAPHY Al© DIRECTION ARE EXTRA ORDIIimLY BRILTJAICT STOP 

WE ARE MOST HAPPY AND PROUD OP THE PRIVILEGE TO SiOW SUCH PRODUCT 

HERBOIT L ROTHCMILK 





/TT* 



7 n 



1 rk' 






WEED 'EM and REAP! 



Pull out the bargain prints and 
Get a Satisfied Crop of your 
Exhibitors and Distributors 

due to Greater Brillia?2cy and 
Real Durable Prints 



The Standard Way 
in Hollywood 




J ^ JblmM.MckoIaus ^ S.MJbinpkijis 



S.MJbjnpJdiis 
Seward andHomaina jStreet/s 
/folli/ 4366 

I/ollt/wood, Cali/brnia 




Published weekly by Exhibitors Review Publishing Corporation. Executive, Editorial Offices 45 West 45th St., New York City. Subscription 
$2.ii0 year. Entered as second-class matter, Aug. 25, 1922, at post office at East Stroudsburg-, Pa., under act of March 3. 18.9. 



1 



■WHAT SHALL I DO 



REPRODUCTION OF 
SONG CO\?E 




m 



^orofhif 

"WHAT SHALL 
I DO" 



A Frank Woods Production 

WITH 

JOHN HARRON LOUISE DRESSER 
and WILLIAM V. MONG 



Starring 

£)orothti ^{ackai^l 



romy 

oWeri 



s you an 
unprecedented 
tie-up with the 
most popular 

song hit oP the 

day 



IRViNG BERLIN'S 

Sensational Success 

WHAT LL I DO" 




RIDE IN ON THIS 
WAVE OF POPULARITY 

Every music dealer in your town is willing and eager 
to cooperate 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 fret tie up 

nODKINSUN 50 flKt-nm pictures 

- -^1^. fijrei^ Distributor 

^t^f^W^^^mH^ ^ WM.VOGEL 

DistribHting' Corporatioii 




The Death Ray 




Cash /'ft OK ek/'s myfcl- 
wicl& fyoni page pu&//ci'ty. 




}. S., Britain 
And France 
Bidding for 
^'DeathR^ 

1 Invenra^^i^M^ Says 
America Is Too Late; 
Sells Fk-ench To-day if 
England Refuses Terms 



Hops Off Minute 
Before Injunction 

Three London Petitioners 
Claim Controlling Inter- 
est in Device Said to 
Wreak Ruin in War 



PARIS. May 27.— Tbe United 
States has entered into competiti'ofi 
with England and French inter- 
ssts i n an endeavor to buy the 
"death ray," according lo Grin- 
dell Matthews, its Britifh inventor, 
who arrived here to-day by airplane 
London, closely pursued by a 
cntative of the Britinh Air 
1 probable that if tha 
na\i- is actually inter- 
Lining the ray, which ha?i 
^sensation in the la?t 
L^arlcd negotiationi 





Amelodlramatic kick like a . ' 

BigBertKa! • 

DOROTHY DAITON 
w JACK HOLT 

^ Picture5 Aready made audience <)/W00,000^^^. 

n X ^ L , AAri, readers of the noy^e// 

P/^esenrea by John m'^/feon^ 

The myel 6y lou/s Joseph Vance % • 1 - ; . > 

"Ans.sMr^y/or Orab It whiie xat news 

\ , :::v •> % ■ • ^^.siiiililiEitii^ 

As S 6 e J AT E D E X H I BIT O R S 

Physical Of$rmBVTO/i : PAT*f£ £xc///)^oj^/A/c. Arthur s,KA^£;P/R£smA/r :y ><?/9^/<?/y /p^/^f .r^^ii^^ 



WITH 



Wallace Beery 




WCCraves 





A smashing title, a creepy story of 
the kind the fans just eat up and 
a box-office star, supported by 
such favorites as Fontaine La Rue 
and Cleo Madison. A combination 
that gives you a real money-getter 
just at the time you need it most. 



ASSOCIATED Exhibitors 



Arthur S. Kane - President 



PHYS/CAL o/srR/6u roR6 



FORe/CN R£PAES£fs/TAT/\j £■ 

0//-\A//— V/* A r> r» i— T T 



Page 4 



Exhibitors Trade] Review 



Shout It With Windo'wsl 

Learn How by Reading National Tie-Up Section Every Week — ItMeans 
Dozens of Extra Lobbies Leading to Your Theatre 



rtnHIS National Tie-Up Super- 
Service for Exhibitors Has 
More Than Made Good. In 
Eight Short Weeks Exhibitors 
Trade Review Has Provided 
You With Over 50 National Ad- 
vertiser-Partners. Nothing Ever 
Done for Showmen Touches 
This Record for Providing 
Them With Standardized Pub- 
licity. It Will Draw Dollars 
from Every Corner of Your City 
by Reaching People Who Never 
Pass Your Theatre. Look Over 
These Million - Dollar Trade 
Mark Names. Check Those You 
Want to Put to Work for You. 
Now Read This Week's Section 
Beginning Page 30. 



General Selective Tie-Up Service Ballot 

DEALERS' WINDOWS NOW AVAILABLE 



Check 






Tie-Ups 


CLASSES OF STORES 


• PICTURE 


Wanted 







5 
6 
9 
11 
1'2 
14 
18 
24 
25 
26 
28 
29 
30 
31 
33 
36 
42 
43 
44 
45 



13 
16 

2'2 
27 
35 
38 
39 
47 



4 
10 
23 
37 
48 
49 
54 



3 
19 



2 
46 



7 
51 



53 
55 



40 
50 



41 



20 
32 



17 
52 



34 
15 



DRUG STORES 



Mineralava 

Vivadou 

Inecto Hair Tint 

Boncilla Beauty Clay . . . , 

Venida Hair Nets 

Chinwah Perfumes 

Sterno Canned Heat 

Djer-Kiss Products 

Mineralava 

Pert Rouge 

Melto Reducing Cream . . 
Hygienol Powder Puffs . 
Wonderstoen Hair Eraser 
Winx Lash Nourishment 
Wonderstoen Hair Eraser 

Pebeco Tooth Paste 

Mystikum Perfume 

Old English Lavender . . . 

Bonnie B Hair Nets 

Conde Cosmetics 



. Beau Brumrael 

. Beau Brummel 

, Recoil 

. Recoil 

. Recoil 

. Recoil 

, Chechahcos 

. The Perfect Flapper 

. The Perfect Flapper 

. The Perfect Flapper 

. The Perfect Flapper 

. The Perfect Flapper 

. The Perfect Flapper 

. The Perfect Flapper 

. Missing Daughters ' 

. Missing Daughters 

■ The Sea Hawk 

The Sea Hawk 

The Sea Hawk 

The Sea Hawk 



WOMEN'S WEAR 



Glove Industries 

Onyx Hosiery 

Nemo Corsets 

Zepherized Knit Underwear 

Frances Faire Frocks 

Vanity Fair Frocks 

Criss-Cross Brassieres .... 
Forest Mills Underwear . . . . 

Gordon Hosiery 

I Van Raalte Apparel 



Beau Brurr.mel 
Recoil 
Recoil 
Chechahcos 

The Perfect Flapper 
The Perfect Flapper 
Missing Daughters 
Missing Daughters 
Missing Daughters 
The Sea Hawk 



JEWELERS 



Sampson Dress Jewelry 

Deltah Pearls 

Regent Pearls 

Omar Pearls 

Blue Bird Pearls 

Tudor Silverware .... 
Ingersoll Watches . . . 



Beau Brummel 
Recoil 

The Perfect Flapper 
Missing Daughters 
The Sea Hawk 
The Sea Hawk 
A Boy of Flanders 



MEN'S CLOTHING STORES 



Personality Clothes . 
Thermo Sport Coats 



Beau Brummel 
Chechahcos 



HABERDASHERS 



Fashionknit Ties 
Fownes Gloves . 



Beau Brummel 
The Sea Hawk ' 



HAT SHOPS 

Sta-Shape Hats 

Jackie Coogan Hats & Caps 



B&au Brummel 
. A Boy of Flanders 



CONFECTIONERS 



Jackie Coogan Chocolates 

Jackie Coogan Salted Peanuts 

BOOK DEALERS 



Groset & Dunlap (The Sea Hawk) 
Groset & Dunlap (Boy of Flanders) 

MUSIC STORES 

Jack Mills Music Pub. (Sea Hawk) 

CIGAR STORES 



A Boy of Flanders 
A Boy of Flanders 



La Palina Cigars 
El Producto Cigars 



GROCERS 



Borden's Condensed Milk 
Borden's Milk 



MILLINERS 

Gage Hats 

HOUSEFURNISHING STORES 
Auto Vacuum Freezer 



The Sea Hawk 

A Boy of Flanders 

The Sea Hawk 

Chechahcos 

The Perfect Flapper 

Chechahcos 

A Boy of Flanders 

Missing Daughters 

Chechahcos 



Disdindivepicflures Corporation 

presented- 

GeorgeArlisSin 

' «20 ^i9A WEEK" 

with TAYLOR HOLMES and 
EDITH ROBER TS at the 

MARK STRAND Theatre week of June 8 and 
the papers said: — 

NEW YORK DAILY NEWS: "$20 a Week" 
is "amusing, exciting, everything a picture 
should be. Mr. Arliss has something that no 
one else brings to the screen. * * * Don't 
miss this picture. It's good. Yes, it's even 
worth waiting in line to see." 

EVENING POST: "Of the films shown this 
week, George Arliss' *$20 a Week' should be 
declared the winner." 

NEW YORK TIMES: " '$20 a Week' should 
amuse everybody." 

Directed by Harmon Weight 
Forrest Halsey's adaptation 
of Edgar Franklin s novel 
''The Adopted Father" 




Thematic Music Cue Sheet given away with this picture. 



Selco Pictures 

presents 

"Missing 
Daughters" 

A Choice Production 
Direction Wm. H. Clifford 

Seiznick Distributing Corporation 

Thematic Music Cue Sheet Given Away With This Picture 



Missing Daughters " will grip your 
audiences with its sheer power — 

It will clutch at their sympathies and their 
fears — 

It will sweep them with the most human 
and universal of appeals 



Page 8 



Exhibitors Trade Review 



It Can Be Done! 



If you have ever been among the hundreds who daily 
and weekly enter Universal 's ofifices at "1600" you 
must have seen that card conspicuously posted above 
the desk in the reception room and bearing not only the 
striking phrase quoted but under it the signature of 
Carl Laeramle. It is the executive's slogan to all 
his vast crew scattered over the face of the earth 



Speaking About Reviews 

1 

When Mr. Laemmle penned that brief admonition he was 
not thinking of reviews of motion pictures. But he 
might well have been. For we are here to say that 
not only can it be done but in this journal's pages 



It Is Being Done! 

It Is Being Done because the basis of a Dependable 
Eeview is a Dependable Writer. And what constitutes 
a Dependable Writer? Years of experience, native 
good judgment and absolute sincerity; the telling 
of the truth as it is given him to see the truth; 
to tell the truth simply rather than untruth smartly 



George T. Pardy 

1 

Every week in Exhibitors Teade Review stands be- 
tween Producer and Theatre Owner and holds the 
scales evenly, describes a picture from the view- 
point of the man who sits between the projection 
machine and the screen — your public; of the man 
who is neither blase nor unsophisticated; who rec- 
ognizes the clear notes and detects the false. 
With Mr. Laemmle we, too, say 



It Can Be Done! 



June 21, 1924 



Page 9 



Our Answer To Inquiries 



ITH painstaking care and an unlimited expenditure of money , 
Fox Film Corporation has prepared its product for the com- 
ing season, embracing 52 dramatic subjects. 

This is the greatest assemblage of BOX-OFFICE ENTER- 
TAINMENT ever offered the motion picture theatre. 

An announcement, the most important this Corporation has 

« 

ever made, will be published in the trade press July 1st. 

It will contain titles and full details of the entire Fox output 
for 1924-1925 — the outstanding production achievement of 
any company or group of companies in the history of our 
business. 

Simultaneously with this announcement there will be in the 
Fox Branch Exchanges, for screening, fifteen of the new 
dramatic productions. 



your profits for the new season 



are involved in your selection of pictures! 



William Fox, President 

FOX FILM CORPORATION