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

Book i&5_ 

Gopigiiffl?- 

coPSRiorr DEPosm 



fir 



Scanned from the collections of 
The Library of Congress 




AUDIO-VISUAL CONSERV'ATION 
at Tlu- LIBRARY irCONGRliSS 





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



Directors and Authors Number 



EXHIBITORS 

«e REVIEW 



%e Business Taper of the Motion lecture Industry 




Odd Cash 



s 



in 



^3 





Cparamount 
Q>icture 



WILLIAM DEMILLE5 

PRODUCTION OF THE _ .. . 

GREATEST AMERICAN PLAY 



BY 

OWEN DAVIS/ 

SCREEN PLAY 
BY 

CLARA 
BERANCER 




SATISFACTION DOUBLY 
ASSURED 



' -"-''^ ERE in the heart of Fihndom — practically at 
the front door of the vast majority of the 
studios of America — is Standard Film Lab- 
oratories. 



ill 



It is one of the most completely equii)ped, thorouglil} 
organized and hi";hlv efficient laboratories in the world 



Here the developing and processing of the negative are 
done in close co-operation with director and cinematog- 
rapher. And because, in Standard Film Laboratories 
such detailed attention is paid to the expression of the 
story and the tempo of the play, satisfactory Release 
Prints are assured Exhibitors and Exchange Managers. 

Standard Prints stand up a hundred percent under hard 
usage. These are reasons why Exchange Managers are 
glad to receive Release Prints "Made in Hollywood — 
the Standard Way." 



S^i?cilarcf film IraAorahries 

J ^ x/oIuiMNickoIaus "i?^ SMTompldjis w/^ 

Seward and Rom a 1/10 Streets 
Ifoili/ ^366 

Ifolli/wood^ Cali/brnicc 





Published weekly by Exhibitora Review Publishing Corporation. Executive, Editorial Offices Knickerbocker Bldg., Broadway and 42nd St., Ne w 
Vork City Subscription $2.00 year. Entered as second-cla.ss matter, Aug, 25, 1922, at post office at E. Stroudsburg, Pa., under act of March 3, 187r9. 



A Director with the Human Touch 

Gregory La Cava 

Blessed with a great foundation — and a greater future! 



ons — 



Recently Finished — Two Vividly Different Producti 

" RESTLESS A. fr"'^ ?'^r '7'"!^ 

with a real coherent cast: 
\^IVES " Doris Kenyon-Jas. Rennie 

Montague Love — Burr Mcintosh — Naomi Childers 
And the Thrill Comedy-Drama "THE NEW 

Featuring 'CHICK' SALE o ^-r-r ^ At "Tt.^ TVll-r-.^^ 
Adapted and Directed by LaCava SCHOOL TEACHER 



Both Productions For BURR PICTURES, Inc. 



TI 



Exhibitors Trade Review 



The Rxhibitofs Mornings 

OW DO YOU spend your mornings, Mr. Exhibitor? Do 
you kill time around your ©ffice under the stairs waiting for 
box-office time to arrive and the carbons to begin purring in 
the projection booth over your head? Or are you booking- 
films so rich in exploitation stunts that every forenoon is a 
sporting challenge — finding out how many of those exploi- 
tation stunts you can launch to a clean-up, bringing in the 
patrons at 2:15 o'clock? 

The first thought that hops in my head when I have a 
plot is: What can the Exhibitor do with It? Is it rich in exploitation 
material? Does it lend itself to startling lobby display, local tie-ups, stun- 
ning street stuff, newspaper ads that leap from the page?' 

I did it in ^^Ladies to Boardy^ Tom Mix's new picture. I did it in 
"Tormenty^ just finished by Maurice Tourneur. I did it in ^'Courtin^ 
Calamity y'' which brings Hoot Gibson to the front as a star of the first 
magnitude. I've done it in "Afor«/ Dynamite!'^ and ^'The Fair Unknown''* 
and ^^Riot!" and ^'The Stolen Lady!'* Look at the business done by my 
story, "The Shock,* Ton Chaney's earthquake picture — something like 
4,000 bookings to date! 

I'm not making work for you, Mr. Exhibitor. I'm trying to take it 
away. When you book my pictures you'll get films that make your morn- 
ings a joy because the material is there to work with. You don't have 
to scratch the old head and do a lot of cussing trying to make exploitation 
stuff out of film stories as dry of material as King Tut's mummy. 

The time is not far distant when you're going to hunt through your 
daily deluge of advertising matter for press-sheets proclaiming a new 
PEI^LEY story ready for booking. That magic line: "Story by William 
Dudley Pelley** is going to turn your mornings into money. I'm spending 
thousands of dollars to convince you of it. And when you've booked one 
of my pictures you're going to find a different story — startling in its theme, 
originality and treatment. 




March 1. 1924 




This line means money on 
"The Stolen Lady," "Riot!" " Courtin' Calamity," 
"The Fair Unknown," "Torment," "Ladies to Board," 
and "Moral Dynamite." 



IV 



Exhibitors Trade Revieu- 




Ralph Spence 

'Productions Editor' 



March 1, 1924 




Money 
for the 




Exhibitor! 



Now Directing 

RUDOLPH VALENTINO 

in 

"MONSIEUR BEAUCAIRE" 

And Every Exhibitor Knows What to Expect, Considering — 

Marion Davies George Arliss 

"Little Old New York" " The Green Goddess " 

GLORIA SW ANSON 

in 

"THE HUMMING BIRD 

Famous Players Studios 
Long Beach 



VI 



Exhibitors Trade Review 




•* 



• ^ .'/ . TIN !>y2£fJ-^'i 
y t wt &0 To "I 





JIMMY flUBD&Y 
THE UQYPtCD 



COL.UEE^R LIPR 



JIMMY AUBREY 
AT HIS FUNNIEST 

aptly describes this series of mirth-provolcing, 
riotous comedies in two-reel lengths. Jimmy, 
the slapstick king; stumbles from one screaming- 
ly funny adventure into the next and the on- 
lookers shriek with laughter as they watch his 
antics. Each picture is brimming over with 
chuckles and gleeful snorts and Jimmy, the in- 
imitable, rocks the house with his capers. 
These comedies, which are being especially pro- 
duced by the Jimmy Aubrey Productions, Inc., 
for the Standard Cinema Corporation, will be 
released one each month. Put in your order for 
the series now. 



The One and Only 
Colonel Heeza Liar 

is with us once more and never has 
that good, old scout been so absorb- 
ingly entertaining, utterly original 
and completely comical as in this 
new and clever combination of in- 
genious cartoons and actual scenes. 
In this single reel series, which is 
being produced by the Bray Pro- 
ductions, Inc., and released at the 
rate of one a month by the Stand- 
ard Cinema Corporation, the ir- 
repressible Colonel Heeza Liar has 
experiences which would be beyond 
the wildest dreams of a less imag- 
inative rnan and the beholders 
chuckle and thrill as they are un- 
rolled before their intensely inter- 
ested 'eyes. 

Don't miss the popular Colonel 
Heeza Liar. His friends and sup- 
porters will swell your ticket sales. 






March 1, 1924 



VII 




DPUCL DRRTON 



BRUCE BARTON 

Famous Author 

is well known for doing the unusual and in his 
series of single reel features produced by the Better 
Day Pictures, Inc., he is offering something really 
unique. Each subject is distinctly different and tells 
a story which cannot fail to hold the attention of 
the audience from start to finish. 
One of these features may be obtained each month 
from the Standard Cinema Corporation but you 
may order the entire series now and run each sub- 
ject as it is released. This will save you trouble 
and insure your receiving a picture which will 
please your patrons and bring more money in td 
you. 



THE FRED CALDWELL 
HOLLYWOOD PICTURES 

are being made by the L. K. C. Productions in 
two-reel lengths. These celebrated, long await- 
ed and eagerly anticipated comedies feature 
many of Hollywood's most famous funmakers 
and their antics would pull a laugh from even 
the most serious-minded. Each foot of film con- 
tains at least one chuckle and several smiles and 
it is safe to bet that an audience will be gasping 
for breath and holding its sides by the time the 
subject is completed. 

Book every one of this series now from the 
Standard Cinema Corporation. You will reap 
your revvard not only in the thanks of your pa- 
trons but in increased box-office receipts. 




James %fku)oofLIilaIee 




of the most gripping cin- 
ema stories ever screened 
— and a brilliant cast Make no 
mistake — here is a picture that 
is destined to set new box-office 
records for the theatres of the 
country. 



^isiributedhf'Hodkinson 

^irst %in Pictures 



Gssocioted Oufhors, Inc., 

1-ranli CUoodJ /jh Elmer Tiari'iu^ 
"Ihompfon Buchanan [111 Clai'k^ CU. Ihomas 

present 

i^nniHiiJKf 



adapted from Peter B.JQ/netr "Jhe Harbor Bar" featutin£ 

EVELYN BRENT£^MONTE BLUE 

Joan £oaje!l, Charles Genwd and flalpti Jault^ner 
A THOMPJ^ON BUCHANAN PRODUCTION 
Directed by (XJ.S.Uan Dyk^ 



" Well Deserves Applause " 

Everything For Everybody 

"An effective picture, is 'Loving Lies' and it 
well deserves applause," says Polly Wood in 
the Chicago Examiner. "It has a story to 
tell, and tells it." 

"Loving Lies" has everything in it for any 
class of audience in any class of theatre or 
city. There is splendid action all the time ; 
plenty of thrills ; lots of lively comedy ; and a 
mighty interesting story. 



Now Booking 
Allied Producers and Distributors Corporation 
729 Seventh Ave., New York 

Hiram Abrams, President 
A Branch Office Located In Every United Artists Exchange 



X 



Exhibitors Trade Review 



NEXT WEEK— 

Exhibitors 
Trade Revie^w 

WILL PUBLISH A SPECIAL 

ADVERTISING 
AIDS NUMBER 

It will cover the subject of Advertising Aids for the Exhibitor 
from every angle of constructive value. It will be invaluable to 
every Showman, Producer and Distributor. It will be long pre- 
served and remembered as an authoritative issue for it will carry- 

Special Articles by Advertising Authorities 
Special Advertising Pictorials with Selling Punch 
Special Advertising Aids Ideas 

BE SURE YOU PLACE YOUR SPECIAL ORDERS EARLY 
IT WILL BE A SURE-FIRE SELL-OUT EDITION 




B.P.Schulbeig- presents 
a fascinating' pi'oduction of 
Robert W Service's novel 



o( Ru'is and Monte Carlo — -^made from a 
book that is banned bi| Continental Police 
because it tells too mucb. 



POISONED. 
PARADISE 



Preferred Pierures 

Co rporati on 

B.P.Schulberg. Pres. J.C.Dachmann, Oreas. 



With a Preferred Cast 

Kenneth Hailan Ravmond GtitfiAi 
Clara Bow Caimel Miners 

a GASNIER production 

SCENARIO BY WALDElvfAR YOUNG 



)6&0 Broadui aii, Neu>_Yorh. 



roRElGN DISTMBUTORS 
EXPOPI AND JMPOW FlLNt CO. INC. 



Exhibitors Trade Review 

It's tne casK a picture 
brings in that tells 
the story and 



PaECENTEO BV 

PRINCIPAL PICTURES COR.POR.ATION 
SOL LESSER,. . . PR.C9IOCNT 

JOUN BOWCttS, MAR.GUCR.ITC DC LA MOTTC, 
PORRCST R09INS0N. GEORGE UACICATUORJMC 

AND ROBSar CRAZIER 
DIR.ECTED BY. . , . . . EDWARJJ P. CLINC 




HAROLD 

"WHEN A 

certainly' 
It's tke 



teparts cliiipecl 
fKimVARIEnof 



ighis Controlled by V_ wtwtnlf $ 

irst National Pictures Inc. 
ison Avenue, New ^brk 



4 c 1 1 «. n 
timat^s for laot week: i 
'bameo — "When a Man's a -Mar" 
(Krst National); 649; 55-81. 
Opened last week -wltU special ad- 
vertising plugging til© Harold Bell 
Wright angle. First week shov"'' 
>6,860. /^^ i 




J Foreign R,; 
[Associated Firj 
\38a Madiso: 

sA. 3ir>6t lloHonal Attracticm 

It's tke pictitte $0,000, 



March 1. 1924 



XIII 



Sol lessefs Presentation oF 

BELL WRIGHT'S 

MAM'S A MAM' 



bring 



s in 



tlie cash / 



getter wkerever it pi^ys / 




& Man's a Man" Surpri»« of LaU Vreek o 
Coa»t— We«tern» Pidcing Up Out There of Law 
•Tiger RQ«e" Didu'tDo Any Too Well 




I 



San Francliee. F«b It tVHtitS. SpMlai 
Bu.m... continue. 

theatre. a«plt. a .pell of very .'■of'^^^^^ 
weather The .urprlse »e^p«»«**SMaSs*/Je^^ ■"•''St 

wa> the Warfield'. feature "WhtM.p4t«i vn*^%Ik«'*- tSiIa»"=V^ 



■'•When a. Man's a Man" was out 
Standing last week in the Wfe;; .• 
ihange houses smd hung up ck 

record business at Loew'a Utato 
Its opening day (Saturday) ex- 
ceeded the figures of "Black Oxen"' 
t the same theatre. _ 
"Through the Darl<" at 1 
ia also had a gy'' 



was the Warneld'. feature 
a Man's a iMan." based on a Har 
Bell Wright novel. The manaBem 
had hoped tor a good week, but 
^urnay^y btulnep.. 
' The consensus ot opinion I. 
the x>uhU9 ha. sort of staled on 
sex "rtult fed tham ior so long ai 
are eagerly «lzlng the Western fr 
turas as a distinct change. T 
weeks ago the Granada piled up 
record (week with Tom Mix In "T 
Lione Star Ranger." and a month 
Uo ago *'The Virginian" also score 
' "leavlly'' ' 




SV^^f, In* 




QQQ ^aitingf ticket buyers 



Exhibitors Trade Review 



he's a wonder / 




Laurence Trimble and Jane Murfin 
present 

STRONCHEART 

?i>bOVE MASTER 



with 

LILLIAN RICH 



Written and Directed by 

LAURENCE TRIMBLE 




Says Lawrence Reid 
in the Motion Picture 
News — 

"It's a 'wow' — this picture — Sure- 
fire in its appeal — and carrying 
physical action of a high order. An 
excellent elemental melodrama of 
the frozen wastes — with dog star 
demonstrating his marvelous intel- 
ligence. Strong in thrills, action, 
suspense, incident and comedy. 
Has a drawing power for any type 
of house, Anywhere." 



AH«cAt national Picture 



March 1,1924 



XV 



EXHIBITORS 

CTrade REVIEW 

Business Paper of the potion T^cture Industry 

GEORGE BLAISDELL, Editor 
EDDY ECKE'LS, Business Manager 
MICHAEL L. SIMMONS, GEORGE T. PARDY, 

Showmanship Editor Reviews Editor 

CONTENTS 

March 1, 1924 
EDITORIAL FEATURES 

Page 

Industry Honors Thomas A. Edison 3 

Old Lady Astor 6 

Ernst Lubitsch Original as Director 7 

Editorial — British Film Weeks 18 

Leaders All — Joseph I. Schnitzer 19 

HIGHLIGHTS IN THE NEWS 

Rock Named Vitagraph General Manager 9 

Menjou and William Farnum Signed With Paramount 9 

Review Board Holds Annual Luncheon 10 

Independents to Prevent Piracy' 11 

British Competition Light Says Smith 11 

New Production Company Organized 13 

Talking Film Company Organized 15 

Colorado M. P. T. O. Elects Officers 15 

Doug and Mary in New York . ~. 16 



PICTORIAL PRESENTATIONS 



Marshall Neilan 1 

David Wark Griffith 2 

Louis Gasnier 8 

Hugo Ballin 12 

Sidney Olcott 17 

Cecil B, De Mille 20 

TouRNEUR AND Pelley Make 'Torment' 23 

Rex Ingram 24 

Ideas in Burr Pictures 32 

'Way Down East' 45 

Frank Borzage XVI 

SLIOWMANSHIP 

What Makes Mary and Mick Buy Tickets 31 

Manager Gets Publicity 33 

Exploitation Ideas in Brief 34 

Advertising Aids 35 

REGULAR DEPARTMENTS 

Up and Down Main Street 21 

Box Office Reviews 25 

Big Little Feature 29 

Tried and Proved 37 

Exhibitors Round Table 30 



Copyright 1924 by Exhibitors Review Publishing Corporation. 
Gea C. Williams, President; F. Meyers, Vice-President; John P. 
Fernsler, Treasurer; J. A. Cron, Advertising Manager. Executive and 
Editorial offices: Knickerbocker Building, FortyvSecond Street and 
Broadway, New York. Telephone, Bryant 6160. Address all Communi- 
cations 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 U. S. postage stamps. 
West Coast, Richard Kipling, 1505 No. VCestern Ave., Los Angelei 



^maj:sintheaii{ 




TATION E. T. R. 

presents its Special 
Directors and Au- 
thors program , A varie- 
ty of broadsides on the 
two forces which guide 
the success of a photo- 
play. 

On page 7, you get 
the meaning of how a 
director's force makes 
itself felt in putting over one of the most 
successful comedy series known to the 
film public. 

On page 29 the reader is taken behind 
the scenes of both author's and director's 
brain, so to speak, and what he sees is a 
climatic revelation in giving selling ap- 
peal to a film. 

In "What JNIakes JNIary and JNIickey 
Buy Yoin- Tickets" a prominent author 
tells ho^v he arranges his plots in order to 
clinch a selling argument for the show- 
man. 

g TAND by -for NEXT WEEK'S 
special program on Advertising Aids. 
An issue of 92 karat interest and service 
for the showman. The cagiest ideas 
trapped and harnessed for your oAvn dis- 
posal. Expository discussion as clear as 
chalk talks on how to meet the sales reali- 
ties of the day. 

Don't miss Mel A . Schauer's very hu- 
man and constructive document on "Co- 
opera five Advertising Aids." Mr. 
Schauer is Advertising jNlanager of the 
Famous Players-Lasky Corporation. 

He defines the broadest problem in the 
simplest terms. For real, forceful, con- 
tagous, selling ideas, you'll find Mr. 
Schaurer a g^olden source of advice and 
information. 

Advertising Aids is the name of the , 

next issue. It might as well have been , 

named Modern Merchandising INIethods, 1 

for that's exactly Avhat its considerations | 

embrace. We prefere to let the name I 

"Advertising Aids" stand. It is thus sym- I 

bolic as a declarative slogan for the next I 

issue as well as a banner for all the issues 1 

to follow. 1 



ail^HsEHlllglllSlMllllHilBBIBI^^ 



aaiaiiigiipgiiiBiaa msiTO 



Frank Borzagc 



/^HILDERN of the Dust;' "The Nth Commandment'' 
and "The Song of Love" proved that this First 
National director is entitled to a place among the leaders. 
His work has been consistently good and he has estab- 
lished a reputation for producing box office hits. 



©C1B609887 
March 1,1924 



Page 3 



EXHIBITORS 

9rade REVIEW 

^SusinessPaper of the Motion J^cturelndustiy 

Industry Honors Thomas A. Edison 
at Notable Luncheon 

Great Inventor's Lifework Praised Without Stint by 
Men of National Prominence 



THE motion picture industry de- 
clared a half-holiday on the after- 
noon of February 15 to pay its re- 
spects to Thomas Alva Edison. The 
testimonial, which was in celebration of 
the seventy-seventh birthday of the in- 
ventor, took the form of a luncheon at 
the Ritz-Carlton. 

Will H. Hays was toastmaster. 
President Coolidge sent a most cor- 
dial letter of congratulation for the 
guest of honor. David Lloyd 
George, former prime minister of 
England, sent greetings from 
across the ocean. A hundred other 
messages came from men promi- 
nent in the walks of life. 

George Eastman, who was seated 
beside Mr. Edison ; Senators Rob- 
ert L. Owen, of Oklahoma, and 
Edward I. Edwards, of New Jer- 
sey, addressed the diners. So, too, 
did Rupert Hughes, Dr. Lee De 
Forrest, Professor Hudson Maxim, 
Terry Ramsaye and M. J. O'Toole. 

Then at the close of the sched- 
uled speaking came a bit of a sur- 
prise when Mr. Hays called upon 
"that very great actor, Douglas 
and Mary Pickford." 

Just prior to that Senator Owen, 
in giving point to a casual refer- 
ence to a fifty-fifty arrangement, 
had told the story of the sausage- 
maker, who in explaining the in- 
gredients of his product had said 
they were fifty-fifty, horse and rab- 
bit, and in further explanation had 
said "One horse, one rabbit." 

As the toastmaster called upon 
the two players, who were seated at 
opposite ends of the speakers' table, 
they both arose. The diners stood up 
;with them, vigorously clapping their 
hands. As the applause subsided Mr. 
'Fairbanks was left alone on his feet. 

'"I don't know whether this is fifty- 
fifty," he remarked, "but I think it is. 
I am the rabbit." 

Prolonged laughter greeted the sally. 
Mr. Fairbanks conveyed to the guest 



By GEORGE BLAISDELL 

of honor the regard of the west coast 
colony. He was foUwed by Miss Pick- 
ford in one of the most effective 
speeches of the afternoon. As she con- 
cluded her brief talk Mr. Edison arose 
and went over to Miss Pickford. To 




the onlookers it seemed Mr. Edison 
fully reciprocated the high regard of 
the player. 

The luncheon was set for i o'clock, 
but it was nearly an hour later before 
the 348 representatives of the industry 
and their guests were seated at the 
small tables in the grand ballroom. It 
was close upon 3 o'clock before Mr. 
Hays rapped for attention. 

After reading the messages from the 



President and Mr. Lloyd George the 
toastmaster said : 

Greatest of Americans 

"It is with a genuine sense of deference 
that I join in this gathering to honor one 
of the greatest of Americans. 

"This is in fact an unusual assemblage, 
hardly paralleled in any other industry in the 
world — for here in this room we have the 
three ages of the motion picture — the past, 
the present and the future. And the re- 
markable fact is that these three ages are, 
after all, only one. 

"Not from some half-forgotten an- 
cestors, not from some semi-mythical per- 
sonages of a remote past, has this amaz- 
ing thing, the picture in motion, come to 
us. No! Seated here in the place of 
honor and to be seated in places of honor 
for many years, we hope, is our friend 
and fellow American who made the larg- 
est contribution to this instrument of en- 
tertainment and enlightenment which 
daily serves the leisure hours of nearly 
one-tenth of our entire population — 
Thomas Alva Edison. 

"Seated about the tables are some of 
those pioneers — and real pioneers they 
were — who labored with him a quarter of 
a century and more ago in the develop- 
ing of means whereby persons and ob- 
jects in motion might be photographed. 

"Here, too, we have the man who pro- 
vided for Mr. Edison the one thing that 
was imperatively needed for the proper 
photographmg of objects in movement — 
George L. Eastman, who developed and 
perfected the celluloid film, for which 
there was then and is now no fitting sub- 
stitute. Another real pioneer, indeed, is 
Mr. Eastman — a great, a very great con- 
tributor to the industry's progress. 

Pioneers Present 

"Among us -are pioneers in the art of 
bringing out in the laboratories the images 
impressed upon the film ; pioneers in the 
art of projecting those images upon the 
screen; pioneers in the art of adapting pic- 
tures that move to the use of drama, of ro- 
mance, of story-telling; pioneers in the busi- 
ness of showing these stories to the public in 
proper settings; pioneers in the distribution of 
film from the producers to the exhibitors. 

"These are not legendary characters. These 
are n"ot "men of whom you have read in dull 
history books. These are not vague person- 
alities of whom it is impossible to conjure up 
mental photographs. They are living. T^hey 
are here tnd they have come together to pay 
rightful tribute to the dean of them all — Mr. 
Edison. 

"Many elements, indeed, are represented 



Page 4 



Exhibitors Trade Revieitr 



From President Coolidge 

My dear Mr. Tichenor: 

Thank you for letting me know 
of the plan for the testimonial 
dinner your committee is giving in 
honor of Thomas A. Edison. On 
Mr. Edison's birthday I wired 
him my congratulations and 
added : '"I assume that as always 
you are merely doing the day's 
work. I hope for your sake and 
that of your cHentel'e, which is all 
humanity, that you will have very 
many more anniversaries of the 
same kind to spend in the same 
way." 

Please renew my assurances ot 
feUcitation to Mr. Edison, with 
every kind hope for himself, his 
great work, and his further hap- 
piness. 

CALVIN COOLIDGE. 



in this gathering. But though their ac- 
tivities in connection with pictures may be 
varied, there is a complete unity in the 
purpose of their presence. Their purpose 
is to express their admiration, their grati- 
tude, their appreciation and their real affec- 
tion for Thomas A. Edison. 

A Stimulating Story 

"As engrossing and as stimulating as 
any story which might be written for the 
screen is the story of Mr. Edison's career. 
Our biographical filming of him might 
show him as a child at his birthplace in 
Milan, Ohio, in 1847. But there was to be 
little of real childhood for Thomas Edison. 

"At the age of twelve he was a wage 
earner, and our picture would portray him 
as a newsboy selling his papers and fruit 
and candy up and down the trains of the 
Grand Trunk Railway. We might film 
him a few years later learning telegraphy 
at odd moments and odd places, and then 
in many a lonely station, always studying ; 
might show him as an operator at the key 
always thinking, always trying to make a 
little better that instrument of communica- 
tion, the telegraph. 

"You and I may not know what the 
directors of this medium for the inter- 
change of information do know, the 
enormous value of some of his inventions 
having to do with that form of word- 
transmission — -for example, the automatic 
repeater, the quadruplex and then the sex- 
tuplex telegraph, and the printing tele- 
graph. 

"The electric pen and mimeograph came 
from his mind, the carbon telenhone trans- 
mitter with which you are all familiar, the 
megaphone to magnify sound, the phono- 
graph, now in almost every home, and, 
more familiar yet, the incandescent lamp 
and light system which brought illumina- 
tion and cheerfulness to a world of semi- 
darkness. 

Servants of the Public 

"Sir, the motion picture industry, for the 
very creation of which we feel you to be 
more responsible than any other living man, 
is proud to congratulate you upon the comple- 
tion of seventy-seven years of life, and to 
speak our full appreciation and gratitude for 
your* adaptation of this instrument, whose ser- 
vants we arc, to the uses of everyone, every- 
where. We believe the motion picture will go 
on forever, and with it, as with other creatures 



of your brain, we are sure will live forever 
the name of Edison. We greet you now and 
we wish for you many more years of life and 
happiness and service." 

Mr. Edison Responds 

"A tendency toward stage fright, which has 
prevented me from becoming a dangerous rival 
of Fairbanks or Valentino, coupled with my 
extreme deafness, makes it impossible for me 
to speak in public. I have therefore asked 
Mr. Kleine to read these few lines in appre- 
ciation of the honor you do me. 

"I believe, as I have always believed, that 
you control the most powerful instrument in 
the world for good and evil. Whatever part 
I may have played in its development was 
mainly along mechanical lines. The far more 
important development of the motion picture 
as a medium for artistic effort and as an edu- 
cational factor is in your hands. 

"Because I was working* before most of you 
were born I am going to bore you with a little 
advice. Remember that you are servants of 
the public, and never let a desire for money 
or power prevent you from giving the public 
the best work of which you are capable. It 
is not the quantity of riches that counts ; it's 




GEORGE EASTMAN 
Captain of industry whose products first made 
possible and then contributed materially to the 
advancement of motion pictures. 



the quality which produces happiness, where 
that is possible. 

"I thank you for your kindness in remem- 
bering me, and wish you a prosperous, useful 
and honorable future." 

George Eastman made the shortest speech 
of the day. 

"I am most happy to be here on this occa- 
sion," he said, "to assist in honoring this mar- 
velous, this miraculous, man." 

Terry Ramsaye, introduced as the historian 
of the industry, reviewed the beginnings of 
the motion picture in an entertaining way. 

Mr. Ramsaye said three years ago he was 
asked who invented the motion picture. He 
replied that he didn't know, but that he would 
take a walk over to the public library and let 
his inquirer know in the morning. 

"I have been three years at that work, and 
the story is not yet told," said the speaker. 
"Back in 1887 Mr. Edison got tired and bored 
of doing big things, like inventing the electric 
light. He wanted to take a rest. 

"His idea of taking a rest is going out and 
inventing something of no imnortance. The 
first thing he did was to invent the phonograph 
and no one has had any rest since." 

The speaker then traced the steps leading 
up to the motion picture, and of the difficul- 
ties encountered until the production of the 
film by Mr. Eastman. 

In spite of the skepticism of Mr. Edison 



From David Lloyd George 

London, February 15, 1924. 
I take the greatest possible 
pleasure in adding my quota tc the 
tribute of gratitude and praise 
you are laying today at the feet of 
Thomas Edison. His contribu- 
tion to the progress and welfare 
of humanity is alike wonderful in 
its variety and amazing in its 
range. I rejoice especially that 
in a green and vigorous old age 
he is himself a witness of the 
hold he has on the esteem, ad- 
miration and gratitude not only 
of his own country but of the 
whole world. 

D. LLOYD GEORGE. 



he permitted the Edison company to plunge 
to the extent of spending §500 on the erection 
of a studio. 

"There have been a great many stories to 
the effect that the motion picture originated 
in Europe," said Mr. Ramsaye, "but I have 
made it a point to enter into correspondence- 
regarding this matter and to check up on 
European endeavors. 

"All information is to the effect that on or 
about a certain date the different ones got hold 
of an Edison Kinetoscope and went to work. 
I don't think there is any doubt Mr. Edison 
did it." 

O'Toole Talks on Public Service 

Mr. O'Toole spoke on the public service 
of the screen and as a representative of the 
Motion Picture Theatre Owners. He reviewed 
the work that is being done to co-operate with 
the Federal departments in the way of giving 
service to the citizens of the country and 
declared the screen should receive the same 
support that is being given the newspaper and 
magazine. He closed with a tribute to Mr. 
Edison. 

Professor Maxim, part of whose address 
was a poem dedicated to Mr. Edison, praised 
the guest of honor, arousing enthusiasm when 
he declared that through his inventinos "Edi- 
son turned off the dark 1" 

Dr. Lee De Forrest, introduced as a pioneer 
in the development of wireless telegraphy and 
an inventor of the first rank, said that the 
present status of electron .communication had 
been made possible by a seemingly minor in- 
vention of Edison back in 1888. He declared 
Mr. Edison was the world's greatest single 
living benefactor. 

Senator Edwards spoke for the state of 
New Jersey and for the residents of the state 
paid their respects to its greatest citizen. "And 
the greatest citizen of the world," he added. 

"You must remember," said the Senator, 
"that Mr. Edison had the foresight to see that 
you men and women of the motion picture in- 
dustry were going to get all the money in the 
world, and the first invention he next made 
was the stock ticker, to take it away from 
you. 

"Imagine in the places where there is no 
oil — I shouldn't talk about oil, because that is 
bad. There's rather too much oil around now. 
anyway. (Laughter.) But Mr. Edison devel- 
oped the light, and then he developed the 
waterpower. That gave the men who went to 
bed with the chickens and got up with the 
sun (a chuckle) — I meant chickens (laughter') 



{Continued on page 36) 



March 1, 1924 



Page 5 



The Directing 
^Our Gang' 

NEW ideas are invaluable in any 
field of commercial efifort ; in the 
business of entertaining the public, 
they are absolutely indispensable. This 
axiom, as applied to the motion picture, 
holds a special significance for the short 
subject. The feature may sometimes 
succeed through sheer splendor of set- 
ting, magnificence of costuming, or 
magnitude of cast personnel. The short 
subject must stand or fall by the degree 
of originality worked into its story or 
action ; its restricted length prohibits the 
substitution of any of the stock expe- 
dients available to the feature director. 

The pursuit of originality has always 
been the gravest task confronting the 
producer of the short-subject comedy. 
Probably in no other department of the 
motion picture industry has the search 
for new ideas been prosecuted more 
■diligently. The "gag" or "idea" man 
has assumed an importance, of first 
magnitude on the studio lot in view of 
this fact. The new stunt, the original 
situation is the ever present concern of 
■director, players, and every other hu- 
man factor associated with the produc- 
tion of the one and two-reel comedy. 

Two years ago Hal Roach, the Pathe 
producer, was struck more forcibly than 
ever with the need for a distinctively 
new type of screen comedy. Holly- 
wood had its quota of noisy, irrepres- 
sible, mischievous youngsters. Besides 
children, like animals, have an intrinsic 
appeal of their own. 

Roach reasoned in this wise : Why 
not make the "kids" amuse others 
while amusing themselves ? And so the 
"'Our Gang" comedy idea was con- 
ceived. But who was to nurture and 



Force Behind 
Comedies 



develop the idea and give it fullest ex- 
pression as a medium of entertainment? 
That brings the hero of our story on 
the screen. 

Two years ago, Bob left the Christie 
lot and interviewed Hal Roach with a 
view to becoming a member of the Hal 
Roach directorial staff. Mr. Roach had 
already tried out two directors on his 
new "kid" comedy idea ; both had fallen 
down on the assignment. McGowan 
was acquainted with the idea and was 
asked if he could fill the post. Bob 
knew youngsters and said he was sure 
he could handle them successfully. The 
first "Our Gang" comedy made under 
McGowan's direction, titled "One Ter- 
rible Dav," was released bv Pathe on 
September 10, 1922. The latest, "Big 
Business," was released on February 
10, 1924. In between is a list of twenty- 
two "Our Gang" comedies. Their suc- 
cess leaves no doubt that Bob's expres- 
sion of confidence in being able to 
handle the youngsters was not overesti- 
mated. His studio associates on the 
Hal Roach lot, without exception, de- 
clare his management of the "Our 
Gang" players is one of the marvels of 
Hollywood. 

His method is the acme of simplicity. 
"Teach the youngsters to be their own 
natural selves." He explains to them 
what the general action or situation is 
to be. He religiously eschews all de- 
tailed demonstrations of the parts they 
are to play and how they are to con- 
duct themselves. He avoids any la- 
borious rehearsals. Repeatedly, the nat- 
ural acting of these voungsters, their 




BOB' McGOWAN AND FARINA 

but that's only because Bob's face has an un- 
usual attraction for her. Thei*ein lies the 
secret, perhaps, of his success with the in- 
genious "kiddies" in "Our Gang" comedies. 
Fortunate is the man whose personality registers 
well with children, and in this lespect "Bob" 
McGowan seems thrice blessed. 



freedom from self-consciousness and 
affectation, have been commented upon 
by leading photoplay critics, who in 
more than one instance have recom- 
mended the "Our Gang" players for the 
emulation of their older and more ex- 
perienced fellow-actors of the screen. 

It is seldom, however, the scrutiny 
and analysis of the critic penetrate be- 
hind the screen presence of the children 
to the marvelous personality, that is 
largely responsible for the success of 
these comedies. 




Page 6 



Exhibitors Trade Review 



Old J2idy^^stoF<Sqys 




'pHE Edison luncheon is now history — and it is safe to 
say it will live many a day in trade annals. As Toast- 
master Will Hays remarked, the gathering contained the 
three ages of the motion picture — the past, the present and 
the future. Getting down to the historical stage just note 
the names of those at Table 3 : J. J. Kennedy, H. N. Mar- 
vin, Robert S. Marvin, Herman Casler, Thomas Armat, 
W. E. Gilmore, Charles Urban and Percy Waters. 

CAM ROTHAFEL, the "doctor" at Broadway's big 
^ Capitol, was seated at the table with the editors. 
As the lecturer or the entertainer on. the air — he's the 
works, anyway — ^"Roxy" gets many letters. One of 
these last week was from an inquisitive male person 
who was anxious to know if there is any chance of 
a man leading a Christian life in New York on $10 
a week, who I promptly informed there wasn't a 
chance in the world that under those circumstances he 
would do anything else. 

g O we are again to have "Tess of the D'Urbervilles," 
this time with Blanche Sweet as Tess. Marshall Neilan 
IS directing the picture. The first Tess was played by 
Mmnie Maddern Fiske for Famous Players, being one of 
the initial productions to be made by that company. While 
the star of that first picture was not aided— was handi- 
capped, if you will — by_ her absence of youth, nevertheless 
it was a strong picture and a good picture. With a player 
like Miss Sweet and a director like "Micky" Neilan the 
result_ should be powerful drama. As a screen subject the 
book is "there." 

QSCAR HANSON, who for two years has been 
manager of the Pathe branch at Omaha, has been 
trans.'erred to Detroit. The vacancy makes way for 
the promotion of T. G. Meyers, who for over seven 
years has been a salesman in the Chicago office of 
Pathe. The changes are effective immediately. 

PPED B. WARREN, it is announced officially by Fam- 
ous Players-Lasky, has been seated at the conference 
table of the sales board of that company at the head of 
which sits Sidney R. Kent, general manager of distribution. 
Mr. Warren will serve in a consulting capacity in the mer- 
chandising end of the company's business. He was one of 
the vice president of Goldwyn at the time of its formation 
and later was the chief operating executive of Associated 
Producers. He is an expert in advertising matters as well 
as m salesmanship. Before entering the motion picture 
field Mr. Warren was a newspaper publisher, having to his 
credit the transformation of some weak properties into 
strong ones. 

yiNCENT TROTTER, art manager of Famous 
Players and a well-known member of the Ampas, 
and Miss Rose Rispoli, daughter of Mr. and Mrs. 
Michael Rispoli of New Rochelle, will be married 
February 28 at the Reformed Church, Flushing, L. 
I. Following the ceremony there will be a reception 
at the Flushing League Building. Our best! 

g AMUEL GOLDWYN, making good on his recent 
threat or promise or something to remove his produc- 
tion to Los Angeles, started for the west coast Sunday, 
February 17. In that country, as a result of the success of 
the "Potash and Perlmutter" released last fall, he will put 
in the works "Potash and Perlmutter in Hollywood," 
which is an adaptation of "Business Before Pleasure/' 
Montague Glass' play which shows Abe and Mawruss en- 
gaged in the picture business. There should be large oppor- 
tunities for the incorporation of local color into the film 
that never had a look-in in the play. Mr. Goldwyn is pre- 
pared to be away a month. 



T ISTENERS-IN on the radio on the afternoon of Feb- 
ruary 15 got a real treat during the unfolding of the 
speaker's program at the Edison luncheon. It was a mar- 
velous and a dramatic hour for those who were gathered 
in the ballroom of the Ritz-Carlton, as they followed the 
stirring addresses from that of Will Hays down to that of 
Mary Pickford. But in looking over that deeply absorbed 
throng we saw another picture and one, if anything, even 
more dramatic: Of some old-time exhibitor, a thousand 
miles away in some little town, with his ears glued to the 
headpiece, chuckling over the satire of Rupert Hughes or 
the quips of Douglas Fairbanks or stirred by the eloquence 
of Senator Owen. Distant that listener-in may have been, 
but it was all home stuff to him. He knew the people who 
were being directly talked to were his own people. 

A S a result of conferences between B. P. Schulberg 
and J. G. Bachmann of Preferred Pictures and 
Al Lichtman, formerly president of tne company and 
now general manager of exchanges for Universal, ar- 
rangements have been entered into providing for the 
disposition of the latter's interests in Preferred. The 
settlement was entirely amicable and is reported 
satisfactory to all parties concerned. 

JETTING away from Hollywood is George Walsh, who 
arrived in New York on a Thursday and sailed the 
following Wednesday for Rome, where he will take the 
title part in "Ben-Hur." Mr. Walsh has been brushing up 
on his athletics and finds he is close to his collegiate form. 
The role of Ben-Hur is strenuous, the player being called 
upon to perform in galley and chariot races. 

pRANCIS X. BUSHMAN, who will play Messala 
in "Ben Hur," also is on his way to Rome, hav- 
ing left Los Angeles and is slated to sail from New 
Yoik March 8. Incidentally the coming production 
wall be the 405th in which Mr. Bushman has played 
and the first in which he has carried the role of 
the villain. 

J^ICHARD WALTON TULLY, accompanied by Mrs. 

Tully, has arrived in New York with "Flowing Gold." 
We rise to remark right here that's a happy combination. 
That has "Back Home and Broke" beaten forty ways. 
However, if the Tullys take in all the shows in town, as it 
is a fair assumption they will, by the time they have made 
the rounds of the theatre agencies it is possible that flow- 
ing gold will be just ain't. Oh, but it's a picture? Yes, a 
Rex Beach story, featuring Anna Q. Nilsson and Milton 
Sills, and slated for First National release. And Richard 
Walton while here is to talk about "The Bird of Paradise," 
which adaptation of his own play he plans to film in the 
Hawaiian Islands. If you ask us as to our choice of the 
respective scenery, H. I. or N. Y., whether grass skirts or 
turned down goloshes, we'll give you a quick answer. 

pRANK HARRIS, formerly Bathe's branch mianager 
in St. Louis, has been promoted to be a special 
representative. He entered upon his new duties Feb- 
ruary 18. 

'pHE First National Club, composed of boys young and 
near young and girls always young, will dance at the 
Hotel Astor on the evening of Friday, February 29. 
George R. Biison, president of this organization of First 
National workers, assures us there is no reason why any 
male person thinking of going should hesitate on account of 
the more or less sinister date — that all of the girls who still 
are eligible to drop large hints on a fateful day like that 
have promised no undue advantage will be taken. In other 
words, the men will have just as much chance as they have 
on 365 days in the year, be the same more or less. 



March 1, 1924 



Page 7 





A BOVE Marie Prevost is 
listening to a lecture and 
doesn't seem to agree. In 
"The Marriage Circle" this 
young star has risen to great 
heights. 




lyi" ONTE BLUE and Marie 
Prevost, in the above pic- 
ture, portray one of the 
strong scenes of the picture 
which is noted for its sim- 
plicity. 



Originality Is Key to Lubitsch's Success 

Master of Mob Scenes Shows Equal Skill With Simple Subjects 



W HAT are the film antecedents of this 
master-mind among directors, Ernst Lu- 
bitsch, whose name stands for a number 
of highly interecting qualities, and who bids 
fair to stamp his impression on the history and 
development of motion pictures. 

The man who can make stars of interna- 
tional repute ! 

Who flashed Pola Negri through the cinemic 
heavens ! 

Whose reputation for massive mob scenes is 
second to none, and who none the less has 
achieved, by his production of "The Marriage 
Circle," an equally enviable reputation for un- 
canny effects by the antipodal technique of 
simplicity, diminutive casts and the elimina- 
tion of everything but the skeletonic structure. 

The man, finally who can give the movie 
fan as no else can the illusion of real life on 
the screen. 

The career of Ernst Lubitsch in motion pic- 
tures dates from the year 1913, but prefacing 
that period were years of the thorough train- 
ing demanded of those who take up the foreign 
stage for a career. One would scarcely real- 
ize, after seeing a Lubitsch production, that 
this master of screencraft entered filmland via 
the comedy route, but it is a fact. 

He was a comedian touring the European 
continent with a number of other actors and 
actresses, some of whom have since become 
famous among their own people. W^hile in 
Berlin he was seen on the stage by a motion 
picture director and offered a part in a one- 
reel comedy film. He accepted the engage- 
ment, and today he is world famous as a di- 
rector of the unusual, of the picture that is 
totally different in content and construction. 

As an actor, Lubitsch spent seven years 
touring Europe. During his theatrical ca- 
reer he has been on the Paris, London and 
Berlin stage, in addition to touring through- 
out the breadth and scope of Germany. His 
acting experience laid the groundwork for his 
present success as a director. Despite the fact 
that acting before the silent camera held a 
great fascination for him, he continued to ap- 



pear on the legitimate stage while still en- 
gaged in motion picture production. 

The production vogue in Europe at that time 
was one and two reel comedies. Lubitsch 
saw great possibilities in the motion picture, 
and in 1913, he directed his first one-reel com- 
edy. His success with comedies continued 
throughout the year ; he then decided to make 
them longer. He thereupon inaugurated the 
standard of three reel comedy pictures in 1915, 
definitey decided to leave the stage and seri- 
ously took up the work of direction. 

One of Lubit:ch's big regrets is that the 
American public has never seen any of his 
comedy efforts. Hov/ever, in 1918-19 he 
brought forth his first great production which 
was destined to place him permanently among 
the directors of both America and Europe. 
This was the picturization of "Gypsy Blood, ' 
with Pola Negri. The film was acclaimed a 
masterpiece the world over, and shortly there- 
after he made "Passion," the historical epic 
'which placed Miss Negri in the limelight. 

With the showing of "Passion" in this coun- 
try, Lubitsch became a very prominent figure 
in directorial circles. His ability was in de- 
mand by the American producers, but he paid 
no attention to many tempting offers. Listead, 
he kept on producing abroad and during the 
past few years he directed "One Arabian 
Night," "Deception," "The Loves of Phar- 
oah." 

''TEMPTING offers of American producers, 
and the knowledge that the American pro- 
ducers' methods were far in advance of those 
carried on in Europe, caused Lubitsch to come 
to this country. And his first American effort 
was the direction of Mary Pickford in 
"Rosita." The completion of this picture 
brought him a contract with the Warner 
Brothers, who realizing the vast skill of the 
man, allowed him absolutely free rein for his 
first production. To the surprise of everyone 
Lubitsch chose a modern story, with a fairly 
small cast and the element of the spectacular 
absolutely absent. The result is the same, 
however, in "The Marriage Circle." 



It is in the latter picture that Lubitsch steps 
out as an innovator. Here he has thrown all 
his old technique into the discard, reversed 
every known procedure and turned filmdom 
topsy turvy in one magnificent gesture. 

TNSTEAD of his mobs of people, we find a 
cast consisting of exactly six principals, 
with no "extras" to- speak of ; in place of his 
massive settings one or two modest "sets." 
The story is of the present minute and, al- 
though the plot wouM indicate drama, the pic- 
ture is a comedy. 

Not a comedy of the "gag" type like the 
Mack Sennett formula, but one such as Clyde 
Fitch or Pinero might have written. Not only 
that, but he has taken Marie Prevost, former 
"bathing beauty," and transformed her into a 
brilliant actress, cut all captions or subtitles 
down to an irreducible minimum, developed 
the "close up" to a stage not dreamed of, and 
last, but best of all, left something for the 
imagination to work on. "They" all said it 
could not be done, so Lubitsch ran true to 
form and did it. 

The Warner Brothers, who are considerable 
innovators themselves, and who have more 
than once "started something" in the film busi- 
ness, gave the eccentric director his own way. 
They feel their confidence was more than jus- 
tified. Lubitsch himself says he is content to 
stand or fall on "The Marriage Circle," as he 
personally selected the story, the cast and the 
sets, handled the direction and technical details 
and the picture himself. 

Lubitsch believes the American field offers 
him the opportunity he has long sought to 
attain, and he looks forward to the day when 
he can bring out a new era in motion picture 
making. Just what thi<^ new era will be not 
even Lubitsch knows, but he feels certain that 
Old Man Time, plus hard work, will open 
new vistas in the realm of filmland. Now, 
having completed "The Afarriage Circle" he 
is busily sifting through a mass of material. — 
plays, novels, scripts — and will shortly an- 
nounce his second picture. 



Page 8 Exhibitors Trade Review 





Louis Gasnier 



ONE of Preferred Pictures' star directors. He is rec- 
ognized in the motion picture industry for his orig- 
inality and ability to utilize every situation. His latest 
picture "Poisoned Paradise," has just been released. 



March 1, 1924 



Page 9 



Rock Named Vitagraph's General Manager 

To Fill Vacancy Caused by the Death of John M. Quinn 



JOHN B. ROCK has been appointed 
General Manager of Vitagraph 
Inc., to succeed the late John M. 
Ouinn, according to an announcement 
made by President Albert E. Smith at 
the executive offices in Brooklyn last 
week. The announcement was in the 
form of a telegram addressed to all 
members of the Vitagraph organization 
by the president. It read : 

"The history of Vitagraph is well 
known to all. Started a quarter of a 
century ago by Mr. William T. Rock, 
Mr. J. Stuart Blackton and myself, 
Vitagraph for many years stood at the 
head of the industry. The death of 
Mr. Rock in 1916, plus the loss of Mr. 




JOHN B. ROCK 
Son of the late William T. Rock, one of the 
founders of Vitagraph, who has been chosen as 
general manager of Vitagraph to succeed the 
late John M. Quinn, 



Blackton in 191 7, handicapped Vita- 
graph for a time. Last year I an- 
nounced Mr. Blackton's return to the 
fold and now I take great pleasure in 
informing you that Mr. John B. Rock 
will try and fill his father's shoes by 
filling the vacancy caused by the death 
of Mr. Quinn, who, I am sure, if he 
knew, would be happy at my choice." 

The return of Mr. Rock to active 
service in A^itagraph, which he repre- 
sented for ten years from 1906 to igi6 
in Chicago, restores to the film industry 
three pioneer names. His father, Wil- 
liam T. Rock, was active in Vitagraph 
from 1897, when he with Messrs. 
Smith and Blackton organized the com- 
pany, until his death in 1916. 

Mr. Rock assumed charge in his new 
office immediately. The business policy 
of Vitagraph, inaugurated by President 
Smith years ago, of stability in organi- 



zation and fair and equitable dealings 
with exhibitors, will undergo no change, 
under Mr. Rock's management. Mr. 
Rock personally is known to every 
branch manager of the organization al- 
most of all whom have long years of 
sei-vice to their credit in Vitagraph. 

At the time of the announcement of 
Mr. Rock's appointment, President 
Smith also announced that A. Victor 
Smith would return to active service 
as assistant to Mr. Rock. A. Victor 
Smith is well known to the trade as 
well as in the production field of pic- 
tures. He served as general sales rep- 
resentative and as assistant to the 
president and production manager at 
the Brooklyn Studios. He left that 
office to enlist with the Motor Trans- 
port Corps in 1917, where he served 
as Adjutant in the Chief Purchasing 
Office, A. E. F., after which he re- 
turned as special sales representative in 
the home office. 

"I am sure Vitagraph men all over 



the world will welcome the return to 
active service of the son of one of the 
founders," said President Smith before 
his return to Los Angeles last week. 
"There is hardly a picturemaking unit 
in the United States that has not with- 
in its membership at least one 'Vita- 
grapher.' For many years our own 
staft' has been as of one family. For 
that reason, and because Vitagraph has 
an established reputation for stability 
in personnel, I am more than happy 
that Mr. Rock returns to active duty. 

"My short visit East in spite of the 
sad mission which brought me to New 
York has given me no little gratifica- 
tion in my review of the business prog- 
ress Vitagraph is enjoying. I find that 
every man in the organization is on his 
toes and the business prosperity for the 
year which I predicted last December 
seems more than assured to our in- 
dustry by the returns and reports of 
Vitagraph salesmen during the first 
month and a half of 1924." 



Menjou and WilUiam Farnuin Signed 
To Play mth Paramount 



JESSE L. LASKY, first vice-president of 1 
Famous Players-Lasky Corporation, an- 
nounces he has signed Adolphe Menjou and 
Wilham Farnum as permanent members of 
the Paramount stock company. 

Following the sensational success scored by 
Mr. Menjou in "A Woman of Paris," "The 
Marriage Circle" and Pola Negri's current 
play, "Shadows of Paris," Mr. Menjou is to 
be rewarded, said Mr. Laskj', by being featured 
in a number of important Paramount pictures 
and later will be starred. 

Mr. Lasky said that one of Air. Alenjou's 
vehicles will be the romantic comedy-drama, 
"The Kine," which, starring Leo Ditrichstein, 
had a most successful engagement at the 
George M. Cohan Theatre in New York in 
the season 1917-18. "The King,'' which is 
from the French play by G. A. De Caillabet, 
Robert De Flers and Emanuel Arene, has in 
its title role a part which is most admirably 
adapted to the talents which Mr. Menjou has 
revealed so successfully in "A Woman of 
Paris" and "The Marriage Circle." 

Mr. Lasky was extremely enthusiastic when 
he received a wire from the Lasky studio 
in Hollywood that the negotiations with Mr. 
Menjou had culminated in the signing of a 
long-term contract. "Rarely," he said, "has 
the engagement of a player given us such 
complete satisfaction as this contract with Mr, 
Menjou. In the last few months his brilliant 
performances in a series of pictures have 
stamped him as one of the foremost artists 
of the screen and, with his popularity increas- 
ing daily with the exhibition of these pic- 
tures, he undoubtedly will prove a tremendous 
box office attraction." 

Adolphe Menjou was born in Pittsburgh of 
French parents and was educated at Culver 
Military Academy, Culver, Ind,, and Cornell 
University. After leaving Cornell he went 
on the stage, appearing in stock and in vaude- 
ville. After serving with the United States 
troops in Italy, where he was a captain in the 




A. VICTOR SMITH 
Brother of Albert E, Smith, president of Vita^aph. 
appointed assistant to John B. Rock, who succeeds 
the late John M. Quinn as general manager of 
Vitagraph. 

Army, he returned to Hollywood and has 
since risen steadily. 

William Farnum, who has been resting for 
the last year, will leave for Hollywood soon 
to begin preparations for his first picture. The 
title has not yet been announced, but Mr. 
Lasky made it known that the picture will be 
produced by \\'allace Worsley. whose latest 
production, "The Hunchback of Notre Dame," 
has been acclaimed as one of the biggest suc- 
cesses of the screen. 



Page 10 



Exhibitors Trade Review 



TO BROADCAST 'NAKED 
TRUTH' SPEECHES 

^11 in Readiness for Annual Dinner 
of Advertising Writers 

''PHE All Mighty Press Agents are going 
to whoop it up on the night of March 29 
at the Hotel Astor so that they will be liter- 
ally heard all over the United States, Canada 
and England. 

In other words, the Associated Motion Pic- 
ture Advertisers, Inc., filmdom s invincible or- 
ganization of publicity purveyers, has com- 
pleted arrangements whereby Station WJZ 
will broadcast by radio the program of enter- 
tainment that will feature their annual fes- 
tive gathering and at the same time provide 
the general public with an earful of "naked 
truth" about the movies. 

It will not be the usual "Naked Truth" 
dinner. It will, in fact, be forty "Naked 
Truth" dinners given simultaneously, with the 
activities centering at the Astor, because in 
forty of the key cities of the United States, 
as well as in London, members of the local 
film exchanges will gather at their usual meet- 
ing places and listen in at the entertainment in 
New York. Everything but the food will be 
broadcasted, it is announced. The soup, it is 
promised, will be noiseless. 

Harry Reichenbach sailed from New York 
Saturday to complete arrangements for the 
London entertainment via radio, while the 
branch managers will look after the local fes- 
tivities in the various key cities. In Los An- 
geles, the W. A. M. P. A.'s, the western 
fraternity of publicity men, are making elabo- 
rate plans to enjoy the wireless treat. Mr. 
Reichenbach will return to New York in time 
to enjoy the Astor function. 

Plans for the program of speech-making and 
entertainment are moving ahead rapidly under 
the supervision of A. M. Botsford, chairman 
of the entertainment committee, and all in- 
dications are that the affair will be the most 
brilliant and successful in the history of the 
A. M. P. A. 

'THREE WEEKS' TO GO DIRECT 
TO EXHIBITORS 

Goldwyn's production of the Elinor Glyn 
picture, "Three Weeks," directed by Alan 
Crosland, will be released directly to the ex- 
hibitors without first being road showed. 

There has been much speculation in the in- 

—- DIRECTORS AND AUTHORS 

MISDIRECTING 
George D. Baker, Metro director, is directing 
his energy where it will do the most good. 
Viola Dana and Bruce Guerin are very much 
interested in the proceedings. 




picture. But this is just a phase. The old 
type will return." 

dustry as to how this big film would be 
handled by Goldwyn Cosmopolitan on account 
of the bigness of the production and the wide- 
spread public interest in it. The producers 
would have been justified in sending "Three 
Weeks" to legitimate theatres at their regular 
scale of prices in order to derive a bigger 
immediate revenue from it. The distribut- 
ing company has decided, however, to release 
the film direct to exhibitors as it did in the 
case of "Name the Man !". which is also of 
big enough caliber for road-showing. 

The producers and the distributing corpora- 
tion feel that "Three Weeks ' is going to be 
the box-office sensation of the vear and be- 
lieve that it is no more than just that the 
exhibitors who have been showing their prod- 
uct for the past year should share, from the 
first, in the tremendous business which they 
are confident this picture is ^oing to do. 

'CAPTAIN JANUARY' STARRING 
BABY PEGGY COMPLETED 

Baby Peggy's first big feature production 
for Principal Pictures Corporation, is com- 
pleted. Final scenes were made this week and 
the film is now carefully housed in the studio 
cutting room. 

"Captain January" is the title of this ofi'er- 
ing. The story was taken from the book of 
Laura Richards and was adapted to the screen 
for the Starlet, by Eve Unsell and John Gray. 
"Captain January" is regarded as one of 
the most popular of children's books. 

This is the first of a series of productions 
Baby Peggy is to make. The picture was 
directed by Edward F. Cline and boasts a . 
cast of exceptional players, chief among 
which are Hobart Bosworth, Irene Rich, 
Harry Morey, Lincoln Stedman, Barbara 
Tennant, Emmett King and John Merkyl. 
* * * 

PATHE TO RELEASE NEW ROACH 

FEATURE PRODUCTION 

The new Hal Roach feature production, 
titled "The King of Wild Horses," has been 
definitely scheduled for release by Pathe on 
April 13th. 

"The King of Wild Horses" is described as 
the love story of a wild stallion, embodying a 
wealth of dramatic incident and a spectacular 
forest fire in which man and beast are hope- 
lessly trapped until the former discovers a 
way to safety for himself and his brute com- 
panion. 

The supporting cast includes Edna Murphy, 
Leon Barry, Frank Butler, Charles Parrott, 
Pat Hartigan and Sidney De Grey. 

HODKINSON ADDS TWO SALES- 
MEN TO ORGANIZATION 

The Hodkinson Corporation announces the 
appointment of "Doc" Smith former star 
salesman for Pathe and Universal as a mem- 
ber of their field organization in the Pitts- 
burgh territory, and the appointment of Henry 
Wilkinson former Eufifalo branch manager for 
Realart as a member of the sales staff in 
Hodkinson Buffalo branch. 

Lester Tobias formerly associated with the 
Goldwyn sales staff located in the New Eng- 
land territory, has been appointed manager of 
Hodkinson's New Haven, Conn., sub-branch, 
to fill the vacancy caused by the transfer of 
Sam Friedman, to the post of manager of the 
Hodkinson office at Albany, N. Y. 

* * * 

TAKE HAREM SCENE IN PARIS 
FOR 'A SON OF THE SAHARA' 

The iirst set in which Edwin Carewe is 
working at the Eclair Studio in Paris, where 
he is completing his next First National pic- 
ture, "A Son of the Sahara," represents the 
harem of an Arabian sheik. According to of- 
ficials of the Eclair Studio it is one of the 
most elaborate and gorgeous interiors ever 
erected there. 



REVIEW BOARD HOLDS 
ANNUAL LUNCHEON 

Authors and Directors Discuss Future 
Film Problems 

i~\N February 16 to the tune of violins and 
^ cornets, the invited guests to the annual 
luncheon of the National Board of Review- 
filed into the grand ballroom of the Waldorf 
Astoria and settled down to a pleasant after- 
noon. 

Dr. William Tower, master of ceremonies, 
started the speech ball rolling by reading a 
telegram from Thomas Ince, who regretted 
his inability to attend, extended his congrat- 
ulations on the accomplishments of the board, 
and wished the members continued success. 

Before introducing the speakers of the af- 
ternoon Dr. Tower expressed his own whole- 
hearted approval of a Board of Review which 
he felt was essential for the betterment of 
the industry. 

'The subject of better films as the educator 
seems them was the subject of the discourse 
by Dr. Ernest Crandell, president of the 
Visual Instruction Association of America. 
His first point was the interelation between 
motion pictures and the public from the point 
of view of education. 

Fanny Hurst began her address by asking a 
question; "Is the public qualified to judge 
what it wants ?" 

"We do not find among producers artists 
willing to take a sporting chance. Therefore 
the solution lies with the mighty minority. 
It is in this class that the National Biard 
of Review finds its place. The organization 
is striving to raise the public taste. It realizes 
that blue penciling does not help. It is try- 
ing to attain its goal by showing why other 
pictures are better. More power to you. ' 

"I cant understand the public. It is a pe- 
culiar public that refuses to go to good pic- 
tures at any price, but demands cheap pic- 
tures instead. It is a peculiar public whcih 
I don't even attempt to understand." 

Such was the opening statement of Joseph 
Dannenberg, editor of the Film Dai'y. 

"A portion of the public everywhere wants 
cheap pictures," he said. "It would refuse 
to go to a good picture even if you gave it 
free tickets. But I can't understand our pres- 
ent public. We have lost our old motion pic- 
ture public and the new public that has re- 
placed it wants the 'Covered Wagon" type of 

DIRECTORS AND AUTHORS- 

S. E. V. TAYLOR 
Well known director who produced "The Lone 
Wolf" for Associated Exhibitors. His attention 
to detail has made his picture stand out prom- 
inently in the field. 




March 1, 1924 



Page 11 



Independents Will Mark Films 
To Prevent Piracy 

Each Release Will Bear A Code on Margin 



''PHE piracy of films as well as disputes or 
court actions regarding the ownersnip of 
positive prints which often get outside of ter- 
ritory, will be a thing of the past in one im- 
portant branch of the industry at least, through 
the adoption of the recommendations of the 
committee on film identification of the In- 
dependent Motion Picture Producers and Dis- 
tributors Association. 

A special committee composed of Arthur 
N. Smallwood, chairman ; Jack Cohn and John 
Lowell Russell, has been investigating the 
situation for the past few weeks, having con- 
ferred with George A. Blair, manager motion 
picture department of the Eastman Kodak 
Company, and with representatives of some of 
the laboratories. 

It was agreed during these conferences that 
nothing could be accomplished in the way of 
a protective measure, by photographic or me- 
chanical processes, either at the source of raw 
stock manufacture, or at the film laboratories. 

The committee finally decided that each 
company should adopt a secret code for each 
release, which is to be inserted at different in- 




DIRECTORS AND AUTHORS 

A EUROPEAN DIRECTOR 
Dim'tri Buchowetzki (left) famous European di- 
rector who directed Pola Negri's latest picture, 
"Men," for Pa'amount. and Paul Bern, who 
prepared the scenario. 



tervals on the margin of all reels. The form 
in which the secret code is to appear on the 
film will be carefully guarded by each com- 
pany, which will keep a record of the particu- 
lar code assigned to each release. 

Such action will not only prove of direct 
advantage to each concern but will be a great 
step forward in the united effort to eliminate 
film piracy, as this new means of identification 
will make it possible to promptly restore any 
lost print to its lawful owner. 

The recommendations of this committee have 
been approved by the Independent Association, 
and each company member has been requested 
by President I. E. Chadwick to inaugurate the 
new system at the earliest opportunity. 

The adoption of this practical plan should 
effect a very great saving to the distributors, 
exchanges and state right buyers handling in- 



dependent products, eventually solving one of 
the most trying problems with which the mo- 
tion picture industry has been confronted 
since its inception. 

PYRAMID SELLS MANY FOREIGN 
RIGHTS TO PICTURES 

Pyramid Pictures, Inc., reports important 
foreign sales to Ferdinand Adams who ac- 
quired rights for "Wife in Name Only," 
"What Fools Men Are," "When the Desert 
Calls," 'THis Wife's Husband" and "My Old 
Kentucky Home" for Cuba, Porto Rico, Santo 
Domingo and other West Indian isles, and 
who also acquired rights for the same terri- 
tory and for Belgium, India, Burmah and Cey- 
lon for "Queen of the Moulin Rouge." 

The Sociedad Generale Cinematografica ac- 
quired rights to "Wife in Name Only" for 
Argentine, Paraguay, Uruguay, Chile, Peru, 
Bolivia and Ecuador. The five other Pyramid 
Pictures were sold to Max Glucksman for the 
above territory. Selznick Pictures Corpora- 
tion acquired Australia and New Zealand 
rights for "Wife in Name Only." 

^ :j; ^ 

TALKING PICTURES HELD OVER 
AT RIVOLI THEATRE 

The remarkable success attending the initial 
showing of the Phonofilm, Dr. Lee De Forest's 
talking pictures, at the Rivoli Theatre in New 
York resulted in Dr. Hugo Rierenfeld de- 
manding that' the amazing new attraction be 
hek! over for a second week at the Rivoli. 

Because it was Lincoln's Birthday week,_ the 
premier Phonofilm program at the Rivoli 
was "Lincoln," with Frank McGlynn in the 
title role, a part he played for many years on 
the speaking stage. 

For the second week's program at the Ri- 
voli, Dr. De Forest has provided a series of 
dance numbers by Lillian Powell, the cele- 
brated classical dancer, with introductory re- 
marks by Maurice 

* * * 

PLAN NATION-WIDE MEETING 
OF PICTURE EXHIBITORS 

At a meeting of the Indiana Motion Picture 
Theatre Owners, held at Hotel Severin, In- 
dianapolis, President Frank G. Hellar, of the 
orgarization, aroointed an Arbitration Com- 
mittee composed of G. G. Schmidt and Ed 
Bingham, of Indianapolis and Nathaniel Bern- 
stein, of Michigan City. The duties of the 
committee will be to arrange for a nation-wide 
meeting of exhibitors to be held in Chicago 
to discuss problems of vital interest to all ex- 
hibitors. 

An invitation has been extended to Will H. 
Hays to attend. 

* * * 

DIRECTOR CHOSEN FOR C. B. C S 
NEW PRODUCTION, 'PAL O' MINE' 

Edward J. Le Saint has been chosen to 
direct C. B. C.'s forthcoming production, 
"Pal O' Mine," accordine to a report ju t 
received from Harry Cohn on the coast. 
Mr. Le Saint has directed several of _C. 
B. C.'s feature productions in the past, in- 
cluding "Innocence," "Discontented Hus- 
bands" and "The Alarriage Market"; and 
claims that the new picture will be an un- 
usual success because it contains rich ma- 
terial and aliundant action. 

The cast for "Pal O' Mine" will be chos- 
en in the very near future. 



BRITISH COMPETITION IS 
LIGHT, SAYS SMITH 

American Films Strongly Entrenched 
in British Colonies 

pEORGE H. SMITH, managing director of 
^ Vitagraph, Ltd., of London, described the 
effort of British Film producers to increase 
the patronage of English made productions at 
the expense of American releases as one which 
will fail because the native-made pictures are 
not up to the standards of American screen 
stories, in an interview at the Vitagraph Stu- 
dios in Brooklyn last week. 

The British trade, according to Mr. Smith, 
were hosts to Prince Edward at a dinner in 
London recently. The Prince of Wales nat- 
urally espoused the cause of the British pic- 
tures and urged that the fans in Great Britain 
give their support to home made productions. 
Encouraged by this, the British producers 
started drives in the chief cities of England, 
Scotland, Ireland and Wale*. They organ- 
ized "British Film Week," and by appealing to 
the patriotism of the exhibitors induced them 
to book only English product during that 
week. 

These drives placed the theatre owners in 
an embarrassing position. They knew that 
their business as exhibitors had been started 
and developed by the use of American produc- 
tions. They wished to remain loyal to the old 
film companies, but the weight of patriotic 
sentiment compelled them to run many British 
films. Some of the members of the trade went 




DIRECTORS AND AUTHORS 

CECIL M. HEPWORTH 
Prominent producer and director of British pic- 
tures. His latest picture "Comin' Thro' the 
Rye" is said to be the greatest British picture 
ever produced. 



so far as to ask Vitagraph, Ltd., to cancel 
bookings during these driv.- weeks. 

British producers have made very little 
progress in pictures, said Mr. Smith. They 
have failed tc learn American technique and 
have not yet in any production arrived even 
approximately to the American picture in pro- 
duction investiture. In an effort to profit by 
these drives many of the English producers 
sent out reissues and in some instances made 
no effort to make it plain to the public that 
the films were old and had been re-edited. 

While these drives have affected to some de- 
gree bookings of American films in the Prov- 
inces the final effect in the opinion of Mr. 
Smith is that there will be a tremendous and 
widespread demand on the part of the public 
for good stories and well-produced films of 
the standards set and maintained by producers 
here. 




/^OLDW^YN director who ranks among the leaders for 
producing pictures of art and real box office value. 
He anticipates the desires of the public and gives the 
people what they want. '^Vanity Fair" is one of his best 
known productions. He is now working on a new picture. 



March 1, 1924 



Page 13 



HOLLYWOOD PHOTOPLAY 
IS ORGANIZED 

Million Dollar Concern About to 
Launch Producing Schedule 

\ NOTHER film producing company has 
entered the West Coast field. Holly- 
wood Photoplay Productions is its name; 
it is headed by Leland Stanford Ramsdell, 
nephew of the founder of Stanford Uni- 
versity and owner of the Bullock-Jones 
chain of stores, and its financial backing is 
placed at $1,000,000. Air. Ramsdell's or- 
ganization is to begin production as an in- 
dependent film company in the immediate 
future, starting operatioi.s with one unit. 

Gordon White, comedy favorite, has 
been selected to star in Hollywood Photo- 
play Productions' pictures, and Randall H. 
Faye is to prepare and edit the 'scripts. 
A well-known director whose name is with- 
held temporarily, has been secured. Other 
members of the new organization have not 
been named, but work is already undei 
way to select supporting players, and 
screen tests are being made. Negotiations 
for studio space have not yet been closed, 
but according to a statement by Mr. Faye, 
the F. B. O. studios, formerly Robertson- 
Cole, will probably be chosen. 

The stories to be filmed by Hollywood 
Photoplay Productions are to be originals, 
written directly and expressly for the 
screen and to suit the needs of the pro- 
ducer. Mr. Faye has been placed m 
charge of the manuscript, continuity and 
adaptation department, and will prepare as 
well as edit direct screen stories chosen 
for production. 

* * * 

MEIGHAN CAST FOR CURWOOD 
NORTHWEST PICTURE 

James Oliver Curwood's most popular novel, 
"The Alaskan," will be Thomas Meighan's 
next Paramount picture, according to an an- 
nouncement made yesterday by Jesse L. Lasky, 
first vice-president of the Famous Players- 
Lasky Corporation in charge of production, 
who has just returned to New York after hav- 
ing spent the last two months in Hollywood. 

Mr. Meighan is now engaged in producing 
"The Confidence Man," a novel by L. Y. 
Erskine and Robert H. Davis, which will be 
published next month in the Argosy All Story 
Magazine. 

" 'The Alaskan,' " said Mr. Lasky, "is ex- 
pected to be one of the biggest Thomas 
Meighan productions, and when it is released 
next Fall we expect that it will be one of the 
outstanding successes of the new season. It 
will mark a sharp departure in the type of 
stories Mr. Meighan has been doing — as a 
matter of fact, I believe this is the first story 
of the great Northwest that Thomas Meighan 
has ever done. 

Mr. Meighan will begin production on "The 
Alaskan" after the completion of "The Con- 
fidence Man" and plans are already under way 
for the selection of the strong supporting cast. 
^ ^ ^ 

WORK ON 'DRIFTWOOD' DE- 
LAYED BY DIRECTOR'S ILLNESS 

Owing to the illness of Roland West, su- 
pervising director, work on "Driftwood." 
Elaine Hammerstein's new production for 
Truart Film Corporation which was to have 
started this week at the Goldwyn Studio, has 
been delayed for about ten days. 

"Driftwood," a novel by Albert Pavson 
Terhune, adapted for the screen by Mr. West 
and Willard Mack, is a drama of regeneration, 
something along a different line from Miss 
Hammerstein's previous pictures. R. G. Ed- 
wards will direct the production and all the 
sets are up on the Goldwyn lot awaiting the 
recovery of Mr. West. 

Walter Long, has already been cast for the 




DIRECTORS AND AUTHORS 

VICTOR SCHERTZINGER 
He is director for Jackie Coogan and his latest 
picture "A Boy in Flanders" is said to surpass 
"Long Live the King." He is the only director 
who has been given two successive Jackie 
Coogan scripts. 



'LOVE AND LIES' RETITLED 

"Wandering Husbands" is the final title se- 
lected for the second James Kirkwood-Lila 
Lee productions in the series of Hodkirson. 

The working title of this picture, "Love 
and Lies" was originally scheduled for its 
release title but owing to its similarity to the 
title of a production already on the market, it 
was deemed advisable to change it to a name 
more distinctive. 



SEATTLE CENSOR BOARD 
0. K.'S NORMAND FILM 

Stands Pat on Decision Regardless 
of Outside Threats 

TN spite of the fact that the Seattle Censor 
Board has been importuned to stop show- 
ings of Mabel Normand films, the showing 
of Normand pictures was O. K.'d at the meet- 
ing February 14. The vote was seven to five. 
Final settlement of the question will be 
brought up after the shooting case in which 
Miss Normand is involved, is cleared up. 

The board has received numerous anony- 
mous letters and telephone calls threatening a 
church campaign to close picture houses on 
Sunday unless it bans "wilting love" scenes. 
It also has been asked to stop boxing pictures. 

In spite of this outside interference and the 
controversy it has aroused among the twelve 
members, the board voted to stand pat on its 
present policy. Pending the final outcome over 
the question of a sterner censorship attitude 
toward portrayal of the human affections the 
board also voted against any of its members 
disclosing what happens at its meetings ex- 
cept through the chairman. 

'THE MOUNTEBANK' READY TO 
BEGIN PRODUCTION 



Coming Soon 

Patheserial 

" — ® — 



"heavy" role and "Cissy" Fitzgerald has been 
engaged to play the leading comedy role. The 
balance of the cast is being selected and will 
be ready when production starts next week. 
* * * 

GREENVILLE, S. C, WILL HAVE 
NEW MOVIE THEATRE 

Coming just a week after the well-founded 
rumor that Jake Wells, pioneer Southern 
theatre owner was negotiating for a house 
in Greenville, South Carolina, as one of a 
chain of theatres he is understood to be seek- 
ing, is the announcement that Southern En- 
terprises, through its real estate department 
headed by Louis Cohn has closed a deal for a 
lot in Greenville, next to the Ottoray Hotel, 
on which t^iey will build a new theatre with 
a capacity of 2000. Financial matters and 
terms of lease have all been definitely settled 
and actual work of drawing the plans is now 
under way which will make it the finest thea- 
tre in South Carolina, equipped to handle any 
kind of an attraction. Southern Enterprises 
already operate two theatres in Greenville. 



GRUMAN MADE ASSISTANT SALES 
DIRECTOR FOR SELZNICK 

David R. Blyth, Director of Sales and Dis- 
tribution of the Selznick Distributing Cor- 
poration, announces the appointment of S. 
Edward Gruman as Assistant Director of 
Sales, in line with the Selznick policy of mak- 
ing all promotions from the ranks. 

Mr. Gruman is well known in film sales 
circles, with which he has been associated for 
the past five years. For more than two years 
he was connected with the sales department of 
Film Booking Offices. His first position in 
the Selznick organization was as secretary to 
General Manager Woody. After Mr. Woody 
left the organization, Mr. Gruman transferred 
to the sales department. 



Jesse L. Lasky, first vice-president of the 
Famous Players-Lasky Corporation, who ar 
rived in New York this week after having 
spent the last two months in Los Angeles, an- 
nounced yesterday that Herbert Brenon, who. 
has just completed filming Mary Roberts 
Rinehart's story and play, "The Breaking 
Point," is on his way East to begin produc 
tion in the Long Island studio on "The Moun 
tebank," from W. J. Locke's novel. 

Mr. Lasky also made it known that the title 
role of the clown 'wKb becomes a brigadier- 
general has been awarded to Ernest Torrence,, 
whose remarkable record of successful char- 
acterizations makes him admirably fitted for 
the part. Anna Q. Nilsson, whose njost re- 
cent success has been in "Ponjola," will play 
the feminine lead, the role of Lady Auriol. 




The most famous, widely read and 
exciting tales in American Literature 



Leatherstocking 

from the world-famous novels by 

dames Fenimore Cooper 



Page 14 



Exhibitors Trade Review 



'UNINVITED GUEST' HAS A 
NEW FILM STAR 

Jean Tolley Had Uphill Fight to 
Gain Recognition 

ANEW screen luminary blazons forth 
this month in the Metro releases of 
new J. E. Williamson-Ralph Ince pro- 
duction, "The Uninvited Guest," a picture 
depicting in part the wonders and mys- 
teries of deep sea life in tropical waters. 
And the new star that is promised to 
shine is already known as "the most pho- 
tographed girl in the world." She is Jean 
Tolley. 

Jean Tolley is the most photographed 
girl in the world — actually. And it all 
happened before she ever faced a movie 
camera. She has posed for ads used by 
national advertisers and her smiling coun- 
tenance beams from street cars ads and 
candy boxes. 

She was born in Milan, Tennessee, but 
attended school in Philadelphia. While 
she was attending school her father died, 
leaving the family in poor circumstances. 
Jean was forced to leave school to support 
her mother and naturally she came to New 
York. She tried to get work at the mo- 
tion picture studios but without success. 
She made the rounds regularly and finally 
when she was discouraged and her land- 
lady threatened to throw her belongings 
into the street, she obtained work posing 
for Underwood and Underwood. 

Posing for candy, cigarette and tooth 
paste ads in a cold studio was not Jean's 
idea of art so she decided to make another 
try for the movies as soon as her treasury 
was more substantial. 

Then one day through a mutual acquain- 
tance she met Ralph Ince, the noted direc- 
tor. It was one of the happy coincidences 
that have marked the turning point in 
many an historic event. Mr. Ince was 
immediately struck by her great beauty 
and when he learned that she was adept 
at all sports, that she was as much at home 
in the water as on dry land, and that she 
photographed exquisitely, he was a happy 
as could be. 

Mr. Ince together with J. E. William- 




Cooper's famous thrillers 
brought to life 




from the worU famoiu novels by 

cJames Fenimore Cooper 



Coming Soon 

Patheserial 

IB 



son, the famous submarine engineer and 
inventor was planning to make a big pic- 
ture called "The Uninvited Guest" from 
the story by Curtis Benton. Part of it 
was to be in natural colors by the famous 
technicolor process of the Technicolor 
Motion Picture Corporation. The cast had 
to be perfectly at home in the dangers that 
beset tropical waters because most of the 
action involved the characters either diving 
to the bottom of the sea or floating in the 
neighborhood of sharks and octupi. But 
what woman would essay the part? What 
woman was brave enough to attempt it? 
But above all what woman was such an 
expert swimmer and diver, such a superb 
athlete that she could withstand the bufTet- 
ing of the seas during the hours such 
scenes were being filmed? He looked long 
and earnestly — asked his friends — but of no 
avail. 

Then Mr. Ince met Miss* Tolley. Now 
we have "The Uninvited Guest." 

That's the story of Jean Tolley — "the 
most photographed girl in the world." 

* * * 

'THE YANKEE CONSUL' RECEIVES 
WARM WELCOME 

Douglas MacLean's picturization of "The 
Yankee Consul," opening its New York run 
at the Central Theatre Sunday night, had a 
most successful premiere. 

The opening of this run marked the 20th 
anniversary of the Broadway premiere of the 
original "Yankee Consul," which brought fame 
to Raymond Hitchcock, and as a special fea- 
ture Dr. Alfred G. Robyn, who composed the 
music for the musical comedy, conducted the 
augmented orchestra. Dr. Robyn was intro- 
duced by Frank C. Payne, special eastern rep- 
resentative of Douglas MacLean, who also 
read a telegram of thanks which Mr. MacLean 

had sent the composer. 

^ ^ ^ 

DE LUXE PHILADELPHIA GETS 
'LOST IN A BIG CITY' 

"Lost in a Big City," an Arrow Special 
starring John Lowell and featuring Jane 
Thomas and Baby Ivy Ward, has just been 
secured by the De Luxe Film Company of 
Philadelphia for Eastern Pennsylvania, 
Southern New Jersey and Delaware. De Luxe 
is working out an extensive exploitation cam- 
paign for the larger places in their territory 
which will include the personal appearance 'of 
Baby Ivy Ward. 

If "Lost in a Big City" makes the same 
record in this territory for the exhibitors 
that it has in other sections, De Luxe Film 
Company will liave added another winner to 
its list ^ ^ ^ 

'UNKNOWN PURPLE' WILL PLAY 

TWO WEEKS ON BROADWAY 

"The Unknown Purple," Roland West's 
production of his own sensational stage play, 
made by Carlos Productions for Truart Film 
Corporation, will have two full-week show- 
ings cn Broadway. The picture is scheduled 
to play a premier run in the metropolitan dis- 
trict at the Capitol Theatre during the begin- 
ning of March. Immediately after the com- 
pletion of that run it will play over the entire 
Loew circuit of theatres starting with a week 

* * * 

T. O. C. C. MEMBERS AND .JUDGE 
MAY FELICITATE OLCOTT 

On Thursday, February 21, the entire 
membership of the Theatre Owners Chamber 
of Commerce of New York, headed by Charles 
O'Reilly and Billy Brandt, turned out "en 
masse" to watch Sidney Olcott direct Rudolph 
Valentino in "Monsieur Beaucaire" at Famous- 
Players-Lasky's Long Island studios. The 
visitors were the personal guest of Mr. Ol- 
cott. The following day saw a similar trib- 
ute paid to Mr. Olcott when Supreme Court 
Justice Mitchell May brought his entire of- 
ficial retinue to tend their felicitations to the 
director. 



RICHARD ROWLAND BACK 
FROM COAST TRIP 

Optimistic Regarding Coming First 
National Releases 

IDETURNED from the First National stu- 
dios on the Coast, where he spent three 
weeks conferring with First National produc- 
tion heads and allied producers, Richard A. 
Rowland stated that the new pictures which 
he viewed are bound to surpass even the list 
of winners which First National has offered 
to exhibitors during past months 

Mr. Rowland spent considerable time with 
Frank Lloyd, who was making the sea scenes 
for Sabatini's "The Sea Hawk," and saw 
enough of the production to convince him that 
it is destined to be the biggest picture ever 
released by First National. 

First National's production manager is no 
less enthusiastic about ihe Corinne Griffith 
production, "Lilies of the Field" and Richard 
Walton Tully's "Flowing Gold," a drama of 
the oil fields which becomes an additionally 
strong attraction just at this time because of 
the tremendous publicity being given the 
Washington Teapot Dome scandal. 

"The Woman on the Jury" looks like an- 
other big winner, according to Mr. Rowland, 
and Colleen Moore has a sure box office 
knock-out in "The Perfect Flapper." "These 
are only a few of the great pictures that are 
bound to maintain First National's leader- 
ship," he said. "For next season we have al- 
ready lined up a marvelous list of stories that 
it is too early to talk about. Some of them 
will be a real surprise. 

"Incidentally, any rumors to the effect that 
First Natioral plans an extension of its own 
producing units, thereby lessening its need for 
pictures from outside sources are without any 
Ijasis of fact. We are going ahead with our 
own productions, but I want to ta'Ke this op- 
portunity to correct any false impression con- 
cerning our policy. The door of First Na- 
tional will always be open to high class prod- 
ucts from independent proGacer.<: 

"As stated in the past, I believe that more 
pictures should be made in the East, and my 
last visit to the Coast in no way altered thi= 
decision. Within the next six months, I hope 
to bring several First National units East 
where there will be closer contact between 
headquarters and the producing staffs. This 
does not mean more production activity on 
our part, merely a change of base." 



ALYCE MILLS 

Who has just finished a series of pictures, p'aying 
opposite Frank yn Fat num. Miss Mil's will shortly 
appear in a series of productions in which she will 
be starred. 




March 1, 1921 



Page 15 




DIRECTORS AND AUTHORS 

DIRECTOR AND STAR 
Richard Walton Tully, famous producer-director, 
entertains Sid Grauman. one of the country's 
greatest showmen, on the set during the making 
of scenes for "Flowing Gold." 



TALKING FILM COMPANY 
IS ORGANIZED 

Dr. Lee De Forest Issues Statement 
Regarding Organization 

T\R. LEE DE FOREST of the De Forest 
Phonofilm, the talking pictures, of which 
he is the inventor, and famous as well for 
his radio and long-distance telephone inven- 
tions, announces the formation of De Forest 
Phonofilms, Inc., of which he is president. 
Although the organization is not yet complete, 
Dr. De Forest will have such men associated 
with him as Edward H. Jewett, of the Jew- 
ett-Page Automobile Comam-, Detroit ; Fred- 
erick W. Peck, millionaire manufactureer of 
Providence : Rhinelander Waldo, former po- 
lice commissioner of New York Citj' and 
Frank Hitchcock. 

Dr. De Forest also announces that work will 
be started immediately on a series of most 
pretentious talking motion pictures. This se- 
ries will include dramas, comedies, condensed 
versions of famous operas, scenics (in which 
nature's sound, the singing of bird, roaring of 
animals, dashing of waves, etc., will of course 
be brought out) news pictures, famous vaude- 
ville sets and comic cartoons with the char- 
acter's words actually spoken, instead of being 
in "balloons." J. Searle Dowley, one of the 
foremost directors in the motion picture in- 
dustry, will direct the larger productions. 

Dr. De Forest's experimental studio at 318 
East 48th Street is now being remodeled. 
* * * 

BEN WILSON SELECTS CAST FOR 
'THE DAYS OF '49' 

The cast for "The Days of '49," the big 
"Transcontinental Serial" which Ben Wilson 
has begun making for Arrow Film Corpora- 
tion has just been announced. 

When Ben Wilson picks out a cast for such 
an important historical Western as this new 
Arrow Serial he can be depended on to get 
the right people. The first ''ue he selects 
is Edmund Cobb, who has established an_ en- 
viable reputation for strikingly effective West- 
ern character work. 

Opposite Cobb is Neva Gerber, who has 
become representative of the best type of 
Western girl. In contrast is Ruth Royce who 
made such a reputation in many Universal 
serials. Wilbur McGaugh, well known char- 
acter actor is the fourth member of the cast. 

Yakima Canuck, champion cowboy, is also 
assigned an important role in this production. 



'WOMEN WHO GIVE' WILL HAVE 
BRILLIANT CAST 

"Women Who Give," Reginald Barker's 
latest Metro-Louis B. Mayer picture is an epic 
of the adventurous New England era when 
stalwart sea- faring men gave their lives that 
others might live. The story, adapted by Ber- 
nard McConville and J. G. Hawks from that 
famous New Sigland classic, "Cape Cod 
Folks" by Sarah P. McLean Green has been 
filmed as a big special production with one 
of the strongest casts ever presented on the 
screen. 

Frank Keenan and Joseph Dowling play 
Jonathan Swift and Captain Bijonah Keeler, 
two old patriarchs. Renee Adoree has the 
difficult dramatic role of Becky Keeler, the 
village girl who is betrayed by Swift's son, 
Noah, an important part played by Eddie Phil- 
lips. Robert Frazer is the juvenile lead as 
Captain Joe Cradlebow, a courageous young 
skipper who leads the fisherman in the bitter 
fight against Swift's powerful concern. Bar- 
bara Bedford is seen as Emily Swift, a quick- 
tempered, independent beauty who is won bj- 
Cradlebow's ardent courtship in spite of the 
dictates of her private finisTiing-school educa- 
tion. 

Victor Pote! as Ephraim Doolittle and Joan 
Standing as Sophronia Higginbottom furnish 
most of the comedy in the picture while other 
leading parts are played by Margaret Seddon 
as Ma Keeler, and William Eugene as Ezra 
Keeler. 

"Women Who Give" will be released by 
Metro in March. 

^ ^ 1^ 

PYRAMID PICTURES TO REACH 
EXHIBITORS WITH ADS 

Realization that Pyramid Pictures had not 
had the coverage to which pictures of their 
worth were entitled impelled President A. N. 
Smallwood to undertake a supplementary cam- 
paign on his entire group of six pictures, in- 
cluding the recently released "Wife in Name 
Only." 

It is the purpose Of Pyramid Pictures to 
continue this campaign and to supplernent it 
with direct by mail in a fashion not hitherto 
employed. The missive takes the form of a six- 
teen page booklet, of pages 9 by 12 inches_ in 
size, with an eye catching art cover depicting 
a forthcoming Pyramid production, with a 
brief mention thereof. 

* * * 

RELEASE DATES SET FOR NEW 
HODKINSON PICTURE 

Definite release dates for the new Hod- 
kinson pictures announced this week, places 
the James Kirkwood-Lila Lee productions' 
"Love's Whirlpool" as the first to go to 
the exhibitors during the month of March. 
It is set for release on March 2 ; fol- 
lowed by the Samuel Grand super-comedy 
special, "Try and Get It" wkh Bryant 
Washburn and Billy Dove on March 9. 

"His Darker Self" the blackface comedy 
feature starring Lloyd Hamilton is set for 
definite release on March 16. 

* * * 

EXCHANGE OF STARS FOR ONLY 
ONE PRODUC TION 

In order to avoid any confusion over the 
exchange of stars between the Famous-Play- 
ers and the Hodkinson Corpi>ration under the 
arrangement made between Jesse Lasky and 
John C. Flinn, it is announced from the Hod- 
kinson offices that the agreement effects only 
one picture at the present moment. 

Betty Compson, it is announced will return 
East after completing her work in the James 
Cruze picture for Paramount to resume work 
cinder the Hodkinson banner in a production 
to be made under the direction of E. H. Grif- 
fith. 




DIRECTORS AND AUTHORS 

DIRECTOR AND STAR 
King Vidor and Laurette Taylor after a set 
of tennis — with the actress looking rather sad. 
"Happiness" is her second Metro picture 
under King Vidor's direction. 



OFFICERS ARE ELECTED 
BY COLORADO M. P. T. 0. 

H. E. Hoffman of Denver Re-elected 
President of Society 

'T'HE annual convention of the Motion Pic- 
ture Theatre Owners of Colorado was 
held in the Adams hotel in Denver, February 
12, Representatives from various districts of 
the state were present. H. E. Huffman, own- 
er of the Blue Bird and Bide-a-Wee theatres, 
Denver, was re-elected president of the organ- 
ization. Mr. Huffman is one of the most 
active theatre owners in the state and has 
played a prominent part in the organizations 
working for civic and motion picture better- 
ment. Harry T. Nolan of the First National 
exchange and dean of motion picture exchange 
men in Denver, was elected first vice-presi- 
dent 

C-ther officers elected were C. E. Marguand, 
of Loveland, second vice-president; F. W. 
Bronte of Yuma, third vice-president ; Max 
Schaback, treasurer, and Charles Gil'an, sec- 
retary. 

In the evening a dinner dance was given by 
the motion picture house owners for the film 
exchange men at Starbuck, a mountain resort 
west of Denver — the country home of the Den- 
ver Motor club in Bear creek canon. 

A burlesque on the Teapot Dome investiga- 
tion furnished considerable amusement f^r the 
diners. Toastmaster Huffman in the guise 
of Senator Lenroot and Toastmaster Cory as 
Senator Walsh conducted an improvised probe. 

Among the "witnesses" called upon to take 
the stand and submit to a merciless grilling 
were Walter Lichtenstein of Associated Pro- 
ducers ; Joseph Ashb}% president of the Film 
Board of Trade; A. E. Edwards, assistant 
manager of the Universal exchange ; Vice- 
president Nolan ; J. S. Hummel of Select Pic- 
tures exchange; Charles Klein of Deadwood, 
S. D. owner of a chain of motion picture thea- 
tres ; Sidney Weisbaum, manager of the F. B. 
O., and A. S Bailey, manager of the Pathe 
exchange. 

* * * 

MRS. GRACE HANKINS DEAD 

Mrs. Grace J. Hankins, the mother of 
Maibelle Heikes Justice, novelist and pho- 
todramatist, died at her home in New York 

February 15 of pneumonia. She was a 
woman of culture and great beauty of char- 
acter. Mrs. Hankins has lived many years 
with her daughter in New York. 



Page 16 



Exhibitors Trade Review 



'LILIES OF THE FIELD' TO 
BE RELEASED SOON 

Picture to Be Shown in One Hundred 
Theatres on March 16 

LILIES OF THE FIELD," the initial 
production of Corinne Griffith Produc- 
tions, Inc., distributed by First National 
Pictures will probably equal if not surpass 
all present records for simultaneous first 
runs, according to First National. This 
picture, with Corinne Griffith and Conway 
Tearle in the featured roles, was completed 
several we eks ago. Its general release date 
has been set for the third week in March. 
According to the First National Home 
Office, fully 100 first run theatres will pre- 
sent the picture beginning March 16. 

The drive for simultaneous first runs on 
this picture was assisted by the proclama- 
tion recently issued by Robert Lieber, 
president of First National, declaring 
March 16 to be "Lilies of the Field Day" 
and calling upon all exhibitors to ob- 
serve it and assign a play date to the pic- 
ture for that week. First National's na- 
tional advertising campaign in the Satur- 
day Evening Post and other media mater- 
ially assist the exhibitor by selling the pub- 
lic well in advance. 

"Lilies of the Field" is an adaptation of 
the stage play of the same name by Wil- 
liam Hurlburt. It is a society drama, the 
story centering about a young wife who is 
cast unwittingly among a set of 'lilies," 
idle, luxury-loving creatures, and mis- 
taken for one of them. It is directed by 
John Francis Dillon, who directed Colleen 
Moore in "Flaming Youth." The cast in 
support of Miss Griffith and Mr. Tearle 
includes Cranford Kent, Mrytle Stedman, 
Charles Gerard, Alma Bennett, Charles 
Murray, Sylvia Breamer, Edith Ransom, 
Cissy Fitzgerald and Phyllis Haver. 
* * * 

HOWELLS GETS FOREIGN RIGHTS 
FOR 'FLOODGATES' 

John L. Russell, president of Lowell Film 
Productions, Inc., announces that he has closed 
a contract with David P. Howells, Inc., the 
terms of which give that organization the sole 
distribution rights to the picture "Flood- 
gates" for all territories outside of the United 
States and Canada. 

DIRECTORS AND AUTHORS 

EARL J. HUDSON 
His official capacity is that of First National's 
West Coast production manager, but he has blos- 
somed forth as an author. "Sundown" and 
"For Sale" are two of his works. 




Douglas and Mary Are 
''Back Home" in 
New York. 

AT THE AMBASSADOR, Mr. and 
Mrs. Fairbanks are "back home" to 
the trade. Full of pep and gladness. 
Full of aspirations for new fields to con- 
quer. And there, in separate but adjoin- 
ing rooms of their elaborate suite, Doug 
and Mary are being "interviewed to 
death." But they are just regular enough 
to like it. 

Mainly because they have many mes- 
sages for the trade and public alike. Both 
have worked long and hard. "Mary the 
hardest," says Doug because she finished 
two pictures and supervised another for 
Brother Jack while he was making his 
one — his dream spectacle of Arabian 
Nights. 

And they have brought with them their 
masterpieces — Doug's "Thief of Bagdad" 
and Mary's "Dorothy Vernon of Hadden 
Hall." And Doug's tired. And Mary's 
tired. And they're both full of pep. To 
figure out which you must know the Fair- 
banks formula. 

AFTER they make arrangements for let- 
ting the public in on their little picture 
secrets with Broadway openings for the 
"Thief" and "Dorothy" they are going to 
Europe. And be gone quite a while — 
six months or more. And not to make 
pictures but to exploit and sell them. 

Doug has a big selling plan — in fact a 
very big one. And there's no stopping 
him. No doubt he'll put it over. Which 
is nothing more nor less than giving 
Europe a peppy formula for co-ordinating 
exhibitors' efforts, increasing buying and 
booking power, and the breeding of sev- 
eral European Graumans and Rothafels. 

"Americans, leading the film industry of 
the world, owe it to mankind," says Doug, 
"to broaden the scope of the greatest and 
only universal medium of expression — the 
motion picture." 

And don't muff the idea that Doug is 
sincere in the belief of that statement one 
hundred and one per cent. And Mary, 
too, which is quite natural. 

JUST how to go ahead and do it effi- 
ciently came to the Fairbanks during 
their last trip abroad. This time they go 
with a well laid out plan, which they in- 
tend consummating "or bust." 

Incidentally Doug will be scouting for 
another idea as big as "The Thief." Hopes 
it will be one that he and Mary can do 
together. 

Enthusing over the above almost puts 
the Bagdad picture in the past tense of 
the Fairbanks mind — until he gets on the 
story subject. Which is mighty close to 
the Fairbanks heart because the basic 
theme of "The Thief" is "Happiness must 
be earned." For when you mention "hap- 
piness" you tread on the welcome door 
mat of Doug's and Mary's hearts. And 
the door flies open wide. 

Which is surest reason the door to the 
hearts of the great American Public is 
always open wide to Doug and Mary 
Fairbanks. 



SAMUEL GRAND ON COAST 
SPEEDING WORK 

Discusses Plan for Distribution and 
Production of Pictures 

■p^OR the purpose of meeting independent 
J- producers and signing up with them for at 
least eighteen features and a number of spe- 
cial productions, Samuel V. Grand, president 
of the Grand-Asher Distributing Corporation, 
accompanied by Edward M. James, attorney 
for the organization, arrived in Hollywood 
from New York last week 

According to Mr. Grand, the system of dis- 
tribution which will be put into effect by 
Grand-Asher Distributing Corporation is a de- 
velopment of and improvement upon that re- 
cently outlined by General Manager Samuel 
Bischoff. On or before March 15, he states 
it will be in full working order and will af- 
ford practically 100 per cent distribution for 
independent productions. 

Aside from negotiating with several noted- 
directors, Mr. Grand is ready to personally 
discuss with independent producers the full 
details of the new distribution system. 

Under the new system, Mr. Grand states,, 
agreements have been entered into with lead- 
ing independent film exchanges in every terri- 
tory of the United States, which will be found 
to accept and distribute to the fullest extent 
product released through Grand-Asher. The 
first special to be made will be R. William 
Neill's "Rose of the Ghetto." 

"The present year will prove a wonderful 
one for pictures and especially for independ- 
ents,' says Mr. Grand, "and the Grand-Asher 
distribution system, which we have now per- 
fected, I believe to be safe and sane; one that 
is fair and equable and will yield the most 
satisfactory returns for all concerned. 

"The Grand Studio will be humming with 
activity within a fortnight. For the season, in 
addition to the features mentioned, we expect 
to arrange for at least 52 two-reel subjects to 
be made here. I will remain in Hollywood 
until such time as everything is in perfect 
running order on the new basis of operation. 
Mr. Bischoff will remain in active manage- 
ment of the studio as heretofore." 




The warwoop, the scalpifvg knife and 
all the perils of the ola frontier 




James Fenimore Cooper 

G>ming Soon 

Patheserial 






Sidney Olcott 



AJOW directing Rudolph Valentino in "Monsieur Beaucaire" 
for Famous Players. He has directed such pictures as "The 
Greeri^ Goddess," "tittle Old New York" and "The Humming 
Bird" When nominations for the Motion Picture Hall of 
F ame are in order, his name will be among the first mentioned. 



Page 18 



Exhibitors Trade Review 



British Film Weeks 

BEGINNING February 4 the British film industry in- 
augurated its British Fihn Weeks, some half a 
dozen of these. Upon the response of the public 
much will depend. It is a period that must be packed with 
suspense for the producer and distributor of motion pic- 
ures native to the soil, at least up to that point where the 
attitude of the people is made clear. 

The business papers of the industry in Great Britain 
bearing date of the end of January are not unanimous in 
their descriptions of the outlook for a successful result of 
the producers' experiment. 

We say "experiment," for of course it is nothing else. 
The men who make and distribute pictures have figurative- 
ly speaking thrown their hats in the ring. 

For six months the trade has been talking of British 
Film Weeks and doing its best to interest the motion pic- 
ture patrons of every community in supporting chem. Last 
November at a notable function the attention of the nation 
was concentrated on the' coming event through the attend- 
ance of the Prince of Wales, who addressed a body rep- 
resentative of the best in England. 

That demonstration proved the interest in the motion 
picture of officialdom and of the men who rank high in 
business and professional lite. 

To them it represented more than a business institution. 
To them it was a matter of national concern that British 
life and customs should not be quite so thoroughly sub- 
ordinated, so far as the screen was concerned, to the life 
and customs of a national offshoot. 

But while the interest of what used to be described as 
the ruling classes was cbnce^ded at the same time there 
was serious doubt as to the attitude of the man in the 
street, the man who paid his money through the length 
and breadth of the land to support the cinema. 

Upon what he would think of British pictures, thrown so 
sharply and in such unprecedented quantities in compe- 
tition with the unquenchable supply of American pictures to 
which they had become accustomed, the whole issue de- 
pended. 

The Bioscope remarks that it is glad to emphasize the 
movement is not an endeavor to exclude the products of 
competitors from the theatres of the country or even to 
secure an absolute supremacy for the British film in the 
clomestic programs, but rather to bring about a propor- 
tional representation of home-niade product, such as will 
enable the British producer to continue to prog'ress and 
advance. 

The Kine Weekly registers the protest that but three 
days before the first of the Weeks begin there is little 
public sign that such an important event is about to occur. 
What billboard space that has been taken is apparently in 
the mterest of individual subjects rather than in that of 
the movement as a whole. 

"Lack of funds is probably the reason," the Kine admits, 
"but when we remember what is at stake and what is al- 
most certain to be the fate of British production if the 
Vv^eeks fail with the public, then surely funds could have 
been found by those interested in saving their own industry, 
if they really believe it is worth saving." 

The Film Renter is optimistic, believing 'the preparatory 
work has. been thorough and that the public has been well 
notified as to what was coming. 

F. E. Adams in the Cinema gives some figures on the 
extent of the British film industry which have a direct 



interest for American producers and for exhibitors es- 
pecially. 

The particular reference is in the suggestion that "Amer- 
ica's film monopoly of our screen is effective in the sense 
that a return of practically 15 per cent on negative cost, 
apart from short-film 'pickings,' can be guaranteed from 
Great Britain and Ireland. 

"It must be remembered that about 40 per cent of 
America's foreign film trade represents trade with this 
country. But that great business, representing about £10,- 
000,000 annually, is not secure ; it rests on privilege rather 
than on title deeds." 

Mr. Adams very frankly declares that "the American 
film trusts must buy our theatres. The American film in- 
dustry is no longer its own master. It is owned by the 
banks. The extension of American banking interests into 
every department of the film trade is by far the most im- 
portant development in cinema history." 

The writer points out that while American banks may 
appreciate the strategical strength of America's hold on 
British screens there still remains the fact that America 
does not actually own the theatres and is therefore un- 
secured. 

An American who has been many years in England active- 
ly associated with the industi"y declares in an interview 
here that the British Film Weeks will fail, simply because 
of a lack of quality that will stand up with the American 
article. 

If the British market is responsible for 15 per cent of 
the negative cost of the American picture the attitude of 
this country toward the outcome of the experiment certainly 
hardly will be one of indifference. 

Still, it is a big world, and a good picture, whether made 
at home or abroad, is always welcome. 

Three Famihar Names 

THE return of John B. Rock to the Vitagraph Com- 
pany, in the role of general manager, brings again to 
the front a name that for nineteen years was prom- 
inent in that company and in the industry of which he was 
a conspicuous part. 

William T. ("Pop") Rock was one of the founders of 
Vitagraph, and as one of the triumvirate which for many 
years ruled that organization amassed a fortune a goodly 
portion of vCfhich went into real estate in his own rapidly 
growing Borough of Brooklyn. 

From 1897" until his death in 1916 "Pop" Rock was one 
of the picturesque figures in the trade. If there were a 
function of the industry in the metropolitan area he was 
pretty sure to be present. And another fairly safe bet was 
that if "Pop" Rock should be seen he would be found in 
the company of that other ol' timer "Pop" Lubin, whose 
lamented passing was recorded a few months ago. 

John Rock grew up in Vitagraph and in the atmosphere 
of the studio and the exchange. For ten years, from 1906 
to 1916, he was in charge of the Chicago ofiice. His 
friends will be glad to welcome him "home." ^ 
Another announcement of interest from the same com- 
pany is that A. Victor Smith will be assistant to the new 
general manager. "Vic" Smith for years was in charge of 
the big studio in Flatbush. He knows not only production 
but sales as well, having served as general and special sales 
representative in times past. 

So again the names of Smith, Blackton and Rock are on 
the Vitagraph roster. It is good to see them there. 



March 1, 1924 



Page 21 



Up and Down Main Stteet 



'THY NAME IS WOMAN' AT 
ASTOR THEATRE 

Fred Niblo Production Will Have 
Premiere on Broadway 

'T'HE Broadway presentation of "Thy Name 
Is Woman" has finally been definitely an- 
nounced for February 25 at the Astor Thea- 
tre. 

Frequent reports from the coast have 
declared that this new Fred Niblo production 
is his best so far and therefore, officials in 
the East were anxious to see it. 

It is estimated that the cast alone will lure 
a great portion of the fan public. With his 
usual good judgment, Mr. Niblo has selected 
Eamon Novarro for the leading male role. 
From his role in "Scaramouche" Novarro has 
surrounded himself with much praise and 
many admirers and it is therefore expected 
that his name in the cast of "Thy Name Is 
Woman" will prove a large drawing crowd. 
With him there also appear Barbara La Marr, 
Edith Roberts, Robert Edson and other play- 
ers of note, each of whom seems to be 
very capable in his or her respective role. 

With the imminent appearance of "Thy 
Name Is Woman" on Broadway in picture 
formi it is interesting to recall the stage pres- 
entation from which the picture is taken. 
Jose Rubens and Mary Nash played the lead- 
ing roles in the stage version which was one 
of Broadway's most interesting productions 
which came to this country after, attaining 
success all over Europe. It started in Ger- 
many — a product of the pen of Karl Schoen- 
herr — and then trod the boards of the stages 
of Spain, France, Italy and the Scandinavian 
countrres. 

Mr. Niblo and Louis B. Mayer, his pro- 
ducer, arrived in New York from the coast 
late last week bringing with them a '^■'int of 
"Thy Name Is Woman." They will prob- 
ably remain here until after the premiere. 

* * * 

'WHITE SISTER' WILL LEAVE 
BROADWAY THIS WEEK 

After a highly successful run of four 
months on Broadway, Henry King's produc- 
tion. "The White Sister" in which Lillian 
Gish is starred, closed on February 17. 
And this despite the fact that at every per- 
formance the film had been playing to ca- 
pacity audiences. The fact is that the run 
was concluded because of the impending re- 
lease date of the picture by Metro. 

The picture opened originally at the Forty- 
fourth Street Theatre ostensibly for a four 
weeks run. But the public showed such a 
tremendous interest in it that it was decided 
to have it continue. A new theatre had to be 
found, and for a time it played at 
the Embassador, a legitimate theatre. When 
that lease expired the picture moved to the 
Lyric where it has been ever since. It is 
estimated that the picture played to over 
four hundred thousand people who saw it at 
a top price of two dollars. 

* * * 

BLYTHE EUROPEAN PICTURE 
BOUGHT BY AL WOODS 

Betty Blythe's second starring picture 
made under the Grahame Wilcox banner 
has been purcliased, it is said, by Al Woods, 
This picture is being released in Europe 
under the title of "Southern Love,"_ and 
was made in England and on the continent. 
It opened at Albert Hall in London on Janu- 
ary 29, and 10,000 persons were present. 



Before making "Southern Love," Miss 
Blythe was starred in "Chu Chin Chow," 
which is now playing England and accord- 
ing to reports has already exceeded in the 
number of its showings there all pictures 
except "The Four Horsemen." 

Miss Blythe has just returned to Ameri- 
ca after completing work in the leading, 
role of the J. Parker Reid production of 
Rex Beach's story in the Cosmopolitan 
Magazine, "The Recoil," directed by T. 
Hayes Hunter for Goldwyn release. She 
had not been here twenty-four hours when 
she was engaged by Christy Cabanne to 
play the leading female role of "Plaster 
Saints," the screen adaptation of Frederic 
Arnold Kummer's well known book. 

^ lie ^ 

ELABORATE PLANS MADE FOR 
'WASHINGTON WEEK' 

A picture with .an historical background 
has thejDreaks with it if it chances to have a 
release date which corresponds to the date 
of the story. Thus it is that Warner Broth- 
ers' "George Washington, Jr.," is fortunate in 
being ready for release just at the time of 
Washington's birthday. 

The week of its initial appearance has been 
designated by the producers as "George W ash- 
ington Week" and Wesley Barry, the star 
of the film, will address schools, lead parades, 
and make personal appearances in scores of 
theatres throughout the country. 

Arrangements have been made with various 
historical societies and schools for special 
Washington Day exercises, and Barry will 
be a feature of the several programs. 

Preview comments on the film have been 
so flattering that there has been a big de- 
mand for all available prints to be shown 
during the holiday week. Every place that 
the film is shown there will be a special drive 
made to interest everybody. Exhibitors are 
arranging to have school cliildren march in 
parade formation to the theatre, headed by 
Wes himself. 



Hi 




ENGLISH FILM LIKED BY 
AMERICAN AUDIENCES 

'Napoleon and Josephine^ Goes Over 
Big in Washington 

"M"APOLEON AND JOSEPHINE," a 
G. B. Samuelson English production, was 
given its American premiere at Loew's Co- 
lumbia Theatre in Washington, D. C, and 
played to the largest gross business of any 
of the theatres during the week of its show- 
ing. 

The Washington newspapers were enthu- 
siastic in their praise of the film being es- 
pecially impressed with the spectacular fea- 
tures which have apparently been so well done 
as to call forth the admiration of entire body 
of critics. The Washington Post pretty gen- 
erally sums up the opinion of all the review- 
ers when it says of the film: 

"The picture is as moving and artistic an 
historical production as Washington has wit- 
nessed for some time. The word artistic 
should be especially stressed, for across the 
screen there flash at frequent intervals, pic- 
tures of such beauty and imagination that the 
director's inspiration must have been some 
masterpiece in the Louvre or Luxemburg." 

There can be no doubt as to the sincerity 
of such a tribute but an even more substantial 
tribute is the unusually large patronage which 
the picture is drawing. One would not suspect 
that the public was so grossly interested in a 
portrayal of the life of "The Little Corporal" 
and his ill-fated Empress. It treats of the 
military activities of the great general as well 
as his romantic affairs with the lovely Jo- 
sephine and gives scope to a portrayal of some 
exceptionally fine scenes during the battle of 
Waterloo and the charge of the Cuirrassiers 
into the famous sunken road. 

The owners of the American rights are be- 
ing presented by J. J. Allen who has complete 
charge of the campaign. 




•DIRECTORS AND AUTHORS- 



"Take care of the pennies" said John D. Apparently the mysterious John King took this sage advice 
for here he is walking up and down Broadway giving away $25,000 bills. We almost forgot to mention 
that the other side of the bill contained the suggestion that the money be used to purchase a ticket 
to see Cosmopolitan's "Under the Red Robe." the historical film, directed by Alan Crosland. 



Page 22 



Exhibitors Trade Review 




•DIRECTORS AND AUTHORS- 



Hampton Del Ruth last wielded the directorial 
megaphone in the making of Selznick's "The 
Marriage Chance," a mystery play in which he 
artfully mixed wierd situations with rollicking 
comedy which resulted in a very absorbing picture. 



WASHINGTON'S BIRTHDAY 
EVE FOR OPENING 

'America,' New Griffith Production, 
Has New York Premiere 

WHEN "America,'' D. W. Griffith's photo- 
drama of the War of Independence, has 
its world premiere at the Forty-Fourth Street 
Theatre in New York on Washington's 
Birthday eve, first nighters will find that in 
addition to the names of Carol Dempster, 
Lionel Barrymore, and Neil Hamilton there 
will be a host of other stage favorites in 
the cast, including Lucille La Verne who is 
attracting a great deal of attention just now 
by . her splendid performance in "Sun Up," 
a prominent stage production, and Louis Wol- 
heim who made his mark in his portrayal 
of "The Hairy Ape," another stage success 
of two seasons ago. 

Besides these there are several others 
whose work heretofore has been not with the 
movies but with the spoken drama. Of these 
probably the best known are Riley Hatch, 
Arthur Donaldson, Erville Anderson, Sidney 
Deans, Edwin Holland, James Malaidy and 
Charles Bennett. It is reasonable to suppose 
that witli such a cast the picture will be one 
well worth seeing. 

f . * 

DARLING OF NEW YORK' SHOWN 
ON S. S, WASHINGTON 

Reports continue to flood the offices of Uni- 
versal with reports of satisfactory bookings 
on "The. Darling of New York," the first 
Baby Peggy feature length picture. Most 
of the large circuits have booked the picture 
sold for all their theatres. 

Moreover, the picture was selected as the 
feature to be shown aboard the S. S. George 
Washington, on its recent trip from Wash- 
ington. Universal feels that such recognition 
is worth getting pufi^ed up over since the 
amusement directors of ships are very par- 
ticular in the selection of pictures. 

^ sf: 

'CONDUCTOR 1492' HELD OVER 
AT DEMAND OF PATRONS 

For the first time in the known history 
of motion pictures, an audience went on strike, 
clamoring so vociferously that the manage- 
ment was forced to kill the scheduled program 
and substitute the picture shown tlie previous 



week. This happened recently at the Balti- 
more Metropolitan Theatre, when "Conductor 
1492," Johnny Hines' latest starring vehicle, 
was recalled by reason, of the insistent patrons. 

Monday afternoon saw the opening of a 
new bill, but the majority of the patrons 
pleaded with those in charge of the house to 
repeat the above Warner Brothers* Classic of 
the Screen. With the evening performance, 
the cries increased rapidly, at length growing 
so insistent that the management finally, ac- 
quiesced. So the next day the picture was 
taken off and "Conductor 1492" substituted. 
* * * 

SELZNICK CORPORATION WILL 
RELEASE 'PAGAN PASSIONS' 

"Pagan Passions," a dramatic picture with 
a tropical setting, has been acquired for re- 
lease Dy the Sclznick Distributing Corporation, 
according to an announcepient. A contract 
^'or the distribution of the picture has been 
signed and detnils arranged. 

The cast fo' the picture includes Wyndham 
Standing, Rosemary Theby, Tully Marshall. 
Sam De Grasse, Raymond McKee, Barbara 
Bedford, and June Elvidge. The picture was 
directed by C'oHn Campbell 

Although a definite releasing date has not 
yet been set for "Pagan Passions," it will 
be put on the releasing schedule as soon as . 
advertising accessories and publicity material 
can be prepared. 

* * * 

'ETERNAL CITY' DEBUT BRINGS 
MUSSOLINI CABLE 

Benito Mussolini, Premier of Italy, sent 
the following cable to George Fitzmaurice 
to commemorate the debut on the screen of 
"The Eternal City," which was produced in 
Rome by the Samuel Goldwyn Corporation, 
and in "the making of which Mussolini co- 
operated. 

Mussolini's message said : "Italy, by means 
of her gallant and strenuous Fascisti youth 
has established order throughout towns and 
country. By a notable effort she has gained 
civic peace which allows her to work and 
progress. 

"Fascismo, mi the history of Modern Eu- 
rope, will remain an unparalleled exarnple 
of moral erergy and of spontaneous sacrifice 
devoted to the cause of order, of work and 
of national and social discipline." 




•DIRECTORS AND AUTHORS- 



AUan Dwan is a well-known Paramount director 
whose latest success is "Big Brother," a pro- 
duction for which he is still collecting a liberal 
share of unstinted praise, by virtue of which he 
is strengthening his reputation as an able director. 




-DIRECTORS AND AUTHORS' 



Sidney Franklin now counts, to his credit such 
notable successes as "Dulcy," "Tiger Rose" and 
"Brass," the latter two of which he produced 
for Warner. Well might he puff out his chest 
in pride, now that he can sit back and view 
the results of the fruit of his labors. 



'THE VIRGINIAN' HAS BIG 
CHICAGO OPENING 

Long List of Bookings in Other Big 

Cities Is Also Noted 

"DIG crowds marked the Chicago opening 
of "The Virginian" at the Monroe Thea- 
tre last week, duplicating again the attend- 
ance records that this Preferred Picture has 
established in every key city where it has 
been exhibited. 

Ashton Stevens, photoplay critic on the 
Herald and Examiner, characterized B. P. 
Schulbergs film production of the Owen 
Wister story, a "masterpiece." Continuing his 
review, Stevens said : 

"My hat is of¥ to Tom Forman and to 
every member of the cast — it is a hat-wav- 
ing day for me as far as 'The Virginian' 
is concerned. They have made a delightful 
decent moving picture show. 

"The psychology of the principal charac- 
ters has been set forth in screen terms that 
are undebatable. You feel life, in this pic- 
ture, destiny, history. In all the literature 
of the American cowboy there is nothing to 
match 'The \'irginian,' and I think it is a 
fine, great thing, to have recaptured it with 
the camera. You will, I think, like Kenneih 
Harlan's 'Virginian.' '' 

* * * 

RELEASE DATE ADVANCED FOR 
'LILIES OF THE FIELD' 

Following the arrival of Richard A. Row- 
land, production manager of First National, 
and Sam Katz, at the Coast Studios, where 
they viewed the Corinne Griffith production, 
"Lilies of the Field," the release date of this 
picture has been set ahead to March 24. 

First National executives expected big 
things from this picturization of William 
Hurlburt's popular play. It is described as 
another triumph for Miss Griffith and for 
John Francis Dillon, the director, who also 
directed "Flaming Youth." 

A picture of an entirely different type, but 
equally strong in its way, is Richard Walton 
Tully"'s "Flowing Gold," also viewed by 
Messrs. Rowland and Katz. This Rex Beach 
story of the Texas oil fields has been made 
into a virile and romantic drama with Anna 
Q. Nilsson and Milton Sills in the leading 
roles. 



March 1, 1924 



Page 25 



BOX OFFICE REVIEWS 



'YOLANDA' WILL MAKE 

FINE ENTERTAINMENT 

Major's Story of Fifteenth Century 
Appeals to the Eye and Has 
Scenes That Thrill 

YOLANDA. A Cosmopolitan Production. 
From the Story by Charles Major. Adapted 
by Luther Reed. Directed by Robert G. 
Vignola. Settings by Joseph Urban. Pho- 
tographed by Ira H. Morgan and George 
Barnes. Length, 10,700 Feet. 

CAST AND SYNOPSIS 

Princess Mary of Burgundy (Yolanda) 

Marion Davies 

Charles the Bold, Duke of Burgundy ... Lyn Harding 

King Louis XI Holbrook Blinn 

Bishop La Balue Macljm Arbuckle 

The Dauphin, Charles, Duke of Paris John Dooley 

Maximilian of Styria Ralph Graves 

Campo-Basso Ian MacLaren 

Olivier de Daim .Gustav von Seyffertitz 

Queen Margaret Theresa Maxwell Conover 

Count Jules d'Hymbercourt Paul McAllister 

Innkeeper Leon Errol 

Lord Bishop Arthur Donaldson 

Sir Karl de Pitti Roy Applegate 

Princess Mary of Burgundy is informed by her 
father the Duke that she is to marry Maximilian 
of Styria. Presents are exchanged. The princess 
incognito goes to the silk fair and meets and falls 
in love with a knight who proves to be Maximilian. 
The later is thrown into the castle dungeon by 
conspirators and is about to be executed when 
saved through the intervention of the princess. 
Through evil influences the Duke is induced to 
change his mind regarding a son-in-law and tran.s- 
fers the alliance to one with the half-witted son 
of the French king. Mary is given over to the 
care of the French court. Maximilian rescues her, 
atid following the death of the Duke in a battle 
with the Swiss is chosen to lead the Burgundians. 
The weddmg of Maximilian and Mary is announced. 

By George Blaisdell 

A CHARMING spectacle is "Yolanda," 
Charles Major's story of the late fifteenth 
century. It is staged by Mr. Vignola with a 
lavishness that marks the product of the Cos- 
mopolitan studio. It contains a love story that 
appeals at all times, although on few occa- 
sions does it deeply move. In other words 
the production is fine entertainment which is 
notable chiefly for its appeal to the eye rather 
than to the heart. 

With the prestige behind it of "Knight- 
hood," also a period subject and filmed by the 
same director, there should be awaiting it a 
large clientele. 

There are numerous thrills in the course 
of the subject, among these a combat of 
armored horsemen — a rare sight, even in these 
days of screen realism. Then there is the 
cutting away of the bridge over the boat and 
the resulting drop into the water of a large 
number of men who are caught in the trap. 

There is, too, the pomp of battle, with many 
armored men and horses. The scenes of com- 
bat, however, are short, being employed merely 
to convey the atmosphere, which is achieved 
most effectively. 

In the course of the story the princess fre- 
quently is sorely beset by circumstances in 
the guise of a father who considers only the 
welfare of his duchy and cares nothing ap- 
parently for the happiness of his daughter. 
So Mary often is moved to tears. 

There are many lighter moments, however 
—and it is this phase of the production that 
will markedly enhance its value to the ex- 
hibitor. 

Miss Davies' role is a difficult one, and in 
its portrayal she acquits herself with credit. 
In character it is the opposite of that which 
she was called upon to interpret in "Little 
Old New York." 

There seems to be a tendency to overstress 
the scenes in which tears flow, but it will be 
the obvious thing to trim these when the sub- 



ject is prepared for general distribution, tak- 
ing it for granted it will be cut when that 
happens. 

A reference to the players will indicate that 
the cast is an unusual one. Two names alone 
would make it stand out — those of Lyn Hard- 
ing as the Duke of Burgundy and Holbrook 
Blinn as Louis XI. It is a team. And it 
is a real pleasure to follow the work of the 
two, who always seem to do just the right 
thing. 

Maclyn Arbuckle as the Bishop La Balue 
is another whose work adds to the strength 
of the picture. His contribution to its mirth 
in the earlier scenes is notable. 

Ralph Graves as Maxmillian gives a fine 
performance — rugged, wholesome. Then 
there are Johnny Dooley in the comedy role 
of the half-wit prince, finely donei; Theresa 
MaxweH Conover as the queen is stately and 
dignified — and appealing, too, especially as the 
mother. 

It should be a pleasure for an exhibitor to 
exploit this production. In the first place it 
is a subject that may be shown anywhere, in 
church or prison — and that remark is made in 
no spirit of levity— -or in community house. 
In other words, it is one that may be recom- 
mended for any clientele. 

It is made by the same organization that 
produced "When Knighthood Was in Flower," 
and that statement ought to appeal to any 
public. 

It is a story of a princess in disguise of a 
maid who meets and falls in love with a 
knight who proves to be the prince her father 
has selected for her husband. There's ro- 
mance enough for any one, too. 

It is a beautifully staged and costumed pic- 
ture of castles and steel armor and flowing 
female garb ; it has stern drama and light com- 
edy; it has court intrigue and tender love- 
making. 

Advertise the names of Marion Davies, 
Lyn Harding, Holbrook Blinn (recently seen 
as the star in "The Bad Man") and Maclyn 
Arbuckle — a quartet that will arouse the in- 
terest of any motion picture goer. 

You can promise — and fulfill — an evening's 
strong entertainment. 



GAMBLING SHARKS 

HIT IN 'ROULETTE' 

Film With Sensational Title and Novel 
Plot, Affords Good Melodramatic 
Entertainment 

ROJTLETTE. Sehnick Photoplay. Author, 
William McHarq. Director, S. E. V. Tay- 
lor. Length, 4,850 Feet. 

CAST AND SYNOPSIS 

Loris Carrington Edith Roberts 

John Tralee Norman Trevor 

Ben Corcoran Maurice Costello 

Mrs. Harris Mary Carr 

Peter Marineaux Walter Booth 

Mrs. Marineaux Effie Shannon 

Dan Carrington Montagu Love 

Rita Dagmar Godowsky 

On her father's death Loris Carrington becomes 
the ward of gambler John Tralee. He utilizes the 
girl as a decoy. She meets and falls in love with 
Peter Marineaux. Peter fancies that Loris helped 
Tralee to cheat him. She offers herself in payment 
but Tralee objects. Finally the two men agree to 
play, the winner to take the girl and the money. 
Loris controls the roulette wheel so as to give 
Peter the _ victory. Developments show she has 
made a wise choice and they are married. 

By George T. Pardv 

nj'' HERE'S a sensational flavor about this 
picture's title which ought to draw the 
crowds, nor will patrons be disappointed in 



Its entertainment povvers. The story runs 
along distmctly novel lines, highly melodra- 
matic and occasionally swerving over the 
border of probability, but none the less in- 
teresting on that account. The average audi- 
ence will enjoy "Roulette." which should 
gather m the shekels for any exhibitor book- 
ing It. 

The plot pivots upon a gambling theme but 
promoters or lovers of games of chance where 
the elusive dollar is risked will derive scant 
encouragement from the same, for the author 
clearly has his knife out for them. One of 
the principal characters runs a crooked game 
having a roulette wheel which can be con-^ 
trolled by a certain device at the operator's 
\vhim_, with the aid of which he skins his vic- 
tims joyously. The heroine's father dies as a 
result of shock when his partner cVieats him 
in a card shuffle, and in fact the gambling 
traternity IS shown up in a pretty bad light 
all through the feature. 

_ So, in addition to presenting a narrative rich 
in strong situations and emotional atmosphere 
Roulette may be said to hand out something 
ot a moral lesson on the side. At all events 
there is nothing filmed for the censors to shoot 
at. 

_ Loris Carrington, young and innocent as she 
is represented, could hardly have served as 
bait for Jralee's gambling trap for a lengthy 
period without being fully aware that she was 
employed, vulgarly speaking, to catch suckers 
It would have been far more logical and con- 
vincing had she appeared as a confederate of 
1 ralee s, growing ashamed of her duplicitv and 
resolving to redeem herself. The heroine who 
repents of wrongdoing is always forgiven bv 
screen devotees. 

Outside of this slip the action moves nat- 
urally enough, there are divers complications' 
with an extra knot put into the tangle \yhen 
Lori s gambling guardian conceives the idea of 
becoming her lover, and the zenith of suspense 
IS reached m the scene where the girl puts her 
destiny in the whirl of the roulette wheel 
But she IS crafty enough to govern the said 
destiny by utilizing the foot control under the 
table, so that Peter Marineaux, the chap her 
affections are set upon, will come but victor 
Loris doesn't altogether comprehend tlie me- 
chanism of the device, consequently vou aren't 
sure she can achieve her object, and 'hence the 
saving sense of uncertainty which gives a sharp 
edge to the episode. 

Having thus gambled on a man's honor the 
heroine wins her point, for Peter dulv turns 
up at a country church and the hooking 
process is satisfactorily completed, Edith Rob- 
erts IS the Loris Carrington of the production 
and scores quite an artistic triumph by her 
vivacious portrayal of that unsophisticated 
maiden, who isn't quite as unsophisticated as 
she looks. 

Walter Booth plays 'the lover, giv- 
ing a pleasing, clean-cut performance, Norman 
Trevor is excellent as John Tralee. Alaurice 
Costello fills the role of Ben Corcoran accept- 
ably and the work of the supporting cast is 
satisfactory. 

The photography includes manv fine inter- 
iors, the settings are costly and admirably de- 
signed, the exterior shots skillfullv filmed: the 
rustic scene in the climax, where the lovers 
meet at the little country church to be mar- 
ried, IS especially charming and good lighting 
prevails. 

The title should aid greatly in exploiting this 
picture. Among others, the sportins- contin- 
gent can be appealed to. Plav up "the cast, 
featuring such names as Edith Roberts. Mon- 
tagu Love, Norman Trevor, Maurice Cos- 
tello, Mary Carr and I>agmar Godowsky, eacli 
of whom is well known to the fans. You can 
stress the story's dramatic strength and ro- 
mantic appeal. 



Page 26 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



CONSTANCE BINNEY 

IN SUCCESSFUL ROLE 

'Three O'Clock in the Morning 
Has Fine Exploitation 
Possibilities 

THREE OTLOCK IN THE, MORNING. 
Burr Photoplay. Author, Mann Page. 
Scenario, Gerald C. Duff v. Director, Ken- 
neth Webb. Length, 6,293 Feet 
CAST AND SYNOPSIS 

EHzabeth Winthrop Constance Binney 

Mr. Winthrop Edmund Breese 

Mrs. Winthrop Mary Carr 

Hetty Edna May Ohver 

Clayton Webster Richard Thorpe 

Hugo Von Strohm William Bailey 

Mickey Flynn Russell Griffin 

Elizabeth Winthrop becomes fascinated with rab- 
aret life and makes friends who are objectionable 
to her parents. She resents her father's treatment 
of her friends and leaves home. She seeks work 
in New York and is aided by Von Strohm, who 
unknown to her pays her salary at a cabaret. 
Clayton Webster, her fiance, objects to her work and 
she returns his ring. Von Strohm invites her to 
a roadhouse and trilas to force his attentions on her. 
On her way to the roadhous« she is recognized by 
her mother and is rescued. Clayton is bound for 
South America but Elizabeth arrives at the pier 
as the boat is pulling out and wig-wags that she 
loves him. He jumps overboard and swims ashore. 

By Michael L. Simmons 

nPHE lure of white lights ! Fame is the flame 
that entices the moths and ruins or puri- 
fies ! A story of a girl's adventures— her trial 
and failure and triumph ! 

That sums up the essence of C. C. Burr's . 
"Three O'Clock in the Morning." In this 
case "Three O'Clock in the Morning" is no 
song. But it has song in it aplenty. The 
kind that starts at 10 P. M. and doesn't even 
pause for breath until the middle of the next 
afternoon, when an irate father comes into 
his parlor and finds a group of reveler.s — of 
whom his daughter seems to be ring leader 
—spilling champagne into the victrola and 
harsh unseemly sounds on the sanctified Sun- 
day morning atmosphere. 

Of course with the advent of daddy on 
the scere. the party exits quickly through the 
servants' door. Dad and daughter then have 
some hectic words with the result that one 
more girl leaves a comfortable home to live 
her life as her own impulses dictate. In this 
case New York stretches out its inviting hands 
to her. 

Up to this point, though the story is quite 
voung, action is crowded and frequent. Bright 
deft touches here and there, make the blood 
lean exuberantlv like running water over twigs 
and pebbles. The reviewer could hardly con- 
tain himself — for his is essentially an ex- 
ploitee's point of view — and the thoughts which 
constantly kept running through his mind as 
each new scene suggested an additional pub- 
liritv motif, knew no bourds for the great 
exnloitation possibHities contained therein. 

Picture a national advertising campaign 
reaching irto almost every home that can boast 
of a victrola. Picture a publicity project that 
reaches almost every eve that gazes on the 
counters and show windows of a five-and-ten- 
cert store. Picture the tremendous pubhc in- 
terested in popular song and dance music. 

Picture all this and you visualize something 
that practically constitutes a free advance no- 
tice of the magnitude already described, for 
"Three O'Clock in the Morning." This is. so 
because the title of the picture is the title 
of a waltz song which is still on the tongues 
of children, youths and grown-ups, all over 
this broad land. 

Bright, colorful strokes of night life, music 
and dance are punctuated with a proportionate 
amount of pathos. In the end Elizabeth sees 
the danger of hovering over the flame of_ dis- 
sipation and questionable friendships and joins 
her parents when they need her most. 



A final pleasant and active touch is achieved 
when the heroine comes back to her first love, 
who receives her message by wig-wag while 
on a liner bound for South America, which 
is heading rapidly for the open sea. He catches 
the signal, however, and without making any 
bones about a brand new suit of clothes, dives 
into the icy waves, whence he reaches the pier 
and his heart's desire in a final fade-out. 
* * * 

POSSESSES AVERAGE MERIT 

'The FooVs Awakening' Fairly Interest- 
ing but Plot Is Weak 

THE FOOL'S AWAKENING. Metro Pho- 
toplay. Adapted from W. J. Locke's Novel, 
"The T ale of Triona." Director, Harold 
Shaiv. Length, 5,763 Feet. 

CAST AND SYNOPSIS 

John Briggs Harrison Ford 

Ohvia Gale Enid Bennett 

Major OHphant Alec Francis 

Myra Mary Alden 

Herbert Lorington Lionel Belmore 

Hargrave Mavenna Harry Northrup 

Lieutenant Wedderburn John Sainpolis 

Lydia Mainwaring Arline Pretty 

Colonel Onalov/ Lorimer Johnston 

John TJriggs., who has .seen service durin.g th.= 
World War on the Russian front, returns to Eng- 
land. Discouraged by failure in literature, he 
utilizes as book material a diary found on a dead 
Russian soldier, mak^s a hit under the name of 
Alexis Triona and weds Olivia Gale. Subsequently 
he reveals the deception to her. Repulsed by Olivia 
as he meets her while driving an auto, he delib- 
erately swings his car over a clifif. She goes to his 
aid. He recovers and they are reconciled. 

By George T. Pardy 

A PRODUCTION of average merit, "The 
■'^ Fool's Awakening" ranks as a fair pro- 
gram attraction, in which capacity it will prob- 
ably bring satisfactory box office returns. It 
is well photographed, not badly directed and 
cleverly presented by a cast in which the 
names of several prominent players are listed. 

The trials and tribulations, mostly of his 
own making, which surround the hero are 
threaded into a narrative which effectively 
demonstrates the futility of trying to build up 
permanent happiness on a foundation of de- 
ception. The moral adduced by John Briggs' 
assumption of a dead man's personality ar.d 
literary belongings is a self-evident one, but 
the director has wisely refrained from stress- 
ing the lesson's influence at the expense of 
his plot. There is no unnecessary preaching 
to handicap the action, which flows smoothly 
and does not drag at any stage. 

The story's principal fault is that of being 
a bit too obvious. From the moment John 
Briggs yields to temptation it becomes per- 
fectly plain that his exposure is only a ques- 
tion of time. There is no chance for him to 
reach security on the crooked trail. Waiting 
for the big cra.sh develops a certain quality 
of su.spense, but not a particularly gripping 
kind, as you know in advance it is bound to 
come. 

In a word, it's the unexpected that .strikes 
home to the average picture audience's hearts. 

Harrison Ford is the erstwhile erring but 
subsequently repentant hero and gives a very 
pleasing performance. Pretty Enid Bennett 
registers as a fascinating Olivia Gale, Mary 
Alden, Arline Pretty and Alec Francis are 
effective in their respective roles and adequate 
support is provided by others in the cast. The 
photography throughout is clear, distinct and 
governed by fine lighting. 

William J. Locke is an author possessing 
an international reputation in the fiction world 
and it should be easy to arrange lucrative tie- 
ups with local booksellers on the novel from 
which the picture is adapted. Feature the 
marital deception angle of the story and its 
love romance. Enid Bennett. Harrison Ford, 
Mary Alden, Arline Prettv and Alec Francis 
are well known names in the cast, worthy of 
mention when exploiting the feature. 



JAZZ ATMOSPHERE PREVAILS 

'Week End Husbands' Depicts High 
Jinks Revels of Fast Society Set 

WEEK END HUSBANDS. Equity Pictures 
Corporation Photoplay. Author, Daniel 
Carson Goodman. Director, E. H. Griffith. 
Length, 6.450 Feet. 

CAST AND SYNOPSIS 

Barbara Belden Alma Rubens 

William Randall H. E. Herbert 

Thomas Mowry Montagu Love 

John Keane Maurice Coste'.lo 

Mrs. Dawn ....Sally Cruze 

Robert Stover Charles Byers 

M. La Rue Paul Panzer 

Mrs. Sarah Belden Margaret Dale 

After serving in the U. S. Army in the World 
War, Will Randall turns to bootlegging, makes money 
and is enabled to surround his wife, Barbara, with 
the luxuries she demands. Barbara spends much 
of her time in fashionable resorts. Her husband is 
only able to see her over week-ends. She becomes 
involved in a scandal with an admirer. Randall, 
who is in trouble with the Fed^al authorities, leaves 
her. She takes poison in Paris. Randall arrives 
bj' aeroplane. Barbara's life is saved. They are 
reconciled. 

By George T. Pardy 

A T a hasty glance the inference might be 
-^drawn that this picture's title exploits a 
novel marital fad whereby ladies equip them- 
selves with new husbands every week. Such 
is not the case, there is but one husband who 
really matters in the story, and his grievance 
lies in the fact that owing to wifie's gyra- 
tions with the fast social set he can only en- 
joy her company two days out of the seven. 

But the title will act as a good box ofiice 
magnet. And those who like domestic dramas, 
with a sporty atmosphere of society gambol- 
lings to feverish jazz tunes, will find "Week 
End Husbands" appetizing film farce. On the 
other hand, serious-minded or critical folks 
will probably pronour.ce it awful rot. 

The box office value of the feature is a 
question to be left solely to the exhibitor's 
judgment. If you are catering to audiences 
tliat want plentv of action, with highly col- 
ored society stuff, book it. 

There seems to be a decided run on the 
"Jazz - married - hero - and - heroine - mis- 
understandings" type of picture just now, but 
the indications are that the producers are over- 
doing it, as they usually do when they all 
get headed along a too-well trodden path. 

One thing in the film's favor is that it is 
clean, so far as sex suggestion is concerned. 
Barbara Belden, the frivolous jvife, gets mixed 
up in a lot of trouble, owing to vanity and 
love of admiration, but she is nevertheless on 
the level, and as played by Alma Rubens, a 
very fascinating and rather appealin.g heroine. 
A trenchant thrill is put over in the scene 
where Barbara is nearly drowned as her canoe 
upsets, and her misadventures in Paris, which 
nearly result in suicide, are touching. 

H. E. Herbert plays ^^^illiam Randall with 
a good deal of dignity and reserve strength. 
The role is one that could easily have been 
rendered absurd by overstressing its melodra- 
matic side, but Mr. Herbert does not err in 
this respect. The support is adequate. 

The photography offers a variety- of delight- 
ful exteriors, water and wooded views, and 
many fine interiors, with deep sets and effec- 
tive lighting. In the finale husband and wife 
are seen returning to Uncle Sam's country 
aboard a liner, and this night shot, with the 
silver moon rays, bathing the deck and waves 
in glory, is a very pretty example of camera 
technique. 

The title should prove of great assistance 
in exploitation. You can safely play up the 
fast, moving, jazzy action, dilate on the gown 
display at the social functions, stress the 
story's vibrations of iealousy, suspicion, 
thrills, and feature Alma Rubens. The narnes 
of H. E. Herbert, Montagu Love. Maurice 
Costello, Sally Cruze are worthy of mention. 



March 1, 1924 



Page 27 



BOX OFFICE REVIEWS (Cominued) 



NEGRI TRIUMPHS IN 

'SHADOWS OF PARIS' 

Famous Polish Star Scores Greatest 
Screen Hit Since Her Appearance 
in 'Passion 

SHADOWS OF PARIS. Paramount Pho- 
toplay. Adapted from the Stage Play, "Mon 
Homme" by Andre Picard and Franeis 
Carco. Director, Herbert Brenon. Length, 
6,440 Feet. 

CAST AND SYNOPSIS 

The Blackbird Pola Negri 

Fernand Charles de Roche 

Georges du Croy Adolphe Menjou 

Raoul Gramont Huntley Gordon 

Madame Boule Rose Dion 

Emile Boule Gareth Hughes 

Liane Vera Reynolds 

M. Flaubert Edward Kipling 

In 1918 Paris knows "The Blackbird" as queen 
of the Apaches. Her lover, Fernand, is reported 
killed at the front. She masquerades as a society 
woir^an and becomes the honored wik of Raoul 
Gramont, but occasionally visits her old haunts 
in disgxiise. Fernand reappears as an Apache leader 
and they meet again. After many adventures 
Fernand is shot and killed. "The Blackbird" con- 
fesses all to her husband and is forgiven. 

By George T. Pardy 

pARAAfOUNT has a sure box office winner 
in this— the best American-made film in 
which Pola Negri has appeared. That widely 
advertised and deservedly popular star is seen 
to great advantage in a role which suits her 
exotic, magnetic personality in everv detail 
and will appeal tremendously to the legion of 
Negri admirers. Her work and that of the 
clever supporting cast, combined with the 
melodramatic swing and snappy action which 
governs every foot of the feature, render 
"Shadows of Paris" an attraction no exhibi- 
tor can afford to overlook. 

Director Herbert Brenon has succeeded ad- 
mirably in reproducing the atmosphere of the 
gay French capital both in its society sur- 
roimdings and those of the Apache lairs. It 
is due to the realistic backgrounds no less 
than the excellent acting that the somewhat 
lurid and fanciful plot seems thoroughly con- 
vincing as presented on the .screen- 
There are many big moments in the picture, 
which starts off with an air bombardment of 
Paris, presents some wonderfully vivid shots 
of life in the underworld and switches sud- 
denly to scenes where Claire, the erstwhile 
"Blackbird," queens it over the elite of the 
city, thus obtaining a contrast in social values 
which is not without its humorous tinge. 

With all this sweep of resistless action and 
dynamic episodes the most telling emotional 
"punch" is attained, as it ought to be, in a 
clirnax of unusual strength. That is when 
Claire, faced by her former lover, Fernand, 
realizes that he is only a monster of greed and 
that her affections belong solely to the man 
who has made her an honorable wife. 

Fernand is shot and killed by her husband's 
secretary, Du Croy. The latter knows the 
truth, but lies like a gentleman to shield the 
indiscreet wife, informing Raoul that he has 
merely slain a burglar. 

In this situation, as well as in other emo- 
tional phases which fall to her share, Pola 
Negri acts with the tempestuous fire and pol- 
ished art which distinguished her work in 
"Passion" the picture responsible for her sud- 
den rise to fame in this country. Whether 
clad in the rough garments of an Apache or 
the brilliant trappings of a society leader, she 
is equally impressive and alluring. 

The suppirt is in every way worthy of 
the star. Charles De Roche is for the first 
time since his advent on the screen in this 
country, cast for a part, that of the Apache 
lover, which he fills to perfection. None of 
his previous roles were exactly suited to his 
virile personality, but as Fernand he scores an 



instant and decisive hit. Huntley Gordon plays 
Raoul Gramont in capable style, Adolphe Men- 
jou impersonates the wily secretary, Du Croy, 
with his usual artistic polish, Vera Reynolds 
is a fascinating Liane and other members of 
the company contribute to the film's success. 

There is an abundance of fine photography, 
exteriors and interiors are filmed with ex- 
cellent effect and the lighting is faultless 

You can exploit this feature as the best at- 
traction in which Pola Negri has appeared 
since the date of her big success in "Passion." 
Stress the story's melodramatic power, un- 
limited suspense and thrilling action as much 
as you please, your patrons won't be disap- 
pointed. Charles De Roche, Adolphe Menjou, 
Huntley Gordon, Gareth Hughes and Vera 
Reynolds are names worthy of mention in your 
advertising campaign. 

HERE'S GOOD ENTERTAINMENT 

Goldstone' s 'White Panther' Colorful 
Speedy Desert Drama 

THE WHITE PANTHER. Goldstone Pho- 
toplay. Author, Jack Natteford. Director, 
Alvin J. Netts. Length, 5.000 Feet. 

CAST AND SYNOPSIS 

Bruce Wainwright Rex Baker 

Irene Gertrude McConnell 

Vasmiri Lois Scott 

Tommy Phil Burke 

A love affair between VasmiTi, Persian princess, 
and a British officer named Farrell, stirs up her 
father and the natives to revenge. Thliy capture 
Irene, an English girl. Farrell is in love with 
Irene. Bruice Wainwright, known as "The White 
Panther." who has frequently foiled the plans of 
thie desert outlaw's, comes to Irene's resctie. He 
is successful in sa\-ing her, but meanwhile Farrell 
is slain and Bruce and the girl he has learned to 
love, are in great danger. At the crucial moment 
they are saved by a British cavalry force. 

By George T. Pardy 

CONSIDERED in the light of an attrac- 
tion for the neighborhood and smaller 
theatres this Goldstone feature ought to prove 
a satisfactory box office asset. The t\ory 
is melodramatic in the extreme, but» well 
handled by director and players, and if it does 
outrange the limits of probability in some 
respects it still qualifies as lively entertain- 
ment. 

Dramas of the Eastern deserts naturally 
run more or less in a well known plot groove. 
But Director Alvin has introduced a good 
many novel angles into the narrative and, best 
of all, kept the action buzzing at high speed 
throughout. Nothing handicaps the drawing 
power of a picture of this type like obvious 
padding or dragging moments, and "The 
White Panther" is happily free from these 
clogging defects. 

Bestriding a white steed and appearing and 
disappearing with ghostlike celerity, Bruce 
Wainright is likened to a phantom panther 
by the annoyed bandits and manages to keep 
them under a constant nervous strain. 

It is during the course of a campaign he 
is conducting single-handed to support the 
cause of a dusk}' female who has been in- 
jured by his foes that Bruce gets mixed up 
in the affair of a kidnapped English girl. 
Irene, and incidentally falls in love Vk'ith her. 
In so doing he crosses the trail of princess 
^"asmiri and Tommy Farrell, another British 
officer, whose philandering is responsible for 
Irene's abduction. 

The photography includes a number of fine 
desert views, with skillfully filmed long shots 
and close-ups. The Eastern atmosphere is 
colorful and artistic. 

You can exploit this as a fast moving desert 
melodrama, not of the usual "sheik" type, 
but offering considerable romantic interest and 
a preponderance of thrills. "Snowy " Baker 
is worth playing up strongly, as he has a 
numerous following in sections of the country 
where his daredevil stunts are popular. 



SERIAL FILM TURNS 

INTO FEATURE HIT 

'Way of a Man' Presented in Seven 
Re: Is, Registers as High-Class 
Western Picture 

THE WAY OF A MAN. Pathe Photoplay. 
Author, Emerson Hough. Director, George 
B. Seitz. Feature Length, 8,816 Feet. Se- 
rial Length, Ten Episodes. 

CAST AND SYNOPSIS 

El'.en Meriwether AUene Ray 

John Cowles Harold Miller 

Mrs. Cowles Florence Lee 

Gordon Orme Bud Osborne 

Grace Sheraton Kathryn Appleton 

Auberry Whitehorse 

Mandy McGovern LiUian Gale 

Andy Chet Ryan 

Carmencita LiUian Adrian 

On his father's death John Cowles goes west, 
meets and falls in love with Ellen, daughter of 
Colonel Meriwether. Through the treachery of Gor- 
don Orme their convoy is nearly destroyed by In- 
dians. Later, John and his mother join the Cali- 
fornia gold-rush. The gold camp is attacked by 
outlaws headed by Orme, but the bandits are de- 
feased. John wins Ellen. 

By George T. Pardy 

f^UT down from serial length into a seven 
^ reel feature, "The Way of a Man" packs 
a tremendous amount of excitement into the 
latter compass. Exhibitors can book it either 
way, not having seen the serial offering, the 
writer is unable, to deliver a verdict as to its 
merits, but the seven-reeler is the stuff to suit 
any man's theatre where patrons like high- 
speed melodramatic entertainment. 

Like most of Emerson Hough's stories the 
action is staged in the old frontier days, those 
of 1848, to be more exact. And it is whiz- 
zing action right from start to finish. Direc- 
tor George Seitz saw to it that there wasn't 
a possible thrill overlooked. Neither did he 
neglect making full use of colorful back- 
grounds. 

The desert locations are filmed with won- 
derful skill and the scenic artistry of the 
picture scores fifty-fiity with its spectacular 
entertaining values. It's no small feat to 
condense a blood-and-fire serial in this fash- 
ion and still manage to shape out a compact 
plot, running smoothly to a definite and logi- 
cal climax, but this is just what has been ac- 
complished. 

Besides the attack on the camp, there is a 
combat of gorgeous proportions when hostiles 
charge down upon the wagon train. Genuine 
Indians, fearsome looking warriors they are, 
participate in this last-named incident and the 
melee that follows is something calculated to 
make the most hardened spectator shiver and 
gasp. 

Indeed, all through the production suspense 
holds sway, realism reigns supreme and a 
wealth of accurate historical detail will com- 
mend it to literary students interested in this 
particular era of our nation's past. 

The heroine role of Ellen Meriwether is 
filled by Allene Ray, a singularly beautiful 
girl, who gives a performance remarkable for 
its natural charm and freedom from over-act- 
ing. Harold Miller, a fine-looking youth and 
capable actor, plays the hero with due dash 
and gallantry, the native types are excellent 
and the support deserves unqualified praise. 

The exhibitor needn't be afraid to boost this 
picture as a ^^'esterner of unusual force and 
gripping power. Play up the Indian attack, 
the swift action, the unlimited thrills, the 
beauty of the leading lady, the good work of 
the cast and photography's artistic charm. It 
ought to satisfy any audience wanting quick 
action and thrilling entertainment. Above all, 
don't forget to mention that the story is by 
the gifted author of "The Covered Wagon." 
Tliere is a sure chance for tie-ups with book- 
stores on tlie book by Emerson Hough. 



Page 28 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



HAS GOOD SELLING POINTS 
'Restless JViies' a Fast Moving Do- 
mestic Drama With Popular Appeal 

RESTLESS WIVES. C. C. Biirr. Author, 
Isola La Cava. Director, Gregory La Cava. 
Length, 6,317 Feet. 

CAST AND SYNOPSIS 

Polly Benson Doris Kenyon 

James Benson James Rennie 

Hugo Cady Montagu Love 

Mrs. Drake Naomi Childers 

Curtis Wilbui Colt Albertson 

Pelham Morrison Burr Mclntosb 

Hobart Richards Edinund Breese 

Trouble brews between James B'enson and his 
wife, Pclly, when he grows jealous of attentix>ns 
paid to her by Curtis Wilbur. A disagreement re- 
sults and Polly leaves her husband. Polly's father 
goes bankrupt and she disposes of her jewels to 
help him. Benson carries off Polly to his lodge 
in the mountains. He is shot by an intoxicated 
servant, the lodge catches fire, Polly rescues him 
and they are reconciled. 

By George T. Pardy 

'T'HIS picture ought to make a good selling 
J- record in the state rights market. It pos- 
sesses all tlie elements which arouse public 
curiosity — a snappy, alluring title, a cast of 
well-known players, elaborate settings and a 
marital tangle which is only straightened out 
after a variety of disasters threaten hero and 
heroine. 

Director Gregory La Cava has done won- 
ders with tlie familiar screen theme of the 
husband who neglects his wife for business 
cares, with the result that she seeks amuse- 
ment elsewhere. It's not so easy to take a 
plot of this kind and develop new and start- 
ling situations, but Mr. La Cava has turned 
the trick all right and "Restless Wives" will 
surely appeal to a majority of film audiences. 

For one thing, the feature is alive with ac- 
tion, its characters are caught in a whirl of 
dramatic events which juggles them here and 
there in breathless haste, the nervous strain of 
social and business life conducted at high 
speed never relaxes, and a remarkably vivid 
climax is reached in the big fire scene, when 
Polly rescues her husband from the devouring 
flames and the two agree to disagree no longer. 

The average person will be interested in 
the domestic troubles of the Bensons because 
the onlooker will naturally sympathize with 
husband or wife, as the case may impress him 
or her. There's much to be said on both sides, 
anyway, Jim Benson, although failing to 
pay his spouse the attention she deserves, is 
a fine fellow in the main ; and Polly, if a 
trifle frivolous, proves beyond doubt that, de- 
spite appearances she is strictly on the square. 

The cabaret scenes are beautifully filmed, 
with a bevy of pretty dancers providing physi- 
cal fireworks, and it is here tTiat a sensational 
episode occurs, when Benson encounters his 
wife in charge of a former suitor. Later the 
disgruntled hubby kicks over the traces in 
still more melodramatic style, when he wallops 
Polly's surprised escort and carts her of¥ to his 
lone mountain retreat. The shooting of Ben- 
son by a hootch lunatic and the fire finish, are 
other realistic incidents staged with telling ef- 
fect. 

Doris Kenyon scores heavily as Polly Ben- 
son, a role suited in every detail to the win- 
ning personality of this popular actress. Miss 
Kenyon's patomime is excellent, her work in 
the emotional situations which fall to her 
share will please her many admirers and mem- 
bers of her own sex will assuredly wax en- 
thusiastic over the numerous handsome gowns 
she wears with such dainty grace. James 
Rennie gives a capital performance as the hus- 
band and splendid support is given the prin- 
cipals by Montagu Love, Naomi Childers and 
others of the carefully selected cast. The pho- 
tography includes many ornate interiors and 
exteriors of pronounced scenic charm. 

The title has undeniable drawing power and 
can be utilized to good effect in exploiting the 



feature. You can praise the story without re- 
serve, stressing its thrills and complications. 
Play up the cast, featuring Doris Kenyon and 
James Rennie, but calling attention to the pres- 
ence of Montagu Love, Naomi Childers, Burr 
Mcintosh and Edmund Breese in the company, 
as each possesses a more or less strong fol- 
lowing among the fans. 

* * * 

FAIR PROGRAM ATTRACTION 

'Cause for Divorce' Handicapped by 
Early Dragging Action 

CAUSE FOR DIVORCE. Selsnick Photo- 
play. Author, Thelma Lanier. Director, 
Hugh Dicrker. Length, 7*132 Feet. 

CAST AND SYNOPSIS 

Laura Weston Fritzi Brunette 

Tom Parker David Butler 

Martin Sheldon Charles Clary 

Ruth Metcliffe Helene Lynch 

Howard Metcliffe Pat O'Malley 

Count Ramon Lorenz Peter Burke 

Skippy North Cleve Moore 

George Angier Harmon MacGregor 

Professor Williams James O. Barrows 

Tom Weston's wife, Laura, narrowly escapes being 
involved in a love affair with wealthy Martin 
Sheldon. The latter's daughter, Ruth, married to a 
young lawyer, is dissatisfted and plans an elope- 
ment with Count Lorenz, a crook. Ruth meets 
with an accident and is brought to Laura's house. 
Her father comes, and is thunderstruck when he 
finds out who Laura is. Matters are finally straight- 
ened out all around and a happy climax achieved. 

By George T. Pardy 

/CONSIDERED as a program attraction, 
^ "Cause for Divorce" should bring fair 
box office returns. It does not carry sufficient 
dramatic force or originality of conception to 
entitle it to rank as a suitable offering for 
high-class theatres. 

The wife who goes philandering because she 
fancies her husband doesn't devote enough 
time to her, or provide luxuries she deems nec- 
essary, has done her bit on the screen so fre- 
quently that it has become a matter of no 
small difficulty to build up new and entertain- 
ing situations around her. The difficulty is in 
some measure conquered in this instance by 
introducing two wives, both of whom take 
trial flights outside the matrimonial fence and 
come close to flopping disastrously. 

But they make safe landings, of course, in 
tlie long run and everything is lovely along 
the domestic reservations. One of the young 
women is wealthy, the other in ordinarv cir- 
cumstances, and something of a sensation is 
manufactured by bringing in the former's 
father. 

Her auto gets jammed in a crash, which 
by the way, is a verv mildly conducted acci- 
dent, Ruth is hurt, taken to the nearest domi- 
cile, which chances to be that of the other 
rallow_ wife. Later her papa turns un and 
there js a general surprise. This last is the 
best situation in the picture, when the over- 
bearing Martin Sheldon is made to realize that 
there are other important factors in the whirl 
of human events than his money. 

The interiors off^er some handsome decora- 
tive effects and the photograohy as a whole 
is artistic. Director Hugh Dierker has not 
been fortunate in preserving his continuity, in 
attempting to make the plot novel. 

Fritzi Brunette as Laura Weston, and 
Helene Lynch as Ruth Metcliffe, give satis- 
factory performances, sharing dramatic hon- 
ors with David Butler, Charles Clary and 
Pat O'Malley, in the principal male roles. The 
rest of the cast furnish capable support. 

The title possesses exploitation values. You 
can point out how the shadow of divorce 
threatened to cloud up the happiness of two 
households, and that it never pays to be too 
hasty ni judging one's fellow creatures. The 
names of the players mentioned above are 
worth featuring, but it is just as well not to 
lavish too much praise on the story. 



HAS SPECTACULAR APPEAL 

'North of Hudson Ray,' Rrisk Melo- 
drama and Excellent Mix Vehicle 

NORTH OF HUDSON BAY. Fox Photo- 
play. Author, Jules Furthnian. Director, 
John Ford. Length, 4,973 Feet. 

CAST AND SYNOPSIS 

Michael Dane Tom Mix 

Estelle McDonald Kathleen Key 

Peter Dane Eugene Palette 

Cameron MacDonald Will Walling 

Angus McKenzie Frank Campeau 

Jeffry Clough Frank Leigh 

Armond Lemoir Fred Kohler 

Peter Dane is assassinated at Hudson Bay Trading 
Post. His brother, Michael, arrives, falls in love 
with Estelle McDonald, is suspected of murder and 
cast forth into the wilderness to die in company 
with Angus McKenzie. They are joined by Estelle, 
fleeing from the pursuit of an unwelcome suitor 
and his band. A savage fight takes place, but the 
lovers escape through the rapids in a canoe. 

By George T. Pardy 

^ BRISK melodrama, well directed and 
beautifully photographed, "North of 
Hudson Bay" registers as an excellent vehicle 
for Tom Mix. It will please the many ad- 
mirers of that popular star and should prove 
a lucrative box office asset, especially in the 
neighborhood theatres. 

That those veteran screen "standbys," the 
members of the Royal Northwest Mounted 
Police fail to play prominent parts in the 
story's development, seems almost incredible, 
yet such is the refreshing truth. And it must 
be admitted that the plot, although dealing 
with adventurous doings in a Canadian wilder- 
ness, gets along very nicely without the help 
of the troopers, thereby setting an unconven- 
tional example which other producers would 
do well to imitate occasionally. 

The picture's appeal is exceedingly spectacu- 
lar, thrills abound, the action moves at a hur- 
ricane clip, the love romance is skillfully 
wrought out and terminates logically and hap- 
pily. And from an artistic standpoint it may 
safely be asserted that there is no room for 
unfavorable criticism. The atmosphere of the 
ice-bound North is impressively developed in 
a series of outdoor views that display the 
stern grandeur of snowbound Nature with tre- 
mendously realistic effect. 

There is some amusing comedy interpolated 
during the hero's journey by steamboat down 
the river, when he first meets the girl of his 
heart and incidentally jumps overboard to res- 
cue her hat from a watery grave. But for the 
most part the narrative is deadly serious and 
shot through with exciting punches. 

Michael Dane's combat with a horde of 
ravenous wolves is one of the big scenes cal- 
culated to stir the blood of the most hard- 
ened movie fan and the flight of the canoes 
through the furiously roaring rapids another 
bit of startling realism. 

Northern trading post authorities of those 
uncompromising days had their own drastic 
ways of dealing out justice to law-breakers, 
one of the least pleasant being the thrusting 
forth of a criminal without arms or food into 
the desolate wastes of snow, this penaltv, 
known as "the journev of death" usually mak- 
ing good its title. The hero undergoes this 
lively experience in company with a man 
wrongfully accused of having murdered 
Dane's brother, and the subsequent develop- 
ments are surcharged with dramatic incidents. 

Tom Mix plays the role of Michael Dane 
with all his wonted fire and vigor, maintain- 
ing his reputation not only as an athlete, but 
an actor of tried ability. Kathleen Key is a 
very attractive heroine, the native types are 
true to life and the support as a whole could 
hardly be improved upon. 

You can exploit this picture as it is well up 
to the high-water mark of Tom Mix attrac- 
tions, offering a stirring romance, packed with 
thrills and remarkable for its scenic beautv. 



March 1, 1924 



Page 29 




The ^ Lltde FeoJiure 




Story of Modern Egypt to Be 
Produced Serially 

A new Patheserial adapted from Mary 
Hastings Bradley's famous novel of modern 
Egypt, "The Fortieth Door," has been put in 
production on the West Coast under the di- 
rection of George Seitz. This will be a C. 
W. Patton's auspices, the two preceding chap- 
ter pictures being "The Way of a Man," now 
in distribution, and "Leatherstockings," which 
will be made available March 23rd. 

It is a story of stirring action and ap- 
pealing romance, in which a young American 
archaeologist becomes involved in an exciting 
intrigue of the old world while carrying on 
his research work among the tombs of the 
Pharaohs. Competition for the photoplay 
rights was keenly waged over a period of 
many months between several of the leading 
producers of the screen. 

AUene Ray, who is winning widespread fa- 
vor for her work as leading woman in the 
current Patheserial release, "The Way of a 
Man," will play one of the featured roles. 

Bruce Gordon also well-known will ap- 
pear as the American Egyptologist. Other 
prominent players are : Frankie Mann, David 
Dunbar, Anna May Wong, who plays an im- 
portant character part in Douglas Fairbanks" 
forthcoming production, "The Thief of Bag- 
dad"; Whitehorse and Lillian Gale, who play 
in "The Way of a Man" ; and Bernard Siegel, 
an actor of recognized ability who appeared in 
a prominent role in "The Hunchback of Notre 
Dame." 

* * * 

Screen Snapshots Number 10 — C. B. C. 

In the new issue of this popular "fan mag- 
azine of the screen" those Kings of Jazz, 
Paul Whiteman and Vincent Lopez are si en 
having a great time at a big movie ball. 
The spectator is taken there by proxy and sees 
also such favorites as Mary Eaton, Miriam 
Battista, Pat Rooney, Jane and Katherine 
Lee, and Lucy Fox having a large evening. 

Fight fans get a special treat for no less 
a person than Tommy Gibbons helps John 
Bowers, Sheldon Lewis and Marguerite De 
La Motte settle a dispute on pugilism. 

Theodore Roberts goes to see his own 
picture on the screen and gets a surprise. 
Hugo Ballin directs his wife, Mabel Ballin, 
and Edward Earle in a "still" life scene. 
Mabel doesn't know she's supposed to be dead, 
and spoils it all by sneezing. 

Viola Dana, with her mother; and Charles 
Murray, Raymond McKee, and Gregory La 
Cava; in a comedy stunt are highlights of 
this reel. And there is also Erich Von Stro- 
heim proudly exhibiting his baby — the only 
person by the way, whom he has trouble di- 
recting. 

* * * 

'HaJf-Back of Notre Dame'— Pathe 

Funny from start to finish 2 reels 

Harry Gribbon and Jack G)oper are the 
star performers on the Castoria College team. 

Pecpie who know football wi.l be convulsed 
over the play in the game. 

There's a bathing beauty scene too and some 
trick photography of Harry Gribbon up in the 
clouds, riding a homemade contraption that 
might be called a bicycle-aeroplane. 

Let your audience see the latest mechanical 
device used to shoe a horse — incidently the 
device has a drawing power that takes our 
hero ofif his feet and pins him to a lightning 
roA 

Good broad slapstick with rapid-fire action 
and laugh-provoking gags in abundance that's 
sure to go over big. 



Good Advertising Value in 
Director's Names 

JUST how much value or prestige is there 

connected with the director's and author's 
name in the big little feature field? 

It's a certainty that it is not being com- 
mercialized in the most efficient manner. 

There is no difference whatsoever, between 
the feature and the big little feature when 
it comes to concentrating and caretaking 
efTorts on both the author's and director's 
part in constructing entertainment that wiil 
please the people and profit the exhibitor. 

In the short subject branch of the in- 
dustry the author and director should mean 
the 100% equivalent in advertising and ex- 
ploitation that the feature field now profits 
by. In other words the director's or au- 
thor's name lets the public know what to 
expect from previous performances. They'll 
come back to see more of that man's work. 

To people who read scientific magazines, 
the name Tolhurst used in connection with 
the "Secrets of Life" series, will promise 
authentic, interesting studies. 

The name H. C. Witwer used in connec- 
tion with the "Leather Pushers," "Fighting 
Blood" and "Telephone Girl" series will draw 
crowds who read these stories in the current 
Cosmopolitan magazine issues. 

Another type patron after seeing one of 
the "Wilderness Tales" will remember the 
name Robert C. Bruce and go back to see 
more, knowing the unusual nature subjects 
and pictorial beauty of his work. 

Just as the "Leatherstockings" series will 
draw because they are taken from the world- 
famous novels of James Fenimore Cooper. 

And last but not least. Mack Sennett's 
comedies, that have provided an individual 
and definite type of entertainment for years. 




DIRECTORS AND AUTHORS 

The latest Al Christie comedy is now being 
edited and is entitled "Reno or Bust." It is to be 
released through Educational and Bobby Vernon 
plays the featured role in this two-reeler. Duane 
Thompson supports him. 



'Something Different' For You 
And Your Patrons 

A new and novel series of one-reel subjects 
is shortly to be released via Grand-Asher in 
the shape of "Laugh-o-Graphs," or in other 
words, jokes pictures on the screen by living 
actors. 

The Laugh-o-Graphs will be produced in a 
style comparable to any humorous subjects 
made. A short introductory title will give 
the first part of the "gag." Then the play- 
ers will enact the story and a final title will 
carry the gag or climax of the joke. The 
name of the author or the one submitting the 
joke will be given on the screen. Anyone, 
state the producers, can send in jokes and 
all should be addressed to "Laugli-o-Graph 
Editor, Grand Studio, Hollywood, Califor- 
nia." 

Those used will be paid for at the rate of 
five dollars per joke. 

Managers of theatres may have their 
patrons submit jokes to them and send them 
to this studio. Here's a chance to get into 
closer contact with your patrons. 

* * * 

'A Perfect Lady' — Pathe 

Short .md snappy 1 reel 

Charles Chase is engaged to impersonate 
a woman in an amateur theatrical perfor- 
mance. Those of your audience who are fa- 
miliar with this comedian's work will be 
interested to see him in feminine attire. He 
IS lorced by circumstances to wear his stage 
costume home, which includes a blond wig 
and bespangled evening gown, and then the 
fun starts. All the gay dogs of the town, 
inebriated and otherwise, decide to offer their 
assistance. Charley scorns them, as all good 
little unescorted ladies should, but to evade 
a suspicious policeman he has to get into one 
man's car. These scenes furnish lots of ac- 
tion and some good laughs and the last fade- 
out is too good to tell — you've got to see it. 

'Jumping Jacks' — Educational 

Howte's Hodge Podge I reel 

A glorified newsreel, cartoon and comedy 
reel all in one reel, helping to complete your 
program. The Niagara is caught from many 
angles and the photography here is really beau- 
tiful. The theme "jumping jacks" is carried 
out by showing American soldiers in training : 
Sudanese dervishes performing religious 
rites along the Nile and cartoons. 

* * * 
'Rural Romance' — Pathe 

Aesop film fable 1 reel 

As good as ever. This one presents a 
humorous rendition of the standard plot in 
which the city ruffian steals the simple 
country maiden from the arms of her rus- 
tic lover and is eventually overtaken and 
overthrown by the bold hero who pursues 
them to his den. 

'Cave Inn' — Educational 

Cave man comedy 1 reel 

Cavemen get the ladies of their choice by 
hitting them over the head and dragging them 
to their caves — just as we are lead to believe 
it was done in the stone ages. Virginia Vance 
is a very attractive cavewoman with her blond 
hair and cute little leopard skin dress. Comic 
contraptions such as a rock controlled by a 
string serving as an alarm clock and tin can 
showers help the comedy along. Fair enter- 
tainment and fast enough to hold attention. 



Page 30 



Exhibitors Trade Review 



The Exhibitors' Round Table 



WEST COAST THEATRE OPENS 

Oscar A. Kantner and C. Robinson are the 
proud managing directors of the new Seville 
Theatre, Inglewood, California, which opened 
its doors to the public February 8th. 

Mr. Kantner has been identified with the 
motion picture industry for the past eight 
years, the greater part of that time being as- 
sociated with the Famous Players-Lasky Cor- 
poration in various parts of the country. 

Mr. Robinson is also well known in the- 
atrical circles, both on the West coast and 
Middlewest — starting his career with Para- 
mount as a salesman. 

The theatre is of Spanish design and the 
large Mission style bronze bell that swings in 
the illuminated opening at the top of the thea- 
tre front is impressive. Through openings in 
the Mission style front wall is seen vines and 
foliage protruding. 

For the opening presentation Film Booking 
Office's "Judgment of the Storm," was shown 
and Lucille Ricksen the young star of that 
film appeared in person. 

Of particular note to showmen, contemplat- 
ing theatre construction, is the heating and 
ventilating system of the theatre. It is me- 
chanically controlled, thereby delivering a non- 
fluctuating temperature. 

* * * 

Harwitz Building in Houston 

Henry C. House is building a new theatre 
for Will Harwitz at Houston, Texas, with 
seating capacity of 2800; to contain flOO.OOO 
worth of equipment, the building to cost $80,- 
000. It will be devoted to feature pictures. 

* * * 

Bert Byler's Father Dead 

Sympathy of Missouri and Kansas exhib- 
itors were extended last week to Bert Byler, 
manager of the Bixman Theatre, Clinton, Mo., 
whose father died after an extended illness. 

* * * 

Linick Purchases Nilsson Estate 

Adolph Linick, of the Chicago firm of Jones 
Linick and Schaefer, has purchased the Anna 
Q. Nilsson estate at Hollywood. 

Aaron Jones, shaking the cares of business 
from his shoulders, will journey West next 
week to spend a month or so with Mr. Linick. 




DIRECTORS AND AUTHORS 

Hobart Henley, one time actor and now equally 
well known as a director, has just been signed 
by Louis B. Mayer to a long term contract 
whereby he will make a series of feature pro- 
ductions for release by Metro Pictures. 




DIRECTORS AND AUTHORS 

Herbert Brennon's directorial duties keep him 
traveling from coast to coast. He directed 
"Shadows of Paris" at Paramount's Hollywood 
stud OS and is now on his way East to- produce 
"The Mountebank," at their Long Island studio. 



Round Table Briefs 

Sam Swartz, assistant manager of the Star- 
land Theatre, Winnipeg, Man., has been ap- 
pointed manager of the Arlington, a neighbor- 
hood theatre recently acquired by Henry Mor- 
ton, who also own the Gayety, Monarch and 
Park theatres. 

* * * 

A. J. B. Robert, proprietor of the Gayety 
Theatre, Three Rivers, Quebec, has gone 
to Europe for an extensive visit. During his 
absence, the theatre is in charge of his brother, 
Henri Robert. 

:;< ^ ^ 

Thomas Herbert has been appointed man- 
ager of the Regira Theatre, Regina, Sask. 
Mr. Herbert has had an interesting career, 
having started 19 years ago in the old Bio- 
graph Studios under Colonel McCutcheon. 

A. H. Burnett has opened a new moving 
picture theatre at MiMico Beach, a pictur- 
esque suburb of Toronto, Ontario. The new 
house is called the Lakeside. Mr. Burnett 
is well known locally, being chief of the fire 
department at Mimico. 

^ ^ 

J. Gordon of Rosetown, Sask., suffered a 
serious loss in the destruction by fire of his 
moving picture theatre, which was only par- 
tially insured. ^ ^ ^ 

Oscar Fontaine has acquired the Empire 
Theatre at La Tuque, Quebec, from H. 



Mrs. Donald Geddes, wife of Don Geddes, 
of the Ballard and Majestic Theatre, Bal- 
tARD, Seattle, who recently returned from 
a trip to California, is seriously ill in her 



Ralph De Bruler, Jr., manager of the Su- 
perba Theatre, Raleigh, N. C, was married 
recently to Miss Caludia Beaudiea, of" Co- 
lumbia, S. C. 

* * * 

G. L. Hooper, National Theatres Corpora- 
tion of ToPEKA, Kans., has been appointed 
as a member of the Exhibitors' Advisory 
Board, established by the F. B. O. 



NOTES OF EXCHANGE CENTERS 

Joseph Rosenberg, former Hodkinson repre- 
sentative in the Kansas City territory, has 
joined the Midwest-Educational foice. 

* * * 

Louis Maurin has been appointed booker for 
the Enterprise Distributing Corporation at 
Dallas, Te.xas, and R. H. Robertson in the 
same capacity with Progress Pictures, Inc., 
at Dallas. 

^ ^ ^ 

Maurice Joseph, former manager . of the 
Kansas City Lniversal branch, wlio resigned 
to enter business for himsell, has been suc- 
ceeded by L. W. Weir, former assistant di- 
vision manager in the West for Universal. 
^ * 

Resident Manager J. B. Dugger of the Fa- 
mous-Lasky Players branch at Dallas, 
Texas, was in New York City last week, at- 
tending the semi-annual meeting of branch 
managers. 

* ^ ^ 

A handsome diamond ring was presented G. 
B. Howe, who resigned from Kansas City 
Universal recently to return to the East, by 
the office force. He had been with Universal 
twelve years. 

.-it * * 

Tom Bailey, formerly branch manager of 
the Famous-Lasky Players in Oklahoma City, 
and later district representative at Dallas. 
Texas, has been transferred to the Los An- 
geles, C.^LiF., field as district representative. 

* * ❖ 

George S. Jeffrey has been appointed spe- 
cial representative for Canadian distribution 
of Preferred Pictures with office at Toronto. 
Preferred Pictures are being handled by Do- 
minion Films, Limited, at Toronto, Montreal 
and St. John, and by Canadian National Films, 
Limited, at Winnipeg, Calgary and Vancouver. 

* * * 

Spencer to Represent Exhibitors 

At a meeting held recently in New Bruns- 
wick, Mr. F. G. Spencer well known theatrical 
man was elected a member of the St. John 
Rotary Club. Only one member of each pro- 
fession or line of business is admitted so 
Mr. Spencer will represent all Motion Pic- 
ture exhibitors as Rotarian Spencer. 




DIRECTORS AND AUTHORS 

William De Mille's most recent display of direc- 
torial skill was the screen adaptation of the stage 
success, "Rita Coventry." The film, entitled 
"Don't Call it Love," starring Nita Naldi and 
treated in a humorous vein is highly entertaining. 



February 23, 1924 



Page 31 



SHOWMANSHIP 



What Makes Mary and Mick Buy Your Tickets 

An Author s Viewpoint Gives the Answer as the Salesmanship of the Dramatist 
Combined with the Showmanship of the Exhibitor 



YOU'RE an Exhibitor ! 
You're under big expense to run 
your theatre. You're under heavy 
responsibiHty to please your patrons. 
You've got stockholders, perhaps, who 
pound you for dividends. 

Fifty-two times a year — and maybe one 
hundred and four — you've got to make a 
sure-fire speculation. 

Out of seven or eight hundred pictures 
produced every year, you've got to spec- 
ulate successfully with sure-fire selec- 
tion. You've got to carry your theatre 
overhead; you've got to please your 
fans; you've got to make money. 

The crux of the situation is picking 
those pictures which sell to the public 
with minimum effort and maximum 
pull. And that means a policy and a 
system — else you're shooting in the air 
— running your business by rule of 
thumb — putting your good money in a 
picture bucketshop. 

That policy and system means 
checking up each film that is offered 
you for booking, against a handful of 
dramatic and sales fundamentals. 

I want to talk about those funda- 
mentals a moment. They're the bed- 
rock and heart of your business! 

Let's get at them through the eyes 
of the patron. 

Mary's been working all day as 
stenographer in a downtown office. 
Mick, her "gentleman friend," goes to 
evening school three times a week. 
He's taking a course in civil engineer- 
ing. Meanwhile, during the day, he 
drives a laundry wagon. On his three 
open evenings, he comes around to the 
flat where Mary lives with her par- 
ents — and multitudinous brothers and 
sisters. He wants to spoon with 
Mary, to have her alone to himself, 
to follow the thing called Cosmic 
Urge. But Mary's father and mother 
are hard-working people. They want 
to go to bed early. And the brothers 
and sisters make more or less racket. 
A fine chance for Mick and Mary to 
spoon. "Come on," says Mick. "Let's 
take in a movie!" 

Of course they'll take in a movie. He 
may not be able to do much petting in 
the modern theatre, but he's with her, per- 
haps clandestinely holding her hand. And 
that's better than the noisy flat with the 
spying parents and noisy ofTspring. 

But the petting business is beside the 
point. I'm thinking of the dollar bill 
Mick has in his left trouser pocket. It's 
coming into your till or it isn't. Your job 
is to land it. 

Mary and Mick come down the street, 
arm in arm. On one side is your theatre. 
0.n the opposite side is your competitor. 
A_ block further on the lights of still a 
third theatre are blinking for trade. 

Mary and Mick stand looking around 
them. Which theatre shall they patronize? 

Right there is the psychological time 
when we contact film fundamentals. Four 
or five million Marys and Micks do the 



Bv WILLIAM DUDLEY PELLEY 



same thing every night in the year. They 
are the mainstay and ballast of your busi- 
ness. 

What finally makes them choose your 
theatre, cross to your window, put that 
dollar bill in Mick's pocket down on your 
glass counter? Just what does this thing? 




Author Salesmanship 

That's the viewpoint of the photo- 
dramatist who has written the accom- 
panying article. 

Without doubt it is an important 
one to the showman. 

When a writer of fihri stories says 
plainly that at a last analysis he is 
only a salesman, it is worth every 
exhibitor's notice to learn by what 
principles he thus qualifies himself. 

Mr. Pelley reveals himself here. 
Not only himself, but the showman, 
who, also, at the last analysis must be 
a good salesman if he would attain 
success. 

The accompanying article is a 
sparkling broadside on a subject of 
serious import to showmen. 



Is It the star? Let us see. Let us see 
from their intercourse there on the side- 
walk as they are deciding which theatre to 
choose. 

"Who's to the Plaza?" says Mary, glanc- 
ing up at your competitor's sign. "Lillian 

Swanson? Well, not so good. I 

see her in an awful crummy show over 
there last week. They're fallin' down on 
plays for her sumpin' terribly." 

"There's Tom Gibson down the street. 
Let's see him. I like that western stuff 
when it's good." 

"What's he playin' in?" 

"The sign says 'Billings County Law.' " 

"Aw fish! Billings County Law don't 
mean nothin' in my young life — law's law 
everywhere. It's another cheap western. 
Here's a theatre right in front of us. Let's 
see what's playin' to that?" 

So they approach your theatre and read 
the star's name on the lights: FELIX 
MEIGHAN. That passes. They like 



Meighan. Next comes that hoary query: 
What's he playin' in? That's where the 
title must register and register hot. Let's 
say it's "Marry Us Quick!" That's not a 
bad title — for Micky and Mary. More 
than once they've been thinking of getting 
married quick. But bear this in mind: Be- 
fore Mick and Mary go into your lobby 
don't forget there's one more stage. They 
appear to be looking around for something 
— hunting, trying to get some vague infor- 
mation. 

Do you know what it is? 
I've made it part of my business to 
study these Micks and Marys. 

They want to know the type of pic- 
ture they're going to see — whether it's 
society drama, mystery yarn, sex 
story, western thriller or whatnot. 

The star won't stand a chance, the 
title won't stand a chance, Mick and 
Mary won't enter your theatre unless 
having gotten them thus far, you go 
one step further and sell them on the 
atmosphere, characterization and type 
of your film play! 

Right at that psychological time, 
when they stand there sold on star 
and title, is the "closing" salesman- 
ship. Have you picked the type of 
picture that lends itself to cinching 
the urge that brings Mick up to your 
window and makes him put down his 
dollar on the glass? 

Don't misunderstand me. I'm not 
going into a mass of generalization 
about western pictures, costume pic- 
tures, society dramas. 

I'm talking about exploitation pos- 
sibilities for outside sidewalk sales- 
work in the film that's flickering in- 
side on your screen. 

Nevermind what your film may be, 
in what class, remember there'll be 
just as many people like its type as 
those who don't. You can't please 
everyone all the time. 

But I do maintain tiiat you may lose 
. even the people who would like the 
film if it doesn't have the exploitation 
features for outside display, that lend 
th(!mselves to crashing sales argument, 
that jump out at Mick and Mary and cry: 
"Don't miss this one, on your life! You've 
been waiting to see this sort of thing for 
years !" 

How many times, Mr. Exhibitor, have 
you thought of booking your pictures so 
that they give you maximum value in that 
psj chological moment when Mick and 
Alary stand on the sidewalk? Because if 
your exploitation is weak or inadequate 
when your patrons saunter up to the door 
of your house, you're not going to get 
them inside. They're going to pass on to 
the house down the street. 

I don't mean to say that nothing pulls 
your patrons in but lobby display. News- 
paper and billboard advertising helps. But 
all that kind of publicity is the "opener" on 
your sales program to the fan. You've 
got to get to the "closing point" to gather 
in the real shekels. 

And that's in the material the film gives 
{Continued on Page 46.) 



Pn"e 3:2 



Exhibitors Trade Heview 





7jy the upper photo a 
J quintet of the sing- 
ing and dancing peach - 

s appearing in some 
cf the cabaret scenes. 
They come from the 
cast of "Wild flower," 
a Broadway musical 
ion''.edy success, and 
a fact which is not 
lacking in publicity 
pcssil'ilities on that ac- 
count. In the lower 
picture Clayton Web- 
ster (Richard Thorpe) 
has just joined his 
s . eetheart Elizabeth 
Winthrop {Constance 
Binney) after an icy 
dive into the ocean. 



"THE cop on the pier 
^ from which Eliza- 
beiii Winthrop (Con- 
stance Binney) is try- 
ing to signal her 
sweetheart who is be- 
ing carried out to sea 
on a South American 
steamer, is trying to 
prove her attempts as 
useless. But he doesn't 
reckon with a sweet- 
heart to whom a mile 
of ocean water is as 
nothing, and who does 
prove that when his 
girl is the objective, a 
lish has nothing on him 
■ for making headivay. 




MONEY-MAKING IDEAS 
IN BURR PICTURE 

Title Suggests Many Potent Tie-Ups 

AN embarrassment of riches ! That best describes the 
exploitation possibiHties of C. C. Burr's "Three 
O'clock in the Morning." 
For one, the picture has title interest practically synony- 
mous with a free advance advertising campaign. There 
are very few folks in this broad land who haven't heard 
the words, "Three O'Clock in the Morning" in one form 
or another. 

Victrola records by the hundred-thousands have enter- 
tained in as many homes, folks who appreciate good waltz 
music. In dance halls, in the parlor, in fact in any place 
permitting the tripping of dainty toes to the rhythm of an 
irresistible refrain, "Three O'Clock in the Morning" has 
invariably been a bright spot on the program. The fact 
that the Leo Feist Music Publishing Company of New 
York, declares it is one of the most successful sellers they 
have ever produced, is fairly eloquent proof of how folks 
the country over might be expected to prick up their ears 
at the mere mention of the title. 

So much for the possibilities of tieing up with music 
stores, phonograph-record concerns, cabarets, vaudeville 
houses, dance halls and five-and-ten-cent-stores. The_ 
Feist people have, also, declared themselves ready to co- 
operate- with exhibitors, they having a variety of show- 
card broadsides, strippers, and heralds which might be 
utilized to good effect by the showman. 

Window Displays, Ballyhoo and Free Publicity 

Constance Binney, who stars in this picture, is a theatri- 
cal light of no little glamour. She is also an accomplished 
dancer, and therein lies a publicity suggestion of potent 
possibilities. C. C. Burr's press book contains a signed 
article from Miss Binney describing her advent as a 
dancer; also various technical angles of dancing before a 
camera. Any discerning editor on the look-out for a fea- 
ture story or Sunday supplement should welcome this 
signed article as a real find. Result — another strong agent 
in bringing the public's attention to the picture at the 
exhibitor's theatre. 

Window tie-ups with jewelry stores should not be over- 
looked. A window card calling attention to the jewel- 
er's time-piece and your picture would be properly in 
order. The ballyhoo angle has a decided kick to it. A 
sandwich man, whose double sign represents a clock, will 
be an effective street attraction. The ordinary square sand- 
which sign should be used, on which the dial of a clock is 
painted with the hands pointing at 3 A. M. 

Last, but not least such names as Constance Binney, Ed- 
mond Breese, and Mary Carr will mean something to the 
person who sees them in poster or electric lights.- — M. L. S. 



March 1, 1924 



Page 33 



ENTERPRISING MANAGER 
GETS PUBLICITY 

Invents Stunts of News Value and Gets 
Big Newspaper Space 

DEING held down to a specific advertising 
-L* budget, Manager Harry Browning of the 
New Haven Olympia Theatre found that very 
often it was impossible to buy, all the space 
he should like to use for advertising a coming 
attraction. So he started the old head gear 
working and finally evolved a plan whereby 
he got, absolutely free, such space in the New 
Haven Times-Leader as cannot be bought — 
namely, the news columns. Here's how he 
did it. 

He arranged for a special Saturday morning 
performance of "Michael O'Halloran," a 
Hodkinson feature, which was to be run in 
conjunction with the newspaper. That is, the 
paper printed a coupon each day which when 
presented at the theatre box office with five 
cents by a child not over fifteen, would en- 
title that child to admission. Regular price 
of admission is ten cents. 

The paper devoted several columns to stories 
concerning the special performance making 
it seem that they were going fifty-fifty with 
the kids, on the price of the tickets. The 
profit for them lay in the increased circula- 
tion,_ while the theatre gained by the added 
publicity which was thus secured. 

Another instance where Manager Browning 
used his head is evidenced in the scheme he 
employed to gain space for the showing of 
"The Fighting Blade." In the cast there 
appears Allyn King, a Follies girl, and a for- 
mer New Haven resident. Mr. Browning saw 
immediately the possibilities in the news value 
of this situation so he went to the New Haven 
Times-Ledger with his story. He had guessed 
correctly. They just ate up the thing, gave 
him a fat half column in which was given 
a complete biography of Miss King 
* * * 

'MINSTREL CAR' LEAVES FOR 
COAST TO COAST TRIP 

The "After the Ball Minstrel Car." con- 
sisting of a big auto truck fitted up with liv- 
ing accommodations for the merry minstrels 
in addition to a piano with brass band at- 
tachments to accompany the singers, left the 




JACKIE COOGAN CUTOUT 
This cutout fastened to a lamp post in Wichita 
Fal's, Texas, a tracted a lot of attention. It is 
cheap and very effective advertising. 



Capitol theatre. New York, with an appro- 
priate send-ofif Thursday afternoon, enroute 
tor Los Angeles and return. 

William A. Quick, in charge of the wander- 
ing minstrels, received his training with Bar- 
num and Baile^'. and the Sells Brothers, and 
real circus discipline will be maintained. 

A * 

MUSIC SHEET TIE-UP 

A piano solo by Francis Young, called "Beau 
Brummel," will be used as a musical tie-up 
by Warner Brothers, in connection with ex- 
ploitation of their forthcoming March release, 
"Beau Brummel," starring John Barrymore. 

Arrargements were recently efi^ected through 
Carl Fischer, Inc., musical publishers. The 
number dedicated to John Barrymore, will be 
used as the musical theme for the screen pres- 
entation. 



CURIOSITY AROUSED BY 
USE OF WANT ADS 

Ads for 'Temporary Husband' Bring 
Many Applications 

IVriLTON D. CRANDALL, head of the 
publicity department of Rowland and 
Clark Theatres, Pittsburgh, proved that the 
classified columns of newspapers are a mighty 
medium when the time is ripe, to exploit a 
picture. One day in the week previous to the 
showing of First National's "Her Temporary 
Husband," he had inserted in all of the news- 
papers of Pittsburgh a three-inch classified 
ad, calling attention to the fact that a young 
lady twenty-two years of age, desired a mate 
in matrimony. The heading of the ad was 
"A Temporary Husband" in bold type. The 
ad contained some humorous lines, such as 
"prefer a man who does not expect to live 
longer than a week." 

And then the returns. The ad was inserted 
on . Wednesday, the address given being 
"Burns and Burns, Liberty Theatre." Thurs- 
day morning at ten o'clock there were tele- 
grams from towns so far distant as Akron, 
Ohio, special delivery letters from all parts 
of Pittsburgh and surrounding towns. It was 
almost found necessary at times to install a 
special telephone operator in the Liberty to 
take care of the innumerable calls from as- 
pirants willing to be a temporary husband 
to young lady for a momentary consideration. 

COOGAN CONTEST 

"Long Live the King," Jackie Coogan's first 
Metro picture, played the Hippodrome Theatre 
in Waco, Texas, recently ard through the ef- 
forts of Manager Harrison of the Hippodrome 
and W. G. Bishop, Metro exploiteer who 
handled the engagement, nearly all Waco 
thronged to see the picture. 

Each school agreed to select a child who 
resembled Jackie as closely as possible and to 
submit him a contectant for a prize to be 
awarded by Waco's most prominent jurist. 
Judge Ritchey of the Supreme Court and 
Charles Braun, Manager of the Waco Cham- 
ber of Commerce, acting in behalf of the 
theatre that had announced prizes ranging 
from a first of $25 in gold and down the list 
so that each school would be sure of captur- 
ing some prize. 



WORLD'S LARGEST THEATRICAL SIGN 
Here is the largest theatrical electrical sign in the world, which Harold B. Franklin, head of the Famous Players-Lasky Theatre department, designed and 
had erected on the Putnam Building, on Broadway between 42nd and 43rd streets. Fifty men worked on it six weeks. It has forty-five milesi of wiring, 
feeding 4,600 lamps v/hich consume 235 watts of ct rrent. It dims and brightens every twenty seconds, a 150 h. p. motor being required to run the dimming 
apparatus. The sign weighs twelve tons and is 200 feet long. The deptn of the main section is 18 feet and that of the wings 28 feet. 



Page 3-'F 



Exhibitors Trade Review 



Apple Barrels Dress the Lobby 
A novelty that will attract attention as a 
lobby decoration can cheaply and easily be 
provided if the exhibitor who is running THE 
MARRIAGE MARKET is keen on rolling 
up big returns on the C. B. C. film. This 
is how it is done. Go to a grocer or sev- 
eral grocers and get several apple barrels. 
On them panit in large red letters : "Highly 
cultivated peaches for sale. Look them over." 

The barrels should be empty, but on the, 
bottom should be another sign reading: 
"Blond or brunette peaches, tall or short 
peaches, plump or thin peaches, peaches in 
great variety guaranteed by Miss Whitcomb's 
Finishing School as fit for 'The Marriage 
Market.' " Place this around the lobby and 
probably you will find a good natured audi- 
ence filing into the theatre at each perfor- 
mance. 

Twenty-Four Slie&t Used as Curtain 

It was an F. B. O. exploiteer, "Buddy" 
Stuart, who carried on the successful cam- 
paign for the MAILMAN showing at the 
Fay Theatre in Providence, R. I. He under- 
took a great number of unusual stunts but 
the most outstanding of all was an arrange- 
ment whereby a twenty-four sheet was con- 
verted into a drop curtain lowered at each 
performance. The sheet was pasted on the 
back of a regular drop curtain and it went 
over big because of the originality of the idea. 

* * 5j= 

Unusual Marquee for 'Black Oxen' 

There is suggested for the exploitation of 
First National's BLACK OXEN a marquee 
decoration that has undoubted merit. It ca;- 
easily be arranged by means of large black 
cut-out books covers with silhouette letters 
and border resembling an arch, with an orange 
cloth background and spot lights shining 
through from the back. Two large hearts, 
one with the head of Corinne Griffith, the 
other with the head of Conway Tearle, would 
help to brighten the display. 

Arrange Special Boy Scout Matinee 

A worthwhile suggestion for arousing the 
interest of your patronage in the showing of 
First National's BOY OF MINE is to^ ar- 
range a special showing for Boy Scouts. This 
can take place at a special Saturday morning 
matinee all Scouts being the theatre's guests. 
This could be worked in as the culminating 
event of "Boy's Week." You will find that 
staging a special Boy's Week will give you 
a great deal of publicity and will call the 
picture into prominence through the local 
news stories which the papers are sure to run. 

^ ^ ^ 

Afternoon Tea for Matinee Patrons 

What might easily prove to be a. sure-fire 
crowd collector is a stunt that is easily adapt- 
able to the exploitation of THE COURT- 
SHIP OF MILES STANDISH. The lobby 
of the theatre should be dressed to represent 
the deck of the Mayflower. Then possibly 
several club members could be enlisted to act 
as hostesses to the theatre patrons and pour 
tea in the lobby. They would be dressed as 
colonial dames and the effect would be quite 
perfect. The expense of the tea, crackers, 
etc.. could be defrayed by entering a tie-up 
with some local grocer whereby he gets credit 
for supplying the provisions. 

* * s}: 

Distribute Bogus Theatre Tickets 

People are always attracted by what ap- 
pears to be a free ticket to the theatre, so 
you might try this on your community. Have 
a lot of theatre tickets printed resembling 
in style those used by legitimate theatres. 
In a contrasting color print across the face 
of the ticket: "Katherine MacDonald in. 



EXPLOITATION 
IDEAS 

CHASTITY. See it, its back stage story 
of an actress." On the back can be printed: 
"Present this at the Strand Theatre and re- 
ceive in exchange for it an orchestra seat 
for cents." In the blank space ap- 
pears your own admission price. This scheme 
should aid you materially in putting over this 
First National attraction. 

* ❖ 

Dynamite Your Tom Mix Patrons 

Get an ordinary keg and put dynamite signs 
on all sides of it. Place it in an ordinary 
open delivery wagon or truck. Get a very 
unimposing looking man from around the 
neighborhood to sit on the keg, his chin in 
his hands, the picture of dejection. Then 
hang a sign from the tail end of the wagon 
which reads : "If this thing should blow 
up you wouldn't get any more of thrill than 
vou will from seeing Tom Mix in the Fox 
production, E\ES OF THE FORREST." 
You will probably attract a great deal of at- 
tention. 




FRENCH DOLL' DISPLAY 

A fashion shop window tie-up can easily be 
arranged by a display of gowns and cutouts of 
Mae Murray in her Metro picture. 



Arrange Combination Merchant Ad 

There is opportunity for a great combina- 
tion merchant ad tie-up on the exploitation 
of Metro's latest Mae Murrav production, 
FASHION ROW. Arrange for a double 
spread newspaper ad with the following cap- 
tion straight across the top : "Advertisers 
who have created 'Fashion Row.' " Then 
divide the rest of the space into smaller boxes 
each box to carry the ad of some merchant 
who announces his contribution to "Fashion 
Row." In each ad should appear a picture 
of Mae Murray and a prominent place should 
be reserved for the announcement of the 
theatre at which the picture is showing and 
the play dates. 

Gold Buddha for 'Dan McGrew' 

A cabaret scene of unusual size and mag- 
nificence will be used in "The Shooting of 
Dan McGrew," now in the course of produc- 
tion. The feature of the scene is a gold 
Buddha which stands thirty feet high. 

Five hundred people will take oart in the 
cabaret scene and several vaudeville acts will 
lend color. The dancing of Barbara La Mass 
will be one of the outstanding features. 



Stars Ask Public's Opinion 

Ten days in advance of the showing of 
THE VIRGINIAN at the Garden Theatre, 
Garden City, Kan., a thousand letters, written 
on Preferred Pictures' letterheads were mailed 
from New York City to the theatre's mailing 
list. The letter was supposed to be a per- 
sonal note from Florence Vidor and Ken- 
neth Harlan, the stars, asking the opinion of 
the recipient on their interpretation of the re- 
spective parts and asking them to communi- 
cate the opinions direct to them through the 
manager of the theatre. A post script on 
the letter announced the dates of showing of 
the picture at this particular theatre. 

* * * 

Have Apache Dance as Prologue 

A fitting prologue and one which will arouse' 
community interest in the showing of Metro's 
IN SEARCH OF A THRILL which stars 
Viola Dana, is an apache dance contest which 
is open to all amateurs who volunteer to par- 
ticipate. The winning couple are awarded 
prizes thereby the contest draws greater in- 
terest. Besides getting, in this way, a fitting 
filler for the program, you secure extra pa- 
tronage because friends and families of the 
contestants will surely turn out in large num- 
bers to witness the event. 

4: ^ 

Blows Fog Horn for 'Anna Christie' 

A clever way of getting attention centered 
on 3'our showing of ANNA CHRISTIE is 
to secure permission from the city authorities 
to mount a large searchlight and a fog horn 
on the top of your theatre building or some 
nearby high place. Play the searchlights over 
the crowds at night and blow the fog horn. 
You will find you will get almost immediate 
attention and you are at the same time sug- 
gesting the ship atmosphere which is such an 
integral part of the picture. 

Cut-Out Contest 

A Citizens" puzzle conducted by the "Ot- 
tawa Citizen" of Ontario, Canada, provided the 
exploitation ammunition for First National's 
CHILDREN OF DUST at the Imperial 
Theatre. 

Pauline Garon played the lead and Pauline's 
face was cut into little bits of pieces, each 
piece being a part of one of the ads that 
made up the page. The "Citizen" readers were 
told that the total represented one of their 
favorite screen actresses and they were asked 
to identify her and tell the name of the picture 
and theatre at which she would appear. An 
extra award was promised readers who made 
the neatest arrangement of the completed cut- 
out puzzle. 

Eight advertisers took space on the page, 
so Pauline's face was cut into eight parts. 
The "Citizen" thought so well of the idea that 
it took part of the advertising space itself. 
* * * 

Newsboy Contest 

The newsboy contest which has been widely 
used to exploit Jackie Coogan's first Metro 
picture LONG LIVE THE KING all over 
the country was put over with good efifect in 
Charleston, S. C, for the Princess Theatre 
recently. The campaign was executed by C. 
D. Haug, Metro exploitation representative in 
that section, who has done it many times and 
with unvarying great success. 

Haug tied up with the News and Courier 
and the "Charleston News." These papers 
printed coupors daily with instructions for 
their readers to clip and either mail to the 
editorial offices or deposit in front of the 
Princess Theatre in a box for that purpose. 
The stunt interested thousands of people. The 
winning newsboy — the one the votes acclaimed 
as the most popular was given a Tackie Coop'an 
suit of clothes while the four others in order 
of popularity were given a proportionate num- 
ber of passes to see Jackie's picture. 



March 1,1924 



Page 35 




THE LINK BETWEEN DIRECTORS 
OF PICTURES AND MUSIC 

How Scenic Atmosphere is Translated by Thematic Cues 



OFTIAIES hidden treasures are discovered 
under our very door-step. In our hur- 
ried manner of straining every effort to 
outdo the other fellow with special stunts we 
almost too frequently overlook the simpler 
methods. 

All of which pretty much describes the sit- 
uation surrounding- "music for the screen." 
And it is all summed up in the very simple 
but very thorough thematic cue sheet, which 
translates the film director's every mood, scene 
by scene, to the scale language of the mu- 
sical director. 

Thematic cue sheets are not exactly new. 
In fact, M. J. Mintz, who patented the method 
of linking the directors of pictures and the 
directors of music, has created thematics for 
so many big features that he has lost track 
of the count. 

The most potent angle of the situation is 
the fact that last week the Cameo Music 
Publishing Company, of which Mr. Mintz is 
now president, was proudly able to announce 
that practically every feature producer and 
distributor of the industry had made their 
thematic cue sheets an institutional part of 
every press sheet sent out to the exhibitor. 

And, what is probably even more impor- 
tant than that, a real musical cue sheet which 
is as easily understood by the showman as it 
is by the musician himself. 

The thematic principle is based upon the fact 
that the average theatre s musical library is 
not elaborate and that the musical director 
needs a direct "tip-off" on every cue. Ac- 
cordingly, it not only "times" the musical 
themes but sets down in actual reproduction 
a sufficient measure of each selection to thor- 
oughly signify the proper atmosphere for every 
scene and sequence. 

If the suggested selection is not available,- 

/N the large panel in the lower right you 
sec one of Hugo Riesenf eld's famous 
"shozvnten" orchestras. At every pcrforuiana 
of either the Rialto or the Rivoli you sense the 
"Riesenf eld'' touch of atmosphere. That's 
Broadzvay ! But the same proper Diusical at- 
mosphere is not out of reach of the c.vhibitor 
at points north, east and south if the sugges- 
tions of the thematic cue sheets (shown in the 
other three panels) are properly followed. And 
the following of suggestions is easy because 
they are in the language of the shozvman. 



the director at least knows the correct mood 
of what he may substitute. For the more 
consciertious musicians there is also the possi- 
bility of their obtaining all of the proper 
music in orchestrated form from one address. 

A PRAISE WORTHY angle of the Cameo 
policy is that the concern does not and 
will not publish any music of their own. 
Whatever selections are made are laid out in 
thematic form without favor toward any cer- 
tain publisher who might desire to stress cer- 
tain melodies or popularize certain refrains. 

The fact was undoubtedly a formidable one 
in bringing out a universal adoption of the 
thematic as the only logical cue sheet idea 
in the industry. That fact places the exhibitor 
in the safe-guarded position that he is getting 
the real musical atmosphere as suggested by 
the picture proper. 

Many poor pictures have been saved by cor- 
rectly following the proper musical sugges- 
tions. And, in turn, many excellent pictures 
have partially or wholly failed to efficiently 
satisfy because of improper accompaniment. 
To M. J. Mintz, therefore must go the credit 
for having brought the situation to an even 
balance and for providing the link between 
the directors in the field and the directors in 
the pit. 

And now that he has accomplished that, 
we are wondering if he could not create and 
patent an idea for a thematic cue plan of 
some sort which would co-ordinate the work 
of author and director of the p^ay proper. 
Scripts cued to the tune of the author's 
wishes by the man who knew how would 
certainlv find a readv market. 




M. J. MINTZ 

HEAD of the Cameo Music Publishing 
Company, zi'ho created n-hat is knoivn 
as the "thematic music cue sheet," ivhich 
provided the missing link between directors 
in the field and directors in the pit. And 
what is more, commercialised it to the 
extent of having it universally adopted by 
the film industry. All of ,whcih is quite 
simple and not so strange when it is re- 
called that he is none other than Moe 
Mintz, exhibitor and showman himself. 




Page 36 

Industry Honors Edison 

(Continued from page 4) 

— gave them a wonderful opportunity for edu- 
cation. That was one of the greatest inven- 
tions there ever was. 

'A 100-Million-Candle Power' 

"More than anything else i.vdt has been 
spoken of here today was that mtense desire 
to help others, to help other men who follow 
him, one that could only be backed up by a 
hundred-million candle-power lamp like xVlr. 
Edison." 

Rupert Hughes spoke in satirical vein — so 
satirical that at first there was an evident ner- 
vousness on the part of some of his hearers. 

"It's about time somebody spoke the truth, ' 
he began without the formality of addressing 
the chair or the audience. "I stand for the 
moral people of this country. 

"I want to brand Edison as the arch-fiend 
of modern times. Reading the papers, we 
know that before the days of motion pictures 
homes were the places where people lived, 
where women never went wrong, where cr,me 
of every form was unknown. 

"Then along came Thomas Edison and in- 
vented crime. If there had not been any mo- 
tion pictures we should now be in the p.ace 
where the world was twenty-five years ago. 

"Edison invented the light — and made it pos- 
sible for papa to stand at the head of the stairs 
and push a button and flood the old sofa or 
even the front porch with lights. 

"Pictures should not be allowed to show 
people kissing. It puts ideas in people's 
heads. 

New Moral Principles 

"Mr. Edison has furnished increasing em- 
ployment for a lot of ladies of both sexes, and 
nice middle-aged ladies with small town minds 
who used to sit at home at night singing 
'Where is my wandering boy tonight?' are 
now in positions of power and get good sal- 
aries. If we can only succeed in passing this 
national bill we shall be enabled to throw a 
lot of gentlemen out of a low business. 

"If any one is shot by a total stranger it 
stopG all the pictures. Here we have one of 
the greatest moral principles ever devised. A 
gent'eman puts two or three hundred thousand 
dollars into a motion picture. Six months 
afterward a mistake happens. 

"A woman visits a friend who is visiting 
another friend and a chauffeur comes in and 




GEORGE KLEINE 

Chairman of the arrangements coimnittee, to whose 
foresight the luncheon was made possible and to 
whose management its success was due. 



does something that bankrupts that producer's 
work. 

"We find they will not even permit bootleg- 
ging to be relerred to on the screen. We 
know tliere is no bootlegging in New York 
— because a picture showing it was banned. 

"In Pennsylvania there has been no crime 
since motion pictures were invented. Men in 
that state who have worked night and day 
have found nothing wrong." 

Mr. Hughes casually alluded to his own 
connection with the industry, saying he had 
tried to "bust up" a couple of moving picture 
companies, "doing good in my own little way. ' 
He pointed out what the motion picture lacked 
was a skipper. 

"Literally, all the other arts would be noth- 
ing if we could not skip," he went on. "You 
pick up 'Paradise Lost' and you let the pages 
whirl. You select what you like. 

"In church, as it has been well said, the 
Lord giveth his beloved sleep, ^nd they stay 
asleep until the contribution box has passed 

by- ... 

"There is nothing in the motion picture 
which allows you to skip the hokum. Hokum, 
as one of my friends has remarked, represents 
all the most beautiful things without which 
life would not be worth living. 

"Of course, a good deal of skipping is done 
by just skipping past the motion picture thea- 
tre entirely. (Laughter), but we should have 
a way of diverting life so you can skip the 
parts of the picture that don't interest you. 

"Now 'light travels 186,000 miles a second. 
That sounds like the cost sheet of one of our 
pictures. Sound travels 1100 feet a second. 
That sounds like the profit side. (Laughter)." 

Mr. Hughes told of a plan on which he 
was working to harness the light from in front 
of the screen enabling him to do a lot of 
things. As he explained to the amusement of 
his hearers, "Of course, you haven't intelli- 
gence enough to understand because you are 
motion picture people." 

"I don't know by what achievement the next 
speaker will be longest remembered," said Mr. 
Hays. ''It was this man, now the chairman 
of the committee on banking and currency of 
the United States Senate, who managed the 
passage of the Federal reserve act and the 
farm loan act in the Senate. Nothing of 
late years has been of more service than the 
Federal reserve act. Senator Robert L. Owen 
of Oklahoma." 

Surpasses the Imagination 

"When I received an invitation to attend 
this luncheon I gladly laid aside other things," 
said the Senator, "in order that I might have 
the honor of paying my respects to Mr. Ed- 
ison. When I think of him and think of 
what has been accomplished in his short life 
I feel as if I might without irreverence para- 
phrase the Scripture and perhaps without 
plagiarism to Father McGlynn say 'There was 
a man sent from God ; and his name was Ed- 
ison.' 

"The flood of inventions of enormous value 
which have been reflected in the world through 
his brilliant intelligence, through his untiring 
industry, surpass anything which the imagina- 
tion of man can conceive. 

"When the history of man was unfolded in 
the first lines of Genesis there was recorded 
that God said 'Let there be light. And there 
was light.' 

"And when the sun and the moon had hid 
themselves away this son of the Almighty, 
this prophet and seer, was the instrumentality 
through which all mankind enjoyed the bene- 
fit of everlasting light. 

"Nothing more honorable could come from 
a man than the few words of his admonition 
in his short address to you where he appealed 
to you not to be guided by profit nor bv 
desire for power, but to remember the great 
opportunity you have for service. 

"The greatest Master of man, the greatest 
teacher of the secrets of the human S"uV 
has said 'Let him who would be great'' st 
among you be your servant.' Upon this 
foundation stand. 

"There has not been in the history of man- 



Exhibitors Trade Review 

kind so useful a man, so great a public ser- 
vant, as Thomas A. Edison. 

"Jne has given us the age of the electric 
light. But he has not stopped at saying 'Let 
there be light.' 

He has said also 'Let there be music for 
all the world,' so that in the humblest of 
homes as well as in the palaces of kings the 
sweet and divine harmonies which men of ar- 
tistic genius are able to create shall become 
the possession of all mankind. 

"And he brought forth the grap'nophone. 

Honoring America 

"There is no means by which the increasing 
knowledge of mankind can be made more use- 
ful than through the telephone, which now 
ties all the wond together and has been one 
of the chief instiumentalities by which the 
United States has become the leader of ail 
mankind in industry and finance. 

"There are those who challenge Mr. Ed- 
ison's place in some of these inventions, but I 
think we may, as we say in the west, let it 
rest on a fift\--fifty basis. 

"That reminds me of an incident where a 
man selling sausages was asked by the pur- 
chaser: 'Vv^hat is this sausage?' 

" 'Rabbit and horse,' was the repl}'. 'About 
fifty-fifty. One rabbit and one horse. 

"So from his laboratory has come the mov- 
ing picture industry with its astounding ad- 
vances, an industry which speaks in every 
tongue. It speaks with equal facility to those 
who are English and to those who are Irish. 
I hope there are no Irish in New York. 

"It speaks to the Chinese, that great sleep- 
ing Mongolian giant of four hundred million 
human beings now waking up through the 
moving picture. I rejoice to see that American 
enterprise is seeing to it that these pictures 
v\hich are going to China shall carry a fair 
and upright view of America ; that the pic- 
tures which contain vile thoughts or vile sug- 
gestions are being gradually minimized until 
the pictures going into that far distant arena 
are doing honor to America. 

Screen Carries Every Beauty 

"America is the leader of the world. It 
is the first in finance, it is the first in com- 
merce, it is the first in quantity and quality 
production. 

"America will not be content with that. 

"America will be the leader of mankind in 
the moral and spiritual world, and of all the 
means by which the thoughts of America can 
be placed upon the conscience and intelligence 



{Continued on Page 46.) 




WILL H. HAYS 

President of the Motion Picture Producers and 
''"'■"•^ ibuf r-. whi ac'e-i a-, foastmaster and kept 
the show humming at top speed through the afternoon 



March 1,1924 Page 39 

^ried and Proved Pictures 



Tried and Proved Directors and Authors 

WHAT makes a picture worthwhile ? A good story, well presented, intelligently acted. An author can create 
a story that has the sort of stui¥ the public likes and wants, is a good author. He earns the approval 
accorded him by the public. 
A director who handles that story artistically, skillfully, and in a style that makes it interesting to the movie goer, 
is a great director. 

For this reason the directors and authors of Tried and Proved pictures belong among the ranks of the great. 
They have created stories that have hit the bullseye squarely. They have given the exhibitor sure-fire produc- 
tions, the kind that make money. They are Tried and Proved Directors and Authors. 

Their products have been through the fire of public opinion and have come out unscorched. The fact that 
they are well directed, well written stories, outbalances the fact that they are not new. A large portion of the 
public would rather see a picture that has been Tried and Proved than take a chance on a new picture the director 
and author of which is unknown to them. 

It is these Tried and Proved directors and authors who have elevated Tried and Proved Pictures to the high 
position they now hold — a position attained because they have shown exhibitors that they are real money makers: 



OPPOSITION INCREASING 
'BIRTH' PUBLICITY 

'Way Down East' Substituted When 

'Birth' Showing Is Stopped 

TITUCH heated discussion has ensued during 
■^'-'•the past two weeks over the showing of 
D. W. Griffith's "Birth of a Nation" at the 
Auditorium in Chicago. The real battle is 
being waged between the police and the spon- 
sors of the showing, the police maintaining 
that they are justified in their stand by the 
film state law which prohibits the showing of 
films which might instigate race riots. 

On the other side, the sponsors are fighting 
the case on the bases of a permanent injunc- 
tion issued in 1915 which restrains the police 
from interfering with the showing of the pic- 
ture. Consequently every time the picture was 
started the police stopped it. 

The first time the showing was halted by 
the police it was decided to replace the film 
by Griffiths "Way Down East," another 
Tried and Proved picture that has been show- 
ing continuously for several years. This show- 
ing was drawing very gratifying crowds when 




DIRECTORS AND AUTHORS 

Representatives of their respective professions 
meet for a little chat. John Boyer, Norwegian 
novelist, calls on Victor Seastrom, director of 
the Goldwyn production, "Name the Man." 



it was decided to try "The Birth" again. 
Again the police interfered. 

The result of all this has been an over- 
whelming amount of publicity not only in the 
city of Chicago but in the country at large. 
Now while "The Birth" apparently needs no 
added publicity, this new spjjrt is doing much 
to revive an active interest in the film which 
in many cases was seen several years ago and 
for this reason is rather dim in the minds of 
firdny. 

The present discussion has given the film 
an up-to-the-minute news aspect and there are 
a large number of audiences anxious to see 
the film again and get a more concrete idea 
of the phases to which the city of Chicago 
is taking exception. 

^ ^ 

GOOD BUSINESS ON OLD 
PARAMOUNT FILMS 

Numerous Exhibitors Booking Tried 
and Proved Pictures 

ROM reports received from a large num- 
ber of exhibitors in various parts of the 
country, there is a very gratifying amount of 
business being done on Paramount Tried and 
Proved features. In seme of the towns they 
are making their first appearance, while in 
others this showing marks a recurrence. 

Recently "Back Home and Broke." starring 
Tom Meighan, played at the Cozy Theatre in 
Sauk Rapids, Mich., and according to the 
statement of the manager it did wnnd'^'-fully 
well for the theatre. Not only was his re- 
port a statement of facts but he went so far 
as to write several lines of warm nraire for 
the picture which he believes will draw a 
crowd at any time and any place. 

In speakinsT of "BHiebeard's Eighth Wife." 
H. J. Longaker who showed the picttire at 
his Howard Theatre in Alexander, Minn., he 
said it was the best Gloria Swanron picture 
that had been shown at the theatre to date. 
It has all the elements that please his audi- 
ence and he predicts it will be successful with 
all exhibitors. 

Very enthusiastic indeed is F. J. Arman- 
trout of the Lvric Theatre, Lakefield, Minn., 
over the showing of "Grump}'." The picture 
is a sevai reel feature in v^'hich Theodore 
Roberts is starred and in talking of it this 
manager says : 

"In our opinion here is the right length pic- 
ture for a special. It is good all through to 
the end, there is rot a bit of padding, and 
it is interesting. We played this as our New 
Year's offering and though the weather was 
against us we did a very nice business.'' 



INCREASE ADMISSION 
PRICE FOR 'FLIRT' 

Crowds House at Every Showing of 
Universal Feature 

W HEN J. P. Krebsback of the Krebsback 
Theatre, Adams, Minn, booked "The 
Flirt," he decided he could safely take a chance 
and raise the price of admission. He knew the 
previous record of the film, and he realized 
that since it was a Booth Tarkington picture 
he could risk increasing the price as the peo- 
ple would be willing to pay more to see a 
Tarkington story. 

The box office returns proved that Krebs- 
back was justified in taking the chance. The 
audience willingly paid the increased charge 
and afterwards took occasion to tell the man- 
ager how much they enjoyed the picture. Not 
only were they delighted with the story, but 
the performance of Eileen Percy as "The 
Flirt" seemed to cause no end of pleasure. 
Many times a burst of applause or a hearty 
peel of laughter greeted some touch that par- 
ticularly delighted the audience. 




DIRECTORS AND AUTHORS 

Roland West, author and director of the Carlos 
production, "The Unknown Purple." has just 
signed a six-year contract with Truart Films 
for the production of two special features a year. 



Page 40 



Exhibitors Trade Review 



"My Idea of 
Entertainment" 

— that's what Al Newhall of the Strand 
Theatre, Lynn, Mass., wired about 

"Three O'Clock" 
in the Morning" 

featuring 
CONSTANCE BINNEY 

— and Newhall was right because the 
business he did on the picture proved it. 




^'3 oTlocR in 
fli©Moriiiiid" 



A Picture in Tune With the Times. 
Give Them Youth! 
Fervid Youth! 

The Daring Years of Youth! 
You Know by Now They Flock to 
See the Pictures That Deal With Youth. 

•RESTLESS 



^ vijoroui. virile Wietx rr 



"YOUTH/TO 

Aj tflilijKft in Ainilee_s 



"oram* - ^^^^itr.tr Oove "J \ 
Stenario by MarjuerlCc Oovc J 

Have You Played the Burr Specials? 

"Three O'Clock in The 
Morning" 
and 

"The New School Teacher" 

Burr Pictures, Inc. 

133 West 44th Street, 
New York City, N. Y. 

Released by the Best Independent 
Exchanges Everywhere! 



TRIED AND PROVED PICTURES 



'The Abysmal Brute' 



Cave Man Love 



Released by Universal 



BRTE'F: The love of a fine girl brings to a cave 
man prize fit'hter a realization of the finer things 
of life. He wins the love of thia girl and to make 
the tiling certain can .ei l.er off uy torce. 

BOOKED 5,087 times to date, this pic- 
ture has established a fine record wher- 
ever played. In many cases bookings had 
to be extended and every exhibitor who 
played it announced excellent business. 

Among the circuits that booked this pic- 
ture are: M. Hill (Atlanta) 13 theatres; 
Robb & Rowley (Dallas) 6 theatres; 
Loew"s, in several of their houses; Peer- 
less Booking Co., in 'Several oi their 
houses. 

Other big bookings this picture re- 
ceived are as follows: Bijou Garden, Palm 
Beach, Fla. ; Royal, Hot Springs, Ark.; 
Rialto, Providence, R. I.; Allen's Theatre, 
New Bedford, Mass.; Boston Theatre, 
Boston, Mass.; Empire Theatre, Portland, 
Me.; Alhambra, Utica, N. Y.; Rialto, 
Butte, Mont.; Orpheum, Rockford, 111.; 
Strand, Dayton, O.; Mozart, Canton, O.; 
Reade's Hippodrome, Cleveland, O.; 
Apollo, Indianapolis, Ind.; Grauman's, 
Los Angeles, Calif.; Strand, Madison, 
Wis.; Olympia, New Haven, Conn.; Mar- 
ket Street, Philadelphia, Pa.; Rialto, Wash- 
ington, D. C. 

Reginald Denny takes the leading male 
role in the production and his name means 
something to the box office nowadays. 
The story is by Jack London and it has 
all the power and fascination that marked 
that writer's work. 

Exploitation angles galore are offered to 
the live exhibitor who books this picture. 

Arrange with your most popular sport- 
ing editor for this contest to be conducted 
by his newspaper for ten or twelve days; 
awards to be made for the best letters of 
not more than three hundred words 
answering the question: "What Is the 
Ideal Man?" 

In announcing the contest, tell of the 
search that was made and the difficulty 
encountered in finding an actor who could 
answer to the description of London's 
idea of an ideal man as revealed in the 
character of Pat Glendon in "The Abysmal 
Brute." How, finally, Henley chose Regi- 
nald Denny because of his great athletic 
prowess, his cleanness and wholesomeness 
and because of his unquestioned ability as 
an actor. 

Get the names of about 10 prominent 
local doctors in town and ask them to 
write for publication their estimate of the 
physical measurements for their "Type of 
Perfect Man." Of course this must be 
planted with them .'■nd they will co-operate 
with you for the puljlicity they will derive. 

The local schools afford a tie-up with 
this picture. Nearly every school has its 
athletic end and its town champs. A 
theatre playing "The Abysmal Brute" 
could offer a prize to the boys participat- 
ing in amateur boxing exhibitions. The 
professionalism of the thing can be gotten 
away from by offering the prize, which 
might be a cash prize, to the school 
which won the championship of the town, 
or, if it be a one school tow^n, give the 
prize to the boy champ of the school, and 
suggest that he invest the money for 
equipment for the school gym. These 
bouts could be held on a certain evening 
and the manager tie-up with the picture 
by having banners announcing the occa- 
sion, put up around town. The local 
newspapers would be only too glad to 
sponsor this and play it up from the ath- 
letic angle. If your Legion Post is inter- 
ested in boxing, get their co-operation. 



The banners might read something like 
this: 

"The Abysmal Brute Boxing Contest 
$2.S to the Boxing Champion of the Town 
On (date). The Management of the Pal- 
ace Theatre, etc." 

A street parade of the boys who were 
contending for the championship would be 
another angle to play up this contest. 

Tie-up with the local newspapers to 
offer a prize for the story judged best by 
a committee of leading citizens, athletes 
and sport writers, *-lie subjects to be 
"Famous Fighters As I Remember Them" 
or "What Was the Best Fight You Know 
Of?" These stories would deal with the 
big fights of the past and present, and the 
old timers, while they might not care to 
write, could pass their knowledge o^i to 
the younger sporting set of the locality. 



'The Love Flower' 

South Sea Romance Released by United Artists 

BRIEF: Stella Beyan in order to save her father 
from a prison sentence, which he does not deserve, 
maneuvers their escape to a little island in the 
South Seas. There she meets a young man whom 
she learns to love but before she finally marries 
him, she is called upioii to take desperate chances 
and face death several times before she outwits her 
father's prosecutor and a peaceful mode of living 
is resumed. 

FOLLOWING close on the heels of such 
notable success as "The Birth of a Na- 
tion," "Hearts of the World" and "Broken 
Blossoms," D. W. Griffith produced "The Love 
Flower," a stirring romance whose delicate 
subtlety and fine shadings have been aptly 
portrayed through the acting of Richard 
Barthelmess and Carol Dempster. 

The story not only runs high with romantic 
situations and fine examples of the noble love 
of a courageous girl for her father, but 
abounds in real thrilling situations such as a 
struggle on the top of a high cliff, the rapid 
descent of the contestants into the swirling sea 
below and the brave rescue of the father by 
his daughter. Any audience that will not edge 
forward on its chairs and gasp at this point is 
not human. 

The master touch of Mr. Griffith has im- 
bued the scene with a realistic touch which 
is a silent witness to splendid direction. It 
is for this reason that the name of Griffith 
carries so much weight in influencing audiences 
to see a scheduled picture. It is logical, then, 
to play up the name of the director in every 
possible way. The lobby display should in- 
clude stills of the director with biographical 
sketches and personal notes about his past 
successes. 

In addition much stress should be laid on 
the two stars both of whom are very well 
liked and have personal followings. The South 
Sea atmosphere might be suggested by the 
use of artificial palm trees, painted scenes and 
the like, artistically laid out as a lobby dis- 
play. In addition you might also add to the 
general good effect by securing a large quan- 
tity of sachet from the druggist. Put it 
into a rather large cushion which should be 
well covered with flowers. Place this cush- 
ion, or several if you can arrange for them, 
about the lobby in such a way that an elec- 
tric fan can be placed inconspiciously behind 
each one. The air blowing through the 
cushions will blow the fragrance out into the 
air and will create a very pleasing effect that 
immediately emphasises the name of the pro- 
duction — "The Love Flower." 

In addition to this type of exploitation the 
exhibitor should resort to dignified yet forceful 
advertising in the daily papers. The object 
of this is to reach that class of patrons which 
includes not the habitual movie goers but those 
who would be interested in a picture of this 
type and can only be reached through the 
newspapers. 



March 1, 1924 



Page 41 



You kno'w you will make 
money on these pictures ! 

They have them — tried and proved real money- 
makers at box offices throughout the country 



MERRY GO ROUND 

with Norman Kerry, Mary Philbin and 
George Hackathorne. Directed by Rupert 
Julian. 

DRIFTING 

starring Priscilla Dean, with Wallace 
Beery and Matt Moore. Directed by Tod 
Browning. 

A CHAPTER in her LIFE 

a Lois Weber Production with a great 
cast including Claude Gillingwater, Jac- 
queline Gadsden, June Mercer and others. 

THUNDERING DAWN 

with J. Warren Kerrigan, Anna Q. 
Nilsson and Tom Santschi. Directed by 
Harrv Garson. 



THE ACQUITTAL 

with Norman Kerry and Claire Windsor, 
Richard Travers and Barbara Bedford. 
Directed by Harry Brown. 

THE DARLING OF 
NEW YORK 

with a great cast including Baby Peggy, 
Gladys Brockwell, Pat Hartigan, Carl 
Stockdale, Sheldon Lewis and Max 
Davidson. Directed by King Baggot. 

WHITE TIGER 

starring Priscilla Dean, and a great cast 
which includes Wallace Beery, Matt 
Moore and Ray Griffith. Directed by 
Tod Browning. 

A LADY OF QUALITY 

starring Virginia Valli, with Milton Sills 
and an extraordinary cast. Directed by 
Hobart Henlev. 



Some satisfaction to knoiv 
that you are sure of a good 
profit when you run a pic- 
ture. That's the way you 
feel when you play tried and 
proved Universal Jewels. 

UNIVERSAL 
JEWELS 

Presented by CARL LAEMMLE 
President. 

UNIVERSAL PICTURES CORP. 



Check the pictures in which you are 
interested — 

Mail this coupon to your Universal Exchange and get complete 
information on these famous Universal Jewel money-makers. 
This information is free and involves no obligation on your part. 

I ] MERRY GO ROUND [ ] THE ACQUITTAL 

[ ] A CHAPTER IN HER LIFE [ ] DARLING OF NEW YORK 

[ ] DRIFTING [ ] WHITE TIGER 

[ ] THUNDERING DAWN [ ] A LADY OF QUALITY 

Theatre 

City, State. Manager 

Mail this coupon to your Universal Exchange NOW! 



Page 42 



Exhibitors Trade Review 



TRIED AND PROVED PICTURES 



'Back Home and Broke' 

Poverty and Wealth Released by Paramount 

BRIEF: Tom Redding at his father's death is 
left without means of support and a few apparently 
worthless securities. The townfolks soon neg ect him, 
only one girl stick'ng by him. The securities finally 
prove valuable and he returns to town a wealthy man. 
Instead of repaying his neighbors in the manner in 
which they treated him, he provus he is a real man 
by forgiving them all. 

'yOM MEIGHAN'S success with his most 
■'-recent picture "Pied Piper Malone,' is 
serving to further fortify the strong favor of 
this very popular screen star. It is aiding 
in making him daily more prominent in the 
film world with the result that there is a 
greater demand to see him on the screen. 



"Satisfied" 
"Big Attendance" 
"Will Please AH" 

A few things the Other Fellow 
says about 

D. W. Griffith's 

^ One 
Exciting 
Night^^ 

The greatest mystery melo- 
drama ever made, and the 
one absolutely different mo- 
tion picture. 

"A very fine picture and will 
please all your patrons, even the 
grouch," say Pfeiffer Bros., Ken- 
yon, Ohio. 



"Played it after two runs dozvn- 
town and one within eight blocks 
and was agreeably surprised at 
the zvay it drezv. Better second 
day," C. R. McHenry, Dallas, 
Texas. 



"Very good picture that satis- 
fied everybody. What more can 
you ask," is report of Al Hamil- 
ton, of South No!"walk, Conn. 



UNITED ARTISTS 
CORPORATION 

Mary Pickford, 
Charles Chaplin, 
Douglas Fairbanks, 
D. W. Griffith, 

Hiram Abrams, 
President. 



Although released on December 25, 1922, 
there are still several thousands audiences 
who have not seen "Back Home and Broke," 
the delightful George Ade comedy which car- 
ries from the typical small town, to the en- 
terprising oil city and back again to where 
it started, hauling along in its wake scenes 
of hilarious comedy, stirring drama, moving 
pathos. 

It was these three elements of the story 
combined with the acting of Tom Meighan 
and Lila Lee that has been responsible for 
the warm reception of the film in small towns 
as well as in the large cities, and has kept 
the picture alive and popular for over a year. 

Moreover it's the type ^f a picture that 
is easy to sell through exploitation. The 
name of Tom Meighan used repeatedly and 
wisely will do much to awaken interest. And 
there is the possibility of a bank tie-up in 
which the bank may make use of the title 
in urging the starting of savings accounts. 
Such slogans as this might be appropriate 
in connection with a special offer or some 
other such scheme. A still from the picture 
and with it a sign reading : "This young 
man would never have come 'Back Home and 
Broke' if he had shown judgment and started 

a savings account with us. Go to the 

Theatre tonight and see what might happen 
to anybody at any time. Then take precau- 
tions against its happening to you by start- 
ing a savings account with us." 

Then there are any number of successful 
ballyhoos, an interesting one being to dress a 
young man in shabby clothes and let him pa- 
rade the streets bearing a placard reading : 
"Back Home and Broke." He will be sure 
to attract attention, ?ome wondering just what 
he is there for, while others estimate that he 
is crazy. The purpose will, however, be 
served since everyone who sees him and the 
sign will be almost sure to remember them and 
will immediately connect it with the name 
of the film when you announce its coming. 

Another street bally may be arranged by 
securing the services of a band of musicians 
to ride in an automobile with a well dressed 
young man seated in the front. On the front 
of the car should be the sign : " 'Back Home 

and Broke' come to the Theatre and 

see how it happened. " This, too, will attract 
attention and bring patrons to your house 
where they will see a picture that will entirely 
satisfy them and help make more friends 
for you. 

^ ^ ^ 

'Mv Old Kentucky Home' 

Racing Melodrama Distributed by Sehnick 

BRIEF; Richard Goodlee a Kentucky boy, is 
railroaded tr J-ius .Sir.j- for a crime he nevor 
committed. En route ho.me. after his releas;, h" 
meets his old sweetheart. He hides his disgrace 
from both her and his mother but his rival, Arnold, 
uses his record as a cluh against him to keep him 
away from the girl. When Goodlee's horse wins 
the Derby, Arnold d;;nounces him and tells of his 
prison sentence. It then develops that Arnold is 
really the guilty man \r\ wliom D'i'k has gone to 
jail. 

TfTITH Its smooth continuity, its fast action, 
" its effective lighting and its numerous 
thrills "My Old Kentucky Home" has devel- 
oped for itself an enviable record as a real 
box office attraction. And exhibitors reports 
bear this out. Most of the big first run houses 
in the big cities have played it with fine profit. 

What makes it such an audience picture is 
the variety of elements which are combined 
in the story. Intermingled with hilarious com- 
edy there is pathos, romance and sentiment 
while the thrills are supplied by the suspense 
sustaining horse race which is probably the 
real big highlight of the story. A fine track 
atmosphere has been created the race scene 
being vibrant in color, dash and dynamic ac- 
tion which seems capable of stirring the en- 
thusiasm of the most blase audience. 



And in addition it is the sort of picture that 
lends itself readily to various means of ex- 
ploitation. You can suggest the atmosphere 
of the picture immediately and at the same 
time attract a great deal of attention by get- 
ting two or three men who can ride well, 
dressing them like jockeys and having them 
ride rapidly through the streets. Each horse 
shoufd wear a number to suggest the idea of 
a competition. 

You might also arrange to hire a few men 
and dress them in striped suits to give them 
the appearance of convicts. Have them go 
through the city or town handing out handbills 
announcing the coming of the picture to the 
local theatre. There can be no doubt that they 
will attract attention. 



CERTIFIED, 

DEMONSTRATED, 

SURE-FIRE, 

BOX-OFFICE 

WINNERS. 

The 
Talmadge 
Revivals 

Procurable at — 

Live-and-let-live 
Prices 

Book pictures which leave 
something in the till after 
deducting your film rental 
and overhead. 

Ask any 

SELZNICK 
EXCHANGE 



March 1, 1924 



Page 43 



TRIED AND PROVED PICTURES 



'One Exciting Night' 

Comedy drama Released by United Artists 

BRIEF: A young girl is being forced by her 
selfish mothe'' to accept the attentions of a rather 
elderly man when she abhors. She is making the 
best of it when there appears on the horizon, a 
young man who immediately falls in love with her 
and whose love she reciprocates. A murder com- 
mitted in the young man's house throws suspicion 
on him and a great many thrills and much comedy 
are involved in straightening things out. Of course 
it all ends just as everyone would want it to — 
the boy gets his girl for life. 

WTHEN "One Exciting Night" was a stage 
production it was proclaimed an unques- 
tioned success, a play with real merit. But 
when D. W. Griffith took the play and recast 
it on the screen he did even bigger things with 
it. Situations that could only be suggested 



Letters That 
Cant Be Bought 



NUMBER SEVEN 



ARTHUR J. FLORMAN, 
11 6". Main Street, 
Jamestown, N. Y. 

January 28, 1924. 
Exhibitors Trade Review, 
Knickerbocker Building, 
42nd St. and Broadway, 
New York City. 
Gentlemen ; 

The last f0iv months have marked 
sii'Ch a decided improvement in the 
Exhibitors Trade Review that I felt 
I quanted to write and tell you how 
valuable it has become to me. 

I consider it not only one of the 
foremost trade publications in its 
appearance but in the material which 
it contains as well. It is with real- 
pleasure that I anticipate the arrival 
of the Trade Review each zveek for 
to me it is the most readable trade 
paper in the field and contains sug- 
gestions which I find not only in- 
teresting but extremely helpful. 

With best wishes for the continued 
success of your publication I am 
Yours truly, 
ARTHUR J. FLORMAN. 



An exhibitor doesn't write let- 
ters like this unless he means it. 
He has other ways of spending his 
valuable time. 

And when he classifies The 
Exhibitors Trade Review as 
"the most readable trade paper in 
the field," he sounds the keynote 
of the goal toward which we are 
working. Each issue the publica- 
tion arrives nearer perfection in 
usefulness and readability. Ex- 
hibitors and producers are writing 
to tell us so. 

That is one of the reasons why 
with each letter the efforts are 
redoubled to make the Exhib- 
itors Trade Review just that 
much more valuable to the trade 
than the issue before. 



on the stage could be worked out in full de- 
tail on the screen with the result that critics 
the country over declared Mr. Griffith's pro- 
duction a real masterpiece with every element 
of good entertainment — mystery, suspense, 
love, sacrifice, youth, beauty, rollicking comedy. 

While the picture abounds in situations that 
are hair raising to the point of actual terror, 
it is still excrutiatingly funny, the humor ele- 
ment being supplied by simple, wholesome 
comedy. 

All these things have contributed toward 
the tremendous success of the film since its 
release on December 24, 1922. Movie patrons 
like to be thrilled and they like to laugh. Com- 
bine the two and there results the ideal enter- 
tainment. "One Exciting Night" has proved 
by ' its previous record that this is precisely 
the basis on which it lays its claim to fame — 
it is good entertainment. 

Moreover, it has been endowed with a title 
that has all the punch necessary to get a picture 
over in a box office way. It excites the imag- 
ination, arouses the curiosity and immediately 
creates the urge to go enter the theatre. 

It is for this reason that the wise exhibitor 
will make the name of the picture as promi- 
nent as possible. It can be used as a catch 
line in a great variety of ways which link up 
the product of the merchant with whom the 
exhibitor ties up, and the picture. 

It can. be used independently by the exhib- 
itors in such instances as : Are you anxious 
for "One Exciting Night" ? Do you long 
for "One Exciting Night." Have you 
ever had "Ore Exciting Night." These and 
many others may be used for a week or more 
preceding the showing and will probably get 
the whole neighborhood excited to know what 
it's all about. 

But perhaps the best exploitation angle of 
all is to advertise wherever possible that the 
picture is a D. W. Griffith production. The 
time has now come when the name of Mr. 
Griffith on a production is a testimonial of 
its merit, for the movie goer. Preceding and 
succeeding productions have helped to establish 
this standing for the director and it is suffi- 
cient for the great majority of patrons to 
note that this picture was made by Mr. Griffith 
for them to ree it. 

For this reason his name should be made 
prominent in every campaign. It might also 
be wise to use pictures of the director in the 
lobby and in the ads since these help to sound 
the personal note and establish a more intimate 
feeling for the picture. 

^ ^ ^ 



'White Tiger' 



Crook Drama 



Released bv Universal 



BRIEF: A trio of crooks set out to rob a wealthy 
New Yorker. Two of them are sister and brother, 
though they do not know it. Nor do they know 
that the other man is he who betrayed their father 
to the police many yi;ars ago. They steal the jewels 
and flee followed bv the man they have robbed. He 
loves the girl and wants them to give back the 
jewels and go straight. Finally a break occurs in 
the ranks and the girl promises to marry the mil- 
lionaire who is to gi:^'e her brother a fresh start. 
The vil'ain, inc'dfn'ally. d'es at this point. 

WHITE TIGER" is a fairly new picture 
—released December 17, 1923 — yet it has 
already proved by its record that it is of the 
box office variety. In short it has the ele- 
ments that make a picture that the public 
likes and the fans are all for it. Because 
it gets the crowds wherever it is booked it 
is entitled to a place with the "Tried and 
Proved Pictures." 

Does your audience like thrills ? The story 
is boiling over with them. Does romance 
appeal to your fans ? What could savor more 
of romance than the love of a millionaire for 
a girl crook and his winning of her in the 
woods of the North? How about action? A 
horse race couldn't travel much faster than 
the incidents in this story. 

What's lacking you ask? Not a thing. It's 
a sure fire, hit-the-bull's-eye box office win- 



ner with a whole hat full of exploitation pos- 
sibilities to help the exhibitor put it across. 

One of these is the street bally that one 
exhibitor found especially good. Get a small 
truck and make it look like a police patrol. 
On the roof stand a large sign announcing 
the name of the production and the date of 
showing at the theatre. Dress the driver 
and another man in a policeman's outfit and 
rig the wagon up with a patrol bell. 

Have it drive through a crowded street, 
stop at your house and have a woman at- 
tractively dressed hustled into it. Much fuss 
should be attached to this performance so 
that a great crowd gathers. You might ar- 
range to have some people in the crowd hand 
out heralds announcing the name and date 
of the picture. 

It would a' so add to the picturesqueness. 

L'^5S25H5ESSSS5HSHS2S2SHSHS2SS525HSES25aS2S2SJS2S2S2S2SHSZQ 



You can now 
play this great 
race melodrama 
with BRAND 
NEW PRINTS- 



PYRAMID PICTURES Me. 

presents 




Ray CSmallwood 

A 

Ray CSwALLwooa 

PRODUCTION 

With an all-star cast 
including 

5ICRID HOLMQUIST 
MONTE BLUE 
LUCY FOX 
MATTHEW BETZ 
JULIA SWAYNE 
CORDON 

It's a tried 
and proved 
picture. 




150 West 34th St., N. Y. Cityj 

iaSESESSSES25E525ES25iH5SSE52SESES2SESESffiSSSSHSHSHSHSi9 



Page 44 



Exhibitors Trade Review 



TRIED AND PROVED PICTURES 



of the lobby effect if you had the door atten- 
dant and the ticket seller each wear a tiger's 
head and a striped convict suit. The neighbor- 
hood would soon notice these bizarre costumes 
and the whole community would soon be talk- 
ing about "White Tiger." 

Then, too, you might try a similarity con- 
test. There are any number of towns where 
this sort of thing goes big. Advertise a Pris- 
cilla Dean similarity contest offering tickets 
for the theatre or some similar reward for the 
young woman who can most nearly approxi- 
mate the star as she appears in this picture. 
Announce that the participants of the contest 
will appear in the theatre and at a special 
performance the winner will be announced. 



Watch Next Week for 

TRIED 

AND 

PROVED 

Advertising 
Aids 

The March 8 issue of Exhib- 
itors Trads Review will be 
dominated by a carefully se- 
lected group of ideas in ad- 
vertising of every form. 

The Tried and Proved De- 
partment will be laden with 
invaluable thoughts, easily 
adaptable to the attractions 
which have stood up highest 
in the acid test of Box Office 
Results. If you are not read- 
ing every Tried and Proved 
word in this department you 
are failing to get efficiency out 
of yourself and your expendi- 
ures. 

It will be an issue well worth 
saving. 

EXHIBITORS 

TRADE REVIEW 

Advertising Aids 
Number 

(out next week) 



IN THE BOX OFFICE 
HALL OF FAME 

A Selected List of Features With 
Exceptional Box Office Rec- 
ords Plus the Reason 
They Are Proven 



Paramount 

"My American Wife" — Released February 
11, 1923. Sport Romttfice. Reviewed Febru- 
ary 9. BECAUSE Gloria Swanson appears 
in it in a role that will thrill and satisfy 
her most ardent admirers. 

"Is Matrimony a Failure" — Released April 
30, 1922. Farce Comedy. Reviewed February 
2. BECAUSE it is a catchy light-hearted 
picture that sends audiences away pleased and 
happy. 

"Kick In" — Released January 1, 1923. Un- 
derworld Drama. Reviewed February 2. 
BECAUSE it is a powerful drama with three 
powerful box office names : Betty Compson, 
Bert Lytell and May McAvoy. 

"The White Flower ' — Released March 4, 
1923. Tropical Love. Reviewed February 2. 
BECAUSE Betty Compson is in it and the 
story laid in the South Seas, is a seductive 
and artistic one. 

"The Impossible Mrs. Bellew" — Social 
Drama. Reviewed January 26. BECAUSE 
it is a powerful, popular story and Gloria 
Swanson is in it. 

"Prodigcal Daughters"— Flapper Picture. 
Reviewed January 19. BECAUSE the subject 
has aroused so much interest throughout the 
country and Gloria Swanson is the star. 

"The Cheat" — Love Drama. Reviewed Janu- 
ary 19. BECAUSE Pola Negri is the star 
and the story is a fine human interest one. 

"Experience" — Symbolic Play. Reviewed 
January 19. BECAUSE Pola Negri is the 
star ar.d it is good clean drama. 



International News 

Five Worth While 
^'Exclusives" 
for This Week 

1 — President Coolidge broadcasting his 
first speech outside of Washington 
since taking office. — New York. 

2 — Japan's "John D" receives Mrs. The- 
odore Roosevelt and Kermit Roose- 
velt at brilliant reception. — Tokyo. 

3 — Uncle Sam's new war tanks in spec- 
tacular drills — wonderful night 
"shots." — Miller Field. 

4 — Broadway's own broadcasting sta- 
tion — W-H-N — and stunts you don't 
get over the radio. — New York. 

5 — Siamese prince makes last journey in 
golden urn. A glittering spectacle. 
— Bangkok, Siam. 

TRJED and PROVED 

International News 



Universal 

"The Flirt" — Booked 6,665 times. Love and 
Society Picture. Reviewed February 9. BE- 
CAUSE Booth Tarkington wrote the book 
and the exploitation possibilities are unusual. 

"Hunting Big Game in Africa" — Booked 
4,621 times. Adventure Film. Reviewed 
Febr uary 9. BECAUSE there are enough 
exploitation angles to make it a winner any- 
where and it is an entirely unusual picture. 

"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 8,473 times. Tri- 
angle Melodrama. Reviewed February 2. BE- 
CAUSE it is one of the outstanding 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. 

Selznick 

"What Fools Men Are" — Pyramid Comedy, 
Reviewed February 9. BECAUSE it has a 
powerful box office cast and the story is a 
very timely one. 

"The Chicken in the Case" — Triangle Com- 
edy. Reviewed February 2. BECAUSE 
Owen Moore appears in the kind of role his 
fans like best. 

"The Poor Simp" — Romantic Comedy. Re- 
viewed January 26. BECAUSE it is another 
Owen Moore picture that will send the audi- 
ence home whistling and contented. 

"Love Ts an Awful ^hing"— Marriage Dif- 
ficulties. Reviewed January 19. BECAUSE 
audiences cry with laughter when they see 
it and Owen Moore appears at his best in it. 

United Artists 

"Way Down East" — Small Town Life. Re- 
viewed February 23. BECAUSE it is among 
D. W. Griffith's best known pictures and has 
been shown in practically every theatre in 
the country. 

"Ore Exciting Night" — Comedy Drama. 
Reviewed March 1. BECAUSE it is num- 
bered among the D. W. Griffith best sellers 
and is an absorbing story with an exceptionally 
fine cast. 

"The Love Flower" — Romance. Reviewed 
March 11. BECAUSE it provides a splendid 
vehicle for some remarkable acting by Richard 
Barthelmess ard Carol Dempster who por- 
tray the story as an unusually refreshing ro- 
mance. 

"Dream Street" — Limehouse Life. BE- 
CAUSE it is a true portrayal on the screen 
of Limehouse life as Thomas Burke knows 
and sees it, and it answer the public demand 
for thrills and romance. 



WHEN YOUR 
FEATURE FAILS, 
WHAT THEN ? 




March 1, 1924 



Page 45 



Lest You Forget, 
Miss Lillian Gish— 



in D. W. Griffith's 

Way Down East' 

Tried and Proved 
Beyond Question 




T ILLIAN GISH, zvho por- 
J—s trays the part of little wist- 
ful Anna Moore in D. W. Grif- 
fith's great masterpiece, "Way 
Down East." Little speculation 
is needed to come to a decision 
that the adorable Miss Gish is 
as to the part born. With sen- 
sitive faculties as finely 'wrought 
as transparent gold, Aliss Gish 
has established her<;clf in the 
hearts of film fans for all time by 
her extraordinary performance . 



^'^■^ GISH, as she appears in a fortunc-faz'ored 
IrJ. ntomcnt of the story. Whether it be tatters or 
yuildcd raiment, this great artist cou7'eys, first, last 
and all time, that zvhich is sought niost by others 
and comes easiest to her — Charm. 



IN "Way Down East" D. W. Griffith has endowed the 
masterpiece with his characteristic touch. Result — a 
motion picture the story of which and the success of 
which are common knowledge to the folks of this broad 
land. Mr. Griffith has not made this picture merely a 
provincial thing. Attempting to explain nothing, he has 
welded a theory of eternal love and in so doing has had 
the characters reveal themselves so clearly, as to have made 
any obvious intent seem obtrusive. Thus has he brought 
forth an epic far more than clever. It has the ring of 



genius. A great cast of capable players, among whom we 
^ee such names as Richard Barthelmess, Lowell Sherman, 
Burr Mcintosh, Creighton Hale and Emily Fitzroy, to- 
gether with the tender moments, tragic episodes and the 
laughable situations which only great drama can contain, 
stamps "Way Down East" as something which will never 
lose its appeal for the American public. It is Tried and 
Proved in every sense of the term, and it is a wise exhibitor 
who will play this for a repeat or for the first time, if he 
hasn't shown it before. 



Page 46 



Exhibitors Trade Review 



Art Student to Director is 
La Cava's Record 

AN alert but meditative air. The eyes of 
a dreamer, with the greying temples and 
firm lips of a doer. 

That's the first impression one gets of 
Gregory La Cava, who directed C. C. Burr's 
"Restless Wives" and "The New School 
Teacher." 

"The New School Teacher" is just about to 
be released. If one is to take as a basis of 
judgment the artistry, the smoothness of mo- 
tion, and the effectiveness of dramatic appeal 
which Mr. La Cava injected in "Restless 
Wives," then "The New School Teacher" is 
slated to give movie goers some happy, en- 
tertaining moments. 

But this is not so much the story of "The 
New School Teacher" as it is of Gregory La 
Cava himself. Mr. La Cava first Tjecame 
known in film circles as one of the pioneers 
of animated cartoon production. In this work 
he brought to bear a cultural background ac- 
quired for the most part while studying paint- 
ing in this country and abroad. Economic 
necessity compelled the young painter to give 
up his study of art in its classic form, so he 
obtained an engagement as caricaturist with 
the New York World. 

From producing comic strips on a daily, to 
caricaturing life's little ironies in animated 
form on the screen was a natural step for 
one whose artistic expression craved a 
broader and more constructive scope. 

Gregory La Cava was a decided hit in this 
work. Soon after, he drifted into legitimate 
short subjects, where his ingenuitv, his nat- 
ural attitude and cleverness won him various 
successes. 

In "Restless Wives" La Cava found his de- 
cisive niche as a director. One can only wish 
to see more pictures produced under his direc- 
tion — pictures that essentially maintain a 
wholesomeness, a freshness of viewpoint, and 
a human-interest quality, which perhaps only 
a dreamer artist could conceive. 



What Makes Mary and Mick 
Buy Your Tickets 

{Continued from Page 31.) 



you for "dressing" your theatre — for reach- 
ing out and grabbing Mick and Mary by 
the arm and gently pulling them toward 
the box ofifice when they're undecided 
whether you're showing something in which 
they're interested or not. 

Speaking personally, I know that I try 
to shape screen dramas, with that pyschol- 
logical angle always in view. I'm thinking 
constantly of Mick and Mary, standing 
there hesitant on the sidewalk. 

I know that human nature is interested 
in but four items: Love, money, crime and 
sport. Those four themes are universal. 

I wish you, Mr. Exhibitor, would book 
your product the same way. With myself 
as dramatist, the film play starts. With 
you, the exhibitor, the film play ends — 
when you flash it at last on the screen. 




DIRECTORS AND AUTHORS 

Gregory La Cava, director of C. C. Burr's 
"Restless Wives," reveals such superb directorial 
technique because of his early training. First 
as a student of c assic art and then as a 
pioneer cf animated cartoon productions. 



There are many processes, many individ- 
ualities in between. But if I am remem- 
bering Mick and Mary on the sidewalk 
and shaping my product to give you maxi- 
mum audience appeal before they have 
paid their money over your counter, you 
can cash in by booking the pictures which 
carry my hypothesis to a successful con- 
clusion. 

For after all, both of us are only sales- 
men. 

We've got to "close" with Mick and 
Mary there on the sidewalk. We've got to 
be generous with our exploitation in that 
final moment; we've got to tell them what 
it's all about and tell it to them with a 
crash. We can't overdo it. 

* * =H 

Industry Honors Edison 

(Continued from Page 36.) 



of mankind there is no industry which will 
be so important as the moving picture indus- 
try, because there is upon the screen eve'"y 
beauty of nature, every art, every science, 
every form of human knowledge, 

"I take deep interest in the motion picture 
industry. I rejoice in its progress. I can tell 
you nothing of the motion picture industry. 
There is no occasion why I should. 

"When I speak of Mr. Edison's accomplish- 
ments I feel indeed as if it were a vain at- 
tempt to gild refined gold and to paint the 
lily. 

"I rejoice at having an opportunity of pay- 



ing my respects to Mr. Edison. I honor him. 
I rejoice in the opportunity of laying a trib- 
ute at his feet. 

"It Tvnans nothing to him that I really hon- 
or Mr. Edison, and I am sure I may say we 
have frit that he honors us in leaving his 
activities in order to come here to receive a 
measure of our appreciation of him." (Long 
continued applause.) 

"You can understand how I felt bursting 
in on this group," said Mr. Fairbanks. "We 
have just got off the train and got away from 
the reporters. I feel very much as the Egyp- 
tian must have felt when the Red Sea en- 
gulfed him. If you don't know what I mean 
see the "Ten Commandments.' " (Laughter.) 

Mr. Fairbanks spoke for the west coast 
colony in paying their respects to Mr. Ed- 
ison. He referred to the guest of honor as 
"the greatest figure" and to his great Amer- 
icanism and wished him many happy returns 
of the day. 

Miss Pickford was given another ovation 
when she arose. "I have been sitting here 
and watching dear Mr. Edison," she said, "and 
I have been thinking the great Creator must 
have felt very kindly disposed toward the mor- 
tals of this world when He sent this great 
man among us. 

Live Up to American Ideals 

"To have enjoyed this distinguished man's 
inventions, and not the least of these the cam- 
era, has been a real privilege. I have been 
stirred very much and moved deeply by the 
great speeches made today, by the Senator and 
the others, and by what Mr. Edison said to 
us, not to think of the profit, but to do all 
the good things we can and to send them to 
all corners of the earth ; to see that what we 
do here shall make the screen live up to 
American ideals. 

"It is a privilege to have lived in the same 
age with this great man, probably the greatest 
the world will see. I thank you for asking 
me, to have permitted me to be here today." 
(Applause.) 

"We have come to the conclusion of the 
speaking," said Mr. Hays. "But don't forget 
that above all the motion picture is a service, 
and service is the supreme commitment of 
life." 

The diners then faced toward the screen 
and saw "The Kiss," one of the first motion 
pictures, "featuring" John Rice and May Ir- 
win : "The Great Train Robbery," made at 
the Edison studio in 1903 under the supervision 
of Edwin S. Porter — "supervision" is right, 
as he did about everything usually catalogued 
except carry the roles of the players ; and the 
tenth reel of "Scaramouche." 

At the speakers' table other than those al- 
ready named were Raymond Benjamin, Frank 
Munsey, the publisher; Richard E. Enright. 
police commissioner; Adolph S. Ochs, pub- 
lisher of The New York Times ; Frank H. 
Hitchcock and Charles Edison. 

Present were practically all the executives 
of the producing and distributing companies 
who were in the city as well as many repre- 
sentative exhibitors, including organization of- 
ficials. Also at the tables were many men who 
had been intimately identified with the early 
days of the motion picture. 




FILMDOM'S 
PLAY DATE 
MARCH 
29 




March 1, 1924 



Page 47 



WHAT are believed to be the first sales 
of motion-pictures without the use of 
directly-spoken or printed words, are re- 
ported by the Selznick Distributing Cor- 
poration. 

Under the supervision of L. F. Guimond, 
director of advertising and publicity, small 
records containing sales talks on the Selz- 
nick pictures "Woman to Woman" and 
"Roulette," were sent to exhibitors 
throughout the country. These records, 
made indestructible by a new patented 
process, were mounted on cards contain- 
ing illustrations in colors, but no printed 
matter. 

Before salesmen would follow up the 
campaign, a number of exhibitors took the 
initiative, after listening to the records, 
which gave casts and exploitation points, 
and booked the pictures. 

The pioneer use of talking-machine rec- 
ords as advertising has attracted consider- 
able attention, and the Selznick office has 
received numerous letters from showmen 
interested in their further use. Two lead- 
ing circuits were numbered among the m- 
Quirers. 



/CAMPAIGN books are on the press on 
^ "Pagan Passions" by Grace Sanderson 
Michie, and "Flapper Wives," the Jane 
Mnrfin picture, both of which are being 
distributed by the Selznick Distributing 



ADVERTISING 
AIDS 



Corporation. Each book is of twelve 
p^ges in two colors throughout, with a 
four page insert containing newspaper ads 
and scene cuts, printed on newspaper 
stock. Special attention is being paid to 
exploitation, more than a score of digni- 
fied, legitimate exploitation aids being 
shown. 



A PROPOS of getting more strength and 
directness into a piece of copy, 
Charles Austin Bates once quoted this state- 
ment of St. Paul's: "For if the trumpet 
give an uncertain sound, who shall prepare 
himself to the battle?" 

Paul is considered by many as the first 
sales manager of Christianity. Paul's let- 



ters have real value to the salesman who 
can see relationships and translate yester- 
day into terms of today. 

The very sentence following the one 
quoted above offers an example. When 
we hear highfalutin' selling talks or read 
highfalutin-advertisements it always bobs 
up into our consciousness: "So likewise ye, 
except ye utter by the tongue words easy 
to be understood, how shall be known what 
is spoken? For ye shall speak into the 
air." 



GOLDWYN has an advertising aid for 
exhibitors on "Name the Man," that 
merits worthy consideration. The concern 
is issuing yellow strippers, about thirteen 
inches long and three and a half inches 
wide, with the word heated, printed on 
the one side, and the line. Official Taxi To 
"Name the Man" on the other side. 
Space is left for the imprint of the naxne 
of the theatre. 





Incandescent Specialists 

AUSTIN CHEMICAL CO., Inc. 

AUSTIN BRAND LAMP COLORING 
1692 Boston Road 
BRONX, NEW YORK 

PHONE INTERVALE 2625 

Largest Lamp Colorers in the United States 

COLORED LAMPS LACQUERS FOR TOYS 
AUSTIN FROST AUSTIN BRAND SOLVENT 

Austin Chemical Company has perfected a new type of lamp color- 
ing that has stood all tests and is in many ways superior to the 
various other lamn coloring on the market. Ke'th, Moss and Loew's 
Theatres are availing themselves of the use of the Austin Chemical 
Service. 

A distinctive feature of the new coloring is that it is positively 
waterproof and weatherproof. The process includes shades of various 
colors and descriptions, all of which are devised to add attractiveness 
and appeal to marquee lights, sign lights and house lights. 





SUN-LIGHT ARCS 

STUDIO 

AND 

PROJECTION 

LAMPS 

HARMER, INC.. 
209 West 48th St. 

Bryant 6366 



LOUIS SEEL, INC. 

ARTISTIC ANIMATED FILMS 
LEADERS -^TRAILERS 

42- St'rtii "IgSU^' 




REBECCA & SILTON, Inc. 

723— 7th AVENUE 



PHONE BYRANT 3790 & 3791 



PRODUCERS — 



Representing 
DIRECTORS 



ARTISTS 



WORLD'S LARGEST EXCLUSIVE AMUSEMENT TICKET PLANT TWENTY- EI6HT YEARS EXPERIENCE AT YOUR SERVICf 

A oCUSTTcKft r ^^^^ FOLDED 

/ 352 N. ASMLAND AVENUE ' IO=TieKETS— = 

CHICAGO, ILLINOIS . best fOR the least money quickest dil'iv'lry correctness guaranteed 



Page 48 



Exhibitors Trade Review 



■p XHIBITORS often write ads whkh 
J-' have pulled for "no reason at all." 
Occasionally an ad which violates the fun- 
damental rules of advertising will pull, but 
generally a successful ad adheres largely 
to certain definite laws and principles 
which produce action. 

Decisions are reached by one of two 
methods — reasoning or suggestion — or a 
combination of both. Action is produced 
more frequently through suggestion than 
reasoning, because folks are more suscep- 
tible to suggestion than reasoning. It is 
on this account that even "reason why" 
copy, generally makes an appeal to the 
emotions. 

THE Howard Theatre of Atlanta, 
launched a herald campaign which 
brought unusual attention to Paramount's 
"Humming Bird." The circular was de- 
signed on the model of a regular police 
department dodger, saying that $1,000 
would be paid for the apprehension of a 
beautiful and dangerous woman. A descrip- 
tion of the person shows her to be none 
other than Gloria Swanson, who is starring 
in the feature. The effect of this stunt was 
to provoke interest and comment of the 
paying kind. ^. ... 

X|' ALSTON ABBOTT, manager of the 
Broadway Theatre, Charlotte, N. C, 
grabbed editorial space in the local papers 
with a teaser letter stunt used to exploit 
the Preferred Picture, "Maytime." The 
letter which is sold in quantity by Pre- 
ferred exchanges as a regular accessory, is 
proving the most popular exploitation aid 
suggested in the "Maytime" pressbook. 

An imitation diamond ring is enclosed in 
each letter which is written in a feminine 
hand. Mr. Abbott mailed these to all the 
married men on his list. The note read 
as follows: 
Dearest: 

I am returning your ring and we must 
never see each other again. My eyes are 
filled with tears and I am trying so hard 
to tell you why it is best we part forever — 
but I can't, the words won't come. 

All I can say is that you will understand 
all if you will just see that wonderful pic- 
ture, "Maytime." 

It tells so well what is in my heart. The 
love story of Harrison Ford and Ethel 
Shannon and 
Clara Bow is 
just like my 
own. 

It is a won- 
derful picture. 
See it and you 
will under- 
stand why, 
though my 
heart is break- 
ing, I am still 
your 

Sweetheart. 



IN Detroit, 
the Broad- 
way - Strand 
Theatre laun- 
ched a herald 
campaign with 
good effect. 
Enclosed in an 
envelope 
marked Spe- 
c 1 a 1 Traffic 
Rules, Starting 
Sunday, J a n- 
uary, 27, was a 
red-letter cir- 
cular which 
opened up 
with the 
words, "Warn- 
ing! Obey the 
Detroit Traffic 
Laws." It then 
goes on to say 



that during the showing of "Name the 
Man" the traffic in front of the theatre will 
be unusually heavy, and accidents would 
be avoided by parking in a free space se- 
cured for the purpose by the house, only 
during the engagement of the picture in 
question. The official appearance of the 
envelope, the general character of its 
make-up and the canny tie-up it suggests 
with the city's traffic department combine 
to make for an unusually effective adver- 
tisement. * * * 

A S the weather is always a lively topic 
^ and a subject of frequent debates and 
interesting tie-ups can be made by a thea- 
tre and a newspaper on a picture with 
good storm scenes in it, such as "Judgment 
of the Storm." 

Let the paper place in the lobby of the 
theatre a table showing the high and low 
temperature and whether it was fair, 
cloudy, rain or snow on 'each day of the 
year. Have signs addressed to the public 
asking if they remember whether it rained 
, on their birthday, wedding anniversary, 
etc. Also show on the table the date of 
the town's heaviest snow storm, greatest 
rain fall, highest and lowest temperatures. 

This display will create a great deal of 
interest and talk and can be made with 
little effort and cost. 

V> EPETITION is one of the best means of 
suggesting your attraction. It is only on 
the account of the value of repetition that is 
worth while to secure full page tie-ups, win- 
dow displays, street stunts, teaser copy, etc. 
In repetition, either the suggestion must be 
repeated several times in the ad, or the ad 
must be repeated. 

* * * 

n OLDWYN PICTURES CORPORA- 
^ TION, through its exploitation depart- 
rnent, has made another national exploitation 
tie-up for several of its leading women. This 
time it is with a chewing gum concern, the 
Frank H. Fleer Corporation of Philadelphia, 
manufacturers of several brands of chewing 
gum which are now being pushed throughout 
the country. 

The four Goldwyn players who are given 
publicity through the tieup are Claire Wind- 
sor, Mae Busch, Eleanor Boardman and Patsy 
Ruth Miller who has an important role ■ in 
Victor Seastrom's first American made picture, 

"N a m e the 
Man !" 

P i c tures of 
these players 
have been repro- 
duced on small 
cards, one of 
which is insert- 
ed in every 
pack age of 
Fleer's Bobs or 
Fruit Hearts 
which is manu- 
factured. 



M USIC 




jroR 



ON HIS HIGH HORSE ■ 



By the employment of a rmall motor, a stick, a wooden disc 
and a stock poster, Manager Martin, of the American 
Theatre, Columbus, Ga., arranged this galloping horse effect 
for the showng of "The Ramb!: ' 



b!ii| Kid." 



some- 
thing of a 
distinct novelty 
in press books is 
being got out by 
the Hodkinson 
Corporation for 
the Samuel 
Gra n d produc- 
tion, "Try and 
Get It," starring 
Bryant Wash- 
burn and Billy 
Dove. 

In size and hi 
all general ap- 
pearances, this 
press book will 
be almost a fac- 
simile of The 
Saturday Even- 
ing Post, in 
which the story 
was published. 



THli. BIG SUMMER HIT 
SAY IT WITH A UKULELE 

FOX TROT — HAWAIIAN MELODY 

Full Orchestration 2Sc 
SPECIAL OFFER— 9 Late Orchestrations, 
Including "SAY IT WITH A UKULELE" 
for $1.00— ORDER NOW 

American Mu-^ic Pub. Co. 

1658 B way. Dept. W. N. Y. C. 




WELDED WIRE 
REELS 

For Sale by 

Howelis Cine Equipment Co., 

740 7lh Ar... New York 



m 



Carb 



ons 



PROPER LIGHT 

Any Time 
Any Where 
Any Place 

M. G. Felder Sales Co. 

Distributors 

1540 Broadway, New York 





Radio - Mat 




UJ 

ri 


r ^ 




o • 


00 RADIO-MATS 


it: 




WUITB, AMBCB or 6BBSI. 






son 






fl.SO 








[•1 




At yonr Sealer.- 




«£ 

OS' 


L J 






IS THE STATiOHERYOFTHE SCREEN 





BOOK "MAKING MOVIES" 

It's an on and off stage exh'biton of movie 
studio life, action and detail. 

YOUR THEATRE A BEE HIVE 

A movie picture made right on your stage ir 
front of your audience, produced with loca' 
players and scenes one vseek, and shown next. 
For details write Box 1053, Exhibitors Trade 
Review. 



CLASSIFIED AD 
DEPARTMENT 

Rates 

For Sale, 8 cents per word. 
Help Wanted, 6 cents per word. 
Situations Wanted, 4 cents per word. 
Special rates on long time contracts. 



CAMERA EXCHANGE 



Motion Pictures made to order. Commercial. Home 
or Industrial. We have excellent facilities, and the 
best cameramen. Our price 20c per foot. Ruby 
Film Company, 727 Seventh Avenue, New York. 

Motion Picture and "Still" Cameras rented, sold 
and exchanged. Portable lights for sale and for 
rent. Keep us advised of your wants. Ruby Camera 
Exchange, 727 Seventh Ave.. New York City. 



HOUSE MANAGER OR ASSISTANT 

Young man wishes to make connection with Theatre 
as House Manager or A-^sistant. Three years with 
large house in New York. Box 70, Exhibitors 
Trade Review. 



METAL SPECIALTIES 



Brass Poster Frames and Railings made any s'ze 
as ordered, years of experience, and first class ref- 
erences, other metal hardware and fixtures, our new 
catalog free. Baum's Metal Specialties, Kansas 
City, Mo. 



EASTMAN 
POSITIVE FILM 



Adds to picture interest the appeal of good 
photography — affords an additional safeguard 
for the success of the picture in the eyes of 
the audience — carries quality from studio to 
screen. 

Look in the margin of the release print for 
the identification '^Eastman" ^^Kodak." 



Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 



When Old New York was young 




Yale University Press 



presents 




Stuyvesant 



3 Parts 



Like all the Chronicles of America Series, it brings history 
to life, and entertains and instructs at the same time. 

The exhibitor who shows these pictures gets the Good Will 
of his community. When scores of mayors issue proclamations 
urging that their communities see them at the theatre ; when 
editors far and near print editorials on their importance; then 
you may know that here is the most important series of pic- 
tures, from the national standpoint, that has ever been made. 



Distributors viLX 




ADVERTISING AIDS NUMBER 



EXHIBITORS 

<^rade RE VI E W 

%e Business Paper of the Motion lecture Industry 




Greater than 
"The 
Humming 
Bird " 



ADOLPH ZUKOR AND 
JESSE L.LASKY PRESENT 



ANSON 



GLORIA 

3 Society Scandat 



AN ALLAN DWAN PRODUCTION 

From the p/ay "The Lau^hin^ Lady" by Alfred Sutro Screen t>\a^ by Forrest Halsey 
Produced by Famous Players- Lashy Corporation 



'rice 20 cents 



March 8, 1924 



Other Famous Chi- 
c a g o Theatres in 
which WJJRLITZER 
UNIT ORGANS have 
been installed: 

McVickers 
Riviera 
Convent Garden 
Chicago Theatre 
Halfield 
Tiffin 




(Jerve ^our Pictures' 
the WuRLiIzER li)ay! 

TRADE MARK REGISTERED ^^^T 



Get This NEW 
SELLING PLAN 



CLIP and MAIL this COUPON 1 
. I 

The Rudolph Wurlitzer Co., | 

121 East Fourth Street, j 

Cincinnati, Ohio | 

Gentlemen : | 

I want to increase my patronage with | 
Wurlitzer Music. Please send full de- i 

tails of your new Selling Plan. No I 

ohligation. J 

I 

Name of theatre | 

Seating Capacity | 

Name | 

City { 

State j 



HERE is the testimony of the world's 
greatest exhibitor of high-class motion 
pictures — Balaban & Katz — quoting 
their reasons for selecting the WURLITZER 
HOPE-JONES UNIT ORGAN for the 
correct musical interpretation of their fea- 
ture photoplay presentations at the Tivoli. 
They realized that better music brings big- 
ger attendance — and makes first-comers 
regular patrons. The WURLITZER UNIT 
ORGAN provides music in closest harmony 
with film pictures — soft and sweet in tone, 



or mspiring in fullness. A good organ is an 
nivestment which pays for itself in in- 
creased box office receipts in a short time 
Before buying an Organ do yourself the 
justice to investigate the merits of the 
WURLITZER. It is so far superior to any 
other instrument of its kind, there can be 
no real basis for comparison. Mail the 
coupon today for full details of new selling 
plan designed to make Wurlitzer Music pos- 
sible in every motion picture theatre from 
coast to coast, no matter how large or small. 
There is no obligation to you. 





CINCINNATI 



Exclusive HOPE-JONES Patents 
NEW YORK CHICAGO SAN FRANCISCO 



Published weekly by Exhlbitora Review Publishing Corporation. Executive, Editorial Offices Knickerbocker Bldg., Broadway and 42nd St., New 
York City Subscription $2.00 year. Entered as seoond-class matter, Aug, 25, 1922, at post office at E. Stroudsburs:. Pa., under act of March 3; 1879. 



March 8, 7924 




is one acid 



tor 
i/8 bound to be 
in Oie monep 

A riotous rollicking super-comedy 
The inimitable Hamilton at his best 
They'll laugh their heads off. 
And you know what that means — 

A LINE-UP AT THE BOX-OFFICE 
Jibert U Qrey m ^ 

teSOMlKERSElf 




Based on the or/ginal story, 
'MAMMY'S BOy 
by Arthur Caesar 

H/s first super-Zeature 
comedi 




distributed bf HODKINSON 

^irst run pictures 



Ads That Made Bo 

(sloe I -— 1 __ ----- ^ ^ ^ 




-Tr „ ^ ♦ 

These ads were created by leading 



Ic Office Reco^/ 

^Kansas City 




Beginiung Sunday, Jonoaiy 27 



\ PERSONALLY GUARANTjro TOPER CENT 

rtna^^ MOTION PICTUBH 
■U. (irii ri>u AWffT). iktlOOmt^ t>*H*et motitm pit> 
rii« mean, lOOp^cmlim *vtr, rttpect- 
BCfien— 'oi'''"*"*— «»^»'"'' 
,k* BrWpBy-SlrW (Wrfoj* 

Name the Man*^ 

I the Brw^B-oySfraiJ frlayrf 'V.T*''*"^ 
; otJ ticetlieael in aclini. 

■rfd e- Tt* Mai'"- of U"" '» Sir Cw-r, »«■ ' 
Ufnof* fa ifwcriftt l6£i (Mfh-'"/ if^T »** 
W fwf BFioJ* "0 <w"- BecawM cf txtrtorHmary 
[XcfiDii pHfft wiU bt ^Hflith advntti for ihh rtftme^l 



exhibitors from Press Book material 



osmo 




an 



O 




e Sxfiibitorf 




A BIG 



Baby ¥^eggy and the 
\^o})ij '^sggy ^oll at 
Gimbel %ros,jYevP 



In the Qreaiest Umerican A T^nT" A T \l\ 
story ever M>rltten of a x^-A^JT 1 \ 

QMld^ and QroWn-Ups 



Supported by 

•Hohai't Boswoi'tK - Lincoln Stedman 
Irene HicK - Harxy T Morey and 
Barbara Tennant 




PRINCIPAL 



oftke United States 



MESSAGE 




On this irresistible screen star, her tremendous box office value 
PROVEN, we have ready for you the most elaborate Advertising, 
Publicity and Exploitation co-operation EVER GIVEN in con- 
nection with any motion picture production. 

Tie-ups of all kinds have been arranged with more than ONE 
HUNDRED big business firms, who stand ready to work with YOU 
when the picture is shown. You don't have to ASK them. They 
are waiting — Department Stores, Book Stores, Newspapers, ALL 
of your leading merchants. 

THREE MILLION PEOPLE have read CAPTAIN JAN- 
UARY. Millions more know and admire BABY PEGGY. On 
her recent tour of the country she was welcomed EVERYWHERE. 
Daily papers and magazines used big articles about her. A gigantic 
audience is waiting to see this little star. 




TANUA 

^yLaur^ E.Richards 

PICTURES CORPORATION 



SOL.LESSEH 

Tresideni 



JEE book, publish' 
-^edbyL.C. Pa^e 
dfCo. of Boston 
now^in its ^^tk 
edition ^ 
Over 60a000 
circulation 




ramise the biggest profits 



presses 




r 




A Gilt-Edge Box Office 
Attraction 

Sol Lesser presents 

BABY PEGGY 



"CAPTAIN 
JANUARY" 

n^/>/i an All-Star Cast 

Your advertising is ready Everywhere. 
Below is a sample. 



Bab-y 

-Peggy 
JeWeJpy 







P.^t^bU3hed.l875 ly E.J.Lehmana 





fta^.Adam5 ife Dearborn streets 



Bab-y 'Peggy 
Sonnet(? 



Wnuhidn^TheNeW BABY Ptlital 1 




the history of your house/ 




' SOME , 
OF THE MOST . 
PROMINENT 
■ I FIRMS HANDLING 

PRODUCTS 





%>ork 'With you 

Here is a list of some of the most 
prominent firms handling BABY PEGGY 
PRODUCTS. They are waiting for you to 
show "Captain January." When you set 
your date they will communicate with you 
and help you establish a record for your 
picture. 

Peggy Handkerchiefs, Adams Bach Hand- 
kerchief Mfg. Co. 
Peggy Writing Paper, C. E. Weyand 
Peggy Underwear, Louis Baer & Co. 
Peggy Dolls, Louis Amberg & Son 
Peggy Hosiery, Wayne Knitting Mills 
Peggy Books, Frederick A. Stokes Co. 
Peggy Coats, Baum & Katz. 
Peggy Jewelry, D. Lisner & Co. 

chain exiend^ 

jrom coas't 
io coasi 



Saby 9eggy 




§"lVe?Wa.fe ' 



PRINCIPAL Pictures Corporation. 

Sot jCesser, Tresldeni 



SHOWMEN- 



How manj- opportunities have you missed in this business 
How many pictures at different times have vou turned down- 
only to reahze later that you made a great 'mistake ? 



"AFTER 



DAYS 



FEATURING 



MOSES AND THE TEN COMMAN DMENTS 

Is the greatest "clean-up" this business has ever known 
It has broken every exchange record in every territory sold 
It has created new box-office records in every theatre played 
It has caused more favorable comment by exchangemen, exhib- 
itors and public than has ever been accorded a picture 
It can't miss. It is sure-fire. 

EXCHANGEMEN— 

This is the greatest opportunity you have ever had. What are you Roiiie 
to do about >t.- '-After S,x Days" put into a road show in vour territorv 
and capably handled w.ll make a fortune for you. Ifs po'ssibint.es are 
unlimited and what is true this year will prove to be true everv year It 
will live forever. "It's a clean-up." 

EXHIBITORS— 

t\Srt!^V.°^-f°'"*""'7 '^'■^■^?"ted for you to book this attraction, don't 

for L ^ .1-'°" "^-^ P'^^'^ opportunity lost. Book it 

will re hont t '""'^ ''''' ^"^ ^"^^ ^he first smash"vou 

\Mll re-book it for an early return date. It's a "clean-up." 

SATISFIED BUYERS 

KERAI.^N FILM EXCHAXGE. 729 Seventh Avenue. Xew York 

Greater New \ ork and Xorthern Xew Jersey 
STANDARD FILM ATTRACTIONS, 1322 " Vine' Street, Philadelphia 

Eastern Pennsylvania and Southern New Jersey ^aeipnia 
EPIC FILM ATTRACTIOXS, 808 So. Wabash Avenue, Chicago 

Northern Iljinois and Indiana ^nicdgo 

CHARLES LALUMIERE, 465 Sherbrooke East, Montreal 
Dominion of Canada 

HARRY F. GRELLE, 1014 Forbes St., Pittsburgh 
Western Pennsylvania and West Virginia 

^' Norti?Eid'?''t?r"^-^- P"""^^^ ^-l^'-^^' Sl-Ibv, N. C. 

ivorth and South Carolina 



A 



WEISS BROS. 

ARTCLASS PICTURES CORP. 

1540 BROADWAY, NEW YORK CITY 



MOSES and ike. 
TEN COMMAND- 
MENTS 



She 
RED SEA 
MIRACLE 




An exceptional cdst 

■ Jn eluding 

Eileen Percy 
Tully Marahall 
Georpe Nichob 



(Jruart ^tfrns^ 



Audiences will Qasp 



then they 11 Cheer/ 




March 8, 1924 




=--Btj L. CASE RUSSELL _ 
Directed bg GEORGE IRVING ; Photographed by JOSEPH SETTLE 



Five other big features recently presented by this 
theatre averaged only 63% of amount grossed by 

"DAUGHTERS" 



ALTON ' 



eme""' 



CO. 



oohE^ 



PBOV 



oeNce- 



,e corporators. 



^aail^' ani ^ front of ^' ^^^.j.! of «- ^ 

feortn -'^^"^ -s°.^ro^e..e.\rra%r"°" 

O ° _.„r.T^T?BS or 




All attendance rec- 
ords broken despite 
blizzard for two days 
and exceptionally 
strong opposition in 
p i c ture, vaudeville 
and legitimate thea- 
tres. 



Tiitb ^^^^ 





"Daughters of To- 
day" is clean. It 
creates unprece- 
dented discussion by 
newspapers and by 
word of mouth be- 
cause it deals with 
one of the most vital 
phases of life today. 
Ask the Exhibitor 
who has played it. 



"Daughters of Today" will have the 
influence for good that characterized 
"Over the Hill." 



The Emery Amusement Company is 
one of New England's best known 
amusement enterprises. 



Daughters of Today 

is one oF the few dramatic pictures ever 
passed by the censor For Boston Sunday 

showing 




— In the Cinema Palaces on 
Broadway, — 

—In unpretentious, but just 
as popular, neighbor- 
hood houses,^ — 

— Everywhere ! 

—You'll see Jimmy Aubrey 
Comedies 

— Because Aubrey is a real- 
ly comic comedian. 

Released by 

STANDARD CINEMA CORPORATION 

thru 

SelzDick Distributing Corporttion 




XII 



tij^hihitors Trade Review 





JIMMY mm 

TO UQYPLCD 



COL.UEE^R L1PE2 



JIMMY AUBREY 
AT HIS FUNNIEST 

aptly describes this series of mirth-provoicing, 
riotous comedies in two-reel lengths. Jimmy, 
the slapstick king; stumbles from one screaming- 
ly funny adventure into the next and the on- 
lookers shriek with laughter as they watch his 
antics. Each picture is brimming over with 
chuckles and gleeful snorts and Jimmy, the in- 
imitable, rocks the house with his capers. 
These comedies, which are being especially pro- 
duced by the Jimmy Aubrey Productions, Inc., 
for the Standard Cinema Corporation, will be 
released one each month. Put in your order for 
the series now. 




The Oae and Only 
Colonel Heeza Liar 

is with us once more and never has 
that good, old scout been so absorb- 
ingly entertaining, utterly original 
and completely comical as in this 
new and clever combination of in- 
genious cartoons and actual scenes. 
In this single reel series, which is 
being produced bj^ the Bray Pro- 
ductions, Inc., and released at the 
rate of one a month by the Stand- 
ard Cinema Corporation, the ir- 
repressible Colonel Heeza Liar has 
experiences which would be beyond 
the wildest .dreams of a less imag- 
inative rnan and the beholders 
chuckle and thrill as they are un- 
rolled before their intensely inter- 
ested *eyes. 

Don't miss the popular Colonel 
Heeza Liar. His friends and sup- 
porters will swell your ticket sales. 




STANDARD GIN 



DISTRIBUTIN( 



SELZNICK DISTRIB 



March 8. 1924 



XBl 




DPUCt DRDTON 




m 9mv 

U0LLVV0017 



BRUCE BARTON 

Famous Author 

is well known for doing the un-hsual and in his 
series of single reel features produced by the Better 
Day Pictures, Inc., he is offering something really 
unique. Each subject is distinctly different and tells 
a story which cannot fail, to -hold the attention of 
the aildience from start to' finish. 
One of these features may be obtained each month 
from the Standard Cinema Corporation but yoi; 
may order the entire series now arjd run each sub- 
ject as it is released. This will save you trouble 
and insure your receiving a picture which will 
please your patrons and bring more money in tci 
you. 



THE FRED CALDWELL 
HOLLYWOOD PICTURES 
are being made by the L. K. C. Productions in 
two-reel lengths. These celebrated, long await- 
ed and eagerly anticipated comedies feature 
many of Hollywood's most famous funmakers 
and their antics would pull a laugh from even 
the most serious-minded. Each foot of film con- 
tains at least one chuckle and several smiles and 
it is safe to bet that an audience will be gasping 
for breath and holding its sides by the time the 
subject is completed. 

Book every one of this series now from the 
Standard Cinema Corporation. You will reap 
your reward not only in the thanks of your pa- 
trons but in increased box-office receipts. 




CORPORATION 



HROUGH 



riNG CORPORATION 



xrv 



and the rush of the 



Exhibitors Trade Review 



Char**' 



, the 



acco' 




lont 



K A ESCHUUl 

IT . 

GHOSS M »aB5 Ui» 4 M« ABOUT 95 




if 



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mSB A VMS A UAH BREAK ALL H0U3B RECORDS B^f OOT OROSSIM 
JIAMNG YOUTH BY 8KALL JORGTH STOP TLAinUG -YODTH KVS HDTOROT 
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SIX HUHDRZT AMD TWSLVS DOLLARS AND TW2STY CTS STOP I THXHI 
PICTURE A GREAT WEST3RH ?AE BETTER THA5 THE ATBRACB STOP THIK2 
PICTURE WILL DO GOOD BUSimS OB THE WBSC STOP AUDIHICE ALL 
LIES IT ADD C0MUEHT3 WERE ALL GOOD STOP WEATHER PAIR SOT THE 
BEST POa omiHO DIMT STOP OOUPSTITIOI SKKH H3G1RD3 

3UaS V2LA3 ^^^^ ^ ^^^^ TBSAIBES 



lONj 



PICTU 



they all want to see 



p. cut 



8V. 



A 3irAt llxxtiotidl Attraction 



March 8, 1924 



CI B610442 



Page 1 



ill«tell>tll«l l»ll><1[HiRli><tell«l i)tllHi |Kll«ll«teteltell»ll«ll)ttetetell»llg[HW 



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i 



EXHIBITORS 

9rade REVIEW 

dusiness Paper of the Motion 'hcturelndmtrf 

GEORGE BLAISDELL, Editor 
EDDY ECKELS, Business Manager 
MICHAEL L. SIMMONS. GEORGE T. PARDY, 

Showmanship Editor Reviews Editor 

CONTENTS 

Marcli 8, 1924 / 

EDITORIAL FEATURES 

Page 

Save Them from an Untimely Death 3 

Co-operative Advertising Aids 5 

Old Lady Astor 6 

Advertising Aids Prove Their Value 7 

Editorial — A National Picture 18 

Leaders All — John B. Rock 19 

HIGHLIGHTS IN THE NEWS 

Boston Named for Convention : 9 

Al Christie Completes Cast 10 

Nothing to Fear from Radio 11 

Vitagraph Encourages Team Work 11 

First National Enters Field 13 

Pathe Reorganizes Departments 13 

Florida Has Building Boom 14 

Latin American Consuls Entertained 14 

Quebec Returns Print of 'Flaming Youth' 15 

Censorship Bill in Committee 15 

Roach Engaged on Heavy Schedule 16 

LuBiTscH Will Direct Negri 16 

Harry Wilson President of Wampas 16 

PICTORIAL PRESENTATIONS 

'Captain January' . 2 

Mutual Profit 8 

Aids Make Great Picture 12 

Lloyd Advertising Urge 20 

Tried and Proved Advertising 35 

Pertinent Ads 43 

SHOWMANSHIP 

Compiling Advertising Mailing List 31 

Trend in Advertising Aids 32 

Advertising Aids 33 

Exploitation Ideas 34 

REGULAR DEPARTMENTS 

Exhibitors Round Table 17 

Up and Down Main Street 21 

Players We Know 27 

Brc Little Feature 29 

TftlED AND Pr0\'ED 37 



^ ; Copyright 1924 by Exhibitors Review Publishing Corporation. 
Geo. C. Williams, President; F. Meyers, Vice-President; John P. 
Fernsler, Treasurer; J. A. Cron, Advertising Manager. Executive and 
IMtorial offices: Knickerbocker Building, Forty^Second Street and 
Broadway, New York. Telephone, Bryant 6160. Address all Communi- 
cations 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 U. S. postage stamps. 
West Coast, Richard Kipling. 1505 No. VC'estern Ave.. Los Angeles 



mux's INT/IEAII{ 




S' 



TATION E. T. R. 
jH'esents its special 
A D V E RTISIXG 
AIDS program. A com- 
p r e hensive course on 
selling motion pictures 
through the powerful 
appeal of printer's ink. 

"The Subject of Ad- 
vertising Aids could fill 
a volume," says Mel A. 
Shauer of Famous Players-Lasky, and 
with the keen, incisive mind of a busy 
man considerate of the value of time and 
space, he boils down to a single pageful 
that which is of most obvious importance 
to the exhibitor. Read it oil page five. 

Charley ]Moyer, of United Artists, has 
compiled a distinctive array of newspaper 
ads — in a line-up that actually did heroic 
service for a showman in Paterson, N. J., 
the story of which will give other show- 
man new targets to shoot at. The ads 
and the stoiy are on page seven. 

"What the Exhibitor wants and keeps 
on wanting" is the essence of the message 
that L. F. Guimond, of Selznick, puts 
across on page thirtj'^-one. It tells of 
"The Trend in Advertising Aids," and 
tells it m a way for which Mr. Guimond 
is particularly noted. 

C TAND by for NEXT WEEK'S 
Special Program on THE SHORT 
SUBJECT. 

E. W. Hammons, President of Educa- 
tional, and L. J. Darmour, President of 
Standard Cinema, are slated to speak. In 
a chatty, personal way, these two impor- 
tant figures in the world of SHORT 
SI^BJECTS will drive home some im- 
portant trutlis on THE BIG LITTLE 
FEATURE. 

And talking about BIG LITTLE 
FEATl^RE achievements, you're going 
to get one joyous eye-full from Pathe's 
"Around the World in Fifteen Minutes." 
Xo idle boast. It's on the griddle now. 
Sharpen up a good appetite for next 
week's BIG LITTLE FEATURE 
Xumber. You won't be disappointed. 



Exhibitors Trade Review 



TT/^HEN it comes to nerve, the honors go 
to Baby Peggy. Even a full groimi cotw 
holds no terrors for her. As a matter of 
fact her closest friend in "Captain January" 
is this big brown and 'white cow who wakes 
her every morning by sticking Jiis head in the 
zvindow. Another close friend is the trained 
pelican who takes his mistress soaring through 

the air. Not really, though — just a dream. 




Principal Pictures Stars Baby Peggy 



A Photoplay With Real Selling Power 





pjAIR cutting is an 
^ -*- town idicre Babv 



easy art in the home 
Peggy lives in "Cap- 
tain Jan^iary." All you have to do is put 
a hcul on the head and cut around. Even 
a child can do it. Poor little Peggy has 
been raught in a shipu'reck and barely res- 
cued by an old sea captain. That is she was 
rescued but her clothes weren't and for the 
time being she must make the best of what 
she has been able to get together in a hurry. 



Let These Photographic Stills Serve As Advertising Aids 



March 8, 1924 



Page 3 



EXHIBITORS 

^rade REVIEW 

%e Business Paper of the Motiondcturelndustiy 



7 RU ART'S "Let's 
Go," featuring 
Richard Talmadge, 
savors of entertain- 
ment for which Tried 
■ and Proved attrac- 
tions are noted. It 
contains everything 
that the film fans 
want — excitement, 
thrills, love interest. 




niCHARD TAL- 
-/V madge is here 
shown fighting off 
two attackers at the 
same time. Stunts 
like this one put 
thrill and punch into 
"Let's Go," a fast 
moving, full-of-ac- 
tion Truart product. 



Save Them From an Untimely Death- 
The Pictures of Yesterday! 



OUR scientists have a theory 
that the ether wave set in mo- 
tion in radio broadcasting 
never dies, that until eternity it- 
self these releases might be picked 
up if only we had apparatus suf- 
ficiently sensitive. 

So with a good idea. Whisper 
it only, and its echoes will be heard 
the world around. Apply it, and 
its benefits may endure until the 
end of time. 

Everyone in the motion picture 
industry has known for years that 
its releases were permitted to die 
too soon. No one man may claim 
credit for that thought as his dis- 
covery. But what was everybody's 
business was no one's business. 
Let George find a remedy — and 
George did! 

He found a way, a definite, con- 
crete way of doing what everyone 



has always talked should be done. 
His Tried and Peoved Pictuees 
Department deals with and actu- 
ally fights editorially every week 
for prolonging the lives of real 
box office attractions-the features 
which have been tried, and proved 
winners. 

TT furnishes the producer and ex- 
hibitor with an attention-com- 
pelling, economical avenue for con- 
serving and increasing his pros- 
perity. 

It puts money into the pockets 
of the exhibitor, for he is constantly 
reminded of pictures he can get at 
reasonable rentals, that make high 
class programmes, that won their 
way into the Tried and Proved 
Pictures Department on past per- 
formances of dollars and cents 
only, and he is offered both 



through the Department and direct 
by mail, real, adaptable money- 
making ideas for putting over past 
releases in a different or big way. 

A youngster still, the Tried and 
Proved Pictures Department al- 
ready is sensationally successful. 

Scores of exhibitors are falling 
in line every week. 

TTOW producers and distributors 
feel is voiced by Carl Laemmle 
in a letter in which among other 
many things he says: 

"In particidar I ivant to com- 
mend your Tried and Proved Pic- 
tures Department. One of the 
most difficult problems in tliis in- 
dustry to solve is the adequate ad- 
vertising of pictures after the first 
runs have been played." 

And truly the echoes of George's 
idea have been heard " 'round the 



Page 4 



-"THE LITTLE MINISTER" 



Three-Column Newspaper Acl--Mats or Electros 




Pson 

J. M. Bai l ies Play 
•THE LITTLE 
MINISTER" 

CC Cparamounl Qidurv 



ADVERTISING AIDS 



A striking newspaper ad suggested by Paramount 
for "The Little Minister." A mat and electro 
service rendered to exhibitors makes it possible 
for the showman to run the ad in this precise 
formi The ad, is a real business blooster. 



world." American editors have 
been reminded to rush into print 
to air anew their thoughts. Eng- 
lish papers have commented freely 
and favorably, and far off Aus- 
tralia has added its approbation. 
Some of these contemporaneous 
views are very good. 

One paper says: "It is a pa- 
thetic fact that under the present 
system a film becomes a dead issue 
in an exchange thirty days after 
the first run is set, because the 
present methods automatically 
concentrate the efforts of the sales 
crew on the films which are just 
coming up. The film that was re- 
leased and given its first run but 
some weeks ago, becomes so much 
celluloid in a can." 

Another writes : ' ' What becomes 
of the pictures after the first run? 
And why isn't something done to 
give more definite and better pay- 
ing circulation to all of them? 
'The Hunchback' is good enough 
to run indefinitely. So are other 
pictures which just pass away and 
are forgotten. All of which is 
wrong. It's just like throwing 
pearls in the gutter." 

nPHE Exhibitor of Sydney, Aus- 
tralia, reprints under the head- 
ing "If You're Playing the Pic- 
tures of Yesterday, 'American 
Trade Paper's New Service,' " 
an article entitled "The Treasure 



Chest of the i'resent" and com- 
ments thus : 

"With this striking lead-off. 
The Exhibitobs Trade Review de- 
votes quite a supplement to telling 
of the merits of pictures which are 
a little bit old to the big city first- 
release houseSj but which are 
brand new to the smaller exhibitor 
who has not yet shown them. Chap- 
ters and special articles are de- 
voted not only to specific pictures, 
and to splendid ways and means 
of putting them over, but to entire 
groups of pictures so packed with 
merit as to be infallible in the quest 
for capacity houses. Under this 
heading we find the article, "Tom- 
my Meighan Never Had a Failure, 



Tllustraled Screen Reports 










' ' ^^^^ 




''f M ' ' ' 


- Iripli Hiii-I ill rii-micri' \ 


1 \ 
i \ 





ADVERTISING AIDS 

The Selznick thought enough of the review of 
"One Week of Love" as it appeared in The 
Exhibitors Trade Review to use it as an insert 
in their Tried and Proved Ad suggestions. It 
can be had from Selznick upon request. 



Paramount Star Has Trail Blazed 
by Continued Successes." In it 
are listed the successes, commenc- 
ing with the "Miracle Man" and 
running right up to "Back Home 
and Broke," following which are 
of course, "The Ne'er Do Well" 
and "Homeward Bound." Upon 
each picture a little time is spent 
and for each and every one of 
them there is specified an exploi- 
tation stunt which can reasonably 
be expected to be successful. 

There is, of course, a lesson in 
the entire supplement; the lesson 
that the exhibitor must learn to 
know that because he is showing 



Exhibitors Trade Review 

a feature which is many months 
behind city release he must not let 
up on exploitation on that account. 

If his press book is inadequate 
in supplying him with material, 
then there is always the exchange 
supplying the picture, with a pub- 
licity and expoitation staff only too 
ready to serve the exhibitor. 

"WT E are happy to have this ed- 
" itorial support. And we take 
honest pride in pointing to this as 
at least one time when not one 
single journalistic voice was raised 
in derision. The anvil chorus just 
wasn't. 

If this publication never has 
anything more to its credit than 
the starting of its Tried and Peoved 
Department, it can still claim to 
have measured up to its ideal of 
what a business journal should do : 
Chronicle the happenings of and 
improvements in its industry, and 
itself point the way of progress. 
AVe believe that this one depart- 
ment, this one idea, will do more 
toward increasing the profits of 
the exhibitor, producer, and dis- 
tributor — than anything that has 
been done in years. 

Certainly, Tried and Proved 
Pictures service is exclusive with 
The Exhibitors Trade Review. 



TOOUJ^H 



The first greater picture — 
The last word in production — 
The pinnacle of achievement — 
Sounding the depths of passion — 
A sea of splendor — within the 
Confines of a garden — ■ 

Lavish expenditure — 
Justified extravagance- 
Entertaining — 
Impressive — 
Incredible — 
Convincing— 

A t Last! 

You can see it ! 



The Universal 
Super-Jewel Production 

lUcitUn. Diceded by 
and Tcatming 

IDon StfoheuTUt 



ADVERTISING AIDS 



A sensible ad for "Foolish Wives." The many 
lucky exhibitors who cashed in on this Universal 
feature will declare loudly to the world that 
it is Tried and Proved in the "nth" degree. 



March 8, 1924 



Co-Operative Advertising Aids 



Page 5 



THE subject of advertising aids 
could fill a volume. It is my pur- 
pose here to emphasize the added 
benefits of using them on a co-opera- 
tive basis. The exhibitor is a motion 
picture merchant. There are other mer- 
chants around him who are just as 
eager to sell their goods to the public as 
the exhibitor is to sell his. 

Merchants of a similar frame of 
mind can usually work out a plan 
whereby they can co-operate, each to 
help the other sell his goods, and each 
receiving additional benefits of the 
other fellow's efforts in his behalf. 

If advertising aids are made with 
this thought in mind it remains only 
to work out the details locally. 

Composition and coloring are im- 
portant features in getting out a strik- 
ing and attractive article, but the co- 
operative possibilities go even further. 

The rotogravure section is a striking 
example. Good copy will have news 
value. The article itself finds its ap- 
peal in the home. The exhibitor is 
afiforded plenty of blank space which 
enables him to tie up readily with his 
local merchants. 

He can sell space for money, or for 
co-operation in distribution to his po- 
tential patrons. 

The back page of the roto section as 
illustrated below has a few photographs 
at the top. These photographs are 
chosen particularly with the idea of in- 
teresting clothiers and wearing apparel 
shops, beauty parlors, hairdressers, 
household merchants, jewelers, fur- 
riers, automobile concerns, etc. Mer- 
chants can submit copy which will fit 
right in with these illustrations. 



By MEL A. SHAUER 

Manager Advertising Sales Department, Fa- 
mous Players-Lasky Corporation 

Distribution to the public can be 
readily enhanced with the aid of the 
stores who advertise and who are eager 
to get their own advertising in the 
hands of prospective customers. They 
wrap them in bundles or hand them 
out over their counters. 

THE theatre can distribute through 
the co-operation of the newspaper, 
or by messenger and mailing list. The 
roto section illustrates a three cornered 
tie-up between the exhibitor, the mer- 
chant and the newspaper — the biggest 
powers in the community. 

Heralds with plenty of blank space 
on them afford similar opportunities to 
reach thousands of people at a nominal 
cost and to reach them through the 
drug store, candy store, the millinery 
shop, etc., as well as from the theatre 
direct. 

The insert card (also illustrated be- 
low), placed in a dignified frame will 
stop the passer-by. The same is true 
of the 22x28 photograph. 

So long as these articles are con- 
fined to use in the theatre lobby, they 
do not carry any element of co-opera 
tive advertising. But spread in prom- 
inent locations in the vicinity, they call 
attention to the theatre and the motion 
picture attraction by first calling atten- 
tion to the merchant and his goods. 
This is by no means a new idea. Its 
value can be stimulated by a direct tie- 
up with the picture title whenever this 
is possible. 



When a merchant uses one of these 
cards he is swapping advertising with 
the exhibitor. The extent of this 
swap is up to them. Many exhibitors 
do not like to hand out passes contin- 
ually. Merchants often ask for adver- 
tisements on the theatre screen, to 
which most exhibitors object. There 
is a simpler way than all this. What 
about the blank space I have already 
mentioned which is provided on the 
heralds and roto sections? This blank 
space can sell hats, or face powder and 
motion pictures too. 

Where people shop for their enter- 
tainment they shop for many other 
things. Advertising aids increase in 
value as they reach more people. Why 
not try, then, at the cost of little eflfort 
and little money when shared on a co- 
operative basis, to open up every pos- 
sible channel for the distribution of 
these aids? 

Advertising material should be made 
up with the appeal in mind. When the 
appeal is there, other effects may be 
added by color or by novelty such as 
die cuts, etc. But these things should 
be shaped toward the ultimate possi- 
bility of co-operative use. 

FANFOTOS, autographed pictures 
of motion picture artists, have a dis- 
tinct appeal. The idea of distributing 
these photographs to "movie fans" is 
not new. The best results, therefore, 
depend on the rnethods used in distrib- 
uting them. 

In connection with an item such as 
( Continued on page 48 ) 



^T^HIS gilt-edged advertising aid in a gilt frame is 
■*■ the latest in a cla^s of its kind. The one showing 
Pol a Negri in "Shadozvs of Paris" is a frame alloiv- 
. ing for an insert card. They are good boosters. 




ROTOGRAVURE magazine is one of the real up-to-the-minute advertising 
aids that the Famous Players-Lasky Corporation offers its patrons in connec- 
tion with "A Society Scandal." The back page is two-thirds blank, to alldw for 
local advertising, which should more than pay for the price of the little magazine. 



Page 6 



Exhibitors Trade Review 



Old /hdy^^storSqys 




YOU can't keep a good man down — or a good woman 
either. We have in mind two players who have just 
come into their own in the way of substantial recognition. 
One of these is Adolphe Menjou, one of whose hits was 
in "A Woman of Paris." Of course, it was no sudden 
accession of ability that blazed forth so brilliantly in that 
production. It w'as simply the opportunity presented by 
the character, the opportunity presented by the producer 
and the opportunity given to the actor to bring into pla)^ 
his splendid powers of characterization. And Menjou cer- 
tainly made^ood, to the delight of uncounted miUions of 
men — and women, too. There have been other appearances 
since that of the Chaplin picture, all of which demonstrated 
that what he did was no flash in the pan, but just an every- 
day sample of what he has got up his sleeve. Famous 
Players is to be congratulated on its acquisition, and the 
party of the second part, too. 

'J'HE woman to whom reference was made is Laura 
La Plante, who after four years of "trouping" at 
Universal City is to be starred by Big U. Come to 
think of it it was pretty nearly two years ago that 
this journal in its short subject department, after 
having commented on the work of this young woman 
in a serial, hinted that there seemed to be indicated 
the possession of real feature material. Miss La 
Plante was given a trial in "Excitement," which 
proved to be so effective that the company has map^jed 
out a schedule of starring subjects for her. The 
young woman radiates wholesomeness. She is the 
absolute antithesis of stagey — she is just like some 
of the girls back home. 

Ji^DDIE CAREWE, finishing up his work on "A Son of 
the Sahara" at the Eclair studio in Paris, is expected 
to depart for New York soon after the first week in Paris. 
We've got a sneaking hunch that the producer is going to 
show us something worth while in that desert stuff. There 
are those who says that deserts are all alike — that what can 
be secured in Sahara is laying around loose in California 
or somewhere in the west. Maybe so. We'll have a chance 
to find out. We are banking on the Sahara being different, 
nevertheless. Certainly the architectural backgrounds, the 
towns, will be. 



■qDUGLAS FAIRBANKS vnll open "The Thief of 
Bagdad" at the Liberty Theatre in New York on 
Monday, March 17. He has installed offices in the 
Liberty Theatre Building. Mr. Fairbanks and Miss 
Pickford, when not attending to details connected 
with the premieres of their productions, are getting 
ready for their European journey. The date for the 
opening of "Dorothy Vernon of Haddon Hall" has 
not yet been set. 



PHARJLES CHAPLIN is to go to Alaska to get the real 
thing in snow scenes, according to word from the Chap- 
lin studio. The story on which he is working is a bur- 
lesque of the mining camps of the early gold strike in 
Alaska, with the comedian back again in the character of 
the oldtime funmaker. Mingled with the laughs will be 
a leavening of the tragic, giving Chaplin an opportunity 
for the portrayal of pathos, which as those who have fol- 
lowed his career know he can do most effectively. 

pniLIP V. KROHA, manager for Richard Walton 
Tully's production on the west coast, is in New 
York for consultation with his chief regarding "The 
Bird of Paradise." That's the Bird which Mr. TuUy 
plans to go to the Hawaiian Islands for, as we were 
saying last week. 



L LOYD HAMILTON is to be seen in another full- 
length comedy, "The Goof," to be produced by J. K. 
McDonald and to be directed by William Beaudine. With 
the comedian is young Ben Alexander. If the feature is 
as funny as "My Friend," in which this week we saw this 
comic chap at the Rialto here, it will get by with a whoop. 
There are several situations in this Educational comedy 
that are not only unusually funny but really are novel — 
rand all the funnier on that account. Why is it as soon as 
a man gets established as a comedian of the first rank in 
the two-reelers some joy-killer shows up and induces him 
to join the feature ranks? And with the result that instead 
of seeing the man a dozen times a year we are lucky if he 
comes to the bat on four occasions in that period? 



J)IMITRI BUCHOWETZKI, directing Pola Negri 
in Paramount's "Men," is conducting a conserva- 
tory of languages out on the Lasky lot. This latest 
representative of the foreign invasion quite naturally 
finds inadequate the small amount of English he has 
been able to assimiliate in the course of his short 
stay. So he converses with the star in his native 
Russian, which she understands; in French with the 
staff. The director also is the author of the story 
of Paris and Marseilles; in German vrith some of 
the others, and in English with the camerman and 
staff. The director also is the author of the story 
he is putting on. 



D 



R. RIESENFELD is extending his "classical jazz" pro- 
gram at the Rialto and Rivoli in a manner that not only 
is novel but highly effective. All the theatres named this 
week there is presented "Song Cartoons," an innovation 
which is the joint product of Charles K. Harris, the song 
writer, and Max Fleischer, the "Inkwell" creator. Imposed 
over the notes of, for instance, "Come take a trip in mv 
airship," are the words of the song in railroad train infor- 
mation. As the words travel across the screen a cartooned 
figure skips from one to the next the orchestra meanwhile 
playing the music in classical jazz. Many laughs accompany 
the combination, the hilarity being heightened by the work 
of Drummer Max H. Manne. A comedy follows the nov- 
elty, the subject at the Rialto being Educational's "My 
Friend." Right in the spirit of the foregoing Emanuel 
Baer, assistant conductor at the Rivoli, has devised a clas- 
sical jazz accompaniment, which rounds out a diversion 
that plainly pleased a large house. 



TAMES ROSS GRAINGER, general manager of 
sales for Goldwyn, has started on another of his 
flying trips to exchanges and the west coast studio. 
It is Mr. Grainger's intention to call on exhibitors 
as well as branch managers. In Los Angeles he plans 
to remain two or three weeks. 



^RUSSELS had its look-in on "The Covered Wagon" the 
night of February 15. Gathered for the Belgian pre- 
miere was what is described as one of the most distinguished 
and enthusiastic houses that ever greeted a motion picture 
in that country. Wires report the production playing to 
capacity, equaling the run in Paris at the Cinema Made- 
leine, where the subject now is in its third month. 

JJERMAN STARR, Warner's executive, who for 
the past six months has been studio manager at 
the West Coast studios, is back in New York for 
"keeps." Incidentally, he brought back with him a 
print of "Beau Brummel," which has been given the 
o. o. by the home office gang, all of whom hav* 
inscribed their o. k. on the John Barrymore picture. 



March 8, 1924 



Page 7 



Advertising Aids Prove Their Value 

Consistent Plugging With Proper Material Will Win 



W HAT consistent advertising, with 
proper advertising aids and me- 
diums, will do, was demonstrated 
in Paterson, N. J., when the Lyceum, 
a legitimate theatre off the beaten 
path, decided to run pictures. 

First it was necessary to educate the 
public to thinking of the Lyceum in 
terms of pictures. One month was de- 
voted to this work with the result that 
the theatre was able to show features 
with 85 cents top price in competition 
with three other houses whose top 
prices ranged from 35 to 55 cents. 

In view of this the advertising was 
started on Sunday, December 9, in the 
Chronicle (the only Sunday newspaper ) 
announcing in a 40 inch advertisement 
that beginning New Year's Eve matine?, 
a season of big pictures would be run 
at this theatre. In this advertisement, 
the four pictures were named and a 
short story of each run in connection 
with each picture announcement. 

There are three daily newspapers in 
the town, one morning (Call), two af- 
ternoon, (Press Guardian and News). 
To tie together the big Sunday ads that 
were run, there was run twice in each 
daily during the week, a six inch ad 
with a special border telling of the com- 
ing of the pictures. Monday and 
Thursday in the Morning Call ; Tuesday 
and Friday in the Press Guardian ; and 
Wednesday and Saturday in the News. 
Copy in each of these advertisements 
was changed daily. 

The second Sunday of the campaign 
another 40 inch ad was taken in the 
Chronicle, which stressed the point that 
these four pictures, "Rosita," "One Ex- 
citing Night," "A Woman of Paris" 
and "The White Rose," were run on 
Broadway for indefinite runs at $2.20 
and were coming to Paterson at popular 
prices. ] In this ad was run under each 
pictures announcement the criticisms 
from New York critics and also the 
fact that the seats were now on sale. 



By CHARLES E. MOYER 

The movie houses in Paterson run 
continuous performances. The Lyceum 
ran two shows each day, with all seats 
reserved. 

For the beginning of the next week 
the six inch ads were continued. Nine 
days before the opening of the shows 
it was announced that "Rosita" would 
be the first attraction. This ad was 20 
inches followed by four more 20 and 
16 inch ads until Thursday before the 
opening when there was utilized the 
press book advertisements cuts in con- 
nection with the campaign. 

The Sunday ad before the opening 
of "Rosita" was 70 inches the illustra- 
tion and title taken from the press book 
ad but was aided by special copy. 

The pre-opening campaign of adver- 
tising so set the minds of the people 
to thinking of the Lyceum 
Theatre in terms of motion 
pictures instead of stock and 
legitimate productions, that 
the following weeks was 
easier, and the ads were run 
in sizes of from eight to 40 
inches instead of from 6 to 
70 inches. 

In all instances the Sunday 
big copy in the Chronicle was 
always run in the Morning 
Call which catered to the best 
clientele in the town while the 
afternoon papers on Mondays 
were given other copy, gen- 
erally half the size of the 
Call and Chronicle. 

No motion pictures had 
ever been advertised in Pater- 
son more than two or three 
days in advance of a showing, 
prior to this engagement, but 
this campaign for the month 
of four big pictures at the 
Lyceum so speeded the man- 
agers of the three regular 



movie houses up that they took half 
page ads themselves a week in advance 
of the "Rosita" showing, telling the pub- 
lic how good they were going to be to 
them at no advance in prices. 

This campaign certainly woke the 
town up and the movieites never had so 
many big pictures to digest in a single 
month before in their lives. 

Everybody did wonderful business, 
hampered only by about 25 per cent of 
bad weather. Rain early in January 
and bitter cold the latter part. 

Plugging with the proper aids cannot 
fail to bring about results. It has been 
demonstrated time and again and each 
time has come through with flying 
colors. It is essential that the right 
mediums be chosen and the copy pre- 
pared in a readable and entertaining 
manner. A little care will pay big 
dividends. 



J^ONDE R S 

can be per- 
formed by the 
proper use of 
advertising. The 
selection o f 
material is the 
prime factor. 
Press books of- 
fer a ''wide range 
and with the use 
of cuts and con- 
sistent plugging 
the public .can 
be c d u cated. 
The layout here 
shoivs some ex- 
cellent forms of 
patronage build- 
ers. That can 
be tised by ev- 
ery exhibitor. 




WHITE RQf E 

A»d W l-W 1*, » <• •"«" " 




Page 8 



Exhibitors Trade Review 




/1N example of national 
advertising that ties 
up a definite play date 
with a motion picture. 
The First National pic- 
ture, "Lilies of the Field," 
will enjoy approximately 
one hundred simultan- 
eous first runs on March 
16th and this First Na- 
tional Saturday Evening 
Post ad appearing a few 
days before that date is 
as definitely helpful to 
these theatres as an ad in 
their local newspapers. 



Snmn* for Thtvrrt Ad 



Mutual Profit' Is First 
National Ad Slogan 

The ^'Enchanted Cottage'' CMtchline is 

the Basis of Co-operative 
Advertising Tie-llps the Possibilities 
of Which are Unlimited 



VAOJUM CLEAN YOUB 

Enchanted Cottage 

COj.UMBU3 Q-EANFJl 


i The E 

1 


PROTECT 

nchanted Cottaee 




COLUr.HL. 










ALSTTN-S 


ENCHANTED COTTAGE 


DEPENDABILmr 

HOT SPARK 
















■ ns 










tuba MfMii^; 











U it His- 



5 f E r 

i I pi 

» i ir 



^ n 5. r 

E i- » r 



March 8, 1924 



Page 9 



Boston Named for M.P.T.O. Convention 

Plan to Make Sessions Most Beneficial Ever Held 



'T'HE Committee on Convention compris- 
prising M. E. Comerford of Scranton, 
Pa.; Glenn Harper of Los Angeles; Fred 
Seegert of Milwaukee; John Schwalm, of 
Hamilton, Ohio; R. F. Woodhull, Dover, 
N. J.; Joseph W. Walsh, of Hartford, and 
Sydney S. Cohen of New York, designat- 
ed at the last meeting of the National 
Board of Directors, has selected Boston as 
the city for the 1924 annual convention of 
the Amotion Picture Theatre Owners of 
America, to be held the latter part of 
Afay. 

At a recent meeting of the Executive 
Committee of the Motion Picture Theatre 
Owners of Massachusetts a resolution was 
unanimcrusly adopted inviting the National 
Organization to hold the meeting in Bos- 
ton, and this was supplemented by similar 
action on the part of the Motion Pic- 
ture Theatre Owners of New Hampshire, 
Rhode Island, and Connecticut. 

It is expected a large number of dele- 
gates from all over the United States will 
be at the Boston Convention and that that 
aggregation will be increased by the at- 
tendance of many exhibitors from the 
Canadian division of the Motion Picture 
Theatre Owners of America. 

Plans are being laid to make the com- 
ing convention the most beneficial yet 
held, to the" industry generally and to the 
Theatre Owners in particular. 

The definite time of the convention to- 
gether with the special convention com- 
mittee, convention hotel and further 'details 
will be announced at a later date. 

* * 

MISSOURI THEATRE MEN 
RAISE FUND 

Committee Named to Supervise Plans 
for May Convention 

A FUND for initial expenses and the pre- 
liminary organization of the M. P. T. O. 
Western Missouri, was raised at a special 
meeting Thursday at the Hotel Baltimore, 
Kansas City, of representative exhibitors of 

ESTELLE TAYLOR 
Her first picture under her new Graf contract will 
be "The Wise Son" for Metro. She has just com- 
pleted her portrayal of Mary Queen of Scots with 
Mary Pickford in Dorothy Vernon of Haddon Hall.*' 




Western Missouri. The fund was not in sub- 
scriptions — it was in cash or checks. 

A committee, composed of A. M. Eisner, 
A. F. Baker and Jay Means, all of Kansas 
City, was appointed to supervise arrangements 
for a convention, to be held in Kansas City 
early in May. Mr. Baker was named as acting 
secretary-treasurer. Final incorporation and 
election of officers will be at the convention. 

Eight exhibitors, representing fourteen thea- 
tres, volunteered as delegates to visit or com- 
municate with all exhibitors in Western Mis- 
souri, in an effort to obtain a record at the 
convention. 

The exhibitors are A. F. Baker, Springfield, 
Joplin and St. Joseph ; Thomas Clark, Mary- 
viile ; Hugh Gardner, Neosho ; F. G. Weary, 
Richmond ; G. R. Wilson, Liberty ; S. E. Wil- 
hoit, Springfield ; C. T. Sears, Nevada, Brook- 
field, Marshall and Booneville ; Jay Means, 
Kansas Cit>, and A. M. Eisner, Kansas City. 

At the convention in May the selection of 
a business manager, which has been delayed, 
will be made and headquarters established, 
probably in a suite now occupied by the Kan- 
sas City Division of the M. P. T. O. A. at 
Eighteenth and Wyandotte Streets, Kansas 
City. The proposed consolidation of the Kan- 
sas City and Western Missouri bodies also 
will be decided definitely. 

* * * 

KANSAS EXHIBITORS APPOINT 
CONVENTION COMMITTEE 

The M. P. T. O. Kansas has adopted a new 
plan to increase attendance at its semi-annual 
convention in Emporia, April 1 and 2. A 
committee of nine exhibitors, geographically 
selected, has been appointed to write personal 
letters to exhibitors in their territory, urging 
them to attend the convention. 

This procedure will be in addition to the 
usual form letters sent out from M. P. T. 
O. K. headquarters and stickers posted on film 
boxes. The attendance goal for the conven- 
tion this year is 200, according to C. E. Cook, 
business manager of the organization. 

The committee is composed of A. R. Zim- 
mer, Liberty theatre, Marysville, Kans. ; W. 
H. Webber, Echo theatre. Great Bend, Kans. ; 
W. J. Gabel, Grand theatre, Beloit, Kans. ; 
E. E. Frazier, Grand theatre, Pittsburg, Kans. ; 
Stanley M. Chambers, Miller theatre, Wichita. 
Kans. ; G. L. Hooper, Orpheum theatre, To- 
peka ; E. E. Sprague, Lyric theatre, Goodland, 
Kans. ; Harry McClure, Strand theatre, Em- 
poria, Kans. ; M. G. Kirkman, Strand theatre. 
Hays, Kans. 

The road showing of feature pictures, whicli 
the trend of sentiment among Kansas exhib- 
itors is against, and the showing of film in 
schools and churches in opposition to theatres 
and legislative recommendations will be the 
principal issues at the convention, in addi- 
tion to an annual election of officers 
^ * * 

THEATRE OWNERS OF OHIO TO 
CONVENE MARCH 6 

The third annual convention of the Motion 
Picture Theatre Owners of Ohio will be held 
on Thursday and Friday, March 6 and 7, 1924. 
in the Hotel Chittenden, Columbus. Ohio. 

The convention will convene early Thurs- 
day, with further business sessions on Friday. 

Sydney S. Cohen, president of the Motion 
Picture Theatre Owners of America ; other 
national officers, and exhibitor leaders from 
all over the country will deliver messages of 
importance. 

A definitely constructive program is being 
prepared. The sessions will be devoted ex- 
clusively to exhibitor problems and to the mak- 



ing of such plans and arrangements as seem 
best suited to care for them. 

A banquet will be given Thursday evening 
at which men and women of state and na- 
tional prominence will make addresses. 
* * * 

RUTH ROLAND PLANS TO 
MAKE FEATURES 

IVith Tod Browning She Launches 
Production Organization 

T>UTH ROLAND, motion picture stai, 
and Tod Browning, prominent director, 
have launched a new organization for the 
production of feature length pliotoplays in 
which the popular actress will be starred. 

The organization surrounding Miss Ro- 
land and Mr. Browning will be known as 
the Co-Artists Productions. Active prep- 
arations are already under way for the 
filming of the first picture, tentatively titled 
"Extravagance." It will be made under 
the direction of Browning at the F. B. O. 
Studios. While nothing of a definite na- 
ture is known about the cast, it is the 
purpose of |he organization to secure only 
acknowledged artists for Miss Roland's 
initial venture into the feature field. 

The production of "Extravagance" will 
mark the first feature length attraction in 
which Miss Roland has appeared for six 
years. The formation of the new organiza- 
tion is the culmination of Miss Roland's 
ambition to break into the feature field 
anew. The organization has therefore 
made it a point to surround her with a 
.capable and efficient production personnel. 
For the past few years Miss Roland has 
been appearing in serials in which she has 
starred. 

The first Ruth Roland feature is de- 
scribed as a warmly human, romantic 
comedy drama, the continuity of which is 
being written by Fred Stowers. Tod 
Browning, one of the earliest of film di- 
rectors who has a long list of screen suc- 
cesses to his credit, recently completed the 
direction of "White Tiger" and "The Day 
of Faith." 

BLANCHE SWEET 

She is now completing her work in "Those Who 
Dance" and will soon play the title role in "Tess 
of the D'Urbervilles" under the direction of her 
husband, Marshal Neilan, for Goldwyn Pictures. 




Page 10 



Exhibitors Trade Review 



AL CHRISTIE COMPLETES 
CAST FOR FEATURE 

Dorothy Devore, Walter Hiers and 
Tully Marshall Signed 

'T' HAT Al Christie is lining up a galaxy 
of stellar lights for his forthcoming 
feature on the Hodkinson program is in- 
dicated by the announcement that Tully 
Marshall has been added to tKe cast Head- 
ed by Dorothy Devore and Walter Hiers. 

Jimmie Adams, featured Christie come- 
dian, has been assigned a difficult comedy 
role; while Jimmie Harrison, the capable 
young juvenile who has appeared with 
Constance Talmadge and in numerous 
Christie Comedies, will also play a promi- 
nent part. 

Priscilla Bonner, who has appeared in 
many dramatic productions, has been 
chosen to play the second feminine lead, 
and Rosa Gore, former favorite on the 
legitimate stage, has been selected to por- 
tray a leading feminine characterization. 

Patricia Palmer, whose latest work ai 
the Christie studio was with Bobby Ver-. 
non in "A Perfect 36" has returned to 
play an important part in the new feature. 

Jay Belasco, Lincoln Plumer, George 
Pearce, Victor Rodman, and Earl Rodney, 
who have all appeared in Christie Come- 
dies, have been signed to play parts in the 
feature. 

Tully Marshall's popularity has been re- 
sponsible for a continual demand for his 
services from nearly every producer in the 
motion picture field and his delineation fit 
comedy roles has stamped him as being one 
of the most versatile actors who has ever 
appeared on the screen. 

With the signing of Tully Marshall the 
Christie Feature will go into immediate 
production. Scott Sidney, with Jimmie 
Clemens as his assistant, will assume the 
directorial responsibilities of the new 
Christie product, which will be released 
through Hodkinson. 

* * * 

NIGHSMITH WILL PRODUCE FULL 
LENGTH FEATURE 

Following the completion of "Her Mem- 
ory" and "The Guest," the second and 
third of Nigh's Miniatures, the one reel 
dramas being distributed by Pathe, the 
announcement is made by Nighsmith Pic- 

CARMEL MYERS 
She is now in Rome for the Goldwyn Company 
where "Ben Hur" will be filmed Miss Myers has 
a strong part in what promises to be a masterpiece. 




tures. Inc., that work will begin upon a full 
length drama of six reels entitled "The 
Tumble Weed," an original story by Wil- 
liam Nigh. The story, which is laid in 
the middle West, is of the rugged, melo- 
dramatic type. It will have a cast in 
which I-ucille La Verne, who gave such a 
thrilling portrayal of the old French 
mother in "Among the Missing," and star 
of "Sun-Up," will have the principal part. 
Will Nigh, who will direct the picture, also 
will have the part of the son who goes 
through fire to regeneration. 

"The Tumble Weed" contains the heart 
interest and human qualities of other Nigh 
stories. This drama is the first of a series 
to be produced in conjunction with the 
Nigh Miniatures. 

* * * 

'WHY GET MARRIED' WILL BE 
RELEASED MARCH 9 

Andree Lafayette is the star in "Why- 
Get Married," which Associated Exhibitors 
has set for release March 9. This photo- 
play poses the questions, generations-old: 
"Can a girl be a success as a wife and a 
business woman at the same time" — and 
answers it. 

The two principal women characters, im- 
personated by Mile. Lafayette and Helen 
Ferguson, are friends who marry at almost 
the same time. One yearns for home life. 
The other prefers a business career — and 
independence. The picture shows_jthem 
both, with their husbands, during the first 
year of wedded life. 

This feature is not a highbrow picture, 
according to all reports, but is chockful of 
entertainment and box office appeal. One 
of the high lights is a thrilling fight be- 
tween one of the husbands and a trouble- 
maker who tries to cause an estrangement 
in each of the two families. 

Besides Helen Ferguson, the cast sup- 
porting Andree Lafayette includes such 
popular players as Jack Perrin, Willian? 
H. Turner, Orpha Alba, Bernard Randall, 
Edward B. Tilton and Max Constant. Wil- 
liam M. Conselman wrote the story and 
Paul Cazeneuve directed the production. 
^ ^ ^ 

PRISCILLA DEAN TO RELEASE 
THROUGH HODKINSON 

Contracts have been signed by Hodkin- 
son for a series of elaborate Priscilla Dean 
pictures though Charles R. Rqgers, presi- 
dent of Priscilla Dean Productions, Inc., 
and Raymond W. Pawley, treasurer of the 
Hodkinson Corporation. 

The pictures will be produced in Los 
Angeles under the supervision of Hunt 
Stromberg, and negotiations have been 
started for two well-known Broadway 
stage successes and for a popular recentlv 
published novel. 

The pictures will all be elaborate society 
dramas pointed for the finest first run 
theatres. They will be built with unusual 
exploitation in mind and a special budget 
has been provided to herald them in an un- 
usual manner in behalf of the exhibitors. 

Actual production work on first produc- 
tion will start by April first. 

* * * 

'TWENTY-ONE' MAKES GOOD 

The box office value of John S. Robertson's 
production of "Twenty-One," starring Richard 
Barthelmess was put to the test at the Riaito 
Theatre, New York, during the week of Feb- 
ruary 17. "Twenty-One" met the test suc- 
cessfully. The week's receipts were $26,285, 
the largest in many months despite the fact 
that business was off on two days in the week 
caused by snow, rain and slush. 



AUSTRALASIA TO STAGE 
PARAMOUNT DRIVE 

One Month to Be Devoted to Showing 
of Paramount Features 

'y HE greatest motion picture drive in 
the history of Australia will be launched 
officially on Saturday, March 1, by the 
Paramount organization in Australasia 
under the name of Paramount's first Great- 
er Movie Season. Scores of theatres 
throughout Australia and New Zealand 
have co-operated with Managing Director 
John W. Hicks, Jr., of Famous-Lasky 
Film Service, Ltd., to make the drive a 
complete success by booking Paramount 
pictures solidly for ffie month. 

All previous box office records are ex- 
pected to be completely eclipsed during 
the month of March as the result of the 
largest exploitation and advertising cam- 
paign ever conducted within the picture in- 
dustry in the antipodes. Perhaps the big- 
gest surprise of the campaign was the is- 
suance of a proclamation by the acting pre- 
mier of Australia, Dr. Page, calling upon 
all Australian citizens to support the move- 
ment launched by the Paramount organiza- 
tion. This is the first time in the history 
of the screen that any government official 
has given such unqualified support to a 
campaign launched by any one organiza- 
tion. * * * 

BABY PEGGY HAS BIG ROLE IN 
'THE LAW FORBIDS' 

Universal is preparing to launch "The 
Law Forbids," a Universal Jewel produc- 
tion. Baby Peggy plays an important "role. 
It is the second feature which L^niversal, 
in connection with the Stern Brothers, has 
made with Baby Peggy, the first being 
"The Darling of New York," now playins- 
successfully throughout the country. 

"The Law Forbids" is a modern divorce 
problem picture with a child as the cen- 
tral figure. It was written by Bernard 
McConville, scenario expert and head of 
Universal's Jewel scenario department. 
Lois Zellner and Ford I. Beebe put it 
into screen form. It was directed by 
Jesse Robbins. 

Robert Ellis has the leading rnale role. 
Elinor Faire plays the wife, an3 Baby 
Peggy the child. Winifred Bryson has a 
strong part as "the other woman." 

BARBARA LA MARR 

She is now busily engaged in making "The Shooting 
of Dan McGrew" from Robert Service's poem. She 
has the role of "the lady that's known as Lou." 




March 8, 1924 



Page 11 



Screen Nothing to Fear from Radio, 
Says Schulberg 

Producer Points Out How New-Comer Helps 



WHAT effect, if any, is radio having 
on moving pictures? Is the new 
invention recruiting fans at the ex- 
pense of the silent drama? According to 
B. P. Schulberg, producer of Preferred 
Pictures who is in New York temporarily 
from the coast, moving pictures have 
nothing to fear from the advent of this 
new form of amusement. 

"It is ridiculous to suppose that a medium 
so totally different in its appeal would 
make any inroads whatever on the attend- 
ance at film theatres," says Mr. Schul- 
berg. "It would never occur to anyone to 
say that the phonograph — which like the 
radio makes its appeal entirely to the ear 
■ — would ever prove a rival to the opera 
which carries also the appeal of the spec- 
tacle. 

"Likewise, tennis has never been consid- 
ered a detriment to the baseball season 
for the simple reason that they are two 
entirely different types of diversion. 

"This argument about radio affecting 
motion pictures recalls to my mind a simi- 




DOROTHY MACKAIL 
Starring in Frank W. Woods productions for HotJ- 
kinson release. She left the Follies to attain fame 
in her first picture, "Mighty Lak a Rose." 

lar discussion that came up when it first 
became plain that films were here to stay. 
The cry then was that they would hurt 
the stage attractions, but today there are 
neither enough picture houses nor enough 
legitimate theatres on Broadway. 

"The introduction of a new diversion 
does not endanger other amusements in the 
least. The pleasure seeker finds time for 
them all. TJie average film fan goes to 
moving pictures two or three nights a 
week. If he is also a radio enthusiast 
there's ample time left for the new hobbv. 

"But if none of these arguments stood, 
the fact would still remain that motion 
pictures will continue with the sarne de- 
gree of prosperity, because they make a 
far greater play on the imagination than 
the radio. The charm of the story-teller's 
art is as old as history and the screen of- 
fers a medium for it that has fewer limit- 
ations than any other. 

"And where all other proof fails, sta- 
tistics will answer the whole question. In 



the two years during which radio has be- 
come popularized attendance at motion nic 
ture theatres has been on the upward 
grade and is greater today than ever. 

"In many ways radio is helping the film 
industry. In New York City, Marcus 
Loew, one of the best known motion pic- 
ture executives, controls Station WHN, 
through which his chain of New York 
houses becomes known to thousands, S. 
L. Rothafel, managing director of the Capi- 
tol Theatre, broadcasting the programs 
from that house, has brought increased 
patronage to it. 

"From the stations in Los Angeles the 
screen stars speak to thousands, and from 
scores of other points photoplay reviews 
and news are sent out on the air, gaining 
new friends for the motion pictures." 
Ji= * ^ 

PATHE NEWS SCORES SCOOP IN 
LENINE FUNERAL FILM 

Pathe News scored another scoop last week 
in being the first news reel to bring views 
of the funeral for the late Russian dictator 
Lenine to theatres all over the country. The 
pictures were given their initial presentation 
at Broadway houses on Sunday, February 10, 
appearing on the programs of the Rialto, the 
New York, Keith's Palace, Moss's Broadway, 
and the Cameo. The Pathe News scenes of 
the Lenine obsequies were also shown this 
week at the Brooklyn Mark Strand. 

John Dored, Pathe News cameraman who 
filmed the views, is at present in a Moscow 
prison being held by the Soviet authorities for 
his violation of their prohibition against the 
use of cameras during the funeral. Pathe has 
cabled the Russian Foreign Ministry with a 
view to secure Dored's release, and has also 
appealed to the good offices of the Russian 
envoy in England and the unofficial Russian 
envoy at Washington for the same purpose. 
Representations have also been addressed to the 
United States representative in Latvia looking 
to the cameraman's release. 

^ ^ 

IRVING CUMMINGS DIRECTING 
RACE TRACK PICTURE 

Irving Cummings will start production at 
Universal City in a few days of Gerald Beau- 
mont's famous Tia Juana race track story, 
"When Johnny Comes Marching Home." 
Creighton Hale, Ethel Shannon and George 
Cooper will head an all-star cast of players 
in the film play. 

The story, originally published in the Red 
Book Magazine, will be filmed as a feature 
production and released in five or six reel 
length. Hale will play the role of a race 
track "tout," the male lead in the picture, and 
Cooper will play the part of his aid-de-camp, 
also a follower of the ponies and a tipster 
in the battling arena. These made them in his 
series of race track stories. 

Miss Shannon, heroine of "Maytime" and 
one of the screen's best known leading women, 
has the feminine lead, that of a Tia Juana 
dance hall girl. Other members of the cast 
will be selected in the next few days. 

* * * 

ADE TO WRITE MEIGHAN TITLES 

Arrangements have been made with George 
Ade to write the titles for Thomas Aleighan's 
latest Paramount picture, "The Confidence 
Man," a story by L. Y. Erskine and Robert 
H. Davis. The picture is now nearing com- 
pletion at the Famous Players Long Island 
studio under the direction of Victor Heerman 
and next month Mr. Ade will come from his 
Indiana home to work in the studio. 



VITAGRAPH ENCOURAGES 
TEAM WORK 

Seeks Closer Co-operation Between 
Sales and Production 

LOSER co-operation between the sales 
^ force and the production department of 
Vitagraph is the objective upon which Presi- 
dent Albert E. Smith and John B. Rock, gen- 
eral manager, are centering their efforts since 
the elevatfon of Mr. Rock to his new office. 
Suggestions from the sales organization con- 
cerning plays and stories for pictures are to 
be considered in the selection of material for 
new productions by Vitagraph. 

To stimulate the offering of likely stories 
and plays Mr. Rock has offered a prize of 
§100 to any employe of Vitagraph who sub- 
mits the name of a play, story or novel that 
is accepted by President Smith for production. 

Vitagraph now has in production on the 
West Coast "Borrowed Husbands," a pictur- 
ization of Mildred K. Barbour's novel, under 
the direction of David Smith: "Between 
Friends," from Robert W. Chambers' novel, 
which J. Stuart Blackton is producing, and 
is now preparing to produce "Captain Blood,'' 
by Rafael Sabatini, which will be made in the 
late spring, and "The Clean Heart," by A. S. 
Hutchinson. 

Florence Vidor heads an all star cast among 
whom are Earle Williams, Rockcliffe Fel- 




SIGRID HOLMQUIST 
Known as "The Swedish Mary Pickford," has 
been signed to play the leading role opposite Lionel 
Barrymore in "Meddling Women" for Chadwick. 

lowes and Robert Gordon, in "Borrowed Hus- 
bands," and Lou Tellegen, Alice Calhoun, 
Norman Kerry, Anna Q. Nilsson and Stuart 
Holmes comprise the cast of "Between 
Friends." 

^ ^ ^ 

LOWELL PRODUCTIONS PREPARE 
FOR NEW FEATURE 

Word is received from the offices of 
Lowell Film Productions. Inc., that L. 
Case Russell, author of "Floodgates," the 
picture they are now distributing, is hard 
at work on the continuity of the next pro- 
duction, the working title of which is 
"Open Places." This is from an original 
story by Mrs. Russell which appeared in 
People's Magazine recently. ^Ir. Lowell 
states that production on this picture will 
start in the Spring and that it will be 
ready for early fall release. 

Lowell Productions announce that the 
advertising material on "Floodgates" is 
now ready. 



Page 12 



Exhibitors Trade Review 




'Th E YANKEE 
^ CONSUL" is bnm 
full of excitement 
and funny situations. 
It is a story of a 
youiuj American con- 
sul in a S'outh Amer- 
ican Republic zvliere 
adventure hides -in 
every corner, and 
diplomacy iis at high 
tide at all times. 



Free Admlswon lo Every Per*on Bnnamg 
OHgimJ Copt&B Sheet Music <*f "The Yankee 
Consul" lo Yoor Theatre at Special Matiiieo. 



"LYRIC ' " 1 

I; DOUGLAS Mac lean /. 




AH Your Drug Stores ShouW FaU for Tie-up* 
Suggested in Sketch, Showing Great Exploita- 
tion Poeaibilitiea. 





Above is Patsy Ruth Miller and Douglas Mac- 
Lean in a balcony scene. Douglas looks as though 
he is going to like his diplomatic job and Miss ALUler 
seems .satisfied that he has beai sent as Yankee Con- 
sul to her country, u'here revolutions thrive. 

^THE advertising aid shoim on the left giivs a 
J- good tie-up example. There are many oppor- 
tunities to tie-up zii'ith drug stores ivherc there is 
always a good display ai'ailable. This form of ad- 
vertising zc'iV/ shozv its zvorth at the box office. 

'T'HE example on. the right shoivs a good form of 
newspaper ad for "The Yankee Consul." It is 
snappy and zt'ill attract attention. The cuts obtain- 
able from the picture company greatly aid in adver- 
tising campaigns. The copy should be peppy and in 
keeping zvith the variety of the picture exhibited. 



A BOl'E is a scene 
from the picture. 
Douglas Mac Lean in 
performance of his 
diplomatic duties is 
called upon to un- 
tangle all sort of pe- 
culiar s i t u a I i o ns 
zchicli he does zvith 
entire satisfaction. 



Dot^ksMacLe^^ 

J^tikee Cmstir 




Whale of a Comedy Thriller 

VopuhiX screen stsrV latest picture 
even made the {ish in the ocean l«ap 
with laughs. 

Douglas MacLean $arpas<Les all 
former films widi his riot of joy sug- 
gested by the fireat BIossom-Robyu 
musical comedy of laugfeing memory. 

Wildest Joy 'Ride Ever Screened 

A story of love and adventure and ■ 
fun setting a new pace by this \-er- 
setile star. 



Advertising Aids Will Help Make a Great Picture Greater 

Encores Production 'The Yankee ConsuV Has Strong Possibilities 



March 8, 1924 



Page 13 



First National Permanently Enters 
Producing Field 



INDICATION that First National has per- 
manently entered the production field, is 
read by the industry in the announcement of 
the formation of First National Productions, 
Inc. 

With all details of its incorporation com- 
plete, the subsidiary company was officially an- 
nounced recently in Los Angeles by John Mc- 
Cormick, Western Representative of Arsoci- 
ated First National Pictures, Inc. 

Richard A. Rowland, general manager of 
Associated First National, is president of the 
new corporation. John McCormick is vice- 
president; Earl Sudson, secretary and Clifford 
P. Butler, treasurer. These executives will 
additionally serve on the board of directors 
with Sam Katz, Sol Lesser and J. G. Von 
Herberg, three famous exhibitors who indi- 
vidual theatre affiliations cover the country. 

Primarily the forming of the new organiza- 
tion was to separate producing and distributing 
affairs of the parent company for the pur- 
pose of administration and furthermore to give 
Earl Hudson direct control of the organiza- 
tion's producing entity. 

Earl Hudson will be entirely charged with 
supervision over production. To him will go 
the credit for the success of forthcoming pic- 
tures, now contemplated and in which an ef- 
fort will be made to equal the record of the 
first four filmed under his guidance. 

The structure of the original company re- 
mains unchanged but the personnel of First 
National Productions, Inc., will include Clif- 
ford Butler as comptroller: David L. Thomp- 
son, as production manager; Marion Fairfax 
as scenario coun:el, with such capable writers 
ass Kenneth Clark, Fred Stanley and Earl B. 
Snell as staff contributors. Milton Menasco 
is the art director. 

* * * 

'WILD ORANGES' AT CAPITOL 
THEATRE MARCH 2 

Goldwyn's second King Vidor picture, "Wild 
Oranges," taken from the novel by Joseph 
Hergesheimer, will have its first showing in 
New York City at the Capitol Theatre be- 
ginning Sunday, March 2. 

The ca5t is a small one, but is unusually 
capable, for the roles call for very careful 
acting. Frank Mayo is seen in the role of 
John Woolfolk and Virginia Valli in that of 
Millie Stope. The three other roles are acted 

CHARLES DE ROCHE 
Maurice Tourneur has signed this popular actor for 
an important role in "The White Moth," in which 
Barbara La Marr and Conway Tearle will play. 




by Ford Sterling, Nigel De Brullier and 
Charles A. Post. 

This Hergesheimer story is destined to Iiave 
as big a success as his "Tol'able David," for 
it is just as dramatic and much more unusual 
in its situation and in it character develop- 
ment and its presentation. 

-* * * 

MINORITY PATRONS MUST 
BE SATISFIED 

Herb ert Brenon Says Special Films 
Will Be Produced 

'T'HERE is a film renaissance drawing 
near, in the opinion of Herbert Brenon, 
Paramount producer, who has just arrived in 
New York from the Coast to film "The 
Mountebank," with Ernest Torrence featured 
in the title role. 

"Speaking broadly," said Mr. Brenon, "the 
aim of the motion picture producer today is 
to provide entertainment which appeals to the 
greatest number. I reveal no secret when I 
say that there has always k>een a minority who 
remain unsatisfied with the present day film 
and who are eager to view pictures which cater 
to their own peculiar tastes. 

"I believe the day is coming,' when stories 
will be filmed especially for these people. 
Producers will continue to make pictures as 
they are made today, of course, because they 
appeal to the vast majority. Those whose 
tastes differ are entitled to film entertainment 
of their own choosing, however, and the in- 
dustry will one day make a product to satisfy 
them. 

"Grand opera is a case in point. Only a 
comparative few are interested in grand opera, 
yet they are willing to pay high prices to 
attend and would consider it a hardship if 
they were deprived of their favorite entertain- 
ment. 

"Motion pictures destroyed a form of amuse- 
ment which they must replace. In the old 
days there were different types of theatres 
One always knew what class of entertainment 
would be found in each one. The motion pic- 
ture came along and swept away the various 
types, replacing them with a theatre which rs 
generally of one type and which provides one 
type of entertainment. With the malcmg or 
special forms of film entertainment, the old 
classifications in theatres will again appeal." 

^ ^ ^ 

CHANGES ANNOUNCED IN FA- 
MOUS PLAYERS SALES FORCE 

The following appointments in the sales or- 
ganization of Famous Players-Lasky Corpora- 
tion are announced, effective immediately. 

John A. Hammell has been appointed dis- 
trict manager of District No. 2, with super- 
vision over, the New York, New Jersey and 
Albany exchanges. 

J. J. Unger has been appointed manager of 
the New York exchange, succeeding Mr. Ham- 
mell. 

T. H. Bailey, until recently special repre- 
sentative in the Pacific Coast district, has been 
appointed manager of the Portland, Ore., ex- 
change, succeeding C. M. Hill, resigned. 
* * * 

BETTY COMPSON SEES 'WOMAN 
TO WOMAN' 

Betty Compson, star of the Selznick pic- 
lure "Woman to Woman," saw that finished 
])roducton for tlie first time recently when it 
was shown at the Fairfax Theatre, Miami, 
Florida. Miss Compson was at Miami Pn-acli 
on location for a new picture, am! the man- 
agement of the Fairfax obtained "Woman to 
\Votnan" for showing before any other thea- 
tre in the South. 



PATHE REORGANIZES TWO 
DEPARTMENTS 

Arthur Brilant Joins Exploitation Staff 
Under P. O. Parsons 

\ REORGANIZATION of the Pathe Ex- 
ploitation and Publicity Departments was 
effected this week in accordance with plans 
recently perfected by Elmer Pearson, vice- 
president and general manager of Pathe Ex- 
change, Inc., looking to improved service and 
greater efficiency in the operation of these two 
departments. 

Under the plan of reorganization adopted 
the exploitation and publicity departments, 
which have been amalgamated during the past 
two years, will hereafter be conducted as dis- 
tinct units, the exploitation department com- 
ing under the supervision of P. A. Parsons, 
advertising manager for Pathe, and the pub- 
licity department functioning as a separate 
unit. Arthur M. Brilant has been named ex- 
ploitation manager, and E. F. Supple has been 
appointed publicity mar.ager. 

Mr. Brilant has been affihated since 1916 
with the publicity and exploitation staffs of 
Famous Players-La;ky, Associated Producers, 
Cosmopolitan, Mack Sennett Comedies and 
Universal. Mr. Brilant has also acted as per- 
sonal representative of Robert Vignola, the 
director. 

^r. Supple was engaged for several years 
in the trade paper field and at the time of 
his joining Pathe was serving as Assistant 
Managing Editor of Motion Picture News. 
More recently he has been attached to the 
Pathe Publicty Department, in charge of trade 
paper publicity. 

* ^ 

'WOMAN TO WOMAN' COMES TO 
BROADWAY MARCH 16 

"Woman to Woman," the Selznick produc- 
tion starring Betty Compson, will have its 
first Broadway showing at either the Rialto 
or Rivoli on March 16, according to David 
R. Blyth, Selznick Director of Sales and Dis- 
tribution. 

Mr. Blyth reports that hundreds of first- 
run theatres throughout the country, together 
with leading circuits, have booked or are play- 
ing "Woman to Woman." McVickers Thea- 
tre, in Chicago, emphasized the fact that Miss 
Compron p!ays the part of a darxer and that 
many of the scenes are in dance places, by 
putting on an elaborate dance review, employ- 
ing thirty persons, and with special musical 
accompaniment. 

HARRY D. WILSON 
A member of the publicity staff of Principal Pic- 
tures, who was recently chosen president of the 
Western Association of Motion Picture Advertisers. 





Page 14 



Exhibitors Trade Review 



FLORIDA HAS THEATRE 
BUILDING BOOM 

Many Imposing Structures Under Way 
Indicate Prosperity 

nn [EATRE building activities throughout 
le Florida territory at the present time 
reaches an imposing figure when compared to 
other sections of the southeastern territory. 
The southern winter resort places seem to be 
in the midst of their greatest season of pros- 
perity, which makes Film Row happy around 
Atlanta. The activities reported during a 
single week are as follows : 

Carl Kettler is at present putting the fin- 
ishing touches upon an imposing new palace 
at Palm Beach, and has noted scenic artists 
there now installing equipment. 

Tampa, soon will open its Franklyn Thea- 
tre, with a seating capacity of 1200 and one 
of the finest houses in Tampa. 

W. G. Strawn, of Bradentown, is soon open- 
ing his new theatre there and is also making 
plans to build one in Palmetto. 

Fred Bryan will open his house in Coco, 
the latter part of February. 

J. E. Posten has reopened the Royal, West 
Tampa, after extensive improvements. 

Judge Titus has recently opened his thea- 
tre in New Smyrna. 

A group of business men are promoting a 
theatre for Zephyr Hills, to be called the 
Xephyr. 

H< ^ ^ 

FRANK ZAMBRENO'S SALESMEN 
GIVES HIM SURPRISE 

What is probably the most unique drive 
of its kind in the matter of securing new 
business is the one just announced by the 
sales force of Frank Zambreno's Progress 
Pictures Company of Chicago. 

Without any assistance from their chief 
the sales force of Progress got together 
and decided that the greatest tribute of 
lovaliy thej' could show to their boss was 
by put! ng over a concerted sales drive 
and "Sa}' it with contracts." 

A committee was appointed among 
themselves to work out the details quietly 
and get out such necessary literature and 
printing as was required — the sales force 
even going to the extent of paying for this 
printed matter themselves, and it was a 



distinct surprise to Mr Zambreno when 
Charlie Pyle, a well known exhibitor from 
Champaign, 111., called on him a few days 
later and said he wanted to sign the first 
"Zambreno drive contract." When Zam- 
breno expressed ignorance of any drive, 
Charlie pulled out the circular he had re- 
ceived from the sales force and showed it 
to him and also signed a contract for all 
the product available for his theatre. 

YALE UNIVERSITY WILL 
START NEW PICTURE 

'The Puritans' Will Be Produced by 
Guild-Made Pictures 

VALE UNIVERSITY PRESS announced 
this week the completion of arrangements 
whereby Guild-Made Pictures (The Film 
Guild) will immediately start production of 
"The Puritans," one of the forthcoming 
"Chronicles of America" pictures distributed 
by Pathe. While Guild-Made Pictures is in- 
trusted with the actual shooting of the film, 
the work will be done under the supervision 
and control of Yale University Press, whose 
experts will approve the selection of all actors, 
models of settings, locations, the daily review 
of scenes taken, and similar important details. 

Fred Waller, of Guild-Made Pictures, will 
be in active charge of production. Frank 
Tuttle will direct. Professor Charles M. An- 
drews, of Yale, the country's foremost spe- 
cialist of colonial history, and Mrs. Andrews, 
herself an authority of note, will act as his- 
torical experts throughout the production of 
"The Puritans." The finished picture, like all 
of the "Chronicles of America," will bear the 
sanction and approval of a distinguished Board 
of Editors. Preparing the Council's Commit- 
tee on Publications of Yale University. 

Three complete production units are now 
at work on the Yale "Chronicles." With Mr. 
Tuttle starting on "The Puritans." Webster 
Campbell in the midst of directing "York- 
town" and Kenneth Cobb completing "The 
Declaration of Independence," every efTort is 
being made to satisfy the demand for more 
of these unique features of authentic romance 
and adventure insterred by the dramatic story 
of our nation. An intensive production sched- 
ule will be carried out until all thirty-three 
of "The Chronicles of America" are completed 
for distribution by Pathe Exchange, Inc 



LATIN AMERICAN CONSULS 
ARE ENTERTAINED 

Attend 'The Yankee Consul' and Will 
See New Marion Davies Picture 

'T'HE growth of ever closer relations be- 
tween the United States and the South 
American republics, and the part which motion 
pictures may play in this movement both were 
attested in New York last week. Incidentally 
the managements of two photoplays threatened 
for a time to suspend diplomatic relations. 

As a considerable part of the action in "The 
Yankee Consul" is laid in South America all 
the South American consuls-general in New 
York were invited to attend a Spanish Day 
performance during the run of this Douglas 
MacLean attraction at the Central Theatre. 
The management of the Marion Davies pro- 
duction, "Yolanda," also announced a Consul- 
General day for Miss Davies. 

Peace was restored, however — or unpleasant- 
ness averted, when it was found there was no 
conflict in the dates of the two celebrations. 
Among the envoys who saw "The Yankee 
Consul" and applauded the performance of 
Douglas MacLean were Consuls-General Helio 
Lobo of Brazil ; Eduardo Higginson of Peru ; 
Gustavo Munizaga of Chile ; Jorge Boshell of 
Columbia ; Felipe Toboaday Ponce De Leon 
of Cuba ; Eduardo Valasquez of Guatemala ; 
Toribio Terjerino of Nicaragua; Belisario 
Porras, Jr., of Panama; Ernest Leys of Haiti; 
Leonilo Montalvo of Salvador ; and Pedro Ra- 
fael Rincones of Venezuela. 

The Broadway run of "The Yankee Con- 
sul" demonstrated absolutely that Douglas 
MacLean has arrived as a picture star. On 
the opening day and on the second Saturday 
and Sunday it was necessary to close the box 
office three times, as the house was literally 
packed. The business was all the more re- 
markable when the character of the Broad- 
way opposition was taken into consideration. 
Just a few doors away "The Hunchback of 
Notre Dame" and "Scaramouche" were play- 
ing their first New York engagements, and 
in the same immediate neighborhood were "The 
Ten Commandments," "The Covered Wagon," 
"Abraham Lincoln," "The Next Corner," 
"Yolanda" and "America." Any star or pro- 
duction that battles successfully against such 
competition certainly would seem to bear 
watching. 

* * * 

'DESERT ROSE' IS NEXT HARRY 
CAREY PRODUCTION 

Hunt Stromberg announces that the next 
Harry Carey feature for release through 
the Hodkinson Corporation will be an 
adaptation of Shannon Fife's "Desert 
Rose" with dainty Virginia Browme Faire 
in the leading feminine role. 

While this story is an American "wes- 
tern" it has a predominating Spanish at- 
mosphere that permits a display of gor- 
geous costuming and artistic backgrounds 
and unlike most westerns it provides a 
strong acting part for the feminine lead. 
This role according to reports from Mr. 
Stromberg is ideally suited to Miss Faire, 
who is by appearance and temperament 
the perfect embodiment of the fearless, im- 
pulsive girl of Spanish-Celtic extraction 
that she will visualize in the production. 

SWEDISH STAR WITH CHADWICK 

Sigrid Holmquist. one of the most famous 
of beautiful international stars, has been signed 
by Chadwick Pictures Corporation for a prin- 
cipal role in "Meddling Women," which will 
be produced jointly by Ivan Abramson and 
Edmund Lawrence. Lionel Barrymore, who is 
starring in "Laugh Clown Laugh" at the Be- 
lasco Theatre, New York City, will head a 
distinguished cast of established box office 
stars, and featured. Another important star, 
is Dagmar Godowsky, acknowledgedly the 
foremost "vampire" type on the screen today. 



VITAGRAPH EXECUTIVES 

Upper row: George A. Balsdon, assistant general manager; A. J. Nelson, assistant general manager; 
A. Victor Smith, assistant to Mr. Rock. Bottoml row: George H. Smith, managing director of Vitagraph 
Film Comrany. Ltd., London: Albert E. Smith, president of Vitagraph; J. B. Rock, g'eneral manager. 
These men conduct the destinies of Vitagraph, and they constitute a strong board of executives. 




March 8, 1924 



Page 15 



Quebec Court Returns Print of 
"Flaming Youth'' 



THE print of "Flaming Youth," which 
was seized at Quebec City in a raid 
on the Empire Theatre during its 
presentation in that house on an order of 
the local court and which was "confis- 
cated" by the court when the theatre man- 
ager was convicted of the alleged offense 
of exhibiting an immoral picture, has been 
recovered by Associated First National 
Exhibitors of Eastern Canada Limited, and 
the same print is now being exhibited in 
theatres of other cities of the Province 
of Quebec before capacity audinces. 

The print was returned by the Quebec 
Court when the appeal from the decision 
of the court was dropped by the Canadian 
Motion Picture Distributors Association of 
Toronto, which had decided to make a 
test case of the conviction. 

Wide interest was aroused in the case 



HOLLYWOOD IS THRILLED 
BY RICHARD T ALMADGE 

Performs Hair-Raising Stunts That 
Cause Traffic Block 

"DLASE Hollywood, accustomed to thrills, 
sat up and took notice last Sunday morning, 
when Richard Talmadge, star of Truart Film 
Corporation, and the players making, "In Fast 
Company," went to Vine Street and Holly- 
wood Boulevard for the final scenes of the 
picture and for three hours almost stopped 
traffic on the main thoroughfare of the motion 
picture city. 

Two nine story buildings in the course of 
construction had been selected by James Horne, 
the director for Mr. Talmadge, to perform, 
one of the most sensational scenes in the pro- 
duction — a swing in the . air from the ninth 
story of one building, across a 150 foot space 
to the top of the building opposite, carrying 
Mildred Harris in his arms. Sunday morning 
was selected to avoid the crowds, but prepara- 
tion and several minor stunts by young Tal- 
madge occurred just at the hour when people 
were on their way to church, and several pas- 
tors opened their services that morning with 
small congregations. 

From nine o'clock in the morning until af- 
ter the noon hour, the streets about the lo- 
cations were jammed with a crowd that got 
the full benefit of what a real thrill artist 
can do. Beside the principal stunt, Talmadge 
gave an exhibition or nerve by riding nine 
stories clinging to the bottom of a frail ele- 
vator used to lift materials to the workmen, 
made a climb up the outside of the building 
and did a daring aerial leap from a window. 

'By the time the main stunt was ready, traf- 
fic in the vicinity was congested. Finally 
Director Horne gave the word to go. Tal- 
madge made his swing safely with Miss Har- 
ris and received a big cheer from the crowd 
in the streets nine stories below. Several news 
Teel cameramen were on the job and caught 
the stunt for their weeklies. 

^ ^ ^ 

LEND ME YOUR HUSBAND' IS 
UNDER PRODUCTION 

C. C. Burr started production this week on 
"Lend Me Your Husband" at the Burr Glen- 
dale Studios. This is the third of the an- 
nounced "Big Four" independent specials for 
the 1923-24 season. William Christy Cabanne, 
who recently completed "The Average Wo- 
man" for Burr Pictures, Inc., is directing the 
current production. 

"Lend Me Your Husband" is an original 
modern-day society drama written directly for 
the screen by Marguerite Gove. The title 



because the Empire Theatre management 
was prosecuted for showing the picture 
after it had been duly approved for public 
presentation by Count Roussy de Salles, 
chairman of the Quebec Board of Moving 
Picture Censors, Montreal. 

The Canadian Distributors decided, 
however, to press for a ruling from the 
Quebec Provincial Government on the 
status of an exhibitor in screening a film 
that has been passed by its own censor 
board. 

Announcement also has been made at 
Montreal that a large deputation of local 
exhibitors will shortly await upon Premier 
Taschereau of the Quebec Government to 
ask for amendments to the Provincial^ laws 
to provide legal protection for exhibitors 
of the Province when they screen approved 
film subjects. 



stimulates the imagination and should prove 
a box-office magnet, while the story, itself is 
unusual in its development. 

As usual, Mr. Burr is assembling a cast of 
stellar players whose names mean money to the 
exhibitor, and the . sets will be even more 
lavish than in the previous pictures of the 
current series. 

MANY NEW STARS ON HODKINSON 
ROSTER SINCE FIRST OF YEAR 

Although the new regime at the Hodkin- 
son Corporation has been in control only 
eight weeks, twelve new stars have been 
added to the Hodkinson roster and accord- 
ing to the progressive policy now beine 
atrenuously followed more new stellar 
lights will be added as the weeks go by. 

The list of headliners now enrolled in 
current and coming releases includes, Betty 
Compson, Lois Wilson, Billy Dove, Dor- 
othy Mackail, Madge Bellamy, Lila Lee, 
Dorothy Devore, James Kirkwood, Bryant 
'Washburn, Walter Hiers, Lloyd Hamilton, 
Harry Carey, Henry Hull, Jane Thomas. 
Clara Bow and Glenn Hunter. 



CENSORSHIP BILL STILL 
IN COMMITTEE 

Several Picture Bills Presented in 
New York Assembly 

'T'HERE is little prospect that the motion pic- 
ture censorship repeal bill will pass the 
New York State Assembly. The bill is still 
in committee, but will be reported out in the 
near future, and will pass the Senate, which 
is Democratic. Exhibitors and others at the 
State Capitol during the past week admitted 
that the bill would not pass the Assembly. 
This admission followed conferences with some 
of the Republican assemblymen who apparently 
did not look with favor on the bill. There are 
fewer Democrats in the Assembly this year 
than last and if the bill could not pass last 
year with the help of these, then there are 
slimmer chances this year. Just when the 
bill will be reported out and go to a vote in 
the Senate is not known. So far there has 
been no request for a hearing. 

Assemblyman Vincent Murphy, of Roch- 
ester, last week introduced two bills in the 
New York state legislature. One of these 
makes it unlawful to use motion picture film 
of nitro-cellulose or other similarly hazardous 
base in operating motion picture apparatus in 
any city, without a license. The other bill 
provides for the regulation of booths and pro- 
jecting machines for hazardous film and for 
licenses for manufacturing and using such 
film. 

Local option has been embodied in a bill in- 
troduced in the New York state legislature, 
permitting exhibitors to admit unaccompanied 
children at certain hours and provided a matron 
is maintained to look after the children. W^hen 
first introduced the bill applied only to New 
York city. In its reconstructed form, it now 
applies to the entire state but with the local 
option provision, it allows each municipality 
to settle for themselves the question of unac- 
companied children. 



HIERS FOR CHRISTIE FEATURE 

According to official confirmation from Los 
Angeles, another familiar face on the Para- 
mount program will be seen in one of the com- 
ing Hodkinson specials. Walter Hiers has been 
engaged by Al Christie to co-star with Dorothy 
Devore in the coming big feature comedy, 
"High ard Dry" that will be released through 
the Hodkinson Corporation. 



PAY TRIBUTE TO OLCOTT 

A large delegation of exhibitors of the Motion Picture Theatre Owners of New York State visited Sidney 
Olcott at the Long Island Studio of Famous Players-Lasky in tribute for the wonderful work he has 
done in the last year. He is now engaged in direcing "Monsieur Beaucaire" with Valentino. In the 
.center are WilUam Brandt, president of the New York State organization, and Sidney Olcott. At 
the left of Mr. Brandt is Mr. Valentino, and on Mr. Olcott's >ft are Lois Wilson. Lowell Sherman 
and Bebe Daniels. The theatre owners were entertained at luncheon and saw seveial scenes photographed. 




Page 16 



Exhibitors Trade Review 



HAL ROACH ENGAGED ON 
EXTENSIVE SCHEDULE 

Providing New Features and Short 
Comedies for Pathe 

IN response to the heavy demand being ex- 
perienced for the caliber of feature re- 
leases and short-subject comedies distributed 
by Pathe, the Hal Roach Studios are speeding 
up work on an extensive production schedule, 
U'hich includes the making of two feature- 
length pictures as well as a wide array of 
short-subject comedies. 

Production work has recently completed on 
the first of two comedy-dramas provided for 
on the Hal Roach program of feature activ- 
ities. This comedy-drama made under the 
title of "The Fighting Tylers," is a story of 
small-town politics laid in the Middle West. 
Glenn Tryon and Blanche Mehaffey appear in 
the leading roles. 

Mr. Roach, in the short-subject comedy de- 
partment, has just launched a new producing 
unit in which James Finlayson, who has been 
appearing in important roles in the Stan 
Laurel comedies, will be prominently cast. 
Other comedians under contract with Hal 
Roach will be presented in these comedies, in- 
cluding Charles Puffy, a 350 pound funster 
recently from Europe. George Jeske is di- 
recting the first of this new group of comedies. 

Will Rogers has just completed work on 
a two-reel political satire in which he is elected 
to Congress. This subject was directed by 
Rob Wagner, who is now engaged on a new 
production with Rogers in the stellar role. _ 
The "Our Gang" players are continuing their 
schedule of two-reel comedies under the di- 
rection of Bob McGowan. "The Spat Fam- 
ily" group, with Frank Butler, Sidney D'Al- 
brook, and Laura Roessing, are again em- 
broiled in their domestic difficulties for the 
screen with Jay A. Howe directing. The 
Charles Chase single-reel comedy vehicles are 
being continued with Ralph Cedar handling 
the megaphone. 

* * * 

'RIGHT OF THE STRONGEST' 
FOR SELZNICK 

The Selznick Distributing Corporation 
announces that it has acqui^red and added 
to its list of releases for the coming month 
"The Right of the Strongest," a Zenith 
Pictures Corporation production featuring 
E. K. Lincoln. 

The picture has a strong cast supporting 
the featured player, including such favor- 
ite names as George Siegmann, Helen 
Ferguson, Tully Marshall, June Elvidge, 
Niles Welch, Tom Santschi and Robert 
Milasch. 

"The Right of the Strongest" is adapted 
from the novel of life in the back-woods 
of Alabama, written by Frances Nimnio 
Greene, author of the screen success "One 
Clear Call," and gives a stirring picture of 
the' battle between the savage squatters ol 
the region and the forces of progress. The 
adaptation was made by Doty Hobart, and 
the titles are the work of Katherine Hili- 
ker. Edgar Lewis directed. 

The picture is melodramatic in nature, 
among the features being a fight scene of 
unusual vividness and action, and a realis- 
tic storm scene. Seigmann and Lincohi 
are the opponents in the fight. 

HEPWORTH STARTS DISTRIBU- 
TION OF BRITISH PICTURES 

With Cecil M. Hepworth, founder and 
managing director of the house of Hep- 
worth which has just turned over a big 
list of productions for American distribu- 
tion, having instructed his American offices 
of Hepworth Productions, Inc., to go ahead 
and arrange for a special presentation next 
month on Broadway of his superproduc- 
tion, "Comin' Thro' the Rye." The Ameri- 



can offices are a veritable beehive of ac- 
tivity, with Jos. DiLorenzo, general mana- 
ger and R. T. Cranfield, president, hav- 
ing mapped out a campaign of work that 
includes extensive exploitation for all Hep- 
worth productions. 

A special news bureau and exploitation 
department has been installed by Messrs. 
Cranfield and DiLorenzo, with Jesse Well 
having been especially engaged to handle 
this particular work. Mr. Weil was for- 
merly connected with the Universal and 
Film Booking offices and has handled 
some of Broadway's biggest successes. 
* * * 

HARRY WILSON ELECTED 
PRESIDENT OF 'WAMPAS' 

Organization Looks Forward to Record 
Breaking Season 

'T'HE annual election for officers and directors 
of the Western Motion PTcture Advertisers 
(The "Wampas"), was held at Picadilly Tea 
Rooms, Los Angeles, February 12. 

Harry D. Wilson of Principal Pictures Cor- 
poration was elected president of the organ- 
ization. He succeeded Joseph A. Jackson of 
Goldwyn. Mr. Wilson is the fourth president 
of the Wampas and was vice-president last 
term. His predecessors were Ray Leek. 1921 ; 
Arch Reeve, 1922, and Jackson, term of 1923. 

Roy Miller of the Miller Theatre was 
elected vice-president, succeeding Mr. Wilson, 
and Tom Engler of Fine Arts Studios was 
made secretary, with Adam Hull Shirk of 
Grand-Asher elected treasurer. The board of 
directors consists of Pete Smith, Harry Brand, 
Malcolm Stewart Boylan, Arch Reeve, and 
Ray Leek. 

% * * 

HARRON OPPOSITE MACKAILL IN 
WOODS PRODUCTION 

Frank E. Woods, has announced that John 
Harron has been signed to appear opposite 
Dorothy Mackail in the production he is start- 
ing this week at the Fairbanks-Pickford studio 
for release through the Hodkinson Corpora- 
tion. 

John Harron has forged rapidly to the front 
as one of the best of the screen's young players 
through his splendid work in Mary Pickford s 
"Through the Back Door," "Penrod," "The 
Five Dollar Baby" and the F. B. O. special 
"Westbound Limited." 

The Woods production is the first "outside" 
picture to be made at this studio. Heretofore 
only Mary and Doug's pictures were given 
the advantage of the special equipment housed 
in the F. and P. studio. 




ADVERTISING AIDS' 

With the aid of a pair of shears this original 
cutout was rn.ade from a combination of a one 
and a three sheet on Metro's "PJeasure Mad," 
a new Mae Mu:ray picture This is just one 
samp'e of the many diffc ent ideas I hat may be 
originated from the paper on thic^ production.. 



ERNST LUBITSCH WILL 
DIRECT POLA NEGRI 

Jesse Lasky Announces Deal Which 
Brings Celebrities Together 

ERNST LUBITSCH has been engaged 
to direct a picture starring Pola Negri, 
according to an announcement made by 
Jesse L. Lasky, first vice-president of 
Famous Players-Lasky Corporation in 
charge of production. 

"The circumstances attending this en- 
gagement," said Mr. Lasky, "are unusual 
and give every indication that the next 
Lubitsch-Negri picture will show Miss 
Negri in a production that will enable her 
to duplicate the success she made in 
'Passion' and 'Gypsy Blood.' " It has 
long been Miss Negri's wish to work once 
more under the direction of Mr. Lubitsch. 
On the other hand, Mr. Lubitsch has had 
a story in his mind for more than a year 
which he wanted to do but which was 
suitable only as a vehicle for Miss Negri's 
unusual talents. Contractual obligations 
prevented him from carrying out his desire 
to direct Miss Negri in this picture, Sut, 
by courtesy of and through arrangement 
with Warner Brothers, we have at last 
been able to bring these two wonderful 
artists together again. 

.Mr. Lubitsch will begin work in the 
Lasky studio in June, following the com- 
pletion of Miss Negri's next picture, "A 
Woman of the Night," fhich is to be 
directed by Dimitri Buchowetzki,, follow- 
ing Mr. Buchowetzki's present picture, 
"Men." 

* ^ 4: 

CHADWICK LEASES TALMADGE 
STUDIO FOR FEATURE 

Announcement was made this week by 1. E. 
Chadwick, president of Chadwick Pictures 
Corporation, of the leasing of the former Tal- 
madge studios. East Forty-eighth Street, New 
York, by that firm There the eastern unit 
of the Chadwick producing organization will 
turn out four production slated for release in 
the independent market during 1924-5. The 
first production to be made will be "Meddling 
Women, " starring Lionel Barrymore, with a 
cast of distinguished players including Sigrid 
Holmquist and Dagmar Godowsky. 

Ivan Abramson and Edmund Lawrence will 
collaborate in the making of "Meddling Wo- 
men." Mr. Lawrence is now in New York 
perfectirg the cast, which will be a replete 
with established box office stars as is Hunt 
Stromberg's melodramatic special, "The Fire 
Patrol;" which is the first Chadwick release. 
* * * 

HOW HE LIFTED THE COMEDY 

WE ARE NOT INFORMED 

Another one for the scrap book : An ex- 
hibitor in a certain small town of Southern 
Missouri was so short of funds the first 
month of his career as a showman that each 
night he ran his comedy first and then took 
the box office receipts down to the railroad 
station to pay charges on the feature. — (Told 
by a truthful exhibitor during the recent M. 
P. T. O. Western Missouri convention in 
Kansas City.1 

^ ^ Hi 

BEBE DANIELS IN 'WILDCAT' 

Madge Tyrone, veteran screen writer, is now 
engaged in preparing the screen play of "The 
Wilrlcat," the popular Spanish opera by Man- 
uel Penella which George Melford will pro- 
duce in the near future for Paramount. 

Antonio Moreno is the only featured player 
definitely selected for the cast of this pro- 
duction. Bebe Daniels, who was announced 
as a featuied player with Moreno, will remain 
in New York for another picture instead of 
returning to California. 



March 8, 1924 



Page 17 



The Exhibitors' Round Table 



Dismiss Rialto Receivership 

Y. E. Hildreth, chief stockholder in the Ri- 
alto Theatre at Fort Worth, Texas, owed a 
note for $12,000, which he was unable to pay 
immediately. The holders of the note held 
stock shares in the Rialto as security for the 
note. The holders applied for a receivership 
for Hildreth and included the Rialto in the 
application. After investigating the condition 
of the theatre operating company by testimony 
Judge Hal S. Lattimore di smissed the receiv- 
ership for the theatre ; and between the hold- 
ers of the notes and Hildreth the debt was 
settled by agreement. 

* * * 

Theatre Construction Notes 

The Roanoke Theatre, a suburban house of 
Kansas City, has been purchased by L. J. 
Lenhart, formerly of the Gladstone Theatre. 
The seating capacity of the Roanoke will be 
enlarged about 200, while a new front and 
decorations will be added. 

* * * 

Two theatres of the Atlantic Coast section 
of Canada have permanently returned to exclu- 
sive moving picture policies. One is the Ma- 
jestic Theatre at Halifax, N. S., which had a 
long season of dramatic stock presentations, 
and the other is the Queen's Square Theatre at 
St. John, N. B., which had been playing stock 
musical comedy. 

* * * 

The Rex Theatre at Dallas, Texas, is a 
thing of the past, as the owners sold their 
lease to a New York millinery firm for $80,- 
000 and the theatre will be transformed into 
a business house in the near future. 

^ ^ ^ 

A new motion picture theatre is under con- 
struction at Big Lake, Texas. 

^ ^ ^ 

The Majestic Theatre at Magnolia, Ark., 
is opening under new management. 

* * * 

The Star Theatre, in Norwood, N. Y., has 
changed hands, having been bought by Maurice 
Osgood, of Potsdam, for $15,000. The house 




John 



MAE MAPSH"^ 
HAPPY MYEPS 

CLAUDE GILLINCWATER. 
CLAIRE ADAMS.WILLARD 
LOUIS^CPAUFUPDKENT 



AJPNERBROS 

' Classics of ihc Screen*^' 



ADVERTISING AIDS 

This play of printers ink, taken from Warner 
Brothers' press book, ably demonstrates how 
advertising copy can attract the eye and atten- 
tion to the important facts concerning their latest 
production "Daddies," featuring Mae Marsh. 



was built just recently by William Gregg 
who intended to run the theatre himself but 
found such impossible through ill health. 

The new Lee Theatre, Thomasville, N. C. 
in which Colonel Henry B. Varner owns a half 
interest, will soon be ready for formal open- 
ing. It will seat 900 and be the last word in 
convenience to patrons. 

* * * 

B. O. Shepherd is contractor for a 25x120 
foot theatre building at Sand Springs, Okla- 
homa. 

* * * 

Round Table Briefs 

John Green, popularly known as the "grand 
old man," of the Capitol Theatre, Guelph, 
Ontario, has just recovered from a severe 
attack of rheumatism. 

* * * ' 

G. P. Stewart is building a new house in 
Powers, Oregon. He will probably close the 
Pioneer, his present house, on completion of 
the new. 

* * * 

Jack Roth is again manager of the Isis 
Theatre,, Kansas City, after being associated 
with several houses in the last few months. 
He will be succeeded as manager of the Apollo 
Theatre by "Rube" Finkelstein. 

* * * 

Benjamin Apple, owner of the American in 
Troy, spoke at a Kiwanis club meeting in that 
city last week. 

* * * 

George Graham, well known exhibitor of 
Western Canada, has re-opened the Classic 
Theatre, Winnipeg, Manitoba, which had 
been closed for a lengthy period. 

* * * 

Jack Gross, formerly of El Dorado, Kans., 
has beeia named as manager of the Crane and 
Royal theatres, Carthage, Mo. For tlie last 
three years Mr. Gross has been manager of 
the El Dorado and Palace theatres in El Do- 
rado, Kans. 

Gus Bergstrom has bought the American 
Molson, Wash,, from Tom Watkins. 

* * * 

Jacob E. Tarsches, part owner of the Le- 
land Theatre in Albany, is one of the incor- 
porators of a new sheet music publishing com- 
pany, in that city. 

* * * 

Sam Mendelsohn has taken over the for- 
mer Rialto Theatre, Anacortes, Wash., and 
reopened it as the Victory. 

^ ^ ^ 

Chamberlain has taken over the manage- 
ment of the DeGraw Theatre at Brook- 
field, Mo. 

* * * 

E. J. Myrick, will build on University Way 
in Seattle, if plans now under discussion 
mature. 

* * ♦ 

Halberg and Davis who own the Mack and 
Lincoln theatres. Port Angeles, Wash., have 
recently consolidated their bookings. 

* ^ * 

Charles H. George has reopened the Dream, 
Port Angeles, after it had been dark for 
some months. 

G. L. De Nune has recently purchased the 
Lincoln Theatre at Fulton, III. 

^ ^ 

Stone Leases House in Jersey 

Abe Stone, former owner of the Rialto, in 
Schenectady, and Morris Silverman, another 
exhibitor of the same city, have leased a new 
house in northern New Jersey and Mr. Stone 
will move there to run it. 



Bedell Back in Fold Again 

They can't stay away from this fascinating 
film fold. There is W. R: Bedell, for many 
years manager of Atlanta's Rialto, who tired 
of the constant strain and resigned last Fall 
to enter the insurance business. | 

He's back again, but in a different capacity, 
as sales manager for Graphic Film Corpora- 
tion, a new Atlanta concern specializing in the 
making of commercial films, announcement 
trailers and in renovating and cleaning film. 

* * * 

Fire Destroys Derry's Theatre 

The Kenora Theatre at Kenora, Northern 
Ontario, the proprietor of which was Joe 
Derry, was destroyed by fire on February 13 
with a loss of $65,000 partially insured. The 
cause of the fire was unkown. Mr. Derry 
occupied apartments above the theatre. 

* * * 

Johnson's Local News Reel a Hit 
Mr. Johnson of the Liberty Theatre, Kelso, 
Wash., finds patrons much interested in his ef- 
forts to give them local news events in a 
weekly "Kelso News" made up of local events 
and happenings. He has operated this for three 
months, with growing success. His operator 
"shoots" the pictures, which embrace news of 
Kelso and nearby towns. 

* * * 

Patterson at Edison Dinner 

The South was represented at the Edison 
dinner held recently, in the person of Willard 
Patterson of the Metropolitan, Atlanta, Ga. 
George Klein named him on the committee of 
arrangements for the Edison dinner held at 
the Ritz Carlton, February 15. 

* * * 

Mail Order Exchange a Success 

Kansas City's "Mail order film exchange" — 
the Economy Film Company, has issued a new 
catalogue of films. Bernard C. Cook, man- 
ager, who originated the idea in the Kansas 
City territory several months ago asserts the 
volumn of business done since the establish- 
ment of the exchange has vindicated him in 
his theory about such an exchange. 



Keds 




ADVERTISING AIDS 

A nationally advertised article, such as Keds. 
coupled with this cut-out poster offers a broad 
scope for tie-up possibilities. The shoe shop, 
the department store and specialty shops in your 
town should all prove ready team-workers. 



Page 18 



Exhibitors Trade Review 



A National Picture 

THE arrival on the public screen of "America" is an 
event of importance in motion picture circles. Seldom 
if ever has there been a subject carrying so distinctly 
a nationalist flavor as does this product of the Grifftth 
studio. If the picture fail in all respects to meet the ex- 
pectations of those who go to see it there may be said m 
explanation if not in extenuation that very likely we have 
come to expect too much from Mr. Griffith. 

Glancing over the reviews in the New York newspapers 
there seems to be marked unanimity as to the power of the 
production, the dramatic force with which its message is 
conveyed. 

That end, after all, was the one the producer sought. 
According to what precedent he had to guide him, prece- 
dent far more intangible and indefinite than tangible and 
definite, Mr. Griffith threw discretion to the winds and set 
out to make a picture that came under the proscribed head- 
ings of 

Costume pictures. 
Historic pictures. 
Battle pictures. 
Single nation pictures. 

He has demonstrated that precedent does not count. 
What does count is the arousing of interest on the part of 
his public. And he has done that abundantly. 

The "great American picture," like the "great American 
novel," may never be produced, that is, to the satisfaction 
of the ultra-critical. 

Before we are in a position to attempt an estimate of 
what constitutes "great American" it will; be necessary to. 
agree on the controlling factors, as to what percentage 
among others shall be allotted for construction, for appeal, 
for national flavor, if any. 

As to the latter it would in some respects seem proper 
that a subject to come within the description specified should 
be of America as a whole and not of a part of it or of 
another nation. 

And that very much narrows the field. 

It would eliminate "The Birth of a Nation," a tale mainly 
of the South, and "The Covered Wagon," which deals with 
the conquering of the West. It might include "Abraham 
Lincoln," to cite an example. 

What is of practical importance in the case of "America" 
is that it most vividly presents the principles on which the 
American Nation was founded. 

It does it so strikingly as to impress not only the mind 
of the child or of the new-comer to our shores, but also of 
those natives of maturity whose interest in the sacrifices of 
the forefathers has been surbmerged if not forgotten in the 
activities of today. 

Dignified Exploitation 

WORD comes from Chicago as to what may be accom- 
plished with serious and dignified exploitation. With 
its aid Jones, Linick & Schaefer have been enabled to 
break records at their Orpheum Theatre in that city with 
"A Woman of Paris." 

The production is now in its seventh week, with 
indications pointing to at least three weeks additional. 

It is stated the gross intake has averaged better than 
$13,000 a week. And the Orpheum is an 800-seat house, 
operating from 8:30 to midnight, with an admission of 50 
cents. 

The management featured the statements that the sub- 



ject was directed by Charles Spencer Chaplin, that "Mr 
Chaplin positively does not appear in this picture," and 
that it marked the debut of a new dramatic star. 

Increasing the public interest editorials appeared in three 
of the city's daily newspapers. 

The result of the Orpheum's work in arousing public 
interest will have value for every ambitious exhibitor. 

It will prove that in the case of what sometimes we are 
pleased to call a "first-class patronage" your public re- 
sponds to a plain appeal to its intelligence when that 
approach is made in language that is convincing, and 
stronger because of the evident effort to avoid deception. 

Radio and Screen 

THE widely inte' --ting question of what effect, if any, 
the growth of radio installation will have upon the 
attendance at motion picture theatres is boldly tackled 
this week by B. P. Schulberg, who declares it is ridiculous 
to suppose that a medium so totally different in its appeal 
will make any inroads whatever on attendance. 

The Preferred executive quotes the original belief — and 
there was a time when there seemed to be a basis for it — 
that the growth of motion pictures would in the end spell 
disaster for the speaking stage. He draws attention to the 
very evident fact that today there are not enough houses, 
devoted either to the stage or screen, to accommodate the 
throngs that seek entertainment on Broadway. 

Of course, the situation in the metropolis may be far dif- 
ferent from that in other places, but there can be no ques- 
tion a.s to conditions here. 

Point is made of the custom, of the genuine film, devotee 
attending a theatre two or three times a week, thereby 
allowing sufficient opportunity for following any additional 
diversions. 

Another factor Mr. Schulberg calls attention to is the 
increase in attendance at theatres in the past two years, 
the period that has marked the rise of the radio. 

We have seen figures quoted within the week that there 
now are about two million installations in the United States. 
Cut that number in two, and we still have a respectable 
array of listeners-in. 

There are several theatres in the United States that are 
using every effort to tie in to their enterprises the far- 
reaching wireless. Among these are Mr. Rothafel's Capi- 
tol and the State Theatre in New York. 

Also in various cities each week reviews of current motior: 
pictures are broadcast. 

Why should not the exhibitor make every effort to bring 
this new and rapidly expanding entertainment to his aid? 
It is to his advantage to study it, to develop his knowledge 
of radio technique, so that on occasion he may employ it. 

If announcement be made a few days in advance thai 
the president of the United States is going to make an im- 
portant announcement to the people of the country what is 
to prevent an exhibitor advertising that on that evening he 
will suspend his program for the stipulated time if the 
address be short and permit his patrons to hear the message 
of the Chief Magistrate of the nation? 

Will any one seriously contend that announcement will 
not bring to his doors a larger number of persons than 
ordinarily ? 

There must be in radio some phase that will help the 
motion picture theatre owner. 

Disregarding the suggestion that the new-comer mav 
hinder the development of the theatre let's go out and 
impress it into the service of the exhibitor. 



March 8, 1924 



Page 19 



LEADERS ALL 

John B. Rock, a Chip Off the Old Block 



IT was as a boy sixteen 
years old that John B. 
Hock made his entry into 
the film business. The young 
son of the president of the 
newly organized Vitagraph 
company — we are now back 
in 1899 — asked no odds on 
account of the relationship. 
He went out to pick up the 
ropes as a rank outsider 
would be forced to do, not 
expecting to sit in at the of- 
ficers' mess until qualified by 
experience. 

The company maintained 
quarters in the Morse Build- 
ing in Nassau street, New 
York, at that time and was 
producing pictures — very 
short ones, to be sure. Among 
these were "His First Cigar," 
pretty nearly fifty feet in 
length; another was "The 
Magician." 

A third subject was "The 
Hotel Windsor Fire," which 
had been made in miniature, 
perhaps the first attempt of 
this kind. It was during the 
photographing of this subject 
that what was intended to be 
a small explosion proved to 
be a large one. J. Stuart 
Blackton, who with Albert E. Smith, 
the present president of Vitagraph, was 
staging the "production," was badly 
burned as a result. But the picture was 
shown at Tony Pastor's on the evening 
of the same day. 

The Vitagraph Company had a con- 
tract with Bostock's Circus to show pic- 
tures in a black top. When the mem- 
bers of the old Vitagraph triumvirate, 
Messrs. Rock, Smith and Blackton, ar- 
rived on the ground it was learned the 
operator had not put in an appearance. 

i 

Y OUNG Rock, who was in the party, 
volunteered to pinch hit. His 
father was more than skeptical, not 
knowing the youngster had accumu- 
lated quite a bit of experience by ac- 
companying J. B. French at showings 
m churches and at banquets. 

A try-out demonstrated that the lad 
could fill the bill, and he was duly in- 
stalled as operator. As a result he 
accompanied the circus to Richmond, 
Va. There among other pictures he 
projected was "A Bullfight in Spain," 
several hundred feet in length. Young 
Rock continued with the show until it 
finished its tour in Newark, N. J. 

Mr. Rock began work with the Vita- 
graph company as office boy at the 
Mo rse Building headquarters, passing 




LEADERS ALL— JOHN B. ROCK 

IJECAUSE the enthusiasm with which as a boy 
he started in the business has never waned ; 
because he has wide experience in the physical 
handling of film, not only in the exchange but in 
the theatre and in the projection booth as well; 
because in the few years that he has been actively 
out of the industry he has demonstrated his ability 
to administer with success large affairs of a nature 
entirely different from that of the film business. 



through all departments. Among these 
were the developing and printing room 
— and "room" is right, in speaking of 
those days. 

Then the young man went on the 
road, playing Vitagraph pictures at a 
vaudeville theatre in Waterbury, Conn., 
followed by a stay in New Bedford, 
Mass. He was two years in the Music 
Hall in Boston and for three seasons 
in Atlantic City. 

In 1906 the company determined to 
open a general office in Qiicago, and 
the young man was called to New York 
and told he had been appointed sales 
manager, with a territory extending 
from a point a goodly distance east of 
Chicago right through to the west coast. 

It was October 13, 1906, when he 
took charge of the office. He was not 
superstitious as to the date. Just at 
that time a Cohan play was making 
much of the figures "23." Mr. Rock- 
noted with interest his telephone num- 
ber in his new quarters was 5238, the 



outside figures of which rep- 
resented 13, leaving 23 as a 
remainder. When this was 
called to his attention he 
laughed, but said he would 
take the chance. 

THE young Vitagraph ex- 
ecutive sold the first bill 
of goods to Carl Laemmle fol- 
lowing the purchase by the 
future Universal chief of the 
White House Theatre in Hal- 
sey street, in Chicago. At 
their first meeting Mr. Laem- 
mle had complained of his in- 
ability to secure a product in 
Chicago from the so-called 
exchanges. 

Mr. Rock fixed him up, 
among the product which 
Mr. Laemmle bought outright 
being "Automobile Thieves," 
a Vitagraph product. Also it 
was one of the first sales Mr. 
Rock made. 

Other customers in those 
days were Robert Lieber, now 
president of Associated First 
National, who was buying for 
the exchange of H. Lieber R:. 
Co. of Indianapolis, and John 
Frueler and Harry E. Aitken 
of Milwaukee. 
It was with a representative of the 
Pathe company that Mr. Rock visited 
the last two named to interest them in 
the purchase of film. Both after be- 
came prominent in the film industry, 
especially in the days of the Mutual 
Film Corporation. Mr. Aitken is now 
as active as ever, with Tri-State Pic- 
tures. 

Eugene Cline in Chicago made one 
purchase that in those days was consid- 
ered large, a Hill of $30,000. And there 
are exchange men who today would 
consider it sizable if they were making 
the purchase. 

Mr. Rock was an active part of the 
development of the Vitagraph company 
and of the General Film Company. 

After the formation of the Vita- 
graph-Lubin-Selig-Essanay in 1914 he 
moved to the new offices as manufac- 
turer's agent. 

IN 1915 "A Million Bid" was put on 
by the Vitagraph at the Criterion 
Theatre, then known as the Vitagraph. 
and made a hit. Mr. Rock was called 
to New York and given instructions to 
make a tour of the companv's ex- 
changes and give advance showings. 



(Continued on page 48) 



Page 20 



Exhibitors Trade Review 



T-JAROLD LLOYD'S well known 
horn rimmed spectacles, shown 
in the center, arc probably the best 
kno\wn motion picture accessory. 
There are trick shoes, nwustachcs, 
canes and costumes but Lloyd's 
"specs" surpass them all for real ad- 
■I'crtising z-alue. 




THEN it comes to advertising aids, 
Harold Lloyd's well known spec- 
tacles come close to heading the list. 
If any picture theatre in the country 
should hang out a huge pair of spec- 
tacles without a sign, practically every 
movie patron Avould draw the conclu- 
sion that a Harold Lloyd picture was 
in the offering. 

It is doubtful if the comedian real- 
ized, in his early pictures, that the spec- 
tacles would become a synonym for 
clean hilarious comedies, nevertheless, 
exploiters of his pictures are cashing 
in on the strength of the well known 
"cheaters." 

The latest advertising aid to his pic- 




tures is the distribution of cardboard 
spectacles to youngsters. They are 
exaggerated in size and carry the Lloyd 
ad on rims and sidepieces. It is no 
trouble to induce any number of ) oung- 
sters to wear them and the advertising 
comes cheap. With a crowd of boys 
parading the streets wearing spectacles, 
one is not permitted to forget that a 
Lloyd film is being shown. 

Regarding the origin of horn-rim 
spectacles, the Optical Products Cor- 
poration of New York says : "Chin- 
ese Spectacle Lore reveals the informa- 
tion that in the reign of Cho Tso Spec- 
tacle Frames were considered so valu- 
able that single pairs were traded for 
fine horses. Todav one man in the mo- 



"Why W orry" and "Grandma's 
Boy," the famous comedian brings 
his glasses into play to arouse sym- 
patliy and assume an air of innocence. 
When the name of Harold Lloyd is 
mentioned one unconsciously pictures 
a pair of large round spectacles. 




tion picture industry considers one pair 
worth five thousand dollars. 

"The ancient Chinese lay first claim 
to shell spectacle frames. In the middle 
kingdom of China Cho Tso caught his 
own tortoises and gathered his crystals 
in the babbling brooks at the foot of 
the sacred mountains. Spectacle 
frames were a badge of superior intelli- 
gence among the Chinese. Judges wore 
them and the larger the rims worn the 
greater was the I'ank of intelligence. 
In those days it was considered impolite 
to talk to a person of superior rank 
without removing one's spectacle 
frames. As a token of respect men re- 
moved their spectacles when meeting a 
lady in the same manner as Americans 
dof¥ their hats." 

There should be no difficutly in ar- 
ranging with opticians to tie-up with a 
Lloyd picture exploitation by display- 
ing an arra)' of spectacles in a setting 
of Harold Lloyd pictures. 

T N "Captain Jack" paper hats were dis- 
tributed to youngsters and they proved 
valuable advertising aids to the picture. 
The hats are cheap and form an effec- 
tive means of advertising that would 
be otherwise unobtainable. Exhibitors 
should take advantage of these aids. 



THAT the advertising value of Lloyd's 
spectacles is fully realized is demon- 
strated by the fact that his latest pic- 
ures are receiving advertising by giving 
out imitation Harold Lloyd spectacles 
to youngsters who parade the streets. 




The Lloyd Advertising Urge 

And the Epic of His Spectacle Frames 



March 8, 1924 



Page 21 



Up and Down Main Stteet 



TO OPEN TOOLS HIGHWAY' 
IN BOWERY HOUSE 

Theatre in Heart of District Which 
Is Picture's Locale 

\ MONG the openings of this week is that 
of "Fools Highway," the Universal-Jewel 
in which Mary Philbin makes her first stellar 
appearance following her great success in 
"Merry-Go-Round." This opening will be 
unique in many respects. Instead of opening 
at one of the big Broadway houses, it will 
open on the Bowery. Through the courtesy 
of Frank Koren and Albert S. Gold- 
berg, proprietors of the Atlantic Garden at 
No. 50 Bowery, the Universal will hold the 
world premiere of its picture on Friday night 
February 29 within a block of the corner on 
the Bowery where the great majority of the 
action takes place. 

After painstaking research and with the 
help of almost every newspaper morgue, in 
New York City, the Production Department 
at Universal City built what is regarded as a 
perfect replica of the corner of Pell Street 
and the Bowery, including the elevated road, 
the street cars, wagons and buildings, and 
paving of thirty years ago. Its interiors were 
developed from photographs of well-known 
saloons of the period of 1890, including that 
of Steve Brodie and other refreshment pur- 
veyors as well as the interior of Suicide Hall, 
McGuirk's and several establishments of lesser 
note. 

The opening will be an invitation affair 
entirely and invitations are being issued by 
the theatre management and the Universal 
Pictures Corporation. Already the elite of the 
Bowery, its political, business and social lead- 
ers, have accepted invitation?. A short program 
of the songs popular on the Bowery on that 
day will precede the showing of the picture. 
Senator James J. Walker will be master of 
ceremonies of the occasion ar.d Governor 
Smith, one of the best known products of 
the Bowery, will make an address. Mayor 
Hylan whose, first occupation when he came 
to New York City was conducted in connec- 
tion with the elevated railroad when it ran 
steam trains, in replying to the invitation which 
was extended to him, expressed his regret at 
being unable to accept because of the fact that 
he will be out of town at the time, extended 
his congratulations to Mr. Laemmle on the 
occasion of his anniversary month, and ex- 
pressed his hope that the production will be 
a tremendous success. 

A determined attempt will be made to turn 
the Atlantic Garden into its former estate. 
Prior to its becoming a moving picture house, 
Atlantic Garden had a history as a restaurant 
and entertainment hall dating back through the 
entire history of the Bowery to the days of 
1776, when it was the Bulls Head Tavern. 
The lobby will be returned to the period of 
1890, the ushers and the orchestra will be 
dressed in the costume of that period, and the 
decorations will be of the same period. 
* * * 

NUMBER OF BOOKINGS FOR 
'AFTER THE BALL' 

According to reports of contracts received, 
an unusually large number of groups of thea- 
tres have arranged for the showing of the 
first Theatre Owners' release. The booking 
of important individual theatres throughout 
the country is said to be proceeding with 
very gratifying results while it is said that 
it is establishing a booking record in the in- 
dustry as far as number of circuits that have 
closed for it are concerned. 

Managers of the larger circuits seem to feel 
that it is decidedly desirable to obtain an 



early run of the screen version of the famous 
song, "After the Ball" since there are great 
exploitation possibilities in the national tie-up 
with the old time favorite song. 

^ ^ ^ 

THREE COSMOPOLITAN FEA- 
TURES IN LOS ANGELES 

Three prominent Los Angeles Theatres are 
showing Cosmopolitan pictures at the same 
time. Being a rare occurrence in the movie 
field. Cosmopolitan is of course very much 
excited over this demonstration which is in- 
terpreted by them to be a very gratifying 



GrealWhiteWay 




Its the life/ 

ADVERTISING AIDS 

This "Great White Way" poster is an example 
of the new style of three sheet designed and 
issued by the reorganized publicity and advertis- 
ing department of Cosmopolitan. The purpose 
of the design is to enable the exhibitor to use 
the figure as a cutout wherever he deems it 
advisable in arranging unusual displays. 



show of approval on the part of theatre own- 
ers and the public. 

"Through the Dark," the newest Colleen 
Moore feature, is having an eminently suc- 
cessful run at the Miller Theatre where it 
is said to be duplicating its eastern triumph. 

"The Great White Way" the story of New 
York, which has but recently closed at the 
Cosmopolitan Theatre in New York to make 
place for Marion Davies in "Yolando," is 
now showing at the California Theatre where 
it is attracting as much interest as it did in 
New York and the other big cities where 
it has already been shown. 

The third of the trio is Robert ^Mantell's 
starring vehicle, "Under the Red Robe." This 
is now at the Rialto Theatre where it is creat- 
ing the same favorable impression as it did 
in the other cities where it has already been 
seen by several hundred audiences. 



'BEAU BRUMMEL' OPENS 
IN LOS ANGELES 

Print Has Already Arrived in New 
York for Early Showing 

LYDE FITCH S immortal "Beau Brum- 
^ mel ' in screen form will make its formal 
bow to a waiting motion picture world when 
it opens at the California Theatre, Los An- 
geles, where it is to have its world and west- 
ern premiere, on March 8. Because of the 
fact that John Barrymore has the stellar role 
in the picture, especially high hopes are held 
out for an overwhelming success, and for this 
reason arrangements have been made for an 
extended run at the Aliller Theatre after the 
first showing at the California. 

Following its western premiere the film will 
come to New York where Warner Brothers 
are making arrangements to procure a prom- 
irent theatre for the first showing. The pre- 
diction of a long run is said to be justified 
by the reputation of John Barrymore as one 
of tlie foremost American actors not only on 
the legitimate stage but on the screen as well. 

Moreover his work on this film, is said to 
be especially fine since the production is un- 
usually lavish and fine in every detail. And 
Barrymore gives a spirited presentation of the 
role of Beau Brummel, the most picturesque 
figure that ever hobnobbed with royalty, and 
plaved for high royal stakes. 

Seemingly spurred on by the performance 
of the star the entire supporting cast has 
been moved to greater effort with the result 
that each in his own role has given a re- 
markably fine interpretation. Among these 
players are Irene Rich, Carmel Myers, Willard 
Louis, Richard Tucker and others. 

The picture was directed by Harry Beau- 
mont, the adaptation of the story being done 
by Dorothy Farnum. A print of the picture 
reached New York last week where it was 
shown for the producers and a group of their 
friends who declared that it upheld all the 
boasts made for it. 

* * * 

THREE NEW FEATURES ON 
SELZNICK PROGRAM 

Several feature release dates for the com- 
ing month have been made public by the Selz- 
nick Distributing Corporation and it is noted 
that among them are "Flapper ^^^ives." the 
Jane Murphin production with Rockcliffe 
Fellowes and Mai Allison, "Pagan Passions" 
in which June Elvidge and Tully Marshall 
play prominent parts, and "The Right of the 
Strongest," a Zenith picture, with E. K. Lin- 
coln and Helen Ferguson. 

All three pictures are reputed to be features 
in every sense of the word and it is antici- 
pated that the}' will be well received when 
they make their separate bows to the public. 

* * * 

'LOVE'S WHIRLPOOL' TO OPEN 
EARLY IN MARCH 

Definite release dates for the new Hod- 
kinson pictures announced this week, places 
the James Kirkwood-Lila Lee Production 
"Love's Whirlpool" as the first to go to the 
exhibitors during the month of Alarch. It is 
set for release on March 2, followed by the 
Samuel Grand super-comedy special, "Try and 
Get It" with Bryant Washburn and Billy 
Dove on March 9. 

"His Darker Self the blackface comedy 
feature starring Lloyd Hamilton is set for 
definite general release on March 16. 



Page 22 



Exhibitors Trade Review 



SPLENDID SUCCESS FOR 
'THE WHITE SISTER' 

Film to Be Generally Released by 
Metro Starting March 1 7 

'THE WHITE SISTER," the King Vidor 
production starring Lillian Gish, was forced 
last week to terminate its very successful 
Broadway engagement due to the fact that it 
was scheduled among the Metro releases for 
March. 

However, before its general distribution it 
was scheduled for a pre-release showing at the 
Alhambra Theatre in Milwaukee. It scored 
such a tremendous success during the first week 
of its showing that it was held over to ac- 
commodate the great number of people who 
wanted to see the production and hadn't got- 
ten the opportunity. 

According to the statement of Leo Landau, 
owner of the theatre, the picture did a record 
breaking business. In a telegram to the Metro 
representative he said : 

"Lillian Gish in the 'White Sister' opened 
Saturday to one of the biggest days the Al- 
hambra has ever had. Sunday business was 
bigger even than Saturday and the third day, 
Monday, is keeping right up with the opening 
days. Consensus of opinion by our patrons 
contends that 'The White Sister' is not only 
excellent entertainment, but is really a very 
beautiful production. 

"I have no hesitancy in recommending this 
production to all exhibitors as one of the 
year's biggest box office attractions." 

Another Metro release that is receiving an 
almost unprecedented amount of glowing praise 
is "Scaramouche" which is showing at a great 
number of theatres in various parts of the 
country. 

^ * * * 

UNIVERSAL FEATURES TO BE 
RELEASED IN SPRING 

The new plan of Universal to release one 
Jewel each month is definitely taking form 
in the announcement made recently that on 
the Spring release charts appear "The Fool's 
Highway," "The Law Forbids" and "The 
Storm Daughter." 

"Fool's Highway" stars Mary Philbin in a 

\70VELTY is the keynote of all Preferred 
* Advertising Aids. For the exploitation 
of "Poisoned Paradise" there was prepared 
this counterfeit million franc note which ivas 
jised as a throzvaimy. The "April Showers'" 
calendar, the "Daughters of the Rich" herald 
and the straight selling copy for "Maytime" 
are other glowing examples. 



story of the New York Bowery and is an 
adaptation of "My Mamie Rose," Owen Kil- 
dare's well known romance. "The Law For- 
bids" is the April release and was written 
specially for Baby Peggy by Bernard Mc- 
Conville, supervising editor for Jewel pro- 
ductions. The picture tells a human interest 
story of a little girl who is torn between 
two loves by the divorce courts. 

"The Storm Daughter," the May release, 
presents Priscilla Dean in a new thriller. The 
story concerns the struggles of a girl, forced 
by accident aboard a sailing vessel manned 
by a hard, brutal skipper. Plenty of thrill 
in the form of sensational escapes and re- 
captures are said to add appreciably to the 
colorful character of the picture. 



CONVICTS SEE SHOWING OF 
'IF WINTER COMES' 

"If Winter Comes" was recently taken to 
the Massachusetts State Prison for a screen- 
ing before the convicts there. From a review 
of the picture the following week in "The 
Mentor," the prison magazine, the audience 
was not only much impressed by the story 
but deeply moved. 

Despite the fact that the men all are ac- 
knowledged to be "hard guys" the reviewer in 
talking of the effect of the picture mentioned 
a number of incidents where some of the mem- 
bers of the audience were seen to be actually 
crying. According to this critic, never before 
was the audience so moved by a picture as 
when they witnessed the screening of "If 
Winter Comes." 

Sounds like a pretty good testimonial of 
the humanness and depth of the story with the 
average audience which is by nature a great 
deal more emotional than an audience of men 
whose contact with life has made them hard- 
ened and callous. 



Praclicai Ways to Sell The Pit'Uire (o The Public 



A Creal TtiMi [ 



'TWENTY-ONE' CROWDING 
RIALTO THEATRE 

Return of Barthelmess to Modern 
Parts Delights Audiences 

OR a long time the fan public has been 
waiting for the return of Richard Barth- 
elmess to modern parts. His last few pictures 
have been in costume and the public has shown 
a decided desire to see him back. 

"Twenty-One," playing this week at the Ri- 
alto. New York, is the name of this newest 
picture and judging by the crowds that are 
jamming the theatre at every performance. 
First National has here given the public what 
it wants. 

The story is that of a young man of wealthy 
parents who loves a poor girl and leaves his 
home to work in order to marry. When the 
story opens we see Richard as a child of 
seven. This part is portrayed by a youngster 
by the name of Howard Merrill who, be- 
sides looking remarkably like Richard Barthel- 
mess, is a very capable little actor. There 
can be no doubt that the little fellow idolizes 
his father and is heartbroken when domestic 
misunderstandings between the husband and 
wife rob him of his hours with his father. 

Though young Merrill is only seven years 
old he shows a remarkable understanding and 
appreciation of the part he is playing, and there 
is reason to believe that he has a real future 
before him. 

The work done by Richard Barthelmess is 
of the same high caliber as his past perfor- 
mances, and it is little wonder that the pub- 
lic idolizes him as it does. He not only 
looks like a youth of twenty-one but he gives 
an honest portrayal of a young man who 
feels he has reached the heights when he has 
attained to the dignified years which the law 
chooses to call "his majority." 




March 8, 1924 



BOX OFFICE REVIEWS 



Page 23 



MAY BE THE GREAT 

AMERICAN PICTURE 

'America' Is Notable in Dramatic, His- 
toric, Patriotic and Pictorial 
Quality 

AMERICA. Series 1 : "The Sacrifice." Pre- 
sented by D. W. Griffith. Story and Titles 
by Robert W. Chambers. Assistant Direc- 
tor, Herbert Sutch. Director of Construc- 
tion, William J. Bantel. Photographers, 
Hendrick Sartov, G. W. Bitser, Marcel Le 
Picard and H. S. Sintzenich. Art Direc- 
tor, Charles M. Kirk. Artist Designer, 
Warren A. Newcombe. Length, 13,000 Feet. 
CAST AND SYNOPSIS 

Nathan Holden Neil Hamilton 

Jiis*-ice Montague Erville Anderson 

Miss Nancy Monra.°ue Carol Dempster 

Charles Montague Charles Emmett Mack 

George Washington Arthur Dewey 

Captain Walter Butler Lionel Barrymore 

Paul Revere Harry O'Neill 

Captain Hare Louis Wulheim 

Chief of Mohawks Joseph Brant Riley Hatch 

A Refugee Mother Lucille La Verne 

Nancy Montagrue, daughter of a Tory justice, sees 
her father wounded by a militiaman at Concord and 
her brother, Charles, who had fought with the Con- 
tinentals, brought home dead. iNathan Hoiden, a 
dispatch rider before the war and an officer in the 
American Army afterward, is in love with Nancy. 
Captain Butler, with the consent of the British com- 
mander, brings into the war as allies the Indians 
of the Six Nations, and leads the red men in rav- 
aging the country. He is a suitor for the hand 
of Nancy, but she is a witness of his barbarity and 
Very nearly a victim of his drunken lust, being 
saved by the insistence of the Indians on starting 
the pillage. Holden spies on Butler, learns his 
plans and rides to warn the countryside and sum- 
mon the _ soldiers. At the battle of Fort Sacrifice 
the colonists are saved by the arrival of the soldiers 
and Nathan and Nancy are united. 

\ By George Blaisdell 

/GRIFFITH has "done it again!" He has 
^ given us another great picture. "Amer- 
ica" _ is great from the dramatic viewpoint, 
particularly in the first half ; it is great his- 
torically, all the way; it is great patriotically, 
burning into the consciousness the fundamen- 
tal American principles ; it is great pictorially, 
abounding in remarkable photography of 
scenes of natural beauty and of backgrounds 
devised by his artistic aids. 

Nothing more thrilling and exalting has 
been thrown on any screen than the break- 
neck ride of Paul Revere, as his marvelous 
animal hurdles fences and stone walls in his 
successful efforts to evade his pursuers, or 
the charge of the American cavalry led by 
the inspired Holden, who is battling against 
great odds not only to relieve the garrison 
at the fort but also to save the life of the 
girl he loves. 

Nothing more deeply moving has been 
thrown on any screen than the bringing to 
the bedside of the wounded Tory father of 
the body of his son killed by a British bullet 
at Bunker Hill as the lad tried to get powder 
across the open to his fellows — and the cov- 
ering by his daughter of the body for a mo- 
ment with a British flag for fear the truth 
would extinguish the fluttering spark of life 
in the sire so bitterly antagonistic to the co- 
lonials. 

Movement Is Fast 

Where "The Birth of a Nation" revealed 
the trials of the South following the civil 
war and "The Covered Wagon" is devoted to 
the struggles of the empire builders of the 
early west. "America" aims to portray to the 
hundred-odd millions the sacrifices of the fore- 
fathers in creating a nation — and gloriously 
succeeds. In other words, the vital appeal 
is. to a whole country, not to a section of it. 
;.,We have referred to the dramatic force 
of . this story, "particularly in the first half." 
It is a fact that the story from the side of 



its heart interest reaches its peak in the first 
division; that there is a fall with the pass- 
ing of young Montague from which it does 
not recover. 

"America" hits its stride right at the begin- 
ning. The movement is fast. Quickly pass- 
ing in review are the meetings of the enraged 
colonists in Boston, the House of Burgesses 
in Virginia and the House of Commons across 
the water — all vividly and humanly portrayed. 
They are real. 

We are shown, too, the home of the Mon- 
tagues — the father a staunch defender of the 
exi.sting order, of the Crown ; of the son 
just returned from abroad, and of the 
daughter who sees things with the eyes of 
her father. 

In his home we get the first glimpse of the 
future Father of His Country — an interpreta- 
tion that is impressive throughout. 

The story turns on the love of Holden for 
Nancy, and of the interest of this altogether 
charming child of luxury in the roughly 
garbed son of the soil who is so thoroughly 
imbued with the new spirit of his country- 
men. 

Throughout the two hours and a half or 
more of its showing the production is just 
one notable setting after another. 

Some of these are of the legislative gath- 
erings referred to ; of the King of England 
in his cabinet ; the streets of Boston with the 
old church at the head of the highway ; the 
view of the Charles River, with the church 
at the opposite end of the rays of the moon 
across the water and the two lights showing 
in the tower. 

There are the towns of Lexington and Con- 
cord, of the conflicts of the handfuls of 
Americans with the trim "redcoats" as they 
are still called in that country ; the battle of 
Bunker Hill, the signing of the Declaration 
of Independence, the granting of the com- 
mission to Washington. 

There are the scenes of Valley Forge, of 
the shoeless Americans fighting cold and star- 
vation ; of the debauchery of Butler and his 
cohorts in the home of the Montagues — and 
the thrilling sequences of Holden spying upon 
the British and Indians ; of his temptation to 
go to the rescue of Nancy instead of per- 
forming his larger duty of warning the coun- 
tryside of impending devastation and mas- 
sacre. 

There are the harrowing views of the as- 
sault of the allies upon Fort Sacrifice, of the 
stirring ride of Holden to arouse the soldiers 
and the forced ride to the relief of the stock- 
ade, and of the final surrender at Yorktown. 

Hamilton Ideal 

These are some of the highlights — just 
some of therh. 

The work of the players is superb — that's 
the word. 

Neil Hamilton as the young patriot and 
the lover of Nancy gives a portrayal that is 
ideal — as natural as life itself. It is one that 
will stir the admiration of his countrymen. 

Carol Dempster is the only woman in a 
cast of a score and a half — Miss La Verne 
appears for just a bit — ^but so completely does 
she fill the eye and the thoughts of the ob- 
server that the disparity is unnoted. Grave 
or gay she charms and appeals most notably. 

Charles Emmett Mack is the third of the 
younger players who are given the centre 
of the stage — and holds it. His is a heroic 
role, and it is heroically interpreted. 

Lionel Barrymore is cast in the unspeak- 
able part of Captain Butler and plays it with 
absolute self-effacement. Erville Anderson, 
in spite of his role of the Tory, never loses 
the sympathy of the observer. 

Louis Wolheim as Captain Hare is prop- 
erly reprehensible, while Riley Hatch is the 
dignified chief of the Mohawks — a strange 
figure. 



Arthur Dewey as Washington upholds the 
best traditions of the First President — rever- 
ential, impassive, altogether admirable. 

The picture runs the whole scale of human 
emotions, from the tenderest of love scenes 
to the savagest of cruelties enacted by white 
men out-doing their red allies in unmitigated 
barbarity. 

There are the leavening Griffithian touches, 
relieving the high tension at most unexpected 
moments and at most welcome ones — but al- 
ways in good taste. 

England Won't Like It 

The production is frankly American — and 
made for no other country. England is not 
going to like it — and hardly can be expected 
to. At the same time her feelings have been 
conserved. George HI is treated far more 
tenderly than is the usual rule with Ameri- 
can historians. Then, too, the appearance of 
Pitt in the Commons pleading for the Col- 
onists and later of Burke with a similar mes- 
sage will go far to soften national reaction. 

The second half is too long. This we un- 
understand is being remedied, as the produc- 
tion has been undergoing the cutting process 
steadily following the premiere. 

The scenes of debauchery in the Montague 
home, where Butler and his men have taken 
possession, and also of the attack on Fort 
Sacrifice are drawn out. In the case of the 
latter the feeling persists in spite of the 
spectacular and dramatic ride of Holden to 
save the situation. That, in any event, was 
the very definite impression of one beholder. 
But, after all, it's a matter of individual tem- 
perament. 

Continuing in the same vein, the musical 
acceleration is overdone. The brasses are too 
loud, at times pushing the story into the minor 
position. When music is heard rather than 
sensed it is wrong. 

Getting back to the main theme, the story 
as a whole, it is possible that in "America" 
we may have the great American picture. 
Time will tell. 

And just a word as to the titles. They 
are exceptionally good. Especially is this true 
in the cise of the dialogues between the two 
lovers. The lines of young Holden are mar- 
vels of restrained nobility, matching the 
faultless demeanor of this character of whom 
millions of Americans are going to be gen- 
uinely proud. 

We reiterate, Griffith has "done it again !" 



HAS GREAT SCENIC CHARM 

'The BlizzardT Combines Photographic 
Beauty With Unique Spectacular 
A ppeal 

THE BLIZZARD. Fox Photoplay, Author, 
Dr. Sclma Lagerlof. Director, Mauritz 
Stiller. Length, 5,890 Feet. 

CAST AND SYNOPSIS 

Gunnar Hede Einar Hansson 

Ingrid Mary Johnson 

Madame Hede Pauline Brunius 

Nurse Teckla Ahlander 

Blomgren Adolf Olachansky 

Mrs. Blomgren Stina Berg 

Gunner Hede. young Swedish violinist, has a 
moth>;r who is opposed to his musical tastes. He 
joins a band of strolling players and falls in love 
with Ingrid. one of the troupe. Gunnar undertakes 
to drive a herd of reindeer. The animals 5'tampede 
in a blizzard. He escapes with his life but is 
temporarily insane. Later, when safe at home, Ingrid 
plays to him and he recovers. They are wed. 

By George T. Pardy 

'T' HE entertainment values of this picture 
^ lie chiefly in its scenic beauty, the photog- 
raphy including a large number of beautiful 
exteriors filmed amid the snow wastes of 
Scandinavia. Chief among these "shots" is 
the wild stampede of a herd of reindeer in 



Page 24 



Exhibitors Trade Review 



BOX OFFICE REVIEWS {Continued) 



immense numbers, which is one of the most 
remarkable views ever caught by a camera. 

The feature is a Swedish production, with 
a plot adapted from a story by Dr. Selma 
Lagerlof, vv'inner of the Nobel Prize for Lit- 
erature. It is forceful, and at times rather 
gruesome drama, but on the whole, preserves 
its ' interest throughout the six reels and 
achieves a happy ending. Considered as a 
program attraction, "The Blizzard" should 
make a satisfactory box office score. 

The feature's sentimental issues are devel- 
oped in the romantic attachment which arises 
between the young violinist hero and Ingrid, 
inember of a band of strolling players, whose 
fortunes he determines to follow after he has 
quarreled with his mother. The youthful pair 
win a good deal of sympathy, but interest cen- 
ters principally in Gunnar's narrow escape 
from death amid the stampeding reindeer, his 
insanity and subsequent recovery. 

The episode dealing with the young fel- 
low's mental lapse is dramatically perfect but 
not particularly pleasant to see. His recovery 
under the tender ministrations of Ingrid, whose 
music dispels the shadows clouding his mind, 
has a more cheering effect, and comes as a 
grateful surprise after the stark realism of the 
preceding situations. 

The reindeer stampede over the white wastes 
of the Northland is a tremendously spectacular 
affair, destined to linger long in the memories 
of those who witness it. Snow, sleet, a furi- 
ous hurricane blowing, hundreds of panic- 
stricken animals plunging madly for the dis- 
tant hills, leaping into the turbulent waters of 
a swiftly flowing river, the hapless hero be- 
ing dragged at the heels of a leader — this scene 
is a genuine thriller and unique in the annals 
of filmdom. 

Mary Johnson, the "European Mary Pick- 
ford" as they call her across the water, is a 
pleasing little person who fills the role of 
Ingrid adequately. Elinar Hansson plays the 
part of hero with commendable artistry and 
spirit and the other ' players, none of whom 
are known to American fans, furnish good 
support. 

Your best bet in exploiting this picture is 
to play up the big reindeer stampede as one 
of the rhost spectacular incidents ever filmed. 
Stress the admirable photography, the story's 
romantic side, and mention the author as the 
winner of the Nobel Prize for Literature. The 
"European Pickford," is another ,item likely' 
to arouse your patrons' curiosity. 



SCORES FAIR ENTERTAINMENT 

'Gambling Wives' Preaches Moral, but 
Entertainment Prevails 

GAMBLING WIVES. Arrozv Photoflay. 
Story by Ashley T. Locke. Adapted by Lcota 
Morgan. Directed bv Dell Henderson. 
Length, 6,438 Feet. 

CAST AND SYNOPSIS 

Ann Forest Marjorie Daw 

Vincent Forest Edward Earle 

Sylvia Baldwin Betty Francisco 

Duke Baldwin Joe Girard 

Polly Barker Florence Lawrence 

Van Merton Ward Crane 

Madam Zoe Hedda Hopper 

Vincent Forest is a young bank clerk who, lured 
by a desire for gamblng', visits a fashionable gam- 
bling house run by Madam Zoe, who is being main- 
tained by Van Merton. A friend of his wife tells 
her what is happening and advises her to play his 
garne in order to win him back. Since the husband 
is infatuated with Madam Zoe, Sylvia arranges to 
have Ann interest herself in Van Merton. The usual 
complications arise, and the husband realizes what is 
happening just in time to save his wife and restore 
real happiness to both of them. 

By Henriette Sloane 

Y^/ niLE this picture will probably never be 
hailed as a great screen drama it is a 
pretty sound guess that it will give satisfac- 
tion at the box office, since it is fair enter- 



tainment of the type that appeals to the av- 
erage audience. 

Marjorie Daw is a sweet, demure, trusting 
wife, but one might perhaps feel more sym- 
pathy for her if she were not quite so demure 
and showed a bit of fight when her husband 
continued his campaign of neglect. 

Hedda Hopper as the gambling siren looked 
well enough in her clothes, but hardly beauti- 
ful. She impresses one as being very luring 
when she is baiting her prey, but unnaturally 
softly sentimental for a woman of her type 
when she is trying to get Van Merton to con- 
sent to marry her. 

Probably the best acting is done by Bettv 
Francisco, who, as the wife of a "tottering 
old darling," gave an amusing performance 
as a bred-in-the-bone gold digger who married 
for money and didn't care who knew it. 

However, despite the conventionality of the 
plot the picture should find a fertile market, 
for it has a broad field of exploitation. There 
are the merchant tie-up possibilities in the 
elaborate women's costumes, of which there 
are a generous and highly colorful collection. 
In connection with window displays featuring 
this phase of the picture there has been 
designed a new and highly attractive type of 
window card that will do much to add tone 
and interest. 

The lobby should be ma.de attractive by the 
use of stills and posters, especially cut-outs 
of the devil who, as a symbol of evil, ap- 
pears in a fade-out on the screen as each new 
character enters the plot. 

You might also arrange to have special play- 
ing cards printed, the outside of which should 
bear the name and date of showing at your 
theatre. These, generously distributed in the 
neighborhood, will probably arouse a lively in- 
terest in the production. 

* * 

MILDLY ENTERTAINING DRAMA 

'Love Letters' Is Romantic Story With 
Some Interesting Twists 

LOVE LETTERS. A Pox Production Writ- 
ten by Fred Jackson. Adapted by Doty 
Hobart. Directed by David Solomon. 
Length, 4,749 Feet. 

CAST AND SYNOPSIS 

Evelyn Jefferson Shirley Mason 

Jimmy Stanton Gordon Edwards 

Julia Crosland Alma Francis 

Don Crosland William Irving 

Thomas Chadwick ' ......John Mi'ljan 

Julia Crosland is living very happily with her 
husband and her sister, Evelyn Jeffersor. is equally 
happy with the thoughts of her approaching marriage 
to Jimmy Stanton, who has just accepted a position 
as secretary to Thomas Chadwick. He rents a house 
for his employier next to the Croslands," and when 
the sisters meet the man, they realize that he is 
the man they both loved and secretly and wrote 
passionate love letters to. Evelyn attempts to get 
the letters, but is unsuccessful. At this point Chad- 
\v-ick is killed, and when the morocco box containing 
the letters is opened it is found that the man has 
licrsonally destroyed all ■evidence of his past amours. 

By Henriette Sloane 

TT doesn't seem at all unusual for young 

girls to write love letters. Why, then, 
should there be so much fuss over a few mild 
love letters written by a woman before she 
became a wife, and by a girl who has just 
become engaged ? 

Yet such flimsy stuff provides the entire 
plot for "Love Letters," which is a very mildly 
entertaining picture, in which a man about 
town reads all his past love letters as the av- 
erage man reads his daily morning and eve- 
ning newspapers. 

Shirley Mason, as usual, is a very pleasing 
morsel to look upon, when she is crying as 
when she is laughing, and it almost seems a 
pity to waste her on a story as inconsequen- 
tial and unsubstantial as this one. 

The production, however, is finely staged, 



with lovely gowns and beautiful homes aplenty, 
both of which elements will probably do much 
to give the production a fair standing. 

Briefly the picture is of a type that may 
appeal in neighborhood houses and small com- 
munities with highly romantic audiences which 
are not too much interested in the foundation 
on which the romance is laid. 

Its selling power through exploitation is 
good since the name is likely to attract in- 
terest. Therefore, the name should be placed 
in the foreground and used as a catchline or 
teaser in every possible connection. 

It might also be a good stunt to get up a 
series of mild love letters and send them to 
a mailing list of girls. A similar letter sent 
to the married women of the vicinity and 
signed by Thomas Chadwick will also start 
much helpful chatter. In these letters you 
might also arrange a date mentioning as the 
place of meeting, the lobby of your theatre. 
* * * 

'FLOODGATES' A THRILLER 

Action and Heart Interest Strong 
in Lowell Production 

FLOODGATES. Lowell Film Productions 
Picture. Story by L. Case Russell. Di- 
rected by George Irvine. Length, 6,435 
Feet. 

CAST AND SYNOPSIS 

Dave Trask John Lowell 

His sister, Ruth Trask Evangeline Russell 

His wife Alice Jane Thomas 

His daughter, Peggy Ivy Ward 

Lem Bassett William Calhoun 

His nephew, Tom Bassett F. Keating 

Leslie Morton William Cavanaugh 

I-^em Bassett, mill owner, desires to erect a darri 
for water power, and in order to secure permission 
from the land owners in the district he persuades 
Dave Trask, his mill foreman, to encourage the 
measure. Trask has implicit faith in Bassett and 
through his influence the landowners agree. Later 
Bassl.'tt floods the land in an effort to purchase the 
land surrounding the lake. The landowners object 
and accuse Dave of cheating them. Tom Bassett is 
in love with Dave's sister and while motoring his 
car strikes Trask's child, paralyzing her. The child 
is taken to Tom's house for an operation and while 
the operation is in progress Dave blows up the 
dam. The flood reaches Tom's house and Dave 
re cues the child. Tom is wounded and cannot 
reach safety. The flood swei.-ps the house away 
with Tom clinging to a piece of debris. He is res- 
cued by Dave after a heroic struggle. 

By Len Morgan 

'T'HERE are plenty of thrills in "Flood- 
gates." With daring automobile driving 
a real stand-up-knock-down fight and a spec- 
tacular flood scene the audience is kept on 
edge every minute. It is a gripping picture 
and should prove a good box office attraction. 

John Lowell is a two fisted individual and 
he is required to use his fists in several scenes. 
He is an excellent type for the part, which 
requires ruggedness and stamina. In the fight 
scene between himself and "Lovely" Regan, he 
takes and gives enough punishment for sev- 
eral reels of ordinary picture. It is a regu- 
lar he-man fight and a thriller. 

Evangeline Russell, as Ruth Trask, is called 
upon but little for emotional acting, but the 
parts assigned her are well done. 

The big scene of the picture is staged as 
a finale. In it Trask dynamites the dam and 
the rushing waters sweep everything before it. 
It is a big scene and well done. It it pho- 
tographed in such a manner the rushing watei 
can be followed through the valleys and its 
path of destruction depicted. The water picks 
up a house bodily and carries it along to de- 
struction. 

This picture will appeal to any kind of audi- 
ence. It has enough heart appeal to make it 
popular with those who like sob stuff and its 
thrilling action will satisfy the most blase. 

In exploiting the picture emphasis should be 
placed on the wonderful flood scenes. Gates 
can be erected in the lobby in such a manner 
that when they are swung open there will 
be a poster picture of the flood scene. 




A William Nigh Miniature 

E. L. SMITH presents 

Among the Missing 

with Lucille La Verne and William Nigh 

One part 

/f every feature was as well produced, directed and 
acted as is this little Short Subject, the average quality 
of features would be a lot higher than it is today. 

"Among the Missing" is one picture in a thousand. 

It is short and it is perfect. It will get more favorable 
comment than any picture you have had in a Blue 
Moon. 




The best known stories of American 
adventure ever written now filmed 
in a classic of thrills — 



Leatherstocking 



with Edna Murphy and Harold Miller 



From the world-famous novels by 



JAMES FENIMORE COOPER 



For nearly a hundred years school children and 
adults alike have read and re-read Cooper's mar- 
vellous tales of Romance and Adventure. 

Now Childhood's favorite hero, Natty Bumppo, 
the "Deerslayer," has been re-created in a picture 
that will appeal to the whole family. 

The title alone will bring them in droves. 



Directed by 
George B. Seitz 



Pafhe serial 



Produced by 
C. W. Patton 



March 8, 1924 



Page 25 



BOX OFFICE REVIEWS (Continued) 



LOOKS LIKE GOOD 

BOX OFFICE ASSET 

'Thy Name Is Woman a Tense, Force- 
ful Drama With Colorful Atmos- 
pheric Appeal 

THY NAME IS WOMAN. Metro Photo- 
play. Adapted from Benjamin Glaccr's 
.4}iierican Version of Karl Schociilierr's 
Stage Play. Director, Fred Niblo. Length, 
9,087 Feet. 

CAST AND SYNOPSIS 

Pedro William V. Mong 

Guerita Barbara La Marr 

Juan Ricardo Ramon Novarro 

Captain Roderigo Wallace MacDonald 

Commandante Robert Meson 

Juan's Mother Claire MacDowell 

Dolores Edith Roberts 

Juan Ricardo, .Spanish soldier, is assigned to get 
evidence against Pedro, an old smuggll-^. His ac- 
quaintance with Pedro's wife, Guerita, ripens into 
inutual love. She, is stabbed and killed by her 
husband. Juan is arrested, charged with having 
failed in his mission. The intercession of Dolores, 
tliie commandante's daughter, who loves Juan, brings 
about his release. 

By George T. Pardy 

T> OTH from a commercial and artistic stand- 
point there is much to be said in praise 
of this Metro attraction^ which seems to pos- 
sess alluring box office possibilities and fills 
the entertainment demands of all classes of 
theatres. 

It is a tense drama, with a note of tragedy- 
injected which might appear exaggerated if 
screened amid less romantic surroundings. But 
the colorful Spanish atmosphere, skillfully de- 
A'eloped and maintained, is exactly in keep- 
ing with the story of love, intrigue and treach- 
ery here unfolded. The exotic backgrounds, 
superb acting of the cast and Fred Niblo's 
fine direction combine to place "Thy Name Is 
Woman" in the van of the season's big pic- 
tures. 

The action begins deliberately enough with 
the arrival of the young Spanish hero, sev- 
eral artistic shots of the mountain ranges 
where the smugglers abide, a trifle of comedy 
relief, and then the pace quickens as the love 
affair between Juan Ricardo and Guerita en- 
ters its initial stages. 

From that time on complications come thick 
and fast, as Guerita first lures the youthful 
soldier, yields gradually to an infatuation 
for him and he, on his part, finds that in" 
playing with fire he has burned his fingers 
and is swayed by passion for the woman he 
had intended to use to obtain evidence against 
her smuggling husband. 

The suspense thus established by these con- 
tending currents of emotion never loses its 
grip. It is impossible to anticipate the action, 
to make a correct guess as to what turn events 
will take next. Also, one's sympathies arc 
curiously divided and switched from this char- 
acter to that. Guerita's elderly husband comes 
in for a due allowance of pity, the wife her- 
self, although caught in the meshes of an illicit 
love, is not altogether without excuse for the 
tortuous course she adopts, Juan is hardly to 
be blamed under the circumstances — all these 
people are very human, if not particularly 
moral, who war with destiny in this forceful 
drama enacted under the glowing skies of 
sunny Spain. 

The big scene is put over with tremendous 
effect when old Pedro, just as Guerita is about 
to depart with Juan, approaches under pre- 
tence of giving her a farewell kiss and stabs 
his victim during that last embrace. Pedro 
dies from the reactive shock of his own deed. 
This is undoubtedly the highlight of the pic- 
ture and what follows has naturally an anti- 
climax flavor. 

But nevertheless, the interest holds to the 
end, when Dolores, the commandante's 



daughter, intercedes and saves Juan from pun- 
ishment for having failed in his military mis- 
sion. This takes the sharp edge off the tragic 
episode, and supplies the sort of finish that 
usually produces satisfactory box office results. 

Barbara La Marr has never appeared to 
better advantage than as the beautiful, seduc- 
tive Guerita, she of the coquettish wiles and 
tempestuous passions, ^^'illiam V. Mong is ex- 
cellent as the ancient, crafty Pedro, Ramon 
Novarro scores in the lover role, Edith Rob- 
erts is captivating as the commandante's pretty 
daughter, and better support could not be de- 
sired. The photography is rich in scenic 
beauty, and governed by perfect lighting. 

You can safely exploit this as a heart drama 
of intense power, strong in suspense and ro- 
mantic lure, with thrills galore and wonder- 
fully life-like atmosphere. It is an unusual 
picture, with a cast of talented players, most 
of whom are well known to the fans and 
can be featured in your advertising. 



HECTIC, LURID MELODRAMA 

'Flowing Gold' Offers Strenuous Tale 
of Life in Oil Country 

FLOWING GOLD. First National Photo- 
plax-. Author, Re.v Beach. Director, Jo- 
seph De ^Grassc. Length, 8,005 Feet. 
CAST AND SYNOPSIS 

Allegheny Briskow Anna Q. Nilsson 

Calvin Gray Milton Sills 

Barbara Parker Alice Calhoun 

Henry Nelson Craufurd Kent 

Buddy Briskow John Roche 

Tom Parker Charles Sellon 

Pa Briskow Bert Woodruff 

Ma Briskow Josephine Crowell 

Suicide Blonde Cissy Fitzgerald 

Calvin Gray, ex-soldier, arrives in the Texas oil 
fields. He meets the newly rich Briskow family 
and becomes involved in a medley of adventmAss, 
saves the Briskows from business ruin, recues the 
son. Buddy, from a foolish marriage, revenges him- 
self upon a perjured officer who causi;d his dismissal 
from the service and wins the love of Allegheny 
Briskow. 

By George T. Pardy 

THE melodramatic pot boils over fiercely 
in this picture, providing appetizing, red- 
hot diet for those who prefer a compilation 
of lurid incident, physical combats, high-speed 
action and exciting, if somewhat improbable, 
situations, to films of a milder tone. "Flow- 
ing Gold ' will in all likelihood prove satis- 
factory entertainment for the average audi- 
ence. It is timely, both in location and theme, 
owing to the publicity given the Government 
oil scandals by the daily press. 

A little prudent cutting would improve the, 
feature. Too much footage is alloted to su- 
perflous details which have no particular bear- 
ing on the development of tlie plot. 

Money has been spent with a lavish hand 
on the production. There is an abundance of 
fine photography, the flood scene is a whooper 
of realism, with the oil burning on the waters, 
and the gusher going up in flames when strucki 
by lightning. The rescue of the hero by his 
devoted sweetheart in the midst of this hurly- 
burly of furious Nature is a striking bit of 
melodrama, well staged and putting the thrill 
stuff over with great effect. 

Milton Sills plays the hero with his cus- 
tomary dash and energy. Anna Q. Nilsson 
registers well in the role of Allegheny Bris- 
kow, Alice Calhoun is charming as Barbara 
Parker, Cissy Fitzgerald successfully portrays 
the adventuress, Craufurd Kent gives a good 
performance as the villain, and the support 
is adequate. 

Play up the Government oil scandals in your 
exploitation, in featuring the story's theme. 
You can praise the picture as offering many 
thrills and a romantic love yarn. The lead- 
ing players, Anna Q. Nilsson, Milton Sills, 
Alice Calhoun and Craufurd Kent should be 
prominently featured. 



FAIR PROGRAM ATTRACTION 

'The White Sin' Well Directed, But 
Handicapped by Ancient Plot 

THE WHITE SIN. F. B. 0. Photoplay. 
Author, Harold Shumate. Director, Wil- 
liam Seiter. Length, 6,237 Feet. 

CAST AND SYNOPSIS 

Hattie Lou Harkness Madge Bellamy 

Grant Van Gore John Bowers 

Grace Van Gore Francelia Billington 

Spencer Van Gore Hal Cooley 

Peter Van Gore James Corrigan 

Travers Dale Billy Bevan 

Aunt Cynthia Ethel Wales 

Mrs. Van Gore Myrtle Vane 

Hattie Harkness leaves her country home and 
becomes a maid in the Van Gore family. Spuncer 
Van Gore inveigles her into a mock marriage aboard 
his yacht. Learning of the deception, she leaves 
him. Later, with her baby, she goes to the Van 
Gore home. Grant Van Gore falls in love with 
her. It transpires that her marriage was legal. 
Silencer's death leaves her frefa to wed Grant. 

By George T. Pardy 

"JVOT much out of the ordinary! "The White 
^ Sin" may render tolerably good service as 
a program attraction, in theatres where a fre- 
quent change of bill occurs its shortcomings 
will not matter greatly, but it does not meas- 
ure up to entertainment standards of houses 
catering to critically inclined patrons. 

In justice to Director William Seiter it 
must be admitted that he has performed the 
difficult task of shaping ancient, shopworn 
plot material into acceptable picture form, with 
good taste and judgment. A less intelligent, 
or an inexperienced producer would have be- 
come hopelessly bogged in an attempt to 
swing the story's familiar action out of a rut 
and keep its interest alive. But the astute 
Mr. Seiter, loyally backed by his competent 
players, has twisted and trimmed many a con- 
ventional situation until a fair degree of sus- 
pense is established and the net result is not 
bad. 

The average screen follower always pities 
a heroine who is shown from the start as get- 
ting the worst of it, a fact scenario writers 
are well aware of and thereby governed in the 
moulding of their script. So, when Hattie 
Lou Harkness is first led a dog's life by a 
bigoted aunt, her claim to sympathy- earns the 
O. K. stamp immediately. And, of course, 
when she is fooled by a mock marriage and 
driven to tell an untruth in order to provide 
for herself and baby, there is no fear that 
the audience will fail to pronounce the false- 
hood a justifiable one or be reluctant to share 
her burden of sorrows. 

In the long run it turns out that the sup- 
posedly false marriage was the real thing after 
all, and Hattie's reputation is consequently 
untarnished. The villain is disposed of by 
having him perish in a convenient fire and 
this flaming episode is the big thrill of the 
picture. As a matter of fact, the fire scenes 
are splendidly handled and register as an un- 
usually fine bit of camera work, providing an 
excellent climax. 

Madge Bellamy plays the heroine role and 
gives a performance notable for its vivacity 
and emotional power. John Bowers is pleas- 
ing as the lover, and Hal Cooley impressively 
convincing in the disagreeable part of Hattie's 
bold, bad betrayer. The cast is a large one 
and the T)rincipals are well supported. 

The title has a sensational sound and should 
prove helpful in exploiting the film. It refers 
to the subterfuge employed by the young- 
mother in order to obtain shelter for herself 
and baby and suggests a catch-phrase asking 
whether a falsehood is not pardonable under 
such conditions. Play up the story's romantic 
trend and melodramatic phases, for your pa- 
trons who have a taste for such fare. The 
names of Madge Bellamy, John Bowers and 
Hal Cooley arc worth featuring. 



Page 26 



Exhibitors Trade Review 



BOX OFFICE REVIEWS (Continued) 



'HILL BILLY' GETS 

ACROSS WITH A BANG 

Jack Pickford Scores Hit in Melodrama 
Packed With Thrills, Romance 
and Bright Comedy 

THE HILL BILLY. Allied Producers and 
Distributors Photoplay. Adapted from a 
John Fox, Jr., Story by Marion Jackson. 
Director, George Hill. Length, 5,734 Feet. 

CAST AND SYNOPSIS 

Jed McCoy Jack Pickford 

Emmy Lou Spence Lucille Ricksen 

Groundhog Spence Frank Leigh 

Aaron Spence Ralph Yearsley 

Mother McCoy Jane Keckley 

Tabb Tafel Snitz Edwards 

Big-Boy Malcolm Waite 

Sid Stebbins Maine Geary 

Jed McCoy is told by his father that the land he 
owns in the southern mountains is rich in coal. 
His father is slain in ambush and the deed to the 
land stolen. Jed suspects Groundhog Spence, whose 
niece, Emmy Lou, he loves. Oasiders try to buy 
the land, but Jed defeats their designs. After many 
adventures, he avenges his father and recovers the 
deed. Groundhog Spence is drownled. Jed marries 
Emmy Lou. 

By George T. Pardy 
np HERE'S a whole lot of genuine human in- 
terest packed into this picture, as well as 
suspense, melodramatic vigor and timely com- 
edy relief. Director George Hill had a good 
working plot to start with, and the manner 
in which he handled this stirring tale of life 
among the Southern mountaineers is sufficient 
proof that he didn't overlook a single oppor- 
tunity to make the most of its screening possi- 
bilities. 

We'll say that he succeeded too ! "The 
Hill Billy" is "classy" in every sense of the 
word, a drawing card the power of which 
should find cheerful reflection in the box office 
mirror of every theatre, great or small, where 
it is shown, also it presents Jack Pickford 
in a role for which he is eminently suited. In 
fact, the writer is willing to risk his opinion 
that the brother of "the only Mary" makes 
a more, definitely dramatic hit as Jed McCoy 
than in any characterization he has attempted 
on the silver sheet. 

You right away get in sympathetic touch 
with these humble, untutored folk of the Ken- 
tucky hill regions. Their pleasures, feuds, 
quaint customs and readiness to fight at "the 
drop of the hat," all seem natural and convinc- 
ing, because, somehow, they fit in exactly w:'th 
their surroundings. And for this reason not 
one of the many tense, melodramatic situations 
which develop carries the slightest suggestion 
of exaggeration. 

The conscientious work of a brilliant csst 
strengthens the sense of realism. Such scenes 
as the barn wedding, for instance, and the 
court trial, are as true to life as artistic talent 
can make 'em ; punctuated with snappy thrills 
and shot through with flashes of peppery hu- 
mor. The summary fashion in which the hill 
men dispose of the strangers who attempt to 
get possession of the coal lands, and Jed Mc- 
Coy's furious scrap with the villain in a roar- 
ing torrent, which results in the well-merited 
drowning of the latter, are episodes aglow with 
sizzling action and wonderfully well filmed. 

Indeed, the excellent photography counts 
heavily in the summing up of "The Hill 
Billy's" market values. Superb lighting effects 
abound, the mountain scenery is ruggedly im- 
pressive in its stern grandeur, and the skill 
with which long shots and closeups are ex- 
ecuted deserves unlimited praise. 

The love romance between Jed and Emmy 
Lou will appeal particularly to the women pa- 
trons, it so delicately worked in through the 
meshes of a plot in which spectacular action 
is predominant. Jack Pickford registers as 
a thoroughly capable lover, as well as a fight- 
ing chap whom nothing can daunt. His Jed 
McCoy is a regular fellow, a true son of 



the hills; and Emmy Lou, as portrayed by 
Lucille Ricksen, captures all hearts with her 
sunny smile and pretty ways. Frank Leigh 
scores as the ruffianly Groundhog Spence and 
splendid support is in evidence. 

Exploit this as Jack Pickford's best picture 
up-to-date. Stress the story's romantic lure, 
its melodramatic strength, bright comedy and 
artistic photography. Besides the star, the 
names of Lucille Ricksen,, Frank Leigh, Jane 
Keckley and Ralph Yearsley can be featured. 

'HAPPINESS' FOR EVERYONE 

Laurette Taylor Makes a Pleasing Pic- 
ture from Ordinary Theme 

HAPPINESS. Metro PUctures Corporation. 
Adapted from J. Hartley Manner's Stage 
Play of the Same Name. Director, King 
Vidor. Length, 7,700 Feet. 

CAST AND SYNOPSIS 

Jenny Wreay Laurette Taylor 

Fermoy MacDonough Pat O'Malley 

Mrs. Chrystal Pole Hedda Hopper 

Philip Chandos Cyril Chadvnck 

Mrs. Wreay Edith Yorke 

Mr. Rosselstein Lawrence Grant 

Sallie Perkins Patterson Dial 

Jenny Wreay, the sole support of her mother, 
obtains work in a modist's shop. She is called upon 
to deliver several gowns to Mrs. Pole. Mrs. Pole, 
who is bored with life, becomes interested in Jenny 
philosoph.v of happiness and induces her to make 
her home in the Pole mansion, but Jenny tires of 
it and goes back to Brooklyn. She continues to 
cultivate the friendship of Mrs. Polp, who aids her 
in her efforts to own a modist's shop. Fermoy, an 
electrician, falls in love with Jenny and they marry. 
In several years Jenny is able to have a shop ol 
her own and continues to spread happiness. 

By Len Morgan 

T AURETTE TAYLOR is rier own peppy 
vivacious self in "Happiness " and her pic- 
ture will please that large class that like 
clean, wholesome entertainment rather than 
thrills and gore. 

The picture does not approach the standard 
of "Peg O' My Heart," but Miss Taylor 
radiates her personality to such an extent that 
one is willing to overlook a few shortcom- 
ings in the way of plot and exaggeration. 

The picture is almost entirely devoid of 
plot and there are no outstanding situations. 
It is merely a series of incidents in the life 
of Jenny in which she gives her philosophy 
on happiness and how to attain it. 

In several scenes the star becomes too ex- 
uberant and lets he^ pep get the best of her 
with a result that it is obviously overdone. 
In spite of the few flaws, however, the little 
Irish girl wins her audience with the same 
ease that she did as "Peg." 

Pat O'Malley, an electrician and potential 
Edison, gives an excellent interpretation of an 
Irish lover. 

Hedda Hopper, as Mrs. Pole, has a prom- 
inent part and she makes the best of every 
opportunity. 

Miss Taylor's ability to spread sunshine 
and happiness is brought forward in this pic- 
ture. However, were it not for the united 
efforts of an excellent supporting cast the pic- 
ture would drop to the mediocre class, but 
with its strong support the story is developed 
into very pleasant entertainment. 

Miss Taylor appears in practically every 
scene, and it is only through her efforts thai 
the picture retains its value. Without her 
it would be worthless, but with her it is a 
good box office bet. 

In exploiting the picture it would he well 
to play un heavily on the reputation of the 
star. Make it known that she is the famous 
Peg of "Peg O' My Heart" fame. Blue- 
birds, symbols of happiness, can be made of 
cardboard and used as lobby display, and in 
such towns and cities as have Happiness 
candy stores a good tie-up should be easily 
arranged. 



THIS IS TYPICAL GIBSON FILM 

'Ride for Your Life' Lively Mixture 
of Thrills and Comedy 

RIDE FOR YOUR LIFE. Universal Pho- 
toplay. Author, Johnston McCulloy. Direc- 
tor, Edward Sedgwick. Length, 5,310 Feet. 

CAST AND SYNOPSIS 

Bud Watkins Hoot Gibson 

Betsy Burke Laura LaPlante 

Plug Hanks Harry Todd 

Jim Slade Robert McKim 

Dan Burke Howard Truesdell 

Cocopah Kid Fred Humes 

Tim Murphy Clark Comstock 

Dan Donnegan William R. Daly 

Mrs. Donnegan Mr. George Hernandez 

Bud Watkins is in love with Betsy Burke. She 
shows a preference for Cocopah Kid, a bandit. 
Gambler Slade cheats Bud out of his ranch. The 
Cocopah Kid dies suddjenly. Bud disguised as the 
bandit, has a variety of wild adventures. He defeats 
Slade's plot to gain possession of the newly dis- 
covered gold diggings, rescues Betsy from Slade's 
clutches and eventually wins thie girl. 

By George T. Pardy 

T^HIS is a typical Hoot Gibson Westerner 
which ought to please the many admirers 
of that energetic star and prove a valuable 
box office asset for the neighborhood and 
smaller theatres. Like most of the melo- 
dramas in which Mr. Gibson keeps things mov- 
ing at a mile a minute clip, the picture bal- 
ances its thrills and hair-breadth escapes epi- 
sodes with a generous amount of lively com- 
edy. 

There is a savour of burlesque about the ac- 
tion which prevents the spectators from taking 
its serious moments too seriously, or stopping 
to r'^flect on the probability of the plot. Once 
yo- get interested in the varied, fly-by-night 
adventures of the hero in his impersonation of 
the Cocopah Kid, a peculiarly reckless sort of 
bandit, you won't stop to argue whether it's 
convincing stuff or the reverse. The point is 
that "Ride for Your Life" registers as amusing 
entertainment and will please that large ma- 
jority of movie fans who like this sort of 
picture. 

Bud, trying to serenade his willful mistress 
and being chilled in his outpourings of passion 
when she compares him unfavorably to the 
bad but dashing Kid, is a woefully comic fig- 
ure. It is this freezing turn-down that drives 
him to heroic extremes and results in his as- 
suming the gay outlaw's personality, after the 
latter passes suddenly away. 

There is any amount of gun play, spectacular 
scrapping and hard riding. With the villain- 
ous Slade in control of the town and the 
heroine in his power, matters assume a grave 
aspect and here is where the resourceful Bud 
Watkins and his faithful pal. Plug Hanks, 
get busy and start a successful offense. One 
exciting situation overlaps another, with flashes 
of humor injected at timely intervals, and sus- 
pense cleverly maintained to the last. 

Hoot Gibson is always thoroughly at home 
in roles like that of Bud Watkins, a versatile 
comedian, stunt-actor and lover, he works at 
top speed from the first to the final reel, earn- 
ing the sympathy and liking of his audience. 
Laura La Plante figures as a very pretty and 
engaging heroine, Harry Todd, as Bud's pal, 
and Robert McKim in the part of gambler 
Slade, give excellent performances, the West- 
ern types are convincing and the support 
worthy of the principals. 

The Western atmosphere is vi^ell developed, 
the photography including many fine exteriors 
and effective lighting. It is mostly out-of- 
door stuff, depicting cattle ranch. 

You can safely exploit this as a slam-bang, 
bullet-dispensing, hard-riding Westerner, with 
romance, thrills and comedy dished up in a 
whirl of thundering action. Boost it as a 
Hoot Gibson winner and draw attention to 
the big cast, playing up the names of Laura 
La Plante, Harrv Todd and Robert McKim. 



March 8, 1924 



Page 27 



IT'S better business for you to supply 
the film fans in your town with 
news items of the stars. Naturally 
they want the news and it turns their 
attention to your theatre. You can 
work it in conjunction with pictures 
you run. So to supplement the infor- 
mation in the recent "Players Num- 
ber" and to keep your data on players 
up-to-the-minute, these columns are 
intended. 

B 

Betty Blythe, who returned from Eu- 
rope recently after completing "The Recoili" 
made in Monte Carlo, Nice and Paris, 
had not been in New Yerk twenty- four 
hours before she was engaged by Christy 
Cabanne to play the leading role in 
"Plaster Saints," the screen adaptation of 
Frederick Arnold Kummer's story. Betty 
claims that she had but one day to select 
costumes for this picture and she leaves 
it to her sex if this wasn't the job of 
a super-woman. 

HoLBROOK Blinn, ever to be remem- 
bered for his "Bad Man," has just been 
added to cast of "Janice Meredith. " He 
will play the part of Lord Clowes. Mr. 
Blinn portrays a leading part in Miss 
Davies production of "Yolanda." 



Jackie Coogan has accepted a story 
from the pen of Willard Mack. This 
is the first time Mr. Mack has written 
a role for a child, but when he saw 
Jackie in "Long Live the King" he made 
up his mind to dedicate a plot to him. 

Pedro De Cordoba wires from Havana 
that he feels very much at home there. 
Mr. De Cordoba, it will be recalled, is a 
Spaniard and on his maternal side, Cuban. 
He is very busy looking up relatives when 
he is not occupied shooting exteriors for 
the Tom Terriss' production, "The Ban- 
dalero." 

D 

A delegation of Pueblo Indians, on 
their way to Washington to protest be- 
fore Congress against the move to sup- 
press their tribal dances, visited Marion 
Davies, at the Biograph Studio, and 
adopted her into their tribe. It was the 
first time that Indians have ever been 
inside of a motion picture studio, and 
they were deeply interested in the filming 
of "Janice Meredith," story of the American 
Revolution in which Miss Davies is now en- 
gaged, and in which she is to star following 
her appearance in "Yolanda." 

The silent drama wooes more stars of the 
legitimate from their first love each day. This 
time it's Helen Dubois who's played lead- 
ing roles in the "Irene" company and "Oh 
Boy." She is to make her screen debut in 
Paramount's "Icebound." 



Farina, the unbleached American child 
who is a "she" in those delightful Our Gang 
Comedies, has arrived at the age where he 
wishes to claim his manhood. He (for that's 
just what Farina is) doesn't want to bother 
about "keeping that schoolgirl complexion" 
but does want to acquire pants and suspenders 
an' everything. 

Having worn his hair long and unkempt for 
more than twelve months, Douglas Fair- 
banks was privileged last week to hear the 
snip, snip, of the barber's scissors. And now 
the immaculate Douglas is himself again. The 
role he played as "The Thief of Bagdad" 



necessitated flowing Bagdalian locks. He and 
Mary Pickford are soon due in New York 
for the premiere showing of this picture. 
"Etorothy Vernon of Haddon Hall" will be 
ready about the same time. 

Julia Faye is to please your fans once 
more and in a similar part of a "society cat" 
played in "Don't Call It Love," and "Satur- 
day Night." This time it's in Cecil B. De 
Mille's "Triumph." 



Corinne Griffith, whose new production 
"Lilies of the Field," has just been completed 
is now busy having her new Los Angeles 
home, purchased last fall, completely re- 
decorated. She will make a short trip to her 
home in Texarkana, Texas, before beginning 




MARIE PREVOST 
Not so long ago Marie cavorted in Bennett's bathing beauty 
films — today she is a leading comedienne. Under the direction 
of Lubitsch in Warner Brothers' "Marriage Circle," slie 
provokes hearty laughter with her every action. 



Tearle completes his vacation and Albert 
Shelby Le Vino finishes the script, the pic- 
turization of M. C. Levee's, "The White 
Moth" will be started at the United Studios. 

Edith Allen is no more. All because that 
fair lady changed her name to Hedda Lind 
out of respect to her Scandinavian ancestors. 
Hedda for "Hedda Gabbler" presumably and 
Lind because the famous Jenny Lind was a 
friend of Edith's grandmother. Hedda is a 
Rex Ingram "find. " She was a cabaret art- 
ist in Chicago and New York before she 
played in "Scaramouche." This makes Hedda 
the tenth screen actress to date, of Scandi- 
navian parentage. 

M 

Valentino has nothing on Adolphe Men- 
jou when it comes to satorial attire. 
While working in Warner Brothers' 
"Broadway After Dark," his wardrobe 
of sixty suits, eighteen pairs of shoes, 
walking sticks and whatnot — were pressed 
into service, as props. Can this be a 
trend of savings in studio costs ? Some 
of this masculine splendor can be 
viewed in Warner's "Marriage Circle," 
just released. 



When "Fools' Highway" is shown 
publicly, Pat O'M alley who plays the 
male lead opposite Mary Philbin, is ex- 
pected to enter the ranks of stardom. 
Pat's performance in this picture, orig- 
inally known as "My Mamie Rose," is 
declared by critics who have previewed 
the film, to be the most notable portrayal 
of his career and one of the outstanding 
characterizations of the current season. 



Little Jobyna Ralston, leading wo^ 
man for Harold Lloyd himself in "Why 
Worry?" and also in his forthcoming 
feature comedy for Pathe, temporarily 
entitled "The Girl Expert," was a stage 
dancer under the tutorage of the past 
master of zippy, actionful stage dancing, 
Ned Wayburn. So well did she re- 
spond to his coaching, that it was no 
time at all before she found herself the 
possessor of a small part in Cohan's mu- 
sical comedy, "Two Little Girls in Blue." 

The name of Herbert Rawlinson's 
current Universal attraction has been 
changed from its working title of "Vir- 
tuous Crooks" to "Stolen Secrets." This 
picture was made from a story by Rich- 
ard Goodall and was directed by Irving 
Cummings. 



S 



work on her next production which Mr. Ed- 
ward Small, her producer, is now arranging 
for. 

H 

George Hackathorne who has played drug 
addicts and cripples so often, actually refused 
such a part recently. He had just finished 
the part of "Bibbs" in Booth Tarkington's 
"The Turmoil," and announces his intention 
to stick to straight parts hereafter. 

Kenneth Harlan wants all the fans to 
know that he considers his performance in 
"The Virginian" his best, because it helped 
him convince film producers that he could 
really do something besides the conventional 
dress suit roles. Ambitious ? And then some ! 
He says. "A reviewer whose hand I would 
like to grasp wrote this : 

"Harlan has been given too many thank- 
less cake-eater parts. He finally has found 
himself." " 



When Maurice Tourneur gets out of the 
hospital and Barbara La Marr finishes "The 
Shooting of Dan McGrew," and Conway 



Now that Strongheart is a full 
fledged star with a nice fat salary he's de- 
cided to step out. He and Mrs. Strong- 
heart arrived in New York last week, 
checked their bags and hurried right over 
to the dog show. Shouldn't be surprised 
if Mrs. Strongheart were wishing by 
now that they had stayed to home — away 
from the wicked vampires on Dogshow Row. 

Josef Swickarp as Desnoyers in "The 
Four Horsemen" will long be remembered. 
Nowf he's to appear with Pola Negri in 
"Men," which Dimitri Buchowetzki is pro- 
ducing for Paramount. Here's a secret. He's 
praying to the high heavens he won't be mur- 
dered in this film. 

Just how far reaching the results of a 
movie marriage may be, was proved when 
Ethel Shannon, admitted that two months 
ago she became the bride of Robert T. Carey, 
young Los Angeles insurance man. The wed- 
ding took place on the evening of the day 
Miss Shannon was the camera bride for Pre- 
ferred Pictures' film version of "Arayiime." 

They deferred their honeymoon until work 
on the picture was finished. 



Page 28 



Exhibitors Trade Review 



Great Theatres From 
Little Features Growl 



With features 
as with pennies 

It's dollars 
to doughnuts 

Who are the 
really great 
showmen ? 

YouVe heard 
this Ides of 
March thing? 



Take good care of the 
little and the larger 
will mind themselves 

If you can pick a good 
"short" you are able to 
select a good feature 

Look 'em over. You'll 
see for yourself they 
are the chaps who give 
much time to the short 
end of their program 

Reminds one of "bump- 
ing off" poor old Impe- 
rial Caesar, doesn't it? 
But that's old stuff. And 
on that date, March 15, 



Exhibitors Trade Review 



Will print its Short Subject Number, giving its chief 
attention to complementary entertainment. There 
will be articles on the value of the brief production 
in providing the vitally essential variety to your 
program and also on what may be done some- 
times with a complete bill of the best short subjects. 



The bigger the exhibitor the more XllClf'c W\\\T TTp'q Rjd 

carefully he picks the little feature ^ liai & 11 llj 11^ O l^i^ 



March 8, 1924 



Page 29 




The 'Bi^ Little Fea^ture 




reels 



'The Buccaneers' — Pathe 

Best ever 

Mickey captains these bold bad pirates 
and he's as hard as scrap iron — and ahnost 
as rusty! Let's hope the day will never 
come when, with an eye to impressing the 
fair sex, he tries to remove even one 
"rusty" freckle. 

Fatty with his "chaw" of licorice and 
patched eye is delightfully funny. And 
there's the woman in the case, Mickey's 
girl. All the other pirates blame her when 
their ship refuses to float. 

Marines and the crew aboard a U. .S. 
warship are extras! They sight the pirate 
flag, haul the gang aboard and 
set them to work scrubbing 
decks. Of course every pirate 
ship carries a parrot and so does 
the gang's — but this bird proves 
he's modern by singing "Yes, 
we have no bananas." 

This new Our Gang comedy 
is certainly up to scratch. It 
will prove 100 per cent enter- 
tainment, both for youngsters 
and grown-ups, who will live 
their childhood days over again 
— remembering how the}-, too, 
played at being pirates. 



'Getting Gertie's Goat' — Educational 

Plenty of action 2 reejs 

Dorothy Devore who, by the way, is to star 
in some new Christie feature comedies, por- 
trays the flapper Gertie. She's determined to 
marry Jimmie (Jimmie Harrison; against 
parental wishes. Jimmie has the marriage fi- 
cense, tickets for the honeymoon and some 
traveler's cheques all ready for the elopement 
— but they are so excited that there are many 
slips, the last of which lands them both in 
jail. 

Dorothy Devore's "pep" is contagious and 
all types of audiences will like this fast-mov- 
ing, clean little comedy. No mistake in book- 
ing it — a certain laugh-provoking comedy. 



(Town Name), (Date Showing) 
To Everybody that enjoys a good time. 

"THE MARRIAGE MARKET" 

(THEATRE NAME) 

Te!. No. (Theatre Phone) WE SPECIALIZE IN ENTERTAINMENT 



'The Ant Lion' — Educational 

Secrets of Life 

The ant lion otherwise known 
as the doodle bu^, makes in in- 
teresting study due to its many 
peculiar habits, one of which is 
always backing into the sand 
(rather than head first) so as to 
be ready for its prey. ToLhurst, 
while dealing with a scientific 
subject has managed to present 
it in a highly interesting and 
sometimes funny vein. The titl- 
ing is cleverly done and easily 
understood by the layman. If 
you have booked these before, 
you can judge their suitability 
to your patrons — and if they like 
them you can promise them that 
"The Ant Lion" is equally as 
entertaining as the ones that 

have gone before. 

^ ^ ^ 

'Swing Bad, the Sailor' 
— Universal 

Leather Pushers No. 5 2 reels 

This time Billy Sullivan as Kid Roberts 
is appearing in an open challenge act in 
vaudeville while waiting for some title con- 
tender to appear. He knocks out Matt Lar- 
sen, tough mate of a schooner due to sail 
for China. In doing this he unwittingly 
wins the unrestrained infatuation of the 
Captain's daughter, and the hatred of Lar- 
sen. That night he is kidnapped and 
learns he must fight Larsen with his bare 
fists. Fay Tincher plays the part of the 
Captain's daughter and is just as funny as 
she ever was. Fans will remember and 
welcome her and it goes without saying 
that they'll be highly entertained by this 
corking good short. And by the way, let 
your patrons know that the,se series are 
adapted from H. C. Witwer's short stories 
running in the Cosmopolitan magazine. 
Such advertising will pull. Remember the 
value of author's and director's names. 



A story tense with drama, alive 
with interest, one strong 
situation after another 
building to an amazing 
climax. 

A cast of characters that has 
never been excelled , contain- 
ing ten of the best known 
names in pictures. 
Two solid hours of real enter- 
tainment — entertainment 
that will thrill and enthrall 
every man, woman and child. 



OWN 

To the (Theatre Name) 
and have the picture- 
time of your life. 



ADVERTISING AIDS 

This mailing piece unmistakably incorporates the three essentials of 
succescful advertising — attracting atttntion, holding the interest and 
creating a buying urge. And because of its distinct novelty it will 



it. Then follows action shots, some in 
slow-motion, of Sarazen's, Sweetser's, 
Jones', and Hagen's individual technique. 

The "dufifer who plays and pays" will get 
a good laugh from those who know noth- 
ing about the game as well as those who 
are devotees. One of the Ijest of the series 
tliat can t fail to amuse all types of aud- 
iences. 

'Sons-in-Law'— Universal 

■Slapstick 2 reels 

There are comedy gags aplenty in 
this Century Comedy and Jack Earle s en- 
ormous height exaggerates the incongru- 
ous situations and comedy effects. 

To a number of people Jack 
Earle's tremendous height is 
enough to provoke hearty laugh- 
ter. That combined with some 
original gags marks this 
Century Comedy of averages en- 
tertaining value. Jack Earle and 
Harry McCoy are pals, both in 
love with sisters. Father's stren- 
uous objections get them into 
all sorts of scrapes. The fade- 
out shows Jack in a maid's out- 
fit and father trying to make 
love to him. 



'New Sheriff' — Educational 

(Vin^edy well developed 1 reel 

Poodles Hanneford, the clown 
comedian, is featured in this 
Tuxedo comedy. His pantomine 
as well as that of another char- 
acter in this comedy, bearing the 
name of Bleary-eyed Bill "a bad 
egg," is superb and sure to be 
appreciated by the sort of audi- 
ence that doesn't always appre- 
ciate slapstick. 

Hanneford as the sheriff falls 
in love with a Spanish senorita 
but when he sees the new school 
teacher, education's the thing for 
him. A pickaninny and a dog 
figure in the case and all do 
their bit to rescue the teacher 
from Bleary-eyed Bill. Sure to 
get many hearty laughs and to 
hold the interest throughout. 
* * * 



.35 



provoke your patrons' admiration for its cleverness. 



'Smile Please' — Pathe 

Good slapstick 2 reels 

Langdon is good ! Most of the action, of 
course, is in a photographer's studio, hence 
the title "Smile Please." Harry Langdon as 
the cameraman poses his wife's relations in the 
tintype manner, with the bouquet, brace to 
keep the head still, and the family pet to 
make tlie picture complete. Everything goes 
wrong 'til finally the villain in the story sets 
fire to the studio and that ends Langdon's 
troubles. 

'The National Rash'— Pathe 

Interesting and amusing 1 reel 

The title picked for this new Grantlaiul 
Rice "Sportlight" is particularly apt — for 
that is what the game of golf has become. 

Its origin among the shepherds on a 
Scottish heath is depicted with some amus- 
ing sidelights. Cowboys are shown playing 



'Love's Detour' — Pathe 

Slapstick and otherwise 1 reel 

If a woman makes your life 
hectic and uncomfortable the best thing 
to do is marry another woman. That's 
what Charles Chase, as the desk clerk of 
a fashionable hotel does after his sweet- 
heart and her mother have kept him on 
the jump for months. 

There's lots of action here and some 
good laugh-getting gags and the ending, 
showing Chase married, is a big surprise 
— for his wife is the telephone operator 
who thought she had his number and had 
been giving him "the big laugh." 

* * * 

Pathe Review No. 10—1 Reel 

"Burrow Dwellers" reveals some inter- 
esting glimpses of the woodchuck and the 
gopher; "Working in Glass" shows the 
making of an art glass window; "The Lost 
Rider," is a beautiful photographic bit de- 
picting the wanderings of a phantom rid- 
t-r: and the Pathecolor presentation, "Tlie 
W'ciiiH'ii of Portugal." 



Page 30 



Exhibitors Trade Review 



Its a Party! 

Frolic and Fun 
Skit and Pun 
Razz and Jazz 
Beauty and Brains 
Ra! Ra! Bingo 
It's a Party 

Press A^gents Revel 

and Dinner Dance 

T.KT 



Astor, March 29 



March 8, 1924 



Page 31 



SHOWMANSHIP 



Compiling a Direct-by-Mail Advertising List 

This is the Fourth and Concluding Article of the Series on 
Building More Business With a Mailing List 



THREE previous articles on the sub- 
ject of direct-mail developed in logical 
sequence the principles inherent in the 
production of copy which (1) created good 
will as a foundation for all future dealings 
between theatre owner and prospect; (2) 
sold the prospect on a definite program; 
(3) adapted to showman's individual needs 
the form and content of letters used with 
success by other exhibitors. 

The fourth and concluding article on the 
subject brings up the oft-recurrent 
question, "How shall I compile my 
mailing list?" 

Before answering this directly it 
might be well to state that the most 
important thing in determining the 
success or failure of a mail sales cam- 
paign is the mailing list itself. In 
most businesses, regardless of how 
careful a plan and its execution are 
worked out, unless a proper analysis 
of a mailing is made there is bound to 
be wasted effort through indiscrimi- 
nate mailing. In other words unless a 
list includes only the types of pros- 
pects to whom a firm's proposition 
offers a real appeal and unless these 
prospects can follow desire with buy- 
ing action, a mail campaign is a risky 
and expensive proposition. 

In this respect the motion picture 
theatre man is thrice blessed. His 
logical field of patronage includes 
practically all families in his commun- 
ity in which at least one member is 
endowed with ordinary eye-sight and 
a weekly entertainment budget of 
twenty-five cents. It needs very little 
imagination to qualify the breadth and 
scope of a public that comes under 
such a classification. 

Thus, even a house to house canvass 
in which the theatre employees take 
the names from letter boxes, would 
make a logical prospect list for the 
theatre owner, where the same proce- 
dure would be out of the question for 
a concern that can justify the ex- 
pense of a mail campaign only when the 
prospects are worthy "hazards." In other 
words an automobile concern could very 
ill afford to pick names at random and 
expect the return on its campaign to 
justify its expense. The automobile can 
be sold only to a certain tj^pe of person — 
in whom essentially the financial qualifi- 
cation is assured. Analogously, a mail 
drive on the sale of vacuum cleaners would 
have to concentrate on a list of names 
which for the most part included house- 
wives, hotels, boarding houses and the like. 

The showman, fortunately, fires at a 
broader, closer target, no matter in which 
direction he aims. Every person in his 
neighborhood who isn't physically ham- 
oered in coming to the theatre, is a logical 
orospect. Thus, for him, clubs, associa- 
tions, local officials, the city directory, 
Chamber of Commerce, tax lists, permit 
records, license records, building permits, 



By MICHAEL L. SIMMONS 

registration lists, local papers (marriages, 
births, etc.) Y. M. C. A.,. Boy Scouts, the 
telephone book, public schools and high 
schools offer a variety of sources from 
which the desired names may be procured. 
After compiling the names, all that is nec- 
essary is for the showman to use his own 
judgment in eliminating the names of 




Merchandising Your Show 

In simple terms merchandising is 
the exchange of one commodity for 
another. The exhibitor exchanges 
entertainment for its equivalent in 
money. 

The modern method of merchan- 
dising is not to wait for folks to come 
to you. The slogan is : Go get them ! 
Tell them ! Show ' them ! 

Direct-by-mail advertising offers 
you a chance to merchandise your 
show the modern way. 

The accompanying article tells you 
how to equip yourself for the task. 
Take the hint and watch box-office 
figures leap and grow. 



those who reside too far from his theatre 
to be considered logical prospects. 

A METHOD of procuring names of ac- 
tual movie goers — that is, those who 
have patronized your theatre at least once is 
to run a slide to the effect that you under- 
stand that everyone has preferences in mo- 
tion pictures and that often folks see pic- 
tures that disappoint them. Tell them 
that you would like to accommodate them 
by letting them know when a picture cor- 
responds to their tastes. To do this it will 
be necessary to distribute blanks on which 
your patrons may write their names and 
addresses and their preference in pictures. 

Another method is to get your_ local 
school board to endorse a Saturday morn- 
ing educational child's program. At this 
showing announce that a prize will be 
given to the youngster who will bring to 
the box office the greatest number of 
names and addresses belonging to people 



in the neighborhood. A more reserved 
method — and one just as efficacious — of 
getting names from a school is to offer a 
five-dollar essay prize, the contestants to 
enter their names and addresses^ at your 
box office. The nature of the essay or the 
prize is incidental, and need give no in- 
timation of the name-and-address motive 
behind the stunt. You get these just the 
same, and a lot of good will to boot for 
promoting educational in' .Vest among il.z 
school children of your neighborhood. 



IT might be well here to give a few 
particulars concerning postal infor- 
mation, the knowledge of which will 
prove of value when the letters are ^ 
ready for mailing. 

If the envelope is sealed in such a 
manner as to prevent ready inspection 
of the contents without breaking the 
seal, two cents an ounce or fraction 
thereof is charged. This is called first- 
class mail. 

Third class mail, the only other 
class with which the exhibitor is here 
concerned, embraces unsealed printed 
matter, and form letters on which a 
different name and address can be 
filled in on each letter and signature 
can be signed by pen without affecting 
the postage rate. The rate for this 
class is one cent for each two ounces 
or fraction thereof. 

On government postal cards, 
whether wholly or partly in writing, 
the postage rate is one cent. Printing 
must conform to regulations, other- 
wise letter rates will be charged. The 
local post office will furnish particulars 
as to the regulatfbns mentioned. 
Folded advertising cards and other 
matter entirely in print, arranged with 
a detachable part as a post card, are 
mailable as third-class matter. 

The last and final injunction on the 
mailing list proposition is to keep it 
up to date — in other words, free from 
dead matter, such as bad addresses: 
addresses of those who have moved and 
so forth. Postmasters are not required to re- 
turn undeliverable third-class mail unless 
of "obvious value." They are supposed, 
however, to send you a notice. This is not 
always done. 

To be assured of the return of all your 
undeliverable third-class mail, print in 
bold-face type "Return Postage Guaran- 
teed" right under the stamp or under your 
name and address. This is more eflFective 
than to use the wording suggested by the 
post-office department, "If undeliverable 

please return after days. Postage. 

for return will be paid upon delivery to 
sender." 

Thus 3^our list will be kept up to date 
and free from all dead matter. How well 
this list works out for building up com- 
munity good-will and increased patronage 
for your house depends entirely on the 
sincerity, the personality, and obvious con- 
scientious intent you instill into the all 
important two-cent cai;riers. 



Page 32 



Exhibitors Trade Review 




ADVERTISING AIDS ■ 

Title interest alone is almost sufficient to sell C. C. Burr's "Three o'Clock in the Morning." But the producers weren't satisfied to let the advertising 
power rest there. Thus the distinctive array of ads and suggestions herewith displayed, which gives the exhibitor very little over which to cudgel his mind. 



THE TREND IN ADVERTISING AIDS 

Based on a Check Up of What the Exhibitor Wants and Keeps on JVanting 

By L. F. GUIMOND 

Director of Advertising and Publicity Selznick 
Distributing C orporation 



THE proof of the effectiveness of advertis- 
tising aids is in their continued use by 
exhibitors, big and little. We are past 
the da\- when men with no real knowledge 
of motion picture showmanship map out ideas 
and advertising that sound fine in press-books, 
but get the fishy eye from a dyed-in-the-wool 
theatre owner or manager at first glance. 

The trend in the use of advertising aids is 
towards the more dignified ones, more time 
and care being put on these rather than in 
getting out freakish stunts and ideas. The 
conclusions reached here are not the result 
of personal choice or opinion, but follow from 
a careful check-up of what the exhibitor 
wants, and keeps on wanting. 

There have been many complaints from ex- 
hibitors that the advertisements and other aids 
shown in the usual run-of-the-mine press book 
are not. readily adaptable for their individual 
use. From newspaper clippings and other 
sources, however, a check-up of the material 
of this kind issued by the Selznick Company, 
showed that a surprisingly large percentage 
of the ads, publicity stories, production cuts, 
etc., of the Selznick campaign books were used 
in the newspapers. 

The principles in the production of such 
usable material are very simple, and should 
be understood by the showman in order that 
he should get the greatest benefit from their 
use. Simplicity in the ads used comes first. 
Line-cuts of drawings are far preferable to 
half-tones_ for newspaper reproduction, and 
the exhibitor who passes by the drawing and 
picks out a photographic scene to use in his 
ad is on the wrong track in most cases. 

The lettering in the title of the picture, 
known as the "billing'' is more important than 
is generally known. It should be done at the 
same time as the drawing, and should be big 
enough, and striking enough and well-placed 
enough to get the maximum attention, with- 
out violating ordinary good taste. 

This is the only lettering I include in the 



ad cut. For the advertising copy, a mortise 
should be allowed in the cut, of sufficient size 
to allow the showman to suit his individual 
needs and make his own choice of selling talk. 
On the art work, the appeal should be single 
— that is, don't try to crowd in too many 
scenes or ideas, which results onlj' in confusion. 
The drawing itself should be as "open'' as 
possible, with no shading, so that it does not 
clog up in printing. 

Sometimes an exhibitor will spoil a good ad 
cut by the way he uses it. The chief fault 
is trying to crowd too much type in the space, 
so that the copy is set too small and has no 
white space to help it in an effective display. 
■ Window display, slides and lobby cards are 
all important and eft'ective as advertising aids. 
The store tie-ups. to be worth while, must pre- 
sent some interesting angle of the production. 




ADVERTISING AIDS 



Universal pulls a big league advertising tie-up 
when it printed these milk bottle caps with the 
inimitable Baby Peggy's face smiling up at the 
milk drinkers An aid to health and the ex- 
hibitor's box-office receipts at one fell swoop. 



SO that the attention attracted by the display 
will be naturally diverted to the theatre. Win- 
dow cards are good if the picture is big enough 
to back them, but should not be used other- 
wise. 

* * * 

POPULAR SHOP GIRL CONTEST 
PACKS LOEWS TORONTO 

"Only a Shop Girl," a C. B. C. picture 
which recently ran at Loew's Yonge Street 
Theatre' in Toronto for a period of several 
days played to a capacity house at every per- 
formance and was declared to have been one 
of the greatest moving picture successes in 
that city for some time. This was in great 
part the result of the "Alost Popular Shop 
Girl Contest" conducted at the theatre, which 
attracted the attention of thousands of peo- 
ple in Toronto, rich and poor alike, whose in- 
terest was avowed by the fact that over 50,- 
000 votes were cast for the twenty prize win- 
ners, according to the "News Mirror." 

Maggie MacMillan, a shop girl well over 
fifty j^ears of age won first prize. Her age 
and poverty touched the heart-strings of those 
who knew her and an "over-flow" audience 
came to the theatre the final night to show 
their pleasure in this unique event where a 
lonesome hard working woman, who prob- 
ably had enjoyed few pleasures in life was 
finally to experience a never-expected happi- 
ness in the form of popular acclaim, kindness 
and consideration, and last but not least, a 
one hundred dollar check. 

On the night of the awarding of prizes 
there was a short picture to show a beautiful 
car "calling at the New Method Laundry to 
notify Maggie of her success, taking her home 
in style amidst the cheering ranks of her co- 
workers in the laundry, waiting for her to 
leave the humble house in which she lives, 
ard arriving with her at the stage door and 
driving right on the stage with her." 

"Here is Maggie herself.'' said the announce- 
ment. The curtain rose and sure enough the 
machine was on the stage with Maggie. A 
wonderful demonstration was accorded the 
winner by an audience that was ob\nously 
touched with this unusual sight. 

The action of the Loew Theatre made a 
wonderful impression on the people who voiced 
their hearty approval, bv sending many let- 
ters to the manager, ^^'hat more could an 
exhibitor desire? 



March 8, 1924 



Page 33 



Curiosity Wins 

In the belief that exploitation has to be 
varied constantly to retain public interest 
Schade reverted to "just plain talk" v/ith ex- 
planations or adjectives when he showed First 
National's ASHES OF VENGEANCE at the 
Schade Theatre, Sandusky, Ohio. He an- 
nounced it in advance as "the biggest attrac- 
tion in Sandusky that week. All he mentioned 
after that was Norma Talmadge's name, the 
story adaptation and some of the characters. 

He worked on public psychology by repeat- 
ing" this ad for several days before the open- 
ing, prefixing each bit of copy with a line 
as to how many days it would be before the 
pictiire reached his house. 

Schade made one distinctive touch that shows 
how important it is for a theatre manager 
to be a part of his community and to know 
who's who. He saw the name of Kenneth 
Gibson in the cast. Knowing Gibson's real 
name and the fact that he was a Sandusky 
boy, with relatives in the town, Schade played 
this up. It built up extra attendance from 
those who knew Gibson and wanted to see 
him work on the screen. 

* * * 

Put Want Ads to Work 

Press agents, take heart. There's still 
something new under the sun, and it was left 
for C. O. Haug, Metro exploiteer, to discover 
it for the campaign he put over with the 
Rialto theatre of Augusta, Georgia, for Bus- 
ter Keaton's engagement in OUR HOSPI- 
TALITY. 

On the surface it didn't appear to be more 
than a "Free Tickets to the Movies" stunt, 
with the Augusta Herald acting as host to its 
subscribers, but when for ten days before the 
showing of the Keaton picture the whole pop- 
ulation of Augusta poured over the classi- 
fied advertising columns of the Herald, to see 
each evening what five lucky subscribers had 
their names printed, entitled them to two free 
tickets, all of Augusta knew by the time the 
Metro picture opened that "Our Hospitality" 
was playing at the Rialto. 

The paper scattered five names picked at 
random from their subscribers list over the 
classified page of each issue. That made it 
sure that their classified advertisers would 
benefit, as all the ads on the page necessarily 
had to be looked over to find the five lucky 
ticket-holders. 

And in every issue for ten days the Herald 
carried on the front page a boxed notice, men- 
tioning the Metro picture. 

* * * 

'Bargain Day' Gets Results 

It cost money to "put it over," but R. H. 
Klock, of the Pittsburg (Kas.,) Amusement 
Company asserts that a "bargain day" adver- 
tisement, much on the same order of a depart- 
ment store's ad, brought the business. The ad, 
about 9x6 inches, was headed by the wording, ; 



ADVERTISING 
AIDS 

"First Sale of Its Kind Ever Attempted." In 
the middle of the space, "Our First Clearance 
Sale" and "SO per cent. Discount" greeted 
the reader. In smaller type, all about the edge 
of the ad, were humorous and catchy lines, 
such as, "They tell me this sale will be a 'fliv- 
ver' ; What if it is ; that's $465." The prices 
were 15 cents for adults and 5 cents for chil- 
dren and the stunt brought many new patrons 
to the theatre, Mr. Klock says. 

* * * 

Goldwyn Issues Valuable Press Hints 

Goldwyn-Cosmopolitan has issued another in 
the series of beautifully printed and helpfully 
prepared exhibitors' press and service books 
for its picturization of the old Owen Davis 
melodrama, NELLIE, THE BEAUTIFUL 
CLOAK MODEL, directed by Emmett Flynn. 
The cover is a reproduction of the window 
card showing a full length figure of Claire 
Windsor as Nellie, with an inset which pic- 
tures the elevated train coming to a stop almost 
upon the figure of the girl bound to the 
tracks. 

A distinctive note is lent to this book by 
the makeup of the inside front cover which 
tells the story of the play in checker-board 
fashion ; a reproduction of the still in one 
square, with a printed paragraph on a red 
background in the square next to it. 

A full page ad bearing the heading, "Inti- 
mate Life Secrets of the Model," is an audi- 
ence-pulling affair, which will be found par- 
ticularly valuable in the smaller towns. 

The service book contains the usual colored 
reproduction of the posters, of the accessor- 
ies, a page of live exploitation suggestions and 
four pages of newspaper publicity material 
and photographs. 

^ ^ il: 

Mae Murray Contest 

Len S. Brown, manager of the Astor Thea- 
tre in St. Paul ran a very popular contest 
in connection with his engagement of Metro's 
FASHION ROW, Mae Murray's latest Metro 
picture. 

Mr, Brown issue.; a theatre program which 
carries interesting items about pictures coming 
to the Astor. It has a circulation of thousands 
weekly among his patrons among whom it has 
assumed the role of a family organ. In this 
program Mr. Brown printed a picture of Miss 
Murray in character and in an accompanying 
story invited his patrons to guess what star 
the picture represented. Those who guessed 
correctly were presented with free admissions 
to the Astor to see "Fashion Row." The stunt 
attracted many hundreds of the Astor patrons 
d put the picture over to big business. 



Library Stunt Should Win 

Exhibitor Berry of the Gem Theatre, La- 
verne, Okla., is utilizing the special photoplay 
edition of Emerson Hough's novel, THE 
WAY OF A MAN, in a rather novel way 
for the exploitation of Pathe's serial adapta- 
tion of this story, which the Gem Theatre 
will present. 

Mr. Berry has purchased ten copies of the 
Grosset and Dunlap photoplay edition of the 
novel and plans to select ten residents of La- 
verne to whom he will lend out the books 
for about three days. As soon as each one of 
the ten has finished reading the book and 
returns it to Mr. Berry, it will be passed on 
to another patron for his perusal. The Gem's 
manager expects he will have placed a copy 
of the book in the hands of practically every 
citizen in the town before his engagement of 
the Patheserial opens. 

Mr. Berry's idea of a "Rotary Library" is 
especially adaptable to the small town where 
the exhibitor enjoys a wide acquaintance in the 
community. 

* * * 

Dollar Sign Attracts 

Reducing the theme of a picture to a dollar 
sign for an effective lobby display was the 
manner in which the People's Theatre, Port- 
land, Ore., made its public appeal on First 
National's THE WANTERS. The dollar 
sign was stuck up in the lobby. It was stuck 
up so prominently that all who passed could 
see. It carried its theme so forcibly that those 
who saw the sign left their dollars at the 
box office. 

The main display consisted of a background 
panel of the trousseau bride and the dollar 
sign. 

The obvious connection between the two 
carried the idea over. It was supplemented 
by a new array of poster frames that were 
attached to the dollars outside the theatre. 

^ ^ 

Thrill Contest Staged 

One of the exploitation stunts suggested 
in the press book on IN SEARCH OF A 
THRILL, is a contest in which the theatre 
invites its patrons to send in reports of the 
greatest thrill in their lives. The winner of 
the most thrilling thrill is given some prize. 
This stunt gets newspaper space readily as 
it is a circulation builder of the highest type. 

The Criterion of Oklahoma City, took this 
stunt to the papers and both played it up 
big. Forty dollars in prizes were given away, 
five dollars each day to the first winner and 
five dollars in tickets to the theatre to the 
second. The stunt lasted four days and at- 
tracted bigger business to the Criterion than 
at any time during the year. It caused gen- 
eral comment throughout the city and hun- 
dreds of people participated in the contest. 

The picture set new records for the Cri- 
terion and the press book played an impor- 
tant part in the campaign. 




Ads That 
Will Add 
to your 
Box office 
Figures 




GLENW Hl/jfrER^I T^jT^ 



\ce-High Ad8 That V\ 

Get Business tor You 




, UOYD 
mMltTQM 



t'-xplnilalion fdem that Wilt 



, UOVD 
)(ib6«Mji 



^ ADVERTISING AIDS — 

When preparing advertising copy the exhibitor should use care in selecting material. In the use of cuts those showing, action or strong emotional appeal 
are the pulling power. In the "Try and Get It" ad, shown above, one can immediately determine that the action will be swift and money the goal. 
In "Grit" it almost screams crooks and a moral. In "His Darker Self" one expects a hilariousi comedy. The scenes which show the highlights of the 
picture should be displayed. Pictures are better than words to convey an impression. With the proper advertising a picture public can be pepped up 

to the point where they feel they simply must see the picture. 



Page 34 



Exhibitors Trade Review 



Make 'Em Look Up 

Manager Field of the Garrick Theatre in 
St. Paul, Minn., ran Universal's super pro- 
duction THE HUNCHBACK OF NOTRE 
DAME, during one of the coldest spells that 
cold city has ever experienced. It was so cold 
that people walked through the streets only 
when they were obliged to and then they 
buried their faces in their coat collars and 
looked at nothing but the sidewalk in front 
of them. 

This presented a serious problem for Field. 
He must attract attention to passersby that he 
was showing "The Hunchback." All the signs 
and electric lights weren't of much use if the 
people wouldn't look up. Field had a huge 
bell installed under the marquise. His sten- 
ographer pushed the buttom every thirty sec- 
onds or so and just as often the passersby 
raised their heads from the interior of their 
coats and saw that "The Hunchback" was be- 
ing shown at the Garrick and that it was the 
one picture they should not fail to see. The 
bell could be heard for blocks. By using 
other stunts suggested by the Hunchback ex- 
ploiteer Jay Barnes, Field had a wonderful 
showing at the end of the run. 

* H= * 

Novel Press Book Idea 

Something of a distinct novelty in press 
books is being gotten out by the Hodkinson 
Corporation for the Samuel Grand Produc- 
tion, TRY AND GET IT, starring Bryant 
Washburn and Billy Dove. 

In size and in all general appearances, this 
press book will be almost a facsimile of The 
Saturday Evening Post, in which the story of 
the photoplay was originally published. 

This similarity to the famous weekly period- 
ical is carried throughout the entire book. The 
cover design is faithful in color and general 
make-up is startlingly like th^ familiar ap- 
pearance of The Saturday Evening Post and 
the inside pages are exact duplicates of the 
distinctive type style and general aspect of the 
magazine's pages. 

* * 

Prepares Exploitation Blotter 

C. B.. C. Film Sales Corporation has is- 
sued a rather unusual blotter. It is de- 
signed to serve two purposes, being ef¥ec- 



EXPLOITATION 
IDEAS 

tive as a sales agent from C. B. C. to in- 
terest present and prospective franchise hold- 
ers and also to help them push bookings. 
The general opinion of the franchise holders 
is that the blotters are very acceptable. 

* * * 

Toys Help Exploitation 

One of the most attractive of the multi- 
tudinous exploitation lobbies to appear on 
First National's CIRCUS DAYS hails from 
the Riviera Theatre, Knoxville, Tenn. 

Under the covering of a miniature tent all 
the animals of the circus were assembled. It 
was a regular toy store Christmas array for 
the children of Knoxville, many of whom trav- 
eled miles to see the parade.* 

The labor involved in getting up the dis- 
play was tremendous ; but the result more than 
repaid the manager. In word of mouth ad- 
vertising and newspaper stories that one dis- 
play obtained more patrons for the Riviera 
than any amount of money spent in other 
ways could have. Quick to recognize the pull- 
ing power of this lobby the theatre also had 
it mentioned in the newspaper advertising. 

* * * 

Strongheart Does His Bit 

Strongheart, the film dog star, made his 
first show appearance at the New York dog 
show for the benefit of theatres that would 
show First National's THE LOVE 
MASTER. Despite the crop of pseudo- 
Stronghearts that have cropped up in various 
parts of the country since Strongheart made 
a name for himself in pictures, it is a fact that 
this is the first time that the canine star has 
allowed himself to be publicized by a personal 
appearance on a stage outside of the studios. 

New York newspapers gave Strongheart im- 
mense publicity and photographic evidence of 
his attendance at the show. With the canine 
star was Lady Julie, his wife, featured worker, 
best adviser and sternest critic in "The Love 
Master." 



'Ponjola' Haircuts Popularized 

Giving his patrons a PONJOLA trim right 
in the lobby of the theatre was the exploita- 
tion stunt put over on the First National at- 
traction by assistant manager Vison of Loew's 
Vendome Theatre, Nashville, Tenn. 

The stunt obtained its origin, of course, 
from Miss Nilsson's heroic feat in having her 
hair amputated to do the double male-female 
role. 

A "beauty" shop was rigged up in the lobby 
of the theatre. Manager E. B. Fain secured 
the services of one of Nashville's best beauty 
parlor experts. During the week's run there 
was a strong demand for the "Ponjola ' hair 
cut supplied free. 

The innovation scored by its novelty, was 
publicized by the papers and got even more 
business than a personal appearance would 
have done. The beauty parlor stand, inci- 
dentally, was inside the theatre, past the ticket 
man and not in the outer lobby. 



Mailmen Co-operate 

Putting behind THE MAILMAN, the full 
power of their great national influence among 
the laboring classes, the leading postal author- 
ities of the West Coast have sent broadcast 
to postmasters throughout the nation a letter 
asking them to get behind the Johnson picture 
and boost it to the limit of their capacity. 

More than twenty names of the foremost 
postal workers of Los Angeles appear on the 
communication. They praise the Johnson pro- 
duction not only for its tribute to the mail 
workers, but for its strong entertainment po- 
tentialities. 

* * * 

Clever Cut-Out Arrangement 

A very ingenious device to play upon pub- 
lic appeal was used in the lobby dressing of 
First National's POTASH AND PERL- 
MUTTER at the Hamilt<ni Theatre, Lan- 
caster, Pa. 

The miniature stage constructed in the center 
showed Potash and Perlmutter in telephone 
booths at each end. In the center a cut-out 
and centerpiece of models from the production 
were used. Above were two streamers of rib- 
bons, representing telephone wires that con- 
nected the conversation of the two partners. 

Their "line" consisted of witt)' sayings, not- 
abl>- the subtitles fro the picture. 

Old Fashioned Waltz Week 

In making a tie-up with the local dancing 
parlors and other places of amusement in 
Portland, Oregon, as well as in the surround- 
ing towns, A. A. Bruce of Film Booking Of- 
fices is arranging a "Bring Back the Old Fash- 
ioned Waltz Again" week to take advantage 
of the interest being shown by the public in 
Theatre Owners production of AFTER THE 
BALL. He is using a new orchestra arrange- 
ment of the popular old Charles K. Harris 
song to induce the musicians to co- operate with 
him in putting the idea over and also make 
"After the Ball" the predominating waltz 
played for all public dancing during the week. 
Mr. Bruce is also using the new edition of 
the song with the star of the photodrama 
appearing on the cover to get special window 
displays in the stores that handle sheet music. 



Baseball Fan Bait 

The Kansas City American Association base- 
ball club arranged a deal with Pathe this 
week, which is considered a "gilt-edge ' adver- 
tising plan. The club left Wednesday night 
for the Pacific Coast to do spring training. 
A reel, consisting of 200 feet of "cut outs" 
of the high spots of the 1923 season with the 
ball club, taken at various times last summer, 
will precede, the club a week in each of the 
towns where exhibitions are scheduled to be 
played, creating advance interest on the part 
of fans. 



NOT GOOD IF DETACHED 


TRANSFER POINTS 


X 


Joyful Junction 


X 


Cheerful Corner 


X 


Hikrity HUl 


X 


"nuill Turn 


X 


Suspense Street 


X 


Admiration Ave. 


X 


Beautiful Boulevard 


' Classics of the Screen ^ 


DATE 567824 



LAUGHTER BRANCH LINE— SOUTH 



loteda Traction Gompanr, Inc 



Warner Bros. Operators 



C©MP0CT©I1 



Good any time tor a continuous trip oF fun. thrills and TOmance if pTcaent- 
cd at the point designated on the back of this transfer, together with the 
regular rate of odmisaion. TAKE THE NEXT CAR in order to get the 
beat seats. Your, for a GOOD TIME. -Johnny Hin^ 

FOR A VOLLEY OF FUN ON A TROLLEY 



£L3B.3V]ME3 567824 



NOT GOOD IF DETACHED 


TRANSFER POINTS 


Laughter Lane 


X 


Pundi Point 


X 


Comedy Cbdc 


X 


Scream Square 


X 


Pleating PUce 


X 


Love Landing 


X 


Romance Lantfing 


X 


WABNERBROS 

' Classics cflheScrrai*^. 


DATE 567824 




NOTICE TO PASSENGERS 



Not responsible for cracked lips, busted biittoi 
caused by laughing at CONDUCTOR 1492 



othcl 



This transfer is issued for laughing purposes only 



GOOD ANY TIME 
Warner Bros. Classic of the Screen 

CONDUCTOR 1492 

with 

JOHNNY HINES. Doris May. Dan Mason and Ruth Renick. 



AN 
ORIGINAL 
ADVERTISING 
AID 



■ADVERTISING AIDS- 



Th,e transfer advertising idea ia original and one that will take with the public. Everyone is 
accustomed to seeing transfers and the wording' on the one above will bring a chuckle. It is so 
much in line with the picture that it cannot help but bring results to th '--^iTt that uses this method 
of advertising "Conductor 1492." Exhibitors should fall in line with this aid. 



March 8. 1924 



Page 35 



Paramount Tried and Proved Advertising Aids 

When the paper on Paramount Pictures leaves the shop it carries with it solid-as-rock, guaranteed-to-sell adver- 
tising aids. Here are samples of a wide variety of selling talks each one of which carries its own message. It is 
these ads that have been largely responsible for the success of these pictures ivhose box office records have 
placed them among the foremost Tried and Proved Pic tures. Since these ads have proved their pulling power 
they have earned a place for themselves as Tried and Proved Advertising Aids. Exhibitors booking these pic- 
tures will find the use of these ads in conjunction with the showings an immeasureable help. 



gloria 

Swanson. 

Impossible 
Mr&Bellew' 





cr HE perfect ad tells its ,ncs- 
' sage at a glance. Note that 
each of the aho^e sainl>les 
sirikes the doiiiiiiaiit note of the 
sforv. It is iniiiiediately fer- 
eeptihle, fur instance, that "Is 
Matrimony a Failure?" is a 
mirthful comedy, fast as surely 
as "Niimiles of h'ed Gaf" is an 
old time thriller: "Her Gilded 
Cage" the sloiy of a dancer; 
"To Have and to Hold" a stir- 
ring romance. The pictures tell 
the stories. 'The printed matter 
adds a few of the details and 
helps create the desire to see 
the film. 



Racing 




e 36 



Exhibitors 1 rode Review 



''The Covered Wagon is just 
ONE of the Big Money-Makers 



JAMES CRUZE has made. 
Have you reaped your share 
from these ? — 



"THE LOTTERY MAN" "THE OLD HOMESTEAD" 



starring WALLACE REID. Many 
say this is W ally's greatest picture. 
A roaring comedy. 



"IS MATRIMONY 

A FAILURE?" 

with Lila Lee, Lois Wilson and all- 
star cast. A comedy of brides and 
bachelors. 

"RUGGLES OF RED GAP" 

with Edward Horton, Ernest Tor- 
rence and all-star cast. My word, 
what fun! 



with Theodore Roberts and all-star 
cast. A perfect production of the 
famous classic. 



"HOLLYWOOD" 

with 30 stars, 60 film celebrities. The 
great three-ring comedy circus of 
filmland. 



"TO THE LADIES" 

with Theodore Roberts and all-star 
cast. The big comedy-romance of 
business. 



"THE FIGHTING COWARD" 

with Ernest Torrence, Mary Astor, Cul- 
len Landis and all-star cast. By Booth 
Tarkington. The greatest of 'em all! 

Your Paramount exchange has perfect pr!nts and a full 
line of attractive advertising aids. Book 'em to-day! 

Q>aramount Q>ictures 

Produced by 




FAMOUS PLAYERS-IASKY CORPORATION 

ADOLPH ZUKOB. £>^..,£(cnt ' . 




March 8, 1924 



Page 37 



^ried and Proved Pictures 



'Brass' 

Marriage Drama Released by Warner 

BRIEF: A young man born in the country leaves 
the farm to engage in business in the city. Hie 
marries for the first time when he is still very 
yoimg, find? the match a failure, gets a divorce 
and starts life again. The hoplessness of life as 
far as happy marriage is concerned, soon forces 
itself on the young man whose only brief period 
of happiness is enjoyed while he is living with a 
woman who really loves him and sacrifices her life 
for him. 

TJ^HEREVER this picture has played in the 
'» -many months since its first release it has 
been eminently successful and has caused 
much comment there being a great number 
who agree with the opinions of the author 
while just as large numbers disagree with 
him. 

Besides the great big tie-up that comes from 
the book which had a large sale before the 
picture appeared and after it was released, 
there have been devised a number of adver- 
tising aids that should materially aid in sell- 
ing the picture to audiences for either the 
first time or a repeated showing. 

There is the novelty herald made to re- 
semble a "jeweler's ring box. One side of the 
"herald shows the plain wedding ring in the 
box, with merely the words, "Is your wed- 
ding ring of 'Brass'?" printed on the inside 
cover. The reverse side bears the name War- 
ner Brothers in the cover, and in the box 
itself is printed the message : "A powerful 
screen re-creation af the popular novel by 
Charles Norris in which the golden glamour 
of rnatrimony turned to the tinsel tarnish of 
'^rass.' " 

/Another novelty is a two color sticker which 
is a replica wedding ring on which is printed 
a t^essage very similar to that in the herald. 
These have been designed for use on all mail- 
ing matter as well as for sticker purposes on 
packages leaving stores and such. 

Interest arousing in its novelty is the fake 
marriage license which has been designed in 
imitation of the real marriage license, and 
the decree of divorce also in imitation of the 
original. These used as heralds having the 
name of the theatre on the reverse side have 
"proved very c'lever in arousing interest in the 
production and in starting word to mouth ad- 
vertising that has proved very helpful in all 
communities. 

There has been arranged by "Warner Broth- 
'ers a bie natioral tie-ur( Avith the "Life Saver" 
Candy Company of which every exhibitor who 
books "Brass" is at liberty to take advan- 
tage. Full particulars as to the details of 
the scheme can easily be gotten either by com- 
municating with the "Warner Comnany or by 
refererce to the press book in which the en- 
tire plan is outlined. - ' 

'Dream Street' 

Drauiatic Comedy Released by Associated 

BRIEF: Gypsy Fair, a young dancer, is forced 
- through cii-cumstances to live in tb; London Lime- 
hous,e d'strict and to associate with the other resi- 
dentk there. Throueh her courage and Invaltv she 
is forced into numerous ha^rdous situations from 
atl of which she emerges untarnished. Fina'ly sh; 
marries the man she has reformed and finds true 
Happiness with him. 

'y HE best bet for this production, which 
has been successful for a considerable 
length of time in a very wide variety of 
houses, is increased advertising and bill post- 
ing. The picture is pictorially extreme'y attrac- 
tive and you should have no difficulty in getting 
some of its beauty into the ads in such a way 
as to crowd your house at every performance. 

In New York when the picture was pre- 
sented at the Town Hall, privilege was ob- 
tained from the Board of Aldermen, to change 
43rd Street on which the theatre is located. 



Tried and Proved 
Advertising Aids 

A LARGE part of the success of 
Tried and Proved Pictures can 
be directl}' attributed to advertising ! 
It is not enough to put a good pic- 
ture on the market. It must be 
backed up by sound advertising if it 
is to do big things at the box office. 

Producers of Tried and Proved 
Pictures have placed good pictures 
in the hands of exhibitors, and "with 
them have gone advertising ideas 
that sell. 

Every Tried and Proved press 
book fairly bristles with clever and 
unusual advertising aids. There are 
accessories, heralds, posters, news- 
paper mats, unique novelties of a 
wide variety, all of which have 
thrust the picture directly before the 
public eye with an irresistable appeal. 

These advertising aids have sold 
the picture. They have been the 
means of letting the public know 
that a good picture is in town. They 
have been a real factor in elevating 
Tried and Proved Pictures to the 
high place they have attamed. 

When you book a Tried and 
Proved Picture you let yourself in 
for a broadside of Advertising Aids 



to "Dream Street," and at all intersections 
the sign "Dream Street" was posted. _ This 
created a great deal of comment and it can 
be done easily in any community. 

Choose some brilliant color to light the ex- 
terior of your theatre. Make it an unusual 
color, if possible, and then flood the interior 
of the house with the same color. In New 
York the theatre management advertised that 
the theatre was located on 43rd Street, or 
Dream Street. At the Light of the Great Red 
Flare. 

On the roof of the theatre they set oft 
tremendous amounts of red lights, each eve- 
ning, which attracted a great deal of atten- 
tion. This idea could be used in any theatre 
anywhere, with whatever lights would best suit 
the purposes of the individual exhiDitors. 

As further advertising aids there are the 
posters and cut-outs which suggest the at- 
mosphere of the picture and should be used 
in reproduction in newspaper and window ads 
as well as for decorating the lobby. These 
with details of the various novel ways of 
using them may be procured at any of the 
several United Artists' exchanges. 

Billboarding is another form of adver- 
tising to which you should give studied atteii- 
tion when considering the exploitation of this 
picture. Arrange for as much space as you 
feel you can afford and procure the most 
striking lithographs so tliat they catch the 
eye immediately. These can be made even 
rnore unusual bv substituting cut-out figures 
for the painted figures and attaching them to 
the background so that when the wind blows 
they will move. This animated appearance 
will certainly attract many an eye and cause 
favorable comment. 



'Foolish Wives' 

Foreign Intrigue Released by Universal 

BRIEF- "Count" Sergius Karamzin, an ad- 
venturer, and two supposed cousms lease _ a viUa 
Tn Monte Carlo where they cult.vati, the fnendsh.p 
of the American envoy, Mr. Hughes, and his 
wife The Count swindles Mrs. Hughes and makes 
love to her. It is then that Mr. Hughes discovers 
that the trio are fak;-rs and he plans to take 
action when the Count is killed by a counterfeiter 
whose daughter he has attacked. A reconciliation 
is finally effected between the husband and wife. 

SINCE the first release of "Foolish "Wives," 
Erich Von Stroheim has scored many no- 
table successes --which have added tremen- 
dously to his popularity among movie goers. 
"Whereas at one time his name' meant no more 
than that of any other director, now it acts 
as a drawing card. ..t- i- i 

This then is another reason why foolish 
Wives" should find easy and extensive book- 
ings in territories where it has not yet played 
or where it will readily stand a second run. 
At its first release the picture was a decided 
success and there is every reason to believe 
that it will be even more patronized now that 
the director has a larger following. 

Its previous record of bookings is perhaps 
the best testimonial that could be urged. To 
date the picture has been booked 5800 times 
and has played every large and important cir- 
cuit in the country . 

Of' course, thi^ re^rd was not achieved 
merelv because of the rtierit of the picture. 
No picture can fun along on that alone. 
Wherever it went it was backed by -an ex- 
ploitation campaign that represented a dynamo 
of energv. Suclv a variety of stunts have 
been used to bring the picture to a smashing 
success it is ssarcely to be wondered at that 
it has become so well known. 

One suggestion is to arrange a tie-up with 
a local merchant of high grade women s wear 
using the name as the connectmg link, in this 
respect- Have an attractive display ot up- 
to-date clothes with pictures of stars m their 
most elaborate gowns as a background. J hen 
there should be a conspicuous sign reading . 
"Women of judgment shop here, hoolish 
Waives' go elsewhere and pay more for less. 

Another good line of anproach is to suggest 
the Monte Carlo atmosphere m the lobby dis- 
play It is against the law to operate a 
roulette wheel but you might get special per- 
mission to do so in the interests of charity. 
Arrange with some charitable organization to 
have them operate a roulette wheel in the 
lobbv of the theatre, ¥ks' sole purpose being, ap- 
parentlv to get money for a good cause. 
But it "will at the saijie time prove good ad- 
vertising for you. " ^ 

Yon plight " dress the thc^m attendants 
like French gendarmes and haVe-^ffix.man op- 
erating the wheel attired in full ev^afng dress 
of the tvpe affected by Frenchmen irtfthat 
position. The lobbv should be lavishly plastered 
with posters and stills on wKiclv. the. name ot 
the picture is verv prominent and plenty ot 
snace should be devoted to_ a ^"cr.ption ot 
the Monte Carlo scenes which directly tie-up 
the picture with the wheel. 

* * * 

'Romance and Arabella' 



Romantic Comedy 



Rel caused by Sehiiick 



BRIEF: Arabella is a very young w dow ver> 
romnntic and seeking thrills in her nl.^xt match. She 
is loved by Bill, an old time sweetheart but 
decides life with him ^^■^ll be too placid Each man 
.he meets attracts her anew. She finally decides on 
; noe^d doctor, but when he appears half an hou, 
late she becomes infuriated, refuses to marry hitn 
..nd continues the wedding with Bill instead. 

THE hilariously humorous plot with its five 
."separate and distinct love affairs, and the 
delicately humorous acting of Constance TaJ- 



Page 3 J 



Exhibitors Trade Review 



Youth ! 

The public wants it! 
Give it to them! 

''Danny" says: 

'"THE AVERAGE WOMAN' 
SHOULD GET OVER MIGHTY 
WELL WHERE THEY LIKE 
'FLAMING YOUTH' TYPE OF 
MATERIAL. PAULINE GARON 
PUTS OVER A GOOD FLAPPER 
CHARACTERIZATION." 




THE POWERFUL CAST 
PAULINE GARON 
HARRISON FORD 
DAVID POWELL 
DE SACIA MOOERS 
BURR McINTOSH 
RUSSELL GRIFFIN 



IT'S ONE OF BURR'S 
NATIONALLY ADVERTISED 
BIG 4 




Have You Played the Burr 
Specials? 
"THREE O'CLOCK IN THE 
MORNING" 
"THE NEW SCHOOL 
TEACHER" 

BURR PICTURES, INC. 

133-135-137 WEST 44th ST. 
NEW YORK CITY 

Released by the Best Independent 
Exchanges Everywhere! 



TRIED Am PROVED PICTURES 



madge, who is a most appealing comedienne, 
are probably entirely responsible for the very 
obvious popularity of this film since its first 
release on October 15, 1922. 

The picture has played in large cities and 
in small towns and has met with equal suc- 
cefs in both places since romance always finds 
a wide appeal and a popular actress like Con- 
stance Talmadge has a ready made following. 

The best way to sell "Romance and Ara- 
bella" is by means of advertising that stresses 
the story element and the name of the star. 
The newspaper ads besides carrying a humor- 
ous cut or two should quote lines from the 
titles which will concretely suggest the theme 
and atmosphere of the story. The production 
cuts which have been prepared by Selz- 
nick for this purpose suggest the highlights of 
the story and should be generously used. 

Plenty of lobby posters should appear out- 
side the theatre and in the lobby while the 
name of Constance Talmadge should be made 
prominent wherever possible. Play up, too, 
the name of Monte Blue, who is also fast 
becoming a very popular star and who has a 
considerable following. 

As a special advertising aid there have been 
prepared a series of multi-colored slides c.n- 
nouncing the coming of the picture to your 
theatre. 

These are for sale at the various exchanges 
and should be used a week or two before 
the showing to stir up an advance ititcrest. 
You might also try getting up a special hand- 
bill in the form of a plain postcard. The 
card should be addressed to "Dear Arabella" 
and should be signed "Bill." Have these 
widely distributed in the neighborhood and 
have each carry a special catchline, being sure, 
however, that each arranges for an appoint- 
ment at your theatre at a definite time. 

Moreover, since this picture is a revival, the 
Selznick publicity department has been con- 
centrating on it with the same care that they 
put on a new picture with the result that the 
picture has been retitled. re-edited and equipped 
with an entirely new line of advertising ac- 
cessories which should help the exhibitor 
launch the picture as though it had never bten 
shown before. 

^ ^ ^ 

'Her Gilded Cage' 

Love and Sacrifice Released by Paramount 

BRIEF: In order to support a crippled sister and 
cure her if pos^^ihlf?. Su7anne H-.cepts i\ 
position as a cabarfct dancer. An American travel- 
inpf in Paris falls in love with her, but when he 
learns of her profession he will have nothing to do 
with her. Broken hearted she comes to America 
and meets his brother who falls in love with her, 
too. H'" is warned that the girl is not worthy, but 
disregarding his brother's warning, he continues in 
his course. When it is finally discovered that she 
is doing all this for her sister everything ends 
happ'Iy for all persons concerned. 

A SERIES of dramatic incidents culminat- 
ing in a scene where the truth is at last 
learned, and the cripple is miraculously re- 
stored to health, give the exhibitor splendid 
material to harp upon when he books or re- 
books this very successful Gloria Swanson fea- 
ture. It should help him to duplicate the suc- 
cess a great many others have had on this 
very popular story so well enacted by the pub- 
licly.adored star. 

A variety of single column cuts have been 
arranged for which suggest a very pertinent 
form of advertisirg. These cuts are all of 
Gloria Swanson in a variety of different pose^ 
and may be advantageously used with just a 
pertinent line or two and the name of the thea- 
tre. These should appear in the local news- 
papers and if possible arrange for some sort 
of a news story on the picture to appear 
on the same page. 

Another means of getting advertising at- 
'tention is through a special herald which pic- 
tures Gloria Swanson in her cabaret costume 
stepping out of the door of her gilded cage. 



This is done in several colors and should 
immediately attract the eye. The inside pages 
carry a brief poignant sales talk which should 
help the exhibitor to get the interest of the 
public. Plenty of space has been left on the 
back cover to allow for the name of your 
the^t'e anH th edate of showing. 

Then there is the personal invitation which 
gives tone and dignity to any campaign. These 
can either be used in connection with a se- 
lect mailing list or as a herald or throw- 
away. Like any other formal invitation it is 
printed on plain white stock and bears the 
message : "Miss Gloria Swanson invites ycu 
to step into 'Her Gilded Cage' any afternoon 
or evening next week at the Thea- 
tre and assures you a cordial welcome and a 
most enjoyable showing of her newest Para- 
mount Picture. De Luxe music. Other fea- 
tures." 

There are also a brilliant collection of col- 
ored postcards in lobby and window size 
all of which emphasize the theme of the pic- 
ture and are at the same time extremely deco- 
rative for any purpose you might choose. 

* * * 

'The Lesson' 

Marriage Drama Released by Selznick 

BRIEF: HeK-n Drayton, bored wth her small 
town sweetheart, elopes with an architect from the 
city. He allows her very little monev. though he 
spends a great deal on himself. She supports 
herself 3<^etly by doing interior decorating. She 
finds he is being unfaithful, leaves him, secures a 
divorce and marries her former sweetheart who ha? 
also come to the city. 

pERHAPS no role better fits charming 
Constance Talmadge than that of the un- 
suspecting, betrayed wife and as Helen Dray- 
ton she gets plenty of opportunity to make 
the most of her role. Her wholesome charms 
are delicately becoming to the lovely country 
sets and the modest city apartment with the 
result that "The Lesson" is an entirely re- 
freshing and delicate play. 

It is the sort of "sweet picture" that goes 
over big with the average audience and this 
one is by no means an exception in this re- 
spect. Moreover, it numbers Tom Moore 
and Walter Hiers among the cast which nicely 

rounds out the pulling power of the 

film. 

Exploitation which plays up the names of 
the three stars in advertising, lobby displays 
and ballyhoos will carry the film over with 
flying colors. Here's a chance to put over a 
picture that you know is good. 

The interior decorator will probably fall 
right in with a plan to tie-up with you and 
you couldn't ask for anything more perti- 
nent. Get him to arrange a window display 
featuring Constance Talmadge in various 
scenes from the picture, especially those in 
which she is engaged in her interior decoration 
work. 

You might also try a teaser ad campaign 
with such lines as "Old loves like old friends, 
are best. When you've learned this you've 
learned 'A Lesson.' A friend in need, is a 
friend indeed." Any number of these can be 
used to fit the circumstances. 

As for a street bally, one can easily be ar- 
ranged which will be cheap yet effective. Hire 
a small open truck and put several chairs on 
it. In these have several small children. In 
the front should be a black board on which 
are written sums. A man dressed like a 
country school teacher could pretend to be 
conducting the class. On all sides of the 
truck should be signs announcing the coming 

of "The Lesson" to the Theatre. 

This driven through the more crowded streets 
is sure to start a lot of chatter and will heln 
the exhibitor duplicate the success which 
others have had with this picture which was 
originally released July 21, 1923. 



March 8, 1924 



Page 39 



You kno'w you will make 
money on these pictures ! 

They have been tried and proved real money- 
makers at box offices throughout the country 



MERRY GO ROUND 

with Norman Kerry, Mary Philbin and 
George Hackathorne. Directed by Rupert 
Julian. 

DRIFTING 

starring Priscilla Dean, with Wallace 
Beery and Matt Moore. Directed by Tod 
Browning. 

A CHAPTER in her LIFE 

a Lois Weber Production with a great 
cast including Claude Gillingwater, Jac- 
queline Gadsden, June Mercer and others. 



THE ACQUITTAL 

with Norman Kerry and Claire Windsor, 
Richard Travers and Barbara Bedford. 
Directed by Harry Brown. 

THE DARLING OF 
NEW YORK 

with a great cast including Baby Peggy, 
Gladys Brockwell, Pat Hartigan, Carl 
Stockdale, Sheldon Lewis and Max 
Davidson. Directed by King Baggot. 

WHITE TIGER 

starring Priscilla Dean, and a great cast 
which includes Wallace Beery, Matt 
Moore and Ray Griffith. Directed by 
Tod Browning. 



THUNDERING DAWN ^ LADY OF QUALITY 



with J. Warren Kerrigan, Anna Q. 
Nilsson and Tom Santschi. Directed by 
Harry Gar son. 



starring Virginia Valli, with Milton Sills 
and an extraordinary cast. Directed by 
Hobart Henley. 



Some satisfaction to know 
that you are sure of a good 
profit when you run a pic- 
ture. That^s the way you 
feel when you play tried and 
proved Universal Jewels. 

UNIVERSAL 
JEWELS 

Presented by CARL LAEMMLE 
President. 

UNIVERSAL PICTURES CORP. 



' Check the pictures in which you are 
interested — 

Mail this coupon to your Universal Exchange .md get complete 
information on thsse famous Universal Jewel money-makers. 
This information is free and involves no obligation on your part. 



] MERRY GO ROUND 

] A CHAPTER IN HER LIFE 

] DRIFTING 

1 THUNDERING DAWN 



] THE ACQUITTAL 

] DARLING OF NEW YORK 

] WHITE TIGER 

] A LADY OF QUALITY 



Theatre 



City, State. Manager 

Mail this coupon to your Universal Exchange ISOWI 



Page 40 



Exhibitors Trade Review 



TRIED AND PROVED PICTURES 



'Colonel Heeza Liar' 

Cartoon comedies have shown in the past 
two years or so that they are a very popu- 
lar form of entertainment. They no longer 
serve merely to fill in on a program but they 
have become a feature in themselves. 

The Bray "Colonel Heeza Liar" series, 
based on the human weakness of exaggerat- 
ing, is an extremely humorous but of enter- 
tainment and audiences have now come to 
l^ok forward to them with a great deal of 
anticipation. These films , are no longer in 
the experimental stage. They can and do get 
the laughs. They are Tried and Proved Com- 
edies, as are the other Bray shorts which in- 
clude the Bray Magazine and Bray Nature 
Pictures. 



Tremendous 
For the Box-office 
and the Audience! 

D.W.Griffith's 

Orphans 
of the 
Storm'^ 

Here's Evidence 



"One of the best pictures we 
have ever played. Every exhibitor 
should book it." — Efeiffer Bros., 
Kenton, O. 



"A screen masterpiece filled 
with dramatic suspense and excit- 
ing climaxes. A picture of match- 
less beauty — scenes of luxury 
beyond compare. A love scene- 
that is a classic. In a class by it- 
self." — William Noble, Oklahoma 
City. 



"Will please 100 per cent in any 
city. Go the limit on this one." — 
L. O. Davis, Hazard, Ky. 



UNITED ARTISTS 
CORPORATION 

Mary Pickford, 
Charles Chaplin, 
Douglas Fairbanks, 
D. W. Griffith, 

Hiram Abrams, 
President. 



IN THE BOX OFFICE 
HALL OF FAME 

A Selected List of F eatures With 
Exceptional Box Office Rec- 
ords Plus the Reason 
They Are Proven 



\ Paramount 

"My American Wife" — Released Febru- 
ary 11, 1923. Sport Romance. Reviewed 
February 9. BECAUSE Gloria Swansbn 
appears in it in a role that will thrill and 
satisfy her most ardent admirers. 

"Is Matrimony a Failure" — Released 
April 30,-^1922. Farte Comedy. Reviewed 
February 2. BECAUSE it is a catchy 
light-hearted picture that sends audiences 
away pleased and happy. 

"Kick In" — Released January 1, 1923. 
Underworld Drama. Reviewed February 2. 
BECAUSE it is a powerful drama with 
three powerful box office names: Betty 
Compson, Bert Lytell and May McAvoy. 

"The White Flower" — Released March 
4, 1923. Tropical Love. Reviewed Febru- 
ary 2. BECAUSE Betty Compson is in it 
and the story laid in the South Seas, is a 
seductive and artistic one. 

"The Impossible Mrs. Bellew" — Social 
■ Drama. Reviewed January 26. BECAUSE 
it is a powerful, popular story and Gloria 
Swanson is in it. 

"Prodigal Daughters" — Flapper Picture. 
Reviewed January 19. BECAUSE the sub- 
ject has aroused so much interest through- 
out the country and Gloria Swanson is the 
star. 

"The Cheat" — Love Drama. Reviewed 
January 19. BECAUSE Pola Negri is the 
star and the story is a fine human interest 
one. 

"Experience" — Symbolic Play. Reviewed 
January 19. BECAUSE Pola Negri is the 
star and it is good clean drama. 



SHORT and SNAPPY 
Tried and Proved Shorts 

"tilE BIG LITTLE FEATURE" 
will hold the center of the stage in the 
next issue of the EXHIBITORS 
TRADE REVIEW. 

As usual the TRIED AND PROVED 
DEPARTMENT will be in the front 
row. 

Every exhibitor will find in its pages 
innumerable and invaluable ideas for 
making the Short Subject a real pro- 
gram feature. He will get the dope not 
only on what the Tried and Proved 
Shorts are, but how best to put them 
over. 

Any exhibitor who neglects to read 
the entire department will be throwing 
away his own chance to make real 
money. 

If you are on your toes, you won't 
miss this issue. 

EXHIBITORS 
TRADE REVIEW 
SHORT SUBJECT 
NUMBER 

(OUT NEXT WEEK) 



"The Exciters" — Dramatic Thriller. Re- 
viewed January 19. BECAUSE Bebe Dan- 
iels and Antonio Moreno are in the cast and 
the story is a timely one concerning the flap- 
per problem. 

"Racing Hearts" — Auto Picture. Reviewed 
January 12. BECAUSE it is a speed picture, 
of the type that goes over big with audi- 
ences everywhere. 

J' United Artists 

"Way Down East" — Small Town Life. Re_- 
viewed February 23. BECAUSE it is among 
D. W. Griffith's best known pictures and has 
been shown in practically every theatre in 
the country. 

"One' Exciting Night" — Comedy Drama. 
Reviewed March 1. BECAUSE it is num- 
bered among the D. W. Griffith best sellers 
and is an absorbing story with an exception- 
ally fine cast. jl 

"The Love Flower" — Romance. Reviewed 
March 11. BECAUSE it provides a splendid 
vehicle for some remarkable acting by Richard 
Barthelmess and Carol Dempster who por- 
tray the story as an unusually refreshing ro- 
mance. 

"Dream Street" — Limehouse Life. BE- 
CAUSE it is a true portrayal on the screen 
of Limehouse life as Thomas Burke knows 
and sees it, and it answers the public demand 
for thrills and romance. 

Universal 

"The Flirt" — Booked 6,665 times. Love 
and Society Pictures. Reviewed February" 
9. BECAUSE Booth Tarkmgton wrote 
the book and the exploitation possibilities 
are unusual. 

"Hunting Big Game in Africa" — Booked 
4,621 times. Adventure Film. Reviewed 
February 9. BECAUSE there are enotfgh ■ 
exploitation angles to make it a winner 
anywhere and it is an entirely unusual pic-; 
ture. 

"Foolish Wives"— Booked 5,800 times. 
Foreign Intrigue and Love. Reviewed 
February 2. BECAUSE Erich Von Stro- 
heim produced and took the leading part in. 
it and it handles a problem of universal 
interest. 

"The Storm"— Booked 8,473 times. Tri- ; 
angle Melodrama. Reviewed February 2. 
BECAUSE it is one of the outstanding 
box office successes of all time and has', 
broken booking records. ; 

"Bavu" — Released May 7, 1923. Booked- 
3,928 times. 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 Ro-' 
mance. Reviewed January 26. BECAUSE' 



BRAY WINNE RS 

COL. HEEZA LIAR 
CARTOON COMEDIES 

BRAY MAGAZINES 

BRAY NATURE 
PICTURES 

TRIED AND PROVED 



March 8, 1924 



Page 41 



TRIED AND PROVED PICTURES 



baseball fans throughout the country will eat 
it up and its a sure money-maker. 

"A Chapter in Her Life" — Released Sep- 
tember 17, 1923. Booked 2,410 times. Child 
Love. Reviewed January 2. BECAUSE the 
story is one that goes straight to the hearts 
of every home loving audience. 

"Merry-Go-Round" — War Romance. Re- 
viewed January 19. BECAUSE it is con- 
sidered one of the best pictures of 1923 and 
has a wonderful box office record. 

"The Shock" — Underworld Life. Reviewed 
January 12. BECAUSE Lon Chaney and 
Virginia Valli are in the cast and the story 
is powerfully dramatic. 

"Drifting" — Opium Drama. Reviewed Jan- 
uary 12. BECAUSE Priscilla Dean is in the 
cast and underworld dramas are all the go. 

Selznick 

"What Fools Men Are" — Pyramid Comedy, 
Reviewed February 9. BECAUSE it has a 
powerful box office cast and the story is a 
very timely one. 

"The Chicken in the Case"— Triangle Com- 
edy. Reviewed February 2. BECAUSE 
Owen Moore appears in the kind of role his 
fans like best. 

"The Poor Simp" — Romantic Comedy. Re- 
viewed January 26. BECAUSE it is another 
Owen Moore picture that will send the audi- 
ence home whistling and contented. 

"Love Is an Awful Thing" — Marriage Dif- 
ficulties. Reviewed January 19. BECAUSE 
audiences cry with laughter when they see 
it and Owen Moore appears at his best in it. 

"The Heart of Wetoma" — 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. 

"Reported Missing" — Comedy Melodrama. 
Reviewed January 12. BECAUSE the story 
is a remarkably powerful one and the ex- 
ploitation possibilities are unlimited.- 

"A Woman of No Importance" — Flouted 
Conventions. Reviewed January 5. BE- 
CAUSE Oscar Wilde's play is known 
throughout the world as one of the cleverest 
ever written. 

"The Law of Compensation" — Marriage 
Tangle. Reviewed December 22. BECAUSE 
it is a powerful and well told story in which 
Norma Talmadge does some splendid action 
which has added measurably to the popularity 
of the picture. 

"The Lesson" — Tale of Marriage. Reviewed 
March 1. BECAUSE audiences in commun- 
ities of various sizes have approved it as a 
wholesome, entertaining story in which Tom 
Moore and Constance Talmadge are un- 
swervingly delightful. 

Preferred 

"Thorns and Orange Blossoms ' — Love Tri- 
angle. Reviewed January 12. BECAUSE 
the genius of Gasnier and Bertha M. Clay 
combined to make it a great picture. 



WHEN YOUR 
FEATURE FAILS, 
WHAT THEN ? 



"Rich Men's Wives" — Society Drama. Re- 
viewed January 5. BECAUSE House Peters 
and Claire Windsor are in it and the story 
is one of timely and universal interest. 

Hodkinson 

"The Critical Age" — Love Drama. Re- 
viewed January 5. BECAUSE it is an in- 
teresting story that never lags a minute. 

"The Light in the Clearing" — Rural Life. 
Reviewed January 12. BECAUSE the story 
was written by Irving Bacheller and it is 
one of great charm and wide appeal excellently 
done into a picture. 



'The Law and The Woman' 

Murder Mystery Released by Paramount 

BRIEF: A newly married man who has told his 
wife of his past relations with a professional vamp, 
is held for the murder of his ward who claimed 
to have been married to the vamp. It is this 
woman's evidence which is responsible for his con- 
viction and he is to be executed. His wife's faith 
in him never wavers and finally on the day of the 
execution she obtains his exoneration by means of 
a confession from the vamp, who is the real 
murderess. 

A FINE, Stirring court trial is the real 
big highlight of this very successful mur- 
der mystery which features Betty Compson 
in the leading role. Aside from the popularity 
of the star, the picture itself is engaging both 
in the story and in the manner in which 
it is told and has proven itself a good box 
office attraction in communities of various 
sizes. 

For purposes of exploitation there have been 
prepared several colorful slides which, if used 
for a week or more before the showing, are 
almost sure to interest the patrons of your 
theatre. 

Then tliere is a fine collection of large lobby 
photos which if used with the gilt frames 
which are available will make a very pretty 
lobby effect. 

Letters and post cards carrying the message 
that the picture is to appear soon at your thea- 
tre, may be had at. the exchanges and should 
prove valuable for use in connection with 
your mailing list. Or they might just be dis- 
tributed like heralds or handbills and in that 



Stop— -Look—Listen 



See the series of 

SAFETY FIRST 

Pictures now running in 

Interaational News 



Great for local tie-ups with automobile 
clubs, safety councils, chambers of com- 
merce, police departments, etc. 



The series made in co-operation with 
the American Safety Council, New 
York City Police Department and the 
New York State Branch of the M. P. 
T. O. A. 



Another Exclusive for 

International News 

Made by Released by 

International Universal 



way they will get wide circulation in the neigh- 
borhood. 

Titles taken from the film should prove 
real good catchlines for any number of uses. 
Several of these under one of the highlight 
scenes should make an attractive window card. 

The title suggests newspaper features in the 
form of debates relative to woman's place in 
the government, her ability as a lawmaker, 
the advisability of having women on the jury, 
and the like. This sort of thing always 
gets a rise out of the public and you can 
work right in with it by running ads on the 
same page as these articles appear on. You 
might even announce that you will run some 
of the more poignant arguments on the screen 
before the showing of the picture. This you 
can easily do with the use of slides. 



CERTIFIED, 

DEMONSTRATED, 

SURE-FIRE, 

BOX-OFFICE 

WINNERS. 



Talmadge 
Revivals 



Procurable at — 

Live=and=let-live 




Book pictures which leave 
something in the till after 
deducting; your film rental 
and overhead. 

Ask any 

SELZNICK 
EXCHANGE 




age 42 



Exhibitors Trade Review 



INNOCENCE 

STARRING 

ANNA Cu NILSSON 



' DISCONTENTED ' 
HUSBANDS 

FEATURING 

. JAMES KIRKWOOD ^ 



FORGIVE 

AND 

FORGET 

WITH 

ESTELLE TAYLOR, PAULINE GARON 
WYNDHAM STANDING 



THB 

MAR.RIA6e 
MAR.KBT 

WITH 

JACK MULHALL. ALICE LAKE 
PAULINE GARON 



YESTERDAY'S 
WIFE 

FEATUR)NG 

IRENE RICH AN" EILEEN PERCY 



"THE 



BAREFOOT BOY 

WiTH 

THE MOST NOTABLE CAST OF THE YEAR. ^ 



IN PRODUCTION 

"PAL O'MINE 
TRAFFIC -^HEARTS 



ASK YOUR EXCHANGE FOR DETAILS 

OR- 

C.B.C.FILM SALE9 CORP. 

1600 BROADWAY N.Y.C. 



'Hunting Big Game in Africa' 

Adventure Story Released by Universal 

BRIEF: An account of the three-year trip of the 
Snow African Expedition, constitutes this story. 
What happened to thft company, how they lived 
and hunted, what the hunt netted them, the 
hardships they encountered, the dangers they es- 
caped, are the thrilhng incidents which mafe not 
only a remarkably entertaining picture, but an 
educational one as well. 

C INCE the great bulk of the population 
^ of this country and every other country, 
must depend on books and pictures for its 
knowledge of other lands and other peoples 
it is not to be wondered that a film which 
pictures an African expedition just as it hap- 
pens, should demand the interest of vast num- 
bers of people. 

Soon after its release it became known that 
"Hunting Big Game in Africa" was the sort 
of adventure picture which could take an au- 
dience out of itself and carry it to the very 
shores of the land of the elephant. The first 
audience to see the picture carried stories of 
its merit to others which has resulted in a 
wide spread mouth to mouth publicity cam- 
paign which has made the picture tremendously 
popular. 

The tone of the picture and its adventurous 
atmosphere have been caught in the startling 
iTne lobby card and billboard jwsters which 
have been prepared for the use of exhibitors. 
These used in connection with a display of 
animal heads, skins and the like would cer- 
tainly do much to throw the theatre into the 
limelight. 

A number of single column cuts each one 
representing some dififerent African animal are 
available for newspaper advertising. This is 
good method to emnlov in creating interest 
in the picture. Probably most of the read- 
ers have never seen or even heard of most of 
these animals and there will be awakened an 
interest to get some knovk'ledge concerning 
them. 

The more pictorial the ads can be made, 
the larger the space you use, the greater will 
be the attention you will get. For all ad nur- 
poses there are available at the Unive''sal ex- 
changes, mats of various sizes and desiens and 
they can readily be procured and used to ad- 
vantage. 

'The Abysmal Brute' 

Brute Love Released by Universal 

BRIEF. An uncouth brute of a prize fighter is 
fin.illv brought to an anpreciation of the finer things 
by the force of a girl's love. He w-ns h?r esteem 
and puts the final clamps on her affections when 
he forcefully carries her off and marries her. 

IVOTHING stands as such a convincing tes- 
' timonial of the drawing power of a picture 
as the past record of that picture. In this 
connection this film ranks among the fore- 
most. Manv exhibitors who originallv booked 
the picture for a three dav run were forced to 
hold it over for a week Cand even two weeks 
in the case of the Randolph Theatre in Chi- 
casro and the Pastime in Youngstown) , to sat- 
isfv the public demand. And everv report 
that has come in has been of splendid business. 

The bfst sort of advertisement is that car- 
ried in the news columns of the local pacers. 
If you can get the paper to carry a stor>', 
you will immediately create interest in vour 
showing. Trv this method. After carefully 
considering which newspaper man can do vou 
the most good, aoproach him with the fol- 
lowinsr tie-up_: Suggest that, for a certain 
period, beginning three days or a week before 
your engagement, and continuing until its 
close, the newspaper run a "Every Reader a 
Renorter" column. Ask the auestion : "Do 
you know an 'Abvsmal Brute'? If you do. 
tell the News about him : where you met 
him; what he did: why he was so called: 
if it reprepented his true character : was he so 
called, etc." One dollar should be paid for 
everv storv published in these columns. For 
th'» best story published up to a certain date 
offer a prize of newspaner subscriptions of 
admission tickets to the theatre. 



You will be delighted with the amount of 
publicity a stunt like this will give your show- 
ing and with the number of people who are 
drawn to the box office by a curiosity to find 
out what it is all about. 

Another fertile stunt is to use the throw- 
away cut of tne scene m which the Abysmal 
Brute carries off the girl. If very little 
printed matter is used in connection with this 
cut it will take the form of a teaser and you 
will soon have folks asking what it's all about. 
Then when you announce the showing of the 
film you will find you have won a waiting 
audience whose curiosity has been roused by 
the appearance of the throwaway. 

'Main Street' 

Srnall Tomtt Life Released by Warner 

BRIEF: A young city girl with advanced ideas 
marries a small town doctor, gentle but crud*;, and 
goes to live in a h,-\ckwoods burg. Her irritation 
at the small talk and petty incidents which mak? 
up the lives of these people, finally culminate in 
her leaving home and going to work as a govern- 
ment clerk in Washington. After a time her hus- 
band follows her there and there is a reunion. 

^T/^HEN Sinclair Lewis' book first appeared 
on the market it created a sensation in lit- 
erary circles, a sensation that not only confined 
itself to that circle but spread out and at- 
tacked everybody, everywhere. The book be- 
came one of the most popular novels of many 
a year and rolled up a accumulated sales that 
were staggering in their proportions. 

Following close on the appearance of the 
book, came the picture and it was taken up 
with as much fire and enthusiasm as its pre- 
decessor. Everybody was interested in seeing 
■"Main Street" on the screen to find out how 
it compares with the book. The result has 
been an overwhelming amount of popularity 
which has necessitated prolonged showings 
and rebookings. 

Of course, there are no end of fertile ideas 
in the matter of exploiting this fifth. And 
there are an especially large number in the 
line of advertising aids. For instance there 
has been prepared a novelty paper bag, water- 
proof and good for shopping or any other 
purpose. You could arrange with ore of the 
local stores to distribute these to customers. 
By allowing him to have an ad on one side 
of the bag, and your keeping the other side 
for an announcement of the showing at your 
theatre, you can arrange to have him carry 
half of the small expense involved. More- 
over every bag that goes out into the street 
is a walking advertisement for your show- 
ing. 

Then there is the noveltv door knob hanger 
made to resemble the special screen edition of 
"Main Street." The sight of the book will 
immediately attract notice and what is more 
it will be seen bv everybody if you have them 
hung on store doors, outside house doors and 
the like. 

Another means of getting publicity through 
advertising is by the use of the "Main Street" 
puzzle which has been prepared by Warner. 
It is iust a novelty hut once the kids get 
hold of them they will becorrfe immediately 
interested and give the things great circulation 
as they pass them from child to adult to see 
if others can solve it. 

The Main Street lamp-post sticker is also 
another means of getting folks talking. These 
are replicas of the top of the lamp and have 
the words "Main Street" printed on them 
in the place where it appears in the actual 
lamp. You can get kids to go out and stick 
these in every available spot around the neigh- 
borhood so that every place a person walks 
he will see "Main Street" before him. 

There is also available a cut-out arrow in 
one corner of which is a prespcetive of Main 
Street. Across the arrow appears the words : 
"This way to 'Main Street' Ca Warner Broth- 
ers' Classic of the Screen)." Then at the 
bottom appears the name of the theatre. These 
should be placed at various vantage points and 
should be so arranged that they all point in 
the direction of the theatre. 



March 8, 1924 



rage 43 




PERTINENT ADS THAT SELL FIRST NATIONAL PRODUCTIONS 



Page 44 



Exhibitors Trade Review 



Production Chart and Press Opinions 

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' 
Frames. In the Outer Columns Are the Highlight Opinions of the Press on Current Features. 



As Temperamental Diva 
Nita Naldi Amuses 

^Dont Call It Love' Has Good 
Cast, Story Interests 

IVITA NALDI, as the vamp, 
-'-'shows you the real meaning of 
the love affair — or we should say 
love affairs, for they are varied 

, and many. For Rita Coventry, the 
opera singer can sing so much 
better if she is in love, so what- 

^ ever new man happens to catch her 
fancy she adopts as a lover." In 
this way, the critic on the Chicago 
Post . explains the story to his 
readers and it explains why the 
film found such favor as an amus- 
ing, light, picture. He continues : 

There are many clever lines in the 
picture, with a slap here and there 
at the men that causes them to laugh, 
and also a few sly digs at the women 
at which the men also laugh. 

The reviewer for the Philadel- 
phia Public Ledger takes exception 
to the handling of the story. He 
says : 

The production follows Mr. Street's 
highly enverta'ning story in rather a 
sketchy mann t. Parrish, of course, 
returns to Alice after the prima donna 
weJj the former piano tuner and all 
ends most happily on all sides without 
a ripp'e of excitement. It would ap- 
pear that the casting director and the 
scenario writer were a bit at fault. 

Likewise, the Kansas City Star's 
reviewer finds fault, pointing out 
that "Nita .Naldi in absurd gowns 
and headdresses, is neither con- 
vincing nor good to look at." 
However- the Baltimore Sun's 
critic is very much taken by the 
story as says : 

If you don't 'ike t'^'s show you're 
hard to please. N ta Naldi is the star 
and if, you can pictu'e anything better 
than Nita as Rita, go ahead and pic- 
tu'e if ; v/e . ran't. 



T OUIS GASNIER is one of Preferred 
Pictures' star directors, directing 
special productions for B. P. Schul- 
berg, president of the company. His 
latest p'cture "Poisoned Paradise," fea- 
uring Carmel Myers, is a current release. 





NOVEMBER 



Distributor Length Reviewed 



Pref. Pic. 
.1-. B. O. . 
. Prin. Pic. . . 

. Fox 

. Universal 



,6350 Nov. 

.6,000 Nov. 

6700 Nov. 

.69.31 Oct. 

.4,900 Nov. 



9,000 Aug. 11 

6,000 

5,000 Nov. 10 



Feature Star 

April Showers Harlan-Moore 

Blow Your Own Horn . l^wns- Perdue 
Bright Lights of B'way .All Star .... 

Cameo Kirby Special Cast 

Crooked Alley Special Cast 

Cyclone Jones Williams Avwon 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. ..6,000 

Flaming Youth Colleen Moore ...First Nat'l ..8.434 Dec. 1 

Forgive and Forget... Pauline Garon ...Apollo 5877 Nov. 24 

Harbor Lights, Tom Moore Asso. Exhib. .5200 Nov. 10 

His Childrer ? Children .All Star Paramount ..8.338 Nov. 17 

Human Mili, X'he Special Cast ....Metro .6,000 

Huntress C. Moore 1st National 7,000 Oct. 27 

Jealous Husbands Special Cast ....First Nat.'l .6.000 Dec. 15 

Kentucky Dajrs Dustin Farnum ..Fox 6,000 

Leavenworth Case Special Cast Vitagraph ...6,000 Nov. 24 

Light That Failed All Star Paramount ..7,013 Dec. 15 

Little Old New York ..Marion Davies ..Goldwyn 
Man, Woman. Temptation Special Cast ....Metro 
Million to Burn, A ...Herbert RawlinsonUniversal 

Monna Vanna All Star Fox 8,648 Oct. 6 

On Banks of Wabash ..Special Cast Vitagraph ..7,000 Nov. 10 

Pleasure Mad Special Cast Metro 7,547 Nov. 24 

Scars of Hate Jack Livingston .Independent 5,000 

Shattered Reputations . . Johnny Walker 

Shifting Sands Special Cast . . 

Spanish Dancer Pola Negri .... 

Stephen Steps Out D. Fairbanks, Jr. .Paarmount 

Thundering Dawn Kerrigan-Nilsson .Universal 

Thy Name Is Woman. . Special Cast Metro 6,000 x, - -; 

Tipped Off Special Cast P'goers Pic. .4284 -Nov. 3 

Unseeing Eyes Barrymore-Owen .Goldwyn ...8.500 Nov. 10 

Wanters, The Special Cast First Nat'l ..6,000 Jan. 12 

DECEMBER 

Feature Star Distributor Length Reviewed 

Anna Christie Blanche Sweet .First Nat. .7,631 Dec. 

Acquittal All Star Universal ...6,523 Nov. 

Barefoot Boy All Star C. B. C. ...5,769 Nov. 

Big Dan Jones-Nixon Fox 5.934 Dec 

Counttv Kid Barry V/arners ...5.686 Nov. 

Call of Canyon Dix-Wilson Paramount ..6993 ..Jan 

Cupid's Fireman Charles Jones ...Fox 4,200 Jan. 

Dancer of Nile C. Myers F. B. O. . ..5787 Dec. 

Darling of N. Y P'^" Peggy Univ 6.'30 Nov, 

David Copperfield All Star Asso. Ex. ..6,282 Nov. 

Day of Faith All Star Gold-Cos. ...6557 Dec. 

Defyi.i? Destiny All Star Selznick 5.663 Nov 

Eiernal City LaMarr-Barrymore First Nat. ..7,800 



. Lee-Brad. 
. Hodkinson 
. Paramount 



.4800 Nov. 

. .6,000 Nov. 

. .8,434 Oct. 

. .5,652 Dec. 

7,000 



15 
3 
24 
. 8 
17 
5 
12 
15 
10 
24 
15 
24 

. .Nov. 24 



Extra Giri: Normand Asso. Ex. ..5.700 Nov 

Fashion Row .Murray Metro 7,300 Dec. 

Fashionable Fakers .....All Star F. B. O. ...4869 Dec. 

Fighting Blade Barthelmess First' Nat. ..8,000 Nov 

Gold Madness Post Prin. Pic. ..6.068 Nov 

Flaming Passions Irene Rich Warner ....7 '!00 Dec. 

Half a Dollar Bill Nilsson Metro 5.700 Dec. 

In Palace of King Sweet Gold.-Cos. ..7453 Dec. 

In Search of a Thrill ...'Viola Dana Metro 5.500 ■ • • ■ 

Lady of Quality ValH-Sills Universal ..8.000 Dec. 

Let s Go. . . R. Talmadge Truart 6,000 Nov. 

Lone Fighter J. B Warner ...Sunset .....5,000 

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 Brodnevs ...Special Cast Vitagraph ..7.100 Dec. 

Man Life Passed By All Star Metro 6208 Jan- 
Mask of Lopez Monogram ..5 000 OiC. 

Masters of Men Special Cast ....Vitagraph ...6,900 

Maytime Ford-Shanno Preferred . . . 7500 Dec. 

Modern Matrimony . . . . M oore Lake Select 4.960 Nov 

Near Lady All" Star Universal ...4812 Dec, 

Net, The Special Cast Fox 6.135 Tan. 

">Jinetv and Nine S- ecial Cast ....Vitagraph ..6.900 Pec. 

Our Hospitality Keaton Metro ..6,220 Dec. 

Poniola Nilsson First Nat. 

Pure Grit Roy Stewart Universal 

Red Warning J. Hoxie Universal 

Rendezvous All Star Goldwyn 

Reno All Star Goldwyn ... 

Richard the Lion HeartedReery Asso. Auth. 8.000 Nov, 

Second Hand Love Jones Fox 6.000 Nov. 

Sercnd Youth All Star Goldv^yn 

S'x CvMnder Love Truex Fo-x 

Slave of Desire Special Cast .... Goldwyn 

Tomple of Venus All Star Fox 

This Freedom All Star Fox 

Thundergate O. Moore First Nat. 

Twenty-One Barthelmess First Nat. 

Unknown Purple All Star First Nat. 

Virffinian ' '1 Star Schulberg ..8,010 Dec. 

W-iv Men Love r<exter.Harris ...Grand Asher 7,541 Nov. 

Whipping Boss All Star Monogram .5,800 Dec. 

White Tiger Dean Universal ..7,177 Dec. 

Wife's Romance Young Metro 5.169 Nov, 

Wi'd Bill Hickok Hart Fam. Players 6,983 Dec. 



29 



.6,500 Dec. 

. .4.571 Jan. 

. .4795 Dec. 

.7.800 Jan- 

.6.600 Dec. 



22 
3 
15 
26 
?0 
1 
1 
19 
22 
12 
1 
3 
10 

6^500 

.7000 Jan. 12 

6.673 

8,000 .Nov. 24 

7.000 Dec. 22 

.6565 Dec. 29 

.6560 Dec. 1 

.5560 Dec. 15 

1 
17 
22 
1 

17 



The St. Louis Dispatch revie'wer 
has high praise for Rod La Rocque, 
claiming he is "different." "This 
fiim actor has a distinct — one 
might say unfair — advantage over 
most of -them. He is not at all 
pretty, which is a large part of his 
advantage. He is a quick-acting 
person, one never knowing just 
what he is going to do next, which 
is not always the case in a movie 
story, ' he says. 

And last but best, insofar as 
favorable comment is concerned, 
we quote the New York Times 
criticism. 

The sto'-y is sp'endidly told, and at 
the last fa'.'3-out one fee's the sam' as 
one does after finishing a good book — 
sorry it has come to an end.... Mr. 
De Mille has not made a single slip, 
and he has been unusual'y successful 
in eliminating the standardized acting 
and making these screen players, most 
of them celebrities, rea'ize the true 
value of characterization. 

Mae Tinee on the Chicago Trib- 
une likes Agnes Ayres work in this 
picture better than anything she has 
done before, saying : 

Agnes Ayres is going to be a real 
actress if she can repeat often enough 
on the good work she does in t'nis 
picture. For once these is t^e ring 
of sincerity to her characterization. . . 
Miss Ayres is not, however, the main- 
spring of the piece. She may be classed 
as a necessary asset. The author and 
director just must have her that the Dtory 
which is told and the moral that is 
pointed shall be pointed. 

The reviewer for the New York 
Tribune doesn't like the gowns Mi"s 
Naldi wore but the reviewer is 
satisfied that : 

The pictu-e is ext-eme"y amusing and 
extremely well done, and if we hadn't 
seen the play we shoul dnot have known 
that it could be better than it is. The 
cast is all-star, for. berides Agne? Ayres, 
Jack HoH and Nita Naldi. Rod la 
Rocque is se-rn a- Patrick. Theodore 
Kos off fs Lu'H Bus-ni. Robert Fdeson 
as Van Courtlai'dt and Jula '^aye as 
iht friend who gave Alice svch good 
a • /ice 

"ly/IR. SAWYER'S special production 
n>r f^ssociated Pic;u:es ;s Robert 
Service's "Shooting o^ Dan McGrew." 
Barbara La Marr, Lew Cody, Percy 
Marmont, Mae Busch and George Sieg- 
mann are the stars featured in this play. 




March 8, 1924 



Page 45 




fJARRY BEAUMONT who directed 
Vio.a Dana in five Metro pictures 
last season and is now directing her 
in "Don't Doubt Your Husband." Mi. 
Beaumont directed John Barrymore in 
Warner Bros.' "Beau Brummel" soon 
to be released. 

Lively Constance Makes 
This Film 'Live' 

First National's Production 
^Dangerous Maid' Pleases 

'T'HE DANGEROUS MAID" 
is from the story by Beth Ellis 
and as the rey|gwer for the Los 
Angeles Times Says : 

The plot is ingenious, and includes all 
the kidnappings and fencing matches 
usual to costume plays. . . . There are 
spots in the story a little difficult to 
figure, but far better this than a lagging 
tale. The photography by Glen Mc- 
Williams yields one ravishingly beautiful 
picture after another, both interiors and 
exteriors. 

The Cleveland Plain Dealer's re- 
viewer is satisfied that "Constance 
does very well in her role ; is best 
when she can laugh at her pur- 
suers. Conway Tearle plays the 
. heroic captain a little too earnestly 
. . . The supporting cast does well. " 

"Don't get the idea that because 
it's costumed, the screen's most 
fascinating 'nut' is sobered to any 
extent. She is just as much a 
tomboy back in 1685 as she is to- 
day." In this way Q. E. D. of the 
Baltimore Sun expresses his ap- 
proval of Constance Talmadge's 
performance and the picture as a 
whole. The critic of the Cincin- 
nati Tribune says in part : 

Constance Talmadge in "The Danger- 
ous Maid" did not look dangerous but 
she succeeded in striking terror into the 
hearts of some of those old English 
court schemers. 

Harriette Underbill of the New 
York Tribune says, "It is exploit- 
ing Constance in a 'serious role' 
... If this is a serious role then 
we have a perverted sense of hu- 
mor . . . The man we liked best 
was Judge Jeffreys. His name is 
Otto Matiesen, and we should like 
to see him again soon." 

He was >;o attractive that we won- 
de-ed how the dangerous maid ever was 
going to resist him ... In his black, 
bobbed vng he looked just like Pola 
Negri in "The Spanish Dancer," and 
any one who looks like Pola needs no 
further recommendation. 

She continues, "The whole pic- 
twe is well acted, for, besides the 
excellent work done by the star 
and Tearle and Gerrard, there are 
Morgan Wallace, Marjorie Daw, 
Kate Price, Tully Marshall, who, 
by the way, we have liked ever 
since he was our stage director in 
"The Stolen Story." 



Current Productions (Continued) 



JANUARY 



Big Brother 

Black Oxen 

Boy of Mine 

Breaking Into Society 
Broadway Broke . . . 



Feature Star 

After the Ball Glass-Cooper 

Age j)f Desire Special Cast ....1st Nat'l .. 

Tom Moore Paramount 

C. Griffith First Nat. 

Alexander First Nat. 

Special Cast F. B. O. . 

All Star Selznick .. 

Conductor 1492 Johnny Hines ...Warner 

Courtship Myles Standish Chas. Ray Asso. Exhib. 9,000 Jan. 12 

Danger Ahead Richard TalmadgeGoldstone ..5,000 Jan. 12 

Don't Call It Love Special Cast Paramount .6,457 Jan. 19 

Exiles Bouton-Gilbert ..Fox 6,100 Jan. 19 

Gentle Julia Bessie Love ...,Fox 5,731 Jan. 19 

Good Men and Bad ....Marin Sais ....Selznick ....3,926 Jan. 26 

Governor's Lady Jane Grey Fox 7,569 Jan. 12 

Great White Way All-star Cosmopol. .10,000 Jan. 19 

Grit Glenn Hunter ...Hodkinson ..5,800 Jan. 12 

Heart Bandit Viola Dana Metro 5,000 Jan. 19 

Her Temporary Husband All Star First Nat. ..6,723 Jan. 5 

Heritage of the Desert . . Bebe Daniels ....Paramount .5,741 Feb. 2 

His Mystery Girl .. Rawlinson Universal ..4,487 Jan. 5 

Hoodman Blind Gladys Hulette..Fox :..5.434 Jan. 26 

Hook and Ladder .. H. Gibson Universal ...6000 Jan. 12 

Humming Bird Gloria Swanson .Paramount ..7,490 Jan. 26 

Judgment of Storm Special Cast F. B. O. ..6,329 Jan. 19 

Just 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-Fred'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 . 

Mine to Keep Washburn Grand-Asher 



Distributor Length Revi';wed 

...Anderson ...7000 Jan. 5 

..5,174 Feb. 2 

.7,000 Jan. 5 

. .6600 Jan. 19 

.6000 Jan. 5 

..4,112 Jan. 26 

..6000 Dec. 8 

.6.500 Feb. 2 



.8,000 

.4750 Dec. 8 

.5,800 Jan. 12 

6,526 Jan. 19 

.6,951 Jan. 26 

.6297 Jan. 26 

4.719 Feb. 2 

5317 Dec. 29 



Monkey's Paw Special Cast Selznick ....5,194 Jan. 19 

Name the Man Special Cast Gold-Cos. ...7,771 Jan. 26 

No More Women Bellamy-Moore ..Asso. Auth. .6,181 Feb. 2 

Not a Drum Was Heard Charles Jones ...Fox 4,823 Feb. 9 

Old Fool All Star Hodkinson 

Other Men's Daughters . Washburn Gr.-Asher 

Phantom Justice Soecial Cast . . . . F. B. O. 

Prince of a King Dinky Dean Selznick . 

Printer's Devil Wesley Barry . . . Warner 

Satin Girl 
Shadow of 



..6,000 Jan. 

. .5,000 Feb. 

All Star Grand-Asher 5591 Dec. 

Mayo-Harris Fox 5,874 Feb. 



AH Star Fox 

Norma Talmadge. 1st Natl. 



Shirley Mason 
Mary Alden 
Special Cast 



.8000 Dec. 

.8,000 Jan. 



, . Fox 4,168 Jan. 5 

.Distinctive ..7,012 Jan. 25 

Fox 8,000 

.Inde. Pic. ..5.000 

, .Gol&wyn . . . .8,000. 



.6,147 Jan. 5 

.5,936 Feb. 2 

6.238 Feb. 2 

12 
9 
8 

the East 
Shepherd King .... 

Song of Love 

South Sea Love .... 

Steadfast Heart 

The Arizona Express 

The Wildcat Robert Gordon 

Three Weeks S-^pr-ial Cast 

Three Miles Out Madge Kennedy . Kenm'a .5,700 Jan. 12 

Thrill Chaser Hoot Gibson Universal ...5196 Dec. 8 

Through the Dark Colleen Moore ..joldwryn 7,999 Jan. 19 

Tiger Rose Ulrich Warner ....7.400 Dec. 15 

Toilers of the Sea Special Cast Selznick ....5,128 Jan. 19 

To the Ladies All Star Paramount . 6268 Dec. 8 

Treasure Canyon J. B Warner . . . Sunset 5,00'0 

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 4284 Dec. 8 

Whispered Name ... All Star Universal ...5000 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. Marmont Fox 6052 Dec. IS 



FEBRUARY 



Feature Star 

Alimony Darmond-Baxter 

Average Women Garon-Powell .... 

BafFled Franklvn Farnum 

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 . . 

Fool's Awakening Ford Bennett ... 

Geo. Washington Jr Wesley Barry . . 

Innocence Anna Q. Nilsson 

Jack O' Clubs Rawlinson 

Love Master Strongheart 

Ladies to Board Tom Mix 

Marry in Haste Wm. Fairbanks . 

Marriage Circle Marie Prevost . . 

My Man Farnum-Miller . . 

Nellie.Beautiful Model ..All Star 

Next Corner Special Cast ... 

Nort of Hudson Bay . . Tom Mix 

Painted Peonle Colleen Moore . . 

Pied Piper Malone .... Thos. Meighan 

Poisoned Paradise Harlan-Bow . . . . 

Restless Wives All Star 

Roulette All Star 

Scaramouche All Star 

Shadows of Paris Po'.a Negri 

Slow as Lightning .... Ken. McDonald 

Stranger Special Cast . . . . 

Snorting Youth Denny-LaPlante 

Three O'Clock in Morn. . Binney-Breese ... 
Under the Red Robe .... Special Cast . . . 
Week End Hus.bands . . Snecial Cast . . . . 
When A Man's A Man . .Bowers-La Motte 

White Panther Rex Baker 

Way of a Man Allene Ray 

Wild Oranges Mayo-Valli 

Yesterday's Wife Irene Rich 

Yankee Consul Douglas MacLean 



Distributor 
F. B. O. 
C. C. Burr 
Inde. Pic. . 
Universal 
Selznick . . . 
First Nat'l 
Sunset . . . . 
Warner . . . 

Fox 

Paramount . 

Metro 

Warner . . . 
C. B. C. . 
Universal 
First Nat'l 

Fox 

Go'-dstone . 
Warner . . . 
Vitagraph . 
Goldwyn . . 
Paramount 

Fox 

First Nat'l 
Paramount 
Preferred 

Burr 

Selznick . . . 
Metro . . . . 
Paramount . 
Sunset . . . . 
Paramount 
Universal 

Burr 

Goldwyn . . 
Equity . . . 
First Nat'l . 
Goldstone . . 

Pathe 

Goldwyn 
C. B. C. . 
Asso. Exhib 



Length Reviewed 

.6.917 Feb. 9 

.6,000 Feb. 23 

.5,000 

.5.556 Feb. 16 

.7,132 Mar. 1 

.6,008 Feb. 16 

.5,000 

. .6,500 Feb. 23 

.4,408 Feb. 23 

.5.770 Feb. 9 

.5.763 Mar. 

.6.10-0 Feb. 

.5,920 Feb. 

.4.717 Feb. 

.6.799 Feb. 

.6,112 Feb. 

.5,000 Feb. 23 

.8.300 Feb. 16 

.6.800 Feb. 23 

.8,000 

.6.985 Feb. 23 

.4,973 Mar. 1 

.6,897 Feb. 

.7.264 Feb. 

.6,000 

.6,317 Mar. 

.4,850 Mar. 

10 000 Oct. 

.6,440 Mar. 

. 5,000 

.6,515 Feb. 

.6,712 Feb. 

.6,293 Mar. 

.8.000 Dec. 

.6,450 Mar. 

.6.910 Feb. 

.5.000 Mar. 

.8,815 Mar. 

.6 837 Feb. 

5.847 Feb. 

5,148 Feb 



15 
15 
1 
1 
1 
16 
1 
1 

16 
9 
23 




CIDNEY FRANKLIN is one of the 
directors who started from the bot- 
tom, carrying the camera for the pho- 
tographer in the old Selig days. His 
latest pictures are Warner Bros.' "Brass" 
and "Tiger Rose," which stars Lenore 
Ulric. 

'Name the Man' Called 
Powerful Drama 

Seastrom's Direction of This 
Goldwyn Feature Praised 

TF you care only for masterpieces 
in photoplays, then see "Name 
the Man." It is a picture which 
you will not soon forget. Among 
the exclusive list of really great 
films it ranks very high." So says 
the reviewer on the Chicago Post. 
The Washington Herald critic also 
terms it one of the best offered and 
says in part : 

Seastrom has keit the spirit of the 
original story and added to it that touch 
of pathos and drama for which his 
Swedish pictures are noted. . . . The 
courtroom scene, which is one of the 
intensely dramatic incidents of the story, 
calls for some of the greatest emotional 
and dramatic acting which has ever 
reached the American screen. . . . The 
settings are all the quaint vi'.Iages and 
century-old castles of the Isle of Man. 

The Dallas News reviewer gives 
the highest praise possible, saying, 
"Action is well nigh faultless, pho- 
tography is superb and the direction 
is masterful. Hall Caine's tense 
and dramatic double romance of 
"The Isle of Alan," with the tragic 
climax lends itself admirably to 
picturization." Concerning the act- 
ing the New York Times reviewer 
says : 

Aside from Conrad Nagle the others 
in the cast are good characterizations, 
the performance of Miss Busch deserv- 
ing, special tribute. Those who like 
to see the harrowing experiences of a 
girl who is the victim of the scion of 
a distinguished family may enjoy this 
picture. . . . There are some remarkable 
exteriors faithfully constructed and the 
crowd scenes have been handled cred- 
itably. 

The New York Tribune critic 
took exception ito this presentation. 
"\'ictor Seastrom, has never been 
appreciated by us. He is so ruth- 
less and he strips life bare before 
he presents it on the screen." 
While the Los Angeles Express' 
reviewer says, "Although it does 
not give him opportunity for much 
of a display of creative work, it 
does demonstrate his delicacy of 
touch and the fine grasp of tech- 
nique at his command. 

His comedy touches border 
closely on slapstick and are intro- 
duced too markedly to relieve the 
somberness of what must neces- 
sarily be a tragic tale. 



Page 46 



Exhibitors Trade R€wiew 



THE MODERN THEATRE 






RICHMOND'S NATIONAL THEATRE, DESIGNED BY C. K. HOWELL. INC., ARCHITECTS 

Acoustics and its Relation to a Theatre 

A Common Sense Talk by an Expert on a Subject Which Has 
Been Veiled in Mystery for Years 



THE subject of acoustics and its bearing 
on theatres and auditoriums has been 
veiled in mystery for years. This unfor- 
tunate condition has been aggravated by the 
many false and unscientific theories and rule- 
of-thumb suppositions advanced by many, even 
by some otherwise good architects. The 
achievement of proper acoustic design was con- 
sidered almost beyond the reach of the av- 
erage man and the few that were so gifted 
that they could produce buildings with accept- 
able acoustics were supposed to have been 
-endowed with a priceless gift by a benevolent 
providence — this ability was almost classed 
with witchery and wizardry. The acoustic 
properties of a building could never be fore- 
told in advance of construction and the result 
was only determined after the building was 
completed and too late to effect a remedy 
without great cost. The large investment of 
the owner was practically at stake on the 
whims of the goddess of luck. 

Perhaps a better understanding of the ac-^ 
tion of sound can be had by an analogy that 
accurately applies. Sound waves are vibra- 
tions in the air and radiate from the source 
like water waves in a quiet pool when a peb- 
ble is dropped in the water. The difference 
is that sound waves radiate in all directions 
as if they started from the center of a ball 
or sphere, and a given wave at any instant 
is in the shape of the surface of a sphere, 
whereas the water waves are only in one plane 
or flat surface. 



By HORACE L. SMITH, JR. 

Theatre Engineer of C. K. Hozccll, Inc., 
Theatre Architects, Richmond, Va. 

For the purpose of following the action of 
sound waves, we can consider a small part of 
a wave and call it a ray or pencil of sound. 
It will travel in a straight line and on meet- 
ing a surface of any kind, it will be re- 
flected. If we consider the ray as a tennis 
ball thrown from the origin of the sound, if 
the ball strikes a flat surface or wall tliat is 
perpendicular to its line of travel it will re- 
bound (be reflected) in the direction from 
which it came. If the ball is dropped from a 
heighth and strikes a level floor it will rebound 
vertically along the same line that it followed 
in falling. It will not reach the heighth 
from which it was dropped because some of 
its energy has been absorbed by the floor and 
some by friction of the air. If nothing touches 
the ball, it will keep on dropping and rebound- 
ing from the same point on the floor, rising to 
a less heighth each time, until all of its en- 
ergy has been absorbed and it comes to rest 
on the floor. If the ball is now thrown so 
that it strikes the floor at an angle it will 
rebound so that the angle of its line of de- 
parture from the floor is equal to the angle 
of its line o fapproach. This can be better 
explained by the action of a ball on a pool 
or billiard table. A ball striking a cushion 
at an angle rebounds at the same angle. Sound 
acts in exactly this manner, its rays travel 



in straight lines and on meeting surfaces are 
reflected as were the tennis and billiard balls. 

A sound ray on meeting a surface is re- 
flected, but part of it is absorbed, the amount 
depending on the material composing the re- 
flecting surface. Hard gypsum plaster walls 
reflect practically all of the sound, absorbing 
very little, on the other hand a velour curtain, 
thick carpet, deep upholstered cushion seats, 
hair felt panels, etc., absorb a large part of 
the sound. In a closed room a ray of sound 
will be reflected back and forth from wall 
to wall until it is absorbed. The number of 
times that it is reflected before it is totally 
absorbed depends on the absorbing capacity of 
the. wall surfaces. 

'T' HE velocity of sound in air is approxi- 
mately 1,110 feet per second. If it re- 
quires several seconds for sound to be ab- 
sorbed in a room 75 feet square the sound 
will have been reflected a darge number of 
times. The amount of sound absorbed by the 
audience is large, so that in an auditorium 
in which the acoustics are very bad when 
only a few people are in it, may be very 
satisfactory when all the seats are occupied. 

The conditions of perfect acoustics are never 
obtained, but we can get a very close approxi- 
mation that will satisfy all practical purposes. 
There are many factors that govern the acous- 
tic properties of a room, some of which are 
very complicated and recjuire much study and 
a very complex mathematical solution. There 
(Continued on page 48.) 



March 8, 1924 



Page 47 



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A distinctive feature of the new coloring is that it is p-ositively 
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colors and descriptions, all of which are devised to add attractiveness 
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Page 48 



Exhibitors Trade Review 



Acoustics and Its Relation to 
The Theatre 

(Continued from page 46.) 

are five principle factors that have to be con- 
sidered, which are : 

(a) Reverberation. 

(b) Echo. 

(c) Intensity of Sound. 

(d) Resonance. 

(e) Interference. 

By far the two most important of these five 
are reverberation and echo. The human ear is 
fortunately satisfied through wide limits of 
acoustic conditions. The last three factors 
have to be considered by those who desire to 
achieve the very best in the acousfic proper- 
ties of a room, but an explanation of the first 
two will give the average layman a very clear 
and intelligent grasp of the subject. 

Reverberation is the length of time required 
for the sound to become inaudible. This is 
dependent on the number in the audience, the 
area and material of the walls, floor, ceiling, 
etc., on the volume of the* room, and on the 
intensity of the sound. The time of rever- 
beration may be three seconds for a small 
room and it would be very bad, although three 
seconds for a much larger room or auditorium 
might be considered excellent. One room fin- 
ished with hard gypsum plaster, concrete floor, 
■would have a much longer time of reverbera- 
tion than a room of the same size with hair- 
felt paneled walls and thick carpet on the 
floor. If the time of reverberation for a given 
room is too long, then the sound becomes in- 
termingled with the next succeeding sound and 
confusion results. The second sound fills the 
room before the first sound dies out. In mu- 
sic this is not as noticeable as with speech, 
for with speech if the time of reverberation 
is too long, it is necessary for the speaker to 
make quite a long pause between each syl- 
lable. This condition is by far the most prom- 
inent of all cases of defective acoustics. The 
remedy is, of course, to reduce, the time of 
reverberation by the addition of sound ab- 
sorbing material ot tne proper amount. 

With modern fireproof construction of con- 
crete, brick, hollow tile, steel beams and 
framing, hard plaster walls, etc., the problem 
of reverberation has increased many fold. 
This type of construction transmits vibrations 
easily and is a very poor absorber of sound. 
Its corrective treatment deserves the most 
careful consideration from architects and en- 
gineers. 

The absorotion of sound by different ma- 
terials used in modern construction should be 
known by all who design buildings in which 
it is desirable to have good acoustics. If 
they do not possess this knowledge, they should 
get the recommendation of some one who is 
thoroufrhly familiar with the science of acous- 
tics. By long years of study and research 
work conducted by some of the best scientists 
in this country, we have reliable and accurate 
data on the action of sound and the rate of 
absorption cf practically all materials used in 
construction and furnishings. 

There are special materials on the market 
now that are specially designed to absorb 
large percentages of sound. There are artifi- 
cial stones that can be had in practically any 
color and in any size. This stone is very 
porus and its rate of absorption is very high. 
There are several takes of hair felt sheets or 
panels that absorb sound readily. Some of 
these have a light cloth membrane stretched 
over the surface in order that they can be 
better decorated and painted, so as to con- 
form to the balance of the interior finish. 
Thick carpet, heavy velour curtains and 
draperies, cu.shioned sjfats, open grilles, win- 
dows, etc., are all excellent absorbers of sound, 
and their rate of absorption is known. 

In thf design of a new building, the ge- 
ometrical shape of the interior must be ex- 
amined to see that it will not produce echoes. 
This factor can be easily investigated on the 
drawing board. 




ADVERTISING AIDS 

Ads and slugs isi what Paramount's press book 
suggests in its column on advertising aids for 
the exhibitor showing "In the Palace of the 
King." 



The volume of the building has a very in- 
timate relation to the intensity of the sound 
it will be used for. In the case of the East- 
man theatre in Rochester, New York, where it 
was necessary to provide for an orchestra of 
seventy pieces, it v/as found that the volume 
was too small as originally planned, and the 
ceiling was raised nine feet to increase the 
volume to the correct amount. 

In correcting defective acoustics in existing 
buildings, it should first be determined where- 
in the acoustics are defective — whether it is 
reverberation or echo, or both. In the case 
of reverberation it is necessary to measure 
the volume of the room, find the area of 
walls, ceiling, floor, etc., and the material of 
which they are composed, then calculate the 
amount of absorbant material that is needed 
to be added to or subtracted from the building 
to change the time of reverberation to the 
correct value. This can be done by the ap- 
plication of rules, formula, and data that have 
been proven correct, and involves no mystery 
or chance. 

In the case of echo, it may be necessary 
to change the entire interior shape of the room 
or it may be possible to correct the trouble by 
the addition of absorbant material in the right 
places, and if the time of reverberation is 
reduced too much, it may be possible to sub- 
stitute a less absorbant material for some of 
the present furnishings, etc. There can be no 
set rule for this work, as each problem is com- 
plete and separate and requires special study 
and treatment. 

* * * 

Co-operative Advertising Aids 

(Continued from page 5.) 
this it is particularly easy to find meth- 
ods of distribution wherein both the ex- 
hibitor and merchant trade in on the 
widespread demand existing for same. 

The heart of the fan can be reached 
without much trouble. A recent and 
interesting- example of Fanfotos was 
efifected through a radio tie-up, where- 
by radio listeners receiving and an- 
swering a certain message were given 
star photographs. 



It should be borne in mind that this 
type of material reaches the home and 
stays there, thus affording an element 
of sustained advertising. Good adver- 
tising is desirous but good advertising 
which continues is the more valuable. 
This subject is indeed difficult to treat 
generally and in a few words. Circum- 
stances alter cases but in turning out 
advertising aids for general use it is 
essential to try to suit the majority of 
cases. We have printed up a pamphlet 
dealing more fully with advertising 
aids and their usage. Any reader of 
the Trade Review who would Ifke a 
copy can obtain same by apply at his 
local Paramount office. 

If a picture is worth running it's 
worth advertising and if it's worth ad- 
vertising it is worth advertising right. 

I have not mentioned the standard 
items such as posters, slides and lobby 
displays which, as a rule, furnish the 
background and undercurrent so vital 
to box-office success. They need hardly 
be mentioned. They are the platform on 
which every showman stands. With 
them as a starter and with co-operative 
advertising to back them up, an invest- 
ment of a nominal amount of money 
can be turned into profit. 

Co-operative advertising is a good in- 
vestment because it brings returns. 

^ ^ ^ 

John B. Rock, a Chip Ofif 
The Old Block 

{C ontinued from page 19.) 



In each territory exhibitors were invited 
to the exchange to witness a trade show- 
ing. Representatives of the newspapers 
also were invited. The tour was success- 
ful in every way. By the time Mr. Rock 
was back in New York several other 
manufacturers had men on the road on similar 
errands. The "innovation" had caught on. 

Mr. Rock retired from active connection 
with the company upon the death of his 
father, in 1916. He has, however, kept in 
close touch with Vitagraph activities by 
reason of his membership on the board 
of directors and attendance at meetings. 

Between 1916 and February IS last, 
when he assumed the office of general 
manager of the company, succeeding the 
late John M.. Quinn, Mr. Rock has devot- 
ed the major part of his time to taking 
care of the estate of his father. 

When Mr. Rock took charge there was 
a large amount of unimproved property 
in the inventory. Sensing the shift in the 
market due to approaching hostilities Mr. 
Rock changed the property to improved 
apartment houses, with the result that the 
large fortune left by William T. Rock has 
been substantially enhanced. 

The new general manager has received 
many messages of congratulations follow- 
ing his return to the company. There was 
another from Will H. Hays, president of 
the Motion Picture Producers and Dis- 
tributors, to Mr. Sm.ith. 

"Mr. Rock, I know, stands for real bet- 
terment, not only in pictures from an ar- 
tistic standpoint," said Afr. Hays, "but for 
more sound and solid business relations 
among all branches." 



EASTMAN 
POSITIVE FILM 



Adds to picture interest the appeal of good 
photography — affords an additional safeguard 
for the success of the picture in the eyes of 
the audience — carries quality from studio to 
screen. 

Look in the margin of the release print for 
the identification "Eastman" ''Kodak." 



Eastman Film, both regular and 
tinted base, is available in thou- 
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EASTMAN KODAK COMPANY 

ROCHESTER. N. Y. 




His best yet- 



HAL ROACH presents 

WILL 
ROGERS 



in 



The Cake Eater 



A two part comedy 



T may be that it's possible to make a better comedy 
than this, but it hasn't been made yet ! 

Did you ever see a comedy with an honest-to-good- 
ness story, with laugh after laugh gotten naturally 
without slapstick, that was just one succession of 
roars and that left you weak but happy? 

That's this I 



Pathtomedy 

TRADE I &f)^ MARK 



^iq Little Feature ^wm^er 



EXHIBITORS 

(^rade REVIEW 

%e Business Paper of the Motion 'Picture Industrf 




Your Box-Off ice 

^GLORIA 

SWAMSON 




Society 
Scandal 

An ALLAN DWAN Product i 



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PRESENTED BY ADOLPH ZUKOR AND JESSE LLA5KY 

Front Alfred Sutro's "The Laughing 
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(X paramount Qicture 



PRODUCED BY 



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March 15. 1924 




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Published weekly by Exhibitora Review Publishing Corporation. Expoutivft. Kriitoria! Offices Knickerbocker Bldg., Broadway and 42nid St., Now 
York City Subscription $2.00 year. Entered as seoond-class matter. Aug. 25, 1922, at post office at E3. Stroudsburg, Pa,, under act of March 3, lf7J. 



March 15, 1924 



It they \mnt action 
and suspense 

tfiemttii 
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"It contains the best fist 
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Nat Pendleton, Champion 
Wrestler as Bud Means 




Whitman Bennett presents 

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The Yale University Press presents 

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Revealing the Authentic Story of the 
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colonists arose and demanded he agree 
to the Enghsh terms for surrender. 
Thus Dutch New Amsterdam became 
English New York. 

Picturesque, dramatic, suspenseful 
and interesting. A picture of striking 
appeal and powerful exploitation op- 
portunities. The drama of an extra- 
length feature produced concisely. 



(3 parts) 




Regardless of im- 



portant state matters, 
King Charles II of 
England lingers in 
the garden of his 
court with a beauty 
who fascinates him. 




^Ae Cr^ronicles qfAmen'ca 




'CHRONICLE" of sup- 
erb heart interest in- 
spired by the faith and 
courage of the pioneer women 
who braved Indian attacks, 
starvation and the loss of loved 
ones as their share in the build- 
ing of America. 

A subject of impelling power 
with an irresistable appeal to 
all women and a wealth of ac- 
tion centering around the War 
of Independence in the West. 
True, artistic and absorbingly 
entertaining. 

An outstanding liit in every 
theatre. An attraction with the 
Pulling Power of a Big Feature. 






The Yale University Press 

presents 

THE 
FRONTIER 
WOMAN 

(3 parts) 

Depicting the making of a great 
nation — our own United States. 




TIMES SQUARis. DAILY 



£V10US REi 



•Okin'; . 



The 



Washington's tSirthday Pulled $14,520 — "Robin 
Hood" Formerly Held It for Fortnight's Run — 
Look for Better Than $50,000 on Second Week- — 
Business Good at Other Houses 



^AMERICA' SMASH HIT 



"Scaramouche," the Metro spe- 
cial, smashed all existing box-office 
records at the Capitol last week by 
running up gross receipts of $67,060. 
The picture on Washington's Birth- 
day alone drew $1-4,520. That is 
now the record for one day's taking 
at the ibig picture house. 

As against "Scaramouche,," the 
Strand held "The Hunchback of 
■Notre Dame." the Universal picture, 
but it did not have the draw that 
the presentation at the bigger house 
held. "The Hunchback," however, is 
also hold over for the current week. 
The Capitol yesterday got another 
smashing day for the second Sun- 
day, $12,290 gross, with the outloojc 
■being that business will be in the 
neighborhood of $50,000 on the sec- 
ond week. 

The record for one wock at the 

3bi 



The most sever( 
snow^'storm of the 
^ear ^ the strondest 

opposition firoddwdj^ 
has ever known 
couldn't stop 

^RAMOU^ 

fi-om settin ga 
worlds record at the 

CAPITOL.NewYoik 



th. 

the,' 

••She 

the 



afJ 



shl 



falls 



f'j' RAFAEL SABATINI 

Adaptation and Continuiti/ bij Jl 

WILII? GOLDBECFb 

Pboi-oqraphed bu 

JOHME SEITZ, 





ram 

ProductTon 

featuring 

AdmonNovdrro 
Alice Terry 
liewis Stone 

fuiy imperial Pictures Ltd.,£xclusiOe I 
^'sh-ibuiors thruoufgyeaf en'tain 
Sir William jm-Lj, Mana^irrtj Director 



March 15, 1924 



V 





WHAT 

THE CRITICS 
SAID: 



MAN 



1 



George Randolph GKester 

Patsy Ruth Miller 

and. 

DuSTINrARNUM 




NEW YORK SUN and GLOBE: 

"My Man" is much better than 
several more pretentious and 
sophisticated features in town at 
present. Dustin Farnum plays the 
powerful politician. He does it 

very well, too. He g-ives him a bit of a sense of humor which is 
refreshing. Patsy Ruth Miller is the girl In "My Man" she is 
lovely. 

NEW YORK EVENING WORLD: 

Dustin Farnum and Patsy Ruth Miller carry off the honors, 
and the "he-man" infi^oduces some cave man tactics in his love- 
making that are novel. 

NEW YORK AMERICAN: 

David Smith, who directed the picture, has undoubtedly made 
a good box office attraction. 

NEW YORK TELEGRAM and MAIL: 

David Smith has turned it into a lively screen play and at the 
Rialto Theatre this week it goes along like a breeze. 

NEW YORK TRIBUNE: 

Patsy Ruth Miller is the sweet and attractive heroine and a 
very good actress she is, too. 

A Picture Your Audience Wants to See! 



ALBERT E. SMITH president 



VI 



Exhibitors Trade Review 



(With Apologies to Messrs. K. C. B. and Aesop) | 



YOU KNOW hotv it is 

TRYING TO get that 

EXTRA dollar 

YOU OFTEN overlook 

THE EASIEST and 

MOST OBVIOUS way 

JUST LIKE the dog 

IN THE FABLE who was given 

A PERFECTLY good bone 

AND HE even admitted 

IT WAS a good bone 

'TIL HE PASSED 

A LAKE smooth as a mirror 

AND SAW^ his reflection 

AND the bone's 

AND THE BONE 

SEEMED bigger than his own 

WELL YOU know 

WHAT HE DID, LOST them 

JUST BECAUSE he forgot 

WHAT A GOOD thing 

HE ALREADY had 

WHICH Reminds us 



■ niBiaiBBBiHnnBBB 

OF AN EXHIBITOR 

WHO WATCHED HIS COM- 
PETITOR 

TO SEE what he did 

AND TRIED to go' 

HIM ONE better on bookings 

BUSINESS never did 

INCREASE so he could notice 

THOUGH HE GOT the new 

ONES WHEN he could 

AS SOON as he could 

UNTIL one day 

ALONG CAME the 

EXHIBITORS TRADE 
REVIEW 

AND HE READ how others 

WERE booking pictures 

WHOSE RECORDS all 

WERE perfectly 

TRIED AND PROVED 

THEY weren't the new 

PICTURES playing 

MAIN Street 

THAT'S WHY they cost him 
less 



TO RENT them 
AND HE READ all about these 
PICTURES and opportunities 
WHAT THEY were and how 
TO SELL them 

AND HOW they were cleaning 

UP NICELY and easily 

AND HE READ on and on 

EACH WEEK he waited 

IMPATIENTLY for the new 

ISSUE because he knew 

IT WOULD have a 

NEW CONSTRUCTIVE list of 

TRIED AND PROVED 
PICTURES 

THAT WOULD tell him 
SURE-FIRE Ways to 
PUT THEM across 
AND HE knew that 
HE HAD finally 
HIT UPON a true as steel 
METHOD of making 
BIG MONEY and 
PLEASING his audience 



■ nniBHBiiiinniiBB 



Be Sure You Read Every Word of the 

TRIED and PROVED 

PICTURE DEPARTMENT 

EVERY WEEK IN 

Exhibitors Trade Review 



llir 



March 15, 1924 



VIl 




(studios; 



J VP 



ilttj 




BRAY 
NATURE PICTURES 

Jl Ne^ Series 
One E\>erj Tour "^eeks 

he most important 
and strikingly interesting 
collection of round -the 
v^orld v?ild animal , bird 
and marine life studies 
and \\7ilderness scenes 
e\)er brought together 
\ for screen^^chibition . | 



, »BRavtv 
ISTUDiOS) 





jVotv Read u for Eclease Uhrou^h independent Exchan ges 

THE DRAY PRODUCTIONS, INC., 

130 WEST 46th STKEET MEW YajR,JK. 



first time 

in history 



Uirectci.1 by 

Ernst Lubitsch 



with 



Day^d Date Showings 
in fto^on s Three Fir^t 
run The^res — and to 
Capacity Ektisiness 




FLORENCE VIDOR 
ADOLPHE MENJOU 
HARRY MYERS 



MONTE BLUE 
MARIE PREVOST 
CREIGHTON HALE 



Other Key City Showings 

ST. LOUIS, Capitol, New Grand Central, West End Lyric 

— Day and Date Showings. 
LOS ANGELES, Grauman's Rialto— 5 Weeks. 
CHICAGO, Orpheum theatre — Indefinite run. 
CLEVELAND, Circle theatre— Indefinite run. 
BALTIMORE, Metropolitan theatre— 2 Weeks. 
DENVER, Rialto and Princess— Day and Date. 
DETROIT, Broadway Strand — Indefinite run. 



NEW YORK, Strand 
ATLANTA, Howard 
BUTTE, Broadway 
MEMPHIS, Palace 
WASHINGTON, Rialto 
ROCHESTER, Eastman 
NEW ORLEANS, Strand 
TULSA, Rialto 
SYRACUSE, Empire 



DALLAS, Palace 
PHILADELPHIA, Stanley 
SAN FRANCISCO, Imperial 
BUFFALO, Hippodrome 
MINNEAPOLIS, State 
COLUMBUS, Majestic 
SALT LAKE, Victory 
RICHMOND, Colonial 
OKLAHOMA CITY, 
Criterion 



WARNER BROS 

' Classics of the Screen M 




NEWCOMB CARLTON, PRESIDENT 



GEORGE W. E. ATKINS, FIRST VICe-PRESIOENT 



"^XsS OF SERVICE 


SYMBOL 


TELEGRAM 




DAY LEHER 


BLUE 


NIGHT MESSAGE 


NITE 


NIGHT LETTER 


N L 


If none of these three symbols 
appears after the check (number of 
words) this is a telegram. Other- 
wiseits characterisindicated bythe 
symbol appearing after the check. 




I tlm« as shown in llie date line on full-rate telegrams and day letters, and the time of receipt at destination as shown m |lhmes|8gs,>^^TAND^f D T^E. ^ Q 

Received at " ' 

BA 19 34 NL 

BOSTON MASS 27 
SAM E MORRIS 1/ 

WARmCR BROS 1600 BR0AI3S?AY NEW YORK NY 
MARRIAGE CIRCLE OPENED MODERN BEACON THEATRES TO ABSOLUTE 

CAPACITY TURNAWAY STOP PUBLIC SO ENTHUSED ABOUT PRODUCTION 
WONDER WHEN ANOTHER LUBITSCH COMING STOP CERTAINLY IS 
PLEASURE OWN THEATRES AND RUN SUCH PRODUCTIOlfS AS WARNER 
BROTHERS 

JACOB LOURIE 





mm 



-w£n-p T?r\Jf ^qT^^ 





EST'" 



Bruce 

BartoiiSs 




Day 
Pictures 





MILLIONS of people read Bruce Barton's 
writings — a following of vast proportions 
and all classes, stretching from coast to coast — 

These same millions form a ready-made audi- 
ence for the film productions bearing Bruce 
Barton's name and the mark of his genius — 

Truly a box-office asset that will sell these 
one-reel features to every showman. 



V 



EVERY exhibitor knows the high quality 
and audience appeal of the short subjects 
from the Bray Studios — 

No need for salesmanship, therefore, but the 
fact that the Col. Heeza Liar one-reelers are 
typical Bray products — 

The same attraction that makes the newspaper 
comic series such a hit> brings film audiences 
to look eagerly for this novel combination of 
motion-pictures and cartoons. 



Released by Standard Cinema Corporg^tion 
Distributed by Selzmck Distributing Corporation, 



J 



whats the Corned 




The majority of your patrons 
want to know, Mr. Exhibitor 

Americans are a laughter- 
loving race. 

They insist on a liberal sea- 
soning of comedy in their 
entertainment. 

What do you tell them when 
they ask,^ — 

"What's the Comedyr 
Be able to reply — 



^ We Kave a . 

HOLLYWOOD COMEDY 

Released by 



Standard Cinema Corporation 

Now Available at All 

Selznick Exchanges 



Fred Caldwell Hollywood 
Pictures 



L. K. C. Productions 



XII 



Exhibitors Trade Review 



JIMMY 
AUBREY 



in 



Jimmy 
Aubrey 
Comedies 

That's All! 
But — 

That's Plenty ! ! 



Released by 



Standard 
Cinema 

Corporation 




Through 



Selznick Distributing Corporation 



t 



March 15, 1924 



xin 




In the Name of Showmanship 

Advertise Your 
Whole Program 



' Loew's State Theatre, Los Angeles, gives the 
short subject a square deal in the matter of illumi- 
nated sign representation," said Exhibitors Herald 
in a recent issue. 

"in the name of showmanship, why not? Why 
shouldn't the short subject get a square deal? 
There's no answer. It should. But it doesn't. 

"Look at the proposition squarely. Get out of 
the box office for a moment and walk across the 
street. Go around the corner to the other man's 
theatre and see what he has to offer. 

"There's a great deal of space devoted to the 
title of a feature picture. Maybe it's good, and 
maybe it isn't. If it is, fine; if it isn't, what reason 
could anyone find for buying a ticket? 



"At Loew's State, by contrast, suppose the 
feature picture doesn't sell itself. Suppose it is 
not an automatic success. If it's one of those 'just 
a picture' things, even, there is still a reason to 
buy a ticket. You are told that there's a comedy, 
and the lights tell you just about all there is to 
tell about it. You are told, in short, that while 
the feature picture is the big item of the program, 
there is also another item of importance. You are 
offered, in this case, two chances of being enter- 
tained. So far as you are informed, in the other 
case, you are staking your time and money on 
one chance." 



Give Your Short Subjects a Chance to Work for Your Box- Office 

ADVERTISE THEM 

This Advertising Will Be Doubly Effective When the Short Subjects Are 




"THE SPICE OF THE PROGRAM" 



Because 

Educational Pictures Are NATIONALLY ADVERTISED 
—the ONLY Nationally Advertised Short Subjects 



CHRISTIE COMEDIES 

HAMILTON COMEDIES 

MERMAID COMEDIES 
(Jack White Productions) 

JUVENILE COMEDIES 

TUXEDO COMEDIES 

CAMEO COMEDIES 

"SING THEM AGAIN" 

Series 



EDUCATIONAL 
FILM EXCHANGES, Inc. 



LYMAN H. HOWE'S 
HODGE-PODGE 

SECRETS OF LIFE 

WILDERNESS TALES 
by Robert C. Bruce 

KINOGRAMS 
The Visual NEWS of all the World 

and SPECIALS such as 
'TLASTIGRAMS" 

The Third-Dimension Movie 



XIV 



Exhibitors Trade Review 




EXHIBITORS 



HERALD 



story of *^%'!Serick and Lo« 

TeUegen. supP" 
pctent cast. 

Strong dra^y^^J principals, r 
plot revoWcs, 



^a^/A^C; PJCTURE WORLD 



"i-et Not ManPut Asunder- 

4 ^^^'^"tHif ^"f - -nec- 

bu^Jded on a suh^T^u'u^' ^^^^ that it 
l^rrous consideration at ^ti'^ ^''^^ 
evidenced by the space t"''''""' ''"^ 
newspapers. It ? ^'^en it by the 

This is shown rr^' P«"ing lie! 
't- B dcng at the Rialto in m^°°^' ''"^'"ess 
- TJie technical !f ? / York, 
^ell handleS ?ndtTs\°' ^^^^^^ -re 
'^i^Kh presents Lou kfilT^''^ ^ cj 
ro e and marks the return^ ? i° ^ forceful 
;rick after being absent i ^""^'"^ ^'^ed- 
for some time. ^ from .the screen 



OAe mosi popular 

i.. . - ■ • K - — ■ _ _ _ . .SHH 



Sol Lesser 

presents 




4,680 Fan letters are daily received 
byBabyPeggy- 
1,708,200 came to her during last year- 





\ 




They come from the fbitr 
comers of the eartlv 



m. 



hild In^Jl the ^>orld 




So great is BABY PEGGY'S "Fan" Corres- 
pondence that five secretaries work daily 
answering her letters. Photograph of them 
on left of page. 

Here is a systematic, common sense meth- 
od of building up the kind of patronage 
showmen want. 



^uraS,^ichards 

Published hyL 
CPage^Caof 
Boston ^nowm 
its ^^th edition. 

Over 
600,000 
circulation- 

lA classic 

produced by 

PRINCIPAL 

PICTURES CORP'JV 

Sol.hcsSQ]:,'Pyesukni 

r^y^LL these writers are . 
Baby Peggy admirers'*^ < 
"Home Eolks'Vho are wait 
ing to see her picture- 

It keeps the Postman 
busy and will keep you 
busy counting your Sox- 
Office receipts »^ 



most ini:ensi))e 
Jan campaign e^)er 

carried on for 
\^ a star 




SOL LESSER 

l>resents \ 



''-'^^ ^^v,,y:. 

L C P 






can 




CAPTAIN JANUARY 



DLrecied by Edward F. Cline 

On these pages are reproductions of : 

Pamphlet sent to Baby Peggy admirers to arouse their 
interest in "Captain January." 

Baby Peggy doll cutout which Baby Peggy sent to her 
hosts of juvenile followers. 

Letter from Baby Peggy to Baby Peggy "fans" asking for 
advice as to her first big picture, and one of many replies 
suggesting "Captain January." 
t t , THIS CHILD STAR MAKES AND KEEPS MILLIONS OF 

PwdUCCd by friends, who are motion picture patrons. 

PRINCIPAL PICTURES CORPORATION 

SOL LESSER. ■President 



"Crook story with 

BIG PUNCH 

sai^s^ykihitors //erald 

And it's of the "Big Punch" 
type that grips and holds and 
leaves one breathless. 

It's the "Big Punch" type that 
sells tickets. 




One of the 
Rrst National 



Fehruaiy tujune 

1924 





M. C. LEVEE firv^nfj' Jl 

MAURICE TOURNEUR 

production 




Si 



Attodaud Rm National Plciutc* _ 
3S3 Madiion Avrott, NewVyfc 



arte/-* 



A ?ir6t national OHctuie 



Ay William "Dudley Pel ley 
with OWEN NOORE 
W DE/XIE LOVE 

Personally directed by 
MAURICE TOURNEUR 



March 15, 1924 



Page 5 



i'gBBiigigiiiaMiaigiiaBiigigiigiiKiigiM 



^ EXHIBITORS 

9rade REVIEW 

9he Business Paper of the potion dcture Industry 

GEORGE BLAISDELL, Editor 
EDDY ECKELS, Business Manager 
MICHAEL L. SIMMONS, GEORGE T. PARDY, 

Showmanship Editor Reviews Editor 

CONTENTS 

March 15, 1924 
EDITORIAL FEATURES 

Page 

'Shorts' Are Independents' Chance 7 

MerciIAndising the Big Little Feature 8 

Trend of the Important Short Subject 9 

Old Lady Astor 10 

Editorial — The 'Short' and Its Future 20 

Leaders All — David Wark Griffith 21 

HIGHLIGHTS IN THE NEWS 

Spectacle to Continue and Simple Story. Will Thrive 11 

Selznick Announces Short Comedies 12 

RiESENFELD LoUD IN PrAISE OF PhONOFILMS 12 

Samuel Goldw^yn Asks Publicity Men to Curb 

Fanciful Stories 13 

Federal Control Bill Is Introduced 15 

First National Sales Chief Optimistic 15 

New Selected Pictures Catalog Completed 16 

Independents Plan to Aid Exchanges 16 

Paramount's 'Triumph' Is Completed 18 

PICTORIAL PRESENTATIONS 
'Dorothy Vernon of H addon Hall' Lives and Charms 

Again 6 

Amusing Shots from Universal Comedy Shorts 14 

Americanism Is Keynote of Pathe Historical Series.. 22 

Showman and the Short Feature 28 

Pathe News— A Little Super- Feature 41 

First National Picture Ideal for Exploitation 42 

Public Explodes Some Pet Theories 44 

Producers' Press Books Great Aid to Exhibitors 47 

SHOWMANSHIP 

'Chronicles of America' Exploitation Section 33 

Educating the Fans on Value of 'Shorts' 43 

Exploitation Ideas 45 

Advertising Aids 46 

REGULAR DEPARTMENTS 

Exhibitors Round Table 19 

Up and Down Main Street 23 

Box Office Reviews 25 

Big Little Feature 29 

Tried and Proved 49 

Universal Releasing Tested Short Subjects 51 

Tried and Pro\t:d Shorts 53 

Current Production Chart 54 



Copyright 1924 by Exhibitors Review Publishing Corporation.!^ 
Geo. C. Williams, President; F. Meyers, Vice-President; John P. 
Fernsler, Treasurer; J. A. Cron, Advertising Manager. Executive and 
E^torial offices: Knickerbocker Building, Forty^Setond Street and 
Broadway, New York. Telephone. Bryant 6160. Address all Communi- 
cations 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 U. S. postage stamps. 
West Coast, Richard Kipling 1.505 No. Western Ave., Los Angeles 



^HAJ^SINTHEAIIl 




s 



TATIONE. T. R. 

presents its special 
BIG LITTLE 
F E A T U R E NUINI- 
BER. A program well 
calculated to tickle the 
palate of every show- 
man concerned Avith the 
betterment of and in- 
creased profit in motion 
picture entertainment. 
Does the exhibitor desire a close-up 
of a co-operative exploitation and adver- 
tisin.Q- service which is so broad and far- 
reaching that it fairly dazzles the imagi- 
nation? He has but to turn to page 33. 
What he'll find there is sufficiently re- 
vealing in itself to need no further em- 
phasis here. 

liast week we promised an article by 
Ij. J. Darmour on the trend of the short 
subject. It's here, on page 9, and un- 
doubtedly will justify all the expecta- 
tions of the folks Avho have been await- 
ing this young but forceful executive's 
opinions on the subject. 

Material, no matter how inspirational, 
is hardly constructive in a field Avhere a 
commodity has to be sold in order to jus- 
tify its existence unless accompanied by 
some explicit instructions on how to 
make it earn dollars and cents. This is 
exactly what E. J. Hammons, has done 
in his article on page 8. 

STxA.ND bv for next week's special pro- 
gram on ROUND ABOUT THE 
STUDIOS. Let us take you to the back- 
stage of the movie industry. Veritably, 
a trip combining pleasure with business. 
For it is quite a business. A business with 
which every man in the film industry 
should be familiar, whether he deals di- 
rect with the studio or not. And a busi- 
ness which can be observed with real 
constructive pleasure. 

Don't miss it. There are some real 
constructive c o n s i d erations to this 
STUDIOS program. It is related to the 
exhibitor from the industrial angle: from 
the fraternal angle: and from a real show- 
manship angle. Next week: don't forget. 



^iiafflisiMii5ig iaigllllllBliiPaP'«''«i^^ 



Page 6 



Exhibitors Trade Review 



OUR Mary," as pretty and 
chariiuiig as ever, portrays 
Dorothv in her latest picture 
for United Artists, ■■Dorothy 
Vernon of Haddon Hall." The 
player in the circle is Marc 
MacDermott who plays the ro 
of Sir Malcolm Vernon, Doi 
othy's cousin. Together tl 
t-ivo do exceptionally fine war, 




Dorothy Vernon of Haddon Hall Lives and Charms Again 

As Her Latest Plriure, Which Is Being Released as Usual by United Artists, Mary Pickford Has Selected One of 
Old Castles and Picturesque Costumes and Has Surrounded Herself With a Capable Cast 



March 15, 1924 © CI B6 11032 ^ 

EXHIBITORS 

CTrade REVIEW 

^BusinessPaperoftheMotiondcturelndustrp 



Page 7 



Shorts' Are Independents' Chance 



HAS the independent producer a 
better chance of surviving the 
battle if he confines some of his 
attention to short material than if he 
sticks entirely to features ? Under 
some circumstances he has. If — 

Well, let's take that If into account 
right at the beginning. Here it is : 

If he has the capacity, meaning the 
ability, to make acceptable short pic- 
tures. 

For it may as well be admitted that 
it is easier to make a good feature than 
it is a good comedy. 

Good comedies are scarce. We are 
speaking now of the original material 
rather than of the human factors enter- 
ing into the mirthful division of enter- 
tainment. 

Good scripts are scarcer than good 
comedians. What we are likely to get 
in many cases are ordinary or indif- 
ferent scripts, depending on the com- 
edian and his associates to put over 
the fun. 

For the better the script the less 
need there is for the specialist in com- 
edy. It is here the trouper steps in. 

g UT to get back to the main theme. 

Given the capacity for making 
comedies the producer has an oppor- 
tunity for larger profit with less of the 
ordinary production risk than is sus- 
tained by the producer of dramatic 
features. 

It is a matter of finance. The gain 
may not be in saving production cost. 
Rather is it in quicker returns from 
the exhibitor. 

The theatre owner may be all set 
ahead for one, two or three months 
on his features, but it is unlikely he is 
fixed up for a month in advance on his 
shorts. 

The first or second run house is keen 
tor good shorts and will give them a 
quick showing, thereby sending them 
on their distribution journey. 

When the general question was 
broached this week to a regional dis- 
tributor he declared the briefer form 
of product aflForded the exchangeman 
a decided advantage over the feature 
pictures in several essential respects. 



In the first place, there was this impor- 
tant matter of quick turnover. 

'pO point the contrast between the 
short subject and the feature the 
distributor quoted the experience of 
one of his fellow-exchangemen who 
had purchased several feature subjects 
as far back as last October. Owing 
to advance bookings on the part of im- 
portant houses in his territory it was 
the end of February before he was able 
to get one of the productions into a 
house the importance of which promised 
the initial returns he deemed necessar}- 
to yield an ultimate profit on his in- 
vestment. 

In the case of comedies or novelty 
short subjects, on the other hand, the 
exchangeman agreed it frequently is 
possible to secure a good booking with 
playdate set for but two weeks in ad- 
vance of the day of solicitation. 

In the matter of a serial, the ex- 
changeman pointed out, not only is the 
booking accompanied by a near play- 
date but the overhead is materiallv re- 
duced by reason of the covering of one 
or two days a week for a house for a 
period of fifteen weeks through the one 
visit of the salesman. 

Then again while visiting a theatre 
owner remote from the exchange cen- 
ter there is the opportunity in the 
event of taking on a serial of extend- 
ing the deal to include a comedy for 
the same number of weeks. 

^PEAKING from the serial view- 

'point the distributor suggested that 
one of the larger advantages from a 
biT^iness anele was the rep'ularitv with 
which contact was maintained with the 
one exchange over a period of weeks, 
throusrh the matter of Dosters. etc. 

In conversation with a prominent 
distributor of independent product un- 
hesitating confirmation was given re- 
garding the value of "shorts" to the in- 
dependent. 

"It is our experience that the inde- 
pendent has got more chance in the 
short department of film production." 
he said. "Arrow has built its success 
on short subjects including serials. 

"As to the latter it is now issuing its 



eighth and will have another ready in 
the fall. The same company in its 
spring and fall program has provided 
for thirty-eight comedies under three 
brands. 

"It is my experience there is noted 
a more ready response from buyers for 
this kind of material than from the 
features. I venture to say you can 
check up on any regional distributor 
now successfully doing business and 
you will find he has made his money on 
short subjects. 

"It is all because the turnover is so 
much quicker that it releases for an- 
other purchase. 

"^j^HEN a group of features are stag- 
nant or their distribution 'blocked,' 
as you might say, it means thousands 
of dollars that are dormant. And 
money is such an important factor m 
an independent exchange that action is 
vital, oftentimes. 

"One of the great advantages of the 
shorter stuff is that it keeps the state 
rights man in constant association with 
his theatres. 

"When you talk about scenics I am 
not going to agree with you. Maybe 
the experience of others is different 
from that of mine, but what I have 
learned is that they are all right in the 
first runs, but that in many of the other 
houses the exhibitors lay off. 

"Yes, I hear requests for two-reel 
westerns, but there is not enough 
money in them. The producer will 
spend a little more money and make 
them five-reelers." 

As to the possibilities of forming an 
entire evening's entertainment on 
shorts, with a well blended program, the 
distributor said he did not hear much. 

The elimination of many of the high- 
ly paid stars from the two-reel comedy 
field, in the opinion of the speaker, gave 
a real opportunity to the independents, 
especially in view of the fact that in 
many small houses as much will be 
paid for a good comedy as for a pro- 
gram feature. 

Another distributor declared that 
with a good comedy a producer had 
entree to houses, where it would be al- 
most impossible for him to obtain a 
booking on an ordinary feature — or 
perhaps on a good one. 



Page 8 



Exhibitors Trade Review 



Merchandising the Big Little Feature 

An Application of Principles Which Have Brought Tremendous 
Profits to Great Commercial Institutions 



EVERY now and then we are re- 
minded of the fact— the very ap- 
parent fact — that the pubUc 
which we are supplying with enter- 
tainment is the very same pubUc that 
is keeping the shoe,- factories of the 
country busy through its purchases of 
footwear, that is buying and wearing 
the well-known brands of clothing, that 
has made the big department _ stores 
the tremendous business institutions 
that they are. The self same public 
that keeps in business the great houses 
that depend on merchandising for their 
existence. 

Yet for some unknown reason we 
have not yet learned, except in Tare 
cases, to apply to our merchandising 
the same principles which have brought 
tremendous profits to these great com- 
mercial institutions. 

Walk through the shopping district 
of your city and study the displays 
made by the great stores. Perhaps 
one of these great stores is particularly 
popular for its women's clothing; an- 
other has a reputation for the best in 
house furnishings. Does the first one 
give up Its entire window display to 
feminine apparel, and the other show 
nothing but furniture and other home 
needs? You will find, of course, that 
nothing could be further from the case. 
Each store displays all its goods 
or as nearly all as circumstances will 
permit. Possibly the first store fea- 
tures a display of women's dresses, but 
-all about this one will see the other 
goods shown — men's wear, house fur- 
nishings, sporting goods, silverware, 
etc. Similarly with the second store, 
while the furniture display may be the 
largest, it does not crowd out of the 
show window the jewelry, the womerfs 
dresses, the optical goods, etc. 

Now, every exhibitor has a "show 
window." His lobby is the place in 
which he "displays his wares." But how 
many exhibitors, in the arrangement of 
their "show windows," follow the prin- 



By E. W. HAMMONS 

President, Educational Film Exchanges, Inc. 

ciples that have made these big stores 
such successes? How many of them, 
while cJlering a program consisUng of 
three or Icur units, puc a display m 




E. W. HAMMONS 
Mr. Hammons is noted for the keen, incisive way 
in which he goes to the heart of a subject. "Mer- 
chandising the Big Little Feature" shows this 
characteristic in unmistaJcable fashion. 

their "show windows" that tells their 
patrons about anything except the fea- 
ture picture? 

But when we consider the exhibi- 
tor's newspaper advertising we iind 
him failing even worse to follow these 
sound principles of retail advertising. 
We find him in most cases taking the 
advertising layouts on the feature pic- 
tures prepared by the producers or dis- 
tributors of these features, and run- 
ning them with little or no additions 
beyond the name of the theatre. 

The big store generally does some- 
thing radically different. I have just 



been reading the advertisment of a big 
New York department store in a New 
York daily, which is a fair sampleof the 
advertising of this kind of store. The 
most prominent word in the "ad" is 
of course, the name of the store. The 
"feature" — in other words, the item 
used as the biggest drawing card — is 
a new woman's dress. A little less 
than a third of the entire space is de- 
voted to this item. But under this are 
descriptions and prices of dress mater- 
ial, rugs and linoleums, chinaware and 
glassware and electric sewing ma- 
chines. Truly a diversified appeal. 
This store knows, while the new dress 
may be the biggest attraction of the 
day, it cannot make a lOO per cent, 
appeal with this alone. 

RECENT surveys among exhibitors 
i.nd amouT the picture patrons them- 
selves show the vast maiority of them in 
favor of the diversified program ; they 
want feature or reasonable length, with 
comedies and other Short Subjects to 
make up a balanced program. Most 
of the patrons say they are not pleased 
unless they get this diversified program. 
The exhibitors say they reahze this sit- 
uation. Then why should these exhibi- 
tors expect to appeal to these patrons 
TOO per cent when they do not use their 
advertising space to the best advantage 
to tell them they can count on seeing a 
diversified program? 

No matter how good the feature may 
be, the exhibitor who books a good 
comedy to run with it. a beautiful 
scenic subject or a novelty and a new 
reel and then uses his newspaper ad- 
vertising space to tell his patrons about 
nothing but the feature, is neglecting 
an import?nt oart of hi? clientele, a 
percentage of his potential patronage 
which may, and often does represent 
the difference between failure and suc- 
cess for his theatre. 

(Continued on page 5(5) 




BIG LITTLE FEATURES' 



The big little feature of these Educational Big Little Features is the advertising which is suggested in their connection. Educational has devised a com- 
prehensive merchandising plan for these, and renders, a co-operative service to all exhibitors interested in selling their shows 100 per cent to the public. 



March 15, 1924 



Page 9 



The Trend of the Important 
Short Subject 

By L. J. DARMOUR 

President Standard Cinema Corporation 



THE Standard Cinema Corporation 
is a comparative newcomer in the 
field of the short subject motion- 
picture, and, therefore, is free from 
any outworn traditions or ideas about 
the production or distribution of one 
and two reel features. 

There is one fact with regard to 
short subjects which governs us in all 
our handling of them, and which 
should be thoroughly understood by 
the showman for whom this is written. 
I mean the fact that the day is past 
when short subjects were regarded as 
"fillers," used to keep something on the 
screen between showings of the big 
features, and of no importance or 
worth in themselves. 

The biggest theatres were the first to 
recognize the value and the true place 
of the littlest features. Such leading 
showmen as Rothafel and Riesenfeld 
early saw the necessity for the balanced 
program, and gave a prominent place 
to the short subjects. They learned, by 
actual check-up, that their patrons were 
influenced to an astonishing extent by 
the short subjects accompanying the 
feature, and the smaller houses fol- 
lowed suit, so that now the short sub- 
jects are picked and assembled on the 
program with as great care as their big 
brothers. 

When the short subject was a 
"filler," in the parlance of show busi- 
ness "anything went." A handful of 
comedy gags were stretched and 
padded, and interminable chase thrown 
in, until a few minutes of film idea 
was turned out as a two-reel "comedy." 

When the searchlight of quality was 
thrown on the two-reelers, a great 
change took place, and is still taking 
place. Instead of puffing out, the aim 
now is to condense. The good two- 
reel comedy of the present contains as 



much plot idea, as many gags, as a 
much longer production. 

In order to condense a full-sized 
comedy scenario into two reels, in the 
modern manner, it is necessary to 
speed up the action, cut out every un- 
necessary bit of story, and give more 
care to technical smoothness. 

Comedy dramas written for or ac- 
tually produced as five reelers can, 
with care, be boiled down to two-reel- 
ers, and this, I predict, will be the fu- 
ture trend of the short subject. With- 
out interfering with legitimate feature 
productions, there are certain stories 
which can be condensed into the limits 
of two reelers with tremendous effect 
and punch. It is the story that counts, 
in the long run, and not its footage, 
for even features are not sold by reels. 

'P HE exhibitor has been quick to sense 
the change in the status of the 

The exhibitor has been quick to . 
sense the change in the status of the 
shorts. The cheaply-produced, padded 
short'subject cannot be given away, for 
the one and two-reelers are being 
bought and advertised on as high a 
basis as the features. 

Another feature of the short-subject 
v/hich the showman knows is the fact 
that there is no dull season for the use 
of the shorts. It is an all-year com- 
modity. Throughout the four seasons 
it is a necessary part of every program, 
and in the summer, when interest in 
big features wanes, it is a most im- 
portant part, and should be emphasized. 

In addition to the two-reel comedy, 
the exhibitor can have dramas which 
have been pepped up and boiled down 
to two-reel length, the news reel and 
various novelty reels, of which the 
Bray "Col. Heeza Liar" series, a com- 
bination of motion-pictures and car- 
toon, is a good example. 




L. J. DARMOUR 

President of the Standard Cinema Corpora- 
tion believes brevity is the soul of zvit and 
goes a step farther by producing shorts that 
are really funny. 

. Showmen can take a good example 
in the matter of shorts from some of 
the leading newspapers of the country, 
those .which have attracted millions of 
readers by their comic strip cartoons. 
These cartoon characters are followed 
faithfully day by day — although the 
whole paper may be read, the cartoons 
are the first things that are looked at by 
everybody, because their appeal is 
simple and universal. From one or two 
strips a day, some of the papers pub- 
fish as many as ten daily at present. 

Which only shows that people are 
always willing to be amused, and thj 
short reel does not have to be sold elab 
orately to patrons. They sell them- 
selves. The picture of Jimmy Aubre;-'- 
or any other popular comedian, outside 
a theatre, I believe to be as big a factor 
in bringing them inside, as any other, 
and showmen are giving this recogni- 
tion more and more by the increase 1 
prominence given to the advertising o' 
the comedians. 




7IMMY AUBREY has the faculty of producing laughs. He is one 
of the most popular fun makers on the screen and never fails to pro- 
duce results. He is turning out one comedy each month. .'Colonel Heeza 
Liar" is one of the well known cartoon characters whose exaggerated 
performances are always worth a strong place on the program. 




Page 10 



Exhibitors Trade Revieiv 



Old jQid^^^ffdorfSqys 




'THOSE who saw "America" on the opening night should 
take another peek at the production as it is today fol- 
lowing a week's pruning at the hands of its producer. 
Every one conceded it was a great picture as it stood at 
the beginning. We saw on the tenth day the end of the 
first half and all of the second half of the picture. Where 
on the premiere night there seemed a sagging tendency in 
the second division owing to the great interest aroused in 
the career of young Montague, who dies at the end of the 
first half, as the picture stands now it may be said in all 
truth it is as fast in the latter part as it is in the first. And 
that is saving a lot. To suggest that "America" will be the 
greatest of the Griffith productions is perhaps to indulge 
in rash prophecy, especially in view of the phenomenal 
record of "The Birth of a Nation." But after again see- 
ing the new subject following its final editing we are m- 
clined to be reckless. 



■py the way, we often hear of producers taking 
their pictures out into the smaller cities and try- 
ing them "on the dog." Bostonians may smile this 
week as they learn that Mr. Griffith, in preparing 
"America" for presentation in the Hub, deliberately 
"tried it on the dog" right here in New York. As 
many of the locations in the production are in Boston 
and its environs you may set it down Mr. Griffith 
is going to get a reception when he opens up at the 
Majestic on the night of March 8. Boston will "go 
to" that picture as it never did any of its predecessors. 



A FTER a stay in New York of several weel<s B. P. 

Schulberg, president of Preferred Pictures, is on his 
way back to the coast. He is all set immediately to start 
work on "The Breath of Scandal," which will be directed 
by Gasnier. The subject will be the first of the Preferred 
list to be made at the Hollywood studios, which have been 
taken over by the company. Following the starting off of 
"The Breath of Scandal" work will be begun on "The 
Triflers," by Frederick Orin Bartlett, the script for which 
has been completed by Waldemar Young. Mr. Schulberg 
was accompanied East by Mrs. Schulberg and their 
daughter. 

J^ESTING — down Bermuda way. Not going to think 
of pictures or picture people for a whole, full week 
if it can be done. Want to look at the lilies. Bye, 
bye, — Danny in Film Daily. What's the mat? Can't 
he look at the lilies and think of picture people at 
the same time? 

(^ARL HIMM, of the editorial department of the Hal 
Roach studios in Los Angeles, has been a visitor in 
New York for two weeks. While his trip was a business 
one Mr. Himm took advantages of his spare moments to 
look over the town and personally to convey messages of 
which he was the bearer. Incidentally he added to his list 
of friendships. He entrained for home March 4. 



LICHTMAN, general manager of exchanges for 
Universal, is now at Universal City in conference 
with Big Chief Laemmle regarding the company's 
production plans. He will be away from his desk 
for about a month. 



W ILLIAM B. BRUSH, studio owner of Miami, Fla., is 
in New York. He will remain for a week, and then 
plans to leave for Florida, where with Elinor Fair he will 
photograph the underwater scenes of "The Water Babies," 
an adaptation of Charles Kingsley's story. 



JOHN L. ERICKSON, manager of the Du Glada Thea- 
tre, is a diplomat as well as an exhibitor. His commun- 
ity is largely of Scandinavian origin or descent. Last 
month there was a little misunderstanding on between the 
manager and the local church. Just for an experiment 
Mr. Erickson booked F. B. O.'s "Thelma," and he had the 
time of his life seeing his recent antagonists flocking into 
his theatre. Best of all, his renewed patrons came back to 
hinf and said they liked it. The manager expresses his 
opinion to the local branch that his plan of campaign helped 
him more than any other policy could have done. It's the 
old story of sugar doing what vinegar can't. 

QEORGE D. BAKER, the genial, always welcome 
visitor, is in town following his completion of 
"Revelation" for Metro, starring Viola Dana. The 
director is inclined to wax enthusiastic about his 
picture and its star's work in it. We just guess 
if any one knowsi a good picture when he sees it 
that man is George D. Mr. Baker is in town on 
personal business. 

JJERE are congratulations to Thomas A. Curran, who has 
just been appointed by Dr. W. E. Shallenberger as the 
foreign sales manager of Arrow. Mr. Curran's experience 
in film dates back to Thanhouser days, when in 191 5 he 
joined the pi^oduction forces of that company. For three 
years Mr. Curran has been a special representative of 
Arrow, and in that capacity has covered a wide territory. 
As the new incumbent of the foreign sales department has 
made several circles around the old earth as manager of 
road companies he has a good knowledge of theatrical con- 
ditions abroad. The best of luck! 

""^ELCOME visitors to the office of Exhibitors 
Trade Review during the week were L. L. Phil- 
lips and Partner Sussman of Phillips & Sussman of 
Pleasantville. N. Y. First impressions of the two 
men are of upstanding exhibitor stuff, and better 
acquaintance is confirmatory. 

p ERCY MARMONT has been engaged by Paramount to 
play the leading male role opposite Betty Compson in 
James Cruze's "The Enemy Sex." Mr. Marmont will live 
many years before those who saw him in "If Winter 
Comes" will think of him other than as Mark Sabre. It 
was a characterization that will live as long as the negative 
of that picture holds together — and that is a long time. It 
was a great portrayal of a great character. Mr. Marmont's 
last work with Paramount was in the leading character of 
"The Light That Failed." 

M. ("EPH") ASHER, personal representative of 
Mack Sennett, is in Los Angeles for conference 
with his chief. Mr. Asiher has had a busy mid- 
wdnter one way and another, but he carries with 
him to Los Angeles some really satisfactory reports. 

JN a recent discussion of the controversy between the 
Actors Equity Association and the Producing Mana- 
gers' Association A. L. Erlanger declared he did not believe 
there were more than twenty-five pictures that can be 
shown successfully in first-class theatres. Of course, he 
meant houses that ordinarily are devoted to stage produc- 
tion. That's something of an admission at that, coming 
from a man of the stage. In fact, it may be construed as 
a compliment. 



March 15, 1924 



Page 11 



Spectacle to Continue, Simple 
Story Will Thrive 



By CECIL B. DE MILLE 



Y^HAT is to come next in motion pictures? 
" At present, people seem a little con- 
fused over the mingling of various tendencies. 
We are now at what might be called a dead 
center in the progress of the film business. 
For several years the costume picture has 
been in the ascendant. Recently the simpler 
story has come out of its retirement. 

Twenty years ago, this situation would .have 
meant only one thing. It would have meant 
the passing of one cycle in production and the 
development of another in absolute contrast. 

This was in the age of 'the stage drama, 
when the entire interpretative art could be 
controlled by a handful of men. David Be- 
lasco, my fathers old associate and my men- 
tor in earlier days, was a leader in the crea- 
tion of such cycles. After producing such tre- 
mendous plays as "The Darling of the Gods," 
"Adrea" and "Du Barry," Mr. Belasco found 
that all the producers in New York were 
copying him and competing with each other 
to, bring out larger and more lavish produc- 
tions. Therefore, the following season, in- 
stead of continuing in a big' way, Mr. Belasco 
suddenly switched to such an absolutely simple 
thing as "The Concert,' and he scored a tre- 
mendous success. The other producers fol- 
lowed his lead and for a period of seven years 
spectacle was out and hardly anything ap- 
peared on Broadway save the simplest sort 
of dramatic entertainment. 

Today because the production of motion 
pictures is not controlled by a group of men 
but by a constantly and freely expressed pub- 
lic opinion, coming from some 60,000,000 thea- 
tre-goers, the hide-bound, dramatic cycle of 
olden days has passed forever. The extremely 
large following which the motion picture has 
created has enough partisans of each class of 
entertainment to make it possible for the cos- 
tume spectacle, with its crowds, and the simple 
drama, of but few characters, to exist suc- 
cessfully at one and the same time. 

Competition Develops Art 

I consider, therefore, that it is foolish to 
claim that the present appearance of a num- 
ber of modern, unspectacular stories means 
the passing of the elaborate, eye-filling spec- 
tacle which has been so popular through the 



JEAN TOLLY 
Knov/n as "the most photographed girl in the 
world." has just completed her first picture. "The 
Uninvited Guest" for Williamson-Ince Company. 




past few years. The spectacle will continue 
to exist. The simple story will and thrive. 

It is a very fortunate thing for the fu- 
ture of motion pictures that this is so. Com- 
petition does more to develop art than any 
other single influence. We will have better 
spectacular pictures and better non-spectacu- 
lar pictures, when the two types oppose each 
other in competing houses. There will be 
more originality in photoplays because a hide- ' 
bound cycle of one brand of entertainment, 
excluding all other, breeds imitation and is 
likely to kill new and fresh ideas. 

I have just completed what is termed a 
"huge, spectacular production The Ten Com- 
mandments,' " a theme which swirgs througli 
the gamut of crowds, large sets and tlie ap- 
peal of mass and color of ancient times. My 
new production, "Triumph," is of the con- 
trasting sort. While possessed of colorful 
touches, it is a strictly modern story depend- 
ing for its appeal upon human elements in 
modern everyday life. The two stories are 
widely opposed, yet both have definite and di- 
rect box office appeal. They can exist side 
by side with success for both. 

I mention these two productions purely as 
illustrations. You will be able to think of 
rnany others. The point is plain that we have 
at last reached the much-to-be-desired stage, 
where the public as a whole speaks its desires 
and makes possible the diversity of entertain- 
ment which the motion picture industry needs 
in order to rise to the still greater artistic 
heights which await it. It was very fortunate 
for the business of making photoplays when 
the voice of the public began to bulk large 
enough so that the film producers felt safe 
in trusting the expenditure of millions to the 
decision rather than in relying entirely upon 
the judgment of a comparatively few men 
who might or might not strike the correct 
■keynote. 

* * >!: 

GRAND-ASHER BEGINS WORK ON 
'SAN FRANCISCO' 

The first set erected for "San Francisco," 
the Swickard production for Grand-Asher re- 
lease, is a dance hall, bar and theatre com- 
bined, such as those which flourished in the 
golden davs of the citv — the period of 1850- 
51 and thereabout. This period is used in 
the prologue of the story which shifts to 1906 
for the main part of the drama. 

The scene is a replica of the once famous 
"Turn Hall," possessing a tiny stage with, 
however, its full compliment of scenery, 
ciudely painted. 

The floor is sawdust covered and the bar 
is the most imposing piece of furniture. There 
are the familiar "boxes" and many rough 
tables and chairs. 

Therein, Julanne Johnston, leading woman, 
will make her appearance as Petite Colomb. 
a French danseuse, and. in the later story, will 
be seen as Nell Barbe, a girf of the far- 
famed Barbary Coast. Charles Swickard is 
director. 

* * * 

FILM RIGHTS TO 'A LOST LADY' 

FOR Warner brothers 

Warner Brothers have purchased the mo- 
tion picture rights to "A Lost Lady." the 
best seller from the pen from Willa Gather 
which has lately gone into its seventh edition. 
Final arrangements were consummated this 
week at the Warner home offices. 

With this announcement comes another to 
the effect that the novel has been syndicated 
by the Bell Syndicating Company, installments 
starting March 1, and to extend over a pe- 
riod of some nine months. Warner Brothers 



feel that this will constitute an excellent ad- 
vertising and publicity medium, keeping the 
novel, fresh in the minds of millions of read- 
ers, and preparing them for the screen version. 



G. A. ROGERS HONORED AT 
TESTIMONIAL DINNER 

Leaders of Motion Picture Industry 
Compliment Lawyer 

'T'HE motion picture industry paid an un- 
usual compliment to one who has been 
long associated with the development of the 
business, when many of its leaders gathered 
to honor Gustavus A. Rogers, attorney, at a 
testimonial dinner given by his friends at the 
Hotel Plaza, Wednesday evening, February 

Will H. Hays, Adolph Zukor, Jesse L. 
Lasky, John C. Eisele, Jack G. Leo and S. L. 
Rothafel were among those present, Saul E. 
Rogers, general counsel for the Fox Film 
Corporation, and a brother of the guest of the 
evening occupied one of the tables. At the 
tables were Cortland Smith, J. Gordon Ed- 
wards, Julius Stern. At Mr. Zukor's table 
were Jesse L. Laskv, Richard W. Saunders, 
Ralph A. Kohn, Robert T. Kane, Dr. Hugo 
Riesenfeld, Charles E. McCarthy, A. Si. 
Botsford and Henry Salisbury. 

Others who had tables were Sydney Cohen, 
head of the Motion Picture Theatre Onwers, 
and Charles O'Reilly, president of the state 
exhibitors' league. 

It had been rumored that there was some 
political significance behind the dinner and 
that it was a vehicle to launch his candidacy. 
This Mr. Rogers disclaimed and said there 
was no such purpose behind it, that not only 
was there no political significance but it did 
not have any motion picture political aspect. 

It was not heretofore advertised that he is 
no longer connected with the Fox Film Cor- 
poration or William Fox Interests. When 
interviewed shortly after the dinner Mr. Rog- 
ers took occasion to emphasize that since he 
had resigned as counsel to the Fox Film Cor- 
poration a few years ago, when his brother 
Saule Rogers retired from the firm of which 
he had theretofore been the junior member 
that he. Gustavus Rogers, had kept aloof from 
all internal motion picture controversies. Some 
in the industry may be surprised to know 
that he is no longer connected as attorney or 
otherwise with the Fox Film Corporation al- 
though his brother Saule Rogers is still vice- 
president and general counsel. 



LEW CODY 
Goldwyn star, is busy at work on "The Shooting 
of Dan McGrew." In this p-cture he takes the 
part of Dangerous Dan, of the famous Service poem. 




Page 12 



Exhibitors Trade Review 





KENNETH HARLAN 
One of the most popular screen stars is appearing 
in Preferred Pictures latest feature, "Poisoned Para- 
dise" from Robert Service's popular story. 



BOX OFFICE RECORD FOR 
'SCARAMOUCHE' 

Breaks WorltTs Record for Box Office 
Hits at Capitol Theatre 

SWEEPING all Broadway records into the 
limbo of forgotten things and smash- 
ing every existing box-office record at the 
Capitol, New York, Rex Ingram's "Scara- 
mouche" piled up the unheard of gross of 
|67,960 on the first week of its engagement 
at this theatre. This tremendous figure de- 
spite three giant obstacles any one of which 
would have squelched another picture ; first, 
heav}^ rains, snow and slush ; second, the fact 
that "Scaramouche" had already been wit- 
nessed by thousands of people who had paid 
advanced prices to see it during its long 
Broadway run at the Forty-Fourth Street 
Theatre; and third, that it was up against a 
string of giant super-pictures, an aggregation 
of new productions that dazzled the theatre- 
goers and formed the strongest opposition 
ever known on Broadway. But "Scara- 
mouche" topped them all. 

Not only did "Scaramouche" set a new 
world's record at the Capitol for the first 
week's business, but it copped three other 
Broadway records as well : on the opening 
Sunday at the Capitol ''Scaramouche" ran up 
a gross of over $13,000, the biggest opening 
Broadway will see in many a day; on Wash- 
ington's Birthday "Scaramouche" played to 
$14,520 a week-day gross that has never even 
been sighted by any Broadway picture house ; 
and on the second Sunday of its engagement, 
the beginning of the second week, "Scara- 
mouche" attracted $12,290, another new rec- 
ord and a sign that the second week would 
rival the first in receipts. 

« « * 

WILL ESTABLISH PRECEDENTS 
AT T. N. T. DINNER 

The jfirst banquet in the annals of ban- 
queteering in which no flashlight pictures 
will be taken will add a new and refresh- 
ing chapter to entertainment history when 
Tht N^lcod Truth dinner, annual revel oi 
the motion picture advertising and pub- 
licity men, is staged at the Hotel Aster. 
New York, on the night of March 29. 

Nothing could do more to insure the 
success of the affair unless it would be the 
elimination of the usual program of speech- 
making in the opinion of the entertain- 



ment committee of the Associated Motion 
Picture Advertisers. 

And just to clinch success, even that 
radical departure from precedent is to be 
taken. A. M. Botsford, entertainment com- 
mittee chairman, announces that there will 
be no speech-making! 

Instead, a few distinguished guests and 
members of the motion picture industry 
will tell "Bedtime Stories," in which some 
startling truths anent the business and 
artistic side of the film world will be bared. 

Paul Whiteman, famous jazz orchestra 
leader, it is announced, will be there in per- 
son, with two bands, as for the first time 
in A.M.P.A. annals the dinner is open to 
women, and consequently there will be 
dancing till dawn, continuous music 
throughout the dinner and dance will pre- 
vail, and to quote Mr. Botsford "Jazz, jol- 
lity and joy will reign." 

* * * 

RIESENFELD LOUD IN PRAISE 
OF PHONOFILMS 

Possibly the highest compliment that 
has ever been paid to Dr. Lee DeForest's 
Phonofilm, or talking motion pictures was 
by Dr. Hugo Riesenfeld, famous managing 
director of the Rivoli, Rialto and Criterion 
Theatres in New York, when he gave the 
Phonofilms a continuous three weeks' 
showing at the Rivoli Theatre. 

The showing of the talking motion pic- 
tures started at the Rivoli on Lincoln's 
Birthday week when the Abraham Lincoln 
phonofilm was presented. This picture 
gives two episodes of Lincoln's life. The 
first shows Lincoln visiting a camp of the 
Union soldiers, and the second is the Get- 
tysburg episode and the delivery of the 
immortal Gettysburg address. This first 
week was so successful that it was followed 
by a second of the Phonofilm, with Egyp- 
tian dances by Lillian Powell, her grace- 
ful movements in perfect synchronization 
with the music, photographed on the film. 
The third week's program consisted _ of 
other dances by Miss Powell and musical 
numbers. 

* * * 

FRENCH LENDS REALISM TO 
MONSIEUR BEAUCAIRE' 

"Parlez vous, Francais?" and other French 
phrases less commonly used are heard so fre- 
quently on the set at the Paramount Long 
Island studio where Sidney Olcott is making 
"Monsieur Beaucaire," with Rudolph Valen- 
tino in the stellar role, that visitors have been 
surprised. But there has been nothing about 
it to be surprised at. The use of the foreign 
language is merely a bit of realism that has 
been injected into the making of the Tarking- 
ton story. 

All of the players speak their sub-titles 
in French during the filming of the episodes 
in Louis XV's court. Mr. Valentino speaks 
perfect French as does Bebe Daniels, Paulette 
Duval, Lowell Sherman and others. Lois 
Wilson is an adept pupil and every day she 
is getting better and better with her French. 
It is all done in an effort to catch the true 
spirit of the French court. 

* * * 

P. F. STUDIOS RENTED 

Despite the fact that Mary Pickford and 
Douglas Fairbanks are in New York pre- 
paring for premiere showings of their new 
motion pictures, respectively "Dorothy 
Vernon of Haddon Hall" and "The Th-'ef 
of Bagdad," after which they plan a trip 
abroad, there has been no let-down in ac- 
tivities at their Hollywood studios. 

Plans are now being made to allow sev- 
eral independent producing companies to 
operate the Pickford-Fairbanks studios on 
a rental basis, using all the equipment and 
facilities the studios afford. 



JOHN FRANCIS DILLON 
Director of "Flaming Youth," has just completed 
"Lilies of the Field" and is ready for Colleen 
Moore's next picture, "A Perfect Flapper." 

SELZNICK ANNOUNCES 
SHORT COMEDIES 

Short Subjects Are the Work of 
Well Known Fun Makers 

TTANK MANN, popular screen comedian, 
is featured in "One Day in Hollywood," 
just completed as the latest of the Hollywood 
series for the Standard Cinema Corporation. 
L. J. Darmour, President of Standard, an- 
nounced that there will be a well-known fun- 
maker in each of the series, which is re- 
leased by the Selznick Distributing Corpora- 
tion. "One Day in Hollywood" marks Mann's 
first appearance in this series. 

"The Mechanic," a Jmimy Aubrey comedy, 
has just been finished out on the Coast. It 
is the joint work of two well-known screer 
comedians, for Jimmy Aubrey's acting in it 
was supervised by Joe Rock, long a leading 
fun-maker himself, who has given up appear- 
ing in two-reelers, in order to use his ex- 
perience and ability in their production. 

Two more Standard Cinema Corporation 
subjects have been completed. They are the 
Bruce Barton one-reel editorial "The Just- 
a-little-late Club," and from the Bray studios, 
the latest in the Colonel Heeza Liar cartoon 
series, called "The Sky Pilot." 

^ ^ ^ 

REPEAT 'EINSTEIN THEORY' AT 
TIMES SQUARE 

At the Times Square Theatre, 42nd Street 
and Broadway, New York, a legitimate house, 
a special showing of the "Einstein Theory of 
Relativity" film was given last Sunday, Febru- 
ary 24, at the special request of 600 petitioners 
who had not had the opportunity to see the 
picture when it ran for four weeks on Broad- 
way at the Rivoli and Rialto Theatres. 

Edwin Miles Fadman, producer of the 
film, and president of the Red Seal Pictures 
Corporation, 1600 Broadway, which is dis- 
tributing it, arranged with Mrs. Ittleson and 
Mrs. Hess, wives of officials connected with 
the Goldwyn Company, to have the showing 
given under their auspices. 

^ ^ ^ 

FOX SIGNS ALYCE MILLS 

Alyce Mills, who has just returned from 
Hollywood, has been signed by Fox to 
play the leading feminine role in an' Elmer 
Clifton production. Miss Alills was chos- 
en after tests of over one hundred appli- 
cants. 

The picture will be made in Fox's New 
York studio and actual "shooting" will 
start within the next two weeks. _ . 



March 15, 1924 



Page 13 



Goldwyn Asks PublicitpVlen to 
Curb Fanciful Stories 



BIG salary stories, salacious advertising and 
talk about million dollar productions 
must stop. 

This was the message given to the Western 
Motion Picture Advertisers at its meeting 
Monday evening by Samuel Goldwyn, the 
guest of honor. 

In a straight- from- the-shoulder talk, Mr. 
Goldwyn proved the most interesting speaker 
the "Wampas" have had in months. Instead 
of devoting his entire address to telling the 
publicity purveyors that they were the brains 
of the industry, Mr. Goldwyn spoke of the 
pitfalls of thoughtless publicity and his sin- 
cerity won him one of the most enthusiastic 
ovations ever accorded a speaker before this 
body. 

"We have heard much about the fallacy of 
advertising and exaggerating the salaries of 
persons employed in pictures, but we still find 
the papers full of million dollar this and mil- 
lion dollar that," said Mr. Goldwyn "Never 
in the history of motion pictures have the ad- 
vertising men of this business held such an 
important position as they do today. Never 
before have they found themselves in a more 
strategic position to render the industry a 
great service or a great harm. 

"Stories about tremendous salaries must 
cease. A motion picture person receives a 
salary of $50,000 a year and it is heralded 
throughout the country and shouted from 
every house-top. It is nothing unusual for 
a bank executive to receive $75,000 or $100,- 
000 a year- — but we never hear anything about 
that. They would regard it silly as well as 
harmful to advertise their large salaries. We 
of the motion picture business must look at 
the situation in the same light. Nothing but 
resentment on the part of the public and un- 
favorable political and federal action can re- 
sult from the untruths that are printed about 
salaries, in the motion picture business. 

"Salacious advertising is another evil of mo- 
tion picture advertising men. Things that 
never appear in a picture are made the basis 
of advertising campaigns. This is absolutely 
wrong and in instances where the advertising 
is salacious, it embodies one of the most 
harmful practices the industry has ever been 
subjected to. Men who are putting out sala- 
cious advertising" are not only retarding the 
progress of this business but are hurting them- 
selves, for the harm that this sort of advertis- 
ing inflicts upon the industry is bound to react 
unfavorably upon the publicity man. There is 
absolutely no excuse for any man to put out 
salacious advertising. If I were a publicity 
man and my employer asked me to do this 
sort of thing I would absolutely refuse to 
do it. 

"I believe in the publicity man and I be- 
lieve he can prove one of the biggest fac- 
tors in the success of any organization in the 
motion picture industry. I also believe how- 
ever, that he can do more harm not only to 
his company but also to his business, than any 
other factor in this profession. 

"Publicity men have sold the motion picture 
industry to the public. They have paved the 
way to success. Let's appreciate this and let's 
do nothing that will harm the publicity man 
in his particular vocation, or give ammuni- 
tion to those who launch trades ;^E^J35st this 
industry on the slightest provocatforil Let us 
build 1" 

* * * 

DAVID HIGGINS WITH MEIGHAN 

David Higgins, one of the stage's best 
known players^ has an important role in 
Thomas Meighan's latest Paramount pic- 
ture, "The Confidence Man." Mr. Higgins, 



who was one of the principals in "Welcome 
Stranger" during its long run on the stage 
in New York City, starred in one of the 
first five-reel motion pictures ever made, 
"His Last Dollar." This production, made 
in 1913 by the Famous Players Film Com- 
pany, was a picturization of the stage play 
t>f the same name written by Mr. Higgins 
over 20 years ago. "His Last Dollar" was 
one of the most famous of the old time 
melodramas, and Mr. Higgins made the 
title role so well known that the expres- 
sion, "Here goes my Davy Higgins!" is 
still used by many people when spending 
their last dollar. 




JANE GERRITY 
This popular young Selznick starlett made a great 
hit in "Roulette," in which picture she portrayed 
a very difficult part and did it exceptionally well. 

KANSAS EXHIBITORS CHARGE 
UNFAIR COMPETITION 

A "showdown" on unfair competition in 
Kansas appears inevitable. Schools and 
churches long have been a "thorn in the side" 
in several sections of the state. "The Hunch- 
back of Notre Dame," which just has fin- 
ished a 3-weeks run at the Liberty Theatre, 
Kansas City, Mo., has been advertised to "he 
shown in the high school of Kansas City, 
Kans., under the supervision of the Veterans 
of Foreign Wars. 

That the V. F. W. has little or nothing to 
do with the picture Kansas City, Kans., ex- 
hibitors are confident. A committee of ex- 
hibitors called upon the Kansas City Universal 
exchange and were told the branch office had 
no knowledge of the picture being booked at 
the high school. But the investigation will 
not stop there, exhibitors say. 
, Supreme Court Judge Richard Hopkins, of 
Kansas, when he was attorney general of 
Kansas, gave it as his opinion that schools 
and churches, using motion pictures commer- 
cially, ought to be taxed; that it was unfair 
for non-taxable institutions to commercialize 
in an industry in which others were taxed. 
Should developments in the near future war- 
rent it, exhibitors probably will seek legal pro- 
tection against such competition, in which case 
an appeal would be made to Attorney General 
Griffith. 



CENSORSHIP REPEAL BILL 
TO GET HEARING 

Now in Senate Committee But Will 
Be Reported Out Soon 

A XBANY, N. Y.— Thus far there are only 
^"two bills of real interest to the motion 
picture industry before the New York State 
Legislature. The present legislative session 
is due to conclude on either April 4 or April 
11, and in view of this fact action will be 
taken on both bills during the present month. 
Chief interest naturally centers around the 
Walker bill calling for the repeal of the mo- 
tion picture censorship law in the Empire 
State. This bill is still in Senate finance 
committee, but there is no doubt as to its be- 
ing reported out, for the Senate is Demo- 
cratic in its majority and the bill, inasmuch 
as it embodies recommendations made by 
Governor Smith, in his message to the Legis- 
lature, is regarded by the Republicans at 
least, as an administration measure. 

Just when the bill will be reported out 
seems to be a question. Thus far there is no 
indication whatever of a public hearing being 
held on the bill, but these hearings are called 
for on a moment's notice and one may be 
held almost any time, with only three or four 
days' notice to the general public. When 
the bill was first introduced, those behind the 
measure stated that every effort would be 
made to go to a vote before the jam which 
occurs during the last few days of the session, 
and when many a good bill gets slight atten- 
tion because of this fact. Unless the bill is 
reported out of committee soon, however, the 
vote will be taken during the concluding days 
of the session. 

The other bill relates to the admission of 
unaccompanied children to the motion picture 
theatres of the state. In its original form, 
it related solely to New York City. The 
bill was later changed to take in the entire 
state, carrying a local option clause. The bill 
is now in the stage of further revamping and 
will be amended this coming week with a 
clause that will give each city in the state 
the right to determine through its governing 
body, the ages under 16, at which children, 
unaccompanied, may be admitted to theatres 
maintaining matrons. 

* * * 

PATHE WILL EXPAND FOREIGN 
^ NEWS SERVICE 

George Ercole, staff cameraman of Pathe 
News with headquarters in Paris, arrived in 
New York this week aboard the America for 
a series of conferences with Emanuel Cohen, 
Editor of Pathe News. Mr. Ercole's visit is 
significant of still further expansion of Pathe 
News activities abroad. While here Mr. Er- 
cole will study the methods of the American 
news cameraman with a view to improving 
the service of the Pathe News field force in 
foreign countries. The reorganization of the 
Pathe News staff abroad will be another im- 
portant task to be undertaken by Editor Cohen 
and Cameraman Ercole in the course of their 
conferences. 

Ercole has been attached to the Pathe News 
foreign staff for over five years. Some of his 
most distinctive scoops abroad for Pathe 
News have been seen in the views covering 
such events as the German Revolution, the 
Turkish hostilities against the Greeks, the 
Smyrna fire disaster, the Ruhr Rebellion and 
the Flight over Egypt. 

* * * 

BROWNING SELECTS CAST 

An all star cast has been selected by 
director Tod Browning to support Ruth 
Roland in her initial feature productioij, 
"Dollar Down," which is to be made at 
the F. B. O. Studios. This is the first of 
the Co-Artists Productions, an organiza- 
tion recently launched by Miss Roland and 
Mr. Browning. 



Pa^e 14 



Exhibitors Trade Review 




\J E E L y E D - 
WARDS, ^ as the 
guest in "Be Mx 
Guest," receives one 
hot reception as he is 
ushered into the liouse 
by his esteemed host. 
This is the kind of 
single reeler to zvhich 
audiences usually re- 
spond with the ivell- 
k n wn commodity 
knozm as a laugh. 





'<:}{0T DOG!-' de- 
clares Neely Ed- 
wards as he doubt- 
fnlly turns from the 
steaming morsel in his 
hand to the figure on 
the counter, which 
perhaps in his mind, 
bears an unpleasant 
ancestral significance 
to delicacy in question. 
One of the Pathetic 
scenes in "Be My 
Guest." 



Amusing Shots From Universal Comedy Shorts 

'Be My Guest' and 'Happy and Married' Are Short Subjects That Carry an Invitation 
to Laugh, Quite Irresistible in Their Appeal 



March 15, 1924 

FEDERAL CONTROL BILL 
IS INTRODUCED 

Bill in Congress Would Give Great 
Power to Committee 

WASHINGTON, D. C— Probably the 
most drastic measure of reform legisla- 
tion seriously suggested to an American leg- 
islative body withm recent years is the bill 
which has been introduced m the House of 
Representatives by Air. Upshaw of Georgia 
proposing, in effect, to give the Federal Gov- 
ernment almost absolute control over the mo- 
tion picture industry. The bill contemplates 
the creation of a Federal Motion Picture 
Commission which through a system of per- 
mits for the- interstate transportation of fiims 
and federal licenses would be able to exer- 
cise arbitrary control over every film made 
in or imported into the United States. 

This commission would even be granted 
the power to control the financial affairs of 
the motion picture industry to the extent of 
fixing prices for the rental of films, and to in- 
stitute a "centralized neutral agency" to 
"manage the business of renting and leasing 
all films in interstate commerce." Posters, 
banners and other advertising matter used in 
connection with motion pictures also would 
be subject to the inspection and approval or 
disapproval of this omnipotent commission. 

One of the most drastic of the provisions 
of the bill is the section which would give 
the commission arbritary control of the li- 
censing for interstate or foreign commerce of 
any film or picture intended to aid any politi- 
cal candidate or political issue. This section 
prohibits the licensing of : 

"Anything which aims to or does assist the 
election or defeat of any political candidate : 
Provided, however, that nothing herein shall 
prevent the commission granting a license or 
a permit in commerce for a film otherwise 
complying with the standards of this section, 
which aims to or does assist the election or 
defeat of any political candidate: Provided, 
that in the license or permit granted there is 
the statement of the condition that it shall not 
be exhibited in licensed places of amusement." 

"In a statement issued when he introduced . 
his bill, Mr. Upshaw declared: "I have in- 
troduced this bill after full conference with 
various committees representing the militant 
church organizations and moral forces of 
America." 

* * * 

PENNSYLVANIA THEATRE OWN- 
ERS HONOR H. J. SCHAD 

Motion picture theatre owners of eastern 
Pennsylvania honored the president of their 
organization, H. J. Schad, of Reading, at a 
banquet held at the Ritz-Carlton, in Phila- 
delphia last week. The event was one of the 
largest ever tendered an executive of the or- 
ganization and shows the high regard in which 
Mr. Schad is held by his associates. 

Many notables of Pennsylvania were pres- 
ent and spoke of Mr. Schad's value to the in- 
dustry. When the guest of honor was ush- 
ered to his place at the speakers' table he was 
given a rousing ovation from the 400 persons 
assembled. 

* * * 

CHANGE PICTURE TITLE 

It was the intention of Hepworth Pro- 
ductions, Inc., to offer one of its big films 
under the title of "Speak No Evil," but 
it was finally decided that the picture will 
be released under the name of the book, 
"Mrs. Erricker's Reputation," which en- 
joyed a large sale in Europe. Thomas 
Cobb wrote the book." It was taken bv 
Cecil M. Hepworth for picture presenta- 
tion, who not only directed it, but pro- 
duced it with a cast headed by Alma Tav- 
Icr, regarded as one of the most popular 
and capable leading women in English pic- 
t^ires. Others in the film are Gerald Ames, 
Gwynne Herbert, James Carew and Eileen 
Denne^. 




MIMI PALERMI 
iefore her "discovery" by Distinctive Pictures she 
vas acting as a cloak model in New York City. 
She is now one of the screen's most beautiful stars. 

BROKEN MIRROR NO TERROR 
FOR TOM MEIGHAN 

Thomas Meighan recently demonstrated 
that there was nothing namby-pamby 
about his motion picture acting when he 
smashed his fist through a beveled mirror 
in a scene for "The Confidence Man," his 
current Paramount picture. In breaking 
this mirror with his fist Mr. Meighan took 
the chance of a disfigurement that might 
have caused the end of his screen career. 
It so happened that he only caused a 
severe cut on his right thumb and several 
bad scratches on his hand. When he 
smashed the glass, bits of it flew in all di- 
rections but luckily none of them struck 
him in the face. 

Director Victor Heerman had five cam- 
eras turning on the scene which, the studio 
press department says, is one of the dra- 
matic punches in the story. Following the 
taking of the scene Mr. Meighan was idle 
two days while his hand healed up enough 
to go on with the picture. 

BABY PEGGY'S SECOND STORY 

Now that "Captain January," is complet- 
ed and in the cutting rooms of Principal 
Pictures Corporation, the second Baby 
Peggy story has been decided upon. 

It will be an adaptation of "Helen's 
Babies" one of the oldest and most popu- 
lar of juvenile books. John Habberton is 
the author and the first edition of the vol- 
ume is nearly fifty years old. 

William A. Seiter has been engaged to 
direct the new story. Seiter's most recent 
work has been with the Warner Brothers 
and Sacramento Pictures Corporation. 

Assisting him will be Nate Watt, for- 
merly of the Metro and Fox organizations. 
Louis Milestone has been engaged to cre- 
ate the comedy situations for the produc- 
tion. Work will start in the near future 
and the cast will be announced as soon as 
completed. 



Page 15 

FIRST NATIONAL SALES 
CHIEF OPTIMISTIC 

Expects Big Results from Pictures 
I\oiv Being Completed 

A i^'TER a tour of the country during which 
-'^ he visited the majority of Jrirst xsational 
exchange centers, E. A. Eschmann, general 
manager oi distribution, is en route to New 

iork. Air. Eschmann, having launched the 
successful First National month campaign 
left New York eight weeks ago on his first 
extended tour since joining First National last 
July. 

A week of Mr. Eschmann's time was spent 
in Los Angeles where he studied forthcoming 
productions at the United and Ince studios. 
Accompanied by R. E. Pritchard, studio sales 
representative, he made a flying trip to the 
.Mexican location camp, and saw the filming 
of "Sundown" under the direction of Larry 
Trimble. The extended stay of the First Na- 
tional sales chief at the production center per- 
mitted him to inform himself in detail of the 
audience qualities of forthcoming productions. 
He was in continued conference with Earl 
Hudson, production manager ; John McCor- 
inick, western representative and Joseph Skir- 
bol, western district manager. 

"Approximately five hundred new accounts 
were added to the First National list of ex- 
liibitors during First National Alonth," writes 
Mr. Eschmann from the Coast, "and after 
an inspection of some of the 'First National 
1924-20' here at the studio, I am confident 
that our newly made friends will be equally 
enthusiastic over our new group of pictures. 
Such pictures as 'Black Oxen,' 'Flaming 
Youth,' 'Ponjola,' and 'Boy of Mine' and 'Song 
of Love,' with which we made so many new 
First National exhibitors, imposed a respon- 
sibility upon us. Our production forces, how- 
ever, have marshalled the best talent and ex- 
pended every ounce of energy to equal and 
excel the First National pictures of the last 
of 1923." 

* ^ 

ARTCLASS PICTURES ANNOUNCES 
SALE OF TERRITORY 

Harry Grelle purchased Western Penn- 
sylvania and West Virginia, and the B. & 
W. Booking Office at Shelby, North Caro- 
lina, purchased North and South Caro- 
lina, both of these territories are planning 
big openings and road-shows to follow. 
Harry Grelle intends to open "After Six 
Days", featuring Aloses and the Ten Com- 
mandments, in Pittsburgh for a run. The 
Epic Film Attractions of Chicago, who 
control the Northern Illinois and Indiana 
territory on "After Six Days" expect to 
open downtown at the Loop, sometime in 
March. Air. Lalumiere in Canada, who 
controls the picture for the entire Domin- 
ion of Canada, has three copies working in 
Montreal alone. He intends sending out 
at least six road companies in Canada to 
play this picture. 

David Starkman, of the Standard Film 
Attractions. Philadelphia, who controls the 
picture for the Eastern Pennsj-lvania ter- 
ritory, has just finished a week's run at 
the Wilmer and \'incent Theatre in Har- 
risburg, and broke all existing house rec- 
ords. 

* * * 

CASTING FOR BALMER STORY 

Gasnier begins this week the selection of 
players for the cast of his next Preferred 
Picture, '"The Breath of Scandal," which 
will be put into production immediately at 
the Hollyw'ood Studios. This story by Ed- 
win Balmer received its first publication 
last year as a serial in Cosmopolitan 
Alagazine and subsequently gained popu- 
larity in book form. 

The name of Gasnier attached to the pro- 
duction promises unquestioned success. 



Page 16 



Exhibitors Trade Review 



NEW SELECTED PICTURES 
CATALOG COMPLETED 

National Board of Review Publication 
Contains List of 'Best' Pictures 

/~iF value to every exhibitor is the new "Se- 
^ lected Pictures' catalog for 1923-24 is- 
sued by the National Board of Review in New 
York through its National Committee for Bet- 
ter Films. As the Board sees the films some- 
times weeks, sometimes months in advance of 
release, this catalog contains many of the 
newest pictures. It lists altogether 532 pic- 
tures, of which 506 were seen in 1923 out of 
a total of 1519 submitted to the Board in 
that year by all companies. 

The information given comprises dis- 
tributor, reels, featured players, short de- 
scription and literary or dramatic source. 
This latter is particularly important where 
the exhibitor wishes to obtain the co-opera- 
tion of schools, libraries and bookstores as 
well as women's clubs, literary and dramatic 
societies. 

Pictures of outstanding merit are indicated 
by an asterisk, and 322 pictures especially suit- 
able for the family program and boys' and 
girls' performances are specially marked, as 
also are pictures which are rather for the 
mature as distinguishe'd ■ from the general or ' 
family audience. The arrangement is made 
as convenient as possible : first, the features, 
then the short comedies, then the miscellane- 
ous short subjects, scenics and "educationals." 
The films are listed within these divisions al- 
phabetically by title, with the name of the 
company in bold type so that the films of 
any particular company can be quickly picked 
out. 

The catalog may be kept up to date by 
means of the monthly and weekly Photoplay 
Guide to the Better Films issued by the Na- 
tional Committee. Supplementing this also 
are reports on the longer of these pictures 
contained in the bulletins, "Film Progress" 
and "Exceptional Photoplays. " 

* * * 

TWO PRODUCTIONS UNDER WAY 
BY WARNER BROTHERS 

The Warner Brothers' west coast studios 
started the week off by beginning work on 
two production units, "How to Educate a 
Wife," and "Babbitt," the first from the pen 
of Elinor Glyn, the latter from the novel of 
the celebrated Sinclair Lewis. 

Monta Bell, who won his spurs in "Broad- 
way After Dark,'' is handling the directorial 
megaphone on "How to Educate a Wife." Mr. 
Bell first sprang into the limelight by his 
work on the Charles Chaplin film, "A Woman 
of Paris," having co-operated in the making 
of that picture. So brilliant a directorial feat 
did he make of "Broadway After Dark" that 
the present assignment was given him with- 
out question of any other person. 

It is expected that "Babbitt" will be com- 
pleted in time for release sometime in May. 
Harry Beaumont is directing this production, 
and intends to give it the clean finish and 
faithful realism which he put into the making 
of "Main Street." Willard Louis has the title 
role. 

* * * 

MARY AND DOUG TO BROADCAST 
FOR MOVIE FANS 

Mary Pickford and Douglas Fairbanks will 
broadcast by radio their personal messages to 
their respective publics and movie fans in 
general through Station WJZ, New York city, 
on the evening of March 12, at 8:15 oclock. 

All arrangements for this most important 
event to motion picture exhibitors and their 
patrons have been completed, and everything 
is set awaiting the date and the hour. 

This will be the first formal use of the 
radio by these two popular stars for com- 
municating first-hand with the theatre-going 
and newspaper reading population of the 
world within the radius of this powerful 



broadcasting statioii. Previous attempts to 
obtain the consent of Miss Pickford and Mr. 
Fairbanks to brodacast to their millions of 
admirers have failed because of the fact that 
both ;^„have been so tied up with location or 
studio work on their new productions — Miss 
Pickford's "Dorothy Vernon of Haddon 
Hall" and Douglas' "The Thief of Bagdad." 
They determined to make this a dual broad- 
casting event, and not until now have their 
plans; been such that both could be free to 
take Tip this matter at the same date. 

* * * 

PARAMOUNT PEP CLUB ANNUAL 
DANCE ON MARCH 7 
The third annual ball of the Paramount 
Pep Club of the Famous Players-Lasky Cor- 
poration will be held Friday evening, March 
7, in the Grand Ballroom of the Hotel Astor. 
This event, which has become an established 
affair in New York City, particularly in the 
theatrical and motion picture _ professions, 
promises to surpass either of its predeces- 
sors. 

Dancing will be continuous from 9 :30 
o'clock on, the dance music being furnished 
by Jay Cox's Society Orchestra, divided in 
two alternating sections. The Cox Orches- 
tra has a wide reputation for perfect dance 
music and is an annual fixture at the big 
affairs at Yale, Princeton, Wesleyan and 
other colleges. 

At twelve o'clock sharp a special vaudeville 
show will be presented on the big stage at 
the Western end of the ballroom and; will 
include some of the biggest acts in the couri:^ 
try. As usual, a large number of the fore- 
most theatrical and motion picture stars will 
be present. 

* * * 

HODKINSON WILL RELEASE AT 
CAMEO FOR EIGHT WEEKS 

Under contracts just closed the produc- 
tions released by the Hodkinson Corpora- 
tion will be shown at The Cameo Theatre 
on Broadway, New York, for a period of 
eight weeks beginning March 9. 

"Love's Whirlpool" with James Kirk- 
wood and Lila Lee and Madge Bellamy 
will be the first attraction starting March 
9th for a week's run to be followed pos- 
sibly by "The Hoosier Schoolmaster" the 
Whitman Bennett production featuring 
Henry Hull and Jane Thomas. 

"Love's Whirlpool" will be presented 
with an especially composed musical set- 
ting arranged by Edward Kelenyi, musical 
director of the Cameo. 

William M. Vogel, distributor of Hodknison releases 
. in all countries outside of the United States. 




INDEPENDENTS PLAN TO 
AID EXCHANGES 

Will Co-operate for Better Results 
Among Independent Units 

'T'HE active support of three hundred man- 
ager-owner independent exchanges through- 
out the United States and Canada,, has been 
solicited in behalf of the Independent M. P. P. 
and Distributors Association in a letter just 
sent out by I. E. Chadwick, President of the 
organization. 

The state right operators and exchanges 
constitute one of the most important factors 
in the independent branch of the motion pic- 
ture industry, and are to be encouraged in ev- 
ery possible Way, President Chadwick de- 
clares, while advising that many managers have 
already volunteered their services in aiding in 
the establishment of the independent market 
upon a firm and sound foundation. 

In a letter to owner-manager exchanges. 
President Chadwick says : "The Independent 
Motion Picture Producers and Distributors 
Association has recently been formed for the 
purpose of providing a live and quick acting 
organization to serve every branch of the in- 
dependent market, and to raise the standards 
of independent productions to such a degree 
that the confidence of the exhibitors will be 
fully restored. 

"The various factors in this important 
branch of the motion picture industry are to 
be encouraged in every possible way. The 
producers, distributors, manager-owner ex- 
changes, theatres, stars and directors will be 
given the fullest measure of co-operation that 
they deserve with a view to promoting a bet- 
ter understanding among all these units." 

* * * 

BERNARR MacFADDEN EQUIP- 
ING BROADWAY STUDIOS 

Louis De Klade is equipping Bernarr 
Macfadden's new studio, which is being 
erected in the Macfadden Building, Sixty- 
fourth to Sixty-fifth Streets, Broadway, 
New York. Mr. De Klade, who is a vet- 
eran in the motion picture studio line, was 
formerly connected with the Norma Tal- 
madge Film Corporation. 

Wallace Hamilton Campbell, art direc- 
tor, will be in full charge. The new studio 
will have all the latest electrical equip- 
ment, modern offices, .property, retouch- 
ing, negative developing, dark rooms, and 
dressing rooms. This will enable Mr. Mac- 
fadden to do all his still and motion pic- 
ture photography. Mr. Macfadden pub- 
lishes twelve magazines which are all illu- 
trated with photographs. 

* * * 

INGRAM SAILS FOR HOME WITH 
NEW METRO PICTURE 

Rex Ingram who went to Africa six months 
ago to make his next Metro production, "The 
Arab" is due back in these United States 
in about a week or so. The Metro offices have 
received a cablegram from Ingram to the ef- 
fect that he was setting sail Wednesday of 
this week, March 5, for home. 

The cablegram also bore Ingram's message 
that "The Arab" was practically completed 
and would be wholly so after several weeks 
sojourn in Hollywood. All the exterior scenes 
were filmed in Africa in the neighborhood of 
Tunis in Algiers, a locality particularly rich 
in Oriental atmosphere and color. Ingram 
made the interiors for "The Arab" in Paris, 
having arranged for a studio for that purpose 
which enroute to Africa last September. 

Returning with Mr. Ingram are Ramon 
Novarro and Alice Terry who play the two 
leading roles and who are the only Americans 
in an exceptionally large cast of famous prin- 
cipals. 



March 15, 1924 



Page 17 



GOLDWYN COSMOPOLITAN 
TO AID EXHIBITORS 

Studying Methods of Distribution 
for Small Theatres 

OLDWYN-COSMOPOLITAN is going 
to find out from first hand knowledge 
just what the problems and needs of the ex- 
hibitor in small towns and of the small thea- 
tres in large towns are. Future exhibitor aids 
will be affected by the information gathered 
through this investigation. 

New York State has been selected as the 
experimental field where the needs of the 
small exhibitor will first be looked into. Every 
town of 1,000 population and more will be 
visited and the exhibitors interviewed. The 
information gathered will be co-ordinated and 
submitted to the sales department which will 
work oat from it an innovation in exhibitor 
service. Goldwyn-Cosmopolitan service to ex- 
hibitors IS already remarkably complete, con- 
taining many important and valuable features 
which are not supplied by other distributing 
concerns, but it will undoubtedly be increased, 
changed arid adapted as a result of the in- 
vestigation now in progress. 

A six weeks' intensive tour of New York 
State was begun in Buffalo this week by 
Eddie Bonus, special sales representatives. His 
business is to find out everything possible 
about the service now received by the exhibi- 
tor, how it can be improved and changed the 
better to meet the needs of the small theatre 
manager. He will inquire about the condi- 
tion of prints, the value of present exploita- 
tion aids, whether the exhibitor appreciates 
and makes use of the aids already prepared 
for him and every other phase of picture 
showing and exploiting in the smaller towns. 

While the investigation is largely in behalf 
of the small exhibitor, the large towns will 
be visited and conditions and needs there 
looked into. It is the purpose of Goldwyn- 
Cosmopolitan later to have other territories 
in the country investigated along the same 
line. 

* * * 

BUSTER KEATON COMPLETES 
NEW METRO FEATURE COMEDY 

Keaton has completed his third Metro fea- 
ture length comedy, "Sherlock, Jr.," and the 
combined forces of the titling, cutting and 
editing departments are now busy preparing 
it for Metro release this month. 

The story has to do with a young man, 
a projectionist, who deserts his calling for 
Hollywood and after divers adventures ends 
up by marrying the most beautiful of the stars. 
These are the facts at the two ends of the pic- 
ture. In between Keaton is said to have made 
a comedy drama that is unequalled for sheer 
satire, open burlesque, and rollicking laughs 
and that beneath all this the human note of 
struggle and conquest is as straight and true 
as the best dramatic piece of the stage. 

Keaton directed "Sherlock, Jr." himself. 
His supporting cast consists of Kathryn Mc- 
Guire, Ward Crane, Joseph Keaton, Jane 
Connelly, Erwin Connelly, Ford West, George 
Davis, John Patrick, Ruth Holley and Horace 
Morgan. 

H. J. MULLER EARNS PROMOTION 
IN SELZNICK ORGANIZATION 

W. C. J. Doolittle, president of the Selz- 
nick Distributing Corporation, announces 
the promotion of H. J. Muller to the posi- 
tion of secretary to the president. In mak- 
ing public the advancement of personnel 
Mr. Doolittle stated that it was in accord- 
ance with the policy of the company to 
make all new appointments from within 
the organization. 

From last May and up to the time of 
his appointment to his new post Mr. Mul- 
ler was comptroller of the Selznick. He 




I 



ARTHUR LOEW 
In order to prepare for a banner year in European 
motion picture business. Arthur Loew, of the For- 
eign Department of Metro Pictures, is in Europe 
arranging to handle increased distribution. 

will continue his supervision of the com- 
pany's accounting department. 

Mr. Muller's connection with the Selz- 
nick company has been of more than three 
j'ears' duration. He started in the motion 
picture field as auditor of the Selznick 
branches. Last Spring, at about the time 
of the reorganization of the Selznick com- 
pany, he was made comptroller, and he 
had entire supervision of the accounting 
problems incidental to the change. Mr. 
Muller is a certified public accountant, and 
was formerly connected with Barrow, 
Wade, Guthrie and Company, chartered 
accountants. 

* * * 

WILL SYNDICATE FLOODGATES' 
TO NEWSPAPERS 

Lowell Productions, Inc., which is dis- 
tributing its latest production, "Flood- 
gates" on the independent market, an- 
nounces the closing of a deal with Percy 
Eastment whereby the story of "Flood- 
gates" will be novelized by the author, L. 
Case Russell, and syndicated to over 1500 
newspapers in weekly installments covering 
a period of forty weeks. It is pointed out 
this will be of great assistance to inde- 
pendent exchanges handling "Floodgates:" 
as it will place the story before many read- 
ers in advance of or coincident with the 
release of the picture. It is pointed out 
that this is only part of the advertising and 
exploitation co-operation Lowell Produc- 
tions, Inc., will render to the exchange 
men and through them the exhibitors. 

John Lowell Russell announces that 
David P. Howells, Inc., handling the for- 
eign rights on "Floodgates" has closed a 
contract with Mr. Ricci of the- Argentine 
American Film Co., whereby that organ- 
ization has acquired the picture for Argen- 
tina, Peru. Uruguay, Paraguay, Bolivia, 
Chile and Ecuador. 

^ ^ 

ALLENE RAY IN PATHE SERIAL 

"The Fortieth Door," produced by the 
C. W. Patton Productions, and directed 
by Geo. B. Seitz, is now nearing comple- 
tion. Allene Ray is being featured, sup- 
ported by a strong cast including: Anna 
May Wong, Bruce Gordon, and many 
other well known artists. 



OHIO M. P. T. 0. MEETING IS 
A HUGE SUCCESS 

Large Attendance Indicates Desire 
for Closer Co-operation 

MOTION PICTURE exhibitors from all 
parts of Ohio gathered at Columbus on 
March 6 and 7 to attend the Third Annual 
Convention of Motion Picture Theatre Own- 
ers of Ohio. The affair was the best that 
has ever been held by the organization and 
much constructive work was done in the short 
space of time. Each day was crowded with 
events and many well known speakers dis- 
cussed the problems facing the exhibitor and 
the means of overcoming obstacles in his path. 

Sydney S. Cohen, President of the M. P. 
T. O. of America, gave an outline of the 
work accomplished by the organization during 
the past year. The organization accomplished 
much at the meeting in ^^'ashington, where 
a fight was made against the admission tax 
and the proposed copyright law, the national 
censorship bill and the Sunday closing bill 

A banquet was held on Thursday night at 
which men and women prominent in State 
activities spoke. Among the speakers were 
Vernon M. Riegel, Director of Education and 
Chief of the Division of Censorship; Lieu- 
tenant-Governor Earl D. Bloom; Charles C. 
Crabbe. Attorney General and H. H. Gris- 
\yald. Speaker of the House of Representa- 
tives. 

The large number of exhibitors that at- 
tended the meeting indicates the desire of co- 
operation which is under way for the better- 
m.ent of the organization, and the reports 
read show the amount of work accomplished. 

In every way the meeting was a success. 

* * * 

MINTZ CUE SHEET BIG AID 
TO MUSIC PROGRAM 

With one exception every large picture 
producing company has signed a contract 
for what is now popularly and widely 
known as the "Thematic cue sheet." This 
is confirmed by an announcemeiT.t by M. 
J. Mintz the president of the Cameo Music 
Publishing Co. This sheet is now regarded 
as the missing link between the directors 
of pictures and the directors of music. 

The old idea of the cue sheet in the press 
books were far from giving satisfaction 
either to the exhibitor, the musical director 
or the audience, but it remained for Mr. 
Mintz to evolve the "Thematic cue sheet" 
which filled a long felt want and went a 
long way towards perfecting the musical 
accompaniment insofar as it tied up with 
picture presentation. 

The underlying principle of the thematic 
forrn is to supply adequate and timely- 
musical themes for each and every scene 
that is reeled off on the screen. The cue 
sheets give a production, no matter its 
elaborateness and length, the proper at- 
mosphere and makes far more eft'ective its 
general presentment. 

* ❖ * 

'MIAMF IS COMPLETED 

The final scenes of "Aliami," the Alan Cros- 
land Production starring Betty Compson for 
release through the Hodkinson Corporation 
will be made this week according to reports 
from the company now in Florida and the en- 
tire unit will return to New York where after 
a conference Miss Compson will leave lor 
Los Angeles to appear in the James Cruze 
picture before making her next production for 
the Hodkinson Corporation. 

The completion of the .-Man Crosland pro- 
duction will leave the E. H. Griffith Company 
in complete possession of the Miami studios 
for their production of the Cosmo-Hamilton 
story "Another Scandal." in which Lois M"il- 
son will be starred. 



Page 18 



Exhibitors Trade Revietv 



PARAMOUNT'S 'TRIUMPH' 
IS COMPLETED 

Picture Is All That Was Expected by 
Director Cecil De Mille 

CLOSE of production on Cecil B. De 
Mille's newest Paramount picture, "Tri- 
umph," found West Coast officials of Famous 
Players-Lasky Corporation exceedmgly en- 
thusiastic over the latest work of the man who 
created "The Ten Commandments." 

This screen play by Jeanie Macpherson, 
founded on May Edginton's Saturday Eve- 
ning Post story, is said to rmg true to De 
Mille's reputation of providing a variety of 
strong box office appeals. Certainly the line- 
up of players presents an imposing I'st of 
names that mean money to the exhibitor. The 
featured ones are Leatrice Joy, Rod La 
Rocque, Victor Varconi, Charles Ogle, Julia 
Faye, Theodore Kosloff, Robert Edeson, 
ZaSu Pitts, Raymond Hatton and George 
Fawcett. 

The story itself is one of those strong, 
social satires for which De Mille has attained 
an international reputation. He takes the 
wealthy and the poor apart so that the world 
may see how they tick. Perhaps all that 
need be said of the story to insure interest 
is that the central idea of the plot is the 
change overnight of a rich man to poverty 
and a poor man to wealth, with all the dra- 
matic reactions such as that would be sure to 
entail The three principal characters are 
Leatrice Joy, Rod La Rocque and Victor 
Varconi Miss Joy and Mr. La Rocque need 
no introduction after their sensational success 
in "The Ten Commandments." 

Mr. Varconi, however, is a newcomer. Mr. 
De Mille' imported him from Hungary where 
for years he has been a matinee idol of Eu- 
rope American audiences have only seen him 
in such foreign pictures as "The Queen of 
Sin" and opposite Pola Negri m "The Red 
Peacock." He has a sure, quiet, even tech- 
nique, which Mr. De Mille believes will make 
him one of the most popular players withm 
the next two years. And Mr. De MiHe s 
reputation as a picker hardly needs mention. 
, * * * 

BABY PEGGY'S MAIL STAGGERS 
HUSKY MAILMAN 

Statistics compiled by Principal Pictures 
Corporation, according to Irving M. Lesser, 
vice-president and general manager of dis- 
tribution for that organization, show that Baby 
Peggy, the young star who soon is to be seen 
in "Captain January," a screen adaptation of 
the world famous story by Laura E. Richards 
receives 4,580 "fan" letters daily, or 1,708,000 

annually. ■ , -n,- 

Sol Lesser, president of Principal Pictures, 
insists that replies and photographs of Baby 
Peggy be sent to each of these writers. The 
result of this insistence is that five secretaries 
are kept at work daily replying to the "fan 
letters. 

Advices from the Coast are that the cutting 
and titling of "Captain January" have been 
completed, and a print is expected in New 
York at any time. With these advices come 
reports that the picture is an unusually power- 
ful one. 

An elaborate advertising, publicity ana ex- 
ploitation campaign for Baby Peggy in "Cap- 
tain January" has been mapped out by the 
Lessers and Mike Rosenberg, financial man- 
ager for Principal. A motion picture edition 
of the book will be put on the market, as the 
result of arrangements made with L. C. Page 
and Company of Boston, publishers of the 
original edition. 

* * * 

EXPLOSION SHOWN IN PICTURES 

A complete moving picture story of the 
Nixon, New Jersey, catastrophe is appearing 
in local theatres now showing the Interna- 
tional Ne^vs and these pictures show the wide 
space destroyed, the rescuers hunting for 
buried victims and the scores of homes in the 



vicinity completely wrecked by the blast of 
TNT. A most interesting subject, which very 
clearly portrays the horrors of war when per- 
haps one shell will contain as much explosive 
arid will do as much damage as this acci- 
dental one. . . 

Other interesting news items in this issue 
are the arrival in New York of the mighty 
Pacific Fleet as well as its trip from Panama 
northward on the wintry Atlantic. This is 
the first time in five years that the Pacific 
Fleet has visited the eastern coast. 

There are many other newsy bits from the 
four corners of the globe in this current re- 
lease of International News. 




FOLLOWING THE PONIES 

One of the most popular features on a program 
is the newsreel. It is one feature that never fails 
to please. This photo shows the International News 
cameramen taking pictures of the Zev-Papyrus race. 

BORROWED HUSBANDS' PRINTS 

READY FOR DELIVERY 

The negative and first assemblage of "Bor- 
rowed Husbands," the picturization of Mildred 
K. Barbour's famous novel, was shipped from 
Hollywood last week to Vitagraph labora- 
tories in Brooklyn and prints will be rushed 
to all branches. 

David Smith, who directed "Borrowed Hus- 
bands," had just finished cutting in time to 
give a showing to President Albert E. Smith 
and George H. Smith, managing director of 
Vftagraph in London, upon their arrival in 
Los Angeles. After the showing President 
Smith expressed himself as well pleased with 
this vigorous drama of domestic life as pre- 
sented in film and Mr. Smith declared that it 
would be a winner in Great Britain. 

Florence Vidor has the leading role and 
three leading men share the honors opposite 
lier, Rockcliffe Fellowes, Earle Williams, and 
Robert Gordon. 

❖ * 5}= 

SELZNICK PICTURE WILL BE 
MADE IN ENGLAND 

Announcement has just been made that 
Myron Selznick is leaving for England 
March 8, to supervise the production of the 
first of a series of pictures to be filmed in 
England for release through the Selznick 
Distributing Corporation. 

Accompanying him are Miss Marjorie 
Daw and a number of other leading Amer- 
ican players who are to appear in these 
productions. 

The first picture is to be a film adapta- 
tion of Frank Stayton's melodrama, "The 
Passionate Adventurer." The story is laid 
in England, and the picture will be filmed 
in its original locale. 



'WHEN A MAN'S A MAN' 
BREAKS CAMEO RECORD 

Harold Bell Wright's Picture Closes 
After Five Weeks' Run 

TJAROLD BELL WRIGHT'S 'When a 
•^-^ Man's a Man" terminates its brilliant en- 
gagement of five weeks at the Cameo Thea- 
tre, New York, this week to what, according 
to Manager De Rosa of the Cameo, has been 
the largest attendance and receipts ever played 
to by a film at that house during a similar run. 

Originally scheduled for a week's engage- 
ment, the Principal Pictures Corporation film 
played to such enormous business in the initial 
week that it was held over from week to week 
for what is considered an unprecedented rec- 
ord. 

Meantime, "When a Man's a Man" has 
been meeting with similar success in all parts 
of the country. It played to enormous busi- 
ness at Loew's State in Los Angeles, imme- 
diately after which it was booked into the 
Talley Theatre in that city. Next week it 
opens at the Olympia Theatre, New Haven, 
and at the Madison in Detroit, in both of 
which cities arrangements have been made to 
exploit the film on a mammoth scale. 

Following on the heels of the Harold Bell 
Wright's film's phenomenal success in this 
country, Bruce Johnson, manager of the for- 
eign department of Associated First Na- 
tional, which is releasing the production, has 
been flooded with requests for foreign show- 
ings and the film will soon be presented 
abroad. 

* * * 

'GREAT WHITE WAY' TO PLAY 
AT CAPITOL THEATRE 

An event of unusual importance in the mo- 
tion picture world will be the return to Broad- 
way on Sunday, of "The Great White Way," 
Cosmopolitan's "surprise" picture which re- 
cently concluded a sensationally brilliant en- 
gagement at the Cosmopolitan Theatre. 

"The Great White Way," with a cast of fa- 
mous stage and screen stars and a list of na- 
tional celebrities will begin its first New York 
engagement at popular prices at the Capitol 
Theatre with a special presentation arranged 
by S. L. Rothafel. 

The management at the Capitol predicts 
that the picture, which is a graphic represen- 
tation of Broadway life, will establish new 
records for attendance and receipts. They 
base their prophecy on the enormous appeal 
that the film had during its run of eight weeks 
further uptown with a scale of one dollar and 
fifty cents top. This was the first film that 
was ever forced to give midnight perfor- 
mances to take care of the crowds. 

"The Great White Way" has a special in- 
terest for New York motion picture patrons 
as it depicts scenes and characters familiar to 
Broadway, the most famous thoroughfare in 
the world. The action moves swiftly, begin- 
ning in the offices of Tex Rickard, boxing 
promoter, at Aladison Square Garden, and in- 
cluding Futurity Day at Belmont Park; a 
rehearsal and presentation of a regular mu- 
sical comedy with the Ziegfeld Follies chorus 
as a background ; a thrilling fire scene par- 
ticipated in by the Mew York Fire Depart- 
ment ; and the prize fight before seventy-five 
thousand persons has been described as the 
most tense ring battle ever staged for a mo- 
tion picture. 

Anita Stewart, Oscar Shaw, T. Roy Barnes 
p'xl Tom Lewis have the principal roles in 
the film. Among the famous figures who ap- 
pear are Arthur Brisbane, Tex Rickard, Ned 
Wayburn, Irvin S. Cobb, H. C. Witwer, Billj' 
De Beck. Harry Hershfield, George Mc- 
Manus, Nell Brinkley, Winsor McCay. Earle 
Sande and Pete Hartley. 

"The Great White Way" was adapted by 
Luther Reed from H. C. Witwer's story "Cain 
and Mabel." E. Mason Hopper directed the 
picture. 



March 15, 1924 Page 19 

The Exhibitors' Round Table 



SPEAKING OF SHORT SUBJECTS 

Manager J. A. Gage, of the Seattle Edu- 
cational exchange, lays claim to the best 
short subject ever seen — a fine bouncing son 
and heir, who it is said is already displaying 
some of his illustrious father's traits. After 
that "short subject" diet is started Mellins 
had better look to their laurels. Meanwhile, 
telegrams of congratulations have been 
swamping the exchange on Virginia Street. 

* * * 

Orchestra No Business Getter 

H. M. Thomas, director of the Capitol 
Theatre, Winnipeg, Man., has reduced the or- 
chestra of that theatre from 25 to 11 pieces 
after a month's tryout with the large orches- 
tra, taking this step on the ground that the 
business secured did not warrant the aug- 
mented musical organization. 

* * * 

Partners Buy Another House 

J. King and B. Sherman, owners of the 
Stadium Theatre, New York City, like tlie 
picture game so well they've gone and bought 
another house, the Harlem Grand, in the same 
neighborhood. They're not only going to show 
the Harlemites a thing or two but dare down- 
towners to come up and see how a good pro- 
gram is put on. 

* * * 

Pleasant Times at Pleasantville 

Everything's humming around Pleafantville 
these days for S. Siciliano is building a two 
story office building of brick, steel and con- 
crete which is to house a new theatre, oper- 
ated by Phillips and Sussman, Inc., with tem- 
porary offices at 129 Rebecca Avenue. I'le 
theatre will seat 425 and will contain the latest 
and best equipment as to music, projection, 
ventilation and decorations. 

* * * 

Round Tahle Briefs 

The film salesmen of Albany held a meet- 
ing last Saturday and formed a temporary or- 
ganization with James Rose as president. A 
permanent organization will be effected at 
once. About twenty were present. 

* * * 

'Fannie T. Colvin, who owned the Rose 
theatre. Rosalia, Wash., has sold out to A. 
B. Carter. 

* * * 

The new Bradentown (Fla.) Theatre will 
be ready for opening about March 1. It will 
have a seating capacity of about 1,200 and 
has been leased for a long term by J. Sparks 
Enterprises. 

^ ^ ^ 

A new motion picture theatre will be erected 
at Russell, Kansas, in the near future. 

Monty Salmon, formerly assistant manager 
of the Lyric, Atlanta, has been appointed 
floor manager of the Howard. 

* * * 

W. S. Roberson, of Chai^el Hill, N. C, 
is receiving the sympathy of friends upon the 
loss by fire of his Pickwick theatre. Chapel 
Hill is a college town, open only during the 
school year and Mr. Roberson thus loses the 
greatest part of the season before he can pos- 
sibly rebuild. 

ij: * ^ 

Tom S. Daley, formerly manager of the 
Algoma Theatre, Sault Ste. Marie, Ontario, 
has been appointed manager of the Danforth 
Theatre, Toronto, formerly an Allen subur- 
ban house, by the Famous Players Canadian 
Corporation, Toronto. 

* * * 

A. E. Johnson has sold his Strand Theatre. 
Valdosta, Georgia, to R. L. Hall, formerly 
of the Athens, Deland, Florida. 




BIG LITTLE FEATURE' 



("■LIFF BOWES' particular type of humor is 
.lot appreciated by the gendarmes of Paris, but 
undoubtedly will touch a responsive chord in 
the hearts of theatre audiences. One of the 
diverting scenes in Educational's "Paris Lights." 



W. B. Small, formerly of Mt. Sterling, Ky., 
•but recently of Kissimme, Florida^ has been 
made manager of Judge Titus' new theatre 
at New Smyrna, Florida. 

* * * 

F. E. Wesp, who has managed various well 
known houses in the Pacific Northwest, has 
taken over the management of the Liberty 
Kelso, Wash. Gerald Johnson, the former 
manager, is now house manager of the Col- 
onial for John Danz, in Seattle. 

* * * 

J. G. Beckman has taken over his duties 
as manager of the Liberty, Astoria, Oregon. 
Mr. Beckman was manager of the Rialto, 
Wenatchee, Wash., until it was taken over 
by Jensen and Von Herberg several weeks 
ago. 

* * :|-. 

Ed Myrick has gone to Billings, Mont., 
where he will manage the Strand Theatre. 
J. L. Byrd was the former manager. The 
building is owned by Dr. Chappelle. 



COBE IS OUT OF HOSPITAL 

Andrew J. Cobe, veteran Broadway 
theatre manager, who was stricken several 
weeks ago while managing the Astoi 
Theatre for the run of Universal's produc- 
tion "The Hunchback of Notre Dame," 
has regained his feet. 

Cobe suffered from a carbuncle in the 
neck. He was taken to the Beth David 
Hospital and operated upon. His recov- 
ery has been gradual, but those who have 
seen him on Broadway during the pasV 
\veek say he is as spry as ever. 



Albany Film Row Changes 

Two important changes occurred during 
the past week along Film Row in Albany. 
James W. Holden arrived from Cincinnati and 
aLSumed the management of the Universal 
exchange. Harry Seed, who has been handling 
the affairs for F. B. O., in Albany, for the 
past three months tendered his resignation 
last week, and his successor has not yet been 
named. In the neighboring city of Glens 
named. In the neighboring city of Glens 
Falls, Fred W. Mansert resigned as the man- 
ager of the Rialto theatre. At the State 
theatre, in Utica, a Mr. Babson, from Palmer, 
Mass., became manager. 



Hurrah for Spri.ig Says Kansas 
Business, which has been more or less medi- 
ocre in most downtown motion picture houses 
in Kansas City the last few months, took a 
sudden turn for the better this week, along 
with the appearance of more literal and figur- 
ative sunshine. In most neighborhood houses, 
the "blue Monday" night failed to put in its 
appearance, father, mother and the children 
strolling out for a little "air" and a show. It 
is predicted by many Kansas City exhibitors 
that there will be fewer summer closings this 
year than in the last five years. 

* * * 

Mrs. W. A. Woods, well known woman 
exhibitor of Washington, Georgia, lost her 
theatre by fire last week. 




BIG LITTLE FEATURE 

A SCENE FROM C. B. C.s "Ten Nights in a Hall Room." in which the famous Hall Room Boys 
-^get off some red hot comedy — the kind of comedy that starts one laugh on the tail of another. 



Page 20 



Exhibitors Trade Review 



The 'Short' and Its Future 



WHAT is the future of the short subject? 
Has it seen its best clays, has it reached the 
peak and is it now on its way down the hill 
to its long home? 

We pause while the vote is being taken. 
From all over the land comes the roar from 
thousands of exhibitor throats: "No!" 
It is here to stay. 

The motion picture came to us in the guise of 
a short subject — very short, to be precise. 

It grew in the course of years from 50 feet to 
approximately a thousand. On another page is 
told the story of how D. W. Griffith, then a new 
director at Biograph, refused to cut a picture from 
two reels to one. 

That was not the least of his crimes. He had 
fractured the standing rules of the institution by 
spending not only the $75 allowed each director 
for making a picture but $105 in addition. 

There was no machinery for distributing a film 
of that inconceivable length. It might be a good 
picture, but it was junk nevertheless. 

The director was "fired." He was an impossible 
executive. 

Of course, progress would not be denied. Some 
distributing genius discovered a way out of the 
dilemma. The picture would be issued in two 
parts, as a seriaL And Griffith was restored to 
the industry. 

It is true there are some feature productions 
that make a satisfactory afternoon or evening's en- 
tertainment. 

"DUT those which do are sure to be far out of 
the ordinary in the way of entertainment. 
There must be in them some mighty appeal to the 
imagination. 

Easily the aggregate of those pictures which 
come within this category cannot exceed 2 per 
cent of the ^vhole. 

That lea^^es at least 98 per cent which must be 
accompanied, or at least should be. 

Now Avhat is the average length of the feature 
of today? 

In the December list we find 30 pictures that 
exceed 6,500 feet in length and 28 that are under. 
The January chart discloses 20 productions that 
exceed 6,500 feet in leng-th, while there are 47 
that are listed as less than that length. 

Which would indicate, by the way, that the com- 
plaint on the part of exhibitors that features were 
too long is being heeded by producers. 

The foregoing figures justify the assumption 



that placing the average length as 6,500 feet is not 
an understatement. Let us assume it is approxi- 
mateh^ correct. 

It will mean that the average exhibitor planning 
a two hours' program of straight pictures will re- 
quire at least 8,500 feet of film to be divided 
among short subjects. 

Here is opportunity for real diversity of enter- 
tainment. 

In the first place there is a ne^'s weekly. It may 
not be of current date, but if your patrons have 
not seen it it is new to them. And a program is 
not complete without a weekly. 

If you are in doubt about this statement pick up 
a list of programs taken from the announcements 
of successful houses and see how many there are 
in which a weekly is missing. See if you can dis- 
cover one. 

That leaves three reels to be accounted for. Just 
here is where the stand-by of a two-j^art comedy 
comes in. This is the point where rigid selection 
shorJd be exercised. 

nn HERE are all kinds of comedies — excellent, 

good, fair, bad and ^^'orse. It is the last hvo 
classes the exhibitor should avoid. 

It is in booking comedies that the exhibitor may 
make full use of his business papers, by filing the 
re^^iews. It will give him a check-up on the sales- 
man. And if it happens that the exhibitor is fooled 
on the revicAv then the editor's hide should be made 
to feel the lash. 

For the fourth reel there are many choices. A 
good scenic is always appreciated — if patrons get 
a chance to see it. 

It is in the fourth reel, however, where the short 
subject has abundant opportunity for expansion. 
We knoAV that in other daj^s much good entertain- 
ment was provided by single-reel dramas. The 
chance is present today as much as ever. 

Judging by experience the making of short sub- 
jects is a work of specialization. The largest out- 
]}ut in that department is provided by two com- 
panies r)ractically devoted to it. 

The im]30rtance of the short subject in the es- 
timation of exhibitors may be judged when it is 
stated that putting aside the large quantity of ma- 
terial and much of it meritorious supplied by other 
companies the tAvo concerns devoted to short sub- 
jects last year received in bookings practically one 
dollar out of every seven paid in to all the ex- 
changes. 

The short subject is "sitting pretty." 



March 15 1921 



Page 21 



LEADERS ALL 

David Walk Griffith, Portrayer of Life 



OXE of the outstanding 
characteristics of the 
work of David Wark 
Griffith has been the fidehty 
with which he portrays the 
hfe of the humbler portion of 
mankind, that vast majority 
of humanity referred to by 
A b r a ham Lincoln among 
others as the common people. 

What Mark Twain has 
been to the Hterature of 
America and of the world at 
large David Griffith has beeu 
to the screen. 

One of the reasons for this 
ability to reach into the heart 
of the mass of mankind is 
elbow to elbow contact with 
men who labor. 

W'here the one as bo\- and 
man had stood at the printer's 
case, taken his trick at the 
wheel of the largest steamers 
that plowed America's great- ; 
est river and swung a pick in 
search for gold, the other as 
a boy also has stood at a print- 
er's case, has worked as a 
sandhog in the Hudson tube, 
scraped rust from beams, in 
the New York subway, shov- 
eled iron ore in the holds of lake steam- 
ers and worked as a puddler in a steel 
mill. 

And all the time that Griffith worked 
with his hands and body his mind was 
busy, too, turning over problems and 
phases of life that later were to be re- 
vealed on the screens of the world. 

So when with such authoritative 
sympathy the producer delineates the 
average human it is because he has 
been through the mill of experience, 
has had his share of adversity as he 
has tasted of the triumphs of success. 
He has ''lived." 

]\/[R. GRIFFITH was born in La 
Grange, Ky.. January 22, 1880, the 
seventh of eight children. His father 
was Jacob Wark Griffith, a general in 
the confederate service known to his 
soldiers as "Roaring Jake Griffith," so 
named because of his unusual capacity 
for outshouting the noise of battle. 

The Griffiths were one of the manv 
families whose fortune had been de- 
pleted by the war. Young David at- 
tended school, and at the end of the 
rather limited course was taken in hand 
by his oldest sister, Mattie, an instruc- 
tress in a girl's school. 

In a country where oil was not avail- 
able candles became a necessity. It 
\va< customary in the evening for one 




LEADERS ALL— D. W. GRIFFITH 

T5ECAUSE as an actor he learned the essentials 
^ of what constitutes the best in drama; because 
as a reporter he acquired the art of expression in 
language ; because through rubbing elbows with real 
toilers he gained experience with the "other half"; 
because with his natural endowment of dramatic 
instinct he has been able to capitalize this back- 
ground and unfold on the screen life as it is 
lived by the average person in the world of today. 



member of the family to read to the 
others, and the reader in the Griffith 
home was Mattie. 

The boy David had a favorite place 
under the dining room table, where he 
visual i^ea in his own way the tales that 
were read by Mattie. His books, text 
and general, were carefully selected by 
his sister. 

Twain was eleven years old when he 
entered his brother's printing office. 
Griffith was twelve when he entered 
similar employment with his brother. 
Here besides setting type he worked in 
the mailing department. 

Then for a year or more he traveled 
through Kentucky and Tennessee so- 
liciting subscriptions to a Baptist min- 
isterial publication. During this period 
when not actually traveling he was 
stopping at the homes of ministers. 

^T an early age the boy aspired to 
be a writer. In line with this am- 
bition General Joe Wheeler, a friend 
of his father and one of the South's 



greatest cavalry officers, intro- 
duced a lad in his teens to 
"Marse" Henry Watterson of 
the Louisville Courier- Jour- 
nal. 

The youngster was given a 
place as reporter and filled the 
assignments that fall to a 
worker in that field. But the 
theatre interested him. 

When David confided to 
the manager of the Louisville 
stock company that he aspired 
to become a dramatist . he 
was told the way to achieve 
that end was first to become 
an actor — and a place was 
offered him. 

The offer was accepted. 
His first part was as the 
Dunce in "The VilLige 
School." The debut was dis- 
couraging, but not disastrous. 
He remained through the sea- 
son, but as the pay was not 
adequate he enlarged his in- 
come by working in a dry 
goods elevator. 

Being "fired" because he 
necessarily was absent on two 
successive matinee days he 
obtained secondary employ- 
ment in a stationery store. 

Then followed engagements m the 
Strolling Players, with Ada_ Grey s 
traveling company, playing in "Trilby 
and "East Lynne." He was with 
Walker Whiteside in a tour of the mid- 
west, with Helen W'are, with Nance 
O'Neil and with James Neill. 

In the Nance O'Neil company he 
olaved Sir Francis Drake in "Ehza- 
beth," and with James Neill he sus- 
tained among a number of roles that 
of Abraham Lincoln, the latter with 
such success that his salary was m- 
rreased from fifteen to eighteen dol- 
lars a week. 

TT was at this period of his life that 
the spirit of wanderiust manifested 
itself in a new form — for adventure 
awav from the footlights. Perhaps it 
>-as'that desire to see life at the source 
A- hich always has been one of the pro- 
ducer's dominating characteristics. 

From Kentucky he traveled to Wes- 
tern New York, to Tonawanda, one of 
the ports of the Great Lakes. 

In view of the prominence of the 
Indians of the Six Nations in the new 
historical drama of "America" it is in- 
teresting to note that Tonawanda is the 
site of one of the largest of the tepees 

(Conliniicd on page 55) 



Exhibitors Trade Review 




ryANIEL BOONE, 
one of the best 
known characters in the 
pioneer life of America, 
is given a chapter in 
"Tlie Chroni cle s of 
America." Above is 
shown one of the scenes. 



DETER STUY- 
VESANT, and his 
family, shown in the cir- 
cle, depicts the home life 
in Old New Amsterdam. 
Below shows Coluynbus 
at the Court of Spain 
seeking aid from Queen 
Isabella for his voyage. 




fl AM I ETON, British 
■* •* Military Governor 
of the Northwest, _ is 
shown above presenting 
a Chippewa chief with a 
wampum belt to secure 
his aid in the warfare 
against the Colonies. 



NE of the greatest 
romatices of Ameri- 
can history was the mar- 
r i a g e of Pocahontas, 
ndian 
fe, a 
m the 
elozv. 




Americanism Is Keynote of Pathe Historical Series 

Yale University Press Preserving Historical Records for Posterity. 



March 15, 1924 



Page 23 



Up and Down Main Street 



'BEAU BRUMMEL' SAID TO 
BE UNUSUALLY FINE 

Barry more at His Best Is Opinion 
of Los Angeles Critic 

P EAU BRUMAiEL," the Harry Beaumont- 
Warner Brothers' Production starring 
John Barrymore, was given a special pre- 
view showing out in Los Angeles and received 
unusually enthusiastic praise from Hallett 
Abend, motion picture editor of the Los An- 
geles Times and Preview. In fact he was so 
impressed by the picture that he started to 
feel a bit skeptical and wondered if perhaps 
he wasn't allowing himself to be unduly car- 
ried away. 

To convince himself that he was justified 
he asked to be allowed another showing. Af- 
ter it he expressed himself as being "impressed 
anew by the beauty of the costuming and by 
the photography of David Abel. John Barry- 
more, in the title part, has never had a screen 
part which suited his looks and his abilities 
so well. As Brummel, the lover, he is su- 
perb ; as Brummel, the climber, he is daring, 
and clever, and agile of wit : as Brummel, 
the 'first gentleman of Europe,' he is insolent', 
vain, overbearing; and as Brummel, the exile, 
and finally the madman, he is marvelously 
transformed as he was in the part of Mr. 
Hyde in 'Dr. Jekyll and Mr. Hyde.' " 

"The whole production is technically excel- 
lent. But it is much more than that — it is 
simple and direct in its sincerity, diverting in 
its sophistication, tragic without being bitter, 
and at all times glamorous with beauty. ' 

It has finally been definitely decided that 
the film shall have its Eastern premiere at 
the Mark Strand Theatre. This definitely 
settles the question as to whether the picture 
would follow the previous Warner features 
by opening at the Strand or whether it would 
go into a special theatre for an indefinite run. 

MANY NOTABLES AT PREMIERE 
OF 'FOOL'S HIGHWAY' 

Since this latest Universal feature starring 
Mary Philbin, is the story of the old New 
York Bowery which has become famous down 
through the years, it was decided to use the 
Atlantic Gardens Theatre, formerly the 
most famous amusement center of lower New 
York, as the most suitable place for the prem- 
iere of the film. 

To make the occasion more realistic, there 
were recruited for the occasion several of the 
old time Bowery entertainers, those who first 
made the old songs famous, and they enter- 
tained with revivals of their old stuff. 

The ushers were dressed in the costumes of 
the old Bowery belles, and in the lobby of 
the theatre there was installed a bar ex- 
actly resembling the one which the Atlantic 
Gardens formerly boasted. 

The speakers of the evening included Sen- 
ator John Walker, who talked of the Bowery 
as he knew it, and Harry Von Tilzer, to whom 
the old Atlantic Gardens was one time 
"home." Governor Smith was to have been 
the honorary guest of the evening but he was 
detained by important work and was forced 
to send his regrets via telephone. 

By the time the picture was shown the au- 
dience was entirely emersed in the old Bow- 
ery atmosphere, which, of course, made the 
film even more enjoyable. 

% 4: 4: 

BENEFIT PERFORMANCE FOR 
DRESSER MEMORIAL 

A special showing of "On the Banks of 
the Wabash" was given as a benefit perfor- 
mance for the Paul Dresser Memorial As- 



sociation of Terre Haute, Ind., at the Grand 
Theatre in that city. The purpose of the 
performance was to raise funds for the erec- 
tion of a memorial to Paul Dresser, the song 
writer whose lyric inspired the picture. 

Vitagraph turned over its share of the re- 
ceipts for the showing, to the Association to 
be used toward the fund, and in return re- 
ceived an exceptionally fine letter of appre- 
ciation from the chairman of the executive 
committee, praising the film and the splendid 
work of Vitagraph. 




BIG LITTLE FEATURE 



A big little feature, indeed, as his proud father 
will affirm and up to the old trick of putting 
the big fellow on the defensive. Place your bets, 
now, then see the outcome in "High Flyers," 
one of the C. B. C. Hall Room Boys Comedies. 



'WOMAN TO WOMAN' PRAISED BY 

WESTERN CRITICS 

Miss Betty Compson's work in "Woman 
to Woman" received high praise from the 
newspaper critics when that Selznick pic- 
ture had its Western premiere at the Grau- 
man's Metropolitan Theatre in Los An- 
geles. 

"Each succeeding role finds Miss Comp- 
son advancing in histrionic measure," said 
the Evening Express. "Betty Compson in 
triumph" headlined the Los Angeles Ex- 
aminer, adding: "The play will gladden the 
hearts of Miss Compson's admirers in the 
opulent vision it gives of her. She en- 
trances the eye and looks more and more 
delightful as the play progresses. "Woman 
to Woman" has a more definite appeal for 
the theatregoer than this, however, in that ^ 
it offers Miss Compson opportunity for 
excellent dramatic work. The story is 
likewise novel." 

The Los Angeles Daily Times said: "It 
is more than a mere movie, sufficiently 
more in fact to hold a captivating appeal 
for those who are weary of the formula 
production and the all-too-happy ending." 



•ISLE OF VANISHING MEN' 
IS GIVEN SHOWING 

Picture Made by Author Explorer 
Intensly Interesting 

ONE of the finest pictures of its kind that 
has been shown on the screen recently is 
'The Isle of Vanishing Men," produced by the 
author-explorer William Fisher Alder, who 
went to Kia Kia, in the interior of Dutch 
Guinea, and saw for himself how the can- 
nibal tribe, that made its home there, lived. 

The film is in no sense fiction, but is merely 
an honest insight into the mode of living of 
this savage tribe whose most elaborate attire 
is the metal ring worn through the nose and 
the ears. By using tact and diplomacy, the 
explorers managed to get into the good graces 
of the natives and were thus initiated into 
the tribal habits and customes. 

For their benefit the tribe held one of their 
semi-occasional dances which are always at- 
tended with great ceremony and for which 
elaborate preparations are made many days 
in advance of the event. It was while pre- 
paring for this event that the explorers 
learned how the inhabitants prepare their elab- 
orate headdresses which serve as a means of 
protection against attack by rival tribes, how 
they prepare their food, and how they ordain 
their youth upon the arrival at the age of 
manhood. 

The photography on the film has been so 
masterfully handled that some remarkable 
pictorial effects have been achieved. The au- 
dience is taken on board the ship as it leaves 
its port of debarkation, and is allowed to 
pause with it at the various ports along the 
route, to meet the different peoples and see 
some of their unusual customs, to learn some- 
thing of how other peoples trade. The scenic 
effects which the cameraman, John Boyle, has 
caught during the voyage are amazingly beau- 
tiful and well worth seeing. 

The production was made with the aid and 
co-operation of the Netherlands Government 
and is the only and last picture made of the 
Kia Kias. as directly thereafter the Nether- 
land Government had its war boats destroy 
this part of the Island because of the sickness 
and disease which was gradually causing the 
natives to become extinct. It is for this rea- 
son that the picture is called, "The Isle of 
Vanishing Men." 

The picture in every detail is extremely in- 
teresting, and makes fine entertainment. It 
will, however, probably only appeal to select 
audiences who are interested in the better type 
of picture and who enjoy seeing the experi- 
nces of explorers on the screen. 

As an instructive vehicle the picture is 
superb and for this reason it should cer- 
tainly find a fertile field in educational 
fields as well as in the entertainment 
branch of the industry. Students who are 
taught geography by actually being taken 
to the place by means of the screen are 
in a much better position to understand. 

A special musical score was arranged by 
Victor Shertzinger and its rendition by a cap- 
able orchestra added appreciably to the en- 
joyment of the film at its showing on Febru- 
ary 29, at the Criterion Theatre where a spe- 
cial invitation audience was present. 



Goddesses of LOVE! Venus, Aphrodite 

CYTHEREA 



Page 24 



Exhibitors Trade Review 



SEVERAL COMEDIANS IN 
'GALLOPING FISH' 

Ince Production to Be Released by 
First National This Month 

\ FTER trying out "Galloping Fish," his 
new comedy for First National, in ev- 
ery type of tlieatre from the beach house to 
one which caters exclusively to the "family 
circle," Thomas H. Ince has concluded that 
this comedy is gloom proof and has turned 
it over to First National for early release. 

'With Syd Chaplin, Louise Fazenda, Ford 
Sterling, Chester Conklin and Lucille Rick- 
sen in the leading roles "Galloping Fish" was 
declared by preview audiences to be a worthy 
successor to "The Hottentot." 

This time instead of a horse-fearing hero, 
a timid young bridegroom who innocently 
becomes involved with a famous stage beauty 
and is forced to chaperone her pet, a trained 
seal, for twenty-four harrowing hours, is the 
chief cause of laughter. Syd Chaplin as the 
retiring young chap whose everj^ move gets 
him in deeper water, until he is submerged 
in a spectacular flood has a role that prom- 
ises to put him in the limelight with his fa- 
mous brother. 

Louise Fazenda, as a "Diving Fazenda," 
Ford Sterling playing the part of her man- 
ager-fiance, and Chester Conklin, struggling 
along as "Jonah," a hard-boiled taxi driver, 
play fast and furious ball with the comedy 
gags. Lucille Ricksen plays the jealous young 
wife who starts all the trouble, and "Freddie," 
a trained seal, keeps the trouble from dying 
down. Del Andrews directed. 

'"Galloping Fish" is a March release of 
First National and one of the "1924 — 20." 

SEVERAL CONTRACTS CLOSED 
FOR 'NAME THE MAN!' 

Goldwyn-Cosmopolitan has just closed a 
contract with the Gray Circuit of Boston, Ly 
which all of its available seventh year re- 
leases down to and including "Name the 
Man !" will . be shown 100 per cent in the 
houses of that circuit in Maine, New Hamp- 
shire and Vermont. 

Burford's Mid-West Circuit, embracing 
Rochester, Elgin, Aurora, Kankakee, De Kalb, 
Decatur, Joliet and Bloomington, all in Il- 
linois, has been signed for the balance of the 




BIG LITTLE FEATURE 

Something has surely gone wrong with Lloyd 
Hamilton. Both he and the dog look rather 
perplexed about something. There is one sure 
way to find out what it's all about — see the 
Educational-Hamilton Comedy, "My Friend." 



seventh year Goldwyn-Cosmopolitan releases. 

The West Coast Circuit has closed for Cos- 
iHopolitan's "Through the Dark." 

Marshall Neilan s latest picture, "The Ren- 
dezvous" has been booked by the Stanley Com- 
pany for first run in Philadelphia. 

Cosmopolitan's "Great White \\"ay" and 
Goldwyn's "Wild Oranges" have been sold 
to the Loew Circuit in Greater New York. 

'DRIVIN FOOL' BREAKS RECORD 
AT ALTOONA HOUSE 

Altoona, Pa., is rated a;:, a good picture town 
because motion pictures are the chief amuse- 
ment there and attracts large audiences at all 
times. It is therefore considered a real 
achievement when a picture breaks a box office 
record in this town. 

And according to Mr. Blair of the Blair 
and Bush Theatres in Altoona, when "The 
Drivin' Fool," a Hodkinron comedy feature 
starring Wally Van and Patsy Ruth Miller, 
played at these two theatres, it scored a 
double victory by breaking the attendance rec- 
ords at both houses. 



FOUR NEW FILMS AMONG 
METRO RELEASES 

Buster Keaton and Viola Dana Have 
New Starring Vehicles 

'T'HE Metro release chart for this month 
bears the names of four features, in which 
prominent stars are appearing. In the order 
of these release dates they are : "Women 
Who Give," "Sherlock, Jr.," "Don't Doubt 
Your Husband" and "The Shooting of Dan 
McGrew.' 

The first on the list will appear this week. 
This is the latest of the series of productions 
that Reginald Barker has been making under 
the auspices of Metro-Louis B. Mayer. The 
story is taken from Sarah Greene's novel, 
"Cape Cod Folks," and features Frank 
Keenan, and Barbara Bedford along with sev- 
eral others of prominence. 

This one will be followed the next week 
by "Sherlock, Jr.," another Buster Keaton 
feature which is a travesty on the career of 
a projectionist and his adventures in Holly- 
wood where he finally weds "the Queen of the 
movies." The picture was directed by 
Keaton, himself and is a Schenck production 
released through Metro. 

"Don't Doubt Your Husband' is the fifth 
Viola Dana picture which Metro is releasing 
this season. The feature was directed by 
Harry Beaumont and Alan Forrest supports 
Miss Dana in the leading male role. 

The last of the group is the picturization 
of the famous Robert Service's poem, "The 
Shooting of Dan McGrew." It is a Sawyer- 
Lubln Production which is now under way 
at the Metro Hollywood studio, under the 
personal supervision of Arthur Sawyer. An 
unusually strong cast including B.irbara La 
Marr, Lew Cody, Mae Busch, Percy Mar- 
mont, and others will interpret the various 
important roles. 



'THREE O'CLOCK' PLAYING TO 
CAPACITY HOUSES 

Telegrams from New England exhibitors 
on "Three O Clock in the Morning" attest the 
judgment of Exhibitors Trade Review's ex- 
ploitation expert in enthusing over the money- 
m.aking possibilities of this C. C. Burr inde- 
pendent production. 

Al Newhall, of the Strand Theatre, Lynn, 
Mass., wires: 

" 'Three O'Clock in the Morning' is my idea 
of entertainment. My business on this pic- 
ture proves that I am right." 

A. Goodside, of the Capitol Theatre, Spring- 
field, wires : 

"I'll buy all you can get like 'Three 
O'Clock in the Morning.' " 

John Dineen, of the Modern Theatre, 
Lawrence, Mass., wires : 

" 'Three O'Clock in the. Morning' standing 
them up to capacity houses afternoon and 
night." 

Jake Lourie, of the Modern and Beacon 
Theatres, Boston, wires : 

" 'Three O'Clock in the Morning" is as 
good an audience picture as we have played 
this year." 

* * * 

CONTRACTS FOR SEVERAL NEW 
PATHE COMEDIES 

The Grand Opera House of New York 
City, with a seating capacity of three thou- 
sand, has arranged with Pathe for the pres- 
entation of a two-reel comedy practically ev- 
ery day through the month of March. A total 
of seven different comedies are involved in the 
line-up and each one is scheduled to show for 
a run of from one to four days. 

Since it is the policy of this theatre to run 
only first grade comedies, Pathe looks upon 
these bookings as a high tribute to its prod- 
uct, and is hopeful of making similar arrange- 
ments for other months to follow. 




March 15, 1924. 



Page 25 



BOX OFFICE REVIEWS 



REGISTERS AS SURE 

BOX OFFICE WINNER 

'The Uninvited Guest' Offers Strong 
Thrills, Good Undersea Photog- 
raphy and Romantic Interest 

THE UNINVITED GUEST. Metro Pho- 
toplay. Author, Curtis Benton. Director, 
Ralph Incc. Length, 6,145 Feet. 

CAST AND SYNOPSIS 

Paul Patterson Maurice (Lefty) Flynn 

Olive Granger Jean Tolley 

Jan Boomer Louis Wolheim 

Fred Morgan William Bailey 

Irene Carlton Mary MacLaren 

While voyaging from Australia to New York 
Olive Granger suffers shipwrefck. She reaches an 
island. Two other survivors, Irene Carlton and 
Fred Morgan, gamblers, steal her cr'^dentials and 
go to America, where Irene poses as Olive. The 
latter is rescued by Paul Patterson, a diver. They 
arrive in New York, oppose th|e imposters and are 
wed. 

By George T. Pardy 

THERE'S a little of everything required to 
appeal to the popular taste in this picture, 
wonderfully artistic photography, sharp- 
edged melodramatic thrills, sentimental inter- 
est and excellent acting by a fine cast. Direc- 
tor Ralph Ince deserves unlimited credit for 
his masterly work in handling the production 
and "The Uninvited Guest" takes rank as a 
fure-fire box office attraction -suitable for all 
classes of theatres. 

For once we are given a story with South 
Sea atmosphere that doesn't stick to the time- 
worn trail. Suspense runs high, you can't 
guess what's coming next, the action swings 
into the top-notch speed right at the start 
and keeps going merrily to the finish. Add 
to this the unfamiliar beauty of the under- 
water shots in natural colors, easily the best 
effects yet attained in this phase of screen de- 
velopment and the result is a picture as unique 
as it is entertaining. 

The Submarine Film Company is repson- 
sible for the production, the Williamson un- 
derwater camera patents being utilized in com- 
bination with Technicolor to elaborate the 
ocean photography. These scenes are an ar- 
tistic joy, a v/hole show in themselves, with 
sharks, an octopus and other denizens of the 
deep sporting around amid a blaze of tropical 
color, coral formation and submarine vegeta- 
tion, all filmed with marvelous accuracy of 
detail. 

But in making this appeal to the patron's 
sense of the rare and beautiful ; Director Ince 
has not failed to profit by the old Shakes- 
pearean adage — "the play's the thing !" His 
story isn't sacrificed to mere pictorial charm. 
It's frank melodrama, alright, but put across 
with such spectacular punch, and crammed so 
full of exciting situations that it runs as 
smooth as a clock and holds the spectators 
on the keen edge of expectancy up to a well 
turned and satisfactory climax. 

Among the big scenes may be mentioned a 
red-hot scrap between the hero and brutal Jan 
Boomer, the demise of the villain in the 
clutching coils of a giant octopus and the 
burning of the ship, the latter a peculiarly 
vivid bit of realism. The tropic stuff is, of 
course, the best part of the film, but even 
when the action shifts to a more civilized 
clime, interest in the fortunes of the principal 
characters is still maintained. 

Maurice (Lefty) Flynn plays the hero role 
of the sponge diver who rescues Olive 
Granger, after that much-abused young lady 
has been abandoned on a desert island by an 
adventuress who assumes her identity and the 
latter's gambler lover. The athletic "Lefty" 
shows to great advantage as Paul Patterson, 
Jean Tolley's characterization of the heroine 
stamps her as an actress of unusual merit, 
and one that speaks volumes for hpr future m 



the silent drama ; Louis Wolheim scores as the 
repulsive Jan Boomer, a particularly ef¥ective 
role ; Mary MacLaren makes a distinct hit is 
the scheming Irene Carlton and the same, may 
be said of William Bailey's clever portrayal 
of Fred Morgan. 

You needn't be afraid to go the limit in 
promising your patrons novel and satisfying 
entertainment when exploiting this feature. 
Emphasize the entrancing beauty of the un- 
dersea scenes with their natural color eifects, 
stress the fight between villain and hero, the 
battle with the octopus, the story's romantic 
force and general melodramatic excellence. 
And play up every member of the cast, with 
especial notice paid to the work of the new- 
comer — Jean Tolley. 

* * * 

ACTION SMOTHERS PICTURE 

'On Time' Sacrifices Everything for 
Thrills and Exciting Stunts 

ON TIME. A Triiart Corporation Prodicc- 
tion. Story by Al Cohn. Director, Harry 
Lchrman. 'Length, 6,030 Feet. 

CAST AND SYNOPSIS 

Harry Willis Richard Talmadge 

Helen Hendon Billy Dove 

Richard Drake Stuart Holmes 

Wang Fu George Siegmann 

Horace Hendon Charles Clary 

Casanova Tom Wilson 

Mr. Black Douglas Gerard 

Dr Spinks Fred Kirby 

Mrs. Spinks Frankie Mann 

Harry Willis, a spendthrift, who has lost a 
fortune, promises his sweetheart, Helen Hendon, 
that he will amass another fortune within six months. 
At the end of the time limit he has failed. At a 
Hallowe'en party he saves some valuable antiques 
from being stolen from Horace Hendon. The next 
day he is approached by a stranger who offers him 
$10,000 if he will obey instructions for a day. He 
agrees and action follows. He attempts to r"escue 
a woman in distress and falls into the hands of 
an insane doctor who tries to operate on him. 
Later he is mixed up in a series of exciting inci- 
dents in a Chinese temple. H:e has many fights, 
but escapes. He later discovers that motion pic- 
tures had been taken of all his escapades and is 
offered a contract. He accepts and wins Helen. 

By Len Morgan 

FOR those who like thrills and stunts at 
the sacrifice of plot, "On Time" will offer 
a great appeal. From start to finish it is a 
series of stunts and knock-down-drag-out 
fights in which Richard Talmadge occupies the 
center of the limelight. 

He does many stunts of daring that are 
almost lost owing to the weakness of the plot. 
He has no less than a dozen fights with odds 
at least ten to one against him and always 
manages to come out victorious with little or 
no wear and tear on his personal appearance. 

The picture is much too overdrawn to carry 
conviction, but it will please that large class 
of theatre patrons who crave excitement of 
the serial variety. The same action devoted 
to a story with more plot would have re- 
sulted in an interesting picture. 

It is not the fault of the cast that the pic- 
ture is not all that it should be. Richard 
Talmadge works hard and does everything 
that is required of him. He is strongly sup- 
ported by Billy Dove and Tom Wilson. 
- Tom Wilson, as a color'.'d valet, furnishes 
the comedy for the picture. He appears in 
most of the scenes with Talmadge and his 
antics are really funny. 

The most exciting scenes of the play take 
place in the doctor's operating room where the 
insane doctor is about to transplant a human 
brain to an ape ; and the Chinese ternple. 
where Talmadge shows his gymnastic ability. 

In exploiting the nicture it should be easy 
to make large clock dials, with the hands 
pointing to the hour of showing of the pic- 
ture. Small cards may also bear a clock dial 
with the words "Be 'On Time' to see Richard 
Talmadge 'n his new thriller," or other similar 
phrases. 



HUMAN INTEREST GALORE 

'Fools Highway Abounds in Rich 
Heart Interest Values 

FOOLS HIGHWAY. Universal Jewel Pro- 
duction. Adapted from Ozven Kildare's 
"My Mamie Rose." Directed by Irving 
Cuiiiinings. Length, 7,431 Feet. 

CAST AND SYNOPSIS 

Mamie Rose Mary Philbin 

Mike Kildare Pat O Malley 

The Boss Lincoln Plummer 

Jackie Doodle Edwin J. Brady 

Old Levi Max Davidson 

Max William Collier, Jr. 

Mrs. Flannigan ■ Kate Price 

Mamie Rose, little mender in the shop of Old 
Levi, is loved by Mike Kildare, pugilist and ward- 
heeler of the Bowery. She repulses his advances, 
horrified by his business, but still fascinated by the 
man's brute strength and animal attraction. When 
he discovers his lpv'2 for her is a true and holy 
thing he forsakes his gang. They lay a trap for 
him and he is horribly beaten in an underground 
den. Then follows a gripping denouement, in 
which Mike wins the girl and joms forces with 
society against the law breakers of his old days. 

By Michael L. Simmons 

A BOWERY waif whose body is so tiny, 
but whose purity and charm reflects a 
glowing light on the drab atmosphere of the 
colorless little world in which she dwells, es- 
tablishes once and for all the dramatic art of 
Mary Philbin. 

In "Fools Highway," an epic of New 
York's old time Bowery, Mary Philbin doesn't 
exist. She is lost in her marvelous portrayal 
of the little mender, Mamie Rose. She works 
and plays, she laughs and cries, and hates and 
loves, and all the time she tugs at the heart- 
strings as the little girl whose only world 
goes round beneath the rumble of steam ele- 
vated trains and whose pulse quickens at the 
sight of a Bowery tough. 

Pat O Malley plays the tough. And oh 
how tough ! Contenders for his title of King 
Pin among the East Side mit slingers, find 
this out. much to their rue and physical dis- 
comfiture. The old Bowery is born again. 
Its quaint characters once more live romantic 
lives. One loves Levi, the old tailor; and the 
big Irishwoman ; one thrills at the battles of 
the redoubtable Mike Kildare — disapproves of 
him. perhaps, but can't help liking the swag- 
gering scapegrace. 

One weeps with Mary Philbin in her tragic 
moments, and follows breathlessly the maze 
of events on the Bowery, in the quaint honky- 
tonk theatre. Queer old people, ladies with 
dirty shawls and odd little hats, smeary faced 
children in arms, bland visaged yellow men. 
give a realistic touch of romance and mystery 
for which underworlds are generally noted. 

Throughout it all, the spirit of drama pre- 
vails masterfully. The story runs straight 
and unswerving on its vehicle of pathos, love, 
sacrifice, and human interest. Folks in Sque- 
dunk, Ohio, as well as those but a stone's 
throw of the present Bowery, will find in 
"Fools Highway" something that will absorb 
• their attention. The blood can't refrain from 
leaping to the flashing smash of Mike's in- 
domitable fists. And the eyes are indeed lost 
to sensations if they don't take on a misty 
film when young Levi bows to love's inex- 
orable law. 

In effecting tie-ups for this film, an "Old 
Song Night." in which the songs of long 
ago will be sung by the audience, should be 
ainpl}' heralded. A street ballyhoo on an old 
tandem bicycle, placarded "On the Way to 
'Fools Highway,' " and giving the name of the 
theatre, should attract the kind of attention 
that pavs. Don't forget, also to play 
Ball witli the florist. The catchline, "Marnie 
Rose" can serve as the basis of a tie-up which 
should Le of mutual benefit. 



Page 26 



Exhibitors Trade Revitm 



BOX OFFICE REVIEWS (Continued) 



FINIS FOX FEATURE 

HAS POPULAR APPEAL 

^The Woman Who Sinned' Strong in 
Sensational Situations, Pathos and 
Heart Interest 

THE WOMAN WHO SINNED. Finis Fox 
Photoplav. Author and Director, Finis Fox. 
Length, 6,500 Feet. 

CAST AND SYNOPSIS 

Wall Street Broker Morgan Wallace 

His Wife Irene Rich 

Minister Lucien Littlefield 

Minister's Wife Mae Busch 

Minister's Son Rex Lease 

A Wall Street broker who is unfaithful to his 
wife, manages to have her placed in an insane 
asylum. On a yachting- trip he traps the young 
wife of a minister. She escapes, but feeling dis- 
graced, leaves her boy and husband. Supposed to 
be dead, she turns up fifteen years later, revenges 
herjelf on the broker, who is sent to jail and sub- 
sequently killed by his injured spouse. The min- 
ister, his wife and son are finally reunited. 

By George T. Pardy 

'Phis is a rattling good box office attrac- 
-•■ tion_ which can hardly fail to get across 
with vim wherever it is shown. It possesses 
all the elements of popular appeal, sensational 
thrills, pathos, fast action and a plot,- which 
for all its melodramatic coloring, is so clev- 
erly handled that it carries conviction. 

Finis Fox wrote the story and directed the 
picture. In his dual capacity he has never 
lost sight of the fact that the great thing in 
dealing with serious drama is to stimulate 
heart interest and touch the sympathetic 
chords with an unerring hand and this he has 
accomplished magnificently. 

Even the supposed lapse of fifteen years 
during the action, usually a tough species of 
jump to hurdle in picture land without tear- 
ing the continuity to tatters, is successfully 
bridged and leaves no unsatisfactory gap in 
the march of events. The beginning of the 
feature shows the heroine, her husband and 
child enjoying all the sweets of happy do- 
mestic life in small town surroundings. These 
scenes are beautifully handled and furnish 
an admirable contrast with those which fol- 
low, when evil fate thrusts the young wife in- 
to the whirl of gilded life in New York's 
Bohemia. 

There are many big dramatic moments, that 
of the young mother standing in the rain 
outside her home, watching unperceived the 
baby who is wailing for the soothing toucli 
of her tender hand, is infinitely pathetic. Her 
re-yenge on the villainous broker who has 
ruined her happiness is cleverly worked out 
through a series of ingeniously moulded 
"vamping" situations and the meeting between 
mother and son at the last, when her regen- 
eration is brought about, leaves nothing to be 
desired in the way of a bully climax. 

It is something of a feat to drag a heroine 
through the swamp of a tarnished reputation 
without causing her to lose an audience's sym- 
pathy in some degree, but this is just what 
has been done in "The Woman Who Sinned." 

Mae Busch carries off the chief dramatic 
honors in the role of the minister's wife, gi-v- 
ing a performance as remarkable for versatil- 
ity _ as emotional power. Morgan Wallace 
registers splendidly as the rascally broker, 
who is very thoroughly murdered to the sat- 
isfaction of everybody near the finish, by the 
spouse whom he consigned to the loony house. 
Irene Rich plays the latter role with consid- 
erable energy and charm. Lucien Littlefield 
is excellent as the youthful minister, and Rex 
Lease, in the juvenile part of the son, con- 
tributes a character sketch which stands out 
one of the best things in the picture. 

The photography includes a wealth of finely 
executed exteriors and interiors, with superb 
long shots and clear, distinct lighting adding 
to the features artistic lure. The title pos- 



sesses exploitation value, and you can list the 
story's emotional appeal and dramatic strength 
as promising eminently satisfactory entertain- 
ment, without fear of any after protest by 
your patrons. Mae Busch, Lucien Littlefield 
and Irene Rich are the best-known players, 
but the work of Morgan Wallace and Rex 
Lease should be recognized in your advertis- 
ing. 

* * * 

STAR PLEASING; STORY POOR 

Baby Peggy Charms, But Plot Is Too 
Obvious and Forced 

THE LAW FGRBID.S. Universal Photo- 
play. Author, Bernard McConville. Direc- 
tor, Jesse Rabbins. Length, 6,203 Feet. 

CAST AND S'?NOPSIS 

Peggy Baby Peggy 

Paul Remsen Robert Ellis 

Rhoda Remsen Elinor Fair 

Inez Lament Winifred Bryson 

John Martin James Corrigan 

Martha Martin Anna Hernandez 

Judge Joseph Dowling 

Paul Remsen and his wife, Rhoda, separate. 
Rhoda takjes their child, Peggy, with her to the 
country. Peggy makes her way to New York in 
search of her father. He has become entangled 
with an actress starring in a new play he has 
written. The child wanders on to the stage on the 
first night of the production. Through her a rec- 
onciliation is brought about between the parents. 

By George T. Pardy 

'T'HE drawing power of this picture is vested 
entirely in the person of the tiny star, 
whose admirers are many and not disposed to ' 
be ultra critical as regards any film exploit- 
ing their favorite. This is fortunate, so far 
as the market value of "The Law Forbids" is 
concerned, for with Baby Peggy out of the 
cast it would have little to offer in the way 
of entertainment. 

The plot is of conventional type, running 
along smoothly enough, but not particularly 
interesting, until the final reel is reached, 
when a surprise climax is rather cleverly 
worked out. The chief fault of the scenario 
is that it is too obviously designed to force 
the wee leading lady to the front in close- 
ups innumerable and situations "dragged in 
by the ears" so to speak. Baby Peggy is as 
wonderful a little pantominist as ever, be- 
witching all Tiearts with her impish smile and 
cute tricks, but it is asking a good deal of 
the winsome kiddie to carry the burden of a 
seven-reeler based on such an inadequate 
story. 

It is in its comedy appeal that the picture 
scores best, when Peggy and her pet rooster, 
Alexander, are making matters lively. The 
sentimental stuff is decidedly weak, Peggy's 
pretty mother wins sympathy, but the hero 
registers as a cheap sort of skate who comes 
off a whole lot better than he deserves in the 
long run. 

The child's appearance on the stage during 
the first night performance of her father's 
play, in which the author substitutes for a 
drunken leading man, results in the recon- 
ciliation of the parents, and is an ingeniously 
handled scene, although very much on the 
hokum order. The back-stage episodes are 
colorful, the theatre interior and audience 
views well filmed, the camera offers some 
pretty rustic shots and good lighting prevails. 

Baby Peggy's powers of mimicry are un- 
deniable and she plays the role of small Miss 
Rersem with her usual charm and sweetness. 
Robert Ellis does the best he can with the dis- 
agreeable part of Paul Remsen, Elinor Fair 
is an attractive figure as his wife, and Wini- 
fred Bryson's portrayal of Inez Lamont a 
creditable "vamping'' sketch. 

For exploitation purposes Baby Peggy 
must be played up as prominently as possi- 
ble. Record some of her previous triumphs, 
especially that achieved in "The Darling of 
New York," praise her work as much as you 
please, but go slow in boosting the story. 



IS A TIP-TOP WESTERNER 

'North of Nevada Moves Swiftly and 
Deals Melodramatic Magnetism 

NORTH OF NEVADA. Monogram Pic- 
tures Corporation Photoplay. Released bv 
F. B. O. Director, Albert Rogell. Length, 
4,929 Feet. 

CAST AND SYNOPSIS 

Tom Taylor Fred Thomson 

Miriam Ridgway Hazel Keener 

Mark Ridfway Josef Swickard 

Reginald Ridgway Taylor Graves 

Bill Hanneford Wilfred Lucas 

Red Joe Butterworth 

Sam Chester Conklin 

Jo Deerfoot George Magrill 

Old Mark Ridgway dies suddenly on his ranch, 
without having signed a will by which his fore- 
man, Tom Taylor, was to inherit his property, 
which includes a big irrigation dam. Mark's daugh- 
ter, Miriam, and her brother Reginald arrive from 
the East. They are the new owners and are tricked 
by Deerfoot and a band of outlaws who want to 
obtain control of the dam. After many adventures 
Tom Taylor defeats the plotters and wins Miriam 
for his wife. 

By George T. Pardy 

Tf/'HEREVER Western pictures are much 
in demand "North of Nevada" ought to 
fill the bill satisactorily and show good box 
office results. It is melodrama of the most 
pronounced kind, a regular buzz-saw of whirl- 
ing action from start to finish. Even the high- 
brows who may smile tolerantly at its un- 
abashed "hokum," cannot fail to be amused 
by its swiftly moving sequences of wild ad- 
venture by flood and field. There's always a 
market for such films when properly pro- 
duced, and this ranks as one of the best or 
the type. 

The plot has the merit of originality and 
Director Albert Rogell turns and twists it 
into many unexpected odd corners so deftly 
that the suspense never slackens. Inci- 
dentalh', he owes much for results attained 
to the loyal co-operation of a very fine cast. 

A large proportion of W'estern features are 
constructed on the "condensed serial formula, 
with jumpy, straggling, plots and continuity 
gaps filled in by the simple process of stag- 
ing some hair-breadth escape or stunt episode. 
But "North of Nevada" tells a straight storj . 
with closely linked situations and continuity 
developed and maintained to a surprising ex- 
tent in a film of this class. 

Not that there is any lack of thrill stuff 
or sensational punches. There is a plethora 
of savage physical combats, staged amid 
frowning cliffs, on the edge of precipices, all 
as realistic as they make 'em and filmed with 
spectacular success. Tom Taylor's fight with 
the renegade Indian, Deerfoot, is a lulu of 
a scrap, the hero's rescue from drowning by 
his faithful steed registers as another inci- 
dent with a tremendous "gallery" appeal, and 
the said horse, Silver King by name, deserves 
especial mention as an equine actor second to 
none of his four-footed screen brethern in 
point of camera talent. 

The athletic Fred Thomson is cast as hern 
Tom Taylor and plays the part with irre- 
sistible dash and vigor, showing to great ad- 
vantage in his riding exploits. Hazel Keener 
is a pretty heroine, dramatically effective and 
pleasingly natural, George Magrill shines as 
the dark-skinned traitor Indian, Deerfoot, and 
excellent support is given the principals b}- 
others in the cast. Not the least of the pic- 
tures attractive qualities is its admirable pho- 
tography. There are many exceedinely beau- 
tiful and impressive views of mountain, p'ain 
and river, with skillful long shots and close- 
ups. The most captious critic could hardly 
find fau't with the fine atmospheric detail 
and secnic charm of this Monogram studios 
production. 

You can safely exploit this as a bully West- 
erner, something out of the ordinary and alive 
with sensational thrills and romantic lure. 



March 15, 1924 



Page 27 



BOX OFFICE REVIEWS (Continued) 



THRILLS APLENTY IN 

MONTE CARLO STORY 

'Poisoned Paradise' Pictures What 
Happened at the World Famous 
F rench Gambling Casino 

POISONED PARADISE. Preferred Photo- 
play. Adapted by IValdemar Yoimg from 
Robert Service's Novel. Directed by Louis 
Gasnier. Length, 6,800 Peet. 

CAST AND SYNOPSIS 

Gilbert Kildair / 

Hugh Ki'-dair Kenneth Harlan 

Margot Le Blanc Clara Bow 

Martel Raymond Griffith 

Mrs. Belmire" Carmel Myers 

Mrs. Gilbert Kildair Barbara Tennant 

Professor Durand Josef Swickard 

Krantz Andre De Beranger 

Madame Tranquil Evelyn Selbie 

Marge Le Blanc, left a small fortune by her 
foster mother, goes to Monte Carlo and lo9?s it 
all. She is falling into the hands of a scheming 
thief when she chances to make the acquaintance 
of Hugh Kildair, an artist who lives in the same 
house. When he hiars her story he ofJers to make 
her his housekeeper, the arrangement being that 
they shall live together as sister and brother. 
Kildair is soon caught in the trap set for him by 
a gang of thfeves who try to force from him a 
cipher system entrusted to him by an old professor. 
The gang is foiled by the arrival of the police, while 
the experience has opened Kildair's eyes to the fact 
that he loves Margot, who has loved him right 
along. They are married without further delay ana 
return home as husband and wife this time. 

By Henriette Sloane 

^EAUTIFUL sets, good acting and a few 
sensational twists and thrills save the day 
for "Poisoned Paradise" and will probably 
be the factors which cast the production among 
the box office successes. Billed as "the for- 
bidden story of Monte Carlo," the film un- 
folds the lives of a few of the millions of 
souls who stake their all on the roulette wheel. 

Though the story itself is not at all un- 
usual it has been handled delicately and effec- 
tively with the result that it emerges from 
the realm of mediocrity and enters the exalted 
station of good entertainment. 

We have never been in Monte Carlo, but 
according to persons who have been there, and 
also saw the film, the scenes showing the 
Casino at Monte Carlo are honest to the last 
detail and express perfectly all the beauty of 
the place. 

Nothing but the highest praise can be ac- 
corded Clara Bow, who is not only extremely 
comely and winsome but remarkably convinc- 
ing. Her performance both when she is at 
the heights of exaltation, and when she is cast 
into the depths of despair, is nothing short of 
inspired. There is every reason to suppose 
that she will become a great favorite in a 
short time, and her performance in this pic- 
ture will do much to put her there. 

The rest of the cast, too, is remarkably 
capable, especially Carmel Myers, who plays 
the part of the thief's accomplice to perfec- 
tion. It is little wonder Kildair falls prey 
to her wiles. 

Besides the selling power of the story itself 
there is the possibility of great publicity 
through wide exploitation. Perhaps the most 
sensational of these is the advertising cam- 
paign in which it is stressed that "Poisoned 
Paradise" is the "forbidden story of Paris 
and Monte Carlo.'' When the story first ap- 
peared in the city which it concerns, it created 
a furore and was immediately suppressed be- 
cause it preached a sermon on the evils of the 
colony. If plenty of publicity is given this 
phase it is bound to arouse interest. 

Then there is a splendid book store tie-up. 
The book already has had a large circulation, 
since it is by a well known author, but it is 
as nothing compared to what still can be done 
in the way of sales when it is linked up with 
the motion picture. 



STRESSES HUMAN INTEREST 
'Icebound' Has Misleading Title, Pos- 
sesses Pathos and Artistic Charm 
ICEBOUND. Paramount Photoplay. Au- 
thor, Owen Davis. Director, William De 
Mille. Length, 6,471 Feet. 

CAST AND SYNOPSIS 
Ben Jordan Richard Dix 

Jane Crosby. Jane tries to reform Richard and falls 

Emma Jordan Helen Dubois 

Hannah Edna May Ohver 

Nettie Moore Vera Reynolds 

Sadie Fellowrs Mary Foy 

O";'" Fellows Joseph Depew 

Ella Jordan Ethel Wales 

Judge Bradford Frank Shannon 

Ben Jordan colors the dull life of his New Eng- 
land home by indulging in various dissipations. He 
sets fire to a barn and disappears, to avoid arrest. 
His niother dies, leaving her property to her ward 
Jane Crosby. Jane tries to reform Richard and falls 
m love with him. At first attracted by his vamp 
cousin, Nettie Moore, Richard finally realizes that 
he loves Jane and all ends well. 

By George T. Pardy 

W/ ELL directed, handsomelv photographed 
and cleverly acted, "Icebound" registers 
as a good box office attraction, the sort of 
picture which is likely to appeal favorably 
to the average screen fan. Its strength lies 
m Its mtensely human theme, the unselfish 
love of a girl whose patience and wisdom 
work wonders in the way of transforming a 
somewhat shiftless youth into a man capable 
of facing the hard facts of life. 

Despite its rather misleading title, which 
carries a suggestion of adventures in the 
frozen wastes of the Arctic regions, there is 
nothing in the least spectacular about the pic- 
ture, the action taking place in a small New 
England town and depicting the everyday do- 
ings of a lot of everyday folks, without a 
single sensational thrill or touch of melo- 
drama. , 

Yet this simple story possesses unusual 
pathos, charm and the power to awaken one's 
emotional sensibilities. It is a study in char- 
acters, so to speak, achieving telling contrasts 
in hurnan nature, the sternly sad old mother, 
her disillusioned son, back from service in 
France and sick of the drab existence he is 
leading, the other greedy members of the Jor- 
dan family and the self-sacrificing Jane 
Crosby — all these people are interesting and 
refreshingly natural against the bleak back- 
grounds of a wintry New England landscape. 
A particularly true-to-life scene is that in 
which the grasping, anxious relatives gather 
in the parlor of the Jordan home to await 
the demise of the old lady and reading of 
her will by the family lawyer. Here pathos 
and comedy mingle in generous quantity and 
the congratulations of the on-lookers go 
forth heartily to the girl who, to the horror- 
stricken surprise of the money-seekers, is 
pronounced the sole heiress. 

Many of Director William De Mille's con- 
temporaries might well take pattern after the 
way in which that astute gentleman has 
handled the death episode. Instead of giving 
closeup after closeup of the dying woman at 
full length, with more or less agonizing fa- 
cial contortions in evidence, there are just a 
few glimpses of the sick-room shown, with 
the end of the bed protruding and physician 
standing by it. You never see her face, and 
final dissolution is announced merely by the 
doctor drawing up the coverlet towards the 
head. That's all, and quite sufficient too ! 

The plot is neatly built up, the continuity 
a credit to the scenario-writer and suspense 
is not lacking. For one thing, it seems by 
no means certain that Jane will wed the ex- 
soldier boy, for at one stage of the proceed- 
ings, the worthy lawyer looks as though he 
might prove the winner. This notion is 
quickly dispelled, however, but it helps greatly 
in developing the situation's interest. 

To Lois Wilson, the Jane Crosby of the 
play, must be awarded the chief dramatic 
honors. Miss Wilson is quietlv effective, her 



wistful smile strangely alluring, and consid- 
ered as a study in repressed emotions, her 
portrayal of the role can be listed as an ar- 
tistic triumph. Richard Dix is pleasing in 
the part of Ben Jordon, Vera Reynolds wins 
favor as the flirtatious young miss who comes 
so close to trapping and gaining the hero's 
affections, and Edna May Oliver contributes 
timely comedy relief in her impersonation of 
Hannah, the servant. The support, as a whole, 
is excellent and the photography throughout 
of first-class quality. 

In exploiting the feature be careful to ex- 
plain that the title refers to frozen feelings 
in a mental sense, or your patrons may ex- 
pect a tale of thrills and danger in the North. 
You can praise the story as intensely human, 
symapthetic, presented by a splendid cast, and 
play up the names of Lois Wilson, Richard 
Dix and Vera Reynolds. 

^ ^ ^ 

KIRKWOOD IN A GOOD PICTURE 
'Discontented Husbands' Has Strong 
Human Interest Appeal 

DISCONTENTED HUSBANDS. A Co- 
lumbia Pictures Production. Story by Ev- 
elyn Campbell. Director, Edward Le Saint. 
Length, 5,421 Feet. 

CAST AND SYNOPSIS 

Michael Frazer James Kirkwood 

Jack Ballard Vernon Steele 

Emily Ballard Grace Darmond 

Jane Frazer Cleo Madison 

Marcia Frazer Carmelita Geraghty 

Baby Ballard Muriel McCormick 

Dick Everton Arthur Rankin 

Michael Frazer, who has made several million 
dollars through the invention of a patent can-opener, 
aspires to rise in society. Cleo, his wife, is old 
fashioned and does not wish to climb. Mchael 
plans to have his estate transformed into a beauty 
garden and s»:eks bids for the work. Mrs. Ballard, 
whose husband is a landscape artist, strikes up a 
friendship with Frazer in order to secure the work 
for her husband. The friendship ripens and they 
plan to run away together. Jack Ballard learns 
of it and to teach Frazer a lesson he plans to run 
away with Frazer's daughter. An automobile wreck 
spoils the plans and both families are reunited. 

By Len Morgan 

JAMES KIRKWOOD is his very best in 
"Discontented Husbands." The story 
gives him ample opportunity to demonstrate 
his ability as a versatile actor and he makes 
the picture one of great interest. The story 
is unusual and should have a strong appeal 
to the theatre patron. There is a strong vein 
of comedy but it is secondary to the heart 
appeal. 

The acting of Kirkwood, as a social climber, 
is not overdone and the captions are worded 
in such a way as to draw numerous laughs. 
Mrs. Frazer insists on calling her husband 
"Mike," much to his annoyance and once dur- 
ing a dinner party she lowers the chances of 
social ambition by referring to the cost of her 
table cover. Kirkwood during these scenes is 
excellent. Grace Darmond is cast in a diffi- 
cult role and shows up to excellent advantage. 

Cleo Madison, as Mrs. Frazer, wins sym- 
pathy with her appealing acting. 

Carmelita Geraghty and Arthur Rankin, 
young lovers, produce most of the comedy 
with their numerous spats. 

The highlights of the picture are the scenes 
between Frazer and his wife, in which she 
tries to show him the error of his ways. An 
automobile wreck is staged, and it is a thriller. 
The machine rolls over an embankment and 
lands upside down. The fight between Dick 
and a tramp is more subtle than thrilling. It 
shows clever directing. 

There are many ways to tie-up with shops 
for advertising. Beauty shops and drug stores 
can display cards worded "keep beautiful and 
your husband will be content." Bread stores 
can advertise "Feed your husband our bread 
and he will be contented." 

James Kirkwood's name has a strong draw- 
ing attraction. L^se it unsparingly in adver- 
tising the picture. 



Page 28 



Exhibitors Trade Review 





THE SHOWMAN AND THE SHORT FEATURE 

By J. R. BRAY 

President, Bray Productions, Inc. 



SO much has ah^eady been written 
on the subject of the potentiaUties 
of the short length feature and its 
importance an an entertainment factor 
in the average exhibitor's program that 
I am somewhat hesitant as to just 
where to begin. 

To my mind the fact that the thea- 
tre owner everywhere is more and 
more calhng attention to the short sub- 
jects on his program is a very heaUhy 
sign. It indicates that as a showman 
he is coming to reaUze that the best of 
them at least have a distinct drawing 
power, in many cases equaling that of 
the multiple reel feature on the bill. 

It goes without saying also, that the 
"big little feature" has sent many an 
audience away satisfied, where its 
lengthier competitor would have left 
them bored or disappointed. This 
value in the short subject, the comedy 
cartoon, novel scenic or nature picture, 
the average exhibitor has long realized, 
but it is only recently, I think, that he 
has come to see that this part of his 
program is worthy of a measure of the 



exploitation that he gives his bigger at- 
tractions and has a direct and definite 
influence on his box office. 

Of course, I do not mean that this is 
true of all the short length subjects that 
the exhibitor has to handle. Far from 
it. But I do refer to those of standard 
excellence and known drawing power. 

Let him give a little more attention 
to these and he will soon see results. 

Many exhibitors already have tried 
this out with some of the regular offer- 
ings of the Bray Studios and have 
found, in many cases, that it has not 
only built up business on their dull 
nights, but has also resulted in bring- 
ing to their houses a new clientele, pa- 
trons who came solely to see the short 
subjects on the bill and not to view 
the long length feature. 

This is especially true of the Colonel 
Heeza Liar Cartoon series now being 

/ /-/£ Bray Travel Series is a popular serv- 
■* ice that appeals to all classes. Interesting 
foreign scenes are shown in an interesting 
manner. The unusual is sought by the pho- 
tograiphers and they have been unusually suc- 
cessful in their quest for material. 




J R. BRA Y, president of Bray Productions, 
*^ • Inc. His specialty is producing the 
"Colonel Heeza Liar" cartoons, ivhich have 
found favor among theatre patrons. 

released for us by the Standard Cin- 
ema Corporation as is evidenced by the 
fact that many theatres have repeated 
their bookings on some of the mirth- 
provoking subjects in this series, as 
often as six or seven times, and still 
keep coming back for more. 

In my opinion this surely in indica- 
tive of their box office drawing power, 
for an exhibitor to consider booking 
Colonel Heeza Liar a second or a third 
time or oftener as has frequently hap- 
pened, if he did not find a very real 
and pressing demand for this popular 
pen and ink character among his reg- 
ular patrons. 

The same must be true of many of 
the leading short reel releases on other 
programs besides that of Bray Studios 
and I feel that the exhibitor-showman 
is steadily recognizing the possibilities 
of the short length feature more and 
more. 

From the producer's end the constant 
aim of Bray Productions, Inc., is to 
give the exhibitor a well balanced short 
{Continued on page 56) 



March 15, 1924 



Page 29 




The 'Biq Little Feature 




Frenzied Finance and 
The Newsreel 

THE telephone of a theatre in the vicinity 
of Wall Street's financial district rings. Mr. 
Financial Expert and Mr. Business Leader are 
asking when the news reel goes on. When 
told it's to run in ten minutes, over they rush 
— and in quiet relaxation see this pictured 
newspaper, then back to the busy marts of 
trade ! 

This interesting occurence was revealed 
when the International Editorial staff made a 
canvass of the theatre in that locality. They 
were told by the theatre managers that some 
of the country's biggejt financial experts and 
business leaders go regularly to neighborhood 
houses solely and only to see the news reel. 

A great argument for the news reel, for 
such recognition contains a world of meaning. 
Wouldn't be surprised if Mrs. Housewife 
would appreciate the opportunity to pop in 
a minute after the daily marketing was done 
— just to see what the rest of the world was 
up to, before going back to the daily chores. 

And speaking of the International News 
Reel, beginning with No. 22, released JMarch 
8, a series of safety first pictures made in co- 
operation with the New York Police, are 
being shown. 

Special Deputy Police Commissioner Bar- 
ron Collier, E. B. Hatrick, General Manager 
of the International and William Brandt, 
President of the Motion Picture Theatre 
Owners of New York, planned the series and 
worked it out under their personal supervision. 
^ ^ 

'The Cake Eater'— Pathe 

Lots of chuckles 2 reels 

If the boys can't play practical jokes — just 
because the efficiency man thinks it wastes 
valuable time — they'll leave. Will Rogers, he 
of the 'homely but honest' face, is elected to 
reason with the new owners, two spinsters and 
a poor relation. The romantic spinsters admire 
his perfect profile and strong-er-limbs, set 
their caps for him, and feed him cakes made 
by their own lily white hands. He just nat- 
urally ain't a "cake-eater" and they make him 
sick. For a while it looks as though he'll 
be ensnared, particularly as his pals are agin' 
him — just another of their little practical 
jokes. 

Those who are familiar with Rogers stage 
work will revel in the witty titles (written 
by him) in which he pokes fun at himself in 
particular and everything in general. 

A good little plot with some real chuckles 
that will leave a lasting impression. 

^ ^ ^ 

'Should Poker Players Marry'— 
Universal 

Short and snappy 1 reel 

Alice Howell is back in comedies, with 
the same frizzy hair, militant stride and 
domineering wifey attitude. But even a 
determined, militant wife can't stop a man 
from getting together with the boys for a 
poker game. Bert Roach hadn't better 
try that stunt of comparing all the hands 
and reporting to his boss in a real poker 
game. Some may disagree with th esolu- 
tion here — that hubby goes off to the hos- 
pital — but they won't disagree when they 
see how Alice Howell manages her hus- 
band, Neely Edwards. 

'Why Mice Leave Home' — Pathe 

Amusing cartoon 1 reel 

Farmer Al Falfa and Milton Cat learn an- 
other Aesop Fable truth — everything that goes 
up must come down — refreshingly humorous. 



Love's Reward' — Pathe 

Burlesque 1 reel 

Hal Roach's trained monkeys burlesque that 
time-worn theme of young love triumphant 
to perfection. While the youngsters will be 
satisfied just watching the animals, grown-ups 
will be apt to chuckle with delight over ev- 
ery bit of business — the stupid goose, cast as 
a house detective, Bad Bill Sikes who steals 
the "jools," the poor but honest hero, cast 
as a room clerk and in love with the propri- 
etor's daughter, they're all here. And after 
the hero saves father and the "jools" the 
lovers win a "God bless you, my children," 
from stern papa. You'll be giving your au- 
dience something really amusing when you 
run this latest "Dippy-Doo-Dad." 




-BIG LITTLE FEATURE- 



That thrill that comes once in a lifetime isn't 
worth a shoot when the other fellow holds five 
aces too, as you'll discover in Pathe's "Ten 
Dollars or Ten Days." It's shoot or get shot! 



'Under Orders' — Educational 

Highly entertaining 2 reels 

Clyde Cook wins the prize this time. In 
"Under Orders ' he has a vehicle that suits 
him to perfection. Of course, you've heard 
the joke about the private who, after about 
facing until he's dizzy, rebels and tells the 
diill sergeant to make up his mind — but 
you've got to see Cook do it to realize just 
how funny the situation can be. Yes, he 
joins the marines to get away from his militant 
wife but he hasn't many happy moments un- 
til the fadeout when both his wife and the 
drill sergeant go overboard. 

^ ^ 

'The Oriental Game' — Universal 

First rate comedy 2 reels 

Pal, we're convinced, is a wise dog. His 
opinion of Mali Jong coincides with ours — 
not so good ! He's up on radio too, and when 
his master's voice signals an S. O. S., Pal 
rushes to the rescue. He foils Harry Sweet's 
rival and then tactfully leaves Harry and his 
girl to their love scene. Imagine a star not 
in on the fadeout. We'll wager that the only 
regret your patrons will have, is that there 
isn't more of it. 



'Reno or Bust' — Educational 

Lots of laughs 2 reels 

Mechanical effects, straight "gags," ludi- 
crous situations and the energetic Bobby \^er- 
n.on put this comedy over in great style. The 
ambitious mother can't prevent Bobby from 
marrying her daughter but she certainly puts 
a lot of obstacles in his path. Bobby leaves 
a crew of police stranded in the middle of a 
desert and they have to hoof it back to town. 
Ihe slow motion camera gets a screamingly 
funny effect of them, hours later, just barely- 
able to move their feet from the ground as 
th.ey plod wearily along. 

'Zeb vs. Paprika' — Pathe 

Horses and things 2 reels 

A highly laughable take-off on the classic 
racing event between Zev and Papyrus, in 
which Stan Laurel plays the role of "Dippy" 
Donawho, "one of the best jockeys that ever 
slipped a headache pov>'der to a rival horse." 
James Finlayson, Ena Gregory and George 
Rowe appear in the supporting cast. Laurel 
in training is a thing of beauty, quite all that 
the young man should wear and when it comes 
to trotting, no horse has anything on him. 
Stan Laurel fans will not be disappointed in 
this one. 

* * 

'Keep Healthy' — Universal 

Amateur doctors 1 reel 

Remember how Harold Lloyd and a pal, 
by pretending to be a doctor and patient, 
pull a fake cure in sight of a crowd and 
drum up a lot of business for a real doctor? 
Well, Slim Summerville and Bobby Dunn 
pull the same stunt with much the same ef- 
fect — a good laugh. But the patients they 
collect are far too hungry to realize any 
profits, so the two master minds devise a 
scheme to get rid of them. A fair number 
of laughs and no dragging moments. 



'The Mandan's Oath'— Pathe 



Indian frontier series 



2 reels 



This time the Indian tells of an actual oc- 
curence growing out of the epidemic of small- 
pox in 1838 which practically exterminated 
the Mandan tribe. Through the action of a 
crazy Scot they are befriending, two white 
prisoners are set free — despite the fact that 
a Mandan cunning tries to prove them spies. 
In addition to the full-blooded Indian cast, 
Hedda Nova, Jack Mower, Al Hallett and 
William Bertram aid in telling the tale. An 
interesting exam.ple of Indian ethics is brought 
out when the write man is told that no ill 
or demented person is harmed. 

'Big Boy Blue' — Universal 

A "Leather Pusher" 2 reels 

The Kid (Bill}' Sullivan) falls in love with 
an English girl and Wildcat George registers 
deep disgust. But strange to sa}- Janet's fam- 
ily don't fancy a pugilist for a son-in-law 
— that IS, not until Dad sees him knock out 
the English champion. One of the best Big- 
Little Features that carries a powerful box 
office punch — a punch that means profit for 
\OM when vou run it. 



Accept No Substitutes 



CYTHEREA 



Page 30 



Exhibitors Trade Review 



BREEZY MERRIMAKERS 



Big Little Feature Program Suggestions 

These Short and Sweets Will Fill Any Requirement of That 'All Short' Program, 
Now Being Run So Successfully. Each Program Combines Comedy 
and Drama and Is Picked from the Best of Recent Releases. 



FROM TERRTS PEN 

High in the Ranks of Big Little 
Features Stands the 'Aesop 
Film Fable Cartoons 




DECIDEDLY original are Milton's Ciat's and 
Farmer Al Alfalfa's schemes to get rid of the 
mischievious mice, even though they invariably fail 
— and both have already become favorites at many 
neighborhood houses. As the last sketch indicates 
each fable carries a tale — and moral. 



Pathe's Programs 

SUNDAY CALM— 2 reels. Once the kids 
of "Our Gang" comedy fame get under way 
there is nothing having the shghtest resem- 
blance to "calm." Bugs, field mice, hop- 
toads, a tame bear, and the poor distracted 
parents have a perfectly miserable day of it 
with the kids on the rampage. 

LOVEY-DOVEY— 1 reel. A "Dippy-Doo- 
Dad," with a monkey and a duck playing 
Romeo and Juliet. Here is a number that 
we can, without hesitation, recommend as 
one of - the funniest "Dippy-Doo-Dads" ever 
shown. 

THE MAN WHO SMILED— 2 reels. 
Second of the "Indian Frontier" series. A 
thrilling incident in the life of Left Hand, 
famous Indian scout in the employ of the 
United States Government. Swift action, 
some romance and a few touches of humor 
combine to make it an excellent Big Little 
Feature. 

GOOD OLD DAYS— 1 reel. A football 
game attended by all the animals of Jungle- 
land — with a great deal of action and fun, 
presented in an unusually entertaining way 
distinguishes that Aesop Film Fable. 

* =1= * 

■BIG BUSINESS— 2 reels. Our Gang runs 
a modern barber shop. Up with the best of 
these and that's saying something, as these 
comedies have set a high standard for two reel • 
entertainment. 

THE FRONTIER WOMAN— 3 reels. 
Fifth of the "Chronicles of America," pro- 
duced by the Yale University Press. It can 
be made the basis of interesting and profit- 
able tie-ups when you are running it. Local 
patriotic and civic organizations will doubt- 
less welcome the opportunity to tie-up. 

GIRLS AND RECORDS— 1 reel. Touches 
of sly humor in the contrast of the girl of 
yesterday, demure and dainty, with her ro- 
bust, athletic sister of today. Grantland 
Rice's titles well written and sustain the ac- 
tion. A distinct novelty. 

* * * 

-TWO WAGONS— BOTH COVERED— 
2 reels. Rogers renders a highly amusing 
burlesque characterization of the role played 
by Ernest Torrence and J. Warren Kerrigan 
in the original story. This ought to furnish 
plenty of entertainment to any one. 

PATHE REVIEW NO. 6—1 reel. A 
timely number in the form of a camera study 
of "The Heart of Mexico." A "Sealing Wax 
Stunt" a Popular Science contribution and 
among other subjects a Pathecolor, "In the 
Heart of the Tyrol." 

FULLY INSURED— 2 reels. The big 
idea behind the plot is this : one of the char- 
acters conceives a style of insurance, premium 
which assures the holder a continued salary 
whenever he is out of a job. "Snub" Pollard 
proves the fallacy of the plan. 

TAKING A CHANCE— 1 reel. Grant- 
land Rice's "Sportlight" showing the part that 
nerve and courage plays in every branch of 
sport. It can be counted on to give your 
audience a few thrilling minutes. 

THE MAN W^HO WOULD NOT DIE 
— 2 reels. First of the "Indian Frontier" se- 
ries made with the assistance of Colonel T. J. 
McCoy who secured the services of the In- 
dian used in "The Covered Wagon." The 
historical angle and the Indian angle both 
open up fruitful fields for publicity work. 

AT FIRST SIGHT— 1 reel. Introducing 
Charles Chase. A pleasing screen personal- 
ity, a dapper dresser in cutaway coat and top 
hat. All about mistaken identity. 



MOTHER'S JOY— 2 reels. Laurels at- 
tempt to entertain his wealthy grandfather's 
guests proves a thoroughly laughable affair, 
and a wedding ceremony staged at the end of 
the footage is calculated to win a loud and 
hearty laugh in any type of house. 

POWDER AND SMOKE— 1 reel. 
Charlie Chase appears as a salesman of light- 
ning rods who keeps on getting mixed up 
with a gang of Western bandits. 

* * * 

PICKING PEACHES— 2 reels. Mack 
Sennett proves it again. He's one of the 
best little pickers in the comedy field. Harry 
Langdon is his latest. This first comedy of 
his will make them laugh from the first inch 
on and the bathing beauties do their bit to 
make the audience forget its troubles. 

ONE SPOOKY NIGHT— 2 reels. Billy 
Bevan in the role of an innocent country lad 
who is fleeced by a city slick. This picture 
packs at least a dozen good laughs. 

HELP ONE ANOTHER— 2 reels. Mr. 
and Mrs. Spat agree to repaint their country 
house. A combination of the slapstick and 
the subtle. Mostly in the titles. 

TEN DOLLARS OR TEN DAYS— 2 
reels. Turpin in a maze of trouble in which a 
prettv girl is very must involved. Lively. 

JUST A MINUTE— 1 reel. The only 
tears likely to be spilt at this showing will 
be tears of laughter. Chase is an auto sales- 
man who is forced to keep his bride-to-be 
waiting at the church while he demonstrates. 

PATHE REVIEW NO. 5—1 reel. Prett}' 
pictorial bit "The Dells of Wisconsin" ; "The 
Staff of Life," showing the difference in bread 
making todav and in primitive times ; and a 
Pathecolor,- "The Valley of White Ribbons," 
Dauphine, France. 

THE DARKEST HOUR— 2 reels. The 
Spat Family turn bootleggers and brew their 
own. Many complications interfere with 
the manufacture and the comedy ends in a 
veritable riot of fun and action. 

* ^ * 

WILD AND WOOLY— 1 reel. Cow 
punchers and broncho busters aren't perform- 
ing for the camera or an audience in this 
instance — just hard, everyday work, but 
Grantland Rice's slow motion enables the au- 
dience to see how difficult it all is. 

THE BOTTOM OF THE SEA— 1 reel. 
Sense and nonsense cleverh- intermingled in 
Howes "Hodge Podge," showing among 
other things fisherman off Sicily and Coiie\- 
Island's myriad lights, far better than the 
naked eve could see it. 

flip' FLOPS— 2 reels. A Mack Sennett 
offering with Alberta Vaughn, Lewis Sargent. 
Jack Cooper and Andy, Clyde and circus e'e- 
phant with the action on the circus lot. An 
occasional touch of the thrilling serves to 
make this laughable and entertaining. 

THE GREAT OUTDOORS— 2 reels. The 
Spat Family are out camping and meet with 
one mishap after another until the distracted 
famih" .icciden tally start a forest fire. Plenty 
of action, some genuine laughs and an un- 
expected ending 

* * * 

AMONG THE MISSING— 1 reel. A 
mother of war-ridden France, who has lost 
of her sons but one is filled with joy when 
he returns — only to discover he is a deserter. 
And then — rather than deliver him to the 
searching squad, she kills him. A powerful 
drama in miniature ! 

THE COWBOY SHEIK— 2 reels. In 
this subject Will Rogers gives a characteriza- 
tion of a bashful cowboy suitor. Because 
newspaper throughout the country are running 
a syndicated column written by Rogers, you 
can make this a real box-ofiice asset. 



March 15, 1924 



Page 31 



POSTAGE DUE— 2 reels. Good slap- 
stick. Stan Laurel has himself photographed 
as Venus on a postal card. Then he tries 
to recover the postal card and blunders into 
a plot to rob the mails. 

RURAL ROMANCE— 1 reel. The city 
ruffian steals the simple country maiden from 
the arms of her rustic lover — but all ends well 
for these simple lovers in this Aesop Film 
Fable. 

DANIAL BOONE— 3 reels. Another of 
the "Chronicles of Amercia" series produced 
by the Yale University Press. Will not only 
entertain but instruct as well. The prestige 
of any house showing a number of this kind 
will be advanced in the esteem of its audi- 
ence. 

POLITICAL PULL— 2 reels. The latest 
family war of the Spat Family — result of 
brother's political ambitions. The unwelcome 
visit of the widow next door and her young 
"brat" helps complicate things and make the 
situations more laughable. 

OLYMPIC MERMAIDS— 1 reel. The 
champion swimmers in training at Bermuda 
for the Olympia games. Remarkable under- 
sea views — every difficult stroke and trick in 
swimming is shown by the slow motion — un- 
der water ! 

PETER STUYVESANT— 3 reels. His- 
torical drama of the surrender of New Am- 
sterdam to the English. Staunch patriotic 
Americans will delight in these series and 
mothers and teachers will be your allies in 
making this popular with the kiddies. 

HALF-BACK OF NOTRE DAME— 2 
reels. Football as it shouldn't be played is 
demonstrated by Harry Gribbon and Jack 
Cooper of the Castoris College team. Bath- 
ing beauties, a trick magnet and bicycle-aero- 
plane, also do their bit towards making the 
movie-goer laugh. 

THE CALL OF THE GAME— 1 reel. 
Grantland Rice's "Sportlight," showing the 
World Series baseball games — the mountain 
forest, playground of the hunter — thousands 
of football routers on the field of the great 
Yale Bowl — the peace and quiet of the shady 
stream, delight of the angler. - Action, variety 
and pleasing backgrounds. 

Universal's Programs 

SUCH IS LIFE— 1 reel. Baby Peggy, 
the particular joy of neighborhood houses, 
certainly is a riot as a waif in London Good 
supporting cast and the photography of the 
>now scenes is exceptionally artistic. 

'EASY WORK— 1 reel. Bobby Dunn is 
tricked into marrying an old maid called from 
the lists of a matrimonial agency. The end 
comes with Bobby going after his friend Slim 
Summerville, who arranged the marriage, 
with a gun. Good for a number of laughs. 

HATS OFF — 2 reels. Pete Morrison as a 
tenderfoot. Molly laughs at his dudish cow- 
boy outfit, but Pete kidnaps her after a dance, 
tells her he's going to marry her and finally 
does. 

THE MANDARIN— 1 leel. You'd have 
have to go a long way to find any one who 
would deny that Neely Edwards and Bert 
Roach are funny Fun in a restaurant scene 
■ when the heroes are unable to pay their bill. 
And more laughs when they run an Ori- 
ental store. A sure fire one-reeler. 

* * * 

A TOUGH TENDERFOOT— 2 reels. 
These "Leather Pushers" can be relied on to 
hold the interest throughout. "Ptomaine" 
Tommy is still good for a few laughs. Joe 
Murphy as the polished, efficient manager is 
as good as ever. 

A MATTER OF POLICY— 2 reels. Ed- 
wards and Roacli in a good comedy. When 
a man sticks his hand through the cage of a 
man-eating lion, in the hopes of having it 



bitten off so that he can collect insurance an 
audience must laugh in spite of itself. 

HANSEL AND GRETEL— 2 reels. Baby 
Peggy alone would be an attraction, but Peggy 
combined with an old fairy tale favorite, 
leaves nothing to be desired. Trick camera 
work and an excellent cast including a boy 
(not named) who plays "foolish Hans." 
* * * 

GIRLS WILL BE GIRLS— 2 reels. In 
this one of the "Kid" falls in love with a so- 
ciety girl whose aunt is running a fight for 
charity. The plot is unravelled with interest 
and power. 

OWN A LOT— 2 reels. A satiric bit on 
the over-enthusiastic and over-numerous real 
estate salesmen of California. Lots of at- 
tractive shots of the Century Follies Girls in 
the garb of bathing beauties. 

THE ALMOST GOOD MAN— 2 reels. 
Harry Carey in a dramatic and tense story. 
It makes a splendid piece of entertainment to 
balance a short program. 

H= ^ ^ 

THAT KID FROM MADRID— 2 reels. 
This new "Leather Pusher" starts with the 
announcement that Reginald Denny has re- 
tired from the ring. The discovery of a new 
champion is revealed in the person of a young 
kid from a lumber camp (Billy Sullivan) who 
knocks out a restaurant bouncer. 

THE JAIL BIRD— 1 reel. Neely Ed- 
wards and Bert Roach are in this. 'Nuff 
said ! Nervy Ned after serving a twenty- 
five year jail sentence gets so used to it that 
he runs his mansion on the same plan as the 
jail. A lot of convicts break loose and at- 
tend a party at Ned's house and as Ned and 
his valet jump into a small pool they wake 
up to find they've been dreaming under a 
fountain spray in the park. 

THE RICH PUP— 2 reels. A few thrills 
and a good many laughs. Pal, the Century 
Dog makes his usual appeal to animal lovers 
and plays like an experienced actor. Baby 
Dawn O'Day adds to the appeal. 

* * * 

THE LEATHER PUSHERS— 2 reels. 
The second of this series upholds the reputa- 
tion established as being among the best ever 
released in the field of shorts. A gripping, 
story, a dandy fight, love. 

THE LAST OUTLAW— 1 reel. A de- 
parture from the usual boy-and-girl romance, 
depicting an outlaw who returns to his home 
town in time to rescue his daughter from a 
tragic marriage to the local bootlegger. 

KEEP GOING— 2 reels. Jack Earle and 
Harry McCoy are featured in this Century 
Comedy. Earle takes the part of an ex- 
ceptionally elongated traffic cop and is Harry's 
rival. Some sure laughs. 

DOWN IN JUNGLE TOWN— 1 reel. 
An average comedy in which Joe Martin the 
Monk, an elephant, a lion, a bear and a ring 
tailed monkey perform. 

* * * 

MILES OF SMILES— 2 reels. Baby 
Peggy in a dual role, as a twin in a poor 
home and a wealthy home. A good story 
that gives Peggy a chance to register her ver- 
satility. Your audience will be sure to ap- 
prove the choice of this picture. 

MISCARRIED PLANS— 2 reels. An au- 
dience of kids will no doubt be delighted with 
this picture. Wicked cowboys stalk through 
the picture all the time, unshaven and swing- 
ing a ready gun. 

RUSTLIN' BUSTER— 2 reels. A West- 
ern thriller with Jack Mower and Lola Todd. 
Plenty of action and a strong climax. 

THE CORN-FED SLEUTH— 2 reels. 
The elongated Jack Earle breaks right 
through the ceiling to listen to the plots of 
the bold villains who are going to "get" some- 
one, it doesn't matter whom. Incidentally 
he makes off with the winnings of a poker 
game, while the players are disputing which 
five-ace hand should win. 



'SPORTLIGHTS' INTEREST 
YOUNG AND OLD 

Because Grantland Rice^s Camera 
Focuses on Sports of Every 
Sort and Every Nation 




"Girls and Records" contrasts the girl of yesterday 
and her athletic siSter of today; "Taking a Chance" 
and "Wi.d and Wooly" register thriUs galore while 
the latest "Olympic Mermaids" show the cham- 
pion swimmers in training at Bermuda. 



Page 32 



Exhibitors Trade Reiieu 



Educational's Programs 

JUMPING TACKS— 1 reel. Glorified 
newsreel, cartoon and comedy all on one reel 
of Howe's "Hodge Podge." Beautiful scenics 
of tHe Niagara ; American soldiers in trainnig 
and Sudanese dervishes performing religious 
rites, hence the title. 

EXIT CAESAR— 2 reels. Amateur the- 
atricals w-ith a large cast including Otto Fries. 
Jack Llovd, Andrew Arbuckle and Peggy 
O Neill. No ludicrous instance of amateur 
performances forgotten. 

BLACK AND BLUE— 2 reels. A era 
Steadman loves Jimmy Adams but he tries 
her patience so much that she almost decides 
on hi^ rival. :Much slapstick introduced after 
the rival blacks Jimmie's face. Fast moving 
and fairly amusing. , ■ 

THE BUTTERFLY— 1 reel. Nothing 
need be said of the superlative quality ot these 
Tolhurst "Secrets of Life" series. They in- 
terest all. old and young. 

^ ^ ^ 

KIDDING KATIE— 2 reels. Amusing en- 
counters between the young and attractive 
Katie and her plump sister, Queeme (Babe 
London). Queenie's desperate struggles try- 
ing to reduce gets the big laughs. 

UNDER COVER— 2 reels. Fatal errors a. 
voung hospital intern makes when when ha s 
too busv watching the pretty nurses. _ Prob- 
ablv the fastest action on record— with fur- 
niture turning topsy tur^T and fleeing figures 
blurring before the eyes. 

MY BOY BILL— 2 reels. A human-ap- 
peal nature storv. depicting in glorious detail 
the fascination of the sea. The story _ is ot, 
an old man who waits by the sea for his boy 
Bill who never comes back. 

^,[Y FRIEND— 2 reels. Lloj'd Hamilton's 
delicious comedy. A 100 per cent laugh-get- 
ter. One ludicrous situation follows the 
other in rapid succession. 

ONE NIGHT IT RAINED— 2 reel. 
Ori°-inalitv of treatment. Harry Tighe and 
■ Ned Soar'ks show the effects of eating lob- 
ster at night and husband's jealously. The 
sort of stuff that will make them chuckle 
rather than laugh. . 

CAVE IN— 1 reel. Caveman stufi: Irom 
the stone ages with Virginia \'ance in a cute 
leopard skin dress. Fair entertainment mostly 
of the slapstick variety. 

LIQUID LAVA— 1 reel. Lyman Howes 
sense and nonsense. Among numerous car- 
toons and schemes are some wonderful photo- 
graphs of the volcanic eruptions in Java. 
* * * 

SNOOKY'S COVERED WAGON-2 
reels Enough good comedy material for ten 
two-reelers. In brief, the story concerns a 
haunted hotel ; a reward to the one who can 
prove it isn't: and the whole animal kmb- 
dom's crving need for good. , , . , 

THE 'HOMEMAKER— 1 reel. A simple 
yet powerful storv told by a cast of real hu- 
mans whom we all recognize. Like the rest 
of Bruce Wilderness Tales— simply told and 
harmonizing the natural beauty of the world 
we live in. 

OH GIRLS— 1 reel. A bathing beauty col- 
lection attending the Waverly School for 
Girls— giving lessons the cold shoulder and 
romance in anv form a hearty welcome. The 
Cameo trio, Virginia A'ance. Cliff Bowes and 
Svd Smith perform. 

'OVER THE FENCE— 2 reels. Little 
freckle-faced roughnecks out-number the sis- 
sies in this juvenile crew, yet when it means 
partv and cakes they all don "Lord Faunt- 



leroys"' for the occasion. Alas, clothes do 
not make the man — and Hades is no hotter 
nor more furious a place then the scene of 
the feast — in short, a riot ! 

FILM FOOLISH— 1 reel. Chif Bowes, 
A'irginia \'ance and Earl Montgomery as ex- 
tras" in a film studio. Here you see how the 
punch is put in a picture and what a perilous 
life a dummy leads. 

JEAN OF HECETA HEAD— 1 reel. A 
Bruce scenic. The very simplicity of these 
pictures makes for power. Highly sophisti- 
cated audiences will like these Big Little Fea- 
tures because they are true art. 

CALL THE WAGON— 2 reels. Neal 
Burns method of ridding Hilary of superflu- 
ous suitors acts as a boomerang when Mary 
catches him in the act. In the end he barely 
escapes being taken off in the wagon. Of 
the slapstick variety, but all the funnier for 
that. 




BIG LITTLE FEATURE 



CLIFF BOWES is the fearless hero in this 
Educational Comedy of the West, entitled "Don't 
Hesitate." He'll probably take the loot to 
his "one and only." Virginia 'Vance, so that she 
can go to the big city and become educated 



FLYING FINANCE— 2 reels. Neely 
Edwards, as the rich son "with not a brain 
cell working" and a weakness for watermel- 
ons, is excellent. He does his comedy tricks 
as well as any of our foremost comedians. 

HAUNTED HILLS— 1 reel. For this 
"Wilderness Tale" Bruce has gone to life. 
Not stage life. Not to the abnormal, the glit- 
tering, the pretentious, the false or the stagy 
— but to life as it is and as it is known to 
people. That's why these series are a credit 
to the industry and the exhibitor who„shows 
them. 

DON'T HESITATE— 1 reel. The sheriff 
made the town so good, they decided to dis- 
pense with the sheriff'. The uiiexpetced — that 
is unexpected only to the sheriff', happens for 
a fake hold-up turns into a real one and the 
sheriff makes a poor showing. 

AGGRAVATING PAPA— 2 reels. Peter 
the famous police dog is one of the main ac- 
tors in this Christie Comedy and he's good. 
So is Jimmie Adams as a love sick druggist. 
Entertaining and fast moving. 



Is Your Wife 



CYTHEREAN 



or Indifferent? 



Terry Explains Why 
Aesop t ables Get 
Laughs 

1"! takes about fifteen drawings to make the 
cat and dog fox-trot across the screen. 
Twenty-five drawings will make them waltz 
gracefully over the silver sheet. A complete 
Aesop Film Fable will take anywhere be- 
tween four and five thousand hand drawn 
pictures." 

It is Paul Terry speaking — Terrj- the pi- 
oneer in the film business of animated car- 
toons, and the man who probably gets more 
laughs per foot of celluloid than any other 
comedian in the world. 

A consensus of opinion of the most critical 
experts in the world on moving picture com- 
edies is hardh" to be compared to the verdict 
of the regular motion picture audience, for 
it is the latter who actually support the in- 
dustry-. And whether it be in Squedunk, in 
Kalamazoo, or in Chicago, this verdict as to 
the merits of Aesop's Film Fables is usually 
the same — just a round robin of heart}-, earn- 
est laughs. 

Exactly what is at the back of this dis-^ 
tinctive success on the part of the Aesop little 
features is something that has made much 
material for some distinguished psychologists. 
However, Mr. Terry's personal version car- 
ries the stamp of authority, and it is that 
we will give here : 

"There is no question but that all human 
beings — large, small, rich, poor, ed'ucated and 
ignorant — are fundamentally alike in one cer- 
tain respect. Some years ago. I decided that 
this was in being peculiarly childlike. And 
I discovered also that the sort of humor that 
appeals to children, appeals practically to ev- 
eryone. In other words the child is father to 
the man so far as humor is concerned. 

"That gave me my cue in using animals in 
my animated cartoons. To see ourselves as 
others see us, in the form of animal carica- 
ture, is a successful form of satire that dates 
back to the days of Greek ]^I>-thology, and 
it was only a question of applying this time- 
tested form to the modern scheme of life." 

Judging by ever}' standard of measure — the 
box-office, the technical experts — and most im- 
portant of all — the response of audiences, 
there is no question but that Paul Terry's 
idea has worked like a charm. 

Air. Terr\- is a soft-spoken person, who 
conveys his enthusiasm more by the earnest- 
ness of his expression than in the force of 
words. His entry into the film business was 
a natural transition for one who had served 
a motley apprenticeship as a newspaper car- 
toonist and court photographer on some of the 
biggest dailies in the United States. 

Paul Terry was born in San Alateo, Cali- 
fornia, some thirty-seven years ago. He at- 
tended the elementary- and high schools of 
San Francisco, and when hardly out of his 
teens was already at work on one of the 
'Frisco papers as a cartoonist. The many 
years in this field of work and subsequent ex- 
perience as a newspaper photographer gave 
him an intimate perspective of the petty 
frailities of human nature, which he now capi- 
talizes so distinctively- in his Aesop animal 
characters. He has his methods of knitting 
material together down to absolute checking 
precision. To quote him : 

"1 never fail to review my pictures, right 
in the theatre. In my lap I have a regular 
checking sheet, arranged to show the result 
(using laughs as a standard of measure) of 
this gag here, that funny stunt there, and the 
eff'ect of the whole in general. 

"Thus I carry away practically a tangible 
standard of what tickles the palates of the au- 
dience — something which can be actually used 
in my next production, needing only a slight 
change in story form to give the material the 
y-ariety- of newness." 

Is it any wonder that Aesop's Film Fables 
are champion laugh getters ! — M. L. S. 




^he Ckrowcles qfJ\nier/ca 





>^LE University Press 

Tke(nronicles of America 

A Series oF Photoplays in which is seen the 
making oF a great nation 





i)Pafhe'(f 

■ Distributors ^ ^ - 





^he Qkro/Mcles ofAmeHca 






Yale University Press 

presents 

JAMESTOWN 



(4 Parts) 



A dramatic and authentic vis- 
ualization of the first perman- 
ent English colonization in the 
United States. Full of Realism. 




HO hasn't heard of Pocahontas? or Pow- 
hattan, John Rolfe and all the rest? 

This picture not only makes history clear but 
it makes it real. And it is splendid entertain- 
ment. Because it is adventuresome. 

You will find it easy to get wonderful tie-ups 
with book stores; and enthusiastic assistance 
from every educator in your community. \ou 
can disarm every critic of the motion picture 
theatre; you can make many new friends for 
your house by showing these pictures. And 
with proper effort your business will surprise 
you the way it has surprised others. 

No Other Pictures Have Ever Received 
Mayors^ Proclamations and Scores 
of Big Editorials! 



March 15, 1924 



Page 33 






Truly Big Little Features 



PRACTICALLY every producer in the film industry has 
at some time or other tried his hand in making really 
big features of less footage. 
There have been many too, who have attempted special- 
ization on the issue — with fair success. 

It remained, however, for Yale University Press as mo- 
tion picture producers, to reach the coveted goal in the 
making of the Chronicles of America now being distributed 
nationally through Pathe exchanges. 

This series of epics in the complete 
picturization of the dramatic high- 
Hghts of America's past fairly reek 
with showmanship opportunities and 
exploitation possibilities from limit- 
less angles. 

They stand out as cameos in the 
field of special attractions. Their 
length eliminates their possible classi- 
fication with the so-caJled "feature" 
films, but in every sense of the word 
they are truly BIG LITTLE FEA- 
TURES. 



F 



the 



gresses. 

greater future business 



Their precision and accuracy from 
the production standpoint make them 
distinctively of high standard in the 
critical public eye. Their romance 
and the vivid appeal of true Ameri- 
canism they possess make them su- 
perlatively appealing and entertain- 
ing to a marked degree. 

Yale University Press is especially 
due a great amount of credit and 
praise for their double-barreled fore- 
sight as revealed in the manner they produce and present 
the "Chronicles of America." From "Columbus," the firs^" 
of the series to the thirty-third and last release they demand 
production quality. And what is equally illustrative of 
clean business methods and showmanship wisdom, the ex- 
hibition of these BIG LITTLE FEATURES is restricted 
to legitimate Motion Picture Theatres and removed from 
the non-theatrical field. 

That last decision on the part of Yale Press was made 
unhesitatingly, but to the showman who knows his cards, 
it is easily understood that such a decision demanded an 
unselfish willingness to sac- 
rifice additional revenue. 

Such a move, however, 
was one that insured cor- 
rect and proper presenta- 
tion and, in the long run, 
will prove more profitable 



NEW PATRONAGE 
OREMOST 

highlights of interest that 
the Chronicles of America 
offer is new drawing power. 
It will pay every showman to 
read all these 'Chronicle' pages 
carefully — follow out those 
suggestions which offer him 
most possibilities and get be- 
hind them with all the show- 
manship he possesses. 
That Avill mean new patrons, 
who can easily be made steady 
patrons as the series pro- 




than a wide open poHcy enlisting school, church, and club 
exhibition, principally because it will eventually bring that 
class of patrons to where they should go to see pictures — 
in the motion picture theatre. 

On the following pages you will read with admitted 
amazement of the almost remarkable exploitation and shov/- 
manship opportunities that prove the exhibitors booking- 
urge on the Chronicles of America. 

Profit by the suggestions. Profit 

by the actual experiences of other 
showmen. They all stand for in- 
creased profits in the box office. They 
all stand for elevating the BIG 
LITTLE FEATURE to that high 
standard that this particular series 
especially deserves. 

Best of all this series of short 
length special attractions carries with 
it the possibility of securing a new 
steady patronage — not only during 
the progress of the showing of the 
"Chronicles" but after the comple- 
tion of the series. You will have 
proven to your formal patrons that 
you have the most interesting and 
appealing informal weapon in the 
world for the influence of knowl- 
edge. And they will realize that con- 
stant attendance is necessary. 

You will have taught them the 
motion picture is the medium of the 
masses — and they will soon learn 
that they too are a part of the great mass of the same 
humanity they seek to uplift. 

Render every possible aid you can with all organizations 
who seek it in conjunction with this t^-pe of attraction. 
There is no fear of religious differences of opinion. There 
is no worry about the variance of personal viewpoints and 
ideas — nationality or sex. 

The "Chronicles of America" are pure American pic- 
tures, depicting true American ideals— and the problems 
and adventuresome trials and tribulations our forefathers 
underwent to help attain those ideals. 

They offer an excellent 
o p p o r tunity of helping 
build up that spirit whicli 
stands for better citizen- 
ship, and also better com- 
munit}' interest in better 
entertainment. 



It is an easy entree to 



Page 34 



Exhibitors Trade Review 



A NATION-WIDE move- 
ment behind the Yale 
University Press Pic- 
tures offers a co-operative ad- 
vertising service to exhibitors, 
the magnitude and the like of 
which has scarcely been par- 
alleled in film circles. The 
breadth and scope of this tre- 
mendous program incorporates 
a project which is intended to 
pave the showman's way for 
getting the support of editors, school author- 
ities, city officials, club leaders, clergymen and 
prominent citizens to the showings of "Chron- 
icles of America." 

HOW this immense project works is partly 
explained in the invitation extended to 
all exhibitors to send their names, addresses, 
play dates and subjects to Mr. George Day, 
President of Yale University Press, New 
Haven, Connecticut, with the reminder that 
the information is final and correct. What the 

T^HESE letters are facsimiles of the 

ones going direct from New I 
to the public, to city officials, s 
superintendents and all persons in a 
tegic position to help the exhibitor 
his theatre. The showman has bv 
furnish names. Yale Press does the 



YALE UNIVERSITY PRESS 

AD VER TISING AIDS 

DIRECT FROM NEW HA VEN 



IF the names and addresses of prominent 
citizens are forwarded to the address given 
in New Haven, these individuals will receive 
impressive letters requesting their endorsement 
and co-operation, and outlining definitely the 
value and importance of the "Chronicles ' to 
school children. The local Rotary, Kiwanis, 
American Legion, Elks, Knights of Columbus, 
and so forth, will also be circularized. In fact, 
all civic and social organizations will be so- 
licited for co-operation and support. 



Letters That 
Pave the 
Way 



advertising aids spirit as some- 
thing akin to a magic carjiet 
which drapes itself over the big 
cities, small towns, rural com- 
munities, the nooks and tiny 
crannies of America, leaving 
not an inch uncovered in a vast 
effort to tie-up the showman's 
forces v.'ith every possible in- 
strument that can bring addi- 
tional dollars and cents into his 
coffers. 



/"iNE sees in this tremendous exploitation 
" project all the interest-provoking elements 
for which real showmanship is noted. Has 
the showmanship millenium come ? The Yale 
University Press campaign would seem to infer 
that it has. It reaches out a broad inviting 
hand which has its fingers on the pulse of 
practically every community in the nation. 

A T the Yale Press headquarters, in New 
Haven, the advertising and exploitation 

HEN the showman approaches his 
local editor for publicity on his 
Chronicles" showing, he will have such 
tters as are herewith depicted to thank 
r the ready cordial reception he receives 
the hand of the newspaper executive. 
They are impressive advance agents. 



} Vou will be pleased Co team that we have arranged through the 
Exchange for a shotving from the Yale University Press Series of < 
icles of America Motion Picttircs of 



This is one of the thirty-three Chronicles of America Motion P 
prodticetl untler the direction of the Yale University Press with the 
lion of Yale University antl under the supervision antl control of its Cc 
Committee. The success already achieved by these pictures as a re 
the instant recognition accorded them in those cities and towns 
they have been shown is signal proof of their dramatic appeal as 
their historical accuracy in all details. It would be hard to ovcrcm| 
what it will mean in making the motion picture theatres in your ct 
nity a powerful agency for good to have the community give throi 
wholehearted support of the pictures in the Yale Series a convincin) 
onstration that the better "the tnovic" the greater the patronage 
public. If you will assist us in this work by doing your best to inter 
communiry at large in the projeci, you will, I believe, be performin; 
tinct public service. We shall, of course, be most grateful for your ct 
aiion, and naturally will be still further indebted to you if you u il 
you and your family have seen this picture, let us know whether it cv 



expectations. 



IWl^i^'SlS^^^- Additional 
Aids to 
Further 
^^"^ Profit 




N BDOCiTIOVU. DEPlRnanT. 



exhibitor then receives, for example, is, first, 
a letter from Mr. Day to the local editor 
explaining the purpose and importance of the 
"Chronicles of America," asking the editor's 
support on the basis of news interest, Amer- 
icanization, good citizenship, and the various 
other angles which are- expected to carry a 
journalistic message of appeal to any dis- 
cerning editor, on the lookout for good fea- 
ture material. With this is enclosed a specially 
prepared story pointing up the name of the 
picture and the local theatre. 

A SECOND letter is scheduled to go to the 
local school superintendent. This outlines 
the "Chronicles" from the angle of educa- 
tional appeal. It suggests that all the school 
children be informed of the showing at the 
local theatre and offers to circularize for him, 
all his principals, assistants and teachers, in 
the event that he cannot do the work him- 
self and encloses a sample post card of noti- 
fication for posting purposes and display. 

CHOULD the showman desire, letters will 
be sent to city officials emphasizing the 
showing from the point of community inter- 
est and suggesting, also, the advisability of 
public proclamation. This letter will draw 
attention to action taken by mayors and other 
city officials of other towns. Judging by the 
most critical standards, it would seem that 
the Yale Press advertising and exploitation 
project already embraces enough exhibitor 
helps to call it a day, but the concern's cam- 
paign goes even further. 



pROMINENT citizen, social organization, fra- 
ternal society, in fact every social unit one can 
conceive, has been included in the field of con- 
tact which is to furnish the showTnan the broadest 
possibilities for profit when he plays the "Chronicles" 

TTNQUESTIONABLY, this campaign has 
*-^all the ear-marks of a priceless, attention- 
commanding advertising aids project in which 
the term "co-operative service" veritably 
reaches the acme of perfection. It savors 
of the force which should set editorial wires 
buzzing from coast to coast. 

/~\NE sees the enterprise, as something out- 
lined by a magnificent, far-seeing gigan- 
tic mind. A mind that has visualized the real 




^HIS represents the magic little pamphlet 
zvhich provides the key to exploitation tie- 
ups on the Yale Press photoplays. Not z'cry 
legible, here, but oh zvhat a stackfnl of real 
live, selling tips, for the shozviuan who gets 
the original. They are being sent on request. 



brains are applying themselves with but one 
object in view — how to stimulate motion pic- 
ture business through every channel that of- 
fers an opportunity for the showman's ap- 
proach. That these are many, the Yale Press 
staff is willing to signify by sending every 
exhibitor w^ho sends in an inquiry, two folders 
of direct suggestions for valuable exploitation 
tie-ups. It is an alluring invitation. 

DLAINLY, the Yale Press organization 
merits commendation of the highest or- 
der, for evolving a showmanship scheme 
which runs to national proportions. The 
least the showman can do in manifesting in- 
terest to correspond with the inviting appeal 
of the whole proposition is to send an inquiry 
direct to New Haven and find out exactly 
what it is all about. The chances are friend 
exhibftor will get a new insight into the broad 
and hardly-worked real possibilities of show- 
manship. 

It is plain to see that all the elements which 
advertising genius and brains can devise have 
been brought to bear in making this nation- 
wide campai.gn as complete as such a thing 
is possible. In every direction, in every meth- 
od of approach to public appeal, official in- 
fluence, and civic support one notices an un- 
derlying vein which has as its main and final 
object an instrument which will bolster up the 
bnx-ofifice profits of the exhibitor playing any 
of the "Chronicles of America" series. 

This is "advertising aids" with a vengeance. 
It is a supreme achievement in the construc- 
tive art of going over the top with the appeal 
of printers' ink. It is amazing in its scope. 
It is absorbing in its message. It is master- 



March 15, 1924 



Page 35 



ful in its functioning. It aims to miss not the 
slightest opportunity where a chance for busi- 
ness boosting is possible. 

Personal contact is undoubtedly the most 
valuable instrument for achieving any object, 
and it is personal contact that is made easy 
for the exhibitor after the letter has paved the 
way for hmi to negotiations with editor, city 
official, clergyman, school superintendent, 
prominent citizen, social organization or frat- 
ernal society. 

TP HERE is a quality about the Yale Press 
letters that begets serious attention no mat- 
ter where they are received. Just the impres- 
sive imprint of the "Yale University Press" at 
the head of the neatly engraved letters is in 
itself something that attracts attention, for 
few people there are who do any reading at 
all that aren't aware of the firm's important 
position as a publishing and educational 
uistitution. Then, the quality of the letters 
is such as to fairly assure the kind of action 
for which the writers aim. 

These letters have been done by experts 
who have reached the acme of perfection in 
direct-mail advertising. For, summed up in 
pure business vernacular, that's what this tre- 
mendous exploitation campaign amounts to — 
a gigantic, subtle masterful, direct-by-mail 
advertising campaign. With this qualification, 
who can dare limit the possibilities of direct- 
by-mail advertising. The answer is — no one. 
For the possibilities arc limitless. 

TO illustrate the character of the printed 
matter which the exhibitor would receive 
in connection with the campaign project in 
question, it might be well to describe one of 
the pamphlets which the Advertising Aids ed- 
itor has before him as he writes. 

On the cover piece we have the heading, 
"Suggestions to Exhibitors of the Yale Uni- 
versity Press Series of 'Chronicles of Amer- 
ica' Motion Pictures." The pamphlet goes on 
in a subhead to say that exhibitors contract- 
ing for the Yale University Press Series of 
"Chronicles of America" Photoplays can be 
certain that intelligent exploitation of these 
photoplays will result in largely increased re- 
ceipts and profits. It tells also how this has 
already been demonstrated in many cities and 
towns, and is to be expected when it is con- 
sidered that — 

The "Chronicles of America" Photoplays : 

(1) Provide entertainment which appeals to 
the patrons of theatres. 

(2) Are of interest alike to men and wo- 
men, to youth and children, because the inci- 
dents selected from the story of America, are 
in themselves dramatic and because the pic- 



Jfyou wish to eitlerlam a parly of chitiirtn itihbout tiesigva 'ing i 
particular school orinslitutiorr, use ibis form. 



-MANAGER 

-THEATRE 

-STREET 

-CITY 



Enclosed find check for % lo be used for [he cnicnainme 

a group of school or institutional children at a special pcrfof mance of {litlt Oj 
/■.r,),one of the Yale University Press Series of "Chronicles of America PI 
plays." The group will be selected by a representative of the Superiniende 
Schools and the Theatre. 

Checks sent with the above fortti will be protflplly acknowledged am 
sender informed as to the group of children made happy by it. 



w 



If you wish to be host to a party of children of a particular school 
or institution^ use this form. 



-MANAGER 
-THEATRE 
-STREET 
-CITY 



I should like to entertain as my guests - , .. children o 

at a special performance of {title of piti 
ne of the Yale University Press Scries of "Chronicles of America" Photoc 
.dvise me of terms and other details. 



tures have been produced in a manner to en- 
hance their dramatic appeal. 

(3) Will bring to the theatre new patrons 
who are interested in the "Better Films" 
movement and welfare of the community. 

the third page of this four page folder, 
" under the head, "Plan to Supplement the 
Woik ihus Done by the Yale University 
Pres.j by hollowing Ihis Up m Such Ways 
as l hese ;" we find : 

(1) 'ialk with the newspaper men who will 
be readily interested if the exhibitor makes it 
p.ain that these pictures are not merely new 
movies, but rather productions of the Yale 
Lniversity Press released with the sanction 
of \'ale University and prepared under the 
supervision and control of its Council's Com- 
mittee. Under these circumstances announce- 
ments of the Chronicles of America ' Photo- 
plays are ' news'' to a far greater extent than 
articies in regard to any other picture's. 

(2) Consider if it would help in your com- 
munity to give a private advance showing for 
a small group of public officials, school teach- 
ers, and prominent business and professional 
men. 1 his has been found desirable particu- 
larly in securing the interest and co-operation 
of school superintendents, principals and 
teachers. 

(3 ) Secure statements for publication in the 
newspapers and in notices you may send out, 
from the mayor, school teachers and promi- 
nent citizens who may be at such a private 
showing. 

''PO give a simple illustration of how this 
process of advertising aids worked out in 
one city — in this city case, Cleveland — simul- 
taneous with the showing of the story of Co- 
lumbus, articles appeared in Cleveland News, 
the Cleveland Plain Dealer, the Cleveland 
Times, and the Cleveland News Leader. Each 
account was laudatory in its essence and car- 
ried an emphatic suggestion for fans to pat- 
ronize the film. For example the News 
Leader carried a double column head which 
read, "Educators See Private Exhibition Here 
of First of 'Chronicles of America Series." 

This article went on to extol the magnifi- 
cence of the project and the extreme fidelity 
to details as regards the scenic and dramatic 
quality of the film. The Times said : "It 
points to new possibilities in the realm of 
motion picture production. " The Plain Dealer 
(one of the the most influential papers in the 
middle West,) had a three line double column 
head over an article which called the film a 
"Fine, Worthy Production." The News car- 
ried something equally commendable. 

Thus it will be seen what the force of the 



CyHIS layout gives an illustration of 
^ some of the cards and letters used by 
the Yale University Press in paving the 
way to box-office success for the exi 
itor showing the "Chronicles of An 
ica" films. They comprise selling ■ 
ferial and data of the highest ordc 



Wnat 



"Columbus, "First of 
Historical Pictures 
Coming To Loews 

Film Based on Hlstor;' Spo nsored By Yale ynlverslty 
Press 



New Rocbelle !• •oon to see "Col- 
urnbuH". the first ot (be etrlea ol 
The ChroDicIee of AmtricsD PbotO' 
I)1li;b, spoDsored tati produced b; 
iale UniverBity Preaa. No word fron 



lUCh I 



■ of 



ojiprovnl an the elotement 'that Yak 
HulTerflil; PresK, for three and • half 
years eDgeged in tbe filiniog ol an ac- 
curate, unbiased dccoudI of Americao 
history from Columbua to Appdjnat- 
loi, hrid decMed to release tba ^ik- 
tures ill a eeriea of Ihlnr-tbree pho- 
loplara for Iheatrical dlarribudon. 

AnDouncemeDt tiOB hcen made that 
ihe first, "Columbus," v;i]\ bs abowD 
nt Loew'a New Rocbelle TbeatM on 
Dec. 12 ucd 18. It is gtufilyiog fo 
preoeirted 



well 



! Whicb 



a eoterUiLiLLiii-; ac 
dramatic and nbicb, 
preecbted through the most popular 
form of amutiemeDt, uphold Hit glor- 
ious traditions ot At^ericao hielory 



Qiat three or four letH 
• the oiuat terviceable leaser, 
jeir word i» lew. Nevcrtbeless, 
Chroojcles ot America pli:turefl 
o lor advnaced above the so- 
ibject" ot Ibe theatre, 
considered "features," 
4 the word. The pub- 
lio'LuD Ujerefore, judged each by its 
individual excellence rather than its 
lenilb. It haa fees pqinted out that 
when j>ictores aft Iacior>-made ; 
turned onUby the foot from Ui« com- 
inerdal studios of ihe iudustrj-, it Js 
qiule on rifeht 10 judi* ih'em by 
leojih, bur nhcn each ijicture prt- 
aenlt • different problem, . raqulring 
Buch involved lubur Ss i^eae, eicb it 
a refll '^ftatnra plctOre," Irreipectlve 
of iba (infate it takes. Ctrlaiijy -tor 
producijoa voiues tuid dfamaiic puBt±, 



"Columbui 
well \ 
tfllerincs. 
This 



1 the best of ( 



add c 



suiiHfied. 

We basUa I 
10 the-New Yok Tiun-a editorial of I 
r'fcent date whicb, coiorneDling on \\ 
Hlalement mode by George Barmly 
Day, President' of Yale CniverBiiy 
Press. eoHl: "A new day for motion 
pictures ffill irideed dawn If the meu i 
flcd women interested in the weUore] 
of their comm\jniiiea will eive their 
piitronace to help found euch Isud-j 
iible end patriotic underloblngs. It I 
Hhould come nboul in lime that ♦rery 
cliUd. youth, man and womao^ In | 

nf the past by sight, ual so eieDlual- j 
ly by heart." j 
dj the project bns been balled 



Uoii( __. , 

Influential trade maeaeind of 
the iiiduBiry, which reported,- " iCoi- 
uiDhus' IS an educatiooally foarimitiBi- 
four-recl treat, treated in entertoiu- 
meni fashion; that is, despite lia liis- 
turic value plua its laiibfulucHS lo 
UetuiU, it has drama and a punch that 
fen pulures of greater len|lli pos- 
benS, It Is a document that is pre- 
ciously vivid. inlecsifyiciE in interest 
snd with a mBgneiism ihQt holds 
one's olttntioD undividedly. The pro- 
ducers have not ransacked tlie pa^tt 
of fiction, rather tliey bave dug deep-' 
ly into history wnb an accuracy thtL-- 
very frankness of vhicA' furnishes 
dramatic aUbihty th^t is refreabingly 
out of Ibe ordinary and -impiesaive. 
There ia no attempt at eiafge ration; 
it is a straightforward, iajtliiul pLc- 
torial record of au eiplo 
prise, "punetuateil with human iDter- 




JIZHEN ''Columlnts" played Nczv Rochelle, 
N. v., an apt illustration of ho\w the Yale 
University Press advertising aids project 
zvorked is seen in this excerpt from the col- 
nurns of one of the tozun's leading papers. 

Yale Press Advertising Aids project is. One 
instance might just as well be multiplied by 
hundreds. It is just such effective newspaper 
and exploitation tie-ups as occurred in Cleve- 
land that every exhibitor in the land may ex- 
pect to effect in his own local community, 
with the powerful instrumentalities that the 
Yale University Press will lend him as a pure 
service of co-operation and courtesy. 



It gives us great pleasure to call to your attention a showing of 
COLUMBOS 
one of the thirty-three 
Chrom'c/ef of America Mo/ion Pictures 
j depicting stirring incidents in the history of our country. The pic- 
: tures are being produced under the direction of the Yale University 
: Press with the sanction of Yale University and under the supervi- 
I and control of its Council's Comtnittee. This showing will be at 
THE RT," THEAHIE 
liarch 3rd* 



NEW HAVEN CONN 



VALE UNIVERSITY PRESS 
II IW Ciil CiutiD WUUul JHimit\d 
NEW HAVEN CONNECTICUT 



Direct From 
New Haven 



Page 36 



Exhibitors Trade Review 




COLMMBUS 

"Cliroiudes of America^ 




Tale; UniversiXy Press j>'e..Ms 

YINCENNES' 




7 Iter spread 
of rotogravure 
herald on "Colum- 
bus" is shown above. 
To the left is the 
slide available on 
"Vincennes." Below 
is first page of^ 
"Peter" Stuyvesant" 
herald, the back of 
which is blank for 
exhibitors message. 
Heralds arc issued 
on each of the 
Chronicles and can 
be secured at all 
of the Pathe offices. 



DELOW. I litis- 
J-' tration such as 
reproduced in color 
in 22x28 lobby dis- 
play cards. Sets of 
ll.rl4 lobby cards 
and black and white 
photographs f o r 
newspaper use are 
also available on the 
Chronicles. A spe- 
cially arranged The- 
matic Cue Sheet is 
prepared on each 
individual picture of 
the entire series of 
thirty-three pictures. 



Peter . 
ituyvesant 




PATHE SHOWMANSHIP ADDS 
TO 'CHRONICLE' PRESTIGE 

Links Yale Press Direct With Exhibitors by Supplying 
Exploitation Material of Feature Calibre 

ALTHOUGH Yale University Press really does not cease 
operations at any time in supplying the exhibitor with ex- 
ploitation material and general publicity suggestions 
between the booking and actual play dates of the Chronicles of 
America series, Pathe picks up the campaign proper and becomes 
co-operatively important directly after the Yale Press has sup- 
plied the theatre manager with the several new possibilities this 
elaborate series ofifers. 

In reality, the New Haven bureau provides the advance pub- 
licity that is usually not forthcoming on the average picture or 
series of films, while Pathe provides the actual showmanship 
necessities and exploitation material that seldom, if ever, accom- 
panies anything short of the five reel feature. 

The combination is unique. Few producing companies, such 
as Yale Press is, have ever benefitted by a more thorough and 
consistently organized campaign of distribution and exploitation 
than that presented by Pathe. And certainly few distributing 
organizations, such as Pathe, have ever enjoyed the sales helps 
and advertising aids than those proffered by Yale Press. 

Exceptional Care Taken in Poster Preparation 

THE appeal of the Chronicles of America is so distinctive, the 
background of accuracy and authority so unusual, and the 
opportunities so apparently limitless that it immediately becomes 
one of, if not the most, important series in the entire Big Little 
Feature field. 

Pathe has accordingly given special care to all matters of 
exhibitor service on each release. Special posters have been pre- 
pared with the same fine hand of precision that supervises the 
production of the film itself. Each poster must be correct from 
the accurate coloring of the uniforms and wearing apparel of 
the periods to the apparently unimportant peculiarities of the 
properties revealed in the scenes. 

The special rotogravure heralds vy^ould almost lead one to 
doubt that one of the "Chronicles" was anything other than an 
elaborate special feature attraction. This is due to the fact that 
this series of pictures offers such a wealth of local color tie-ups 
as revealed on the following pages. There is a full page on the 
heralds left blank within a decorative border for the showman 
to imprint a new type direct message and solicit that class Qi 
patronage which usually is not classified as one hundred per cent 
screen fans. . , 

Pathe Stresses 'Feature' Classification on Series 

T"'HE lobby photos are presented in colors that set a high stan- 
dard in this form of display. Following out the feature style 
of presentation there are the twenty-two by twenty-eight lobby 
:ards in addition to the careiully chosen set of eight eleven by 
ourteens. And for the newspaper and special exploitation cam- 
paigns, Pathe provides just as extensive an array of cuts ana 
mats as it does on any of the full length subjects. 

Special thematic cue sheets give the showman a direct insight 
:or his musical atmosphere, which literally "sets the stage" for 
:he particular period or background revealed in each of the 

series. , -r-. , 

No details are omitted in the general list of Pathe accessories. 
There are the usual slides for each picture and stock slides for the 
series, National Screen Service motion picture announcement 
trailers, black and white photos for newspaper reproduction and 
teaser campaigns and tie-ups almost too innumerable to describe. 




March 15, 1924 



Page 37 



'CHRONICLES OF AMERICA' EXPLOITATION SECTION 



In short the Chronicles of America are 
truly Big Little Features with an accent on 
"Features" and Pathe has seen to it that 
the exploitation and showmanship material 
provided in all cases is in complete har- 
mony with that idea. 

Service Men Arrange Endorsements 

AN additional etfective service is pro- 
vided by each of the Pathe exchanges 
in the form of special representatives and 
exploitation men who confer with exhibi- 
tors on the various new angles offered by 
these American classics and acquaint them 
with the salient facts of all the profitable 
co-operation possibilities in the case oi 
each locality. 

Where it is desired, these representatives 
go directly into the exhibitor s own towii 
or neighborhood and arrange his point of 
contact for the tie-ups and special exploi- 
tation support he may need. They secure 
the endorsement and support of his clubs, 
schools, city officials and whatever organi- 
zation that would best benefit greater box 
otfice results. 

■fhe results have proven that, although 
this service is quite out of the ordinary m 
the field of short subjects, it is the most 
important factor in bringing about the al- 
most amazing proof that a J3ig Little Fea- 
ture series can and m many cases does 
easily outdraw the feature itself. 

This form of Pathe service is, of course, 
not absolutely essential and necessary yi 
every case or on every release of the series, 
but It IS certainly a highly important ad- 
junct possibility for a vast majority of 
showmen in the presentation of the first of 
the Chronicles ot America series. It not 
only shows what can be done and how 
best to do it, tput sets a pace which 
makes it easy for the exhibitor to follow 
on the subsequent showings of these 
unique featurettes. 

'Book as Many as You Please' Plan 

THE Pathe plan of booking the Chron- 
icles of America is a wide open prop- 
osition. Any exhibitor may book the en- 

A COMPLETE selection of accessories 
-/I from posters to publicity is available at 
all Pathe branch offices. A special ^exploita- 
tion sheet on each of the "Chronicles" outlines 
valuable local tie-ups and definitely paves the 
way for numerous highly successful showings. 



tire thirty-three pictures of the series or 
he may book any part of the series. He 
may even restrict himself to booking any 
of them individually. The real breadth of 
the possibilities of this plan is probably 
best described, however, by the fact that 
there is no necessary order in which the 
showman must play any of the' Chronicles. 
Due to the fact that certain releases may 
have more or less exceptional exploitation 
angles from the local color historic yalue, 
the plan permits the booking of all releases 
in any order Mr. Showman sees fit to 
arrange. 

In addition to such co-operation on the 
part of Pathe, it is ultra valuable to a 
theatre manager to know that the entire 
Pathe line-up of branch managers and 
special representatives prof?er their al- 
ready existing acquaintanceship witii loca' 
editors, business men and organizations 
which quite frequently stand ready to as- 
sist the promotion of any such features as 
the "Chronicles." 

'Truth Stranger Than Fiction' Used 

VERY detail in setting, every incident 
depicted, is broadcasted with proof as 
authentic. The public is besieged with im- 
pressive and interesting material that con- 
vinces — word and picture proof that every 
costume seen and every subtitle read on 
the screen is correct to the most minute 
detail. 

That "Truth Is Stranger Than Fiction" 
and, in the case of the Chronicles of 
America, more adventuresome, is Ihe un- 
derlying thought of all Pathe exploitation 



and that it is having remarkable effect in 
every locality where any of the series has 
been exhibited, is putting it lightly. 

Special Club and Society Tie-ups 

TTHE advantages of arranging local tie- 
ups with prominent societies and ex- 
ploiting throuh them has also been taken 
into consideration by Pathe and a great 
number of nationwide hook-ups, especially 
with the various alumni associations of Yale 
University, have been arranged for. But 
in addition to this, the local exhibitor will 
be taken care of in a local way by the 
Pathe representatives. 

The Boy Scout Organization is recog- 
nized everywhere as a strong juvenile in- 
stitution, besides which the members a;;^ 
zealous workers who can be depended upon 
to put over almost any undertaking they 
assume. Pathe has arranged for the general 
support of every local Boy Scout by means 
of a general tie-up with the organization. 

In like manner support of the Girl 
Scouts, Knights of Columbus, Rotary 
Clubs, Kiwanis Clubs, American Legion, 
and various women's organizations can all 
be enlisted to add their support, and Pathe 
has made provision for this sort of thing. 
For the purpose of making satisfactory 
arrangements with these organizations, and 
arranging the details for undertaking by 
any one or all of. them, the local Pathe 
representatives are always available. 

Briefly, Pathe has left nothing undone 
in planning a most complete campaign to 
help the exhibitor sell "The Chronicles of 
America" to his patrons. 




Page 38 



Exhibitors Trade Review 




JTeATURE story on the 'Chron- 
icles of America' in Woman's 
World. An editorial in the same 
issue strongly urged thousands 
of women to support local show- 
ings of "Chronicles of America." 



In addition to these, World's Work, The Outlook, 
Arts and Decorations, and scores of other periodicals 
have carried the inessaoe nf the "Chronicles." 



"pHE Literary Digest hailed the 
project of filming the Chron- 
icles of America as one of the 
most important strides in the 
progress of the motion picture 
industry. A remarkable tribute. 



Elaborate Local Tie-Ups On 'Chronicles' 



WHILE the Yale University Press 
offers what is, perhaps, the most 
comprehensive drive for local support 
and commendation ever rendered by a pro- 
ducing company, and while Pathe supplies 
exploitation and sales aids of distinctly fea- 
ture quality, experience has proven that 
this service is on,e hundred percent effec- 
tive only when the exhibitor energetically 
follows up the introductory campaigns of 
producer and distributor and personally 
takes advantage of the clear channels to 
local tie-ups made possible by them. How 
best can the exhibitor secure the maxi- 
mum results? 

In the first place, it is of supreme im- 
portance that a feature picture to accom- 
pany each of "The Chronicles of America" 
be a subject in keeping with the quality of 
these short subjects; a feature that will ap- 
peal to the people who come in response to 
the "Chronicles" exploitation. Secondly, 
since a big drive is being made on the 
"Chronicles," this subject should be given 
a fair "break" in the exhibitor's advertis- 
ing and publicity, supported by a liberal 
use of posters and lobby aids. The The- 
matic Music Sheet, prepared on each of 
the "Chronicles" and available at all Pathe 
branch offices, should be used by all 
means. The entire program should be 
built to fit the people the exhibitor is go- 
ing after. Then it's a question of going 
after them. 



THE definite ways of securing local co- 
operation may best be explained by re- 
ferring to actual cases where such arrange- 
ments have been made by the exhibitor to 
splendid advantage. The Governors of sev- 
eral states have already expressed their 
approval of "The Chronicles of America." 
Governor Donahey, of Ohio, for example, 
and Governor E. Lee Trinkle, of Virginia. 
State organizations of civic, social and 
commercial clubs have their unqualified en- 
dorsement. State Teachers' Associations 
and such bodies have agreed to support lo- 
cal showing of the "Chronicles." Evrry 



Pathe office is fully aware of all such ac- 
tions taken in the various localities and 
will acquaint the exhibitors with the facts 
of such tie-ups. They have a distinct value 
in effecting local arrangements by present- 
ing the proposition, first, from its national 
and state aspect and then centering the 
interest from a local viewpoint. 

Showmen of many cities have found it 
highly advantageous to secure a public 
proclamation from the Mayor. In Seattle, 
for example. Mayor Edwin J. Brown took 
such action, saying, in part: "It will be the 
privilege of the people of Seattle to see 
this picture (Columbus) at the Liberty 
Theatre. I respectfully call your attention 
to this superb effort of Yale University 
Press and I sincerely recommend to all 
who can to attend the Liberty and see tJm 
picture. In doing so, everyone will be in- 
spired for all will be benefited by its accu- 
racy, beauty and unusual entertainment value. ' 
Such support cannot be beaten. 



sirable and effective and "The Chronicles of 
America" are attractions which particularly 
appeal to superintendents, principals and teach- 
ers. While the Yale University Press has re- 
ceived hundreds of endorsements from 
school heads, showing how practical is this 
tie-up, these few are quoted as typifying the 
general attitude. 

E. E. Cortright, Superintendent of Schools, 
Bridgeport, Conn., "I consider it a privilege 
that more that four tlwiisand of our children 
saw 'Columbus' at a special performance." 
John C. Diehl, Erie, Pa., wrote, "As Super- 
intendent of the city schools I commend, with- 
out reservations, this series of photoplays." 
W. A. Mowry, Superintendent of Schools, 
Taunton, Mass., "I am asking the teachers 
to bring the showing to the attention of the 
pupils of the schools." W. J. White, Super- 
intendent, Englewood, N. J., "I shall be glad 
to have your announcement made in my 
schools. We are only too glad to co-operate 
with you because of the high merit of the 
films." 



NEWSPAPER editors are particularly will- 
ing to co-operate on "The Chronicles of 
America." U^ndoubtedly, these authentic 
dramas of American history have received 
more space and greater praise than any short 
subjects ever produced. Literally, hundreds 
of editors have written special endorsements, 
urging their readers to support the theatres 
showing the series. Here is a sample of the 
way they are responding to the exhibitors' re- 
quest for co-operation. It is from the Co- 
lumbia, S. C, State, "The screen is now being 
used with splendid and impressive effective- 
ness in telling history in the most entertain- 
ing and enduring way through artistic, beauti- 
ful and authentic pictures." Another editor puts 
his recommendation this way, "Since it is the 
public that sits as final judge and jury in the 
matter of motion pictures, this newspaper feels 
amply justified in devoting the amount that 
has been taken to call the public's attention to 
the opportunity now presented for showing 
the local motion picture exhibitors that such 
films are appreciated and will be supported by 
something more than empty praise." It 
couldn't be put much more strongly than that ! 
Naturally, the school tie-up is highly de- 



CIVIC, social and business organizations are 
proving of great assistance as points of 
local tie-up. The Pittsburgh Chamber of 
Commerce, for example, has been very active 
in lining up the big industrial plants repre- 
sented by its members. The New Rochelle, 
N. Y., Chamber of Commerce, representative 
of the help received in smaller communities, 
devoted much space to each showing of "The 
Chronicles" its its weekly bulletin. Cogniz- 
ence of the showing of "Columbus" was taken 
on the Sunday preceding the opening of the 
first picture by several of the clergymen of 
Mount Vernon, N. Y. The Knights of Co- 
lumbus of Indianapolis got behind the show- 
ings at that point. Women's Clubs, every- 
where are actively interested in making the 
theatrical showing of "The Chronicles" big 
successes for the exhibitors. These few ex- 
amples are but a suggestion of the co-opera- 
tion which can be secured. 

Many showmen are finding it particularly 
profitable to run a special showing for all of 
the city officials, school heads, editors, club 
leaders, clergymen, prominent citizens, etc., at 
which their endorsements are ^ccured by pro- 
viding blank forms upon which they are asked 



March 15, 1924 



Page 39 



CHRONICLES OF AMERICA' EXPLOITATION SECTION 



to record their impressions of the picture. 
Having secured these, it is a matter of detail 
to secure authorization to use the testimon- 
ials in newspaper displays, special lobby 
frames, programs and similar exploitation 
media. Other exhibitors are working up fine 
local interest through essay and poster con- 
tests for the school children. In ideas such 
as these, however, it is a matter of pure show- 
manship. 



IN every phase of the local campaign, it is 
tremendously important to emphasize that 
"The Chronicles of America" are different, 
fascinating and vividly entertaining. It is 
obvious that they are enlightening. Make it 
plain that they are great shows, with rare 
drama, adventure, romance, suspense, human 
interest and the convincing quality of present- 
ing the stories of real people living real lives 
in sequences as thrilling and absorbing as the 
best fiction. They represent the newest idea 
in. pictures. Talk up this angle and regular pa- 
trons will be intrigued. Impress the public 
with the importance and prestige of this new 
series of photoplays. Make it plain that tint 
theatre stands for the best in pictures, for 
community service and entertainment, plus. 
These arguments will win for any showman 
the active support of all classes of the pub- 
lic. They have never failed to be impressive. 
Work the local end of "The Chronicles of 
America" to the limit. 

Summing it all up, the exhibitors of the 
United States have never had a series of pic- 
tures more perfectly adapted to local support 
and co-operation. 



At Your Very Door 

rri HIS is not just a story of how 
editors, school heads and pubHc 
officials can be asked to co-oper- 
ate. It is an account of how they 
are now actually working for ex- 
hibitors and what is laying at the 
door of opportunity for exhibitors 
who book the "Chronicles of 
America" series being released by 
Pathe. It is an exceptional incen- 
tive for the showman who believes 
in going aftei: a new patronage 
with a weapon that will hold them 
later as "steady" picture fans. 



FIRST, they appeal on the all-important 
basis of entertainment. There is no doubt 
about this. Forget all about the historical 
background of "The Chronicles of America" 
and they will still be attractions which please 
and satisfy Mr. and Mrs. Theatre-Goer on 
the basis of romance, drama, adventure and 
thrills. To this angle can be brought the 
showmanship resources of lobby decorations, 
posters, publicity, newspaper advertising, mer- 
chant tie-ups, contest ideas, ballyhoo, program 
announcements, heralds, cut-outs and all the 
paraphernalia of showmanship. 

rHOU SANDS of neivspapcr 
ri'T'/Vri'.v (/;((/ editorials without 
a siiK/Ic irilicisiii is the record 
if the L hrouicles of Amer- 
ica.' Governors, Mayors, 
Educators and business men 
join in endorsin~ ''he Yale 
Press pictures ard offering ^ 
assistance to i ibitors d 
in puttinq the over. M 



Second, they appease the ever-present thirst 
for novelty ; for something new and different. 
People will always flock to see "something 
new" and these productions represent the 
newest and most original trend in motion pic- 
tures. 

Third, their inherant nature makes them 
worthy of the support of all the leaders in 
every community. The editor responds be- 
cause the entry of Yale University Press in- 
to motion picture production is a story of 
news value and because "The Chronicles of 
America" mark the entry of the industry in- 
to constructive fields of Americanization and 
good citizenship. To him they represent a 
movement as much as they do a series of mo- 
tion pictures. 

To the public official they stand as stimu- 
lants to community spirit ; to a deeper regard 
and appreciation of American institutions ; to 
a finer patriotism. To the educator they strike 
home as the standard-bearers of visual educa- 
tion ; of a way whereby the American public 
may be inspired to further understanding 
of the vast store of learning which has here- 
tofore been confined to the printed page. 

To the club leaders, both men and. wo- 
men, they stand as representative of the 
screen's best efforts ; better pictures at their 
best, and as furthering the ideals of their own 
organizations, whether fraternal, social, com- 
mercial or civic. 

Not the least value of "The Chronicles of 
America" is the contact with these organiza- 
tions which can be interpreted in terms of ad- 
ditional box office revenue through special 
performances or their attendance in groups. 

ATEWSPAPERS like the New York Trib- 
■'■ une, Times, Sun and Globe, Telegram, 
Springfield Republican and hundreds of others 
are commenting editorially on the excellence 
and entertainment value of the "Chronicles." 




Page 40 



Exhibitors Trade Review 



Actual Production of Chronicles' As Vividly 
Romantic As Pictures Themselves 



THERE is a subtle "something" about 
the Chronicles of America that reaches 
out and grips. Showmen have com- 
pared the keen attention on the part of 
audiences, to the interest aroused by the 
most talked-of shots in the weekly news 
reels. 

The Chronicles have romance and adven- 
ture, suspense and action, and in addition, 
that indescribable something — the realism 
of reality; the feeling that here is some- 
thing more than a motion picture, here is 
life as it would have been recorded had a 
news photographer accompanied Columbus 
on his voyage of discovery or traveled 
with Washington during the stormy days 
of the War of Independence. 

What a fascinating vision this project 
suggests! One hundred reels revealing the 
inspiring story of America! Thirty-three 
pictures depicting outstanding events in the 
inspiring narrative of our national growth! 
A complete, authentic and dramatic ac- 
count of our forefathers' struggles, sacri- 
fices, and achievements! 

And from the angle of entertainment. 
Nothing could be more dramatic than the 
career of Columbus and the bitter dis- 
appointments which preceded his triumph ! 
Or more romantic than the love story of 
Pocahontas, the Indian maiden and John 
Rolfe, gentlman colonist of Jamestown! Or 
more inspiring than the mid-winter cam- 
paign of George Rogers Clark against the 
British at Vincennes! 

Or more thrilling than the exploits of 
Daniel Boone and his adventuresome life 
among the Indians! Or more spectacular 
than Benjamin Franklin, John Adams, John 
Hancock, Thomas Jef?erson^and the rest of 
our country's fathers gathered to discuss 

Ziy A. OGDEN, famous historical artist. 
J. J. • supplies sketches similar to this for all 
of the costumes puorn in the "Chronicles of 
America" photoplays. They are then espe- 
cially made for the actors zviho are to portray 
the part. .Even "extras" being provided for. 




Iff / 

I'.-.l^ Ttt^w Cr*^ 

A-i& A-iZ.. 
' ^cu.. a-~^- 



the Declaration of Independence! Or more 
rousing than to see Colonel George Wash- 
ington at Fort Necessity! 

EVERY decade throughout our history 
has contributed a glorious chapter to 
the stirring story of our country! A story 
intensely dramatic because it deals with 
real people; wonderfully fascinating be- 
cause based on facts and surrounded with 
the aura of authenticity. 

And to visualize the project of filming 
this story suggests the romance which sur- 
rounds the work which the Yale University 
Press is doing. 

Did you ever stop to consider that writ- 
ten history dismisses a situation with a 
word while the re-creators of history must 
provide for the correct presentation of a 
hundred and one details if the pictures are 
to be absolutely authentic — and absolutely 
authentic the Chronicles of America must 
be to pass the scrutiny of a distinguished 
Board of Editors, all noted historical ex- 
perts, appointed by the Council's 'Com- 
mittee on Puljlications of Yale University, 
under whose supervision and control the 
pictures are made. 

Take, for example, the picture "Peter 
Stuyvesant," a dramatic account of the 
days when old New York was young. In 
it is shown the interior of Stuyvesant's 
house. What kind of food could properly 
be put on the table? ■ Should the sanded 
floor be marked off in patterns? Could 
silver be shown? A coffee pot? A table 
cloth? Again, in a scene showing the fort 
nf New Amsterdam, what was the stagt 
in the evolution of gunnery in the trading 
post in the middle of the seventeenth cen- 
tury? 

Or in the scenes showing the garden of 
Charles II of England, should the ladies 
wear jewelry, and if so, what? Did their 
gowns have trains in 1664? Was tea 
served? These problems, suggested by 
just a few scenes from only one picture re- 
veals the tremendous amount of research 
work which must be done in filming the 
entire series. 

T>ACK of all this is a story of months 
of painstaking research work. Pro- 
ducers who have claimed authenticity for 
their productions, and this is said with no 
reflection on the sincerity of their en- 
deavor, have but checked the obvious 
points of their pictures compared to the 
exhaustive work which is done by the Yale 
University Press. 

Alatters of minute historical detail, mat- 
ters of correct characterization, of actual 
speech, for even subtitles must be authen- 
tic, are analyzed, are checked to assure 
absolute agreement on the part of authori- 
ties before a single shot is made. 

A large corps of research workers under 
the direction of noted historical experts are 
constantly at work in the libraries and in- 
stitutions of the country. It is said that 
the preparatory work done on "The Gate- 
way to the West," for example, represents 
what is equivalent to over eighteen months 
uninterruptd work on the part of one con- 
tinuity writer. 

THIS same care is exercised in every 
detail of production. Actors must be 
found who bear a resemblance to the fam- 
ous people they portray. Costumes and 
settings must be designed by historical ex- 
perts and executed by skilled people under 



proper supervision. Details of architecture 
must be correct to the last degree. Furni- 
ture, weapons, household implements, must 
be authentic. 

Exterior locations must be found simi- 
lar in appearance to the spot where 
the event took place. One of the Yale 
Press production units recently returned 
after five weeks in the South on "The 
Gateway to the West." The company 
worked at Chatham, near Fredericksburg, 
Va., Charleston, S. C, Asheville, N. C, and 
Esmeralda, N. C, from which point the 
company worked on location spread over 
an area of forty miles. 

Returning North, the company spent 
several days on location at Long Island, 
and finally, about three weeks doing in- 
terior scenes at the Vitagraph Studio in 
Brooklyn. And all this for a three reel 
feature ! 

This one incident reveals the time, mon- 
ey, and energy that is expended in produc- 
ing the "Chronicles of America." It has 
been stated that no short subjects ever 
made — bar none — can match the precision, 
accuracy and production values of these 
Yale Press films. 

They are, in reality, short features. They 
represent as great an investment of money, 
as expensive a production program, as 
careful a selection of casts, as great a 
variety of settings, and as exacting a pro- 
cess of laboratory technique as the vast 
majority of regular length feature pictures. 

Exhibitors are, indeed, fortunate that the 
"Chronicles of America" can be secured 
on the basis of Short Subjects, for if ever 
the term "Big Little Feature" was propei- 
ly applied it is in speaking of the Yale 
Press "Chronicles." 

TTTORKING sketches of various "props" 
rf node for "Vincennes " one of the "Chron- 
icles," showing the exacting care which is 
taken to have every detail of production au- 
thentic and correct. This is done on every 
picture by a special department of research. 



VlhCENN£6 





^he Ckwn/cles ofAmer/'ca 











Yale University Press 



presents 



VINCENNES 



(5 Paris ) 



J JERE is a picture. No one can see the 
sufferings and the heroism of that won- 
derful march through a flooded wilderness 
by George Rogers Clark and his little army 
of frontiersmen, culminating in the attack 
upon the British fort at old Vincennes and 
its capture, without being proud that he is an 
American. 



A di amatic and authentic story 
of the expulsion of the British 
from the old Northwest — A 
picture of realistic adventure. 



Here are color, thrill, suspense, heroism, 
hardship and victory; here are also absolute 
Truth, splendid acting, great production and 
direction. 

When "Columbus" was shown in Springfield. 
Mass., Mayor Leonard issued a proclamation 
urging every resident to see every picture of 
this epochal series. 





-J^y Distributors VL^ 





^he Qkron/cles qfj\nier/ca 







Yale University Press 

presents 

DANIEL BOONE 



(3 Parts ) 



A dramatic and authentic ro- 
mance of the pioneers of old 
Kentucky. A virile photo- 
drama that spellbinds all I 




rjl RUTH is even more dramatic than fiction. 

There was so much that was stirring and 
sensational in the settlement of Kentucky by 
the whites, that if it were all put into a novel 
people would smile at the author's imagina- 
tion. And yet it is history! 

"Daniel Boone" is stirring, sensational; and 
it is also true. True is story, detail and at- 
mosphere. That's why it is such excellent 
entertainment. 

See the great pioneer carve out a big empire 
by sheer grit; by stubborn determination to 
be 'driven out by no force however big, 
Indian or British. See him battle with both, 
— and win! 



Pathe' 

Distributors 





March 15, 1924 



Page 41 





PATHE NEWS-A TJTTLE SUPER FEATURE 

^Around the World in Fifteen Minutes No Idle Boast 
But Actually an Achievement of Camera Skill 



THE growth in scope and function of 
the news reel is an outstanding feature 
of the marvelous development of the mo- 
tion picture industry within the last twelve 
years. When the wonders of Nineteenth Cen- 
tury inventions and improvements in trans- 
portation facilities brought within the realms 
of actuality all the fancies that the fertile 
imagination of Jules Verne visualized in his 
"Around the World in Eighty Days,' people 
gasped in sheer amazement at the celerity 
with which the barriers of time and space 
were being annihilated by human ingenuity. 

Pathe News, however, which lias consist- 
ently maintained the lead in the steady devel- 
opment of the news reel, reduced the en- 
circling of the globe from a matter of days 



venture. Imagination and Practicability clasp 
hands in a perfect unanimity of purpose. And 
the results of this meeting are a compound of 
instruction and drama that have elevated 
Pathe News, in the estimation of thousands 
of theatre owners and theatre patrons, to a 
position of feature importance on the theatre 
program. 

The scheme of organization and operation 
of the Pathe News enterprise resembles in a 
general way that of the newspaper. At the 
center of the system is an editorial staff under 
the direction of Emanuel Cohen, editor-in- 
chief. The "camera stories'' as they arrive 
must be edited, captioned, and prepared for 
the great Pathe News "laboratory-press" at 
Bound Brook, N. J. From the B und Brook 



'T'HE only news reel pictures of the eclipse of 
the sun is a Pathe achievement. Pathe cam- 
eramen are constantly getting views under almost 
insurmountable difficulties. They have a high rec- 
ord of achievement to live up to. Above is a 
spectacular picture of the burning of Smyrna. 

"press" prints of the edition must be sent 
with the utmost speed to theatres everywhere 
for screen presentation to the millions of 
Pathe News "readers" all over the world. 
Such is the editorial and mechanical side of 
the project. It is in the other direction — 
the compilation of the actual news — that the 
romance and the adventure are mostly to be 
found. 

From the central editorial bureau in New 
York. Pathe News repotorial ramifications 
spread to the ends of the earth. In every 
American city of importance are located 
Pathe News representatives always on the 
alert to record events of interest. Abroad, 
too, the Pathe News camera staff is -&s well 
organized and equipped as that at home. Lon- 
don, Paris, Rome, Berlin, Vienna, "Tiladrid, 
Athens, Copenhagen, the Hague — each '-has 





to minutes. Supplanting the now antiquated 
record of the great French author, Pathe 
News has raised aloft a new standard, em- 
blazoned with the slogan of — "Around the 
the World in Fifteen Minutes." 

Behind this marvelous development of the 
present day lies a story of human enterprise, 
courage and skill, of mechanical ingenuity 
and efficierxy, and of masterly generalship 
and co-ordination of effort that rivals any- 
thing to be found in the imaginative flights 
of a Jonathan Swift or a Jules Verne. The 
Pathe News reel, probably better than any 
other single project of modern times, crys- 
tallizes into one efficient whole, all the romance 
and adventure of the soldier of fortune with 
the science and craftsmanship of the modern 
inventor. In the laboratory of this great 
animated chr^^icler of current events, Ad- 



'THE Spanish revolution, Mount Etna in eruption. 

the Dempsey-Gibbons fighc. The audience is 
switched with lightning rapidity from Europe to 
America, down to Africa, across to Austra'ia. That 
is one of the reasons for the great ptipularity of 
the Pathe Newsi reel. Not a slow moment in the 
reel, constant changes, contrasts that get attention 
and lay hold of the mind. Pathe News reel is thor- 
oughly entertaining as well as being educational. 



IpROM the communist revolt in Saxony, or a Chi- 
nese bandit raid, to a monarchist revolt in 
Bavaria Pathe News eliminates all the barriers of 
time and space. Unlike newspaper men, their cam- 
eramen must be there exactly when the thing is 
happening. An hour later is too late. The mar- 
velous efficiency achieved by the Pathe organization 
has made this possible. The film must then be sent 
back with the greatest speed and the way Pathe 
company men do this makes thrilling reading. 



its Pathe News staf¥ member. Scattered in 
the less populous centers are correspondents 
who cover their respective territories. Africa,. 
Australia, South America, and the Orient 
have their quota of camera reporters ever 
ready to photograph happenings which will 
be of interest to the peoples of the other 
continents. 

The work of the Pathe News cameraman 
differs in some respects', however, from that 
of the newspaper reporter. The latter can 
reach a point of activity after an event has 
occurred and still get a very graphic account 
from sightseers and authentic records. Not 
so the camera reporter. To get his story 
he must be in the very midst of things from 
start to finish. There are no rehearsals, no 
retakes ; either the event is recorded in the 
i aprcning. or lost f'lrcver t i the camera's eye. 



Page 42 



Exhibitors Trade Review 



iSl. 

I ♦ < S } 



flip 







gafegf 




y 0£;^'S STATE THEA- 
-L^ TRE in Los Angeles 
prepared the public for "When 
a Man's a Man" by stringing 
huge banners across the 
street. The size of the ban- 
ner alone zvould make an im- 
pression on the mind and 
make one think of a big pic- 
ture. The sign gave the pic- 
ture a great welcome and it 
played to capacity houses. 



A RMY recruiting officers 
are usually placed on the 
busiest corners and the fact 
that "When a Mans a Man" 
ties up^ well with the marines 
made it possible for the pic- 
ture to be exploited in Cin- 
cinnati zvith a tie-up. The one- 
sheet posters {Were placed in 
all the prominent p'accs in the 
city. The Rex Theatre in 
Eugene. Ore., made a good 
tic-iip with the book stores se- 
curing profit to all concerned. 



A MAN 

u.sm1ne 



Exploiting Principal's 'When a Man's a Man' 

■ How the Harold Bell Wright Picture Is Starting on Its Journey 



March 15, 1924 



Page 43 



SHOWMANSHIP 



Keeping the Showman in Mind in Making Shorts 

How One Producer Decided to Make Short Subjects Because He Received 
a Million Dollars Worth of Advance Advertising Free 



THE success that has characterized the 
development of the short subject with- 
in the last few years and the position 
of vital importance it now holds in the 
exhibitor's program is a result of special 
pain and effort on the part of a few pro- 
ducers who had sufficient foresight to vis- 
ualize the possibilities of single and two- 
reel pictures. 

"Short Subject" meant more to them 
than two thousand feet of film, and held 
greater significance than the grinding 
out of slipshod pictures with too few 
good points to condone their produc- 
tion. Not until these men had come 
to realize that the same care used in 
taking the big picture had to be ad- 
hered to with the smaller one did their 
efforts begin to bear fruit. Undoubt- 
edly one of the foremost exponents in 
this field is Jack Cohn of the C. B. C. 
Film Sales Corporation, who has been 
active in the motion picture business 
for well nigh twenty years during the 
most of which time his efforts have 
practically been confined to develop- 
ing the short feature. 

Mr. Cohn's endeavors have not been 
in vain, for he is producing to-day two 
of the most successful short pictures 
on the market: "Screen Snapshots" 
and the Hallroom Boys Comedies 
which have been very popular with 
the leading exhibitors of the country 
for almost five years. An enviable 
record, to be sure. The career of this 
pioneer contains interest worthy of 
comment. 

"I joined Mr. Carl Laemmle about 
nineteen years ago," said Mr. Cohn. 
"In those days we developed and 
printed film in a small room and we 
were fortunate to make even a one 
reeler. Titles were decided upon first 
and the stories written around them 
because the advertising had to get into 
the trade papers long before a picture 
was even started. 

" 'Those were the happy days,' I 
have heard Carl Laemmle and the 
other big men say. They probably made 
more money then than they do to-day. 
There were no worries about stars and 
stories. Actors frequently went to see a 
play at night and made a picture in the 
morning. I recollect one set of actors who 
would go to Staten Island in the morning 
to make a picture and telephone about 
noon that it was finished. We'd give them 
an idea for another which meant two pro- 
ductions a day. 

"As a good many of our pictures were 
too short we had to go out to find a little 
scenic to put on to it. 

SIX or seven years ago I noticed the 
short picture was being overlooked. I 
fought hard to keep it before the public, 
but it seems the big pictures were crowd- 
ing the little ones off the screen. I had 
been making quite a number of industrial 
pictures at the time, and these were very 



By RALPH ROSSITER 

of C. B. C.'s Advertising Department 

interesting. But we could never get a show- 
ing because there was no room for any- 
thing educational. 

"About five years ago I decided to go 
out in the open market and make independ- 
ent short stuff because the program and 
stars had no time to worry about the small 




The Fresh Objective Viewpoint 

Mr. Rossiter, the writer of the ac- 
companying article, is comparatively 
a new figure in the film industry. 

However, being a scholar by train- 
ing and an advertismg man by ex- 
perience, his opinions even in a new 
field are well founded and construc- 
tive in import. 

Film folk in general and showmen 
in particular will welcome the clear, 
dispassionate viewpoint of one whose 
thoughts are entirely free from the 
one-sided, biased judgment which 
occasionally afflicts the man who has 
seen life from a single vantage point 
all his life. 

The accompanying article is worthy 
of the attention of all showmen. 



picture. I started out to make the Hall- 
room Boys Comedies which I knew had 
been receiving millions of dollars worth 
of advertising that would benefit the pic- 
tures and aid the exhibitors. I contracted 
with Mr. McGill for the rights to these 
'Hallroom Boys Comedies' and to-day they 
are a houseword among exhibitors." 



'T'HE phenomenal success of this comedy 
-* series is a result of constant and consist- 
ent effort on the producer's part. He al- 
ways claimed that the one and two reelers 
deserved the time, attention, and fore- 
thought given to features, and he suc- 
ceeded in making his weeklies, comedies 
and novelties the best of their kind. 

It is interesting to follow the methods 
and principles used by Mr. Cohn in bring- 
ing about the present, success of this corrj_- 
edy series. In the first place he maintains 
that comedies must be clean. It is his 



firm belief that vulgarity does not consti- 
tute humor and is totally unnecessary; the 
fact that cleanliness was used in his pic- 
tures from the very beginning is in great 
part the reason why they are so well 
thought of to-day. With the agitation for 
censorship and the necessity for ""Censor- 
proof" pictures, even greater attention 
should be given this detail. 

Editing a picture is the most important 
part of the whole process according to Mr. 
Cohn's viewpoint, which if improperly 
done may bring failure to a picture 
that had a sufficient amount of good 
material to make it a success. In fact 
he goes so far as to say that it is in the 
power of an editor to make a success- 
ful production out of poor material. 
Producing and directing should never 
be confused with editing. 



WHEN the Hallroom Boys Com- 
edies were started Mr. Cohn laid 
down four rules from which he says 
he has never deviated. While the very 
nature of a comedy picture leads_^ to 
the ridiculous, oft-times, nevertheless 
there must be human interest, univer- 
sal appeal, sympathy and no impos- 
sible situations. While it may seem a 
bit far fetched to expect the slapstick 
comedy to have appeal and sympathy, 
it is nevertheless possible and essen- 
tial and is being done. 

"The position our organization has 
attained justifies my faith," said Mr. 
Cohn, "in turning out comedies that 
are clean, funny and full of punch and 
pep." 

The success of C. B. C.'s other short 
picture, "Screen Snapshots" has been 
remarkable when it is remembered 
that when Mr. Cohn originated the 
production the idea was entirely new 
and he was told by many that there 
would be no demand for it with the 
public. Working, however, on the 
same psychology as the printed 
"Fan" publications, he declared that 
the demand for this same kind of material 
visualized on the screen would be as great 
if not greater than in printed form — and 
the subsequent success of "Screen Snap- 
shots" has proved this correct. 

One of the innovations in Screen Snap- 
shots was the installing of a regular scen- 
ario department which prepares original 
ideas for sketches which the various stars 
enact for the reel. Each idea applys to the 
particular actor or actress who is being 
photographed, and each is unusual for its 
story and continuity. 

The first indorsement ever given to a 
single reel release by the Theatre Owners 
Chamber of Commerce was formally ac- 
corded to Screen Snapshots two years ago 
in a letter signed by Wm, Brandt of the 
New York organization. The letter in part 
read : 

(Continued on page 56.) 



Page 44 Exhibitors Trade Review 




PUBLIC EXPLODES SOME PET THEORIES 

^Chronicles of America Series, Made by the Yale Vniversiiy Press, 
Proves Public Likes Instruction W^ith Its Entertainment 



MR. PUBLIC and his Missus display 
from time to time a very disconcert- 
ing habit of exploding the pet 
theories of the industry's "best minds." 
Once it was maintained that the film's 
capacity to entertain could not extend be- 
yond a reel or two. A few foreign im- 
portations of five-reel lengths rufiied the 
theorists' calm. 

Then several daring spirits on this side 
of the water began to dabble in longer 
. forms of photoplays. Mr. Public and his 
family actually sat through the show — all 
the way through, for five full reels — and 
then, to the complete rout of the "best 
minds," cheered for more of that long 
stuff. 

Witness another upset in our own day 
and time! The trade savants agreed, in 
committee and out, that friend Public and 




his neighbors, had no darn use for cos- 
tume productions, at all, at all. No sir! 
They belonged in the discard along with the 
war picture, they said. 

Then somebody smuggled a "Passion" 
and later a "Deception" across the do- 
mestic trade line. Next came a "Three 
Musketeers" from the West Coast, and an 
"Orphans of the Storm" from the East. 

Referee Public rushed up to the box- 
office and counted out another pet theory 
with the same motion that he laid down 
his price of admission before the smiling 
ticket-seller. 

And just now the "best minds" are go- 
ing completely blank on a new and unsus- 
pected revelation of Mr. Public's psychol- 
ogy as regards his motion picture diver- 
sion. 

Scandalous as it may appear to the ex- 
perts, he, his wife, and his children show 
unmistakable symptoms of delight in be- 
ing instructed as well as entertained by 
the screen. 

"V7KS the Public has already rallied in 
J- full force to the support of the heretic. 
Here's how: 

Between 1918 and 1921 there appeared in 



libraries and book-shops a series of vol- 
umes, entitled "The Chronicles of Amer- 
ica," compiled by foremost historians. 

Late in 1921, Yale University Press, an 
auxiliary enterprise of Yale University, 
undertook to adapt the highlights of these 
fifty volumes to the screen, planning upon 
thirty-three subjects in all to be made in 
three and four-reel lengths. 

'T' WO characteristics of the new enter- 
prise distinguished it from all others 
of a similar kind. The pictures were to be 
authentic in every detail. 

Instruction in the major events of Amer- 
ica's development was to be a fundamental 
objective of the undertaking. There was to 
be no camouflage about its purpose. 

The matter of distribution was laid be- 
fore Pathe. Would Friend Public and his 
family support this type of screen enter- 
tainment in their theatre? Pathe's film 
review committee viewed the first finished 
product, "Columbus." The committee 
voted a decided "Yes !" to the question. And 
Friend Public proved the decision correct. 




JJ EART interest and comedy 
touches are also present in 
this series. In "Vincennes" 
there is a wealth of humanness. 
In the center is an exciting scene 
from "Daniel Boone." 




yHE efforts of the British 
to enlist the aid of the 
Indians, and the subsequent wars 
and bloodshed are shown accu- 
rately in "Vincennes," one of the 
latest of this series. 



March 15, 1924 



Page 45 



Personal Appearance of Star 

Wliat was in effect the world's premiere 
showing of THE HOOSIER SCHOOL- 
MASTER" with Jane Thomas appearing per- 
son, was given at The Isis Theatre, in Grand 
Rapids, and the presentation results in the 
fulfillment of every expectation of success. 

A concrete, businesslike exploitation cam- 
paign conducted by Manager William Wehle 
of the Isis resulted in the most gratifying 
results in the face of the strongest competi- 
tion from "The Hunchback of Notre Dame" 
and "Flaming Youth" at the opposition thea- 
tres. 

The personal appearance of Jane Thomas 
the star of the production proved a drawing 
card in itself while paving the way for un- 
usual publicity and advertising. 

By consenting to her appearance in the rest 
room of Herpolsheimer and Company, the 
biggest department store in Grand Rapids, 
Manager Wehle secured a fine block of space 
in the full page advertisements of the store 
in which the show was boosted and the ap- 
pearance of Miss Thomas at both the theatre 
and the store was announced. 

There is no more sure or more direct way 
of reaching the women of any city than 
through the department store advertisements. 

* * * 

Stuffed Eagle Draws Crowd 

"Birds of a feather flock together. If I 
put a stuffed golden eagle in the lobby, why 
shouldn't it gather a few double eaglets 
around it to next in the box office ?" Charles 
Creslein reasoned out. 

Suiting his thoughts to action, he borrowed 
the biggest eagle in captivity south of Wash- 
ington. It happened to be stuffed, but there 
was nothing the matter with its wing-spread. 
Six feet seven inches. By no means a spar- 
row. 

As the bird was already mounted on a tree 
limb, it was easy for Creslein to pattern a 
card on the outline of a feather, and attach it 
to the bird's perch, with the title EAGLE'S 
FEATHER lettered on the card. 

Since birds of this size are seen in Augusta 
as often as you find lions on the Boston Com- 
mons, there was a continuous crowd in the 
lobby of the Rialto. 

* * * 

Special Imitation Stunt 

One thousand process engraved cards which 
look like the real thing, if you don't look too 
closely, were mailed out to a selected list of 
announce the engagement of C SHARPE 
MINOR at the Missouri Theatre. 
. Herschel Stuart called a list of St. Louis 
music fans and checked against his own mail- 
ing list in order to compile one thousand names 
of people who were known to be fond of 
music. 

Minor's organ repertoire is so finely bal- 
anced between classic, popular and jazz that 
in making a direct appeal to music patrons 
Stuart knew that they would be more than 
satisfied. They were. The special class ap- 
peal has had the effect of bringing in hundreds 
of people who are new to the Missouri. If 
they like music, its fine, and if they don't, 
it's very polite flattery. 

Free Ticket With Novel 

Free tickets to those who bought the photo- 
play edition of WEST OF. THE WATER 
TOWER, was the stunt that brought the 
Strand, Birmingham, considerable free space 
in the merchandise section of the News. 

L. R. Towns did it. He tied up with Love- 
man, Joseph and Loeb, the big department 
store, and their book department in one in- 
stance took nearly a quarter of a full page ad 
to "plug" the special edition with the come- 
on line, "See the picture free." Towns sup- 
plied the free admissions. 

* « * 

Rejuvenation Attracts Women 

Guy Kenimer got two displays in one de- 
partment store for BLACK OXEN,- when it 
was showing at the Arcade, Jacksonville. 

One was a big window flanking the en- 



EXPLOIT A TION 
IDEAS 

trance to the store in which Kenimer and the 
window dresser arranged a big card decorated 
with portrait pictures of Corinne Griffith and 
built up with stacks of the novel arranged 
to cover the entire floor of the window and 
support the big card. 

The other display was in the cosmetic de- 
partfnent where Kenimer had a sign on dis- 
play reading, "An actual case of rejuvena- 
tion based on scientific methods is 'Black 
Oxen' Arcade, all week.'' 




FRENCH DOLL CUT-OUTS 

The Rialto Theatre of Atlanta, Georgia, used this 
elaborate lobby display to boost Mae Murray's 
Metro success, "The French Doll." Poster cut-outs 
were used to a distinct advantage. 

Ladders Reach to Success 

Oscar White usually has original displays 
in the lobby of the Rex, Sumter. 

His display for "The Wanters" was par- 
ticularly good. White had two ladders built 
out of compo board. He stood one on each 
side of the lobby. On each rung of the lad- 
ders was a different sign such as, "Some 
Want Beautiful Clothes" ; "Some Want So- 
ciety"; "Some Want Pleasure"; "Some Want 
Money" and so on up the eight rungs of each 
ladder. Between the ladders he suspended 
a sign announcing THE WANTERS with 
the invitation to "Come inside and see what 
you want." 

* * * 

Cut-Outs Boost Business 

J. Fotheringham, Manager of B. S. Moss' 
Franklin Theatre, in New York, aroused a lot 
of preliminary interest in the showing of IN 
THE PALACE OF THE KING, as well as 
much comment among his patrons by using 
cut-outs from the posters for his lobby dis- 
play. 

He mounted a cut-out, life size, of a man 
in warrior costume riding a white horse with 
the figure of a woman standing by the horse. 



These were painted a very bright scarlet and 
blue and were visible for a block in either di- 
rection. They gave a good flash and are in- 
expensive to make. The cut-outs were mod- 
elled on the poster drawings painted on card- 
board. 

Over the entrance to the theatre was an- 
other large cut-out to show the life size pic- 
ture of a kneeling warrior and a Moorish wo- 
man also modelled on one of the posters. The 
background of this cut-out was a bright red 
and the costumes were in blue and gold. 

* * * 

Plastigrams Novel Stunt 

A lobby card calculated to arouse curiosity 
and which can be used as an effective piece of 
exploitation material is being issued by Edu- 
cational Film Exchanges, Inc., for use with 
the Ives-Leventhal Plastigrams, the "Third 
Dimension Movie," which will be released the 
latter part of March. 

The card is 11x14 inches, and contains an 
illustration printed in a manner closely ap- 
proaching the printing process used in making 
the motion picture. Two images differing 
only in the optical angle in which they have 
been photographed, are superimposed in red 
and blue ink. A pair of red and blue glasses 
accompanies the card, and by viewing the card 
through the special glasses a startling stere- 
optical effect is obtained. 

The card is intended for use in a lobby 
frame, with the glasses suspended near it for 
use of patrons or visitors to the lobby. It 
gives an idea of the effect obtained in the mo- 
tion picture in a realistic manner. 

* * * 

'Black Oxen' Tie-Up 

Going on the theory that the right clothes 
will make any one young, Loew's State Thea- 
tre, Los Angeles, was able to sell two stores 
on the idea of window tie-ups in connection 
with the showing of First National's BLACK 
OXEN. As further proof the original cos- 
tumes were brought into play and placed 
around wax models. The costume worn by 
Corinne Griffith showed that other people too, 
could be young if they knew what to wear. 

One tie-up was on the Broadway window 
of Hamburger and Company and the other 
was in the window of Vogue and Company. 
Elaborate drapings and ornate decorations 
completed the display of costumes and stills 
and attracted comment on what was regarded, 
in each instance, as an unusually artistic dis- 
play. 

^ ^ ^ 

Philadelphia's Exploitation Stunt 

What is generally conceded to be the most 
successful regular exploitation stunt conducted 
by any exhibitor in Philadelphia came to a 
close recently when "Miss North Phila- 
delphia" and "The Famous Fifteen," elected 
in the Popularity Contest conducted by 
the Ritz Theatre, in which nearly one mil- 
lion votes were cast. 

This contest, which is an annual affair, 
started with more than 100 candidatefs in the 
race and wound up with a whirlwind finish 
in the elecetion of Miss Claire Tabors as 
"Miss North Philadelphia" with 177,480 
votes. Motion pictures of all the candidates 
were taken on the stage of the Ritz theatre 
at the start of the contest and flashed on the 
screen nightly while the contest was in prog- 
ress. The patrons received a ballot with each 
ticket of admission. The winners were the 
recipients of many honors, all the Philadel- 
phia newspapers carrying photographs and de- 
tailed stories of the election. 



N^)T ^ Musical Instrument 

CYTHEREA 



Page 46 



Exhibitors Trade Review 



High Power Ads for Capitol 

For the showing of its first Victor Sea- 
strom production, NAME THE MAN! 
from Sir Hall Caine's novel, "The Master 
of Man," at the Capitol Theatre, New 
York, Goldwyn Pictures gave it a special 
advertising campaign in the New York 
daily newspapers. 

S. L. Rothafel, presentation manager of 
the Capitol, for the first time in his regime, 
gave a signed statement reading : "I con- 
sider 'Name the Man!' a truly great pic- 
ture. I recommend it to all patrons of the 
Capitol Theatre." This statement under 
Rothafel's signature was used in the daily 
papers for several days in advance of the 
showing. On Sunday the statement was 
reprinted in a two column advertisement. 

In the Sunday Telegram was a full page 
advertisement of the showing of "Name 
the Man !" which was rather unusual in make- 
up. In the upper right-hand corner was a 
large box occupying nearly half the space 
of the page headed, "Were her parents too 
strict? If the daughter does not get some 
freedom, she may take it all." This was 
illustrated by line drawing from two of the 
stills. 

'Great White Way' Press Book 

A twenty page pressbook replete with 
information and suggestions to exhibitors 
has been issued by the Cosmopolitan Cor- 
poration on their smashing New York hit, 
THE GREAT WHITE WAY. 

Particular emphasis has been placed on 
the exploitation value in the fact that this 
well known story of New York's main 
street contains the largest cast of notables 
in the newspaper, theatrical and sporting 
worlds ever assembled in one picture. This 
fact is played up in an unusual effective as- 
sortment of newspaper ads, posters and 
other accessories. Various means of capi- 
talizing this angle for exploitation purposes 
are set forth comprehensively in one sec- 
tion of the book. 

Much space is devoted to the newspaper 
campaign. Publicity stories and cuts are 
included in great variety. 

* * * 

'Marriage Circle' Press Sheets 

Warner Brothers have gone out of their 
way to make an original press sheet for 
THE MARRIAGE CIRCLE, the Ernst 
Lubitsch production. The press sheet of 
newspaper size, contains a wealth of pub- 
licity and exploitation material. Repro- 
ductions are strikingly displayed, and the 
stories have the news quality that will get 
them over the city editor's blue pencil. 



ADVERTISING 
AIDS 

Especially deserving of comment are the 
posters, distinct departures from the aver- 
age assortment of lithographs. 

The herald is a remarkable piece of 
work, in its attractive layout and copy dis- 
play; one of the achievements in herald 
work, it is bound to go far in arousing in- 
terest in the production, when distributed. 
The same may be said of the two half- 
sheets, two points in whose favor are in- 
expensiveness and the fact that the twin 
pair come together as a one sheet, so that 
they can be separated or used together. 
They make dramatic pieces of lithography 
and will be extensively utilized by exhibi- 
tors. 

* * * 
News Kids Ptofit 

A special performance with invitations to 
newsboys and carriers of the Washington 
Star, Post, Times Herald, and News was the 
exploitation plan employed by Sidney Lust, 
of the Leader Theatre, Washington, D. C, 
for the launching of the Patheserial, THE 
WAY OF A MAN, at the Leader. The spe- 
cial showing was held on Saturday morning, 
February 16, and was attended by hundreds of 
the capital's newsies. 

Every day throughout the week, beginning 
Monday, February 11, the newspapers carried 
news items referring to the special perfor- 
mance, and following the showing the press 
devoted liberal portions of space to an account 
of the show, the serial itself, its adaptation 
from Emerson Hough's famous novel, and the 
leading players being prominently mentioned. 

Mr. Lust's point of contact with. the vari- 
ous newspapers was established mainly 
through the persons of the circulation man- 
agers, who co-operated in the distribution of 
tickets for the special showing to the news- 
boys and carriers of their respective papers. 

Takes 'Em at Tlaeir Word 

Manager A. E. Weld, of the Strand Thea- 
tre, Waterloo, la., believes in giving his pa- 
trons what they want. Following the na- 
tional howl about unclean pictures, Mr. Weld 
arranged to show STEPHEN STEPS OUT 
and JAMESTOWN on the same program. 
He inserted a ten inch ad in the paper stat- 
ing that those who desire clean pictures should 
see these two productions and the box office 
would show whether or not it is the non-at- 
tending public that howls loudest. It brought 
results. 



'White Sister' Press Book 

Twenty pages of live "exploitation" aids, 
ample newspaper stories and ads, and a full 
line of advertising accessories, comprise 
the press sheet just issued by Metro on 
Henry King's Inspiration picture, "The 
White Sister." It is one of the most elab- 
orate exhibitor's service books issued in the 
history of the Metro organization, a com- 
pany that has always made a feature of 
press sheets on its productions. 

Sixteen ad cuts, from one column and 
one inch slugs to a half-page, assure the 
exhibitor plenty of variety in his displays. 
The keynote of all the ads strike the dra- 
matic chords of the picture, reproducing 
some of the exciting incidents from the 
production. 

Metro has prepared a number of adver- 
tising novelties, including Lillian Gish sou- 
venir postals, valuable for mailing lists and 
advance distribution; souvenir scenic book- 
lets of sixteen pages, done in two colors; 
Mount Vesuvius "slidographs"; and Lillian 
Gish "moviescopes." 

* * * 

Novarro Contest 

Ramon Novarro, whose latest screen role 
Metro is in Fred Niblo's new production, 
THY NAME IS WOMAN has been chosen 
as the "best dressed man in the movies" by 
the Ohio Retail Clothiers Association which 
met in Cleveland recently. 

Immediately after this decision the Allen 
Theatre in Cleveland began a newspaper con- 
test with gold money prizes to winning let- 
ters of agreement or disagreement with this 
decision. Hundreds of people participated but 
Novarro prevailed against all opposition. 

The Cleveland News, Plain Dealer and 
Press played up the contest, the Plain Dealer 
and the News assigning special writers to 
cover the contest from day to day. 

* * * 

Special Edition Exploitation 

A special edition did it in Oklahoma City. 
S. S. Wallace turned managing editor long 
enough to get out a four-page extra with a 
forty-point head that screamed : "Oklahoma 
City Overrun with Gold-Diggers !" 

It was made up in good newspaper style 
complete with patent medicine boiler-plate. 

For the greater part it was all GOLD 
DIGGER copy handled in a sensational ex- 
pose style. 

Five thousand copies were sold before the 
opening at one cent each. 



. Ul A^\Uv...AU v.. JITS FOR "THE MAN FROM 



Get the Trailer 



m "TTv" Mbjj From BroAvK/i." A 
pfactit"! b'e.il^r.st m&iv with tte word "Cota- 
"Next Week," k) **l eftW 
-f fftefc t^mii caufdllwrlMTili^ieJ ibpsraidj-by tli*«rJihibrtor. 
should he wwin 10 <io so. 

In citt. iLdte ia a VHa^;^ iFai'tfr. of tlw at 

Acad into cnieiictUiig actiun lequencs wiibici 
h of t!is nary or cKip^img the pti>L h i» 

MiriT' exhitntciri hAce ^poiW UMOg to ft^vaslos 

(litle on tbc prcibiftiee WtfU & before ihe 

dticM'ding it and usmg^ tmitcr. Tbo trftiliw w 
'mm (hf Kearcit VilJig»pli ErHntH, j 




Special Mat. Service 

lo tlutj cbargM, etc,, the prktt qcotcd 

n C«fW«. -i ■ 

all email 
■ tJ-t TJi<i«t popular ait*<rU«i 
Vt»»fttio fiiflowinjt fsrkei 



•THE MAN FROM BRODNEY'S' 




Vitagrapjh's new feature, lends itself well for advertising. The press books give many hints for advertising that will prove profitable for 
the exhibitor, and the cuts and mats service offered in connection -with the picture are sure pullers. The group of ads shown above are good 
examples of business builders, and if followed should bring results. Many unusual and innovating tieups are also suggested. 



March 15, 1924 



Page 47 




Producers' Press Books Great Aid to Exhibitor 

Suggestions Mean Money When Followed Out by Showman 

\ 



Page 48 



Exhibitors Trade Review 



Read what 




otner 




ibitors say 



about these 

William de Mille winners: 



"GRUMPY" 

with Theodore Roberts. — This is a dandy. 
Paramount has very good prints, good service, 
and advertising that brings the crowds in. Six 
reels. — Erie Martin, Hobart theatre, Hobart 
Mills, Cal. — Small town patronage, 
with Theodore Roberts. — Exceptionally good 
picture. A very good cast with Roberts doing 
the best work of his career. Seven reels. — 
Crosby Bros., Lily theatre, Buffalo, N. Y. — 
Neighborhood patronage. 

Also "Bought and Paid For" 

"CLARENCE" 

with Wallace Reid. — Good attendance. — E. L, 
Graef, Opera House, Hortonville, Wis. — Small 
town patronage. 

Also "The Lost Romance" 

"NICE PEOPLE" 

with Wallace Reid. — Very good picture of its 
kind. Pleased about 95 per cent. Some came 
back the second night. Seven reels. — C. C. 
Cronkhite, Lyric theatre, Fairview, Okla. — 
General patronage. 

with Wallace Reid. — Very pleasing picture and 
good drawing power. Good comments from 
many. — W. F. Loibl, Ch'mes theatre. Cedar- 
burg, Wis. — Neighborhood and farmers' pa- 
tronage. 

Also "What Every Woman Knows" 



ONLY 38" 



with Lois Wilson. — An excellent program pic- 
ture. Much better than many of the so-called 
specials. Holds interest from start to finish. 
All characters fit roles to perfection. Seven 
reels, good condition. — D. E. Fitton, Lyric 
theatre, Harrison, Ark. — Small town patronage. 

Also "The Prince Chara" 



"THE WORLD'S 

APPLAUSE" 



with Bebe Daniels. — This is a picture which 
will please your people. It can be bought rea- 
sonable. Seven reels. — Geo. C. Starkey, Opera 
House, Montour Falls, N. Y. — General patron- 
age. 

Also "After the Show" 



"MISS LULU BETT" 



with Lois Wilson. — This is an extra good fea- 
ture. Interesting from start to finish. New 
print. Seven reels. — J. F. Spangler, Globe 
theatre, Beaver, Okla. — General patronage. 

Also "Conrad in Quest 

of His Youth" 



(Opinions from Exhibitor's Herald's "What the Picture Did for Me.") 

— and the latest de Mille successes 
"DON'T CALL IT LOVE" "ICEB 

Fresh Prints and a Complete Line of Advertising Aids at Your Exchange 

Q>aramount Qidures 

Produced by Famous Players-Lasky Corp. 



March 15, 1924 



49 



^ried and Proved Pictures 



'WHITE TIGER' CONQUERS 
BAD CONDITIONS 

Los Angeles Showing Successful 
Despite Bad Weather 

rOR a period of four weeks, Universal's 
■■- "White Tiger," starring Priscilla Dean did 
a corking business, at Miller's Theatre in Los 
Angeles, and this despite the adverse condi- 
tions which accompanied the engagement. Bad 
weather added to poor picture business, gen- 
erally, were the tunes to which the film was 
ushered in, but clever advertising and original 
exploitation carried the picture over with fly- 
ing colors. 

The underlying idea of the exploitation 
campaign was to inaugurate as many different 
stunts as possible so as to attract a great 
deal of attention. It was toward this end that 
Miller, who manages the theatre, worked un- 
ceasingly. 

One of the outstanding stunts was a fake 
raid which was arranged for in co-operation 
with the police department. At a set time 
there arrived at a house in the busy district 
of the city, a patrol wagon and several po- 
licemen. The patrolmen entered the house 
and stayed sufficiently long to allow a large 
crowd to gather outside. Then they emerged 
carrying out a struggling girl dressed like 
Priscilla Dean, and holding on to several other 
characters representing the principals in the 
production. 

As the crowds pressed closer to get a 
glimpse at the wagon and find out what was 
happening, a number of small boys passed 
out heralds announcing the showing of 
"White Tiger" at Miller's Theatre. A great 
deal of the credit for the success of the pic- 
ture during its run is attributed to the pub- 
licity given the showing by means of this 
stunt. 

* * * 

AUDIENCE IS ENTHUSIASTIC 
OVER MANSLAUGHTER' 

"Manslaughter," starring Thomas Meighan, 
is still doing a great deal of business in vari- 
ous sections of the country, though it is r 
rather old picture. This is just another in- 
stance of the ability of a good picture to con- 
tinue to draw crowds when newer films 
are booking in the same vicinity. 

This is a Paramount Tried and Proved pic- 
ture which is doing very well for those exhib- 
itors who are wise enough to book it and take 
advantage of the many opportunities it offers 
to give patrons the sort of picture they want, 
at a greater profit to the exhibitor. 

The film played recently at the Opera House 
in Moiintour Falls, New York, and both the 
performance that was given as a church bene- 
fit and the other showings did exceedingly 
well. 

The manager of the Pastime Theatre in 
Mason, Mich., was delighted with the way he 
fared with the film and took occasion to 
write and say so. In referring to it he said : 
"This certainly made the flappers think, blink 
and shrink. I got more compliments on this 
than on anything I have shown before in 
months." 

BIG CROWDS TURN OUT FOR 'MY 

OLD KENTUCKY HOME' 

So much depends on the title of a picture, 
for it is very often the means of attracting at- 
tention to your theatre. Moreover, a title that 
is easy to exploit, is usually the one that gets 
across. This is particularly true of Selznick's 



The Tried and Proved 
Big Little Feature 

]\j"0 program is complete with- 
out a Big Little Feature ! 

Every showman knows that. 
Patrons have come to regard the 
short — be it comedy, news, scenic, 
or what not — as an essential part 
of the show and audiences de- 
mand them. Thus every wise 
showman appreciates their value. 

The Big Little Feature has long 
since been Tried as a program at- 
traction, and has Proved almost 
from the start that it has decided 
drawing power. 

Hence it's right to a place 
among Tried and Proved Pic- 
tures — the sound money makers 
of the screen. 



"My Old Kentucky Home," whose name im- 
mediately suggests the popular song of the 
South to practically every one who hears it. 

Exhibitors have been finding ever since the 
first release of the picture, that there are in- 
numberable exploitation stunts which can be 
very successfully used on this picture, and the 
result has been a very gratifying amount of 
business. 

The picture was recently run at the Vick 
Millward, Harris Theatre in Bancroft, Idaho, 
and according to the manager the title was 
largely responsible for the splendid business, 
although after the crowd once got into the 
theatre, the picture was well able to hold it. 
It was just the sort of thing a small town 
audience likes for substantial entertainment. 




BIG LITTLE FEATURE 

"What are you going to be when you grow 
up?" someone asked Buddy Messinger, juvenile 
star of Century Comedies. "A director," Buddy 
immediately replied, and struck this attitude 
which is his idea of how a real director looks 
when he is trying to dope out his next picture. 



'THE BIRTH OF A NATION' 
SWEEPS CHICAGO 

Three Week Engagement Not Enough 
to Accommodate Crowds 

WHILE D. W. Griffith's latest great pho- 
toplay spectacle, "Amercia," is playing to 
capacity audiences at the Forty-fourth 
Street Theatre, New York, his first great film 
spectacle, "The Birth of a Nation," which 
began breaking box-office records ten years 
ago, was playing to capacity business at the 
Auditorium Theatre, Chicago. 

The Auditorium in Chicago seats 3,800, and 
by some is not considered the best of pic- 
ture propositions. However, "The Birth of 
a Nation" was put into the Auditorium for a 
two weeks' engagement. Capacity business 
was the rule at almost every performance, 
even the fourth gallery being packed. The 
engagement was extended for a third week, 
and still this "first great Griffith spectacle" 
continued to fill the house. 

At the end of the third week the demand 
on the part of the Chicago public was so great 
that it seemed best to transfer the attraction 
to another theatre, it being impossible to keep 
"The Birth of a Nation" longer at the Au- 
ditorium because of previous convention con- 
tracts. It was decided to put the Griffith 
picture into the Illinois theatre, a regular stage 
drama house, and this was done, despite the 
fact that conditions made it necessary to in- 
crease the price from that charged at the 
Auditorium. But the change of theatre and 
the increased admission seemed to make no 
difference at all to the Chicago public ; they 
still kept flocking to see the picture — the pic- 
ture which, though made some ten years ago. 
is today being used by motion picture critics 
as a basis for comparison in their reviews o£ 
the new Griffith spectacle, "America." 

Mae Tinees, film reviewer for the Chicago 
Tribune, had this to say of "The Birth of a 
Nation" during its run at the Auditorium : 

"Some ten years ago D. W. Griffith pro- 
duced the greatest picture ever made. It was 
—and IS— 'The Birth of a Nation.' It's just 
as great today as it was then. 

"Everything that has been done since 'The 
Birth of a Nation' Mr. Griffith did IN 'The 
Birth of a Nation,' with the exception of in- 
troducing Russian wolf hounds and 'trick' 
photography. 

"Actors? He had them. Sets? They 
were there. Scenery, pathos, humor, pan- 
orama, 'human' touches, all circling magically 
about the great, sweeping glory of Civil War 
days, which the producer transferred with 
such wizardy to the silver sheet. 

"It takes a lot of people to fill the Audi- 
torium, but if the public of this city will take 
my advice it will be filled at every perform- 
ance." 

* * * 

EDUCATIONAL SHORTS WELL 
LIKED BY PATRONS 

Several Educational Shorts have come in 
for special comment by some of the exhibitors 
who have found that their audiences remarked 
specially on the selection. Perhaps the best 
liked are "The Busher" series which are base- 
ball stories and seem specially to please all 
classes of audiences. These are comedies, cal- 
culated by some managers to be even more 
popular when the baseball season is in full 
swing, although the public takes to them read- 
ily now. 

These Tried and Proved Shorts are 
becoming a real feature on the programs. 



50 



Exhibitors Trade Review 



Youth ! 

Give 'em Youth! 
Eternal Vivid 
Flaming Youth! 




Average 
Woman 



with 

PAULINE GARON 
HARRISON FORD 
DAVID POWELL 
DE SACIA MOOERS 
BURR McINTOSH 
RUSSELL GRIFFIN 

The "World" Says: 

" 'Give 'em a theme to exploit and ad- 
vertise' must be C. C. Burr's first rule. 
The second is 'Give 'em a cast.' On 
both points he has succeeded in his 
latest offering for the state rights 
market." 

The "Trade Review" Says : 

"This Burr production stands well 
above the average picture in point of 
entertaining values." 

"Danny" Says: 

"Should get over mighty well where 
they like 'Flaming Youth.' " 

and soon theyHl all say: 

Where can we book this colorful, 
vivid, beautifully produced com- 
edy drama? 

The answer is: At all first-class 
Independent Exchanges where 
they give "an extra measure of 
service." 

BURR PICTURES, Inc. 

135 West 44th Street 
New York City 

Have You Played the Burr 
Specials? 
"THREE O'CLOCK IN THE 
MORNING" 
"THE NEW SCHOOL 
TEACHER" 



TRIED AND PROVED PICTURES 



'The Veiled Adventure' 

Mar riaye Satire Released by Selsnick 

BRIEF: Geraldine Barker, for a lark, decides to 
upset her brother's friend's ,code of principles. He 
says he would hate a woman who either lies or steals 
aiid would never elope with any g-irl. By a well 
laid plot Geraldine arranges to have him find her 
stealing, lies to him, and finally gets him to propose 
elopemi^nt with her. But it all turns out all right 
because the two find they really love each other 
and are married. 

pONSTANCE TALMADGE demonstrates 
^ her remarkable capacities as a superb 
screen comedian, which is one of the basic 
reasons why this picture, originally released 
in December, 1922, is still so fertile as an 
unusual drawing attraction. It is a good, 
clean, wholesome comedy, full of life and 
romance whose charm it is hard to resist. It 
is, in short, the sort of entertainment that 
will find a ready reception i^ith both sophis- 
ticated and simple audiences, because Con- 
stance Talmadge has the sort of appealing 
charm that captivates. 

All that is necessary to make the picture a 
real money grabber is a strong exploitation 
shove. The big merchant tie-up is suggested 
in the story itself. Geraldine begins to doubt 
the man she is engaged to when she finds a 
veil in her pocket which she knows does not 
belong to her. Any department store or 
ladies' outfitter will probably immediately see 
the advantages of a window display in which 
there are featured a line of veils in con- 
junction with a series of stills from the pic- 
ture which will supply the necessary back- 
ground. 

Another angle of attack is a tie-up with a 
beauty parlor in the neighborhood of the 
theatre. The veil that 's found in Reggie's 
pocket is the propertj^ of a manicurist with 
whom he is carrying on a flirtation. Stills 
showing Harrison Ford seated at the mani- 
curist's table have been incorporated into an 
attractive poster. Arrange to have several of 
these put in the window and then offer 
free admission tickets to all the manicurists 
in the shop for their cooperation in calling 
attention to the picture, by attacking it as a 
subject of conversation with customers. You 
should invite them to attend the opening per- 
formance so that they will be in a position 
to talk inteiligentlv about the picture and can 
boost it with their customers for the other 
showings. * * * 

'What's Your Hurrv?' 



Auto Picture 



Released by Paramount 



BRIEF: Dusty Rhoades, a racing driver, loves 
the daughter of an auto truck manufacturer, but 
her father will not consent to the marriage becaus" 
he doos no hke racing cars nor racing drivers. 
Finally, however, Rhoades, with a fleet of trulcks 
arrives just in time to rescue the girl and her 
father from destruction through a flood. This act 
not only wins publicity for the trucks, but the 
hand of the girl he loves, and a job as gfjneral 
manager for the father's factory. 

HE humorous suggestion contained in the 
title and the fact that Wallace Reid is 
featured in the stellar role are two of the 
reasons why this picture has met with un- 
usual box office success. The scene in which 
Rhoades rushes the trucks' to the scene of 
disaster and saves the day by his heroism. 
Is a humdinger. It is the sort of thing that 
gets audiences standing on their toes, and sees 
them leaving the theatre well pleased with 
the evening's entertainment. 

That's the reason for the long life of this 
film. It has crowded many a house to ca- 
pacity and is no where near the end of its 
rope yet. As a matter of fact it is perhaps 
more in demand now than ever before since 
it remains as one of Wallace Reid's best. 

And the title ! No one could ask for a 
rnore pertinent title for wide spread exploita- 
tion. In the first place it will stop anyone, 
anywhere by its very tore. Before you real- 
ize you have stopped you are actually read- 
ing the ad. Imagine the effect of placarding 



an entire town or community with signs 
which compel attention by a glaring "What's 
Your Hurry?" 

Think of the great tie-up with the city, 
on a safety slogan, "What Your Hurry?" 
Why, you couldn't hope for better. Any 
group of city officials could appreciate the 
value of "What's Your Hurry?" signs at 
every street crossing and should readily con- 
sent to you placing them there. The signs 
should also bear the name of your theatre 
and the date of showing. It matters little 
that this is in smaller type since it is the effect ■ 
of the unusual name that you want to get 
across. That will attract the eye and im- 
press itself on the minds of the passersby. 

You can stop them right at the entrance 
of your theatre with some such device as 
this. Get a twentj'-four sheet and cut out 
the figure of Wallace Reid. Cut off the right 
arm and mount the figure on cardboard. The 
arm should then be replaced by a very long 
one set on so that it will move up and down 
by a string. This string can easily be worked 
by the man at the door or the ticket seller. 

In the hand should be a large sign on which 
is printed: "What's Your Hurry?' If the 
figure is placed just m front of the theatre, 
it can be manipulated so that the sign will 
spring out to meet the people as they pass 
by. This will not only amuse, but will un- 
deniably center attention on your showing. 



'A Lady's Name' 

Love Comedy Released by Selsnick 

BRIEF: A young authoress, a bit fei up with 
the routine of affairs, advertises for a husband. One 
of the candidates is a disgu'sed 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 Norma Talmadge 
wherever you can. Especially now that her 
latest picture has already become tremendously 
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 dis- 
tributed in the neighborhood several_ 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 visit- 
ing cards for a reduced rate. Then you can 
arrange with him to send out form_ letters 
to women on your mailing list announcing 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 furni- 
ture \\rindow. You should have no difficulty . 
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 should be designed as your 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 undoubtedly get hold of these 
and that will start tongues wagging. The 
result will probably be increased business. 



March 15, 1924 



51 



Universal Releasing Great Variety 
of Tested Short Subjects 



And, judging by what exhibitors say of 
them they re winners, every one of them. 



"William Duncan's every appearance 
in the STEEL TRAIL was greeted 
with cheers. We played to over two 
thousand kiddies at a matinee. Give 
us more." 

LYRIC Theatre, East St. Louis, III. 

"Wm. Duncan in the STEEL 
TRAIL is breaking all house records, 
Used S. R. O. first time in three years." 
GRAND Theatre, HuntsznUe, Ala. 

"1 think I have broken the house 
records for attendance with Wm. Dun- 
can in the STEEL TRAIL." 

ULMAN'S GRAND OPERA HOUSE, 
Salisbury, Md. 

"I find INTERNATIONAL NEWS 

so good that I am using as much news- 
paper space on it as I do on a lot of 
my pictures. I've used them all but this 
one tops the rest." 

PHOTOPLAY Theatre, Ashland, Kans. 

"Reel No. 8i INTERNATIONAL 

NEWS showing scenes of Tokio in 
flames received tremendous applause 
from our patrons. I am going to hold 
this over a second week, it being the 
first time we have ever held a news- 
reel subject for two weeks." 
BALABAN dr KATZ Corp., Chicago, III 

"Book CENTURY— and your com- 
edy worries are over !" 
JEFFERSON Theatre, Hnntsxnlle, Ala. 

"Have run about every other kind 
and consider CENTURY the best of 
the bunch." 

VICTORY Theatre, Union City, Ind. 

"CENTURIES are the best two- 
reel comedies I have ever shown." 

U. S. THEATRE, Cleveland, 0. 

"Pete Morrispn in THE GHOST 
CITY becoming a great favorite. W e 
really did bigger than expected. Offers 
big exploitation possibilities." 
WHITEHOUSE Theatre, Milwaukee, Wis. 

"THE GHOST CITY going fine. 
We advertised Pete Morrison as the 
king of horsemen. Our boys like him 
and that accounts for the box-office re- 
ceipts greatly." 
CIRCUITO ALCAZAR, Chihuaha, Mex. 

"I opened The New Rex Theatre 
with a GUMP COMEDY and it was a 
knockout. It's what I call real com- 
edy." 

E. HOEFER, Sheboygan, Wis. 

"Your one-reel UNIVERSAL 
COMEDIES are the equal of any of 
the two-reelers, just as funny, and they 
make me just as much money." 

The POLLARD Theatre, Guthrie, Okla. 



"THE SOCIETY SENSATION 

WITH VALENTINO A REAL 
SENSATION. It packed our theatre 
all week, played to more women first 
two days than we generally play to 
O'n entire week. Gave complete satis- 
faction to patrons and at box ofiice." 
TOWER Theatre, St. Paul, Mimi. 

FOURTH SERIES LEATHER 
PUSHERS : "Finest short feature on 
the market. Sullivan is a whirlwind. 
They're certainly a money-getter. Book 
them and boost them." 

PECK'S Theatre, La Salle, III. 

"FOURTH SERIES LEATHER 
PUSHERS: "If the rest of the series 
measures up to the standard of the 
opening round, 'That Kid from Ma- 
drid, Mich.,' will have no kick coming. 
This round is equal to any of the pre- 
ceding series in which Reginald Denny 
starred." 

STATE Theatre, New Bedford, Mass. 

"The First Round of the FOURTH 
SERIES LEATHER PUSHERS 

went over very big'. No one could be 
better than Billy Sullivan. You can't 
go wrong with him." 
WHITEHOUSE Theatre, Milwaukee, Wis. 

"LEATHER PUSHERS are the 

best short subjects on the market. Busi- 
ness increasing each round." 

REX Theatre, Albion, Neb. 

"LEATHER PUSHERS are the 

best buy on the market. Am waiting 
for more. Book them all !" 

PASTIME Theatre, Kansas, III. 

"LEATHER PUSHERS are the 

biggest hit of anything we have shown 
for months." 
MAJESTIC Theatre, Las Vegas, Neb. 

"LEATHER PUSHERS are a 

knockout. Should make money for 
any house." 

EAGLE Theatre, Baltimore, Md. 

"LEATHER PUSHERS are sure 
money-makers with a million different 
exploitation angles." 
GRAND Theatre, Coleman, Alberta,- Can. 

"LEATHER PUSHERS are the 

greatest series of two-reelers ever 
made." 

PREMIER Theatre, Sherbrooke, Queb. 

"If there are any two-reelers on the 
market with as much pep, ginger and 
human interest as THE LEATHER 
PUSHERS, I haven't seen 'em,. 

LINCOLN Theatre, Pittsburgh, Pa. 

"LEATHER PUSHERS get the 

crowds through rain and mud." 

BOYNTON Theatre, Boynton, Okla. 



The LEATHER PUSHERS 

First, Second and Third Series fea- 
turing Reginald Denny. Fourth 
Series featuring Billy Sullivan 



CHAPTER PLAYS 
The GHOST CITY 

Featuring Pete Morrison 
and Margaret Morris 

The FAST EXPRESS 

Featuring Wm. Duncan 
and Edith Johnson 



RUDOLPH VALENTINO 
and CARMEL MYERS in 
"A Society Sensation" 

A Two Reel de Luxe Re-issue 

CENTURY COMEDIES 

Two Reels each — one a week 
featuring 
Baby Peggy 
Buddy Messinger 
Jack Earle & Harry McCoy 
Harry Sweet 
Pal the Dog 
Century Follies Girls 

* * * 

UNIVERSAL COMEDIES 

One Reel each — one a week 
featuring 
Bert Roach — ^Neely Edwards 
Joe Martin 
Slim Summerville 

Alice Howell 
Geo. K. Arthur 
Chuck Reisner 



INTERNATIONAL NEWS 

Released every Wednesday and 
Saturday 



GUMPS COMEDIES 

Two reels each — one a month 
Featuring Joe Murphy and 
Fay Tincher 



TWO REEL WESTERNS 

Fifty-two released one-a-week 

Check the subjects in which yon are interested 
and mail to your Universal Exchange for 
complete information on them. 



52 



Exhibitors Trade Beview 



TRIED AND PROVED PICTURES 



'The Flame of Life' 

Mine Tragedy Released by Universal 

BRIE'F: Fighting against her environment, and 
seeking to place hereself 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 
nraally marries. 

'THE 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. 



CERTIFIED, 

DEMONSTRATED, 

SURE-FIRE, 

BOX-OFFICE 

WINNERS. 

The 
Talmadge 
Revivals 

Procurable at — 

Live-and-let-live 
Prices 

Book pictures which leave 
something in the till after 
deducting your film rental 
and overhead. 

Ask any 

SELZNICK 
EXCHANGE 



and that it has by no means exhausted its 
drawing power as yet. 

Priscilla Dean probably does some of the 
finest work of her career in these few reels, 
and the public is dully 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 attention to 
your showing. Costume a man in a uniform 
fashioned after the one worn by employees 
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 doorbell is 
answered have him ask how the gas is work- 
ing. In most cases he will probably receive 
complaints on how the bills are over-large for 
the service received. Then hand the person 
an envelop 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 Thea- 
tre (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 
used for political campaigns. These flares 
are visible for great distances and will bring 
a large number of persons to your door. 
Once you have them there it is comparatively 
simple to get them. 



K D K A 



BROADCASTING 

"See Motion Pictures of this 
great Radio Station at all lead- 
ing theatres showing Inter- 
national News." 

That's what the Westinghouse 
Announcer at KDKA, Pittsburgh, 
is telling millions this week! 

The Pictures Appear in 

INTERNATIONAL 
NEWS NO. 23 

Great Publicity for You and 

International News 

Made by Released by 

International Universal 



'The Man Unconquerable' 

South Sea Drama Released by Paramount 

BREF: Robert Kendall 15 left a heritage of a 
pearl _ fisheries in Frenchman's Island. The prop- 
erty is being: managed by Nilsson an unscrupulous 
rascal who, in league with several others, is stealing 
the pearls. Kendall is in love with a girl whom 
he meets on the island, but before he can win 
her he is forced to kill two of the gang that has 
been trying to ruin him. He thus rids himself of 
his oppressors and slecures happiness for himself. 

'T' HE virile, red blooded type of picture 
which incorporates one or more hard 
hand-to-hand tussels, almost invariably gets 
across with the average audience. Add to 
that a bit of romance, a smattering of mys- 
tery, appealing scenery of the South Sea va- 
riety, and you have all the elements for a 
strongly appealing photoplay. 

Since all of these are so inherently a part 
of this picture, all molded and seasoned to- 
gether with an unusually fine direction, it is 
not at all surprising that it is numbered among 
the big successes. And it has proven its right 
among this class by its record at the box 
office. It has been a real money maker for 
so many exhibitors there is every reason to 
believe that it will pull well not only for a 
first showing but for a repeated showing. 

Moreover, there are splendid possibilities 
in connection with this film for some fine ex- 
ploitation tie-ups. In the first place it is es- 
sential to get the atmosphere of the picture 
across to the public. This can be readily 
done by means of fitting decoration of the 
lobby. Decorate the entrance with tall palms, 
and if possible, representations of cocoanut 
palms with real nuts. The box office may be 
made to represent a thatched hut and you 
might be able to induce the ticket seller to 
wear a headdress suggestive of the South 
Seas. 

■ If someone in your vicinity has in his pos- 
session, some spears and knoberries, or per- 
haps a model of an outrigger canoe such as 
is used in the Southern Pacific, and he will 
lend them to you they will greatly help to 
create a wonderful lobby atmosphere. 

If there is a health society near you there 
is a ripe opportunity of a tie-up with them on 
a campaign for better manhood. The title 
of the picture would make a splendid name 
title' for the perfect physical man, while stills 
from the picture in which two or more of 
the actors are seen in a hand-to-hand en- 
counter, would make splendid material for 
the society's ads. 

If you stage prologues you might fittingly 
arrange for a Hula Hula dance or a small 
band of Hawaiian steel guitar players who 
will appear on a stage that has been decorated 
in a style suggestive of the South Seas. For 
this purpose you should use green material 
to decorate the entire stage which will also 
have the effect of making your screen stand 
out whiter in relief. 

The title of this film is also valuable for a 
tie-up with the local gymnasium or Y. M. 
C. A. It carries with it the implication that 
if a man is physically fit he is "The Man 
Unconquerable." This can be further elabo- 
rated upon by the various types of ads in 
which the title of the picture is liberally used, 
and which mentions the play dates and the 
name of the theatre at which it will appear. 



WHEN YOUR 
FEATURE FAILS, , 
WHAT THEN ? 




"THE SPICE OF IHE PROGRAxM" 



March 15, 1924 



55 



Leaders All — David Wark Griffith 

(Continued from page 21.) 



of the Iroquois tribe, one of the powerful 
elements of that combination of redmen. 

To this lake port come the vessels laden 
with iron ore. Here the future maker of 
"America" labored with his shovel many 
hours in a day. 

From Tonawanda Griffith went to Can- 
astota, where after undergoing a searching 
physical examination he went to work as 
a puddler in the mills. 

After accumulating what in those days 
the young man considered a bank roll he 
proceeded to New York. 

A Life-Saving Poem 

While waiting stage employment he did 
considerable writing — verses, essays, and 
short stories, as well as a serious poem en- 
entitled "The Wild Duck." For this latter 
effort Leslie's weekly paid $35, a "life- 
saver" at the moment. Nevertheless the 
rank of the publication attests the quality 
that must have resided in the lines. 

Although his success encouraged him to 
consider further and perhaps permanent 
work along similar lines he continued work 
on a play which was produced by Klaw & 
Erlanger with Fanny Ward in the leafiing 
-ole 

Another play was submitted to Wilham 
Winter, the famous critic of the New York 
Tribune and also a poet. Mr. Winter 
telegraphed the author: 

"This is the most significant play writ- 
ten to date by an American dramatist.'" 

Henry Miller on behalf of James K. 
Hackett accepted the play and paid the 
author an advance royalty of $2,000. 

Because of happenings which will not be 
told here the drama was never produced. 
Nevertheless the two plays Mr. Griffith 
had written and one of which had received 
such strong praise from so eminent a critic 
as Mr. Winter were the vanguard of the 
"naturalist" productions which now are the 
accepted standard of the American stage 
and examples of which may be found in 
plays like "Lightnin'," "Rain" and "Sev- 
enth Heaven" — in other words, stories in 
which the characters- act and talk like 
human beings of the day. 

Journeying to Chicago Griffith saw a 
motion picture which did not greatly im- 
press him. He believed he could write a 
better story. He went to his room and 
wrote out his idea of a motion picture 
tale. He returned to New York and sub- 
mitted the effort to the Edison company. 
He has not heard from it yet. 

Scenarist and Actor 

He wrote another and a better story 
and submitted it to the Biograph company 
in Fourteenth street. It was accepted and 
a check for $5 was written. Also the 
author was offered a job as a scenario 
writer and occasionally as an actor — which 
was accepted. 

In the studio the new employe began to 
be looked upon as a pest by some of those 
in subordinate positions because of his con- 
tinual suggestions that the manner of do- 
ing things could be improved. At that 
time the cameraman was a powerful fac- 
tor in the making of a picture — as much 
so if not more Lhan the director. 

When one day a director failed to put 
in an appearance it was determined to put 
the new-comer to the test. The first pic- 
ture was "The Adventures of Dollie." In- 
stead of the usual fifteen prints the de- 



mand for the picture increased the sale to 
twenty-five. 

So Griffith became a director — but un- 
der these conditions: The American Muto- 
scope and Biograph Company specializeo 
in mutoscopes. The new director was told 
he would have to make two mutoscopes a 
day and each day before he would direct 
a picture. 

Undaunted Griffith concentrated on the 
mutoscopes and produced in one day 
enough to carry his stint through the 
week, leaving him five days for the pro- 
duction of pictures. 

For the making of these single reel sub- 
jects the budget at that time — this was in 
1908— was $75. Griffith made "The Trust" 
in close to 2,000 feet at a cost of $180. 

Following the flat refusal of Griffith to 
cut the subject the distribution authorities 
at the studio declared there was no ma- 
chinery for the handling of any such length 
picture and the producer was discharged. 
There is a legend, too, that something was 
said about a "damned fool director." But 
later in the same day it was discovered 
there was a way of getting around the 
difficulty and the director was re-employed. 

The picture would be distributed in two 
sections, the first half as "His Trust" and 
the second as "His Trust Fulfilled." 

So the first serial, in two episodes of 
one reel each, was put on the market. 

Reference has been made to the import- 
ance of the cameraman in the making of 
pictures. When Griffith attempted inno- 
vations he quickly discovered deep-seated 
prejudices on the part of the photographer. 

Just What He Wanted 

The human figures were placed so far 
from the camera that it was the usual 
thing to attire the hero and the heavy in 
garb entirely different so that they might 
be distinguished. The same general rule 
applied to the two important women in a 
cast. 

When Griffith sought to bring the cam- 
era nearer to the players so as to show 
by the faces of the actors something of 
the emotions that stirred the characters he 
was informed by the cameraman it could 
not be done. Nevertheless he insisted. 

"Now this is what you had me do," com- 
plained the cameraman as he showed to 
the director a print with only the chest 
and heads of the players showing. 

"And that is just what I wanted," was 
the reply. 

The close-up has been a factor in pic- 
turemaking ever since. 

In the early days it was the custom, for 
example, to show a girl floating down 
stream on her way to a watery grave 
without any interruption. Mother might 
be standing on the shore in helpless agony, 
but that factor would not be permitted to 
enter the drama until the swim was com- 
pleted. 

Griffith heightened the suspense by in- 
serting in the .'icenes showing the drifting 
girl views of the mother. That was the 
"cut-back." 



There was the same antagonism against 
the photographing of distant happenings 
employed so effectively in the rides of Paul 
Revere and Nathan Holden and in the 
battle of Bunker Hill among other scenes 
m "America." 

There were many screen classics pro- 
duced by Biograph in the five years fol- 
lowmg 1908. To exhibitors and the public 
for the greater part of that time the for- 
mer will tell you that a one-sheet outside 
their doors announcing a Biograph 
would be shown was sufificient to insure 
a full house for the day. 

Old-time exhibitors will recall with 
smiles of satisfaction the comments of their 
patrons over such pictures as "The Battle," 
"Man's Genesis," "The Battle of Elder- 
berry Gulch," "When Pippa Passes"," 
"The Blot on the Scutcheon" — ^but why 
continue? Literally there were scores and 
hundreds of them. 

Judith of Bethulia 

As a result of the desire of Griffith to 
extend the length of pictures he was 
authorized to make "Judith of Bethulia," 
\yhich in four reels was looked upon as 
little short of revolutionary. 

In October, 1913, Griffith joined Re- 
liance-Majestic, distributing through Mu- 
tual. His salary was reputed to be $100,- 
000 a year, and there is every reason to 
beheve the figure was authentic. It was 
a salary at that period practically unknown, 
with possibly one or two exceptions. 

Here in a little over a j'ear he pro- 
duced several marked successes, and then 
resigned to go to Los Angeles to make 
"The Clansman," by Thomas Dixon, later 
to be more generally released under the 
title of "The Birth of a Nation." 

This production, which was shown for 
the^first time in Los Angeles February 8, 
1915, reached high-water mark in film re- 
turns. No other picture has approached it, 
not by a half. 

Among others which have followed were 
"Intolerance," "Hearts of the World," 
"Broken Blossoms," "Way Down East" 
and "Orphans of the Storm." 

"America" is the last — and without hesi- 
tation we will say it is the greatest of Mr. 
Griffith's works. The production easily 
came within the classification of "great" 
as it was presented on its first night in 
New York. 

As a result of the pruning and trim- 
ming which Mr. Griffith bestowed upon it 
in the succeeding eight or nine days its 
dramatic effect has been vastly enhanced. 

"America" is its producer's greatest 
work — to date. For it is well to bear in 
mind that its creator is but forty-four 
years old. His career practically has just 
begun. What he has achieved in "Amer- 
ica" is proof that his star is still in the 
ascendant. 

And right here we will return to the 
point where we started. The success of 
David Griffith has been due largely to his 
personal contact with those less fortunate- 
ly placed in the battle ranks of life. He 
knows what is in the mind of the man who 
works as well as of the man who thinks. 

More than that, he has the capacity 
most vividly to dramatize everydaj' hap- 
penings, to reach the heart of the man in 
the street. 



CYTHEREA 

Starts, Where Language Stops 

— — - . 



56 



Exhibitors Trade Review 



Merchandising the Big Little 
Feature 



B 



(Continued from page 8.) 

UT, after all, we do not need to go 
out of the entertainment field to 
find the examples of lOO per cent ad- 
vertising such as should be the general 
rule rather than the exception in the 
motion picture theatre's appeal. The 
original appeal of motion picture to the 
public was more like the appeal of 
vaudeville than of any other stage en- 
tertainment. Diversity has made and 
kept vaudeville the most popular 
amusement on the stage. Diversity 
made motion pictures popular in the 
first place. It will always be its biggest 
drawing power. 

In vaudeville this appeal of variety 
has always been recognized, and vaude- 
ville advertising shows it. Every 
vaudeville bill has it headliner. But 
practically every vaudeville advertise- 
ment not only tells about this headliner, 
but announces the other acts on the bill 
as well. 

Certainly the feature picture is in 
most cases the biggest box office at- 
traction on the motion picture program, 
and should be treated accordingly, be- 
ing given the largest share of the news- 
paper advertising space and the first 
consideration in the "show window," 
or lobby, display. But at the same time 
the exhibitor who wants to make a lOO 
per cent appeal to his patrons must 
give adequate treatment to the cojned) 
and the other units on his bill. This 
need not in any way detract from the 
force of the appeal made by the fea- 
ture, but rather will add to this appeal. 

We mentioned at the beginning the 
rare cases in which the value of the 
diversified appeal in adyertising was 
understood. Fortunately some of the 



WELDED WIRE 
REELS 




for Sale by ■* 

Howells Cine Equipment Co^;; 

740 7th Ayr; New york: ,:^;^ 



biggest representative theatre:: in the 
country are beginning to give more 
thought to the advertising of their 
Short Subjects — the first signs of un- 
derstanding that the public which shops 
so carefully for its merchandise, is go- 
ing to shop just as carefully for its en- 
tertainment, spending its money where 
it has the best chance to get full value 
and where it runs the least risk of be- 
ing disappointed. 

^ ^ ^ 

The Showman and The 
Short Feature 



{Continued from page 28.) 
length program that amuses and enter- 
tains and incidentally, at times, also, in- 
structs. 

We endeavor to present in interest- 
ing and entertaining fashion in Bray's 
Magazine, for instances, views and 
news from all parts of the world, 
scenics, scientific discoveries, nature 
studies, sports, thrills and comedies, 
carefully selected and arranged with 
the object of meeting the widest varie- 
ty and entertainment. 

In the Bray Nature Pictures, also, 
we endeavor to meet with a popular de- 
mand that we find is constantly increas- 
ing. These are rare and exceptional 
pictures of bird, animal and sub-sea 
life gathered by eminent naturalists, 
such as Professor Pycroft of the Brit- 
ish Museum and the staff of the Amer- 
ican Museum of Natural History, as 
interesting and novel as they are in- 
formative. 



Radio- -Mat 



BADIO-UATS 




At yonr Dealer. 



IS THt STATIOHERY OF THE SCREEN 



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 



LEASING 



We Are Specialists. Consultations and Advice Free. 
THOUSANDS OF TESTIMONIALS 

Offices, 1002 Mutual Life Bldg., Buffalo, N. Y. 



To return to my premisj, while the 
comedy and cartoon will probably al- 
ways be the leaders in popularity 
among picture-goers in the short fea- 
ture field, I am firmly of the belief 
that the exhibitor-showman is going to 
realize more and more that he should 
give the most careful consideration in 

selecting his entire short program. 
* * * 

Keeping the Showman in Mind 
In Making 'Shorts' 

(Continued from page 43.) 
"Every exhibitor should encourage you 
in your good work by running every issue 
of Screen Snapshots as this reel is not 
only excellent entertainment, but it is do- 
ing much to offset the unpleasant and un- 
true publicity regarding life in Hollywood, 
as it being played up in the daily news- 
papers." — 

"There is a great need for good short 
material," says Mr. Cohn, "but it must be 
carefully selected. The day has passed 
when short subjects on programs were re- 
garded as 'fillers.' It is now a definitely 
thought out part of a program, and is at- 
tracting the attention of the critics. The 
public and the exhibitors have been edu- 
cated up to the feature calibre release." 



CLASSIFIED AD 
DEPARTMENT 

Rates 

For Sale, 8 cents per word. 
Help Wanted, 6 cents per word. 
Situations Wanted, 4 cents per word. 
Special rates on long time contrac's. 



CAMERA EXCHANGE 



Motion Pictures made to order. Commercial, Home 
or Industrial. We have excellent facilities, and the 
best cameramen. Our price 20c per foot. Ruby 
Film Company, 727 Seventh Avenue, New York. 

Motion Picture and "Still" Cameras rented, sold 
and exchanged. Portable lights for sale and for 
rent. Keep us advised of your wants. Ruby Camera 
Exchange, 727 Seventh Ave., New York City. 



FOR SALE— 1150 OPERA CHAIRS 

High-class second-hand m good condition red panne 
plush upholstering. Front (■! backs entirely cov- 
ered. Available for delivery after June first. Full 
particulars upon request Box C. S. A., Exhibitors 
Trade Review. 



WORLD'S LARGEST EXCLUSIVE AMUSEMENT TICKET PLANT TWENTY- E16HT YEARS EXPERIENCE AT YOUR SERVICE 

ROLL FOLDED 



arcusTicket/s 

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1 <^0A Paintings 

^ ' of Film Stais 

220West ^V^^St.NewySTk. 



LOUIS SEEL, INC. 

ARTISTIC ANIMATED FILMS 
LEADERS ^TRAILERS 
220 West NFwYnnif Chicker'mg 

42"^ Street newyork- ^^^^ 



EASTMAN 
POSITIVE FILM 



Adds to picture interest the appeal of good 
photography — affords an additional safeguard 
for the success of the picture in the eyes of 
the audience — carries quality from studio to 
screen. 

Look in the margin of the release print for 
the identification "Eastman" "Kodak." 



Eastman Film, both regular and 
tinted base, is available in thou- 
sand foot lengths. 



EASTMAN KODAK COMPANY 

ROCHESTER, N. Y. 



Charley 
Chase 



Sing a song of 
dollars 

A pocket full of 




Perfection in one reel comedies- 



Hal Roach Comedies 



'OR nearly ten years the standard one reel comedy release. 

They ynust be good to bear the name Hal Roach. " He is the 
maker of stars, the originator of ideas, the creator of comedy 
"styles." 

Have you seen Charley Chase yet? Here is a comedian 
who looks, dresses and acts like a hmnan being, — yet is really 
funny. 

With Chase and the "Dippy Doo Dads" you have diversity, 
novelty, pep, fun. 



Pafh^comedy 

TRADE { Cfll MARK 



Round About the Studio Number 



EXHIBITORS 

'^rade RE VI EW 

9he Business Taper of the Motion Vidure Industry 



Chalk Up / 

J^es Crazes 




a 

March 
paramount 
Qidure 

PRODUCED BY 




PRESENTED BY 
ADOLPH ZUKOR AND 
JESSE L.LASKY 

WITH 

ERNEST TORRENCE 
MARYASTOR 
NOAH BEERY 

FROM THE PLAY ^MAGNOLIA* 

BY BOOTH TARKINGTON 

SCREEN PLAY BY 
WALTER WOODS 





Few 
Recent 

WURLITZER 
UNIT ORGAN 
Installations 

$4,000,000 
CHICC^GO THEATRE 

Chicago 
RIALTO THEATRE 
New York 
NEW GRANADA 
THEATRE 
San Francisco 
LAFAYETTE 
THEATRE 
Buffalo 
TIVOLI THEATRE 
Chicago 

Capitol theatre 

Cincinnati 
MUNICIPAL 
AUDITORIUM 
Denver 
McVICKER'S 
THEATRE 
Chicago 



Read 

What Another of 
America's Fore- 
m o s t Organists 
Says About the 
WURLITZER. 



1,0 



Here reproduced is the unbiased opinion 
of another of America's most brilliant and 
masterful organists on the supremacy of 
the Wurlitzer Unit Organ. Read the 




the Wurlitzer console, 
Palace Theatre, Dallas 
Texas. 



letter — then clip and mail the coupon 
today for full details of new selling plan 
designed to place Wurlitzer Feature 
Music in every motion picture house from 
coast to coast, regardless of size. 




v'i^l'^^?/^ weekly by Exhibitors Review PubUshlner Corporation. Executive. Editorial Offices Knickerbocker B\dg., Broadway and 42iul St.. New 
xork City Subscription $2.00 year. Bntered as seoond-ol&ss matter. Aug. 25. 1922, at post office at E. Stroudsbur^, Pa., under act of March 8, 18T9. 



March 22, 1924 



I 



BUDDY MESSINGER 



in 

^^The Young Tenderfoot 

Just the comedy to put new blood into your box- 
office, new pep into your program! Buddy's bub- 
bling humor in this real American boy comedy will 
keep them in an uproar — and get the drop on all 
previous comedy business. 

Play all the "CENTURY COMEDIES"— give 
them one on each program — it's the best way to 
insure pep and variety in your show. Give them 
Jack Earle, Harry McCoy, Al Alt, The Century 
Follies Girls and Pal, The Dog, in their original 
Century laugh and money-makers ! 





'Consistently Good" 
One a Week 



Released thru UNIVERSAL 




Produced by Demand 

of the Qreat 

American Puhlicl 



FACTS 



"Three Weeks" has sold more 
than fifteen million copies. 

It has been translated into 
every language of the world 
except Spanish! 

There is never a year that 
"Three Weeks" isn't a contem- 
porary best seller in America. 
Last year it sold 1 00,000 copies. 

It has been read by forty mil- 
lion people. Twentv-five mil- 
lion are women. 

With the exception of the Bible 
it is the best-seller of all time. 



THE CAST 

AILEEN PRINGLE 
CONRAD NAGEL 
JOHN SAINPOLIS 
STUART HOLMES 
MITCHELL LEWIS 

ROBERT CAIN 
NIGEL DE BRULIER 

DALE FULLER 
CLAIRE DE LOREZ 
WILLIAM HAINES 

Directed by 

ALAN CROSLAND 

Scenario by ELINOR GLYN 
Continuity hj 

CAREY WILSON 

'Editorial Director 

JUNE MATHIS 
A Qoldwyn Picture 



Popularity is king in this 
business. When the public 
wants something it's got to 
have it. The consistent in- 
terest in Elinor Glyn's undy- 
ing romance heralded the 
great motion picture that is 
now ready to be shown. 
And what a glorious show- 
ing it will be, for the pro- 
duction is a classic, a gem 
of artistic portrayal. Can 
you think of a title off-hand 
that has the popularity of 
"Three Weeks?" 



Elinor Glyn journeyed all 
the way from her beautiful 
manor in England to super- 
intend the filming of her 
great story in Los Angeles. 
She picked the cast which 
represents her imagination's 
ideal. And they performed 
her noiiracles. We'll deUver 
some reels of celluloid to 
you in tin film cans, but 
it's just like handing you a 
gold nugget on a silver 
platter. 



THREE 

WEEKS 

(ffoLdiJOyn^^osnxopoiltan 



Undoubtedly it is the BEST picture this organization has 
prodaced" EvQryone who sees it Sdys so -Registers 
on every count -Ha^ all tlie eiements — ^ 
You can hallylioo it and Know 
it u^ill stand up to 
everything you 
say about 



ever 




Distributed by Exchanges "Giving an Extra Measure of Service 



COMMONWEALTH FILM CORP. 
72^ Seventh Avenue 
New York City 

MOSCOW FILMS, INC. 
23 Piedmont Street 
Boston, Mass. 

AMERICAN FEATURE FILM CO. 
1335 Vine Street 
Philadelphia, Pa. 



SKIRBOLL BROS. 
GOLD SEAL PROD. 
507 Film Building 
Cleveland, Ohio 
GREIVER PRODUCTIONS 
831 South Wabash Avenue 
Chicago, 111. 
H. LIEBER CO. 
122 W. New York Street 
Indianapolis, Ind. 



ALL STAR FEATURES DIST. 
209 Golden Gate Avenue 
San Francisco, Cal. 

FAVORITE FILM CO. 
143 E. Elizabeth Street 
Detroit, Mich. 



INC. 



COLUMBIA FILM SERVICE 
101-0 Forbes Street 
Pittsburgh, Pa. 
Foreign Rights Controlled by 
RICHMOUNT PICTURES 
723 Seventh Ave., New York City 



Sicn^na by MarjuenCc Gove ^ V. 



MID-WEST DIST. CO. 
Toy Building 
Milwaukee, Wise. 
F. & R. FILM CO. 
Loeb Arcade Building 
Minneapolis, Minn. 



^^^^^ 



I 



N "Flapper Wives" Laurence 
Trimble and Jane Murfin have 
created a distinctly different 
type of screen-play. 



AMt%t>^ ^A^OP^ ^/IhOP^ ^A/40P?A -.II/iDPJ 



Flawless direction coupled with 
discriminating casting has made 
possible a production which, while 
tensely dramatic, is consistently 
convincing at all times. 

Adapted from the play of the 
same name by Jane Murfin, the ac- 
tion carries just enough true com- 
edy to act as an admirable foil to 
the dramatic situations. 




d^iiir <^i'^ dJSi^ cjgjiiP' 



5^ 



3 



1^ 



Portrayed by the 
following notable cast 

May Allison 
Rockcliffe Fellowes 
Vera Reynolds 
Edward Horton 
Harry Mestayer 
William V. Mong 

and \ 

The Greatest Dog Actor on 
the Screen 

Selznick Distributing 
Corporation 



9f 



4. 



it/ 



Jp^ ^JS^ ^ 0^ 

\rt6P^ -fl/iDptf' -.A/iDPJa*' -n/iDpjV ^iinOP^t 



FIGURES TALK 



According to Variety ^ issued March 12th, the 
grosses of three Broadway, New York theatres for 
preceding week (first week' of Lent) were as 
follows : 

STRAND $30,000 

RIVOLI $16,880 

RIALTO $18,855 

Of course, the picture at the Strand was that 
phenomenal box office attraction 

''DAUGHTERS 
OF TODAY'' 

The above comparative figures again prove the 
drawing power of this remarkable picture. 



Selznick Distributing Corporation 



Jack Pickf ord's 
"THE HILL BILLY" 
"Real Entertainment" 

"Another good picture is 'The Hill Billy' in which 
Jack Pickford is starred," declares the New York 
Herald's film revicAver. 

"Well directed, cleverly acted, intelligently cast 
and brilliantly photographed, it stands up with the 
very best offerings of the season. 
"This is a picture well worth seeing and there is no 
hesitation in recommending it as genuine . photo- 
play entertainment:" 



Now Booking 

JACK PICKFORD 

"The hill Billy" 

Suggested by a John "J-ooc Jr. Story ~ -^adaptation by 'Marion Uact^J-on 

Direction bij George O-fill 

Allied Producers and Distributors Corporation 
729 Seventh Ave., New York 

Hiram Abrams, President 
A Branch Office Located In Every United Artists Exchange 



No Lambs in 
the Metro Fold 




Say Metro for 
March/and book 
these four live 
lion ''Sized hits 



March comes in like 
a lion ^ so do some 
pictures ^ but it takes 
METRO product to 
finish the same wa^^ 



March 3 

Louis B. Mayer presents 

^ Reginald Barker s 

WOMEN WHO GIVE 

CQased on SARAH P. M*^LEAN GREENE'S 
"CAPE COD FOLKS" Sceruiria by 
A.V.YOmiGEBi.Mapted by BERNARD 
M'^CONVILLE dnd J.G.HAW115 Ji 



f 



March 24 




March 31 

^Shootin^ /DanM^'Grew 

zOcth, 

fiarbardLdMarr^LewCody^ 



ABXHUR [^HERBERT 
SAWYERlBffll LUBIN- 
SPECIAL 
JOi,rocbed. hij 



OarenceBadeer MacBusch-Percy^Mannoiit 

k!ZZTsL.^ ^romlhA SPELL of the 
^Sf^r YUKON" 6. ROBERT W. 
Winifred Dmm SERVICE 



VIOLA DANA 



Dont IKnibt Your Husband 

Directed by HARRY BEAUMONT 

WrLUen by SADA COWAN and 
HOWARD HIGGIN 



etiD 

^UyLfui LYRIC THEATRE 



Louis B.Mayer 

Fred Niblo's 

Vxf Name Is Woman 



RamonNovarro & Barbara LaMarr 

MaplecLbu BESS MEBEPYTH /nwBENJAMIN F. 
GLAZEBS JimricanYersionofJ^KBL SCHQENHERRiS 



and every one of them has a 
roar that will raise the roof / 

It s a habit with METRO Pictures 



/ 



%e most widdf hooMSmture 
infirst run theatres in fhe liistorf 
^ ^ ^independent 

distrihution 




Some First-run Theatres that 
will play '^Love's Whirlpool" 
within the next few weeks 

NEW YORK Cameo Theatre 

(First run week — ^followed by Keith, Proctor and Moss 
Circuits and Mever & Schneider Theatre Circuit.) 

CHICAGO Randolph Theatre 

ST. LOUIS, MO Wm. Goldman's King's Theatre 

BOSTON, MASS Fenway Theatre 

INDIANAPOLIS, IND Palace Theatre 

CINCINNATI, OHIO Capitol Theatre 

LOUISVILLE, KY Rialto Theatre 

PROVIDENCE, R. I Victory Theatre 

TAMPA, FLA Strand Theatre 

HOUSTON, TEXAS Capitol Theatre 

OAKLAND, CALIF State Theatre 

JACKSONVILLE, FLA Imperial Theatre 

SANDUSKY, OHIO Schade Theatre 

CHATTANOOGA, TENN Rialto Theatre 

WINSTON-SALEM, N. C Amuzu Theatre 

SAVANNAH, GA Odeon Theatre 

MIAMI, FLA Hippod'vme 

JACKSON, TENN Lyric Tneatre 

WACO, TEXAS Hippodrome 

COLUMBIA, S. C Imperial Theatre 

MUSKOGEE, OKLA Palace Theatre 

KNOXVILLE, TENN Strand Theatre 

MACON, GA Rialto Theatre 

ST. PETERSBURGH, FLA Phiel Theatre 

SALT LAKE CITY, UTAH Pantages Theatre 

FORT WORTH, TEXAS Phillips Egypt Theatre 

SACRAMENTO, CALIF Liberty Theatre 

DAYTON, OHIO ..Keith's State Theatre 

HUNTINGTON, W. VA. Strand Theatre 

SOUTHERN ENTERPRISES THEATRE CIRCUIT 



LOVES WHIRLPOOL 



Presented by 
REGAL PICTURES, INC. 

Story by Martha Lord 

Adapted by Elliott Clawson 
and Bruce Mitchell 

Directed by 
Bruce Mitchell 




James Kirkwood Lila Lee 
and Madge Bellamy 

DisWbM/ed by 

HODKINSON 



Season 1924-1925 
Thirty first Run Pictures 



They invested and 



One of the 
fiist National 

20 

RcbniatyiojuDe 

1 9 1 4 




MARK-STRAND— New York 
City 

EMPRESS— Oklahoma City 
SOUTHERN—Columbus, Ohio 
STRAND— Lansing, Mich. 
CIRCLE — Indianapolis, Ind. 
STRAND— Erie, Pa. 
PRINCESS— Joliet, lU. 
MADISON — ^Peoria, 111. 
CAPITOL — Davenport, la. 
STRAND— Des Moines, la. 
STRAND — Milwaukee, Wis. 



STRAND — Madison, Wis. 

STRAND — Sioux FaUs, S. D. 

AMERICAN— Salt Lake City, U. 

ORPHEUM— Ogden, Utah 

BROADWAY— Charlotte, N. C. 

BROADWAY — Columbia, S. C. 

METROPOLITAN— Atlanta, Ga. 

LA SALLE GARDENS — Detroit, 
Mich. 

PANTHEON— Toledo, Ohio 
MADISON — Detroit, Mich. 



presents 




COLD. 

A real story of the Texas Oil fields 



Directed l>y 

JOSEPH DEGRASSE 

xViih 

MILTON SILLS 

and. 

ANNA Q.NILSSON 



Foreign RighLi Conirollud by 
[AiiOcUud Km National Pu:tur«« Int 
SjW MadiKm Aveout. New York ' 



) A 3\r/it Hatiottdl Picture 




March 22, 1924 



Page 3 



? tetei«i»tei)ti i«|i«te||>tl«ll«pisil«lisra 



EXHIBITORS 

<^rade REVIEW 

9Af dusiness Paper of the potion lecture Industry 

GEORGE BLAISDELL, Editor 
EDDY ECKELS, Business Manager 
MICHAEL L. SIMMONS, GEORGE T. PARDY, 

Showmanship Editor Reviews Editor 

CONTENTS 

March 22, 1924 

EDITORIAL FEATURES 

Page 

Is Radio Responsible for Closing Theatres 5 

Paramount Production Urge 6 

In and Around the Studio : 7 

United Artists Will Go Ahead 9 

Old Lady Astor 8 

Editorial — What of the Radio? 18 

Leaders All — Jesse L. Lasky 19 

HIGHLIGHTS IN THE NEWS 

'Covered Wagon' Sets Record 9 

First National Studio Busy 10 

New Bills in Assembly 10 

Communities Will P.esent Chain Control 11 

Kansas City Exhibitors in Legal B.attle 11 

Ohio M. P. T. O. A. Elects Officers 13 

M. P. T. O. Honors Sydney Cohen 13 

Plans Completed for T. N. T. Banquet 13 

Future Arliss Picture for Selznick 14 

Bray May AIake 'Outlint; of History'. . . 14 

Principal Pictures Has Strong List 15 

Arthur to Manage Cosmopolitan Theatre 16 

Harry Rapf Joins Mayer 16 

PICTORIAL PRESENTATIONS 

Vitagraph Features Political Romance 4 

'Flapper Wives' Trobs With Heart Interest. 12 

GoLDWYN Studios Are Active 20 

Turning Window Shoppers Into Patrons.. 30 

SHOWMANSHIP 

The Song and the Box Office 31 

Puppy Stunt Attracts Crowds 32 

'Humming Bird' Offers Opportunity 32 

Detectives Used in Publicity Stunt...' 33 

'Palace of the King' Tie-Up 33 

Exploitation Ideas 34 

Advertising Aids 35 

REGULAR DEPARTMENTS 

Exhibitors Round Table 17 

L^p and Down Main Street 21 

Box Office Reviews 24 

Big Little Feature 27 

Tried and Ppotcd 37 

Current Production Chart 43 



Copyright 1924 by Exhibitors Review Publishing Corporation. 
Geo. C. Williams, President ; F. Meyers, Vice-President ; John P. 
Fernsler, Treasurer; J. A. Cron, Advertising Manager. Executive and 
E^torial offices : Knickerbocker Building, Forty-Second Street and 
Broadway, New York. Telephone, Bryant 6160. Address all Communi- 
cations 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 U. S. postage stamps. 
West Coam, Richard Kipling 1.^05 No. Western Ave., Los Angeles 



mas INTHEAIIi 




s 



TATION E. T. R. 
presents its 
ROUND ABOUT 
THE STUDIO S NUINI- 
BER. A diverting pro- 
gram in which the ex- 
hibitor is taken to the 
backstage, so to speak, 
of the film industry. 

Famous Players-Las- 
ky Corporation, for ex- 
ample, has something to say of its pro- 
duction schedule for the coming season. 
On page 6, in "The Paramount Produc- 
tion Urge," one learns on what basis 
stories, directors and players are selected 
in order to insure pleasant box-office ex- 
perience for the showman. 

It's dollars to doughnuts that when the 
reader has absorbed the thought-provok- 
ing comments in "In and Around the 
Studio," by J. L. Warner, of Warner 
Brothers Productions, he will have a 
dozen refreshing opinions on production 
economy, Avhere possibly only one existed 
before. This article, on page 7, will re- 
pay the reader's time with profitable divi- 
dends of interest and information. 

Exhibitors Trade RevicAv, desiring to 
seciu'C expert opinion on the song tie-up 
in its relation to increased box-office re- 
ceipts, considers itself fortunate in secur- 
ing a man who digs deep down into his 
experience as a popular song writer and 
motion picture advertising man, to reach 
some scintillating conclusions. It is all 
there for the reading, on page 31. 



CTAND bv 
^ STATE 



for next week's Special 
RIGHTS ISSUE. The 
status of the Independent will be pre- 
sented from the Independent side. 

Conditions, as they are toda}'- in a con- 
stantly changing field, will be dissected 
and sprinkled with expert opinions. 

The element of surprise, to which hu- 
man beings inequitably react with the 
pleasurable thrills that stamp them as 
human beings, will be found holding- 
down the center of the stage. Keep an 
eve peeled for Leaders All. Don't miss 
the STATE RIGHTS ISSL^. 



1 



r\ USTIN FAR- 
U NUM as the 

persistent lover in 
"My Man" accepts 
many rebuffs be- 
fore he finally wins 
pretty Patsy Miller 





pA T S Y is 
■t amused at her 
suitor's clumsy ef- 
forts at love mak- 
ing but in the end 
he is successful in 
his girl pursuit 



Vitagraph Features a Political Love Romance 

In the Battle of Wills, 'My Man' Uses Political Tactics to Win 



(y; CI B6 11439 

March 22, 1924 



MAR 17 \m 



Page 5 



EXHIBITORS 

9rade REVIEW 

9if Susiness Taper of the Motionficturehdustiy 

Is Radio Responsible for the Closing 
of Blank's Two Houses? 



Two of the theatres connected with 
the A. H. Blank Theatrical En- 
terprises have been ordered closed. 
They are the Capitol and the Rialto, 
both of Des Moines. The new Capitol, 
which is one of the largest and most 
elaborate houses in the Middle West, 
opened with vaudeville and pictures 
last August. 

The slump in the amusement business 
in that general section which started 
just before the holidays and has con- 
tinued despite unusually mild weather 
has resulted in the shutdown of the 
Capitol on March 14. 

The Rialto, one of the company's 
most modern Des Moines houses, is 
set for closing April i. 

In a statement issued by Mr. Blank 
it is declared the action is indicative 
of the seriousness of the genei'al amuse- 
ment situation in Iowa and Nebraska, 
which he says seems to defy any at- 
traction. 

OR the condition of which he so 
substantially complains Mr. Blank 
ascribes no reason. If in his opinion 
it is radio he does not say so. He 
merely I'ecites what has happened and 
what steps he has taken to meet the 
situation. 

Sidney B. Lust, president of the 
Super-Film Attractions and an exhibi- 
tor of the nation's capital city, in a 
letter to Exhibitors Trade Review 
agrees with William Brandt that "The 
radio is decreasing the patronage of 
the movies." 

Mr. Lust declares his belief that he 
can speak with a fair amount of knowl- 
edge, having previously been in the 
radio business as well as being an ex- 
ch^ngeman and an exhibitor. 

"Since the question became the topic 
of discussion I have talked with a num- 
ber of our residential exhibitors," says 
Mr. Lust, "and they are all complain- 
ing about their night patronage decreas- 
ing. Surely at this time of the year' 
the moving picture business should be 
excellent. 

"As an illustration at my home I 
have installed a very fine radio set and 
on Sunday evenings when 'Roxy' is 



broadcasting my wife and a party of 
friends sit around and listen in. For- 
merly they would go to the 'movies.' 

"I am given to understand that there 
are 75,000 radio sets in this city. What 
is the conclusion or result? Multiply 
this by three, which is a low average 
for the listeners-in, and you have 225,- 

000 persons staying away from the pic- 
tures. 

"While it may not decrease the pa- 
tronage of the first-run houses or the 
down-town houses, the community 
houses are suffering. You understand 

1 have asked a number of exhibitors 
who conduct community houses and 
this is their version of the question. 

"There should be a solution of ■ the 
problem. Who will be the genius to 
uncover it? I might suggest that we 
are making a mistake by encouraging 
the radio and the exhibitors are mak- 
ing a mistake by allowing their solo- 
ists and musicians to broadcast their 
talent when it should be paid for at 
the box office." 

From the town of Exeter, N. H., 
comes an interesting letter from G. 
W. Yeaton, manager of the loka 
Theatre, who takes issue with B. P. 
Schulberg, who in the columns of this 
journal recently said he did not be- 
lieve radio was hurting the motion pic- 
ture business. 

C AYING the producer may increase 
the price of bis pictures at will Mr. 
Yeaton declares the exhibitor has 
reached the limit the public will stand. 

"Mr. Schulberg is a producer," says 
the Exeter manager, "and I will ad- 
mit that his company makes some good 
pictures, for I have used every one of 
them, but I do not think he is as well 
qualified to judge of the effects of the 
radio upon the moving picture public 
as the exhibitor in daily touch with his 
patrons and who knows exactly the 
causes that keep them away from the 
theatres, especially in small towns. 

"I know from investigation that I 
am losing a hundred or so each week 
from this one cause — 'radio.' People 
who used to attend my theatre two and 
three times a week now seldom come 



at all, and if at all only on an average 
of perhaps once in two weeks. Know- 
ing nearly every one in town I make 
it one of my rules to find out the rea- 
son for their absence, and I learn that 
in nine cases out of ten the cause is 
radio. 

"The town is honeycombed with 
radio bees and radio clubs. I thought 
a year ago it was only a fad and would 
soon wear out. Not so. 

"It is ten times worse now than it 
was a year ago. 

"They first get a one-tube set, which 
starts the disease. Then it grows to 
a three-tuber and on to a five, and if 
the manufacturers could turn out the 
supplies fast enough I think it will run 
into hundreds. 

"I know what it is, because I have 
got as far as the five-tuber myself and 
have the parts on hand to make a 
'super.' My business compels me to 
be at the theatre or I would be at home 
listening in with the rest." 

jyjR. YEATON says when he is "soft" 
enough to sit up until 3 o'clock in 
the morning at the end of his day's 
work he is not going to permit any one 
to say the radio does not hurt his busi- 
ness. 

He says it is not that people neces- 
sarily prefer the radio to pictures every 
evening in the week, but the radio is 
best in the evening, and they choose 
the radio with slippers and shirtsleeves 
to a long walk in the cold. 

Mr. Yeaton declares his intention to 
go out and fight the radio situation and 
he is going to make a "super." 

"I am going to try to keep 'one jump 
ahead' of every radio fan in town," 
he says. He declares he is going to 
have the best receiving set in Exeter 
and is going to give his patrons a little 
radio with their pictures. 

The exhibitor plans to have his fel- 
low-townsmen coming to him for ad- 
vice, to consider him an authority on 
radio as well as pictures.. 

He admits it means a lot of hard 
work, but he is convinced that if he 
is to stay in the small town picture 
business he has got to combine the two. 



Page 6 



Exhibitors Trade Review 



Tlie Paramount Production Urge 



Box-Office Value of Story, Director and Player Is the Basis of 
Selection Before Pictures Go Into Production 



BOX office value has been made 
the Paramount productions now 
one of the principal essentials in 
being made at the Long Island studio. 
Casts and directors have been carefully 
selected not only with an eye to their 
ability, but also after a careful survey 
of their records as attractions in thea- 
tres ; and these directors and players 
have been assigned to stories the value 
of which has been established either 
on the stage or in book form. 

The productions now being made at 
Long Island for Paramount are pointed 
to by officials of the Company as the 
type evolved by Jesses L. Lasky, first 
vice-president of Famous Players- 
Lasky Corporation in charge of produc- 
tion, during the brief shut-down period 
in the middle of the winter. At that 
time Mr. Lasky said that in the future 
every production would be thoroughly 
mapped out and carefully planned be- 
fore work was begun, and that every 
effort would be made to make only 
those pictures which had a definite and 
assured box office appeal. 

As evidence of this policy, the Com- 
pany's officials are pointing to this 
gi-oup of pictures now being produced : 
Rudolph Valentino in "Monsieur Beau- 
caire," Thomas Meighan in "The Con- 
fidence Man," Gloria Swanson in 



UUDOLPH VALENTINO loses nothuni 
^ of his natural attractiveness in donnimj 
the po\wdcrcd wig and knee breeches for Para- 
mount's "Monsieur Beaiicaire."_ If anything 
his portrayal of a character in a day when 
Grandma- zvas a girl adds to his many achieve- 
ments in the photodrama. Bebe Daniels like- 
ivise sliMvs to unmistakable adi'autage. 



By CHARLES E. McCARTHY 

of Famous Players-La^ky Corporation 

"Manhandled," Herbert Brenon's pro- 
duction of "The Mountebank," and 
Alan Crosland's production "The Man 
Who Sold Himself" featuring Richard 
Dix. 

In "The Confidence Man," one of 
the big box office appeal's, aside from 
the presence of Thomas Meighan in 
the picture as star, is the fact that in 
this picture Mr. Meighan returns to the 
type of crook story which made him 
famous. The choice of "The Confi- 
dence Man" in which Meighan play;< 
the role of a likeable .swindler, was the 
result of a demand from Mr. Meigh- 
an's admirers and a number of exhibi 
tors for another Tom Meighan crook- 
picture, similar to "The Miracle Man," 
"The Citv of Silent Men" and "If You 
Believe It, It's So." 

The vehicle for Gloria Swanson — 
"Manhandled" — was inspired and 
chosen 1)y an expert in box office val- 



ues — S. R. Kent, Paramount's distri- 
bution manager. Mr. Kent plotted out 
the story himself, chose the title for it 
and then got Arthur Stringer, a well 
known novelist and short story writer 
to write it as a serial story to be pub- 
lished in the Saturady Evening Post 
beginning next week. The picture is 
being produced by Allan Dwan, direc- 
tor of "Robin Hood," whose two lat- 
est pictures, "A Society Scandal" and 
"Big Brother" are proving immense 
successes. 

Herbert Brenon's forthcoming pro- 
duction, "The Mountebank," has a 
quadruple combination of audience at- 
tractions — Mr. Brenon's name, which 
has been associated recently with "The 
Shadows of Paris," "The Spanish Dan- 
cer" and "The Breaking Point" ; the 
story, which is by the famous English 
novelist, W. J. Locke, and Ernest Tor- 
rence in the featured role. Since "The 
Covered Wagon" every picture in 
which Torrence has played has been a 
big success. And he has become an in- 
dividual attraction of the first order. 





March 22, 1924 



Page 7 



In and Around the Studio 

By J. L. WARNER. 
Production Manager Warner Brothers IP est Coast Studios 



IN and around the motion picture 
studio, almost any studio will do, 
but Warner Bros, studio particular- 
ly as it is the one I am best qualified to 
speak for the visitor unfamiliar with 
such surroundings is usually struck 
with the apparent disorder and hectic 
atmosphere, if the various companies 
are at work "on the lot" or the appar- 
ent quiet if everyone is away on loca- 
tion. Then perhaps the visitor, who 
may be a journalist, goes away and is 
later quoted with some very emphatic 
remarks on the "waste and inefficiency 
of the movies." 

It all depends on where you sit as to 
how the show will look and sitting in 
the chair of the studio production man- 
ager (and very few of them sit for 
more than two minutes at a time) the 
view is entirely different. The disorder 
which impressed the visitor is nothing 
of the kind. The coiled cables around 
the lights are not carelessly thrown 
there but placed that way to instantly 
permit of the lamps being moved. 

The odd shaped pile of lumber was 
not forgotten by a careless carpenter 
but most likely placed there so that 
a "parallel" or elevated platform might 
be erected quickly for an unusual cam- 
era shot. 

Even the pots of paint in the corner 
are only waiting for a scheduled mo- 
ment to perhaps change a "flat" from a 
garret to a ballroom, for the Louis 
XIV ballroom today may be an East 
Side tenement tomorrow. 

When a theatrical production ends 
its run the "storehouse" is usually the 
mausoleum of the scenic equipment. 



Not so in the studio. Every stick of 
wood, piece of canvas and even the 
nails are made to do double and triple 
duty. Imagine a theatre trying to re- 
hearse, stage and produce six different 
productions at once with varying peri- 
ods calling for six different types of 
furniture, scenery, and costumes. 

Take the situation when all com- 
panies are on location as sometimes 
happens. Quite true one may see only 
a few carpenters or plasterers hammer- 
ing at some shapeless mass in a corner 
of the stage. The activity now is con- 
centrated in other places. Look inside 
the carpenter shop, you will see the men 
busih^ constructing everything from 
furniture to carriages and houses. 
The scenic artists are working from 
miniature models of some future "set," 
the seamstresses in the wardrobe rooms 
are busily sewing costumes and the 
laboratory men are engaged in assem- 
bling the "takes" of the previous day. 

J^ESOURCEFULNESS" i s t h e 
watchword in our studio and if I 
may be permitted to say it, "The 
A^^arner Brothers stydio has never 
yet been 'stumped' by a technical 
obstacle." We have successfully nego- 
tiated without leaving the grounds of 
the studio proper, earthquakes and vol- 
canoes in "A Dangerous Adventure," a 
Northwest blizzard, ski-jumping 
contest and ice ring in "Main 
Street," a forest fire in "Lombard," 
the docks and streets of Calais in 
i8oo for "Beau Brummel," an 
ocean beach in "Broadway After 
Dark" and innum.erable others 



TT OJV is if done?" is fairly well an- 
szi^'crcd in these pirturcs taken 'rouu'l 
about the studios. For one thing, the 
"shooting" of a fast moving automobile, 
seeniincjlv so difficult, zvhen seen on the 
S( reen, is made easv and accessible zi'hen 
one is let in on the "dark" secret here 




WJ ILLIAM BEAU DINE is seen here with 
his group of faithfuls during a respite 
from his direction of Warner Brothers' "The 
Printer's Devil" starring IVesley Barry. A 
case of the hectic "shooters' being "shot" 

which space will not permit mention 
at this writing. 

Thus it easily might be inferred after 
the consequent light has been thrown 
on the subject that what may appear to 
the uninitiated as an extravagant M-aste 
of resources and material, is really at 
a last analysis a strategic arrangement 
in which valuable moments are gained, 
and contingencies most capably met 
when the fire of pressure is at white 
heat. 





Page 8 



Exhibitors Trade Review 



Old /hdy^^storSqys 




rr HE Quebec Board of Motion Picture Censors has dis- 
J- covered a new method of entertaining jurymen sittmg 
on a murder trial. On a day when the twelve men were 
not busy hearing the evidence in the Father Delorme case 
they were invited by the censors to join them in reviewing 
the daily grind. The censors did more than that. Ihey 
invited the jurj^men to look at pictures which had been 
condemned for public consumption, which a usually truth- 
ful correspondent declares were enjoyed immensely, i he 
court it may be noted, with judicial foresight sent along a 
police escort. Canadian exchangemen may be pardoned for 
making facetious remarks about the proceeding. 

BRUCE FOWLER, director of McVicker's Theatre 
of Chicago, accompanied by H. Leopold Spitalny, 
director of music and production, and Ed Olmstead, 
director of publicity, were in New York last week 
as guests of the Famous Players coincident with the 
Paramount convention. 

T^DWARD EARL, president of the Nicholas Power 
^ Company, is back at his desk after a siege with the 
doctors. If he is glad to be on the job his associates m the 
company and his host of friends in the industry are happy 
to have him again in the active circle. While the head of 
Nicholas Power is a man of many interests he is a con- 
sistent follower of trade functions, and he is always one of 
the real members of any party. 

MARCUS LOEW cut short his golf at Palm Beach 
in order to get back to New York on March 
10, so that he might be present at the opening 
of ' Loew's State in White Plains on the evening ol 
that day. In the same suburb of the big town 
Loew's Strand, a recent acquisition and which has 
been thoroughly renovated, was reopened on the 
following Thursday. 

TTNDER the patronage of Barron Collier of the New 
York police and the New York state exhibitors, through 
Pr esident William Brandt, E. B. Ha trick, general manager 
of International News, incorporated in that publication in 
its issue of March 8 the first of a series of "Safety First" 
incidents showing the dangers to pedestrians on crowded 
streets. Not much footage is devoted to the particular bit, 
but it is graphically shown and carries a real thrill. The 
spot selected for the first demonstration is Forty-second 
street and Fifth avenue, New York, believed by many to be 
the most crowded corner in the world. 

T EE DE FOREST'S latest phonofilm is showing at 
the Rivoli this week. Chauncey M. Depew, one 
of New York's first citizens and approaching the 
ninety-year mark, gives a short and intimate talk on 
Abraham Lincoln with whom he was personally ac- 
quainted. Dr. Frank Crane' essayist, talks on "Hap- 
piness." The synchronizing is complete, the voices 
are loud and clear and the general effect is almost 
uncanny. 

J)AVID WARK GRIFFITH, returning from Boston to 
. New York following his great triumph there with 
"America," brought with him the bronze button of mem- 
bership of the oldest military organization in the country, 
the Minute Men of Lexington. The honorary distinction 
was conferred upon the producer for the faithfulness with 
which he portrayed the battle of Lexington. The button 
was presented by Captain Breed, who was accompanied by 
fifteen members of the famous organization, on the stage 
of the theatre. 



JT just happens that in casting "Along Came Ruth" for 
Metro all of the players with the exception of Viola Dana, 
who is the star, were born in small towns. As an example, 
Walter Hiers hails from Cordele, Ga. ; Tully Marshall from 
Nevada City, Cal., and Gale Henry from Bear Valley. And 
so on with the half dozen others in the cast. Miss Dana is 
credited to New York, or Brooklyn to be exact and Flat- 
bush to be even more exact. Now Flatbush as a part of 
Brooklyn was annexed to New York January 1, 1898, if 
our memory be reliable. Flatbush in those days had all the 
characteristics of a small town. So if — we said IF — Miss 
Dana will say she was bom prior to the date mentioned she 
may qualify on that small town stuff, too, and make the cast 
100 per cent truly rural. 

'J'HE producer of "The Uninvited Guest," J. E. 

Williamson, has agairi gone to the Bahamas, this 
time accompanied by two scientis-s of the American 
Museum of Natural History. While making the sub- 
ject named he discovered some unusual coral growths, 
and he has returned to the islands for the purpose of 
photographing them. 

^HE Rockett Brothers have closed their run on "The 
Dramatic Life of Abraham Lincoln" at the Gaiety 
Theatre in New York. The final showing was on the 
evening of Sunday. March 9, to a full house. One of the 
unusual factors connected with the seven weeks' showing 
of this fine picture is the large proportion of men who 
visited the theatre. At the same time the women who 
have seen the picture have "raved" about it, representatives 
of women's clubs being particularly enthusiastic. George 
Billings, who so ably portrayed Lincoln, is returning to 
California to prepare for a long tour with the production. 

jr is not often that a theatre celebrates its one 
hundredth anniversary, but that is what the Leland 
Theatre of Albany, N. Y., will do in May. The 
house was transformed for pictures several years ago 
while owmed by the Proctor interests. It is in the 
business center and is regarded as one of the best 
moneymaking houses in the territory. 

J] RNEST TORRENCE is in New York to play the lead- 
ing part in "The Mountebank," which Famous Players 
will make in the East. Mr. Torrence spoke from the stage 
of the Criterion on the opening night of the anniversary 
week of "Covered Wagon." The following day at the lunch- 
eon given to the reviewers at the Ritz-Carlton the por- 
trayer of Bill Jackson again talked of the picture which 
just now is much in the limelight. Mr. Torrence is a fin- 
ished speaker and always entertaining. 

JJc;LENE CHADWICK has been reading Samuel 
^. Goldwryn's declaration that there are only thirty- 
three extra good players appearing in western-made 
productions. She comes right back and suggests that 
in Holljrwood there are only seven good directors. 
She also remarks that when an actor does a good 
piece of work the director is credited, but when a 
player is compelled to interpret a part contrary to 
his owm good judgment and it .turns out badly the 
actor bears the blame. Sic' 'em, Tige! 

I^ARY PICKFORD has received another honor— the 
naming for her of the grand prize winning orchid 
bloom of the International Flower Show at the Grand Cen- 
tral Palace in New York, which she formally opened. Miss 
Pickford is the first representative of the motion picture 
industry to be so honored. Among her predecessors are 
Mrs. Harding, Mrs. Coolidge and General Pershing. The 
flower has been named the Cymbedium. 



March 22, 1924 



Page 9 



United Artists Will Go Ahead Without Any 
Essential Change in Policy 

Merely Readjustment to New Conditions, Says Miss Pickford 



OUT of the maze of conflicting news- 
paper statements regarding the af- 
fairs of the United Artists organiza- 
tion and the four prominent artists who 
form its backbone from the production 
side there is emerging a general clearing 
of the situation. 

Many things have been said, that the 
United Artists are going to be absorbed by 
some other organization and that the four 
chief contributors to the distributing com- 
pany — Miss Pickford and Messrs. Griffith, 
Fairbanks and Chaplin — were acting in 
concert looking, toward a change of alli- 
ance. 

One of the lawyers closely connected 
with the situation on the side of one of the 
"four" remarked on Wednesday that "The 
cheapest thing in the motion picture indus- 
try as well as the most damaging and most 
expensive is talk — loose, unbridled, and ir- 
responsible talk by those who don't know 
what they're talking about." 

Another person, possessing what may be 
described as at least accurate knowledge of 
the affairs of the distributing company, 
declared the company would continue just 
as it had in the past and that there was no 
tangible reason why it should not. 

In the first place, it was pointed out, the 
company had made money in 1923 and 
there were even far better prospects that 
it would do the same in 1924. 

One of the parties in interest declared 
that while he had read a lot in the press it 
was not based on fact. Asked if there 
were any difference in the major affairs of 
the company today and six months ago he 
declared emphatically there was not. 

Hiram Abrams, president of the United 
Artists, has refused to be drawn into the 
discussion and has declared he would not 
dignify the alleged controversy by talking 
about the affairs of the company or its 
members. 

Satisfied, Says Miss Pickford 

Miss Pickford, when asked regarding 
the way she viewed the situation, said the 
company stood essentially just where it al- 
ways has stood. 

The United Artists, she said, was formed 
five years ago, with the aim at that time 
of producing and distributing twelve pic- 
tures a year, three from each of the 
four principals. 

"Of course," she said, "none of us has 
made that number, with possibly a single 
exception in one year. But all of us are 
trying to make bigger pictures all the time. 

"We have decided that the product we 
shall distribute will be restricted to the 
work of just the four of us. We are simply 
readjusting our organization to new con- 
ditions. 

"We are just the same to each other as 
we have been. There has been much ex- 
aggerated talk regarding the company. 

"The United Artists made a large profit 
last year, and the company is in a fine, 
healthy condition. We feel very satisfied 
with it. What is taking place is merely a 
change of policy to meet changing condi- 
tions." 

From conversation with those in a posi- 
tion to know it developed that each of the 
four have contracts with the distributing 
corporation for a minimum of three pic- 



tures a year and a maximum of four a 
year for a total of nine productions. 

Profit Last Year 

Regarding the charge of high cost of dis- 
tribution on account of the comparatively 
limited product the statement is made by a 
person who may be said to speak with au- 
thority that the United Artists in 1923 on a 
basis of 20 per cent for distribution made a 
profit of nearly $100,000. 

It was further declared that the cost 
throughout the world, with every office 
owned outright by the distribution com- 
pany, did not exceed 25 per cent. This, it 
was stated, was a showing which it was 
believed would be unmatched by that of 
any other distribution company now do- 
ing business. 

One of the factors contributing to the 
discussion of the company's affairs has 
been the action of Douglas Fairbanks in 
employing Morris Gest to take charge of 
the exploitation of "The Thief of Bagdad," 
which is to open in New York next week. 

Mr. Gest has made a sensational success 
with "The Miracle," the pageant showing 
at the Century Theatre in New York, and 
into which, according to his statement at 
the time, he invested his all. By common 
consent he will reap a fortune. 

Gest to Aid Fairbanks 

There is no denial of the fact that Mr. 
Gest is a high-priced representative, but 
also it may be said that he will bring to the 
distribution of the great production rare 
skill in exploitation. 

One of the representatives of United 
Artists, in reply to a question, said con- 
tracts with exhibitors already were being 
signed in large numbers for "Dorothy 
Vernon of Haddon Hall," which he said 
was considered by officials of the company 
one of the greatest pictures ever made. 

What is described as one of the difficul- 
ties which has led to the present discus- 
sion and what is believed largely to be 
responsible for any controversy are the 
handicaps encountered by the producers in 
financing their productions, owing to the 
plan of one operating independently of the 
other on the picturemaking side. In that 
respect the company is different from its 
competitors. 

Griffith Gets Offers 

It is known that Mr. Griffith is one of 
those who has felt that his attention has 
been distracted from production at inop- 
portune times by reason of financial prob- 
lems. 

Perhaps it is on this account that he is 
reported to have given considerable 
thought to the increasing opportunities af- 
forded him to make pictures abroad. 

One offer was forcefully presented to 
him about the time that Ernst Lubitsch 
came to the United States. A large Ger- 
man concern was particularly insistent that 
Mr. Griffith return the international cour- 
tesy and come to Germany. 

A representative of the Russian soviet 
has been in the United States for a long 
time and has brought to bear his best ar- 
guments in an effort to convince Mr. Grif- 
fith that a real opportunity awaits that 
producer in Russia. It is the desire of the 
officials to make Russian pictures, of a 
national atmosphere, showing the country 



and its people to the Russians and the 
world as they are and not as they have 
been caricatured. 

Then, too, there has been a substantial 
offer from Italy, backed up by the highesi 
authority in that country. Italy has am- 
bition to be considered a motion picture 
country, just as in days past it has had 
rank in the automobile manufacturing field. 

Of course, if Mr. Griffith goes abroad it 
is understood his releasing arrangements in 
the United States will continue just the 
same as if he were making pictures in this 
country — i. e., through the United Artists. 
* * * 

'COVERED WAGON' MAKES 
BROADWAY RECORD 

Ends First Year with Impressive 
Official Ceremonies 

HTHE COVERED WAGON" ended its 
first year on Broadway Monday night, 
March 10, with a special observance ar- 
ranged by the Criterion Theatre manage- 
ment. Inasmuch as it was the first time 
any picture had ever had a year's run the- 
atrical producers and a number of motion 
picture stars were among the guests. 

To mark the event the big electric signs 
on the theatre were changed to indicate the 
opening of the second year's run, the in- 
terior of the theatre was decorated with 
flags and a special musical program which 
included "Covered Wagon Days" was con- 
ducted by Josiah Zuro. 

The motion picture players present in- 
cluded Ernest Torrence, who played the 
role of the scout. Bill Jackson, in "The 
Covered Wagon" and won fame thereby. 
He made a short and effective speech. 

Following the New York opening the 
picture was opened at Grauman's Egyptian 
Theatre at Hollywood on April 10. On 
April 22 a twenty-week run was opened in 
Chicago, followed by the opening in Bos- 
ton on May 21. This run also lasted 
twenty weeks. 

Despite the fact that the picture is con- 
fined to the epic period of American 
pioneering history it has been equally suc- 
cessful in Europe. 

The London run began September 5 of 
last year at the Pavillion and is still con- 
tinuing. On December 20 the picture was 
opened at the Madeleine in Paris and this 
is also still continuing. The Brussels en- 
gagement began February IS, and arrange- 
ments are now being made for engage- 
ments in Stockholm, Copenhagen and 
Christiana. Plans are under way, too, for 
openings in about a month in Mexico Citv. 
Rio de Janerio and Buenos Aires. The 
Havana engagement is scheduled to begin 
in a few days at the Fausto Theatre. 

In Australia the picture was received 
with enthusiasm. Last September an ex- 
tended run began at Melbourne, follo%ved 
by another at Sydney which lasted two 
months and then road companies went on 
tour in thirty of the principal cities and 
towns of Australia and New Zealand. 

As a special honor for all of those critics 
who reviewed the production at its opening 
showing at the Criterion in New York a 
luncheon was given Tuesday, March 11, at 
the Ritz by Adolph Zukor and Jesse L. 
Lasky. 



Page 10 



Exhibitors Trade Review 



FIRST NATIONAL KEEPS 
COAST STUDIOS BUSY 

Many Big Productions Now Under 
Way for Early Release 

'T'HE present activity of First National's 
own producing units rivals that of any 
company on the West Coast, according to re- 
ports received from the United Studios. 
With four companies at work the First Na- 
tional production force is probably busier than 
ever in its history. 

Last week Colleen Moore started filming 
on her next First National picture "The Per- 
fect Flapper," under the direction of John 
Francis Dillon, who directed Miss Moore in 
her memorable success, "Flaming Youth." The 
star's supporting cast includes Frank Mayo — 
the leading male role; Sidney Chaplin, Mary 
Carr and Phyllis Haver. The picture is an 
adaptation of a magazine story, "The Mouth 
of the Dragon," by Jessie Henderson. 

The completion of "The Woman on the 
Jury," featuring Sylvia Breamer, this week 
releases Frank Mayo for the leading mascu- 
line role of the new Colleen Moore_ picture. 

A third production now in work is "Sun- 
down," an original screen story, by Earl Hud- 
son, expected to prove one of the biggest 
outdoor dramas ever filmed. The company is 
nov/ on location in Mexico, near the Ari- 
zona border, in an enormous ranch. One of 
the unique scenes of this production will show 
the passage of manv thousand head of 
cattle across the Rio Grande. The picture is 
under the direction of Laurence Trimble, 
and the cast includes Hobart Bosworth, Rov 
Stewart, Mary Alden, Tully Marshall, 
Charles Murray and Bessie Love. 

A fourth picture, "For Sale," will star 
Corinne Griffith under the direction of George 
Archainbaud. Casting is now in progress. 
"For Sale" is a society drama, also from the 
pen of Earl Hudson. First National produc- 
tion manager. It will be Miss Griffith's third 
picture under the First National banner,_ its 
predecessors being "Black Oxen" and "Lilies 
of the Field." ^ ^ ^ 

NOVEL BEING WRITTEN FROM 
LOWELL'S FLOODGATES' 

Following the am-'ouncem.ent made last week 
by Lowell Film Productions, Inc., that its 
latest production "Floodgates" was to be syn- 
dicated in some fifteen hundred newspapers 
throughout the LTnited States comes word that 
arrangements have been made for the storv 
of "Floodgates" to be published in book form 
and that work on this is now under way. 

The story was written bv L. Case Russell 
ai-'d is said to be an exceptionally strong one 
which it is believed will have wide appeal 
to readers as well as motion picture fans. 

Lowell productions point out that the pub- 
lishing of the storv in the leading newspapers 
of the country and also the book store tie-up 
that this gives the exchanges handling this 
picture makes excellent advertising and ex- 
ploitation. 

It is said to be the first time that a pic- 
tuer released on the independent market has 
had the story syndicated and novelized. 

* ❖ * 

CHRISTIE PLANNING STRONGEST 
ATTRACTIONS FOR SUMMER 

The Christie organization is already 
planning its feature and two-reel comedy 
production schedule so that its best foot 
forward will be during the Spring and 
Summer pionths, and there will be no 
hold-out of what are termed the strongest 
attractions until the so-called strong sea- 
so'- of the fall commences. 

It is stated by Al Christie, production 
head, that the first of the feature produc- 
tions now being made for distribution 
through Hodkinson will be ready for re- 
lease late in May or early in June at the 




JOHN LOWELL 

His latest production "Floodgates" a rural 
drama, is ready for release. The picture is a 
thriller and full of human interest touches. 



latest, which means that the bulk of the 
booking, can be for the Summer months 
when exhibitors need good strong enter- 
tainment just as well as at any other time 
of the year. 

As for the two-reel production, it is also 
stated that the entire program . of the 
year of the Educational releases which 
the Christie organization is making has 
been leading up to a strong wind-up with 
the pictures to be released in May and 
June, 'which again means general bookings 
of these comedies for the Summer months. 

* * * 

C. B. C. PRODUCTIONS WILL BE 
CALLED 'COLUMBIA PICTURES' 

After many months of careful study and 
investigation the C. B. C. Sales Corporation 
have decided that all of their own productions 
would .hereafter be known as Columbia Pic- 
tures. 

Joe Brandt and. Jack Cohn of C. B. C. 
were at first adverse to calling their pictures 
bv any other name than C. B. C. which has 
become very well known to the industry in 
general within the past five or six years. But 
they have firally decided, nevertheless, to adopt 
the new name. 

The importance of a good trade-name. C. 
B. C. feels cannot be overestimated. Th's 
was proven with four of their recent features 
"Yesterday's Wife," "The Marriage Market," 
"Discontented Husbands." and "Traffic-in- 
Hearts." They went under the name of Co- 
lumbia Pictures, and with good exploitation 
they brought excellent results. 

* * * 

FAMOUS PLAYERS-LASKY REPORT 
SHOWS BIG EARNINGS 

The Famous Players-Lasky Corporation in 
its Consolidated Statement fwhich includes 
the earnings of Subsidiary Companies), re- 
ports for the twelve months ended Decpmber 
29, 1923, net operating profits of |4,245,783.93 
after deducting all charges and reserves for 
Federal income and other taxes. 

After allowing for payment of dividends 
on the preferred stock the earnings are at tlip 
annual rate of $15.07 on the common stock 
outstanding. 

On March 10, 1924, the Board of Directors 
declared the regular quarterly dividend of $2 
a share on the preferred stock, payable May 
1, 1924, to stockholders of record at the clo: e 
of business April 15, 1924. The books will 
not close. 



NEW BILLS INTRODUCED 
IN STATE ASSEMBLY 

Sunday School Association Protects 
Against Censorship Repeal 

A-LBANY, N. Y.— Three bills of interest 
to the motion picture industry were in- 
troduced in the New York State Legislature 
last week. One introduced by Assemblyman 
Louis SchofTel, of New York, would make 
it a misdemeanor for a person, other than 
parent or guardian, or authorized adult, to 
secure or purchase a ticket, for or accom- 
pany a child under 16 years of age into any 
motion picture show, dance or theatre. 

Two bills were introduced by Assemblyman 
Steingut. One amends the general city law 
by providing that miniature motion picture ap- 
paratus, use of which is permitted, must be of 
a type approved by the National Board of 
Fire Underwriters, or head of a fire preven- 
tion bureau of a municipality. The second 
amends the general business law relative to 
requirements for and approval of miniature 
motion picture machines. 

Aside from an unofficial checking up on the 
attitude of Republican assemblymen in the 
New York State Legislature on the censorship 
repeal bill, nothing new developed during the 
past week at the state capitol. While there has 
been some talk of holding a hearing before the 
finance committees of both houses, the fact 
remains that no definite date has vet been 
named. Meanwhile, announcement has been 
forthcoming that the session will conclude on 
April 4. 

Delegates to the New York State Sunday 
School Association, meeting in Albany last 
week, passed a resolution protesting against 
the repeal bill. Those who have checked up 
the Republican assemblymen declare that there 
are not sufficient votes to pass the bill de- 
spite the fact that Speaker Machold, of the 
lower house, has let it be known that everv 
assemblyman can vote as he pleases regard- 
less of politics. 

♦ ♦ * 

'MARRIAGE CIRCLE' ESTABLISHES 
UNIQUE RECORD 

The judgment of screen producers in 
playing up to the level of the film public, 
instead of down to them, was never more 
brilliantly vindicated than in the phenom- 
enal results of "The Marriage Circle" in 
Boston last week. This Ernst Lubitsch 
Production, praised for its deft sophistica- 
tion and delightful comedy, played simul- 
taneously in the Hub City at three first 
run theatres: the Fenway, the Modern and 
the Beacon, record attendance being re- 
ported in each. 

The fact that conservative New England 
received the production as it did is com- 
pelling logic from \i-hich may be deduced 
the certainty that the picture wi'l sween 
the country like wildfire. Warner Brothers 
may well adorn their metaphorical hat with 
another feature as a result of this notable 
achievement. 

* * 

BELMORE IN 'SEA HAWK' 

Lionel Belmore, well known screen char- 
acter actor, has been engaged by Frank Lloyd 
to plav the role of Tustice Banie in his First 
National picture "The Sea Hawk." Bel- 
more was recently seen in support of Norma 
and Constance Talmadge. 

The addition of Belmore completes the b'S' 
cast of "The Sea Hawk." Others already 
announced are Milton Sills, Enid Bennett. 
Wallace Beerv, Lloyd Hughes, Wallace Mc- 
Donald, Albert Prisco, George O'Brien. Wd- 
liam Collier, Jr., Hector Sarno. Otis Harlan. 
Marc McDermott, Meda Rezina, George F 
Romain. Fred De Silva, Frank Currier and 
Bobbie Bolder. 



March 22, 1924 



Page 11 



Cominunities Will Resent Chain 
Control, Says Milliken 

Declares Country Cannot Be Cornered 



CARL MILLIKEN, former governor of 
Maine and since its organization presi- 
dent of Pine Tree Pictures, was the star 
speaker at the luncheon of the Independent 
Motion Picture Producers and Distributors 
Alarch 6. The Governor took for his subject 
"The Independent Market as Seen by a Ten- 
derfoot ProduceT." 

■Mr. MilHken said one situation confront- 
ing the industry was that of chain control, 
which unless handled by men of great re- 
straint would result in revolt on the part of 
the communities affected. Another condition 
for which there should be found a remedy is 
the writing off of some independent terri- 
tories for which the others in the end have 
to pay. 

The other speakers were Vincent Gilroy. 
chairman of the speakers committee of the 
Arbitration Society of America, who dis- 
cussed "The Court of Arbitration, or a New 
Tribunal of Justice," and George Blaisdell, 
editor of Exhibitors Trade Review, whose 
topic was "Several Subjects, One of Them 
Short." 

"The i-ext speaker brines a viewpoint which 
for us is highly valuable." said President 
Chadwick in introducing Mr. Milliken, "that 
of the public man in the motion picture busi- 
ness." 

The governor intersnersed his talk with 
stories the application of which was clear, and 
he kept his auditors in most pleasant humor. 

As an example, he referred to the dilemma 
of the independent producer when he is trying 
to learn how much money he shall invest in 
a nroduction or after investing it hnw he can 
pet arv considerable proportion of it back. 
Tie said the answer to these questions was 
something like that to the question "How- 
much whisky can a Scotchman drink?" The 
answer, he said, was "Not any given amount 
—all he can get hold of at the time." 

"If we are to get along and let a little 
money percolate back to the producer," said 
Mr.- Milliken, "and encourage him to keep in 
business then the independent market has got 
to hit on all cylinders. Territory is not played 
100 per cent in the independent market. 

"That is a problem in which all independent 
producers and distributors and I think all ex- 
hibitors, too, are interested— those of the lat- 
ter who use independent pictures, at least. 
Because in the long run pictures cannot be 
produced unless money is made. 

"If the poorer territories are written off the 
good ones have got to make it up. That is 
a problem to which I think the independent 
producers should address themselves and I be- 
lieve they will. 

"Another situation and one affecting the 
whole industry is that of the chain theatre, 
about which I have no words of wisdom or 
any particular remedy to suggest except this 
general one. 

"Jim Hili said the most foolish man in 
America is the one who sells America short. 
One other man who is also foolish, more fool- 
ish than that if anything, is the man 
who tries to corner the United States and keep 
it cornered. 

"There is an instinctive feeling in human 
nature that resents the thought_ something is 
being doled out in the proportion some one 
else determines. 

"I have a notion that unless that situation 
is handled with great restraint by men who 
own the theatres that we shall find eventually 
and perhaps very soon a condition of revolt 
on the part of the communities affected. The 
fact is that thin^js have moved so fast and 
people have been so busy trying to keep up 
with this moving picture industry of ours that 
they have not organized. 



"Communities are not always going to 
stand for having their neighborhood sewed up 
by anyone unless the situation is handled for 
the good of the entire community." (Ap- 
plause.) 

Mr. Blaisdell referred to the apparent ten- 
dency on the part of producers in conformity 
with requests by exhibitors to get away from 
the extremely long features, and as an evi- 
dence of that quoted figures revealed by an 
examination of the footages of productions re- 
leased during December and January last. 

In December the average length of sixty 
features was 6,350 feet, while in January the 
average for sixty-nine productions was 6.130. 

These figures indicated, said the speaker, 
there was a widening market for short sub- 
jects of quality, and that the situation war- 
ranted careful examination on the part of in- 
dependent producers. 

J{e s[: 

KANSAS SENATOR DECLARES HE 
FAVORS TAX CUT 

Senator Charles Cujtis of Kansas, who has 
received several heated letters from Kansas 
exhibitors following his proposed amendni'^'Tt 
to the Mellon plan, which would retain admis- 
sion taxation to m.eet the demands for a 
soldiers' bonus, has shifted the blame to news- 
papers, alleging that he was misquoted^ 

A letter from Senator Curtis to Conrad 
Gabrial, Garden City, Kansas exhibitor : 

"I have your letter of recent date and judge 
from what you write that the paper yon read 
did not give my statement as I gave it out. 
My suggestions were only intended for con- 
sideration and I heartily agree with yon that 
the smaller theatres should not be taxed and. 
so far as I am concerned. I would be will- 
ing to remove the tax on admissions below 
fifty cents. But my idea was to have them 
increase the tax on large admissions to D''ize 
fights, sporting events, clubs and other places 
of amusement where high prices are charged. 

"I thank you for writing me and assure yon 
that I always want to hear from my friends 
at home, and I have no desire to do an injus- 
tice to any industry." 

J. E. STOREY 

General Sa'es Manager of Pathe Exchange fc 
whom the annual Pathe Sales Contest has been 
named this year. A record breaker is exnecte-1 




KANSAS CITY EXHIBITORS 
IN LEGAL BATTLE 

Fight Case Against Music Companies 
to Settle Old Dispute 

HE case of four music companies 
^•^ against six Kansas City Exhibitors 
"went to bat" in the federal court in Kan- 
sas City, March 3 and a definite ruling 
now appears inevitable, following months 
of delay. The case was taken under ad- 
visf-ment by Judge Arba S. Van Valkenburgh. 

Witnesses for both plaintiffs and defen- 
dants were present, the exhibitors being 
represented by Samul A. Handy and, after 
a brief hearing and examination of wit- 
nesses, counsel for the defendants M'as 
given ten days by Judge Van Valken- 
burgh in which to file a brief, following 
Avhich the plaintiffs will be given twenty 
days in which to file an answer. 

The exhibitors are H. H. Barrett. Colo- 
nial theatre; A. M. Eisner, president of 
the Kansas City Division of the M. P. T. 
O. A. and owmer of the Broadmour thea- 
tre: J. T. Wilson. Queens theatre: J. 
Stockdale and E. F. Stockdale, Emoire 
theatre; A, H. Boussad, World-in-Motion ; 
Gillham Amusement Company, Gillham 
theatre. The music companies are Irving 
Berlin, the Broadway Music Company, 
Lee Feist and Stark & Cowman. 

"A part of the complaint on the part of 
the music companies alleges certain music 
was played without the knowledge and 
consent of the plaintiff," Mr. Eisner said. 
"It is the contention of exhibitors in the 
case that circular letters were sent to thea- 
tre owners by the music companies, urging 
them to play the music: that the music 
could not have been olayed without knowl- 
edge and consent of the music companies 
under such circumstances." 

The exhibitors, through Mr. Hardy, will 
base their defense noon the contention that 
the suits have not bpen brought by the real 
nsrties at interest, that the interests of the 
individual music cnmoanies have been as- 
^in^ned to the Society of Authors, Pub- 
lishers and Comnosers of America, which, 
according to Mr. Hardy, is contrary to 
federal statutes. 

^ ^ ^ 

STRONG UNIVERSAL PICTURES 
FOR MARCH RELEASE 

Universal announces the release of one big 
Jewel production and four five reel features 
during the month of March. This schedule 
is the equal of any month's output made avail- 
able to exhibitors by Universal in many 
months. 

The Jewel production for March is "Fools 
Highway," the new Mary Philbin picture. 
The features, in the order of their release, 
are "The Phantom Horseman," a Tack Hoxie' 
picture-; "Stolen Secrets," with HeVhert Raw- 
Imson; "The Night Message," a special writ- 
fen and directed by Perley Poore Sheehan, 
ard "The Galloping Ace" another Hoxie. 

Prints of all these pictures are now in the 
various Universal exchanges and can be pre- 
viewed by Universal's exhibitor patrons. 

"Fools Highway" had its premiere showing 
in the Atlantic Garden Theatre, 50 Bowery, 
New York City. This place was chosen for a 
presentation because the picture is a Bowery 
story of 30 years ago, having been adapted 
from Owen Kildare's world famed novel "My 
Mamie Rose." 

* * * 

CLOAKLEY JOINS UNFV^ERSAL 

Oral D. Cloakley, manager of the Regent 
Theatre, Ottawa, Canada, has resigned to ac- 
cept the position of director of exploitation 
for Universal's West Coast theatres. He was 
in New York last Tuesday completing ar- 
rangements. He will make his headquarters 
in Los Angeles. 



ge 12 



Exhibitors Trade Review 





''THESE scene excerpts from Jane 
Mnrfin's "Flapper Wives," are fairly 
repealing as to the variety of emotional 
and dramatic interest of the Selsnick 
feature. It is a happy blend of a power- 
ful story, a rollicking idea, and the mas- 
terful strokes of laughs and tears. The 
cast is c.rccllcnt. leading off zi'ith such 
sterling performers as. Rockliffe Fel- 
lozvcs. May Allison, William V. Mong 



pLAPPER WIT'ES," from the play 
by Jane Murfin is a picture zvhic'h 
has been built -with an eye to its ex- 
ploitation possibilities. Without ques- 
tion, its title is immediately arresting 
and its theme, is of tremendous interest 
to most moving picture loving mortals. 




Selznick's 'Flapper Wives' Throbs With Heart Interest and Punch 

Its Appeal to Women — the Backbone of All Theatre Audiences — Endows 
Selznick Picture With Assets Which Should Prove Up at the Box-Office 



March 22, 1924 



Page 13 



Ohio M. P. T. 0. A. Elects Officers 
At Annual Convention 

Many State Industry Officals Present 



nPHE annual convention of the Ohio Motion 
Picture Theatre Owners' Association was 
held in Columbus, March 6 and 7, and was 
attended not only by members of the _ asso- 
ciation but by a number of state and indus- 
try officials. 

The outstanding development of the conven- 
tion was the announcement of Michael J. 
O'Toole, chairman of the welfare committee 
of the Motion Picture Theatre Owners of 
America, that Sydney S. Cohen, president of 
the association for the past five years, would 
not be a candidate for re-election. 

Immediately upon the announcement by Mr. 
O'Toole, a motion was unanimously carried 
praising Mr. Cohen's administration. 

This is the third convention of the Ohioans 
and it was devoted to business concerned with 
the exhibitor at large. The convention was 
opened by an address of welcome on behalf 
of Mayor Thurber and was responded to by 
Charles L. Thurber. 

Another prominent speaker was Governor 
Victor Donahey, who chose as his subject the 
importance of taxation. He expressed the 
belief that the problem would find a solution 




ACTION IN METRO PICTURE 

Action is the keynote of Metro's "Half-a-Dollar- 
Bil!." William Carleton and Lewis Mitchell are 
shown doing their daily dozen. 



in the issuing of bonds approved by a ma- 
jority of the qualified voters of a sub-division 
and not by a majority of the others. 

At the executive meeting new officers were 
elected. They are ; President, Martin J. 
Smith of Toledo ; vice-president at large, T. 
T. Harwood of Cleveland ; first vice-president, 
J. A. Ackerman of Cincinnati ; second vice- 
president, William James of Columbus ; third 
vice-president, James P. Dunlevy, Akron; 
secretary, George M. Fengurg, Newark; treas- 
urer, John A. Schulwalter. 

* * * 

M. P. T. O. HONORS 
SYDNEY S. COHEN 

Set of Resolutions Adopted in Honor 
of Retiring President 

At a meeting of the Board of Directors of 
the Motion Picture Theatre Owners of 
America, the board went on record with a set 
of resolutions, honoring Sydney S. Cohen, 
who for the past four years has been presi- 



dent of the organization. He has been head 
of the oragnization snice its mception and 
been instrumental in building tne organiza- 
tion to one of great strengtn. 

He will retire from office during the annual 
convention to be held in Boston m May. 

Following are the resolutions ; 

By the Members of the Board of Directors 
and Officers of . the Motion Picture Theatre 
Owners of America, in meeting assembled at 
New York City, January 17, 1'■J^4, the follow- 
ing resolutions were unanimously adopted : 

Whereas, The services given Dy Sydney S. 
Cohen, as President of the Motion Picture 
Theatre Owners of America and Chairman 
of the Board of Directors of the organization 
have been of a kind which merits the un- 
qualihed approval of all Theatre Owners be- 
cause of the real constructive work he per- 
formed on behalf of this division of our in- 
dustry, and 

Whereas, Mr. Cohen has announced to the 
members of the Board of Directors his defi- 
nite determination to retire frum the presi- 
dency at the 1924 convention and thereby 
create a vacancy difficult to fill in a manner 
which will ensure the continuance of this great 
National work for the cause of the exhibitor. 

Resolved, by the members of the Board of 
Directors of the Motion Picture Theatre 
Owners of America, that we sincerely desire 
to record our appreciation of the great work 
performed by President Cohen on behalf of 
our organization and its members, and regret 
that business necessities require his relinquish- 
ing the executive office he fills with such credit 
and dignity. We hereby heartily approve of 
the official acts of Mr. Cohen, realizing that 
at all times he had the interests of the ex- 
hibitors at heart and moved in a way which 
won for our organization ard our business 
generally the very highest measure of official 
and public appreciation and support in nation, 
state and community. 

Resolved, that our heartfelt thanks are here- 
by extended to Mr. Cohen for this fidelity 
to duty and painstaking* processes employed 
by him in caring for'exhibitors' welfare. We 
pledge to him our undivided and unwavering 
support for the remainder of his term and en- 
tertain the hope that in the future we will 
have the full benefit of his aid and counsel 
in all matters afi^ecting the welfare of our or- 
ganization and the motion picture industry 
generally. 

Resolved that a copy of these resolutions 
be presented to Mr. Cohen and spread on the 
minutes of the Board of Directors meeting. 

Signed by W. A. True, John A. Schwalm, 
Fred C. Seegert, George P. Aarons, A. A. 
Elliott, E. W. Collins, L. J. Dittmar, C. E. 
Whitehurst, Joseph W. Walsh, M. E. Comer- 
ford, Ernest H. Horstmann. A. R. Pramer, 
Joseph Mogler, G. G. Schmidt, Hector M. 
Pasmezoglu, R. E. Woodhull, A. Julian Bry- 
lawski, Edward M. Fay, Martin G. Smith, 
Charles T. Sears, C. A. Lick, Glenn Harper. 

'fi ^ ^ 

A. WARNER LEAVES FOR COAST 
FOR CONFERENCE 

A Warner has left for Los Angeles for an 
important conference with H. M. and J. L. 
Warner pertaining to the program of twenty 
productions to be presented by their organiza- 
tion during the coming season, all of which 
will be made at the Warner Brothers' mam- 
moth studios which are among the greatest 
in Hollywood. 

Since Mr. Albert Warner's recent return 
from Europe he has been busy formulating 
plans for the distribution of next season's 
output and also outlining the sales policy of 
the Warner organization. 



PLANS COMPLETED FOR 
T. N. T. BANQUET 

Publicity Men Set for Annual Frolic 
at Hotel Astor, March 29 

FOLLOWING the announcement that for 
the first time in banquet history there would 
be no speechmaking at The Naked Truth Din- 
ner, annual gathering of the Associated Mo- 
tion Pictures Advertisers, the imposing line- 
up of those who will tell Bedtime Stories in 
place of lengthy dissertation at the Hotel As- 
tor on the night of March 29 is announced 
today by A. M. Botsford, chairman of the 
entertainment committee. 

These notable Bedtime Story tellers will in- 
clude : Mary Pickford, Douglas Fairbanks, 
Will Hays, David Wark Griffith, Samuel 
Rothafel, Rupert Hughes and A. M. Bots- 
ford. 

Far and wide will these Bedtime Stories 
by Mary, Doug, Will and Dave be heard, for 
Station WEAF is to broadcast them along 
with the rest of the entertainment by wire- 
less — to the W. A. M. P. A. S. in Hollywood, 
to every film club, to England and to the 
millions who wait breathless for the naked 
truth about the heads of the industry. 

Further these Bedtime Tales will be lim- 
ited to five minutes each instead of ten as 




EDWARD EARL 

President of Nicholas Power Company, is back 
at his desk after a severe illness. His many 
friends heartily welcome him back to the fold 



previously announced and each will deal with 
Naked Truths concerning the motion pic- 
ture industry. 

Mary and Doug will detail some Naked 
Truths about the films as viewed from the 
actors standpoint. Will Hays, as director gen- 
eral of the motion picture industry, will lay 
bare the facts as he sees them. D. W. Grif- 
fith will relate the reel dope about directors. 
Samuel Rothafel will give the showman's 
angle. Rupert Hughes will give "the low 
down" on the author's viewpoint. That Big 
Personality will say something to make his 
hearers' ears burn. 

BABY PEGGY AT WORK AGAIN 

William A. Sieter has given the initial 
order to "shoot" on Baby Peggy's second pro- 
duction, "Helen's Babies." 

The cast that will be seen in the starlet's 
support includes Gene Carpenter, Clara Bow, 
Edward Everett Horton, Claire Adams, Rich- 
ard Tucker, George Reed and Mattie Peters. 

The picture is being made at Principal Pic- 
tures Studios and is the second of the series 
that Baby Peggy is signed for. 



Page 14 



Exhibitors Trade Review 



FUTURE ARLISS PICTURE 
FOR SELZNICK 

The First Under the New Agreement 
Will Be '$20 a Week' 

Y the terms of an agreement just con- 
eluded, Distinctive Pictures Corpora- 
tion will release future George Arliss pic- 
tures through the Selznick Distributing 
Corporation. The first of these will be a 
comedy drama, "$20 a Week," which will 
be ready about the first of April. 

The picture is based on the Edgar 
Franklin novel "The Adopted Father." 
Supporting Mr. Arliss in this production 
are Edith Roberts, Taylor Holmes and 
Ronald Colman. Harmon Weight, who di- 
rected the previous Arliss pictures with the 
exception of "The Green Goddess" iS re- 
sponsible for this production. 

The agreement was signed by Henry M. 
Hobart for Distinctive and W. C. J. Doo- 
little for Selznick. Negotiations have been 
under way between Mr. Doolittle and Mr. 
Hobart for the last six weeks. 

The last Arliss picture was "The Green 
Goddess," which was placed first on the 
list of all great features of 1923 by F. W. 
M. Hall, critic of the New York Time§, 
and was fifth in the symposium of national 
opinions gathered by Film Daily on the 
best pictures of the year. 

The contract will not change in any way 
the existing relations between Distinctive 
and the Goldwyn-Cosmopolitan Corpor- 
ation, it is said, by which the latter dis- 
tributes certain other feature productions 
of Distinctive. 

VIOLET MERSEREAU RETURNS 
TO SCREEN IN BURR PICTURE 

Violet Mersereau, who has been vacation- 
ing from screen work for some time returned 
to the films recently when C. C. Burr en- 
gaged her for a leading role in ."Lend Me 
Your Husband" now being produced by Burr 
Pictures, Inc., at the studios in Glendale, Long 
Island, under the direction of William Christy 
Cabanne. 

Miss Mersereau makes her second appear- 
ance under the C. C. Burr management, hav- 
ing played opposite Johnny Hines in his popu- 
lar melocomedy "Luck. ' Her most recent 



screen appearances have been in "The Shep- 
herd King" and "Nero," both for the Fox 
Films. These productions were made in Italy 
and Miss Mersereau was the only American 
player appearing in the casts. 

Beginning her career as a child player in 
stock companies, Miss Mersereau later toured 
with Margaret Anglin, playing Flora in the 
original company of "The Clansman." She 
attained stage stardom in the road company 
of "Rebecca of Sunnybrook Farm." 

* * * 

SIEGFRIED' GERMAN PICTURE 
HAS PREVIEW IN BERLIN 

The first screening of the Decla super 
production of the Ufa, "Siegfried," the 
first of the two pictures in the Nibelungen 
production by Fritz Lang, was attended 
by representatives of the trade press not 
only of Germany but of Great Britain, 
France, Italy, Holland, -Austria, Czecho 
Slovakia and Roumania as well. The 
opening performance took place at the Uta 
Palast, Berlin, the largest kino in the Ger- 
man Capital, last week. 

The opening performance was a com- 
plete success. There was hardly an Amer- 
ican or British correspondent stationed at 
Berlin who did not attend and for the first 
time in the history of the German film in- 
dustry a film review was sent from Berlin 
to foreign countries by cable. 

* * * 

ENTIRE WARNER 1923 OUTPUT 

IN SELECTED LIST 
All of the Warner Brothers releases for 
1923 are represented in the ninth annual 
catalogue of selected pictures made by the 
National Board of Review of Motion Pic- 
tures and compiled by the National Com- 
mittee for Better Films. The inclusion of 
their entire last year's output is a signifi- 
cant sign proving that Warner Brothers 
Classics of the Screen are wholesome, 
clean and fit for both general and special 
family audiences, including children. 

The Warner quota includes: "Brass," 
"The Country Kid," "George Washington, 
Jr.," "The Little Church Around the Cor- 
ner," "Lucretia Lombard," "Main Street," 
"The Marriage Circle," "The Printers' 
Devil," "Tiger Rose," ' and "Where the 
North Begins." 




CELEBRITIES ON THE COAST 



Two Independent First National producers and a First National star arrive in Hollywood from 
New York. They are, from left to right, Samuel Goldwyn, Norma Talmadge and Joseph M. Schenck 



BRAY STUDIOS MAY MAKE 
'OUTLINE OF HISTORY' 

John R. Bray Leaves for England to 
Confer With H. G. Wells 

JOHN R. BRAY, president of Bray Studios, 
Inc., pioneer producer of educational motion 
pictures and the originator and inventor of the 
motion picture cartoon, sailed Saturda>, 
March 8 on the S. S. Berengaria. 

While in England Mr. Bray will confer 
with H. G. Wells, the author, regarding the 
picturization of the "Outline of History, ' the 
screen rights of which Mr. Bray controls. 
Arrangements to begin actual production on 
this stupendous screen epic, it is expected, will 
be completed before Mr. Bray's return. 

Mr. Bray goes abroad at the invitation of 
British Army Officials to arrange contracts 
with the British Government for a series of 
technical motion pictures to be designed for 
instructional and training purposes. 

He takes with him several prints of a film 
prepared under his supervision and direction 
and already contracted for uy the British 
War Office showing the mechanism, movement 
and operation of tne automobile down to the 
smalkst detail and constituting a complete 
course of instruction. The series will be used 
in instructing all ranks of the British Army 
in the operation and mechanism of the au- 
tomobile. 

Mr. Bray during his stay on the other side 
will also arrange for the introduction in the 
United Kingdom of his latest invention the 
Brayco, a novel and compact projecting ma- 
chine, which it is predicted will revolutionize 
visual education and home entertainment, by 
reason of its absolute safety and adaptability 
to all conditions. The machine .vhich is 
smaller than the ordinary desk telephone is 
designed to project motion picture film in- 
stead of the old fashioned slides. 



CHARLES CHAPLIN CHOOSES NEW 
LEADING WOMAN 

After deliberation that lasted for months 
and continued while the picture already 
was in production, Charles Chaplin has 
chosen a leading woman for his new coni- 
edy. In a wire to United Artists Corpor- 
ation, the comedian announces Lita Grey 
as the girl who is to play opposite him in 
the Alaskan "gold rush" story, for which 
he has already made preliminary scenes. 

Lita Grey is a discovery of Chaplin dat- 
ing from a minor role which she played 
in his "The Kid." While the decision to 
feature Miss Grey next to the star himself 
in the first comedy to be produced by 
Chaplin in two years came suddenly, it 
was only after an exhaustive competition 
during the last two months among a dozen 
selected candidates. Screen tests and act- 
ing rehearsals were given all of the j'oung 
women, all of the aspirants bing eliminated 
in the end by the superior attractions of 
Miss Grey. 

VITAGRAPH PICTURE PREVIEW 

President Albert E. Smith, of Vitagraph, 
upon his arrival in Los Angeles arranged for 
a preview of "Let Not Man Put Asunder," 
A J. Stewart Blackton production, at the Bilt- 
more Hotel in that city on March 7. All of 
the Los Angeles critics were invited and 
greeted by Miss Pauline Frederick and Lou 
Tellegen, stars of the picture. 

* * * 

VACATION FOR CHARLES GOETZ 

Charles E. Goetz, general manager of the 
Dependable Exchange of New York and Buf- 
falo, distributing Warner Brothers' 18 
Classics, will soon be on his way to Cuba for 
a well earned rest. He will sail from New 
York on March 15 on the S. S. Orizaba. 



March 22, 1924 



Page 15 



PRINCIPAL PICTURES HAS 
STRONG LIST READY 

Five Big States Rights Productions 
for Immediate Release 

IVE big States Rights productions, 
with stars whose names have great 
drawing power, are announced for imme- 
diate release, the distribution being 
through Principal Pictures Corporation. 
They are: 

"Daring Youth," produced and presented 
by B. F. Zeidman. In the cast are Bebe 
Daniels and Norman Kerry, Lee Moran, 
Lillian Langdon, and Arthur Hoyt. 

"The Good Bad Boy," another B. F. 
Zeidman production. This play is said to be 
as powerful as "Lightnin' " or "The Old 
Soak." Forrest Robinson plays a charac- 
ter similar to the ones seen in those big 
speaking stage successes. The principals lu 
the cast are Joe Butterworth and Mary 
Jane Irving. Brownie, the famous "dog 
star," also has a big part. This produc- 
tion was directed by Edward F. Cline, who 
won laurels with Jackie Coogan in "Circus 
Days." 

"Listen Lester," presented by Sacra- 
mento Pictures Corporation. A screen ad- 
aptation of John Cort's famous stage suc- 
cess of the same name which ran on 
Broadway for more than a year. In the 
cast are Louise Fazenda, Eva Novak, 
Harry Myers, George O'Hara, Alec Fran- 
cis. Lee Moran and Dot Farley. 

"The Masked Dancer," produced by 
Eastern Productions, Inc., with Helene 
Chadwick and Lowell Sherman, supported 
by Leslie Austin, Joseph King, Arthur 
Housman, Charles Craig, Mme. Andree, 
Dorothy Kingdon, Alyce Mills and Helen 
Ward. Adapted from "The Woman With 
the Mask," by Rodolph Lothar. 

"Beggars on Horseback," a B. F. Zeid- 
man production, starring Monte Blue and 
Marie Prevost. Distinguished cast, includ- 
ing Clara Bow, of "A Woman of Paris" 
fame. Directed by William Beaudine. 

All of these productions are being dis- 
tributed through Principal Pictures Cor- 
poration and are ready for immediate re- 
lease. Preliminary reports from Branch 
Exchanges throughout the country are that 
bookings on "Daring Youth," the first pro- 
duction of the series are unusually heavy, 
and that there is a big demand for the 
other four. 

* * * 

FILM BOOKING OFFICE WILL DIS- 
TRIBUTE TRUART PICTURES 

The Truart Film Corporation and the 
Film Booking Offices have consummated a 
deal whereby the latter firm have acquired 
for distribution the bulk of the Truart 
production in nearly all parts of the coun- 
try. The contract does not take in the 
state of New York, Philadelphia, Chicago 
and New Haven territories. 

The first productions to be distributed 
under the new deal are "Broadway Gold." 
an Edward Dillion feature starring Elaine 
Hammerstein, including in the cast Elliot 
Dexter and Kathlyn Williams; "The 
Empty Cradle," adapted from Leota Mor- 
gan's novel "Cheating Wives," and di- 
rected by Burton King, with Mary Alden 
and Harry T. Morey in the leading roles; 
"The Unknown Purple," and a Carlos pro- 
duction with a distinguished cast includ- 
ing Henry Wathall, Alice Lake, Stuart 
Holmes, Helen Ferguson and others; 
"Women Men Marry," with E. K. Lin- 
coln, Florence Dixon, Hedda Hopper, 
Julia Swayne Gordon and other players of 
merit; "Let's Go!", a Richard Talmadge 
production directed by W. K. Howard 



with Eileen Percy, Tully Marshall and 
George Nichols in the cast; "On Time!", 
another Richard Talmadge picture, and 
Elaine Hammerstein's "Drums of Jeop- 
ardy," with Wallace Beery and Jack Mul- 
hall in the cast. ^ ^ ^ 

DARMOUR IS TO ASSIST 
SELZNICK CHIEF 

IFell Known Picture Man Chosen for 
Constructive Ability 

rPT C. J. DOOLITTLE, President of the 
»V • Selznick Distributing Corporation, an- 
nounces the appointment of L. J. Dar- 
mour as assistant to the president. In ac- 
cordance with the policy of the company, 
the appointment was made from within the 
organization, as Mr. Darmour has been 
connected with the Selznick company for 
a number of years. 

In his new position, Mr. Darmour will 
work with all departments of the organi- 
zation, at the same time giving special at- 
tention to the acquisition of new product. 

Mr. Darmour has had an association of 
more than ten years with the motion-pic- 
ture industry, and is thoroughly familiar 
with every phase of the production of pic- 
tures. For seven years before he joined 
Selznick, he was with the Gaumont Com- 
pany. Among other posts he held in the 
Selznick organization were those of asso- 
ciate editor, then editor, of the Selznick 
News reel. 

Following the war, Mr. Darmour wra^ 
honored by being placed in charge of all 
the motion-picture work of the Peace Con- 
ference in Paris, for the United States sig- 
nal Corps, and supervised the filming of 
the historic happenings there. 

* * * 

SONG 'YOLANDA' DEDICATED 
TO MARION DA VIES 

A song entitled "Yolanda," written by 
Luther Reed and William Frederick Peters, 
has been introduced at the presentation of 
"Yolanda," in which Marion Davies is star- 
ring at the Cosmopolitan Theatre. 

The song, which is dedicated to Miss 
Davies, was sung by Frederick Wheeler, bar- 
itone soloist, who has been specially engaged 
for the presentation which precedes the photo- 
play. 



PLAN HISTORICAL SERIES 
OF TWO REELERS 

Tefft Johnson Will Adapt ^Liberty 
Boys of '76' 

'T'HE screen rights to "The Liberty Boys 
of '76," one of the most popular group 
of short stories has just been contracted 
for by Tefft Johnson from Harry E. Wolff, 
the publisher. 

It IS conservatively estimated that no 
less than two million readers are familiar 
with this series of Revolutionary War 
stories, and today the circulation of the 
weekly runs high in the hundred thou- 
sands. 

There was considerable competition for 
the screen rights. The series is to be di- 
rected by Mr. Johnson. Historical authen- 
ticity will be stressed in every instance. 
The stories themselves are based on fact 
are are filled with the exciting adventures 
of those men who were responsible for the 
molding of the United States. 

George Washington, Alexander Hamil- 
ton, Nathan Hale, Ethan Allen and a score 
of other heroic figures of early Colonial 
days form some of the prominent charac- 
ters in the series. 

Each story is to be treated in two reels. 
Preparations are now in progress for the 
production, work on which is expected to 
be begun during the current month. 

It is likely most of the interiors of tl^e 
productions will be made in New Jersey, 
with the exception of an occasional jour- 
ney to a historical locale. 

No expense will be spared in placing 
the parts of the heroic figures of the nar- 
ratives in the hands of capable interpreters. 

Telft Johnson's admirable work on 
"Sonny Boy" series of films will long be 
remembered as a noteworthy achievement. 

The world distributing rights for the 
films have been secured by the Kerman 
F'ilm, Inc., of 729 Seventh Avenue, New 
York. ^ 

E. W. MAMMONS AT COAST 

E. W. Hammons, president of Educa- 
tional Film Exchange, Inc., left early this 
week for his annual early spring visit to Los 
Angeles, where he will confer with the heads 
of the various units producing short subjects 
for distribution through the organization. 



SHRINERS VISIT MARY 
A group of Shriners getting a close-up of Mary Piokford. Miss Pickford is in costume and on her 
left is Imperial Potentate C. V. Dykeman. The photo was taken during! the filming of "Dorothy Vernon" 



Page 16 



Exhibitors Trade Review 



JACK ARTHUR TO MANAGE 
COSMOPOLITAN THEATRE 

IV. R. Hearst Brings Him from Canada 
to Direct Broadway Theatre 

MOVING PICTURE men of Canada have 
been stirred by the announcement at 
Toronto, Ontario, of the appointment of 
Jack Arthur, director of music and produc- 
tions of the Famous Players Canadian Cor- 
poration, Toronto, to the general-manager- 
ship of the Cosmopolitan Theatre, New 
York, owned by William Randolph Hearst, 
at a very large salary. Mr. Arthur will 
assume the position May 1. 

As general director of music for Famous 
Players in Canada Mr. Arthur has had 
supervision of music and specialty presen- 
tations in all of the sixty theatres of the 
corporation in the Dominion and he has 
had outstanding success in the producing 
of novelties, dances, prologues and other 
features of moving picture performance* 
at the large theatres on the circuit. Since 
he became musical director of the Regent 
Theatre, Toronto, when that house was 
opened as a moving picture palace in Au- 
gust, 1916. 

Mr. Arthur, who was born in Scotlana 
about thirty-five years ago, went to Canada 
when he was thirteen and was in the show 
business at sixteen after he had won a 
musical scholarship at the Toronto College 
of Music. He returned to Toronto from 
Broadway about ten j'ears ago, after hav- 
ing been musical director with George 
Primrose Minstrels for some time. During 
the time that he has been presenting many 
and varied divertisements in Famous Play- 
ers house, his happy slogan has been, 
"Something just a little different," and that 
has been the key-note of his success. 

His Toronto headquarters since the fall 
of 1922 have been at the Hippodrome, the 
manager of which is Clarence Robsoi?. 
Here he has presented many production 
details and has directed the orchestra along 
with Lloyd Collins, with Ernest Hunt pre- 
siding at the immense Hope organ, reputed 
to be the largest organ in Canada. 

Mr. Arthur is the second official to leave 
the Famous Players Canadian Corporation 
within recent months, the preceding de- 
partees having been Charles Branham, who 
resigned from the post of director of thea- 
tres for the corporation in order to be- 
come general manager of the Gordon thea- 
tre chain, with headquarters at Boston. 
Mr. Arthur is known by praltically every 
moving picture man in the whole of Can- 
ada, and he is never known to have made 
an enemy. 

* * * 

WARNER BROS. GET OPTIONS 
ON TWO BEST SELLERS 

Warner Brothers are concentrating their 
energies in an intensive round-up of meritori- 
ous story material and are keeping their 
fingers on the pulse of public approval, stand- 
ing ready to snatch up the prize as soon 
as country-wide demand singles out a book 
or a play. 

Many best sellers of the year are possible 
Warner Classics of the Screen, options hav- 
ing been secured on those books and plays 
that have proven their appeal to the reading 
public, so that the schedule of production for 




JOHN M. STAHL 

Few directors have turned out box-office suc- 
cesses with the consistency of John M. Stahl. 
According to all reports, his latest, "Why Men 
Leave Home," is an even bigger triumph than 
"The Dangerous Age." The picture will be pre- 
sented by Louis B. Mayer through First National 



the season 1924-25 promises to fulfill to the 
utmost, the higher and better pictures planned 
for the coming year. 

To date, Warner Brothers have announced 
their purchase of two books. "The Dark 
Swan," by Ernest Pascal and "A Lost Lady." 
by Willa Gather, but rumor has it that several 
other popular stories, enjoying extensive sale, 
will soon be under the Warner banner. 

* * * 

FULTON THEATRE CHOSEN FOR 
RED SEAL FEATURE 

Edwin Miles Fadman, president of the 
Red Seal, announces that arrangements have 
been completed for the presentation in New 
York, at the Fulton Theatre, of Maurice 
Feraudy, with a selected supporting cast in 
the series of spoken plays for which the star 
is famous. Feraudy's New York appearance 
will commence about March 10. 

"Bill," the photoplay in which he appears, 
had its premiere at the Rialto Theatre, New 
York, and is now playing the Stanley Circuit, 
Philadelphia and Loew's Circuit, New York. 
It opens shortly at the McVickers Theatre, 
Chicago, for a first run. The Greiver Pro- 
ductions is the independent exchange handling 
the picture in the Chicago and Indianapolis 
territory. 

❖ * * 

WARDEN VISITS MEIGHAN 

Warden Lewis E. Lawes, of Sing Sing, 
who probably knows more confidence men 
than any other pers